Alexander Nix

The idea of applying psychology or behavioural sciences to communication is not a new one. It's very old behavioural economics. If it gives you some additional insights - so be it. ”

We use nearly 5 thousand different data points about you to craft and target a message. The data points are not just a representative model of you. The data points are about you, specifically. ”

Every day we have teams looking for new data sets. ”

We steer clear of fringe political parties or minority groups. We're not trying to orchestrate a revolution. ”

There's no question that the marketing and advertising world is ahead of the political marketing the political communications world. ”

I must emphatically state that Cambridge Analytica does not condone or engage in entrapment, bribes or so-called 'honeytraps', and nor does it use untrue material for any purpose. ”

Our job is not to dictate the policies of our candidates or even influence them but simply to articulate them in the most clear and meaningful way to the relevant audience. ”

We never worked in Russia. We never worked for Russia. I want to be careful, but I don't think we have any Russian employees in our company whatsoever. We just don't have business in Russia. We have no involvement with Russia, never have done. ”

The company started in the early 90s or late 80s. We were a behavioural science company. We didn't pivot into data analytics till 2012. So, all the data that we collected pre-2012, which was done by the British company SBL group, was collected through quantitive and qualitative research on the ground. ”

Well, we'll look at the hundred thousand type A personalities, and then we'll have a look at the corresponding data points that we have on those hundred thousand people. We'll have a look at what attributes they have in common and then we'll build a model based on that. ”