competitors that you can leverage and make a massive difference and that's why you make loads of money and i think this idea of using data and the potential manipulation through a platform facebook is stacked in just enough to give you that edge that then you can exploit through things like faith and all these other techniques and tactics. here's the technique set in motion by the scientists at cambridge analytical using the information they had on the electorate they defined thirty two types of personalities throughout the country they sent thousands of individual messages targeting those considered to be the most neurotic or worried and therefore susceptible to donald trump's messages. the firm identified many such voters in three states wisconsin michigan and pencil.