Kogan was pretty open in his BBC radio interview that his research on personality types and political views (which was the nominal purpose of gathering his data

Kogan was pretty open in his BBC radio interview that his research on personality types and political views (which was the nominal purpose of gathering his data) shows only very weak effects. I could easily believe that CA's data set provided valuable information not available otherwise about people's political views (if it recorded what people had read and 'liked'), but I'm very sceptical that there was any particularly clever analysis going on.