I think it actually goes a bit deeper than using certain brands to identify political leanings. That was step one, but they also rated users' openness, conscie

I think it actually goes a bit deeper than using certain brands to identify political leanings. That was step one, but they also rated users' openness, conscientiousness, extraversion, agreeableness, neuroticism, depression, anger and vulnerability.[1] Then they showed targeted messages to people they decided were right leaning and vulnerable to their messaging. [1] https://www.cnn.com/style/article/christopher-wylie-fashion-cambridge-analytica/index.html https://www.cnn.com/style/article/christopher-wylie-fashion-...