But they’re offshoots of a long-standing political tradition: hitting voters right in the feels. How well can consultants like these use neurological data to target or sway voters? And if they are as good at it as they claim, can we trust that our political decisions are truly our own? Will democracy itself start to feel the squeeze?īrain, eye, and face scans that tease out people’s true desires might seem dystopian.
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The trend raises a torrent of questions in the run-up to the 2018 midterms. “There’s nothing more important to a politician than winning,” he says. Bush, John McCain, and Elizabeth Dole, says that while uptake of these technologies is somewhat limited in the US, campaigns would use neuromarketing if they thought it would give them an edge. Fred Davis, a Republican strategist whose clients have included George W. While it’s not certain the Trump or Clinton campaigns used neuromarketing in 2016, SCL-the parent firm of Cambridge Analytica, which worked for Trump-has reportedly used facial analysis to assess whether what voters said they felt about candidates was genuine.īut even if US campaigns won’t admit to using neuromarketing, “they should be interested in it, because politics is a blood sport,” says Dan Hill, an American expert in facial-expression coding who advised Mexican president Enrique Peña Nieto’s 2012 election campaign. “It’s rare that a campaign would admit to using neuromarketing techniques-though it’s quite likely the well-funded campaigns are,” says Roger Dooley, a consultant and author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing.
Political insiders say campaigns are buying into this prospect in increasing numbers, even if they’re reluctant to acknowledge it.
Biometric practitioners say they can tap into truths that voters are unable to express. A candidate’s advisors can then attempt to use that biological data to influence voting decisions. The experts aim to divine voters’ intent from signals they’re not aware they’re producing. Where it gauged people’s receptiveness to campaign messages by analyzing data they typed into Facebook, today’s “neuropolitical” consultants say they can peg voters’ feelings by observing their spontaneous responses: an electrical impulse from a key brain region, a split-second grimace, or a moment’s hesitation as they ponder a question. While it’s not clear how effective they were, the company’s algorithms may have helped fuel Donald Trump’s come-from-behind victory in 2016.īut to ambitious data scientists like Pocovi, who has worked with major political parties in Latin America in recent elections, Cambridge Analytica, which shut down in May, was behind the curve. This spring there was a widespread outcry when American Facebook users found out that information they had posted on the social network-including their likes, interests, and political preferences-had been mined by the voter-targeting firm Cambridge Analytica.
Campaigns around the world are employing Emotion Research Lab and other marketers versed in neuroscience to penetrate voters’ unspoken feelings. But the technology she’s showing me is at the forefront of a quiet political revolution. When she comes to Silicon Valley, she doesn’t even rent an office-she just grabs a table here at the Plug and Play coworking space in Sunnyvale, California. Petite with a welcoming smile, Pocovi, the founder of Emotion Research Lab in Valencia, Spain, is a global entrepreneur par excellence. When I look back at Pocovi, I get the sense she knows exactly what I’m thinking with one glance. After a few seconds, a bold green word flashes in the window: ANXIETY. Each time my expression shifts, a measurement bar next to each emotion fluctuates, as if my feelings were an audio signal. Next to it is a shaded window that tracks six “core emotions”: happiness, surprise, disgust, fear, anger, and sadness. My face stares back at me, overlaid with a grid of white lines that map the contours of my expression. Maria Pocovi slides her laptop over to me with the webcam switched on.
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