The story of Cambridge Analytica is one of the most profoundly unsettling of our time. SCL/Cambridge Analytica [is] effectively part of the ... defence establishment. This is not just a story about social psychology and data analytics. It has to be understood in terms of a military contractor using military strategies on a civilian population. David Miller, a professor of sociology ... and an authority in psyops and propaganda, says it is an extraordinary scandal that this should be anywhere near a democracy." David, [an] ex-Cambridge Analytica employee, [was] working at the firm when it introduced mass data-harvesting to its psychological warfare techniques. "It brought psychology, propaganda and technology together in this powerful new way," David [said]. Facebook was the source of the psychological insights that enabled Cambridge Analytica to target individuals. The company ... bought consumer datasets - on everything from magazine subscriptions to airline travel - and uniquely it appended these with the psych data to voter files. "The goal is to capture every single aspect of every voter's information environment," said David. "And the personality data enabled Cambridge Analytica to craft individual messages." Cambridge Analytica could target people high in neuroticism, for example, with images of immigrants "swamping" the country. Brexit came down to ... just over 1% of registered voters. It's not a stretch to believe that ... the global 1% found a way to influence this crucial 1% of British voters.