Case Study

DIY Cambridge Analytica: Running personality analytics

22 pages
March 2021
Reference: IMD-7-2274

The case walks the readers first through the Cambridge Analytica scandal, eliciting its effect and presenting an overview of the analysis the infamous company did. Readers are then introduced with simple steps on how a similar approach may be used today – running surveys on inconspicuous questions very affordably and quickly, and creating simple analytical models (linear and logistic) to infer respondents’ age and gender. The raw survey data is available upon request to the co-authors.

Learning Objective
  • Present the highlights of the Cambridge Analytica scandal.
  • Introduce how even small amounts of inconspicuous data can reveal personal information.
  • Present simple models that can be used to do so.
Keywords
Digital, Strategy, Analytics, Personality Measurement, Survey, Scandal, Statistics, Linear Model, Logistics Software, Data Privacy, General Data Protection Regulation, Justice, Strong Institution, Peace, Data Analytics, Politics
Settings
World/global
Facebook, Cambridge Analytica, Business Management Services, Communication
2016-2018
Type
Published Sources
Copyright
© 2021
Available Languages
English
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics