Libs shop for 'psychographic' voter targeting software - The Hill Times

Libs shop for 'psychographic' voter targeting software - The Hill Times - Newspaper Online.:

"... Greg Elmer, who is the Bell Globemedia Research Chair at Ryerson University, said the kind of voter-targeting software that was used by Mr. Obama's election campaigns has a 'marketing-like imperative' whereby potential voters are profiled using 'psychographic' information. Political parties use these programs to classify people based on their likes and dislikes by tapping into various information databases, such as census and credit card data, to determine the traits of people who are likely to vote for them. Mr. Elmer said these systems also use GIS (geographic information systems) mapping software that can show exactly where such likely voters live."