A feature-length cover story from Newsweek dives into the world of voter profiling by big data systems and how campaigns can allegedly target voters' emotions to get them to vote in specific ways. The column includes comments made by Cambridge Analytica CEO Alexander Nix before the election last year. His company, which was employed by the Trump campaign, "can appeal directly to people's emotions, bypassing cognitive roadblocks, thanks to the oceans of data it can access on every man and woman in the country," the report states. Systems, like Cambridge Analytica, purport to use psychometrics and "exploit decades of behavioral science research into the flawed, often irrational ways human beings make decisions to subtly 'nudge' us — without our noticing it — toward one candidate," the report contends. 
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