From the many, not the few: on microtargeting

An increasingly prominent aspect of life online is a practise that has been christened by Harvard business theorist Shoshana Zuboff as ‘surveillance capitalism’. This involves the extraction of behavioural data about individuals with the intention of targeting those individuals in ways that can be manipulative.


As we’ve seen with incidents like the Cambridge Analytica scandal earlier this year, this has also spilled over directly in to politics – though it might be said that all such interactions ought to be considered seriously as novel political phenomena.

Signify featured in The Guardian's mid term coverage

From the US Guardian’s live coverage of the mid-terms; “This is a fear election. Fear around immigration and security versus fear about health care coverage, according to analysis by Signify, an ethical data science company. And of the two, health care seems to be the winning issue despite Donald Trump’s dire warnings of a caravan heading towards the US-Mexico border.”

Mid-terms pt I: Will healthcare deliver a blue wave?

Trump’s divisive rhetoric and a comparatively disciplined issues-driven campaign from the Democrats have presented voters with a stark choice in tomorrow’s mid-terms: turn out to vote because you fear a tidal wave of immigration and criminality, or go to the polls because you fear losing your access to affordable health care. Analysis conducted by Signify indicates that healthcare is more important to voters than any other issue and may swing results all over the country.

In defence of Data Science, a reaction to Cambridge Analytica.

In defence of Data Science, a reaction to Cambridge Analytica.

Signify was founded a year ago as a reaction to the direction we perceived #datascience to be heading. We're working hard to try and change the way business and politics think of and engage with data. There is a choice to be made...

"The person who wins by lying will govern by lying"

Brazilians are the second most active users of social media in the world, and there area already several organisations on both left and right who have made it their business to increase polarisation and spread fake news. There is some hope for candidates who are consistent and clear whenever they speak and who stand up for ordinary people - having a mission and sticking to that mission will make it harder for people to attack them, although it will not stop those attacks.