Businessman

The idea of applying psychology or behavioural sciences to communication is not a new one. It's very old behavioural economics. If it gives you some additional insights - so be it.

Starting with politics, we'd like to replace blanket advertising with individualised targeted and engagement ads.

Success has many fathers and failure is an orphan.

Every day we have teams looking for new data sets.

We are fundamentally politically agnostic and an apolitical organization.

We never worked in Russia. We never worked for Russia. I want to be careful, but I don't think we have any Russian employees in our company whatsoever. We just don't have business in Russia. We have no involvement with Russia, never have done.

The big mystery of Big Data is causation versus correlation.

We were looking at different opportunities to get involved in working with Brexit but we made the decision to not work with any party - for or against - or even for any related campaigns.

We steer clear of fringe political parties or minority groups. We're not trying to orchestrate a revolution.

My long-term ambition is to be an agent of change.

Our targeted methods change depending on who you are as an individual, not a model representation of an individual.

I must emphatically state that Cambridge Analytica does not condone or engage in entrapment, bribes or so-called 'honeytraps', and nor does it use untrue material for any purpose.

Look, fundamentally the more you know about someone, the better you can communicate with them at a human level, or a mass-communication-advertising level.

As the internet of things grows, as we have sensors on everything: cars, fridges, TVs then data is going to become ubiquitous.

We leave our personal ideologies at the door... We only work for mainstream political parties.

I'm not going to speak about any of our investors or board members at all because we don't.

We didn't do Brexit. We didn't get money for it. We didn't do work for it. We didn't sign a contract.

As a British person, I am unable to give strategic advice to political campaigns in the U.S.

You can collect Facebook data legally with the consent of the Facebook users and the consent of Facebook.

Well, we'll look at the hundred thousand type A personalities, and then we'll have a look at the corresponding data points that we have on those hundred thousand people. We'll have a look at what attributes they have in common and then we'll build a model based on that.