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Instead, he focuses on what he calls “psychographics,” the aspirational nature of a young and diverse consumer base interested in travel, cuisine and the fête — the party — of life.

The use of so-called psychographics in the Trump campaign had been denied by the firm before its collapse.

Mitsubishi Motors North America said that its ad placements were “determined based on demographics and psychographics, not politics.”

The Japanese auto and ship giant concurred, telling the Beast that “our advertising media spend is determined based on demographics and psychographics, not politics.”

While working on the Cruz campaign in the 2016 US election, Cambridge Analytica partnered with a Cambridge University academic, Aleksandr Kogan, to explore "psychographics", a marketing practice that involves psychologically profiling individuals and tailoring adverts to their personalities.