> But to ambitious data scientists like Pocovi, who has worked with major political parties in Latin America in recent elections, Cambridge Analytica, which shut down in May, was behind the curve. Where it gauged people’s receptiveness to campaign messages by analyzing data they typed into Facebook, today’s “neuropolitical” consultants say they can peg voters’ feelings by observing their spontaneous responses: an electrical impulse from a key brain region, a split-­second grimace, or a moment’s hesitation as they ponder a question.