The Cruz campaign uses "a team of statisticians and behavioral psychologists" who do "psycho­graphic targeting" with "their own version of a Myers-Briggs personality test."

According to The Washington Post.

The test data is supplemented by recent issue surveys, and together they are used to categorize supporters, who then receive specially tailored messages, phone calls and visits. Micro-targeting of voters has been around for well over a decade, but the Cruz operation has deepened the intensity of the effort and the use of psychological data....

The personality and political scores applied by the campaign are used to tightly tailor outreach to individuals. For example, personalities that have received high scores for “neuroticism” are believed to be generally fearful, so a pro-gun pitch to them would emphasize the use of firearms for personal safety and might include a picture of a burglar breaking in to a home.

But those who score high for “openness” or traditional values are more likely to receive a message that promotes hunting as a family activity, perhaps accompanied by an image of a father taking his son duck hunting....

Cruz’s campaign manager, Jeff Roe, spit chewing tobacco into a soft drink bottle as he explained the campaign’s heavy investment in data and analysis....

Whoa! Stop right there! This was rolling along like the height of sophistication and then Jeff Roe spit chewing tobacco into a soft drink bottle. What a crazy world....