koegen to harvest data for them through a facebook personality quiz. we collected a very specific type of data so we collected people s demographic details. like their birthday, their location, their gender and then we collected and then we collected page likes. what some failed to understand from the fine print was the app also took their friends information. the average person at that point i think had about 300 friends. so we collected the user and the 300 friends. so from just the 200,000 times 300 you get 60 million. taking redundant user profiles in account he estimated he obtained data from a staggering 30 million people which he shared with cambridge analytica. the massive information grab might never have been public knowledge had it not been for