Unsure who you're voting for in a Democratic primary or in the upcoming U.S. presidential election in November? Your grocery shopping cart may give you some direction. In a practice called microtargeting, "the idea is that in the brand-driven United States, what we buy and how we spend our free time is a good predictor of our politics." Pollsters believe they can plumb the depths of your pantry and predict who you'd pull the lever for. The New York Times takes a look at the technique in its main story in the food section today and then comes up with a food profile for McCain, Clinton, and Obama supporters.

Do you fit neatly into one of the profiles? Or is microtargeting based on food prefs the equivalent of a shopping cart with a bum wheel?


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