Perhaps no organization is better at understanding those they serve than Disney. At Disney collecting and analyzing data to understand their guests is called Guestology. Disney's Guestology data includes both demographics and psychographics. While demographic data like ages, family size, hometown, etc. are important, it's the psychographic data that really helps Disney create their magic.Disney breaks it psychographic data in four parts, called compass points. They include needs, wants, stereotypes and emotions. Disney is constantly asking itself:
- What do guests need?
- What do guests want?
- What stereotypes or preconceived notions do they bring with them?
- What emotions do they experience?
What impact would it have on your camp if you asked these questions about your campers and their families? How could you use this type of psychographic data to better serve them?
