Wednesday, June 3, 2009

Guestology

Guestology; Disney term

Not just knowing your guests in terms of demographics, psychographics, need, wants, experiences and expectations.

But understanding your guests: understanding their motivations and analyzing and interpreting objective data in such a way to yield profit enhancing marketing strategies.

The only way to do so is by engaging customers in conversations, through techniques such as focus groups and in-depth interviews.

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