At Disney, psychographics is the holy grail of research, and it’s broken down into four parts, called compass points: needs, wants, stereotypes, and emotions. What do people who plan a trip to Disney World need? A vacation. What do those vacationing Guests want? Lots of things, of course, but mostly they want fun, hassle-free trips and memories to last a lifetime. What stereotypes or preconceived notions do they bring with them? Research reveals positive ones such as clean facilities, friendly people, and fun-filled days, as well as negatives such as long lines and high prices. And what
...more
