According to the Disney Institute, “Guestology is the science of knowing and understanding customers”.  They accomplish this knowing by studying their guests (families), by studying the demographics of their families.   They look at who is not coming to the Theme park (school) and why.  They thus develop a profile of their customers and potential customers. This kind of look at demographic characteristics can help the school devise changes to the school to meet the needs of parents who are making other school choices.