In this insightful episode of The Real Research Podcast, host Aaron Hill "talks story" with longtime friends and brilliant minds from Universal Destinations & Experiences: Jennifer Avery, SVP of Strategy, and Laura Dulude, Assistant Director of Global Strategy. Together, they unpack what it really takes to do impactful research in the high-stakes world of theme parks—where data isn't just collected, it's lived. Jennifer and Laura share their unique journeys into Universal, the culture of doing research in-house rather than outsourcing, and why subject matter expertise is crucial—especially in the niche world of themed entertainment. They discuss how hybrid work has changed the research game, the complexity of data interpretation, and why not all research is worth doing (yes, even if a C-suite exec asks for it). From managing bias and building internal trust to the "social labor" of research, this episode pulls back the curtain on how strategic insights really shape magical experiences—and how the right questions matter more than the right answers. Tune in to learn: Why Universal keeps its research in-house How data can take on a life of its own The myth of the “rational decision-maker” How curiosity beats fandom in great researchers Why sometimes the best research advice is: don’t do it