In this episode of Real Research, host Aaron Hill dives deep into the decade-long research journey that helped bring Epic Universe, Universal Orlando’s newest theme park, to life. Joined by Universal's strategic minds Jennifer Avery and Laura Dulude, listeners get a rare behind-the-scenes look at the planning, insights, and tough decisions that paved the way for this industry-shaping project.

Jennifer and Laura share how research supported the early business case, guided strategic IP selection, and shaped the overall creative direction. From competitive positioning against Disney to exploring innovative concepts like augmented and virtual reality experiences, no idea was off the table. In the end, guest demand for deeply immersive, IP-driven lands won out—and Epic Universe was born.

This episode reveals not only how long-term research can drive billion-dollar decisions, but also how teams balance creative vision with data, budget realities, and future-proofing strategy for the next decade of themed entertainment.

Tune in to learn:

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  How research influenced the vision and scope of Epic Universe

  
  


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  The strategic decision-making behind launching a third gate

  
  


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  Why Universal tests even “obvious” ideas before execution

  
  


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  The balance between creative freedom and research-driven validation

  
  


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  What’s next in Universal’s global expansion pipeline