Jennifer Avery, VP of Strategic Insights at Universal Destinations and Experiences, discusses how insights inform major decisions like the $6 billion Epic Universe park. She emphasizes the importance of long-term institutional knowledge and experience in building stakeholder trust. Avery highlights the challenges of identifying enduring intellectual property in a fragmented media landscape and the cautious yet enthusiastic approach to integrating AI. She also touches on the balance between quantitative and qualitative research, the importance of dedicated qual teams, and the need for strong relationships with creative teams. Finally, she notes the importance of fostering curiosity and self-education in junior team members, as these qualities are crucial for long-term success.