In this episode of AnthroPuzzled, we talk with Mary-Caitlyn Valentinsson, Manager of Ethnographic Research for Universal Destinations and Experiences in Orlando, Florida. Mary-Caitlyn explains how anthropology and UX research come together in her work to understand the guest experience from a truly holistic perspective. Using interviews, focus groups, and structured observations, she studies leisure and tourism with the knowledge that a vacation begins long before visitors arrive at the park gates. Her research sometimes explores different things like the “sociology of cool,” guest beliefs and ideologies, and the breadcrumb-style questions that can lead to product-focused insights.

Mary-Caitlyn shares how she adapts research methods on the fly when conditions shift, navigates the unique ethics of corporate research, and works to help others understand the value of qualitative research. She reflects on her career path—originally aiming for a tenure-track academic position—before deciding to make the leap into this industry. Now, she uses her anthropological training in a direct, tangible way every day, blending creativity and rigorous methodology to capture the human side of the Universal experience.

Tune in to hear Mary-Caitlyn’s journey, the challenges of doing fieldwork in a bustling theme park, and how ethnographic research shapes unforgettable guest experiences.