Michael Browning is the Founder and CEO of Urban Air Adventure Parks. Founded in 2011, Urban Air’s mission is to provide escapism from the hardships of daily life, which is more critical now than ever. In this interview, Michael talks about how Urban Air focuses heavily on research and development, by collecting data from guests that they use to continually innovate. Before rolling out a new attraction or ticket package, Urban Air will test a minimal viable product just so they can gather the input from their guests to determine the feasibility. Oftentimes that leads to determining that something doesn’t work, but because of the way that it was slowly tested with their audience, minimal damage was done. Urban Air even involves children in the ideation process, and although they can come up with ideas that are far beyond the realm of feasibility, Michael and his team still look at how they can incorporate some of those elements into their attractions. Michael also shares how the quantitative and qualitative data must be balanced so that the metrics and survey results lead to monumental moments that invoke positive emotional reactions from guests.