Disney is a multi industry conglomerate interested in understanding/manipulating public policy and political trends through numerical models in the same way you would be interested in your local politics and it's trends.

They're also not just after "entertainment IP". In fact I'd say they are one of the premier proprietary data analytics orgs with respect to park management, fast passing, queuing. Same with Market Research on film/animation, they've quite literally been doing it since it's been a thing.