User research focuses on understanding user behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies. It provides the empirical foundation for design decisions, ensuring that products solve real problems for real people.
Research derisks development. Building the wrong thing is the most expensive mistake a team can make. Qualitative research (why) combined with quantitative analytics (what) provides a 360-degree view of product health and opportunities for innovation.
We are scientific about our users. We do not guess; we measure. Research is not a one-off phase but a continuous loop. Every deploy is an experiment, and user research is the data collection mechanism for that experiment.