Why UX research?
Secure decision making
If you understand your customers’ opinions and needs, you will be able to make better business decisions that are fully in line with your customers’ needs. The more user research you do, the more aligned you’ll be with your customers’ thinking.
Investing in user centered design process is the most cost effective thing you can do to lessen your risk of project failure. If you include UX Research throughout your design process, you can rest assured of validation in the design.
Increase customer retention
If a person enjoys using your product (if they have a good experience) they will recommend it to their friends, write positive reviews, etc. Focusing on UX keeps paying for itself over and over again.