Why do I need to do user research?

Key Takeaways

Digital experiences are not like traditional customer experiences: It is immediate, there is a lot of competition, and expectations are really high. That is why everything needs to start with user research.
Even if you have done research in the past, you don’t know them as well as you think you do. Your users and your market change consistently, so research cannot be a one-and-done.
Your next round of user research should product-focused, not user-focused.