Gathering information to provide guidance on user trends, customer needs, strategies, and technology.
Know before you go. Only research will tell you what your users expect on a site – what they like and don’t like.
Emotional response surveys can provide “go-buttons” to use on your home page. Good content based on well researched keywords gives you content that will meet your user’s needs as well as provide good content for search engine results.(expansionplus.com)