The Importance of Awareness in User Research

I think people who don't have a strategy are just not aware of the outcome that they want to get. They haven't thought about the outcome. Reacting is not an outcome. It's not working towards an outcome. And so oftentimes you even have to go into that research with a sense of an outcome. Right? The outcome may be we want to delight our customers, or we want to delighted them more than we're currently delighting them. That's our outcome. But, but you have to going into the research with that outcome so that you have a focus for the research. I mean, it all seems to come down to that people don't even know why they're