Customers don’t think like we do. And similarly, what we may think looks or sounds right for our company and website, or what may be a primary motivator of visitors, could (and is most likely) completely off. Elizabeth Wellington explains; “Customers give information that reveals their attitudes (how they think they should behave) rather than behaviors (how| Invesp - Conversion Rate Optimization Blog
User research can be done at any point in the design cycle. This list of methods and activities can help you decide which to use when.| Nielsen Norman Group
Visualizing user attitudes and behaviors in an empathy map helps UX teams align on a deep understanding of end users.| Nielsen Norman Group