Good article. I agree that it makes a lot of sense to do upfront research. Not only does it save money in the long run it helps significantly with how a business or product can align itself to the market.

Businesses may assume like in the case of Campbell’s that they will just succeed because they already have or think they know best. But in this case and many others it turns out to be the contrary.

UX research isn’t always embraced but I’ve always seen it as a necessary function to the development of a business or project. Essentially before this whole market shift and demand for UX design, UX research commonly fell under the term market/product research. I’m not quite certain why there is such resistance since UX research is an aspect of basic business development. And furthered business/product development.