Research in design is not different from any other psychological or scientific research. Research help designers to move away from the hindsight bias or ‘know it all along’ phenomenon which can prove to be dangerous specially when we are trying to solve our users problems. Be it attitudinal and behavioral or quantitative or qualitative, research not only opens the door that enlighten us about our users but also help us design better experiences by revealing cultural nuances, beliefs and need. This episode touches upon what it broadly means in UX and the connection it has to our psychological roots.