User research is a broad field that encompasses understanding market dynamics, customer needs, and user problems. It involves creating human-centered scenarios to identify opportunities for defining, developing, delivering, and selling products that meet user needs. The primary challenge is to comprehend the users' problems and pain points, rather than merely addressing interesting issues. To tackle this challenge, various types of user research can be utilized. This chapter presents both generative and evaluative user research, as well as approaches such as attitudinal and behavioral, and quantitative and qualitative research. It outlines research methods and techniques for conducting user research effectively. Additionally, it discusses the reasons why user research is often not conducted with sufficient time to gather profound insights.