research |ˈrēˌsərCHrəˈsərCH|
the systematic investigation to establish facts and reach new conclusions.

All organizations invariably conduct some type of research to validate assumptions and establish a basis for future actions. Typically, research activities are seen as the marketing department’s domain - which hires research agencies to help find answers. Larger companies might have research specialists or even research departments, yet agency help is sought from time to time. In the majority of cases, people from organizations don’t talk directly to their customers.