What do research methods help to gather?

Research methods are fundamentally designed to gather information and insights specifically about users and their needs. This process involves various techniques such as surveys, interviews, usability testing, and observations, which are instrumental in understanding user behaviors, preferences, and pain points. By focusing on users and their requirements, research methods ensure that products are developed with a user-centered approach, enhancing overall user experience and satisfaction.

In contrast, the other choices relate to different aspects of business and marketing. Competitive pricing data for products, for example, tends to involve market analysis rather than user research directly. Similarly, insights into market trends and advertising strategies are more aligned with broader business intelligence and marketing research, not specifically centered around user experience or needs. Hence, the primary focus of research methods on user insights makes the first choice the most accurate in the context of understanding UI and UX design practices.