Fill in the blank: You test a new children’s game with a group of users. Some are able to reach the end of the game, while others quit after a few turns. The children who are able to finish the game enjoy the experience because of the positive _____.

UX/UI research is a systematic study of a product's target audience to address their needs and goals through design. It is the search, testing, improvement, and implementation of practical solutions that will serve as business benefits.

The UX/UI research process includes information gathering, interviews, etc.