User research focuses on understanding user expectations, behaviors, needs, and motivations through methodical, investigative approaches. Insights are then used to ensure that all product design decisions do benefit the user.
The vital role of user research
Arin Bhowmick

This well thought line indeed.

How about adding one more attribute?

Giving user an inspirational experience that inspires him/her to share his/her experience with others helping business, image & brand to grow.