Types of research by expected results
Step 1 - Heuristics
No research project is complete without reviewing your website to check it meets the most basic of UX principles.
Step 2 - Enhancing Experience
The next step up from heuristics is to search for and identify opportunities for enhanced website engagement or fix specific problems.
Step 3 - Surprise & Delight
Surprising & delighting your users is the ultimate step. It's about finding an experience which will invoke an almost visible positive emotional reaction in your user.