Discover focuses on uncovering deep insights into how users interact with products within their natural environments. This approach is essential for understanding real user behaviors, needs, and challenges across different contexts. By capturing authentic experiences, Discover research helps identify both the obstacles users face and the opportunities for meaningful innovation. These insights are invaluable as they ensure that design solutions are firmly rooted in actual user requirements, making them relevant and effective regardless of the stage at which this research is employed in the design cycle.