Tom Haczewski of The User Story explains in his podcast which you can find here Website user experience why it is so important to research the user experience before you launch, to challenge your assumptions about how your audience will actually use your new site or service.

It is all too easy to assume you know how your site or services will be used, but by watching exactly how somebody actually does so, in real time, can challenge these assumptions – the net result being you can make some simple changes before you launch, which greatly enhances the user experience – meaning more happy customers!

Plus how they are very open to bribes, providing they’re local!