Most people don't like research. It sounds boring as hell.
But research reveals data, so it takes us from guessing to knowing. Research is evidence (which also builds confidence).
Doing research is like mining for gold.
If you have evidence, you're likely to be right. Or at least know you did the best you could. It's a solid attempt.
If you guess, you could still be right, but you're building on a weak foundation. You can't always be right by guessing, and at some point it will all fall down.
