The difference between good research and excellent research is that the research is focused on the needs of the client so that they only have to pay for the information that they require to make the decisions ahead of them. Change is something to be desired. This does not eliminate the need for research. In fact, it enforces it. The evolutionary approach only works if one can tell if the newer evolution is better or worse than the previous one.
People say one thing, and often do another.
There are plenty of techniques available to measure what people do. When we conduct our research, we measure both what the users say and do. Then we can compare and contrast, project and estimate, quantify and qualify. From this, our clients can make their decisions. I believe research is most useful at the macroscopic level, at the inception of a project.