Which research approach focuses on gathering verbal feedback from users?

The research approach that focuses on gathering verbal feedback from users is attitudinal research. This method is specifically designed to understand users' beliefs, feelings, and perceptions regarding a product or service. By collecting verbal feedback, researchers gain insights into user attitudes, preferences, and motivations, which can significantly guide design decisions.

Attitudinal research typically employs techniques such as interviews, surveys, and focus groups, allowing participants to express their thoughts and emotions in their own words. This qualitative data is invaluable for understanding the user experience from the user's perspective.

In contrast, other methods like usability testing primarily focus on observing user interactions with a product to identify usability issues, while observational research centers on understanding behavior in a natural setting without direct verbal input. Contextual inquiry combines observation with interviews but does not solely concentrate on gathering verbal feedback. Hence, attitudinal research is uniquely positioned to capture the essence of user feedback through direct verbal communication.