How do you decide which market research questions will move the needle most for your company?

It always starts with the business objective, and then moves into user needs. What I find is that happy, satisfied customers most often move the business forward. So, I like to start with a long-arch view of what we are trying to achieve, quickly followed by what we hope our users will say / feel when using our product. If we can align on those two objectives and the time horizon, then market research is usually a great tool to help us work backward and figure out what steps it will take for us to create that experiecne for the customer.