My favorite analogy that Gord used was that keyword research is best utilized when you do both quantitative and qualitative research. A quantitative strategy can be compared to looking at your dashboard and monitoring your speed as you drive. A qualitative approach would be more like looking outside your window. So in the end, effective keyword research (and driving) consists of both these techniques!
Connie mentioned a good point in her own experience with WordStream. Instead of just focusing on pushing their products/services, WordStream is also interested in the user experience, such as queries like “frustration with AdWords”. As buyers look for a proper balance in their search, it’s important for sellers to find an equilibrium point in understanding the user experience.
If you’d like to learn more about keyword research and read more about the fascinating eye tracking studies, Gord has a free PDF of his new book available for download on his site.