Creative research & product development
Product development research is the process of finding out how the product or feature you're currently working on is progressing, whether there are any changes in your target audience's needs and whether you need to make any adjustments to the product.
Quality control and quality assurance
Quality assurance activities monitor and verify that the processes used to manage and create the deliverables have been followed and are operative. Quality Assurance is a proactive process and is Prevention in nature. It recognizes flaws in the process.