Keyword Research is the foundation to any business - especially online! If you do not know the keywords your customer base is searching and using, then you are basically left to spend your marketing dollars in the dark.
Hoping to get the right keywords does not just "happen" - it takes lots of manual labor by SEO Engineers who are trained on how to spot the difference between a "buying keyword" and a "researching keyword".
Your research should honestly be around 15% to 20% of anyone's budget for the first 90 days. Proper research can save you a lot of heartache and trouble - even better - it can give you the opportunity to rank within 30-60 days (golden nugget keywords) where you can see an almost instant ROI in your SEO and marketing efforts.
...so that's why you need keyword research!