Especially the cultural aspect is challenging to research and requires in-context methods such as established by Bill Gaver over the years. It takes a keen observer to take the right conclusions from this research and be able to drive design directions.
Often this type of research is done by the designers themselves and even a small study can lead to very rich information for the design process.
Only larger firms (IDEO, Frog, Philips Design) can allow to make a separate user research as well as trendwatching team / department who then speak with the designers on a weekly basis.