With the development of Internet an easier access to information and greater customer awareness is enabled. Users are much more informed and more demanding. Market demand is not always possible to guess or predict, therefore it is necessary to conduct market research. Market research process reduces the risk of wrong business decissions. Beside market research process, it is necessary to implement and monitor user activities through web analytics. With these analyzes it is possible to obtain segments of consumers or target groups, to which a direct and specific communication is made, because visitors of certain websites are not all users on the web, than target groups with specific interests. In order to gain a complete insight into user behavior on the Web we need to pair the two mentioned segments: market research and web analytics. In a market research process for online testing, testing the user through a web survey is usually carried out. Web analytics commonly used AB test method to improve the features of the website. These methods and the results are explained using the example of a website Coolinarika. Coolinarika is a culinary web portal owned by Podravka, dedicated to the art of cooking and preparing food. Coolinarika is open to all users and it's become a kind of social network. Communication and interaction between the user and the Coolinarika, but also between users itself is constant. Thus Coolinarika users become its active members who have the opportunity to actively create site contents, participate in market research and be a test sample for research.