Let's start at the beginning. Why do we do research and write papers? No, not just to get famous, tenured or funded. The fundamental task of science is to answer questions. The big questions of all time get broken down into infinitesimally small chunks that can be answered with experimental or observational scientific methods. These answers integrated together provide the model for life as we understand it.
Clearly, the question is the most important part of the equation, and this is why in my semester-long graduate epidemiology course on the evaluative sciences we spend fully the first four to five weeks talking about how to develop a valid and answerable question. The cornerstone of this validity is its importance. Hence, the first question that we pose is: Is the study question important?
This is a bit of a loaded question, though. Important to whom? How is "important" defined? This is somewhat subjective, yet needs to be scrutinized nevertheless. In the context of an individual patient, the question may become: Is the study question important to me? So, importance is dependent on perspective. Nevertheless, there are questions upon whose importance we can all agree. For example, the importance of the question of whether our current fast-food life style promotes obesity and diabetes is hard to dispute.