Strategy.
User Interviews / Focus Groups.

A panel of people discussing a specific topic or question. Teaches about the users’ feelings, opinions and even language. Useful when the target audience is new or unknown for the team.

AboutAuthorDate
How To & Tools: Focus GroupsUsability.gov
Contextual InterviewUsability.gov
How to Conduct User InterviewsInteraction Design Foundation
User Interviews – The Beginner’s GuideThe UX ReviewAugust 15th, 2013
How to Fix the 5 Most Common Mistakes with Focus GroupsUX MagazineMay 13th, 2011
Focus groups - how to run themWebcredibleJune 1st, 2006
The Use and Misuse of Focus GroupsNielsen Norman GroupJanuary 1st, 1997