✓ When to use
- •You need deep, qualitative insight from a specific stakeholder or SME.
- •Topics are sensitive, political, or confidential.
- •Stakeholders are geographically distributed and group sessions are hard to schedule.
✕ When NOT to use
- •You need consensus across many stakeholders — use a workshop instead.
- •You need quantitative data from a large population — use a survey.
- •Time and budget are extremely limited and document analysis would suffice.
Simple example
A BA interviews the Head of Claims for 45 minutes to understand how exception cases are handled today, capturing pain points to feed into a future-state process map.