Types:
- Unstructured — Exploratory conversation with no script.
- Semi-structured — Guide questions, but follow-ups allowed.
- Structured — Tightly scripted with no deviation.
Pros:
- Good for understanding wants, needs, and priorities.
- Versatile and flexible.
- Good for exploring issues in detail.
- Collect rich data.
- Can clarify questions and ask follow-ups.
Cons:
- Less useful when users `don't know what they know.`.
- Difficult when users are shy.
- Expensive and time-consuming.
- People can be less likely to raise problems face to face.
