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  • Relies on user to self-report accurately and at the right level
  • Experts often have an inability to describe what has become subconscious (unconscious competence)
  • More time intensive for facilitator than with surveys or focus groups
  • Can miss subtleties since user's will likely leave out what they think are unimportant details

For more details creating interview questions and running interviews on interview technique see:

Nondirected Interviews: How to Get More Out of Your Research Questions

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