For example, it can provide information on the setting for a planned activity that might influence project design. Or, it could reveal why intended beneficiaries aren't using services offered by a project. When qualitative, descriptive information is sufficient for decision-making. When there is a need to understand motivation, behavior, and perspectives of our customers and partners. When a main purpose is to generate recommendations.
Key informants can help formulate recommendations that can improve a program's performance.
When quantitative data collected through other methods need to be interpreted. If, for example, a sample survey showed farmers were failing to make loan repayments, key informant interviews could uncover the reasons. When preliminary information is needed to design a comprehensive quantitative study. Key informant interviews can help frame the issues before the survey is undertaken. Steps in Conducting the Interviews Step 1.