The pros of using card sorting are:

• The research problem may not be evident during the early phases of planning the project. Its low cost, speed of deployment, and flexibility make it a perfect tool for use at the time of need.
• It provides fast results and is relatively easy to analyze. Difficulties with analysis might indicate a disconnect between the designer's understanding of the product's and the user's need.
• Ability to use as a facilitated or non-facilitated exercise:
  • The facilitated approach works well as an activity moderated by designers during visioning workshops with stakeholders or users, and in focus groups.
  • The non-facilitated method has the potential to provide feedback from a large number of respondents.