Best Practices For "driving a case"

I have heard a lot of people say that as an interviewee, you should be the one to "drive the case". The exception being interviewer led cases of course.

To my best knowledge, driving the case means using your framework to probe for more information that either confirms or denies your hypothesis.

1) Is this an accurate description? 2) What is the best way to actually get at the data using your framework?

For example, I did a case (practice) where the interviewer had info on consumer behavior among other things. I was stuck asking for sales data, competitive breakdown, and others. Essentially going down the list of elements on my framework before getting to the items my interviewer had info on.

I eventually got to asking about consumer behavior, but asking for information she didn't have was awkward.

Thanks in advance! I hope this makes sense.