Face to face interviews can be conducted in the respondent’s home or workplace, or in locations such as shopping centres, or even simply on the street.  Such interviews allow for the use of stimulus material - for example, we can show an advertisement, prompt with a brand list or pictures of the various packaging, show animatics for advertising effect research, or simply use showcards to help explain complicated answer scales.

Face to face interviewing also allows for longer interviews than can be conducted by telephone, particularly when these are conducted in the respondent’s home.  However, we must caution against very long interviews which are unduly onerous for the respondent, and reduce goodwill towards market research in general.