Depending on the medium the data is recorded face-to-face interviews are classified into PAPI (paper and pencil interview) and CAPI (computer-assisted personal interview).

Face-to-face interview benefits:

• It is possible to ask more questions in a face-to-face interview vs. a distance interview (interview over the phone or Internet or via a direct mail) as face-to-face interviews can exceed a time period of 15-20 minutes
• Visual contact allows for easy socio-demographic screening (for example, age check)
• Face-to-face interviews facilitate the testing of visual materials (real packaging vs. models, etc.), product trial with a follow-on evaluation (food, beverages, perfume, etc.)
• Face-to-face interviews allow for a wider range of assessment techniques (complex sorting schemes, complex rating scales, etc.)

Face-to-face interview is best suited when:

• Clients have a wide spectrum of tasks which require lengthy interviews (over 20 minutes in total)
• Detailed data on research topics is required (other types of questions/tasks are used in addition to the standard close-ended questions)
• Product trial or visual materials testing is envisaged which cannot be arranged by means of a computer.

Depending of the venue face-to-face interviews could be classified into:

• In-home interview
• Interview at public places frequented by the target audience: outdoor (in the street), in the metro, etc.
• In-hall interview