After the introduction of CATI and other computerised data collection methods, personal interviewing became somewhat neglected and, consequently, was believed to be less efficient. With computer assisted interviewing in a face-to-face situation, personal interviewing can now regain the attention it deserves. The time has come to 'send the computer into the field'. This paper deals with marketing research, seen from the viewpoint of the marketing researcher. We would like to comment on some of the advantages of the new method, and to indicate some useful applications.