I have lighted portraits and people photos using a flash bounced off of a door, a wall, a ceiling, or the wall/ceiling junction, and even off of the actual corner of a room. Using a bounced flash in the ways I just described can, if done properly, produce lovely,lovely light. Sometimes, in a fairly small shooting area, you can bounce a flash set to a tele or zoom position, and create simply wonderful lighting effects that look very nice. I once shot a whole set in a very small sauna-type small alcove, where a corner bounce created the same effect as flying a 6x12 foot silk above the set. The light was gorgeous!! I had the flash right on the camera in the shoe, and started testing it out and trying different "aims" for the flash head, and after about the sixth different test shot I shot and looked at the LCD and was like--OMG--this is IT! Great light! My on-camera Canon 580 EX-II was aimed backwards, and tilted upward to 11 o'clock, and was hitting the wall at a slight angle, then bouncing off of the wall and then striking a white ceiling that had a 3-foot dropped mini-wall that kept all the light bouncing around in a 6x12 foot, white-ceilinged area. I had the flash zoomed to maximum telephoto, but was shooting mostly with a 24,35, and 50mm focal length range, some at 85mm.
One of the things that helps a lot is to zoom the flash to a fairly smallish beam spread, which concentrates the light on "the throw". But as with so many things, there is no one, single method or answer. In some realllllllly tight confines, it's better to make the flash's beam spread pretty wide, like the 28mm setting, so the flash that bounces off is more-dispersed,and more even, and has less fall-off over the actual frame area of the photos. This is in TIGHT places, like say the salon aboard a motor yacht, where if you do not diffuse the bounce flash the top of a horizontal frame will be five stops brighter than the bottom of the frame! (This salon is about the size of a typical apartment living room.)
Bounced flash can create nice side-lighting when shot onto a wall or off of a door. SHot directly straight upward, there's often the danger of raccoon eyes>dark eye sockets; this is why I mentioned the wall/ceiling junction, and the corner of a room. If the subject is very close to the bounce surface, there is a lot of rapid light fall-off; if the subject is farther away from the bounce surface, the light has LESS rapid of a fall-off in light intensity/exposure.
You can try different flash "aims" in a specific room, and test it out and see how this works. Do not be afraid to elevate your ISO to 400,500,640 or so if the room is large; besides, this speeds up the process of shooting, by requiring less flash output to get a desired f/stop, like say f/6.3 or f/7.1.