Effectively using quantitative research to learn more about customers depends on the integrity of data. But for Hal, the collection of verifiable, reliable figures is but one step in the process. Data cannot speak for itself, and it certainly cannot identify a narrative, nor deliver a three-dimensional portrait of the customer. It takes an engaged storyteller to do that. That’s where Hal’s work really begins. Keeping the client’s business goals top of mind, he sifts through the data, on the lookout for the nugget of truth that will lead him to the story behind it, and his client to a deeper understanding of the customer.