In any quantitative research, it is often possible to see only numbers and lose sight of the hundreds, if not thousands of individual people who responded to the questions that led to the numbers. To be truly effective, quantitative marketing research must bring the data to life by showcasing the different types of people who responded, so that clients can discern the people behind the data. Through the use of powerful statistical tools, data can be broken out into homogeneous groups of people, which is especially critical when working with the many diverse subcultures within the Hispanic market.