The word ‘data’ (said in a robotic voice) was once the preserve of geeks, number-crunchers and tech-bods. Now ‘data’ (said with optimistic excitement) is said to be the new oil for business and the soil in which ideas can grow. However, despite the clamour around the power of data, it too often remains impenetrable and lacking in humanity. Online qualitative research can help humanise data by adding context through verbatims and video. Numbers can be brought to life through words.