This document discusses how big data can enable innovation. It begins by explaining what big data is not, such as not being a single new method or directly leading to innovation. It then discusses what can be expected from big data analytics, including real-time and past time analyses. Next, it explores how big data can fuel innovation when incorporated into the innovation process. The document uses customer behavior data from electric vehicle charging sessions to demonstrate cluster analysis of user types and patterns. Metrics like time ratio and kWh charged are analyzed spatially to identify potential applications like peak shaving. In under 3 sentences, this document discusses how big data analytics can provide insights into customer behavior and help identify opportunities for innovation when incorporated into product development processes.