ABSTRACT
The application of big data on commuting is widely studied from the perspective of the public sector. However, only a few studies have been focused on its use for private business, and this fact motivates to proceed with the current research. Theoretical assumptions of innovation processes suggest that this kind of information can contribute to the improvement of the adoption and market success of new products and services. The aim of the study is to explore business purposes for which big data on commuting is reported to be particularly useful. The multi-case study method was applied with theoretical sampling allowing for presenting success stories of companies using big data on commuting for the development of their products and services. Case studies analyzed (carsharing companies, car manufacturers and telematics companies, real estate business, mobile app design, advertisers, and marketing companies as well as insurance companies) prove the role of big data on commuting for the design of products and services targeted to commuters but not only. Providing more precise advertising and targeting of different communication activities seem to be promising areas of application of this data.
