Purpose: The purpose of this study is to gain a greater understanding of the definition of Big Data and how it is used in the product development process from a marketing perspective. Furthermore, the opportunities and, above all, the challenges that arise with personal integrity and GDPR.

Method: A qualitative method has been applied where five semi-structured interviews were conducted and are based on an abductive approach. The snowball sampling is applied as a method, which means that the selection is non-probability based.

Literature review: Initially, description of Big Data, the product development process, Big Data's impact on the product development process as well as opportunities and challenges with Big Data. Finally, personal privacy and data privacy as well as PUL and GDPR are described.

Conclusions: Our conclusions are based on empirical and theoretical analysis. The first conclusion is that there is a certain conceptual definition of Big Data. By contrast, the term is used in all the named parts of the product development process through collection, analysis and integration. The study also found that there are more opportunities than challenges, but that the main challenges are based on storage and confidentiality requirements. This is since Big Data can affect personal privacy. Our conclusion regarding GDPR is that there is a problem regarding certain rights but that the regulation itself is not difficult to apply.