Organisations are looking for new definitions and guidelines for innovation direction due to the changing nature of technology, user behaviour, competition and market trends. Data sources, types and analysis mechanisms have changed dramatically in the last few years, and there are pieces of evidence that these are influencing the level of innovation in a firm. We found that it is very important to explore how telecom companies capture, analyse and make innovation insights from big data. Our review shows a clear scarcity of research on this topic. The study aims to use qualitative methods of both interviews and documents review in three telecom companies in Jordan, with an opportunity to extend the study to different regions and countries. The understanding of how big data and its analysis are carried out by companies will support our effort in building more systematic procedures and guidelines for companies who wish to utilise big data for different types of innovation with different levels of maturity indicators.