There has been a huge amount of talk on the potential of using big data in organisation, making it a new buzzword and even a fad. However, some of the latest published material exposes the challenges involved in implementing BD (BD) approach, where the uncertainty surrounding its applications is rendering it ineffective. The paper looks at the mind-sets and perspective of executives and their plans for using BD for decision making. Our data collection involved interviewing senior executives from a number of world class organisations in order to determine their understanding of BD, its limitations and applications. By using the information gathered by this is used to analyse how well executives understand BD and how well organisations are ready to use it effectively for decision making. The aim is to provide a realistic outlook on the usefulness of this technology and help organisations to make suitable and realistic decisions on its investment.