Purpose-This paper suggests how firms could use big data to facilitate the product innovation processes, by shortening the time to market, improving customers' product adoption and reducing costs. Design/methodology/approach-Our research is based on a two-step approach. First, this research summarised and identified four potential key success factors for organisations to integrate big data in accelerating their product innovation processes. The proposed factors were further examined and developed by conducting interviews with different organisation experts and academic researchers. Then, a framework was developed based on the interview outputs. The framework sets out the key success factors involved in leveraging big data to reduce lead times and costs in product innovation processes. Findings-The three determined key success factors are: a) Accelerated innovation process; b) Customer connection; and c) Ecosystem of innovation. The developed framework based on big data we believe represents a paradigm shift. It can help firms to make new product development dramatically faster and less costly. Research limitations/implications-The proposed accelerated innovation processes demands a shift in traditional organisational culture and practices. It is, though, meaningful only for products and services with short product life cycles. Moreover, the framework has not yet been widely tested. Practical implications-This paper points to the vital role of big data in helping firms to accelerate product innovation processes. First of all, it allows organisations to launch new products to market as quickly as possible. Secondly, it helps organisations to determine the weaknesses of the product earlier in the development cycle. Thirdly, it allows functionalities to be added to a product that customers are willing to pay a premium for, while eliminating features they don't want. Last but not least, it identifies and then prioritises customer needs for specific markets. Originality/value-The research shows that firms could harvest external knowledge and import ideas across organisational boundaries. An accelerated innovation processes based on Page 1 of 28 Business Process Management Journal 2 big data is characterised by a multidimensional process involving intelligence efforts, relentless data collection and flexible working relationships with team members.