The use of Big Data analytics for business improvements is a vital strategy for survival. In this
paper, we report a study that investigates the role of BD analytics on consumer finance, credit
card finance in China—a research area that has largely remained unexplored. The largeness
and diversity of Chinese consumer market merit an urgent attention and understanding of role
of BD analytics is significant both theoretically and managerially. This study achieves that
target. Given the exploratory nature of study, we take a qualitative approach. We conduct
approximately 30 interviews with baking and finance sector respondents. The data will be
recorded, transcribed and translated. We will analyze data using content analysis / thematic
analysis technique.