Challenges and Opportunities of Big Data Analytics in Swedish SMEs: A Qualitative Study Investigating Employee Perceptions

Sammanfattning

This study investigates how employees in Swedish small and medium-sized enterprises (SMEs) perceive the challenges and opportunities of adopting Big Data Analytics (BDA). The study adopts a qualitative approach, conducting semi-structured interviews with employees from SMEs across different industries. Guided by the Unified Theory of Acceptance and Use of Technology (UTAUT), the research investigates user perceptions through the four key con-structs: performance expectancy, effort expectancy, social influence, and facilitating conditions. The findings show that employees view BDA as a promising tool for enhancing decision-making, innovation, and competitive advantage. However, significant challenges persist, including technical complexity, lack of analytical skills, limited infrastructure, and uncertainty around integration with existing systems. Organisational culture, leadership support, and data literacy were identified as key enablers for successful BDA adoption. Notably, many employees emphasised the importance of internal champions and managerial encouragement in shaping positive attitudes toward BDA. This study contributes to the literature by offering a user-centric perspective on BDA adoption in resource-constrained environments and providing insights specific to the Swedish SME context. The thesis concludes with practical recommendations for improv-ing BDA adoption and highlights the importance of aligning technological initiatives with hu-man and organisational factors.