Organisations are looking for new ways to develop their services through innovative use of data. However, current tools and techniques for data-based service innovation often demand that people have highly-specialised skills, which allow them to design with data. This creates a barrier for many SMEs to engage with and explore the innovative potential of (Big) data. In this paper, I describe how my doctoral study aims to tackle this challenge. My work aims to create methods that can enable and support non-IT experts to explore and interact with data when developing new service offers. This paper reports on the industrial setting in which this action research project is carried out. It furthermore elaborates on the research objectives and the initial findings from my first case study. Finally, my contributions thus far and my research goals are discussed with consult sought on how to proceed with exploring and developing tools and techniques or data-based service design.