As data becomes a ubiquitous part of today’s business, trust in data is recognised as a crucialfactor for organisations on the data-driven journey to stay competitive in the fast-evolvingmarketplace. To support the journey, Self-Service Business Intelligence (SSBI) has emerged asa popular approach for organisations to empower business users and gain actionable insightfrom data faster and better. Despite its importance and relevance at the organisational level,SSBI has suffered sluggish adoption rates at the user level. The purpose of this thesis is toexplore the importance of trust in data and how it influences SSBI adoption by business users.Through seven semi-structured interviews, this thesis is able to establish that: 1) trust in data isa prerequisite for SSBI adoption by business users; 2) business users trust the people behind thedata; 3) trust in SSBI tools is essential; and 4) trust in data is necessary for user adoption.Furthermore, these findings lead to a descriptive model of how trust in data influences SSBIadoption by business users as well as how business users can transition between a vicious cycleof SSBI resistance and a benign cycle of SSBI adoption.