Today, products within telecommunication, transportation, consumer electronics, home automation, security etc. involve an increasing amount of software. As a result, organizations that have a tradition within hardware development are transforming to become software-intensive organizations. This implies products where software constitutes the majority of functionality, costs, future investments, and potential. While this shift poses a number of challenges, it brings with it opportunities as well. One of these opportunities is to collect product data in order to learn about product use, to inform product management decisions, and for improving already deployed products. In this paper, we focus on the opportunity to use post-deployment data, i.e. data that is generated while products are used, as a basis for product improvement and new product development. We do so by studying three software development companies involved in large-scale development of embedded software. In our study, we highlight limitations in post-deployment data usage and we conclude that post-deployment data remains an untapped resource for most companies. The contribution of the paper is two-fold. First, we present key opportunities for more effective product development based on post-deployment data usage. Second, we propose a framework for organizations interested in advancing their use of post-deployment product data.