The inter-relationships between information, invention and innovation are more and more difficult to control due to the ever increasing amount, diversity and complexity of available information. These challenges can be tackled through the use of Knowledge Discovery in Databases (KDD). Explored as a scientific field, the KDD methodology incorporates a number of different aspects of knowledge management such as scientific discoveries, structural knowledge exploration, treatment of weak signals and innovative conception methods. However, the most important aspect of the use of this methodology is the consideration of the effects of uncertainty, risk and human behaviour. The KDD methodology must be initiated and supported by the decision making managers. The dynamic interface and synergy between methods and resulting communications is fundamental and requires a vision of the market and potential returns on investment. This presentation will include various cases to illustrate these tools based on theoretical considerations.