The Better Business Analysis Institute

Mission 5: BA Detective Agency

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Mission 5: BA Detective Agency
BA Detective Academy · NovaTech Solutions · Capstone Mission
Your final briefing:

nNovaTech's flagship B2B SaaS product has experienced a 30% increase in customer churn over the past 90 days. The CEO has called you in.

"I need to know why customers are leaving and what we do about it. You have 48 hours."

nThis is a 4-step investigation:
n 1. Gather evidence — review all available data sources
n 2. Form a hypothesis — identify the most likely root cause
n 3. Validate — check your hypothesis against the evidence
n 4. Present your recommendation to the CEO

nComplete all steps with strong reasoning to earn your 🏆 Certified BA Detective badge.n
nn
1. Evidence
2. Hypothesis
3. Validate
4. Recommend
Step 1: Gather Evidence
Open all 4 sources to build your picture of what is happening. You will need this to form a strong hypothesis.
💬
Exit Survey
Why customers left (n=84)
✓ Reviewed
📈
Product Usage Data
Feature adoption — last 90 days
✓ Reviewed
🎉
Support Tickets
Top issues — last 90 days
✓ Reviewed
🔍
Market Intelligence
Competitor activity — Q3
✓ Reviewed
Open all 4 sources to continue
nn
1. Evidence
2. Hypothesis
3. Validate
4. Recommend
Step 2: Form a Hypothesis
Based on the evidence, what is the most likely primary root cause of the increased churn?
nn
1. Evidence
2. Hypothesis
3. Validate
4. Recommend
Step 3: Validate Your Hypothesis
Check your hypothesis against the key data points. A strong hypothesis should be supported by multiple evidence threads.
nn
1. Evidence
2. Hypothesis
3. Validate
4. Recommend
Step 4: Present to the CEO
The CEO is waiting. Based on your investigation, what is the right course of action?
nn
out of 100

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Benjamen Walsh

Benjamen Walsh

Founder, BBA Institute · Certified Business Analyst

Benjamen Walsh is the founder of the Better Business Analysis Institute (BBAI) and a practising business analyst with over a decade of experience delivering change across New Zealand and Australia. He has trained over 200+ business analysts through BBAI certification programmes and hosts The Better Business Analyst Podcast (138+ episodes). Benjamen works with organisations including Corporates, Consultancies, Non for Profits, Small Businesses and the New Zealand Government.

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