The business analyst (BA) role is changing in response to the digital business imperative. But most BAs still focus on the traditional approach of eliciting requirements through process modeling. Instead, digital BAs elicit requirements through some combination of consumer research, ethnographic research, design thinking, and customer journey mapping. This report provides application development and delivery (AD&D) leaders with the insight that they need to train a cadre of new BAs to support the requirements of the business technology (BT) agenda.
 
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