An organization is planning to launch an exciting new service that has never been offered...

 An assumption is an influencing factor that is believed to be true but has not been confirmed to be accurate or that could be true now but may not be in the future1. The BA suggests identifying high customer demand by young families as an assumption because it is a factor that influences the business case and the solution design, but it is not based on any evidence or data. By identifying this assumption, the BA can manage the associated risks, such as the possibility of low customer demand, customer dissatisfaction, or market competition. The BA can also plan to validate or update this assumption as more information becomes available or as the market conditions change. The other options are not the main reasons for identifying assumptions, as they are either outcomes or activities that depend on the assumptions. References: [A Guide to the Business Analysis Body of Knowledge® (BABOK® Guide)], Chapter 3: Business Analysis Planning and Monitoring, Section 3.4: Plan Business Analysis Approach, Task 3.4.2: Define Assumptions and Constraints, Page 49. [Business Analysis for Practitioners: A Practice Guide], Chapter 2: Needs Assessment, Section 2.3: Assess Current State of the Organization, Task 2.3.1: Identify and Analyze Assumptions, Page 29.