To improve organisational performance, much attention has been paid to the value that BDA can produce beyond data-driven decision-making. However, there has been less emphasis on decision value (DV) arising from BDA. To compound this, definitions of DV remain fragmented across different views from social, to technical and economic. We aim to develop an empirically grounded theoretical model characterising how BDA is used in organisations to realize DV and to provide a mechanism-based causal explanation of how DV arises from the interplay between BDA (technical subsystem) and decisionmaking(social subsystem) using a real-world environment. As a result, we propose using retroductive reasoning through Critical Realism (CR) as the overarching philosophy, and Grounded Theory Methodology (GTM) techniques to collect and analyse data. Potential contributions from this research will include the development of a mechanism-based theory explaining how DV arises from the interplay between BDA and decision-making.