Free BCS BAPv5 Practice Exam with Questions & Answers | Set: 4

Divergent and convergent thinking are most valuable when a team is generating options and then narrowing them down to the most promising set. In the business analysis guidance, this pattern appears in the creative problem-solving material: once ideas have been stimulated using creative thinking techniques (idea generation), they are then evaluated so the team can focus on ideas that could provide solutions (selection and refinement). This explicit “generate many ideas → evaluate and focus” flow is the essence of divergent (expanding possibilities) followed by convergent thinking (reducing and choosing).

Mapped to the Design Thinking Process, this aligns most directly to the Ideate stage. Ideation is where teams deliberately explore alternatives, challenge assumptions, and use creativity tools to produce a wide range of concepts before assessing them. The guidance also cautions against moving into solution selection too early and highlights that solution finding comes later, after other aspects have been considered—reinforcing that ideation should first widen thinking before converging on the best options.

By contrast, Empathise focuses on understanding users and their context, and Define focuses on clarifying the problem statement. Those stages can involve analysis and synthesis, but the documented “creative ideas then evaluate and focus” approach is most characteristically the work of Ideate.

The activity ‘monitor customer satisfaction’ would establish whether the KPI and its associated performance objective is being achieved, as it would involve collecting and analysing the data from the customer survey. The other activities are related to defining, agreeing or delivering customer satisfaction, but not measuring it. Therefore, option A is the correct answer.