Problem:
You've identified a gap in the swimsuit market in your little example. Some customers like fashionable swimsuits, some like comfortable ones.We already know that. So isn't it obvious you should design a swimsuit that's both fashionable and comfortable? What insights did you get from the gap analysis that you couldn't have figured out on your own?
Gap Analysis: identify potential product concepts. This technique will come in handy in later stages of the new products process, when we begin working with customers preferences and positioning our products.