Problem:
"Ok, 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 owns.?
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.