Gap Proves Research Isn’t Boring — it’s a Growth-Unlocking Move

Gap recently announced its expansion into “sleeper categories” like beauty and accessories. While this move reflects a timely reaction to trends, it more importantly demonstrates the power of research discipline and foresight.

Beauty and skincare are among the fastest-growing categories for Gen Z, with spending in these areas outpacing fashion growth. Statista reported the average Gen Z consumer spends over $2,000 per year on beauty products alone. What truly stands out though is how Gap came to this decision: by leveraging rigorous and thoughtful consumer research, reportedly talking to thousands of consumers nationwide ahead of its expansion.

When most people hear “consumer research,” they picture a dated focus group room, a two-way mirror, and scripted questions. This isn’t entirely inaccurate, however, today’s research landscape has evolved into so much more than that. In today’s world it's more authentic, more innovative, and less pressured. A landscape where the best insights often come from beyond the walls of a focus group facility or traditional methodologies, but rather from observing authentic consumer behavior in the real world.

This approach is what I refer to as "Real Research." It’s unfiltered, fast and rooted in truth. And more often than not, it’s scrappy methods like these that unlock the boldest ideas.

Here are three ways to bring Real Research to life:

1. Challenge methodology norms.

Smart research requires creativity because real insights are born in everyday consumer experiences, not only fluorescent-lit facilities.

There are a myriad of research tools for brands to be leaning on. One that provides a lot of unique insights is Insta Props. These are simple social media ads built around a concept, brand or design. From there you can measure interest through clickthrough rates, because what’s more natural than scrolling your feed and clicking on something that catches your eye?

The results are powerful: no moderators, no bias, just authentic consumer behavior. Better yet, Insta Props are easy and affordable to launch and analyze, helping brands make major decisions quickly and at scale.

2. Test products as proxies.

Strong concepts rely on strong platforms. Too often, companies chase and overly research one-hit wonders without building the robust pipeline needed to stay relevant.

The smartest brands use product launches as stepping stones into a broader ecosystem. A great example is Apple. Its iPod didn’t just succeed on its own. It set the stage for iTunes, iPhones, and an entire ecosystem of connected devices.

The lesson for researchers is to think about the broader platforms any given concept sits beneath. Not only will learnings sharpen the concepts, but they will ensure long-term, "platformable" success.

3. Let consumers make the tough calls.

Every team eventually hits gridlock. Stakeholders split, debates drag on, and progress stalls.

Let me paint a picture: You have three ideas that have been selected, but two more were locked in a stalemate. At this point, there are two options: you can continue to argue and debate, or you can let your consumers decide for you through additional research. And it doesn't need to be a massive round of research either. There are scrappy ways to solicit consumer feedback in the wild, either at a store location or just on the street. By democratizing the decision through quick research, you're able to cut through the noise. The consumers who would ultimately buy the product will make the choice for you, and chances are it will be the right one.

Gap’s expansion into beauty is a reminder of why research matters: it reduces risk, sharpens outcomes, and reveals opportunities companies might otherwise miss. But it’s also a reminder that research doesn’t have to be intimidating or expensive.

The most impactful insights come from the scrappiest methods and the most transformative changes come from the brands willing to do the work. The ones that embrace creativity, speed and truth. Real Research is about meeting consumers where they are, listening closely, and letting their behavior lead the way.

Because at the end of the day, the best business decisions don’t come from behind the glass; they come from the world outside it.

Luke Shields is associate strategy director and partner at Electric Innovation, a strategy, innovation, and design consultancy that shapes transformational ambitions, working across the entire growth journey.