Java Jacket is a company that was started to produce insulated cup sleeves. Many coffee shops use Java Jacket's cup sleeves to insulate their paper coffee cups so their customers won't burn their hands or drop their coffee cups because they are too hot. Which of the following approaches to identifying an opportunity best describes, how the idea for Java Jacket's cup sleeves originally came about?

observing trends

studying industry reports

Talking to consumers

Solving a problem

finding gaps in the marketplace