This report highlights the evolving role of customer insights in driving innovation, moving from simple data collection to a key component of the innovation process where customers actively co-create with companies. Businesses now leverage real-time interactions and advanced methodologies such as the Repertory Grid Technique, ethnographic research, and AI tools to gather deeper, more actionable insights. A case study of Novonesis demonstrates how integrating customer feedback, commercial feasibility, and technical viability leads to successful innovation across diverse industries.