Studia i Prace WNEiZ US

Implementation of innovations is a complex process, which in literature theory describes a number of models. Nevertheless, in each of them the role of the idea that guides innovation is important. Thus, the role of the costumer is important, which is worth including in the process so that the implemented solution would meet his needs, and thus gained quick acceptance on the market. The research problem in this topic has become the definition of what role customers play in the innovation process, are they included in it, are they the creators of concepts that are implemented, or are they taking part in the assessment of innovation? Thus, the focus was on the role of insight as a kind of consumer manifesto, in the implementation of innovation. The aim of the article was to determine the role of the recipient, and thus the insight arising on the basis of information from him in the process of commercialization. To retrieve information in this area triangulation of method was used, desk research and a qualitative research method were used (interviews with industry experts dealing with the specificity of innovation commercialization were invited). As a result, an image of the insight so important for entrepreneurs was drawn, and often, as it turns out, still not understood in its idea. The results of the analyzes allowed for the authors to develop a new definition of insight and define its role in the process of implementing innovations.