This master thesis addresses the product innovation process of companies. Based on an intelligent combination of innovative core methods, a new approach for an innovation process arises. The described and evaluated Innomization model consolidates different methods to a new innovation procedure. The included elements are focusing on customer behavior, customer needs and customization of products. The evaluated research question of the master thesis focuses on the improvement of a classical product development process to a dynamical one by integrating customers and their customer data. Studying the relevant literature in combination with a quantitative and qualitative research approach about the core elements of innovation in general shows, that a need for a different innovation approach is extensive. The master thesis further reveals that an integration of such an approach occurs a shift in the mindset of the employees and a change of the company culture as well. Based on the findings and consecutive integration in the model, the Innomization approach is extended, furthermore a prospect for an in-house integration as well as an entrepreneurial venture concludes this master thesis.