Dominic Basulto reports on part 3 of CNBC’s Business of Innovation series, were Maria Bartiromo and co-host Roger Schank focus on the role of the customer during the innovation process.

“In some cases, it appears that "old dogs" can learn "new tricks" by listening to their customers. At eBay and LEGO, for example, customers are actively leading the product innovation process. Other companies, such as Moen, are tapping into cutting-edge ideas such as customer anthropology in order to understand what customers want and need.

The segment includes interviews with eBay CEO Meg Whitman and former Viacom bigwig Tom Freston, as well as short clips featuring Muhammad Yunus (winner of the Nobel Prize for his work in micro-finance lending), LEGO Mindstorms, TurboTap and Callaway Golf. One of the highlights of the program is the insightful commentary from Eric von Hippel of MIT, who explains how "lead users" are driving innovation in many different industries.”