I am currently living in this conundrum in my business.
We took our original product to customers, and it seems to solve a problem that they don't think need solving. Instead, customers gave us feedback on what they want, which in our mind we know they would say and if we do give them that, it will be detrimental to their business.
What I've learned from this is how important the product vision is. Only when I have a great insight into what makes a superb product then it is worth building.
Listening to customers come in when I'm done with developing it and am out to validate my insights.
Above are what I know. Following is what I guess ...
When collecting customer feedback, think of them as blackbox that provide binary answers. Anything that is vague is noise. For instance you may ask "would you buy this widget?", they answer "I won't buy personally. But if I run a car workshop I might buy."
The dude doesn't run a car workshop. The correct answer should be NO. Everything else is noise and should be ignored.
I guess that's the art of listening and not listening at the same time.