True innovation, in every imaginable scenario, occurs when decisions are logical, rather than arbitrary. This undervalued distinction is the factor a lot of designers fail to achieve. One of the reason is that designers feel this limits/frames their creative endeavours; the opposite is true. Rather than limiting a viewpoint, using properly gathered data as a skeleton allows for more relevant creation.
Put together an independent team that takes responsibility for the innovation process. Consisting of several experts, this team is a powerhouse of knowledge and are able to achieve substantiated results.
This fundamental set-up is so simple, that for me, it is nearly incomprehensible why this has not become common practice within every business.