Often people think that innovation = invention
In my experience, any insight about how people perceive, use, and experience products leads to change that is innovative by definition of the word. it’s new, it’s a change.
Sometimes insights lead to small changes, sometimes they lead you down an entirely new path. Anything that leads to your ultimate goal, success for your product (financial, award, notariety, social change, etc) is a good thing.
I try to focus on insights, specifically consumer and retailer insights. that keeps your eye on the problems you’re trying to solve rather than worrying about the solution’s grandeur, and whether it’s “innovative” enough.