customers and stakeholders
Innovate for the user not for the stakeholders
Big part of your job, probably the hardest part, is to communicate to stakeholders the evidence and the justification of your design (again and again and again). They have the right to know and be involved, but you are the designer, the HMI expert. That is why we are paying you, for your strong evidence based recommendations, for your leadership, for saying NO.
If you don't succeed you will have to use little bit of everything and try to please them all. That never works for the user and the complexity never helps the business.
If you see it, act. You don't need more studies, you already know enough. If you don’t see it and need to know more: email@example.com