Absolutely it has helped discover new pathways. Especially when the research is untainted. And I don't think it has killed "good" ideas. It has, on the other hand, killed some ideas that had run their course and were no longer as useful or effective as they once had been.
As a small business, we have to constantly define and redefine ourselves and our work to be as effective and efficient as possible. Sometimes what worked a year ago has to be shelved.
The same thing is true in advertising. As the consumer base changes, you can bet you're going to have to let go of some good ideas and discover new ones.