With consumer trends moving at an ever-increasing pace and combining with a myriad of external events, how can – and should - R&D teams respond in shorter timeframes, and bring products to market faster? Across all stages of product development, a range of opportunities can enable investigations to be restructured and new digital technologies to be leveraged. In this paper we explore some of the ways R&D can be accelerated, the challenges and benefits and how Sagentia Innovation is supporting clients to innovate in this area.