The aim of the research & development (R&D) process blade is to support innovation and the exploration of potential new or improved products and services (offerings) within an organization. R&D is sometimes called research and technological development (RTD) or simply research. R&D typically focuses on monitoring the market for, identifying, and experimenting with potential innovations. These innovations may include new offerings to bring to your customers, new technologies to work with, new ways of working (WoW), and new ways of thinking.