With the advent of digital innovation in research, consumers have evolved from closely watched subjects to partners, collaborators and co-creators. This paper explores the role of market research in facilitating the innovation process. The authors were charged with the mission to supercharge China-specific innovations created for the market by stakeholders. There is a need for agility within innovation to keep up with the fast changing consumer landscape and the quick agility and adaptation of smaller brands and corporations. A goal in this process is to shorten innovation with leaner processes in order to get ideas to market in a shorter turnaround.