Design-based research is proposed as a strategy to address the need for innovation in educational contexts. The article argues the case for increased and more effective research and development in education, and then presents a discussion of design-based research as a methodological set of tools to address this need. The four phases of design-based research (Bannan-Ritland, 2003) are explicated and an example, in which design-based methods are used to develop and assess a call centre innovation at Athabasca University, is presented.