The researchers of this article developed a framework to support R&D in the assessment of innovations on three levels of implementation (project, production chain and society) and on three levels of detail (quick scan, brief assessment and thorough assessment). On the project level, capacity building is analysed; on the production chain level, ‘circular’ performance is measured; on the societal level, the sustainability of the product is evaluated. The framework is being applied to wood products for the construction sector.