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Research for development (R4D) aims to make a tangible difference to development challenges, but these effects typically take years to emerge. Evaluation (especially impact evaluation) often takes place before there is evidence of development impact. In this paper, we focus on opportunities for assessing the potential for impact at earlier stages in the research and innovation process. We argue that such a focus can help research programme managers and evaluators learn about the pre-conditions for impact and adjust accordingly. Using the Global Challenges Research Fund (GCRF) as a large-scale case of R4D evaluation, we identify and explore some of the building blocks that can increase impact potential. Guided by GCRF’s theory of change, we explore emerging evidence that highlights the importance of ways of working that supports positioning for impact. We conclude by drawing out a unifying construct around standards of development excellence; to sit alongside notions of scientific excellence for research intended to have an impact. Standards can help programme managers, researchers and evaluators learn and adapt to increase the likelihood of impact.