Heterogeneity is a well-recognized feature of malignancy associated with increased tumor aggression and treatment resistance. Texture analysis (TA) is an emerging image processing algorithm that can quantify heterogeneity of tumors. While tumor heterogeneity can be appreciated visually, current systems cannot adequately measure this parameter on standard of care images and much of the heterogeneity visible for example on CT represents noise. At a time of financial restraint and a need to accelerate drug development, TA maximizes the information available from images (e.g. CT, MRI) acquired during clinical trials without the need either for the requirements of additional specialized acquisition methods or the expense of further procedures or stress to patients. Here we discuss how texture analysis can be used to accelerate your product development by exploring imaging biomarker development, patient enrichment selection or treatment efficacy analysis in current, planned or retrospective clinical trials prior to advancing to the next stage of clinical development.