This paper examines the challenges involved in implementing an action research project. It discusses a project which uses a series of interventions (unfreezing techniques, cases studies in conjunction with analogical encoding and lecturer input) to encourage students to critically reflect on their approach to career decision-making. This paper discusses the challenges faced when decisions had to be made about targeting interventions at particular (disadvantaged) students; whether or not to constitute experiment and control groups; and the extent to which we should be trying to influence student values.