Traditionally there has been a tension between evaluation research and so-called pure research which has resulted in evaluation research seldom being recognized by the UK Research Assessment Exercises. The newly configured Research Excellence Framework (REF) will use similar criteria to judge research, notwithstanding the introduction of "impact" to the assessment criteria. However, there are increasing numbers of academics employed in Higher Education who focus on evaluation studies as part of their work. This work, whilst providing the institution with valuable funding, draws them away from pure research and unless they can find ways to establish their credibility in terms of research publications, their careers may be affected. Drawing on the researchers' own experience of evaluation research, together with focus group data, this article is concerned with ways in which evaluation can be developed to become research that will be recognized by the academic community for REF purposes. The article explores the similarities between research and evaluation in relation to purpose, knowledge production, politics, objectivity, generalizability and confidentiality, and presents a number of recommendations to help academics use evaluation findings as research.