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An action research approach was applied to develop a community pharmacy team into a research aware practice. A pharmacy team consisting of a pharmacist and medicine counter assistants carried out this project. They started by reflecting on their own practice and in doing so examined the reliability of the evidence base they used to give advice to customers regarding the sale of medicines. The team used this opportunity to discuss and critically analyse their core activities. This process resulted in the development of portfolios of evidence-based counter recommendations and a more knowledgeable, self-aware, confident as well as research-aware pharmacy team.