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Doing research 'in the wild is becoming an increasingly popular approach towards developing innovative computing systems and applications. This paper reflects upon a research project conducted in the wild, and key aspects of the work involved in making the project work, to examine current tropes about the approach. It suggests that doing research in the wild is rather more complicated than is reflected in current understandings, and that even greater involvement of ethnographers, computer scientists, software engineers and other disciplines operating within systems design is needed if innovation is to be effectively driven within and by real world contexts of use.