Bob Jeffrey was appointed Honorary Research Fellow at Exeter University in 2012 following retirement from The Open University. He researched from 1992 the work of primary teachers with Professor Peter Woods and Professor Geoff Troman. They focused on the opportunity for creative teaching and the effects of the reforms of the 1990s in England on this form of pedagogy and teacher identities. In the 2000s they developed this focus to learners and their opportunities for creative learning including a nine nation European study from 2004-2006. He also worked closely with Professor Anna Craft developing research and promoting creative teaching and learning in the educational research community particularly through BERA, through a nationwide seminar series from 2004-2005 and they edited a Special Issue on Performavity and Creativity for BERJ in 2008. He was co-leader of two ESRC studies into Primary Teacher’s Careers in Performativity Cultures and into the effects of performative and creative policies on primary schools – 2004-2008 together with Professor Geoff Troman of Roehampton University. They have published extensively including a great many methodology articles focused on an ethnographic approach including a focus on cross cultural approaches. Bob is co founder of the Ethnography and Education journal and edited it from 2008-2012 and co-organised an annual ethnography conference in Oxford for ten years as well co-editing a book series from 2007-2012 www.ethnographyandeducation.org.