A qualitative study was undertaken to explore lecturers' and professors' views of their role in shaping attitudes to, and careers in, research for the nursing and allied health professional workforce. A purposive sample was used to identify key participants (n ¼ 30), from four universities across southwest England, with 7-8 participants from each institution. Data were collected between October 2005 and January 2007. Data were managed, analysed and coded with the assistance of the qualitative data analysis software NVivo using a thematic content analysis. This paper reports the findings, which are limited to the challenges facing the higher education workforce in taking the lead to promote a research based culture for practice. Overall, participants see themselves as playing a significant and important role in shaping the research agenda in healthcare. However, with only 9% of the education workforce holding a doctoral qualification, capacity and capability need further investment, as well as the need to ensure their balanced workload. The research leadership of professors is highly valued, though the study recommends greater transparency of expectations in their role. In conclusion, with the introduction of new clinical academic pathways, the higher education workforce is key to inspiring, educating and supporting them in their role.