As a way to research human behaviour in the cultural sector, a longitudinal ETHNOMETHODOLOGICALSTUDYWOULDPROVIDETHEOPPORTUNITYTOOBSERVEANDRECORDATlRST HANDHOWARTSWORKERSINTERACTINTHEWORKPLACEANDHOWBEHAVIOURBOTHPOSITIVEAND negative, is perceived. Such a study may yield a unique insight into views on behaviour in the creative environment and provide a route to comprehending the reason why bullies are often in denial about their behaviour, choosing to attribute it to misinterpretation on the part of the target.