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The British Association for Counselling and Psychotherapy (BACP) is the largest professional membership body within the field of counselling and psychological therapies in the UK, but there is a mismatch between its human resource and its research impact. This article sets out a potential strategic direction as considered by an informal grouping of academics in the field. Actionable research plans are outlined at three levels: client-practitioners, local communities, and societies. Changes require adopting research strategies that are less singular (ie, individually-project based) and more collaborative (ie, collegial) and developing cumulative knowledge around specific topics. As a principle, the highest value is placed on data that has the potential for informing and improving practice, but equally recognising that data can take many forms. Building depth in topic areas can be facilitated by building data bases across research groupings. At the client-practitioner level, routine outcome monitoring can be implemented using a single-item measure as a starting point, providing the potential for a developing dataset. At the community level, interdisciplinary collaborations and a focus on marginalised populations are identified as well as social justice, a theme extended into the societal level with the profession connecting with politics at a micro and macro level and extending internationally to respond to threats (eg, climate change). Overall, clarity of research strategy combined with collaborative and collective responsibility from leaders in the field has the potential for realising the full potential of the organisation’s research capacity.