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In this paper, we present our experience in sharing ethnographic material with engineers that have a very different perception of technology and the role of its users. Rather than convey findings' in a rational argument, we have experimented with formats where the role of the ethnography is to provoke engineers to reframe their perception of new designs. Based on four design encounters (workshops) from two different design projects completed in industry, this paper looks at the ways in which the ethnographic material provokes design. We use video transcripts and conversation analysis to learn more about this mechanism of provocation.