Kaupapa Māori research methodology demands practical outcomes of tangible benefit to Māori. This paper reflects on the steps taken to ensure benefit resulted from my PhD research on the cessation of Māori smoking behaviour, and I ask where is that benefit now? Ensuring benefit starts before the project begins when the idea is conceived. Thus, I first reflect back to the birth of the idea. Then the consultation undertaken, and the conduct of the research, is reviewed with a utilisation focus. The personal costs undertaking research are then considered the sections looking at contribution and career. Finally, the question from the title this paper is posed. Examples of the barriers to strategic action, such as, competition and the difficulty of achieving consensus are presented. Finally, the consequences of the research are outlined.