Objective - To explain the limited success of a local patient medication record (PMR) experiment in pharmacy practice in Denmark from a social constructivist perspective and to promote a discussion among pharmacy practice researchers of how on-going social constructivist analysis can be used to manage experiments in pharmacy practice. Method - A secondary social constructivist analysis of data collected during and after a local experiment on the development and use of PMRs. Data were analysed using three specific social constructivist concepts. The data consisted of 93 qualitative interviews with elderly medicine users with a PMR, 10 qualitative interviews with representatives from health professionals participating in the experiment, and documentary evidence from a research report. Key findings - Eight relevant social groups were identified in the PMR experiment. The groups attached different meanings to the same PMR, such as: threat; totally useless; important tool for preventing drug-related problems, promoting interdisciplinary co-operation and carrying out pharmaceutical care; unnecessary interference in private affairs; security; good checklist. The relevant social groups also had different opinions about responsibility, duty to inform patients about the PMR, and need for and co-ordination of the PMR. Conclusion - The analysis supports an important social constructivist point, namely, that the outcome of a technological development is not given a priori; rather, it is driven by the interests of various social groups. Ongoing identification and assessment of these social groups is recommended to focus future experiments.