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This paper points out the limitation of Canonical Action Research (CAR) during the adoption process of social media by microbusinesses. CAR is found rigid since it does not permit to iterate within its stages. A CAR project is used to demonstrate the need for such flexibility. Pragmatism leads to a trial-and-error problem solving approach defying the fixed stages of a cycle. Rigidity issue with CAR is observed in the literature leading to development of Action Design Research (ADR) model. ADR has two problems: (a) consulting orientation with no philosophical standpoint, focused on development of IT artefact; and (b) definition of IT artefact. ADR treats IT artefact as technology as structure restricting its use in other views of technology. This paper proposes a versatile CAR with elements of design research to be used in volatile, diminished theory driven situation wherein the primary focus is theoretical development arising from solving problems of the participants.