New reproductive technologies, such as in vitrio fertilization, have been the subject of intense public discussion and debate worldwide. In addition to difficult ethical, moral, personal and political questions, new technologies of assisted conception also raise novel socio-cultural dilemmas. How are parenthood, kinship and procreation being redefined in the context of new reproductive technologies? Has reproductive choice become part of consumer culture? Embodied Progress offers a unique perspective on these and other cultural dimensions of assisted conception techniques. Based on ethnographic research in Britain, this study foregrounds the experiences of women and couples who undergo IVF, whilst also asking how such experiences may be variously understood.