Researchers are being asked, and are asking themselves, to provide representation across race, ethnicity, gender, and sexual identity in our studies. PSB started exploring this issue in 2017 with our work on the US Census Campaign. More recently, PSB Insights partnered with the Pew Research Center to conduct a large-scale qualitative study with Asian Americans from 18 origin groups to understand their experiences and perspectives. From these research initiatives, several key lessons emerged about conducting research with smaller, under-represented, and hard-to-reach audiences.