This chapter explores our experiences studying the motivations of social entrepreneurs in Colombia. These individuals are admired elites, often seen as heroes who are helping solve intractable social problems. They can be the source of eye-opening research, but studying them is not without pitfalls. We emphasise the crucial role of planning, especially when heroes and admired elites are the primary informants. Our objective is to reveal the complexities involved in planning, data collection, and analysing elites in emerging markets. A rigorous planning stage involves selecting appropriate methods, considering ethics, and establishing rapport with participants. By dedicating time and effort to planning, researchers can navigate the unique challenges of studying heroes and admired elites in emerging markets. We share our insights from the planning stage and provide a step-by-step guide for fellow business scholars conducting qualitative research in similar contexts.
