To develop interventions that provide positive outcomes for both people and nature, conservationists need to better understand human behaviour, particularly the factors that influence compliance. However, research in this area is often hindered by the challenging nature of the topic; people are rarely willing to reveal their involvement, meaning it is difficult to access reliable data. Moreover, conducting research in this area raises a range of ethical and methodological concerns, which if unaddressed can have significant impacts on biodiversity outcomes, as well as human well-being. I’ll provide a broad overview of these challenges, reflect on ways of tackling them, and outline why their consideration can help move conservation research, policy, and practice towards a more socially just, biodiversity positive agenda.