This case explores the values that were considered to be centrally important by South Asian migrants at end of life. A qualitative approach was used with focus groups as the data collection tool. South Asians were selected as the population of choice since this is the largest minority ethnic group in Britain. This case considers the practical insights and challenges that were faced in recruiting participants from this hard-to-reach group. Content analysis was used on the transcripts, and the results revealed that in the context of end-of-life care respect for dignity and equality were seen to be centrally important.