Qualitative research design is a powerful methodological approach that explores the intricate dimensions of human behaviour, experiences, and perceptions. Unlike quantitative research, which focuses on numerical data and statistical analysis, qualitative research seeks to uncover the richness and complexity of social phenomena through non-numerical data that emphasises the research depth and context. It seeks to answer questions that begin with how or in what way, and why rather than what and how much/many, and to what extent.