In qualitative research, the act of sampling is not simply a technical step—it is a deliberate choice about whose voices will be heard, which settings will be explored, and what experiences will be brought into the light. Unlike qualitative approaches, which often seek large, statistically representative samples, qualitative sampling is purpose-driven. It aims to gather the richest, most relevant, and most diverse insights that can illuminate the phenomenon under study. At its core, qualitative sampling is guided by the principle of information richness. The researcher selects participants, sites, or cases that are most likely to yield meaningful and nuanced data. This choice is never arbitrary; it is anchored in the research questions and the context in which they are situated. The aim is not to generalise to an entire population, but to develop a deep, textured understanding of specific perspectives and experiences. One of the most widely used approaches is purposive sampling.