This study focuses more on the quality and richness of the data than the number of participants (Hennink et al., 2017). Saturation is a crucial rigour component to determine the study’s sample size (Saunders et al., 2018). As Creswell (2002) suggests, “the optimum number of interviews is between three and five informants or five to twenty-five interviews for any qualitative research” (Creswell, 1998, p. 64). Initially, the researcher approached 20 industry experts but only 15 agreed to participate in the interview.