Ambra

Data Collection – Focus groups guide

Research context

Two ideation-focused group discussions were conducted with Telefono Amico Italia (TAI) volunteers as part of a psychosocial qualitative research project aimed at supporting the development of a future communication campaign.

The focus groups were designed to explore shared meanings, values, emotional representations, and symbolic constructions of TAI, while also fostering creative ideation for communication purposes.

Focus group structure

The interview guide was structured into three main sections:

1. Introduction and group setting Participants were informed about:

• the research objectives and applied nature of the project
• confidentiality and data protection procedures
• the use of audio recording for research purposes

Ground rules were established to encourage open participation, mutual respect, and creative freedom. The group setting emphasized experiential and non-judgmental sharing.

2. Warm-up: volunteering experience and emotional engagement

This initial phase aimed to activate participants’ personal experience and emotional connection with TAI.

Discussion prompts focused on:

• pathways into volunteering
• motivations for joining and remaining in TAI
• emotional and experiential aspects of volunteering
• perceived positive and critical elements of the experience
• meaning of being a TAI volunteer

This phase served as a transition from individual experience to collective reflection.

3. Experiential and projective activities To facilitate less rationalized and more symbolic expression, several creative techniques were employed.

These included:

• Collage: visual representation of emotions and lived experience related to TAI
• Image-based storytelling: collective discussion of chosen images
• Projective and metaphor-based exercises: associations, symbols, and shared meanings

Participants were invited to reflect on similarities and differences in representations and emotions emerging within the group.

4. Image and values of Telefono Amico Italia This phase focused on the collective construction of TAI’s identity.

Activities included:

• associations and personifications (TAI as a person, animal, color, etc.)
• identification of distinctive traits, strengths, and perceived limitations
• exploration of shared values and symbolic attributes

The aim was to surface implicit identity dimensions and value-based representations.

5. Collective meaning-making and creative ideation To support applied outcomes, participants engaged in structured ideation activities.

Key exercises included:

• “Yes, and…” chain exercise to co-construct meanings collaboratively
• Bullseye (Target) exercise to distinguish core vs. peripheral values
• discussion of elements that differentiate TAI from other helpline organizations

This phase translated experiential insights into communicable themes.

6. Synthesis and discussion The focus group concluded with a collective reflection on:

• key strengths and values of TAI
• identity elements relevant for external communication
• potential risks or misrepresentations to avoid

Moderation focused on maintaining attention to value-laden content and shared meanings.

Methodological notes

• Focus groups were moderated using a semi-structured guide.
• Creative and projective techniques were intentionally used to support ideation and symbolic expression.
• Participants were volunteers of TAI; no personal identifiers were collected or reported.

Note: the original focus group guide was developed in Italian, as the research was conducted in an Italian contest with Italian volunteers.
A full operational version of the focus group guide is available upon request.