Data collection – In-depth interviews
Semi-structured telephone interviews were conducted with TAI volunteers.
The interview guide was designed to explore:
- volunteers’ personal experience and motivations
- perceived identity and core values of TAI
- symbolic and emotional representations of the association
- insights for future communication and fundraising campaigns
The guide combined:
- experiential questions
- evaluative questions
- projective and metaphor-based techniques
- creative prompts aimed at generating communication ideas
Interview guide structure
The interview guide was structured into three main sections:
1. Volunteering experience
- entry into volunteering and motivation
- role and activities within TAI
- emotional experience of volunteering
- perceived impact on personal life
- strengths and critical aspects of the service
2. Image and values of TAI
- symbolic representations (images, metaphors, personifications)
- perceived core and peripheral values (target/bullseye exercise)
- differentiation from other helpline organizations
- key traits defining TAI’s identity
3. Insights for future communication
- key themes and messages for fundraising and volunteer recruitment
- visual and symbolic elements for communication materials
- evaluation of previous communication campaigns
- creative suggestions (slogans, flyer content)
Methodological notes
- Interviews were conducted via telephone.
- The guide was semi-structured to allow flexibility and depth.
- Projective and creative techniques were integrated to reduce rationalization and facilitate symbolic expression.
Note: the original interview guide was developed in Italian, as the research was conducted in an Italian contest with Italian volunteers.
A full operational version is available upon request.