Ambra

Psychosocial research project on volunteer training and service identity in an emotional support program

Context
The study was commissioned by a volunteer-based emotional support service and conducted as an applied university research project in response to a real organizational need.

Research aim
Building on a previous study, the project aimed to conduct psychosocial research to support the development of a communication strategy for the service. The analysis focused on identifying values, perceived image traits, and symbolic constructs associated with the service, in order to provide evidence-based input for future outreach and engagement activities.

My role
I contributed to the project across multiple research and analysis activities, including:

• design and administration of telephone interviews
• planning and facilitation of focus group sessions
• observation and structured field note collection during focus groups
• qualitative data analysis
• support in drafting research outputs and presentations
• presentation of findings to project stakeholders

Process / Objectives
The project was structured around two main objectives:

1. Identification of service values and identity dimensions
   • definition of key characteristics and guiding principles of the service
   • exploration of volunteer-related traits and recurring themes
   • comparison with similar national volunteer-based support programs to identify distinguishing elements
2. Development of communication insights
   • identification of key meanings and narratives to support external communication
   • analysis of relevant themes for volunteer recruitment and engagement
   • evaluation of potential communication channels based on research findings

Methodology
The study adopted a qualitative research design, including:

• 15 in-depth telephone interviews conducted using a CATI-based approach
• 2 ideation focus groups conducted in separate locations

To support expressive and reflective responses, several qualitative techniques were used during focus groups, including:

• collage and storytelling exercises
• projective techniques, metaphors, and associative tasks
• personification and scenario-based exercises

Detailed data collection instruments are provided in the appendices:

• Appendix A: - Interviews guide
• Appendix B: - Focus groups guide

Participants
The study involved 27 volunteers from the service:

• 15 participants in telephone interviews
• 12 participants in focus group sessions

Outputs / Status
The study generated insights to support the development of future communication and volunteer engagement strategies for the organization. Key outcomes included:

• Volunteer recruitment messaging:
  Training emerged as a central element, highlighting how volunteering contributes to both service-related skills and broader personal and professional development.

• Communication channels:
  Potential outreach strategies included social media platforms, broadcast media, and collaborations with educational and municipal institutions.

• Service identity and volunteer experience:
  The analysis identified core identity dimensions of the service, emphasizing personal growth, ethical skill development, and the perceived value of supporting individuals in need.

Findings were consolidated into research reports and presentations used as evidence-based input for communication and recruitment planning.

Key takeaways.
The project provided structured experience in applied qualitative research within a stakeholder-driven context, including:

• applied research design and execution
• qualitative interviewing and focus group facilitation
• ideation-based research techniques
• collaboration with external stakeholders
• project coordination and timeline management
• translation of qualitative findings into strategic recommendations