GB-Glasgow: Understanding Defence Audiences - Discovery Phase

The Ministry of Defence need to gain insight into the behaviour, needs & context of the varied audiences across the whole of UK Defence Personnel. At this stage we aim to get a baseline understanding that can be iteratively improved upon in the future. There are approx 250,000 civilian & military personnel within Defence across geographically dispersed locations & multiple organisations as well as military personnel within Defence - regular & reserve (not just the single services &taking into consideration 2 year role rotation):

• HOCS (Head Office and Corporate Services)
• Royal Navy
• British Army
• Royal Air Force
• DE&S (Defence Equipment and Support)
• DIO (Defence Infrastructure Organisation)
• DSTL (Defence Science & Technology Laboratory)
• DBS (Defence Business Services)
• JFC (Joint Force Command)
• UKHO (UK Hydrographic Office)
• DSG (Defence Support Group)

Within & across each organisation there are a wide variety of people in terms of experience, working environments, access to technology, needs & knowledge, behaviours.

Insight will come from interrogating & analysing both the data MOD already has available & that gathered during this process. However, data is in different locations & will require mining from systems such as HRMS for civilians & JPA for military personnel. This suggests a very wide stakeholder community that needs to be engaged.

This project comes in the midst of a cultural shift in how technology is used, with a major overhaul & rolling out of Office 365 across Defence Personnel. Personas have been created for the New Style of IT programme which covers:

• Role activities & responsibilities
• Mobility of personnel
• Levels of collaboration required within roles
• Levels of use & type of information based activity
• Pain points
• Device needs

These elements are detailed for the following types of role that are representative within & across Defence:

• Senior Leaders
• Line Managers
• Information Workers
• Office Enablers
• Responders
• (Military) Trainees
• Reservists
• Field Workers
• (Technical) Specialists
• Contractors
• Industrial Partners
• MOD External
• Deployed Personnel
• Personnel in Barracks

Objectives

Gathering data from across UK Defence Personnel enhance the existing Personas covering:

• Vital statistics
• Who they are – life cycle and career cycle
• Experience & beliefs
• General attitudes to work & Defence
• Behaviour – what they do
• Needs (functional, informational & emotional)
• Passion points (both positive and negative)

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