GB-Glasgow: Understanding Defence Audiences - Discovery Phase

NOTE: This notice was updated on 21 August 2015 for the following reason: Reduce number of characters within the description to allow publishThe Ministry of Defence need to gain insight into the behaviour, needs and 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 and military personnel within Defence across geographically dispersed locations and multiple organisations as well as military personnel within Defence - regular and reserve (not just the single services and 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 and Technology Laboratory)
• DBS (Defence Business Services)
• JFC (Joint Force Command)
• UKHO (UK Hydrographic Office)
• DSG (Defence Support Group)

Within and across each organisation there are a wide variety of people in terms of experience, working environments, access to technology, needs and 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 and will require mining from systems such as HRMS for civilians and 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 and rolling out of Office 365 across Defence Personnel. Personas have been created for the New Style of IT programme which covers:

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

These elements are detailed for the following types of role that are representative within and 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 and beliefs
• General attitudes to work and Defence
• Behaviour – what they do
• Needs (functional, informational and emotional)
• Passion points (both positive and negative)