GB-Glasgow: Understanding Defence Audiences - Discovery Phase

Tender description

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)