How Research is Transforming Life on Military Bases

"In the past, a military career was seen as a job for life, but this is changing," explains Richard McGimpsey, Head of Insights & Research at Sodexo Government. "Understanding what matters to service personnel helps us work with the MOD to collectively improve their lived experience."

This understanding comes from multiple channels. Annual surveys reach over 5000 personnel, while face-to-face focus groups allow for important topics to be explored in more depth. But perhaps most innovative is the integration of AI-driven analytics into daily catering operations.

Technology Meets Tradition

At the heart of this transformation is the Everyday app, a digital platform revolutionising military dining. "The data produced via Everyday feeds into our analytics platform, a dashboard that provides us with information we can use to make both immediate and long-term improvements," says Jo Robinson, Head of Digital at Sodexo Government.

The results speak for themselves. At Dalton Barracks, where the system was first trialled, quick analysis of user data led to immediate improvements:

• Streamlined kitchen processes
• Expanded menu options
• Introduction of customisable meals

Shaping the future of military life

Looking ahead, Sodexo is gathering insights from diverse perspectives. A pioneering roundtable event in March 2024 brought together senior military figures, mental health professionals, and academic experts to envision life on base in the 2030s. 

This is being followed by a larger symposium event in November 2024 that will canvas options from a wider group of military stakeholders, junior ranks and industry partners.

Making Data-Driven Decisions

The comprehensive research program helps identify key satisfaction drivers across different facilities. In coffee shops, the physical environment and service speed take priority, while convenience stores focus on range, speed and value for money.

"Qualitative research gives us a greater insight into the reasons behind people's choices," McGimpsey notes. "If they chose not to have breakfast in our dining room, why? Understanding these decisions allows us to engage with our teams to ensure more variety and better service."

Looking to the Future

This data-driven approach to improving military base life represents a significant shift in how services are delivered to personnel. By combining traditional research methods with cutting-edge technology, Sodexo is ensuring that improvements are both meaningful and measurable.

The initiative demonstrates how listening to service members and acting on their feedback can transform the military living experience. As defence needs evolve, this commitment to research-driven improvement ensures that base services will continue to adapt and enhance the lives of those who serve.

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