Beyond the Numbers: Using Qualitative Research in FM Services
KPIs are not the full story in facilities management. Whatever way you look at it, you can’t get away from the reality —footfall, transaction values, and customer satisfaction scores matter. But if you're only looking at the numbers, you're missing the human story behind your services.
The Power of Listening Beyond Surveys
At Sodexo Government, we have transformed how we approach service delivery through customer experience by incorporating qualitative research.
Through in-depth interviews, focus groups, and ethnographic observation across our Defence and Agencies businesses, we have discovered that data doesn't tell you why people behave the way they do—it only tells you what they're doing.
Real Insights, Real Impact
In terms of food services for instance, data might show that the chicken tikka masala is a bestseller, but it won't tell you why half your workforce skips the restaurant entirely.
Through qualitative research, we uncover the real barriers: whether frustrating queues, limited dietary options, or spaces that feel more like school cafeterias than welcoming dining experiences.
We can then act accordingly through service offer developments - menu redesigns, space reconfigurations, and service flow improvements that actually move the needle on user experience & satisfaction.
Where Quantitative Fails, Qualitative Delivers
In retail services—from convenience stores to pop-up kiosks—we've seen outlets transform overnight. Not through price cuts or product changes, but by addressing the real issues: poor visibility, confusing layouts, and uninviting atmospheres.
Our focus groups have revealed the insights that turn struggling retail spaces into thriving community hubs - because sometimes the difference between success and failure isn't what you're selling—it's how people feel when they're buying it.
Innovation Through Understanding
Over the past 12 months, we've leveraged qualitative creative pre-testing to revolutionise our brand development - from the design of a bespoke catering brand for our Defence clients to reimagining Kitchen Works for our Agencies segment, we've used deep consumer insights to ensure every touchpoint resonates emotionally and functionally with our consumers.
The outcome? Consistent brand experiences that don't just look good—they feel right to the people using them every day and the space gets used more as a result.
The Competitive Advantage of Empathy
In a market where user expectations are ever-increasing and differentiation is everything, qualitative research isn't just nice to have—it's essential. It reveals the stories behind the data and creates opportunities to innovate proactively, not reactively.
The bottom line: Companies that combine quantitative metrics with qualitative insights don't just deliver services—they deliver experiences that people genuinely value and remember.
At Sodexo Government, we believe that insight is more than asking closed questions—it's about creating open dialogue. Because the operators who listen more, serve better.
You may also be interested in...