GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

U.S. Military Image StudyPresented: August 4, 2004A report for:GfK Custom Research Inc.8401 Golden Valley RoadP.O. Box 27900Minneapolis, Minnesota 55427Tel: 763-542-0800Copyright© by GfK Custom Research Inc. 2004
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Table Of Contents

 Background and Objectives BLUF: Bottom Line Up-Front Detailed Findings

 General Military Appeal Mind Set of Young People Life Choices and Goals Influencers, Plans and Considerations Military Motivators and Barriers Reserve Motivators and Barriers ROTC Motivators and Barriers Appeal and Imagery of Military Branches “An Army of One” 

 Major Conclusions Implications for the Army
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Background

The U.S. Army faces a constant challenge of recruiting numbers of volunteers.

 Recruiting an all-volunteer Army in times of war is increasingly d

 As such, it is important to understand potential recruits as well as pos

that is meaningful, relevant, and compelling. 

A major research study was completed late in 2000, pof "An Army of One” advertising campaign in January

 That research was designed to learn more about:

 Plans and aspirations of young adults,  Attitudes toward military service and relative position of branches, an Attitudes towards Army enlistment.

It is time to update the learning from that study. 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Background, continued

Global and 

September 11 attacks

U.S realization—we are not immune 

Increased security/military presence 

at airports, elsewhere

Heightened awareness across U.S.

Homeland Security

War in Afghani

Invasion of Ira

End of major co

Continued presGWOT

The world has changed in the pas

Economic Changes Other New

Economic conditions worsen

Stock market decline 3/01Mild recession begins

Unemployment improves

College costs skyrocket

Economy improves, recently

New, RepublicaCapture of SadNews: Daily caPat Tillman killIraqi prisoner sNew Army dire

Warrior Etho
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Objectives

Hypothesis: These changes and increased possibility impacting the consideration set for potential Armed Fmaking Army recruiting efforts even more difficult. 

The Goal: Update the Army’s understanding of how pview military service and the Army, so that effective mand advertising messages contribute to meeting the Amission. 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Information ObjectivesImagery

1. What is the current image of the Army, overall and in comparis2. Has this image changed, and if so how, since 2000? 3. What is "An Army of One” communicating to young people?

Decision Making

1. Do potential prospects have more choices, post high school, th2. What are their mind sets, thoughts, aspirations and how have 

2000?

3. How/what do they think about joining the military (e.g., motiva

has their thinking changed? 

Ethnic Groups

1. How do African Americans and Hispanics, two groups of specia

military?

2. How are these groups different than others on propensity, mot
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Questionnaire

Questionnaire covered many areas:

 45 minute interview Explore differences between the general population, African A Analyze reactions to the Soldier’s Creed and Warrior’s Ethos

Behaviors

Military propensity

- Overall- By service type- By service branch

Attitudes

Attitudes about future

Motivators to military 

service

Barriers to military service

and ROTC, Reserve

Preference for 4 servicesPerceptions of 4 servicesReactions to “An Army of 

One” 

St

Ed

CoFa
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

MethodologyInterviews were conducted online. 

 Greenfield Online (GOL) and Survey Sampling panels used.

 A random sample from 450,000+ 16 and 24 year olds in GOL Interne Additional interviews (20%) using Survey Sampling panel—to fill spec

Qualifications

 Males and females ages 16-24 (50% 16-18, 30% 19-21, 20% 22-24)  Not currently serving, and have not previously served, or a high scho Not “dead beat” (future plans not work or go to school and to live wit English speaking

Data Collection April 16 through May 19, 2004Sample Size

 Total Contacts/Representative Sample of 3,236 youth age 16-24 Sample of interest of 1,828  Additional interviews to yield a total of:

 341 African Americans 342 Hispanics
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Comparison of 2000 and 2004 Research

2000 Web TV panel used (U.S. 

representative, not Internet-based)

 TV with web access placed in home, in 

exchange for doing surveys

 Data collected on TV using keypad

 Age 15-24 Included females, reported males 

only

 Personnel at supplier who completed 

the 2000 study no longer available. 

2004 Online interview

(Internet penet

 E-mail invitation

link for qualifica

 Data collected o

 Age 16-24 Reported males 

sample of intere

 Retabulated 20

with 2004 data

 Questionnaire v

updated;

 75%-80% the s Some attributes

modified or dele
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

2000 to 2004 Direct Comparisons 

To facilitate comparisons across years, a directly cominterest was created. 

 Weighted samples for both years were created to be able to provide exac

2004 data. 

 The following variables were controlled—so they are not factors in any di

 Age: 

 50% under age 18* 30% age 19-21 20% age 22-24

 Gender

 70% male  30% female

 Propensity

 Propensity recalculated so bottom box propensity (Definitely will n Other propensity points controlled to be identical between two stu

See Technical Appendix for more information on sample construct

*2000 study included 15 year olds, 2004 did not. For comparison purposes the percent of respondents aged 18 and under was cont
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Reader’s Notes

Subgroup Definitions

 Sample of Interest—the relevant universe for the Army, defined as:

 70% male; 30% female 50% age 18 and under; 30% age 19-21; 20% age 22-24 No more than 30% who say they definitely will not serve in the military

 SALs (Scholars, Athletes, Leaders) are defined according to standard Army definitions 

Percentages Not Totaling 100% 

 For tabulation purposes, percentages are rounded to the nearest whole number. As 

column may be slightly higher or lower than 100%.

Significance Testing

 Significance testing was performed at the 95% confidence level; statistically significan

or charts by column letters. 

 Where significant differences occur, the letter that corresponds to the column of 

next to the larger of the two numbers.

In Percent

Total

(A) Males (B) Females (C) 

Attribute 1 42 39 52 B 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Bottom Line Up-Front

1. The Army's recruiting mission in a post 9/11 world 

difficult one. There is a lot of work to be done and time to make major changes in the Army experiencimage.

2. The option of military service causes inner conflict 3. The competitive set of career choices for today’s yo

broadened.

4. College still "wins" as the preferential choice for m
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Bottom Line Up-Front, continued5. Money for college remains a major motivator to jo

across all propensities.

6. Fear of death or injury is the major barrier to joini

today.

7. The traditional expectation of Reserve service (sig

is no longer a safe bet. 

8. The Army's image as a career choice has not chan

over the past four years—although some improvemseveral core military dimensions. 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Bottom Line Up-Front, continued9. The Army does not own perceptions associated w

reflecting the Soldier’s Creed.

10. “An Army of One” slogan is widely recognized, bu

communicating either group effort or individualit

these messages, as was intended. 

11. More African Americans identify having to fight f

don't support as a barrier to military service. 

12. Generally, Hispanics are interested in tangible be

as well as experiential ones.
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

General Military Appeal
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Historical Propensity Tracking

Propensity, as measured in the 2004 representative sconsistent with the Army’s ongoing tracking propens(Millward Brown and the recent DoD Youth Poll). 

Millward Brown Tracking 

In Percent

Total

Contacts

2004 Image

Study Q2-2001 Q2-2002 Q2-20

Definitely will join 5 2 2 3 Probably will join 10 9 10 10 Probably will not join 30 36 33 34 Definitely will not join 55 52 54 52 

Q 9.0 Now I'd like to ask you how likely it is that you will serve in the military in the next few years? * Source Millward Brown Potential Recruits Tracking Study and DoD Youth PollBase = Total potential recruits contacted (3836 for Image Study and approximately 1500 for tracking work)
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Propensity To Serve In Military—2004 Rep 

57% 54% 

30% 19% 24% 

10%

17% 15%

5% 6% 7% 

55%

Definitely will serveProbably will serveProbably will not serveDefinitely will not serve

Total 2004 Representative Sample (Total 

Total African Hispanic 

American 

(A) (E) (F) 

15%

23% 23% 

Table 214; Q9.0 How likely is it that you will serve in the military in the next few years? Balanced to census.Base = Total Sample of Interest, African Americans, Hispanic, Caucasian/Other (3236, 776, 761, 2442)
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

 Definitely will not serve is capped at 30% for 

total and within each ethnic subgroup. 

 Propensity, age, gender identical 2000-2004.

2004 Sample Of Interest and Propensity TTable 214; Q9.0 How likely is it that you will serve in the military service in the next few years?Base = Total Sample of Interest (1828)

Definitely will servProbably will servProbably will not sDefinitely will not 

The rest of the findings are based on the Army’s samp
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Mind Set Of Young Peop
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Personal Goals—Factor Averages 2004

A series of 42 school, career and life goal statements were used to help better understand the mind set and values of young men and women. 

 Factor analysis was completed to organize the 

42 agree/disagree statements into similar groups.

 Eight factors were identified.

Source: Table 003b; Q18.0 Here are some statements about school, careers, and life goals. For each one, pleaseindicate how strongly you agree or disagree using the scale below. Average rating of top three box scores of all statements in factor (on an 11 point scale, where 10 = “Strongly agree” and 0 = “Strongly disagree”) Base = Total Sample of Interest 2004 (1828)

Appre

Pa

Goal Ori

Training/Ed

Asp

Youthful Experim
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Personal Goals—Aspirations Factor

Most youth still believe in the work ethic and value dowith their lives.

 This includes the desire to be somebody, to be proud of what th

something they believe in, and to do something exciting. 

Factor Average 

If I work hard enough, I can accomplish just about anything**

Maintaining my self respect is important to me**

I want to be somebody**

What matters most in the next few years is doing something I can be really proud of

What matters most in the next few years is finding something to do that I really believe in

I'd like to do something really exciting with my life

What matters most in the next few years is developing a good plan for my life

It's important to me that I make a difference in whatever I do**

What matters most in the next few years is doing something my family will be proud of

What matters most in the next few years is doing something others will respect

What matters most in the next few years is finding a job that's mentally challenging

It's important to me to help in my community**

What matters most in the next few years is being with people like me*

Top 3 B

Table 003b; Q18.0 Here are some statements about school, careers, and life goals. For each one, please indicate how strongly you agTop three box ratings on an 11 point scale, where 10 = “Strongly agree” and 0 = “Strongly disagree”

Base = Total Sample of Interest 2004 (1828) *Slight wording change in 2004;**Statement not asked in 2000; 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Personal Goals—Training/Education Facto

Today’s youth also recognize the importance of comprole in success. 

 College is also considered essential to success, but less so than  About one half of youth highly value training in job skills or lead

Top 3 Bo

Factor Average 

It's essential to have good computer skills to succeed in today's world

Graduating from a 4-year college is essential to success in life

What matters most in the next few years is getting training in specific job skills

What matters most in the next few years is developing good leadership skills

What matters most in the next few years is finding a way to pay for college

What matters most in the next few years is becoming more disciplined

Table 003b; Q18.0 Here are some statements about school, careers, and life goals. For each one, please indicate how strongly you agTop three box ratings on an 11 point scale, where 10 = “Strongly agree” and 0 = “Strongly disagree”

Base = Total Sample of Interest 2004 (1828)*Slight wording change in 2004;**Statement not asked in 2000

Õ = Draws attention, but does not indicate significant differences
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Personal Goals—Goal Orientation Factor

Young people are optimistic about the future. 

 Nearly two thirds agree they are optimistic.  About one half have an idea of what they want to be in life, and

goals. 

Factor Average

I'm optimistic about the future

I know how to achieve my goals

I know what I want to be in life

Making plans for the future is confusing 35%

49%

53%

62%

50%

Top 3 Box Agreement Scores

Table 003b; Q18.0 Here are some statements about school, careers, and life goals. For each one, please indicate how strongly you agTop three box ratings on an 11 point scale, where 10 = “Strongly agree” and 0 = “Strongly disagree”

Base = Total Sample of Interest 2004 (1828) *Slight wording change in 2004;**Statement not asked in 2000
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Personal Goals—Success Factor

For many, long-term financial success is their highest 

 Today’s youth also seek independence and job security. Quite a few youth (4 of 10) admit they want it all (house, car, m

Factor Average

Being financially successful in the long term is my top priority

What matters most in the next few years is being independent and out on my own

What matters most in the next few years is finding a job with lots of security

I want a house, car, and money now, not later**

What matters most in the next few years is finding the fastest path to success 3

Top 3 Box Agreeme

Table 003b; Q18.0 Here are some statements about school, careers, and life goals. For each one, please indicate how strongly you agTop three box ratings on an 11 point scale, where 10 = “Strongly agree” and 0 = “Strongly disagree”

Base = Total Sample of Interest 2004 (1828) *Slight wording change in 2004;**Statement not asked in 2000
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Personal Goals—Youthful Experimentation 

Youth is also about keeping options open and experim

 One half of young men and women want to keep their options o

different things. 

 Slightly fewer have a desire to see the world before settling dow Relatively few want to settle down and start a family fairly soon. 

Factor Average

What matters most in the next few years is keeping my options open

I want to try lots of different things before settling into my adult life

I'd like to see the world before I settle down

I'd like to get married and start a family fairly soon* 24%

43%

47%

51%

41%

Top 3 Box Agreement Sco

Table 003b; Q18.0 Here are some statements about school, careers, and life goals. For each one, please indicate how strongly you agTop three box ratings on an 11 point scale, where 10 = “Strongly agree” and 0 = “Strongly disagree”

Base = Total Sample of Interest 2004 (1828)*Slight wording change in 2004;**Statement not asked in 2000
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Personal Goals—Location Factor

Not all youth want to stay close to home when they 

 About one third of youth want to do so, another one third w

where they grew up. 

Factor Average

When I'm out on my own, living near my parents and siblings is very important to me

I'd like to get away from the area where I grew up 3

33

Top 3 Box Agreement 

Table 003b; Q18.0 Here are some statements about school, careers, and life goals. For each one, please indicate how strongly you agTop three box ratings on an 11 point scale, where 10 = “Strongly agree” and 0 = “Strongly disagree”

Base = Total Sample of Interest 2004 (1828) *Slight wording change in 2004;**Statement not asked in 2000
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Personal Goals—Patriotism Factor

Willingness to fight for one’s country is low and depe

 Four in 10 will do so depending on the cause, and only half as m

for any cause. 

 Patriotism is not a universally held belief—only 4 in 10 say they 

Factor Average

I'm a very patriotic person

Depending on the cause, I am willing to fight for my country**

I am willing to fight for my country for any cause**

Everyone should serve in the military* 10%

22%

41%

43%

29%

Top 3 Box Agreement Scores

Table 003b; Q18.0 Here are some statements about school, careers, and life goals. For each one, please indicate how strongly you agTop three box ratings on an 11 point scale, where 10 = “Strongly agree” and 0 = “Strongly disagree”

Base = Total Sample of Interest 2004 (1828) *Slight wording change in 2004;**Statement not asked in 2000
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Personal Goals—Apprehension Factor

At 16-24, young people are not overly concerned with risks. 

 Only slightly more than one third agree they want to lead a safe 

they can.

 A few are concerned about getting off on the wrong track, not b

work place, or not being able to get a well paying job with their 

Factor Average

I want to lead a safe life, avoiding risks when I can**

I'm worried I could get off on the wrong track in the next few years

I'm concerned I won't be treated fairly in the workplace

Most jobs open to people with the education I'll complete don't pay very well* 19%

20%

21%

37%

24%

Top 3 Box Agreemen

Table 003b; Q18.0 Here are some statements about school, careers, and life goals. For each one, please indicate how strongly you agTop three box ratings on an 11 point scale, where 10 = “Strongly agree” and 0 = “Strongly disagree”

*Base = Total Sample of Interest 2004 (1828) Slight wording change in 2004;**Statement not asked in 2000
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Personal Goals—Factor Averages Among CStatements: 2000 vs. 2004

Although the intensity of feelings has 

increased, the relative position of 

personal goals and life attitudes is consistent over time.

 Aspirations, training and education desires, 

goal or plan orientation, and desire for success are the predominant themes. 

 Aspirations (to be someone, to do something 

important) have jumped dramatically in the past four years, now describing nearly 3 of 5 young people. 

 Location, patriotism, and apprehension themes 

are more narrowly held. 

 On an absolute basis agreement levels are

higher in 2004. 

Apprehension

Patriotism

Location

Youthful

Experimentation

Success

Goal Orientation

Training/Education

Aspirations

Source: Table 003b; Q18.0 Here are some statements about school, careers, and life goals.For each one, please indicate how strongly you agree or disagree using the scale below.Base = Total Sample Of Interest (1410, 1828)Letters indicate significance at 95% Confidence Level; rows tested ABAverage of top three box scores of all statements in factor (on an 11 point scale, where 10 = “Strongly agree” and 0 = “Strongly disagreNote: only statements asked in both years are included in the factor averages
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Influencers, Plans And Considerations 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Importance Of Influencers On Life Decisio

From the youths’ perspective, parents—especially moinfluential when it comes to making major life decisio

 “Significant others” such as a spouse, girlfriend, or boyfriend, ha

influence in young people’s lives.

 School personnel (teachers, coaches, guidance counselors) and 

more influence among the propensed. 

21%21%

25%

29%29%

39%39%

42%

43%

55%

70%

Mother 81%

Father

Spouse, girlfriend, or boyfriend

Close friends your age

Brothers or sisters

Guardian

Grandparents

Teachers

Minister or priest

Other relatives

Coaches

Guidance counselors

827155424548493637343132

Prope

Table 106a; Q48.05 For each applicable person, please check one box to describe how important they have been in helping you make Base = 2004 Total Sample of Interest (1795) Top two box ratings on a 5 point scale, where 5 = “Extremely important” and 1 = “Not 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Future Plans For Next Few Years—2000 v

Choice of military service is flat over time, but some ylikely to choose non-traditional alternatives. 

 In addition to the traditional school/work/military choices, many 

traveling, or staying home preparing for work or school. These 

 Starting their own business is also an option many intend to pur

Table 208; Q7.5 Please select anything below that you think you might be doing in the next few years?Base = Total Sample of Interest (1401, 1828)Letters indicate significance at 95% Confidence Level; columns tested AB = Draws attention, but does not indicate significant difference*Statement not asked in 2000 and results are probably inflated somewhat

8%

12%

9%

63%

72%

27% A

82% A

86% A

Schooling

Working

Joining the

military/service

Other

2000 (A)

2004 (B)

2000 (A)

2004 (B)

2000 (A)

2004 (B)

2000 (A)

2004 (B)

Working Setting up own busineStaying home temporPreparing for work/scVolunteering (Vista, PTaking extended time Other 
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Highest Level In School Eventually Like To 

As in 2000, the vast majority of the sample of interescollege or vocational/technical school. 

 One third have aspirations of eventually completing a Bachelor’s 

19%

27%

33%

8%

7%

5%

34%34%

8%

10%

15%

Graduate from high school or less

Post High School: College or Vo-Tech Bound (Net)

Complete business, vocational, or trade school program

Associate’s degree

Bachelor’s degree

Master’s degree

Professional Degree or PhD

B

B

Not Asked

Table 224; Q10.5 Thinking ahead, what’s the highest grade in school that you’d eventually like to complete? Base = Total Sample of Interest (1388, 1828)Letters indicate significance at 95% Confidence Level; rows tested AB
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Military Motivators
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Military Motivators—Top of Mind Among T

Information about motivators obtained two ways:1. Unaided/Subjective: 

“What are the main reasons you might want to join the milit

in the next few years?”

2. Aided/Objective: 

List of 33 statements, rated using an importance rating. “Below are some reasons why a person might consider th

the scale, please indicate how important each reason wou

consider going into the military.” 

A very important reason 

10......9......8......7.....6......5......4......3......2......1.....
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Top-Of-Mind Reasons For Joining The MiliAmong those Not Averse to Joining 

On a unaided basis, two primary reasons are offered 

military: college tuition assistance and a sense of du

 Education is similar across propensity. Duty to country is significantly lower among those not propense

16%

4%

14%

15%

21%

34%

Education 42%

Duty

Military Life

Career

Compensation

Family

Miscellaneous

Pay for educatioServe my countrTravel/see the wLeads to opportuadvance Money/good sal

Table 001; Q15.0 What are the main reasons you might want to join the military in the next few years?Base = 2004 Sample of Interest not adverse to joining the military (1255) Multiple responses Note: comparisons cannot be made between 2000 and 2004 due to many no answers in 2000 (500+) and d
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Key Military Motivators—2004 in Total

Five areas surfaced as most important military motivapossibilities provided.

Key Military Motivators 2004 

Among Total Sample Of Interest

Educational assistance Get help paying for a college education Benefits It offers excellent benefits, such as health care, 

retirement, and vacation 

Adventure The opportunity to travel and see the world  Have exciting experiences and adventures Pride and honor The military is an honorable occupation**  Be a part of something I can take pride in Experience Gain management and leadership experience 

Table 010b; Q20.0 Top few ranking motivators listed **Statement not asked in 2000Base = Total Sample Of Interest ( 1828)
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Key Military Motivators—2004 Total By Pro

Money for college is a top motivator across all propen

 Defending and serving my country and self improvement/develo

more compelling to the highly propensed, as is the more tangibl

 The probably not propensed attach importance to both tangible  Consider adding tangible benefits for not propensed—they value 

Table 010b; Q20.0 Using the scale, please indicate how important each reason would be for you to consider going into the military. Top three box ratings on an 11 point scale, where 10 = “A very important reason” and 0 = “Not an important reason”Letters indicate significance at 95% Confidence Level; columns tested HLM Shading indicates statement in top few ranking motiva

* In 2000, wording of this statement was “Serve my country”; **Statement not asked in 2000; Bold statements are tangible motivato

Total Sam

In Percent Total

Definite

Probab

Will

(H) 

Get help paying for a college education 58 71 LIt offers excellent benefits, such as health care, retirement, and

vacation 55 67 L

The opportunity to travel and see the world 54 68 LThe military is an honorable occupation** 50 73 LHave exciting experiences and adventures 49 67 LGain management and leadership experience 49 68 LBe a part of something I can take pride in 49 70 LGood job security 48 62 LImprove myself and develop my potential to the fullest 47 69 LDefend and serve my country* 47 69 LI can get a substantial cash bonus for joining 44 51 M Base = Total Sample of Interest 1828 451 
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Key Military Motivators—2000 vs. 2004 in 

Gaining management/leadership experience and beinsomething I can take pride are more likely to be top m

 All top motivators are stronger in 2004 than in 2000, and these 

top few motivators. 

Table 010b; Q20.0 Using the scale, please indicate how important each reason would be for you to consider going into the military. Letters indicate significance at 95% Confidence Level; columns tested ABTop three box ratings on an 11 point scale, where 10 = “A very important reason” and 0 = “Not an important reason”* Slight wording change in 2004; **Statement not asked in 2000Shading indicates statement in top few ranking motivators for yearÏ = Draws attention, but does not indicate significant differences; Bold statements are tangible motivators

Sa

In Percent

20

(A

Get help paying for a college education 5It offers excellent benefits, such as health care, retirement, and

vacation 4

The opportunity to travel and see the world 4The military is an honorable occupation** Have exciting experiences and adventures 3Gain management and leadership experience 3Be a part of something I can take pride in 3I'd learn skills that will help me get a good job when I get out 3I can earn some college credits* 3Base = Total Sample of Interest 140
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Military Barriers
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Top-Of-Mind Reasons for Not Joining The 2004 In TotalTable 002; Q16.0 What, if any, are the main reasons you might have for not joining the military in the next few years?

Base = 2004 Sample of Interest (1813)Multiple responses. 

Fear is the biggest barrier to joining the military. Other unaided reasons for not joining include aversiomilitary life, and opposition to the military in general

16%

7%

9%

14%

16%

20%

21%

Fear 26%

Military Life

Opposed To Military

Family

Qualifications

Education

Career

Miscellaneous

Don’t want/afraid to die/be injured Don’t want to go to war/combat zo

Commitment too long Don’t want to give up control/folloDon’t believe in war/fighting/am a Don’t want to be separated from faNot physically able/don’t meet heaWant to finish school Not interested Have other plans/aspirations for mWants to start a career 
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Reasons For Not Joining The Military—200Table 002; Q16.0 What, if any, are the main reasons you might have for not joining the military in the next few years?

Multiple responses; comments listed if mentioned by at least 5% of respondents Based to those who answered the question.

In Percent Fear (Net) Don't want/afraid to die/be injured in combat Don't want to go to war/combat zone Military Life (Net) Commitment too long Don't want to give up control/follow orders Too dangerous/not safe Opposed To Military (Net) Don't believe in war/fighting/am a pacifist Opposed to most military operations we are engDon't want to fight in Iraq Don't support military policy Family (Net) Don't want to be separated from family Qualifications (Net) Not physically able/don't meet health requiremeNot suited for the military/wouldn't be good at iEducation (Net) Want to finish school (unspecified) Career (Net) Want to start a career Miscellaneous (Net) Not interested Have other plans/aspirations for my life Nothing Base = Any response among Total Sample of In

Fear is a much biggerfactor in military service than in the past. 

 Nearly twice as many 

young men and women list fear of dieing, being injured or going to war as a barrier to military service for them—nearly double the level in 2000.

Conversely, concerns about military life, are down considerably. In the past barriers were about inconvenience, or preference for another life choice. Now they have switched to something quite different—fear of death or injury.
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Key Military Barriers—2004 in Total

The top military barriers in 2004 center in five areas:

 Personal injury or death Aversion to fighting/military Career Time commitment Ethical concerns

Key Military 

Among Total S

Personal injury or death I might be killed in comb I might be captured and  I might be wounded in c Possibly facing an enemy 

biological weapons** 

Aversion to fighting/mi I might have to kill innoc

 I don’t want to kill peoplCareer I have other career interTime commitment I might hate it once I go The long time commitmeEthical concerns May have to fight for a c

Table 011b; Q21.0 Top ten ranking barriers listed**Statement not asked in 2000
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Key Military Barriers—2004 Total By PropeTable 011b; Q21.0 For each one, please use the scale to indicate how big a barrier it would be to your going into the military.Top three box ratings on an 11 point scale, where 10 = “A major barrier” and 0 = “Not a barrier at all” Letters indicate significance at 

*Slight wording change in 2004; **Statement not asked in 2000; Shading indicates statement in top ten ranking barriers for group

Total S

In Percent Total

Def

Pr

I might be killed in combat** 65 I might have to kill innocent people** 61 I have other career interests 60 I might hate it once I got in and then be stuck 59 I don't want to kill people** 59 I might be captured and tortured** 57 The long time commitment required 56 May have to fight for a cause I don't support** 56 I might be wounded in combat** 55 Possibly facing an enemy who might use chemical or biological weapons** 54 There is a good chance that I'd end up in combat** 53 Loss of personal freedom 52 No say in choosing where I'd be stationed 52 I'd miss my home and family 51 I'm just not a military person** 51 It would be hard on my family members 50 Base = Total Sample of Interest 1828 

Major barriers, across all propensity levels are amazin

 The unpropensed fear combat and its risks, and loss of perso

Significantly more of them claim they are just not a military phesitant to fight for a cause they don’t support.

Many critical new barriers are evident in 2004 and are deeply held by unpropensed.
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Key Military Barriers—2000 vs. 2004 Amo

Many of the barriers that exist today were not factors 

 Many items like being killed in combat or killing others were n

 Other interests, being stuck and time commitment were top c

 In 2000 more top concerns were focused on loss of freedom, 

Table 011b; Q21.0 For each one, please use the scale to indicate how big a barrier it would be to your going into the military.Top three box ratings on an 11 point scale, where 10 = “A major barrier” and 0 = “Not a barrier at all”Letters indicate significance at 95% Confidence Level; columns tested AB Í = Draws attention, but does not indicate significant dif

*Slight wording change in 2004; **Statement not asked in 2000; Shading indicates statement in top ten ranking barriers for year

Tota

In Percent

2

I might be killed in combat** I might have to kill innocent people** I have other career interests I might hate it once I got in and then be stuck I don't want to kill people** I might be captured and tortured** The long time commitment required May have to fight for a cause I don't support** I might be wounded in combat** Possibly facing an enemy who might use chemical or biological weapons** Loss of personal freedom No say in choosing where I'd be stationed I'd miss my home and family The loss of a normal lifestyle - like going out with friends, having dates, partying, etc. Loss of personal privacy I'd be putting my education on hold I'd lose touch with friends Base = Total Sample of Interest 14
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Reserve Motivators
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Key Reserve Motivators—2004 in Total

Key motivators for the Reserve are economic: money benefits, and the extra earned money.

 The compromise to be in the military while also pursuing a job o

able to serve while close to home are also very important motiva

Key Reserve Motivators 2004

Among Total Sample Of Interest

• I’d get help to pay for college tuition • I’d become eligible for benefits like medical, health, 

and retirement 

• I could really use the extra money • It’s a really good compromise. You can serve in the 

military, but at the same time pursue a job or education 

• I could serve while staying close to my home and family 

Table 016b; Q29.0 Please read the description, then use the scale to indicate how important each reason would be for you to consider 

Top five ranking Reserve motivators listed Top three box ratings on an 11 point scale, where 10 = “A very important reason” and 0 Base = Random selection of about half of the respondents (895)
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Reserve Motivators—2004 Total By Prope

Total 

In Percent Total 

Def

Pr

Wi

I'd get help to pay for college tuition** 60 I'd become eligible for benefits like medical, health, and retirement 58 I could really use the extra money 56 It's a really good compromise. You can serve in the military but at the same time 

pursue a job or education 55 

I could serve while staying close to my home and family 55 I'd be able to serve in the military and not have to give up my lifestyle** 53 I'd gain some of the advantages of military service without much risk of getting

into a combat situation 49 

It would give me a chance to try out the military for awhile and see what it's like 

before making a big commitment 46 

I'd gain skills and experiences that I couldn't really get elsewhere 46 It allows me to serve my country 46 My reserve military service would help me get a better job 45 It lets me be part of a strong team* 45 I'd be able to make a difference** 43 It would add something special and exciting to my life** 42 Base = Total Sample of Interest 895 1

Table 016aT2; Q29.0 Please read the description, then use the scale to indicate how important each reason would be for you to consiLetters indicate significance at 95% Confidence Level; columns tested BDE Top three box ratings on an 11 point scale, where 10 = “A very important reason” and 0 = “Not an important reason at all”*Slight wording change in 2004;**Statement not asked in 2000Shading indicates statement in top few ranking motivators for group
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Key Reserve Motivators—2004 By Ethnicit

The importance of Reserve motivators differs a bit by 

 Hispanics

 Are more mo

 I'd be able 

and not halifestyle**

 Are less mot

 It's a reall

can serve same time education

 African Americans 

 Are a little more motivated by:

 I'd be able to serve in the military 

and not have to give up my lifestyle**

 Are a little less motivated by:

 I could really use the extra money

**Statement not asked in 2000
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Reserve Motivators—2000 vs. 2004 AmonTable 016a; Q29.0 Please read the description, then use the scale to indicate how important each reason would be for you to conside

Letters indicate significance at 95% Confidence Level; columns tested ABTop three box ratings on an 11 point scale, where 10 = “A very important reason” and 0 = “Not an important reason at all”*Slight wording change in 2004; **Statement not asked in 2000Shading indicates statement in top five ranking motivators for year

Top Reserve motivators are similar, although economstronger in 2004.

 All motivators are stronger—and some are a lot stronger than 

Total Sample 

In Percent

2000 

(A) 

I'd get help to pay for college tuition** - I'd become eligible for benefits like medical, health, and retirement 35 I could really use the extra money 37 It's a really good compromise. You can serve in the military but at the 

same time pursue a job or education 42 

I could serve while staying close to my home and family 41 I'd be able to serve in the military and not have to give up my lifestyle** - I'd gain some of the advantages of military service without much risk of

getting into a combat situation 30 

It would give me a chance to try out the military for awhile and see what 

it's like before making a big commitment 33 

I'd gain skills and experiences that I couldn't really get elsewhere 28 It allows me to serve my country 26 My reserve military service would help me get a better job 27 It lets me be part of a strong team* 24 I'd be able to make a difference** - It would add something special and exciting to my life** - Base = Total Sample of Interest 1374 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Reserve Barriers
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Key Reserve Barriers—2004 In Total

The possibility of active duty, combat, and the length key Reserve barriers.

 Also many just don’t consider themselves a “military person”

Key Reserve Barriers 2004

Among Total Sample Of Interest

• I’d run the risk of being called to active duty • Getting called to active duty would put me in combat • I’m afraid I’d be deployed overseas for a long time • Just not a military person • I’d have to commit for too many years • Getting called to active duty would create too much tim

family 

Table 017b; Q30.0 For each one, please use the scale to indicate how big a barrier it might be to your doing this. Top few ranking Reserve barriers listedTop three box ratings on an 11 point scale, where 10 = “A major barrier” and 0 = “Not a barrier at all”Base = Random selection of about half of the respondents (895)
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Reserve Barriers—2004 Total By PropensiTable 017b; Q30.0 For each one, please use the scale to indicate how big a barrier it might be to your doing this. Letters indicate significance at 95% Confidence Level; columns tested BDETop three box ratings on an 11 point scale, where 10 = “A major barrier” and 0 = “Not a barrier at all”*Slight wording change in 2004; **Statement not asked in 2000; Shading indicates statement in top few ranking barriers for group

T

In Percent Total I'd run the risk of being called to active duty 57 Getting called to active duty would put me in combat** 55 I'm afraid I'd be deployed overseas for a long time 51 Just not a military person** 50 I'd have to commit for too many years 49 Getting called to active duty would create too much time away from my family** 49 Reserve service would conflict with my job or education* 48 It would limit my freedom 43 Getting called to active duty would cause me to lose my job** 42 My busy life doesn't leave any time for this type of commitment 41 My spouse or the person I'm dating wouldn't like it 39 Getting called to active duty would put my family at risk financially** 38 It's just never crossed my mind to join the Reserve* 37 I can make more money working overtime or getting another civilian job 36 The really interesting jobs would go to the people on active duty, not the people in the 

Reserve 33 

I don't want to give up one weekend a month 30 Joining the Reserve is not the same as joining the real military** 26 All the Reserve does on weekends is drink coffee and eat donuts. It's a waste of time. 19 Base = Total Sample of Interest 895 

Top Reserve barriers are very similar, regardlessof propensity.
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Reserve Barriers—2000 vs. 2004 Among T

The perceived risk of being called to active duty is a much b2004. 

 All barriers increase substantially—especially those related to being called 

Table 017b; Q30.0 For each one, please use the scale to indicate how big a barrier it might be to your doing this. Letters indicate significance at 95% Confidence Level; columns tested ABTop three box ratings on an 11 point scale, where 10 = “A major barrier” and 0 = “Not a barrier at all”*Slight wording change in 2004; **Statement not asked in 2000; Shading indicates statement in top few ranking barriers for group

In PercentI'd run the risk of being called to active duty Getting called to active duty would put me in combat** I'm afraid I'd be deployed overseas for a long time Just not a military person** I'd have to commit for too many years Getting called to active duty would create too much time away from my family** Reserve service would conflict with my job or education* It would limit my freedom Getting called to active duty would cause me to lose my job** My busy life doesn't leave any time for this type of commitment My spouse or the person I'm dating wouldn't like it Getting called to active duty would put my family at risk financially** It's just never crossed my mind to join the Reserve* I can make more money working overtime or getting another civilian job The really interesting jobs would go to the people on active duty, not the people in the Reserve I don't want to give up one weekend a month Joining the Reserve is not the same as joining the real military** All the Reserve does on weekends is drink coffee and eat donuts. It's a waste of time. Base = Total Sample of Interest 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

ROTC Motivators
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Key ROTC Motivators—2004 In Total

College scholarships and extra money are the top RO

 The opportunity to serve as an officer in the military and being t

officer are also important. 

Key ROTC Motivators 2004 

Among Total Sample Of Interest

• I could get a college scholarship • I could make extra money • I could go into regular military service as an officer rathe

than an enlisted person once I graduated from college 

• It would teach me to be organized, clear, and decisive • I could go from ROTC into the Reserve, serve part-time, 

be an officer 

Table 018b; Q31.0 Please read the description, then use the scale to indicate how important each reason would be for you to consideTop four ranking ROTC motivators listedTop three box ratings on an 11 point scale, where 10 = “A very important reason” and 0 = “Not an important reason at all”Base = Random sample of about one-half of the Sample Of Interest (933)
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

ROTC Motivators—2004 Total By PropensTable 018c; Q31.0 Please read the description, then use the scale to indicate how important each reason would be for you to consider 

Letters indicate significance at 95% Confidence Level; columns tested BDE Top three box ratings on an 11 point scale, where 10 = “A very important reason” and 0 = “Not an important reason at all”*Slight wording change in 2004; **Statement not asked in 2000Shading indicates statement in top four ranking motivators for group

Total 

In Percent Total 

De

P

W

I could get a college scholarship 60 I could make extra money 54 I could go into regular military service as an officer rather than an enlisted 

person once I graduated from college 48 

It would teach me to be organized, clear, and decisive 47 I could go from ROTC into the Reserve, serve part-time, and still be an officer 47 It would give me a chance to try out the military for awhile and see what it's like 

before making a big commitment 46 

I'd learn things I couldn't learn in regular college courses 45 It would provide some structure and discipline to being at college 44 I'd learn a lot about teamwork 44 I would be trained to be a military officer** 44 I'd get lots of responsibility early in my career** 44 I'd gain leadership skills that I couldn't get anywhere else 43 I'd get the opportunity to lead others** 43 It would be an exciting adventure 41 It allows me to serve my country** 41 It would provide me with a faster path to success than college alone would 40 I'd get a lot of respect on campus 27 Base = Total Sample of Interest 933 

Being trained as a military officer is a an important motivator to the propensed.

 Getting money for college, earning extra

Money, going in as a officer are top motivators,Regardless of propensity. 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

ROTC Motivators—2000 vs. 2004 Among TTable 018b; Q31.0 Please read the description, then use the scale to indicate how important each reason would be for you to consideLetters indicate significance at 95% Confidence Level; columns tested ABTop three box ratings on an 11 point scale, where 10 = “A very important reason” and 0 = “Not an important reason at all”*Slight wording change in 2004; **Statement not asked in 2000Shading indicates statement in top four ranking motivators for year

T

In Percent

2

I could get a college scholarship I could make extra money I could go into regular military service as an officer rather than an enlisted person once

I graduated from college 

It would teach me to be organized, clear, and decisive I could go from ROTC into the Reserve, serve part-time, and still be an officer It would give me a chance to try out the military for awhile and see what it's like 

before making a big commitment 

I'd learn things I couldn't learn in regular college courses It would provide some structure and discipline to being at college I'd learn a lot about teamwork I would be trained to be a military officer** I'd get lots of responsibility early in my career** I'd gain leadership skills that I couldn't get anywhere else I'd get the opportunity to lead others** It would be an exciting adventure It allows me to serve my country** It would provide me with a faster path to success than college alone would I'd get a lot of respect on campus Base = Total Sample of Interest 13

All motivators are up substantially from 2000. 

 Additionally, a series of new strong motivators are 

identified in 2004 that were not as relevant in 2000. 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

ROTC Barriers
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Key ROTC Barriers—2004 In Total

The inability to change your mind is a key barrier. 

 Over one half say having to go on active duty when they gradua

even if they lost interest or changed their mind is a major barrie

Key ROTC Barriers 2004 

Among Total Sample Of Interest

• I’d have to go on active duty when I graduate and 

complete ROTC, even if I had lost interest orchanged my mind 

• I might eventually end up in combat • By the time I finished ROTC and then served on

active duty, it would take up too many years 

Tale 019bB2; Q32.0 For each one, please use the scale to indicate how big a barrier it might be to your doing this. 

Top three ranking ROTC barriers listedTop three box ratings on an 11 point scale, where 10 = “A major barrier” and 0 = “Not a barrier at all”Base = Random selection of about half of the respondents (933)
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

ROTC Barriers—2004 Total By PropensityTable 019b; Q32.0 For each one, please use the scale to indicate how big a barrier it might be to your doing this. Letters indicate significance at 95% Confidence Level; columns tested EFGMean ratings on an 11 point scale, where 10 = “A major barrier” and 0 = “Not a barrier at all”*Slight wording change in 2004; **Statement not asked in 2000Shading indicates statement in top three ranking barriers for group

Sample 

In Percent Total

Definit

Proba

Will Se

(B) 

I'd have to go on active duty when I graduate and complete

ROTC, even if I had lost interest or changed my mind* 57 48 

I might eventually end up in combat** 54 40 By the time I finished ROTC and then served on Active Duty,

it would take up too many years 53 45 

It would limit my freedom while I was in college 49 35 The really good assignments would go to the people who 

graduated from a military academy such as West Point orthe Naval Academy, and not to the people who wentthrough ROTC 41 40 

It would be too physically demanding** 34 29 The skills and experience I'd gain wouldn't have much value 

in the workplace** 32 25 

The ROTC program would be boring 30 24 Base = Random selection of about half of the respondents 933 110 

Barriers to ROTC are consistent by propensity—the inability to change your mind, threat of combat and time involved are key. 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

ROTC Barriers—2000 vs. 2004 Among TotTable 019b; Q32.0 For each one, please use the scale to indicate how big a barrier it might be to your doing this. Letters indicate significance at 95% Confidence Level; columns tested ABMean ratings on an 11 point scale, where 10 = “A major barrier” and 0 = “Not a barrier at all”*Slight wording change in 2004; **Statement not asked in 2000Shading indicates statement in top three ranking barriers for year

Sa

In Percent

2000 

(A) 

I'd have to go on active duty when I graduate and complete ROTC,

even if I had lost interest or changed my mind* 39 

I might eventually end up in combat** - By the time I finished ROTC and then served on Active Duty, it 

would take up too many years 38 

It would limit my freedom while I was in college 34 The really good assignments would go to the people who graduated 

from a military academy such as West Point or the Naval Academy, and not to the people who went through ROTC 24 

It would be too physically demanding** - The skills and experience I'd gain wouldn't have much value in the 

workplace** - 

The ROTC program would be boring 24 Base = Random selection of about half of the respondents 1371 

The top ROTC barrier remains unchanged—they don’t change their minds.

 The possibility of seeing combat, a new item in 2004, has als The number of years involved is also a concern.
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Career Options 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Imagery—Which Organization Delivers Be

College beats the military on delivering many desirable future benefits. 

 It is believed to be the best choice to help get 

a good job, something you and parents can be proud of and respect, and good to prepare you for the future. 

4-Year 

• Do something p• Discipline (72%)• Adventure (69%• Develop leaders

• Opportunity to • Have job securi• Get paid well rig

Mil

• Help finding goo• Something pare• Do something m• Prepare to achie• Prepare you to s• Enjoy your life (• Do something yo• Do something fr• Be treated fairly • Develop persona• Get training in s

Table 012a-d; Q22.0 For each benefit below, please check the one organization you think delivers it best. Base = Total Sample Of Interest 2004 (1828)

The military, however, best delivers physical benefits, including doing something challenging, discipline, and adventure. 

 It also is seen as the best choice for 

developing leadership skills. 

Military and college are at parity on making a difference and job security. 

 College, Military and 2-year college/Vo-Tech 

are comparable on getting paid right away. 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Imagery—Which Organization Delivers Becontinued

8%

13%

16%

17%

18%

19%

20%

22%

24%24%

34%

33%

42%42%

54%

69%

72%

78%

65%

74%

71%

73%

70%

72%

59%

45%

63%

64%

53%

33%

42%

46%

33%

22%

21%

15%

10%

23%

12%

10%

27%

12%

17%

Do something physically challenging

Discipline

Adventure

Develop leadership skills

Opportunity to make a difference

Have job security

Get paid well right away 

Develop personal values & qualities

Do something you can be proud of

Do something friends will respect

Get training in specific job skills

Be treated fairly

Do something mentally challenging

Prepare you to succeed in life

Something parents/family proud of

Prepare to achieve personal goals

Help finding good paying job

Enjoy your life

Table 012a-d; Q22.0 For each benefit below, please check the one organization you think delivers it best. Base = Total Sample Of Interest 2004 (1828)
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Imagery—Which Organization Delivers Be2004Two important shifts occur from 2000 to 2004: 

#1: Four Year college now wins over military on develop 

and qualities.

5

7

Military

4-Year College

2-Year College/

Vo-Tech

Civilian

Employer

4-Year College Now Wins

Over Military On...

• Develop personal values & qualities*

(53%, up from 34%)

#2: Military still wins, but is losing ground on develop lea

Military Still Wins,

But Losing Ground On...

• Develop leadership skills

(54%, down from 65%)

9

4%

8

4%

Military 

4-Year College

2-Year College/

Vo-Tech

Civilian

Employer

Table 012a-d; Q22.0 For each benefit below, please check the one organization you think delivers it best. Base = Total Sample Of Interest (1828, 1413)*Wording in 2000 was “Develop character and values”
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Appeal Of Military Service By Type—2004 

There is a definite order of preference for military service: 

 Reserve is first choice. College ROTC program to become an officer is second choice. Military College or Academy to become an officer is third choice. Full time active duty as an enlisted person is their last choice. 

Military

Academy (C)

15% D

Full-time active

duty/enlisted

(D)

11%

ROTC (B)

26% CD

Reserve (

49% BCD

Table 004a; Q19.0 Even if it’s not in your plans now, if you join the military in the next few years, which type of service below would be your 1st choice? 

Base = 2004 Total Sample of Interest (1828)Letters indicate significance at 95% Confidence Level; columns tested ABCD
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Appeal Of Military Service By Type—2004 Propensity

Relative to others the propensed have a much strong preactive duty. 

 All groups show highest interest in the Reserve. The propensed are relatively more interested in full time duty—the u

Military Academy. 

6%

26%

10%

26%

11%

15%

26%

16% H

23% I

Reserve

ROTC

Military Academy Tot

HigLow 

Full-time active 

duty/enlisted

Table 004a; Q19.0 Even if it’s not in your plans now, if you join the military in the next few years, which type of service below would be 

Base = 2004 Total Sample of Interest by propensity (1828, 451, 1377)

Letters indicate significance at 95% Confidence Level; rows tested EFG 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Appeal Of Military Service By Type—2004 Ethnicity

First choice is fairly consistent across ethnic groups

 There are indications, from subsequent rankings and addition

a bit more appealing to African Americans. 

11%

26%

17%

25%

9%

18%

28%

14%

12%

Reserve

ROTC

Military Academy

AfricHispCau

Full-time active duty/enlisted

Table 004a; Q19.0 Even if it’s not in your plans now, if you join the military in the next few years, which type of service below would Base = 2004 Total Sample of Interest plus ethnic augments, African American, Hispanic, Caucasian/Others (341, 342, 1453)Letters indicate significance at 95% Confidence Level; rowns tested HI
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Appeal and Imagery of MBranches
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Personal Goals—Factor Averages 2004

A series of 41 statements that could describe various aspecused to determine relative images of the various branches. 

 Five factors were identified from a factor analysis which organized the ag

groups by similarity. 

Core Military Dimensions

 Largest factor, of 24

statements, including all of the statements included to reflect the Warrior Ethos and Soldiers Creed. 

Personal and 

Professional 

Development

 Tr

m

 Learning, acquiring 

skills and expertise, use of technology. 

Average/Ordinary Danger

 Service for average 

person, ordinary.

 Combat and 

dangerous jobs
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Perceptions of Military Branches—Core MiDimensions

In Percent

Army 

(A)

Navy 

(B) 

Requires courage and bravery 73 BC 67 Stands ready to find, challenge, and 

defeat the enemies of the UnitedStates in combat** 71 BC 64 

Requires lots of teamwork* 76 BC 71 Requires proficiency in military tasks and

drills 72 BC 62 

Protects our nation's freedom** 75 BC 70 Has a heritage of leaders and heroes 69 BC 60 Best exemplifies honor, loyalty, and courage 67 63 

Although the Marines are strongest on core military dimensions, the Army does well, too. 

 Core military dimensions include items related to 

the Warrior Ethos, military readiness to engage enemies, performance, toughness, proficiency requirements, heritage of leaders and heroes, and exemplifying honor, loyalty and courage.

The Army is seen as superior to Navy in these areas, and out performs Air Force on several dimensions. 

65% B 5

Army N

(A) 

Bolded = Warrior Ethos statements
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Perceptions of Military Branches—Core MiDimensions, continued 

In Percent Army Navy ARequires the most discipline 65 BC 52 Requires being mentally tough** 67 65 Requires being physically tough** 78 BC 58 C Will never accept defeat** 67 BC 62 Gets involved where the real action is 71 BC 46 Feared as a fighting force 67 BC 52 Always places the mission first** 65 B 59 Will never quit** 65 61 Best represents the US military 68 BC 53 Builds real leaders 61 59 Will never leave a fallen comrade** 63 BC 56 C I'd be trained by real leaders 59 57 Has the best training programs 52 54 Has very high standards 47 59 A Is traditional and classic* 66 BCD 60 C Will send me to exciting places 57 63 AD Elite 41 49 A Factor Average 65 B 59 

Table 014b; Q25.0 Please use the scales to rate how well it describes each of them. Even if you’re not familiar with a service, please Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all”

Base = Total Sample of Interest who rated branch (871, 807,1059, 919) Letters indicate significance at 95% Confidence Level; colu*Slight wording change in 2004 **Statement not asked in 2000 Bolded = Warrior Ethos statements

= Higher than average based on Indices for performance relate to average across branches = Lower than average based on 

Factors shown in descending order according to amount of variance they explain
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Perceptions of Military Branches—ProfessiPersonal Development Factor

In Percent

Army 

(A) 

Navy 

(B) 

Provides skills that would help me get a better 

job once I got out* 46 51 AD 

Will equip me with the qualities needed for 

success in life 47 50 

I'd become a real expert in my field 49 51 Offers interesting work from the moment I start 41 45 Offers the most job specialties 51 D 53 D Offers training in sophisticated, cutting edge

technology* 56 67 AD 

For better educated people 25 41 AD A well-respected organization I can take pride in 59 61 Factor Average 47 52 A 

The Air Force is seen as the leader here. 

 It excels at perceptions of providing skills, becoming 

an expert, interesting work, training on cutting edge technology, and being for better educated people.

Army is the weakest on many of these and only on par with Navy and Air Force on having the most job specialties—a communication point of focus (e.g. 200 ways to be a Soldier).

47%

52

Army N

(A) 

Table 014b; Q25.0 Please use the scales to rate how well it describes each of them. Even if you’re not familiar with a service, please 

Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all”

Base = Total Sample of Interest who rated branch (871, 807, 1059, 919) Letters indicate significance at 95% Confidence Level; colu

*Slight wording change in 2004 **Statement not asked in 2000

= Higher than average based performance = Lower than average based performance

Factors shown in descending order according to amount of variance they explain.
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Perceptions of Military Branches—Equality 

Despite the news reports, the Air Force has a slight edge on perceptions of being best at providing fair and equal treatmentfor women.

 It is also seen as a better place for women, 

especially compared to the Marines. 

 All branches are comparable on treatment of 

minorities. 

39% 

40

Army N

(A) 

In percent

Army 

(A)

Navy 

(B) 

Treats women fairly and equally 38 40 Treats minorities fairly and equally 47 44 Good for women 31 D 35 AD Factor Average 39 40 D 

Table 014b; Q25.0 Please use the scales to rate how well it describes each of them. Even if you’re not familiar with a service, please 

Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all”

Base = Total Sample of Interest who rated branch (871, 807, 1059, 919); Letters indicate significance at 95% Confidence Level; c*Slight wording change in 2004 **Statement not asked in 2000 

= Higher than average based performance = Lower than average based performance

Factors shown in descending order according to amount of variance they explain.
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

42% BCD

2

Army N

(A) 

Perceptions of Military Branches—AverageFactor 

In Percent

Army

(A) 

Navy

(B) 

For the average person 44 BCD 29 CD Is ordinary* 29 BCD 19 I wouldn't need much skill to get in 46 BCD 29 C Is a last resort as a career choice 50 BC 37 Factor Average 42 BCD 29 

Table 014b; Q25.0 Please use the scales to rate how well it describes each of them. Even if you’re not familiar with a service, please 

Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all”

Base = Total Sample of Interest who rated branch (871, 807, 1059, 919) Letters indicate significance at 95% Confidence Level; colu

*Slight wording change in 2004 **Statement not asked in 2000

= Higher than average based performance = Lower than average based performance

Factors shown in descending order according to amount of variance they explain.

= Draws attention, but does not indicate significant differences

Relative to other branches, the Army is still most likely to be considered ordinary. 

 The Army is also seen as more for the average person 

and not requiring a lot of skills.

 However, on an absolute basis, only 3 in

10 describe it as ordinary. 

 Although this is higher than for other branches, it is 

hardly a majority opinion or universal belief. 

Of concern is that one half describe the Army as a last resort for a career choice.
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Perceptions of Military Branches—Danger 

The Army and Marines are considered the most dangerous branches

 Youth are almost twice as likely to believe they 

will end up in combat in these branches vs. others.

 And they believe they would also be likely to 

get the most dangerous jobs in times of war.

73% BC

3

Army N

(A) 

In Percent

Army 

(A) 

Navy 

(B) 

I'd be more likely to end up in combat 74 BC 38 In times of war, I'd be in the most

dangerous jobs 71 BC 36 

Factor Average 73 BC 37 

Table 014b; Q25.0 Please use the scales to rate how well it describes each of them. Even if you’re not familiar with a service, please 

Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all”

Base = Total Sample of Interest who rated branch (871, 807, 1059, 919) Letters indicate significance at 95% Confidence Level; colu

*Slight wording change in 2004 **Statement not asked in 2000

= Higher than average based performance = Lower than average based performance

Factors shown in descending order according to amount of variance they explain.
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Perceptual Maps

2000 

Elite/Special

AIR F

MARINES

Intellectua

Physical (Tough

Ordinary, Elite/Special

Traditional

Elite,

Cutting Edge

AIR FORCE

NAVY

MARINES ARMY

Safer, Easier, Intellectual Challenge

Tough, Dangerous, Physically Demanding

Ordinary,

Traditional

Elite,

Cutting Edge

AIR FORCE

NAVY

MARINES ARMY

Safer, Easier, Intellectual Challenge

Tough, Dangerous, Physically Demanding
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Perceptual Map—2000 

ARMY

NAVY

AIR FORCE

MARINES 

Elite

For people who want to be tough and strong

I wo

For better educated people

On the cutting edge of com

Physically demanding

Traditiona

In times of war, I'd be in the m

Good for women

Will train me in the use of new

Has lots of teamwork

Has a heritage of leader

Requires the most discipline

Offers interesting work from the moment I start

Allows me to lead a m

Adventurous

Requires courage and bravery

Gives skills that would help 

Will send me to exciting places

Has very high standards

A well-respected organization I can take pride in

Has the best training programs Trains your mind

Gets involved where the real action is

Builds real leaders

Feared as a fighting force

Builds people of strong character and high standards

I’d be trained by real leaders Takes ordinary people and turns the

Will equip me with the qualities need

Would make me a better person

Will make me feel part of something really important Offers the best preparation for adu

In times of war, I’d be sa
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Perceptual Maps—2004 Blow Up of Cente

Source: GfK-CRI Analytical Services DepartmentTop three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at al

Best training

Cut edge 

Skills for b

Interesting from start

Builds leaders

Trained by leaders

Qualities for success

Heritage of heroes

Well respected/pride

Most discipline

Courage/bravery

Feared fighting force

Most dangerous

High Standards

For educated

Elite

Teamwo

Mission first

Never defeated

Never quit

Fallen comrade

Mentally tough

Physically tough 

Become expert

Tasks & drills

Freedom pro

Combat enemies

Best represents U.S.

Last resort

Combat likely

Honor/Loy/Courage

Fair t

Fair to mino

Air Force

Navy

Army Marines

Where action is

theee

Intellectual, Technology, Training

Physical (Tough, Dangerous, Combat L

Elite/Special

Elite
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Perceptual Maps

The Army’s shares many positive common traits with 

 Both these branches are seen as physically tough, where the act

the U.S. Military, and never leaving a fallen comrade behind. 

 Although the Marines better personify the Warrior Ethos and Sol

Army holds its own on several of these dimensions and shares mthe Marines. 

Unlike the Marines, however, the Army is also seen as average person, ordinary, and not requiring a lot of s

 The Army ‘s reputation and image is quite strong overall, and re

However it suffers for not being as attractive of a career choice. 

 The Army’s image is weaker than the other branches on technol

being elite, or for better educated people.

The Air Force, conversely, is seen as elite, with high sand higher on use of cutting edge technology. The Navy is more specialized, better for women, and provides skills to help you get a better job, and providcutting edge technology. 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Relative Perceptions of Army—2004

61%

63%

65%65%65%

66%

67%67%67%67%

68%

69%

71%71%71%

72%

73%

74%

75%

76%

Physically tough** 78%

Teamwork*

Protects freedom**

End up in combat

Courage and bravery

Proficiency in tasks and drills

Where the real action is

Most dangerous jobs

Stands ready to defeat enemies**

Has a heritage of leaders

Best represents the US military

Feared as a fighting force

Will never accept defeat**

Mentally tough**

Honor, loyalty, and courage

Is traditional and classic*

Most discipline

Mission first**

Will never quit**

Never leave fallen comrade**

Builds real leaders

Wel

C

Last r

I'd become 

Qua

Treats min

Provi

Wouldn't n

Treats w

For 

Table 014b; Q25.0 Please use the scales to rate how well it describes each of them. Even if you’re not familiar with a service, please 

Base = 2004 Sample of Interest Who Rated Army (871)Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all”

*Slight wording change in 2004 **Statement not asked in 2000 Bolded = Warrior Ethos statements
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Army Perceptions vs. Other Branches—20Table 014b; Q25.0 Please use the scales to rate how well it describes each of them. Even if you’re not familiar with a service, please 

Base = 2004 Sample of Interest who rated branch (871, 807, 1059, 919)Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all”

*Slight wording change in 2004 **Statement not asked in 2000 Bolded = Warrior Ethos statements

10%20%30%40%50%60%70%80%90%

End up in combat**

Where the real action is Most dangerous jobs Is traditional and classic*

Last resort as a career choice

**

Wouldn

't need much skill to get in For the average person Is ordinary*Courage and bravery Has a heritage of leaders

Best represents the US military*

Feared as a fi

Army Navy Air Force Marines

Physically tough*

*

Protects freedom

*

*

Stands ready to defeat enemies*

*

Will 

Good

Teamwork*

Proficiency in tasks and drills**
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Army Perceptions vs. Other Branches—20Table 014b; Q25.0 Please use the scales to rate how well it describes each of them. Even if you’re not familiar with a service, please 

Base = 2004 Sample of Interest who rated branch (871, 807, 1059, 919)Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all”

*Slight wording change in 2004 **Statement not asked in 2000

10%20%30%40%50%60%70%80%90%

Builds real leaders

Trained by real leaders

Well-respected organization Exciting places Cutting edge technology* Best training Most job specialties**

I'd become a real expert in my field** Qualities needed for success Very high standards Treats minorities fairly and equally** Provides skills for better job* Intere

T

Army Navy Air Force Marines

Mission first*

*

Will never quit*

*

Never leave fallen comrade

*

*
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Army Perceptions vs. Other Branches On Statements—2000 vs. 2004Table 014b; Q25.0 Please use the scales to rate how well it describes each of them. Even if you’re not familiar with a service, please 

Base = 2004 Sample of Interest who rated branch (871, 807, 1059, 919)

Top three box ratings on an 11 point scale, where 10 = “Describes this service very well” and 0 = “Doesn’t describe this service at all”

*Slight wording change in 2004 **Statement not asked in 2000 Bolded = Warrior Ethos statements

10%20%30%40%50%60%70%80%

Where the real action is Most dangerous jobs Is traditional and classic*

Wouldn

't need much skill to get in For the average person Is ordinary* Teamwork* Courage and bravery Has a heritage of leaders Feared as a fight force Builds real leaders Trained by real leaders Well-respected organization Exciting places Cutting edge technology* Best training Qualities needed for success Very high sta

Provides skill

Army Navy Air Force Marines

Most discipline

20042000

10%20%30%40%50%60%70%80% 

Good

Good
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Army Perceptions vs. Other Branches On Statements—2000 vs. 2004

Relative to other branches, the Army’s profile has remunchanged across many dimensions. However, there where the Army has narrowed the gap compared to t

 Courage and bravery Feared as a fighting force Most discipline Builds real leaders Well respected organization

The Army has lost some ground on the education dim

 The Army is now in last position on being for better educated pe
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

"An Army Of One”
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Awareness Of “An Army Of One”Awareness of “An Army of One” is very high across all groups.

 Eight of ten young people in the sample of interest 

have heard this slogan.

 No other differences occur by gender, ethnicity, or 

propensity.

 Youth living in the southeast are a little more 

aware than those in other areas (not shown).

Table 005; Q19.25 Have you ever seen or heard of advertising for the Army that talks about “The Army of One”? Base = 2004 Total Sample of Interest (1828, 1269, 559, 341, 342, 1453, 451, 828, 548)Letters indicate significance at 95% Confidence Level; rows tested CD, EFG, HLM

Total

Male (C)

Female (D)

African American (E)

Hispanic (F)

Caucasian/Other (G)

Definitely/Probably Will Serve (H)

Probably Will Not Serve (L)

Definitely Will Not Serve (M)
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

What “An Army Of One” Means Among Th

The slogan communicates importance of group or imp

individual—but not the combinations of both these elintended. 

 Roughly one half of those aware of it say it is about a group, a t

 Interestingly, 4 in 10 think the slogan focuses on the individual i

 Only 8% say both group and individual. Very few have no impression, or consider it only a recruitment p The propensed are a bit more likely to interpret a group meanin

7%

5%

8%

40%

54

Table 006; Q19.5 What does the phrase Army Of One tell you about the Army? Base = 2004 Sample of Interest who have heard of Army of One (1493, 359, 1134)Multiple responses; comments listed if mentioned by at least 5% of respondents

Group (Net)

Individual (Net)

Miscellaneous (Net)

Recruitment Ploy

Don’t Know/Nothing
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

What "An Army Of One” Means Among Th

Interpretation of messages about a group focus on gr

teamwork, a unified group of people working togetheIndividual are believed to be about one person makinbeing important, or being improved from the experie

 African American’s are more likely to interpret the message as b

oriented (65% among AA’s).

8%8%

9%

13%

8%

13%13%

19%

Table 006; Q19.5 What does the phrase Army Of One tell you about the Army? Base = 2004 Sample of Interest who have heard of Army of One (1493)Multiple responses; comments listed if mentioned by at least 5% of respondents

Group (Net)

Army is one unit no matter how many people

Everyone works as a team/takes teamwork

Individuals come together for common goal/cause

Army is united/unified

Individual (Net)

One person/individual makes a difference

Army makes people better/lets them fulfill their potential

Each individual is important

Army teaches you independence/makes you self-sufficient
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Executive Summary 

1. The Army's recruiting mission in a post 9/11 world 

difficult one. There is a lot of work to be done and time to make major changes in the Army experiencimage.

 Although propensity remains fairly stable over time, many more, and 

today. 

 Today's reality is profoundly different from four years ago, and young 

this in their decision making. Heightened risk and uncertainty have c

 The Army has a strong image, established over decades, and major s

product as well as effective marketing activities.

2. The option of military service causes inner conflict 

 Increases are seen in both motivators and barriers, but the net result 

service, and particularly the Army, are perceived to far outweigh the of youth. 

 More youth describe themselves as patriotic and feel a duty to their c

they recognize that serving is much riskier today, as a consequence oloss of their life. 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Executive Summary

3. The competitive set of career choices for today’s 

broadened.

 There are more acceptable choices for some young adults now besid

military—and a surprising number are planning to pursue these optio

 The new, broader possibilities include: staying at home while prepa

traveling for an extended period of time, and volunteering (e.g. Vista

4. College still "wins" as the preferential choice for 

 College is seen as the best choice in many areas, from enjoying you

development, mental challenge, and doing something you can be pr

 Military service offers advantages only in the areas of physical challe

and leadership skills. 

 Of concern is that college, not the military, is now seen as the best p

values and qualities.

 There is also an interesting phenomenon that more young adults thi

important to succeed than feel that way about college. This speaks training as part of the Army’s offering.
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Executive Summary 5. Money for college remains a major motivator to jo

across all propensities.

 Despite the Army's de-emphasis of this tangible motivator in its c

the single most frequently mentioned motivator at every level of 

 Other compelling motivators include excellent benefits, opportun

be gained, training, jobs, and job security. 

 The highly propensed are distinguished from the other groups by 

duty to country.

6. Fear of death or injury is the major barrier to joini

today.

 Concern over going to war, being injured, or dying is a major roa

in four volunteering fear as an inhibitor—nearly double the level 

 Major barriers in 2000, on the other hand, dealt more with inconv

like the time commitment involved, resistance to giving up controbeing separated from family.
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Executive Summary7. The traditional expectation of Reserve service (sig

is no longer a safe bet. 

 Concern over the risk of being called for active duty remains the num

Reserve across all propensity levels and has risen significantly in the 

 Two thirds of potential recruits now share this concern.

8. The Army's image as a career choice has not chan

over the past four years—although some improvemseveral core military dimensions. 

 Like the Marines, the Army retains its image as being physically toug

action is, but unlike the Marines, prestige and eliteness are not asso

 To the contrary, the Army remains seen as relatively more ordinary, 

not requiring a lot of skill to get in. On an absolute basis, however, be ordinary at all—only about three in ten describe it in this way.

 Indicative of the magnitude of the problem, 50% of youth say the A

career. 

 Specifically, the Army needs to improve perceptions of use and train

standards for admission, and needs its own version of "eliteness."
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Executive Summary 9. The Army does not own perceptions associated w

reflecting the Soldier’s Creed.

 The Marines perform much better on most areas related to W

Creed, except protecting our national freedom, and requiring the Army is at parity.

 Despite this, the Army performs very well on many core milita

physically tough, it is where the action is, and to many it best 

10. “An Army of One” slogan is widely recognized, bu

communicating either group effort or individualit

these messages, as was intended. 

 A small majority believe the message is about group effort or 

many instead think it is about the importance of the individua

 Very few (8%) understand it is about the group and about th

 Furthermore, there is disagreement on how well it represents 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Executive Summary 11. More African Americans identify having to fight f

don't support as a barrier to military service. 

 Generally, barriers are similar across ethnic groups. Howeve

larger numbers of African Americans, the most notable being distrust of recruiters, perceived likelihood of combat, and a fto watch their backs. 

 Top motivators for African Americans tend to be tangible ben

college credits, and travel. 

12. Generally, Hispanics are interested in tangible be

as well as experiential ones.

 Relative to other groups, Hispanics are more interested in ex

as well as management and leadership experience. 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Recommendations/Implications

1. One of the key challenges is to get the Army in the 

consideration set. 

 Although the Army is a highly respected institution, it is not seen 

career choice.

 It cannot be staffed by “everyone else, not me”.  The challenge is to break the “Not in My Back Yard” syndrome th

consideration of Army service and make the Army attractive as a just like them. 

2. This work confirms that it is essential for strategic 

defining, developing, and then elevating the concedesired career. 

 The Army has a long way to go before the Soldier is as respected 

feared, expeditionary force of the future.

 Currently the Marines look a lot more like the desired profile of a 

the Army does. Can you both hold this space, and if so, what arthe two branches? 

 If the Marines are the Few and the Proud, what can the Army be 

strengths it shares with the Marines, and shore up its current weeveryone, ordinary, etc.)? 

 Do youth know/care that standards are also high for the Army? 

to get in? For prospects, what is the value of becoming a Solide
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Recommendations/Implications

3. For the Army to achieve its mission goals with Fut

it must overhaul its image as well as its product of

 In today’s reality, the risk/reward ratio is even more out 

Army experience is not sufficient to overcome this imbalawhat’s in it for them to pursue military service. 

 Communication of changes being made, like the overhau

prepare Soldiers for today’s type of war, is a step in the r

 However, this is not only about improved marketing, com

relations, it’s about taking a serious look at the product itother desirable benefits can be offered to establish a bett

 Failure to make product improvements and then clearly c

improvements will result in sustaining the same, “Average currently has versus the Marines, Air Force, and Navy. 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Recommendations/Implications

4. There is an opportunity for the Army to take adva

saliency of military service to improve its recruitin

 Since 9/11, the U.S. the military, and Army, have move

concepts to real entities. The Army now has a face. It heroines and lost comrades. 

 Can/should the Army capitalize on individual stories, to 

Soldier making a difference as part of a team? 

 Could this personalization help accomplish the mission? 

Reservists, for example, tell positive stories of their exp

 At the same time, we have seen an increase in "flag wa

youth are not immune to this phenomenon. Is there a national rise in values such as “defend and serve my cohonorable occupation” to boost recruiting efforts? 
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Recommendations/Implications

5. The Army needs to revisit how and if to communica

college benefit. 

 The decision was made to de-emphasize this in communications

relevant and compelling to youth. 

 Given the stated plans of the overwhelming majority to pursue a 

the question if the Army is adequately leveraging its most compe

 You are not talking about money for college, but prospects 

with military service. 

 The Army should explore ways to offer tuition assistance, n

“gimmick” but instead as a critical tool that successfully coadvanced education. 

 Ideally, prospects can be shown that the Army and Army b

college—give them a pathway to personal growth and deve
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Recommendations/Implications

6. Army advertising should continue to include emph

tangible and intangible benefits.

 Youth are motivated by different benefits, and a combination of 

benefits should improve the impact. 

 This is important as the Army dips deeper and deeper in to the p

tangible benefits are more important to those with lower propen

 This is particularly true for Hispanics, where supporting tangible 

benefits could be a more compelling proposition. 

7. "An Army of One" slogan should be re-evaluated, i

current communication objectives. 

 This work indicates it is not achieving the communication goals of in

effort. 

 Furthermore there is disagreement on how well it describes the Arm

 Is it supporting the communication strategy? Is it sufficiently clear  If the slogan is retained, efforts to bolster the communication of the 

recommended.
GfK Group GfK Custom Research Inc. United States Army: U.S. Military Image Study 

Recommendations/Implications

8. While integrating marketing activities across ethn

should be some efforts tailored to the needs of eac

 Level of interest in specific motivators, and strength of specific ba

across ethnic lines. The Army should take advantage of these difthem.

 For example, there is evidence that Hispanics are interested 

money for college, travel, etc.) and also experiences the mil

personal growth and development. 

 Recruiting efforts for African Americans could emphasize edu

college credits, and Army ROTC opportunities—which are mo

 In addition, the Army should seek to better understand the d

Americans towards it, and create programs & policies which 

9. Reach the parents with the Army’s new message, 

Moms. 

 In the eyes of our prospects, parents and family far outweigh oth

influence.

 The Army should seek to leverage personal and professional deve In addition, reassurances about personal safety should be offered