Case Studies

Finding itself increasingly in the public eye, the Army commissioned Populus to monitor its reputation among the general public, and to examine how increasing exposure had affected the views of key audiences – including teachers, careers advisers, journalists, and parents of recruitment-age children.

Populus devised a quarterly tracking poll and a programme of qualitative research to explore public attitudes, knowledge, views and misconceptions about the Army and its role.

Populus’s analysis and understanding enabled the Army to define and prioritise its messages, respond effectively to issues in the public domain and the concerns of those who influence potential recruits.

Populus also worked with the Army to test the extent to which the Army’s brand could be successfully applied beyond its core activities, helping to frame its proposition in the launch and marketing of Army branded products.