The UK Army is one of the government's largest employers and one of the country's largest providers of apprenticeships.

In support of the Army's review of its entry policy, BMG Research examined the perceptions and impact of the current offer through the eyes of the Main Target Audience (MTA), gatekeepers and current soldiers and measured the likely impact of possible alternative features within the offer.

The challenge

Research was required to enhance understanding of what motivates, to explore their perceptions of the current Offer, and to identify if any changes would be required to enhance their interest without alienating those currently or potentially interested.

Innovative analytical techniques

Modelling likelihood of being interested in an Army career

Multivariate binary logistic regression was used to identify key predictive variables for the propensity of people to be interested in joining the Army.