Best in-class consumer insights for the public sector
ThinkNow Research provides full-service market research services to federal government agencies including full data security compliance, nationally representative samples, hard-to-reach/niche audiences, and experience in handling sensitive or confidential topics.
Whatever the topic – however sensitive – we have the methodologies and expertise to handle it with success.
From hard-to-reach audiences to niche topics, our experience spans religion, health, criminal justice, policing, education, employment, housing, transport and personal finances.
SBA Certified 8(a) Small Business Case Number 306271
SBA Small Disadvantaged Business (SDB)
GSA contract holder: Schedule 541 – Advertising & Integrated Marketing Solutions (AIMS)
Contract Number GS-10F-081CA
U.S. Army Case Study
The Army Marketing Research Group (AMRG) team at the US Army, in conjunction with their Ad Agency, Casanova/McCann, needed to determine why Hispanic interest and enlistment in the U.S. Army was not keeping pace with their interest in other armed services.
The AMRG & Contract Manager needed to understand how to motivate Hispanic prospects to join the Army and gain support and advocacy of Hispanic influencers. To support this goal, the U.S Army Recruitment and Advertising Program needed to discover insights on Hispanic prospects and influencers to help guide and support development of Hispanic communication strategies.
ThinkNow Research designed a qualitative study followed by a quantitative study to test and validate the findings. Both focused on uncovering the recruitment drivers & barriers experienced by Unacculturated and Bicultural Hispanic Army Prospects and the Influencers. Instead of conducting large-scale focus groups, our methodology consisted of triads with prospects and their parents/influencers. The triads were conducted at Focus Group Facilities in rooms set up to look like family living rooms. We conducted interviews across three markets which focused on future plans, aspirations, how the Army does or does not fit into their plans, and other considerations participants had about the future. In-depth interviews were conducted in Houston, Los Angeles, and Miami.
The Army was able to uncover the “why” behind the drivers & barriers affecting the Hispanic recruiting efforts. Relevant data was then used to help guide and craft more effective and relevant communications around career options for this important segment.