Marketing DA Civilian Focus Groups

Army Civilian Brand Focus Groups

Discussion Guide – Revision 2

Setup & disclosures

• Thank and welcome; moderator introduction

• Reading of OMB Control Number, expiration date, and Agency Disclosure Notice

• Purpose of group discussion; role of respondents

• Observers may be present in viewing room; microphone/audio recording to ensure the discussion fully and accurately captures, all questions asked, any issues noted for future refinements of discussion items.

• Assurance of confidentiality; no personal information will be used or shared; respondents are identified with first name only

• Ground rules: participate, speak one at a time, no wrong answers

• Oral Consent form and Agency Disclosure Notice distribution and consent

Topic I: Introductions & warm-up 5 minutes

Respondent introduction:

• Name (first name only)

• Principal activity:

Student – full/part time, school attend, major,

Work – full/part time, position held, years in position

Topic II: Mind Map – employment goals/aspirations 10 minutes

Adapted for student vs. professional respondents

• Everything that comes to mind about employment goals, expectations, aspirations in terms of tangible and intangible benefits and personal satisfaction/development

• Probe any generalizations, organize as needed – tangibles/intangibles

• Probe if not mentioned: compensation (pay and benefits), job security, geographic flexibility, possibility & speed of career advancement, opportunities for advancement and personal growth, opportunities for leadership positions, ability/need to travel, exposure to range of exciting challenges, flexibility to change positions/careers, retirement plan

• Take hand count or 3 – 4 most important

Topic III: Current occupation & employer 15 minutes

Specifically for professional groups

• How got current position; was it position of choice, employer of choice

• Degree to which current employer delivers/exceeds on expectations and benefits previously mentioned, focusing on top 3 – 4

• Likes and dislikes regarding current employer

• Likelihood of staying with current employer; reasons

• How would search for another job if was necessary

• Probes: networking (where and how), information sources, preparation; importance of specific employer

Topic IV: Awareness & perceptions of different employer types 10 minutes

Discussion of different employer types come to mind: private companies, government agencies, own business.

• Expectations of which employer types will deliver best against personal goals. Reasons why.

• Which goals and expectations will each deliver best against? Differences across employer types.

Topic V: Exploration of current perceptions of US military/Army as an American Institution 5 minutes

• Perceptions of US military and Army in particular; on a personal level, what do these institutions represent

• What thoughts come to mind about the US military/Army?

• What feelings do these institutions inspire? Probe: admiration, respect, aspiration, gratitude.

• Differences between perceptions/thoughts/feelings about US military vs. the Army in particular?

Topic VI: Awareness & knowledge of civilian employment in military/Army
20 minutes

Awareness of civilian employment opportunities in the military/Army

• Immediate reactions to civilian Army employment

• Probe: positive and negative aspects

• Perceptions of Army as employer

• Knowledge of the types of jobs/occupations available

• Knowledge of job commitment requirements as a civilian vs. enlisted officer/active duty service member

• Comparison/expectations of Army civilian vs. private jobs/careers across goals/benefits

• Probe list generated earlier: compensation (pay and benefits), job security, geographic flexibility, possibility & speed of career advancement, opportunities for advancement and personal growth, opportunities for leadership positions, ability/need to travel, exposure to range of exciting challenges, flexibility to change positions/careers, retirement plan

• Most important reasons to seek civilian employment in the Army; which would Army civilian employment deliver better than private employer/other govt. agency

- Probe: compensation (pay and benefits), retirement, ability/need to travel, job security, geographic flexibility, possibility and speed of career

advancement, exposure to range of exciting challenges, flexibility to

change positions/careers

- Probe separately: importance/relevance of sense of purpose, service to

country/community, contributing to national defense

• Perceived negative aspects of Civilian Army Employment

- Probe: need to sign contract, duration of contract, nature of employment

contract, geographic transfers against will, transfers to dangerous locations

Topic VII: Reactions to facts about civilian Army employment 10 minutes

Respondents will be presented with a list of facts about Army civilian employment followed by discussion on reactions to these facts.

• Probes: compensation relative to private sector, ability to refuse transfers to dangerous locations, exposure to exciting challenges, speed of career advancement

Topic VIII: Army civilian positioning messages & concepts 15 minutes

Expose a few concepts and discuss

• What is the main message; what trying to communicate?

• Who is this message intended for? Who are they trying to reach? Are they talking to you (relevancy)?

• Does this idea succeed in making you more aware of civilian employment with the Army? In what ways; what does it tell you about Army civilian employment? What does it tell you about the benefits of Army civilian employment; does it say enough about this?

• What ideas do you connect with most? What ideas/messages are most relevant to your personal situation?

• Anything not relevant to you? Something in particular that you don’t like about this concept?

• Anything confusing, difficult to understand, or difficult to believe? Why?

• Rank order the concepts in terms of their appeal to you

Wrap up

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