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As one of the largest employers in the U.S., the Department of Defense (DOD) must remain competitive in order to attract over 200,000 Americans to join the All-Volunteer Force each year. The Joint Advertising, Market Research & Studies (JAMRS) Program is tasked with understanding and measuring the American youth population's attitude and awareness of the All-Volunteer Force. FMG conducts these national research efforts and presents forward thinking recommendations, evaluations and insights that shape advertising messages, policy formation and congressional action regarding military recruitment programs.


JAMRS has partnered with Fors Marsh Group (FMG) for more than 15 years and activates our full-service of qualitative and quantitative capabilities to conduct comprehensive studies to understand the attitudes and perceptions of the 18-34 year old audience, as well as adult and influencer audiences toward the Military. With over 20 different research, advertising effectiveness and policy evaluation programs being concurrently conducted each year, a custom-designed team of experts from different disciplines work on-site with DOD clients and provide each recruiting headquarters from the different military services direct support.


For over 15 years, the findings from FMG's research have proven effective through the continued positive results generated from influencing enlistment incentive benefits, recruitment advertising messaging, influencer outreach programs and military personnel policy.

Partner With FMG

Katherine Ely Fors Marsh Group

Katherine Ely

Vice President, Military Personnel Analytics

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