Major consumer product companies spend hundreds of millions of dollars conducting research on their consumers.  But few of these companies are aware of the data rich environment in the military channel.

The ALA has researched Department of War data sources and we are providing a sampling of reports and data produced by the Department.

The most comprehensive document is the 2023 Profile of the Military Community.  This report slices and dices data on military and civilian personnel along with information on families.

Then there’s the Defense Manpower Data Center website that breaks down military demographic information in a variety of forms.

The Department’s Office of People Analytics produces a variety of reports, including the Spouse Survey by Housing Location.  It is often said that the military “recruits a person but retains the family”.   Another report by the Office of People Analytics bears this out with key predictors of whether military choose to remain in the service saying that “familial support was found to be more important in predicting active-duty members’ retention intentions.”