OBJECTIVE This study examined British infantry soldiers' knowledge of hearing conservation and explored the various factors that influenced their behavior. METHODS This followed qualitative methodology. Data were collected through focus group discussion and semistructured interviews. Twenty-three soldiers from a typical infantry unit were involved in this study. Data analysis involved both question and content analysis. Validity of the research instrument and reliability were ensured. RESULTS All of the soldiers felt their hearing could be affected by their job. Even though many were not aware of the presence of a hearing conservation policy, they knew about specific aspects of the policy. A number of factors prevented the proper use of the personal hearing protection devices even though they were aware of their effectiveness in the reduction of noise hazard. These included communication difficulties, discomfort, and the impracticability of using them in certain circumstances. There was also a suggestion of a preponderance of noise-induced hearing loss on the left, which is the side often left unprotected to aid communication. Suggestions were put forward on ways of improving the hearing conservation program. CONCLUSIONS An effective Army hearing conservation program should be comprehensive. It should incorporate appropriate knowledge, sociological issues, and economic considerations such as choice making and opportunity cost. There should be a well-structured hearing education program with targeted and appropriate behavioral modification. It should be compulsory and include lectures and videos given at least once a year. Improvements are required to increase the proper use of personal hearing protection devices and thus reduce the morbidity associated with noise-induced hearing loss.