ACCA

We were able to recommend by market, how best to communicate the value proposition of accountancy, at what point in the decision-making journey ACCA should be communicating, and with which messages.

Background

The Association of Chartered Certified Accountants (ACCA) are a global professional body for accountants, with over 500,000 members worldwide.

This research was originally conducted by YouthSight, now part of Savanta.

The Challenge

The client wanted to better understand the appeal of accountancy in three key markets: Malaysia, India and Nigeria.

By speaking to young adults and students, ACCA wanted to inform the design of their marketing materials and better map their recruitment activities to the milestones of the lives of future accountants.

Our approach

We were commissioned to run a programme of qualitative research, deep-diving into the lives of young people interested in accounting.

We ran a series of online communities in the three target markets, gathering stories from participants charting their first interest in accountancy through to their decision to pursue it as a career.

The outcome

We were able to map the decision-making journeys taken by students in these countries when considering accountancy.

We were also able to recommend, by market, how best to communicate the value proposition of accountancy, at what point in the decision-making journey ACCA should be communicating, and with which messages.