Influencing the global reach and appeal of accountancy

The challenge

ACCA, a global professional body for accountants, 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 their design of marketing materials and better map their recruitment activities to the milestones of the lives of future accountants.

The solution

ACCA recognised that they need to get closer to the lives of future accountants and so commissioned a programme of qualitative research. 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.