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.

The Outcome

YouthSight was able to map the decision-making journey taken my students in Malaysia, India and Nigeria, when considering accountancy.

We were also able to explain how best to communicate the benefits of accountancy, at what point in the decision-making journey ACCA should be communicating these messages and which markets would be most receptive to which messages.

What next?

From getting Millennials more active to predicting the future of tuition fees, explore our case studies and see how we helped the UK's biggest brands win over today's youth.

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