Case Study: ACCA maps the appeal of accountancy with Savanta

ACCA maps accountancy journeys across 3 markets with Savanta

ACCA, a global professional body for accountants, sought to understand the appeal of the accountancy profession among young adults in Malaysia, India, and Nigeria to better align its recruitment and marketing strategies. Savanta was commissioned to conduct qualitative research to deep-dive into the lives of potential students and map their career decision-making journeys.

Savanta implemented a series of online communities across the three target markets to gather insights. The research enabled Savanta to provide ACCA with market-specific recommendations on how and when to communicate the value proposition of accountancy, directly informing the design of marketing materials and recruitment activities.

ACCA