Young Student Groups AAT The brief The Association of Accounting Technicians (AAT) is one of the largest providers of accounting and bookkeeping qualifications in the UK. While AAT qualifications are traditionally taken by career changes, AAT had noticed an increase in the number of younger students (aged 16-19) applying to their courses, with many of these looking to study AAT qualifications post GCSEs and A-Levels. AAT wanted to better understand the motivations, needs and ambitions of this younger audience, as well as to gain a clear picture of the different types of younger prospects. Our approach and methodology We recommended a qualitative piece of work that would allow for an in-depth understanding of the motivations for study and young learners’ routes to studying AAT qualification

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