Research on Global Credential Requested by Council Under Way to Assess Interest Among Professionals and Students, Demand in Marketplace.

• Position: Brief Article

Major research on the proposed global business credential is now under way. The research stems directly from the Oct. 2000 governing Council meeting at which a resolution was passed calling for, among other things, a business plan that includes market research results and an analysis of the affects on student enrollments. The Council resolution serves to ensure that there is a sound basis upon which to present a proposal to the full membership later this summer (Council must first authorize a member vote at its spring meeting).

To help accomplish that goal, comprehensive research is examining the supply side (potential credential holders), demand side (those who would hire or use credential holders), and implications for students. The Interpublic Group, a highly respected independent research and marketing communications organization, is conducting the supply and demand research. The research among college students, which is being conducted by The Taylor Research and Consulting Group, will assess the level of interest both in the global credential and in a more effectively positioned CPA, as well as gauge the extent to which the credential might affect student interest in pursuing the CPA designation.

The supply research, just completed for the United States, is intended to validate and refine the pool of possible global credential holders among multiple professions (CPAs and non-CPAs) and to measure reaction to the concept among potential credential holders. Preliminary results are positive and suggest there is considerable interest in the credential among professionals. They also indicate that...