“Why do you want to work for KPMG rather than another Big Four firm?”
What they test. Genuine firm research and market-positioning awareness.
Weak answer. 'A global leader with great training opportunities' that could equally apply to PwC, Deloitte or EY.
Strong answer. References specific initiatives (the multi-billion technology investment and Microsoft and ServiceNow alliances, mid-market dominance) or insight from a named professional met at an insight day.