Follow-up to organization's benchmarking 2010 study shows an increased awareness of coaching in key markets.
LEXINGTON, Ky., May 19, 2014 /PRNewswire/ — The International Coach Federation (ICF) has released findings from the 2014 ICF Global Consumer Awareness Study. A follow-up to the organization's benchmarking 2010 Global Consumer Awareness Study, the 2014 study tapped into the minds and motivations of consumers around the world to ascertain awareness of the coaching profession and to gain insight both from those who are aware of coaching profession and/or the ICF and those who are not.
"As the leading global organization advancing the art, science and practice of professional coaching, the ICF invests annually in robust industry research projects that demonstrate the highly effective nature of coaching," said ICF Master Certified Coach and 2014 Global Chair Damian Goldvarg, Ph.D. "The 2014 Global Consumer Awareness Study is an invaluable tool for our members, insofar as it provides them direct insights into the minds of consumers. Armed with this research, ICF Members can make informed decisions around their own training, professional development and marketing endeavors."
The study was undertaken by PricewaterhouseCoopers LLP's International Survey Unit. Available in 16 languages, the survey was administered to 18,810 individuals representing the 25 countries with the highest populations of ICF Members. Seventeen countries included in the 2014 study were also part of ICF's benchmarking 2010 research.
Data collection took place online, spread over a seven-week survey period from October 28 – December 18, 2013.
Overall, 58 percent of 2014 respondents said they were aware of professional Business and/or Life Coaching. Globally, consumer awareness of coaching rose by seven percentage points between 2010 and 2013.
Despite a challenging economic climate, participation in coaching also increased slightly between 2010 and 2013, with 17 percent of respondents in the 2014 study indicating that they had participated in a coaching relationship as either a coach or coachee.
Survey respondents were also asked to indicate whether they were aware of the ICF. Globally, 20 percent of respondents reported some level of awareness. The study revealed a strong link between awareness of coaching and awareness of the ICF: Globally, nearly one-third of respondents (33 percent) who indicated some awareness of coaching said they were also aware of the ICF.
Among respondents who had participated in a coaching relationship, both satisfaction and advocacy were high. Eighty-five percent of coaching consumers reported that they were "somewhat" or "very" satisfied with the coaching experience. When the same group was asked, on a scale of 0 – 10, how likely they were to recommend professional coaching to colleagues, friends and/or family, the mean score was 7.14.
Further information about the 2014 Global Consumer Awareness Study, including data tables and a link to purchase the executive summary, can be found at Coachfederation.org/consumerstudy2014. (The executive summary is free to ICF Global Members and $15 USD for non-members.)
On May 21 at 1 p.m. (New York), ICF's Director of Research and Education, Mark Ruth, and PricewaterhouseCoopers LLP's Global Research Director, Colin McIlheney, will present key findings from this study during a Human Capital Institute webcast, "Consumers and Coaching: New Findings from ICF Industry Research."
The International Coach Federation is the leading global organization for coaches, with more than 25,000 members and 12,000 credentialed coaches in more than 100 countries worldwide. ICF is dedicated to advancing the coaching profession by setting high ethical standards, providing independent certification and building a worldwide network of credentialed coaches. Coaching is a distinct service and differs greatly from therapy, consulting, mentoring or training. ICF defines coaching as partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential. For more information, please visit our website at www.coachfederation.org.
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