LEXINGTON, Ky., May 23, 2014 /PRNewswire/ -- New consumer research from the International Coach Federation (ICF) provides coaches from 25 countries powerful insights into the mindset of the consumers they serve.
Commissioned by the ICF and conducted by the International Survey Unit of PricewaterhouseCoopers LLP, the 2014 ICF Global Consumer Awareness Study tapped directly into the minds and motivations of consumers around the globe to ascertain awareness of the coaching profession and of ICF and to gain insight both from those who are aware of the coaching profession and/or the ICF and those who are not. Available in 16 languages, the survey forming the basis of the study 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, which focused on only 20 countries.
"With more than 25,000 members in more than 100 countries, the ICF is a truly international organization that reflects the global nature of the coaching industry. By extending the scope of our global consumer awareness research, we were able to empower even more coaches with the tools they need to make crucial decisions about training, credentialing, and business and professional development," said ICF Master Certified Coach and 2014 Global Chair Damian Goldvarg, Ph.D.
In the executive summary of the research, countries included in the study are divided into three groups to help demonstrate some broad geographical patterns. These groupings are as follows, with an asterisk denoting countries that were not included in the benchmarking 2010 study:
- The "Big Four" (collectively accounting for nearly two-thirds of ICF Members): Australia, Canada, United Kingdom, United States
- Continental Europe (excluding United Kingdom): Belgium*, Denmark, Finland*, France, Germany, Italy, Netherlands*, Poland*, Russia*, Spain, Sweden, Switzerland, Turkey*
- Remaining Countries: Argentina, Brazil, China*, India, Japan, Mexico, Singapore*, South Africa
The 2014 study revealed that global awareness of professional coaching was at 58 percent. Respondents in the Big Four were the most likely to report awareness of coaching (70 percent), with awareness in the Remaining Countries group clocking in at 66 percent and awareness in continental Europe reported at a much-lower 49 percent.
Although overall awareness among continental European countries was low, among countries that were also part of the 2010 study, awareness of coaching in fact rose by nine percentage points. Awareness also rose by five percentage points in the Big Four countries.
Meanwhile, among non-European, non-Big Four countries included in the 2010 and 2014 studies, awareness of coaching increased by a margin of eight percentage points.
"This is great news for ICF and for professional coaching," Goldvarg reflected. "We are all thrilled that, as the coaching industry continues its growth in Latin America, Asia and Africa, the ICF is at the forefront, helping to set the standards for and advance the profession of coaching in these emerging regions."
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.)
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.
ICF HEADQUARTERS CONTACT:
Abby Tripp Heverin, +1.859.219.3529
SOURCE International Coach Federation