The International Coach Federation (ICF) Global Consumer Awareness Study

Transcription

1 The International Coach Federation (ICF) Global Consumer Awareness Study Key Results and Main Messages Fort Worth, Texas

2 Presentation Structure 2

3 Research Overview 3

4 Research objectives To conduct a robust global consumer awareness study of people aged 25 or older. To achieve a statistically significant sample from countries where the ICF s known membership clusters are located and will represent approximately 90% of the ICF s critical mass. To report at both an overall and country level for the ICF s Top 20 countries as determined by the ICF Members Rank league table. 4

5 Research approach Formed an alliance with the online panel provider Research Now. Research was conducted in May and June Research Now administered the study in all countries with the exception of Sweden, Japan, South Africa, Colombia and Peru where their local online panel partner company was used. Aim was to achieve a robust and nationally representative population response base for as many countries as possible. While we employed an online panel approach, we could not completely guarantee a fully representative and statistically significant sample in every country. It was proposed that the final response data would be weighted, if required, to ensure the results match the profile of each country. This was not required. 5

6 Sample design Attempts were made to make the final sample, where possible, nationally representative for age and gender. Country and ICF Members Rank Region Number of ICF Members Percent of ICF Membership Number of Completed Surveys Population aged 25 and over Language Option 1 USA NA 7, % ,934,936 English 2 Canada NA 1, % ,609,281 English 3 UK EMEA 1, % ,826,723 English 4 Australia AP % ,401,937 English 5 Sweden EMEA % 750 6,406,255 Swedish 6 France EMEA % ,474,552 French 7 Spain EMEA % ,517,293 Spanish 8 Denmark EMEA % 750 3,838,250 Danish 9 Italy EMEA % ,577,499 Italian 10 Switzerland EMEA % 750 5,474,023 French (24%,182) & German (76%, 568) 11 Germany EMEA % ,727,214 German 12 India AP % ,624,309 English 13 Japan AP % ,073,103 Japanese 14 Norway EMEA % 750 3,194,575 Norwegian 15 South Africa EMEA % ,851,204 English 16 Colombia LA % ,434,519 Spanish 17 Brazil LA % ,883,521 Portuguese 18 Mexico LA % ,043,945 Spanish 19 Peru LA % ,316,692 Spanish 20 Argentina LA % ,740,342 Spanish TOTAL: 13,557 * 88.3% 15,000 * Members total correct at the time of the research

7 Response update dashboard Example of the response update dashboard used to track progress at a country by country level. 7

8 Questionnaire structure The questionnaire was designed in such a way as to maximize participation from all respondents irrespective of their awareness of coaching and /or the ICF. Phase 1 Benchmarking awareness of coaching profession, ICF and credentials / membership of coaches Phase 2 Perspectives of those who are not aware Phase 3 Determining who has experienced coaching Phase 4 Perspectives of those who are aware but have not experienced coaching Phase 5 Perspectives of those who are aware and have experienced coaching 8

9 Study Results The remaining slides detail the results from the ICF Global Consumer Awareness Study 9

10 Awareness of coaching General awareness of coaching varies from a high of 92% in South Africa to a low of 20% in Germany. ICF Members Rank Very Aware General Awareness Country Overall USA Canada UK Australia Sweden France Spain Denmark Italy Switzerland Germany India Japan Norway South Africa Colombia Brazil Mexico Peru Argentina Overall base: 15,000 ; Individual country base: Very aware Somewhat aware Not aware

11 Very aware of coaching 11

12 Awareness of coaching Directive adjectives such as instructing and teaching, were most prevalent, with over one quarter of respondents citing. Facilitative words such as helping, guiding and supporting were next most common, with almost 20% of respondents citing. Sports, 1:1 and in a specific area were other commonly expressed features, each being cited by 10-15% of respondents. Are you aware of the field of professional and/or life coaching? What do you think of when you hear the word coaching? Personal teaching with a professional. Giving a person help, strength, and discipline to handle life and work situations. Teaching in sports. Someone that mentors you through things (not necessarily sports, but life events, etc.) and gives you advice as to how to manage to the best of your potential navigating through whatever stage of life or event one might be going through. Global base: 15,000 Training and guiding someone to learn a skill or achieve a goal. 12

13 Awareness of the ICF General awareness of the ICF varies from a high of 58% in India to a low of 6% in Denmark Italy Overall base: 15,000 ; Individual country base: 750 Very aware Argentina 2 Peru 10 Mexico 3 Brazil 20 Colombia 6 South Africa 1 Norway 15 Japan 17 India 5 Germany 19 Switzerland 9 Denmark 17 Spain 14 France 12 Sweden 8 Australia USA Overall Country 4 15 Canada 4 General Awareness 13 3 UK ICF Members Rank 1 Very Aware Not aware Somewhat aware 13

14 Very aware of the ICF There are huge variations worldwide with regard to awareness of the ICF, ranging from one in five in India to less than 1% in some European countries. Top 5 6 to to to 20 14

15 Participation in a coaching relationship For respondents who are aware of the coaching profession and/or the ICF: Would you ever consider participating in a professional business and/or life coaching relationship? Global base: 5,365 Have you ever participated in a professional business and/or life coaching relationship as the person being coached and/or the person who was giving the coaching? Why would you not consider The responses to this question strongly echoed those given by those who were not aware of coaching, with one notable exception: Cost was mentioned by many, many more respondents who are Global base: 7,849 aware of coaching and/or the ICF, than respondents who are unaware 15

16 Reasons for participating in a coaching experience Optimize individual/team work performance was selected by over two fifth s of respondents as a reason for participating in a coaching relationship. Others include.. Required by my employer Training to be a trainer Multi-response question ; Global base: 2,484 16

17 Would you ever consider coaching? The untapped reservoir For respondents who are unaware of the coaching profession and the ICF: Percentage of Yes ranged from a low of 9% in the U.K. to a high of 68% in Mexico. Would you ever consider participating in a professional business and/or life coaching relationship as the person being coached? Why would you consider To receive a dispassionate and professional approach to redirect my life in a more positive and rewarding direction. Self improvement should never stop. To maximize my output which would be based on thought provoking and creative inputs which the coaching would help create. Why would you not consider Sounds flaky...do not need another way to waste money. Doesn't interest me, don't think I need it. If I can t do life by now, I never will. I've lived 70 years with only my wife to coach me so I m ok for a few more. Global base: 7,151 17

18 Primary role of the ICF There is little or no variation between those who have been in a coaching relationship and those who have not when determining the primary role of the ICF. % Global base: 2,484 Those respondents who are aware of coaching and/or the ICF Global base: 5,366 18

19 Importance of certification/credential it's very important! When considering the importance of a certification or credential, there is overall agreement of importance, regardless of experience of the industry. Those respondents who are not aware of coaching nor the ICF Base: 7,151 aware of coaching and/or the ICF but have not been in a coaching relationship Base: 5,365 aware of coaching and/or the ICF and have been in a coaching relationship Base: 2,484 Neither important nor not very important Not very important Not important at all Important Very important 19

20 Are you aware of your coaches certification/ credential and/or membership Almost two thirds of respondents selected the same response for Membership as for Certification/Credential, so if they were unsure of the certification, they were unsure of the membership. Marginally less certainty about a coach s professional membership than their certification/credentials. Certification/Credential Membership Global base: 2,484 20

21 Types of certification/credentials and/or membership held by coach The striking level of similarity can in part be explained by the high proportion of respondents who, when presented with the list for both Certification/Credential and Membership, gave the same response. % 21

22 Feelings about the coaching experience Over one quarter of respondents selected coaching is purpose driven as the statement that most represents their feelings about their coaching experience. The majority of the Other responses were Don t know. % 22

23 Satisfaction with coaching experience Coaching is seen by the vast majority of respondents who have experienced it, as a positive experience. When considering the coaching you received, how satisfied were/are you with your coaching experience? Global base: 2,484 % % Neither satisfied nor not very satisfied Not very satisfied Not satisfied at all Somewhat satisfied Very satisfied 23

24 Likeliness to recommend and the link with satisfaction the advocates for coaching Advocacy is high, with a mean score of 7.5. The correlation between Satisfaction as shown on the previous slide, and Advocacy, as shown below is statistically significant at the 0.01 level. Extremely unlikely Global base: 2, Extremely likely

25 Highlights from the findings 25

26 Highlights from the findings Over half of all respondents are aware of coaching. One fifth indicated they were aware of the ICF. When probed, the nearly half of all respondents who indicated they were not aware of coaching, in fact did have an idea of what coaching is. Over two fifth s of respondents knew their coach had a certification/credential, but less than one third knew if their coach was a member of a professional organisation. Consistent with the 2009 ICF Global Coaching Client Study, satisfaction and advocacy are high among those respondents who have been involved in a coaching relationship. 26

27 Thank you This report has been prepared for and only for International Coach Federation (ICF) in accordance with the terms of our engagement letter dated 27 November 2009 and for no other party and/or purpose. We do not accept or assume any liability or duty of care for any other purpose or to any other person to whom this report is shown or into whose hands it may come save where expressly agreed by our prior consent in writing. PricewaterhouseCoopers LLP does not accept or assume any liability or duty of care for any other purpose for which this report may be used or in relation to any other third party or other person(s) or organisation(s), who may read and / or rely on this report, save where expressly agreed in writing with PricewaterhouseCoopers LLP. The reader is therefore advised to seek their own professional advice before placing reliance upon the contents of this report. Further this report has been produced subject to important qualifications, reservations and assumptions and, without prejudice to that set out above, it should be read in the context of those qualifications, reservations and assumptions PricewaterhouseCoopers. All rights reserved. PricewaterhouseCoopers refers to the network of member firms of PricewaterhouseCoopers International Limited, each of which is a separate and independent legal entity.