www.pwc.com The International Coach Federation (ICF) Global Consumer Awareness Study Summary of the Main Regional Results and Variations Fort Worth, Texas
Presentation Structure 2
Research Overview 3
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
Research approach Formed an alliance with the online panel provider Research Now. Research was conducted in May and June 2010. 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
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 7,358 47.9% 750 201,934,936 English 2 Canada NA 1,688 11.0% 750 23,609,281 English 3 UK EMEA 1,017 6.6% 750 42,826,723 English 4 Australia AP 977 6.4% 750 14,401,937 English 5 Sweden EMEA 424 2.8% 750 6,406,255 Swedish 6 France EMEA 349 2.3% 750 44,474,552 French 7 Spain EMEA 245 1.6% 750 30,517,293 Spanish 8 Denmark EMEA 224 1.5% 750 3,838,250 Danish 9 Italy EMEA 206 1.3% 750 44,577,499 Italian 10 Switzerland EMEA 204 1.3% 750 5,474,023 French (24%,182) & German (76%, 568) 11 Germany EMEA 163 1.1% 750 61,727,214 German 12 India AP 131 0.9% 750 591,624,309 English 13 Japan AP 114 0.7% 750 97,073,103 Japanese 14 Norway EMEA 114 0.7% 750 3,194,575 Norwegian 15 South Africa EMEA 84 0.5% 750 23,851,204 English 16 Colombia LA 70 0.5% 750 23,434,519 Spanish 17 Brazil LA 61 0.4% 750 111,883,521 Portuguese 18 Mexico LA 56 0.4% 750 58,043,945 Spanish 19 Peru LA 50 0.3% 750 15,316,692 Spanish 20 Argentina LA 22 0.1% 750 23,740,342 Spanish TOTAL: 13,557 * 88.3% 15,000 * Members total correct at the time of the research
Response update dashboard Example of the response update dashboard used to track progress at a country by country level. 7
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
Study Results The remaining slides detail the results from the ICF Global Consumer Awareness Study by region 9
Regional analysis coaching awareness Regional awareness of coaching, ranking based on those who stated they were somewhat aware or very aware. Base: 7,500 Base: 1,500 Countries: 10 50% Countries: 2 58% NA Base: 2,250 Countries: 3 AP Base: 3,750 Countries: 5 LA 44% EMEA 61% 10
Awareness of coaching by region General awareness of coaching by region. 100 50 12 11 14 10 20 0 39 39 44 34 41 Region GLOBAL EMEA NA LA AP Global base: 15,000 Regions EMEA: 7,500; NA: 1,500; LA: 3,750; AP: 2,250 Very aware Somewhat aware Not aware 11
Awareness of coaching EMEA NA Are you aware of the field of professional and/or life coaching? Global Global base: 15,000 Yes - Very aware 20% Yes - Somewhat aware 41% No - Not aware 39% LA AP 12
Regional analysis ICF awareness Regional awareness of ICF, ranking based somewhat/very awareness response. Base: 1,500 Countries: 2 Base: 7,500 Countries: 10 16% 14% NA Base: 2,250 Countries: 3 AP Base: 3,750 Countries: 5 LA 23% EMEA 32% 13
Awareness of ICF by region General awareness of ICF by region. Region GLOBAL EMEA NA LA AP Global base: 15,000 Regions EMEA: 7,500; NA: 1,500; LA: 3,750; AP: 2,250 Very aware Somewhat aware Not aware 14
Awareness of ICF by region Are you aware of the International Coach Federation (ICF)? EMEA NA Global Global base: 15,000 15 LA AP
Participation in a coaching relationship For respondents who are aware of the coaching profession and/or the ICF: 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? Would you ever consider participating in a professional business and/or life coaching relationship? % Global base: 7,849 16
Reasons for participating in a coaching experience regional comparisons Optimize Optimize individual/team individual/team work work performance performance (38%) (38%) Increase Increase selfselfesteem esteem // selfselfconfidence confidence Optimize Optimize individual/team individual/team work work performance performance (52%) (52%) (50%) (50%) Expand Expand professional professional career career opportunities opportunities (50%) (50%) % 17 Multi-response question Global base: 2,484
Would you ever consider coaching? The untapped reservoir For respondents who are unaware of the coaching profession and the ICF: Would you ever consider participating in a professional business and/or life coaching relationship as the person being coached? Global EMEA NA Global base: 15,000 LA 18 AP
Primary role of the ICF Regional comparison of responses for primary role of ICF, from those who are aware of the ICF EMEA (21%) Establishing Establishing & & upholding upholding professional professional standards standards NA (28%) LA (23%) AP (20%) Global base: 7,849 19
Importance of certification/credential it s very important! Everyone agrees irrespective of whether they know the industry or not. Those respondents who are not aware % of coaching nor the ICF EMEA NA LA AP Global base: 5,824 aware of coaching and/or the ICF but have not % been in a coaching relationship Global base: 5,365 aware of coaching and/or the ICF and have % been in a coaching relationship Global base: 5,484 20
Are you aware of your coaches certification/ credential and/or membership Certification/Credentials: Largely aware, followed by unsure on certification/credentials across all regions. % AP is most well informed on certification out of all the regions. Professional membership: Less sure about membership in EMEA and LA. % NA and AP shows less variability on membership awareness. Global base: 2,484 21
Respondents identifying the ICF certification / credential by region EMEA NA LA AP 22
Respondents identifying the ICF membership by region EMEA NA LA AP 23
Feelings about coaching experience Coaching Coaching is is purpose driven purpose driven (27%) (27%) Coaching Coaching is is purpose driven purpose driven (26%) (26%) Coaching Coaching is is purpose driven purpose driven (30%) (30%) Coaching Coaching uses uses aa structured structured work work plan plan (27%) (27%) % Global base: 2484 24
Satisfaction with coaching experience Coaching is seen by the vast majority of respondents who have experienced it, as a positive experience. The figure below compares the four regions satisfaction with coaching received. % Global base: 2,484 25
Likeliness to recommend coaching Advocacy for professional business/life coaching is high, with a mean score of 7.5 globally. The global correlation between Satisfaction and Advocacy is statistically significant at the 0.01 level. EMEA mean 7.1 Extremely unlikely NA mean 7.0 Extremely likely Extremely unlikely Extremely likely Global base: 2,484 LA mean 8.0 Extremely unlikely AP mean 7.6 Extremely unlikely Extremely likely 26 Extremely likely
Highlights from the findings 27
Highlights from the findings The greatest untapped reservoir appears to lie in LA, with the highest positive response for considering participating in a coaching relationship (62%) note however that it is the lowest in terms of awareness of coaching. LA is the lowest region in terms of awareness of coaching (44%). AP is the highest (60%) but if India is excluded, NA becomes number one for awareness. If S Africa is also excluded, EMEA drops very close to LA levels of awareness. Respondents in LA (52%) and EMEA (38%) are most likely to select Optimize individual/team work performance as the reason for participating in a coaching experience, followed by those in NA (50%) with Increase self esteem/self confidence and those in AP (50%) with Expand professional career opportunities. For awareness of the ICF, NA is the lowest (14%) closely followed by EMEA (16%). AP is the highest for ICF awareness (32%) however when India and S Africa are excluded, LA becomes highest (NA remains lowest). All regions see the importance of certification and credentials for coaches, with LA coming out top. However this is not seen as the primary role of the ICF which is instead viewed to be Establishing & upholding professional standards. 28
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