Research Connection\r\n\r\nAssessing Awareness of Coaching\r\n\r\nEvery year, the ICF invests in\r\nindustry research to demonstrate\r\nthe highly effective nature\r\nof coaching. This allows the\r\ncommunity of professional\r\ncoaches to stand strong with\r\nfresh knowledge of industry\r\ntrends to inform their\r\ndecisions. ICF research also\r\nbuilds a platform for advocacy,\r\nhelping spread awareness of\r\nhow people can unlock their\r\npotential through coaching.\r\nThe latest addition to our\r\nportfolio of industry research\r\nis the 2014 ICF Global Consumer\r\nAwareness Study undertaken by\r\nthe ICF in collaboration with\r\nPricewaterhouseCoopers LLP.\r\nWhile it will always be important for the\r\nICF to produce studies about coaches\r\nand the global coaching market, our\r\n\r\n14 Coaching World\r\n\r\nmembers continually underscore their\r\nneed to access current and relevant data\r\nabout those who intend to purchase\r\ncoaching services. One of the primary\r\nadvantages of the 2014 Global Consumer\r\nAwareness Study is that it has been\r\ndesigned to tap directly into the insights\r\nof adult consumers around the world—\r\nirrespective of their awareness of or\r\npreconceived notions about coaching.\r\nAwareness of unbiased consumer\r\nperceptions is crucial, as it can empower\r\ncoaching practices in many ways. By\r\nhaving a finger on the pulse of the\r\npopulation residing in their nation\r\nor region, coaches can familiarize\r\nthemselves with various triggers that\r\n\r\n Mark Ruth\r\nMark is ICF’s Director of\r\nResearch and Education. He\r\nhas been an ICF Global staff\r\nmember for more than seven\r\nyears. His team maintains\r\noversight of ICF Member\r\nresearch and the development\r\nof all global industry studies\r\ncommissioned by the ICF.