such, we expanded our global
reach in the 2014 study to include
consumer feedback from 25
nations—this time, using a survey
instrument that was supported in
16 different languages!
may cause a consumer to select
(or perhaps to reject) coaching as
a solution. If information truly
is power, then coaches can use
this information to enhance their
marketing approaches toward
potential clients. Furthermore,
knowing how and why consumers
value coaching could help validate
some of the most important
decisions a coach makes
about individual professional
development.
This research was derived using
broad-reaching geographical
input. When the ICF completed
the benchmark version of this
study (the 2010 ICF Global
Consumer Awareness Study)
our survey was deployed in 10
languages that were considered
most appropriate to serve
consumers who were living in
the 20 nations that participated
in the research. (The 2010 study
was conducted across the ICF’s
top 20 countries as determined
by the ICF Members Rank
league table. Those countries
represented approximately 90
percent of the ICF’s critical mass
of known membership clusters.)
As the coaching profession has
evolved over the last several
years, the critical mass of coach
practitioners has become