Global Consumer Awareness Study Executive Summary: 2010

This is a summary of the key findings from the 2010 ICF Global Consumer Awareness Study.

The study utilized a series of online panels of general consumers representing the specific country’s population.

The study presents a picture of global consumer awareness of the coaching profession and ICF in the 20 countries with the highest number of ICF members. These countries are responsible for approximately 90 percent of ICF’s critical mass of known membership clusters. In total, 15,000 responses were achieved (750 from each country), and all respondents were aged 25 or older.

The summary includes details regarding consumers’ awareness of coaching and ICF, the perceived importance of coaching credentials, participation in coaching, and—among those who had participated in a coaching relationship—the factors that motivated them to seek coaching, their satisfaction with the coaching experience, and their likelihood to recommend coaching to others. The summary also reports on the likelihood that consumers who haven’t been coached will consider partnering with a coach in the future.