El estudio de la conciencia de ICF Global Consumer 2014 ayuda a entender mejor las mentes y motivaciones de los consumidoresde coaching.
La encuesta también da una idea de las razones de los clientes para participar en una relación de coaching, el valor percibido de la certificación y credenciales para los coaches y la satisfacción general del cliente y sentimientos acerca de la experiencia con el coaching.
La encuesta se administró a 18.810 personas que representan a 25 países.
4. El “Típico” Coach es…
70
60
63
68
40 60 80
3+ years coaching
experience
Third-level
educated
Over 45 years old
Female
Global
2012 ICF Global Coaching Study
Mujer
Más de 45 años
Educación Terciaria
+de 3 años de
experiencia
5. Coaching Experiencia
Practicantes de Coaching continuan ganando experiencia
Uno de cada cinco coaches hoy alcanzan más de 10 años de
experiencia con clientes.
13
19
24
31
14
11
19
21
30
19
0
10
20
30
40
Menos de 1 año 1 a 2 años 3 a 4 años 5 a10 años Más de 10 años
2007 2012
%
ICF Global Coaching Study (2007 & 2012)
6. Entrenamiento Específico de Coaching
Más de tres cuartos de todos los coaches, recibieron entrenamiento espécífico de
coaching aprobado /acreditado.
2
7
13
78
0 20 40 60 80 100
I have not received any coach-specific training
I have received coach-specific training through
a university based program
I have received coach-specific training through
a program that was not accredited/approved by
a professional coaching organization
I have received coach-specific training through
a program that was accredited/approved by a
professional coaching organization
2012 ICF Global Coaching Study
ICF member- 82%
Non ICF – 70%
ICF member - 16%
Non ICF – 25%
(combined responses)
8. Mayor Obstáculo en el futuro…
7
3
3
5
9
30
43
0 10 20 30 40 50
Other
Increased demand for services that compete with
coaching
Over regulation of coaching
Coaches under-pricing their services
Coaching market saturation
Marketplace confusion about the benefits of coaching
Untrained individuals who call themselves coaches
Más del 40% de los coaches cree que
el mayor obstáculo en los próximos
12 meses serán los individuos NO
entrenados que se hacen llamar
coaches
2012 ICF Global Coaching Study
10. Presentación Estructura
1. Visión general de la investigación
• El desafío
• El resultado
• Diseño de la muestra
• Estructura del cuestionario
2. Resultados del Estudio - Respuesta globales 2014
3. Resultados del Estudio - Respuestas globales:
2014 vs. 2010
12. El Desafío
Conducir un estudio de consciencia del
consumidor con persona mayores de 25 años
•
• 16 idiomas
• 25 países
• 7 semanas de trabajo de campo
• Metodología de panel de consumidores
13. El Resultado
• 18,810 respuestas
• Representación nacional, muestra
estadísticamente representativa
• 25 países Top ranking de miembros
representando el 89% del total de la
membresía
• Posibilidad de comparar con los datos del
Estudio 2010 de Conocimiento del
Consumidor
14. Participantes en la Investigación
USACanada
UK
Spain
Australia
France
Italy
Sweden
Brasil
Switzerland
Mexico
Netherlands
Germany
India
South Africa
Argentina
Japan
Denmark
Turkey
Poland
Belgium
Singapore
Finland
China
Russia
Norway
Peru
Columbia
Países
agregados
en Estudio
2014
Países
omitidos en
Estudio
2014
Países claves que aparecen en ambos 2010/2014
17. 42
31 38
24 28 29
40 44 42
22 29
45
78
60 52
7 23
12
69
27
49
66
81
54 60
41
-100
-50
0
Overall base 2014: 18,810
Individual country base: 750-769
*General awareness includes respondents who are “very” or “somewhat” aware of coaching
41 44 46 55 55 60
48
30
50 49
28
46
18
31
42
52 54
39
28
54
40
29
16
38 30
45
17
25 17
22 17 11
12
26
9
29
43 9
3 9
6
41
23 49
3
18
11
5
3
8
10
14
0
50
100
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
6 11 8 10 15 13 5 19 4 2 18 23 17 21 3 7 1 25 9 14 22 24 20 16 12
10 11 5 7 9 12 15 14 3 8 16 24 21 18 1 4 2 23 6 17 22 25 19 20 13
Overall
USA
Canada
Argentina
Mexico
Finland
Netherlands
Belgium
UK
France
Spain
SouthAfrica
Sweden
Denmark
Russia
Germany
Singapore
India
China
Japan
Australia
Switzerland
Italy
Brazil
Turkey
Poland
Conocimiento General de Coaching
Very Aware
General Awareness*
ICF Member Rank
%
%
Somewhat aware Not awareVery aware
18. Alto conocimiento de Coaching
(25) Finland 3%
(6) USA 25%
(12) Mexico
14%
(10) Australia
17%
(11) Canada 17%
(3) South Africa
41%
(24) Japan
3%
(1) India 49%
(2) Brazil 43%
(14) Argentina 11%
(13) Spain 12%
(8) UK 22%
(15) France 11%
(18) Switzerland 9%
(5) Italy 26%
(19) Sweden 9%
(17) Poland 9%(22) Denmark 5%
(21) Belgium 6%
(20) Russia 8%
(4) Turkey 29%
(7) Singapore 23%
(9) China 18%
(23) Germany 3%
(16) Netherlands 10%
Overall base: 18,810
Individual country base: 750-769
19. Global base 2014: 10,917 (Aware of coaching)
¿Qué es coaching?
3
7
10
13
32
35
0 20 40 60 80 100
Ninguna de las anteriores
Curar el dolor sisfunción o conflicto al servicio de
una mejora en el estado emocional o sentimientos
(Counselling)
Trabajar hacia el logro de objetivos específicos de
aprendizaje basado en un plan de estudios
conjunto (Formación)
Evaluación una organizacióny sus prácticas y
recomendar soluciones de mejora en base a la
experiencia en un área específica (Consulting)
Ofrecer orientación de la propia experiencia en un
área específica de desarrollo de la carrera
(Mentoring)
Colaboración con los clientes en un proceso
creativo y estimulante que les sirva de inspiración
para maximizar su potencial personal y…
%
¿Cuál de las siguientes afirmaciones describe mejor su punto de vista
del coaching?
20. 75
87 89 83 90 83 80
64
92
76
51
87
78
56
88
79 72
44
80
43
71
84
41
59
90
64
0
50
100
Conocimiento de ICF
23
12 11 15 8 16 19
33
8
23
42
13
21
43
12 18 25
43
20
55
27
16
57
40
10
34
2
1
2
2
1
1
3
1
1
7
1
1
3
3
14
1
3
1
1
2
1
2
0
50
100
Overall base: 7,899 (Have not been in a coaching relationship) Somewhat aware Not awareVery aware
Conocimiento general de consciencia de la ICF por parte de quienes NO
estuvieron en una relación de coaching.
TOTAL
USA
Canada
UK
Australia
France
Spain
Italy
Sweden
Turkey
Brazil
Switzerland
Germany
Poland
Belgium
SouthAfrica
Singapore
India
Finland
China
Argentina
Denmark
Japan
Russia
Netherlands
Mexico
Country
%
%
21. Conocimiento de ICF
Somewhat aware Not awareVery aware
Conocimiento general de consciencia de la ICF por parte de quienes SI
estuvieron en una relación de coaching.
Overall base: 3,277 (Have been in a coaching relationship)
Country
Total
USA
Canada
UK
Australia
France
Spain
Italy
Sweden
Turkey
Brazil
Switzerland
Germany
Poland
Belgium
SouthAfrica
Singapore
India
Finland
China
Argentina
Denmark
Japan
Russia
Netherlands
Mexico
%
%
44 42
71
61 62
46
34
14
70
22 23
74
60
43
70
57
34
15
77
16
48
76
23
31
74
45
0
50
100
36
18 12
27 28
36 43
53
21
49
41
21
33
47
24
32
41 47
20
53
42
17
61 57
19
40
20 40
18
13 11
18
24
33
9
29
36
5
8
11
6
11
25
38
3
31
10
7
16
12
7
15
0
50
100
22. Rol Primario de ICF
4
10
12
13
13
14
16
19
3
11
12
12
12
14
17
19
0 5 10 15 20 25
Otros (especificar)
Comunicar los beneficios de Coaching al mundo
Acreditar programas de entrenamiento de coach
Proveer un servicio de referencia de coaches a nivel
global
Credencializar coaches profesionales
Desarrollar modelos de regulacion para la profesión de
coaching
Proveer una Comunidad Internacional de coaches
Establecer y sostener estandares profesionalnes
¿Cuál de los siguientes percibe que es el rol PRIMARIO de la International
Coach Federation?
Those respondents who are aware of
coaching and/or the ICF…
%
Have not been in a
coaching relationship
Have been in a coaching
relationship
Global base: 3,277 Global base: 7,899
23. Razones para entablar en una Relación
de Coaching
33 31 29
42
27
3
0
20
40
60
80
100
Expandir
oportunidades
de carrera
profesional+B8
Incrementar
autoestima
/autoconfianza
Mejorar
estrategias
gerenciales de
negocio
Optimizar
performance
individual
/equipo de
trabajo
Manejar
Balance
Vida/Trabajo
Otros
2014 Global base: 3,277 (Conocedores de coaching y que estuvieron en una relación de coaching)
*Multiples respuestas aceptadas
¿Para qué participó en una relación de coaching profesional de
negocios o coaching de vida?
%
25. 30
40
43
20
41
40
0 50 100
12
14
14
4
3
3
4
2
1
050100
%
Importancia de Certificación/Credencial
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…
…unaware of
coaching
Base: 7,634
Not important at all
Not very important
Neither important nor not very important
Base: 7,899
…aware of coaching
and/or the ICF and
have been in a
coaching relationship
Base: 3,277
Very important
Important
…aware of coaching
and/or the ICF but
have not been in a
coaching relationship
Unsure
30%
%
26. Satisfacción con la Experiencia de Coaching
48 37
0 50 100
1041
050100
Niveles de
Satisfacción
2014 Global base: 3,277 (Have been in a coaching relationship)
Not satisfied at all
Not very satisfied
Neither satisfied nor not very satisfied
Very satisfied
Somewhat satisfied
%%
Considerando el coaching recibido, cuan satisfecho estuvo/está Ud. con su
experiencia de coaching¨?
27. Disposición a Recomendar Coaching
0
5
10
15
20
25
30
0 1 2 3 4 5 6 7 8 9 10
Extremely likelyExtremely unlikely
Global base 2014: 3,018 (Have been in a coaching relationship)
Mean score : 7.14
Qué tan dispuesto está para recomendar coaching profesional de negocios /
vida a sus colegas, amigos y/o familia?
28. Cómo los Coachees Describen Coaching
1
10
17
21
21
29
0 20 40 60 80 100
Otro
Coaching involucra conversaciones focalizadas
Coaching utiliza un plan de trabajo estructurado
Coaching es orientado a la acción
Coaching orientado al proposito
Coaching es pensar hacia delante
Global base: 3,277 (Have been in a coaching relationship)
¿Cuales de los siguientes enunciados usaría usted para mejor describir
coaching a otra persona?
%
29. SI
19%
NO
38%
No Seguro
43%
¿Consideraría alguna vez el Coaching?
Para encuestados que Desconocen sobre la profesión de Coaching e ICF:
2014 Global base: 7,634 (Unaware of coaching)
¿Alguna vez consideraria participar como
coachee en una relación profesional de
coaching orientada a tema de negocios /
vida?
17
20
31
41
0 20 40 60
No creo que haya
evidencias de que el
coaching funciona.
No puedo pagarlo
Yo no necesito coaching
Estoy en un tiempo de mi
vida en el cual el
coaching no es
importante
¿Cuál de las siguientes afirmaciones describe por
qué usted no consideraría participar en una
relacion de coaching de negocios/ vida como
coacheado?
2014 Global base: 2,894 (Unaware of coaching)
%
Multiple response question
30. 14
25
27
43
0 20 40 60
Yo no creo que haya
evidencia que diga que el
Coaching funciona
Yo no necesito coaching
Yo no puedo pagar
Coaching
Estoy en una etapa de mi
vida donde el Coaching
no es importante
Consideraría alguna vez el Coaching?
41
47
19
No
Yes ...being
coached
Yes
...giving the
coaching
0 20 40 60
Para encuestados queue tenian conocimiento de la profesión de coaching y de ICF,
pero nunca habian participado.
¿Alguna vez consideraria participar
como coachee en una relación
profesional de coaching orientada a
tema de negocios / vida?
Global base: 7,899 (For respondents who are aware of coaching and/or
the ICF, but have not been in a coaching relationship)
¿Cuál de las siguientes afirmaciones
describe por qué usted no consideraría
participar en una relacion de coaching de
negocios/ vida como coacheado?
Global base: 3,196 (For respondents who are aware of coaching
and/or the ICF, but would not consider participating in a coaching
relationship)
%
%
Multiple response question
31. Resultados de la Investigación:
Comparación General Global
2014 vs. 2010
3
32. Participación en la Investigación
USACanada
UK
Spain
Australia
France
Italy
Sweden
Brasil
Switzerland
Mexico
Netherlands
Germany
India
South Africa
Argentina
Japan
Denmark
Turkey
Poland
Belgium
Singapore
Finland
China
Russia
Norway
Peru
Columbia
Países
agregados
en Estudio
2014
Países
omitidos en
Estudio
2014
Los paises centrales han sido comparados longitudinalmente en
los próximos slides.
33. 48
40 44
26 29 25
62 67
41
59 63
80
8
20
55
71 70
50
39
42
46
59 55 67
29 26
51
32
32
17
50
42
35
27 25
38
13 18
11 15 17
8 9 8 9 10 5 3
42 38
9 2 6 12
0
50
100
40
31 38
24 28 29
40 44 42
29
45
78
7 12
49
66
81
41
41
44
46
55
55 60
48
30
50
28
46
18
52 39
40
29
16
45
19 25
17 22 17 11 12
26
9
43
9 3
41
49
11 5 3
14
0
50
100
2014 base: 12,801 (All respondents)
2010 base: 12,750 (All respondents)
Conocimiento general de la profesión de Coaching
Country20142010
Conocimiento de Coaching
TOTAL
USA
Canada
UK
Australia
France
Spain
Italy
Sweden
Brazil
Switzerland
Germany
SouthAfrica
India
Argentina
Denmark
Japan
Mexico
%
%
Very Aware Somewhat aware Not Aware
35. Importancia de Certificación/Credencial
41
40
43
44
0 50 100
12
13
3
2
1
1
050100
%%
2014
2010
Son conscientes de
coaching e ICF y
HAN estado en
una relación de
Coaching
2014 Base: 2,256
2010 Base: 2,144
Not important at all
Not very important
Neither important nor not very important
Very important
Important
36. Importancia de Certificación/Credencial
36
37
46
44
0 50 100
12
14
3
3
2
2
050100
%%
2014
2010
Not important at all
Not very important
Neither important nor not very important
Very important
Important
2014 Base: 2,460
Son conscientes de
coaching e ICF pero
NO han estado en
una relación de
Coaching
2010 Base: 4,725
37. Importancia de Certificación/Credencial
49
44
35
43
0 50 100
14
13
4
3
3
4
050100
%%
2014
2010
Not important at all
Not very important
Neither important nor not very important
Very important
Important
Desconocen
Coaching o ICF
2014 Base: 4,959
2010 Base: 5,811
38. Satisfacción con la experiencia de Coaching
49
44
35
43
0 50 100
11
9
4
3
1
1
050100
Niveles de
Satisfacción
Nada satisfecho
No muy satisfecho
Nada satisfechos o muy poco satisfechos
Muy satisfecho
Algo satisfecho
%%
Cuando considera el Coaching recibido, cuán satisfecho estuvo/está Ud.
con su experiencia de Coaching?
2014 base: 2,256
(Estuvieron en una
relación de Coaching)2014
2010
2010 base: 2,144
(Estuvieron en una
relación de Coaching)
39. Extremadamente
dispuesto
Disposición a Recomendar Coaching
Extremadamente No
dispuesto
2014 Mean Score: 7.23
2010 Mean Score: 7.46
¿Qué tan dispuesto está para recomendar coaching profesional de
negocios / vida a sus colegas, amigos y/o familia?
0
5
10
15
20
25
30
35
40
0 1 2 3 4 5 6 7 8 9 10
201420102010 base: 2,144 2014 base: 2,079
(Have been in a coaching relationship)
40. ICF Recursos:
ICF Global Consumer Awareness Study:
http://www.coachfederation.org/consumerstudy2014
ICF International Prism Award:
http://www.coachfederation.org/prism
Coach Referral Service:
http://www.coachfederation.org/findacoach
ICF Advance-Science of Coaching:
http://www.coachfederation.org/advance
As you have seen, the ICF has completed several pieces of global industry research over the last five years. While we have already provided you with occasional references to our other studies, the vast majority of the statistics remaining in this presentation come courtesy of the 2012 Global Coaching Study.
This slide highlights a overall ‘snapshot’ of the Global demographics for the typical coach who responded to our survey.
Sticking with some comparisons between our 2007 and 2012 Coaching studies, here is how the coaching experience levels have changed over the last five years. You can see that professional coaches have gained valuable coaching experience as the profession has emerged since 2007. At this time, nearly half (49%) of the coaches who responded to the survey have at least five years of coaching experience.
More than three-quarters (78%) of coaches have received coach-specific training that was accredited/approved by a professional coaching organization. When examining membership affiliations, this accomplishment appears to be driven somewhat by ICF members (82%) compared to non-ICF members (70%). It is interesting to note that some coaches now also are choosing university based programs (7%) as a venue for providing their coach-specific training.
Every coach who responded to the survey was asked to glimpse towards the future and identify the biggest obstacle for coaching. More than two in five (43%) respondents viewed untrained individuals who called themselves coaches as the main obstacle for coaching.
On a global level, this leading obstacle was followed next by the feeling that there was still marketplace confusion about the benefits of coaching (30%).
Section 1 – Overview of study goals, participation outcomes, and research framework
Section 2 – Encompasses global findings for the 25 nations that participated in the most recent version of the study
Section 3 – Provides ‘like for like’ study comparisons within the 17 nations which participated in both versions of study (2010/2014)
Section 1 – Overview of study goals, participation outcomes, and research framework
Survey field period (October 28 – December 17, 2013)
Typically completed 3-4 nations per week
Ranging between 750-769 surveys collected per nation
Members rank league table represent 89% or total membership
Comparacion con 2010
As a comparison, the 20 nations selected for the 2010 study encompassed approximately 88% of the ICF membership critical mass (as of November 2009). We already know from 2012 Global Coaching Study that majority of coaches reside in N. American, W. Europe and Oceania. While those regions represent only 11% of global population, they produce 76% of professional coaches.
NO MENORES DE 25 años
A total of 25 nations participated in the 2014 study. Among them, there were a total of 17 core nations for which we can make ‘like for like’ comparisons between 2010 and 2014 studies. Despite fact that we expanded the study in 2014 (by increasing from 20 to 25 nations), three nations dropped out after 2010 due to rapid ICF member growth in other nations over the last 3+ years.
Section 2 – Encompasses global findings for the 25 nations that participated in the most recent version of the study
These figures represent true global benchmark indicators-resulting from the study. A total of 58% of global consumers indicated an awareness of professional coaching. Within that group, 17% of them confirmed that they already had been in a coaching relationship. Among those who had been in a coaching relationship, the strong majority (85%) indicated that they were satisfied (either very or somewhat) with their coaching experience.
CRECIO EL AWARENNES 58
17 participaron de todos los consumidores en una relacion de coaching.
Definir queue es una relacion de coaching… coaches y clientes y coaches tambien. Sin discriminars Stisfaccion.. Very y some one 85
Globally, 58% of respondents indicated an awareness of professional coaching. This included 41% who were ‘somewhat aware’ and 17% who were ‘very aware.’ Consumer respondents living in the Big Four nations (USA/Canada/UK/Australia=59% ICF members) were the most likely to report some level of awareness of coaching (averaged 70 percent). Furthermore, it appears that awareness levels varied strongly by age group—ranging from 67% of those aged 25-34 to 50% of those aged 55+.
DDE IZQUIERDA A DERECHA RANKING… AZUL VERY NARANCA SOMWATH … US CANADA UK AUSTRALIA BIG FOR REPRESNETAN MAS DEL 50 % DE LOS MIEMBROS.
EUROPA CONTINENTAL Y LUEGO EL RESTO DE LATIN AMERICA EAST ASIA.
EMERGING BRASIL MEXICO INDIA TIENE LOS MAYORES SALTOS EN GRADO DE CONOCIMIENTO.
This map highlights areas of the world where consumers appeared to be most keenly aware of coaching. When examining the top five nations (India/Brazil/South Africa/Turkey/Italy) that indicated they were ‘Very Aware’ of coaching—they represent a mixture of emerging global regions (e.g. Asia, Latin America, Eastern Europe). These areas seemed to be sparking some of the most intense buzz around the awareness of coaching during 2013.
Those who indicated a prior awareness of coaching were provided with a list of definitions for other helping professions and asked to indicate which of them best described their view of coaching.
Presenter note: May wish to point out that names of other services appearing after the statements (in brackets) are shown for illustrative purposes only and were NOT provided to the respondents as a survey prompt.
ARRIBA DEFINICION DE LA ICF. ABAJO.. DEFINICIONES DE OTROS SERVICIOS.. NO USARON EL NOMBRE DEL SERVICIO SOLO LA DEFINICION
LO BUENO ES QUEUE EL MAHOR ES EL QUEUE MEJOR DESCRIBE LA VIEW…
CONOCEMOS EL NEGOCIO Y SABEMOS QUEUE LOS COACHES TAMBIE USAN MENTORING CONSULTING … Y QU EESTEN CERCANO A LA DEFINCION DE COACIHING ACLARANDO QUEUE MENTOR ES ARTE DE LA ACTIVIDAD.
Healing pain, dysfunction or conflict in service of improved emotional or feeling states (Counselling)
Working toward achievement of specific learning objectives based on a set curriculum (Training)
Assessing an organisation`s practices and recommending solutions for improvement based on expertise in a specific area (Consulting)
Offering guidance from one`s own experience or in a specific area of career development (Mentoring)
Partnering in a thought-provoking and creative process to maximize personal and professional potential (Coaching)
Among those who have NOT participated in a coaching relationship, awareness of ICF as an organization remains relatively low—globally, just one in four (25%) of these individuals indicating that they were aware of the ICF.
LOS QUEUE NO SABIAN CONTARON CON UNA DEFINICION..
LOS QUEUE NO SABIAN TENIAN UN VALOR BAJO
LOS QUEUE SI ESTUVIERON…
COMO CONSUMIRES COMIENZAN A USAR EL COACHING EL ICF SE VUELVE AL TOP OF MIND.
However, once the consumer had participated in a coaching relationship, their overall awareness of the ICF as an organization more than doubled (from 25 to 56%) and appeared to spike consistently across all nations.
All of these seven items would be considered activities conducted by the ICF. As we are considered by many to be the global standards-setting body for the coaching profession, it is heartening to see that the most sizeable cluster of consumers (19%) also identified ‘establishing & upholding standards’ as the primary role for the ICF. Interesting to note that, irrespective of whether a consumer had been in a coaching relationship, it did not appear to impact their perceptions about ICF and its role.
7 ACTIVIDADES LA PRIMERA ES LA VERDADERA FUNCION DE LA ICF. POR ESTO NOS CONCEN.
PERO NO HAY MUCHA DIFERENCIA ENTRE QUIENS ESTUVIERON EN UNA RELACION Y QUIENES NO…
Entre todos los encuestados que habían participado en una relación coach, la razón número 1 citó para la búsqueda de entrenador fue para optimizar el rendimiento individual / equipo de trabajo (42 por ciento), seguido por la expansión de las oportunidades de carrera (33 por ciento), lo que aumenta self-esteem/self- confianza (31 por ciento), la mejora de las estrategias de gestión empresarial (29 por ciento) y la gestión de equilibrio trabajo / vida (27 por ciento).
Los hombres eran más propensos que las mujeres a recibir entrenamiento para ampliar las oportunidades profesionales, mientras que las mujeres eran más propensas que los hombres a buscar el coaching en el servicio de la mejora del equilibrio trabajo / vida.
Of those who have been in a coaching relationship, the reasons cited most frequently were ‘optimize individual/team work performance’ (42%) followed by ‘expand professional career opportunities’ (33%). The differences between males and females in the proportions citing each of the reasons listed are not notable. But there is a clear pattern whereby male respondents tended to cite business-related reasons (individual-team work performance/career opportunities/business management strategies); whereas, female respondents were more likely to highlight personal development factors (self esteem-self confidence/work-life balance).
ESTAS 5 AREAS QUEUE SE TESTEARON… LA MAS 42 OPTIMIZAR INDICIFUAL TEAM Y WORK PERFORMANCE… LA SEGUNDA EXPANDIR CARRER OPORTUNINTIES.. …
POR GENERO.. POR CADA PAIS SE CORTA POR SEXO. Y 5 TIPOS DE EDADES.. PATTERN.. HOMBRES BUSCAN RAZONES DE NEGOCIOS.. 3 ULTIMOS..LAS MUJEREES FACTORES DE DESARROLLO PERSONALL LAS DOS PRIMERAS.
Overall, just more than half (51%) of those who participated in a coaching relationship affirmed that their coach DID hold a certification/credential. A further 20% reported that their coach DID NOT hold a certification; while, the remaining 29% were unsure.
Consumers appeared to be somewhat less motivated to confirm the membership affiliations of their coach; in that, nearly two in five (39%) of those in a coaching relationship indicated that they remained unsure about their coach’s membership affiliations.
LOS QUEUE ESTABAN EN UNA RELACION .. 1 SI SABIAN DE UNA CERTIFICACION Y STATUS DEL COACH… SE UTULIZO CERTIFICACION /CREDENCIAL. OJO
MAS DEL 50 PUDIERON CERTIFICAR 20 NO LA TENIAN 29 NO SABIAN.
EL FACTOR DE QUIENS PARTICIPARON ENCOACH CREDENCIAL AUMENTA GLOBALMENTE EN 6 %
REDUCE LA INCERTIDUMBRE MAS CONSUMIDORES ESTAN PUDIENDO DISTINGUIR O SOLICITARLO.
Regardless of their past participation in a coaching relationship, it is clear that the strong majority of consumers understood the importance of a coach holding a professional certification/credential. In fact, even among those consumers who indicated no prior awareness of professional coaching, the importance of holding a coaching certification/credential was significant.
CUAN IMPORTANTE ERA PARA EL COACH O EL COACHE… SI ESTUVIERON O SINO..
2 EN 5 LO CONSIDRARON CRITCO..AUN QUINES NO ESTABA LA MITAD DE ELLOS INDICARON QUE ERAM IMPORTANTE.
LLEVARA A SIMPLIFIZAR EL COACH REFERRL.
In general, those who have experienced a coaching relationship reported extremely high levels of satisfaction; with 85% indicating that they were either very (37%) or somewhat (48%) satisfied.
However, satisfaction levels appeared to vary sharply according to whether or not the respondent could recall if their coach held a certification/credential. Among those whose coach DID hold a certification/credential, the satisfaction figures rose steadily to 93% of consumers who were either very (49%) or somewhat (44%) satisfied. By contrast, consumers who confirmed that their coach did NOT hold a certification were decidedly less satisfied (81%); with the most precipitous drop (-20%) coming among those who reported that they were very satisfied (from 49 to 29%).
VERI 37 SATISFACION CONSUMO GENERAL. CUANDO SE LE DIJO QUEUE TIENE CREDENCIAL SUBE DE 85 A 97
LOS QUEUE FUERON COACHEADOS POR NO CREDENCIALES CAE AL 29
How likely would you be to recommend professional business and/or life coaching to your colleagues, friends and/or family?
When those who have been in a coaching relationship were asked to describe the likelihood of their recommending coaching to others, the global mean score reported was 7.17 (out of 10.0). However, if the consumer was able to confirm that their coach held a certification/credential, this advocacy figure rose significantly to 7.57. By contrast, if the consumer reported that their coach did NOT hold a certification, the advocacy figure dropped to 6.85.
Further, it appears that those who were coached by someone certified/credentialed likely will among the most vocal promoters—or champions—for coaching. Those who have used a certified/credentialed coach were far more likely to report either a 9 or 10 on the scale (34%), when compared to those whose coach held no certification/credential at all (19%).
06 DETRACTORES 78 MAS
7,57 SI ASILAN LOS PROMOTORES
Which of the following statements would you use to best describe coaching to someone?
Among the five choices that were offered, all age groups seemed to agree that coaching could be best described as ‘forward thinking.’ Beyond that particular description, the age groups appeared to diverge in their views on coaching. Compared to younger consumers, those aged 55+ were more likely to describe coaching as something using ‘structured work plan’ and involved ‘focused concentration.’ By contrast, the younger age groups were more likely to describe coaching as ‘purpose driven’ or ‘action oriented.’
To summarize, older age groups assigned more emphasis to the process-oriented views of coaching. Younger consumers appeared to consider coaching as a more outcome-oriented approach.
7 TEMAS SON ENUNCIADOS QUE LOS LCIENTES DESCRIBEN COACHING… LSO DEL MEDIO ELEGIDOS POR MAS JOVENES. LOS DOS ULTIMOS.. MAS DE EDAD MAYOR.
OUTCOME ORIENTES PROCESS Y PAR ALOS ADULTOS A PROCESS
Those consumers who had previously recognized that they were unaware of coaching were later prompted with the ICF definition of coaching. At that point, they were prompted to determine if they would consider participating in a coaching relationship. Fewer than one in five (19%) indicated that they would consider coaching. Among the individuals who would not consider coaching (38%), the most common reason cited for their reluctance was that they were ‘at a time in life where coaching is not important’ (41%).
Would you ever consider participating in a professional business and/or life coaching relationship as the person being coached?
Which of the following statements describe why you would not consider participating in a professional business and/or life coaching relationship as the person being coached?
By contrast, the consumers who had already begun to build awareness about coaching appeared far more likely to consider participating in a coaching relationship--either as the client (47%) or as the coach themselves (19%).
Upon further investigation, it appears that age does play a factor in one’s consideration about coaching. Among those younger than 55 who were aware of coaching, more than half (54%) said that they would consider participating in a coaching relationship. By contrast, that figure dropped to one in three (34%) of those consumers aged 55+.
SI DICEN SI CONTANOS MAS..
SI DICEN NO ..POR QUEUE?...
DE 43 A 54 EN JOVENES.
Section 3 – Provides ‘like for like’ study comparisons within the 17 nations which participated in both versions of study (2010/2014)
Presenter note: For the remaining slides, the 2010 and 2014 study figures highlight only the findings from the 17 core nations that comprised the ‘like for like’ comparisons between the two studies. For this reason, you may notice that the 2014 ‘global’ respondent base figures/statistics will vary slightly when compared to the 2014 ‘global ‘stats that appeared in the earlier portions of this presentation.
Graphic illustration identifying the 17 core nations (inside the ellipse section where the circles overlap) for which we are able to draw several ‘like for like’ comparisons between 2010 and 2014 studies.
It is interesting to note that, spanning the data collection periods from 2010-2013, global consumer awareness of coaching grew by 8% (6% very aware + 2% somewhat aware). This could be considered an extremely positive message in the context of the difficult economic climate facing global economies in recent years.
In terms of regional categories, the results are perhaps even more surprising in Europe; where economic growth hovered below 2% per annum from 2010-2013. Findings show that general awareness of coaching actually increased by 9% (4% very aware + 5% somewhat aware) across the continental European countries for which comparisons can be made. Awareness also rose in the Big Four countries by 5%; driven entirely by a five percentage point increase in those saying that they were very aware of coaching.
Earlier we learned that, once an individual had participated in a coaching relationship, their overall awareness of the ICF appeared to spike consistently across nations. Here is a brief snapshot on how the general awareness of ICF has changed from 2010 to 2013 within in the 17 core nations.
Many things could impact awareness of the ICF. Among those include: increased growth in accredited coach training programs/universities, increased growth in chapter networks, global PR campaigns educating individuals/organizations about the benefits of coaching, opening regional service centres for coaches around the world, hosting more coaching conferences/events, etc…
While there are some very slight variations in the importance attributed to coaching certifications/credentials, from 2010 to 2013, overall consumer perceptions in the 17 core nations remain broadly unchanged. Here is how the importance of certifications/credentials were reported by those consumers who were AWARE of coaching and HAVE been in a coaching relationship. Al ser encuestados acerca de las credenciales y certificaciones de los entrenadores profesionales ", el 83 por ciento de los encuestados que habían participado en una relación de coaching dijo que pensaba que era" algo "o" muy "importante para los entrenadores de celebrar una acreditaciones. Sin embargo, la conciencia de la condición de acreditaciones del entrenador varió según demográficos: Los consumidores de entre 25 y 34 años de edad eran más propensos que sus contrapartes de mayor edad para afirmar con certeza que su coach realizó algún tipo de acreditaciones o certificaciones. Mientras tanto, independientemente de la edad, más de la mitad de los consumidores de coaching mujeres dijeron que reconocieron las credenciales en poder de sus entrenadore
While there are some very slight variations in the importance attributed to coaching certifications/credentials, from 2010 to 2013, overall consumer perceptions in the 17 core nations remain broadly unchanged. Here is how the importance of certifications/credentials were reported by those consumers who were AWARE of coaching and HAVE NOT been in a coaching relationship.
While there are some very slight variations in the importance attributed to coaching certifications/credentials, from 2010 to 2013, overall consumer perceptions in the 17 core nations remain broadly unchanged. Here is how the importance of certifications/credentials were reported by those consumers who were UNAWARE of coaching and/or the ICF.
While overall consumer satisfaction levels with coaching appeared to rise only slightly from 2010 to 2013, the strength of consumer satisfaction appears to increasing positively within the spectrum. Within the 17 core nations, the proportion of those indicating that they were very satisfied with the coaching experience increased significantly by 8% (moving from 35 to 43%).
Earlier, we observed the correlation that consumers using certified/credentialed coaches had on their satisfaction with the coaching experience. As the ICF alone awarded 7,500+ coaching credentials around the world during the time that spanned between the two studies, it is likely to assume that these coaches contributed positively to the increased levels of consumer satisfaction with their coaching experience.
Within the 17 nations for which we can offer ‘like for like’ comparisons, the mean consumer advocacy score declined slightly from the level reported in 2010. However, amongst the most avid coaching champions (those who reported a score or 10), the advocacy levels are virtually unchanged from 2010 to 2013.
