August 31, 2010 – PR Newswire – New York, NY, US
More than half of the general population is aware of professional coaching, according to a new groundbreaking survey by the International Coach Federation (ICF), which gauges global awareness of coaching for the first time since the profession’s inception nearly two decades ago.
Overall, 51 percent of 15,000 participants in the ICF Global Consumer Coaching Awareness Survey reported they were “somewhat to very aware” of professional coaching. General awareness varied by country from a high of 92 percent in South Africa to a low of 20 percent in Germany.
Continuing its role in providing the coaching profession and public with reliable industry research on coaching, ICF set out to conduct the Global Consumer Coaching Awareness Survey to show the worldwide reach of coaching in terms of how many people have been coached, how many people are interested in being coached, and how many people want to become coaches.
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For some reason the ICF continues to spend money on surveys that lack scientific reliability and validity. The results from this “global” survey are no different than their previous misguided efforts, and they seem to have ignored survey research facts associated with online surveys. Can anyone really believe that 92 percent of the people in South Africa are “somewhat to very aware” of coaching? Sports coaching maybe, but personal, life, or business coaching—no way that figure could be reliable.
What’s even more unfortunate are the use of words like “groundbreaking,” “reliable industry research,” and from the press release itself “using online panels which were validated to be nationally representative for those aged 25 and up.” These phrases are buzz words have no substance in reality and do not match what would normally be acceptable for sampling based on the type of online surveys conducted by the ICF.
Given the amount of money the ICF has in its account, it’s a shame they don’t do a better job of scientific based sampling to conduct these surveys.