2012 icf global coaching study - results...
TRANSCRIPT
2012 ICF Global Coaching Study
www.pwc.com
The Business of Coaching: Fee and Revenue DriversICF Global Conference 2012
4 October2012
How the ICF plays an important role in the area of coaching research….
• ICF members and global chapter network creates the unique capacity to complete these studies
• Collaborative alliances with other coaching organizations ensure
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• Collaborative alliances with other coaching organizations ensure that results are representative of the global profession
• Serves as a resource for providing valuable data to a variety of stakeholders
ICF and PwC in collaboration
2007 Global Coaching Study
5,415 coaches responded
73 countries
1,500 non-ICF members
2010 Global Consumer 2009 Global Coaching
Client Study
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ICF/PwC Research projects
2010 Global Consumer Awareness Study
15,000 consumers(aged 25+) responded
20 countries
2012 Global Coaching Study
12,133 coaches responded
117 countries4,397 non-ICF members
Client Study
In-depth interviews (coaches)
focus groups and survey (clients)
2,165 clients responded
64 countries
The challenge
Delivered in 9 languages
“One of the most ambitious pieces of global industry research ever conducted on the
field of professional coaching.”
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Delivered in 9 languages
Mobile device compatibility
6 month survey field time
The outcome – a global success
12,133 valid responses
7,736 ICF members
4,397 non-ICF members
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Not one “zero return” day!
117 countries
Outline of daily returns
300
400
500 GlobalLaunch
European Conference
(Madrid)
June global
reminder
July global reminder
August global reminder
Global Conference (Las Vegas) &
September global reminder
October FINAL global
reminder
Latin American
Conference
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0
100
200
Pilot
2012 ICF Global Coaching Study - Key headlines
Conference (Santiago)
Japan/Korea Conference
North America Eastern EuropeWestern Europe
A total of 117 countries participated…
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100+ returns (31 countries)
50-99 returns (7 countries)
Fewer than 50 returns (79 countries)
Oceania
Latin America and the Caribbean
Middle East and Africa
Asia
Profile of the Profession - 3 Key Statistics
Total no. of coaches:
Global 47,500
Total revenue generated by coaching (USD):
Among active coaches (87%)
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Global $ 1,979 m
Average annual revenue generated by coaching (USD):
Global $47,900
Average fee for 1-hour coaching session (USD):
Global $229
Profile of the Profession - 3 Key Trends
Average number of current clients:
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Global 10
Average hours per week working as a coach:
Global 13
Level of formal education – an advertiser’s dream
Primary level (completed
prior to university)
9%
Third level (completed Master’s or
Ph.D.)60%
More than half of coaches have a third level qualification
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Secondary level
(completed Bachelor's degree)
32%
60%
Base: 12,111
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2012 ICF Global Coaching Study - Key headlines
53% in 2007 Study
A cohort marching through
3130
30
40
%
Coaches are becoming more experienced with almost one in five coaches now having at least 10 years experience.
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13
19
24
14
11
1921
19
0
10
20
Less than 1 year 1 to 2 years 3 to 4 years 5 to 10 years More than 10 years
2007 2012
%
Base:2007 – 5,4152012 – 12,090
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2012 ICF Global Coaching Study - Key headlines
Fees quoted per one hour session vary by coach’s experience…
256
321
5 to 10 years
More than 10 years
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$
2012 ICF Global Coaching Study - Key headlines
128
152
194
0 50 100 150 200 250 300 350
Less than 1 year
1 to 2 years
3 to 4 years
Global
(USD)
The “typical” coach is…
63
68
Over 45 years old
Female
Global
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Base: 12,090 – 12,111
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%
2012 ICF Global Coaching Study - Key headlines
70
60
40 60 80
3+ years coaching experience
Third-level educated
“I view coaching as…..”
Coaches predominantly view coaching as a profession
7571
66 6871
6660
80
100
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Base: 12,133
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205
24
5
32
2
28
4
23
6
4540
15
25
90
20
40
a profession a skill-set an industry
North America Latin America and the CaribbeanWestern Europe Eastern EuropeMiddle East and Africa AsiaOceania
Coach-specific training is nearly universal
78
I have received coach-specific training through a program that was not
I have received coach-specific training through a program that was accredited/ approved by a professional coaching
organization
More than three quarters of coaches have received accredited / approved coach-specific training.
I have received coach-specific training through
ICF member 82%Non-ICF 70%
PwC
2
7
13
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
through a program that was not accredited/approved by a professional
coaching organization
Base: 12,113%
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2012 ICF Global Coaching Study - Key headlines
ICF member - 16%
Non ICF – 25%
(combined responses)
a program that was not accredited/approved by a professional coaching organization
The importance of being credentialed… it is vital
In 2007, 52% of coaches agreed that “the people we coach increasingly expect us
Neither / Nor
Three-quarters of coaches (76%) agree that the people and organizations who receive coaching expect their coaches to be certified / credentialed
Slight differences between ICF and non-ICF members (77% and 73% agreement)
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Base: 12,104
-8-2 41 35
-20 0 20 40 60 80 100
Global
coach increasingly expect us to be credentialed”
“The people and organizations who receive coaching expect their coaches to be certified/ credentialed”
Strongly disagree Somewhat disagree Somewhat agree Strongly agree
In 2010, 84% of adult consumers who had experienced a coaching relationship felt that it was important for coaches to hold a credential.
%
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14
Credentialed coaches report higher revenue …
51
32
46
44
53
38
54
51
Western Europe
Latin America and the Caribbean
North America
Global
Any credential
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US$ 000’s
2012 ICF Global Coaching Study - Key headlines
60
26
44
18
51
75
37
37
31
0 20 40 60 80
Oceania
Asia
Middle East & Africa
Eastern Europe
Western Europe Any credential
None/ not stated
Main findings
Key Issues Facing the Profession -Past/Future Trends
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Looking back: a volume driven recovery
37
59
Average fee 1-hour session
Number of clients
Global
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55
48
0 20 40 60 80
Annual revenue / income
Number of coaching sessions
Global
Base range: 9,820 – 9,927
% respondents reporting an increase
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2012 ICF Global Coaching Study - Key headlines
Looking ahead: Will key indicator trends remain the same?
42
76
Average fee 1-hour session
Number of clients
Global
PwC
76
62
0 20 40 60 80
Annual revenue / income
Number of coaching sessions
Global
% respondents reporting an expected increase
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2012 ICF Global Coaching Study - Key headlines
Base range: 9,786 – 9,883
36
41
47
Achieving coaching certifications / credentials
Offering services in addition to coaching
Increasing collaborations with other coaches
Did the global economic downturn bring coaches together?
PwC
14
32
35
36
I have not made any changes to my coaching business model
Joining professional coaching organization
Rebranding my coaching business
credentials
0 20 40 60
Global
Global Base: 9,810%
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2012 ICF Global Coaching Study - Key headlines
Coaches who are members of professional associations report higher revenue…..
Annual revenueUSD($)
Reported 1 hour fee USD($)
Clients Hours
Any membership 49,700 240 10 13
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Any membership 49,700 240 10 13
None/ not stated 40,000 200 10 13
Do you believe that coaching should become regulated?
Who do you believe would be best placed to regulate the coaching industry?
The regulation of coaching….
Yes 53%
Government entities 10%
Individual coach practitioners 6%
Unsure 24%
More than half of the coaches surveyed feel that coaching should become regulated. Among these coaches, and those who remain unsure, the majority feel that professional coaching associations are best placed to handle this responsibility
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Base: 11,401
No 23%
Base: 8,732 (those who answered yes or unsure to previous question)
Professional coaching associations 84%
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2012 ICF Global Coaching Study - Key headlines
ICF: 55%
Non ICF: 51%
ICF:87%
Non ICF: 80%
43Untrained individuals who call
themselves coaches
The biggest obstacle in the future…
More than 40% of coaches believe the biggest obstacle for coaching over the next 12 months will be untrained individuals who call themselves coaches
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9
30
0 10 20 30 40 50
Coaching market saturation
Marketplace confusion about the benefits of coaching
Global
Global Base: 11,280%
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The biggest opportunity in the future….
28
36
Credible data on the Return on Investment
Increased awareness of the benefits of coaching
Just over one third of coaches believe that increased awareness of the benefits of coaching is the biggest opportunity for the next 12 months
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Global Base: 11,300
8
11
14
28
0 10 20 30 40
Positive portrayal of coaching in the media
Increased demand for coaching
Improved general perception of coaching
Credible data on the Return on InvestmentGlobal
In 2007, more than three quarters of coaches agreed that “the profession will become more grounded in Return on Investment (ROI)…”
% 2012Slide 272012 ICF Global Coaching Study - Key headlines
Key drivers for coaching fees and revenue
• Experience/ years as a coach
• Credential
• Membership
• Position of the client
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• Position of the client
• Duration of the engagement
• Number of methods used to evaluate coaching
2012 Global Coaching Study - Final Report is published and available for purchase. Seven chapters-more than 140+ pages of analysis!
What’s next?
Planned for 2013: New ICF study focusing solely on the value and impact of coaching in
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solely on the value and impact of coaching in organizations.
Help ICF prioritize the areas that should be explored in the next study! World Cafe session being held on Saturday at 11:00am (Cognac Room)
Thank-you!
www.coachfederation.org/coachingstudy2012/
This publication has been prepared for general guidance on matters of interest only, and does not constitute professional advice. You should not act upon the information contained in this publication without obtaining specific professional advice. No representation or warranty (express or implied) is given as to the accuracy or completeness of the information contained in this publication, and, to the extent permitted by law, PricewaterhouseCoopers LLP, its members, employees and agents do not accept or assume any liability, responsibility or duty of care for any consequences of you or anyone else acting, or refraining to act, in reliance on the information contained in this publication or for any decision based on it.
© 2012 PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to PricewaterhouseCoopers LLP (a limited liability partnership in the United Kingdom) which is a member firm of PricewaterhouseCoopers International Limited, each member firm of which is a separate legal entity.
Appendix: Responses by Region (Europe)
Western Europe
United Kingdom 745 Portugal 126
France 523 Denmark 121
Spain 361 Norway 110
Sweden 234 Finland 109
Eastern Europe
Turkey 176 Latvia 11
Poland 137 Cyprus 6
Hungary 126 Serbia 6
Russian Federation
53 Kazakhstan 5
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Sweden 234 Finland 109
Italy 217 Luxembourg 30
Germany 182 Austria 29
Switzerland 162 Iceland 7
Netherlands 158 Andorra 2
Belgium 157 Monaco 2
Ireland 142 Malta 1
Federation53 Kazakhstan 5
Czech Republic 50 Slovenia 4
Romania 39 Estonia 2
Greece 32 Ukraine 2
Slovak Republic 22Bosnia and Herzegovina
1
Lithuania 21 Croatia 1
Bulgaria 12 TOTAL EUROPE: 4,124
Appendix: Responses by Region (Americas, Middle East and Africa)
North America
United States 4,041 Bermuda 1
Canada 961 Total 4,976
Latin America and the Caribbean
Middle East and Africa
South Africa 184 Morocco 15
Israel 119 Others 68
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Caribbean
Brazil 261 Chile 54
Mexico 172 Uruguay 45
Argentina 117 Ecuador 28
Colombia 104 Venezuela 22
Peru 59 Others 36
Puerto Rico 56 Total 954
Israel 119 Others 68
UAE 35 Total 421