Fairfield Market Research
Health Coaching Market

Health Coaching Market

Global Industry Analysis (2019 - 2022), Growth Trends, and Market Forecast (2023 - 2030)

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This study intends to unfurl the multiple facets of global health coaching market. The insights offered in the report aid in market growth examination during the forecast period.

Health Coaching Market Receives Tailwinds from a Growing Number of Health and Wellness Initiatives

The health coaching market is expected to be significantly impacted by growing behavioral and mental health awareness. Employing highly qualified health coaches is a strategy used by businesses in the health coaching industry to provide exceptional consulting services to corporate clients, which will help the market progress. Major corporations have hired professionals to provide counseling services to their employees, including Microsoft, Procter & Gamble, and Deloitte Touche Tohmatsu Limited. A recent survey estimates that 109,000 health coaches and mentors have been advising and motivating individuals to change bad lifestyle habits in order to improve their overall well-being. Therefore, these developments are expected throughout the projection years to create significant potential for health coaches, and the health coaching market.

Another main factor fueling the expansion of the global health and wellness sector is the growing emphasis on promoting health and wellness initiatives and programs. One of the key factors anticipated to propel the health coaching market expansion during the forecast period globally is the emphasis on leading a healthy lifestyle. The primary cause is the rise in disposable income brought on by positive global economic conditions. Many health and wellness product manufacturers use social media platforms like Twitter, and Facebook to sell their goods.

Health Coaching Market: COVID-19 Impact

The global COVID-19 outbreak has caused a persistent decline in the healthcare industry. Communities aside, COVID-19 was a catastrophe for the major world economies, particularly the healthcare industry. Important parties continue to modify their plans in response to the quickly shifting circumstances. The healthcare sector is expected to see severe long-term effects from COVID-19. Prioritized healthcare reforms would need to be implemented by nations and significant stakeholders until the situation is resolved. The near future will see significant technological advancements, cost control, and expanded access to healthcare reforms. In the ongoing outbreak, telemedicine and digital health have assumed a prominent role. The value of remote diagnosis, care, and consultation was reemphasized in COVID-19. The health coaching market is expected to rise over the next two years, as many healthcare providers are now working on video conferencing and phone calls. Patients with mild symptoms were also required to consult online as part of the social distancing strategies. Additionally, it significantly lessened the strain on hospitals already overwhelmed with COVID-19 patient counts.

Growing Public Awareness Regarding Health and Wellness to Drive Health Coaching Market Growth

Growing public awareness of behavioral and mental health is anticipated to impact the health coaching market significantly. A person's feelings and personality as they relate to their emotional well-being are analyzed in terms of behavioral wellness. The modern population's rapid pace of life has profoundly impacted peoples' general well-being. An American Psychological Association study from March 2019 found a sharp increase in the prevalence of mood disorders and suicide attempts among young individuals in the country. According to this research, 63% of Americans between the ages of 18 and 25 who are young adults have suffered serious psychological distress, and 71% have also struggled with depression. These findings also point to a high prevalence of mental health issues that can be successfully treated through wellness consultations with fitness coaches.

Growing Availability of Proper Guidance Regarding Chronic Diseases to Drive Health Coaching Market Growth

Some companies, institutions of higher learning, and other organizations employ internal or external fitness trainers to educate their staff or students on health-related topics. Numerous chronic diseases are rising due to the global increase in obese cases. Another element projected to fuel the target industry's expansion in the near future is the requirement for suitable health counseling to overcome the same. Additionally, rapid changes in lifestyle during the COVID-19 outbreak lockdowns in 2020 have caused mental illnesses among the world's population. This has increased the need for health coaching significantly, which has helped the global health coaching market development. Exert health coaches are being hired by businesses in the health coaching industry to provide outstanding consulting services to corporate clients, which will help the market grow.

Product Recalls on Regular Basis Pose Serious Threat to Expansion of Global Health Coaching Market

A significant constraint projected to impede the growth of the global health coaching market during the forecast period is the prevalence of product recalls for health and wellness goods. Product recalls damage any industry's reputation and places more operational and financial burdens on the businesses that operate there. Health and wellness foods and other goods like health and wellness devices have occasionally been recalled in recent years. For instance, Jimbo's Bloody Mary Mix product, sold under the brand name DBA New England Cupboard, was recalled by the US FDA in August 2021. The product was recalled because it included undeclared soy, wheat, and sulfites that could result in allergic responses or other severe, perhaps fatal reactions. The circumstances are anticipated to impede the growth of the global market during the anticipated period.

Less than 6 Months Category Dominated Health Coaching Market Attributable to Presence of Number of Institutes Offering Course

The less than 6 months category held the largest health coaching market share, and it is anticipated that it will continue to rule the market during the forecast period. Depending on the degree of certification, national and international regulatory agencies set the length of certification processes. For instance, the International Coach Federation (ICF) has concluded that entry-level certification requires 60 hours of training, 100 hours of teaching, and a test. A professional coach certification, however, calls for 125 hours of instruction and 500 hours of coaching. During the projected period, it is predicted that the less than six months segment would account for a sizeable market share. The short-term length programs in the worldwide market are anticipated to be driven by several institutions, including the Wellness Council of America (WELCOA), and the Health Coach Institute, over the projected timeframe.

Companion Animals Category Dominates Health Coaching Market Because of Rising Spending on Veterinary Care

The companion animals category held the largest health coaching market share, and it is anticipated that it will continue to rule the market during the forecast period. Companies are now employing health coaches to create employee wellness programs and offer rewards for healthy lifestyle choices, including health tests, quitting smoking, and regular exercise. These corporate coaches offer valuable services, including assistance with weight loss, changes to cafeteria food, and other wellness programs to preserve and enhance the health of their employees.

With Mindful Snacking Trend, North America Cintinues to Dominate Health Coaching Market

Over the forecast period, it is anticipated that the North American health coaching market will account for the largest revenue share. Huge healthcare sector investments, growing demand for greater health and wellness due to changing lifestyles, and an increase in chronic diseases among North American population are the main factors driving the expansion of health coaching market in North American nations. Due to sedentary lifestyles and other stress-related disorders, the prevalence of chronic diseases such as diabetes, blood pressure, asthma, arthritis, cancer, and dementia has greatly grown in the area. North America's health and wellness industry has benefited from trends like mindful snacking. Furthermore, the target industry is anticipated to have significant growth in the near future due to the presence of big players in the region and strategies that the key companies in the North American countries are adopting.

Asia Pacific’s health coaching market is anticipated to experience stable revenue growth throughout the forecast period due to rising physical and mental health awareness in developing economies. In growing economies, there is a greater awareness of the importance of physical and mental health, contributing to growth. Additionally, most of the major competitors in the sector are making significant investments to get a competitive edge in Asia Pacific’s market for health coaches. The rise in obesity rates and the expansion of chronic diseases in this area contribute to this surge. Massive investments in the health coach study, together with strategic alliances like mergers and firm acquisitions, are business strategies started by the leading players in the global market.

Global Health Coaching Market: Competitive Landscape

In 2021, to train the following generation of health coaches, inHealth established the Lifestyle Therapeutics Coaching Academy. On the other hand, in 2020, the Workplace Options-sponsored Live Well Wellness Global Coach Training program just introduced its first public online continuing education courses.

A few of the players in the health coaching market AFPA, BrainMD Health, Dr. Sears Wellness Institute, FMCA, Health Coach Institute, ExpertRating, Institute of Integrative Nutrition, Institute of Health science, Regents of the University California, The American Council on Exercise, The Raw Food Institute, UK Health Coaches Association, and Weljii.

Regional Classification of the Global Health Coaching Market is Listed Below:

North America

  • U.S.
  • Canada

Europe

  • Germany
  • France
  • Spain
  • U.K.
  • Italy
  • Russia
  • Rest of Europe

Asia Pacific

  • China
  • Japan
  • India
  • Southeast Asia
  • Rest of Asia Pacific

 Latin America

  • Brazil
  • Mexico
  • Rest of Latin America

Middle East and Africa

  • GCC
  • South Africa
  • Rest of Middle East & Africa

*Regions and countries are subject to change based on data availability.

Key Elements Included In The Study: Global Health Coaching Market

  • Health Coaching Market by Product/Technology/Grade, Application/End-user, and Region
  • Executive Summary (Opportunity Analysis and Key Trends)
  • Historical Market Size and Estimates, Value, 2019 - 2022
  • Market Value at Regional and Country Level, 2023 - 2030
  • Market Dynamics and Economic Overview
  • Market Size in Value, Growth Rates, and Forecast Figures, 2023 - 2030
  • Competitive Intelligence with Financials, Key Developments, and Portfolio of Leading Companies 
  • Regional and Product/Grade/Application/End-user Price Trends Analysis
  • Value Chain and Five Force’s Analysis
  • Regional/Sub-region/Country Market Size and Trend Analysis
  • Company Market Share Analysis and Key Player Profiles

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1. Executive Summary
     1.1. Global Health Coaching Market Outlook, 2018 - 2030 (US$ Million)
     1.2. Global Health Coaching Market Incremental Opportunity, 2018 - 2030 (US$ Million)
     1.3. Key Industry Trends

2. Market Overview
     2.1. Market Definitions and Segmentations
     2.2. Market Dynamics
            2.2.1. Drivers
                   2.2.1.1. Driver 1
                   2.2.1.2. Driver 2
            2.2.2. Restraints
                   2.2.2.1. Restraint 1
                   2.2.2.2. Restraint 2
            2.2.3. Opportunities
                   2.2.3.1. Opportunity 1
                   2.2.3.2. Opportunity 2
     2.3. Regulatory Framework
     2.4. Technological Advancements
     2.5. COVID-19 Impact Analysis

3. Global Health Coaching Market Outlook, 2018 - 2030
     3.1. Global Health Coaching Market Outlook, by Type, 2018 - 2030
            3.1.1. Key Highlights
            3.1.2. Global Health Coaching Market Outlook, by Type, Value (US$ Million), 2018 - 2030
                   3.1.2.1. Holistic Coaching
                   3.1.2.2. Primal Coaching
                   3.1.2.3. Wellness Coaching
            3.1.3. Global Health Coaching Market Share and BPS Analysis, by Type, 2023 and 2030
            3.1.4. Global Health Coaching Market Attractiveness Analysis, by Type, 2023 - 2030
     3.2. Global Health Coaching Market Outlook, By Mode of Learning, 2018 - 2030
            3.2.1. Key Highlights
            3.2.2. Global Health Coaching Market Outlook, By Mode of Learning, Value (US$ Million), 2018 - 2030
                   3.2.2.1. Online
                         3.2.2.1.1. Less than 6 months
                         3.2.2.1.2. 6 months to 12 months
                         3.2.2.1.3. More than 12 months
                   3.2.2.2. Offline
                         3.2.2.2.1. Less than 6 months
                         3.2.2.2.2. 6 months to 12 months
                         3.2.2.2.3. More than 12 months
            3.2.3. Global Health Coaching Market Share and BPS Analysis, By Mode of Learning, 2023 and 2030
            3.2.4. Global Health Coaching Market Attractiveness Analysis, By Mode of Learning, 2023 - 2030
     3.3. Global Health Coaching Market Outlook, By Application, 2018 - 2030
            3.3.1. Key Highlights
            3.3.2. Global Health Coaching Market Outlook, by Application, Value (US$ Million), 2018 - 2030
                   3.3.2.1. General Wellness
                   3.3.2.2. Behavioral Management
                   3.3.2.3. Chronic Illnesses
                   3.3.2.4. Others
            3.3.3. Global Health Coaching Market Share and BPS Analysis, by Application, 2023 and 2030
            3.3.4. Global Health Coaching Market Attractiveness Analysis, by Application, 2023 - 2030
     3.5. Global Health Coaching Market Outlook, By Region, 2018 - 2030
            3.5.1. Key Highlights
            3.5.2. Global Health Coaching Market Outlook, by Region, Value (US$ Million), 2018 - 2030
                   3.5.2.1. North America
                   3.5.2.2. Europe
                   3.5.2.3. Asia Pacific
                   3.5.2.4. Latin America
                   3.5.2.5. Middle East & Africa
            3.5.3. Global Health Coaching Market Share and BPS Analysis, by Region, 2023 and 2030
            3.5.4. Global Health Coaching Market Attractiveness Analysis, by Region, 2023 - 2030

4. North America Health Coaching Market Outlook, 2018 - 2030
     4.1. North America Health Coaching Market Outlook, by Type, 2018 - 2030
            4.1.1. Key Highlights
            4.1.2. North America Health Coaching Market Outlook, by Type, Value (US$ Million), 2018 - 2030
                   4.1.2.1. Holistic Coaching
                   4.1.2.2. Primal Coaching
                   4.1.2.3. Wellness Coaching
            4.1.3. North America Health Coaching Market Share and BPS Analysis, by Type, 2023 and 2030
     4.2. North America Health Coaching Market Outlook, By Mode of Learning, 2018 - 2030
            4.2.1. Key Highlights
            4.2.2. North America Health Coaching Market Outlook, By Mode of Learning, Value (US$ Million), 2018 - 2030
                   4.2.2.1. Online
                         4.2.2.1.1. Less than 6 months
                         4.2.2.1.2. 6 months to 12 months
                         4.2.2.1.3. More than 12 months
                   4.2.2.2. Offline
                         4.2.2.2.1. Less than 6 months
                         4.2.2.2.2. 6 months to 12 months
                         4.2.2.2.3. More than 12 months
            4.2.3. North America Health Coaching Market Share and BPS Analysis, By Mode of Learning, 2023 and 2030
     4.3. North America Health Coaching Market Outlook, By Application, 2018 - 2030
            4.3.1. Key Highlights
            4.3.2. North America Health Coaching Market Outlook, by Application, Value (US$ Million), 2018 - 2030
                   4.3.2.1. General Wellness
                   4.3.2.2. Behavioral Management
                   4.3.2.3. Chronic Illnesses
                   4.3.2.4. Others
            4.3.3. North America Health Coaching Market Share and BPS Analysis, by Application, 2023 and 2030
     4.4. North America Health Coaching Market Outlook, By Country, 2018 - 2030
            4.4.1. Key Highlights
            4.4.2. North America Market Outlook, by Country, Value (US$ Million), 2018 - 2030
                   4.4.2.1. U.S.
                   4.4.2.2. Canada
            4.4.3. North America Health Coaching Market Share and BPS Analysis, by Country, 2023 and 2030

5. Europe Health Coaching Market Outlook, 2018 - 2030
     5.1. Europe Health Coaching Market Outlook, by Type, 2018 - 2030
            5.1.1. Key Highlights
            5.1.2. Europe Health Coaching Market Outlook, by Type, Value (US$ Million), 2018 - 2030
                   5.1.2.1. Holistic Coaching
                   5.1.2.2. Primal Coaching
                   5.1.2.3. Wellness Coaching
            5.1.3. Europe Health Coaching Market Share and BPS Analysis, by Type, 2023 and 2030
     5.2. Europe Health Coaching Market Outlook, By Mode of Learning, 2018 - 2030
            5.2.1. Key Highlights
            5.2.2. Europe Health Coaching Market Outlook, By Mode of Learning, Value (US$ Million), 2018 - 2030
                   5.2.2.1. Online
                         5.2.2.1.1. Less than 6 months
                         5.2.2.1.2. 6 months to 12 months
                         5.2.2.1.3. More than 12 months
                   5.2.2.2. Offline
                         5.2.2.2.1. Less than 6 months
                         5.2.2.2.2. 6 months to 12 months
                         5.2.2.2.3. More than 12 months
            5.3.3. Europe Health Coaching Market Share and BPS Analysis, By Mode of Learning, 2023 and 2030
     5.3. Europe Health Coaching Market Outlook, By Application, 2018 - 2030
            5.3.1. Key Highlights
            5.3.2. Europe Health Coaching Market Outlook, by Application, Value (US$ Million), 2018 - 2030
                   5.3.2.1. General Wellness
                   5.3.2.2. Behavioral Management
                   5.3.2.3. Chronic Illnesses
                   5.3.2.4. Others
            5.3.3. Europe Health Coaching Market Share and BPS Analysis, by Application, 2023 and 2030
     5.4. Europe Health Coaching Market Outlook, By Country, 2018 - 2030
            5.4.1. Key Highlights
            5.4.2. Europe Health Coaching Market Outlook, by Country, Value (US$ Million), 2018 - 2030
                   5.4.2.1. Germany
                   5.4.2.2. France
                   5.4.2.3. U.K.
                   5.4.2.4. Italy
                   5.4.2.5. Spain
                   5.4.2.6. Russia
                   5.4.2.7. Rest of Europe
            5.4.3. Europe Health Coaching Market Share and BPS Analysis, by Country, 2023 and 2030

6. Asia Pacific Health Coaching Market Outlook, 2018 - 2030
     6.1. Asia Pacific Health Coaching Market Outlook, by Type, 2018 - 2030
            6.1.1. Key Highlights
            6.1.2. Asia Pacific Health Coaching Market Outlook, by Type, Value (US$ Million), 2018 - 2030
                   6.1.2.1. Holistic Coaching
                   6.1.2.2. Primal Coaching
                   6.1.2.3. Wellness Coaching
            6.1.3. Asia Pacific Health Coaching Market Share and BPS Analysis, by Type, 2023 and 2030
     6.2. Asia Pacific Health Coaching Market Outlook, By Mode of Learning, 2018 - 2030
            6.2.1. Key Highlights
            6.2.2. Asia Pacific Health Coaching Market Outlook, By Mode of Learning, Value (US$ Million), 2018 - 2030
                   6.2.2.1. Online
                         6.2.2.1.1. Less than 6 months
                         6.2.2.1.2. 6 months to 12 months
                         6.2.2.1.3. More than 12 months
                   6.2.2.2. Offline
                         6.2.2.2.1. Less than 6 months
                         6.2.2.2.2. 6 months to 12 months
                         6.2.2.2.3. More than 12 months
            6.3.3. Asia Pacific Health Coaching Market Share and BPS Analysis, By Mode of Learning, 2023 and 2030
     6.3. Asia Pacific Health Coaching Market Outlook, By Application, 2018 - 2030
            6.3.1. Key Highlights
            6.3.2. Asia Pacific Health Coaching Market Outlook, by Application, Value (US$ Million), 2018 - 2030
                   6.3.2.1. General Wellness
                   6.3.2.2. Behavioral Management
                   6.3.2.3. Chronic Illnesses
                   6.3.2.4. Others
            6.3.3. Asia Pacific Health Coaching Market Share and BPS Analysis, by Application, 2023 and 2030
     6.4. Asia Pacific Health Coaching Market Outlook, By Country, 2018 - 2030
            6.4.1. Key Highlights
            6.4.2. Asia Pacific Health Coaching Market Outlook, by Country, Value (US$ Million), 2018 - 2030
                   6.4.2.1. Japan
                   6.4.2.2. China
                   6.4.2.3. India
                   6.4.2.4. Australia & New Zealand
                   6.4.2.5. South Korea
                   6.4.2.6. Rest of Asia Pacific
            6.4.3. Asia Pacific Health Coaching Market Share and BPS Analysis, by Country, 2023 and 2030

7. Latin America Health Coaching Market Outlook, 2018 - 2030
     7.1. Latin America Health Coaching Market Outlook, by Type, 2018 - 2030
            7.1.1. Key Highlights
            7.1.2. Latin America Health Coaching Market Outlook, by Type, Value (US$ Million), 2018 - 2030
                   7.1.2.1. Holistic Coaching
                   7.1.2.2. Primal Coaching
                   7.1.2.3. Wellness Coaching
            7.1.3. Latin America Health Coaching Market Share and BPS Analysis, by Type, 2023 and 2030
     7.2. Latin America Health Coaching Market Outlook, By Mode of Learning, 2018 - 2030
            7.2.1. Key Highlights
            7.2.2. Latin America Health Coaching Market Outlook, By Mode of Learning, Value (US$ Million), 2018 - 2030
                   7.2.2.1. Online
                         7.2.2.1.1. Less than 6 months
                         7.2.2.1.2. 6 months to 12 months
                         7.2.2.1.3. More than 12 months
                   7.2.2.2. Offline
                         7.2.2.2.1. Less than 6 months
                         7.2.2.2.2. 6 months to 12 months
                         7.2.2.2.3. More than 12 months
            7.2.3. Latin America Health Coaching Market Share and BPS Analysis, By Mode of Learning, 2023 and 2030
     7.3. Latin America Health Coaching Market Outlook, By Application, 2018 - 2030
            7.3.1. Key Highlights
            7.3.2. Latin America Health Coaching Market Outlook, by Application, Value (US$ Million), 2018 - 2030
                   7.3.2.1. General Wellness
                   7.3.2.2. Behavioral Management
                   7.3.2.3. Chronic Illnesses
                   7.3.2.4. Others
            7.3.3. Latin America Health Coaching Market Share and BPS Analysis, by Application, 2023 and 2030
     7.4. Latin America Health Coaching Market Outlook, By Country, 2018 - 2030
            7.4.1. Key Highlights
            7.4.2. Latin America Health Coaching Market Outlook, by Country, Value (US$ Million), 2018 - 2030
                   7.4.2.1. Brazil
                   7.4.2.2. Mexico
                   7.4.2.3. Argentina
                   7.4.2.4. Rest of Latin America
            7.4.3. Latin America Health Coaching Market Share and BPS Analysis, by Country, 2023 and 2030

8. Middle East & Africa Health Coaching Market Outlook, 2018 - 2030
     8.1. Middle East & Africa Health Coaching Market Outlook, Type, 2018 - 2030
            8.1.1. Key Highlights
            8.1.2. Middle East & Africa Health Coaching Market Outlook, by Type, Value (US$ Million), 2018 - 2030
                   8.1.2.1. Holistic Coaching
                   8.1.2.2. Primal Coaching
                   8.1.2.3. Wellness Coaching
            8.1.3. Middle East & Africa Health Coaching Market Share and BPS Analysis, by Type, 2023 and 2030
     8.2. Middle East & Africa Health Coaching Market Outlook, By Mode of Learning, 2018 - 2030
            8.2.1. Key Highlights
            8.2.2. Middle East & Africa Health Coaching Market Outlook, By Mode of Learning, Value (US$ Million), 2018 - 2030
                   8.2.2.1. Online
                         8.2.2.1.1. Less than 6 months
                         8.2.2.1.2. 6 months to 12 months
                         8.2.2.1.3. More than 12 months
                   8.2.2.2. Offline
                         8.2.2.2.1. Less than 6 months
                         8.2.2.2.2. 6 months to 12 months
                         8.2.2.2.3. More than 12 months
            8.2.3. Middle East & Africa Health Coaching Market Share and BPS Analysis, By Mode of Learning, 2023 and 2030
     8.3. Middle East & Africa Health Coaching Market Outlook, By Application, 2018 - 2030
            8.3.1. Key Highlights
            8.3.2. Middle East & Africa Health Coaching Market Outlook, by Application, Value (US$ Million), 2018 - 2030
                   8.3.2.1. General Wellness
                   8.3.2.2. Behavioral Management
                   8.3.2.3. Chronic Illnesses
                   8.3.2.4. Others
            8.3.3. Middle East & Africa Health Coaching Market Share and BPS Analysis, by Application, 2023 and 2030
     8.4. Middle East & Africa Health Coaching Market Outlook, By Country, 2018 - 2030
            8.4.1. Key Highlights
            8.4.2. Middle East & Africa Health Coaching Market Outlook, by Country, Value (US$ Million), 2018 - 2030
                   8.4.2.1. Saudi Arabia
                   8.4.2.2. UAE
                   8.4.2.3. South Africa
                   8.4.2.4. Rest of Middle East & Africa
            8.4.3. Middle East & Africa Health Coaching Market Share and BPS Analysis, by Country, 2023 and 2030

9. Competitive Landscape
     9.1. Market Share Analysis
     9.2. Company Profiles
            9.2.1. Avidon Health
                   9.2.1.1. Company overview
                   9.2.1.2. Financial performance
                   9.2.1.3. Coaching Offerings
                   9.2.1.4. Recent Developments
*Above details will include, but not be limited to below list of companies based on availability
            9.2.2. Wellsteps
            9.2.3. Concentra
            9.2.4. Health Coach Institute
            9.2.5. Dr. Sears Wellness Institute
            9.2.6. Vibrant Soulful Wellness
            9.2.7. Primal Health Coach, LLC
            9.2.8. Functional Medicine Coaching Academy
            9.2.9. Marquee Health
            9.2.10. Weljii
            9.2.11. Others

10. Appendix
     10.1. Research Methodology
     10.2. Report Specific Research Approach
     10.3. Acronyms and Abbreviations

Our Research Methodology

Considering the volatility of business today, traditional approaches to strategizing a game plan can be unfruitful if not detrimental. True ambiguity is no way to determine a forecast. A myriad of predetermined factors must be accounted for such as the degree of risk involved, the magnitude of circumstances, as well as conditions or consequences that are not known or unpredictable. To circumvent binary views that cast uncertainty, the application of market research intelligence to strategically posture, move, and enable actionable outcomes is necessary.

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