What clients want: A conjoin analysis of precursors to coach selection

C Rojon, N Bode, A McDowall International Journal of Evidence Based Coaching and Mentoring 2020

This study investigated individuals’ preference structures for workplace coaching providers. Guided by questions about relative weightings of seven important coach(ing) characteristics (i.e., coach work experience/background/gender; coaching training; personal recommendations; client feedback; coaching cost), we carried out a conjoint analysis, using a mixed occupational sample (N = 383). In addition, we conducted linear regression analyses to determine the extent to which coaches’ perceived competence, likeability and trustworthiness might impact on individuals’ decision-making processes. Potential coachees favoured professionally trained coaches with four to ten years’ experience and a similar background to themselves, were female, and charged below average fees. Personal recommendations and existing client feedback further influenced potential consumers’ decision-making. Moreover, perceived competence was highly predictive of potential coach selection.