Search results for Business Coaching in Greece: Perceptions, Adoption and Effectiveness

Summary
The present study presents the results of market research on business coaching in Greece, based on data of 238 participants were collected in April, 2025. The objective of this research was to understand the attitudes, experiences and the factors that influence the selection of participants to invest in coaching services. Below is presented the way in which the participants perceive the effectiveness of coaching and the likelihood of a continuation in the future.

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Introduction

The present investigation was carried out by the team of course Market Research at the American University of Armenia, under the supervision of Dr. Theofanis Βάρβογλη, and was intended to highlight the incentives and barriers of businesses in Greece, on services of business coaching. The main research question was:
"What are the perceptions, experiences and the factors that affect the choice of companies to adopt or to reject the services business coaching in Greece?"

 Target Population

The target population of the research market for business coaching in Greece was established in a way that ensures the maximum relevance of the findings with the object of study. In particular, consisted of professionals working in Greece, either in Greek or in international companies operating in the country (on-site or remotely).

Roles and Jobs

The emphasis was placed deliberately in persons who have a roles of leadership and decision-makingas these individuals are directly responsible for the organizational performance, growth and transformation.

The results confirmed the successful targeting of sampling. Of the 238 comprehensive answers:

• Senior Management: 23,3%
• Middle Managers: 14,8%
• Experienced Professionals: 13,8%
• Business Owners: 11%
• CEOs: 10%
• Freelancers: 9%
• HR | Learning & Development Manager: 8,1%
• Else: 1,4%

The majority of the sample held roles in decision-making, which is crucial for the validity of the findings on the perception, the effectiveness and the future adoption of business coaching.

Sectors Of Activity

The analysis of the demographic data included the question: "In what industry the company operates you?" for the purpose of evaluation of the distribution of the participants and the investigation of the relationship between industry–coaching.

There was participation from all sectors. However, from the 238 answers, the sectors with the largest representation was:

• Technology: 21,9%
• Public Sector: 11,9%
• Finance and Banking: 11,4%
• Tourism and Hospitality: 9%

Company Size & Participation in programs Coaching

The analysis showed that the participation of employees in business coaching programs was higher at the two ends of company size:

• Very small firms (1-10 employees): 51%
• Very large companies (500+ employees): 44%

The small and very small enterprises had the highest proportion of participation, indicating an increased need for external guidance.

Also, participants in programs coaching 40% of the workers come from companies with 11-50 people, 41% with 51-200 people and 24% with 201-500 people.

Data Collection Tools

The research adopted a approach of mixed methodsby combining quantitative and qualitative tools for the comprehensive understanding of the market of business coaching in Greece.

A Quantitative Online Survey

The basic tool of quantitative data collection was the online questionnaire.

• Consisted of 15 closed and scaled questions.
• It was available in Greek and English.
• Distributed mainly through LinkedIn, with the use of the tool AI Waalaxy, which enabled the send custom messages and follow-ups.
• Collected 238 complete answers.
• The analysis was performed with SPSS, using descriptive statistics and the intersection of two or more variables.

Quality δεομένα – in-Depth Interviews

The two in-depth interviews confirmed the quantitative findings, highlighting:

• The concerns about the financial investment,
• The need to better adapt services to the needs of companies,
• The perception that coaching is an important financial investment, but it pays when in line with the actual needs of each business.

The interviews were conducted online, which lasted about two hours each and were guided by open-ended questions that probed the issues of quantitative research.

Main Findings

Level Of Familiarity

The research showed that business coaching is widely known: Overall, 72,4% declare familiar.

• 46,2% said they are "very familiar"
• 26,2% "somewhat familiar"
  Despite the high familiarity, adoption remains a challenge, indicating untapped potential in the market.

Perceived Effectiveness

The perception of effectiveness is affected by the following factors:

• Source search coach: Participants searched for coaches through trusted networks (e.x. associates, consulting companies, certification bodies, conferences etc. ) rated the coaching higher. The less informed participants rated lower.
• Company size: 81% of the participants in very small businesses consider coaching very effective, while in large companies, the percentage is 72%.
• Place of work: Entrepreneurs evaluate the coaching as a very effective rate of 93%, followed by CEO's, senior and middle managers. Workers without a role, decision-making, are more cautious.

High perception of effectiveness is associated with the intent to continue usage: 90% of those who rated it 5 intend to continue to use coaching services.

Exterior & Interior Coaching

Most effective was the combination of internal and external coaching at a rate of eur 53.4%, while the Outer coaching is deemed to be effective from 28.2% and the Internal coaching by 6.9%.

• The combination of internal and external coaching led to the strongest results, with improved communication between employees, teams and administration to be the most frequently reported benefit. At the same time, other benefits reported by participants in programs that combine internal and external coaching, is an improvement in: leadership, self-awareness, performance, accountability, and culture.
• In addition, the 82% those who preferred external coaching or a combination of internal and external coaching it came from the disciplines of Technology and Financial/Banking, suggesting increased demand for flexible and adaptable approaches to coaching in these areas.

Source of information and acquaintance with the coaching

With regard to the source of information and acquaintance with the coaching, the majority states:

• Business conferences, seminars, workshops, events: 67%
• Personal recommendations (Word of Mouth): 59%
• Social media (LinkedIn, Facebook, Instagram): 35%

On the contrary, the traditional media seems to be not preferred as a source of information of the particular sample, as well as the 91% not updated through print media, blogs or articles. Only a small percentage of 6% had ever heard of business coaching, indicating that the meaning is no longer known.

The majority of participants who have experience in coaching (77%) indicates a likelihood of continuation in the future, stressing the importance of experience in the adoption of the service coaching.

Reasons of resistance or non-participation in programs coaching

Three main reasons that prevent some of the participants in the research to make use of the coaching services are: the perception that it is an expensive service, lack of awareness of the value that they receive through coaching, as well as the preference to other forms of development, such as the traditional education.

The upbeat, however, is that almost everyone is saying that open to rethink your choice if: see case studies, there is a recommendation from a trusted person, the coaching is customized for their needs and if there are flexible financial packages or test sessions.

Overall Conclusions

In summary, the integration of quantitative and qualitative data showed that:

1.Invest the: Very small (1-10) (51%) and very large (500+) (44%) of businesses and Industries: Technology, Finance & Banking, Tourism & Hospitality, as well as the Public Sector.

2.They learned about Coaching from: Conferences, business events, workshops (67%), Word of mouth | Recommendations (59%), Social Media (35%)

3. The combination of External & Internal Coaching it is preferable in all sectors and all sizes of businesses. 67% choosing a combination wishes to continue in the future. While the Internal Coaching only the most rare is preferred ( 55% does not wish to continue). This finding highlights an important opportunity for the exploitation of a new and distinct mode of supply of services coaching. This is an intermediate space is formed between Internal and External Coaching, which, in the language of marketing, corresponds to the creation of a new specialized segment of the market (niche market).

4. The majority assessed by 4-5 effectiveness and wishes to continue in the future.

5. More satisfied it is those who work in very small companies (1 to 10 people).

6. Very effective find the executives ( CEOs, middle & senior managers) and the Owners business.

7. Higher efficiency (4 – 5) report those who sought out Coach through the network of partners or from the actors accreditation ( e.x. EMCC, ICF).

8. Reasons for non-investment: Preference in most residences methods of training & development, limited knowledge, recognizing the high cost.

9. The lack of experience limits the chances of future use coaching services.

10. Conditions for investment: Customized curriculum to the needs, flexible pricing, a recommendation from a trusted source.

In conclusion I would say that, as the branches of technology and financial increasingly recognise the benefits of coaching, and business owners and decision makers continue to invest in their personal and professional development, opens a new area to explore: the intermediate space between External and Internal Coaching.

This space is a challenge; an opportunity for professional coaches in the Greek market. The investigation may mark the beginning of a new era for the coaching in Greece, making it accessible to all employees, regardless of position or size of organisation, and bringing the εκδημοκρατικοποίησή in the spotlight.

In other words, coaching is no longer a driver of growth, not just the senior executives or entrepreneurs, but all of/s/the workers/s in each position and role in the Greek organizations, creating a transformative culture of learning, development and progress in every sector of the Greek economy.

Zoi A. Lioliou

Business Coach | Consultant for the development of skills | Author of the book ” Coaching in Practice”