PhD Project

Is it TRUE that
coaches need to BE more and DO less in coaching
to make MORE insightful meaning of
why clients do what they do?

Your Participation

Leveraging your Organizational Change Initiative
through participating in
Independent Coaching Research
The Coaching Process: BEING more & DOING less

1. Basic procedural steps

• You are a trained & certified coach or organization that has a coach pool. Please contact me at to indicate your willingness to participate
• You may have any level of experience and need to be involved in coaching around leadership and professional development, career management, organizational coaching, or the like
• You receive the code of ethics governing this research project as well as details pertinent to our collaboration
• We enter into a research agreement highlighting your contributions and our research requirements
• Once the project is successfully completed you will receive your personalised feedback provided that you have completed the process successfully
a.) Theoretical relevance of our research
whole-body movement as a predictor of clients’ emotion regulation
long-lasting goal attainment in coaching
• interaction mechanisms to foster sustainability of coaching in organization development
• interaction mechanisms as an evolving process and over time
• ‘social presence with clients and organizations’ versus ‘out-of-the-toolbox way of doing coaching’
core ingredients that will capacitate clients to attain self-directed goals
b.) Practical relevance of our research

This innovative research project claims that

• how you ‘are’ socially with clients matters more than what you ‘do’ in sessions,
• coaching makes a difference if and where embedded in organizational development measures
• some people might even fail at enacting their goals because they are intent on reaching their goals
• the coaching profession needs to shift collectively to be relevant and viable in a VUCA world

2. Your role and contribution in this research project

You may assume any of the following roles to be eligible for participation in this research project:

a.) Scope of your contribution in detail

Our goal is to recruit 150 coach-client pairs to engage in coaching. Your contribution will encompass:

• Participating as a coach or making available coach-client pairs for a minimum of 10-12 hours of coaching over a period of 6-8 months
• Your clients’ readiness to invest ca. 3-4 hours on top of the coaching sessions over the same period
• Conducting initial conversations about the guiding principles of our research & giving the researcher access to your coach pool to conduct conversations about ethical standards in this research project
• Signing a confidentiality clause detailing strictest levels of anonymity, security and privacy of clients and client organizations
• Giving permission to have the coaching sessions video-taped but NOT audio-taped to measure whole-body synchrony
• Video files will be analysed using the MEA (Motion Energy Analysis) software designed at Bern University, Switzerland, which allows for data being coded automatically without requiring the researcher to watch the videos. Files will be transformed into gray-scale images, which allows for safeguarding clients’ and coaches’ full anonymity and confidentiality
Staying in the loop with the researcher to ensure that the research project can be completed successfully
• Clients’ completing 1 pre-coaching questionnaire & post-session questionnaires between sessions & 1 post-coaching questionnaire

3. Why this research matters to you

You will benefit from participating in this research project as you can expect to:

• gain deeper understanding of how you must take decisions when it comes to engaging coaches, if you are a sponsor of coaching (e.g. organization)
pioneer knowledge-based change by investing in developing yourself and your organization, as you may be interested in integrating new knowledge into the heart of your current organizational processes
• leverage existing expertise for the creation of innovative coaching concepts
• leverage past and present research findings into newly integrated knowledge
• become part of a stimulating research and academic community

4. Incentives - What’s in for you

a.) Coaches and coaching service providers
Acknowledgment of your participation in the publication, if requested
Certificate of participation issued by ABRI and Ashridge Business School
Reflective feedback on coaches’ presence and how their non-verbal interaction level seems to shape their relationship with clients
12 CCEUs awarded by ICF for your participation in this ground-breaking project
• An e-book with the key findings and their implications for coaches and coaching relationships
b.) Clients
• Completing the questionnaires will serve as a ‘bio-note’ for each client and will be a good opportunity to follow-up on their personal progress of goal-attainment as measured by all questionnaires
• Putting clients at the centre of their learning through effective reflection
Receiving feedback on how their personality & behaviour is something flexible rather than fixed
• Learning how their personality & behaviour is adaptable through coaching
c.) Coaching training providers, professional bodies & sponsors of coaching
Acknowledgment of your participation in the publication, if requested
• We agree to enter various forms of collaboration all in line with ABRI’s ethical standards when it comes to collaborative forms of interaction in research (e.g., delivery of masterclasses to internal coaches, delivery of a presentation or webinars, co-authoring an article about the findings, etc.)

5. The researcher

a.) Personal statement
As a professional full-time executive coach, I am inspired to promote best practice in coaching at organisations and take responsibility in developing the profession as a whole. In doing so I am looking for ways to develop my own practice. Contributing as a researcher is about joining the global thinking regarding the future of coaching both as a business and profession. Research enhances our understanding and informs our practice. We need >deep understanding of what works for our clients, after all it is our clients that we are committed to serve. Therefore, those who wish to serve clients need to be aware of what research is telling us about what is merely a flight of fancy, or what is data-based. It also creates opportunities for deep reflection and learning with a ripple-effect.

For information about me, click here.

6. Affiliations

a.) Vrije Universiteit Amsterdam: looking further

VU is an open organization, strongly linked to people and society. What matters is not just the acquisition of a greater depth of knowledge, but also a wider one. VU asks and expects students, researchers, PhD candidates and employees to look further – to look further than their own interests and their own field, and further than what is familiar and further than the here and now.

b.) ABRI – Amsterdam Business Research Institute, Vrije Universiteit

The mission of Amsterdam Business Research Institute (ABRI) is to promote excellence in knowledge creation and dissemination in business and organisation studies across both academic and business communities. VU Amsterdam is an internationally renowned research university hosting more than 23,000 students. The high quality of research and education at VU Amsterdam can be demonstrated by its excellent performance in international rankings.

c.) Ashridge Business School, UK

As part of the Hult International Business School, one of the world’s truly global business schools, Ashridge Executive Education helps develop the leaders, teams, and organizations of tomorrow, through a variety of scheduled open programs, highly tailored customized programs, and degree qualifications. Delivered to clients either locally on-site or at one of the global campuses – including the fabulous Ashridge House in the UK– programs are designed as a unique blend of experiential learning, class, and faculty-time, and led by practitioner-focused faculty.
Clients consistently give courses an unrivaled Net Promoter Scores (NPS) of above 85, and that Ashridge Business School is one of the very few top 1% of providers to be triple accredited by the three major accreditation bodies of AACSB, EQUIS, and AMBA.

d.) Case Western Reserve University, Cleveland, US

Case Western Reserve University (also known as Case Western Reserve, Case Western, Case, and CWRU) is a private doctorate-granting university in Cleveland, Ohio. Founded in 1826, Western Reserve University (named by its location inside the Connecticut Western Reserve) and Case Institute of Technology (established by the endowment of Leonard Case, Jr. in 1881) formally federated in 1967. Time magazine described the merger as the creation of "Cleveland's Big-Leaguer" university.
Seventeen Nobel laureates have been affiliated with Case Western Reserve. In U.S. News & World Report's 2018 rankings, Case Western Reserve was ranked 37th among national universities and 146th among global universities. In 2016, the inaugural edition of The Wall Street Journal/Times Higher Education (WSJ/THE) ranked Case Western Reserve as 32nd among all universities and 29th among private institutions.