Your complete guide to choosing between Enneagram, MBTI, CliftonStrengths, DISC and more
You grab the same tools everyone else uses. Myers-Briggs because your mentor swears by it. DISC because someone mentioned it works. This random approach burns money on tools that miss your clients’ needs completely.
Professional coaches make deliberate choices. They match tools to client problems, check the research behind each option, and pick methods that strengthen their market position. The right choice becomes part of your signature approach and justifies higher rates.
Start with your client’s real problem. Are they stuck on team communication? Need deeper self-awareness? Want performance improvement? Different tools serve different purposes, and mismatched choices create weak results every time.
Check what the research actually says. Some tools have decades of validation studies. Others rely on marketing claims and testimonials. Study the science before you invest your reputation and time into any particular method.
Count the hidden costs too. Certification fees add up fast. Platform subscriptions continue monthly. Training time means less client revenue. Calculate exactly how many clients you need just to break even on your choice.
Your market expects certain tools. Corporate clients often demand MBTI or 360 feedback. Entrepreneurs prefer simple options they can share with their teams. Research what your competitors offer and decide whether you want to match their approach or stand apart with something different.
Here are the essentials you need to know before diving deeper into any specific tool. This table cuts through the marketing noise to show what each method actually delivers for your coaching business.
| Assessment | What it measures | Best for | Key limitations |
|---|---|---|---|
| Enneagram | Core motivations, fears, and defense patterns across 9 personality types | Deep self-awareness work Identity narratives Conflict resolution |
Mixed scientific validity Easy to mistype Can reinforce labels |
| MBTI (Myers-Briggs) | Personality preferences across 4 dimensions: E-I, S-N, T-F, J-P | Team building Communication styles High brand recognition |
Reliability debates Preferences ≠ skills Weak predictive validity |
| CliftonStrengths | 34 talent themes showing natural patterns of thinking, feeling, and behaving | Strengths-based development Team talent mapping High engagement |
Doesn't address weaknesses Ipsative scoring limits comparisons Can ignore development areas |
| DISC | Behavioral styles: Dominance, Influence, Steadiness, Conscientiousness | Quick communication coaching Easy to understand Conflict prevention |
Oversimplified Not suitable for selection Limited predictive power |
| 360 Feedback | Multi-rater behavioral observations against competency models | Targeted leadership development Blind-spot discovery Measurable behavior change |
Rater bias potential Heavy administration Requires careful anonymity |
| Hogan Suite | Personality, derailers, and values for leadership assessment | Executive selection Leadership development Strong psychometrics |
High cost barrier Complex interpretation Requires advanced training |
| VIA Character | 24 character strengths across 6 virtues from positive psychology | Positive psychology coaching Values-based development Research-backed |
Limited business application Can feel abstract Overlap with other tools |
This comparison focuses on the core functionality and practical applications of each assessment for coaches. Copyright Coachvox.
This comparison cuts straight to what matters for working coaches. Notice how some tools dominate name recognition while others provide better research backing. Some require extensive certification while others you can start using immediately.
Match these options to your client base and coaching style. Corporate environments often expect established names like MBTI or 360 feedback. Startups and entrepreneurs usually prefer accessible tools like CliftonStrengths or DISC that teams can discuss easily. Choose based on where your business actually operates, not what sounds impressive in theory.
Each tool serves different coaching situations and client needs. Understanding what makes each one effective helps you choose the right fit for your practice and avoid expensive mistakes that waste time and credibility.
Why it matters: Enneagram dominates online searches and client interest because it addresses deep motivational patterns. Your clients want to understand why they react certain ways under stress and what drives their core decisions. This system maps nine personality types based on fundamental fears and desires, making it powerful for identity work.
Method and outputs: The assessment takes 20-40 minutes and identifies one primary type plus wing influences. Reports explain core motivations, stress responses, growth directions, and relationship patterns. Quality varies dramatically between free online tests and professional versions, so choose your source carefully.
Costs and licensing: You don’t need certification to use Enneagram in coaching, which keeps barriers low. Free tests exist online, though professional versions cost $15-50 per report. Training programs range from $500 weekend workshops to $5000 intensive certifications.
Strengths and limitations: Clients connect deeply with Enneagram results because the types feel accurate and meaningful. The system helps people understand their automatic patterns and provides clear growth directions. However, scientific validation remains mixed, and people often mistype themselves initially.
When to deploy: Use Enneagram for deep self-awareness work, leadership development, and relationship coaching. It excels when clients want to understand their core patterns and motivations. Avoid using it for team building without proper facilitation, as people can feel exposed or judged.
Why it matters: MBTI carries massive brand recognition in corporate environments, making it a credibility builder for business coaches. Clients often request it specifically because they’ve heard about it from colleagues. The tool maps personality preferences across four dimensions, creating 16 distinct types that help people understand their natural approaches.
Method and outputs: The assessment takes 20-30 minutes and produces a four-letter type code like ENFP or ISTJ. Official reports include detailed descriptions of each preference, career suggestions, and communication styles. Step II versions add detail that shows individual variations within types.
Costs and licensing: Official MBTI use requires certified practitioner status, which costs $2000-4000 depending on your chosen program. Per-person reports range from $25-75. You can’t legally administer official MBTI assessments without certification. You can do a free 16-personalities test here, though.
Strengths and limitations: MBTI normalizes personality differences and gives teams shared language for discussing work styles. It’s excellent for improving communication and reducing interpersonal conflict. However, reliability studies show mixed results, and preferences don’t predict performance or skills.
When to deploy: Perfect for team building workshops, communication training, and career exploration sessions. Use it when clients want to understand their natural preferences and improve working relationships. Avoid using MBTI for performance evaluation, role assignments, or any high-stakes decisions.
Why it matters: CliftonStrengths focuses entirely on what people do well naturally, making it ideal for performance-oriented coaching. Rather than fixing weaknesses, this tool helps clients identify and develop their greatest talents. The approach builds confidence and engagement while providing concrete language for discussing individual contributions.
Method and outputs: The 30-45 minute assessment identifies your top five talent themes from 34 possible strengths. Each theme includes specific descriptions, action items, and suggestions for application. Upgraded versions reveal all 34 themes in rank order, showing the complete talent profile.
Costs and licensing: No certification required, though training improves interpretation skills. Individual access codes cost $20-60 depending on the report level. Gallup offers facilitator training programs ranging from online workshops to intensive certifications.
Strengths and limitations: Clients love focusing on strengths rather than fixing problems, which creates positive energy around development. The tool provides specific action steps and helps people articulate their value proposition. However, it uses ranking that compares themes rather than measuring absolute strength levels.
When to deploy: Excellent for performance coaching, team role optimization, and confidence building. Use it when clients feel stuck or undervalued, or when teams need better role clarity. CliftonStrengths works particularly well with high achievers who want to maximize their natural talents.
Why it matters: DISC provides the simplest entry point into behavioral assessment coaching. Most clients grasp the four-style model immediately, making it perfect for quick communication improvements. The tool maps observable behaviors rather than personality, which feels less threatening and more actionable.
Method and outputs: The 10-20 minute assessment measures preferences across Dominance, Influence, Steadiness, and Conscientiousness. Reports show primary and secondary styles, communication preferences, and stress responses. Many versions include team comparison charts and communication tips for working with each style.
Costs and licensing: DISC has dozens of vendors with varying quality and pricing. Basic reports cost $15-50 per person. No certification requirements exist, though training helps with interpretation and facilitation.
Strengths and limitations: The simplicity makes DISC easy to teach and remember in workplace settings. Teams quickly adopt the shared language and apply it to daily interactions. However, the four-category system oversimplifies human behavior and shouldn’t be used for selection decisions.
When to deploy: Perfect for communication skills training, conflict prevention, and team workshops where you need quick results. Use DISC when clients want practical tools they can apply immediately. Works well as a gateway to deeper assessment work or as part of broader team development programs.
Why it matters: 360 feedback provides the most targeted development data available to leadership coaches. Rather than self-reported preferences, you get actual behavioral observations from people who work with your client daily. This external perspective reveals blind spots and creates accountability for behavior change.
Method and outputs: The process involves selecting raters from different relationships – boss, peers, direct reports, and external partners. Raters complete questionnaires rating observed behaviors against competency models. Reports show gaps between self-perception and others’ observations, highlighting specific development priorities.
Costs and licensing: Setup requires more time because you’re coordinating multiple people and ensuring anonymity. Platform costs range from $100-500 per participant depending on customization level. Many providers require facilitator training or certification for complex interpretations.
Strengths and limitations: The multi-perspective approach creates powerful development conversations and clear action plans. Clients can’t dismiss feedback when it comes from multiple sources. However, office politics can influence ratings, and anonymity concerns may limit honest feedback.
When to deploy: Use 360 feedback for established leaders who want specific behavior change and have supportive organizational cultures. Perfect for succession planning, promotion preparation, and performance improvement coaching. Works best when you can repeat the process after 6-12 months to measure progress.
Hogan Assessments target executive-level coaching with three tools measuring personality, derailers, and values. The system identifies leadership strengths and potential failure patterns that cause high-potential leaders to derail. Certification costs $3000+ and reports run $200+ per person, making this a premium option for C-suite coaching work.
VIA Character Strengths maps 24 character strengths across six virtues from positive psychology research. The free basic assessment takes 15 minutes and provides strength rankings, while professional reports cost $20-30. Perfect for coaches focused on values-based development and helping clients live more authentically.
EQ-i 2.0 measures emotional intelligence across five competencies including self-awareness, self-regulation, and social skills. MHS requires certification to use the tool professionally, and reports cost $50-100 per person. Best for coaches specializing in emotional intelligence development and interpersonal effectiveness.
Thomas-Kilmann (TKI) assesses conflict management styles across five approaches from competing to collaborating. The 15-minute assessment costs around $15-25 per person with no certification required. Ideal for coaches working on conflict resolution, negotiation skills, and team dynamics.
Leadership Circle Profile evaluates leadership effectiveness by measuring creative versus reactive leadership tendencies. The 360-style assessment costs $300+ per person and requires specialized training to interpret. Perfect for vertical leadership development and consciousness-based coaching approaches.
You’re making an investment decision that affects your coaching business for years. Smart coaches calculate both the obvious costs and hidden expenses before committing to any assessment tool. Factor in per-person report fees, ongoing platform costs, and the time you’ll spend learning to interpret results effectively.
Quantitative factors include per-person report costs that add up quickly when working with teams or running group programs. Platform subscriptions continue monthly whether you use them or not. Don’t forget the time investment to become skilled at interpretation and the revenue you’ll miss while learning each new system.
Qualitative factors often matter more than pure numbers for your coaching business success. Brand recognition opens doors with corporate clients who expect certain tools. Emotional impact creates memorable coaching experiences that clients discuss with colleagues and friends. Data richness provides material for case studies and testimonials that attract better clients.
Your revenue potential changes based on which tools you choose and how you package them. Assessment-driven coaching packages command higher fees than generic sessions. Clients value the concrete insights and actionable data these tools provide. Calculate how an assessment choice affects your positioning in the marketplace and your ability to serve different client segments.
You have three paths forward with coaching assessments. Standardize on one flagship tool that becomes your signature approach and builds deep expertise over time. Mix and match with a two-tier system where you master one primary tool and use secondary options for specific situations. Go bespoke by skipping paid tools entirely and creating custom diagnostic methods that differentiate your coaching completely.
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The right tool choice strengthens your entire practice. It becomes part of your signature methodology, supports premium pricing, and gives clients tangible value they remember and discuss. Wrong choices waste money and positioning opportunities that take months to recover.
Stop waiting while competitors build assessment-based packages around their expertise. Pick the tool that serves your ideal clients best and start mastering it this month. Your future self will thank you for making a deliberate choice instead of grabbing whatever sounds interesting at the moment.
MBTI and CliftonStrengths have the most extensive research validation, with decades of studies supporting their reliability. 360 feedback tools also have strong research backing when properly designed. Look for peer-reviewed studies and independent validation rather than vendor-provided research when evaluating any tool.
Budget $20-75 per person for most tools, with 360 feedback costing $100-500 depending on customization. MBTI official reports cost $25-75 per person but require a certified practitioner to administer them. Most coaches recover assessment costs since the tools enhance their coaching value.
Yes, combining tools often provides richer insights than using just one assessment. Popular combinations include CliftonStrengths with DISC for performance coaching, or Enneagram with 360 feedback for leadership development.
Free versions typically provide basic results without detailed interpretation guides or development recommendations. Paid versions include comprehensive reports, coaching suggestions, and professional presentation materials. If you’re using assessments professionally, invest in quality versions that enhance rather than detract from your credibility.
Most personality assessments are quick and simple to complete, usually in under 30 minutes. DISC takes 10-20 minutes, MBTI and CliftonStrengths require 20-40 minutes each. Enneagram assessments vary from 15 minutes to over an hour depending on the version.
AI tools can help you prepare better interpretations, generate discussion questions, and create follow-up resources tailored to each client’s results. Your Coachvox AI coach can be trained on your preferred assessment approaches to provide consistent interpretation support. Use AI to analyze patterns across multiple clients’ results or generate personalized development plans.
Most assessments don’t require certification – you can purchase individual reports for clients directly from providers. MBTI has official versions requiring certified practitioners, but free alternatives are widely available. Focus on becoming excellent with one tool’s interpretation before adding others to your practice.
DISC excels for team workshops because it’s simple to understand and immediately applicable to daily interactions. CliftonStrengths works well for role optimization and understanding team member contributions. Avoid Enneagram for team settings unless you have extensive facilitation experience, as it can feel too personal for workplace discussions.
Present results as preferences and tendencies rather than fixed traits, using language like “your results suggest” instead of definitive statements. Emphasize that assessments show one perspective, not the complete picture of who they are. Train your Coachvox to explain assessment results as you would to a client.
The biggest mistake is picking tools based on personal interest rather than client needs. Many coaches also try to use every assessment instead of mastering one or two that serve their niche well. Don’t use assessments designed for hiring in coaching contexts, and resist the urge to over-interpret results.
Repeat 360 feedback after 6-12 months to measure behavior change and progress, while personality-based tools like MBTI rarely need repeating. CliftonStrengths can be useful to repeat when clients move into new roles or want to explore their full theme profile. Focus on new assessments that serve different purposes rather than repeating the same tool expecting different results.
