The one thing I make a point of asking every student, at the end of every lesson, is "have you learned something ?".
I plan my lessons in advance, they're not just made up on the spot. I also tailor them to suit a students wants. However I think a tutor also needs to say to a student what they think the student needs to learn, even if it's different to what the student wants.
A recent new student of mine is a fairly old guy, who's owned a bass for almost as long as I've been alive, but has never really played it, other than to work out a couple of bass lines.
When he first phoned me, we chatted and he said that he'd set himself a target, that by the end of the year, he wanted to be able to say that he was a bass player.
On his first lesson I got him to play something, we then tackled the basics of holding the bass, and left hand technique etc, I gave him exercises at home to work on.
I then gave him a diagram that I'd done showing the notes on the first 5 frets. He asked why he needed that, he wasn't interested in learning to read music, he just wanted to use TAB. So I explained I wasn't going to teach him to read music, but that in my opinion knowing what the notes were that he was playing would make a huge, huge difference, and it wasn't a difficult thing to do.
He reluctantly agreed, went away, and to be honest I wasn't expecting him to come back the next time. He did though, and he'd made huge progress with his technique, and had learned most of the notes, and had identified how they repeat around the fretboard
With regard to qualifications, I think it depends on the qualification, I think going to someone with an actual teaching qualification would be a great idea, rather than just someone with a music degree.