The Case Study – An Effective Communication Tool
A case study is one of the most effective communications tools available. Case studies work because they tell a story that people can relate to and learn from. People like to see how a product or service is used by others. A case study is often a good way to show that.
A case study can be written to lead the reader (or listener) on a narrative, guiding the reader to specific objectives, such as to fill out a form, take a survey, attend a webinar, etc.
Communications Objectives – Education and Raising Comfort Level
Companies need to communicate with lots of different people: potential customers, customers, their own sales people, their development teams, their investors, influencers, and others. The communication objectives often have several things in common. Educating readers about some topic is a common objective. Case study narratives can be very good at achieving this objective with these diverse audiences.
Even if the readers are generally familiar with the topic of the case study, a case study can still be used to raise the reader’s comfort level with the product or service. This is an important objective, not necessarily for the earliest adopters, but for those coming later. Developing a comfort level can be a critical factor for many people, whether they be buyers, influencers, or for those selling to others. Increasing the reader’s comfort level can allay fears of failure that hold people back from making a purchase.
Communications Objectives – Introducing Terminology
A third objective for a case study can be to introduce the reader to terminology and concepts they may not be familiar with. Introducing terminology within the context of a case study is a good way to convey how that terminology applies in real-world situations.
Using Early Adopters as Case Study Subjects
Early adopters are people who buy a product or service when it is first introduced. Often, early adopters are loyal customers who trust the company, and the promised value of the new product or service. Whatever the case may be, early adopters can be the best subjects for a case study.
People relate to the stories of others. When a narrative reveals a person making a decision that shows intelligence and leadership, readers are more likely to follow suit. The challenges faced by the early adopter, and the rewards and successes to the adopter by making a good decision can be inspiring.
The reader may develop an affinity for the product or service by recognizing similar challenges faced by the adopter in the narrative. The affinity grows stronger when the case study shows how the subject of the narrative successfully overcomes those challenges. The experience of the early adopters can become a template for the approach of the reader toward the product, service or solution.
Two-way Learning from Case Studies
A surprising benefit of writing a case study is that there is often two-way learning happening. Writing a case study is a process of learning about the customer, and interviewing that customer about his or her challenges, failures, and successes. The study process helps the writer understand the customer better. Just from going through the process itself, valuable realizations and insights can occur.
That two-way learning should factor in when weighing the costs and benefits of the case study. That two-way learning can be hard to measure, but is unquestionably beneficial. You can start by asking yourself if you’ve learned anything from your completed case studies. Then ask your salespeople, marketers, customer-service representatives, and others if they gain value and insight from the case studies. If the internal benefits are great enough, the case study can be entirely justified from that back-flow of knowledge.
Case Study Help
Let Think of Whiting help you with your case studies. From planning, to interviewing, to writing and editing, image acquisitions, and formatting, Think of Whiting can help with every step of the process.