Many clients have been asking for help with design and execution of case studies. And we’ve been giving a pretty similar answer for each cases, so we want to share that answer with you!
For those of you not in the know, a case study is a business term for a business example that illustrates some sort of strategic or financial decision. They’re critical to include when trying to convince someone of what you’re talking about, be it to build a new business, invest in a current one, etc. They should also all be parallel to each other: meaning that they’re structured the same way, written in the same tenses, and visually in the same template.
The basic structure for all case studies is: Situation, Approach, Impact. They can be broken down into different variations with slightly different elements, but the core of the case is still the same. So, let’s chat about that a bit more:
Situation: What was the issue? Talk about who the players are, what problem they were trying to solve (great if you can include a problem statement), when this happened, etc. Anything that will help set the stage.
Approach: How did you solve the issue, what did you pull in to do the work? This could be visual models of a process, a quick paragraph explaining any methodology or research that was done to solve the problem.
Impact: What was accomplished? Money saved, earned, cost cutting, income streams, who was saved. Anything that provided a definitive measure. Typically positive, but can be negative as well.
It makes sense to include company logos, business frameworks, data-charts or any other visuals that differentiate the various cases from each other. Just make sure none of your images are less than 1/12 of the page so your audience can actually see them.