Goals, Challenges and Results: How to Write a Great Case Study

Setting Clear Goals for the Case Study

Setting clear and purposeful goals is a major part of writing an effective case study. Each case study should serve a specific purpose that aligns with your business strategies. These goals are the blueprint that guides your case study development and assures its effectiveness.

Identifying the Primary Objective of the Case Study

It's important to ask yourself, "What is the main goal of this case study?” The primary objective could be anything from showcasing a successful project to demonstrating your business's value proposition to changing potential customers' existing perceptions about your product or service.

Establishing the Target Audience and Key Messaging

Just as critical as the case study's objective is identifying for whom you are writing the case study. Is it for potential clients who are considering using your services? Or perhaps, current clients who might benefit from knowing how others have successfully used your product or service? Or it could even be for both current and potential clients within a particular industry niche to prove you can support a particular B2B service or B2C product. Once you've established your target audience, you can shape your key messages to resonate with them.

For example, if your case study targets businesses considering a digital transformation, the key messaging might focus on the smooth transition, increased productivity and significant return on investment. Also, remember to craft your case study in a language that your audience understands. Avoid industry jargon and complex terms that might confuse your audience.

Overcoming Writing Challenges

Like with any writing project, you’ll likely run into some challenges when crafting a compelling case study. Overcoming these writing challenges is essential to writing a good case study.

Gathering Relevant Project Details and Outcomes

Gather all necessary project details and outcomes to include in your case study before you even write the first word. This means conducting thorough research into the project, interviewing key project stakeholders and collating all crucial data that illustrates the project's success. (From this perspective, writing a great case study starts well before you complete the project. Collect data and work completed as you go!) Remember, the more precise and detailed you are in sharing these details, the more credible and engaging the case study will be.

Crafting a Compelling Narrative That Resonates With the Audience

Creating a compelling narrative that engages your target audience can be a challenge. It's not just about presenting facts and figures; it's about telling a story that makes an impact. Understand your audience, empathize with their problems, and present your solutions in a way that they can relate to. The key is to strike a balance between being informative and captivating.

Structuring a Compelling Case Study

Structure your case study in an easily digestible format to deliver your message effectively. A simple but effective structure we use at EMB is Introduction, Challenge, Solution and Results.

Introduction

Begin by setting the backdrop for the project. Provide a brief overview of the client, their industry, and the challenges they were facing before they approached you. How did they hear about you? What compelled them to work with you versus a competitor?

Challenge

Dive deep into the initial problem or opportunity that the client was facing. This section should resonate with your target audience, making them see that you understand their challenges. Feel free to be candid. If your team had a learning curve, it’s okay to share that!

Solution

Detail how your product or service was used to tackle the challenge. Highlight the process involved, and how you worked with the client to achieve the desired results. Reasonable clients aren’t seeking a perfect partner; they want a partner who can successfully roll with the punches.

Results

Lastly, lay out the measurable results achieved through the project. Use hard data and compelling visuals to depict how your solution led to a significant impact on the client's business. (Hint: a testimonial is a superb way to humanize and put the data into perspective!)