what is a case study in design

The Ultimate Guide to Qualitative Research - Part 1: The Basics

• Introduction and overview
• What is qualitative research?
• What is qualitative data?
• Examples of qualitative data
• Qualitative vs. quantitative research
• Mixed methods
• Qualitative research preparation
• Theoretical perspective
• Theoretical framework
• Literature reviews

Research question

• Conceptual framework
• Conceptual vs. theoretical framework

Data collection

• Qualitative research methods
• Focus groups
• Observational research

What is a case study?

Applications for case study research, what is a good case study, process of case study design, benefits and limitations of case studies.

• Ethnographical research
• Ethical considerations
• Confidentiality and privacy
• Power dynamics
• Reflexivity

Case studies

Case studies are essential to qualitative research , offering a lens through which researchers can investigate complex phenomena within their real-life contexts. This chapter explores the concept, purpose, applications, examples, and types of case studies and provides guidance on how to conduct case study research effectively.

Whereas quantitative methods look at phenomena at scale, case study research looks at a concept or phenomenon in considerable detail. While analyzing a single case can help understand one perspective regarding the object of research inquiry, analyzing multiple cases can help obtain a more holistic sense of the topic or issue. Let's provide a basic definition of a case study, then explore its characteristics and role in the qualitative research process.

Definition of a case study

A case study in qualitative research is a strategy of inquiry that involves an in-depth investigation of a phenomenon within its real-world context. It provides researchers with the opportunity to acquire an in-depth understanding of intricate details that might not be as apparent or accessible through other methods of research. The specific case or cases being studied can be a single person, group, or organization – demarcating what constitutes a relevant case worth studying depends on the researcher and their research question .

Among qualitative research methods , a case study relies on multiple sources of evidence, such as documents, artifacts, interviews , or observations , to present a complete and nuanced understanding of the phenomenon under investigation. The objective is to illuminate the readers' understanding of the phenomenon beyond its abstract statistical or theoretical explanations.

Characteristics of case studies

Case studies typically possess a number of distinct characteristics that set them apart from other research methods. These characteristics include a focus on holistic description and explanation, flexibility in the design and data collection methods, reliance on multiple sources of evidence, and emphasis on the context in which the phenomenon occurs.

Furthermore, case studies can often involve a longitudinal examination of the case, meaning they study the case over a period of time. These characteristics allow case studies to yield comprehensive, in-depth, and richly contextualized insights about the phenomenon of interest.

The role of case studies in research

Case studies hold a unique position in the broader landscape of research methods aimed at theory development. They are instrumental when the primary research interest is to gain an intensive, detailed understanding of a phenomenon in its real-life context.

In addition, case studies can serve different purposes within research - they can be used for exploratory, descriptive, or explanatory purposes, depending on the research question and objectives. This flexibility and depth make case studies a valuable tool in the toolkit of qualitative researchers.

Remember, a well-conducted case study can offer a rich, insightful contribution to both academic and practical knowledge through theory development or theory verification, thus enhancing our understanding of complex phenomena in their real-world contexts.

What is the purpose of a case study?

Case study research aims for a more comprehensive understanding of phenomena, requiring various research methods to gather information for qualitative analysis . Ultimately, a case study can allow the researcher to gain insight into a particular object of inquiry and develop a theoretical framework relevant to the research inquiry.

Why use case studies in qualitative research?

Using case studies as a research strategy depends mainly on the nature of the research question and the researcher's access to the data.

Conducting case study research provides a level of detail and contextual richness that other research methods might not offer. They are beneficial when there's a need to understand complex social phenomena within their natural contexts.

The explanatory, exploratory, and descriptive roles of case studies

Case studies can take on various roles depending on the research objectives. They can be exploratory when the research aims to discover new phenomena or define new research questions; they are descriptive when the objective is to depict a phenomenon within its context in a detailed manner; and they can be explanatory if the goal is to understand specific relationships within the studied context. Thus, the versatility of case studies allows researchers to approach their topic from different angles, offering multiple ways to uncover and interpret the data .

The impact of case studies on knowledge development

Case studies play a significant role in knowledge development across various disciplines. Analysis of cases provides an avenue for researchers to explore phenomena within their context based on the collected data.

This can result in the production of rich, practical insights that can be instrumental in both theory-building and practice. Case studies allow researchers to delve into the intricacies and complexities of real-life situations, uncovering insights that might otherwise remain hidden.

Types of case studies

In qualitative research , a case study is not a one-size-fits-all approach. Depending on the nature of the research question and the specific objectives of the study, researchers might choose to use different types of case studies. These types differ in their focus, methodology, and the level of detail they provide about the phenomenon under investigation.

Understanding these types is crucial for selecting the most appropriate approach for your research project and effectively achieving your research goals. Let's briefly look at the main types of case studies.

Exploratory case studies

Exploratory case studies are typically conducted to develop a theory or framework around an understudied phenomenon. They can also serve as a precursor to a larger-scale research project. Exploratory case studies are useful when a researcher wants to identify the key issues or questions which can spur more extensive study or be used to develop propositions for further research. These case studies are characterized by flexibility, allowing researchers to explore various aspects of a phenomenon as they emerge, which can also form the foundation for subsequent studies.

Descriptive case studies

Descriptive case studies aim to provide a complete and accurate representation of a phenomenon or event within its context. These case studies are often based on an established theoretical framework, which guides how data is collected and analyzed. The researcher is concerned with describing the phenomenon in detail, as it occurs naturally, without trying to influence or manipulate it.

Explanatory case studies

Explanatory case studies are focused on explanation - they seek to clarify how or why certain phenomena occur. Often used in complex, real-life situations, they can be particularly valuable in clarifying causal relationships among concepts and understanding the interplay between different factors within a specific context.

Intrinsic, instrumental, and collective case studies

These three categories of case studies focus on the nature and purpose of the study. An intrinsic case study is conducted when a researcher has an inherent interest in the case itself. Instrumental case studies are employed when the case is used to provide insight into a particular issue or phenomenon. A collective case study, on the other hand, involves studying multiple cases simultaneously to investigate some general phenomena.

Each type of case study serves a different purpose and has its own strengths and challenges. The selection of the type should be guided by the research question and objectives, as well as the context and constraints of the research.

The flexibility, depth, and contextual richness offered by case studies make this approach an excellent research method for various fields of study. They enable researchers to investigate real-world phenomena within their specific contexts, capturing nuances that other research methods might miss. Across numerous fields, case studies provide valuable insights into complex issues.

Critical information systems research

Case studies provide a detailed understanding of the role and impact of information systems in different contexts. They offer a platform to explore how information systems are designed, implemented, and used and how they interact with various social, economic, and political factors. Case studies in this field often focus on examining the intricate relationship between technology, organizational processes, and user behavior, helping to uncover insights that can inform better system design and implementation.

Health research

Health research is another field where case studies are highly valuable. They offer a way to explore patient experiences, healthcare delivery processes, and the impact of various interventions in a real-world context.

Case studies can provide a deep understanding of a patient's journey, giving insights into the intricacies of disease progression, treatment effects, and the psychosocial aspects of health and illness.

Asthma research studies

Specifically within medical research, studies on asthma often employ case studies to explore the individual and environmental factors that influence asthma development, management, and outcomes. A case study can provide rich, detailed data about individual patients' experiences, from the triggers and symptoms they experience to the effectiveness of various management strategies. This can be crucial for developing patient-centered asthma care approaches.

Other fields

Apart from the fields mentioned, case studies are also extensively used in business and management research, education research, and political sciences, among many others. They provide an opportunity to delve into the intricacies of real-world situations, allowing for a comprehensive understanding of various phenomena.

Case studies, with their depth and contextual focus, offer unique insights across these varied fields. They allow researchers to illuminate the complexities of real-life situations, contributing to both theory and practice.

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Understanding the key elements of case study design is crucial for conducting rigorous and impactful case study research. A well-structured design guides the researcher through the process, ensuring that the study is methodologically sound and its findings are reliable and valid. The main elements of case study design include the research question , propositions, units of analysis, and the logic linking the data to the propositions.

The research question is the foundation of any research study. A good research question guides the direction of the study and informs the selection of the case, the methods of collecting data, and the analysis techniques. A well-formulated research question in case study research is typically clear, focused, and complex enough to merit further detailed examination of the relevant case(s).

Propositions

Propositions, though not necessary in every case study, provide a direction by stating what we might expect to find in the data collected. They guide how data is collected and analyzed by helping researchers focus on specific aspects of the case. They are particularly important in explanatory case studies, which seek to understand the relationships among concepts within the studied phenomenon.

Units of analysis

The unit of analysis refers to the case, or the main entity or entities that are being analyzed in the study. In case study research, the unit of analysis can be an individual, a group, an organization, a decision, an event, or even a time period. It's crucial to clearly define the unit of analysis, as it shapes the qualitative data analysis process by allowing the researcher to analyze a particular case and synthesize analysis across multiple case studies to draw conclusions.

Argumentation

This refers to the inferential model that allows researchers to draw conclusions from the data. The researcher needs to ensure that there is a clear link between the data, the propositions (if any), and the conclusions drawn. This argumentation is what enables the researcher to make valid and credible inferences about the phenomenon under study.

Understanding and carefully considering these elements in the design phase of a case study can significantly enhance the quality of the research. It can help ensure that the study is methodologically sound and its findings contribute meaningful insights about the case.

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Conducting a case study involves several steps, from defining the research question and selecting the case to collecting and analyzing data . This section outlines these key stages, providing a practical guide on how to conduct case study research.

Defining the research question

The first step in case study research is defining a clear, focused research question. This question should guide the entire research process, from case selection to analysis. It's crucial to ensure that the research question is suitable for a case study approach. Typically, such questions are exploratory or descriptive in nature and focus on understanding a phenomenon within its real-life context.

Selecting and defining the case

The selection of the case should be based on the research question and the objectives of the study. It involves choosing a unique example or a set of examples that provide rich, in-depth data about the phenomenon under investigation. After selecting the case, it's crucial to define it clearly, setting the boundaries of the case, including the time period and the specific context.

Previous research can help guide the case study design. When considering a case study, an example of a case could be taken from previous case study research and used to define cases in a new research inquiry. Considering recently published examples can help understand how to select and define cases effectively.

Developing a detailed case study protocol

A case study protocol outlines the procedures and general rules to be followed during the case study. This includes the data collection methods to be used, the sources of data, and the procedures for analysis. Having a detailed case study protocol ensures consistency and reliability in the study.

The protocol should also consider how to work with the people involved in the research context to grant the research team access to collecting data. As mentioned in previous sections of this guide, establishing rapport is an essential component of qualitative research as it shapes the overall potential for collecting and analyzing data.

Collecting data

Gathering data in case study research often involves multiple sources of evidence, including documents, archival records, interviews, observations, and physical artifacts. This allows for a comprehensive understanding of the case. The process for gathering data should be systematic and carefully documented to ensure the reliability and validity of the study.

Analyzing and interpreting data

The next step is analyzing the data. This involves organizing the data , categorizing it into themes or patterns , and interpreting these patterns to answer the research question. The analysis might also involve comparing the findings with prior research or theoretical propositions.

Writing the case study report

The final step is writing the case study report . This should provide a detailed description of the case, the data, the analysis process, and the findings. The report should be clear, organized, and carefully written to ensure that the reader can understand the case and the conclusions drawn from it.

Each of these steps is crucial in ensuring that the case study research is rigorous, reliable, and provides valuable insights about the case.

The type, depth, and quality of data in your study can significantly influence the validity and utility of the study. In case study research, data is usually collected from multiple sources to provide a comprehensive and nuanced understanding of the case. This section will outline the various methods of collecting data used in case study research and discuss considerations for ensuring the quality of the data.

Interviews are a common method of gathering data in case study research. They can provide rich, in-depth data about the perspectives, experiences, and interpretations of the individuals involved in the case. Interviews can be structured , semi-structured , or unstructured , depending on the research question and the degree of flexibility needed.

Observations

Observations involve the researcher observing the case in its natural setting, providing first-hand information about the case and its context. Observations can provide data that might not be revealed in interviews or documents, such as non-verbal cues or contextual information.

Documents and artifacts

Documents and archival records provide a valuable source of data in case study research. They can include reports, letters, memos, meeting minutes, email correspondence, and various public and private documents related to the case.

These records can provide historical context, corroborate evidence from other sources, and offer insights into the case that might not be apparent from interviews or observations.

Physical artifacts refer to any physical evidence related to the case, such as tools, products, or physical environments. These artifacts can provide tangible insights into the case, complementing the data gathered from other sources.

Ensuring the quality of data collection

Determining the quality of data in case study research requires careful planning and execution. It's crucial to ensure that the data is reliable, accurate, and relevant to the research question. This involves selecting appropriate methods of collecting data, properly training interviewers or observers, and systematically recording and storing the data. It also includes considering ethical issues related to collecting and handling data, such as obtaining informed consent and ensuring the privacy and confidentiality of the participants.

Data analysis

Analyzing case study research involves making sense of the rich, detailed data to answer the research question. This process can be challenging due to the volume and complexity of case study data. However, a systematic and rigorous approach to analysis can ensure that the findings are credible and meaningful. This section outlines the main steps and considerations in analyzing data in case study research.

Organizing the data

The first step in the analysis is organizing the data. This involves sorting the data into manageable sections, often according to the data source or the theme. This step can also involve transcribing interviews, digitizing physical artifacts, or organizing observational data.

Categorizing and coding the data

Once the data is organized, the next step is to categorize or code the data. This involves identifying common themes, patterns, or concepts in the data and assigning codes to relevant data segments. Coding can be done manually or with the help of software tools, and in either case, qualitative analysis software can greatly facilitate the entire coding process. Coding helps to reduce the data to a set of themes or categories that can be more easily analyzed.

Identifying patterns and themes

After coding the data, the researcher looks for patterns or themes in the coded data. This involves comparing and contrasting the codes and looking for relationships or patterns among them. The identified patterns and themes should help answer the research question.

Interpreting the data

Once patterns and themes have been identified, the next step is to interpret these findings. This involves explaining what the patterns or themes mean in the context of the research question and the case. This interpretation should be grounded in the data, but it can also involve drawing on theoretical concepts or prior research.

Verification of the data

The last step in the analysis is verification. This involves checking the accuracy and consistency of the analysis process and confirming that the findings are supported by the data. This can involve re-checking the original data, checking the consistency of codes, or seeking feedback from research participants or peers.

Like any research method , case study research has its strengths and limitations. Researchers must be aware of these, as they can influence the design, conduct, and interpretation of the study.

Understanding the strengths and limitations of case study research can also guide researchers in deciding whether this approach is suitable for their research question . This section outlines some of the key strengths and limitations of case study research.

Benefits include the following:

• Rich, detailed data: One of the main strengths of case study research is that it can generate rich, detailed data about the case. This can provide a deep understanding of the case and its context, which can be valuable in exploring complex phenomena.
• Flexibility: Case study research is flexible in terms of design , data collection , and analysis . A sufficient degree of flexibility allows the researcher to adapt the study according to the case and the emerging findings.
• Real-world context: Case study research involves studying the case in its real-world context, which can provide valuable insights into the interplay between the case and its context.
• Multiple sources of evidence: Case study research often involves collecting data from multiple sources , which can enhance the robustness and validity of the findings.

On the other hand, researchers should consider the following limitations:

• Generalizability: A common criticism of case study research is that its findings might not be generalizable to other cases due to the specificity and uniqueness of each case.
• Time and resource intensive: Case study research can be time and resource intensive due to the depth of the investigation and the amount of collected data.
• Complexity of analysis: The rich, detailed data generated in case study research can make analyzing the data challenging.
• Subjectivity: Given the nature of case study research, there may be a higher degree of subjectivity in interpreting the data , so researchers need to reflect on this and transparently convey to audiences how the research was conducted.

Being aware of these strengths and limitations can help researchers design and conduct case study research effectively and interpret and report the findings appropriately.

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How To Write A Case Study For Your Design Portfolio

Case studies are an important part of any designer’s portfolio. Read this article to learn everything you need to know to start writing the perfect case study.

When you’re putting together your online design portfolio , design case studies are a great way to showcase your experience and skills. They also give potential clients a window into how you work.

By showing off what you can do and your design process, case studies can help you land more clients and freelance design jobs —so it can be smart to dedicate an entire section of your online portfolio website to case studies.

Getting Started

So—what is a design case study and how do they fit in your portfolio.

Let’s get some definitions out of the way first, shall we? A design case study is an example of a successful project you’ve completed. The exact case study format can vary greatly depending on your style and preferences, but typically it should outline the problem or assignment, show off your solution, and explain your approach.

One of the best ways to do that is to use a case study design that’s similar to a magazine article or long-form web article with lots of images throughout. When building your case study portfolio, create a new page for each case study. Then create a listing of all your case studies with an image and link to each of them. Now, let’s get into the nitty-gritty of creating these case studies.

Choose Your Best Projects

To make your online portfolio the best it can be , it’s good to be picky when choosing projects for case studies. Since your portfolio will often act as your first impression with potential clients, you only want it to showcase your best work.

If you have a large collection of completed projects, you may have an urge to do a ton of case studies. There’s an argument to be made in favor of that, since it’s a way to show off your extensive experience. In addition, by including a wide variety of case studies, it’s more likely that potential clients will be able to find one that closely relates to their business or upcoming project.

But don’t let your desire to have many case studies on your portfolio lead you to include projects you’re not as proud of. Keep in mind that your potential clients are probably busy people, so you shouldn’t expect them to wade through a massive list of case studies. If you include too many, you can never be sure which ones potential clients will take a look at. As a result, they may miss out on seeing some of your best work.

There’s no hard-and-fast rule for how many case studies to include. It’ll depend on the amount of experience you have, and how many of your completed projects you consider to be among your best work.

Use Your Design Expertise

When creating the case study section of your portfolio, use your designer’s eye to make everything attractive and easily digestible. One important guideline is to choose a layout that will enable you to include copy and image captions throughout.

Don’t have your portfolio up and running yet and not sure which portfolio platform is best for you? Try one that offers a free trial and a variety of cool templates that you can play around with to best showcase your design case studies.

If you don’t provide context for every image you include, it can end up looking like just a (somewhat confusing) image gallery. Case studies are more than that—they should explain everything that went into what you see in the images.

Check Out Other Case Study Examples for Inspiration

Looking at case study examples from successful designers is a great way to get ideas for making your case study portfolio more effective. Pay special attention to the case study design elements, including the layout, the number of images, and amount of copy. This will give you a better idea of how the designer keeps visitors interested in the story behind their projects.

To see some great case study examples, check out these UX designer portfolios .

Try a Case Study Template

There are plenty of resources online that offer free case study templates . These templates can be helpful, as they include questions that’ll help you ensure you’ve included all the important information.

However, most of them are not tailored to designers. These general case study templates don’t have the formatting you’ll want (i.e. the ability to include lots of images). Even the ones that are aimed at designers aren’t as effective as creating your own design. That’s why case study templates are best used as a starting point to get you thinking, or as a checklist to ensure you’ve included everything.

How to Write Case Studies

Maintain your usual tone.

You should write your case studies in the same personal, authentic (yet still professional!) tone of voice as you would when creating the About Me section of your portfolio . Don’t get bogged down in too much technical detail and jargon—that will make your case studies harder to read.

Since your case studies are part of your online portfolio, changing your usual tone can be jarring to the reader.

Instead, everything on your portfolio should have a consistent style. This will help you with creating brand identity . The result will be potential clients will be more connected to your writing and get the feeling that they’re learning what makes you unique.

Provide Some Context

Case studies are more effective when you include some information at the beginning to set the stage. This can include things like the date of the project, name of the client, and what the client does. Providing some context will make the case study more relatable to potential clients.

Also, by including the date of the project, you can highlight how your work has progressed over time. However, you don’t want to bog down this part of the case study with too much information. So it only really needs to be a sentence or two.

Explain the Client’s Expectations

Another important piece of information to include near the beginning of your case study is what the client wanted to accomplish with the project. Consider the guidelines the client provided, and what they would consider a successful outcome.

Did this project involve unique requirements? Did you tailor the design to suit the client’s brand or target audience? Did you have to balance some conflicting requirements?

Establishing the client’s expectations early on in the case study will help you later when you want to explain how you made the project a success.

Document Your Design Process

As you write your case study, you should take a look at your process from an outsider’s point of view. You already know why you made the decisions you did, so it may feel like you’re explaining the obvious. But by explaining your thought process, the case study will highlight all the consideration you put into the design project.

This can include everything from your initial plan to your inspiration, and the changes you made along the way. Basically, you should think about why you took the approach you did, and then explain it.

At this point, consider mentioning any tricks you use to make your design process more efficient . That can include how you managed your time, how you communicated with clients, and how you kept things on track.

Don’t Be Afraid to Mention Challenges

When writing a case study, it can be tempting to only explain the parts that went flawlessly. But you should consider mentioning any challenges that popped up along the way.

Was this project assigned with an extremely tight deadline? Did you have to ask the client to clarify their desired outcome? Were there revisions requested?

If you have any early drafts or drawings from the project saved, it can be a good idea to include them in the case study as well—even if they show that you initially had a very different design in mind than you ended up with. This can show your flexibility and willingness to go in new directions in order to achieve the best results.

Mentioning these challenges is another opportunity to highlight your value as a designer to potential clients. It will give you a chance to explain how you overcame those challenges and made the project a success.

Show How the Project’s Success Was Measured

Case studies are most engaging when they’re written like stories. If you followed the guidelines in this article, you started by explaining the assignment. Next, you described the process you went through when working on it. Now, conclude by going over how you know the project was a success.

This can include mentioning that all of the client’s guidelines were met, and explaining how the design ended up being used.

Check if you still have any emails or communications with the client about their satisfaction with the completed project. This can help put you in the right mindset for hyping up the results. You may even want to include a quote from the client praising your work.

Start Writing Your Case Studies ASAP

Since case studies involve explaining your process, it’s best to do them while the project is still fresh in your mind. That may sound like a pain; once you put a project to bed, you’re probably not looking forward to doing more work on it. But if you get started on your case study right away, it’s easier to remember everything that went into the design project, and why you made the choices you did.

If you’re just starting writing your case studies for projects you’ve completed in the past, don’t worry. It will just require a couple more steps, as you may need to refresh your memory a bit.

Start by taking a look at any emails or assignment documents that show what the client requested. Reviewing those guidelines will make it easier to know what to include in your case study about how you met all of the client’s expectations.

Another helpful resource is preliminary drafts, drawings, or notes you may have saved. Next, go through the completed project and remind yourself of all the work that went into achieving that final design.

Draw Potential Clients to See Your Case Studies

Having a great portfolio is the key to getting hired . By adding some case studies to your design portfolio, you’ll give potential clients insight into how you work, and the value you can offer them.

But it won’t do you any good if they don’t visit your portfolio in the first place! Luckily, there are many ways you can increase your chances. One way is to add a blog to your portfolio , as that will improve your site’s SEO and draw in visitors from search results. Another is to promote your design business using social media . If you’re looking to extend your reach further, consider investing in a Facebook ad campaign , as its likely easier and less expensive than you think.

Once clients lay eyes on all your well-written, beautifully designed case studies, the work will come roaring in!

Want to learn more about creating the perfect design portfolio? 5 Designers Reveal How to Get Clients With Your Portfolio 20 Design Portfolios You Need to See for Inspiration Study: How Does the Quality of Your Portfolio Site Influence Getting Hired?

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How to Design Case Studies for Your Clients

Why Case Study Design Matters

Case studies are more than just feel-good success stories for your client’s audience to read.

They’re powerful tools for showcasing your client’s products and services in the very best possible light.

That’s why every aspect of your client’s case study has to count. Not just the information and the statistics and the positive experience of the case study’s subject, but everything that goes into creating the experience of an individual who is reading this case study and thinking hard about whether they should invest in your client’s products or services.

We’re talking about the copywriting, the illustrations and icons, the infographics, everything!

And that’s where you, as a designer, come into play! 

Because if your client’s reader isn’t engaged and captivated by the information they’re seeing, they’re not likely to stick around. The layout and design have got to hit their mark every time for your client’s case studies to have the impact they want them to have.

So, what makes for a great case study or report design?

If you’re scratching your head, then this blog is here to help shine some light. Consider today’s blog your handy guide for creating captivating and strategic case study design that showcases your client’s offerings in the best possible way!

How Does a Case Study Tell a Story?

A case study can be an extremely effective marketing tool, even more so than ads, websites, or product demos.

Why? Because a case study isn’t an ad, a case study involves a real-world situation or problem that a real-world business faced and the journey they went through to resolve it, which naturally makes for a great story.

A good case study first introduces the subject, whether it's a business or an individual, and sets the stage for the story by outlining their challenges. It then describes the solution that alleviated this problem (your client’s products and services), the steps it took to implement that solution, and the obstacles it overcame to get there.

The results should show, through the use of data collection, statistics, etc., how your client’s brand was able to help the subject of the case study in whatever way they needed that help. Depending on the type of case study, the results could be increased brand awareness, increased conversions on an ecommerce site , or a boost in revenue due to optimized marketing strategies.

If presented right, this can be huge for a business! It gives real-life context to the pain points their potential customers have and the data analysis to prove that their products or services can get the job done!

And, as a designer, your role in all this is to make sure that the reader of this case study is getting the full effect of this real-life success story. Sure, the copywriter will handle writing a case study, but your job to take those words and enhance them through images, illustrations, layout, and more to present the narrative in the best way possible and guide the reader from beginning to end.

Designing Case Studies: What You Need to Know

Now that you know why case studies are so important, here is what you need to know to design a top-notch case study for your next client!

1. Understand Your Client’s Needs

It’s always a good idea to make sure that you really understand the message your client is looking to display with their case study.

Look through their other content and familiarize yourself with their brand guide so you can be sure that your design aligns with their messaging and their brand. It’s also good to familiarize yourself with the industry your client is in as well as their audience so that you can be sure your design is keeping them engaged.

2. The Right Graphics for the Story

A successful case study is going to need a good number of images and photos to break up all of that text into manageable bites and better explain complex information.

Roll up your sleeves and crank up Adobe Illustrator, because custom graphics is the way to go here. The style will be up to your client and their brand, but common needs for case studies include:

• Illustrations
• Photo treatments

These graphics are extremely handy for not only breaking up big blocks of text but also highlighting important information and making the content easy to navigate and understand.

Refer to your client’s brand guide to get the style right for the custom illustrations and icons you’ll need for their case study. If they don’t have any guidelines for illustrations and icons, then be a pal and kindly refer them here .

3. The Best Way to Visualize Data

Showcasing data effectively in a case study is absolutely crucial to its success. It doesn’t matter how impressive the numbers are if the reader can’t understand them or get a good grasp on their impact.

So, the data you’re working with, whether it's in the form of charts and graphs, statistics, or whatever else your client asks for must be presented in a way that is clear and straightforward. Use colors, type hierarchy, callouts, or whatever you need to best present your information.

Compelling infographics are a great way to do this. Using your client’s brand guide, you can whip up some infographic design templates to use throughout the case study to effectively show the collected data and what it means.

4. A Compelling Color Palette

The right colors not only make a case study visually appealing as readers navigate through the information but can ensure that your client’s case study is on brand, consistent, and a step above the rest of the competition.

Consider also using your colors to strategically highlight key information, such as numbers or data, and to invoke the right emotions as your reader moves through the narrative.

With so much data and information to present, be sure to also use a color palette that works well with your graphics and font. Your headers, captions, and text should be easy to read against whatever color background you’ve chosen.

5. Strategic Layout

The way your case study is laid out is also a crucial component in how readable and user-friendly the final result will be.

Collaborate with the copywriter, if possible, and make sure that the case study has a clear structure. The copy, the data, and your infographics, photos, and images should tell a story: a beginning (before the brand’s product and service), a middle (introducing the product or service), and an end (how the product or service improved the subject’s operations).

Use the power of type hierarchy as well to call out key information, keep text organized, and make the content easier to read.

Conducting a case study involves collecting tons of information, but no matter how much info is presented, you don’t want any portions of your case study to look crowded or busy. Be sure to have enough white space on each page to keep your design looking clean.

Some ways to lay images or photos out neatly are by the use of grids, columns, icons, and by teaming up with the copywriter to insert navigation aids, like clear page numbers, a table of contents, clearly defined sections, an index, or whatever else you think the reader would need to be able to easily follow along.

6. Spotlight Key Information

In addition to using type hierarchy and color scheme to call out the juiciest bits of information, consider also using bullets, lists, quotations, callouts, and even arrows to guide the reader’s eyes to what’s most crucial.

If the specific case study you’re designing for is about complex machinery or products a potential customer might not be familiar with, things might get confusing fast.

Clear it up by adding labels and captions to photos and illustrations to help the reader better understand important technical information and not feel overwhelmed or lost by the data being presented.

Looking for an Outlet for Those Design Skills?

If all of this has you nodding along, then, great! You may already have the design know-how to create visually stunning and easy-to-navigate case studies, reports, or whitepapers.

So, if you’re looking for an outlet for those skills, why not consider joining the Designity community?

Designity is a 100% remote CaaS (creative as a service) platform that is made up of experienced Creative Directors and the top 3% of US-based creative talent, including graphic designers , illustrators, copywriters, video editors, animators, and more.

As part of the Designity community, you’d enjoy competitive pay, a remote work environment, and the freedom to work on your own schedule from wherever you have a good WiFi connection!

You’ll also get to work on a variety of different projects with an even larger variety of clients and industries. And, best of all, you’ll get to team up with that creative talent described earlier and be part of a one-stop shop dream team that creates multiple case studies, whitepapers, brochures, and whatever marketing collateral you want to work on!

Think you have what it takes? 

Why not apply today and put your skills to the test?

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How to write a case study — examples, templates, and tools

It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.

That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.

A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.

In this article, you’ll learn:

What is a case study?

How to write a case study, case study templates, case study examples, case study tools.

A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.

The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:

• Celebrate the customer and make them — not a product or service — the star of the story.
• Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
• Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
• Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
• Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.

Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.

Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.

Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.

Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.

Here are the basic steps to writing a good case study.

1. Identify your goal

Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.

The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.

2. Choose your client or subject

Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.

The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.

Some of the most compelling case studies feature customers who:

• Switch from one product or service to another while naming competitors that missed the mark.
• Experience measurable results that are relatable to others in a specific industry.
• Represent well-known brands and recognizable names that are likely to compel action.
• Advocate for a product or service as a champion and are well-versed in its advantages.

Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.

3. Conduct research and compile data

Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.

This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.

4. Choose the right format

There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:

• An engaging headline
• A subject and customer introduction
• The unique challenge or challenges the customer faced
• The solution the customer used to solve the problem
• The results achieved
• Data and statistics to back up claims of success
• A strong call to action (CTA) to engage with the vendor

It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.

5. Write your case study

We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.

• Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
• Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
• Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
• Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
• Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
• Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.

6. Promote your story

Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.

Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.

Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.

Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.

Template 1 — Challenge-solution-result format

• Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
• Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
• Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
• Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
• Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
• Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.

Template 2 — Data-driven format

• Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
• Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
• Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
• Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.

While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.

Juniper Networks

One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.

The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.

Tata Consulting

When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.

Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.

When you’re ready to get started with a case study:

• Think about a few goals you’d like to accomplish with your content.
• Make a list of successful clients that would be strong candidates for a case study.
• Reach out to the client to get their approval and conduct an interview.
• Gather the data to present an engaging and effective customer story.

Adobe can help

There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.

To learn more, watch the Adobe Experience Platform story .

Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.

Watch the Real-Time CDP overview video to learn more.

Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.

Request a demo to learn more about Adobe Analytics.

https://business.adobe.com/blog/perspectives/b2b-ecommerce-10-case-studies-inspire-you

https://business.adobe.com/blog/basics/business-case

https://business.adobe.com/blog/basics/what-is-real-time-analytics

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UX Case Studies

What are ux case studies.

UX case studies are examples of design work which designers include in their portfolio. To give recruiters vital insights, designers tell compelling stories in text and images to show how they handled problems. Such narratives showcase designers’ skills and ways of thinking and maximize their appeal as potential hires.

“ Every great design begins with an even better story.” — Lorinda Mamo, Designer and creative director

• Transcript loading…

Discover why it’s important to tell a story in your case studies.

How to Approach UX Case Studies

Recruiters want candidates who can communicate through designs and explain themselves clearly and appealingly. While skimming UX portfolios , they’ll typically decide within 5 minutes if you’re a fit. So, you should boost your portfolio with 2–3 case studies of your work process containing your best copywriting and captivating visual aids. You persuade recruiters by showing your skillset, thought processes, choices and actions in context through engaging, image-supported stories .

Before selecting a project for a case study, you should get your employer’s/client’s permission – whether you’ve signed a non-disclosure agreement (NDA) or not.

Then, consider Greek philosopher Aristotle’s storytelling elements and work with these in mind when you start building your case studies:

Plot – The career-related aspect of yourself you want to highlight. This should be consistent across your case studies for the exact role. So, if you want to land a job as a UX researcher, focus on the skills relevant to that in your case studies.

Character – Your expertise in applying industry standards and working in teams.

Theme – Goals, motivations and obstacles in your project.

Diction – A friendly, professional tone in jargon-free plain English.

Melody – Your passion—for instance, as a designer, where you prove it’s a life interest as opposed to something you just clock on and off at for a job.

Décor – A balance of engaging text and images.

Spectacle – The plot twist/wow factor—e.g., a surprise discovery. Obviously, you can only include this if you had a surprise discovery in your case study.

All good stories have a beginning, a middle and an end.

© Interaction Design Foundation. CC BY-NC-SA 3.0.

How to Build UX Case Studies

You want an active story with a beginning, middle and end – never a flat report . So, you’d write, e.g., “We found…”, not “It was found…”. You should anonymize information to protect your employer’s/client’s confidential data (by changing figures to percentages, removing unnecessary details, etc.).

You can use German novelist-playwright Gustav Freytag’s 5-part pyramid :

Exposition – the introduction (4–5 sentences) . Describe your:

Problem statement – Include your motivations and thoughts/feelings about the problem.

Your solution – Outline your approach. Hint at the outcome by describing your deliverables/final output.

Your role – Explain how your professional identity matched the project.

Stages 2–4 form the middle (more than 5 sentences) . Summarize the process and highlight your decisions:

Rising action – Outline some obstacles/constraints (e.g., budget) to build conflict and explain your design process (e.g., design thinking ). Describe how you used, e.g., qualitative research to progress to 1 or 2 key moments of climax.

Climax – Highlight this, your story’s apex, with an intriguing factor (e.g., unexpected challenges). Choose only the most important bits to tighten narrative and build intrigue.

Falling action – Show how you combined your user insights, ideas and decisions to guide your project’s final iterations. Explain how, e.g., usability testing helped you/your team shape the final product.

Stage 5 is the conclusion:

Resolution – (4–5 sentences) . Showcase your end results as how your work achieved its business-oriented goal and what you learned. Refer to the motivations and problems you described earlier to bring your story to an impressive close.

Overall, you should:

Tell a design story that progresses meaningfully and smoothly .

Tighten/rearrange your account into a linear, straightforward narrative .

Reinforce each “what” you introduce with a “how” and “why” .

Support text with the most appropriate visuals (e.g., screenshots of the final product, wireframing , user personas , flowcharts , customer journey maps , Post-it notes from brainstorming ). Use software (e.g., Canva, Illustrator) to customize good-looking visuals that help tell your story .

Balance “I” with “we” to acknowledge team-members’ contributions and shared victories/setbacks.

Make your case study scannable – E.g., Use headings as signposts.

Remove anything that doesn’t help explain your thought process or advance the story .

In the video, Michal Malewicz, Creative Director and CEO of Hype4, has some tips for writing great case studies.

Typical dramatic structure consists of an exposition and resolution with rising action, climax and falling action in between.

Remember, hirers want to quickly spot the value of what you did— e.g., research findings—and feel engaged every step of the way . They’ll evaluate how you might fit their culture. Use the right tone to balance your passion and logic in portraying yourself as a trustworthy team player. Sometimes, you may have to explain why your project didn’t work out ideally. The interaction design process is iterative, so include any follow-up actions you took/would take. Your UX case studies should project the thoughts, feelings and actions that define how you can shape future designs and create value for business.

Learn More about UX Case Studies

Take our UX Portfolio course to see how to craft powerful UX case studies.

UX designer and entrepreneur Sarah Doody offers eye-opening advice about UX case studies .

Learn what can go wrong in UX case studies .

See fine examples of UX case studies .

Questions related to UX Case Studies

A UX case study showcases a designer's process in solving a specific design problem. It includes a problem statement, the designer's role, and the solution approach. The case study details the challenges and methods used to overcome them. It highlights critical decisions and their impact on the project.

The narrative often contains visuals like wireframes or user flowcharts. These elements demonstrate the designer's skills and thought process. The goal is to show potential employers or clients the value the designer can bring to a team or project. This storytelling approach helps the designer stand out in the industry.

To further illustrate this, consider watching this insightful video on the role of UX design in AI projects. It emphasizes the importance of credibility and user trust in technology. 

Consider these three detailed UX/UI case studies:

Travel UX & UI Case Study : This case study examines a travel-related project. It emphasizes user experience and interface design. It also provides insights into the practical application of UX/UI design in the travel industry.

HAVEN — UX/UI Case Study : This explores the design of a fictional safety and emergency assistance app, HAVEN. The study highlights user empowerment, interaction, and interface design. It also talks about the importance of accessibility and inclusivity. 

UX Case Study — Whiskers : This case study discusses a fictional pet care mobile app, Whiskers. It focuses on the unique needs of pet care users. It shows the user journey, visual design, and integration of community and social features.

Writing a UX case study involves several key steps:

Identify a project you have worked on. Describe the problem you addressed.

Detail your role in the project and the specific actions you took.

Explain your design process, including research , ideation , and user testing.

Highlight key challenges and how you overcame them.

Showcase the final design through visuals like screenshots or prototypes . This video discusses why you should include visuals in your UX case study/portfolio.

Reflect on the project's impact and any lessons learned.

Conclude with the outcomes. Showcase the value you provided.

A well-written case study tells a compelling story of your design journey. It shows your skills and thought process.

A case study in UI/UX is a detailed account of a design project. It describes a designer's process to solve a user interface or user experience problem. The case study includes

The project's background and the problem it addresses.

The designer's role and the steps they took.

Methods used for research and testing.

Challenges faced and how the designer overcame them.

The final design solutions with visual examples.

Results and impact of the design on users or the business.

This case study showcases a designer’s skills, decision-making process, and ability to solve real-world problems.

A UX writing case study focuses on the role of language in user experience design. It includes:

The project's background and the specific language-related challenges.

The UX writer's role and the strategies they employed.

How did they create the text for interfaces, like buttons or error messages?

Research and testing methods used to refine the language.

Challenges encountered and solutions developed.

The final text and its impact on user experience and engagement.

Outcomes that show how the right words improved the product's usability.

You can find professionals with diverse backgrounds in this field and their unique approaches to UX writing. Torrey Podmakersky discusses varied paths into UX writing careers through his video. 

Planning a case study for UX involves several steps: 

First, select a meaningful project that showcases your skills and problem-solving abilities. Gather all relevant information, including project goals, user research data, and design processes used. 

Next, outline the structure of your case study. This should include the problem you addressed, your role, the design process, and the outcomes. 

Ensure to detail the challenges faced and how you overcame them. 

To strengthen your narrative, incorporate visuals like wireframes, prototypes, and user feedback . 

Finally, reflect on the project's impact and what you learned. 

This careful planning helps you create a comprehensive and engaging case study.

Presenting a UX research case study involves clear organization and storytelling. 

Here are eight guidelines:

Introduction: Start with a brief overview of the project, including its objectives and the key research question.

Background: Provide context about the company, product, or service. Explain why you did the research. 

Methodology: Detail the research methods, like surveys, interviews, or usability testing. 

Findings: Present the key findings from your research. Use visuals like charts or user quotes to better present the data. 

Challenges and Solutions: Discuss any obstacles encountered during the research and how you addressed them.

Implications: Explain how your findings impacted the design or product strategy.

Conclusion: Summarize the main points and reflect on what you learned from the project.

Appendix (if necessary): Include any additional data or materials that support your case study.

UX case studies for beginners demonstrate the fundamentals of user experience design. They include:

A defined problem statement to clarify the user experience issue.

Descriptions of research methods used for understanding user needs and behaviors.

Steps of the design process, showing solution development. The 5 Stages in the Design Thinking Process illustrate these steps in detail. 

Visual elements, such as sketches, wireframes, or prototypes, illustrate the design stages.

The final design solution emphasizes its impact on user experience.

Reflections on the project's outcomes and lessons learned.

These case studies guide beginners through the essential steps and considerations in UX design projects. Consider watching this video on How to Write Great Case Studies for Your UX Design Portfolio to improve your case studies.

To learn more about UX case studies, two excellent resources are available:

Article on Structuring a UX Case Study : This insightful article explains how to craft a compelling case study. It emphasizes storytelling and the strategic thinking behind UX design, guided by expert opinions and industry insights.

User Experience: The Beginner's Guide Course by the Interaction Design Foundation: This comprehensive course offers a broad introduction to UX design. It covers UX principles, tools, and methods. The course provides practical exercises and industry-recognized certification. This course is valuable for aspiring designers and professionals transitioning to UX.

These resources provide both theoretical knowledge and practical application in UX design.

Literature on UX Case Studies

Here’s the entire UX literature on UX Case Studies by the Interaction Design Foundation, collated in one place:

Learn more about UX Case Studies

Take a deep dive into UX Case Studies with our course How to Create a UX Portfolio .

Did you know the average UX recruiter spends less than 5 minutes skimming through your UX portfolio? If you want to join the growing and well-paid field of UX design, not only do you need a UX portfolio— you’ll need a great UX portfolio that showcases relevant skills and knowledge . Your UX portfolio will help you get your first job interviews and freelance clients, and it will also force you to stay relevant in your UX career. In other words, no matter what point you’re at in your UX career, you’re going to need a UX portfolio that’s in tip-top condition.

So, how do you build an enticing UX portfolio, especially if you’ve got no prior experience in UX design? Well, that’s exactly what you’ll learn in this course! You’ll cover everything so you can start from zero and end up with an incredible UX portfolio . For example, you’ll walk through the various UX job roles, since you can’t begin to create your portfolio without first understanding which job role you want to apply for! You’ll also learn how to create your first case studies for your portfolio even if you have no prior UX design work experience. You’ll even learn how to navigate non-disclosure agreements and create visuals for your UX case studies.

By the end of this practical, how to oriented course, you’ll have the skills needed to create your personal online UX portfolio site and PDF UX portfolio. You’ll receive tips and insights from recruiters and global UX design leads from SAP, Oracle and Google to give you an edge over your fellow candidates. You’ll learn how to craft your UX case studies so they’re compelling and relevant, and you’ll also learn how to engage recruiters through the use of Freytag’s dramatic structure and 8 killer tips to write effectively. What’s more, you’ll get to download and keep more than 10 useful templates and samples that will guide you closely as you craft your UX portfolio. To sum it up, if you want to create a UX portfolio and land your first job in the industry, this is the course for you!

All open-source articles on UX Case Studies

How to write the conclusion of your case study.

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What Should a UX Design Portfolio Contain?

How to write the beginning of your UX case study

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How to write the middle or “process” part of your case study

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10 Successful Design Thinking Case Study

Dive into the realm of Successful Design Thinking Case Studies to explore the power of this innovative problem-solving approach. Begin by understanding What is Design Thinking? and then embark on a journey through real-world success stories. Discover valuable lessons learned from these case studies and gain insights into how Design Thinking can transform your approach.

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Design Thinking has emerged as a powerful problem-solving approach that places empathy, creativity, and innovation at the forefront. However, if you are not aware of the power that this approach holds, a Design Thinking Case Study is often used to help people address the complex challenges of this approach with a human-centred perspective. It allows organisations to unlock new opportunities and drive meaningful change. Read this blog on Design Thinking Case Study to learn how it enhances organisation’s growth and gain valuable insights on creative problem-solving.

Table of Contents   

1) What is Design Thinking?

2) Design Thinking process   

3) Successful Design Thinking Case Studies

      a) Airbnb

      b) Apple

      c) Netflix

      d) UberEats

      e) IBM

       f) OralB’s electric toothbrush

      g) IDEO

      h) Tesla

       i) GE Healthcare

       j) Nike

3) Lessons learned from Design Thinking Case Studies

4) Conclusion    

What is Design Thinking ?

Before jumping on Design Thinking Case Study, let’s first understand what it is. Design Thinking is a methodology for problem-solving that prioritises the understanding and addressing of individuals' unique needs.

This human-centric approach is creative and iterative, aiming to find innovative solutions to complex challenges. At its core, Design Thinking fosters empathy, encourages collaboration, and embraces experimentation.

This process revolves around comprehending the world from the user's perspective, identifying problems through this lens, and then generating and refining solutions that cater to these specific needs. Design Thinking places great importance on creativity and out-of-the-box thinking, seeking to break away from conventional problem-solving methods.

It is not confined to the realm of design but can be applied to various domains, from business and technology to healthcare and education. By putting the user or customer at the centre of the problem-solving journey, Design Thinking helps create products, services, and experiences that are more effective, user-friendly, and aligned with the genuine needs of the people they serve.  

Design Thinking process

Design Thinking is a problem-solving and innovation framework that helps individuals and teams create user-centred solutions. This process consists of five key phases that are as follows:  

To initiate the Design Thinking process, the first step is to practice empathy. In order to create products and services that are appealing, it is essential to comprehend the users and their requirements. What are their anticipations regarding the product you are designing? What issues and difficulties are they encountering within this particular context?

During the empathise phase, you spend time observing and engaging with real users. This might involve conducting interviews and seeing how they interact with an existing product. You should pay attention to facial expressions and body language. During the empathise phase in the Design Thinking Process , it's crucial to set aside assumptions and gain first-hand insights to design with real users in mind. That's the essence of Design Thinking.

During the second stage of the Design Thinking process, the goal is to identify the user’s problem. To accomplish this, collect all your observations from the empathise phase and begin to connect the dots.

Ask yourself: What consistent patterns or themes did you notice? What recurring user needs or challenges were identified? After synthesising your findings, you must create a problem statement, also known as a Point Of View (POV) statement, which outlines the issue or challenge you aim to address. By the end of the define stage, you will be able to craft a clear problem statement that will guide you throughout the design process, forming the basis of your ideas and potential solutions.

After completing the first two stages of the Design Thinking process, which involve defining the target users and identifying the problem statement, it is now time to move on to the third stage - ideation. This stage is all about brainstorming and coming up with various ideas and solutions to solve the problem statement. Through ideation, the team can explore different perspectives and possibilities and select the best ideas to move forward with.

During the ideation phase, it is important to create an environment where everyone feels comfortable sharing their ideas without fear of judgment. This phase is all about generating a large quantity of ideas, regardless of feasibility. This is done by encouraging the team to think outside the box and explore new angles. To maximise creativity, ideation sessions are often held in unconventional locations.

It’s time to transform the ideas from stage three into physical or digital prototypes. A prototype is a miniature model of a product or feature, which can be as simple as a paper model or as complex as an interactive digital representation.

During the Prototyping Stage , the primary objective is to transform your ideas into a tangible product that can be tested by actual users. This is crucial in maintaining a user-centric approach, as it enables you to obtain feedback before proceeding to develop the entire product. By doing so, you can ensure that the final design adequately addresses the user's problem and delivers an enjoyable user experience.

During the Design Thinking process, the fifth step involves testing your prototypes by exposing them to real users and evaluating their performance. Throughout this testing phase, you can observe how your target or prospective users engage with your prototype. Additionally, you can gather valuable feedback from your users about their experiences throughout the process.

Based on the feedback received during user testing, you can go back and make improvements to the design. It is important to remember that the Design Thinking process is iterative and non-linear. After the testing phase, it may be necessary to revisit the empathise stage or conduct additional ideation sessions before creating a successful prototype.

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Successful Design Thinking Case Studies  

Now that you have a foundational understanding of Design Thinking, let's explore how some of the world's most successful companies have leveraged this methodology to drive innovation and success:

Case Study 1: Airbnb  

Airbnb’s one of the popular Design Thinking Case Studies that you can aspire from. Airbnb disrupted the traditional hotel industry by applying Design Thinking principles to create a platform that connects travellers with unique accommodations worldwide. The founders of Airbnb, Brian Chesky, Joe Gebbia, and Nathan Blecharczyk, started by identifying a problem: the cost and lack of personalisation in traditional lodging.

They conducted in-depth user research by staying in their own listings and collecting feedback from both hosts and guests. This empathetic approach allowed them to design a platform that not only met the needs of travellers but also empowered hosts to provide personalised experiences. 

Airbnb's intuitive website and mobile app interface, along with its robust review and rating system, instil trust and transparency, making users feel comfortable choosing from a vast array of properties. Furthermore, the "Experiences" feature reflects Airbnb's commitment to immersive travel, allowing users to book unique activities hosted by locals. 

Case Study 2.  Apple    

Apple Inc. has consistently been a pioneer in  Design Thinking, which is evident in its products, such as the iPhone. One of the best Design Thinking Examples from Apple is the development of the iPhone's User Interface (UI). The team at Apple identified the need for a more intuitive and user-friendly smartphone experience. They conducted extensive research and usability testing to understand user behaviours, pain points, and desires.   

The result? A revolutionary touch interface that forever changed the smartphone industry. Apple's relentless focus on the user experience, combined with iterative prototyping and user feedback, exemplifies the power of  Design Thinking in creating groundbreaking products.    

Apple invests heavily in user research to  anticipate what customers want before they even realise it themselves. This empathetic approach to design has led to groundbreaking innovations like the iPhone, iPad, and MacBook, which have redefined the entire industry.  

Case Study 3. Netflix  

Netflix, the global streaming giant, has revolutionised the way people consume entertainment content. A major part of their success can be attributed to their effective use of Design Thinking principles.

What sets Netflix apart is its commitment to understanding its audience on a profound level. Netflix recognised that its success hinged on offering a personalised, enjoyable viewing experience. Through meticulous user research, data analysis, and a culture of innovation, Netflix constantly evolves its platform. Moreover, by gathering insights on viewing habits, content preferences, and even UI, the company tailors its recommendations, search algorithms, and original content to captivate viewers worldwide.

Furthermore, Netflix's iterative approach to Design Thinking allows it to adapt quickly to shifting market dynamics. This agility proved crucial when transitioning from a DVD rental service to a streaming platform. Netflix didn't just lead this revolution; it shaped it by keeping users' desires and behaviours front and centre. Netflix's commitment to Design Thinking has resulted in a highly user-centric platform that keeps subscribers engaged and satisfied, ultimately contributing to its global success.  

Case Study 4. Uber Eats     

Uber Eats, a subsidiary of Uber, has disrupted the food delivery industry by applying Design Thinking principles to enhance user experiences and create a seamless platform for food lovers and restaurants alike.  

One of  UberEats' key innovations lies in its user-centric approach. By conducting in-depth research and understanding the pain points of both consumers and restaurant partners, they crafted a solution that addresses real-world challenges. The user-friendly app offers a wide variety of cuisines, personalised recommendations, and real-time tracking, catering to the diverse preferences of customers.  

Moreover,  UberEats leverages technology and data-driven insights to optimise delivery routes and times, ensuring that hot and fresh food reaches customers promptly. The platform also empowers restaurant owners with tools to efficiently manage orders, track performance, and expand their customer base. 

Case Study  5 . IBM    

IBM is a prime example of a large corporation successfully adopting Design Thinking to drive innovation and transform its business. Historically known for its hardware and software innovations, IBM recognised the need to evolve its approach to remain competitive in the fast-paced technology landscape.   

IBM's Design Thinking journey began with a mission to reinvent its enterprise software solutions. The company transitioned from a product-centric focus to a user-centric one. Instead of solely relying on technical specifications, IBM started by empathising with its customers. They started to understand customer’s pain points, and envisioning solutions that genuinely addressed their needs. 

One of the key elements of IBM's Design Thinking success is its multidisciplinary teams. The company brought together designers, engineers, marketers, and end-users to collaborate throughout the product development cycle. This cross-functional approach encouraged diverse perspectives, fostering creativity and innovation. 

IBM's commitment to Design Thinking is evident in its flagship projects such as Watson, a cognitive computing system, and IBM Design Studios, where Design Thinking principles are deeply embedded into the company's culture. 

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Case Study 6. Oral-B’s electric toothbrush

Oral-B, a prominent brand under the Procter & Gamble umbrella, stands out as a remarkable example of how Design Thinking can be executed in a seemingly everyday product—Electric toothbrushes. By applying the Design Thinking approach, Oral-B has transformed the world of oral hygiene with its electric toothbrushes.  

Oral-B's journey with Design Thinking began by placing the user firmly at the centre of their Product Development process. Through extensive research and user feedback, the company gained invaluable insights into oral care habits, preferences, and pain points. This user-centric approach guided Oral-B in designing electric toothbrushes that not only cleaned teeth more effectively but also made the entire oral care routine more engaging and enjoyable.  

Another of Oral-B's crucial innovations is the integration of innovative technology into their toothbrushes. These devices now come equipped with features like real-time feedback, brushing timers, and even Bluetooth connectivity to sync with mobile apps. By embracing technology and user-centric design, Oral-B effectively transformed the act of brushing teeth into an interactive and informative experience. This has helped users maintain better oral hygiene.  

Oral-B's success story showcases how Design Thinking, combined with a deep understanding of user needs, can lead to significant advancements, ultimately improving both the product and user satisfaction.

Case Study 7. IDEO  

IDEO, a Global Design Consultancy, has been at the forefront of Design Thinking for decades. They have worked on diverse projects, from creating innovative medical devices to redesigning public services.

One of their most notable Design Thinking examples is the development of the "DeepDive" shopping cart for a major retailer. IDEO's team spent weeks observing shoppers, talking to store employees, and prototyping various cart designs. The result was a cart that not only improved the shopping experience but also increased sales. IDEO's human-centred approach, emphasis on empathy, and rapid prototyping techniques demonstrate how Design Thinking can drive innovation and solve real-world problems.   

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Case Study  8 .  Tesla  

Tesla, led by Elon Musk, has redefined the automotive industry by applying Design Thinking to Electric Vehicles (EVs). Musk and his team identified the need for EVs to be not just eco-friendly but also desirable. They focused on designing EVs that are stylish, high-performing, and technologically advanced. Tesla's iterative approach, rapid prototyping, and constant refinement have resulted in groundbreaking EVs like the Model S, Model 3, and Model X.    

From the minimalist interior of their Model S to the autopilot self-driving system, every aspect is meticulously crafted with the end user in mind. The company actively seeks feedback from its user community, often implementing software updates based on customer suggestions. This iterative approach ensures that Tesla vehicles continually evolve to meet and exceed customer expectations .   

Moreover, Tesla's bold vision extends to sustainable energy solutions, exemplified by products like the Powerwall and solar roof tiles. These innovations  showcase Tesla's holistic approach to Design Thinking, addressing not only the automotive industry's challenges but also contributing to a greener, more sustainable future.   

Case Study 9. GE Healthcare 

GE Healthcare is a prominent player in the Healthcare industry, renowned for its relentless commitment to innovation and design excellence. Leveraging Design Thinking principles, GE Healthcare has consistently pushed the boundaries of medical technology, making a significant impact on patient care worldwide.  

One of the key areas where GE Healthcare has excelled is in the development of cutting-edge medical devices and diagnostic solutions. Their dedication to user-centred design has resulted in devices that are not only highly functional but also incredibly intuitive for healthcare professionals to operate. For example, their advanced Medical Imaging equipment, such as MRI and CT scanners, are designed with a focus on patient comfort, safety, and accurate diagnostics. This device reflects the company's dedication to improving healthcare outcomes.  

Moreover, GE Healthcare's commitment to design extends beyond the physical product. They have also ventured into software solutions that facilitate data analysis and Patient Management. Their user-friendly software interfaces and data visualisation tools have empowered healthcare providers to make more informed decisions, enhancing overall patient care and treatment planning.

Case Study 10. Nike 

Nike is a global powerhouse in the athletic apparel and Footwear industry. Nike's journey began with a simple running shoe, but its design-thinking approach transformed it into an iconic brand.

Nike's Design Thinking journey started with a deep understanding of athletes' needs and desires. They engaged in extensive user research, often collaborating with top athletes to gain insights that inform their product innovations. This customer-centric approach allowed Nike to develop ground breaking technologies, such as Nike Air and Flyknit, setting new standards in comfort, performance, and style.

Beyond product innovation, Nike's brand identity itself is a testament to Design Thinking. The iconic Swoosh logo, created by Graphic Designer Carolyn Davidson, epitomises simplicity and timelessness, reflecting the brand's ethos.  

Nike also excels in creating immersive retail experiences, using Design Thinking to craft spaces that engage and inspire customers. Their flagship stores around the world are showcases of innovative design, enhancing the overall brand perception.

Lessons learned from Design Thinking Case Studies

The Design Thinking process, as exemplified by the success stories of IBM, Netflix, Apple, and Nike, offers valuable takeaways for businesses of all sizes and industries. Here are three key lessons to learn from these Case Studies:  

1)   Consider the b ig p icture   

Design Thinking encourages organisations to zoom out and view the big picture. It's not just about solving a specific problem but understanding how that problem fits into the broader context of user needs and market dynamics. By taking a holistic approach, you can identify opportunities for innovation that extend beyond immediate challenges. IBM's example, for instance, involved a comprehensive evaluation of their clients' journeys, leading to more impactful solutions.  

2)  Think t hrough a lternative s olutions   

One of the basic principles of Design Thinking is ideation, which emphasises generating a wide range of creative solutions. Netflix's success in content recommendation, for instance, came from exploring multiple strategies to enhance user experience. When brainstorming ideas and solutions, don't limit yourself to the obvious choices. Encourage diverse perspectives and consider unconventional approaches that may lead to breakthrough innovations.  

3)  Research e ach c ompany’s c ompetitors   

Lastly, researching competitors is essential for staying competitive. Analyse what other companies in your industry are doing, both inside and outside the realm of Design Thinking. Learn from their successes and failures. GE Healthcare, for example, leveraged Design Thinking to improve medical equipment usability, giving them a competitive edge. By researching competitors, you can gain insights that inform your own Design Thinking initiatives and help you stand out in the market.  

Incorporating these takeaways into your approach to Design Thinking can enhance your problem-solving capabilities, foster innovation, and ultimately lead to more successful results.  

Conclusion    

Design Thinking is not limited to a specific industry or problem domain; it is a versatile approach that promotes innovation and problem-solving in various contexts. In this blog, we've examined successful Design Thinking Case Studies from industry giants like IBM, Netflix, Apple, Airbnb, Uber Eats, and Nike. These companies have demonstrated that Design Thinking is a powerful methodology that can drive innovation, enhance user experiences, and lead to exceptional business success.   

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Frequently Asked Questions

Design Thinking Case Studies align with current market demands and user expectations by showcasing practical applications of user-centric problem-solving. These Studies highlight the success of empathetic approaches in meeting evolving customer needs.

By analysing various real-world examples, businesses can derive vital insights into dynamic market trends, creating innovative solutions, and enhancing user experiences. Design Thinking's emphasis on iterative prototyping and collaboration resonates with the contemporary demand for agility and adaptability.

Real-world examples of successful Design Thinking implementations can be found in various sources. For instance, you can explore several Case Study repositories on Design Thinking platforms like IDEO and Design Thinking Institute. Furthermore, you can also look for business publications, such as the Harvard Business Review as well as Fast Company, which often feature articles on successful Design Thinking applications.

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Our Leadership Training blogs covers a range of topics related to Design Thinking, offering valuable resources, best practices, and industry insights. Whether you are a beginner or looking to advance your Design Thinking skills, The Knowledge Academy's diverse courses and informative blogs have you covered.

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Blog Graphic Design 15+ Professional Case Study Examples [Design Tips + Templates]

15+ Professional Case Study Examples [Design Tips + Templates]

Written by: Alice Corner Jan 12, 2023

Have you ever bought something — within the last 10 years or so — without reading its reviews or without a recommendation or prior experience of using it?

If the answer is no — or at least, rarely — you get my point.

Positive reviews matter for selling to regular customers, and for B2B or SaaS businesses, detailed case studies are important too.

Wondering how to craft a compelling case study ? No worries—I’ve got you covered with 15 marketing case study templates , helpful tips, and examples to ensure your case study converts effectively.

Click to jump ahead:

• What is a Case Study?

Business Case Study Examples

Simple case study examples.

• Marketing Case Study Examples

Sales Case Study Examples

• Case Study FAQs

What is a case study?

A case study is an in-depth, detailed analysis of a specific real-world situation. For example, a case study can be about an individual, group, event, organization, or phenomenon. The purpose of a case study is to understand its complexities and gain insights into a particular instance or situation.

In the context of a business, however, case studies take customer success stories and explore how they use your product to help them achieve their business goals.

As well as being valuable marketing tools , case studies are a good way to evaluate your product as it allows you to objectively examine how others are using it.

It’s also a good way to interview your customers about why they work with you.

Related: What is a Case Study? [+6 Types of Case Studies]

Marketing Case Study Template

A marketing case study showcases how your product or services helped potential clients achieve their business goals. You can also create case studies of internal, successful marketing projects. A marketing case study typically includes:

• Company background and history
• The challenge
• How you helped
• Specific actions taken
• Visuals or Data
• Client testimonials

Here’s an example of a marketing case study template:

Whether you’re a B2B or B2C company, business case studies can be a powerful resource to help with your sales, marketing, and even internal departmental awareness.

Business and business management case studies should encompass strategic insights alongside anecdotal and qualitative findings, like in the business case study examples below.

Conduct a B2B case study by researching the company holistically

When it comes to writing a case study, make sure you approach the company holistically and analyze everything from their social media to their sales.

Think about every avenue your product or service has been of use to your case study company, and ask them about the impact this has had on their wider company goals.

In business case study examples like the one above, we can see that the company has been thought about holistically simply by the use of icons.

By combining social media icons with icons that show in-person communication we know that this is a well-researched and thorough case study.

This case study report example could also be used within an annual or end-of-year report.

Highlight the key takeaway from your marketing case study

To create a compelling case study, identify the key takeaways from your research. Use catchy language to sum up this information in a sentence, and present this sentence at the top of your page.

This is “at a glance” information and it allows people to gain a top-level understanding of the content immediately. 

You can use a large, bold, contrasting font to help this information stand out from the page and provide interest.

Learn  how to choose fonts  effectively with our Venngage guide and once you’ve done that.

Upload your fonts and  brand colors  to Venngage using the  My Brand Kit  tool and see them automatically applied to your designs.

The heading is the ideal place to put the most impactful information, as this is the first thing that people will read.

In this example, the stat of “Increase[d] lead quality by 90%” is used as the header. It makes customers want to read more to find out how exactly lead quality was increased by such a massive amount.

If you’re conducting an in-person interview, you could highlight a direct quote or insight provided by your interview subject.

Pick out a catchy sentence or phrase, or the key piece of information your interview subject provided and use that as a way to draw a potential customer in.

Use charts to visualize data in your business case studies

Charts are an excellent way to visualize data and to bring statistics and information to life. Charts make information easier to understand and to illustrate trends or patterns.

Making charts is even easier with Venngage.

In this consulting case study example, we can see that a chart has been used to demonstrate the difference in lead value within the Lead Elves case study.

Adding a chart here helps break up the information and add visual value to the case study. 

Using charts in your case study can also be useful if you’re creating a project management case study.

You could use a Gantt chart or a project timeline to show how you have managed the project successfully.

Use direct quotes to build trust in your marketing case study

To add an extra layer of authenticity you can include a direct quote from your customer within your case study.

According to research from Nielsen , 92% of people will trust a recommendation from a peer and 70% trust recommendations even if they’re from somebody they don’t know.

So if you have a customer or client who can’t stop singing your praises, make sure you get a direct quote from them and include it in your case study.

You can either lift part of the conversation or interview, or you can specifically request a quote. Make sure to ask for permission before using the quote.

This design uses a bright contrasting speech bubble to show that it includes a direct quote, and helps the quote stand out from the rest of the text.

This will help draw the customer’s attention directly to the quote, in turn influencing them to use your product or service.

Less is often more, and this is especially true when it comes to creating designs. Whilst you want to create a professional-looking, well-written and design case study – there’s no need to overcomplicate things.

These simple case study examples show that smart clean designs and informative content can be an effective way to showcase your successes.

Use colors and fonts to create a professional-looking case study

Business case studies shouldn’t be boring. In fact, they should be beautifully and professionally designed.

This means the normal rules of design apply. Use fonts, colors, and icons to create an interesting and visually appealing case study.

In this case study example, we can see how multiple fonts have been used to help differentiate between the headers and content, as well as complementary colors and eye-catching icons.

Marketing case study examples

Marketing case studies are incredibly useful for showing your marketing successes. Every successful marketing campaign relies on influencing a consumer’s behavior, and a great case study can be a great way to spotlight your biggest wins.

In the marketing case study examples below, a variety of designs and techniques to create impactful and effective case studies.

Show off impressive results with a bold marketing case study

Case studies are meant to show off your successes, so make sure you feature your positive results prominently. Using bold and bright colors as well as contrasting shapes, large bold fonts, and simple icons is a great way to highlight your wins.

In well-written case study examples like the one below, the big wins are highlighted on the second page with a bright orange color and are highlighted in circles.

Making the important data stand out is especially important when attracting a prospective customer with marketing case studies.

Use a simple but clear layout in your case study

Using a simple layout in your case study can be incredibly effective, like in the example of a case study below.

Keeping a clean white background, and using slim lines to help separate the sections is an easy way to format your case study.

Making the information clear helps draw attention to the important results, and it helps improve the  accessibility of the design .

Business case study examples like this would sit nicely within a larger report, with a consistent layout throughout.

Use visuals and icons to create an engaging and branded business case study

Nobody wants to read pages and pages of text — and that’s why Venngage wants to help you communicate your ideas visually.

Using icons, graphics, photos, or patterns helps create a much more engaging design. 

With this Blue Cap case study icons, colors, and impactful pattern designs have been used to create an engaging design that catches your eye.

Use a monochromatic color palette to create a professional and clean case study

Let your research shine by using a monochromatic and minimalistic color palette.

By sticking to one color, and leaving lots of blank space you can ensure your design doesn’t distract a potential customer from your case study content.

In this case study on Polygon Media, the design is simple and professional, and the layout allows the prospective customer to follow the flow of information.

The gradient effect on the left-hand column helps break up the white background and adds an interesting visual effect.

Did you know you can generate an accessible color palette with Venngage? Try our free accessible color palette generator today and create a case study that delivers and looks pleasant to the eye:

Add long term goals in your case study

When creating a case study it’s a great idea to look at both the short term and the long term goals of the company to gain the best understanding possible of the insights they provide.

Short-term goals will be what the company or person hopes to achieve in the next few months, and long-term goals are what the company hopes to achieve in the next few years.

Check out this modern pattern design example of a case study below:

In this case study example, the short and long-term goals are clearly distinguished by light blue boxes and placed side by side so that they are easy to compare.

Use a strong introductory paragraph to outline the overall strategy and goals before outlining the specific short-term and long-term goals to help with clarity.

This strategy can also be handy when creating a consulting case study.

Use data to make concrete points about your sales and successes

When conducting any sort of research stats, facts, and figures are like gold dust (aka, really valuable).

Being able to quantify your findings is important to help understand the information fully. Saying sales increased 10% is much more effective than saying sales increased.

While sales dashboards generally tend it make it all about the numbers and charts, in sales case study examples, like this one, the key data and findings can be presented with icons. This contributes to the potential customer’s better understanding of the report.

They can clearly comprehend the information and it shows that the case study has been well researched.

Use emotive, persuasive, or action based language in your marketing case study

Create a compelling case study by using emotive, persuasive and action-based language when customizing your case study template.

In this well-written case study example, we can see that phrases such as “Results that Speak Volumes” and “Drive Sales” have been used.

Using persuasive language like you would in a blog post. It helps inspire potential customers to take action now.

Keep your potential customers in mind when creating a customer case study for marketing

82% of marketers use case studies in their marketing  because it’s such an effective tool to help quickly gain customers’ trust and to showcase the potential of your product.

Why are case studies such an important tool in content marketing?

By writing a case study you’re telling potential customers that they can trust you because you’re showing them that other people do.

Not only that, but if you have a SaaS product, business case studies are a great way to show how other people are effectively using your product in their company.

In this case study, Network is demonstrating how their product has been used by Vortex Co. with great success; instantly showing other potential customers that their tool works and is worth using.

Related: 10+ Case Study Infographic Templates That Convert

Case studies are particularly effective as a sales technique.

A sales case study is like an extended customer testimonial, not only sharing opinions of your product – but showcasing the results you helped your customer achieve.

Make impactful statistics pop in your sales case study

Writing a case study doesn’t mean using text as the only medium for sharing results.

You should use icons to highlight areas of your research that are particularly interesting or relevant, like in this example of a case study:

Icons are a great way to help summarize information quickly and can act as visual cues to help draw the customer’s attention to certain areas of the page.

In some of the business case study examples above, icons are used to represent the impressive areas of growth and are presented in a way that grabs your attention.

Use high contrast shapes and colors to draw attention to key information in your sales case study

Help the key information stand out within your case study by using high contrast shapes and colors.

Use a complementary or contrasting color, or use a shape such as a rectangle or a circle for maximum impact.

This design has used dark blue rectangles to help separate the information and make it easier to read.

Coupled with icons and strong statistics, this information stands out on the page and is easily digestible and retainable for a potential customer.

Case Study Examples Summary

Once you have created your case study, it’s best practice to update your examples on a regular basis to include up-to-date statistics, data, and information.

You should update your business case study examples often if you are sharing them on your website .

It’s also important that your case study sits within your brand guidelines – find out how Venngage’s My Brand Kit tool can help you create consistently branded case study templates.

Case studies are important marketing tools – but they shouldn’t be the only tool in your toolbox. Content marketing is also a valuable way to earn consumer trust.

Case Study FAQ

Why should you write a case study.

Case studies are an effective marketing technique to engage potential customers and help build trust.

By producing case studies featuring your current clients or customers, you are showcasing how your tool or product can be used. You’re also showing that other people endorse your product.

In addition to being a good way to gather positive testimonials from existing customers , business case studies are good educational resources and can be shared amongst your company or team, and used as a reference for future projects.

How should you write a case study?

To create a great case study, you should think strategically. The first step, before starting your case study research, is to think about what you aim to learn or what you aim to prove.

You might be aiming to learn how a company makes sales or develops a new product. If this is the case, base your questions around this.

You can learn more about writing a case study  from our extensive guide.

Related: How to Present a Case Study like a Pro (With Examples)

Some good questions you could ask would be:

• Why do you use our tool or service?
• How often do you use our tool or service?
• What does the process of using our product look like to you?
• If our product didn’t exist, what would you be doing instead?
• What is the number one benefit you’ve found from using our tool?

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11 Inspiring UX Case Studies That Every Designer Should Study

A UX case study is a sort of detailed overview of a designer's work. They are often part of a UX designer's portfolio and showcase the designer's skill in managing tasks and problems. From a recruiter's perspective, such a UX portfolio shows the skill, insights, knowledge, and talent of the designer.

Therefore, UX case studies play an important role in the recruitment and demand for designers.

What Makes a Powerful Case Study

Building a UX case study includes showing the design process through compelling stories. They will use plain language to demonstrate how they handled key design issues, offering a comprehensive view of their process. Well done case studies often include:

• A  problem statement and solutions with real applications.
• Relevant numbers, data, or testimonials to demonstrate the work and efforts.
• A story that directly connects the problem to the solution.

Any competent UX professional will know that creating a stunning UX case study is about the little details.

11 Best UX Case Studies for Designers

The best way to understand what a good case study looks like is to go over other examples. Each of these UX case study examples shows a designer's insights, basic skills, and other designers' lessons learned through their experience.

1. Promo.com web editor

For this video-creation platform , UX designer Sascha was brought on to revamp v2.0, adding new features that could work alongside the existing UX design. The point was to work on interface details that would help create a user friendly platform, and that users could find simple enough to use.

User personas mapped by the UX designer revealed the most common confusion to be the process of inserting particular features into the video, such as subtitles. The designer's goal, therefore, was to create a platform with improved editor controls.

The designer then used a common text-editor layout to include top and side navigation bars that made it easy to access and implement text editing.

Key Learnings from Promo.com

This case study focuses on addressing a particular problem that customers were currently facing. Its main theme is to show a problem, and how the product designer addressed this problem. Its strength points include:

• clearly highlighting the problem (i.e. inaccessible and limited video-text editor options)
• conduction research to understand the nature of the problem and the kind of solutions customers want
• implementing research insights into the redesign to create a platform that actively served customer needs

2. Productivity tracker app

The main concept behind this UX case study is to address a pre-existing problem through the design of the app. Immediately from the start, the study highlights a common pain point among users: that of a lack of productivity due to device usage.

This UX case study example addressed some of the main problems within existing productivity apps included:a poor UI and UX that made navigation difficult

• a poorly-built information architecture
• limited functions on the mobile application

Key Learnings from the Productivity app case study

The case study highlights the simple design process that was then used to build the app. Wireframes were created, a moldboard developed, and finally, individual pages of the app were designed in line with the initial goals.

3. Postmates Unlimited

This case study clearly identifies the improvements made to the Postmates app in a simple overview before jumping into greater detail. The redesign goal, which it achieved, was to improve the experience and other interface details of the app.

The problems identified included:

• usability that led to high support ticket volume.
• technical app infrastructure issues that prevented scalability.
• lack of efficient product management, such as batching orders.

A UX research course can help understand the kind of research needed for a case study. The app redesign involved bringing couriers in and running usability testing on improvements. The final model, therefore, had input from real users on what worked and what caused issues.

Key Learnings from Postmates

The Postmates redesign works as a great UX case study for the simple way it approaches problem-solving. Following an overview of the work, it addresses the problems faced by users of the app. It then establishes research processes and highlights how changes were made to reduce these issues.

4. TV Guide

Addressing the fragmentation of content across channels, this case study sought to redesign how people consume media. The key problems identified included:

• the overabundance of content across various TV and streaming platforms
• the difficulty in discovering and managing content across all platforms

To deliver on the key goals of content personalization, smart recommendations, and offering cross-platform content search, the design process included conducting interviews, surveys, and checking customer reviews.

The design of TV Guide enables users to get custom recommendations sourced from friends' and family's watchlists.

Key Learnings from TV Guide

Like previous UX design case studies, this one tackled the issue head-on. Describing the research process, it goes into detail regarding the approach used by the UX designers to create the app. It takes readers on a journey, from identifying pain points, to testing solutions, and implementing the final version.

5. The FlexBox Inspector

Designer Victoria discusses how she developed the investigator tool for the Mozilla Firefox browser. Surveys into understanding the problems with the existing CSS Flexbox tool revealed a need for a user-friendly design. Interviews with a senior designer and other designers helped developers understand the features design-focused tools ought to have. A feature analysis revealed what most users look for in such tools.

The final result of the development process was a design that incorporated several new features, including:

• a new layout
• color-coded design
• multiple entry points to make workflow management efficient

Key Learnings from the Flexbox

This UX design case study starts with a clear goal, then addresses multiple user needs. It clearly defines the design process behind each feature developed by the time, and the reasoning for including that feature. To give a complete picture, it also discusses why certain features or processes were excluded.

6. The Current State of Checkouts

This Baymard UX design case study looks into the checkout process in over 70 e-commerce websites. Through competitive analysis, it isolates problem points in the UX design, which, if addressed, could improve the customer's checkout process.

The study found at least 31 common issues that were easily preventable. The study was designed and conducted on a large scale, over 12 years, to incorporate changing design patterns into the review.

Recommendations based on findings include:

• prominent guest checkout option
• simple password requirements
• specific delivery period
• price comparison tool for shipping vs store pickup

Key Learnings from Checkout Case Study

Each identified issue is backed up by data and research to highlight its importance. Further research backs up each recommendation made within the case study, with usability testing to support the idea. As far as UX case studies go, this one provides practical insight into an existing, widely used e-commerce feature, and offers practical solutions.

7. New York Times App

Using a creative illustration website, the designers proposed a landing page feature "Timely" that could counter the problems faced by the NYT app . Its major issues included too much irrelevant content, low usage, and undesirable coverage of content.

The goal behind Timely was to improve user incentives, build long-term loyalty, and encourage reading. Design mapping for the app covered:

• identifying the problem
• understanding audience needs
• creating wireframes
• designing and prototyping

The end result was an app that could help readers get notifications regarding news of interest at convenient moments (at breakfast, before bed). This encouraged interaction and improved readability with short-form articles.

Key Learnings from NYT App

The UX case study proposes a problem solution that works with an existing information architecture, instead adding custom graphics to the mobile app. It leads from a simple problem statement to discuss the project that could address these issues without changing was customers already loved.

UX case studies focused on redesign include the FitBit redesign, which started off by understanding personas and what users expect from a fitness tracker. Developing use cases and personas, Guerilla usability testing was employed to assess pain points.

These pain points were then ranked based on their importance to users and to app performance. They were addressed through:

• Highlighting essential parts and features of the app
• Changing easily missed icons to more recognizable icons
• relabelling tracking options to guide users better to its usage

Key Learnings from Fitbit

While the case study maps user experiences and offers solutions, it does not begin with an intensive research-based approach. The prototype is successful in testing, but problem factors are not identified with research-based statistics, meaning key factors could have been ignored.

9. Rating System UX

The designer behind the rating system UX redesign sought to solve issues with the 5-star rating system. Highlighted issues included:

• the lack of subjective accuracy of a 5-point rating system
• the issue of calculating the average of a zero-star rating
• average ratings are misleading

Better alternatives include:

• 5-star emoticon rating that relates the user experience
• Like/dislike buttons that make approval/disapproval simple

The final design incorporated both these styles to make full use of the rating system.

Key Learnings from Rating System UX

The UX case study stemmed from insight into the limitations of the existing rating system. The new design addressed old issues and incorporated better efficiencies.

The Intuit redesign was focused on making content readable, more engaging, and accessible. Looking into product personalization, the content was found to be lacking aesthetic value, as well as being hard to find. The goal was to create content that was easy to find, clear, and consistent.

The implemented solutions included:

• increased readability with increased body text and header spacing
• table of contents on the sidebar for easier navigation
• visible and prominent search bar
• illustrations and designs for pretty visuals

Key Learnings from Intuit

The Intuit case study approaches the problem from a practical point of view. It begins with isolating problems with the interface, in particular with the content. This is an example of a case study that breaks down problems into broader categories, and solves each problem with a practical solution.

This UX case study about a social platform tackles a commonly-faced problem from existing platforms. It addresses the issue of recognizing non-monetary user engagement, to help creators identify their user base.

The case study addresses the problem statement and establishes the design process (building wireframes and prototypes) as well as conducting user testing. The final result is to develop "Discover" pages, engaging layouts, and animated interactions to increase usability.

Key Learnings from Jambb

The study goes into detail regarding problem identification, then moves on to propose solutions that take into account the perspective of all stakeholders involved. It then explains why each design decision was made, and proves its efficacy through testing and prototyping.

Key Takeaways

Developing good UX case studies examples is as much about the details you include as the ones you leave out. Going over UX courses can give you a better understanding of what your case study should look like. A good case study should provide an overview of the problem, include numbers and statistics, and offer practical solutions that directly address the problem. The above-discussed UX case studies provide a good example of the dos and don'ts of a well-structured UX design case study that should be part of every UX portfolio .

Additional Resources

Check out these resources to learn more about UX case studies:

8 UX Case Studies to Read

UX Design Case Study

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Home » Case Study – Methods, Examples and Guide

Case Study – Methods, Examples and Guide

Table of Contents

A case study is a research method that involves an in-depth examination and analysis of a particular phenomenon or case, such as an individual, organization, community, event, or situation.

It is a qualitative research approach that aims to provide a detailed and comprehensive understanding of the case being studied. Case studies typically involve multiple sources of data, including interviews, observations, documents, and artifacts, which are analyzed using various techniques, such as content analysis, thematic analysis, and grounded theory. The findings of a case study are often used to develop theories, inform policy or practice, or generate new research questions.

Types of Case Study

Types and Methods of Case Study are as follows:

Single-Case Study

A single-case study is an in-depth analysis of a single case. This type of case study is useful when the researcher wants to understand a specific phenomenon in detail.

For Example , A researcher might conduct a single-case study on a particular individual to understand their experiences with a particular health condition or a specific organization to explore their management practices. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of a single-case study are often used to generate new research questions, develop theories, or inform policy or practice.

Multiple-Case Study

A multiple-case study involves the analysis of several cases that are similar in nature. This type of case study is useful when the researcher wants to identify similarities and differences between the cases.

For Example, a researcher might conduct a multiple-case study on several companies to explore the factors that contribute to their success or failure. The researcher collects data from each case, compares and contrasts the findings, and uses various techniques to analyze the data, such as comparative analysis or pattern-matching. The findings of a multiple-case study can be used to develop theories, inform policy or practice, or generate new research questions.

Exploratory Case Study

An exploratory case study is used to explore a new or understudied phenomenon. This type of case study is useful when the researcher wants to generate hypotheses or theories about the phenomenon.

For Example, a researcher might conduct an exploratory case study on a new technology to understand its potential impact on society. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as grounded theory or content analysis. The findings of an exploratory case study can be used to generate new research questions, develop theories, or inform policy or practice.

Descriptive Case Study

A descriptive case study is used to describe a particular phenomenon in detail. This type of case study is useful when the researcher wants to provide a comprehensive account of the phenomenon.

For Example, a researcher might conduct a descriptive case study on a particular community to understand its social and economic characteristics. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of a descriptive case study can be used to inform policy or practice or generate new research questions.

Instrumental Case Study

An instrumental case study is used to understand a particular phenomenon that is instrumental in achieving a particular goal. This type of case study is useful when the researcher wants to understand the role of the phenomenon in achieving the goal.

For Example, a researcher might conduct an instrumental case study on a particular policy to understand its impact on achieving a particular goal, such as reducing poverty. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of an instrumental case study can be used to inform policy or practice or generate new research questions.

Case Study Data Collection Methods

Here are some common data collection methods for case studies:

Interviews involve asking questions to individuals who have knowledge or experience relevant to the case study. Interviews can be structured (where the same questions are asked to all participants) or unstructured (where the interviewer follows up on the responses with further questions). Interviews can be conducted in person, over the phone, or through video conferencing.

Observations

Observations involve watching and recording the behavior and activities of individuals or groups relevant to the case study. Observations can be participant (where the researcher actively participates in the activities) or non-participant (where the researcher observes from a distance). Observations can be recorded using notes, audio or video recordings, or photographs.

Documents can be used as a source of information for case studies. Documents can include reports, memos, emails, letters, and other written materials related to the case study. Documents can be collected from the case study participants or from public sources.

Surveys involve asking a set of questions to a sample of individuals relevant to the case study. Surveys can be administered in person, over the phone, through mail or email, or online. Surveys can be used to gather information on attitudes, opinions, or behaviors related to the case study.

Artifacts are physical objects relevant to the case study. Artifacts can include tools, equipment, products, or other objects that provide insights into the case study phenomenon.

How to conduct Case Study Research

Conducting a case study research involves several steps that need to be followed to ensure the quality and rigor of the study. Here are the steps to conduct case study research:

• Define the research questions: The first step in conducting a case study research is to define the research questions. The research questions should be specific, measurable, and relevant to the case study phenomenon under investigation.
• Select the case: The next step is to select the case or cases to be studied. The case should be relevant to the research questions and should provide rich and diverse data that can be used to answer the research questions.
• Collect data: Data can be collected using various methods, such as interviews, observations, documents, surveys, and artifacts. The data collection method should be selected based on the research questions and the nature of the case study phenomenon.
• Analyze the data: The data collected from the case study should be analyzed using various techniques, such as content analysis, thematic analysis, or grounded theory. The analysis should be guided by the research questions and should aim to provide insights and conclusions relevant to the research questions.
• Draw conclusions: The conclusions drawn from the case study should be based on the data analysis and should be relevant to the research questions. The conclusions should be supported by evidence and should be clearly stated.
• Validate the findings: The findings of the case study should be validated by reviewing the data and the analysis with participants or other experts in the field. This helps to ensure the validity and reliability of the findings.
• Write the report: The final step is to write the report of the case study research. The report should provide a clear description of the case study phenomenon, the research questions, the data collection methods, the data analysis, the findings, and the conclusions. The report should be written in a clear and concise manner and should follow the guidelines for academic writing.

Examples of Case Study

Here are some examples of case study research:

• The Hawthorne Studies : Conducted between 1924 and 1932, the Hawthorne Studies were a series of case studies conducted by Elton Mayo and his colleagues to examine the impact of work environment on employee productivity. The studies were conducted at the Hawthorne Works plant of the Western Electric Company in Chicago and included interviews, observations, and experiments.
• The Stanford Prison Experiment: Conducted in 1971, the Stanford Prison Experiment was a case study conducted by Philip Zimbardo to examine the psychological effects of power and authority. The study involved simulating a prison environment and assigning participants to the role of guards or prisoners. The study was controversial due to the ethical issues it raised.
• The Challenger Disaster: The Challenger Disaster was a case study conducted to examine the causes of the Space Shuttle Challenger explosion in 1986. The study included interviews, observations, and analysis of data to identify the technical, organizational, and cultural factors that contributed to the disaster.
• The Enron Scandal: The Enron Scandal was a case study conducted to examine the causes of the Enron Corporation’s bankruptcy in 2001. The study included interviews, analysis of financial data, and review of documents to identify the accounting practices, corporate culture, and ethical issues that led to the company’s downfall.
• The Fukushima Nuclear Disaster : The Fukushima Nuclear Disaster was a case study conducted to examine the causes of the nuclear accident that occurred at the Fukushima Daiichi Nuclear Power Plant in Japan in 2011. The study included interviews, analysis of data, and review of documents to identify the technical, organizational, and cultural factors that contributed to the disaster.

Application of Case Study

Case studies have a wide range of applications across various fields and industries. Here are some examples:

Business and Management

Case studies are widely used in business and management to examine real-life situations and develop problem-solving skills. Case studies can help students and professionals to develop a deep understanding of business concepts, theories, and best practices.

Case studies are used in healthcare to examine patient care, treatment options, and outcomes. Case studies can help healthcare professionals to develop critical thinking skills, diagnose complex medical conditions, and develop effective treatment plans.

Case studies are used in education to examine teaching and learning practices. Case studies can help educators to develop effective teaching strategies, evaluate student progress, and identify areas for improvement.

Social Sciences

Case studies are widely used in social sciences to examine human behavior, social phenomena, and cultural practices. Case studies can help researchers to develop theories, test hypotheses, and gain insights into complex social issues.

Law and Ethics

Case studies are used in law and ethics to examine legal and ethical dilemmas. Case studies can help lawyers, policymakers, and ethical professionals to develop critical thinking skills, analyze complex cases, and make informed decisions.

Purpose of Case Study

The purpose of a case study is to provide a detailed analysis of a specific phenomenon, issue, or problem in its real-life context. A case study is a qualitative research method that involves the in-depth exploration and analysis of a particular case, which can be an individual, group, organization, event, or community.

The primary purpose of a case study is to generate a comprehensive and nuanced understanding of the case, including its history, context, and dynamics. Case studies can help researchers to identify and examine the underlying factors, processes, and mechanisms that contribute to the case and its outcomes. This can help to develop a more accurate and detailed understanding of the case, which can inform future research, practice, or policy.

Case studies can also serve other purposes, including:

• Illustrating a theory or concept: Case studies can be used to illustrate and explain theoretical concepts and frameworks, providing concrete examples of how they can be applied in real-life situations.
• Developing hypotheses: Case studies can help to generate hypotheses about the causal relationships between different factors and outcomes, which can be tested through further research.
• Providing insight into complex issues: Case studies can provide insights into complex and multifaceted issues, which may be difficult to understand through other research methods.
• Informing practice or policy: Case studies can be used to inform practice or policy by identifying best practices, lessons learned, or areas for improvement.

Advantages of Case Study Research

There are several advantages of case study research, including:

• In-depth exploration: Case study research allows for a detailed exploration and analysis of a specific phenomenon, issue, or problem in its real-life context. This can provide a comprehensive understanding of the case and its dynamics, which may not be possible through other research methods.
• Rich data: Case study research can generate rich and detailed data, including qualitative data such as interviews, observations, and documents. This can provide a nuanced understanding of the case and its complexity.
• Holistic perspective: Case study research allows for a holistic perspective of the case, taking into account the various factors, processes, and mechanisms that contribute to the case and its outcomes. This can help to develop a more accurate and comprehensive understanding of the case.
• Theory development: Case study research can help to develop and refine theories and concepts by providing empirical evidence and concrete examples of how they can be applied in real-life situations.
• Practical application: Case study research can inform practice or policy by identifying best practices, lessons learned, or areas for improvement.
• Contextualization: Case study research takes into account the specific context in which the case is situated, which can help to understand how the case is influenced by the social, cultural, and historical factors of its environment.

Limitations of Case Study Research

There are several limitations of case study research, including:

• Limited generalizability : Case studies are typically focused on a single case or a small number of cases, which limits the generalizability of the findings. The unique characteristics of the case may not be applicable to other contexts or populations, which may limit the external validity of the research.
• Biased sampling: Case studies may rely on purposive or convenience sampling, which can introduce bias into the sample selection process. This may limit the representativeness of the sample and the generalizability of the findings.
• Subjectivity: Case studies rely on the interpretation of the researcher, which can introduce subjectivity into the analysis. The researcher’s own biases, assumptions, and perspectives may influence the findings, which may limit the objectivity of the research.
• Limited control: Case studies are typically conducted in naturalistic settings, which limits the control that the researcher has over the environment and the variables being studied. This may limit the ability to establish causal relationships between variables.
• Time-consuming: Case studies can be time-consuming to conduct, as they typically involve a detailed exploration and analysis of a specific case. This may limit the feasibility of conducting multiple case studies or conducting case studies in a timely manner.
• Resource-intensive: Case studies may require significant resources, including time, funding, and expertise. This may limit the ability of researchers to conduct case studies in resource-constrained settings.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Research Writing and Analysis

• NVivo Group and Study Sessions
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• Step 2: Explain
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Writing a Case Study

What is a case study?

A Case study is: 

• An in-depth research design that primarily uses a qualitative methodology but sometimes​​ includes quantitative methodology.
• Used to examine an identifiable problem confirmed through research.
• Used to investigate an individual, group of people, organization, or event.
• Used to mostly answer "how" and "why" questions.

What are the different types of case studies?

Note: These are the primary case studies. As you continue to research and learn

about case studies you will begin to find a robust list of different types. 

Who are your case study participants?

What is triangulation ? 

Validity and credibility are an essential part of the case study. Therefore, the researcher should include triangulation to ensure trustworthiness while accurately reflecting what the researcher seeks to investigate.

How to write a Case Study?

When developing a case study, there are different ways you could present the information, but remember to include the five parts for your case study.

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The case study approach

Sarah crowe.

1 Division of Primary Care, The University of Nottingham, Nottingham, UK

Kathrin Cresswell

2 Centre for Population Health Sciences, The University of Edinburgh, Edinburgh, UK

Ann Robertson

3 School of Health in Social Science, The University of Edinburgh, Edinburgh, UK

Anthony Avery

Aziz sheikh.

The case study approach allows in-depth, multi-faceted explorations of complex issues in their real-life settings. The value of the case study approach is well recognised in the fields of business, law and policy, but somewhat less so in health services research. Based on our experiences of conducting several health-related case studies, we reflect on the different types of case study design, the specific research questions this approach can help answer, the data sources that tend to be used, and the particular advantages and disadvantages of employing this methodological approach. The paper concludes with key pointers to aid those designing and appraising proposals for conducting case study research, and a checklist to help readers assess the quality of case study reports.

Introduction

The case study approach is particularly useful to employ when there is a need to obtain an in-depth appreciation of an issue, event or phenomenon of interest, in its natural real-life context. Our aim in writing this piece is to provide insights into when to consider employing this approach and an overview of key methodological considerations in relation to the design, planning, analysis, interpretation and reporting of case studies.

The illustrative 'grand round', 'case report' and 'case series' have a long tradition in clinical practice and research. Presenting detailed critiques, typically of one or more patients, aims to provide insights into aspects of the clinical case and, in doing so, illustrate broader lessons that may be learnt. In research, the conceptually-related case study approach can be used, for example, to describe in detail a patient's episode of care, explore professional attitudes to and experiences of a new policy initiative or service development or more generally to 'investigate contemporary phenomena within its real-life context' [ 1 ]. Based on our experiences of conducting a range of case studies, we reflect on when to consider using this approach, discuss the key steps involved and illustrate, with examples, some of the practical challenges of attaining an in-depth understanding of a 'case' as an integrated whole. In keeping with previously published work, we acknowledge the importance of theory to underpin the design, selection, conduct and interpretation of case studies[ 2 ]. In so doing, we make passing reference to the different epistemological approaches used in case study research by key theoreticians and methodologists in this field of enquiry.

This paper is structured around the following main questions: What is a case study? What are case studies used for? How are case studies conducted? What are the potential pitfalls and how can these be avoided? We draw in particular on four of our own recently published examples of case studies (see Tables ​ Tables1, 1 , ​ ,2, 2 , ​ ,3 3 and ​ and4) 4 ) and those of others to illustrate our discussion[ 3 - 7 ].

Example of a case study investigating the reasons for differences in recruitment rates of minority ethnic people in asthma research[ 3 ]

Example of a case study investigating the process of planning and implementing a service in Primary Care Organisations[ 4 ]

Example of a case study investigating the introduction of the electronic health records[ 5 ]

Example of a case study investigating the formal and informal ways students learn about patient safety[ 6 ]

What is a case study?

A case study is a research approach that is used to generate an in-depth, multi-faceted understanding of a complex issue in its real-life context. It is an established research design that is used extensively in a wide variety of disciplines, particularly in the social sciences. A case study can be defined in a variety of ways (Table ​ (Table5), 5 ), the central tenet being the need to explore an event or phenomenon in depth and in its natural context. It is for this reason sometimes referred to as a "naturalistic" design; this is in contrast to an "experimental" design (such as a randomised controlled trial) in which the investigator seeks to exert control over and manipulate the variable(s) of interest.

Definitions of a case study

Stake's work has been particularly influential in defining the case study approach to scientific enquiry. He has helpfully characterised three main types of case study: intrinsic , instrumental and collective [ 8 ]. An intrinsic case study is typically undertaken to learn about a unique phenomenon. The researcher should define the uniqueness of the phenomenon, which distinguishes it from all others. In contrast, the instrumental case study uses a particular case (some of which may be better than others) to gain a broader appreciation of an issue or phenomenon. The collective case study involves studying multiple cases simultaneously or sequentially in an attempt to generate a still broader appreciation of a particular issue.

These are however not necessarily mutually exclusive categories. In the first of our examples (Table ​ (Table1), 1 ), we undertook an intrinsic case study to investigate the issue of recruitment of minority ethnic people into the specific context of asthma research studies, but it developed into a instrumental case study through seeking to understand the issue of recruitment of these marginalised populations more generally, generating a number of the findings that are potentially transferable to other disease contexts[ 3 ]. In contrast, the other three examples (see Tables ​ Tables2, 2 , ​ ,3 3 and ​ and4) 4 ) employed collective case study designs to study the introduction of workforce reconfiguration in primary care, the implementation of electronic health records into hospitals, and to understand the ways in which healthcare students learn about patient safety considerations[ 4 - 6 ]. Although our study focusing on the introduction of General Practitioners with Specialist Interests (Table ​ (Table2) 2 ) was explicitly collective in design (four contrasting primary care organisations were studied), is was also instrumental in that this particular professional group was studied as an exemplar of the more general phenomenon of workforce redesign[ 4 ].

What are case studies used for?

According to Yin, case studies can be used to explain, describe or explore events or phenomena in the everyday contexts in which they occur[ 1 ]. These can, for example, help to understand and explain causal links and pathways resulting from a new policy initiative or service development (see Tables ​ Tables2 2 and ​ and3, 3 , for example)[ 1 ]. In contrast to experimental designs, which seek to test a specific hypothesis through deliberately manipulating the environment (like, for example, in a randomised controlled trial giving a new drug to randomly selected individuals and then comparing outcomes with controls),[ 9 ] the case study approach lends itself well to capturing information on more explanatory ' how ', 'what' and ' why ' questions, such as ' how is the intervention being implemented and received on the ground?'. The case study approach can offer additional insights into what gaps exist in its delivery or why one implementation strategy might be chosen over another. This in turn can help develop or refine theory, as shown in our study of the teaching of patient safety in undergraduate curricula (Table ​ (Table4 4 )[ 6 , 10 ]. Key questions to consider when selecting the most appropriate study design are whether it is desirable or indeed possible to undertake a formal experimental investigation in which individuals and/or organisations are allocated to an intervention or control arm? Or whether the wish is to obtain a more naturalistic understanding of an issue? The former is ideally studied using a controlled experimental design, whereas the latter is more appropriately studied using a case study design.

Case studies may be approached in different ways depending on the epistemological standpoint of the researcher, that is, whether they take a critical (questioning one's own and others' assumptions), interpretivist (trying to understand individual and shared social meanings) or positivist approach (orientating towards the criteria of natural sciences, such as focusing on generalisability considerations) (Table ​ (Table6). 6 ). Whilst such a schema can be conceptually helpful, it may be appropriate to draw on more than one approach in any case study, particularly in the context of conducting health services research. Doolin has, for example, noted that in the context of undertaking interpretative case studies, researchers can usefully draw on a critical, reflective perspective which seeks to take into account the wider social and political environment that has shaped the case[ 11 ].

Example of epistemological approaches that may be used in case study research

How are case studies conducted?

Here, we focus on the main stages of research activity when planning and undertaking a case study; the crucial stages are: defining the case; selecting the case(s); collecting and analysing the data; interpreting data; and reporting the findings.

Defining the case

Carefully formulated research question(s), informed by the existing literature and a prior appreciation of the theoretical issues and setting(s), are all important in appropriately and succinctly defining the case[ 8 , 12 ]. Crucially, each case should have a pre-defined boundary which clarifies the nature and time period covered by the case study (i.e. its scope, beginning and end), the relevant social group, organisation or geographical area of interest to the investigator, the types of evidence to be collected, and the priorities for data collection and analysis (see Table ​ Table7 7 )[ 1 ]. A theory driven approach to defining the case may help generate knowledge that is potentially transferable to a range of clinical contexts and behaviours; using theory is also likely to result in a more informed appreciation of, for example, how and why interventions have succeeded or failed[ 13 ].

Example of a checklist for rating a case study proposal[ 8 ]

For example, in our evaluation of the introduction of electronic health records in English hospitals (Table ​ (Table3), 3 ), we defined our cases as the NHS Trusts that were receiving the new technology[ 5 ]. Our focus was on how the technology was being implemented. However, if the primary research interest had been on the social and organisational dimensions of implementation, we might have defined our case differently as a grouping of healthcare professionals (e.g. doctors and/or nurses). The precise beginning and end of the case may however prove difficult to define. Pursuing this same example, when does the process of implementation and adoption of an electronic health record system really begin or end? Such judgements will inevitably be influenced by a range of factors, including the research question, theory of interest, the scope and richness of the gathered data and the resources available to the research team.

Selecting the case(s)

The decision on how to select the case(s) to study is a very important one that merits some reflection. In an intrinsic case study, the case is selected on its own merits[ 8 ]. The case is selected not because it is representative of other cases, but because of its uniqueness, which is of genuine interest to the researchers. This was, for example, the case in our study of the recruitment of minority ethnic participants into asthma research (Table ​ (Table1) 1 ) as our earlier work had demonstrated the marginalisation of minority ethnic people with asthma, despite evidence of disproportionate asthma morbidity[ 14 , 15 ]. In another example of an intrinsic case study, Hellstrom et al.[ 16 ] studied an elderly married couple living with dementia to explore how dementia had impacted on their understanding of home, their everyday life and their relationships.

For an instrumental case study, selecting a "typical" case can work well[ 8 ]. In contrast to the intrinsic case study, the particular case which is chosen is of less importance than selecting a case that allows the researcher to investigate an issue or phenomenon. For example, in order to gain an understanding of doctors' responses to health policy initiatives, Som undertook an instrumental case study interviewing clinicians who had a range of responsibilities for clinical governance in one NHS acute hospital trust[ 17 ]. Sampling a "deviant" or "atypical" case may however prove even more informative, potentially enabling the researcher to identify causal processes, generate hypotheses and develop theory.

In collective or multiple case studies, a number of cases are carefully selected. This offers the advantage of allowing comparisons to be made across several cases and/or replication. Choosing a "typical" case may enable the findings to be generalised to theory (i.e. analytical generalisation) or to test theory by replicating the findings in a second or even a third case (i.e. replication logic)[ 1 ]. Yin suggests two or three literal replications (i.e. predicting similar results) if the theory is straightforward and five or more if the theory is more subtle. However, critics might argue that selecting 'cases' in this way is insufficiently reflexive and ill-suited to the complexities of contemporary healthcare organisations.

The selected case study site(s) should allow the research team access to the group of individuals, the organisation, the processes or whatever else constitutes the chosen unit of analysis for the study. Access is therefore a central consideration; the researcher needs to come to know the case study site(s) well and to work cooperatively with them. Selected cases need to be not only interesting but also hospitable to the inquiry [ 8 ] if they are to be informative and answer the research question(s). Case study sites may also be pre-selected for the researcher, with decisions being influenced by key stakeholders. For example, our selection of case study sites in the evaluation of the implementation and adoption of electronic health record systems (see Table ​ Table3) 3 ) was heavily influenced by NHS Connecting for Health, the government agency that was responsible for overseeing the National Programme for Information Technology (NPfIT)[ 5 ]. This prominent stakeholder had already selected the NHS sites (through a competitive bidding process) to be early adopters of the electronic health record systems and had negotiated contracts that detailed the deployment timelines.

It is also important to consider in advance the likely burden and risks associated with participation for those who (or the site(s) which) comprise the case study. Of particular importance is the obligation for the researcher to think through the ethical implications of the study (e.g. the risk of inadvertently breaching anonymity or confidentiality) and to ensure that potential participants/participating sites are provided with sufficient information to make an informed choice about joining the study. The outcome of providing this information might be that the emotive burden associated with participation, or the organisational disruption associated with supporting the fieldwork, is considered so high that the individuals or sites decide against participation.

In our example of evaluating implementations of electronic health record systems, given the restricted number of early adopter sites available to us, we sought purposively to select a diverse range of implementation cases among those that were available[ 5 ]. We chose a mixture of teaching, non-teaching and Foundation Trust hospitals, and examples of each of the three electronic health record systems procured centrally by the NPfIT. At one recruited site, it quickly became apparent that access was problematic because of competing demands on that organisation. Recognising the importance of full access and co-operative working for generating rich data, the research team decided not to pursue work at that site and instead to focus on other recruited sites.

Collecting the data

In order to develop a thorough understanding of the case, the case study approach usually involves the collection of multiple sources of evidence, using a range of quantitative (e.g. questionnaires, audits and analysis of routinely collected healthcare data) and more commonly qualitative techniques (e.g. interviews, focus groups and observations). The use of multiple sources of data (data triangulation) has been advocated as a way of increasing the internal validity of a study (i.e. the extent to which the method is appropriate to answer the research question)[ 8 , 18 - 21 ]. An underlying assumption is that data collected in different ways should lead to similar conclusions, and approaching the same issue from different angles can help develop a holistic picture of the phenomenon (Table ​ (Table2 2 )[ 4 ].

Brazier and colleagues used a mixed-methods case study approach to investigate the impact of a cancer care programme[ 22 ]. Here, quantitative measures were collected with questionnaires before, and five months after, the start of the intervention which did not yield any statistically significant results. Qualitative interviews with patients however helped provide an insight into potentially beneficial process-related aspects of the programme, such as greater, perceived patient involvement in care. The authors reported how this case study approach provided a number of contextual factors likely to influence the effectiveness of the intervention and which were not likely to have been obtained from quantitative methods alone.

In collective or multiple case studies, data collection needs to be flexible enough to allow a detailed description of each individual case to be developed (e.g. the nature of different cancer care programmes), before considering the emerging similarities and differences in cross-case comparisons (e.g. to explore why one programme is more effective than another). It is important that data sources from different cases are, where possible, broadly comparable for this purpose even though they may vary in nature and depth.

Analysing, interpreting and reporting case studies

Making sense and offering a coherent interpretation of the typically disparate sources of data (whether qualitative alone or together with quantitative) is far from straightforward. Repeated reviewing and sorting of the voluminous and detail-rich data are integral to the process of analysis. In collective case studies, it is helpful to analyse data relating to the individual component cases first, before making comparisons across cases. Attention needs to be paid to variations within each case and, where relevant, the relationship between different causes, effects and outcomes[ 23 ]. Data will need to be organised and coded to allow the key issues, both derived from the literature and emerging from the dataset, to be easily retrieved at a later stage. An initial coding frame can help capture these issues and can be applied systematically to the whole dataset with the aid of a qualitative data analysis software package.

The Framework approach is a practical approach, comprising of five stages (familiarisation; identifying a thematic framework; indexing; charting; mapping and interpretation) , to managing and analysing large datasets particularly if time is limited, as was the case in our study of recruitment of South Asians into asthma research (Table ​ (Table1 1 )[ 3 , 24 ]. Theoretical frameworks may also play an important role in integrating different sources of data and examining emerging themes. For example, we drew on a socio-technical framework to help explain the connections between different elements - technology; people; and the organisational settings within which they worked - in our study of the introduction of electronic health record systems (Table ​ (Table3 3 )[ 5 ]. Our study of patient safety in undergraduate curricula drew on an evaluation-based approach to design and analysis, which emphasised the importance of the academic, organisational and practice contexts through which students learn (Table ​ (Table4 4 )[ 6 ].

Case study findings can have implications both for theory development and theory testing. They may establish, strengthen or weaken historical explanations of a case and, in certain circumstances, allow theoretical (as opposed to statistical) generalisation beyond the particular cases studied[ 12 ]. These theoretical lenses should not, however, constitute a strait-jacket and the cases should not be "forced to fit" the particular theoretical framework that is being employed.

When reporting findings, it is important to provide the reader with enough contextual information to understand the processes that were followed and how the conclusions were reached. In a collective case study, researchers may choose to present the findings from individual cases separately before amalgamating across cases. Care must be taken to ensure the anonymity of both case sites and individual participants (if agreed in advance) by allocating appropriate codes or withholding descriptors. In the example given in Table ​ Table3, 3 , we decided against providing detailed information on the NHS sites and individual participants in order to avoid the risk of inadvertent disclosure of identities[ 5 , 25 ].

What are the potential pitfalls and how can these be avoided?

The case study approach is, as with all research, not without its limitations. When investigating the formal and informal ways undergraduate students learn about patient safety (Table ​ (Table4), 4 ), for example, we rapidly accumulated a large quantity of data. The volume of data, together with the time restrictions in place, impacted on the depth of analysis that was possible within the available resources. This highlights a more general point of the importance of avoiding the temptation to collect as much data as possible; adequate time also needs to be set aside for data analysis and interpretation of what are often highly complex datasets.

Case study research has sometimes been criticised for lacking scientific rigour and providing little basis for generalisation (i.e. producing findings that may be transferable to other settings)[ 1 ]. There are several ways to address these concerns, including: the use of theoretical sampling (i.e. drawing on a particular conceptual framework); respondent validation (i.e. participants checking emerging findings and the researcher's interpretation, and providing an opinion as to whether they feel these are accurate); and transparency throughout the research process (see Table ​ Table8 8 )[ 8 , 18 - 21 , 23 , 26 ]. Transparency can be achieved by describing in detail the steps involved in case selection, data collection, the reasons for the particular methods chosen, and the researcher's background and level of involvement (i.e. being explicit about how the researcher has influenced data collection and interpretation). Seeking potential, alternative explanations, and being explicit about how interpretations and conclusions were reached, help readers to judge the trustworthiness of the case study report. Stake provides a critique checklist for a case study report (Table ​ (Table9 9 )[ 8 ].

Potential pitfalls and mitigating actions when undertaking case study research

Stake's checklist for assessing the quality of a case study report[ 8 ]

Conclusions

The case study approach allows, amongst other things, critical events, interventions, policy developments and programme-based service reforms to be studied in detail in a real-life context. It should therefore be considered when an experimental design is either inappropriate to answer the research questions posed or impossible to undertake. Considering the frequency with which implementations of innovations are now taking place in healthcare settings and how well the case study approach lends itself to in-depth, complex health service research, we believe this approach should be more widely considered by researchers. Though inherently challenging, the research case study can, if carefully conceptualised and thoughtfully undertaken and reported, yield powerful insights into many important aspects of health and healthcare delivery.

Competing interests

The authors declare that they have no competing interests.

Authors' contributions

AS conceived this article. SC, KC and AR wrote this paper with GH, AA and AS all commenting on various drafts. SC and AS are guarantors.

Pre-publication history

The pre-publication history for this paper can be accessed here:

http://www.biomedcentral.com/1471-2288/11/100/prepub

Acknowledgements

We are grateful to the participants and colleagues who contributed to the individual case studies that we have drawn on. This work received no direct funding, but it has been informed by projects funded by Asthma UK, the NHS Service Delivery Organisation, NHS Connecting for Health Evaluation Programme, and Patient Safety Research Portfolio. We would also like to thank the expert reviewers for their insightful and constructive feedback. Our thanks are also due to Dr. Allison Worth who commented on an earlier draft of this manuscript.

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• Case Study | Definition, Examples & Methods

Case Study | Definition, Examples & Methods

Published on 5 May 2022 by Shona McCombes . Revised on 30 January 2023.

A case study is a detailed study of a specific subject, such as a person, group, place, event, organisation, or phenomenon. Case studies are commonly used in social, educational, clinical, and business research.

A case study research design usually involves qualitative methods , but quantitative methods are sometimes also used. Case studies are good for describing , comparing, evaluating, and understanding different aspects of a research problem .

Table of contents

When to do a case study, step 1: select a case, step 2: build a theoretical framework, step 3: collect your data, step 4: describe and analyse the case.

A case study is an appropriate research design when you want to gain concrete, contextual, in-depth knowledge about a specific real-world subject. It allows you to explore the key characteristics, meanings, and implications of the case.

Case studies are often a good choice in a thesis or dissertation . They keep your project focused and manageable when you don’t have the time or resources to do large-scale research.

You might use just one complex case study where you explore a single subject in depth, or conduct multiple case studies to compare and illuminate different aspects of your research problem.

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Once you have developed your problem statement and research questions , you should be ready to choose the specific case that you want to focus on. A good case study should have the potential to:

• Provide new or unexpected insights into the subject
• Challenge or complicate existing assumptions and theories
• Propose practical courses of action to resolve a problem
• Open up new directions for future research

Unlike quantitative or experimental research, a strong case study does not require a random or representative sample. In fact, case studies often deliberately focus on unusual, neglected, or outlying cases which may shed new light on the research problem.

If you find yourself aiming to simultaneously investigate and solve an issue, consider conducting action research . As its name suggests, action research conducts research and takes action at the same time, and is highly iterative and flexible. 

However, you can also choose a more common or representative case to exemplify a particular category, experience, or phenomenon.

While case studies focus more on concrete details than general theories, they should usually have some connection with theory in the field. This way the case study is not just an isolated description, but is integrated into existing knowledge about the topic. It might aim to:

• Exemplify a theory by showing how it explains the case under investigation
• Expand on a theory by uncovering new concepts and ideas that need to be incorporated
• Challenge a theory by exploring an outlier case that doesn’t fit with established assumptions

To ensure that your analysis of the case has a solid academic grounding, you should conduct a literature review of sources related to the topic and develop a theoretical framework . This means identifying key concepts and theories to guide your analysis and interpretation.

There are many different research methods you can use to collect data on your subject. Case studies tend to focus on qualitative data using methods such as interviews, observations, and analysis of primary and secondary sources (e.g., newspaper articles, photographs, official records). Sometimes a case study will also collect quantitative data .

The aim is to gain as thorough an understanding as possible of the case and its context.

In writing up the case study, you need to bring together all the relevant aspects to give as complete a picture as possible of the subject.

How you report your findings depends on the type of research you are doing. Some case studies are structured like a standard scientific paper or thesis, with separate sections or chapters for the methods , results , and discussion .

Others are written in a more narrative style, aiming to explore the case from various angles and analyse its meanings and implications (for example, by using textual analysis or discourse analysis ).

In all cases, though, make sure to give contextual details about the case, connect it back to the literature and theory, and discuss how it fits into wider patterns or debates.

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Case Study Research Design

The case study research design have evolved over the past few years as a useful tool for investigating trends and specific situations in many scientific disciplines.

This article is a part of the guide:

• Research Designs
• Quantitative and Qualitative Research
• Literature Review
• Quantitative Research Design
• Descriptive Research

Browse Full Outline

• 1 Research Designs
• 2.1 Pilot Study
• 2.2 Quantitative Research Design
• 2.3 Qualitative Research Design
• 2.4 Quantitative and Qualitative Research
• 3.1 Case Study
• 3.2 Naturalistic Observation
• 3.3 Survey Research Design
• 3.4 Observational Study
• 4.1 Case-Control Study
• 4.2 Cohort Study
• 4.3 Longitudinal Study
• 4.4 Cross Sectional Study
• 4.5 Correlational Study
• 5.1 Field Experiments
• 5.2 Quasi-Experimental Design
• 5.3 Identical Twins Study
• 6.1 Experimental Design
• 6.2 True Experimental Design
• 6.3 Double Blind Experiment
• 6.4 Factorial Design
• 7.1 Literature Review
• 7.2 Systematic Reviews
• 7.3 Meta Analysis

The case study has been especially used in social science, psychology, anthropology and ecology.

This method of study is especially useful for trying to test theoretical models by using them in real world situations. For example, if an anthropologist were to live amongst a remote tribe, whilst their observations might produce no quantitative data, they are still useful to science.

What is a Case Study?

Basically, a case study is an in depth study of a particular situation rather than a sweeping statistical survey . It is a method used to narrow down a very broad field of research into one easily researchable topic.

Whilst it will not answer a question completely, it will give some indications and allow further elaboration and hypothesis creation on a subject.

The case study research design is also useful for testing whether scientific theories and models actually work in the real world. You may come out with a great computer model for describing how the ecosystem of a rock pool works but it is only by trying it out on a real life pool that you can see if it is a realistic simulation.

For psychologists, anthropologists and social scientists they have been regarded as a valid method of research for many years. Scientists are sometimes guilty of becoming bogged down in the general picture and it is sometimes important to understand specific cases and ensure a more holistic approach to research .

H.M.: An example of a study using the case study research design.

The Argument for and Against the Case Study Research Design

Some argue that because a case study is such a narrow field that its results cannot be extrapolated to fit an entire question and that they show only one narrow example. On the other hand, it is argued that a case study provides more realistic responses than a purely statistical survey.

The truth probably lies between the two and it is probably best to try and synergize the two approaches. It is valid to conduct case studies but they should be tied in with more general statistical processes.

For example, a statistical survey might show how much time people spend talking on mobile phones, but it is case studies of a narrow group that will determine why this is so.

The other main thing to remember during case studies is their flexibility. Whilst a pure scientist is trying to prove or disprove a hypothesis , a case study might introduce new and unexpected results during its course, and lead to research taking new directions.

The argument between case study and statistical method also appears to be one of scale. Whilst many 'physical' scientists avoid case studies, for psychology, anthropology and ecology they are an essential tool. It is important to ensure that you realize that a case study cannot be generalized to fit a whole population or ecosystem.

Finally, one peripheral point is that, when informing others of your results, case studies make more interesting topics than purely statistical surveys, something that has been realized by teachers and magazine editors for many years. The general public has little interest in pages of statistical calculations but some well placed case studies can have a strong impact.

How to Design and Conduct a Case Study

The advantage of the case study research design is that you can focus on specific and interesting cases. This may be an attempt to test a theory with a typical case or it can be a specific topic that is of interest. Research should be thorough and note taking should be meticulous and systematic.

The first foundation of the case study is the subject and relevance. In a case study, you are deliberately trying to isolate a small study group, one individual case or one particular population.

For example, statistical analysis may have shown that birthrates in African countries are increasing. A case study on one or two specific countries becomes a powerful and focused tool for determining the social and economic pressures driving this.

In the design of a case study, it is important to plan and design how you are going to address the study and make sure that all collected data is relevant. Unlike a scientific report, there is no strict set of rules so the most important part is making sure that the study is focused and concise; otherwise you will end up having to wade through a lot of irrelevant information.

It is best if you make yourself a short list of 4 or 5 bullet points that you are going to try and address during the study. If you make sure that all research refers back to these then you will not be far wrong.

With a case study, even more than a questionnaire or survey , it is important to be passive in your research. You are much more of an observer than an experimenter and you must remember that, even in a multi-subject case, each case must be treated individually and then cross case conclusions can be drawn .

How to Analyze the Results

Analyzing results for a case study tends to be more opinion based than statistical methods. The usual idea is to try and collate your data into a manageable form and construct a narrative around it.

Use examples in your narrative whilst keeping things concise and interesting. It is useful to show some numerical data but remember that you are only trying to judge trends and not analyze every last piece of data. Constantly refer back to your bullet points so that you do not lose focus.

It is always a good idea to assume that a person reading your research may not possess a lot of knowledge of the subject so try to write accordingly.

In addition, unlike a scientific study which deals with facts, a case study is based on opinion and is very much designed to provoke reasoned debate. There really is no right or wrong answer in a case study.

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Generative AI for Sustainable Design: A Case Study in Design Education Practices

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• Meng Li   ORCID: orcid.org/0000-0002-7095-0170 26 ,
• Yaning Li   ORCID: orcid.org/0009-0004-6305-5866 27 , 32 ,
• Chenyang He   ORCID: orcid.org/0009-0004-2952-8359 27 , 32 ,
• Houxiang Wang   ORCID: orcid.org/0009-0007-2144-1082 27 , 32 ,
• Jiaqian Zhong   ORCID: orcid.org/0009-0001-7047-2260 26 ,
• Shengxin Jiang   ORCID: orcid.org/0009-0003-4607-4400 27 , 32 ,
• Mingtao He   ORCID: orcid.org/0009-0005-2405-4286 27 , 32 ,
• Zhining Qiao   ORCID: orcid.org/0009-0001-5643-5324 27 , 32 ,
• Jiawang Chen   ORCID: orcid.org/0009-0003-8056-0349 27 , 32 ,
• Yuan Yin   ORCID: orcid.org/0000-0003-2037-0941 28 ,
• Ray Lc   ORCID: orcid.org/0000-0001-7310-8790 29 ,
• Ji Han   ORCID: orcid.org/0000-0003-3240-4942 30 ,
• Zengyao Yang 26 &
• Mohammad Shidujaman   ORCID: orcid.org/0000-0002-7906-2508 31  

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 14687))

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The Sustainable Development Goals are currently the universal missions for all fields of engineering and design. However, many design problems in sustainable development are profoundly complex and nearly reach the limits of human capacity. This design challenge often involves a vast volume of data in social, economic, technological, and environmental factors. In response to this challenge, industrial and academic communities have devoted a large amount of effort in developing new technologies like artificial intelligence and applying them as new design tools. Generative AI is the latest advancement among these tools which can empower human designers with its capability to process massive data from diverse sources and recast them in a comprehensible form.

Despite the heated discussion on the relationship between creative innovation and frontier technologies, little attention was focused on empowering the next generation of designers with the new skills in the AI era. This study hence conducted a two-week design workshop to explore the interactions between generative AI tools and novice designers.

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Li, M. et al. (2024). Generative AI for Sustainable Design: A Case Study in Design Education Practices. In: Kurosu, M., Hashizume, A. (eds) Human-Computer Interaction. HCII 2024. Lecture Notes in Computer Science, vol 14687. Springer, Cham. https://doi.org/10.1007/978-3-031-60441-6_5

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Case study: The Professional Kitchen by Henrybuilt

From its roasted walnut timbers and stone backsplashes to its human-centered functionality, the experiential Professional Kitchen space prioritizes practical sophistication, design refinement, and craft quality. AIA partner Fisher & Paykel tours the space.

When tasked with designing a new, experiential space for Fisher & Paykel’s Global Experience Center in Aotearoa, New Zealand, Seattle-based Henrybuilt opted for an approach that prioritized functional sophistication, design refinement, and craft quality, creating the perfect space to showcase the heritage manufacturer’s professional-style appliances. The end result: A kitchen that exemplifies how exceptional appliances can—and should—seamlessly fold into a meticulously designed domestic environment.

For more than 70 years, Henrybuilt has been synonymous with luxury kitchen design. Grounded in their philosophy to seamlessly blend the rigor of hand-made carpentry with the precision of modern technology is an approach that sees kitchens as not just functional, but enduring works of art.

The Professional Kitchen exemplifies this dedication. Solid timber and stone construction form the heart of the design, radiating a timeless elegance that complements any culinary passion. This commitment to natural materials extends to the countertops and backsplashes, featuring stunning Montpellier-style stone that was sourced directly from Henrybuilt's Northwestern home and designed and fabricated in the USA, before finding its home to rest in Aotearoa.

A symphony of texture and sustainability

Sustainability is a core tenet of Henrybuilt's design philosophy, with quality materials forming the cornerstone of their practice. The Professional Kitchen embraces this principle with the incorporation of Onyx PaperStone for the cabinetry. This beautiful and durable composite material not only boasts exceptional performance but also contributes to a lighter environmental footprint. This deeper meaning enhances the enduring kitchen design, which is supported by a warranty for life.

Timber takes center stage throughout the space, with roasted walnut offering a warm and inviting base. Accents of natural walnut on the built-in table and benches add depth and character, while hints of black walnut introduce a touch of intrigue. The drawer pulls, crafted from recycled leather and darkened bronze, showcase Henrybuilt's dedication to sustainable materials while simultaneously introducing a timeless elegance with a hint of aged patina.

Beyond aesthetics: functionality redefined

While aesthetics are paramount, there is functionality in every design. The expansive island and built-in table stretch nearly 9 meters, creating a generous workspace that caters to even the most ambitious culinary projects. The layout prioritizes efficiency, ensuring a smooth flow between cooking and cleaning zones—core aspects of Fisher & Paykel’s design philosophy.

Coming from a human-centered background, Henrybuilt’s first consideration is functionality. Usage of the space informs the design; it is a kitchen intended to withstand heavy usage and negate fleeting trends. Here, storage solutions are as beautiful as they are practical. The wet bar cabinetry, featuring twin CoolDrawers, is cleverly wall-mounted for a furniture-like feel, offering a designated space for beverages and entertaining. Pocket doors discreetly conceal the appliance garage, keeping small appliances out of sight when not in use. And meticulous attention to detail is evident throughout, with consistent 0.1-inch gaps maintaining a clean and visually balanced aesthetic between cabinetry and any potential appliance additions.

A space designed for serious cooks

Fisher & Paykel’s freestanding ranges at the far end of the kitchen serve as a powerful statement, a testament to the space's dedication to serious cooking. They stand aligned with the adjacent wall unit benchtops, diligently crafted by Henrybuilt to match the precise heights of the countertop and cabinetry. Ventilation seamlessly integrates through flues incorporated into the design, while exposed stainless steel canopies add a nod to industrial chic, softening the overall visual impact.

Professional-style appliances

Fisher & Paykel complements Henrybuilt's artistry with its human-centered approach to kitchen design. The brand’s Professional Style appliances, known for restaurant character, refined power, and robust materiality, echo Henrybuilt's focus on functionality. Fisher & Paykel understands the kitchen's role as both a workspace and a personal statement, where design freedom considers the ability to distribute and integrate appliances into work zones that enhance the way you live.

Elsewhere, beauty of choice allows for appliance selections that work within Henrybuilt's design, ensuring both performance and aesthetics remain uncompromised. This collaborative spirit elevates The Professional Kitchen, creating a space where function and beauty inspire culinary exploration.

The Professional Kitchen: A masterpiece by Henrybuilt

The Professional Kitchen is a master class in design and craftsmanship, a space where culinary dreams come to life. It is a testament to Henrybuilt and Fisher & Paykel’s shared dedication to pushing the boundaries of design innovation and creating exceptional kitchens that empower their inhabitants to express their culinary passions. This is not just a kitchen; it is a canvas for creation, a space where artistry and functionality collide to elevate the everyday act of cooking into an extraordinary experience.

To learn more about Fisher & Paykel, visit www.fisherpaykel.com . We also welcome you to our Experience Centers to see our premium appliance collection in person.  New York City: Architects & Designers Building 150 East 58th Street, 3rd Floor New York, NY 10155 888.979.4535

California: 695 Town Center Drive, Suite 180 Costa Mesa, CA 92626 855.372.1934

AIA does not sponsor or endorse any enterprise, whether public or private, operated for profit. Further, no AIA officer, director, committee member, or employee, or any of its component organizations in his or her official capacity, is permitted to approve, sponsor, endorse, or do anything that may be deemed or construed to be an approval, sponsorship, or endorsement of any material of construction or any method or manner of handling, using, distributing, or dealing in any material or product.

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Research suggests that most employees favor it. A report by Greenhouse found that three-quarters of employees would consider seeking new employment if their company reversed its flexible work policies.

But it’s not just about balancing work between home and the office; it’s also about making the office work for its people.

The office should be a place where people want to be not where they feel obligated to be. As employees use the office less frequently, a large sprawling space with lots of private offices and boardroom-style rooms is no longer suitable. We’re drawn to activated, experiential spaces that promote purpose and productivity, but what does that look like?

Hybrid working challenges

Some consistent challenges have emerged as companies and employees adapt to hybrid working. For example, offices not adequately equipped to handle peak occupancy on designated days, which leads to frustrated employees using secondary work points. According to our research, 58% of workers struggle to carry out their core job in the office due to distractions. Conversely, 62% of employees working from home feel like they don’t have the same share of voice in meetings, and 60% struggle to collaborate when there’s a mix of teams both in the office and at home.

While some of these challenges may be teething problems, others are more deep-rooted. At Unispace, we’ve observed a significant disconnect between employer perceptions and employee needs, which risks widening the gap between the two. It’s hard for senior management, who may not be familiar with the daily tasks of their employees, to understand what kind of workspace is required. Success depends on aligning the needs and values of both groups to enhance productivity and well-being.

A staggering 74% of employers worldwide are struggling to keep their employees happy and engaged. Recognizing the need for a solution that aligns with current business demands while remaining adaptable to future changes, we’ve introduced The Resilience Model.

The Resilience Model is a tool that focuses on the experiential and cultural needs of the workplace. It’s designed to bridge the growing gap between employer assumptions and employee expectations, which is crucial for maintaining overall satisfaction and engagement.

At the core of this approach is maximising the overall people experience, as by improving this, organisations can boost office attendance, enhancing efficiency, productivity, and collaboration. People experience also plays a critical role in deepening employee engagement, attracting and retaining talent, and building a competitive culture. The Resilience Model tool helps diagnose priorities and provides companies with real-world solutions to creating workspaces where people truly want to be.

It’s time to rethink space use

People still value the workplace, but it must evolve to meet their needs. We need to ask ourselves: where are the places we, as people, truly want to be?

Everyone talks about ‘hotelification’, but we must dig into what it is about the experience of those places that makes us want to be there.

It’s not just about comfy sofas; it’s about how you feel when you enter a place. What elements replicate the experience of places where you enjoy spending time? At the same time, it needs to be an environment that tells your brand’s story; identity is crucial here.

Putting your brand front and center means creating a workspace that embodies your values, culture, and mission in every detail, not merely putting logos on the wall.

Kering mini-case study

We worked with luxury group Kering to create an innovative space at its Paris headquarters that would establish them as a leader in e-commerce and propel the business into the future. First and foremost, the space needed to reflect Kering’s industry position and support its digital and IT teams. It needed a modern, progressive showcase space that raised its profile, could house events, inspire colleagues, clients and visitors, and create a vision of bringing Silicon Valley to Paris.

We built the Agora space to be fully flexible, allowing for various uses such as press events, presentations, town hall meetings and yoga classes. This setup also serves as a hub where startups can pitch their ideas for Kering to invest in, aligning with their recent foray into the second-hand clothing market.

Secondly, a successful hybrid approach maximises employee productivity and satisfaction. To achieve this, employees need flexible spaces that accommodate “me” (individual), “we” (small group), and “us” (large group) activities. We implemented the Unispace Propeller model, focusing on flexible spaces for people to be their best selves. Kering’s teams wanted ‘me spaces’ for focused work, ‘we spaces’ for collaborative teamwork, and ‘social spaces’ for relaxing and socialising with colleagues. Phone booths, project areas, and cafeteria spaces were integrated into the floor plan to suit everyone’s preferences.

By designing a variety of flexible spaces, Kering’s teams gained a variety of areas based on their working preference, ultimately boosting employee satisfaction, and increasing productivity.

Looking ahead

When it comes to planning for the future, we need to ask the right questions. We must sit down and focus on how our work styles are changing, remaining up to date with what people are doing and how they’re working. Our “need” for the traditional office has failed to adapt like we have. Offices of the past acted as vessels to accommodate a series of team or individual tasks, with good WiFi and coffee.

Now, they need to facilitate a connection to the brand and co-workers, be flexible, and be outfitted with virtual capabilities to drive productivity, a sense of belonging, and enhance experience. They must empower employees to choose where and how they work, and we need to be thinking about that now.

Images courtesy of Unispace EMEA.

Want more insights on Resilience? Check out:

Creating A Resilient And Positive Workplace Through Design

• Antonia Walmsley
• Brand Identity
• Employee Re-Engagement
• Employee Resilience
• Resilience Model
• Unispace EMEA

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Original Paper

• Amanda D Tran 1 , MPH   ; 
• Alice E White 1 , MPH   ; 
• Michelle R Torok 1 , PhD   ; 
• Rachel H Jervis 2 , MPH   ; 
• Bernadette A Albanese 3 , MD, MPH   ; 
• Elaine J Scallan Walter 1 , MA, PhD  

1 Department of Epidemiology, Colorado School of Public Health, University of Colorado, Aurora, CO, United States

2 Colorado Department of Public Health and Environment, Denver, CO, United States

3 Adams County Health Department, Brighton, CO, United States

Corresponding Author:

Elaine J Scallan Walter, MA, PhD

Department of Epidemiology

Colorado School of Public Health

University of Colorado

13001 East 17th Place

3rd Floor, Mail Stop B119

Aurora, CO, 80045

United States

Phone: 1 303 724 5162

Email: [email protected]

Background: Sequential mixed-mode surveys using both web-based surveys and telephone interviews are increasingly being used in observational studies and have been shown to have many benefits; however, the application of this survey design has not been evaluated in the context of epidemiological case-control studies.

Objective: In this paper, we discuss the challenges, benefits, and limitations of using a sequential mixed-mode survey design for a case-control study assessing risk factors during the COVID-19 pandemic.

Methods: Colorado adults testing positive for SARS-CoV-2 were randomly selected and matched to those with a negative SARS-CoV-2 test result from March to April 2021. Participants were first contacted by SMS text message to complete a self-administered web-based survey asking about community exposures and behaviors. Those who did not respond were contacted for a telephone interview. We evaluated the representativeness of survey participants to sample populations and compared sociodemographic characteristics, participant responses, and time and resource requirements by survey mode using descriptive statistics and logistic regression models.

Results: Of enrolled case and control participants, most were interviewed by telephone (308/537, 57.4% and 342/648, 52.8%, respectively), with overall enrollment more than doubling after interviewers called nonresponders. Participants identifying as female or White non-Hispanic, residing in urban areas, and not working outside the home were more likely to complete the web-based survey. Telephone participants were more likely than web-based participants to be aged 18-39 years or 60 years and older and reside in areas with lower levels of education, more linguistic isolation, lower income, and more people of color. While there were statistically significant sociodemographic differences noted between web-based and telephone case and control participants and their respective sample pools, participants were more similar to sample pools when web-based and telephone responses were combined. Web-based participants were less likely to report close contact with an individual with COVID-19 (odds ratio [OR] 0.70, 95% CI 0.53-0.94) but more likely to report community exposures, including visiting a grocery store or retail shop (OR 1.55, 95% CI 1.13-2.12), restaurant or cafe or coffee shop (OR 1.52, 95% CI 1.20-1.92), attending a gathering (OR 1.69, 95% CI 1.34-2.15), or sport or sporting event (OR 1.05, 95% CI 1.05-1.88). The web-based survey required an average of 0.03 (SD 0) person-hours per enrolled participant and US $920 in resources, whereas the telephone interview required an average of 5.11 person-hours per enrolled participant and US $70,000 in interviewer wages.

Conclusions: While we still encountered control recruitment challenges noted in other observational studies, the sequential mixed-mode design was an efficient method for recruiting a more representative group of participants for a case-control study with limited impact on data quality and should be considered during public health emergencies when timely and accurate exposure information is needed to inform control measures.

Introduction

Often used during disease outbreak investigations, case-control studies that retrospectively compare people who have a disease (case participants) with people who do not have the disease (control participants) are an efficient and relatively inexpensive method of identifying potential disease risk factors to guide control measures and interventions. Perhaps the most critical and challenging component of conducting a case-control study is the recruitment of appropriate control participants who are from the same source population as case participants [ 1 ]. Because control participants are not ill and may not be connected to the outbreak, they may be less motivated to complete a lengthy questionnaire that collects personal information and detailed exposure histories [ 2 - 4 ]. Moreover, with the increased use of mobile telephones and the routine use of caller ID, study participants contacted by traditional telephone-based survey methodologies may be less likely to answer the telephone [ 5 , 6 ], further reducing the opportunity for participant screening and recruitment.

Recruitment challenges are not unique to case-control studies, and other types of observational studies have shifted from traditional telephone interviews to web-based surveys with the goal of reaching larger groups of people more efficiently and at a lower cost [ 7 - 12 ]. While offering some advantages over traditional telephone interviews, web-based surveys often experience lower response rates and lower data quality [ 13 ], and some studies have found demographic differences between telephone and web-based survey participants, likely driven in part by disparities in internet connectivity and access [ 14 ]. For this reason, researchers have increasingly used both telephone interviews and web-based surveys in a sequential mixed-mode design, first contacting participants using a self-administered web-based survey, and then following up with nonresponders with an interviewer-administered telephone survey [ 15 ]. In other types of observational studies, this mixed-mode design has been shown to reduce selection bias, reduce costs, improve data quality, and result in higher response rates and faster participant recruitment [ 16 , 17 ], making it an appealing design choice for case-control studies.

In March 2020, the World Health Organization declared COVID-19 a global pandemic, and throughout many countries, public health or other governmental authorities implemented stay-at-home orders, travel restrictions, and other public health interventions to reduce disease transmission. In the absence of adequate data-driven evidence about community risk factors for COVID-19 transmission, we implemented a sequential mixed-mode case-control study design in Colorado to evaluate community exposures and behaviors associated with SARS-CoV-2 infection and inform public health control measures. While the benefits and limitations of sequential mixed-mode designs have been well-documented in other contexts [ 14 , 16 , 18 - 20 ], they have not been examined in the context of rapidly implemented epidemiological case-control studies. In this paper, we discuss the challenges, benefits, and limitations of using a sequential mixed-mode survey design using web-based surveys disseminated via SMS text message and telephone interviews for a case-control study assessing exposures during a public health emergency. Specific aims are (1) to compare the sociodemographic characteristics of web-based and telephone survey participants, (2) to evaluate the representativeness of survey participants to the sample population, (3) to assess the completeness of participant responses by survey mode, and (4) to estimate the time and resources required to recruit web-based and telephone survey participants.

Case-Control Study Design and Implementation

The case-control study was conducted among Colorado adults aged 18 years and older who had a positive (case) or negative (control) SARS-CoV-2 reverse transcription-polymerase chain reaction test result in Colorado’s electronic laboratory reporting (ELR) system with a specimen collection date from March 16 to April 29, 2021 [ 21 ]. Eligible individuals testing positive with a completed routine public health interview in Colorado’s COVID-19 surveillance system were randomly selected and individually matched on age (±10 years), zip code (urban areas) or region (rural and frontier areas), and specimen collection date (±3 days) with up to 20 individuals with a negative test, with the goal of enrolling 2 matched controls per enrolled case.

Self-administered (web-based) and interviewer-administered (telephone) case and control surveys were developed in Research Electronic Data Capture (REDCap; Vanderbilt University). REDCap is a secure, web-based platform designed to support data capture for research studies [ 22 ]. The surveys asked about contact with a person with confirmed or suspected COVID-19, travel history, employment, mask use, and community exposure settings (bar or club; church, religious, or spiritual gathering; gathering; grocery or retail shopping; gym or fitness center; health care setting; restaurant, cafe, or coffee shop; salon, spa, or barber; social event; or sports or sporting events) during the 14 days before illness onset or specimen submission. The full survey questionnaire is available in Multimedia Appendix 1 . Demographic data were obtained from Colorado’s COVID-19 case surveillance system and the control survey. Web-based surveys were offered in English and Spanish and included clarifying language, prompts, skip logic, text piping, and progress bars. Interviewers used computer-assisted telephone interviewing in REDCap with scripting and language line services when needed. Questions and response options were identically worded in the web-based and telephone surveys, with the exception of a “refused” option for questions in the telephone survey.

Using the Twilio integration in REDCap, selected individuals were sent an SMS text message to the telephone number provided at the time of testing (which may include both landlines and mobile phones) 3 to 7 days after their specimen collection date, inviting them to complete the web-based survey. A team of trained interviewers began contacting nonresponders for telephone interviews approximately 3 hours after the initial SMS text message was sent, making 1 contact attempt for individuals testing positive for SARS-CoV-2 and up to 2 contact attempts for those testing negative. Interviewers only contacted as many controls by telephone as needed to enroll 2 matched controls per enrolled case. The web-based survey link was resent via SMS text message or sent via email when requested. When possible, voicemail messages were left encouraging SMS text message recipients to complete the web-based survey. As the goal of the case-control study was to assess the risk of SARS-CoV-2 infection from community exposures, we only included surveys that had responses to all 15 community exposure questions. Partial surveys that did not have complete community exposure data were excluded from analyses. Individuals were also excluded if they reported living in an institution, close contact with a household member with confirmed or suspected COVID-19, receiving ≥1 dose of a COVID-19 vaccine (which was not universally available in Colorado at the time of the study), symptom onset date >7 days from specimen collection (case participants), a prior positive COVID-19 result (control participants), or providing personal identifying information in the web-based survey that was inconsistent with information from the ELR system (control participants).

Evaluation of a Sequential Mixed-Mode Survey Design

We evaluated the impact of conducting the COVID-19 case-control study using a sequential mixed-mode design by (1) comparing the sociodemographic characteristics of web-based and telephone survey participants, (2) evaluating the representativeness of study participants to the sample population, (3) assessing the completeness of participant responses by survey mode, and (4) estimating the time and resources required to recruit web-based and telephone survey participants. All analyses were performed using SAS (version 9.4; SAS Institute).

Comparison of Web-Based and Telephone Survey Participants

Case and control participants were eligible individuals who completed the web-based or telephone survey. We compared the demographic characteristics (age, gender, race and ethnicity, geographic location, working outside the home, and socioeconomic factors) of case and control participants completing the web-based and telephone survey to each other using 2-tailed t tests, Pearson χ 2 , or Fisher exact tests. Socioeconomic factors, which are not routinely asked in surveillance and therefore not included in the survey, were evaluated by aggregating mean scores for 4 Colorado EnviroScreen indicators (less than high school education, linguistic isolation, low income, and people of color) based on the participant’s county of residence. Colorado EnviroScreen (version 1.0; Colorado State University and the Colorado Department of Public Health and Environment) is a publicly available environmental justice mapping tool developed by the Colorado Department of Public Health and Environment and Colorado State University that evaluates 35 distinct environmental, health, economic, and demographic indicators. Colorado EnviroScreen scores range from 0 to 100, with the highest score representing the highest burden of health injustice.

Representativeness of Study Participants

We compared the demographic characteristics (as described earlier) of case and control participants completing the web-based and telephone surveys (separately and combined) to the sample pool of all randomly selected individuals testing positive (case sample pool) or negative (control sample pool) for SARS-CoV-2 using 2-tailed t tests, Pearson χ 2 , or Fisher exact tests.

Participant Responses

We evaluated data completeness and differential responses between web-based and telephone survey modes by comparing responses to exposure and behavior questions we deemed prone to social desirability bias (close contact with individuals with confirmed or suspected COVID-19, community exposures, travel, and mask use). Two bivariate logistic regression models, the first adjusting for case-control status and the second adjusting for case-control status and sociodemographic variables shown to be associated with mode effects (age, gender, race and ethnicity, and geographic location), examined the association between survey mode and participant response. Question nonresponse, where data were missing or refused, was evaluated for these questions as well as for other questions with free-text or multiple-choice response options (industry, occupation, reasons for COVID-19 testing, and mask type).

Time and Resource Needs

The time spent by study personnel contacting potential participants by SMS text message and telephone was obtained from self-recorded data in timesheets and used to calculate the person-hours required per enrolled participant. Total expenditures for the web-based and telephone surveys were calculated using staff wages and Twilio texting costs (an average of US $0.008 for a 160-character SMS text message).

Ethical Considerations

The case-control study was deemed by the Colorado Multiple Institutional Review Board to be public health surveillance and not human participant research and was therefore exempt from full approval and requirements for informed consent (protocol 21-2973).

Case and Control Participant Enrollment

The case sample pool included 1323 individuals. Of these, 318 (24%) responded to the web-based survey, and 331 (25%) were interviewed by telephone ( Figure 1 ). A total of 537 (40.6%) case participants were enrolled after excluding 78 (5.9%) partial and 34 (2.6%) ineligible survey responses. Of the 10,898 individuals in the control sample pool, 1072 (9.8%) responded to the web-based survey, and 1268 (11.6%) were interviewed by telephone. A total of 648 (5.9%) control participants were enrolled after excluding 1565 (14.4%) partial and 127 (1.2%) ineligible surveys. Of the enrolled case and control participants, most were interviewed by telephone (308/537, 57.4% and 342/648, 52.8%, respectively).

Case participants completing the web-based and telephone surveys were similar in age (mean 37, SD 13.21 and 14.69 years, respectively), whereas web-based control participants were slightly older than those completing the telephone survey (mean 38, SD 12.44 vs mean 36, SD 12.62 years, respectively; Table 1 ). For both case and control participants, those aged 40-59 years were more likely to complete the web-based survey, whereas participants aged 18-39 years and 60 years and older were more likely to complete the telephone survey. Web-based case and control participants were more likely to identify as female, White, non-Hispanic, reside in urban areas, and be less likely to work outside the home. Compared to web-based case and control participants, telephone participants had higher EnviroScreen scores for all socioeconomic indicators, indicating they resided in counties with larger populations of individuals with less than high school education, linguistic isolation, low income, and people of color.

a Individuals with a positive SARS-CoV-2 test result.

b Individuals with a negative SARS-CoV-2 test result.

c P <.05; control participant web-based versus telephone.

d P <.01; survey mode (web-based, telephone, and web-based and telephone combined) versus sample pool.

e P <.05; case participant web-based versus telephone.

f P <.05; survey mode (web-based, telephone, and web-based and telephone combined) versus sample pool.

g Information on sex and working outside the home were not available from Colorado’s electronic laboratory reporting system for control participants.

h Not available.

i Colorado EnviroScreen is an environmental justice mapping tool. Scores are assigned at the county level, with a higher score indicating that an area is more likely to be affected by the indicated health injustice.

There were statistically significant sociodemographic differences noted between web-based and telephone case and control participants and their respective sample pools ( Table 1 ). More web-based case participants identified as female (134/228, 58.8%) than those in the case sample pool (642/1318, 48.7%). More web-based control participants identified as White, non-Hispanic (205/267, 76.8%) than those in the control sample pool (4467/7812, 57.2%) and more often resided in urban areas (247/306, 80.7%) than those in the control sample pool (7841/10,898, 71.9%). Case and control participants were more similar to their respective sample pools when evaluated as a single group (total enrolled).

In the model adjusting for case or control status only, web-based participants were less likely to report close contact with an individual with COVID-19 when compared to telephone participants (odds ratio [OR] 0.70, 95% CI 0.53-0.94) but more likely to report community exposures including visiting a grocery store or retail shop (OR 1.55, 95% CI 1.13-2.12), visiting a restaurant or cafe or coffee shop (OR 1.52, 95% CI 1.20-1.92), attending a gathering outside the home (OR 1.69, 95% CI 1.34-2.15), or attending or participating in a sport or sporting event (OR 1.05, 95% CI 1.05-1.88) in 14 days before symptom onset or specimen collection ( Table 2 ). When adjusted for case or control status, age, gender, race and ethnicity, and geographic location, the only associations that remained statistically significant were close contact (adjusted OR 0.65, 95% CI 0.48-0.88) and gatherings (adjusted OR 1.44, 95% CI 1.12-1.85).

a Full survey questions are available in Multimedia Appendix 1 .

b Adjusted for case or control status.

c OR: odds ratio.

d Adjusted for case or control status, age, gender, race and ethnicity, and geographic location.

e N/A: not applicable.

Question nonresponse was low across both modalities, with similar ranges of missingness between the web-based survey (0/535, 0% to 22/535, 4.1%) and telephone survey (2/650, 0.3% to 34/650, 5.2%). Nonresponse to industry, occupation, and masking questions was higher in the telephone survey (9/650, 1.4% to 34/650, 5.2%) than the web-based survey (1/535, 0.2% to 22/535, 4.1%; Table 2 ).

Over the course of the study, staff spent a cumulative 15 hours randomly selecting and texting potential participants for the web-based survey, averaging 0.03 person-hours per enrolled participant (15 person-hours per 535 web-based participants) and US $500 in staff wages. Twilio texting costs were US $420, amounting to US $920 in total expenditures for the web-based survey. Comparatively, 3319 hours were spent by interviewers attempting to contact nonresponders by telephone, for an average of 5.11 person-hours per enrolled participant (3319 person-hours per 650 telephone participants) and US $70,000 in interviewer wages.

Principal Findings

While the web-based survey was more time- and cost-efficient than the telephone interview, participant enrollment was low, and there were statistically significant sociodemographic differences between the web-based case and control participants and their respective sample pools. Adding the follow-up telephone interview increased participant enrollment and the representativeness of both the case and control participants to sample pools. Participant responses to exposure and behavior questions and data completeness were similar between the 2 survey modalities.

Enrollment more than doubled for case and control participants after interviewers called individuals who did not respond to the web-based survey to complete the survey by telephone. Case participant enrollment for our mixed-mode study was higher than those for other COVID-19 case-control studies using telephone only (40.6% vs 3%-25% case participant enrollment in other studies), but control participant enrollment was lower (5.9% vs 9%-13% control participant enrollment in other studies) [ 23 - 25 ]. However, control participant enrollment in our sequential mixed-mode study may not be comparable to telephone-only COVID-19 case-control studies for 2 reasons. First, we texted up to 20 potential controls for every enrolled case participant in anticipation of lower response rates for the web-based survey, inflating the number of contacted controls in our response rate calculations. Second, we did not follow up with all potential controls by telephone once our quota of 2 controls per case was reached. In contrast, telephone-only studies only call as many controls as needed to enroll the desired number of matched control participants, which is typically less than 20.

We found sociodemographic differences between participants completing the survey on the web and by telephone. Web-based respondents were more likely to be female, identify as White, non-Hispanic, have higher levels of education, and reside in urban areas, which was consistent with other studies evaluating survey mode effects [ 12 , 26 , 27 ]. Contrary to other studies that found higher web-based response rates among those younger than 35 years of age [ 14 ], participants aged 18-39 years in our case-control study were more likely to respond to the telephone survey, as were participants aged 60 years and older, participants working outside the home, and participants residing in areas with a higher burden of health injustices. Some of these differences may be attributable to the timing of when potential participants were contacted. While potential participants were texted a link to complete the web-based survey only in the morning, telephone interviews were administered throughout the day, including in the late afternoon and evening when more people may be at home and not working. In addition, older participants and participants in lower socioeconomic settings may experience more barriers to completing a web-based survey, such as limited internet access or less comfort using mobile platforms [ 15 ], making them more likely to complete a telephone interview.

While there were sociodemographic differences between web-based and telephone participants and between web-based and telephone case and control participants and their respective sample pools, the sociodemographic characteristics of combined web-based and telephone survey participants were broadly representative of the sample pools. This indicates that the sequential mixed-mode design allowed for the recruitment of more representative case and control participant groups than if we had used a telephone or web-based survey alone, and the use of this survey design can help reduce selection bias in case-control studies.

Telephone surveys conducted by trained interviewers have several advantages over other modes of administration. Most importantly, trained interviewers can answer participants’ questions, add clarifying questions, and probe interviewees for more complete responses, leading to better data completeness and quality. While increasing data quality, telephone surveys can lead to social desirability bias as participants may alter answers to questions to seem more favorable or socially acceptable to an interviewer [ 19 , 20 ]. An advantage of using a web-based survey is that the absence of an interviewer may provide participants with the opportunity to answer questions more candidly, potentially reducing social desirability bias [ 19 , 20 ]. While we found that web-based participants were more likely to report certain community exposures, most of the differential responses between web-based and telephone participants were no longer statistically significant after adjusting for variables shown to be associated with mode effects (age, gender, race, ethnicity, and geographic location). This suggests that demographic differences between web-based and telephone participants may be confounding variables and should be considered when analyzing and interpreting data for case-control studies.

Limitations

This project was subject to several limitations. First, cases were randomly selected from persons reported in Colorado’s COVID-19 surveillance system who had already completed an interview with public health, which may impact study findings. For example, this method of case-participant selection may account for the high enrollment rates we had for our case-control study, and these individuals may systematically differ from those testing positive for SARS-CoV-2 who did not complete an initial interview with public health. Second, sample pool data were obtained from the ELR system for control participants, which had incomplete demographic data. The sample pool characteristics presented in this paper may not be accurate because of these missing data and, in turn, affect our evaluations of sample representativeness. Third, the socioeconomic characteristics of participants may be subject to ecological fallacy as we used county-level Colorado EnviroScreen scores as a proxy for individual socioeconomic status. Fourth, it is unclear whether the systematic differences noted between web-based and telephone participants were due to the survey mode itself or due to the additional contact attempts made to enroll telephone participants. Finally, this sequential mixed-mode case-control study was implemented during the COVID-19 pandemic, a period marked by various political and social factors that could have influenced who responded to our survey and their responses. As such, findings from this paper may not be generalizable to case-control studies evaluating other diseases or outbreaks.

Conclusions

Telephone interviews conducted as part of an outbreak investigation are time-consuming and costly [ 8 ]. Given the limited resources and staff at many public health agencies, it is critical to find methods to increase efficiency and reduce the costs of outbreak investigations. Web-based surveys are more time- and cost-efficient than telephone interviews, greatly reducing the workload for health departments. However, web-based surveys may appeal to specific demographics, have lower enrollment rates, and may require a larger sample pool or a longer time to enroll participants, which may not be feasible for small outbreaks or ideal for public health emergencies when timely data collection is crucial.

By using a sequential mixed-mode design, we were able to efficiently recruit participants for a case-control study with limited impact on data quality. Moreover, using the sequential mixed-mode approach allowed for maximal sample representativeness compared to a web-based or telephone interview alone. This is critical during public health emergencies, when timely and accurate exposure information is needed to inform control measures and policy. While the sequential mixed-mode design allowed us to reach more potential control participants with fewer resources, we still encountered the same challenges recruiting control participants noted in other studies.

Acknowledgments

The authors would like to thank the following people for their contributions to the conception, design, or management of the case-control study: Nisha Alden, Andrea Buchwald, Nicole Comstock, Lauren Gunn-Sandell, Tye Harlow, Breanna Kawasaki, Emma Schmoll, RX Schwartz, Ginger Stringer, and Rachel K Herlihy. This project was supported by a financial assistance award from the Centers for Disease Control and Prevention and awarded to the Colorado Department of Public Health and Environment. The Colorado Department of Public Health and Environment contracted with EJSW at the Colorado School of Public Health. The content is solely the responsibility of the authors and does not necessarily reflect the official views of the Centers for Disease Control and Prevention or the Colorado Department of Public Health and Environment.

Data Availability

The data sets generated and analyzed during this study are not publicly available due to Colorado state statutes and regulations, which limit data release based on maintaining confidentiality for potentially identifiable person-level data, but are available from the Colorado Department of Public Health and Environment upon reasonable request.

Authors' Contributions

ADT contributed to the study’s conception, reviewed current research, performed statistical analyses, interpreted results, and was the primary author of the manuscript. AEW, MRT, and EJSW made significant contributions to the study’s conception and interpretation of results and critically revised the manuscript. RHJ and BAA substantively reviewed and revised the manuscript for its content. All authors have read and agreed to the published version of the manuscript.

Conflicts of Interest

None declared.

Colorado COVID-19 case-control survey questionnaires.

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Abbreviations

Edited by A Mavragani; submitted 19.01.24; peer-reviewed by M Couper, J Ziegenfuss; comments to author 13.02.24; revised version received 29.03.24; accepted 04.04.24; published 27.05.24.

©Amanda D Tran, Alice E White, Michelle R Torok, Rachel H Jervis, Bernadette A Albanese, Elaine J Scallan Walter. Originally published in JMIR Formative Research (https://formative.jmir.org), 27.05.2024.

This is an open-access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work, first published in JMIR Formative Research, is properly cited. The complete bibliographic information, a link to the original publication on https://formative.jmir.org, as well as this copyright and license information must be included.

Neuromarketing — Predicting Consumer Behavior to Drive Purchasing Decisions 

Buying decisions can be driven by unconscious choices. Learn about how neuromarketing uncovers what drives decisions to increase conversions and revenue.

Valerie Kirk

What drives a person to not only buy something, but to choose one product or service over the other? The usual answers that come to a marketer’s mind when asked that question include need, price, availability, and brand familiarity.

But what if it goes deeper than that? What if consumer decision-making is driven by biology — specifically neural activity in the brain?

This idea is the basis of neuromarketing — sometimes known as consumer neuroscience — a field of study that incorporates biology and brain activity to predict and even influence consumer behavior and purchase decisions.

The Science Behind Neuromarketing

While the term neuromarketing was first introduced in the early 2000s, consumer neuroscience began to emerge in the 1990s, when measuring brain activity using functional magnetic resonance imaging (fMRI) machines became more accessible. 

Consumer neuroscience examines fMRI scans and electroencephalogram measurements of people’s brain activity when they are given or shown stimuli, such as an advertisement, product packaging, or something to drink. It could also include verbal prompts to monitor reactions. The brain activity seen on the scans shows what a person is feeling in that moment. 

Consumer neuroscience also includes physiological tracking — measuring facial expressions, eye movements, pupil dilation, heart rate, or other physical reactions people experience when given the stimuli. With eye tracking software, marketers can use heat maps to see what consumers are most drawn to in ad campaigns or websites and the journey they take to ultimately purchase something or disengage with digital assets. 

Examples of neuromarketing research include: 

• Serving Coca-Cola and Pepsi to subjects in an fMRI machine. When the drinks weren’t identified, the researchers noted a consistent neural response. But when subjects could see the brand, the part of their brains associated with emotions, memories, and unconscious processing showed enhanced activity, demonstrating that knowledge of the brand altered how the brain perceived the beverage. 
• Scanning the brains of test subjects while they tasted three wines, each labeled with a different price. Their brains registered the wines differently, with neural signatures indicating a preference for the most expensive wine. In actuality, all three wines were the same. 

Why is Neuromarketing Important?

By understanding what people react to based on biology and not conscious choices, marketers can essentially predict consumer behavior. When marketers can predict behavior, they can take steps to market their products — from the price to packaging to product marketing campaigns — in ways that elicit emotional responses and compel consumers to buy, thus increasing sales and revenue. 

There is a truth to neuromarketing that can’t be replicated by traditional marketing research tactics like focus groups. People may not always tell the truth in focus groups, or they say things they think others want to hear. 

Neuromarketing techniques remove the human choice element in market research and expose a person’s real and unfiltered responses. This helps marketers gain a more complete understanding of consumer motivation and buying behavior, which drives marketing decisions and budget spending.

How is Neuromarketing Used in Business Today?

Businesses are turning to neuromarketing to guide critical marketing decisions. In many cases, neuromarketing techniques are replacing traditional marketing research tactics. 

Here are five ways businesses are using neuromarketing to improve their marketing efforts and drive sales. 

1. Testing Ads 

Marketers can get true, unbiased responses to ad campaigns by showing different ads to test subjects and scanning their brain activity or tracking their eye movement while they view the ads. Based on the scans and other physiological and emotional reactions, they can determine which campaign — or which campaign elements — resonate more with consumers.  

2. Improving Packaging Design

When test subjects are given early prototypes of a product packaging, brain scans can help marketing and design teams gain insights into which version people are more likely to pick up and buy. Package design includes color, images, and size and shape. 

3. Enhancing Website and App Design 

Neuromarketing can help guide website and app design. Brain scans can show which design elements are more likely to engage users and drive clicks and purchases. Facial coding can also show how people view websites and apps, which can inform where to put different pieces of content. 

4. Informing Rebranding

From start to finish, neuromarketing can guide decisions on rebranding. This includes whether a rebrand is needed, which visual elements and messages work better for the new brand, and how to use the new identity in marketing tools and other brand assets. 

5. Optimizing Conversion Rates 

It’s estimated that 95 percent of decision-making is made unconsciously. Neuromarketing can help marketers understand what drives a person to make those unconscious choices to buy or not buy a product. Brands can then adapt their marketing materials and tactics to enhance elements that inspire people to buy.

DCE Professional & Executive Development Consumer Behavior Course:

Using Neuromarketing to Predict and Influence Customers

Examples of Neuromarketing in Action

• Through neuromarketing techniques, Frito-Lay learned that matte bags with pictures of potatoes did not trigger a negative consumer response, whereas shiny bags with pictures did. Based on those insights, they changed their chip packaging design. 
• The National Cancer Institute used fMRI scans to test three anti-smoking commercials that included a telephone hotline. The subjects were heavy smokers who indicated they wanted to quit. The National Cancer Institute ran all three ads, but the ad to which the test group reacted favorably corresponded to an increased hotline call volume when it ran.
• IKEA has designed their stores in a way that showcases everything they sell before a consumer can actually leave the store, thus increasing the likelihood of a purchase. The layout was developed using neuromarketing research.
• Neuromarketing research has shown that people react favorably to movement and speed. This knowledge guided FedEx to include a hidden arrow in its logo that represents quickness, which garners favorable reactions — and subconscious brand trust — among consumers.
• People also react favorably to color. Through research on brain activity, businesses know that the color red signifies strength. It’s easy to see why red is the favored logo color of so many iconic brands, including Coca-Cola, Target, McDonald’s, and Netflix.  

The Ethics of Neuromarketing

In general, people like to think that they make purchasing decisions — and really any decision — consciously after considering all of the options and facts. Neuromarketing exposes the fact that people can be influenced on an unconscious level. This realization can lead not only to privacy concerns but also to people feeling like they are being manipulated by brands they trust, which could make them avoid those brands entirely. 

For example , in 2015, one of the main political parties in Mexico used neuromarketing to learn more about voters’ interests and reactions to campaign ads. When the information leaked, there was a backlash from Mexican citizens. The candidate apologized, but the revelation likely cost him votes. 

Since the very first advertisement, businesses have been trying to persuade people to buy products. Neuromarketing uses the technology of the time to help marketers understand their customers better and deliver a more favorable experience. Currently, brain scans and physiological responses are being performed on test subjects who all have likely signed an informed consent document.

While it may seem like a logical progression of the marketing and advertising discipline, companies that use neuromarketing techniques should have robust and ethical protocols and a crisis communication plan in place in case of public backlash.

How to Study Neuromarketing

People working across marketing disciplines could benefit from understanding what drives consumer behavior. Harvard Division of Continuing Education Professional & Executive Development offers a 2-day Consumer Behavior Course: Using Neuromarketing to Predict and Influence Customers.

The course covers a wide range of topics to help participants understand the psychology of consumer behavior and how to apply it. Participants will come away with a new set of tools for creating marketing campaigns that effectively resonate with the consumer base, capture market share, and ultimately drive profits and sales.

The program includes a discussion on corporate responsibility, marketing ethics, and specific guidelines for utilizing psychological techniques while safeguarding consumer and societal well-being.

Marketing Analytics Online Course: Strategies for Driving Business Results

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Behavioral Decision Making

About the Author

Valerie Kirk is a freelance writer and corporate storyteller specializing in customer and community outreach and topics and trends in education, technology, and healthcare. Based in Maryland near the Chesapeake Bay, she spends her free time exploring nature by bike, paddle board, or on long hikes with her family.

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