Short Case Studies
Caselets, or short cases, are increasingly used as teaching aids, both in B-Schools and in executive education programs. Being brief and focused on a specific topic, a caselet is a useful supplement to a lecture. The session plan for a B-School course is likely to be more effective when there is a balanced mix of cases and caselets, along with other pedagogical tools.
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A caselet is a shorter version of a case study, generally two to three pages in length. Caselets are similar to case studies in that they may either describe a sequence of events or put forth an issue or problem that requires decision making. The use of caselets is gaining popularity as a pedagogical tool in management teaching and executive education.
The basic objective of a caselet is to allow the learner to apply ideas and insights from theory to the real-life issues and problems contained in the caselet. This helps the learner obtain a deeper understanding of all the relevant factors in a particular problem situation as well as gain insights into the finer nuances of a topic in a particular field of management. The different ways in which caselets aid the learning process are described below.
Caselets are an important teaching aid for the faculty to adapt the teaching style to the needs of the situation. While discussing the topic of management teaching and learning, experts distinguish between the 'Sage on the Stage' approach and the 'Guide on the Side' approach. Comprehensive cases are quite useful while following the 'Guide on the Side' approach of facilitating a collective learning experience. However, a faculty member may choose the 'Sage on the Stage' approach due to topic-specific, class-specific, or faculty-specific factors. In such situations, comprehensive cases can be replaced with caselets to help the learner in applying the concepts gathered from the lectures. In short, while cases may be used as a substitute for lectures, caselets may be used as a supplement to lectures.
Logic and Opinion vs. Facts
A discussion leading to managerial decision-making is based on the interplay of facts, logic, and opinion. A comprehensive case study encourages the learner to sift through the information provided and identify the relevant facts, and then use logic and opinion to arrive at a set of decisions. A caselet, being brief and focused on the core issue, usually provides only the relevant facts. This forces the learner to add value during the case analysis by logically arguing his/her position based on stated opinions, rather then spend time in identifying and summarizing the relevant facts. However, it should also be made very clear to the learners that in real life, such a precise statement of a problem would be an exception rather than the rule.
Caselets are also useful in comparative study as the faculty can give a set of caselets on a particular topic or industry to illustrate the variations in approaches adopted by different organizations. For instance, a set of three caselets on segmentation could cover three different sectors – consumer goods, industrial products, and services.
Specificity and Timeliness
A caselet helps the student to relate abstract models and theories to concrete situations and practical experience, and this makes the job of a faculty in the classroom easier. Due to its specificity, the faculty can lead the students to focus on narrow issues within the topic – for example, in a marketing class, the use of buzz marketing as a promotional tool. Due to its smaller size, a caselet does not eat into the classroom schedule or faculty's time and yet accelerates the learning process. Another advantage that the caselet offers is its ease of development. To develop a caselet for classroom discussion, the faculty need not spend much time due to its focused approach and brevity. For instance, if a faculty member intends to focus only on the finer nuances of the bidding process in e-procurement, a caselet can be quickly developed on reverse auctions in the steel industry.
Cases and Caselets: A Portfolio Approach
The session plan for a B-School course is likely to be more effective when there is a balanced mix of cases and caselets. Let us say an elective course on Sales and Distribution Management has four modules, – Introduction to Sales and Distribution, Planning and Organizing the Sales Effort, Distribution and Channel Control, and Channel Institutions and Future Trends. For each module, the session plan may include one or two cases, and about three caselets.
Guest Lectures and Special Situations
There would be occasions where the audience in the classroom is quite heterogeneous, with learners of varying academic/ industry backgrounds with different levels of competence and exposure to various teaching methodologies. Or, the faculty may not have sufficient familiarity with the audience, as in the case of a guest lecture. In such situations, a comprehensive case study may not be able to achieve the intended results. Caselets are a convenient teaching aid in such special situations.
When a faculty member or trainer conducts executive education programs, there is a need to condense the entire learning experience into the limited time available. Moreover, there may be a need to customize the teaching aids, keeping in mind the target audience. Caselets are quite suited to fulfill these requirements. Also, a caselet can be innovatively used as an ice-breaker at the beginning of the program, achieving the dual objectives of 'working in a group' and 'sensitization to the broader theme of the program'.
It is important to realize that the teaching approach has to be adapted to the situation under consideration, and that the faculty should use a mix of teaching aids to suitably tailor a course or a training session for the learner's benefit. Variations in the case method of teaching should be explored and utilized more widely if they lead to a better learning experience for the student. The use of caselets is one such attempt to broaden the horizons of the case method.
How to Write a Case Study
- Find the right case study candidate.
- Reach out to case study participants.
- Ensure you're asking the right questions.
- Lay out your case study.
- Showcase your work.
Earning the trust of prospective customers can be a struggle. Before you can even begin to expect to earn their business, you need to demonstrate your ability to deliver on what your product or service promises. Sure, you could say that you're great at X, or that you're way ahead of the competition when it comes to Y. But at the end of the day, what you really need to win new business is cold, hard proof.
One of the best ways to prove your worth is through compelling case studies. When done correctly, these examples of your work can chronicle the positive impact your business has on existing or previous customers.
To help you arm your prospects with information they can trust, we've put together a step-by-step guide on how to create effective case studies for your business -- as well as free case study templates for creating your own.
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How to Write a Business Case Study: The Ultimate Guide
1) Find the Right Case Study Candidate
Writing about your previous projects requires more than picking a client and telling a story. You need permission, quotes, and a plan. To start, here are a few things to look for in potential candidates.
It helps to select a customer who's well-versed in the logistics of your product or service. That way, he or she can better speak to the value of what you offer in a way that makes sense for future customers.
Clients that have seen the best results are going to make the strongest case studies. If their own businesses have seen an exemplary ROI from your product or service, they're more likely to convey the enthusiasm that you want prospects to feel, too.
One part of this step is to choose clients who have experienced unexpected success from your product or service. When you've provided non-traditional customers -- in industries that you don't usually work with, for example -- with positive results, it can help to remove doubts from prospects.
While small companies can have powerful stories, bigger or more notable brands tend to lend credibility to your own -- in some cases, having brand recognition can lead to 24.4X as much growth as companies without it.
Customers that came to you after working with a competitor help highlight your competitive advantage, and might even sway decisions in your favor.
2) Reach Out to Case Study Participants
To get the right case study participants on board, you have to set the stage for clear and open communication. That means outlining expectations and a timeline right away -- not having those is one of the biggest culprits in delayed case study creation.
It's helpful to know what you'll need from the participants, like permission to use any brand names and share the project information publicly. Kick off the process with an email that runs through exactly what they can expect from you, as well as what is expected of them. To give you an idea of what that might look like, check out this sample email:
You might be wondering, "What's a Case Study Release Form?" or, "What's a Success Story Letter?" Let's break those down.
Case Study Release Form
This document can vary, depending on factors like the size of your business, the nature of your work, and what you intend to do with the case studies once they are completed. That said, you should typically aim to include the following in the Case Study Release Form:
- A clear explanation of why you are creating this case study and how it will be used.
- A statement defining the information and potentially trademarked information you expect to include about the company -- things like names, logos, job titles, and pictures.
- An explanation of what you expect from the participant, beyond the completion of the case study. For example, is this customer willing to act as a reference or share feedback, and do you have permission to pass contact information along for these purposes?
- A note about compensation.
Success Story Letter
As noted in the sample email, this document serves as an outline for the entire case study process. Other than a brief explanation of how the customer will benefit from case study participation, you'll want to be sure to define the following steps in the Success Story Letter.
First, you'll need to receive internal approval from the company's marketing team. Once approved, the Release Form should be signed and returned to you. It's also a good time to determine a timeline that meets the needs and capabilities of both teams.
To ensure that you have a productive interview -- which is one of the best ways to collect information for the case study -- you'll want to ask the participant to complete a questionnaire prior to this conversation. That will provide your team with the necessary foundation to organize the interview, and get the most out of it.
Once the questionnaire is completed, someone on your team should reach out to the participant to schedule a 30-60 minute interview, which should include a series of custom questions related to the customer's experience with your product or service.
The Draft Review
After the case study is composed, you'll want to send a draft to the customer, allowing an opportunity to give you feedback and edits.
The Final Approval
Once any necessary edits are completed, send a revised copy of the case study to the customer for final approval.
Once the case study goes live -- on your website or elsewhere -- it's best to contact the customer with a link to the page where the case study lives. Don't be afraid to ask your participants to share these links with their own networks, as it not only demonstrates your ability to deliver positive results, but their impressive growth, as well.
3) Ensure You're Asking the Right Questions
Before you execute the questionnaire and actual interview, make sure you're setting yourself up for success. A strong case study results from being prepared to ask the right questions. What do those look like? Here are a few examples to get you started:
- What are your goals?
- What challenges were you experiencing prior to purchasing our product or service?
- What made our product or service stand out against our competitors?
- What did your decision-making process look like?
- How have you benefited from using our product or service? (Where applicable, always ask for data.)
Keep in mind that the questionnaire is designed to help you gain insights into what sort of strong, success-focused questions to ask during the actual interview. And once you get to that stage, we recommend that you follow the "Golden Rule of Interviewing." Sounds fancy, right? It's actually quite simple -- ask open-ended questions.
If you're looking to craft a compelling story, "yes" or "no" answers won't provide the details you need. Focus on questions that invite elaboration, such as, "Can you describe ...?" or, "Tell me about ..."
In terms of the interview structure, we recommend categorizing the questions and flow into six specific sections. Combined, they'll allow you to gather enough information to put together a rich, comprehensive study.
The Customer's Business
The goal of this section is to generate a better understanding of the company's current challenges and goals, and how they fit into the landscape of their industry. Sample questions might include:
- How long have you been in business?
- How many employees do you have?
- What are some of the objectives of your department at this time?
The Need for a Solution
In order to tell a compelling story, you need context. That helps match the customer's need with your solution. Sample questions might include:
- What challenges and objectives led you to look for a solution?
- What might have happened if you did not identify a solution?
- Did you explore other solutions prior to this that did not work out? If so, what happened?
The Decision Process
Exploring how the customer arrived at the decision to work with you helps to guide potential customers through their own decision-making processes. Sample questions might include:
- How did you hear about our product or service?
- Who was involved in the selection process?
- What was most important to you when evaluating your options?
The focus here should be placed on the customer's experience during the onboarding process. Sample questions might include:
- How long did it take to get up and running?
- Did that meet your expectations?
- Who was involved in the process?
The Solution in Action
The goal of this section is to better understand how the customer is using your product or service. Sample questions might include:
- Is there a particular aspect of the product or service that you rely on most?
- Who is using the product or service?
In this section, you want to uncover impressive measurable outcomes -- the more numbers, the better. Sample questions might include:
- How is the product or service helping you save time and increase productivity?
- In what ways does that enhance your competitive advantage?
- How much have you increased metrics X, Y, and Z?
4) Lay Out Your Case Study
When it comes time to take all of the information you've collected and actually turn it into something, it's easy to feel overwhelmed. Where should you start? What should you include? What's the best way to structure it?
To help you get a handle on this step, it's important to first understand that there is no one-size-fits-all when it comes to ways to present a case study. They can be very visual, which you'll see in some of the examples we've included below, and can sometimes be communicated mostly through video or photos, with a bit of accompanying text.
When it comes to recommending written case studies, we recommend focusing on seven sections, which we've outlined here. Note -- even if you do elect to use a visual case study, it should still include all of this information, but presented in a different format.
- Title: Keep it short. Focus on highlighting the most compelling accomplishment.
- Executive Summary: A 2-4 sentence summary of the entire story. You'll want to follow it with 2-3 bullet points that display metrics showcasing success.
- About: An introduction to the person or company, which can be pulled from a LinkedIn profile or website.
- Challenges: A 2-3 paragraph description of the customer's challenges, prior to using your product or service. This section should also include the goals that the customer set out to achieve.
- How You Helped: A 2-3 paragraph section that describes how your product or service provided a solution to their problem.
- Results: A 2-3 paragraph testimonial that proves how your product or service specifically impacted the person or company, and helped achieve goals. Include numbers to quantify your contributions.
- Supporting Visuals or Quotes: Pick one or two powerful quotes that you would feature at the bottom of the sections above, as well as a visual that supports the story you are telling.
To help you visualize this case study format, check out this case study template, which can also be downloaded here.
When laying out your case study, focus on conveying the information you've gathered in the most clear and concise way possible. Make it easy to scan and comprehend, and be sure to provide an attractive call-to-action at the bottom -- that should provide readers an opportunity to learn more about your product or service.
Business Case Study Examples
You drove the results, made the connect, set the expectations, used the questionnaire to conduct a successful interview, and boiled down your findings into a compelling story. And after all of that, you're left with a little piece of sales enabling gold -- a case study.
To show you what a well-executed final product looks like, have a look at some of these marketing case study examples.