Either way, readers like them and they help ‘build the case’ you’re making in your report to them.

You’ve probably read a few tech case studies and found that they can read like press releases with quotes inserted.

As a former B2B tech reporter, I read hundreds of case studies. Most were so-so, but occasionally, one would stand out because it:

Showed what really happened during implementation (including the problems, yes, really).

Included real insights.

Told a story about a problem a business had, what they did to solve it and what it meant for the company.

Gave behind-the-scenes details that readers want to know, like the unexpected benefit or how you helped keep staff on board with big changes.

These were the case studies I’d use. I’d get in touch to ask if I could interview the customer and the company for my article, or keep them for future round-ups.

On a side note, if you’re sending your reports to the media, case studies are always popular, as magazine readers like to find out what happened in real life.

A quick example of what I mean about including real insights. Let’s say this was the original:

“When we saw our old system working with the new software, we knew it was going to make a difference to our customer service.”

And then someone wanted it changed to something more ‘fitting’:

“We were highly impressed by the interface that connected these applications.”

The first one sounds like you having a chat with the business; the second sounds like you’re reading a particularly poor prompted AI version of the quote.

The most valuable part of a case study isn’t always the outcome

Your readers are trying to picture how the implications of your report could play out in their business.

It’s like asking a friend how they solved a problem. You’d listen to their experiences, why they did what they did, and ask how it’s working for them now.

Which is why all of the above matters, because it helps answer those sorts of questions.

A case study that only talks about “seamless implementation” and “easier regulatory compliance” doesn’t help your reader. They know implementations aren’t seamless and they also know that compliance is rarely easy.

Once you’ve found a source for your case study (I wrote a post on how to find the right sources), here are a few questions you can ask to gather the information you need.

• Why did they choose this approach?
• What nearly stopped them?
• What did they underestimate?
• What surprised them?
• What would they do differently?

These questions are also the sort of questions your readers will be asking themselves.

The case studies that work.

The most effective case studies I’ve seen don’t hide the rough edges. They acknowledge challenges, issues and problems and show how they were solved.

They also fit into the narrative of your report by adding to it, bringing a new perspective and real-world experience which readers will find useful and valuable. It’s a way for you to ‘walk the talk’ of how the issues in your report could affect their business.

How can you make your case study more credible? Give your readers the customer’s real story.

I’m Sara Edlington, a marketing communications writer specialising in cybersecurity and AI.

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