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5 Benefits of Learning Through the Case Study Method

• 28 Nov 2023

While several factors make HBS Online unique —including a global Community and real-world outcomes —active learning through the case study method rises to the top.

In a 2023 City Square Associates survey, 74 percent of HBS Online learners who also took a course from another provider said HBS Online’s case method and real-world examples were better by comparison.

Here’s a primer on the case method, five benefits you could gain, and how to experience it for yourself.

Access your free e-book today.

What Is the Harvard Business School Case Study Method?

The case study method , or case method , is a learning technique in which you’re presented with a real-world business challenge and asked how you’d solve it. After working through it yourself and with peers, you’re told how the scenario played out.

HBS pioneered the case method in 1922. Shortly before, in 1921, the first case was written.

“How do you go into an ambiguous situation and get to the bottom of it?” says HBS Professor Jan Rivkin, former senior associate dean and chair of HBS's master of business administration (MBA) program, in a video about the case method . “That skill—the skill of figuring out a course of inquiry to choose a course of action—that skill is as relevant today as it was in 1921.”

Originally developed for the in-person MBA classroom, HBS Online adapted the case method into an engaging, interactive online learning experience in 2014.

In HBS Online courses , you learn about each case from the business professional who experienced it. After reviewing their videos, you’re prompted to take their perspective and explain how you’d handle their situation.

You then get to read peers’ responses, “star” them, and comment to further the discussion. Afterward, you learn how the professional handled it and their key takeaways.

HBS Online’s adaptation of the case method incorporates the famed HBS “cold call,” in which you’re called on at random to make a decision without time to prepare.

“Learning came to life!” said Sheneka Balogun , chief administration officer and chief of staff at LeMoyne-Owen College, of her experience taking the Credential of Readiness (CORe) program . “The videos from the professors, the interactive cold calls where you were randomly selected to participate, and the case studies that enhanced and often captured the essence of objectives and learning goals were all embedded in each module. This made learning fun, engaging, and student-friendly.”

If you’re considering taking a course that leverages the case study method, here are five benefits you could experience.

5 Benefits of Learning Through Case Studies

1. take new perspectives.

The case method prompts you to consider a scenario from another person’s perspective. To work through the situation and come up with a solution, you must consider their circumstances, limitations, risk tolerance, stakeholders, resources, and potential consequences to assess how to respond.

Taking on new perspectives not only can help you navigate your own challenges but also others’. Putting yourself in someone else’s situation to understand their motivations and needs can go a long way when collaborating with stakeholders.

2. Hone Your Decision-Making Skills

Another skill you can build is the ability to make decisions effectively . The case study method forces you to use limited information to decide how to handle a problem—just like in the real world.

Throughout your career, you’ll need to make difficult decisions with incomplete or imperfect information—and sometimes, you won’t feel qualified to do so. Learning through the case method allows you to practice this skill in a low-stakes environment. When facing a real challenge, you’ll be better prepared to think quickly, collaborate with others, and present and defend your solution.

3. Become More Open-Minded

As you collaborate with peers on responses, it becomes clear that not everyone solves problems the same way. Exposing yourself to various approaches and perspectives can help you become a more open-minded professional.

When you’re part of a diverse group of learners from around the world, your experiences, cultures, and backgrounds contribute to a range of opinions on each case.

On the HBS Online course platform, you’re prompted to view and comment on others’ responses, and discussion is encouraged. This practice of considering others’ perspectives can make you more receptive in your career.

“You’d be surprised at how much you can learn from your peers,” said Ratnaditya Jonnalagadda , a software engineer who took CORe.

In addition to interacting with peers in the course platform, Jonnalagadda was part of the HBS Online Community , where he networked with other professionals and continued discussions sparked by course content.

“You get to understand your peers better, and students share examples of businesses implementing a concept from a module you just learned,” Jonnalagadda said. “It’s a very good way to cement the concepts in one's mind.”

4. Enhance Your Curiosity

One byproduct of taking on different perspectives is that it enables you to picture yourself in various roles, industries, and business functions.

“Each case offers an opportunity for students to see what resonates with them, what excites them, what bores them, which role they could imagine inhabiting in their careers,” says former HBS Dean Nitin Nohria in the Harvard Business Review . “Cases stimulate curiosity about the range of opportunities in the world and the many ways that students can make a difference as leaders.”

Through the case method, you can “try on” roles you may not have considered and feel more prepared to change or advance your career .

5. Build Your Self-Confidence

Finally, learning through the case study method can build your confidence. Each time you assume a business leader’s perspective, aim to solve a new challenge, and express and defend your opinions and decisions to peers, you prepare to do the same in your career.

According to a 2022 City Square Associates survey , 84 percent of HBS Online learners report feeling more confident making business decisions after taking a course.

“Self-confidence is difficult to teach or coach, but the case study method seems to instill it in people,” Nohria says in the Harvard Business Review . “There may well be other ways of learning these meta-skills, such as the repeated experience gained through practice or guidance from a gifted coach. However, under the direction of a masterful teacher, the case method can engage students and help them develop powerful meta-skills like no other form of teaching.”

How to Experience the Case Study Method

If the case method seems like a good fit for your learning style, experience it for yourself by taking an HBS Online course. Offerings span eight subject areas, including:

• Business essentials
• Leadership and management
• Entrepreneurship and innovation
• Digital transformation
• Finance and accounting
• Business in society

No matter which course or credential program you choose, you’ll examine case studies from real business professionals, work through their challenges alongside peers, and gain valuable insights to apply to your career.

Are you interested in discovering how HBS Online can help advance your career? Explore our course catalog and download our free guide —complete with interactive workbook sections—to determine if online learning is right for you and which course to take.

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What the Case Study Method Really Teaches

• Nitin Nohria

Seven meta-skills that stick even if the cases fade from memory.

It’s been 100 years since Harvard Business School began using the case study method. Beyond teaching specific subject matter, the case study method excels in instilling meta-skills in students. This article explains the importance of seven such skills: preparation, discernment, bias recognition, judgement, collaboration, curiosity, and self-confidence.

During my decade as dean of Harvard Business School, I spent hundreds of hours talking with our alumni. To enliven these conversations, I relied on a favorite question: “What was the most important thing you learned from your time in our MBA program?”

• Nitin Nohria is the George F. Baker Jr. and Distinguished Service University Professor. He served as the 10th dean of Harvard Business School, from 2010 to 2020.

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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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Methodology

• What Is a Case Study? | Definition, Examples & Methods

What Is a Case Study? | Definition, Examples & Methods

Published on May 8, 2019 by Shona McCombes . Revised on November 20, 2023.

A case study is a detailed study of a specific subject, such as a person, group, place, event, organization, 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 analyze the case, other interesting articles.

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

TipIf your research is more practical in nature and aims to simultaneously investigate an issue as you solve it, consider conducting action research instead.

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.

Example of an outlying case studyIn the 1960s the town of Roseto, Pennsylvania was discovered to have extremely low rates of heart disease compared to the US average. It became an important case study for understanding previously neglected causes of heart disease.

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

Example of a representative case studyIn the 1920s, two sociologists used Muncie, Indiana as a case study of a typical American city that supposedly exemplified the changing culture of the US at the time.

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.

Example of a mixed methods case studyFor a case study of a wind farm development in a rural area, you could collect quantitative data on employment rates and business revenue, collect qualitative data on local people’s perceptions and experiences, and analyze local and national media coverage of the development.

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

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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 analyze 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.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Normal distribution
• Degrees of freedom
• Null hypothesis
• Discourse analysis
• Control groups
• Mixed methods research
• Non-probability sampling
• Quantitative research
• Ecological validity

Research bias

• Rosenthal effect
• Implicit bias
• Cognitive bias
• Selection bias
• Negativity bias
• Status quo bias

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Home » Case Study – Methods, Examples and Guide

Case Study – Methods, Examples and Guide

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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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Blog Beginner Guides 6 Types of Case Studies to Inspire Your Research and Analysis

6 Types of Case Studies to Inspire Your Research and Analysis

Written by: Ronita Mohan Sep 20, 2021

Case studies have become powerful business tools. But what is a case study? What are the benefits of creating one? Are there limitations to the format?

If you’ve asked yourself these questions, our helpful guide will clear things up. Learn how to use a case study for business. Find out how cases analysis works in psychology and research.

We’ve also got examples of case studies to inspire you.

Haven’t made a case study before? You can easily  create a case study  with Venngage’s customizable case study templates .

Click to jump ahead:

What is a case study?

6 types of case studies, what is a business case study, what is a case study in research, what is a case study in psychology, what is the case study method, benefits of case studies, limitations of case studies, faqs about case studies.

A case study is a research process aimed at learning about a subject, an event or an organization. Case studies are use in business, the social sciences and healthcare.

A case study may focus on one observation or many. It can also examine a series of events or a single case. An effective case study tells a story and provides a conclusion.

Healthcare industries write reports on patients and diagnoses. Marketing case study examples , like the one below, highlight the benefits of a business product.

Now that you know what a case study is, let’s look at the six different types of case studies next.

There are six common types of case reports. Depending on your industry, you might use one of these types.

Descriptive case studies

Explanatory case studies, exploratory case reports, intrinsic case studies, instrumental case studies, collective case reports.

We go into more detail about each type of study in the guide below.

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

When you have an existing hypothesis, you can design a descriptive study. This type of report starts with a description. The aim is to find connections between the subject being studied and a theory.

Once these connections are found, the study can conclude. The results of this type of study will usually suggest how to develop a theory further.

A study like the one below has concrete results. A descriptive report would use the quantitative data as a suggestion for researching the subject deeply.

When an incident occurs in a field, an explanation is required. An explanatory report investigates the cause of the event. It will include explanations for that cause.

The study will also share details about the impact of the event. In most cases, this report will use evidence to predict future occurrences. The results of explanatory reports are definitive.

Note that there is no room for interpretation here. The results are absolute.

The study below is a good example. It explains how one brand used the services of another. It concludes by showing definitive proof that the collaboration was successful.

Another example of this study would be in the automotive industry. If a vehicle fails a test, an explanatory study will examine why. The results could show that the failure was because of a particular part.

Related: How to Write a Case Study [+ Design Tips]

An explanatory report is a self-contained document. An exploratory one is only the beginning of an investigation.

Exploratory cases act as the starting point of studies. This is usually conducted as a precursor to large-scale investigations. The research is used to suggest why further investigations are needed.

An exploratory study can also be used to suggest methods for further examination.

For example, the below analysis could have found inconclusive results. In that situation, it would be the basis for an in-depth study.

Intrinsic studies are more common in the field of psychology. These reports can also be conducted in healthcare or social work.

These types of studies focus on a unique subject, such as a patient. They can sometimes study groups close to the researcher.

The aim of such studies is to understand the subject better. This requires learning their history. The researcher will also examine how they interact with their environment.

For instance, if the case study below was about a unique brand, it could be an intrinsic study.

Once the study is complete, the researcher will have developed a better understanding of a phenomenon. This phenomenon will likely not have been studied or theorized about before.

Examples of intrinsic case analysis can be found across psychology. For example, Jean Piaget’s theories on cognitive development. He established the theory from intrinsic studies into his own children.

Related: What Disney Villains Can Tell Us About Color Psychology [Infographic]

This is another type of study seen in medical and psychology fields. Instrumental reports are created to examine more than just the primary subject.

When research is conducted for an instrumental study, it is to provide the basis for a larger phenomenon. The subject matter is usually the best example of the phenomenon. This is why it is being studied.

Take the example of the fictional brand below.

Assume it’s examining lead generation strategies. It may want to show that visual marketing is the definitive lead generation tool. The brand can conduct an instrumental case study to examine this phenomenon.

Collective studies are based on instrumental case reports. These types of studies examine multiple reports.

There are a number of reasons why collective reports are created:

• To provide evidence for starting a new study
• To find pattens between multiple instrumental reports
• To find differences in similar types of cases
• Gain a deeper understanding of a complex phenomenon
• Understand a phenomenon from diverse contexts

A researcher could use multiple reports, like the one below, to build a collective case report.

Related: 10+ Case Study Infographic Templates That Convert

A business or marketing case study aims at showcasing a successful partnership. This can be between a brand and a client. Or the case study can examine a brand’s project.

There is a perception that case studies are used to advertise a brand. But effective reports, like the one below, can show clients how a brand can support them.

Hubspot created a case study on a customer that successfully scaled its business. The report outlines the various Hubspot tools used to achieve these results.

Hubspot also added a video with testimonials from the client company’s employees.

So, what is the purpose of a case study for businesses? There is a lot of competition in the corporate world. Companies are run by people. They can be on the fence about which brand to work with.

Business reports  stand out aesthetically, as well. They use  brand colors  and brand fonts . Usually, a combination of the client’s and the brand’s.

With the Venngage  My Brand Kit  feature, businesses can automatically apply their brand to designs.

A business case study, like the one below, acts as social proof. This helps customers decide between your brand and your competitors.

Don’t know how to design a report? You can learn  how to write a case study  with Venngage’s guide. We also share design tips and examples that will help you convert.

Related: 55+ Annual Report Design Templates, Inspirational Examples & Tips [Updated]

Research is a necessary part of every case study. But specific research fields are required to create studies. These fields include user research, healthcare, education, or social work.

For example, this UX Design  report examined the public perception of a client. The brand researched and implemented new visuals to improve it. The study breaks down this research through lessons learned.

Clinical reports are a necessity in the medical field. These documents are used to share knowledge with other professionals. They also help examine new or unusual diseases or symptoms.

The pandemic has led to a significant increase in research. For example,  Spectrum Health  studied the value of health systems in the pandemic. They created the study by examining community outreach.

The pandemic has significantly impacted the field of education. This has led to numerous examinations on remote studying. There have also been studies on how students react to decreased peer communication.

Social work case reports often have a community focus. They can also examine public health responses. In certain regions, social workers study disaster responses.

You now know what case studies in various fields are. In the next step of our guide, we explain the case study method.

In the field of psychology, case studies focus on a particular subject. Psychology case histories also examine human behaviors.

Case reports search for commonalities between humans. They are also used to prescribe further research. Or these studies can elaborate on a solution for a behavioral ailment.

The American Psychology Association  has a number of case studies on real-life clients. Note how the reports are more text-heavy than a business case study.

Famous psychologists such as Sigmund Freud and Anna O popularised the use of case studies in the field. They did so by regularly interviewing subjects. Their detailed observations build the field of psychology.

It is important to note that psychological studies must be conducted by professionals. Psychologists, psychiatrists and therapists should be the researchers in these cases.

Related: What Netflix’s Top 50 Shows Can Teach Us About Font Psychology [Infographic]

The case study method, or case method, is a learning technique where you’re presented with a real-world business challenge and asked how you’d solve it.

After working through it independently and with peers, you learn how the actual scenario unfolded. This approach helps develop problem-solving skills and practical knowledge.

This method often uses various data sources like interviews, observations, and documents to provide comprehensive insights. The below example would have been created after numerous interviews.

Case studies are largely qualitative. They analyze and describe phenomena. While some data is included, a case analysis is not quantitative.

There are a few steps in the case method. You have to start by identifying the subject of your study. Then determine what kind of research is required.

In natural sciences, case studies can take years to complete. Business reports, like this one, don’t take that long. A few weeks of interviews should be enough.

The case method will vary depending on the industry. Reports will also look different once produced.

As you will have seen, business reports are more colorful. The design is also more accessible . Healthcare and psychology reports are more text-heavy.

Designing case reports takes time and energy. So, is it worth taking the time to write them? Here are the benefits of creating case studies.

• Collects large amounts of information
• Helps formulate hypotheses
• Builds the case for further research
• Discovers new insights into a subject
• Builds brand trust and loyalty
• Engages customers through stories

For example, the business study below creates a story around a brand partnership. It makes for engaging reading. The study also shows evidence backing up the information.

We’ve shared the benefits of why studies are needed. We will also look at the limitations of creating them.

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

There are a few disadvantages to conducting a case analysis. The limitations will vary according to the industry.

• Responses from interviews are subjective
• Subjects may tailor responses to the researcher
• Studies can’t always be replicated
• In certain industries, analyses can take time and be expensive
• Risk of generalizing the results among a larger population

These are some of the common weaknesses of creating case reports. If you’re on the fence, look at the competition in your industry.

Other brands or professionals are building reports, like this example. In that case, you may want to do the same.

What makes a case study a case study?

A case study has a very particular research methodology. They are an in-depth study of a person or a group of individuals. They can also study a community or an organization. Case reports examine real-world phenomena within a set context.

How long should a case study be?

The length of studies depends on the industry. It also depends on the story you’re telling. Most case studies should be at least 500-1500 words long. But you can increase the length if you have more details to share.

What should you ask in a case study?

The one thing you shouldn’t ask is ‘yes’ or ‘no’ questions. Case studies are qualitative. These questions won’t give you the information you need.

Ask your client about the problems they faced. Ask them about solutions they found. Or what they think is the ideal solution. Leave room to ask them follow-up questions. This will help build out the study.

How to present a case study?

When you’re ready to present a case study, begin by providing a summary of the problem or challenge you were addressing. Follow this with an outline of the solution you implemented, and support this with the results you achieved, backed by relevant data. Incorporate visual aids like slides, graphs, and images to make your case study presentation more engaging and impactful.

Now you know what a case study means, you can begin creating one. These reports are a great tool for analyzing brands. They are also useful in a variety of other fields.

Use a visual communication platform like Venngage to design case studies. With Venngage’s templates, you can design easily. Create branded, engaging reports, all without design experience.

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How to write a business case study: your complete guide

Hanna Stechenko Manager, SEO Management

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Business case studies are powerful tools for marketing, teaching, and training. They help to create valuable learning experiences that can be shared with others.

A well-written business case study can also generate leads, increase customer loyalty, and boost sales.

But writing an effective and compelling case study can be easier said than done.

Great case studies aren’t something that you can write by yourself.

You’ll need help from existing clients who are willing to talk about their problems publicly, and you’ll need to safeguard their reputation while you tell their story.

It’s tricky.

In this article, we’ll take a closer look at how to write a business case study, including best practices, case study templates, real examples, and more.

Let’s jump in.

What is a business case study?

A business case study is an in-depth look at a specific company or organization that examines how a business solved a problem, achieved success, or faced failure.

Case studies are often used by businesses to demonstrate the effectiveness of their strategies and solutions.

They can also serve as inspiration for other organizations that may be considering similar approaches.

The idea is simple: Stakeholders evaluating a product may be able to see the value of that product by learning how other companies have tried and succeeded with it.

For that reason, 42% of marketers still list case studies as a top media format used to generate leads and sales.

Strong case studies are often based on interviews with actual customers to highlight the effectiveness of a specific feature, explain a certain use case, or emphasize benefits or results of note.

Done correctly, a case study combines customer testimonials, process information, and usage data to tell a unique story about how a product or service helped a company succeed.

That’s why case studies are sometimes known as customer success stories.

What makes a strong case study?

Before we jump into the details of how to make a great case study, let’s take a closer look at what a strong case study actually looks like.

To create a great case study, you’ll need each of the following:

• Clear, compelling storylines. A good case study should include a clear story line that conveys the problem, solution, and the impact of the solution.
• A strong presentation of data. Demonstrate how your product or service has made an impact on the customer’s business with documented facts and figures.
• Credible client testimonials. Include feedback from real clients and users about how your product or service solved their issue. With permission, use a person’s real name and job title and personal experience to add credibility to your case study.
• Streamlined visuals. Graphics, photos, charts and/or videos can help illustrate results in an engaging and easy to understand way.
• Call to action. Always include a link to more information or a contact form at the end of your case study.

While all of these components are essential to great case studies, they aren’t always easy to acquire. Be prepared to dig for information and work closely with customers to build compelling content.

Why use case studies at all?

Great case studies can take some time to create.

Considering budgets and deadlines, why should you even bother using them when you could create more landing pages, buy more ads, or write more blog posts?

It’s a fair point to consider.

Case studies come with a unique set of benefits for your marketing strategy that other forms of content simply can’t fill.

1. They can last a long time

A single case study can be used as sales and marketing collateral as long as the feature products or services are still relevant.

If your products have a long lifespan, the same piece of content may be useful for months or years.

2. They’re relatively inexpensive

Case studies are relatively inexpensive to produce compared to other forms of marketing, such as white papers, e-books, and long-form blog content.

3. They drastically boost your credibility

Done correctly, case studies demonstrate the effectiveness of your products and services from the perspective of customers who have benefited directly from using them.

In a sense, case studies represent your products and services through the eyes of customers who have already taken the proverbial leap of faith.

When speaking to prospects and leads who aren’t fully bought in, they can minimize risk and offer assurances in a way that no other piece of sales and marketing collateral can match.

With all of that preliminary information out of the way, let’s take a closer look at how to actually build an effective case study.

Before you start: Understanding stakes and obstacles

The strongest case studies are usually created in collaboration between two companies: Your organization and that of a current or former customer with whom you have a good relationship.

At a high level, the process is straightforward:

• Question creation . Your team compiles a list of interview questions designed to tell a compelling story for new, prospective customers.
• Interview. Your team interviews a representative or stakeholder from the customer-partner organization.
• Draft. After the interview is complete, your team transforms the interview into a complete narrative.
• Feedback round. The customer-partner reviews the draft and provides feedback and input.
• Final draft. Your team makes corrections based on that feedback and resubmits for final approval.
• Final approval. The customer-partner approves the draft.
• Publish. Your team creates marketing collateral and publishes or shares the case study.

Simple, right?

Unfortunately, the process is rarely this smooth.

There are several outlying factors that can stop your case in its tracks or prevent it from ever seeing the light of day.

Here are some factors that you’ll need to consider before you start the case study process.

1. Relationship

Potential interview targets are more likely to agree to an interview if they have a strong relationship with someone on your team, like an account manager or a longtime sales rep.

Without a way to get your foot in the door, your interview request may be politely declined.

2. Availability

People are busy.

It’s not uncommon for the interval between reviews and approvals to take weeks at a time.

Because case study drafts need to be approved by both parties, expect delays while your drafts are circulated through your partner organizations.

3. Branding

Even if your product or service helped an organization overcome a huge obstacle, they may not want to talk about that weakness in a public forum.

Many companies are very cautious about anything that portrays their brand in an unfavorable light.

4. Legality

If your customer-partner doesn’t like what you’ve written, they may simply forbid you to use their name, logos, or data as part of your case study.

Moving forward without their permission could cause legal issues and damage customer relationships.

5. Approval

Sometimes, it’s impossible to get final approvals from the appropriate individuals in the customer-partner organization.

If HR or legal needs to sign off on the final product before it can be officially released, it could take weeks or months before that final approval comes through.

Above all else, remember: The customer-partner that agrees to help you create a case study is doing you a favor.

Most of the time, the customer-partner receives no benefit from the time and effort spent creating this piece.

They can’t use it to sell their own services, and they may reveal information and data that demonstrates a weakness in their management or internal process.

Keep that information in mind as you select your customer partners.

Be sure to treat these partners with care and respect, as a bad case study experience can damage a healthy customer relationship.

Step 1: Planning and prep

Business case studies will usually fall under the domain of your marketing team, but you’ll need to be specific when assigning project tasks and responsibilities.

Here’s what you need in order to create a case study:

• Internal project stakeholder. This individual oversees the project internally. They assign tasks, handle outreach, and oversee the production and delivery of the case study.
• External project stakeholder. The individual at the customer organization who agrees to help. This person may or may not be the individual who is interviewed by your organization.
• Interviewer. The individual who conducts the interview.
• Writer. The individual who writes the case study.
• Project manager. The individual who manages the case study project and ensures that deadlines are met.
• Internal editor or approver. The individual who reviews the case study and provides feedback or final approvals.
• External editor or approver. The individual at the customer organization who reviews the case study and provides feedback or final approvals.
• Designer. The individual who formats the case study, provides data-based graphics and illustration, or produces the final product file (typically a PDF or web page) with the case study and all relevant content.

Sometimes, these roles are combined.

The internal project stakeholder may also manage the product and provide editorial feedback after the case study is written.

Or, if you’re working with a freelancer for this process, they may conduct the interview, write the draft, and furnish a final design.

Next, consider your goals:

• Why are you writing this case study? Do you have a specific goal, such as boosting lead generation or improving customer lifetime value (CLV)?
• If your case study is angled to grow business with existing customers, you may select different features from case studies meant to introduce prospective customers to your products.
• This could include add-on services or premium product features.
• Do you have any new products, services or updates you’d like to share with the world?
• Do you have a new positioning strategy?

After you’ve defined your objectives, it’s time to start considering who you might want to interview.

1. Make your list specific

Include the company name, any relevant notes and the name of the intended stakeholders to be interviewed.

2. Only include notable candidates

Make sure that your interview targets have experienced substantial or notable results with your product.

Look for clients who have experienced exceptional and transformative outcomes while using your product or service.

3. Consider existing relationships

Look for clients that already have a strong working relationship with you.

If they regularly work with an account manager or are in constant contact with specific team members, consider bringing those individuals into the conversation early.

Once you have your targets, reach out, explain your project, and see if the customer is interested in participating.

When you ask for an interview, be sure to mention the following details:

• The purpose of the case study and what you’re ultimately trying to accomplish.
• A brief overview of the case study process (including the interview process and what happens next).
• Timeframes and estimated deadlines.
• A general idea of the kinds of questions they may be asked.
• Explain scenarios for how and where the case study may be used (you’ll need their permission to share it with your audiences).
• Thank them for their time.

If they agree, start scheduling your timeline.

Work backwards from the date you’d like to publish, then build in dates for reviews and edits. Also create a flexible internal deadline for securing a client interview.

Since you’ll need to align your schedule with that of your interviewee, pinpointing an actual interview date can take some time.

Step 2: The interview process

As we mentioned above: Most of the time, the customer-partner that agrees to help you with your case study receives no major benefit from the project.

It helps you, but it doesn’t usually help them.

With that in mind, your goal during the interview process is to make things as easy, streamlined, and stress-free as possible.

One major step that you can take to calm nerves and prevent misunderstandings is to send an interview questionnaire prior to your interview.

This will help your customer-partner understand your main objectives and prepare their responses in advance.

Here are a few sample questions you might use:

• How many team members use our product/service? Which departments?
• What were your challenges before using our product/service/process?
• What made you leave your previous solution for our product?
• How do you use our product/service/process?
• What features or tools have been the most helpful for your business?
• If you asked us for help, how did we provide you with what you need? We’d like to understand this from your perspective.
• How have you benefited from our offering–and what have been your greatest results to date? Please provide specific metrics, if possible.
• What surprised you most about using our product/service/process?
• How have your customers or clients benefited from your use of our products or services?
• Is there anything else you would like us to know?

When you sit down to interview the client, it’s easiest to follow the interview questions that you sent over and simply record their responses.

However, don’t just stick to the script during the actual interview . Listen and actively engage with your interviewee.

Ask follow-up questions. Clarify details. Explore the answers in real time with your interviewee.

Use the opportunity to dig deeper and gather all the information you need to tell the right story to your prospects and leads.

You might also use a tool like Otter.ai to record and capture the transcript at the same time, but be sure to have your customer-partner sign a recording permission release if you intend to use sound bytes from that recording as part of your final case study.

Step 3: Writing your business case study

Ideally, the interview is the last piece of information you need before writing your case study.

All of the background information and preliminary work should be done as part of the interview preparation.

When you finish speaking with the customer-partner, it’s time to consolidate your notes and write the draft.

Before you begin, take a moment to review your overall objectives and the story that you want to tell. From there, select a format for your case study and start the draft.

Regardless of the modules, headings, or illustrations that you use, the case study should cover what life was like before the customer started using your product or service and what happened after they adopted those products/services into their workflow.

Sample case study outline

1. introduction.

A brief description of the case study’s contents (bullet point key metrics and successes).

2. Company overview

A brief description of the featured company — what they do, who their customers are, what they sell, etc. Include brief background/context as to how they use your product, service or process.

3. Problem / Challenge

Describe the business problem or opportunity that your customer was facing before they started using your product or service.

Include strong quotes and fully illustrate why the issue was a problem that needed to be solved.

4. Solution

Explain how the customer used your product to solve their problem.

Share their decision-making process, how they arrived at your solution, what convinced them to purchase, and how they implemented that solution internally.

Share benefits and features that stood out to them. Reinforce these details with quotes from your interview.

Summarize the outcome from the customer’s implementation of your product, service, or process.

Recap their wins, as well as the major improvements that they have seen over both the short and long term.

Add data and metrics, where relevant. Include quotes about how the current solution empowers the company and solves their problems.

6. About us

Share a brief explanation of your company and the products or services you provide.

7. Call-to-action (CTA)

Add a call to action with the appropriate contact information (or a contact button, if this is a web-based case study) so that users can get in touch for additional information after reading the case study.

When it’s time to start writing, gather all relevant information and relevant links (white papers, other case studies, sales and spec sheets, etc.) to make sure you have access to the full scope of information related to the products and services mentioned in your case study.

Your goal isn’t to overload the reader by explaining everything. Instead, focus on creating a benefits-driven story around the features that your products and services provide.

Use data and details to provide precise information at key points.

It’s likely that you will need to bridge the information gap between your interviewee and your target audience.

Since your clients know you understand your product or service, they’re likely to answer your questions in broader terms.

However, your readers will not be as familiar with your organization and may only have limited experience with what you sell.

Instead, you’ll need to provide context as you write. If your business has buyer personas or ideal customer profiles (ICP), it’s a great idea to keep those on hand.

It’s also important to reserve enough writing time to get creative. Thoughtfully work your way through your materials to come up with the type of angle that will make your case study worthwhile.

Best practices

• Start with an attention-grabbing, relevant headline.
• Avoid lengthy explanations unless you’re working on a more complex case study.
• If you’re writing a business case study that’s complicated because of the subject matter or necessary background information, consider starting the content with an executive summary to improve readability.
• Only include a table of contents for lengthier case studies.
• Write in the third person.
• Avoid alienating your readers by assuming they’ll understand technical details. Skip the jargon and explain every acronym to hold their attention the entire way.
• A good business case study is a story. Make sure it has a strong beginning, middle, and end. A conversational tone often works best.
• Keep it focused. Don’t highlight a million wins for a single case study. Pick one or two combinations of challenges and solutions instead. If you include more, you might dilute your message or bore your readers.
• Always include direct quotes for an added dose of personality, energy, and human connection.
• Include stats or metrics whenever possible, such as increased revenue, the number of new customers gained, or a measurable boost in traffic.
• If you’re in a very visual industry like graphic design, advertising, fashion, or interior design, include on-brand images where relevant.
• Standard case study length: Roughly 500-1000 words.
• Long-form case study: Roughly 1500-2000 words.
• Make your customer-partner the hero. While your products and services are key to customer success, they are ultimately there to aid the customer in the important work that they do.

Revise and review

Once you’ve completed your case study draft, take a few minutes to re-read everything and ensure that the draft tells the right story.

• Double-check that all facts and figures are correct.
• Set it aside for a time and get some distance. Return to the draft with a fresh perspective.
• Pass it to your colleagues, including internal stakeholders and approvers, for feedback.
• Provide enough details and context so that readers can see customer benefits and how your solution can help them succeed.

Seek client approval

When you’re satisfied with your case study, it’s time to send a copy of the draft to your client for their review and approval.

This is an important step in ensuring maximum transparency and visibility.

Your customer partner should know exactly what you plan to share and have enough time to share it with key stakeholders from their marketing and/or legal department.

It is highly likely that your customer-partner will request changes.

Some changes may be simple (such as clarifying job roles), but others may be more drastic.

Your customer partner may request that you remember sensitive data and details or phrase issues in a more favorable light.

Most organizations seek to avoid bad press and prefer not to point out key weaknesses in their internal processes and strategies.

Be prepared to soften your language or advocate to keep key data points in place.

This is often one of the most critical parts of the case study process. Proceed with caution and choose your battles wisely.

While you can push back on suggested changes, remember that your customer-partner can rescind the use of their name and information in your case study.

Though you can choose to publish anyway (with names and titles omitted), your case study would be far less influential as a result.

Regardless of the potential gains from a case study, it’s not worth poisoning a relationship with a customer that actively uses and promotes your product.

Step 4: Marketing your case study

When you have the finished product, it’s time to share and promote your case study. Think about using these channels:

• A dedicated landing page.
• The resources section of your website.
• Your company blog.
• One or a series of marketing emails.
• Social media.
• Custom infographic.

Requiring readers to fill out a short online form to get the download may allow sales and marketing teams to connect with potential leads.

If you do go the gated route, be sure the conditions of opting in are crystal clear. And feature a couple of non-gated case studies on your site for everyone who’d prefer to skip the forms.

Regardless of how you market your case study, don’t forget about your sales team!

Sales reps will get a lot of use out of your case studies.

They can feature them as links in their email signatures and include them in sales emails and proposals for new clients and potential customers.

Ready to get started? Try out this case study presentation template .

Good case study examples (and why they work)

If you’re struggling with case studies, you can find plenty of great examples around the internet.

Start reading well-executed case studies to learn more about what makes them work.

Below, you’ll find a selection of three very different but successful case studies.

PandaDoc case study

Intro : Before diving into the body of the case study, we briefly introduced the company, TPD, and highlighted three major metrics for a promising start.

The problem: We quickly engaged readers with our conversational tone. We also invited them to walk in TPD’s shoes through empathetic language and relatable context.

Challenges, solutions, and results: We took readers on a storytelling journey to help our case study flow. We gave them enough information to understand the “why”, but never bogged them down with unnecessary details. We were also sure to include supporting quotes and specific, measurable results in these critical sections.

Pull quote: We reserved the very best quote as the only pull quote, ensuring it would receive the attention it deserves.

Format: Finally, every time we mentioned a new company, we gave it a hyperlink to help readers save time.

Trello case study

Unicef + trello: helping others when they need it most.

Facts and figures : Trello opens the case study with great at-a-glance information, sharing insights into UNICEF as an organization and their relationship with Trello products.

Challenges, solutions, and results: This case study takes readers through a detailed narrative, providing statistics and metrics whenever possible. Readers are immersed into the story of exactly how UNICEF used Trello to help thousands of people during a natural disaster, offering enough detail to spark use case inspiration for other Trello users.

Photos: Trello included photos of actual UNICEF employees working remotely around the globe. The pictures gave the case study a personal feel, which could help readers better identify with the story.

Readers are reminded of the unique challenges of working together while apart to start considering how Trello might be able to help them find the solutions they need. Remember, the best case studies are relatable to all of your prospects!

Format: Its structure makes this longer case study easy to read. Sections of text are kept short while bullet points and pull quotes provide visual breaks.

Finally, hyperlinks to organizations’ websites open in separate tabs to help prevent losing case study readers along the way.

Stripe case study

Simplepractice launches automatic payments offering for clinicians with stripe.

Intro: In just two sentences, Stripe successfully manages to explain what SimplePractice is, what they offer, who they serve, how they serve them, and the benefits those clients gain.

While it’s not necessary to be this brief, readers will be more likely to read your entire intro if it’s on the shorter side.

Sidebar : The sidebar draws eyes to keep reading with two impressive metrics and a brightly-hued CTA button to “contact sales”.

Challenge and solution: These sections read like a story, with each sentence enticing the reader to continue to the next. It’s also great that a quote from SimplePractice’s COO is used to add context, emphasizing the gravity of their challenge.

Results: Stripe gives a lot of detail here for a strong close to the case study. After explaining how their offering brought ease to SimplePractice’s business, they went on to share detailed specifics on what made things easier and in what ways.

They also explained how their offering improved the businesses of SimplePractice’s clients. It’s highly persuasive for readers to understand they have the opportunity to not only benefit their own companies but also those of their clients.

Pull quote: The case study ends with a strong pull quote in a can’t-miss-it color.

Format: Stripe has a great case study format.

Wrapping up

The truth is: No matter how much you talk up your product, you’re a biased participant in any conversation. You have an ulterior motive, and that makes any direct claims you make about your product or service questionable.

Why? Because you want to sell your product!

Case studies offer an alternative way to soften your messaging by allowing prospects and potential buyers to hear from the people who use your products in real-world, everyday situations.

By placing your customers and their experiences at the front of your marketing, you can use trust and relatability to bridge a gap in a way that numbers and data just can’t provide.

Your customers already have great stories about how your solutions have transformed the work that they do.

Help them speak and share those stories with the people who need to hear them most with a case study.

Good luck? Be sure to check out other marketing tips and tricks on the PandaDoc blog .

Frequently asked questions

What is the best business case study format.

The best business case study format depends on the nature of the results and what you’re trying to achieve. You can figure that out by carefully reviewing your customer success stories and interviews.

• What stands out the most?
• What are you trying to achieve?
• How can you use your layout to guide readers through your story?
• What is your industry or what is the industry of your featured client?

Pro tip : Some interviews are more quotable than others. If you have too many great quotes to include them in your featured sections, consider adding a few pull quotes to your layout.

How do I create a business case study outline?

To create a business case study outline, list all of your featured sections and use bullet points to note subsections and what should be covered.

Most case studies feature the following sections:

• Introduction
• Brief Description of Customer’s Business
• Problem/Challenge/Opportunity
• Results/Conclusion
• About Us / Boilerplate
• Call-to-Action (CTA).

But outlines aren’t just for traditional case studies. Use outlines to guide your infographic and video versions too.

What are some case study best practices?

Best practices for writing case studies include:

• Crafting short, easy-to-digest sections.
• Weaving in a narrative for engaging storytelling.
• Starting with an engaging headline.
• Writing in layman’s terms.
• Explaining any necessary acronyms.
• Including any supporting metrics or statistics.
• Using direct quotes to bring your customer’s story to life.

Also, be sure to get the approval of your client and their marketing team after you’ve had time to review your first draft and fact-check all information.

Where can I find a good case study design template?

You can find a good case study design template on PandaDoc.

Our company’s expertise is spot-on and the case study templates are free. Also, don’t be afraid to branch out. Let’s say you have a big following on YouTube or Spotify.

You might want to create a video or podcast version of your case study for readers who prefer audiovisual information.

Or, you may want to add multimedia content to your case study, such as a video insert or or audio clip.

PandDoc is not a law firm, or a substitute for an attorney or law firm. This page is not intended to and does not provide legal advice. Should you have legal questions on the validity of e-signatures or digital signatures and the enforceability thereof, please consult with an attorney or law firm. Use of PandaDocs services are governed by our Terms of Use and Privacy Policy.

Originally published October 27, 2022, updated March 30, 2023

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10 Case Study Advantages and Disadvantages

Chris Drew (PhD)

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over 20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education. [Image Descriptor: Photo of Chris]

Learn about our Editorial Process

A case study in academic research is a detailed and in-depth examination of a specific instance or event, generally conducted through a qualitative approach to data.

The most common case study definition that I come across is is Robert K. Yin’s (2003, p. 13) quote provided below:

“An empirical inquiry that investigates a contemporary phenomenon within its real-life context, especially when the boundaries between phenomenon and context are not clearly evident.”

Researchers conduct case studies for a number of reasons, such as to explore complex phenomena within their real-life context, to look at a particularly interesting instance of a situation, or to dig deeper into something of interest identified in a wider-scale project.

While case studies render extremely interesting data, they have many limitations and are not suitable for all studies. One key limitation is that a case study’s findings are not usually generalizable to broader populations because one instance cannot be used to infer trends across populations.

Case Study Advantages and Disadvantages

1. in-depth analysis of complex phenomena.

Case study design allows researchers to delve deeply into intricate issues and situations.

By focusing on a specific instance or event, researchers can uncover nuanced details and layers of understanding that might be missed with other research methods, especially large-scale survey studies.

As Lee and Saunders (2017) argue,

“It allows that particular event to be studies in detail so that its unique qualities may be identified.”

This depth of analysis can provide rich insights into the underlying factors and dynamics of the studied phenomenon.

2. Holistic Understanding

Building on the above point, case studies can help us to understand a topic holistically and from multiple angles.

This means the researcher isn’t restricted to just examining a topic by using a pre-determined set of questions, as with questionnaires. Instead, researchers can use qualitative methods to delve into the many different angles, perspectives, and contextual factors related to the case study.

We can turn to Lee and Saunders (2017) again, who notes that case study researchers “develop a deep, holistic understanding of a particular phenomenon” with the intent of deeply understanding the phenomenon.

3. Examination of rare and Unusual Phenomena

We need to use case study methods when we stumble upon “rare and unusual” (Lee & Saunders, 2017) phenomena that would tend to be seen as mere outliers in population studies.

Take, for example, a child genius. A population study of all children of that child’s age would merely see this child as an outlier in the dataset, and this child may even be removed in order to predict overall trends.

So, to truly come to an understanding of this child and get insights into the environmental conditions that led to this child’s remarkable cognitive development, we need to do an in-depth study of this child specifically – so, we’d use a case study.

4. Helps Reveal the Experiences of Marginalzied Groups

Just as rare and unsual cases can be overlooked in population studies, so too can the experiences, beliefs, and perspectives of marginalized groups.

As Lee and Saunders (2017) argue, “case studies are also extremely useful in helping the expression of the voices of people whose interests are often ignored.”

Take, for example, the experiences of minority populations as they navigate healthcare systems. This was for many years a “hidden” phenomenon, not examined by researchers. It took case study designs to truly reveal this phenomenon, which helped to raise practitioners’ awareness of the importance of cultural sensitivity in medicine.

5. Ideal in Situations where Researchers cannot Control the Variables

Experimental designs – where a study takes place in a lab or controlled environment – are excellent for determining cause and effect . But not all studies can take place in controlled environments (Tetnowski, 2015).

When we’re out in the field doing observational studies or similar fieldwork, we don’t have the freedom to isolate dependent and independent variables. We need to use alternate methods.

Case studies are ideal in such situations.

A case study design will allow researchers to deeply immerse themselves in a setting (potentially combining it with methods such as ethnography or researcher observation) in order to see how phenomena take place in real-life settings.

6. Supports the generation of new theories or hypotheses

While large-scale quantitative studies such as cross-sectional designs and population surveys are excellent at testing theories and hypotheses on a large scale, they need a hypothesis to start off with!

This is where case studies – in the form of grounded research – come in. Often, a case study doesn’t start with a hypothesis. Instead, it ends with a hypothesis based upon the findings within a singular setting.

The deep analysis allows for hypotheses to emerge, which can then be taken to larger-scale studies in order to conduct further, more generalizable, testing of the hypothesis or theory.

7. Reveals the Unexpected

When a largescale quantitative research project has a clear hypothesis that it will test, it often becomes very rigid and has tunnel-vision on just exploring the hypothesis.

Of course, a structured scientific examination of the effects of specific interventions targeted at specific variables is extermely valuable.

But narrowly-focused studies often fail to shine a spotlight on unexpected and emergent data. Here, case studies come in very useful. Oftentimes, researchers set their eyes on a phenomenon and, when examining it closely with case studies, identify data and come to conclusions that are unprecedented, unforeseen, and outright surprising.

As Lars Meier (2009, p. 975) marvels, “where else can we become a part of foreign social worlds and have the chance to become aware of the unexpected?”

Disadvantages

1. not usually generalizable.

Case studies are not generalizable because they tend not to look at a broad enough corpus of data to be able to infer that there is a trend across a population.

As Yang (2022) argues, “by definition, case studies can make no claims to be typical.”

Case studies focus on one specific instance of a phenomenon. They explore the context, nuances, and situational factors that have come to bear on the case study. This is really useful for bringing to light important, new, and surprising information, as I’ve already covered.

But , it’s not often useful for generating data that has validity beyond the specific case study being examined.

2. Subjectivity in interpretation

Case studies usually (but not always) use qualitative data which helps to get deep into a topic and explain it in human terms, finding insights unattainable by quantitative data.

But qualitative data in case studies relies heavily on researcher interpretation. While researchers can be trained and work hard to focus on minimizing subjectivity (through methods like triangulation), it often emerges – some might argue it’s innevitable in qualitative studies.

So, a criticism of case studies could be that they’re more prone to subjectivity – and researchers need to take strides to address this in their studies.

3. Difficulty in replicating results

Case study research is often non-replicable because the study takes place in complex real-world settings where variables are not controlled.

So, when returning to a setting to re-do or attempt to replicate a study, we often find that the variables have changed to such an extent that replication is difficult. Furthermore, new researchers (with new subjective eyes) may catch things that the other readers overlooked.

Replication is even harder when researchers attempt to replicate a case study design in a new setting or with different participants.

Comprehension Quiz for Students

Question 1: What benefit do case studies offer when exploring the experiences of marginalized groups?

a) They provide generalizable data. b) They help express the voices of often-ignored individuals. c) They control all variables for the study. d) They always start with a clear hypothesis.

Question 2: Why might case studies be considered ideal for situations where researchers cannot control all variables?

a) They provide a structured scientific examination. b) They allow for generalizability across populations. c) They focus on one specific instance of a phenomenon. d) They allow for deep immersion in real-life settings.

Question 3: What is a primary disadvantage of case studies in terms of data applicability?

a) They always focus on the unexpected. b) They are not usually generalizable. c) They support the generation of new theories. d) They provide a holistic understanding.

Question 4: Why might case studies be considered more prone to subjectivity?

a) They always use quantitative data. b) They heavily rely on researcher interpretation, especially with qualitative data. c) They are always replicable. d) They look at a broad corpus of data.

Question 5: In what situations are experimental designs, such as those conducted in labs, most valuable?

a) When there’s a need to study rare and unusual phenomena. b) When a holistic understanding is required. c) When determining cause-and-effect relationships. d) When the study focuses on marginalized groups.

Question 6: Why is replication challenging in case study research?

a) Because they always use qualitative data. b) Because they tend to focus on a broad corpus of data. c) Due to the changing variables in complex real-world settings. d) Because they always start with a hypothesis.

Lee, B., & Saunders, M. N. K. (2017). Conducting Case Study Research for Business and Management Students. SAGE Publications.

Meir, L. (2009). Feasting on the Benefits of Case Study Research. In Mills, A. J., Wiebe, E., & Durepos, G. (Eds.). Encyclopedia of Case Study Research (Vol. 2). London: SAGE Publications.

Tetnowski, J. (2015). Qualitative case study research design.  Perspectives on fluency and fluency disorders ,  25 (1), 39-45. ( Source )

Yang, S. L. (2022). The War on Corruption in China: Local Reform and Innovation . Taylor & Francis.

Yin, R. (2003). Case Study research. Thousand Oaks, CA: Sage.

• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd-2/ 25 Number Games for Kids (Free and Easy)
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd-2/ 25 Word Games for Kids (Free and Easy)
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd-2/ 25 Outdoor Games for Kids
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd-2/ 50 Incentives to Give to Students

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When and How to Use a Case Study for Research

May 17, 2021 (Updated: May 4, 2023)

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What Is Case Study Research?

Types of case studies, when should you use a case study, case study benefits, case study limitations, how to write a case study.

Imagine your company receives a string of negative reviews online. You notice a few common themes among the complaints, but you still aren’t quite sure what went wrong. Or suppose an old blog post suddenly went viral, and you’d like to know why and how to do it again. In both of these situations, a case study could be the best way to find answers.

A case study is a process whereby researchers examine a specific subject in a thorough, detailed way. The subject of a case study could be an individual, a group, a community, a business, an organization, an event, or a phenomenon. Regardless of the type of subject, case studies are in-depth investigations designed to identify patterns and cause-and-effect relationships. Case studies are often used by researchers in the field of psychology , medicine, business, social work, anthropology, education, or political science.

Because they are singular in their focus and often rely on qualitative data, case studies tend to be highly subjective. The results of a single case study cannot always be generalized and applied to the larger population. However, case studies can be valuable tools for developing a thesis or illustrating a principle. They can help researchers understand, describe, compare, and evaluate different aspects of an issue or question.

Image via Flickr by plings

Case studies can be classified according to their purpose or their subject. For instance, a case study can focus on any of the following:

• A person:  Some case studies focus on one particular person. Often, the subject will be an individual with some rare characteristic or experience.
• A group:  Group case studies could look at a family, a group of coworkers, or a friend group. It could be people thrown together by circumstance or who share some bond or relationship. A group case study could even focus on an entire community of people.
• An organization:  An organizational case study could focus on a business, a nonprofit, an institution, or any other formal entity. The study could look at the people in the organization, the processes they use, or an incident at the organization.
• A location:  An event case study focuses on a specific area. It could be used to study environmental and population changes or to examine how people use the location.
• An event:  Event case studies can be used to cover anything from a natural disaster to a political scandal. Often, these case studies are conducted retrospectively, as an investigation into a past event.

In addition to different types of subjects, case studies often have different designs or purposes. Here are a few of the most common types of case studies:

• Explanatory:  An explanatory case study tries to explain the why or how behind something. This type of case study works well when studying an event or phenomenon, like an airplane crash or unexpected power outage.
• Descriptive:  A descriptive, or illustrative, case study is designed to shed light on an unfamiliar subject. Case studies like this provide in-depth, real-world examples of whatever the researcher wants to help the audience understand. For instance, a descriptive case study could focus on the experience of a mother with postpartum depression or on a young adult who has aged out of the foster care system.
• Exploratory:  An exploratory case study, or pilot case study, often serves as the first step in a larger research project. Researchers may use a case study to help them narrow their focus, draft a specific research question, and guide the parameters of a formal, large-scale study.
• Intrinsic:  An intrinsic case study has no goal beyond a deeper understanding of its subject. In this type of study, researchers are not trying to make generalized conclusions, challenge existing assumptions, or make any compare-and-contrast connections. The most interesting thing about the study is the subject itself.
• Critical Instance:  A critical instance case study is similar to an explanatory or intrinsic study. Like an intrinsic study, it may have no predetermined purpose beyond investigating the subject. Like an explanatory study, it may be used to explain a cause-and-effect relationship. A critical instance case study may also be used to call into question a commonly held assumption or popular theory.
• Instrumental:  An instrumental case study is the opposite of an intrinsic study because it serves a purpose beyond understanding the immediate subject. In this type of study, researchers explore a larger question through an individual case or cases. For instance, researchers could use a handful of case studies to investigate the relationship between social media use and happiness.
• Cumulative:  A cumulative, or collective, case study uses information from several past studies as the basis for a new study. Because it takes into account multiple case studies, a cumulative study allows for greater generalization than a single case study. It can also be a more time- and cost-effective option since it makes use of existing research.

Case studies are often used in the exploratory phase of research to gather qualitative data. They can also be used to create, support, or refute a hypothesis and guide future research. For instance, a marketing professional might conduct a case study to discover why a viral ad campaign was so successful . They can then take any lessons they glean from the case study and apply them to future marketing efforts. A psychologist could use a case study to form a theory about the best way to treat a specific disorder. That theory could then be tested later through a large-scale controlled study.

Case studies are a good way to explore a real-world topic in-depth, illustrate a point, discuss the implications or meaning of an event, or compare the experiences of different individuals. A trainer may use a case study to bring to life what would otherwise be an abstract series of recommended action steps or to spark a conversation about how to respond in a specific scenario. Similarly, professors can use case studies to highlight key concepts from a lecture and pose questions to test students’ understanding of the material.

In some situations, case studies are the only way to compile quantitative data in an ethical manner. For instance, many of the recommendations that doctors make regarding what is or is not safe during pregnancy are based on case studies. It wouldn’t be ethical to conduct a controlled study that exposes pregnant women to potentially harmful substances, so doctors rely on the anecdotal evidence provided by case studies to find correlations and draw their conclusions.

Case studies can also be used to gather data that would be otherwise impossible or impractical to obtain. Students often use case studies for their thesis or dissertation when they lack the time or resources to conduct large-scale research. Zoologists might use existing case studies to determine the success rate of reintroducing rehabilitated animals into the wild. A historian could use case studies to explore the strategies used by dictators to gain and maintain power.

Image via Flickr by calebmmartin

Case studies can be used on their own or as a complement to other research methods, depending on the situation. The examples above are just a few instances where case studies can be useful. Case studies also work well for the following:

Providing Insight Through Qualitative Data

Case studies generally provide more qualitative data as opposed to quantitative data , and that makes them an invaluable tool for gathering insight into complex topics. Psychologists, for instance, use case studies to better understand human behavior. Crafting theories on the motives behind human actions would be difficult with quantitative data alone. The information gleaned through case studies may be subjective, but so is much of what makes us human. As individuals, we each have a unique blend of emotions, attitudes, opinions, motivations, and behaviors. Objective quantitative data is rarely the best way to identify and explain these nuances.

By their very nature, case studies allow more more intensive, in-depth study than other research methods. Rather than aiming for a large sample size, case studies follow a single subject. Often case studies are conducted over a longer period of time, and the narrow focus allows researchers to gather more detail than would be possible in a study of thousands of people. The information gleaned may not be representative of the broader population, but it does provide richer insight into the subject than other research methods.

Identifying Avenues for Future Research

Case studies are often used as the first step in a larger research project. The results of a case study cannot necessarily be generalized, but they can help researchers narrow their focus. For instance, researchers in the medical field might conduct a case study on a patient who survived an injury that typically proves fatal.

Over the course of the study, researchers may identify two or three ways in which this patient’s situation differed from others they have seen. Perhaps they identify something unique in the patient’s DNA or lifestyle choices or in the steps doctors took to treat the injury. Letting that information guide them, researchers could use other methods to deepen their understanding of those factors and perhaps develop new treatments or preventative recommendations.

Case studies can also be used in the fields of social work, politics, and anthropology to draw attention to a widespread problem and spur more research. A detailed narrative about one person’s experience will inspire more compassion than an academic paper filled with quantitative data. Stories often have a greater impact than statistics.

Challenging, Testing, or Developing Theories

Case studies can be particularly useful in the process of forming and testing theories. A case study may lead researchers to form a new theory or call into a question an existing one. They are an invaluable tool for identifying exceptions to a rule or disproving conventional wisdom.

For instance, a medical professional may write a case study about a patient who exhibited atypical symptoms to assert that the list of symptoms for a condition should be expanded. A psychologist could use a case study to determine whether the new treatment they devised for depression is effective, or to demonstrate that existing treatment methods are flawed. As the result of a case study, a marketing professional could suggest that consumers values have changed and that marketing best practices should be updated accordingly.

Enabling the Study of Unique Subjects

Some subjects would be impossible, impractical, or unethical to study through other research methods. This is true in the case of extremely rare phenomenon, many aspects of human behavior, and even some medical conditions.

Suppose a medical professional would like to gather more information about multiple-birth pregnancies with four or more fetuses. More information would be helpful because we have less information about them, but the reason we have less information is because they are so rare. Conducting case studies of a few women who are currently pregnant with multiples or have given birth to multiples in the past may be the only practical way to research them.

Case studies can also be used to gain insight into historical events and natural phenomenon — things we are not able to repeat at will. Case studies have also been used to study subjects such as a feral child , child prodigies, rare psychological conditions, crisis response, and more.

Helping People Better Understand Nuanced Concepts

Educators incorporate case studies into their lectures for a reason. Walking students through a detailed case study can make the abstract seem more real and draw out the nuances of a concept. Case studies can facilitate engaging discussions, spark thoughtful questions, and give students a chance to apply what they have learned to real-world situations.

Outside the classroom, case studies can be used to illustrate complex ideas. For instance, a well-constructed case study can highlight the unintended consequences of a new piece of legislation or demonstrate that depression does not always manifest in an obvious way. Case studies can help readers and listeners understand and care about an issue that does not directly affect them.

Despite their benefits, case studies do come with a few limitations. Compared to other research methods, case studies are often at a disadvantage in terms of the following:

Replicability

In most cases, scientists strive to create experiments that can be repeated by others. That way, other scientists can perform their own research and compare their results to those of the initial study. Assuming these other scientists achieve similar results, the replicability of the experiment lends credibility to the findings and theories of the original researchers.

One limitation of case studies is that they are often difficult, if not impossible, to replicate. Although this fact does not diminish the value of case studies, it does demonstrate that case studies are not a good fit for every research problem — at least, not on their own. Additional research would have to be performed to corroborate the results and prove or disprove any generalized theories generated by a case study.

Generalization

Generalization is another area in which case studies cannot match other research methods. A case study can help us challenge existing theories and form new ones, but its results cannot necessarily be generalized. The data we gather from a case study is only valid for that specific subject, and we cannot assume that our conclusions apply to the broader population.

Researchers or readers can attempt to apply the principles from a particular case to similar situations or incorporate the results into a more comprehensive theory. However, a case study by itself can only prove the existence of certain possibilities and exceptions, not a general rule.

Reliability

The reliability of case studies may be called into question for two reasons. The first objection centers on the fallibility of human memory and the question of whether subjects are being honest. Many case studies rely on subjects to self-report biographical details, their state of mind, their thoughts and feelings, or their behaviors.

The second issue is the Hawthorne effect, which refers to the tendency of individuals to modify their behavior when they know they are being observed. This effect makes it nearly impossible for researchers to ensure that the observations and conclusions of their case study are reliable.

Researcher Bias

Researcher bias is another potential issue with case studies. The results of a case study are by nature subjective and qualitative rather than objective and qualitative, and any findings rely heavily on the observations and narrative provided by the researcher. Even the best researchers are still human, and no matter how hard they try to remain objective, they will not be able to keep their findings completely free of bias.

Researchers may have biases they are not even aware of. A researcher may over-identify with the subject and lose the benefit of a dispassionate outside perspective. If the researcher already has an opinion on the subject, they may subconsciously overlook or discount facts that contradict their pre-existing assumptions. Researcher bias can affect what the researcher observes and records, as well as how they interpret and apply their observations.

Case studies can be time-consuming and expensive to conduct. Crafting a thorough case study can be a lengthy project due to the intensive, detailed nature of this type of research. Plus, once the information has been gathered, it must be interpreted. Between the observation and analysis, a case study could take months or even years to complete. Researchers will need to be heavily involved in every step of the process, putting in a lot of time, energy, focus, and effort to ensure that the case study is as informative as possible.

Now that you understand the benefits, limitations, and types of case studies, you can follow these steps to write your own:

• Determine your objective.  Write out your research problem, question, or goal. If you aren’t sure, ask yourself questions like, “What am I trying to accomplish? What do I need to know? What will success look like?” Be clear and specific. Your answers will help you choose the right type of case study for your needs.
• Review the research.  Before delving into your case study, take some time to review the research that is already available. The information you gather during this preliminary research can help guide your efforts.
• Choose a subject.  Decide what or who the subject of your case study will be. For instance, if you are conducting a case study to find out how businesses have been affected by new CDC guidelines, you will need to choose a specific restaurant or retailer. In some cases, you may need to draft a release form for the subject to sign so that you will be able to publish your study.
• Gather information.  Case studies about a person, organization, or group may rely on questionnaires or interviews to gather information. If you are studying an event, you might use a combination of academic research and witness interviews. In some cases, you will record your own observations as part of the study.
• Write a report.  Most case studies culminate in a written report, similar to a research paper. Most case studies include five sections : an introduction, a literature review, an explanation of your methods, a discussion of your findings and the implications, followed by a conclusion.
• Publish your findings.  Once you’ve written your case study, consider the most engaging way to present your findings. A well-written research article is a good place to start, but going a step further will maximize the impact of your research. For instance, you could design an infographic to highlight key findings or commission an animated video to turn your case study into a visual narrative.

Whether research is your primary occupation or only an incidental part of your job, you can benefit from a solid understanding of what case studies are, how they work, and when to use them. Use the information and steps above to design and write a case study that will provide the answers you’re looking for.

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What are the benefits and drawbacks of case study research?

Posted by Mark Murphy | May 24, 2014 | Method , Research Students | 0

There should be no doubt that with case studies what you gain in depth you lose in breadth – this is the unavoidable compromise that needs to be understood from the beginning of the research process. So this is neither an advantage nor a disadvantage as one aspect cancels out the benefits/drawbacks of the other – there are other benefits and drawbacks that need attention however …

• Their flexibility: case studies are popular for a number of reasons, one being that they can be conducted at various points in the research process. Researchers are known to favour them as a way to develop ideas for more extensive research in the future – pilot studies often take the form of case studies. They are also effective conduits for a broad range of research methods; in that sense they are non-prejudicial against any particular type of research – focus groups are just as welcome in case study research as are questionnaires or participant observation.
• Capturing reality: One of their key benefits is their ability to capture what Hodkinson and Hodkinson call ‘lived reality’ (2001: 3). As they put it, case studies have the potential, when applied successfully, to ‘retain more of the “noise” of real life than many other types of research’ (Hodkinson and Hodkinson, 2001: 3). The importance of ‘noise’ and its place in research is especially important in contexts such as education, for example in schools where background noise is unavoidable. Educational contexts are always complex, and as a result it is difficult to exclude other unwanted variables, ‘some of which may only have real significance for one of their students’ (Hodkinson and Hodkinson, 2001, 4).
• The challenge of generality: At the same time, given their specificity, care needs to be taken when attempting to generalise from the findings. While there’s no inherent flaw in case study design that precludes its broader application, it is preferable that researchers choose their case study sites carefully, while also basing their analysis within existing research findings that have been generated via other research designs. No design is infallible but so often has the claim against case studies been made, that some of the criticism (unwarranted and unfair in many cases) has stuck.
• Suspicion of amateurism: Less partisan researchers might wonder whether the case study offers the time and finance-strapped researcher a convenient and pragmatic source of data, providing findings and recommendations that, given the nature of case studies, can neither be confirmed nor denied, in terms of utility or veracity. Who is to say that case studies offer anything more than a story to tell, and nothing more than that?
• But alongside this suspicion is another more insiduous one – a notion that ‘stories’ are not what social science research is about. This can be a concern for those who favour  case study research, as the political consequences can be hard to ignore. That said, so much research is based either on peoples’ lives or the impact of other issues (poverty, institutional policy) on their lives, so the stories of what actually occurs in their lives or in professional environments tend to be an invaluable source of evidence. The fact is that stories (individual, collective, institutional) have a vital role to play in the world of research. And to play the specific v. general card against case study design suggests a tendency towards forms of research fundamentalism as opposed to any kind of rational and objective take on case study’s strengths and limitations.
• Preciousness: Having said that, researchers should not fall into the trap (surprising how often this happens) of assuming that case study data speaks for itself – rarely is this ever the case, an assumption that is as patronising to research subjects as it is false. The role of the researcher is both to describe social phenomena and also to explain – i.e., interpret. Without interpretation the research findings lack meaningful presentation – they present themselves as fact when of course the reality of ‘facts’ is one of the reasons why such research is carried out.
• Conflation of political/research objectives: Another trap that case study researchers sometimes fall into is presenting research findings as if they were self-evidently true, as if the stories were beyond criticism. This is often accompanied by a vague attachment to the notion that research is a political process – one that is performed as a form of liberation against for example policies that seek to ignore the stories of those who ‘suffer’ at the hands of overbearing political or economic imperatives. Case study design should not be viewed as a mechanism for providing a ‘local’ bulwark against the ‘global’ – bur rather as a mechanism for checking the veracity of universalist claims (at least one of its objectives). The valorisation of particularism can only get you so far in social research.

[This post is adapted from material in ‘Research and Education’ (Curtis, Murphy and Shields , Routledge 2014), pp. 80-82].

Reference: Hodkinson, P. and H. Hodkinson (2001). The strengths and limitations of case study research. Paper presented to the Learning and Skills Development Agency conference, Making an impact on policy and practice , Cambridge, 5-7 December 2001, downloaded from h ttp://education.exeter.ac.uk/tlc/docs/publications/LE_PH_PUB_05.12.01.rtf.26.01.2013

About The Author

Mark Murphy

Mark Murphy is a Reader in Education and Public Policy at the University of Glasgow. He previously worked as an academic at King’s College, London, University of Chester, University of Stirling, National University of Ireland, Maynooth, University College Dublin and Northern Illinois University. Mark is an active researcher in the fields of education and public policy. His research interests include educational sociology, critical theory, accountability in higher education, and public sector reform.

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Cost-Benefit Analysis for Business Cases (Definition, Steps, Example)

When you prepare a project in line with PMI or other established project management methodologies , you will have to create a project business case. This business case is usually a study on the expected qualitative and financial benefits of a single project or different project options. An essential part of this process is the cost-benefit analysis (sometimes also called benefit-cost analysis).

What Is a Project Business Case?

What is a cost-benefit analysis used for, net present value (npv), benefit-cost ratio (bcr), payback period (pbp / pbp), return on investment (roi), internal rate of return (irr), comparison of approaches – differences between npv vs bcr vs pbp vs roi vs irr, step 1) define the scope and purpose of a cost-benefit analysis, step 2) define the fundamental assumptions, step 3) determine the qualitative advantages and disadvantages of a project or investment option, step 4) develop a forecast of investments, costs and benefits, step 5) choose the methods to assess a project option (e.g. npv, bcr, irr), step 6) calculate the value of the success measures, step 7) consolidate, compare and interpret the results, forecast of cash flows, determination of the discount rate, comparison of npv, bcr, pbp, roi and irr results.

Before a project is initiated, the potential benefits need to be analyzed in a project business case. This document is also the basis for stakeholder decisions and the selection of project options.

The Project Management Institute (PMBOK®, 6 th ed., part 1, p. 30) defines the business case as a ‘documented economic feasibility study’ that outlines the business needs, the current situation, an economic analysis and recommendations. In practice, the structure of business case documents is typically tailored to the requirements and expectations of the stakeholders and the organization. In order to evaluate the economic effects of a project and make different project options comparable, project managers leverage the tools and techniques of the cost-benefit analysis (see next section).

A business case is often accompanied by a benefits management plan (which is also suggested by the PMBOK). This document sets out how the project is going to ensure that the expected benefits will eventually materialize in reality. Both the business case and the benefits management plan are the foundation and input documents of the project charter which is the formal documented authorization and mandate for the initiation of a project.

What Is a Cost-Benefit Analysis?

A cost-benefit analysis is an economic evaluation of investment alternatives and project options with respect to their profitability and liquidity effects. It can also consider non-financial and qualitative aspects which however may or may not be reflected in the forecast of cost and benefits.

Besides forecasting investments, cost and benefits over an individually defined time horizon, a cost-benefit analysis usually involves a number of indicators. These measures aggregate forecasts and assumptions into catchy numbers that can be used for comparison and communication purposes.

Discounting cash flows, determining the amortization time, and calculating return rates are the most common approaches for calculating key performance indicators of a forecast in a cost-benefit analysis. We will cover these approaches in detail in the next section.

There are several reasons for using a cost-benefit analysis. The most obvious one is to determine the expected financial returns and profitability of an investment or a project. Subsequently, different options can be compared with each other based on cost-benefit analyses. This can be the basis for decision-making and the selection of the alternative or option to go for (source). This is a typical step before project initiation and often part of a project business case.

The initial cost-benefit analysis results also serve as a baseline for the measurement of success in an ongoing project. Thus, they help project managers, sponsors and other stakeholders to measure, monitor and manage the value a project is creating against the original expectation.

Although the cost-benefit analysis is not an original risk management technique, its results can be used to assess and consider certain risks of a project. An example is a benefit-cost ratio greater than 1: the closer it gets to 1, the higher the risk that even small deviations from the forecasted benefits lead to a loss-producing project.

On the other side, discounted cash flow-based approaches can be calculated using a risk-adjusted discount rate. This allows taking inherent risk into account when net present values or benefit-cost ratios are calculated.

What Are Common Tools and Techniques of a Cost-Benefit Analysis?

An inevitable part of a project business case and a cost-benefit analysis are certain success measures. While the set of indicators needs to be in line with the organization’s requirements, there are in fact a number of very common indicators that are introduced below.  Although the following list is not exhaustive, it covers the generic types of the most common success measures, namely:

• Net present value (NPV),
• Benefit-cost ratio (BCR),
• Payback period (PBP or PbP),
• Return on investment (ROI),
• Internal rate of return (IRR).

These success measures allow project managers to conduct a balanced cost-benefit analysis that covers different aspects such as profitability, liquidity and riskiness of project options. At the same time, these indicators are comparatively simple to calculate and easy to understand in the course of stakeholder communication .

The NPV represents the present value of a series of cash flows. The calculation involves the discounting of net cash flows with a discount rate. This rate is part of the set of assumptions required for applying the net present value method.

The underlying series of cash flows begins with the initial investment as an outflow, followed by net cash flows for each period of the time horizon of the forecast. Future cash flows and a remaining value (or salvage value), as well as disposal costs or further returns expected in subsequent periods, are reflected in a residual value.

Read more in our article on the net present value and use our NPV calculator to determine the value of your project options and investment alternatives.

What Is the Net Present Value (NPV) & How Is It Calculated?

Net Present Value (NPV) Calculator

The benefit-cost ratio compares the present values of all benefits with the present value of all costs expected in a project or investment. A value greater than 1 indicates a profitable project with a total return exceeding the discount rate. A value of less than 1 suggests that the forecasted series of cash flows is not a profitable option.

Read more in our article on the benefit-cost ratio and use our BCR calculator to determine the value of your project options and investment alternatives.

What Is the Benefit Cost Ratio (BCR)? Definition, Formula, Example.

Benefit Cost Ratio (BCR) Calculator

The payback period determines the period in which the cumulative cash flows of a project turn positive for the first time. At that point, the initial investment has been ‘paid back’.

The series of cash flows usually starts with an investment (an outflow, hence a negative number), followed by positive and/or negative net cash flows. These can be even, i.e. the net cash flow remains constant for the entire forecast horizon, or uneven with different values among the periods of a forecast.

When determining the payback period, the generic approach does not use any discount rates or other adjustments which may be inaccurate for long-term forecasts. However, there are a number of modified PbP approaches that can be used to resolve this disadvantage.

Read more in our article on the payback period and use our PbP calculator to determine the value of your project options and investment alternatives.

Payback Period Calculator – PbP for Even & Uneven Cash Flows

The basic formula of the ROI is a division of expected constant returns by the investment amount. It is usually calculated for only one period. However, there are several variants of the return on investment method, including a cumulative and annualized ROI (for multiple periods).

Return on Investment (Single & Multi-Period ROI): Formulae, Examples, Calculator

The internal rate of return is determined by using a net present value calculation. The IRR is the discount rate that would lead to an NPV of 0 if applied to the individual forecast. The resulting rate is the fictive interest or return rate of an investment.

Internal Rate of Return (IRR) vs. ROI – What Are the Differences?

IRR Calculator: Internal Rate of Return (IRR) of Projects

How to Do a Cost-Benefit Analysis in 7 Steps

Follow these 7 steps to prepare a cost-benefit analysis. You will need some input data, as set out in the individual steps, a calculator and a fundamental understanding of the aforementioned indicators. You can download this checklist which will help you gather the required information and data.

The following steps refer to both the qualitative and the financial aspects of a cost-benefit analysis.

First things first: before you start assessing different project options or investment alternatives, make sure that you develop and agree on a clear definition of the scope and purpose of the analysis.

The scope describes what exactly you are going to evaluate. This may refer to high-level project options, single investments or other types of endeavors that are selected for the analysis. For a proper cost-benefit analysis, it should be clear which components are expected to be included (e.g. indirect / internal costs and benefits) and which are not (e.g. direct or indirect taxes).

Determining the purpose of the analysis relates to the expected result type. It clarifies whether solely economic aspects are to be considered, or whether qualitative criteria are also relevant and part of this analysis. A project manager should also be aware of whether profitability, liquidity or risk is the organization’s most relevant consideration.

Examples of cost-benefit analyses that may not solely focus on economic criteria are non-profit projects or social projects run by governments or NGOs.

Before you start, make sure that the basic assumptions of the analysis are known and will be considered in subsequent steps. Assumptions may range from implementation scenarios, headcount, resource needs, etc. to agreed expectations regarding the discount rate and the organization’s target profitability.

Make sure that you are incorporating and addressing all the criteria deemed important by the organization. If you compare different project options, it is crucial that the assumptions are used consistently among all the alternatives you are comparing.

If different or even contradicting types of assumptions are requested, you should consider assessing them separately and in different scenarios.

Gather and document the pros and cons of each and every option you are assessing. Group them into categories and compare them among each other, e.g. in a structure similar to our table in the previous section.

Depending on the type of project, you may wish to consider converting qualitative aspects into financial benefits or cash flow equivalents. This could be done for qualitative advantages that are indirectly affecting financial cash flows. Examples are increasing process efficiency, customer satisfaction and engagement as well as improved quality of products and services.

This may however not be working for other types of advantages and disadvantages. For instance, social and ecological considerations ( source ) as well as long-time effects such as brand image may not be convertible into cash flows of a mid-term forecast.

Come up with a forecast of future benefits and costs (or cash inflows and outflows), investment amounts and other financial considerations.

Depending on the complexity of the options that you are analyzing, you may want to involve subject matter experts to create or validate estimates.

This step usually requires a number of assumptions on a granular level. You should therefore develop an understanding of the uncertainty inherent in this forecast. If you are in doubt, you better create different scenarios (e.g. a base and a worst case) to reflect situations where things turn out differently than expected.

A cost benefit analysis can be performed with different tools and techniques. Net present value, benefit-cost ratio , payback period, return on investment and internal rate of return are the most common methods to assess economic effects from projects, investments and initiatives. Refer to the above-mentioned introduction and read the detailed articles on these measures. Eventually, you will come up with a set of indicators that is suitable for the individual situation.

If you have selected the indicators, you need to apply them to the forecasts that you have developed in a previous step. You will find the formulas in the detailed articles on those methods . When calculating the success measures, apply every method in a consistent manner to all options. This will ensure the comparability and thus the integrity of the results.

As a last step, consolidate all the aspects and results that you have produced in the course of the analysis. You can do this by creating a table that contains the calculated values, the qualitative pros and cons and a ranking of each of the options.

If you are working in scenarios, you will probably want to breakdown each option into the different scenarios (e.g. best, middle, worst case) that you have used previously.

At the completion of the cost-benefit analysis, you should have a clear view on the economic and qualitative aspects of the alternatives you are comparing. Ideally, you are able to recommend a certain option or discard others at this point.

Example: Assessing Project Options with NPV, BCR and PbP

In this illustrative example, we will compare 3 different project options for the implementation of a new IT system with each other. For illustrative purposes, the analysis focuses on the economic aspects only, not taking qualitative and strategic considerations into account.

In order to perform the cost-benefit analysis with all three options, the project manager has obtained estimates of the investments , running and maintenance costs and expected benefits. The benefits consist of both savings from more efficient processes and increased revenue given that the new software improves the way customers are served. The following table shows the consolidated forecast of the three alternatives.

One could be tempted to simply calculate the sum of the cash flows. However, this is not an accurate approach to deal with cash flows occurring at different points in time. We will nevertheless use the simple sum in the result table for comparison purposes.

If one of the more accurate approaches such as NPV and BCR are used, a discount rate is necessary to perform the calculation. This discount rate can be a market interest rate which may be risk- or time-adjusted. In organizations and projects, more common alternatives are either the company’s target return rate or the cost of capital. In this example, the organization expects a return of 12% on all investments which will be used as a discount rate accordingly.

The following table compares the results of the different methods applied to this example. Refer to the dedicated articles on each of these indicators for the respective illustrated step-by-step calculation.

Based on the economic cost-benefit analysis, Option 3 seems to be the most promising one in all measures except ROI. Although the simple sum of its net cash flows is the lowest in this comparison, it creates the highest net present value and the highest internal rate of return. This is because the period when expenses and benefits occur is considered in the NPV. It also comes with the highest benefit-cost ratio. Thus, there is a certain buffer if the benefits do not materialize in the way it was initially expected. With a payback period of 4.71, this option achieves a full amortization in less than 5 years which can be a reasonable time horizon for many organizations.

Option 2 which has the highest sum of non-discounted cash flows does in fact not even yield the required return rate of 12%. As this rate has been used as a discount rate, both the BCR and the NPV indicate a non-profitable investment.

Note that the ROI, as well as the annualized ROI, are not accurate for these examples. Refer to the detailed ROI calculation for further explanations. We have not included the Disconted Payback Period (DPP) as it is not mentioned in the PMBOK. You can find the DPP for the above case study in this article though.

This example refers to the economic aspects of a cost-benefit analysis. In practice, you would want to consider and analyze the qualitative pros and cons as well.

A proper project business case usually requires a financial cost-benefit analysis. While there are a number of calculation methods that help compare and evaluate different project options, you should be aware of the risks and weaknesses ( source ).

Financial models and indicators are always an abstraction of the reality and forecasts may or may not be met in reality. Therefore, all the methods introduced above rely on assumptions. In some cases, it may even be only one single figure turning it into a loss-producing or profitable option (e.g. a perpetuity in the NPV).

So, make sure you understand these dependencies, work with different scenarios if sensible and maintain a comprehensive and honest communication with the stakeholders. Read our detailed articles on cost-benefit analysis methods to learn more about these methods and use this checklist when doing a cost-benefit analysis.

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Top Benefits of Using Case Studies For Your Business

Consumers are a lot less susceptible to fancy sales pitches in this day and age, which is why the use of case studies can be very effective in building brand trust. Many consumers will ask friends and family for recommendations or look up online reviews before doing business with a particular brand. They do this because they simply trust other consumers more than they are willing to trust a brand. It’s due to these reasons that you should consider using case studies. We’ve gone over the case study questions you should ask, but the following is some information on what they actually are and how case studies benefits your marketing efforts:

What are Case Studies?

Case studies are similar to testimonials in that they provide audiences with an account of previous customer experiences with the brand. However, testimonials are typically basic interviews that function as little more than positive reviews. Case studies are more in-depth and concern the entire process that the customer went through. Basically, it’s a depiction of their buyer journey and how your business helped to fulfill their needs from beginning to end. This allows for an element of storytelling that’s much more engaging

What are the Case Studies Benefits?

Although case studies require a lot more effort to put together than the typical testimonial, it’s well worth the time and resources required. Many businesses will even produce their case studies as video content that their audiences can watch. The following are just a few of the benefits of creating case studies:

Build brand trust

Case studies are extremely effective in building trust because of the very fact that they represent the viewpoint of your previous customers. Instead of you telling your audience how great your brand is and how effective your products or services are, you’re having your customers do it for you. Not only do audiences trust other consumers more than they trust companies, but by allowing your previous customers to tell their stories, they are basically endorsing your brand, which gives your business more credibility.

Engage through storytelling

Simply having customers tell the audience that your product is great is just a basic customer testimonial. It’s not that interesting, nor is it very engaging. Case studies are more concerned with telling the story of the customer. The customer is the hero, their problem is the conflict and your brand’s solution is the resolution. The use of storytelling helps to make a brand much more relatable and will allow your audience to see how you fulfilled that customer’s need at every stage of the buyer journey.

Click here to learn the six C’s of story branding

Identify brand evangelists

To find the subjects of your case studies, you’ll need to speak to several clients or customers and request that they participate. Those that are willing are your brand evangelists. They are offering to tell their story because they believe in your brand. Knowing who your brand evangelists are is helpful because they can help improve your brand reputation through word-of-mouth marketing.

Assist your sales team

Having an assortment of case studies available on your site can be hugely beneficial to your sales team. This is because they can recommend prospects to watch specific case studies of previous customers who may have had similar problems. This, in turn, can help them close deals.

As you can see, case studies can be very beneficial to your marketing efforts. If you are not already using case studies in your business, we encourage you to give them a try. They are a powerful tool that can help you achieve a variety of goals.

Dan Gartlan helps companies of all kinds drive their business initiatives and achieve their goals with strategic marketing programs that deliver results. As President of Stevens & Tate Marketing, he has over 20 years experience across various industries, and continues to share his expertise to build brands nationwide.

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Would you trust an ant to amputate your limb? Science is showing they are skilled surgeons

The Conversation

An insect bites off another insect’s leg. Is this predatory behavior, aggression, defense, competition or something else? In the case of carpenter ants, it’s for the good of the amputee and to the benefit of the colony.

A July 2024 University of Lausanne study found carpenter ants ( Camponotus floridanus ) carry out lifesaving amputations on their colony siblings. It is the first known example of a non-human animal amputating limbs to prevent or stop the spread of infection.

The study showed the bites were not random and resulted in a survival rate of over 90%. The three ants in the experiment that did not have their legs amputated died.

So what makes ants such advanced surgeons in the animal kingdom?

Insects aren’t the only animals to treat illness and disease. Scientists have observed self medication in a range of species including bears, elephants, moths, starlings and dolphins . Chimpanzees search for and eat specific plants to treat diseases and have recently been reported using insects to treat not only their own wounds but those of others .

However, carpenter ants may have a particular need to become surgeons.

Apart from initiating digestion, most ants’ salivary secretions have antimicrobial properties, which helps to control bacterial infection when they lick wounds. This is common to many groups of animals, including primates. A 2023 study of the sub-Saharan ant Megaponera analis found they licked wounds, including those of other ants, with saliva mixed with antimicrobial compounds from their thoracic metapleural glands. This is a structure unique to ants in their thorax . The saliva reduced infection of injured nest mates by 90%.

Most ants have a special gland in their thorax. VectorMine/Shutterstock

Unfortunately, almost all ants in the genus Camponotus , which carpenter ants belong to, don’t have these glands . So carpenter ants may have evolved their surgical skills as a workaround.

We don’t yet know whether this behaviour is unique to Camponotus floridanus , or is more common in the genus, though.

Many species have innate skills. For example, wood ants show an innate attraction to large and conspicuous objects, which can help naive ants navigate before they have learned the route home. Carpenter ants naturally burrow and have a strong bite. Stimulus such as partly completed tunnel, or a disturbance in the nest may stimulate biting behavior.

The recent study also found the ants alter the treatment depending on where the injury is. In an experiment where the femur was damaged, the ants amputated near the body, removing the whole leg. The upper part of the leg contains a muscle mass, providing more tissue for microbial infection, so a high amputation means the patient is more likely to survive.

Ants treated damaged tibiae (a lower leg segment), which have a low post amputation survival rate, by licking. This removes debris and helps to clean up the wound to prevent infection. In the case of a femoral wound, the location of damage and possibly the shape of the target could be a stimulus for carpenter ants to bite in the right place. Something about the shape of the upper leg may trigger their compulsion to bite there.

Social skills

Scientists have long known that seemingly intelligent actions by both social and solitary insects are based on a combination of innate and learned behavior. Animals tend to gain new skills by trial and error learning, or copying others, especially those in their cohort. Social insects are well known to collaborate to achieve tasks such as nest construction and defence. They do this by duplicating what others around them are doing, so in essence copying each other.

Injured ants release an alarm pheromone. These are compounds that raise alertness and initiate defensive behaviour. Alarm pheromones are common in social insects as these also encourage assembly, which is why wasps gather round you if you swat one.

Carpenter ants’ evolution as a social insect has probably encouraged them to learn skills to protect ants in their colony.

And for species like Camponotus ants that live in colonies , the spread of disease, including parasites, must be prevented or controlled. Research has shown that animals who live in tight groups, including humans, are more susceptible to outbreaks of disease than those with a more solitary existence. There are other examples of ants taking collective action for medical reasons. For instance, the invasive garden ant Lasius neglectus inject infected pupae (the insect stage between larvae and adult) with antimicrobial poison to stop fungus from spreading to the rest of the colony.

Although a carpenter ant colony may have up to 4,000 ants, most are non-fertile female workers. As they forage and fight with other colonies, they get injured and an injured ant can quickly succumb to bacterial or fungal infection. If untreated, this infection could spread into the colony. The Swiss researchers noted that more than 10% of Camponotus ants that forage in the wild bear signs of injury so they are still important as workers.

Like other social insects, ants are well known for their high level of cooperation in the pursuit of goals such as nest building and foraging. This has led scientists to believe they have collective intelligence, which is the ability of a group to achieve smarter outcomes by collaborating. In fact, robotics researchers at Harvard University are refining their algorithms by studying how ants work together when they build tunnels to escape confinement.

Christopher Terrell Nield , Principal Lecturer, Bioscience, Nottingham Trent University

This article is republished from The Conversation under a Creative Commons license. Read the original article .

Stories Chosen For You

Do you think vice president kamala harris should be the next president, west virginia's jim justice doubles down on excuses as family business challenges persist.

In his first time publicly addressing the multiple issues raised against his family’s businesses in the last week, Gov. Jim Justice on Friday distanced himself from the family business empire and doubled down on claims that the challenges are the result of political attacks against him instead of real consequences for years of unpaid bills and fines.

In regards to a legal motion filed by the federal government this week asking a court to put 23 of the Justice family coal companies in contempt for failure to pay years of overdue health and safety fines, Justice said he is not involved in the companies’ operations.

“I’m not involved in anywhere close to the daily operations, anywhere close to what you would think that I would know of our businesses,” Justice said. “From time to time, you have a tough go up and everything, but every single time … if there’s a problem, it gets taken care of … We may be a few minutes late to the fire, but we always show up at the fire.”

In this case, a “few minutes late to the fire” seems to mean about 10 years, with the unpaid fines dating back to as late as 2014, according to court filings.

The memorandum filed by the federal government in the U.S. District Court for the Western District of Virginia on Tuesday said mines owned by the Justice companies racked up “hundreds” of citations and orders since 2014 for violations of the Federal Mine Safety and Health Act as well as standards set by the Mine Safety and Health Administration.

The debt for those fines — which at one point totaled about $5.13 million — were meant to be paid in full by March . To date, about $600,000 in fines remain unpaid.

Justice opened Friday’s briefing by paying respects to a coal miner who died on Aug. 5 at a Taylor County mine. The miner, 57-year-old Joe Crandall, is the third miner to die while at work in West Virginia in 2024, according to MSHA .

“We’ve lost a hero in my book,” Justice said of Crandall at the beginning of the briefing.

By the end of the briefing, Justice used Crandall’s death to transition into a political rant against energy policy he believes undermines the importance of coal mining and praised former President Donald Trump.

The governor did not respond directly to parts of a question on Friday asking if his companies would be paying the delinquent fines.

The lack of payment, according to the attorneys for the federal government, has yielded real harm. The unpaid health and safety citations, they wrote, are a means to compel mine operators to work within the scope of the law and ensure their employees are working in safe conditions.

“[The companies’] continual evasion of their financial obligations under the Mine Act removes the incentive of these Defendants — and other mining companies — from complying with MSHA’s health and safety standards designed to protect the nations’ miners,” the memorandum reads.

In regards to the family’s Greenbrier Hotel — which is set to go up for public auction later this month due to the Justice family defaulting on millions in bank loans — Justice said leaders at JPMorgan were pursuing the foreclosure because of his politics.

“It almost approaches blackmail,” Justice said of the bank’s move to recoup some of the $9.4 million it’s still owed from loans to the Justice family by auctioning the hotel.

Justice is currently running a Republican campaign for the U.S. Senate, where he is heavily favored to win in the deep red state.

“This is all about Jim Justice being the one that flips the United States Senate,” Justice told reporters on his weekly news briefing Friday. “It’s about trying to twist Jim Justice or hurt Jim Justice from a political standpoint, there is no question whatsoever that it’s about anything but that.”

JPMorgan Chase CEO Jamie Dimon has vocally defended former President Donald Trump and his supporters against criticism from Democrats. Trump told reporters last month that, if elected in November, he may consider Dimon to serve as U.S. Treasury Secretary.

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West Virginia Watch is part of States Newsroom, a nonprofit news network supported by grants and a coalition of donors as a 501c(3) public charity. West Virginia Watch maintains editorial independence. Contact Editor Leann Ray for questions: [email protected] . Follow West Virginia Watch on Facebook and X .

Former Boebert challenger arrested for violating protection order

Former Democratic congressional candidate Ike McCorkle, who recently lost his primary bid to run against Rep. Lauren Boebert in Colorado’s 4th District, was arrested earlier this week for allegedly violating a protection order filed against him by a family member.

McCorkle, 45, appeared in Douglas County Court shortly after the arrest, his second this year, and posted a $1,000 bond on a misdemeanor charge. McCorkle is scheduled for a sentencing hearing on Oct. 8. In the meantime, the judge issued a mandatory protection order on top of the original order.

The mandatory court order serves as additional protection for his uncle, Jim McCorkle, and Jim’s family members. A violation of this order could result in additional criminal charges, including contempt of court, arrest or harsher penalties.

Ike McCorkle was first arrested in January after sending an email to Jim, who had a protection order in place that began on Aug. 23, 2022, and expires on Aug. 23 this year. Under the order, which also protects Jim’s wife, daughter and two grandchildren, McCorkle was directed not to make contact of any kind, including email.

Yet, according to Jim, McCorkle sent 14 family members, including Jim’s brother, sisters and other close relatives, an email this week directing them to “tell Uncle Jim that he is a child abusing petty, disgusting, arrogant, cowardice, lying piece of dog feces that has never served a day in his life.”

Reached by phone, McCorkle declined to comment for this story.

In the email, McCorkle wrote that he is in the process of getting Jim’s claims and legal actions thrown out and that once he does he plans on suing Jim for defamation and other alleged offenses.

Five days before he sent that email, McCorkle pleaded guilty to the charges stemming from his January arrest and admitted to violating the court-ordered protection order.

In the plea agreement, Chief Deputy District Attorney Garrik Storgaard agreed to a sentencing hearing in early October that includes an investigation into whether McCorkle should be allowed to possess a firearm as part of his probation terms.

McCorkle holds a federal firearms license and owns a firearms business called Uncle Ike’s Firearms Emporium.

It’s unclear if the terms of that settlement agreement, which included six months of supervised probation and the completion of a court-ordered mental health evaluation and treatment, will change based on McCorkle’s recent contact with Jim’s family and arrest.

McCorkle lost his third attempt to win the 4th Congressional District seat in July after his primary opponent, Trisha Calvarese, earned 45% of the vote to his 41%. He ran unopposed in the 2020 and 2022 Democratic primaries but lost to former U.S. Rep. Ken Buck in the general election.

Editor’s note : This story was updated at 7:45 p.m., Aug. 9, 2024, to correct the date of the sentencing hearing.

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Colorado Newsline is part of States Newsroom, a nonprofit news network supported by grants and a coalition of donors as a 501c(3) public charity. Colorado Newsline maintains editorial independence. Contact Editor Quentin Young for questions: [email protected] . Follow Colorado Newsline on Facebook and X .

'Deeply troubling': Senate candidates Slotkin and Rogers targeted in swatting attempts

U.S. Rep. Elissa Slotkin (D-Holly) and former U.S. Rep. Mike Rogers (R-White Lake) were each targeted in swatting attempts days after winning their party’s nomination for U.S. Senate.

During a campaign event on Friday, Slotkin confirmed there had been an incident of swatting — falsely calling emergency services to and deceiving them into sending armed police to another person’s address — at her home in Holly.

“I wasn’t there. It, you know, pulled out a bunch of law enforcement who should have been doing other things and should have been working on real security threats,” Slotkin told reporters “We’ve turned it over to the [U.S.] Capitol Police, they’re doing an investigation and we want to hold people accountable.”

Rogers spoke out against the incident prior to a notice from his own campaign reporting a swatting attempt against Rogers’ family.

“The reports that Rep. Slotkin’s home was ‘swatted’ last night are horrific and I am glad to hear that she was not harmed,” Rogers said in a post on X .

“As a former FBI agent I can tell you that diverting law enforcement toward fake crimes is dangerous and can lead to very bad outcomes. I know this because I was a victim of a similar incident in 2013. It’s my sincere hope that the perpetrators are found and prosecuted to the fullest extent of the law,” Rogers said.

Former U.S. Rep. Peter Meijer (R-Grand Rapids) also weighed in, calling the attempt “disgusting.”

“Unfortunately in Michigan, candidates for office have to publicly list the address of their home residence in order to qualify for the ballot,” Meijer said in a post . “It’s important to confirm candidate residency requirements, but given threats to public officials there has to be a better way to balance this need with privacy and security concerns.”

On Friday, Rogers spokesperson Chris Gustafson released a statement reporting Rogers’ family had also been targeted in a swatting incident.

“Today, family members of Mike Rogers were the target of a swatting attempt at their home in Livingston County. Michigan State Police responded to the false threat and thankfully no one at the home was harmed. Mike and his family are beyond grateful for the professionalism and swift response of law enforcement,” Gustafson said.

“This is the second time that Mike has been the target of a swatting, first in 2013 as a member of congress, and reports that Rep. Slotkin was also the target yesterday are a clear example of the deeply concerning trend of political violence that has quickly become the norm,” Gustafson said. “This kind of violence cannot be tolerated and it is our hope that those responsible will be quickly prosecuted and held accountable..”

Michigan State Police Lt. Rene Gonzalez confirmed state police told the Advance in an email that an MSP sergeant responded to an address in Genoa Township for a report of a domestic situation who later determined it was a false report after making contact with the female homeowner.

While state police could not confirm if the home was connected to Rogers, Gustafson previously confirmed that Rogers was living with his sister-in-law in Genoa Township near Brighton while awaiting construction of his home in White Lake Township.

Slotkin later responded to the incident on X , calling the news “deeply troubling.”

“I am glad to hear both he and his family were not harmed. This type of behavior is not acceptable in public life. I thank Michigan State Police for their swift and professional response and I hope those responsible are investigated and held accountable by law enforcement,” Slotkin said.

Michigan Advance is part of States Newsroom, a nonprofit news network supported by grants and a coalition of donors as a 501c(3) public charity. Michigan Advance maintains editorial independence. Contact Editor Susan J. Demas for questions: [email protected] . Follow Michigan Advance on Facebook and X .

Lawmakers caught in controversy as congressional stock trading debate rages on

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A Global Bank Improved Its Trade Surveillance System by Using Ontotext GraphDB to Tackle Market Manipulation

Ontotext’s solution improves the efficiency of a global bank's alert review process and provides better signals for potential risks, protecting it against market manipulation

• Increased efficiency in the process of alert reviewing suspicious trading activities
• Minimized potential risks of market manipulation
• Enhanced regulatory compliance
• Improved user experience

A global bank wanted to improve the trade surveillance system that provided alerts for suspicious activities for possible market abuse. The existing alert review process could not efficiently manage the high number of alerts generated on a daily basis and reviewed manually.

The compliance task grows exponentially difficult when the company is active in multiple asset classes ranging from traditional equities, currencies, and debt, via futures, options, commodities, and precious metals, to the multilateral dark pools energy contracts, and cryptocurrencies. All these are traded on different markets, under the supervision of different regulators, and even in different jurisdictions. 

On top of that, the regulatory obligations had been steadily growing over the last decade, and multiple new requirements needed to be addressed. All this required a smarter approach to spotting suspicious patterns. The bank needed a solution that could improve the efficiency of the alert review process and provide better signals for potential risks. 

The Challenges

There were various challenges in achieving this goal. Some of the most significant ones were: 

• Poor data quality – missing, inconsistent, or ambiguous information and identifiers for accounts (clients who request the operation), traders or brokers who perform the actual operation) and sometimes even assets (the actual traded stock, financial instrument, good, and more)
• Missing contextual information – lack of continuous organizational business structure to provide the full context and allow interpretation of the activities of a trader as interrelated events
• Ambiguous meaning – mechanically integrated information from diverse sources, without alignment of the used terms and definitions, including absence of definition of foundational terms, such as client and account
• Lack of analytical software capabilities to allow pattern search for detection of the parties coordinating and executing even the simplest known practices such as Pump-and-dump, Spoofing, and Frontrunning

The Solution: A Knowledge Graph Powered Smart Trade Surveillance Solution

The bank chose Ontotext GraphDB to power their Trade Surveillance system. The introduction of a knowledge graph based solution improved the efficiency and precision of the alert review process. 

The introduction of a knowledge graph provided the following accelerators:

• Identification – unique global identifiers for all parties and instruments
• Meaning – interoperable definitions that help align all different regulatory and business requirements
• Expressivity – the capacity to express domain and use-case specific knowledge and constraints
• Constraints – the ability to ensure consistent quality of the data by enforcing business rules on it

The flexible and dynamic structure of the knowledge graph significantly enhanced the quality of the available data by using formal semantics to automatically interpret it and infer new facts. With the help of a simple identity resolution technique, identifiers coming from different systems were easily reconciled. The use of the Financial Industry Business Ontology (FIBO) served as a foundation and accelerator for developing a suitable hierarchy to enable identity and meaning-based interoperability of the traded instruments despite the multiple identifiers used by some traders.

The interlinked descriptions of concepts and entities in the knowledge graph (where concepts use other concepts to describe each other) created the necessary context to facilitate the work of the bank’s Compliance team. The new solution also allowed them to interpret each alert not only against the latest version of the organizational structure but against its state at the time when it happened.

Finally, the semantics of knowledge graphs enabled domain-centric views on compliance information and data. The graph model also provided better context for smart interpretation and enabled different types of pattern searches based on GraphDB graph similarity .

Business Benefits

• The smooth integration of aggregated data allowed monitoring traders who closed many deals and generated a lot of alerts
• Adding business unit hierarchies helped provide a better picture of what was normal and where to look for deviations from the norm
• The graph structure enabled data scientists to develop further statistical models for analyzing strange patterns of information or subsets of information 

Why Choose Ontotext

With Ontotext’s smart Trade Surveillance solution, the bank’s Compliance team was able to monitor and analyze a greater number of suspected activities. It enabled the bank to increase its efficiency in reviewing alerts for suspicious trading activities, minimize potential risks of market manipulation, and enhance regulatory compliance.

Contact us if you think this case resembles your particular needs.

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What Is the Carnivore Diet?

• How To Follow It
• Foods You Can Eat
• Foods to Avoid
• Risks and Side Effects
• Sample Menu

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The carnivore diet is a restrictive diet that eliminates most plant foods, including fruits, vegetables, and beans, and has potential side effects like digestive issues, headaches, and irritability. When following a carnivore diet, a person relies solely on animal products to meet all or most of their nutritional needs.  

This diet is popular amongst people who want to lose weight and improve medical conditions like diabetes. There are numerous health concerns related to this eating pattern. However, some argue that the carnivore diet is a healthy way to eat and many people who try the diet report favorable results.

This article takes a deep dive into the carnivore diet and tells you everything you need to know about what it is, how to follow it, potential side effects, and how this unconventional way of eating affects health.

Origin of the Carnivore Diet

Although the carnivore diet has only recently become popular, scientists have been interested in this very low-carb way of eating for hundreds of years. There are several accounts of researchers mimicking the traditional meat-based dietary intake of Arctic or nomadic societies as far back as the 1700s.

For example, in 1797, Dr. John Rollo successfully treated patients with type 2 diabetes using a diet that consisted primarily of meat and fat after studying the very low-carbohydrate diet of indigenous people in St. Lucia. After discovering that a very low-carb diet benefited those with diabetes, it became a widely adopted treatment for managing this condition until the discovery of insulin in 1921.

The carnivore diet we know today was popularized by Shawn Baker, M.D., who authored "The Carnivore Diet" in 2018 after finding that a meat-based diet benefited his health. This version of the protein-heavy eating plan advocated for the complete elimination of plant foods and total reliance on meat and other animal products like eggs , seafood, and full-fat dairy products .

Some carnivore diet advocates follow a strict plan that only includes animal-based foods, while others follow less restrictive versions that allow for small amounts of plant-based foods, like low-carb vegetables. 

However, most people following carnivore-type diets get most of their calories from meat and other animal foods. 

Foods You Can Eat on the Carnivore Diet

Although there are different versions of the carnivore diet, most people following this eating pattern primarily consume animal foods, such as:

• Eggs: Whole eggs and egg yolks
• Full-fat dairy: Full-fat yogurt, cheese, and butter
• Meat: Steak, pork, ground beef, bison, lamb, and venison
• Organ meats : Liver, heart, and kidneys
• Poultry: Chicken, duck, and turkey
• Seafood: Salmon, sardines, clams, mussels, and shrimp

In addition to animal-based foods, people on this diet allow for seasonings like salt, pepper, herbs, and spices. 

A 2021 study that included data on the dietary intake of 2,029 people following carnivore-style diets found that red meat products, like beef, lamb, and venison, were the most commonly consumed foods, followed by eggs and nonmilk dairy products. The study also found that over 50% of the participants drank coffee at least once per day.

Foods To Avoid on the Carnivore Diet

People following carnivore diets get most of their calories from animal-based foods. Although less restrictive versions of the carnivore diet exist, the following foods are usually restricted or completely avoided by those following this eating pattern:

• Beans: Black beans, chickpeas, kidney beans, and lentils
• Fruit: Berries, apples, grapes, bananas, avocados, and peaches
• Grains and grain-based products: Bread, quinoa, rice, pasta, and noodles
• Nuts and seeds: Almonds, cashews, peanut butter, pumpkin seeds
• Snack foods and sweets: Cookies, chips, ice cream, cakes, and candy 
• Sugary beverages: Juice, soda, sweetened coffee drinks, and energy drinks
• Vegetables: Potatoes, zucchini, broccoli, asparagus, and greens

Water is the preferred beverage when following a carnivore diet, though many people who follow this diet include tea and coffee in their daily routine. Additionally, some people allow for a small amount of low-carb vegetables, like greens and zucchini.

Carnivore Diet Benefits 

Currently, there’s limited research investigating the health benefits of following a carnivore diet. One study of over 2000 participants found that most people on the diet experienced a high level of satisfaction with the meat-heavy meal plan, general health improvements, and few adverse effects.

Additionally, there’s plenty of evidence that very low-carb diets can benefit the health of some people, such as those with type 2 diabetes.

Although there are no strict rules regarding the macronutrient ratio of the carnivore diet, it can generally be considered a type of high-protein, very low-carb diet. Studies show that certain very low-carb diets, like the keto diet , could be helpful for certain health conditions.

Very low-carb diets aren’t the same thing as the carnivore diet, and there’s currently limited evidence that the carnivore diet significantly improves health, specifically. That said, the carnivore diet may offer a few benefits.

May Improve Blood Sugar Regulation

Low-carb diets are effective for improving health outcomes in people with diabetes. This is because these diets are low in carbohydrate-rich foods , which have the largest impact on blood sugar and insulin levels. If a person follows a carnivore diet, their carbohydrate intake would be minimal, and their blood sugar levels and reliance on diabetes medications would likely decrease.

In the 2021 study that included data on the dietary intake of 2,029 people following carnivore-style diets for nine to 20 months, researchers found that the participants with type 2 diabetes experienced reductions in their levels of hemoglobin A1c (HbA1c) a long-term marker of blood sugar control- and significant reductions in their diabetes medication use. In fact, among the 262 participants with type 1 or type 2 diabetes (T2DM), 84% discontinued oral diabetes medications and 92% of participants with T2DM discontinued their use of insulin.

Although these results are promising, more research is needed to investigate the effectiveness and safety of the carnivore diet. Also, it’s important to note that diabetes can be effectively managed using less restrictive diets, such as plant-based diets and more inclusive low-carb diets, which are considered better for overall health and easier to stick to long-term.

May Promote Weight Loss 

The carnivore diet eliminates many foods and beverages implicated in weight gain, including ultra-processed foods and added sugar. Since this dietary pattern is low in carb-rich foods and so high in protein, which is the most filling macronutrient, the carnivore diet may promote weight loss, at least in the short term.

In the 2021 study mentioned above, the participants reported substantial reductions in their body mass index (BMI)—a measure of body fat based on height and weight—after transitioning to a carnivore diet.

However, the carnivore diet is highly restrictive and likely unsustainable for many people. Similar diets, like the keto diet, have also been shown to be effective for short-term weight loss. Diets, such as keto, that cut out many healthy foods are notoriously difficult to stick to, and most evidence suggests that, in the long-term, their efficacy is comparable to other, less restrictive weight loss diets.

This means that even though the carnivore diet may promote quick weight loss, more inclusive diets that are easier to follow are likely just as effective for long-term weight loss and healthy weight maintenance.

Other Possible Benefits 

Participants included in the 2021 study reported that following a carnivore diet led to improvements in their overall health, physical and mental well-being, and some chronic medical conditions. This may be because this meal plan cuts out foods and drinks associated with poor physical and mental health, including ultra-processed foods and added sugars. 

However, keep in mind that the participants included in this study had only been following the carnivore diet for nine to 20 months. It’s unknown how the carnivore diet impacts long-term health, including disease risk.

Overall, more research is needed to fully understand how this meal plan impacts overall health. 

Carnivore Diet Risks and Side Effects

Though proponents of the carnivore diet suggest that this way of eating can help boost weight loss and improve chronic diseases, there are several significant downsides to this way of eating. 

First, this diet is extremely restrictive, which may make it hard to maintain. It cuts out foods that are known to improve health and deliver essential nutrients, like fruits and vegetables. Diets low in produce have been consistently linked with an increased risk of several diseases, including cancer and heart disease, as well as overall mortality risk.

A high intake of red and processed meat has also been associated with an increased risk of several health conditions, including colorectal cancer, breast cancer, colon cancer, and heart disease.

Another concern with the carnivore diet is the environmental impact of a dietary pattern high in red meat and other animal products. Research shows that red meat production significantly contributes to greenhouse gas emissions and has a considerable impact on global warming and climate change .

What’s more, a diet low in plant foods can lead to unpleasant side effects like constipation , fatigue, low mood, poor gut health, skin issues, gastrointestinal discomfort, nutrient deficiencies, and more.

Carnivore Diet Sample Menu

If you are following the carnivore diet, you will primarily eat various types of meat and drink water for each meal. Here’s an idea of what someone on a carnivore diet might eat daily:

• Breakfast: Eggs and bacon
• Lunch: Hamburger patties with cheese
• Snack: Sardines
• Dinner: Steak

Some people following a less restrictive carnivore diet may choose to include some produce in their diet, such as low-carb vegetables like cucumber and lettuce, avocado, and olives. 

A Quick Review

The carnivore diet is a highly restrictive diet that’s recently become popular amongst those looking to lose weight and improve health conditions like type 2 diabetes. 

Although limited evidence suggests that following this eating pattern could result in weight loss and improvements in blood sugar levels, there are significant concerns with the long-term health implications of this diet.  Following the carnivore diet long-term could increase your risk for several serious health conditions, such as colorectal cancer and heart disease . Please consult your provider before starting the carnivore diet, especially if you have a history of health problems.

If you’re looking for a safer, more evidence-based way to better your health, consider trying a less restrictive diet high in foods known to improve overall health, such as the Mediterranean diet or a less restrictive low-carb diet.

Lennerz BS, Mey JT, Henn OH, Ludwig DS. Behavioral characteristics and self-reported health status among 2029 adults consuming a “carnivore diet.”   Curr Dev Nutr . 2021;5(12):nzab133. doi:10.1093/cdn/nzab133

Lennerz BS, Mey JT, Henn OH, Ludwig DS. Behavioral Characteristics and Self-Reported Health Status among 2029 Adults Consuming a "Carnivore Diet" . Curr Dev Nutr . 2021;5(12):nzab133. doi:10.1093/cdn/nzab133

Wheatley SD, Deakin TA, Arjomandkhah NC, Hollinrake PB, Reeves TE. Low carbohydrate dietary approaches for people with type 2 diabetes—a narrative review .  Front Nutr . 2021;8:687658. doi:10.3389/fnut.2021.687658

Batch JT, Lamsal SP, Adkins M, Sultan S, Ramirez MN. Advantages and Disadvantages of the Ketogenic Diet: A Review Article . Cureus . 2020;12(8):e9639. doi:10.7759/cureus.9639

Correa LL, Medeiros de Sousa PA, Dinis L, et al. Severe type 2 diabetes (T2d) remission using a very low-calorie ketogenic diet (Vlckd) .  Endocrinology, Diabetes & Metabolism Case Reports . 2022;2022:22-0295. doi:10.1530/EDM-22-0295

Key TJ, Papier K, Tong TYN. Plant-based diets and long-term health: findings from the EPIC-Oxford study . Proc Nutr Soc . 2022;81(2):190-198. doi:10.1017/S0029665121003748

McGaugh E, Barthel B. A review of ketogenic diet and lifestyle .  Mo Med . 2022;119(1):84-88. PMID:36033148

Aune D, Giovannucci E, Boffetta P, et al. Fruit and vegetable intake and the risk of cardiovascular disease, total cancer and all-cause mortality—a systematic review and dose-response meta-analysis of prospective studies .  Int J Epidemiol . 2017;46(3):1029-1056. doi:10.1093/ije/dyw319

Farvid MS, Barnett JB, Spence ND. Fruit and vegetable consumption and incident breast cancer: a systematic review and meta-analysis of prospective studies.   Br J Cancer . 2021;125(2):284-298. doi:10.1038/s41416-021-01373-2

Wang M, Ma H, Song Q, et al. Red meat consumption and all-cause and cardiovascular mortality: results from the UK Biobank study .  Eur J Nutr . 2022;61(5):2543-2553. doi:10.1007/s00394-022-02807-0

Farvid MS, Sidahmed E, Spence ND, Mante Angua K, Rosner BA, Barnett JB. Consumption of red meat and processed meat and cancer incidence: a systematic review and meta-analysis of prospective studies .  Eur J Epidemiol . 2021;36(9):937-951. doi:10.1007/s10654-021-00741-9

González N, Marquès M, Nadal M, Domingo JL. Meat consumption: Which are the current global risks? A review of recent (2010–2020) evidences.   Food Res Int . 2020;137:109341. doi:10.1016/j.foodres.2020.109341

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Breaking news, man develops fatal bacterial infection after taking ‘widely used’ probiotic.

An elderly man in Japan developed a fatal bacterial infection after taking a probiotic as part of his treatment for severe COVID-19 .

The unidentified patient was first brought to the emergency room after being discovered on the floor of his home. He had a history of colon cancer , chest pain, high blood pressure and pancreatic cysts. He was an active smoker and alcohol drinker at the time of his collapse.

ER medics learned that the man had COVID-19. They treated him with the corticosteroid dexamethasone and the immunosuppressive drug tocilizumab.

His breathing improved, but he developed diarrhea from the drugs. He was given a strain of the bacterium Clostridium butyricum, called C. butyricum MIYAIRI 588. Available in tablet form, CBM 588 is commonly used in Japan to treat diarrhea.

This tablets, prescribed to the man for a month, have “been widely used as probiotics for diarrhea in Japan and are also reported to improve symptoms of C. difficile [bacterial] infection and irritable bowel syndrome ,” Fujita Health University Hospital researchers wrote last week in BMJ Case Reports .

CBM 588 capsules cannot be purchased in US stores , but can be bought online. The med is being tested in advanced kidney cancer patients at the City of Hope cancer center in Duarte, California.

On his 33rd day in the hospital, the Japanese man was discharged from the ICU. About 25 days later, he started to feel persistent stomach pain.

He rapidly developed multi-organ failure and died. It had been about two months since he was first admitted to the hospital.

He had suffered C. butyricum bacteremia, when bacteria circulate in the bloodstream, from taking the probiotic, and from non-occlusive mesenteric ischemia, or NOMI, characterized by reduced intestinal blood flow.

“While probiotics are routinely prescribed [to] ill patients with various gastrointestinal symptoms and conditions, rare yet severe adverse events may occur, as exemplified in this report,” the researchers wrote.

They called the man’s death “the first case of definitive probiotics-related C. butyricum [bacteremia ] after treatment of severe COVID-19.” Probiotics are supposed to help maintain a healthy balance of gut bacteria.

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In a May study, researchers at Osaka University in Japan identified five cases of C. butyricum-causing bacteremia from probiotics.

“Probiotics can provide a variety of health benefits, but this study shows that even such agents can present with rare but serious adverse events,” lead author Ryuichi Minoda Sada said at the time.

“Our findings underscore the risk for bacteremia resulting from probiotic use, especially in hospitalized patients, necessitating judicious prescription practices,” Sada added.

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The Right to Repair: How Can Brands Benefit from Allowing Customers to Maintain and Repair Their Own Tech Products?

Paolo Franco, Robin Canniford, Marcus Phipps and Amber M. Epp

Why do some technology products provide years of continued use while others are dogged by connectivity failures, battery woes, and apps that crash?

The interconnected nature of modern technologies means that continued use depends on a products’ capacity to interact with other devices, objects, and infrastructures. Consider gaming consoles that interact with televisions, Bluetooth connections, internet connections, and electricity infrastructures. Their continued use is facilitated or disrupted depending on whether they can establish and maintain these connections.

In a new Journal of Marketing study , we find that customers take active roles in extending a technology product’s lifecycle and that companies must consider this “entropy work” before limiting or encouraging these activities. Entropy work spans maintenance and repair activities, such as checking connections, resetting/cleaning devices, applying updates, replacing parts, and consulting others for help. When people cannot perform entropy work, they experience declines in the usefulness and ease-of-use of their devices.

The increasing prevalence of smart technologies means that these connectivity problems are increasing the amount of entropy work required from users. Moreover, technology companies often restrict users’ abilities to maintain and repair devices and connections. For instance, using third-party parts to replace failing displays or batteries tends to result in annoying notifications or reduced device functionality for iPhone users.

Continued Use Trajectories

By exploring this issue through the lived experiences of technology consumers, we identify four “continued use trajectories” that chart common events during the lifecycle of a variety of technology products from adoption to disposal.

• First, some products enjoy a supporting trajectory in which devices work seamlessly with others, automatically connecting and functioning for long periods. For instance, Samsung partners with iFixit, a firm that empowers consumers to maintain their own devices through kits and guides. As such, Samsung sanctions its customers to maintain Galaxy smartphones with the support of a trusted third party.
• Second, a decaying trajectory occurs when a tech product is easy to use in its early years but thereafter sees gradual declines in performance. Batteries drain faster, programs get slower, and connections to other tech products become complex. This situation can be caused by the nature of after-sales support: When consumers receive support to perform entropy work early on but this help recedes in later years, the usefulness of a device will likely decay. For instance, AppleCare is available for two to three years after purchase and, once that warranty ends, customers must consult costly certified technicians or attempt entropy work without support.
• The third trajectory is a taxing trajectory in which tech products quickly fail to function as expected and consumers need immediate help. Famously, Samsung immediately recalled and replaced many of its smartphones in 2016 after reports of overheating and explosions. By immediately owning the problem, Samsung salvaged its brand image.
• Finally, tech products can exist in oscillating trajectories , going back and forth between functioning properly and running into problems. These situations are frustrating because they force consumers to do unpredictable amounts and kinds of entropy work.

When users cannot derive the useful benefits of a device, they are more likely to abandon it, but they also get frustrated with brands. And if a company restricts consumers’ ability to receive help from outside sources and funnels them toward their own services, consumers can feel trapped.

To navigate these different trajectories, companies can provide resources such as guides for common recurring problems. Moreover, they can establish or endorse platforms that offer free troubleshooting advice, like Reddit communities and Adobe’s community, which offer support for products.

The Right to Repair

Given the worsening cost-of-living crisis, we can understand why consumers increasingly demand the “right to repair” their own devices via access to third-party services and parts. Oregon, Colorado, and the European Union have all enacted right-to-repair laws, illustrating a growing movement’s momentum to guarantee consumers’ ability to perform entropy work and maintain their devices.

Mindful of these movements, companies must consider how they support or limit consumers’ entropy work. We offer several suggestions for chief marketing officers:

• Keep in mind that as the connectivity of a tech product increases, the chances for these connections to enable problems to emerge increases.
• Incentivize customers to upgrade to a new device to improve ease-of-use when entropy work overwhelms them.
• Implement holistic investigations into which technologies, people, and other objects have the capacities to increase the entropy work customers must do to maintain their device’s continued use.
• Establish enduring service relationships when tech product issues are likely to recur to help customers maximize periods of stable continued use.

Read the Full Study for Complete Details

Source: Paolo Franco, Robin Canniford, Marcus Phipps, and Amber M. Epp, “ Continued Use Trajectories: How Entropy Work Sustains Technology Assemblages ,” Journal of Marketing .

Go to the  Journal of Marketing

How Subtle Design Choices Propel Mobile App Usage [Expert Insights]

Why Product Brands Should Build Their Own Platforms [Brand Strategy]

The Trade-Offs of Autonomous Products: Efficiency vs. Experience

Paolo Franco is Assistant Professor of Marketing, Radboud University, The Netherlands.

Robin Canniford is Professor of Marketing, University of Galway, Ireland.

Marcus Phipps is Senior Lecturer in Marketing, The University of Melbourne, Australia.

Amber M. Epp is Associate Professor of Marketing and Wilbur Dickson-Bascom Professor in Business, University of Wisconsin-Madison, USA.

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