how to make an introduction for case study

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

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

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

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

In this article, you’ll learn:

What is a case study?

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

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

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

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

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

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

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

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

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

1. Identify your goal

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

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

2. Choose your client or subject

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

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

Some of the most compelling case studies feature customers who:

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

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

3. Conduct research and compile data

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

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

4. Choose the right format

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

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

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

5. Write your case study

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

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

6. Promote your story

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

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

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

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

Template 1 — Challenge-solution-result format

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

Template 2 — Data-driven format

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

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

Juniper Networks

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

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

Tata Consulting

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

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

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

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

Adobe can help

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

To learn more, watch the Adobe Experience Platform story .

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

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

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

Request a demo to learn more about Adobe Analytics.

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

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

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

Blog about Writing Case Study and Coursework

dudestudy.com

How to Write an Introduction for a Case Study Report

If you’re looking for examples of how to write an introduction for a case-study report, you’ve come to the right place. Here you’ll find a sample, guidelines for writing a case-study introduction, and tips on how to make it clear. In five minutes or less, recruiters will read your case study and decide whether you’re a good fit for the job.

Example of a case study introduction

An example of a case study introduction should be written to provide a roadmap for the reader. It should briefly summarize the topic, identify the problem, and discuss its significance. It should include previous case studies and summarize the literature review. In addition, it should include the purpose of the study, and the issues that it addresses. Using this example as a guideline, writers can make their case study introductions. Here are some tips:

The first paragraph of the introduction should summarize the entire article, and should include the following sections: the case presentation, the examinations performed, and the working diagnosis, the management of the case, and the outcome. The final section, the discussion, should summarize the previous subsections, explain any apparent inconsistencies, and describe the lessons learned. The body of the paper should also summarize the introduction and include any notes for the instructor.

The last section of a case study introduction should summarize the findings and limitations of the study, as well as suggestions for further research. The conclusion section should restate the thesis and main findings of the case study. The conclusion should summarize previous case studies, summarize the findings, and highlight the possibilities for future study. It is important to note that not all educational institutions require the case study analysis format, so it is important to check ahead of time.

The introductory paragraph should outline the overall strategy for the study. It should also describe the short-term and long-term goals of the case study. Using this method will ensure clarity and reduce misunderstandings. However, it is important to consider the end goal. After all, the objective is to communicate the benefits of the product. And, the solution should be measurable. This can be done by highlighting the benefits and minimizing the negatives.

Structure of a case study introduction

The structure of a case study introduction is different from the general introduction of a research paper. The main purpose of the introduction is to set the stage for the rest of the case study. The problem statement must be short and precise to convey the main point of the study. Then, the introduction should summarize the literature review and present the previous case studies that have dealt with the topic. The introduction should end with a thesis statement.

The thesis statement should contain facts and evidence related to the topic. Include the method used, the findings, and discussion. The solution section should describe specific strategies for solving the problem. It should conclude with a call to action for the reader. When using quotations, be sure to cite them properly. The thesis statement must include the problem statement, the methods used, and the expected outcome of the study. The conclusion section should state the case study’s importance.

In the discussion section, state the limitations of the study and explain why they are not significant. In addition, mention any questions unanswered and issues that the study was unable to address. For more information, check out the APA, Harvard, Chicago, and MLA citation styles. Once you know how to structure a case study introduction, you’ll be ready to write it! And remember, there’s always a right and wrong way to write a case study introduction.

During the writing process, you’ll need to make notes on the problems and issues of the case. Write down any ideas and directions that come to mind. Avoid writing neatly. It may impede your creative process, so write down a rough draft first, and then draw it up for your educational instructor. The introduction is an overview of the case study. Include the thesis statement. If you’re writing a case study for an assignment, you’ll also need to provide an overview of the assignment.

Guidelines for writing a case study introduction

A case study is not a formal scientific research report, but it is written for a lay audience. It should be readable and follow the general narrative that was determined in the first step. The introduction should provide background information about the case and its main topic. It should be short, but should introduce the topic and explain its context in just one or two paragraphs. An ideal case study introduction is between three and five sentences.

The case study must be well-designed and logical. It cannot contain opinions or assumptions. The research question must be a logical conclusion based on the findings. This can be done through a spreadsheet program or by consulting a linguistics expert. Once you have identified the major issues, you need to revise the paper. Once you have revised it twice, it should be well-written, concise, and logical.

The conclusion should state the findings, explain their significance, and summarize the main points. The conclusion should move from the detailed to the general level of consideration. The conclusion should also briefly state the limitations of the case study and point out the need for further research in order to fully address the problem. This should be done in a manner that will keep the reader interested in reading the paper. It should be clear about what the case study found and what it means for the research community.

The case study begins with a cover page and an executive summary, depending on your professor’s instructions. It’s important to remember that this is not a mandatory element of the case study. Instead, the executive summary should be brief and include the key points of the study’s analysis. It should be written as if an executive would read it on the run. Ultimately, the executive summary should include all the key points of the case study.

Clarity in a case study introduction

Clarity in a case study introduction should be at the heart of the paper. This section should explain why the case was chosen and how you decided to use it. The case study introduction varies according to the type of subject you are studying and the goals of the study. Here are some examples of clear and effective case study introductions. Read on to find out how to write a successful one. Clarity in a case study introduction begins with a strong thesis statement and ends with a compelling conclusion.

The conclusion of the case study should restate the research question and emphasize its importance. Identify and restate the key findings and describe how they address the research question. If the case study has limitations, discuss the potential for further research. In addition, document the limitations of the case study. Include any limitations of the case study in the conclusion. This will allow readers to make informed decisions about whether or not the findings are relevant to their own practices.

A case study introduction should include a brief discussion of the topic and selected case. It should explain how the study fits into current knowledge. A reader may question the validity of the analysis if it fails to consider all possible outcomes. For example, a case study on railroad crossings may fail to document the obvious outcome of improving the signage at these intersections. Another example would be a study that failed to document the impact of warning signs and speed limits on railroad crossings.

As a conclusion, the case study should also contain a discussion of how the research was conducted. While it may be a case study, the results are not necessarily applicable to other situations. In addition to describing how a solution has solved the problem, a case study should also discuss the causes of the problem. A case study should be based on real data and information. If the case study is not valid, it will not be a good fit for the audience.

Sample of a case study introduction

A good case study introduction serves as a map for the reader to follow. It should identify the research problem and discuss its significance. It should be based on extensive research and should incorporate relevant issues and facts. For example, it may include a short but precise problem statement. The next section of the introduction should include a description of the solution. The final part of the introduction should conclude with the recommended action. Once the reader has a sense of the direction the study will take, they will feel confident in pursuing the study further.

In the case of social sciences, case studies cannot be purely empirical. The results of a case study can be compared with those of other studies, so that the case study’s findings can be assessed against previous research. A case study’s results can help support general conclusions and build theories, while their practical value lies in generating hypotheses. Despite their utility, case studies often contain a bias toward verification and tend to confirm the researcher’s preconceived notions.

In the case of case studies, the conclusions section should state the significance of the findings, stating how the findings of the study differ from other previous studies. Likewise, the conclusion section should summarize the key findings, and make the reader understand how they address the research problem. In the case of a case study, it is crucial to document any limitations that have been identified. After all, a case study is not complete without further research.

After the introduction, the main body of the paper is the case presentation. It should provide information about the case, such as the history, examination results, working diagnosis, management, and outcome. It should conclude with a discussion, explaining the correlations, apparent inconsistencies, and lessons learned. Finally, the conclusion should state whether the case study presented the results in the desired way. The findings should not be overgeneralized, and the conclusions must be derived from this information.

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Organizing Your Social Sciences Research Assignments

• Annotated Bibliography
• Analyzing a Scholarly Journal Article
• Group Presentations
• Dealing with Nervousness
• Using Visual Aids
• Grading Someone Else's Paper
• Types of Structured Group Activities
• Group Project Survival Skills
• Leading a Class Discussion
• Multiple Book Review Essay
• Reviewing Collected Works
• Writing a Case Analysis Paper
• Writing a Case Study
• About Informed Consent
• Writing Field Notes
• Writing a Policy Memo
• Writing a Reflective Paper
• Writing a Research Proposal
• Generative AI and Writing
• Acknowledgments

A case study research paper examines a person, place, event, condition, phenomenon, or other type of subject of analysis in order to extrapolate  key themes and results that help predict future trends, illuminate previously hidden issues that can be applied to practice, and/or provide a means for understanding an important research problem with greater clarity. A case study research paper usually examines a single subject of analysis, but case study papers can also be designed as a comparative investigation that shows relationships between two or more subjects. The methods used to study a case can rest within a quantitative, qualitative, or mixed-method investigative paradigm.

Case Studies. Writing@CSU. Colorado State University; Mills, Albert J. , Gabrielle Durepos, and Eiden Wiebe, editors. Encyclopedia of Case Study Research . Thousand Oaks, CA: SAGE Publications, 2010 ; “What is a Case Study?” In Swanborn, Peter G. Case Study Research: What, Why and How? London: SAGE, 2010.

How to Approach Writing a Case Study Research Paper

General information about how to choose a topic to investigate can be found under the " Choosing a Research Problem " tab in the Organizing Your Social Sciences Research Paper writing guide. Review this page because it may help you identify a subject of analysis that can be investigated using a case study design.

However, identifying a case to investigate involves more than choosing the research problem . A case study encompasses a problem contextualized around the application of in-depth analysis, interpretation, and discussion, often resulting in specific recommendations for action or for improving existing conditions. As Seawright and Gerring note, practical considerations such as time and access to information can influence case selection, but these issues should not be the sole factors used in describing the methodological justification for identifying a particular case to study. Given this, selecting a case includes considering the following:

• The case represents an unusual or atypical example of a research problem that requires more in-depth analysis? Cases often represent a topic that rests on the fringes of prior investigations because the case may provide new ways of understanding the research problem. For example, if the research problem is to identify strategies to improve policies that support girl's access to secondary education in predominantly Muslim nations, you could consider using Azerbaijan as a case study rather than selecting a more obvious nation in the Middle East. Doing so may reveal important new insights into recommending how governments in other predominantly Muslim nations can formulate policies that support improved access to education for girls.
• The case provides important insight or illuminate a previously hidden problem? In-depth analysis of a case can be based on the hypothesis that the case study will reveal trends or issues that have not been exposed in prior research or will reveal new and important implications for practice. For example, anecdotal evidence may suggest drug use among homeless veterans is related to their patterns of travel throughout the day. Assuming prior studies have not looked at individual travel choices as a way to study access to illicit drug use, a case study that observes a homeless veteran could reveal how issues of personal mobility choices facilitate regular access to illicit drugs. Note that it is important to conduct a thorough literature review to ensure that your assumption about the need to reveal new insights or previously hidden problems is valid and evidence-based.
• The case challenges and offers a counter-point to prevailing assumptions? Over time, research on any given topic can fall into a trap of developing assumptions based on outdated studies that are still applied to new or changing conditions or the idea that something should simply be accepted as "common sense," even though the issue has not been thoroughly tested in current practice. A case study analysis may offer an opportunity to gather evidence that challenges prevailing assumptions about a research problem and provide a new set of recommendations applied to practice that have not been tested previously. For example, perhaps there has been a long practice among scholars to apply a particular theory in explaining the relationship between two subjects of analysis. Your case could challenge this assumption by applying an innovative theoretical framework [perhaps borrowed from another discipline] to explore whether this approach offers new ways of understanding the research problem. Taking a contrarian stance is one of the most important ways that new knowledge and understanding develops from existing literature.
• The case provides an opportunity to pursue action leading to the resolution of a problem? Another way to think about choosing a case to study is to consider how the results from investigating a particular case may result in findings that reveal ways in which to resolve an existing or emerging problem. For example, studying the case of an unforeseen incident, such as a fatal accident at a railroad crossing, can reveal hidden issues that could be applied to preventative measures that contribute to reducing the chance of accidents in the future. In this example, a case study investigating the accident could lead to a better understanding of where to strategically locate additional signals at other railroad crossings so as to better warn drivers of an approaching train, particularly when visibility is hindered by heavy rain, fog, or at night.
• The case offers a new direction in future research? A case study can be used as a tool for an exploratory investigation that highlights the need for further research about the problem. A case can be used when there are few studies that help predict an outcome or that establish a clear understanding about how best to proceed in addressing a problem. For example, after conducting a thorough literature review [very important!], you discover that little research exists showing the ways in which women contribute to promoting water conservation in rural communities of east central Africa. A case study of how women contribute to saving water in a rural village of Uganda can lay the foundation for understanding the need for more thorough research that documents how women in their roles as cooks and family caregivers think about water as a valuable resource within their community. This example of a case study could also point to the need for scholars to build new theoretical frameworks around the topic [e.g., applying feminist theories of work and family to the issue of water conservation].

Eisenhardt, Kathleen M. “Building Theories from Case Study Research.” Academy of Management Review 14 (October 1989): 532-550; Emmel, Nick. Sampling and Choosing Cases in Qualitative Research: A Realist Approach . Thousand Oaks, CA: SAGE Publications, 2013; Gerring, John. “What Is a Case Study and What Is It Good for?” American Political Science Review 98 (May 2004): 341-354; Mills, Albert J. , Gabrielle Durepos, and Eiden Wiebe, editors. Encyclopedia of Case Study Research . Thousand Oaks, CA: SAGE Publications, 2010; Seawright, Jason and John Gerring. "Case Selection Techniques in Case Study Research." Political Research Quarterly 61 (June 2008): 294-308.

Structure and Writing Style

The purpose of a paper in the social sciences designed around a case study is to thoroughly investigate a subject of analysis in order to reveal a new understanding about the research problem and, in so doing, contributing new knowledge to what is already known from previous studies. In applied social sciences disciplines [e.g., education, social work, public administration, etc.], case studies may also be used to reveal best practices, highlight key programs, or investigate interesting aspects of professional work.

In general, the structure of a case study research paper is not all that different from a standard college-level research paper. However, there are subtle differences you should be aware of. Here are the key elements to organizing and writing a case study research paper.

I.  Introduction

As with any research paper, your introduction should serve as a roadmap for your readers to ascertain the scope and purpose of your study . The introduction to a case study research paper, however, should not only describe the research problem and its significance, but you should also succinctly describe why the case is being used and how it relates to addressing the problem. The two elements should be linked. With this in mind, a good introduction answers these four questions:

• What is being studied? Describe the research problem and describe the subject of analysis [the case] you have chosen to address the problem. Explain how they are linked and what elements of the case will help to expand knowledge and understanding about the problem.
• Why is this topic important to investigate? Describe the significance of the research problem and state why a case study design and the subject of analysis that the paper is designed around is appropriate in addressing the problem.
• What did we know about this topic before I did this study? Provide background that helps lead the reader into the more in-depth literature review to follow. If applicable, summarize prior case study research applied to the research problem and why it fails to adequately address the problem. Describe why your case will be useful. If no prior case studies have been used to address the research problem, explain why you have selected this subject of analysis.
• How will this study advance new knowledge or new ways of understanding? Explain why your case study will be suitable in helping to expand knowledge and understanding about the research problem.

Each of these questions should be addressed in no more than a few paragraphs. Exceptions to this can be when you are addressing a complex research problem or subject of analysis that requires more in-depth background information.

II.  Literature Review

The literature review for a case study research paper is generally structured the same as it is for any college-level research paper. The difference, however, is that the literature review is focused on providing background information and  enabling historical interpretation of the subject of analysis in relation to the research problem the case is intended to address . This includes synthesizing studies that help to:

• Place relevant works in the context of their contribution to understanding the case study being investigated . This would involve summarizing studies that have used a similar subject of analysis to investigate the research problem. If there is literature using the same or a very similar case to study, you need to explain why duplicating past research is important [e.g., conditions have changed; prior studies were conducted long ago, etc.].
• Describe the relationship each work has to the others under consideration that informs the reader why this case is applicable . Your literature review should include a description of any works that support using the case to investigate the research problem and the underlying research questions.
• Identify new ways to interpret prior research using the case study . If applicable, review any research that has examined the research problem using a different research design. Explain how your use of a case study design may reveal new knowledge or a new perspective or that can redirect research in an important new direction.
• Resolve conflicts amongst seemingly contradictory previous studies . This refers to synthesizing any literature that points to unresolved issues of concern about the research problem and describing how the subject of analysis that forms the case study can help resolve these existing contradictions.
• Point the way in fulfilling a need for additional research . Your review should examine any literature that lays a foundation for understanding why your case study design and the subject of analysis around which you have designed your study may reveal a new way of approaching the research problem or offer a perspective that points to the need for additional research.
• Expose any gaps that exist in the literature that the case study could help to fill . Summarize any literature that not only shows how your subject of analysis contributes to understanding the research problem, but how your case contributes to a new way of understanding the problem that prior research has failed to do.
• Locate your own research within the context of existing literature [very important!] . Collectively, your literature review should always place your case study within the larger domain of prior research about the problem. The overarching purpose of reviewing pertinent literature in a case study paper is to demonstrate that you have thoroughly identified and synthesized prior studies in relation to explaining the relevance of the case in addressing the research problem.

III.  Method

In this section, you explain why you selected a particular case [i.e., subject of analysis] and the strategy you used to identify and ultimately decide that your case was appropriate in addressing the research problem. The way you describe the methods used varies depending on the type of subject of analysis that constitutes your case study.

If your subject of analysis is an incident or event . In the social and behavioral sciences, the event or incident that represents the case to be studied is usually bounded by time and place, with a clear beginning and end and with an identifiable location or position relative to its surroundings. The subject of analysis can be a rare or critical event or it can focus on a typical or regular event. The purpose of studying a rare event is to illuminate new ways of thinking about the broader research problem or to test a hypothesis. Critical incident case studies must describe the method by which you identified the event and explain the process by which you determined the validity of this case to inform broader perspectives about the research problem or to reveal new findings. However, the event does not have to be a rare or uniquely significant to support new thinking about the research problem or to challenge an existing hypothesis. For example, Walo, Bull, and Breen conducted a case study to identify and evaluate the direct and indirect economic benefits and costs of a local sports event in the City of Lismore, New South Wales, Australia. The purpose of their study was to provide new insights from measuring the impact of a typical local sports event that prior studies could not measure well because they focused on large "mega-events." Whether the event is rare or not, the methods section should include an explanation of the following characteristics of the event: a) when did it take place; b) what were the underlying circumstances leading to the event; and, c) what were the consequences of the event in relation to the research problem.

If your subject of analysis is a person. Explain why you selected this particular individual to be studied and describe what experiences they have had that provide an opportunity to advance new understandings about the research problem. Mention any background about this person which might help the reader understand the significance of their experiences that make them worthy of study. This includes describing the relationships this person has had with other people, institutions, and/or events that support using them as the subject for a case study research paper. It is particularly important to differentiate the person as the subject of analysis from others and to succinctly explain how the person relates to examining the research problem [e.g., why is one politician in a particular local election used to show an increase in voter turnout from any other candidate running in the election]. Note that these issues apply to a specific group of people used as a case study unit of analysis [e.g., a classroom of students].

If your subject of analysis is a place. In general, a case study that investigates a place suggests a subject of analysis that is unique or special in some way and that this uniqueness can be used to build new understanding or knowledge about the research problem. A case study of a place must not only describe its various attributes relevant to the research problem [e.g., physical, social, historical, cultural, economic, political], but you must state the method by which you determined that this place will illuminate new understandings about the research problem. It is also important to articulate why a particular place as the case for study is being used if similar places also exist [i.e., if you are studying patterns of homeless encampments of veterans in open spaces, explain why you are studying Echo Park in Los Angeles rather than Griffith Park?]. If applicable, describe what type of human activity involving this place makes it a good choice to study [e.g., prior research suggests Echo Park has more homeless veterans].

If your subject of analysis is a phenomenon. A phenomenon refers to a fact, occurrence, or circumstance that can be studied or observed but with the cause or explanation to be in question. In this sense, a phenomenon that forms your subject of analysis can encompass anything that can be observed or presumed to exist but is not fully understood. In the social and behavioral sciences, the case usually focuses on human interaction within a complex physical, social, economic, cultural, or political system. For example, the phenomenon could be the observation that many vehicles used by ISIS fighters are small trucks with English language advertisements on them. The research problem could be that ISIS fighters are difficult to combat because they are highly mobile. The research questions could be how and by what means are these vehicles used by ISIS being supplied to the militants and how might supply lines to these vehicles be cut off? How might knowing the suppliers of these trucks reveal larger networks of collaborators and financial support? A case study of a phenomenon most often encompasses an in-depth analysis of a cause and effect that is grounded in an interactive relationship between people and their environment in some way.

NOTE:   The choice of the case or set of cases to study cannot appear random. Evidence that supports the method by which you identified and chose your subject of analysis should clearly support investigation of the research problem and linked to key findings from your literature review. Be sure to cite any studies that helped you determine that the case you chose was appropriate for examining the problem.

IV.  Discussion

The main elements of your discussion section are generally the same as any research paper, but centered around interpreting and drawing conclusions about the key findings from your analysis of the case study. Note that a general social sciences research paper may contain a separate section to report findings. However, in a paper designed around a case study, it is common to combine a description of the results with the discussion about their implications. The objectives of your discussion section should include the following:

Reiterate the Research Problem/State the Major Findings Briefly reiterate the research problem you are investigating and explain why the subject of analysis around which you designed the case study were used. You should then describe the findings revealed from your study of the case using direct, declarative, and succinct proclamation of the study results. Highlight any findings that were unexpected or especially profound.

Explain the Meaning of the Findings and Why They are Important Systematically explain the meaning of your case study findings and why you believe they are important. Begin this part of the section by repeating what you consider to be your most important or surprising finding first, then systematically review each finding. Be sure to thoroughly extrapolate what your analysis of the case can tell the reader about situations or conditions beyond the actual case that was studied while, at the same time, being careful not to misconstrue or conflate a finding that undermines the external validity of your conclusions.

Relate the Findings to Similar Studies No study in the social sciences is so novel or possesses such a restricted focus that it has absolutely no relation to previously published research. The discussion section should relate your case study results to those found in other studies, particularly if questions raised from prior studies served as the motivation for choosing your subject of analysis. This is important because comparing and contrasting the findings of other studies helps support the overall importance of your results and it highlights how and in what ways your case study design and the subject of analysis differs from prior research about the topic.

Consider Alternative Explanations of the Findings Remember that the purpose of social science research is to discover and not to prove. When writing the discussion section, you should carefully consider all possible explanations revealed by the case study results, rather than just those that fit your hypothesis or prior assumptions and biases. Be alert to what the in-depth analysis of the case may reveal about the research problem, including offering a contrarian perspective to what scholars have stated in prior research if that is how the findings can be interpreted from your case.

Acknowledge the Study's Limitations You can state the study's limitations in the conclusion section of your paper but describing the limitations of your subject of analysis in the discussion section provides an opportunity to identify the limitations and explain why they are not significant. This part of the discussion section should also note any unanswered questions or issues your case study could not address. More detailed information about how to document any limitations to your research can be found here .

Suggest Areas for Further Research Although your case study may offer important insights about the research problem, there are likely additional questions related to the problem that remain unanswered or findings that unexpectedly revealed themselves as a result of your in-depth analysis of the case. Be sure that the recommendations for further research are linked to the research problem and that you explain why your recommendations are valid in other contexts and based on the original assumptions of your study.

V.  Conclusion

As with any research paper, you should summarize your conclusion in clear, simple language; emphasize how the findings from your case study differs from or supports prior research and why. Do not simply reiterate the discussion section. Provide a synthesis of key findings presented in the paper to show how these converge to address the research problem. If you haven't already done so in the discussion section, be sure to document the limitations of your case study and any need for further research.

The function of your paper's conclusion is to: 1) reiterate the main argument supported by the findings from your case study; 2) state clearly the context, background, and necessity of pursuing the research problem using a case study design in relation to an issue, controversy, or a gap found from reviewing the literature; and, 3) provide a place to persuasively and succinctly restate the significance of your research problem, given that the reader has now been presented with in-depth information about the topic.

Consider the following points to help ensure your conclusion is appropriate:

• If the argument or purpose of your paper is complex, you may need to summarize these points for your reader.
• If prior to your conclusion, you have not yet explained the significance of your findings or if you are proceeding inductively, use the conclusion of your paper to describe your main points and explain their significance.
• Move from a detailed to a general level of consideration of the case study's findings that returns the topic to the context provided by the introduction or within a new context that emerges from your case study findings.

Note that, depending on the discipline you are writing in or the preferences of your professor, the concluding paragraph may contain your final reflections on the evidence presented as it applies to practice or on the essay's central research problem. However, the nature of being introspective about the subject of analysis you have investigated will depend on whether you are explicitly asked to express your observations in this way.

Problems to Avoid

Overgeneralization One of the goals of a case study is to lay a foundation for understanding broader trends and issues applied to similar circumstances. However, be careful when drawing conclusions from your case study. They must be evidence-based and grounded in the results of the study; otherwise, it is merely speculation. Looking at a prior example, it would be incorrect to state that a factor in improving girls access to education in Azerbaijan and the policy implications this may have for improving access in other Muslim nations is due to girls access to social media if there is no documentary evidence from your case study to indicate this. There may be anecdotal evidence that retention rates were better for girls who were engaged with social media, but this observation would only point to the need for further research and would not be a definitive finding if this was not a part of your original research agenda.

Failure to Document Limitations No case is going to reveal all that needs to be understood about a research problem. Therefore, just as you have to clearly state the limitations of a general research study , you must describe the specific limitations inherent in the subject of analysis. For example, the case of studying how women conceptualize the need for water conservation in a village in Uganda could have limited application in other cultural contexts or in areas where fresh water from rivers or lakes is plentiful and, therefore, conservation is understood more in terms of managing access rather than preserving access to a scarce resource.

Failure to Extrapolate All Possible Implications Just as you don't want to over-generalize from your case study findings, you also have to be thorough in the consideration of all possible outcomes or recommendations derived from your findings. If you do not, your reader may question the validity of your analysis, particularly if you failed to document an obvious outcome from your case study research. For example, in the case of studying the accident at the railroad crossing to evaluate where and what types of warning signals should be located, you failed to take into consideration speed limit signage as well as warning signals. When designing your case study, be sure you have thoroughly addressed all aspects of the problem and do not leave gaps in your analysis that leave the reader questioning the results.

Case Studies. Writing@CSU. Colorado State University; Gerring, John. Case Study Research: Principles and Practices . New York: Cambridge University Press, 2007; Merriam, Sharan B. Qualitative Research and Case Study Applications in Education . Rev. ed. San Francisco, CA: Jossey-Bass, 1998; Miller, Lisa L. “The Use of Case Studies in Law and Social Science Research.” Annual Review of Law and Social Science 14 (2018): TBD; Mills, Albert J., Gabrielle Durepos, and Eiden Wiebe, editors. Encyclopedia of Case Study Research . Thousand Oaks, CA: SAGE Publications, 2010; Putney, LeAnn Grogan. "Case Study." In Encyclopedia of Research Design , Neil J. Salkind, editor. (Thousand Oaks, CA: SAGE Publications, 2010), pp. 116-120; Simons, Helen. Case Study Research in Practice . London: SAGE Publications, 2009;  Kratochwill,  Thomas R. and Joel R. Levin, editors. Single-Case Research Design and Analysis: New Development for Psychology and Education .  Hilldsale, NJ: Lawrence Erlbaum Associates, 1992; Swanborn, Peter G. Case Study Research: What, Why and How? London : SAGE, 2010; Yin, Robert K. Case Study Research: Design and Methods . 6th edition. Los Angeles, CA, SAGE Publications, 2014; Walo, Maree, Adrian Bull, and Helen Breen. “Achieving Economic Benefits at Local Events: A Case Study of a Local Sports Event.” Festival Management and Event Tourism 4 (1996): 95-106.

Writing Tip

At Least Five Misconceptions about Case Study Research

Social science case studies are often perceived as limited in their ability to create new knowledge because they are not randomly selected and findings cannot be generalized to larger populations. Flyvbjerg examines five misunderstandings about case study research and systematically "corrects" each one. To quote, these are:

Misunderstanding 1 :  General, theoretical [context-independent] knowledge is more valuable than concrete, practical [context-dependent] knowledge. Misunderstanding 2 :  One cannot generalize on the basis of an individual case; therefore, the case study cannot contribute to scientific development. Misunderstanding 3 :  The case study is most useful for generating hypotheses; that is, in the first stage of a total research process, whereas other methods are more suitable for hypotheses testing and theory building. Misunderstanding 4 :  The case study contains a bias toward verification, that is, a tendency to confirm the researcher’s preconceived notions. Misunderstanding 5 :  It is often difficult to summarize and develop general propositions and theories on the basis of specific case studies [p. 221].

While writing your paper, think introspectively about how you addressed these misconceptions because to do so can help you strengthen the validity and reliability of your research by clarifying issues of case selection, the testing and challenging of existing assumptions, the interpretation of key findings, and the summation of case outcomes. Think of a case study research paper as a complete, in-depth narrative about the specific properties and key characteristics of your subject of analysis applied to the research problem.

Flyvbjerg, Bent. “Five Misunderstandings About Case-Study Research.” Qualitative Inquiry 12 (April 2006): 219-245.

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How to Write a Case Study: Bookmarkable Guide & Template

Published: November 30, 2023

Earning the trust of prospective customers can be a struggle. Before you can even begin to expect to earn their business, you need to demonstrate your ability to deliver on what your product or service promises.

Sure, you could say that you're great at X or that you're way ahead of the competition when it comes to Y. But at the end of the day, what you really need to win new business is cold, hard proof.

One of the best ways to prove your worth is through a compelling case study. In fact, HubSpot’s 2020 State of Marketing report found that case studies are so compelling that they are the fifth most commonly used type of content used by marketers.

Below, I'll walk you through what a case study is, how to prepare for writing one, what you need to include in it, and how it can be an effective tactic. To jump to different areas of this post, click on the links below to automatically scroll.

Case Study Definition

Case study templates, how to write a case study.

• How to Format a Case Study

Business Case Study Examples

A case study is a specific challenge a business has faced, and the solution they've chosen to solve it. Case studies can vary greatly in length and focus on several details related to the initial challenge and applied solution, and can be presented in various forms like a video, white paper, blog post, etc.

In professional settings, it's common for a case study to tell the story of a successful business partnership between a vendor and a client. Perhaps the success you're highlighting is in the number of leads your client generated, customers closed, or revenue gained. Any one of these key performance indicators (KPIs) are examples of your company's services in action.

When done correctly, these examples of your work can chronicle the positive impact your business has on existing or previous customers and help you attract new clients.

Free Case Study Templates

Showcase your company's success using these three free case study templates.

• Data-Driven Case Study Template
• Product-Specific Case Study Template
• General Case Study Template

You're all set!

Click this link to access this resource at any time.

Why write a case study? 

I know, you’re thinking “ Okay, but why do I need to write one of these? ” The truth is that while case studies are a huge undertaking, they are powerful marketing tools that allow you to demonstrate the value of your product to potential customers using real-world examples. Here are a few reasons why you should write case studies. 

1. Explain Complex Topics or Concepts

Case studies give you the space to break down complex concepts, ideas, and strategies and show how they can be applied in a practical way. You can use real-world examples, like an existing client, and use their story to create a compelling narrative that shows how your product solved their issue and how those strategies can be repeated to help other customers get similar successful results.  

2. Show Expertise

Case studies are a great way to demonstrate your knowledge and expertise on a given topic or industry. This is where you get the opportunity to show off your problem-solving skills and how you’ve generated successful outcomes for clients you’ve worked with. 

3. Build Trust and Credibility

In addition to showing off the attributes above, case studies are an excellent way to build credibility. They’re often filled with data and thoroughly researched, which shows readers you’ve done your homework. They can have confidence in the solutions you’ve presented because they’ve read through as you’ve explained the problem and outlined step-by-step what it took to solve it. All of these elements working together enable you to build trust with potential customers.

4. Create Social Proof

Using existing clients that have seen success working with your brand builds social proof . People are more likely to choose your brand if they know that others have found success working with you. Case studies do just that — putting your success on display for potential customers to see. 

All of these attributes work together to help you gain more clients. Plus you can even use quotes from customers featured in these studies and repurpose them in other marketing content. Now that you know more about the benefits of producing a case study, let’s check out how long these documents should be. 

How long should a case study be?

The length of a case study will vary depending on the complexity of the project or topic discussed. However, as a general guideline, case studies typically range from 500 to 1,500 words. 

Whatever length you choose, it should provide a clear understanding of the challenge, the solution you implemented, and the results achieved. This may be easier said than done, but it's important to strike a balance between providing enough detail to make the case study informative and concise enough to keep the reader's interest.

The primary goal here is to effectively communicate the key points and takeaways of the case study. It’s worth noting that this shouldn’t be a wall of text. Use headings, subheadings, bullet points, charts, and other graphics to break up the content and make it more scannable for readers. We’ve also seen brands incorporate video elements into case studies listed on their site for a more engaging experience. 

Ultimately, the length of your case study should be determined by the amount of information necessary to convey the story and its impact without becoming too long. Next, let’s look at some templates to take the guesswork out of creating one. 

To help you arm your prospects with information they can trust, we've put together a step-by-step guide on how to create effective case studies for your business with free case study templates for creating your own.

Tell us a little about yourself below to gain access today:

And to give you more options, we’ll highlight some useful templates that serve different needs. But remember, there are endless possibilities when it comes to demonstrating the work your business has done.

1. General Case Study Template

Do you have a specific product or service that you’re trying to sell, but not enough reviews or success stories? This Product Specific case study template will help.

This template relies less on metrics, and more on highlighting the customer’s experience and satisfaction. As you follow the template instructions, you’ll be prompted to speak more about the benefits of the specific product, rather than your team’s process for working with the customer.

4. Bold Social Media Business Case Study Template

You can find templates that represent different niches, industries, or strategies that your business has found success in — like a bold social media business case study template.

In this template, you can tell the story of how your social media marketing strategy has helped you or your client through collaboration or sale of your service. Customize it to reflect the different marketing channels used in your business and show off how well your business has been able to boost traffic, engagement, follows, and more.

5. Lead Generation Business Case Study Template

It’s important to note that not every case study has to be the product of a sale or customer story, sometimes they can be informative lessons that your own business has experienced. A great example of this is the Lead Generation Business case study template.

If you’re looking to share operational successes regarding how your team has improved processes or content, you should include the stories of different team members involved, how the solution was found, and how it has made a difference in the work your business does.

Now that we’ve discussed different templates and ideas for how to use them, let’s break down how to create your own case study with one.

• Get started with case study templates.
• Determine the case study's objective.
• Establish a case study medium.
• Find the right case study candidate.
• Contact your candidate for permission to write about them.
• Ensure you have all the resources you need to proceed once you get a response.
• Download a case study email template.
• Define the process you want to follow with the client.
• Ensure you're asking the right questions.
• Layout your case study format.
• Publish and promote your case study.

1. Get started with case study templates.

Telling your customer's story is a delicate process — you need to highlight their success while naturally incorporating your business into their story.

If you're just getting started with case studies, we recommend you download HubSpot's Case Study Templates we mentioned before to kickstart the process.

2. Determine the case study's objective.

All business case studies are designed to demonstrate the value of your services, but they can focus on several different client objectives.

Your first step when writing a case study is to determine the objective or goal of the subject you're featuring. In other words, what will the client have succeeded in doing by the end of the piece?

The client objective you focus on will depend on what you want to prove to your future customers as a result of publishing this case study.

Your case study can focus on one of the following client objectives:

• Complying with government regulation
• Lowering business costs
• Becoming profitable
• Generating more leads
• Closing on more customers
• Generating more revenue
• Expanding into a new market
• Becoming more sustainable or energy-efficient

3. Establish a case study medium.

Next, you'll determine the medium in which you'll create the case study. In other words, how will you tell this story?

Case studies don't have to be simple, written one-pagers. Using different media in your case study can allow you to promote your final piece on different channels. For example, while a written case study might just live on your website and get featured in a Facebook post, you can post an infographic case study on Pinterest and a video case study on your YouTube channel.

Here are some different case study mediums to consider:

Written Case Study

Consider writing this case study in the form of an ebook and converting it to a downloadable PDF. Then, gate the PDF behind a landing page and form for readers to fill out before downloading the piece, allowing this case study to generate leads for your business.

Video Case Study

Plan on meeting with the client and shooting an interview. Seeing the subject, in person, talk about the service you provided them can go a long way in the eyes of your potential customers.

Infographic Case Study

Use the long, vertical format of an infographic to tell your success story from top to bottom. As you progress down the infographic, emphasize major KPIs using bigger text and charts that show the successes your client has had since working with you.

Podcast Case Study

Podcasts are a platform for you to have a candid conversation with your client. This type of case study can sound more real and human to your audience — they'll know the partnership between you and your client was a genuine success.

4. Find the right case study candidate.

Writing about your previous projects requires more than picking a client and telling a story. You need permission, quotes, and a plan. To start, here are a few things to look for in potential candidates.

Product Knowledge

It helps to select a customer who's well-versed in the logistics of your product or service. That way, he or she can better speak to the value of what you offer in a way that makes sense for future customers.

Remarkable Results

Clients that have seen the best results are going to make the strongest case studies. If their own businesses have seen an exemplary ROI from your product or service, they're more likely to convey the enthusiasm that you want prospects to feel, too.

One part of this step is to choose clients who have experienced unexpected success from your product or service. When you've provided non-traditional customers — in industries that you don't usually work with, for example — with positive results, it can help to remove doubts from prospects.

Recognizable Names

While small companies can have powerful stories, bigger or more notable brands tend to lend credibility to your own. In fact, 89% of consumers say they'll buy from a brand they already recognize over a competitor, especially if they already follow them on social media.

Customers that came to you after working with a competitor help highlight your competitive advantage and might even sway decisions in your favor.

5. Contact your candidate for permission to write about them.

To get the case study candidate involved, you have to set the stage for clear and open communication. That means outlining expectations and a timeline right away — not having those is one of the biggest culprits in delayed case study creation.

Most importantly at this point, however, is getting your subject's approval. When first reaching out to your case study candidate, provide them with the case study's objective and format — both of which you will have come up with in the first two steps above.

To get this initial permission from your subject, put yourself in their shoes — what would they want out of this case study? Although you're writing this for your own company's benefit, your subject is far more interested in the benefit it has for them.

Benefits to Offer Your Case Study Candidate

Here are four potential benefits you can promise your case study candidate to gain their approval.

Brand Exposure

Explain to your subject to whom this case study will be exposed, and how this exposure can help increase their brand awareness both in and beyond their own industry. In the B2B sector, brand awareness can be hard to collect outside one's own market, making case studies particularly useful to a client looking to expand their name's reach.

Employee Exposure

Allow your subject to provide quotes with credits back to specific employees. When this is an option for them, their brand isn't the only thing expanding its reach — their employees can get their name out there, too. This presents your subject with networking and career development opportunities they might not have otherwise.

Product Discount

This is a more tangible incentive you can offer your case study candidate, especially if they're a current customer of yours. If they agree to be your subject, offer them a product discount — or a free trial of another product — as a thank-you for their help creating your case study.

Backlinks and Website Traffic

Here's a benefit that is sure to resonate with your subject's marketing team: If you publish your case study on your website, and your study links back to your subject's website — known as a "backlink" — this small gesture can give them website traffic from visitors who click through to your subject's website.

Additionally, a backlink from you increases your subject's page authority in the eyes of Google. This helps them rank more highly in search engine results and collect traffic from readers who are already looking for information about their industry.

6. Ensure you have all the resources you need to proceed once you get a response.

So you know what you’re going to offer your candidate, it’s time that you prepare the resources needed for if and when they agree to participate, like a case study release form and success story letter.

Let's break those two down.

Case Study Release Form

This document can vary, depending on factors like the size of your business, the nature of your work, and what you intend to do with the case studies once they are completed. That said, you should typically aim to include the following in the Case Study Release Form:

• A clear explanation of why you are creating this case study and how it will be used.
• A statement defining the information and potentially trademarked information you expect to include about the company — things like names, logos, job titles, and pictures.
• An explanation of what you expect from the participant, beyond the completion of the case study. For example, is this customer willing to act as a reference or share feedback, and do you have permission to pass contact information along for these purposes?
• A note about compensation.

Success Story Letter

As noted in the sample email, this document serves as an outline for the entire case study process. Other than a brief explanation of how the customer will benefit from case study participation, you'll want to be sure to define the following steps in the Success Story Letter.

7. Download a case study email template.

While you gathered your resources, your candidate has gotten time to read over the proposal. When your candidate approves of your case study, it's time to send them a release form.

A case study release form tells you what you'll need from your chosen subject, like permission to use any brand names and share the project information publicly. Kick-off this process with an email that runs through exactly what they can expect from you, as well as what you need from them. To give you an idea of what that might look like, check out this sample email:

8. Define the process you want to follow with the client.

Before you can begin the case study, you have to have a clear outline of the case study process with your client. An example of an effective outline would include the following information.

The Acceptance

First, you'll need to receive internal approval from the company's marketing team. Once approved, the Release Form should be signed and returned to you. It's also a good time to determine a timeline that meets the needs and capabilities of both teams.

The Questionnaire

To ensure that you have a productive interview — which is one of the best ways to collect information for the case study — you'll want to ask the participant to complete a questionnaire before this conversation. That will provide your team with the necessary foundation to organize the interview, and get the most out of it.

The Interview

Once the questionnaire is completed, someone on your team should reach out to the participant to schedule a 30- to 60-minute interview, which should include a series of custom questions related to the customer's experience with your product or service.

The Draft Review

After the case study is composed, you'll want to send a draft to the customer, allowing an opportunity to give you feedback and edits.

The Final Approval

Once any necessary edits are completed, send a revised copy of the case study to the customer for final approval.

Once the case study goes live — on your website or elsewhere — it's best to contact the customer with a link to the page where the case study lives. Don't be afraid to ask your participants to share these links with their own networks, as it not only demonstrates your ability to deliver positive results and impressive growth, as well.

9. Ensure you're asking the right questions.

Before you execute the questionnaire and actual interview, make sure you're setting yourself up for success. A strong case study results from being prepared to ask the right questions. What do those look like? Here are a few examples to get you started:

• What are your goals?
• What challenges were you experiencing before purchasing our product or service?
• What made our product or service stand out against our competitors?
• What did your decision-making process look like?
• How have you benefited from using our product or service? (Where applicable, always ask for data.)

Keep in mind that the questionnaire is designed to help you gain insights into what sort of strong, success-focused questions to ask during the actual interview. And once you get to that stage, we recommend that you follow the "Golden Rule of Interviewing." Sounds fancy, right? It's actually quite simple — ask open-ended questions.

If you're looking to craft a compelling story, "yes" or "no" answers won't provide the details you need. Focus on questions that invite elaboration, such as, "Can you describe ...?" or, "Tell me about ..."

In terms of the interview structure, we recommend categorizing the questions and flowing them into six specific sections that will mirror a successful case study format. Combined, they'll allow you to gather enough information to put together a rich, comprehensive study.

Open with the customer's business.

The goal of this section is to generate a better understanding of the company's current challenges and goals, and how they fit into the landscape of their industry. Sample questions might include:

• How long have you been in business?
• How many employees do you have?
• What are some of the objectives of your department at this time?

Cite a problem or pain point.

To tell a compelling story, you need context. That helps match the customer's need with your solution. Sample questions might include:

• What challenges and objectives led you to look for a solution?
• What might have happened if you did not identify a solution?
• Did you explore other solutions before this that did not work out? If so, what happened?

Discuss the decision process.

Exploring how the customer decided to work with you helps to guide potential customers through their own decision-making processes. Sample questions might include:

• How did you hear about our product or service?
• Who was involved in the selection process?
• What was most important to you when evaluating your options?

Explain how a solution was implemented.

The focus here should be placed on the customer's experience during the onboarding process. Sample questions might include:

• How long did it take to get up and running?
• Did that meet your expectations?
• Who was involved in the process?

Explain how the solution works.

The goal of this section is to better understand how the customer is using your product or service. Sample questions might include:

• Is there a particular aspect of the product or service that you rely on most?
• Who is using the product or service?

End with the results.

In this section, you want to uncover impressive measurable outcomes — the more numbers, the better. Sample questions might include:

• How is the product or service helping you save time and increase productivity?
• In what ways does that enhance your competitive advantage?
• How much have you increased metrics X, Y, and Z?

10. Lay out your case study format.

When it comes time to take all of the information you've collected and actually turn it into something, it's easy to feel overwhelmed. Where should you start? What should you include? What's the best way to structure it?

To help you get a handle on this step, it's important to first understand that there is no one-size-fits-all when it comes to the ways you can present a case study. They can be very visual, which you'll see in some of the examples we've included below, and can sometimes be communicated mostly through video or photos, with a bit of accompanying text.

Here are the sections we suggest, which we'll cover in more detail down below:

• Title: Keep it short. Develop a succinct but interesting project name you can give the work you did with your subject.
• Subtitle: Use this copy to briefly elaborate on the accomplishment. What was done? The case study itself will explain how you got there.
• Executive Summary : A 2-4 sentence summary of the entire story. You'll want to follow it with 2-3 bullet points that display metrics showcasing success.
• About the Subject: An introduction to the person or company you served, which can be pulled from a LinkedIn Business profile or client website.
• Challenges and Objectives: A 2-3 paragraph description of the customer's challenges, before using your product or service. This section should also include the goals or objectives the customer set out to achieve.
• How Product/Service Helped: A 2-3 paragraph section that describes how your product or service provided a solution to their problem.
• Results: A 2-3 paragraph testimonial that proves how your product or service specifically benefited the person or company and helped achieve its goals. Include numbers to quantify your contributions.
• Supporting Visuals or Quotes: Pick one or two powerful quotes that you would feature at the bottom of the sections above, as well as a visual that supports the story you are telling.
• Future Plans: Everyone likes an epilogue. Comment on what's ahead for your case study subject, whether or not those plans involve you.
• Call to Action (CTA): Not every case study needs a CTA, but putting a passive one at the end of your case study can encourage your readers to take an action on your website after learning about the work you've done.

When laying out your case study, focus on conveying the information you've gathered in the most clear and concise way possible. Make it easy to scan and comprehend, and be sure to provide an attractive call-to-action at the bottom — that should provide readers an opportunity to learn more about your product or service.

11. Publish and promote your case study.

Once you've completed your case study, it's time to publish and promote it. Some case study formats have pretty obvious promotional outlets — a video case study can go on YouTube, just as an infographic case study can go on Pinterest.

But there are still other ways to publish and promote your case study. Here are a couple of ideas:

Lead Gen in a Blog Post

As stated earlier in this article, written case studies make terrific lead-generators if you convert them into a downloadable format, like a PDF. To generate leads from your case study, consider writing a blog post that tells an abbreviated story of your client's success and asking readers to fill out a form with their name and email address if they'd like to read the rest in your PDF.

Then, promote this blog post on social media, through a Facebook post or a tweet.

Published as a Page on Your Website

As a growing business, you might need to display your case study out in the open to gain the trust of your target audience.

Rather than gating it behind a landing page, publish your case study to its own page on your website, and direct people here from your homepage with a "Case Studies" or "Testimonials" button along your homepage's top navigation bar.

Format for a Case Study

The traditional case study format includes the following parts: a title and subtitle, a client profile, a summary of the customer’s challenges and objectives, an account of how your solution helped, and a description of the results. You might also want to include supporting visuals and quotes, future plans, and calls-to-action.

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The title is one of the most important parts of your case study. It should draw readers in while succinctly describing the potential benefits of working with your company. To that end, your title should:

• State the name of your custome r. Right away, the reader must learn which company used your products and services. This is especially important if your customer has a recognizable brand. If you work with individuals and not companies, you may omit the name and go with professional titles: “A Marketer…”, “A CFO…”, and so forth.
• State which product your customer used . Even if you only offer one product or service, or if your company name is the same as your product name, you should still include the name of your solution. That way, readers who are not familiar with your business can become aware of what you sell.
• Allude to the results achieved . You don’t necessarily need to provide hard numbers, but the title needs to represent the benefits, quickly. That way, if a reader doesn’t stay to read, they can walk away with the most essential information: Your product works.

The example above, “Crunch Fitness Increases Leads and Signups With HubSpot,” achieves all three — without being wordy. Keeping your title short and sweet is also essential.

2. Subtitle

Your subtitle is another essential part of your case study — don’t skip it, even if you think you’ve done the work with the title. In this section, include a brief summary of the challenges your customer was facing before they began to use your products and services. Then, drive the point home by reiterating the benefits your customer experienced by working with you.

The above example reads:

“Crunch Fitness was franchising rapidly when COVID-19 forced fitness clubs around the world to close their doors. But the company stayed agile by using HubSpot to increase leads and free trial signups.”

We like that the case study team expressed the urgency of the problem — opening more locations in the midst of a pandemic — and placed the focus on the customer’s ability to stay agile.

3. Executive Summary

The executive summary should provide a snapshot of your customer, their challenges, and the benefits they enjoyed from working with you. Think it’s too much? Think again — the purpose of the case study is to emphasize, again and again, how well your product works.

The good news is that depending on your design, the executive summary can be mixed with the subtitle or with the “About the Company” section. Many times, this section doesn’t need an explicit “Executive Summary” subheading. You do need, however, to provide a convenient snapshot for readers to scan.

In the above example, ADP included information about its customer in a scannable bullet-point format, then provided two sections: “Business Challenge” and “How ADP Helped.” We love how simple and easy the format is to follow for those who are unfamiliar with ADP or its typical customer.

4. About the Company

Readers need to know and understand who your customer is. This is important for several reasons: It helps your reader potentially relate to your customer, it defines your ideal client profile (which is essential to deter poor-fit prospects who might have reached out without knowing they were a poor fit), and it gives your customer an indirect boon by subtly promoting their products and services.

Feel free to keep this section as simple as possible. You can simply copy and paste information from the company’s LinkedIn, use a quote directly from your customer, or take a more creative storytelling approach.

In the above example, HubSpot included one paragraph of description for Crunch Fitness and a few bullet points. Below, ADP tells the story of its customer using an engaging, personable technique that effectively draws readers in.

5. Challenges and Objectives

The challenges and objectives section of your case study is the place to lay out, in detail, the difficulties your customer faced prior to working with you — and what they hoped to achieve when they enlisted your help.

In this section, you can be as brief or as descriptive as you’d like, but remember: Stress the urgency of the situation. Don’t understate how much your customer needed your solution (but don’t exaggerate and lie, either). Provide contextual information as necessary. For instance, the pandemic and societal factors may have contributed to the urgency of the need.

Take the above example from design consultancy IDEO:

“Educational opportunities for adults have become difficult to access in the United States, just when they’re needed most. To counter this trend, IDEO helped the city of South Bend and the Drucker Institute launch Bendable, a community-powered platform that connects people with opportunities to learn with and from each other.”

We love how IDEO mentions the difficulties the United States faces at large, the efforts its customer is taking to address these issues, and the steps IDEO took to help.

6. How Product/Service Helped

This is where you get your product or service to shine. Cover the specific benefits that your customer enjoyed and the features they gleaned the most use out of. You can also go into detail about how you worked with and for your customer. Maybe you met several times before choosing the right solution, or you consulted with external agencies to create the best package for them.

Whatever the case may be, try to illustrate how easy and pain-free it is to work with the representatives at your company. After all, potential customers aren’t looking to just purchase a product. They’re looking for a dependable provider that will strive to exceed their expectations.

In the above example, IDEO describes how it partnered with research institutes and spoke with learners to create Bendable, a free educational platform. We love how it shows its proactivity and thoroughness. It makes potential customers feel that IDEO might do something similar for them.

The results are essential, and the best part is that you don’t need to write the entirety of the case study before sharing them. Like HubSpot, IDEO, and ADP, you can include the results right below the subtitle or executive summary. Use data and numbers to substantiate the success of your efforts, but if you don’t have numbers, you can provide quotes from your customers.

We can’t overstate the importance of the results. In fact, if you wanted to create a short case study, you could include your title, challenge, solution (how your product helped), and result.

8. Supporting Visuals or Quotes

Let your customer speak for themselves by including quotes from the representatives who directly interfaced with your company.

Visuals can also help, even if they’re stock images. On one side, they can help you convey your customer’s industry, and on the other, they can indirectly convey your successes. For instance, a picture of a happy professional — even if they’re not your customer — will communicate that your product can lead to a happy client.

In this example from IDEO, we see a man standing in a boat. IDEO’s customer is neither the man pictured nor the manufacturer of the boat, but rather Conservation International, an environmental organization. This imagery provides a visually pleasing pattern interrupt to the page, while still conveying what the case study is about.

9. Future Plans

This is optional, but including future plans can help you close on a more positive, personable note than if you were to simply include a quote or the results. In this space, you can show that your product will remain in your customer’s tech stack for years to come, or that your services will continue to be instrumental to your customer’s success.

Alternatively, if you work only on time-bound projects, you can allude to the positive impact your customer will continue to see, even after years of the end of the contract.

10. Call to Action (CTA)

Not every case study needs a CTA, but we’d still encourage it. Putting one at the end of your case study will encourage your readers to take an action on your website after learning about the work you've done.

It will also make it easier for them to reach out, if they’re ready to start immediately. You don’t want to lose business just because they have to scroll all the way back up to reach out to your team.

To help you visualize this case study outline, check out the case study template below, which can also be downloaded here .

You drove the results, made the connection, set the expectations, used the questionnaire to conduct a successful interview, and boiled down your findings into a compelling story. And after all of that, you're left with a little piece of sales enabling gold — a case study.

To show you what a well-executed final product looks like, have a look at some of these marketing case study examples.

1. "Shopify Uses HubSpot CRM to Transform High Volume Sales Organization," by HubSpot

What's interesting about this case study is the way it leads with the customer. This reflects a major HubSpot value, which is to always solve for the customer first. The copy leads with a brief description of why Shopify uses HubSpot and is accompanied by a short video and some basic statistics on the company.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the additional text on the page. So, while case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

2. "New England Journal of Medicine," by Corey McPherson Nash

When branding and design studio Corey McPherson Nash showcases its work, it makes sense for it to be visual — after all, that's what they do. So in building the case study for the studio's work on the New England Journal of Medicine's integrated advertising campaign — a project that included the goal of promoting the client's digital presence — Corey McPherson Nash showed its audience what it did, rather than purely telling it.

Notice that the case study does include some light written copy — which includes the major points we've suggested — but lets the visuals do the talking, allowing users to really absorb the studio's services.

3. "Designing the Future of Urban Farming," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, he or she is greeted with a big, bold photo, and two very simple columns of text — "The Challenge" and "The Outcome."

Immediately, IDEO has communicated two of the case study's major pillars. And while that's great — the company created a solution for vertical farming startup INFARM's challenge — it doesn't stop there. As the user scrolls down, those pillars are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and additional visuals.

4. "Secure Wi-Fi Wins Big for Tournament," by WatchGuard

Then, there are the cases when visuals can tell almost the entire story — when executed correctly. Network security provider WatchGuard can do that through this video, which tells the story of how its services enhanced the attendee and vendor experience at the Windmill Ultimate Frisbee tournament.

5. Rock and Roll Hall of Fame Boosts Social Media Engagement and Brand Awareness with HubSpot

In the case study above , HubSpot uses photos, videos, screenshots, and helpful stats to tell the story of how the Rock and Roll Hall of Fame used the bot, CRM, and social media tools to gain brand awareness.

6. Small Desk Plant Business Ups Sales by 30% With Trello

This case study from Trello is straightforward and easy to understand. It begins by explaining the background of the company that decided to use it, what its goals were, and how it planned to use Trello to help them.

It then goes on to discuss how the software was implemented and what tasks and teams benefited from it. Towards the end, it explains the sales results that came from implementing the software and includes quotes from decision-makers at the company that implemented it.

7. Facebook's Mercedes Benz Success Story

Facebook's Success Stories page hosts a number of well-designed and easy-to-understand case studies that visually and editorially get to the bottom line quickly.

Each study begins with key stats that draw the reader in. Then it's organized by highlighting a problem or goal in the introduction, the process the company took to reach its goals, and the results. Then, in the end, Facebook notes the tools used in the case study.

Showcasing Your Work

You work hard at what you do. Now, it's time to show it to the world — and, perhaps more important, to potential customers. Before you show off the projects that make you the proudest, we hope you follow these important steps that will help you effectively communicate that work and leave all parties feeling good about it.

Editor's Note: This blog post was originally published in February 2017 but was updated for comprehensiveness and freshness in July 2021.

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Your Step-By-Step Guide To Writing a Case Study

Creating a case study is both an art and a science. It requires making an in-depth exploration of your chosen subject in order to extract meaningful insights and understand the dynamics that more general surveys or statistical research might not uncover. At the same time, your case study also needs to be a compelling read to ensure those insights get attention from other people!

Unsurprisingly, the prospect of crafting an effective case study can be daunting. It calls for strategic planning, careful organization, and clear communication, all of which can be challenging even for experienced researchers. That's why we've created this step-by-step guide, which breaks the process down into manageable steps, demystifying the journey from defining your research question to sharing your findings. Whether you're a seasoned researcher or a first-timer, this guide aims to equip you with the necessary tools and tips to create a case study that's not just informative, but also engaging and impactful.

Are you ready to unlock the potential of case studies? Let's dive in!

What is a case study?

First, it's important to understand what a case study is – and what it isn't.

A case study is a thorough exploration of a specific subject or event over a certain time frame. Case studies are utilized in numerous fields, including sociology, psychology, education, anthropology, business, and the health sciences, and employ various research techniques to shed light on complex issues.

A case study does not provide absolute proof or conclusions that can be universally applied. Because it concentrates on one particular case or just a few cases, the findings might not apply to different contexts or subjects. Case studies also aren't ideal for determining cause-and-effect relationships as they do not use controlled conditions to separate and measure the impacts of different factors. Lastly, it must be said that a case study isn't just a random assortment of facts or observations; it necessitates a clear research question, a methodical approach to data collection and analysis, and a thoughtful interpretation of the results.

Getting started

Now that we've established the definition and purpose of a case study, let's explore the process by which one is created. You can produce a case study by following these nine steps:

1. Define the purpose of your case study

Before you start writing a case study, you need to define its purpose clearly. Ask yourself: What is the research question or problem you aim to solve? What insights are you looking to uncover? Your goals will guide your research design and influence your choice of case. This initial stage of introspection and clarification is crucial as it acts as a roadmap for your study.

2. Select the case to study

Once you've defined your research objective, the next step is to choose a suitable case that can help answer your research question. This might be a unique, critical, or representative instance. Unique cases offer the opportunity to observe and analyze a situation that is unusual or not well-understood. In contrast, a representative or typical case is often chosen because it represents other cases or a broader phenomenon.

In any case, be sure to justify your choice. Explain why the case is of interest and how it can contribute to the knowledge or understanding of the issue at hand. For instance, if you're studying the effects of corporate restructuring on employee morale, you might choose to focus on a company that recently underwent a significant restructure.

3. Conduct a thorough literature review

Performing a literature review involves a careful examination of relevant scholarly articles, books, and other sources related to your research question or problem. In the process, you identify gaps in the current knowledge and determine how your case study can address them. By critically examining existing research, you will not only gain a comprehensive understanding of your chosen topic but also be able to refine your research question or hypothesis, if necessary.

4. Choose a methodological approach

The methodological approach used in your case study will depend on your research objectives and the nature of the case. Methodologies that can be employed in case studies include qualitative, quantitative, and mixed methods .

Qualitative methods are often used when the goal is to explore, understand, or interpret certain phenomena. These involve approaches like interviews, focus groups, or ethnography. Quantitative methods, on the other hand, are used when the goal is to test hypotheses or examine relationships between variables. Quantitative approaches often include experiments. Also, surveys may be either qualitative or quantitative depending on the question design.

You may choose to use a combination of qualitative and quantitative methods (mixed methods) if it suits your research objectives.

5. Collect and organize your data

Data collection should be systematic and organized to maintain the integrity and reliability of your research. You need to plan how you will record and store your data to ensure that it's accessible and usable.

If you're conducting interviews or observations, consider using recording devices (with participant consent) to capture the data accurately. In addition, you may want to transcribe the recorded material for easier analysis. If you're using documents or archival records, develop a system for coding and categorizing the data.

6. Analyze the data

Analysis involves interpreting your data to draw out meaningful insights; it is in this stage that your findings start to take shape. Depending on the nature of your data and your research question, you might use any of a variety of analysis methods. For qualitative data, you might employ thematic analysis to identify key themes or grounded theory to generate a new theoretical framework. For quantitative data, you might use statistical analysis to identify patterns or correlations.

Always be open to unexpected findings. Your initial hypotheses might not be supported, or you might uncover new insights that you hadn't initially considered. Remember that all data, whether they fit neatly into your analysis or not, provide valuable insights and contribute to the holistic understanding of your case.

7. Write the case study report

After analyzing the data, it's finally time to compose your case study. In terms of structure, a typical case study might consist of an introduction, background information, the collected data (results), analysis of that data, and the conclusion. Here's a brief breakdown of each section:

• Introduction: The introduction should be brief but engaging, providing a clear statement of the research question or problem, explaining why the case was chosen, and outlining what the case study will cover.
• Background: The background provides the context for your case. Describe the case, its history, and any relevant information that will help readers understand the situation.
• Results: This section should provide a comprehensive account of what you found, without interpretation or opinion. Present your findings in a clear, organized manner. Use visuals such as charts or graphs if they aid comprehension.
• Analysis: This section should provide your interpretations and arguments. Discuss the patterns, themes, or relationships you've identified in your data. Explain what these findings mean in relation to your research question.
• Conclusion: Finally, summarize the key insights from your case study along with their implications. Discuss the limitations of your study and propose avenues for future research.

8. Review and revise

The process of writing a case study doesn't actually end when the report is written; you also need to review your writing for coherence, clarity, and correctness. Don't underestimate the importance of this step! Make sure the information flows logically and that your arguments are well-supported. Check for any grammar or spelling errors. Having a peer or mentor review your work can be incredibly helpful as they provide a fresh perspective and can catch mistakes you might have missed.

9. Get approval if required

If your case study involves human subjects, you may need to obtain approval from an ethical review board. You'll also need to obtain informed consent from your subjects and ensure you respect their privacy and confidentiality throughout the research process. Always follow your institution's ethical guidelines and any other relevant legislation .

Practical tips for writing a compelling case study

Getting through all those steps can feel like a formidable challenge, but here are some practical tips to make the process more manageable:

Be systematic and organized

Given the importance of detail in case studies, it's vital to be systematic and organized from the get-go. This means keeping meticulous records of your data, your sources, and any changes to your research design. A good practice is to maintain a research journal or log where you can record your process, thoughts, and reflections.

In addition, use technology to your advantage. Digital tools like citation managers can help you keep track of your sources and make formatting references a breeze, while spreadsheet or database software can assist in managing and organizing your data. Developing a consistent system for labeling and storing information at the outset will save you time and effort later when you need to retrieve data for analysis.

Stay focused

One common pitfall in research and writing is loss of focus: getting sidetracked by interesting but ultimately irrelevant digressions, which can be very easy, especially when you're dealing with a rich and complex case. Always remember your research question and objectives, and let these guide your study at every step. It's perfectly acceptable – and in fact advisable – to delineate what your study will not cover. Setting clear boundaries can help you stay focused and manage the scope of your study effectively.

Use visual aids

Visual aids such as charts, diagrams, or photographs can greatly enhance your case study. They provide readers with a break from the monotony of text and can communicate complex data or relationships more easily. For instance, if you're presenting a lot of numerical data, consider using a chart or graph. If you're describing a process or sequence of events, portraying it in a flowchart or timeline might be useful. Remember, the goal is to aid comprehension, so make sure your visual aids are clear, well-labeled, and integrated into the text.

Include direct quotes

If your case study involves interviews, including direct quotes can add depth and a sense of the personal to your findings. They provide readers with a firsthand perspective and make your case study more engaging.

When using quotes, be sure to integrate them smoothly into your text. Provide enough context so readers understand the quote's relevance. Also, remember to adhere to ethical guidelines– always respect confidentiality and anonymity agreements.

Maintain ethical standards

Ethics is a fundamental consideration in all research, including case studies. Ensure you have proper consent from participants, respect their privacy, and accurately present your findings without manipulation.

Misrepresenting data or failing to respect participants' rights can lead to serious ethical violations. Always follow your institution's ethical guidelines and any other relevant legislation. If in doubt, seek advice from a supervisor or your institution's ethics committee.

Acknowledge limitations

Every research study has limitations, which could relate to the research design, data collection methods, or other aspects of the study. Being transparent about the limitations of your study can enhance its credibility; moreover, not only does identifying limitations demonstrate your critical thinking and honesty, but it also helps readers accurately interpret your findings.

Finally, acknowledging the limitations of your work helps to set the stage for further research. By identifying aspects that your study couldn't address, you provide other researchers with avenues for building on your findings.

Learn from examples

Before you start writing your case study, it can be helpful to review some published case studies in your field. Different fields may have different conventions, and familiarizing yourself with case studies in your own field can help guide your writing. Look at the structure, tone, and style. Pay attention to how the authors present and analyze data, and how they link their findings back to the research question. You can also learn a lot from the strengths and weaknesses of previously published works. However, remember to develop your own unique voice and perspective – don't just mimic what others have done.

Design for triangulation

Triangulation involves using multiple data sources or methods to gain a more comprehensive and balanced understanding of your research topic. By coming at your research question from multiple directions, such as by examining different datasets or using different methods, you can increase the validity of your results and gain more nuanced insights.

For example, if you're studying the impact of a new teaching method in a school, you might observe classes, interview teachers, and also survey students. Each method will provide a slightly different perspective, and together, they allow you to develop a more complete picture of the teaching method's impact.

Practice reflexivity

Reflexivity involves reflecting on how your assumptions, values, or experiences might influence your research process and interpretations. As a researcher, it's essential to be aware of your potential biases and how they might shape your study.

Consider keeping a reflexivity journal where you can note your thoughts, feelings, and reflections throughout the research process. This practice can help you stay aware of your biases and ensure your research is as objective and balanced as possible.

Write for your audience

Always make sure that your writing is on target for your intended audience. If you're writing for an academic audience, for example, you'll likely use a more formal tone and include more detailed methodological information. If you're writing for practitioners or a general audience, you might use a more accessible language and focus more on practical implications.

Remember to define any technical terms or jargon, and provide sufficient context so your readers can understand your research. The goal is to communicate your findings effectively, regardless of who your readers are.

Seek feedback

Feedback is valuable for improving your case study. Consider sharing drafts with your peers, mentors, or supervisors and asking for their input. Fresh eyes can provide different perspectives, catch errors, or suggest ways to strengthen your arguments.

Remember, feedback is not personal; it's about improving your work. Be open to critique and willing to revise your work based on the feedback you receive.

Writing a case study is a meticulous process that requires clear purpose, careful planning, systematic data collection, and thoughtful analysis. Although it can be time-consuming, the rich, detailed insights a well-executed case study can provide make this study design an invaluable tool in research.

By following this guide and adopting its practical tips, you will be well on your way to crafting a compelling case study that contributes meaningful insights to your chosen field. Good luck with your research journey!

Header image by Kateryna Hliznitsova .

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How to Write a Case Study: Step-by-Step Guide with Examples

• October 7, 2022

Content Manager at SocialBee

Why is learning how to write a case study so important?

Well, because it provides your customers with social proof and supporting evidence of how effective your products and services are. Moreover, it eliminates the doubt that usually makes clients give up on their next purchase.

That is why today we are going to talk about the step-by-step process of writing a case study . We prepared five business case study examples guaranteed to inspire you throughout the process.

Let’s get started!

What Is a Case Study?

A case study is a piece of content that focuses on a case from your business history. It describes the problems your client faced and the solutions you used to help them succeed.

The goal of a writing case study is to promote your business , so your aim should be to put together a compelling story with evidence that backs up all your claims.

Case studies use real-life examples to show your clients the quality and effectiveness of your products and services. It’s a marketing tool that provides credibility and it helps your potential clients gain confidence in your brand.

Case studies can be structured in different formats:

• A written document
• An infographic
• A blog post
• A landing page

Case Study Benefits

A great case study makes your potential customers want to benefit from the products and services that helped your client overcome their challenges. 

Here are the benefits of writing a case study:

• It is an affordable marketing practice
• It decreases the perceived risk of your potential clients
• It provides transparency
• It builds trust and credibility among prospective customers
• It makes your potential clients relate to the problem
• It provides your potential clients with a solution for their problems

How to Write a Case Study

Now that you know what a case study is, let’s get into the real reason why you are here — learning how to write an in-depth study.

Here is the step-by-step process of writing a case study:

• Identify the topic of your case study
• Start collaborating with a client
• Prepare questions for the interview
• Conduct the case study interview
• Structure your case study 
• Make it visual

Step 1: Identify the Topic of Your Case Study

A case study starts with a strategy. Choosing what you want to write about should be closely related to your business needs. More specifically, what service or product do you want to promote through your case study?

Because case studies focus on client challenges, business solutions, and results, you have to carefully pick the case that your potential clients will relate to the most. 

To communicate the benefits of your business, you should focus on a customer story that appeals to a specific segment of your audience . Consequently, you will target clients that relate to your customer example while providing a solution for their needs and pain points — your products and services.

Start by focusing all your research methods on identifying your customers’ main pain points. Then find examples of how your products or services have helped them overcome their challenges and achieve their goals .

Furthermore, to make sure you choose the best case study topic for your buyer persona , you should have a meeting with your sales/customer service team. Because they are in close contact with your customers, they will be able to tell you:

• The main challenges your clients face 
• The services/products that bring them the best results 

These are the main two pieces of information you want your case study to focus on.

Step 2: Start Collaborating with a Client

With a clear topic in mind, you have to find the best fit for your case study. 

However, that is not all. First, you must obtain the client’s permission. After all, your business story is theirs too.

So, craft an email to provide your client with an overview of the case study. This will help them make a decision. 

Your message should include:

• The case study format (video, written, etc.) and where it will be published (blog, landing page , etc.)
• The topic of the document
• The timeline of the process
• The information that will be included
• The benefits they get as a result of this collaboration (brand exposure, backlinks)

Additionally, you can offer to schedule a call or a meeting to answer all their questions and curiosities and provide a means for clear and open communication.

Once you receive a positive response from your client, you can continue with the next step of the process: the actual interview.

PRO TIP: A great way to ensure a smooth and safe collaboration between you and your client is to sign a legal release form before writing the case study. This will allow you to use their information and protect you from issues that may occur in the future. Moreover, if the client is not comfortable with revealing their identity, you can always offer them anonymity.

Step 3: Prepare Questions for the Interview

Now that you have the subject for your case study, it’s time to write and organize your interview in several sets of questions.

Don’t forget that the whole structure of your case study is based on the information you get from your customer interview.

So pay attention to the way you phrase the questions. After all, your goal is to gather all the data you need to avoid creating a back-and-forth process that will consume your client’s time and energy.

To help you create the best questionnaire, we created a set of case study questions and organized them into different categories. 

Here are the five main sections your case study interview should contain:

• The client’s background information
• The problem
• The start of the collaboration
• The solution
• The results

A. The Client’s Background Information

This part of the case study interview must give a comprehensive look into your customer’s business and allow your readers to get to know them better.

Here are some question ideas:

B. The Problem

Now it’s time to get into the reason your client came to you for assistance, the initial challenge that triggered your collaboration.

In this part of the interview process, you want to find out what made them ask for help and what was their situation before working with you.

You can ask your client the following case study questions:

C. The Start of the Collaboration

This part of the case study interview will focus on the process that made your collaboration possible. More specifically, how did your client research possible collaboration opportunities, and why they chose your business? 

This information will not only be informative for your future customers but will also give you a behind-the-scenes look into their decision-making process.

D. The Solution

It’s time to get into one of the most significant parts of the case study interview — the solution. Here you should discuss how your services have helped their business recover from the problems mentioned before.

Make sure you ask the right questions so you can really paint the picture of a satisfied customer.

Have a look at these question examples:

E. The Results

The best proof you can give to your customers is through your results. And this is the perfect opportunity to let your actions speak for themselves.

Unlike the other marketing strategies you use to promote your business, the content is provided by your customer, not by your team. As a result, you end up with a project that is on another level of reliability.

Here is how you can ask your client about their results:

Step 4: Conduct the Case Study Interview

Now that you have a great set of case study questions, it’s time to put them to good use.

Decide on the type of interview you want to conduct: face-to-face, video call , or phone call. Then, consult with your client and set up a date and a time when you are both available. 

It should be noted that during the interview it’s best to use a recording device for accuracy. Maybe you don’t have time to write down all the information, and you forget important details. Or maybe you want to be focused more on the conversational aspect of the interview, and you don’t want to write anything down while it’s happening.

Step 5: Structure Your Case Study 

The hard part is over. Now it’s time to organize all the information you gathered in an appealing format. Let’s have a look at what your case study should contain.

Here are the components of a case study:

• Engaging title
• Executive summary
• Client description 
• Introduction to the problem
• The problem-solving process
• Progress and results

A. Engaging Title

Putting that much work into a project, it would be a shame not to do your best to attract more readers. So, take into consideration that you only have a few seconds to catch your audience’s attention. 

You can also use a headline analyzer to evaluate the performance of your title.

The best case study titles contain:

• Relevant keywords
• Customer pain points
• Clear result

Case study example :

B. Executive Summary

Your executive summary should include a thesis statement that sums up the main points of your case study. Therefore, it must be clear and concise. Moreover, to make your audience curious, you can add a statistic or a relevant piece of data that they might be interested in.

Here is what you should include in your executive summary:

• The business you are writing about (only if the clients wants to make themselves known)
• Relevant statistics

C. Client Description 

Here is where you start to include the information you gained from your interview. Provide your readers with a clear picture of your client and create a context for your case study.

Take your client’s answers from the “Client Background” section of the interview and present them in a more appealing format.

D. Introduction to the Problem

In this section, use your client’s interview answers to write about the problem they were experiencing before working with you.

Remember to be specific because you want your audience to fully understand the situation and relate to it. At the end of the day, the goal of the case study is to show your potential customers why they should buy your services/products.

E. The Problem-Solving Process

Next, explain how your service/product helped your client overcome their problems. Moreover, let your readers know how and why your service/product worked in their case.

In this part of the case study, you should summarize: 

• The strategy used to solve the problem of your customer 
• The process of implementing the solution 

F. Progress and Results

Tell your readers about what you and your client have achieved during your collaboration. Here you can include:

• Graphics about your progress
• Business objectives they have achieved
• Relevant metrics 

Step 6: Make It Visual

To elevate the information you have written for your audience, you must make sure it’s appealing and easy to read. And a great way to achieve that is to use visuals that add value to your case study.

Here are some design elements that will make emphasize your text:

• Graphic symbols that guide the eye (arrows, bullet points, checkmarks, etc.)
• Charts, graphics, tables 
• Relevant screenshots from business reports
• The colors and fonts of your brand
• Your client’s logo

Platforms like Canva can really come in handy while designing your case study. It’s easy to use and it has multiple free slide templates and graphics that save you time and money.

PRO TIP: Share Your Case Study Across All Marketing Channels

A case study is a perfect example of evergreen content that can be reshared endlessly on your social media channels .

Aside from helping you maintain a consistent posting schedule with ease, case study-related posts will increase your credibility and push leads toward the bottom of your marketing funnel . Other examples of social proof evergreen content are reviews, testimonials, and positive social media mentions.

To keep track of all your evergreen posts and have them scheduled on a continuous loop, use a social media tool like SocialBee.

Create evergreen content categories where all your posts get reposted regularly on your social media channels. 

Start your 14-day trial today and start using SocialBee for free!

Aside from promoting your case study on social media, you can also feature it in your newsletter that you can create using email newsletter software , include it as a pop-up on your website, and even create a separate landing page dedicated to your customer study.

Share Your Case Study on Social Media with SocialBee!

Get to writing your own case study.

What do you think? Is writing a case study easier than you thought? We sure hope so.

Learning how to write a case study is a simple process once you understand the logical steps that go into it. So make sure you go over the guide a couple of times before you start documenting your customer success stories.

And remember that the goal of your case study is to attract more leads . Therefore you need to include tangible results and valuable details that will compel your audience to invest in your products and services.

Article written by

Content writer at SocialBee

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Blog Business How to Present a Case Study like a Pro (With Examples)

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

Written by: Danesh Ramuthi Sep 07, 2023

Okay, let’s get real: case studies can be kinda snooze-worthy. But guess what? They don’t have to be!

In this article, I will cover every element that transforms a mere report into a compelling case study, from selecting the right metrics to using persuasive narrative techniques.

And if you’re feeling a little lost, don’t worry! There are cool tools like Venngage’s Case Study Creator to help you whip up something awesome, even if you’re short on time. Plus, the pre-designed case study templates are like instant polish because let’s be honest, everyone loves a shortcut.

Click to jump ahead: 

What is a case study presentation?

What is the purpose of presenting a case study, how to structure a case study presentation, how long should a case study presentation be, 5 case study presentation examples with templates, 6 tips for delivering an effective case study presentation, 5 common mistakes to avoid in a case study presentation, how to present a case study faqs.

A case study presentation involves a comprehensive examination of a specific subject, which could range from an individual, group, location, event, organization or phenomenon.

They’re like puzzles you get to solve with the audience, all while making you think outside the box.

Unlike a basic report or whitepaper, the purpose of a case study presentation is to stimulate critical thinking among the viewers. 

The primary objective of a case study is to provide an extensive and profound comprehension of the chosen topic. You don’t just throw numbers at your audience. You use examples and real-life cases to make you think and see things from different angles.

The primary purpose of presenting a case study is to offer a comprehensive, evidence-based argument that informs, persuades and engages your audience.

Here’s the juicy part: presenting that case study can be your secret weapon. Whether you’re pitching a groundbreaking idea to a room full of suits or trying to impress your professor with your A-game, a well-crafted case study can be the magic dust that sprinkles brilliance over your words.

Think of it like digging into a puzzle you can’t quite crack . A case study lets you explore every piece, turn it over and see how it fits together. This close-up look helps you understand the whole picture, not just a blurry snapshot.

It’s also your chance to showcase how you analyze things, step by step, until you reach a conclusion. It’s all about being open and honest about how you got there.

Besides, presenting a case study gives you an opportunity to connect data and real-world scenarios in a compelling narrative. It helps to make your argument more relatable and accessible, increasing its impact on your audience.

One of the contexts where case studies can be very helpful is during the job interview. In some job interviews, you as candidates may be asked to present a case study as part of the selection process.

Having a case study presentation prepared allows the candidate to demonstrate their ability to understand complex issues, formulate strategies and communicate their ideas effectively.

The way you present a case study can make all the difference in how it’s received. A well-structured presentation not only holds the attention of your audience but also ensures that your key points are communicated clearly and effectively.

In this section, let’s go through the key steps that’ll help you structure your case study presentation for maximum impact.

Let’s get into it. 

Open with an introductory overview 

Start by introducing the subject of your case study and its relevance. Explain why this case study is important and who would benefit from the insights gained. This is your opportunity to grab your audience’s attention.

Explain the problem in question

Dive into the problem or challenge that the case study focuses on. Provide enough background information for the audience to understand the issue. If possible, quantify the problem using data or metrics to show the magnitude or severity.

Detail the solutions to solve the problem

After outlining the problem, describe the steps taken to find a solution. This could include the methodology, any experiments or tests performed and the options that were considered. Make sure to elaborate on why the final solution was chosen over the others.

Key stakeholders Involved

Talk about the individuals, groups or organizations that were directly impacted by or involved in the problem and its solution. 

Stakeholders may experience a range of outcomes—some may benefit, while others could face setbacks.

For example, in a business transformation case study, employees could face job relocations or changes in work culture, while shareholders might be looking at potential gains or losses.

Discuss the key results & outcomes

Discuss the results of implementing the solution. Use data and metrics to back up your statements. Did the solution meet its objectives? What impact did it have on the stakeholders? Be honest about any setbacks or areas for improvement as well.

Include visuals to support your analysis

Visual aids can be incredibly effective in helping your audience grasp complex issues. Utilize charts, graphs, images or video clips to supplement your points. Make sure to explain each visual and how it contributes to your overall argument.

Pie charts illustrate the proportion of different components within a whole, useful for visualizing market share, budget allocation or user demographics.

This is particularly useful especially if you’re displaying survey results in your case study presentation.

Stacked charts on the other hand are perfect for visualizing composition and trends. This is great for analyzing things like customer demographics, product breakdowns or budget allocation in your case study.

Consider this example of a stacked bar chart template. It provides a straightforward summary of the top-selling cake flavors across various locations, offering a quick and comprehensive view of the data.

Not the chart you’re looking for? Browse Venngage’s gallery of chart templates to find the perfect one that’ll captivate your audience and level up your data storytelling.

Recommendations and next steps

Wrap up by providing recommendations based on the case study findings. Outline the next steps that stakeholders should take to either expand on the success of the project or address any remaining challenges.

Acknowledgments and references

Thank the people who contributed to the case study and helped in the problem-solving process. Cite any external resources, reports or data sets that contributed to your analysis.

Feedback & Q&A session

Open the floor for questions and feedback from your audience. This allows for further discussion and can provide additional insights that may not have been considered previously.

Closing remarks

Conclude the presentation by summarizing the key points and emphasizing the takeaways. Thank your audience for their time and participation and express your willingness to engage in further discussions or collaborations on the subject.

Well, the length of a case study presentation can vary depending on the complexity of the topic and the needs of your audience. However, a typical business or academic presentation often lasts between 15 to 30 minutes. 

This time frame usually allows for a thorough explanation of the case while maintaining audience engagement. However, always consider leaving a few minutes at the end for a Q&A session to address any questions or clarify points made during the presentation.

When it comes to presenting a compelling case study, having a well-structured template can be a game-changer. 

It helps you organize your thoughts, data and findings in a coherent and visually pleasing manner. 

Not all case studies are created equal and different scenarios require distinct approaches for maximum impact. 

To save you time and effort, I have curated a list of 5 versatile case study presentation templates, each designed for specific needs and audiences. 

Here are some best case study presentation examples that showcase effective strategies for engaging your audience and conveying complex information clearly.

1 . Lab report case study template

Ever feel like your research gets lost in a world of endless numbers and jargon? Lab case studies are your way out!

Think of it as building a bridge between your cool experiment and everyone else. It’s more than just reporting results – it’s explaining the “why” and “how” in a way that grabs attention and makes sense.

This lap report template acts as a blueprint for your report, guiding you through each essential section (introduction, methods, results, etc.) in a logical order.

Want to present your research like a pro? Browse our research presentation template gallery for creative inspiration!

2. Product case study template

It’s time you ditch those boring slideshows and bullet points because I’ve got a better way to win over clients: product case study templates.

Instead of just listing features and benefits, you get to create a clear and concise story that shows potential clients exactly what your product can do for them. It’s like painting a picture they can easily visualize, helping them understand the value your product brings to the table.

Grab the template below, fill in the details, and watch as your product’s impact comes to life!

3. Content marketing case study template

In digital marketing, showcasing your accomplishments is as vital as achieving them. 

A well-crafted case study not only acts as a testament to your successes but can also serve as an instructional tool for others. 

With this coral content marketing case study template—a perfect blend of vibrant design and structured documentation, you can narrate your marketing triumphs effectively.

4. Case study psychology template

Understanding how people tick is one of psychology’s biggest quests and case studies are like magnifying glasses for the mind. They offer in-depth looks at real-life behaviors, emotions and thought processes, revealing fascinating insights into what makes us human.

Writing a top-notch case study, though, can be a challenge. It requires careful organization, clear presentation and meticulous attention to detail. That’s where a good case study psychology template comes in handy.

Think of it as a helpful guide, taking care of formatting and structure while you focus on the juicy content. No more wrestling with layouts or margins – just pour your research magic into crafting a compelling narrative.

5. Lead generation case study template

Lead generation can be a real head-scratcher. But here’s a little help: a lead generation case study.

Think of it like a friendly handshake and a confident resume all rolled into one. It’s your chance to showcase your expertise, share real-world successes and offer valuable insights. Potential clients get to see your track record, understand your approach and decide if you’re the right fit.

No need to start from scratch, though. This lead generation case study template guides you step-by-step through crafting a clear, compelling narrative that highlights your wins and offers actionable tips for others. Fill in the gaps with your specific data and strategies, and voilà! You’ve got a powerful tool to attract new customers.

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

So, you’ve spent hours crafting the perfect case study and are now tasked with presenting it. Crafting the case study is only half the battle; delivering it effectively is equally important. 

Whether you’re facing a room of executives, academics or potential clients, how you present your findings can make a significant difference in how your work is received. 

Forget boring reports and snooze-inducing presentations! Let’s make your case study sing. Here are some key pointers to turn information into an engaging and persuasive performance:

• Know your audience : Tailor your presentation to the knowledge level and interests of your audience. Remember to use language and examples that resonate with them.
• Rehearse : Rehearsing your case study presentation is the key to a smooth delivery and for ensuring that you stay within the allotted time. Practice helps you fine-tune your pacing, hone your speaking skills with good word pronunciations and become comfortable with the material, leading to a more confident, conversational and effective presentation.
• Start strong : Open with a compelling introduction that grabs your audience’s attention. You might want to use an interesting statistic, a provocative question or a brief story that sets the stage for your case study.
• Be clear and concise : Avoid jargon and overly complex sentences. Get to the point quickly and stay focused on your objectives.
• Use visual aids : Incorporate slides with graphics, charts or videos to supplement your verbal presentation. Make sure they are easy to read and understand.
• Tell a story : Use storytelling techniques to make the case study more engaging. A well-told narrative can help you make complex data more relatable and easier to digest.

Ditching the dry reports and slide decks? Venngage’s case study templates let you wow customers with your solutions and gain insights to improve your business plan. Pre-built templates, visual magic and customer captivation – all just a click away. Go tell your story and watch them say “wow!”

Nailed your case study, but want to make your presentation even stronger? Avoid these common mistakes to ensure your audience gets the most out of it:

Overloading with information

A case study is not an encyclopedia. Overloading your presentation with excessive data, text or jargon can make it cumbersome and difficult for the audience to digest the key points. Stick to what’s essential and impactful. Need help making your data clear and impactful? Our data presentation templates can help! Find clear and engaging visuals to showcase your findings.

Lack of structure

Jumping haphazardly between points or topics can confuse your audience. A well-structured presentation, with a logical flow from introduction to conclusion, is crucial for effective communication.

Ignoring the audience

Different audiences have different needs and levels of understanding. Failing to adapt your presentation to your audience can result in a disconnect and a less impactful presentation.

Poor visual elements

While content is king, poor design or lack of visual elements can make your case study dull or hard to follow. Make sure you use high-quality images, graphs and other visual aids to support your narrative.

Not focusing on results

A case study aims to showcase a problem and its solution, but what most people care about are the results. Failing to highlight or adequately explain the outcomes can make your presentation fall flat.

How to start a case study presentation?

Starting a case study presentation effectively involves a few key steps:

• Grab attention : Open with a hook—an intriguing statistic, a provocative question or a compelling visual—to engage your audience from the get-go.
• Set the stage : Briefly introduce the subject, context and relevance of the case study to give your audience an idea of what to expect.
• Outline objectives : Clearly state what the case study aims to achieve. Are you solving a problem, proving a point or showcasing a success?
• Agenda : Give a quick outline of the key sections or topics you’ll cover to help the audience follow along.
• Set expectations : Let your audience know what you want them to take away from the presentation, whether it’s knowledge, inspiration or a call to action.

How to present a case study on PowerPoint and on Google Slides?

Presenting a case study on PowerPoint and Google Slides involves a structured approach for clarity and impact using presentation slides :

• Title slide : Start with a title slide that includes the name of the case study, your name and any relevant institutional affiliations.
• Introduction : Follow with a slide that outlines the problem or situation your case study addresses. Include a hook to engage the audience.
• Objectives : Clearly state the goals of the case study in a dedicated slide.
• Findings : Use charts, graphs and bullet points to present your findings succinctly.
• Analysis : Discuss what the findings mean, drawing on supporting data or secondary research as necessary.
• Conclusion : Summarize key takeaways and results.
• Q&A : End with a slide inviting questions from the audience.

What’s the role of analysis in a case study presentation?

The role of analysis in a case study presentation is to interpret the data and findings, providing context and meaning to them. 

It helps your audience understand the implications of the case study, connects the dots between the problem and the solution and may offer recommendations for future action.

Is it important to include real data and results in the presentation?

Yes, including real data and results in a case study presentation is crucial to show experience,  credibility and impact. Authentic data lends weight to your findings and conclusions, enabling the audience to trust your analysis and take your recommendations more seriously

How do I conclude a case study presentation effectively?

To conclude a case study presentation effectively, summarize the key findings, insights and recommendations in a clear and concise manner. 

End with a strong call-to-action or a thought-provoking question to leave a lasting impression on your audience.

What’s the best way to showcase data in a case study presentation ?

The best way to showcase data in a case study presentation is through visual aids like charts, graphs and infographics which make complex information easily digestible, engaging and creative. 

Don’t just report results, visualize them! This template for example lets you transform your social media case study into a captivating infographic that sparks conversation.

Choose the type of visual that best represents the data you’re showing; for example, use bar charts for comparisons or pie charts for parts of a whole. 

Ensure that the visuals are high-quality and clearly labeled, so the audience can quickly grasp the key points. 

Keep the design consistent and simple, avoiding clutter or overly complex visuals that could distract from the message.

Choose a template that perfectly suits your case study where you can utilize different visual aids for maximum impact. 

Need more inspiration on how to turn numbers into impact with the help of infographics? Our ready-to-use infographic templates take the guesswork out of creating visual impact for your case studies with just a few clicks.

Related: 10+ Case Study Infographic Templates That Convert

Congrats on mastering the art of compelling case study presentations! This guide has equipped you with all the essentials, from structure and nuances to avoiding common pitfalls. You’re ready to impress any audience, whether in the boardroom, the classroom or beyond.

And remember, you’re not alone in this journey. Venngage’s Case Study Creator is your trusty companion, ready to elevate your presentations from ordinary to extraordinary. So, let your confidence shine, leverage your newly acquired skills and prepare to deliver presentations that truly resonate.

Go forth and make a lasting impact!

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All You Wanted to Know About How to Write a Case Study

What do you study in your college? If you are a psychology, sociology, or anthropology student, we bet you might be familiar with what a case study is. This research method is used to study a certain person, group, or situation. In this guide from our dissertation writing service , you will learn how to write a case study professionally, from researching to citing sources properly. Also, we will explore different types of case studies and show you examples — so that you won’t have any other questions left.

What Is a Case Study?

A case study is a subcategory of research design which investigates problems and offers solutions. Case studies can range from academic research studies to corporate promotional tools trying to sell an idea—their scope is quite vast.

What Is the Difference Between a Research Paper and a Case Study?

While research papers turn the reader’s attention to a certain problem, case studies go even further. Case study guidelines require students to pay attention to details, examining issues closely and in-depth using different research methods. For example, case studies may be used to examine court cases if you study Law, or a patient's health history if you study Medicine. Case studies are also used in Marketing, which are thorough, empirically supported analysis of a good or service's performance. Well-designed case studies can be valuable for prospective customers as they can identify and solve the potential customers pain point.

Case studies involve a lot of storytelling – they usually examine particular cases for a person or a group of people. This method of research is very helpful, as it is very practical and can give a lot of hands-on information. Most commonly, the length of the case study is about 500-900 words, which is much less than the length of an average research paper.

The structure of a case study is very similar to storytelling. It has a protagonist or main character, which in your case is actually a problem you are trying to solve. You can use the system of 3 Acts to make it a compelling story. It should have an introduction, rising action, a climax where transformation occurs, falling action, and a solution.

Here is a rough formula for you to use in your case study:

Problem (Act I): > Solution (Act II) > Result (Act III) > Conclusion.

Types of Case Studies

The purpose of a case study is to provide detailed reports on an event, an institution, a place, future customers, or pretty much anything. There are a few common types of case study, but the type depends on the topic. The following are the most common domains where case studies are needed:

• Historical case studies are great to learn from. Historical events have a multitude of source info offering different perspectives. There are always modern parallels where these perspectives can be applied, compared, and thoroughly analyzed.
• Problem-oriented case studies are usually used for solving problems. These are often assigned as theoretical situations where you need to immerse yourself in the situation to examine it. Imagine you’re working for a startup and you’ve just noticed a significant flaw in your product’s design. Before taking it to the senior manager, you want to do a comprehensive study on the issue and provide solutions. On a greater scale, problem-oriented case studies are a vital part of relevant socio-economic discussions.
• Cumulative case studies collect information and offer comparisons. In business, case studies are often used to tell people about the value of a product.
• Critical case studies explore the causes and effects of a certain case.
• Illustrative case studies describe certain events, investigating outcomes and lessons learned.

Need a compelling case study? EssayPro has got you covered. Our experts are ready to provide you with detailed, insightful case studies that capture the essence of real-world scenarios. Elevate your academic work with our professional assistance.

Case Study Format

The case study format is typically made up of eight parts:

• Executive Summary. Explain what you will examine in the case study. Write an overview of the field you’re researching. Make a thesis statement and sum up the results of your observation in a maximum of 2 sentences.
• Background. Provide background information and the most relevant facts. Isolate the issues.
• Case Evaluation. Isolate the sections of the study you want to focus on. In it, explain why something is working or is not working.
• Proposed Solutions. Offer realistic ways to solve what isn’t working or how to improve its current condition. Explain why these solutions work by offering testable evidence.
• Conclusion. Summarize the main points from the case evaluations and proposed solutions. 6. Recommendations. Talk about the strategy that you should choose. Explain why this choice is the most appropriate.
• Implementation. Explain how to put the specific strategies into action.
• References. Provide all the citations.

How to Write a Case Study

Let's discover how to write a case study.

Setting Up the Research

When writing a case study, remember that research should always come first. Reading many different sources and analyzing other points of view will help you come up with more creative solutions. You can also conduct an actual interview to thoroughly investigate the customer story that you'll need for your case study. Including all of the necessary research, writing a case study may take some time. The research process involves doing the following:

• Define your objective. Explain the reason why you’re presenting your subject. Figure out where you will feature your case study; whether it is written, on video, shown as an infographic, streamed as a podcast, etc.
• Determine who will be the right candidate for your case study. Get permission, quotes, and other features that will make your case study effective. Get in touch with your candidate to see if they approve of being part of your work. Study that candidate’s situation and note down what caused it.
• Identify which various consequences could result from the situation. Follow these guidelines on how to start a case study: surf the net to find some general information you might find useful.
• Make a list of credible sources and examine them. Seek out important facts and highlight problems. Always write down your ideas and make sure to brainstorm.
• Focus on several key issues – why they exist, and how they impact your research subject. Think of several unique solutions. Draw from class discussions, readings, and personal experience. When writing a case study, focus on the best solution and explore it in depth. After having all your research in place, writing a case study will be easy. You may first want to check the rubric and criteria of your assignment for the correct case study structure.

Read Also: ' WHAT IS A CREDIBLE SOURCES ?'

Although your instructor might be looking at slightly different criteria, every case study rubric essentially has the same standards. Your professor will want you to exhibit 8 different outcomes:

• Correctly identify the concepts, theories, and practices in the discipline.
• Identify the relevant theories and principles associated with the particular study.
• Evaluate legal and ethical principles and apply them to your decision-making.
• Recognize the global importance and contribution of your case.
• Construct a coherent summary and explanation of the study.
• Demonstrate analytical and critical-thinking skills.
• Explain the interrelationships between the environment and nature.
• Integrate theory and practice of the discipline within the analysis.

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Case Study Outline

Let's look at the structure of an outline based on the issue of the alcoholic addiction of 30 people.

Introduction

• Statement of the issue: Alcoholism is a disease rather than a weakness of character.
• Presentation of the problem: Alcoholism is affecting more than 14 million people in the USA, which makes it the third most common mental illness there.
• Explanation of the terms: In the past, alcoholism was commonly referred to as alcohol dependence or alcohol addiction. Alcoholism is now the more severe stage of this addiction in the disorder spectrum.
• Hypotheses: Drinking in excess can lead to the use of other drugs.
• Importance of your story: How the information you present can help people with their addictions.
• Background of the story: Include an explanation of why you chose this topic.
• Presentation of analysis and data: Describe the criteria for choosing 30 candidates, the structure of the interview, and the outcomes.
• Strong argument 1: ex. X% of candidates dealing with anxiety and depression...
• Strong argument 2: ex. X amount of people started drinking by their mid-teens.
• Strong argument 3: ex. X% of respondents’ parents had issues with alcohol.
• Concluding statement: I have researched if alcoholism is a disease and found out that…
• Recommendations: Ways and actions for preventing alcohol use.

Writing a Case Study Draft

After you’ve done your case study research and written the outline, it’s time to focus on the draft. In a draft, you have to develop and write your case study by using: the data which you collected throughout the research, interviews, and the analysis processes that were undertaken. Follow these rules for the draft:

• Your draft should contain at least 4 sections: an introduction; a body where you should include background information, an explanation of why you decided to do this case study, and a presentation of your main findings; a conclusion where you present data; and references.
• In the introduction, you should set the pace very clearly. You can even raise a question or quote someone you interviewed in the research phase. It must provide adequate background information on the topic. The background may include analyses of previous studies on your topic. Include the aim of your case here as well. Think of it as a thesis statement. The aim must describe the purpose of your work—presenting the issues that you want to tackle. Include background information, such as photos or videos you used when doing the research.
• Describe your unique research process, whether it was through interviews, observations, academic journals, etc. The next point includes providing the results of your research. Tell the audience what you found out. Why is this important, and what could be learned from it? Discuss the real implications of the problem and its significance in the world.
• Include quotes and data (such as findings, percentages, and awards). This will add a personal touch and better credibility to the case you present. Explain what results you find during your interviews in regards to the problem and how it developed. Also, write about solutions which have already been proposed by other people who have already written about this case.
• At the end of your case study, you should offer possible solutions, but don’t worry about solving them yourself.

Use Data to Illustrate Key Points in Your Case Study

Even though your case study is a story, it should be based on evidence. Use as much data as possible to illustrate your point. Without the right data, your case study may appear weak and the readers may not be able to relate to your issue as much as they should. Let's see the examples from essay writing service :

‍ With data: Alcoholism is affecting more than 14 million people in the USA, which makes it the third most common mental illness there. Without data: A lot of people suffer from alcoholism in the United States.

Try to include as many credible sources as possible. You may have terms or sources that could be hard for other cultures to understand. If this is the case, you should include them in the appendix or Notes for the Instructor or Professor.

Finalizing the Draft: Checklist

After you finish drafting your case study, polish it up by answering these ‘ask yourself’ questions and think about how to end your case study:

• Check that you follow the correct case study format, also in regards to text formatting.
• Check that your work is consistent with its referencing and citation style.
• Micro-editing — check for grammar and spelling issues.
• Macro-editing — does ‘the big picture’ come across to the reader? Is there enough raw data, such as real-life examples or personal experiences? Have you made your data collection process completely transparent? Does your analysis provide a clear conclusion, allowing for further research and practice?

Problems to avoid:

• Overgeneralization – Do not go into further research that deviates from the main problem.
• Failure to Document Limitations – Just as you have to clearly state the limitations of a general research study, you must describe the specific limitations inherent in the subject of analysis.
• Failure to Extrapolate All Possible Implications – Just as you don't want to over-generalize from your case study findings, you also have to be thorough in the consideration of all possible outcomes or recommendations derived from your findings.

How to Create a Title Page and Cite a Case Study

Let's see how to create an awesome title page.

Your title page depends on the prescribed citation format. The title page should include:

• A title that attracts some attention and describes your study
• The title should have the words “case study” in it
• The title should range between 5-9 words in length
• Your name and contact information
• Your finished paper should be only 500 to 1,500 words in length.With this type of assignment, write effectively and avoid fluff

Here is a template for the APA and MLA format title page:

There are some cases when you need to cite someone else's study in your own one – therefore, you need to master how to cite a case study. A case study is like a research paper when it comes to citations. You can cite it like you cite a book, depending on what style you need.

Citation Example in MLA ‍ Hill, Linda, Tarun Khanna, and Emily A. Stecker. HCL Technologies. Boston: Harvard Business Publishing, 2008. Print.

Citation Example in APA ‍ Hill, L., Khanna, T., & Stecker, E. A. (2008). HCL Technologies. Boston: Harvard Business Publishing.

Citation Example in Chicago Hill, Linda, Tarun Khanna, and Emily A. Stecker. HCL Technologies.

Case Study Examples

To give you an idea of a professional case study example, we gathered and linked some below.

Eastman Kodak Case Study

Case Study Example: Audi Trains Mexican Autoworkers in Germany

To conclude, a case study is one of the best methods of getting an overview of what happened to a person, a group, or a situation in practice. It allows you to have an in-depth glance at the real-life problems that businesses, healthcare industry, criminal justice, etc. may face. This insight helps us look at such situations in a different light. This is because we see scenarios that we otherwise would not, without necessarily being there. If you need custom essays , try our research paper writing services .

Get Help Form Qualified Writers

Crafting a case study is not easy. You might want to write one of high quality, but you don’t have the time or expertise. If you’re having trouble with your case study, help with essay request - we'll help. EssayPro writers have read and written countless case studies and are experts in endless disciplines. Request essay writing, editing, or proofreading assistance from our custom case study writing service , and all of your worries will be gone.

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What Is A Case Study?

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How to Write a Case Study

Last Updated: April 1, 2024 Approved

This article was co-authored by Annaliese Dunne . Annaliese Dunne is a Middle School English Teacher. With over 10 years of teaching experience, her areas of expertise include writing and grammar instruction, as well as teaching reading comprehension. She is also an experienced freelance writer. She received her Bachelor's degree in English. wikiHow marks an article as reader-approved once it receives enough positive feedback. In this case, 82% of readers who voted found the article helpful, earning it our reader-approved status. This article has been viewed 580,763 times.

There are many different kinds of case studies. There are also various uses for writing case studies, from academic research purposes to provision of corporate proof points. There are approximately four types of case studies: illustrative (descriptive of events), exploratory (investigative), cumulative (collective information comparisons) and critical (examine particular subject with cause and effect outcomes). After becoming familiar with the different types and styles of case study instructions and how each applies to your purposes, there are some steps that make writing flow smoothly and ensure the development and delivery of a uniform case study that can be used to prove a point or illustrate accomplishments.

Getting Started

• Whatever case study method you're employing, your purpose is to thoroughly analyze a situation (or "case") which could reveal factors or information otherwise ignored or unknown. These can be written about companies, whole countries, or even individuals. What's more, these can be written on more abstract things, like programs or practices. Really, if you can dream it, you can write a case study about it. [1] X Research source

• Start your research at the library and/or on the Internet to begin delving into a specific problem. Once you've narrowed down your search to a specific problem, find as much about it as you can from a variety of different sources. Look up information in books, journals, DVDs, websites, magazines, newspapers, etc. As you go through each one, take adequate notes so you can find the info later on! [1] X Research source

• Find out what has been written before, and read the important articles about your case's situation . When you do this, you may find there is an existing problem that needs solution, or you may find that you have to come up with an interesting idea that might or might not work in your case situation.
• Review sample case studies that are similar in style and scope to get an idea of composition and format, too.

Preparing the Interview

• Find knowledgeable people to interview. They don't necessarily have to be on your site, but they must be, actively or in the past, directly involved.
• Determine whether you will interview an individual or group of individuals to serve as examples in your case study. It may be beneficial for participants to gather as a group and provide insight collectively. If the study focuses on personal subject matter or medical issues, it may be better to conduct personal interviews.
• Gather as much information as possible about your subjects to ensure that you develop interviews and activities that will result in obtaining the most advantageous information to your study.

• When you are interviewing people, ask them questions that will help you understand their opinions. I.e., How do you feel about the situation? What can you tell me about how the site (or the situation) developed? What do you think should be different, if anything? You also need to ask questions that will give you facts that might not be available from an article--make your work different and purposeful.

• Make sure all your informants are aware of what you're doing. They need to be fully informed (and signing waivers in certain cases) and your questions need to be appropriate and not controversial.

Obtaining Data

• When you ask a question that doesn't let someone answer with a "yes" or a "no" you usually get more information. What you are trying to do is get the person to tell you whatever it is that he or she knows and thinks --even though you don't always know just what that is going to be before you ask the question. Keep your questions open-ended.
• Request data and materials from subjects as applicable to add credibility to your findings and future presentations of your case study. Clients can provide statistics about usage of a new tool or product and participants can provide photos and quotes that show evidence of findings that may support the case.

• You can't include it all. So, you need to think about how to sort through it, take out the excess, and arrange it so that the situation at the case site will be understandable to your readers. Before you can do this, you have to put all the information together where you can see it and analyze what is going on.

• This will allow you to concentrate on what material is the most important. You're bound to receive information from participants that should be included, but solely on the periphery. Organize your material to mirror this.

Writing Your Piece

• The introduction should very clearly set the stage. In a detective story, the crime happens right at the beginning and the detective has to put together the information to solve it for the rest of the story. In a case, you can start by raising a question. You could quote someone you interviewed.
• Make sure to include background information on your study site, why your interviewees are a good sample, and what makes your problem pressing to give your audience a panoramic view of the issue. [2] X Research source After you've clearly stated the problem at hand, of course. [1] X Research source Include photos or a video if it would benefit your work to be persuasive and personalized.
• After the reader has all the knowledge needed to understand the problem, present your data. Include customer quotes and data (percentages, awards and findings) if possible to add a personal touch and more credibility to the case presented. Describe for the reader what you learned in your interviews about the problem at this site, how it developed, what solutions have already been proposed and/or tried, and feelings and thoughts of those working or visiting there. You may have to do calculations or extra research yourself to back up any claims.
• At the end of your analysis, you should offer possible solutions, but don't worry about solving the case itself. You may find referring to some interviewees' statements will do the alluding for you. Let the reader leave with a full grasp of the problem, but trying to come up with their own desire to change it. [1] X Research source Feel free to leave the reader with a question, forcing them to think for themselves. If you have written a good case, they will have enough information to understand the situation and have a lively class discussion.

• You may have terms that would be hard for other cultures to understand. If this is the case, include it in the appendix or in a Note for the Instructor .

• Go over your study section by section, but also as a whole. Each data point needs to fit into both it's place and the entirety of the work. If you can't find an appropriate place for something, stick it in the appendix.

• Have someone else proofread, too. Your mind may have become oblivious to the errors it has seen 100 times. Another set of eyes may also notice content that has been left open-ended or is otherwise confusing.

Expert Q&A

• If you are developing many case studies for the same purpose using the same general subjects, use a uniform template and/or design. Thanks Helpful 0 Not Helpful 0
• Be sure to ask open-ended questions while conducting interviews to foster a discussion. Thanks Helpful 0 Not Helpful 0
• Ask for permission to contact case study participants as you develop the written case study. You may discover that you need additional information as you analyze all data. Thanks Helpful 0 Not Helpful 0

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Expert Interview

Thanks for reading our article! If you’d like to learn more about writing, check out our in-depth interview with Annaliese Dunne .

• ↑ 1.0 1.1 1.2 1.3 http://www.essayforum.com/grammar-usage-13/to-write-case-study-366/
• ↑ https://www.universalclass.com/articles/business/the-process-of-writing-a-case-study.htm
• http://writing.colostate.edu/guides/research/casestudy/pop2a.cfm Colorado State University Case Study writing guides
• http://www.hoffmanmarcom.com/casestudy/howtowrite.php Hoffman Marketing and Communications case study overview

About this article

To write a case study, start with an introduction that defines key terms, outlines the problem your case study addresses, and gives necessary background information. You can also include photos or a video if they will help your work to be more persuasive. Then, present your findings from the case study and explain your methodology, including how you used your data to come to your conclusions. In your conclusion, offer possible solutions or next steps for research, based on your results. To learn how to select participants for your case study, keep reading. Did this summary help you? Yes No

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Writing the Case Study

How should i approach it.

Investigating and writing up a report will require the completion of specific stages. You will need to timetable sufficient time to complete each stage, but also be aware that some stages are revisited while you are analysing the case and writing the report. Thinking and writing becomes a cyclical process.

Stages essential for analysing and writing a case study report may include:

1. Define the task

Your first step is to read the case and all the instructions for the assignment.

Use the checklist as a guide. You can print out this checklist to record your definition of the task. You may find it helpful to compare and discuss your understanding of the task with other students or colleagues. Try to visualise all the elements of the problem by using mind-maps to chart the main issues on a large piece of paper.

Checklist for defining the task

2. consider which theories and analysis tools may apply to the situation.

Your course notes, text books and readings should indicate the appropriate methodology for your case study analysis

Identify the problems

In your initial analysis you should identify the problems (issues/risks etc.) inherent in the case. Read to uncover the organisation's history of success and failure in relation to the case, the communication processes that are occurring, and relevant current strengths and weaknesses of the organisation or its activities that relate to the case.

A useful technique here is to create a mind-map of the situation, the processes and problems or issues. Use the mind-map to separate the problem elements and to note the most important and their relationships.

In your notes, document the causes and consequences of the problems highlighted in the case and also your preliminary ideas for solutions. Be prepared to discover more problems and solutions as you continue your analysis of the case!

Apply analysis tools

There are many tools available for analysis in the management and engineering fields but you need to evaluate which tools would best apply to your assessment of the issues/problems / risks etc. If you are unsure about which tool to use, read the rationale and purpose of each tool and discuss the options with your colleagues and course facilitator.

Document your results and ideas

It is important to create a complete set of notes that will be useful to refer to when writing up the case study report. For this reason record your findings and your own thoughts on the case. Also clearly document any testing, calculations or specifications that relate to your investigation of solutions as well.

3. Make recommendations and form conclusions

Make recommendations.

Recommendations are a clear statement (in text and/or table format) of what action should be taken to minimise, solve or remove the problems being investigated. Recommendations usually require a detailed action plan for implementation of a solution or a range of solutions depending on future events/scenarios.

According to Jarvis (2002), "for each part of your solution ask: 

• Will it work - why - what could possibly go wrong?
• Who will do it, are they capable, who else might be, who might be block?
• When- timing-sequence?
• How and how much –cost it out- where are the pay offs/savings?"

Form conclusions

Conclusions are drawn from your analysis and assessment of the situation. You usually consider must and desirable objectives. Also consider the limitations of your recommendations based on your testing of solutions and original assumptions that had to be made in the case.

4. Write the report

This section provides some advice on the process of writing up your report.

Plan the report 

Before you begin to write the report, it is essential to have a plan of its structure. You can begin to plan the report while you are investigating the case.

Fist, prepare an outline (in list or mind-map format) of the main headings and subheadings you will have in the report. Then add notes and ideas to the outline which remind you of what you want to achieve in each section and subsection. Use the outline to help you consider what information to include, where it should go and in what sequence. Be prepared to change your outline as your ideas develop. Finally, the outline headings and subheadings can be converted into the contents page of your report. 

Schedule your writing time

Prepare a schedule for writing and editing the sections of the report. Allow some extra time just in case you find some sections difficult to write. Begin by writing the sections you feel most confident about. Preliminary sections (executive summary, introduction) and supplementary sections (conclusions, reference list and appendices) are usually prepared last. Some writers like to begin with their conclusions (where the writer's thoughts are at that moment) or the methodology (it's easier to write about your own work). 

Analyse your audience 

In writing a case study report in your course, the report is often intended for an imaginary person so you need to make sure that your language and style suites that person. For example, a report for senior management will be different in content and style and language to a technical report. A report to a community group would also be different again in content, style and language. Audience definition helps you decide what to include in the report based on what readers need to know to perform their jobs better or what the readers need to know to increase their knowledge about your subject. These notes on audience analysis are adapted from Huckin and Olsen (p1991)

*After: Huckin & Olsen ,1991.1.

• Who will read the report? Think about all the uses of the report and where and when it would be read. Reports written within an organisation may be read by different people and different departments; for example, technical and design specialists, supervisors, senior managers, lawyers, marketing and finance specialists.
• What are the readers' needs and goals? Each department or unit in an organisation has its own needs and goals. Understanding the different perspectives can help you decide how to communicate persuasively to these groups. For example while design engineers may prefer to develop new or alternative design to show progress in their field, the marketing specialist may prefer that the organisation imitate a known successful design to save time.
• How do I make communication clear for managers? Communication must be accessible and useful to busy managers as they will primarily seek important generalisations. This has implications for the report's structure, the amount of orientation or background information provided and the level of technical language used. An executive summary, introductions to new sections and concluding summaries for major sections should be included in the report.
• What might be the readers' preferences or objections to the report? You may need to address the significance and benefits/limitations of your recommendations from a number of readers' perspectives in the report. You may also need to consider compromises as a way to acknowledge potential conflicts or criticisms of your recommendations or solutions.

Prepare a draft report 

Writers rarely produce a perfect piece of text in their first attempt so a number of drafts are usually produced. Careful planning and editing will ensure a consistent professional standard in the report. You will need to do the following:

• Revise the task often 

Do this by keeping both the reader's needs and the report's objectives in mind as you gather information, take notes and write sections of the report.

• Be selective 

Do this by taking clear notes, which include the information gathered and your thoughts about the usefulness and the implications of this information. Review your notes to decide what is essential information to include in the report.

• Create a logical structure 

Use your contents page outline to decide where information will go. Within each section, plan the subheadings and then decide on the sequence of information within these.

Check that your writing flows and that your ideas are supported and plausible. If you are not sure what to look for, here are links to advice and activities on report organisation, cohesion and evidence.

Ensure that all your figures and tables communicate a clear message. Show a colleague your visuals to check how they will be interpreted or 'read'.

• Edit, edit, edit

For first drafts, a word processor's spell checker and grammar checker can be useful however, do not rely solely on these tools in your final edit as they are not perfect. Errors will be overlooked or even created by these programs! The best ways to edit are to read a printed copy and where possible get a colleague to read and give feedback.

Here is a report checklist that you can print out: CHECKLIST

5. Prepare the reference list

The reference list is a list of all the sources you refer to in the report. If you do not reference sources of information, your assignment could be failed. As you read and take notes remember to collect the following information so that you can easily and quickly assemble your reference list.

 Further advice on the conventions for formatting reference lists and 'in text' references can be found in the Academic Skills toolkit .

6. Prepare cover/title page

Check your course requirements on the content and layout of the title page. As a general rule include the following:

• Institution the authors are affiliated with: eg UNSW School of Safety Science
• Title of the report

Eg "BHP Billiton Risk Assessment: Strategic Political Risks to BHP's Operations In Angola". 

• Author/s names (+ student numbers)
• Course name and code
• Date document was submitted

7. Final edit

At this stage it is best if you can leave the report for a day or so before conducting a final proof-read. This assists you to approach your report as a 'reader' rather than as the 'writer' so you will more easily see errors. You should expect to spend a couple of hours on this task.

• Reread the assignment guidelines so the task is fresh in your mind. Read the whole report to check that there is a logical structure to the whole report.
• Check each section of the report (including your executive summary, introduction and conclusion) for content and structure. Note changes to make in the sequence of sections.
• Note (highlight) changes you wish to make within sections (delete, simplify, expand, reorganise). In particular look closely at transition sections, figures and tables, sentences, referencing conventions and document formatting.
• Read through the report and make changes as required.

Here are some editing activities for you to try!

How is a case study organised?

Engineering & science

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What Is a Case Study?

Weighing the pros and cons of this method of research

Kendra Cherry, MS, is a psychosocial rehabilitation specialist, psychology educator, and author of the "Everything Psychology Book."

Cara Lustik is a fact-checker and copywriter.

Verywell / Colleen Tighe

• Pros and Cons

What Types of Case Studies Are Out There?

Where do you find data for a case study, how do i write a psychology case study.

A case study is an in-depth study of one person, group, or event. In a case study, nearly every aspect of the subject's life and history is analyzed to seek patterns and causes of behavior. Case studies can be used in many different fields, including psychology, medicine, education, anthropology, political science, and social work.

The point of a case study is to learn as much as possible about an individual or group so that the information can be generalized to many others. Unfortunately, case studies tend to be highly subjective, and it is sometimes difficult to generalize results to a larger population.

While case studies focus on a single individual or group, they follow a format similar to other types of psychology writing. If you are writing a case study, we got you—here are some rules of APA format to reference.  

At a Glance

A case study, or an in-depth study of a person, group, or event, can be a useful research tool when used wisely. In many cases, case studies are best used in situations where it would be difficult or impossible for you to conduct an experiment. They are helpful for looking at unique situations and allow researchers to gather a lot of˜ information about a specific individual or group of people. However, it's important to be cautious of any bias we draw from them as they are highly subjective.

What Are the Benefits and Limitations of Case Studies?

A case study can have its strengths and weaknesses. Researchers must consider these pros and cons before deciding if this type of study is appropriate for their needs.

One of the greatest advantages of a case study is that it allows researchers to investigate things that are often difficult or impossible to replicate in a lab. Some other benefits of a case study:

• Allows researchers to capture information on the 'how,' 'what,' and 'why,' of something that's implemented
• Gives researchers the chance to collect information on why one strategy might be chosen over another
• Permits researchers to develop hypotheses that can be explored in experimental research

On the other hand, a case study can have some drawbacks:

• It cannot necessarily be generalized to the larger population
• Cannot demonstrate cause and effect
• It may not be scientifically rigorous
• It can lead to bias

Researchers may choose to perform a case study if they want to explore a unique or recently discovered phenomenon. Through their insights, researchers develop additional ideas and study questions that might be explored in future studies.

It's important to remember that the insights from case studies cannot be used to determine cause-and-effect relationships between variables. However, case studies may be used to develop hypotheses that can then be addressed in experimental research.

Case Study Examples

There have been a number of notable case studies in the history of psychology. Much of  Freud's work and theories were developed through individual case studies. Some great examples of case studies in psychology include:

• Anna O : Anna O. was a pseudonym of a woman named Bertha Pappenheim, a patient of a physician named Josef Breuer. While she was never a patient of Freud's, Freud and Breuer discussed her case extensively. The woman was experiencing symptoms of a condition that was then known as hysteria and found that talking about her problems helped relieve her symptoms. Her case played an important part in the development of talk therapy as an approach to mental health treatment.
• Phineas Gage : Phineas Gage was a railroad employee who experienced a terrible accident in which an explosion sent a metal rod through his skull, damaging important portions of his brain. Gage recovered from his accident but was left with serious changes in both personality and behavior.
• Genie : Genie was a young girl subjected to horrific abuse and isolation. The case study of Genie allowed researchers to study whether language learning was possible, even after missing critical periods for language development. Her case also served as an example of how scientific research may interfere with treatment and lead to further abuse of vulnerable individuals.

Such cases demonstrate how case research can be used to study things that researchers could not replicate in experimental settings. In Genie's case, her horrific abuse denied her the opportunity to learn a language at critical points in her development.

This is clearly not something researchers could ethically replicate, but conducting a case study on Genie allowed researchers to study phenomena that are otherwise impossible to reproduce.

There are a few different types of case studies that psychologists and other researchers might use:

• Collective case studies : These involve studying a group of individuals. Researchers might study a group of people in a certain setting or look at an entire community. For example, psychologists might explore how access to resources in a community has affected the collective mental well-being of those who live there.
• Descriptive case studies : These involve starting with a descriptive theory. The subjects are then observed, and the information gathered is compared to the pre-existing theory.
• Explanatory case studies : These   are often used to do causal investigations. In other words, researchers are interested in looking at factors that may have caused certain things to occur.
• Exploratory case studies : These are sometimes used as a prelude to further, more in-depth research. This allows researchers to gather more information before developing their research questions and hypotheses .
• Instrumental case studies : These occur when the individual or group allows researchers to understand more than what is initially obvious to observers.
• Intrinsic case studies : This type of case study is when the researcher has a personal interest in the case. Jean Piaget's observations of his own children are good examples of how an intrinsic case study can contribute to the development of a psychological theory.

The three main case study types often used are intrinsic, instrumental, and collective. Intrinsic case studies are useful for learning about unique cases. Instrumental case studies help look at an individual to learn more about a broader issue. A collective case study can be useful for looking at several cases simultaneously.

The type of case study that psychology researchers use depends on the unique characteristics of the situation and the case itself.

There are a number of different sources and methods that researchers can use to gather information about an individual or group. Six major sources that have been identified by researchers are:

• Archival records : Census records, survey records, and name lists are examples of archival records.
• Direct observation : This strategy involves observing the subject, often in a natural setting . While an individual observer is sometimes used, it is more common to utilize a group of observers.
• Documents : Letters, newspaper articles, administrative records, etc., are the types of documents often used as sources.
• Interviews : Interviews are one of the most important methods for gathering information in case studies. An interview can involve structured survey questions or more open-ended questions.
• Participant observation : When the researcher serves as a participant in events and observes the actions and outcomes, it is called participant observation.
• Physical artifacts : Tools, objects, instruments, and other artifacts are often observed during a direct observation of the subject.

If you have been directed to write a case study for a psychology course, be sure to check with your instructor for any specific guidelines you need to follow. If you are writing your case study for a professional publication, check with the publisher for their specific guidelines for submitting a case study.

Here is a general outline of what should be included in a case study.

Section 1: A Case History

This section will have the following structure and content:

Background information : The first section of your paper will present your client's background. Include factors such as age, gender, work, health status, family mental health history, family and social relationships, drug and alcohol history, life difficulties, goals, and coping skills and weaknesses.

Description of the presenting problem : In the next section of your case study, you will describe the problem or symptoms that the client presented with.

Describe any physical, emotional, or sensory symptoms reported by the client. Thoughts, feelings, and perceptions related to the symptoms should also be noted. Any screening or diagnostic assessments that are used should also be described in detail and all scores reported.

Your diagnosis : Provide your diagnosis and give the appropriate Diagnostic and Statistical Manual code. Explain how you reached your diagnosis, how the client's symptoms fit the diagnostic criteria for the disorder(s), or any possible difficulties in reaching a diagnosis.

Section 2: Treatment Plan

This portion of the paper will address the chosen treatment for the condition. This might also include the theoretical basis for the chosen treatment or any other evidence that might exist to support why this approach was chosen.

• Cognitive behavioral approach : Explain how a cognitive behavioral therapist would approach treatment. Offer background information on cognitive behavioral therapy and describe the treatment sessions, client response, and outcome of this type of treatment. Make note of any difficulties or successes encountered by your client during treatment.
• Humanistic approach : Describe a humanistic approach that could be used to treat your client, such as client-centered therapy . Provide information on the type of treatment you chose, the client's reaction to the treatment, and the end result of this approach. Explain why the treatment was successful or unsuccessful.
• Psychoanalytic approach : Describe how a psychoanalytic therapist would view the client's problem. Provide some background on the psychoanalytic approach and cite relevant references. Explain how psychoanalytic therapy would be used to treat the client, how the client would respond to therapy, and the effectiveness of this treatment approach.
• Pharmacological approach : If treatment primarily involves the use of medications, explain which medications were used and why. Provide background on the effectiveness of these medications and how monotherapy may compare with an approach that combines medications with therapy or other treatments.

This section of a case study should also include information about the treatment goals, process, and outcomes.

When you are writing a case study, you should also include a section where you discuss the case study itself, including the strengths and limitiations of the study. You should note how the findings of your case study might support previous research. 

In your discussion section, you should also describe some of the implications of your case study. What ideas or findings might require further exploration? How might researchers go about exploring some of these questions in additional studies?

Need More Tips?

Here are a few additional pointers to keep in mind when formatting your case study:

• Never refer to the subject of your case study as "the client." Instead, use their name or a pseudonym.
• Read examples of case studies to gain an idea about the style and format.
• Remember to use APA format when citing references .

Crowe S, Cresswell K, Robertson A, Huby G, Avery A, Sheikh A. The case study approach .  BMC Med Res Methodol . 2011;11:100.

Crowe S, Cresswell K, Robertson A, Huby G, Avery A, Sheikh A. The case study approach . BMC Med Res Methodol . 2011 Jun 27;11:100. doi:10.1186/1471-2288-11-100

Gagnon, Yves-Chantal.  The Case Study as Research Method: A Practical Handbook . Canada, Chicago Review Press Incorporated DBA Independent Pub Group, 2010.

Yin, Robert K. Case Study Research and Applications: Design and Methods . United States, SAGE Publications, 2017.

By Kendra Cherry, MSEd Kendra Cherry, MS, is a psychosocial rehabilitation specialist, psychology educator, and author of the "Everything Psychology Book."

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Organizing Your Social Sciences Research Paper: Writing a Case Study

• Purpose of Guide
• Design Flaws to Avoid
• Independent and Dependent Variables
• Glossary of Research Terms
• Narrowing a Topic Idea
• Broadening a Topic Idea
• Extending the Timeliness of a Topic Idea
• Academic Writing Style
• Choosing a Title
• Making an Outline
• Paragraph Development
• Executive Summary
• The C.A.R.S. Model
• Background Information
• The Research Problem/Question
• Theoretical Framework
• Citation Tracking
• Content Alert Services
• Evaluating Sources
• Reading Research Effectively
• Primary Sources
• Secondary Sources
• Tiertiary Sources
• What Is Scholarly vs. Popular?
• Qualitative Methods
• Quantitative Methods
• Using Non-Textual Elements
• Limitations of the Study
• Common Grammar Mistakes
• Writing Concisely
• Avoiding Plagiarism
• Footnotes or Endnotes?
• Further Readings
• Annotated Bibliography
• Dealing with Nervousness
• Using Visual Aids
• Grading Someone Else's Paper
• Types of Structured Group Activities
• Group Project Survival Skills
• Multiple Book Review Essay
• Reviewing Collected Essays
• Writing a Case Study
• About Informed Consent
• Writing Field Notes
• Writing a Policy Memo
• Writing a Research Proposal
• Bibliography

The term case study refers to both a method of analysis and a specific research design for examining a problem, both of which are used in most circumstances to generalize across populations. This tab focuses on the latter--how to design and organize a research paper in the social sciences that analyzes a specific case.

A case study research paper examines a person, place, event, phenomenon, or other type of subject of analysis in order to extrapolate  key themes and results that help predict future trends, illuminate previously hidden issues that can be applied to practice, and/or provide a means for understanding an important research problem with greater clarity. A case study paper usually examines a single subject of analysis, but case study papers can also be designed as a comparative investigation that shows relationships between two or among more than two subjects. The methods used to study a case can rest within a quantitative, qualitative, or mixed-method investigative paradigm.

Case Studies . Writing@CSU. Colorado State University; Mills, Albert J. , Gabrielle Durepos, and Eiden Wiebe, editors. Encyclopedia of Case Study Research . Thousand Oaks, CA: SAGE Publications, 2010 ; “What is a Case Study?” In Swanborn, Peter G. Case Study Research: What, Why and How? London: SAGE, 2010.

How to Approach Writing a Case Study Research Paper

General information about how to choose a topic to investigate can be found under the " Choosing a Research Problem " tab in this writing guide. Review this page because it may help you identify a subject of analysis that can be investigated using a single case study design.

However, identifying a case to investigate involves more than choosing the research problem . A case study encompasses a problem contextualized around the application of in-depth analysis, interpretation, and discussion, often resulting in specific recommendations for action or for improving existing conditions. As Seawright and Gerring note, practical considerations such as time and access to information can influence case selection, but these issues should not be the sole factors used in describing the methodological justification for identifying a particular case to study. Given this, selecting a case includes considering the following:

• Does the case represent an unusual or atypical example of a research problem that requires more in-depth analysis? Cases often represent a topic that rests on the fringes of prior investigations because the case may provide new ways of understanding the research problem. For example, if the research problem is to identify strategies to improve policies that support girl's access to secondary education in predominantly Muslim nations, you could consider using Azerbaijan as a case study rather than selecting a more obvious nation in the Middle East. Doing so may reveal important new insights into recommending how governments in other predominantly Muslim nations can formulate policies that support improved access to education for girls.
• Does the case provide important insight or illuminate a previously hidden problem? In-depth analysis of a case can be based on the hypothesis that the case study will reveal trends or issues that have not been exposed in prior research or will reveal new and important implications for practice. For example, anecdotal evidence may suggest drug use among homeless veterans is related to their patterns of travel throughout the day. Assuming prior studies have not looked at individual travel choices as a way to study access to illicit drug use, a case study that observes a homeless veteran could reveal how issues of personal mobility choices facilitate regular access to illicit drugs. Note that it is important to conduct a thorough literature review to ensure that your assumption about the need to reveal new insights or previously hidden problems is valid and evidence-based.
• Does the case challenge and offer a counter-point to prevailing assumptions? Over time, research on any given topic can fall into a trap of developing assumptions based on outdated studies that are still applied to new or changing conditions or the idea that something should simply be accepted as "common sense," even though the issue has not been thoroughly tested in practice. A case may offer you an opportunity to gather evidence that challenges prevailing assumptions about a research problem and provide a new set of recommendations applied to practice that have not been tested previously. For example, perhaps there has been a long practice among scholars to apply a particular theory in explaining the relationship between two subjects of analysis. Your case could challenge this assumption by applying an innovative theoretical framework [perhaps borrowed from another discipline] to the study a case in order to explore whether this approach offers new ways of understanding the research problem. Taking a contrarian stance is one of the most important ways that new knowledge and understanding develops from existing literature.
• Does the case provide an opportunity to pursue action leading to the resolution of a problem? Another way to think about choosing a case to study is to consider how the results from investigating a particular case may result in findings that reveal ways in which to resolve an existing or emerging problem. For example, studying the case of an unforeseen incident, such as a fatal accident at a railroad crossing, can reveal hidden issues that could be applied to preventative measures that contribute to reducing the chance of accidents in the future. In this example, a case study investigating the accident could lead to a better understanding of where to strategically locate additional signals at other railroad crossings in order to better warn drivers of an approaching train, particularly when visibility is hindered by heavy rain, fog, or at night.
• Does the case offer a new direction in future research? A case study can be used as a tool for exploratory research that points to a need for further examination of the research problem. A case can be used when there are few studies that help predict an outcome or that establish a clear understanding about how best to proceed in addressing a problem. For example, after conducting a thorough literature review [very important!], you discover that little research exists showing the ways in which women contribute to promoting water conservation in rural communities of Uganda. A case study of how women contribute to saving water in a particular village can lay the foundation for understanding the need for more thorough research that documents how women in their roles as cooks and family caregivers think about water as a valuable resource within their community throughout rural regions of east Africa. The case could also point to the need for scholars to apply feminist theories of work and family to the issue of water conservation.

Eisenhardt, Kathleen M. “Building Theories from Case Study Research.” Academy of Management Review 14 (October 1989): 532-550; Emmel, Nick. Sampling and Choosing Cases in Qualitative Research: A Realist Approach . Thousand Oaks, CA: SAGE Publications, 2013; Gerring, John. “What Is a Case Study and What Is It Good for?” American Political Science Review 98 (May 2004): 341-354; Mills, Albert J. , Gabrielle Durepos, and Eiden Wiebe, editors. Encyclopedia of Case Study Research . Thousand Oaks, CA: SAGE Publications, 2010; Seawright, Jason and John Gerring. "Case Selection Techniques in Case Study Research." Political Research Quarterly 61 (June 2008): 294-308.

Structure and Writing Style

The purpose of a paper in the social sciences designed around a case study is to thoroughly investigate a subject of analysis in order to reveal a new understanding about the research problem and, in so doing, contributing new knowledge to what is already known from previous studies. In applied social sciences disciplines [e.g., education, social work, public administration, etc.], case studies may also be used to reveal best practices, highlight key programs, or investigate interesting aspects of professional work. In general, the structure of a case study research paper is not all that different from a standard college-level research paper. However, there are subtle differences you should be aware of. Here are the key elements to organizing and writing a case study research paper.

I.  Introduction

As with any research paper, your introduction should serve as a roadmap for your readers to ascertain the scope and purpose of your study . The introduction to a case study research paper, however, should not only describe the research problem and its significance, but you should also succinctly describe why the case is being used and how it relates to addressing the problem. The two elements should be linked. With this in mind, a good introduction answers these four questions:

• What was I studying? Describe the research problem and describe the subject of analysis you have chosen to address the problem. Explain how they are linked and what elements of the case will help to expand knowledge and understanding about the problem.
• Why was this topic important to investigate? Describe the significance of the research problem and state why a case study design and the subject of analysis that the paper is designed around is appropriate in addressing the problem.
• What did we know about this topic before I did this study? Provide background that helps lead the reader into the more in-depth literature review to follow. If applicable, summarize prior case study research applied to the research problem and why it fails to adequately address the research problem. Describe why your case will be useful. If no prior case studies have been used to address the research problem, explain why you have selected this subject of analysis.
• How will this study advance new knowledge or new ways of understanding? Explain why your case study will be suitable in helping to expand knowledge and understanding about the research problem.

Each of these questions should be addressed in no more than a few paragraphs. Exceptions to this can be when you are addressing a complex research problem or subject of analysis that requires more in-depth background information.

II.  Literature Review

The literature review for a case study research paper is generally structured the same as it is for any college-level research paper. The difference, however, is that the literature review is focused on providing background information and  enabling historical interpretation of the subject of analysis in relation to the research problem the case is intended to address . This includes synthesizing studies that help to:

• Place relevant works in the context of their contribution to understanding the case study being investigated . This would include summarizing studies that have used a similar subject of analysis to investigate the research problem. If there is literature using the same or a very similar case to study, you need to explain why duplicating past research is important [e.g., conditions have changed; prior studies were conducted long ago, etc.].
• Describe the relationship each work has to the others under consideration that informs the reader why this case is applicable . Your literature review should include a description of any works that support using the case to study the research problem and the underlying research questions.
• Identify new ways to interpret prior research using the case study . If applicable, review any research that has examined the research problem using a different research design. Explain how your case study design may reveal new knowledge or a new perspective or that can redirect research in an important new direction.
• Resolve conflicts amongst seemingly contradictory previous studies . This refers to synthesizing any literature that points to unresolved issues of concern about the research problem and describing how the subject of analysis that forms the case study can help resolve these existing contradictions.
• Point the way in fulfilling a need for additional research . Your review should examine any literature that lays a foundation for understanding why your case study design and the subject of analysis around which you have designed your study may reveal a new way of approaching the research problem or offer a perspective that points to the need for additional research.
• Expose any gaps that exist in the literature that the case study could help to fill . Summarize any literature that not only shows how your subject of analysis contributes to understanding the research problem, but how your case contributes to a new way of understanding the problem that prior research has failed to do.
• Locate your own research within the context of existing literature [very important!] . Collectively, your literature review should always place your case study within the larger domain of prior research about the problem. The overarching purpose of reviewing pertinent literature in a case study paper is to demonstrate that you have thoroughly identified and synthesized prior studies in the context of explaining the relevance of the case in addressing the research problem.

III.  Method

In this section, you explain why you selected a particular subject of analysis to study and the strategy you used to identify and ultimately decide that your case was appropriate in addressing the research problem. The way you describe the methods used varies depending on the type of subject of analysis that frames your case study.

If your subject of analysis is an incident or event . In the social and behavioral sciences, the event or incident that represents the case to be studied is usually bounded by time and place, with a clear beginning and end and with an identifiable location or position relative to its surroundings. The subject of analysis can be a rare or critical event or it can focus on a typical or regular event. The purpose of studying a rare event is to illuminate new ways of thinking about the broader research problem or to test a hypothesis. Critical incident case studies must describe the method by which you identified the event and explain the process by which you determined the validity of this case to inform broader perspectives about the research problem or to reveal new findings. However, the event does not have to be a rare or uniquely significant to support new thinking about the research problem or to challenge an existing hypothesis. For example, Walo, Bull, and Breen conducted a case study to identify and evaluate the direct and indirect economic benefits and costs of a local sports event in the City of Lismore, New South Wales, Australia. The purpose of their study was to provide new insights from measuring the impact of a typical local sports event that prior studies could not measure well because they focused on large "mega-events." Whether the event is rare or not, the methods section should include an explanation of the following characteristics of the event: a) when did it take place; b) what were the underlying circumstances leading to the event; c) what were the consequences of the event.

If your subject of analysis is a person. Explain why you selected this particular individual to be studied and describe what experience he or she has had that provides an opportunity to advance new understandings about the research problem. Mention any background about this person which might help the reader understand the significance of his/her experiences that make them worthy of study. This includes describing the relationships this person has had with other people, institutions, and/or events that support using him or her as the subject for a case study research paper. It is particularly important to differentiate the person as the subject of analysis from others and to succinctly explain how the person relates to examining the research problem.

If your subject of analysis is a place. In general, a case study that investigates a place suggests a subject of analysis that is unique or special in some way and that this uniqueness can be used to build new understanding or knowledge about the research problem. A case study of a place must not only describe its various attributes relevant to the research problem [e.g., physical, social, cultural, economic, political, etc.], but you must state the method by which you determined that this place will illuminate new understandings about the research problem. It is also important to articulate why a particular place as the case for study is being used if similar places also exist [i.e., if you are studying patterns of homeless encampments of veterans in open spaces, why study Echo Park in Los Angeles rather than Griffith Park?]. If applicable, describe what type of human activity involving this place makes it a good choice to study [e.g., prior research reveals Echo Park has more homeless veterans].

If your subject of analysis is a phenomenon. A phenomenon refers to a fact, occurrence, or circumstance that can be studied or observed but with the cause or explanation to be in question. In this sense, a phenomenon that forms your subject of analysis can encompass anything that can be observed or presumed to exist but is not fully understood. In the social and behavioral sciences, the case usually focuses on human interaction within a complex physical, social, economic, cultural, or political system. For example, the phenomenon could be the observation that many vehicles used by ISIS fighters are small trucks with English language advertisements on them. The research problem could be that ISIS fighters are difficult to combat because they are highly mobile. The research questions could be how and by what means are these vehicles used by ISIS being supplied to the militants and how might supply lines to these vehicles be cut? How might knowing the suppliers of these trucks from overseas reveal larger networks of collaborators and financial support? A case study of a phenomenon most often encompasses an in-depth analysis of a cause and effect that is grounded in an interactive relationship between people and their environment in some way.

NOTE:   The choice of the case or set of cases to study cannot appear random. Evidence that supports the method by which you identified and chose your subject of analysis should be linked to the findings from the literature review. Be sure to cite any prior studies that helped you determine that the case you chose was appropriate for investigating the research problem.

IV.  Discussion

The main elements of your discussion section are generally the same as any research paper, but centered around interpreting and drawing conclusions about the key findings from your case study. Note that a general social sciences research paper may contain a separate section to report findings. However, in a paper designed around a case study, it is more common to combine a description of the findings with the discussion about their implications. The objectives of your discussion section should include the following:

Reiterate the Research Problem/State the Major Findings Briefly reiterate the research problem you are investigating and explain why the subject of analysis around which you designed the case study were used. You should then describe the findings revealed from your study of the case using direct, declarative, and succinct proclamation of the study results. Highlight any findings that were unexpected or especially profound.

Explain the Meaning of the Findings and Why They are Important Systematically explain the meaning of your case study findings and why you believe they are important. Begin this part of the section by repeating what you consider to be your most important or surprising finding first, then systematically review each finding. Be sure to thoroughly extrapolate what your analysis of the case can tell the reader about situations or conditions beyond the actual case that was studied while, at the same time, being careful not to misconstrue or conflate a finding that undermines the external validity of your conclusions.

Relate the Findings to Similar Studies No study in the social sciences is so novel or possesses such a restricted focus that it has absolutely no relation to previously published research. The discussion section should relate your case study results to those found in other studies, particularly if questions raised from prior studies served as the motivation for choosing your subject of analysis. This is important because comparing and contrasting the findings of other studies helps to support the overall importance of your results and it highlights how and in what ways your case study design and the subject of analysis differs from prior research about the topic.

Consider Alternative Explanations of the Findings It is important to remember that the purpose of social science research is to discover and not to prove. When writing the discussion section, you should carefully consider all possible explanations for the case study results, rather than just those that fit your hypothesis or prior assumptions and biases. Be alert to what the in-depth analysis of the case may reveal about the research problem, including offering a contrarian perspective to what scholars have stated in prior research.

Acknowledge the Study's Limitations You can state the study's limitations in the conclusion section of your paper but describing the limitations of your subject of analysis in the discussion section provides an opportunity to identify the limitations and explain why they are not significant. This part of the discussion section should also note any unanswered questions or issues your case study could not address. More detailed information about how to document any limitations to your research can be found here .

Suggest Areas for Further Research Although your case study may offer important insights about the research problem, there are likely additional questions related to the problem that remain unanswered or findings that unexpectedly revealed themselves as a result of your in-depth analysis of the case. Be sure that the recommendations for further research are linked to the research problem and that you explain why your recommendations are valid in other contexts and based on the original assumptions of your study.

V.  Conclusion

As with any research paper, you should summarize your conclusion in clear, simple language; emphasize how the findings from your case study differs from or supports prior research and why. Do not simply reiterate the discussion section. Provide a synthesis of key findings presented in the paper to show how these converge to address the research problem. If you haven't already done so in the discussion section, be sure to document the limitations of your case study and needs for further research.

The function of your paper's conclusion is to: 1)  restate the main argument supported by the findings from the analysis of your case; 2) clearly state the context, background, and necessity of pursuing the research problem using a case study design in relation to an issue, controversy, or a gap found from reviewing the literature; and, 3) provide a place for you to persuasively and succinctly restate the significance of your research problem, given that the reader has now been presented with in-depth information about the topic.

Consider the following points to help ensure your conclusion is appropriate:

• If the argument or purpose of your paper is complex, you may need to summarize these points for your reader.
• If prior to your conclusion, you have not yet explained the significance of your findings or if you are proceeding inductively, use the conclusion of your paper to describe your main points and explain their significance.
• Move from a detailed to a general level of consideration of the case study's findings that returns the topic to the context provided by the introduction or within a new context that emerges from your case study findings.

Note that, depending on the discipline you are writing in and your professor's preferences, the concluding paragraph may contain your final reflections on the evidence presented applied to practice or on the essay's central research problem. However, the nature of being introspective about the subject of analysis you have investigated will depend on whether you are explicitly asked to express your observations in this way.

Problems to Avoid

Overgeneralization One of the goals of a case study is to lay a foundation for understanding broader trends and issues applied to similar circumstances. However, be careful when drawing conclusions from your case study. They must be evidence-based and grounded in the results of the study; otherwise, it is merely speculation. Looking at a prior example, it would be incorrect to state that a factor in improving girls access to education in Azerbaijan and the policy implications this may have for improving access in other Muslim nations is due to girls access to social media if there is no documentary evidence from your case study to indicate this. There may be anecdotal evidence that retention rates were better for girls who were on social media, but this observation would only point to the need for further research and would not be a definitive finding if this was not a part of your original research agenda.

Failure to Document Limitations No case is going to reveal all that needs to be understood about a research problem. Therefore, just as you have to clearly state the limitations of a general research study , you must describe the specific limitations inherent in the subject of analysis. For example, the case of studying how women conceptualize the need for water conservation in a village in Uganda could have limited application in other cultural contexts or in areas where fresh water from rivers or lakes is plentiful and, therefore, conservation is understood differently than preserving access to a scarce resource.

Failure to Extrapolate All Possible Implications Just as you don't want to over-generalize from your case study findings, you also have to be thorough in the consideration of all possible outcomes or recommendations derived from your findings. If you do not, your reader may question the validity of your analysis, particularly if you failed to document an obvious outcome from your case study research. For example, in the case of studying the accident at the railroad crossing to evaluate where and what types of warning signals should be located, you failed to take into consideration speed limit signage as well as warning signals. When designing your case study, be sure you have thoroughly addressed all aspects of the problem and do not leave gaps in your analysis.

Case Studies . Writing@CSU. Colorado State University; Gerring, John. Case Study Research: Principles and Practices . New York: Cambridge University Press, 2007; Merriam, Sharan B. Qualitative Research and Case Study Applications in Education . Rev. ed. San Francisco, CA: Jossey-Bass, 1998; Miller, Lisa L. “The Use of Case Studies in Law and Social Science Research.” Annual Review of Law and Social Science 14 (2018): TBD; Mills, Albert J., Gabrielle Durepos, and Eiden Wiebe, editors. Encyclopedia of Case Study Research . Thousand Oaks, CA: SAGE Publications, 2010; Putney, LeAnn Grogan. "Case Study." In Encyclopedia of Research Design , Neil J. Salkind, editor. (Thousand Oaks, CA: SAGE Publications, 2010), pp. 116-120; Simons, Helen. Case Study Research in Practice . London: SAGE Publications, 2009;  Kratochwill,  Thomas R. and Joel R. Levin, editors. Single-Case Research Design and Analysis: New Development for Psychology and Education .  Hilldsale, NJ: Lawrence Erlbaum Associates, 1992; Swanborn, Peter G. Case Study Research: What, Why and How? London : SAGE, 2010; Yin, Robert K. Case Study Research: Design and Methods . 6th edition. Los Angeles, CA, SAGE Publications, 2014; Walo, Maree, Adrian Bull, and Helen Breen. “Achieving Economic Benefits at Local Events: A Case Study of a Local Sports Event.” Festival Management and Event Tourism 4 (1996): 95-106.

Writing Tip

At Least Five Misconceptions about Case Study Research

Social science case studies are often perceived as limited in their ability to create new knowledge because they are not randomly selected and findings cannot be generalized to larger populations. Flyvbjerg examines five misunderstandings about case study research and systematically "corrects" each one. To quote, these are:

Misunderstanding 1 :  General, theoretical [context-independent knowledge is more valuable than concrete, practical (context-dependent) knowledge. Misunderstanding 2 :  One cannot generalize on the basis of an individual case; therefore, the case study cannot contribute to scientific development. Misunderstanding 3 :  The case study is most useful for generating hypotheses; that is, in the first stage of a total research process, whereas other methods are more suitable for hypotheses testing and theory building. Misunderstanding 4 :  The case study contains a bias toward verification, that is, a tendency to confirm the researcher’s preconceived notions. Misunderstanding 5 :  It is often difficult to summarize and develop general propositions and theories on the basis of specific case studies [p. 221].

While writing your paper, think introspectively about how you addressed these misconceptions because to do so can help you strengthen the validity and reliability of your research by clarifying issues of case selection, the testing and challenging of existing assumptions, the interpretation of key findings, and the summation of case outcomes. Think of a case study research paper as a complete, in-depth narrative about the specific properties and key characteristics of your subject of analysis applied to the research problem.

Flyvbjerg, Bent. “Five Misunderstandings About Case-Study Research.” Qualitative Inquiry 12 (April 2006): 219-245.

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Article Contents

Introduction, literature review, methodology, analysis and results, audience design for chatbots: a way forward, acknowledgments, making the case for audience design in conversational ai: users’ pragmatic strategies and rapport expectations in interaction with a task-oriented chatbot.

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Doris Dippold, Making the Case for Audience Design in Conversational AI: Users’ Pragmatic Strategies and Rapport Expectations in Interaction with a Task-Oriented Chatbot, Applied Linguistics , 2024;, amae033, https://doi.org/10.1093/applin/amae033

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With chatbots becoming more and more prevalent in commercial and service contexts, they need to be designed to provide equitable access to services for all user groups. This paper argues that insights into users’ pragmatic strategies and rapport expectations can inform the audience design of chatbots and ensure that all users can equally benefit from the services they facilitate. The argument is underpinned by the analysis of simulated user interactions with a chatbot facilitating health appointment bookings, users’ introspective comments on their interactions, and users’ qualitative survey comments. The study shows that users’ pragmatic strategies show considerable variation. It also shows the negative impact of user experiences when the chatbot’s language and interaction patterns do not align with users’ rapport expectations. In closing, the paper uses these findings to define audience design for chatbots and discuss how audience design can be realized and supported by research.

Chatbots are becoming ever more common in daily life, taking over customer service functions, offering advice, and facilitating access to public services, for example, through appointment booking. In this paper, I aim to show that improved audience design—the adaptive design of bot dialogue in line with users’ pragmatic practices and expectations—will better align services with principles of equality (giving everyone equal opportunities), diversity (valuing difference), and inclusion (ensuring access to services).

The cornerstone of my approach is an investigation of chatbot users’ pragmatic strategies. Whilst the analytical focus is primarily on particular politeness strategies ( Brown and Levinson 1987 ), the paper will also look at users’ deployment of other pragmatic strategies. These include greetings and partings which serve as access rituals ( Goffman 1971 : 79) and as face-saving strategies ( Laver 1981 ), self-disclosure ( Haugh and Carbaugh 2015 ), discourse markers ( Fraser 1999 ), expressions of thanks as an indication of alignment ( Aston 1995 ), and the use of pronouns and names as forms of address in interaction with an appointment booking chatbot. These are triangulated with user comments, made in surveys and interviews, on how these pragmatic strategies connect to their expectations for rapport ( Spencer-Oatey 2008 ). In chatbot research, investigations of users’ pragmatic strategies are still relatively scarce, in particular those using ethnographic and qualitative approaches (see literature review). This study investigates these strategies in a semi-naturalistic setting and thus addresses a gap in human–machine interaction research, underpinning a discussion on how cultural sensitivity within chatbot interactions can be enhanced in the future.

To introduce my argument regarding the need for audience design, a look at two frequently cited studies of language use in interethnic and intercultural contexts. We start with Gumperz’ (1982) case study relating to events at Heathrow Airport in the late 1970s. Pakistani and Indian staff there were hired to serve food at a staff canteen but were perceived as rude and uncooperative by British supervisors and customers. After recording service interactions in the cafeteria, Gumperz found that the Indian and Pakistani staff tended to use falling intonation when making service-related requests. Interpreting these intonation patterns against their background expectations of phonetic patterns, British speakers of English interpreted these requests as unnecessary statements rather than offers and judged the Indian and Pakistani staff to be rude.

More than 20 years later, Spencer-Oatey and Xing (2003) and Spencer-Oatey (2005) investigated participants’ pragmatic strategies and rapport expectations in a Chinese-British business meeting. Drawing on transcriptions of video recordings, retrospective comments by participants and researcher observations, the authors showed that rapport between participants is centred around and can be threatened by individuals’ perceptions of different aspects of language and discourse, for example, stylistic choices, turn management, topic choice, sequencing of information, and so on, as well as differences in their assessment of contextual factors.

These classic case studies have one central aspect in common: they all emphasize how specific language strategies, dialogue patterns, and conversational expectations drive individuals’ perceptions of other social actors. In this paper, I will take these ideas forward to propose that artificial social actors such as chatbots need to be subjected to audience design to mimic the way that human social actors adapt to different audiences, no matter whether these differences are defined by users’ linguistic or cultural backgrounds or other factors, such as age.

The paper starts with a literature review in which I will introduce the notion of audience design, review previous research on users’ expectations of chatbot dialogue and describe the main theoretical approaches framing this study, politeness theory ( Brown and Levinson 1987 ), and rapport management ( Spencer-Oatey 2008 ). In the methodology section, I will discuss the triangulated research design consisting of an analysis of user interactions with a chatbot, surveys, and user interviews, participant recruitment and the analytical approach. I present the results in the form of the case studies of two users’ interactions with the chatbot, followed by a discussion of users’ pragmatic strategies and rapport expectations against the backdrop of the three rapport management dimensions of face, sociality rights, and interactional goals. I close with a definition of audience design for chatbots, its importance and a research agenda for audience design in human–machine interaction.

Introducing audience design

The concept of audience design derives from Bell (1984 , 2001 ). The key take-home-message is that ‘speakers design their style primarily for and in response to their audience’ (143). Bell (1984) roots the concept explicitly in sociolinguistic theory, defining the factors influencing language variation in the design of speech for different audiences as both linguistic (e.g. phonology, syntax, etc.) and extralinguistic, including interspeaker (class, age, etc.) and intraspeaker (addressee, topic, etc.) variation. In his ‘reworked’ audience design concept, Bell (2001) further stresses that style shift also includes encoding the speaker’s own identity in relation to their audience. Audience design shows reflections of Hymes’ (1974)   ‘SPEAKING’ mnemonic which purports that linguistic competence requires an acknowledgement of context in speaking. It also integrates Gumperz’s (1982) notion of contextualization cues that describes how listeners interpret verbal and nonverbal features in line with their expectations of social interaction.

Previous research on users’ expectations of chatbot dialogue

The majority of the research on people’s perceptions of interactions with bots and other forms of conversational AI so far uses experimental methods rather than data gathered ‘in the wild’. Their insights underline not only the importance of building conversational agents that have the ability to build and sustain rapport with their users but also the importance of aligning the language strategies of the bot with the expectations of their users. For example, Srinivasan (2016) systematically manipulated the politeness levels of requests (e.g. positive politeness, negative politeness, etc.) used by chatbots in interaction with users. They found that the use of positive politeness was more likely to entice people to help the robots complete tasks, such as to open a door. Salem et al. (2014) investigated the effects of politeness and culture on robot acceptance and anthropomorphization. They found that the more polite robot was perceived to exhibit greater warmth than the control robot. Moreover, they also found that native speakers of English and of Arabic evaluated the robot differently, suggesting that differences in language and sociocultural background between users may be guiding users’ perceptions. Finally, the importance of conversational agents building rapport with users was shown in a study by Bickmore and Pickard (2005) who found that an artificial agent supporting users with a new fitness regime attracted more respect, was liked more, and generated more trust than a non-relational agent and made users more likely to want to continue working with the agent.

The importance of alignment of conversational AI systems with user preferences and expectations has been confirmed in research on text-based chatbots and voice–user interfaces. Cowan et al. (2016) operationalized dialectal variation as a factor for users’ perceptions of the credibility of a navigation system. They found that a navigation system speaking with an Irish voice was considered more credible by its Irish users, no matter how accurate it was. Li and Mao (2015) confirmed the importance of user alignment with their study on a virtual health advisory system. They showed that, when the system’s communication style aligned with a user’s style, it was perceived to be more enjoyable, credible, informative, and transparent. Moreover, Følstad et al. (2020), in a questionnaire-based study on user experiences with chatbots, found that user experience, user needs, and user expectations varied with age. Younger users expected more elements that allowed for the engagement with the bot to be evocative or stimulating, whereas older users preferred elements that were oriented towards the task and general productivity. Van der Goot (2021) described customers’ ‘communication journeys’ with chatbots through the help of interviews with respondents of different genders, ages, and educational levels. They found that customer journeys were strongly influenced by customers’ prior expectations of the interaction, their experiences during the conversations, the effort required, and the extent to which the bot appeared to be human-like. Finally, the study also revealed that there were differences in users’ expectations of language style, for example, of the use of formal vs. informal style.

Another tranche of studies describes how users interact with conversational AI by drawing on the micro-analytical techniques provided by conversation analysis. For example, Hill et al. (2015) investigated differences between human–human interaction via instant messenger and human–chatbot interaction. They found that users’ pragmatic strategies were linked to their perceptions of how human-like their conversational partner was. When interacting with chatbots, users used more profanity and less rich vocabulary than when they were interacting with humans via instant messenger. Braunger et al ’.s (2017) study on user interactions with an in-car spoken dialogue system revealed that speakers were influenced by their beliefs about the system, leading them to adapt to the system, for example, through the use of short concise phrases. Finally, Pelikan (2015) and Pelikan and Broth (2016) investigated how humans adapt to embodied robots, revealing that users adapted their turn design and turn-taking strategies to be in line with their expectations of the conversations.

So far, there is a scarcity of studies that explicitly investigate users’ pragmatic strategies in interaction with chatbots. In one study which is based on the same dataset than the one for this paper ( Dippold 2023 ). I revealed that some users’ strategies that are more akin to human–human interaction are less likely to be successful than those that accommodate the chatbot’s strategies. The only cross-cultural study of users’ pragmatic strategies in interaction with chatbots known to me is Timpe-Laughlin and Dombi’s (2020) comparison of L2 Hungarian and L1 Japanese learners’ English requests to an automated agent. The study not only showed distinct differences in both groups’ strategies to learners’ requests elicited in other interlanguage studies of requests, such as more direct strategies and more internal rather than external modifiers. In addition, it also showed differences in the realization of requests between the two groups. This study is significant as it is perhaps the first attempt to systematically describe the request strategies of different linguistic and cultural groups, insights from which are important to inform audience design through a window into users’ practices.

In summary, existing studies suggest that users have more positive perceptions of conversational systems that are perceived to be creating rapport with users and whose spoken or written output strategies align with user characteristics and expectations. Studies also found that users adapt their pragmatic strategies to their perceptions and expectations of the conversational system. This suggests that a more user-centred design of chatbot language and interaction patterns needs to consider users’ expectations and preferences as well as their pragmatic strategies in interaction with chatbots. This study thus seeks to address this research gap by combining an investigation into users’ rapport expectations—as supported by the chatbot’s dialogue patterns—with an exploration of users’ own pragmatic strategies.

Research questions

This paper supports the research agenda of human–machine interaction by investigating two central questions:

What pragmatic strategies do people use when interacting with chatbots?

In what way do users’ rapport expectations influence their enjoyment of interacting with the chatbot?

The insights from both of these research questions will allow for ethnographically grounded and qualitative insights into users’ authentic pragmatic strategies and rapport expectations and the relationship between these strategies and expectations. Given the experimental focus of most prior studies and a lack of investigation into pragmatic strategies in human–machine contexts, this study thus addresses an important research need. This empirically informed discussion on these issues will later feed into a more extensive discussion of the need for audience design for AI and how audience design can be practically realized and supported through research.

Theoretical frameworks

This paper will answer these questions by drawing on two main theoretical approaches. For the analysis of users’ pragmatic strategies (research question 1), politeness theory ( Brown and Levinson 1987 ) is the guiding theoretical framework. This seminal work on politeness distinguishes positive politeness strategies (addressing human needs for connection and approval), negative politeness strategies (addressing human needs for distance and avoiding imposition), off-record politeness (indirect speech acts), and on-record strategies which are delivered without any mitigation. In addition, the consideration of users’ pragmatic strategies also involves other indicators, such as greetings and partings, self-disclosure, discourse markers, expressions of thanks and forms of address.

In addition, Spencer-Oatey’s (2008) rapport management framework provides the backdrop to the analysis for research question 2. The framework describes rapport as ‘people’s subjective perceptions of (dis)harmony, smoothness-turbulence and warmth-antagonism in interpersonal relations’ ( Spencer-Oatey and Franklin 2009 : 102) and as managed across three dimensions ( Spencer-Oatey 2008 ). The first one of these is face (the need to have personal qualities and social roles upheld) and sociality rights and obligations, consisting of equity rights (rights to personal consideration from others) and association rights (rights to an association with others that is in keeping with the relationship we have with them). The third dimension is that of interactional goals , distinguishing whether speakers focus primarily on completing the task (transactional goals) or on establishing a relationship (relational goals).

Data collection instruments

The data were collected as part of a research project conducted conjointly with start-up company spryt.com. SPRYT have developed an intelligent patient scheduling system that allows patients—currently only using English—to schedule medical appointments via text-based interactions on WhatsApp. Patients interact with a digital receptionist—the chatbot—called ‘Asa’ to schedule appointments, amend or cancel appointments, or respond to a medical screening questionnaire.

As a result of the main author’s post on a UK National Health System (NHS) AI discussion board, SPRYT asked for their support in supporting Asa’s development through her academic expertise. This research project represented the first time the scheduling system was tested with users in a simulated setting and the methodology was developed in collaboration with SPRYT. After the project, the main author gave feedback to SPRYT on aspects of Asa’s dialogue design. The author received no monetary compensation for this work but has benefited from producing publications and evidence of research impact.

Data were gathered through three research instruments:

User experience interviews (see supplementary data A ): Ten interviews were planned in collaboration with an experienced UX researcher. Interviews initially centred on users’ routines and everyday lives and then their general booking experiences for booking both health-related and other appointments. After this phase of the interview, the researcher then triggered Asa to contact the user via WhatsApp on their phone. Users were given a range of tasks to complete with Asa—for example, scheduling an appointment, cancelling an appointment, answering the patient invitation questionnaire. With every bot turn, they were asked what they liked about Asa’s response, what they disliked, what they thought they should be doing next, and what they would actually do next.

Survey (see supplementary data B ): After the user experience interviews, spryt.com made some changes to the wording of some turns and to the interaction structure of Asa, based on the researchers’ recommendations. Further data were then gathered through a survey which again asked for users’ experiences of booking, scheduling, and cancelling appointments and responding to the medical screening questionnaire. The survey included a mixture of closed and open-ended questions. Participants completed the survey soon after interacting with Asa. 32 participants were recruited for this stage.

User–bot interactions: Across the interview and the survey stage, 36 users interacted with Asa and made their interactions available for analysis. In the case of the interactions gathered as part of the interview stage, it is possible to directly crossmatch these to participant interviews that allows for insights into specific moments in the interactions. As the surveys were anonymous, answers within the survey and the interactions of respondents with Asa cannot be cross-matched.

At the time when data were collected, Asa generated templated responses from a pre-programmed response pool which were designed by the company CEO and the wider technical team. For the first 10 of the user interactions with Asa (interview stage), the system was not set up to greet users by their own name, which resulted in a greeting of ‘Hi, Test’. In the survey stage, Asa greeted users by their own names, which have been pseudonymized to maintain anonymity.

In the transcripts presented in this paper, see example 3 below Asa’s turns are represented in italics, whereas users’ responses are represented in regular typeface. Words framed by an asterisk * on each side (see, e.g. 3, 1, 4–5) would have appeared as bold on the users’ mobile phone. The purpose of this was to indicate users that using these words in a response would start a specific conversational path. However, this was not made explicit to users. Statements introduced by a dot • (e.g. lines 7–10) would have appeared as a line-separated bullet point to users.

1 What do I need to do before the appointment?

2 You can find us at, Stag Hill, University Campus, Guildford, GU2 7XH, UK

3 Can I eat before an mri

4 Are you trying to say? *general information* *schedule* appointment *prepare* for

5 appointment *None* of these

6 Prepare for appointment

7 The scan will be around 30 min • *Unless we let you know otherwise*, you can eat and drink

8 as normal and take any prescribed medication • You’re welcome to bring a friend or a relative

9 with you • The radiography team with explain the process once you arrive Do you have any

10 other questions or concerns about what to expect on the day?

11 Will it hurt

12 Sorry, I didn’t understand that. Can you say that in a different way?

13 Can I cancel the appointment

14 Okay,. Please let me know the number of the appointment you would like to cancel: 1.

15 Screening on Tue 22 Mar ‘22 at 16:00

Participant recruitment and demographics

Participants were recruited through the researchers’ social media channels as well as the university’s experimental platform. In the interviews, the majority of participants were undergraduate and postgraduate university students, in addition to two professionals who took part in the research due to professional interest in chatbot development. In the survey, the majority of participants (45 per cent) were between 18 and 24 years old and more than 70 per cent described their ethnicity as ‘White’. Due to the relatively low participant number, I will use the data only to derive theoretical insights rather than attempting to provide verifiable insights into different user group’s pragmatic strategies and rapport expectations.

Participants in both stages of the project were provided with an information sheet. Interview participants signed a written consent form, and participants in the survey stage indicated their consent electronically before starting the survey.

Data analysis

User–bot interactions..

User–bot interactions were downloaded from SPRYT’s dashboard for the trial clinic that was specifically created for the purpose of this project. The transcript files were uploaded into the qualitative analysis programme NVivo. NVivo was then used to code the data with respect to users’ pragmatic strategies, including

directly addressing Asa, for example, Hi, 2 nd   person pronouns (‘you’)

discourse markers (e.g. actually , sorry to be a pain)

greetings and partings (e.g. Goodbye)

self-disclosure (e.g. the user telling Asa their name)

expressions of thanks (e.g. Okay, thank you )

expressions of positive politeness, negative politeness, off-record and on-record politeness strategies in users’ requests for information, requests for scheduling, cancellation or rescheduling and their confirmations of attendance or compliance.

The paper will discuss to what extent these pragmatic strategies betray users’ orientations to Asa to be relationship-focussed and anthropomorphic—that is, users orient to the agent as humanlike—or task-focused, orientating to Asa as a machine ( Waytz et al. 2010 ).

Interviews and surveys.

The interviews were recorded on MS Teams. The automatically generated transcripts were downloaded and edited into a word-level transcript by a research assistant, after which they were uploaded onto Nvivo. Users’ responses to the open questions in the survey were also extracted and uploaded onto Nvivo.

The qualitative data from both the interviews and the survey were analysed using reflexive thematic analysis ( Braun and Clarke 2019 ) describes themes as ‘creative and interpretive stories about the data, produced at the intersection of the researcher’s theoretical assumptions, their analytic resources and skill, and the data themselves’ (594). Whilst the initial data approach was ‘bottom-up’, inductive, and data driven, I soon realized that one of the main stories users were telling was about their needs when booking appointments more generally, and their experiences and needs when booking through Asa (e.g. efficiency, confidentiality, being listened to). Consequently, I started using a deductive approach, drawing on a combination of semantic coding—using what a respondent has said or written—and latent coding—interpreting underlying meaning and ideas ( Byrne 2022 )—to code the entire dataset against this theme and these sub-themes. Given the analytical focus on issues of rapport, instances in which participants talked about ‘incidents’ within the interaction with Asa which has a negative effect (e.g. feeling annoyed, insulted, etc.) or a positive effect (feeling happy, proud, a sense of achievement) on them (see Spencer-Oatey 2002 ), were particularly helpful in this phase of latent coding.

In the subsequent section, I will draw on the analysis of the users’ pragmatic strategies in interaction with Asa as well as the analysis of interview and survey data in relation to the rapport management framework. The presentation of the results starts with two case studies. Subsequently, I will discuss users’ comments from the surveys and the interviews in relation to issues of rapport, linking these whenever possible to the interactional segments they relate to.

Case study 1: a relationship-focused and polite user

1 Hi Miriam, I’m Asa your virtual receptionist from University Of   Surrey. Here is how I can

2 help. 3 I can *schedule* appointments, help you *prepare* for your appointment or answer a *question* you

5 Hello, I was wondering if I could book an MRI scan?

Miriam (a pseudonym) was a participant in the second stage of the project. Example (1) is the start of the interaction with Asa, the bot (l. 1–3).

1 Sure, what date works for you?

2 I can do any day next week other than Wednesday

3 Please pick a time 08:00 09:00 10:00 11:00 12:00 13:00 14:00   15:00 16:00 17:00 18:00 19:00

5 What day?

6 Did you mean? clinic’s *opening times* *hello* *prepare* for appointment *None* of these

7 None of these

8 Sorry, I didn’t quite get that. I’m still learning. Can you please   rephrase the date/time you

9 provided? Thanks, Asa

10 Tuesday would be best

11 Sorry, I didn’t understand that. Can you say that in a different way?

12 Can I have the scan on Tuesday

Miriam reacts to Asa’s introduction by greeting Asa (‘hello’) and with a request to book an MRI scan. The request is made as a conventionally indirect request, with ‘I am wondering’ forestalling the actual request (l. 4).

Example (2) is taken from Miriam’s booking interaction with Asa. After Asa’s prompt to provide a date (l. 1), Miriam indicates her availability, though the only ‘named’ day within her turn is the day when she is not available (l. 2). This causes Asa to move the conversation on to the next question about preferred appointment times (l. 3). Given the lack of clarity with regard to the day of the appointment, Miriam reacts by asking a question to confirm what day the appointment will take place (l. 5). Asa does not understand and requests repair (l. 6), to which Miriam reacts by using one of Asa’s prompts from the previous turn (l. 7). Miriam subsequently reacts to Asa’s second and third repair request (l. 8-9, l. 11) by attempting again to confirm a day of the appointment. Both requests include negative politeness marker, for example, ‘would be’ (l. 10) and ‘can I have’ (l. 12).

14 Okay. Please let me know the number of the appointment you would like to cancel: 1.

Example (3) represents a point in the interaction at which Miriam is trying to ask questions about the procedure. After her question about actions to take ahead of the procedure (l. 1) is not understood by Asa (l. 2), she provides a ‘repaired’ turn twice (l. 3, 6). Asa does not understand Miriam’s new information request (l. 11) prompting Miriam to move out from the information-seeking sequence into a cancellation sequence. When making the cancellation request she does so again in a conventionally indirect manner (‘can I cancel’, l. 13).

Case study 2: a task-focused user

John (also a pseudonym) also interacted with Asa during the survey stage of the project. Example (4) showcases John’s complete booking interaction with Asa.

1 Hi John, I’m Asa your virtual receptionist from University Of Surrey.   Here is how I can help. I

can 2 *schedule* appointments, help you   *prepare* for your appointment or answer a

*question* you   may 3 have

5 Sure, what date works for you?

7 Okay. you can choose the time of day you want for your appointment: • Morning (8am-12pm)

• 8 Afternoon (12pm-5pm) •   Evening (5pm-8pm) • Any (8am-8pm)

10 Please put in your preferred time 08:00 09:00 10:00 11:00   None

12 I can offer you these appointment times 08:00 09:00 10:00 11:00   None

14 Hi John. I’m Asa, your virtual receptionist. Happy to confirm your   Screening appointment is

now15 booked for Wed 23 Mar ‘22 at   10:00. Is this ok?

After Asa’s standard introduction (l. 1–3), John’s first turn consists of only one word, indicating his need to schedule an appointment (l. 4). As the interaction progresses, John’s subsequent answers are equally short. For example, his requests include no additional politeness markers (e.g. l. 6), and he also uses Asa’s own prompts from the previous turn to progress the interaction (e.g. ‘morning’, l. 9). This is particularly evident when his original date input is not understood by Asa (l. 11), and he subsequently reverts to a time format that is more acceptable to Asa (l. 13). This leads to successful confirmation of the appointment (l. 14–15).

2 •You’re welcome to bring a friend or a relative with you • The radiography team with explain

3 the process once you arrive • Please tell us about any special circumstances (for example, if

4 you need wheel-chair access, if you are hard of hearing, if you have poor eyesight or if you are

5 claustrophobic) Do you have any other questions or concerns about what to expect on the

7 Directions

8 Here you go...

2 Okay. Please let me know the number of the appointment you would like to cancel: 1.

3 Screening on Wed 23 Mar ‘22 at 10:00

5 Could you tell us why you have cancelled your appointment? Was it related to: 1. Work

6 commitments 2. Transport issues 3. Concerns regarding the appointment 4. Appointment no

7 longer needed 5. Other

Example (5) is from a sequence in which John asks questions about the preparation for the appointment. He does so without any further politeness markers in a one-word turn (‘prepare’, l. 1). Similarly, he makes his request for directions in only one word, too (l. 7).

When cancelling his appointment (example 6), John makes the same stylistic choices as observed previously. He makes a request for cancellation of one single word (‘cancel’, l. 1), and subsequently uses Asa’s own prompts, in this case, the numeric indicators of preference from the previous turn to proceed with the cancellation sequence (e.g. l. 4, l. 8).

These examples from John’s interaction with Asa show that Miriam and John use different linguistic means to fulfil the same tasks. Miriam greets Asa as if ‘she’ is a human and makes the vast majority of her requests with negative politeness markers. These mitigate the force of the request, indicating that the requests might constitute an imposition on the addressee. Hence, Miriam uses similar strategies to those she might use with a human addressee to whom a request might indeed constitute a face-threatening act that limits their freedom of action.

In contrast, John makes his requests with minimal turns, using just a simple keyword. He is also very adept at using Asa’s own prompts when they are provided, a strategy which can be described as ‘upward convergence’ or ‘accommodation’ to the bot ( Giles and Ogay 2007 : 295). Hence, John uses strategies that are different from what one might expect in face-to-face social interaction. The differences between Miriam’s and John’s strategies may mean different things. One could see them as an indication that Miriam positions Asa as a human, while John perceives Asa as dehumanized and thus not worthy of the social conventions that are the norm when speaking to a human addressee. However, as discussed previously ( Dippold 2023 ), these differences could also be due to the fact that Miriam is a less experienced bot user than John and thus less aware of the sociolinguistic environment human–chatbot interaction represents.

Rapport expectations, rapport threat, and beliefs about language

As discussed in the literature review, Spencer-Oatey’s rapport management framework consists of three interrelated dimensions: face, sociality rights, and interactional goals. I will now use the insights from the thematic analysis to discuss each of these aspects in turn.

Face: Users’ rapport expectations can be threatened when language and interaction patterns do not support users’ face needs or wants. This is shown in example (7) and the respective user comment on the example:

1 We want to ask a few simple, medical questions before the scan. Do you have 2–3 min now to

2 a nswer some questions? This is   for your safety. Please reply with yes/no

4 Thanks. These safety questions take just 3 min, and help us ensure everything is set up

5 correctly

6 1.00/0. Do you have a cardiac (heart) pacemaker? Yes/No

User comment (1)—relating to example (7):

I feel this question is pretty like out of the blue is very like cardiac output peacemaker. I think it’s quite like it has nothing to do with for why I wanted the MRI. I feel like it’s just really random and kind of it doesn’t make sense this has nothing to do with your why I contacted them in the 1st place so I don’t know why they. It just makes me feel like I don’t know why they want me to tell them about this.

Example 7 is from the first part of the medical screening questionnaire, with the first question inquiring whether the user has a cardiac pacemaker. The user (see user comment 1) perceives this as a threat to rapport because of the immediacy of the question and the lack of explanation of its relevance, leading to threat to negative face due to the perceived imposition caused.

Also relating to the medical screening questionnaire was a user comment from the survey:

User comment (2):

It was easy to do but seemed quite robotic and impersonal. When I answered yes to questions I was expecting Asa to ask me for further information or details but she didn’t. It also didn’t give me the opportunity to provide further details e.g., what if my answer wasn’t just Yes or No. The answers left no space for in between answers/grey areas.

This user reports a perceived threat to rapport on the dimension of a positive face because of Asa’s perceived ‘impersonal’ style, which does not allow for the user’s want for connection to be satisfied. This is linked specifically to the lack of follow-up questions by Asa on affirmative answers to the medical screening questions, and the fact that the questions and answers did not leave any room for vagueness.

Sociality rights.

In addition to rapport threat based on ‘face’, user comment (2) can also be read as threatening rapport on accounts of equity rights as the lack of room for elaboration shows a lack of consideration for the users’ needs. Indeed, many of the comments in both surveys and interviews discuss rapport threat based on perceived equity rights violations, such as when a question is not answered (user comment 3) or Asa displays a lack of understanding (user comment 4):

User comment (3):

They ignored my question completely and it made me agitated.

User comment (4):

Too robotic, only understands key words from my phrases, I had to send at least 3 messages for her to understand what I meant.

Cost–benefit considerations come into play in some user comments:

1 What date works for you?

2 4/02/2022

3 Our clinic is open Monday through Friday only. Please try specifying   a date that does not

4 fall on weekends.

6 Please choose a convenient time of day - any - Morning - Afternoon   - Evening

8 Please choose a time slot 09:00 10:00 11:00 None

User comment (5)—relating to example (8):

For example, I think I don’t like the idea for it. I I am just giving a day Tuesday, for example, but I still can’t. No exactly which date is available can be the 8th of Tuesday the 8th. It can be 11. Choose day, so, uh, it’s a bit overwhelming because I can be available on that day, but I may not be available. May have other responsibilities other days, so I cannot speak exactly at 8. I think I am looking for more freedom to choose the time the date exactly.

This user (user comment 5) bemoans the fact that the booking dialogue does not afford sufficient opportunity for consideration of their needs. Whilst Asa offers a date, there is no certainty that the user is available at the specific time(s) offered by Asa. The user thus felt that their personal freedom to make choices was restricted—an issue also relating to negative face—making the dialogue quite ‘costly’ in terms of the effort required to achieve a successful booking.

There are also user comments that indicate rapport being threatened based on association rights:

User comment (6):

Quick and easy. Although I selected option 3 ‘concerns regarding the appointment’ and it didn’t prompt me to discuss my concerns or call anyone. That might leave me up in the air as a worried potential patient not sure who to turn to for advice.

This user describes Asa’s lack of response to their indicating that they had concerns about the appointment. These concerns were neither addressed by Asa nor did a human respond to them in a follow-up call. This goes against this user’s perceived rights to an association with a medical service provider who responds to patient concerns.

Interactional goals.

This rapport dimension is concerned with whether users have a mainly relational or a mainly transactional orientation to the interactions with Asa. In the analysis of interviews ‘efficiency’ emerged as an important need reported by users, betraying a transactional orientation focussed primarily on achieving task goals quickly and efficiently. This is in opposition to another user need described through the theme of ‘personalization’. User comments 7 and 8 and their associated interaction transcripts illustrate these contrasting user needs and goals:

User comment (7)—relating to example (9):

I think because they just went straight like oh hi and they just meet and they didn’t really introduce themselves. I kind of thought like OK this is kind of looked like a robotic response and also kind of like when they said please choose a convenient time for you. Please choose. It’s kind of like no one’s there, it’s just the automatic responses. Please choose like I think if it was someone behind the text, I think they’d be more like oh can you or I don’t know, it’s just something a bit more humanely kind of, not just kind of that direct.

1 Hi Test, I’m Asa from—Asa Clinic, your clinic assistant. Here is how   I can help. Just type:

2 *Schedule/ Reschedule/ Cancel* - Book New/Manage existing   appointment(s) *Prep* -

3 For info on how to prepare for your appointment *FAQ* - For our   frequently answered

4 questions page *General* - For general info (opening times, phone   no., directions/maps etc.)

5 *Admin* - To speak with someone

7 Hi Test, Is there anything I can help you with?

8 I would like to book an MRI appointment please

9 What date works for you?

10 Can I book it for the 28th January

In relation to example (9), this user discusses their need for a more personalized experience to fulfil core interpersonal/social goals of the encounter, perceiving the dialogue overall as rather ‘robotic’ and expressing a wish for it to be less ‘direct’ and involving more direct forms of address, for example, ‘can you’. It is interesting to note that the user here also betrays an overall anthropomorphic orientation to the dialogue, as evidenced by them greeting Asa (l. 6) and their use of politeness strategies in their booking request (l. 8).

Reflecting on their own interaction with Asa, another user displays a more transactional orientation:

User comment (8):

In theory this would be great because all I know is that if it was working then I’m not waiting around. I can ask and see what my options are boom and then I have my appointment over and done with without having to wait through a waiting time. And I’ve also got proof as well over the text message to show that even though they’re hopefully will send me a confirmation message. There’s also proof via the text that they have texted me saying these are my options and that’s the option that I’ve chosen.

This user emphasizes primarily the speed and efficiency with which appointments are made by Asa compared to booking appointments with the help of a human receptionist. Part of that appreciation for efficiency is also the fact that, given the interaction is recorded in written form, there is a record of the booking.

In addition, the data also revealed instances in which users orient in parallel to social and transactional goals and value both the anthropomorphic and the robotic features of social interaction.

User comment (9):

Yeah, because I did this kind of like interaction before. I know like the procedure and I know like this is not a real person so the responding speed is it’s good. You know they’re not like holding back to process the information I type in. So maybe the AI smart. It’s smart enough to go through the process. And second, you know the languages for me is. Understandable, it’s clear. but however I like, I said before like they don’t have like this small talk like they don’t have like opening talk that to to make the people who want to book appointment feel welcome, I feel like. but this is it’s pretty good. It’s pretty good. Yeah, because it’s super convenient.

In comment (9), the user, on one hand, expresses appreciation for the effectiveness and speed by which bookings can be made. On the other hand, they also comment on the fact that, in the earlier stages of the interaction, Asa the bot offers hardly any small talk to make the user feel welcome. This shows that conflicting rapport orientations and language beliefs can co-exist within individuals. These may in turn be reflected within their ‘practiced’ orientations.

This paper aimed to answer the following two central research questions:

What pragmatic strategies people use when interacting with chatbots?

The data presented above show that, even though most users taking part in this project are from a similar demographic group, their pragmatic strategies show considerable variation. They also show that, at times, these strategies contravene expectations. For example, users may talk to Asa as if they were a human—using politeness features as if trying to protect Asa’s face, referring to the Asa by name—even when Asa does not understand their input and is ineffective in completing the task. This suggests that some users are finding it difficult to detach themselves from ‘learned’ human–human interaction behaviours. This project did not investigate whether users’ pragmatic strategies change depending on whether Asa is more or less anthropomorphized, but this is a possible topic for further investigation.

Moreover, the data show that, if Asa’s language and interaction patterns fail to align with users’ rapport expectations, users are likely to have more negative experiences of their interactions. These of course have the potential to disengage users from interacting with bots. It is highly likely that, in a more diverse user group, differences in users’ expectations and practices would likely be even more pronounced. Moreover, in a real-life context with more at stake, users’ negative experiences and perceptions of their expectations being unmet would have been exacerbated and led to disengagement and dissatisfaction with the service.

What is audience design for chatbots and why is it needed?

Interactional sociolinguistics research in professional contexts has revealed that variation in language practices and in perceptions of appropriateness can lead to inequalities, for example in terms of access of linguistic minorities to the job market ( Roberts 2021 ). Research by the King’s Fund (2020) also warned that inequalities in access to and experience of health services can arise because ‘information is not communicated in an easily understandable or culturally sensitive way’. Given the growing importance of chatbots in commercial as well as public service contexts including the health services, it is vital that this situation is not mirrored when services—such as, in this simulated example, medical appointment booking—are delivered through and accessed through chatbots.

This paper has shown that, whilst users’ pragmatic practices and preferences vary, Asa’s contributions to the dialogue remain stable, however, users interact with them. I argue that to provide all user groups with a good user experience, and thus equal access to services delivered by chatbots, chatbot design needs to take account of a diversity of expectations through audience design, focussing in particular on meeting users’ rapport expectations. I define audience design for chatbots as follows:

Audience design for chatbots is the adaptive design of chatbot language and interaction patterns in response to the chatbot user.

Examples of adaptive design might include the following (in a non-exhaustive list):

Politeness strategies used by the chatbot, e.g. when making requests to the user or apologizing to the users asking for an apology. Research on cross-cultural pragmatics in human–human interaction (see e.g. House and Kadar 2021 ) has demonstrated clearly that there is cross-cultural variation in the way politeness strategies are produced and perceived. Therefore, there is every reason to assume that there is variation in chatbot users’ preferences across user groups.

Phatic elements, such as greetings, partings, backchannels are used in conversation to establish social contact between participants. Kulkarni (2013) , exploring phatic elements in instant messaging interactions, argues that ‘it is possible that data sets belonging to different cultures will suggest different requirements of contact’ (134). This suggests again that adaptive design of phatic elements in chatbot dialogue might be able to better engage specific user groups.

Adaptive user support: As the two examples from the case studies have shown, some users use pragmatic strategies that are conducive to effective interaction with chatbots, whereas other users apply strategies that are less effective (see also Dippold 2023 ). Adaptive dialogue design for chatbots would include the bot recognizing which user will need more assistance, and consequently provide this assistance, for example by making the ‘rules of the game’ more explicit, in particular on what strategies to use to ensure the bot understands etc.

Engaging in audience design goes some way toward making chatbots user- rather than technology-centred ( Kopp and Krämer 2021 ). Microsoft’s (2019) guidelines for human-AI interaction design, already include references to audience design, for example, ‘Match relevant social norms: Ensure that experience is delivered in a way that users would expect, given their social and cultural context’ and ‘Mitigate social biases: Ensure the AI system’s language and behaviours do not reinforce undesirable and unfair stereotypes and biases’.

This view is supported by Sutton et al .’s ( 2019 ) research on sociophonetic design strategies in the development of voice–user interfaces such as Siri and Amazon Alexa. The authors argue that the VUI voices need to be ‘designed for diversification’ (11), considering users’ voice-based preferences. They also argue that there is a need ‘to focus on developing tools and techniques that allow the mining of and inference of voice-based preferences, while also dynamically respond to users’ (12). I will use the next section of this paper to propose that the same considerations also apply to text-based conversational AI and to describe a research agenda that supports this purpose.

A research agenda for audience design

When the conversational pathways of chatbots are scripted and defined, this is usually done with the support of conversation designers. Based on the data analysed in this paper, I purport that audience design should be seen as an aim as well as an outcome of conversation design. As an aim , audience design is able to support principles of inclusive design, defined as ‘design that considers the full range of human diversity with respect to ability, language, culture, gender, age and other forms of human difference’ ( Deibel and Evanhoe 2021 : 270). In the UK, the Equality Act ( National Archives 2010 ) stipulates that public bodies, including the NHS, have a duty to eliminate discrimination and advance equality of opportunity. Whilst the Equality Act does not include language as a protected characteristic, it does include age and race, which, as the literature review has shown (e.g. Gumperz 1982 ; Følstad et al. 2020 ; Van der Goot 2021 ) has links to language-based preferences.

As an outcome , effective audience design needs to be underpinned by methods and approaches that allow for true user-centredness. To achieve this, ethnographic approaches that investigate user interactions with AI, and investigations that focus on user perceptions need to move out of simulated and experimental environments (see literature review) into real-life contexts in order to truly reflect the user experiences when higher stakes area attached to a task. In addition, co-design methods ( Steen 2013 ) need to be adapted to exploring the influence of wider social factors on users’ pragmatic strategies and preferences. In the case of chatbot dialogue, users would be involved with writing how they imagine the optimal dialogue to be. Finally, as I have argued previously ( Dippold et al. 2020 ), any research that has the purpose of underpinning audience design for chatbots will additionally benefit from analysis of user–bot interactions to provide differentiated insights into users’ rapport expectations and pragmatic practices. Previous studies suggest that the success of chatbot dialogue is influenced by how users interact with the system ( Kvale et al. 2019 ) and by users’ degrees of experience in interacting with chatbots effectively ( Dippold 2023 )

There are, of course, possible limitations to audience design in relation to the dynamic recognition of user preferences. As research on human–human interaction has shown, service user identities should not be seen as stable, but as constantly evolving ( Feller 2014 ; Flinkfeldt et al. 2021 ). Adaptive audience design would thus need to use natural language processing to dynamically feed analyses of users’ own pragmatic strategies and preferences into a decision-making module, with the goal of creating chatbot dialogue that dynamically adapts to these strategies and preferences.

Limitations

This study has a number of limitations. It is based on a small dataset of user–bot interactions that were gathered in a simulated rather than a real-life environment. However, the study was not designed to provide empirical proof of how targeted audience design can improve audience engagement and trust. Instead, this study has shown, in a qualitative way, the need for audience design and pathways toward its implementation. In the future, larger empirical studies are necessary to gather data on user–chatbot interactions, to implement audience design, and to then evaluate its success through empirical methods (e.g. O’Brien et al. 2018 ; Gulati et al. 2019 ; Chaves et al. 2022 ).

In addition, Bell’s concept of audience design ( Bell 1984 , 2001 ), which underpins this study, was of course never developed for contexts in which one of the ‘speakers’ is an artificial rather than a human agent. In contrast to humans, chatbots do not have any inherent ability to assess who the audience is and what their practices and preferences may be. The ability to recognize users’ rapport expectations thus needs to be ‘taught’ to bots through a machine-learning approach that extracts codes and infers these based on users’ pragmatic strategies. Braunger et al. (2017) , Cruz-Benito et al. (2017) demonstrate this concept by using machine-learning algorithms to build predictive models of user preferencing and behaviour, allowing a complex survey to be adapted to different users. Whilst this process will of course be subject to its own shortcomings, flaws, and errors, it has the potential to positively support efforts for more equitable participation in commercial and public services delivered by chatbots.

Finally, this study also did not gather data ‘in the wild’, investigating authentic user interactions with a chatbot with a real-life transactional goal (such as booking a medical appointment), but drew on simulated data Whilst this approach puts some limits on the ecologic validity of the results—their generalizability to real-life settings ( Andrade 2018 )—the triangulated, qualitative approach, both in terms of data collection points and analytical perspective used in this study, still constitutes a significant step-change in human–machine interaction research.

This paper had a combined theoretical and practical aim: it has developed the concept of ‘audience design’ for chatbots and other forms of conversational AI, arguing that careful audience design allows AI-based social interaction to consider the needs of specific user groups, moving away from a ‘one size fits all’ approach. Through excerpts from user interactions with AI, user interviews, and surveys it has also shown that insights users’ pragmatic practices and their rapport expectations can provide an ideal underpinning for audience design. With a commitment to audience design, conversational AI can be developed in a people-centric way, increasing user engagement with and enjoyment of bots and related technologies and providing equitable access to services.

Notes on Contributor

Doris Dippold is a senior lecturer in Intercultural Communication at the University of Surrey. She is a fellow of the Surrey Institute for People-Centred AI and co-leads Working Group 8 (Language Variation, Pragmatics, and Interaction) of the Research Network LITHME (Language in the Human Machine Era). She has published extensively on conversational AI, chatbots, intercultural pragmatics, English as a lingua franca, internationalization of higher education, and classroom interaction. Her collaboration with amo.ai led to improvements in dialogue design of a business-to-business chatbot. Currently, she is supporting spryt.com with research on audience design for their medical appointment booking chatbot. Address for correspondence: School of Literature and Languages, University of Surrey, School of Literature and Languages, Guildford GU27XH, UK < [email protected] >

The author wishes to thank Adeeba Ahmad for her support with data analysis and Marion Heron for her feedback on the first draft of the paper.

This work was supported by the University of Surrey ESRC Impact Acceleration Account.

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Open Access

Peer-reviewed

Research Article

Open-source data pipeline for street-view images: A case study on community mobility during COVID-19 pandemic

Contributed equally to this work with: Matthew Martell, Nick Terry

Roles Data curation, Formal analysis, Investigation, Methodology, Software, Validation, Visualization, Writing – original draft, Writing – review & editing

* E-mail: [email protected]

Affiliation Industrial & Systems Engineering, University of Washington, Seattle, WA, United States of America

Roles Data curation, Formal analysis, Software

Roles Data curation, Software

Roles Conceptualization, Funding acquisition, Methodology, Project administration, Writing – review & editing

Affiliation Environmental & Occupational Health Sciences, University of Washington, Seattle, WA, United States of America

Affiliation Human Centered Design & Engineering, University of Washington, Seattle, WA, United States of America

Roles Conceptualization, Funding acquisition, Methodology, Project administration, Resources, Writing – review & editing

Affiliation Civil & Environmental Engineering, University of Washington, Seattle, WA, United States of America

Roles Conceptualization, Funding acquisition, Methodology, Project administration, Resources, Supervision, Validation, Writing – review & editing

• Matthew Martell, 
• Nick Terry, 
• Ribhu Sengupta, 
• Chris Salazar, 
• Nicole A. Errett, 
• Scott B. Miles, 
• Joseph Wartman, 
• Youngjun Choe

• Published: May 10, 2024
• https://doi.org/10.1371/journal.pone.0303180
• Reader Comments

Street View Images (SVI) are a common source of valuable data for researchers. Researchers have used SVI data for estimating pedestrian volumes, demographic surveillance, and to better understand built and natural environments in cityscapes. However, the most common source of publicly available SVI data is Google Street View. Google Street View images are collected infrequently, making temporal analysis challenging, especially in low population density areas. Our main contribution is the development of an open-source data pipeline for processing 360-degree video recorded from a car-mounted camera. The video data is used to generate SVIs, which then can be used as an input for longitudinal analysis. We demonstrate the use of the pipeline by collecting an SVI dataset over a 38-month longitudinal survey of Seattle, WA, USA during the COVID-19 pandemic. The output of our pipeline is validated through statistical analyses of pedestrian traffic in the images. We confirm known results in the literature and provide new insights into outdoor pedestrian traffic patterns. This study demonstrates the feasibility and value of collecting and using SVI for research purposes beyond what is possible with currently available SVI data. Our methods and dataset represent a first of its kind longitudinal collection and application of SVI data for research purposes. Limitations and future improvements to the data pipeline and case study are also discussed.

Citation: Martell M, Terry N, Sengupta R, Salazar C, Errett NA, Miles SB, et al. (2024) Open-source data pipeline for street-view images: A case study on community mobility during COVID-19 pandemic. PLoS ONE 19(5): e0303180. https://doi.org/10.1371/journal.pone.0303180

Editor: Ahmed Mancy Mosa, Al Mansour University College-Baghdad-Iraq, IRAQ

Received: January 26, 2024; Accepted: April 20, 2024; Published: May 10, 2024

Copyright: © 2024 Martell et al. This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Data Availability: All images collected throughout this longitudinal study are available on mapillary.com under the username ‘uwrapid’. Full instructions and code on how to reproduce the data pipeline described in this paper are available at https://github.com/marte292/rapid-data-pipeline . The processed output necessary to reproduce the regression analyses in this paper are within the supporting files.

Funding: The U.S. National Science Foundation (Grant Number 2031119) provided financial support for this research. Any opinions, findings, conclusions, or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of NSF. Data was collected using instrumentation provided by NSF as part of the RAPID Facility, a component of the Natural Hazards Engineering Research Infrastructure, under Award No. CMMI: 2130997. There was no additional external funding received for this study.

Competing interests: The authors have declared that no competing interests exist.

Introduction

Street-level imagery is becoming an increasingly popular form of data for research [ 1 ]. Between 2009 and 2020, more than 200 publications utilized street-level imagery from corporate sources in urban research [ 1 ]. Out of all these sources, Google Street View’s Street View Images (SVI) were the most popular among academics [ 1 – 3 ]. Uses for SVI data include estimating demographics [ 4 ], evaluating the built environment [ 5 ], surveying plant species [ 6 ], measuring pedestrian volume [ 7 ], among many other applications [ 8 – 10 ].

While SVI data can provide many useful insights for researchers, it is not without its flaws. For corporate-collected images such as Google Street View, or Tencent Street View the availability of images depends on where the companies decide to collect data, while the accessibility of these images hinges on the companies’ data provision policies. For example, there is no Google Street View service in most parts of Africa. An alternative to corporate-collected images are crowdsourced SVI databases such as Mapillary [ 11 ]. These crowdsourced images sometimes may have better coverage or temporal resolution than Google Street View, at the cost of varying image quality, field of view, and positional accuracy [ 3 , 12 ]. Perhaps the largest challenge with SVI data is its temporal instability. Updates to these image datasets at specific locations are infrequent, especially in rural areas [ 1 , 13 , 14 ]. Additionally, images frequently are not collected at a consistent time of day, or season, even within the same city. These issues make existing SVI data unreliable for temporal studies.

Typically, temporal studies involving image data use images (or video) from fixed locations. This data is used to do things such as evaluate disaster recovery [ 15 ], monitor ecological change [ 16 ], or measure urban flooding [ 17 ]. Data from fixed cameras is also used to count people [ 18 ]. The challenge with these methods is that they are fixed-location. In order to collect spatial image data for these methods, frequently a large team is required to traverse areas on foot. This challenge, along with existing SVI data’s temporal issues, demonstrate the potential value of collecting longitudinal SVI data.

Our main contribution is demonstrating the feasibility of collecting longitudinal SVI data. We demonstrate this through the creation of a complete data pipeline for conducting pedestrian counts using car-based street-level imagery. The pipeline accepts raw video collected by the camera as an input and outputs a record of each pedestrian detection and their locations (latitude and longitude). This approach allows for analysis of mobility patterns with high spatial resolution and a short lag time. It alleviates the quality and field of view inconsistencies that come with crowdsourcing SVI data [ 3 , 12 ], generates data that is not corporately owned, eliminates the temporal instability challenge of both kinds of data [ 1 , 13 , 14 ], while still maintaining the advantages of SVI data over fixed-location methods [ 15 ].

Specifically, we use this pipeline to generate and analyze video from 37 video-collection runs in the city of Seattle, Washington, USA from May 2020 through July 2023. The video data was converted into over 4 million high-resolution images, with each data-collection run representing about 1.5 TB of image data. We used the images to create a record containing the location of each detected pedestrian, cross-referenced to the relevant GEOID [ 19 ]. To detect pedestrians in the still images, our pipeline leverages the state-of-the-art convolutional neural network, Pedestron [ 20 ]. We used the cascade_hrnet architecture benchmarked on the CrowdHuman data set [ 21 ]. Our methods and dataset represent a first of its kind longitudinal collection and application of SVI data for research purposes.

As a secondary contribution, we provide a case study based on the video data collected throughout the COVID-19 pandemic. We examine the effect of vaccine availability and local demographics on pedestrian detections, while accounting for weekly and yearly seasonality. Community mobility became a key metric during the height of the COVID-19 pandemic as government officials worked to halt the spread of the virus [ 22 , 23 ]. Two of the largest and most widely used data sets for community mobility during this time were the Google Community Mobility Reports [ 24 ] and Apple Mobility Trends Reports [ 25 ]. Researchers used this data to study the incidence of COVID-19 in the US [ 26 ] and the effectiveness of government lockdown policies [ 27 , 28 ], among other topics. Issues with these two data sets include mandatory opt-in, use of specific map applications, a lack of independent verification, and no long-term data availability guarantees [ 26 , 28 – 30 ]. Our findings demonstrate the utility of our data processing pipeline as an alternative for tracking community mobility over time and show the potential for its use in a variety of research domains.

Data collection

We collected our data as a part of the Seattle street-level imagery campaign, an ongoing series of video surveys for the purposes of documenting mobility throughout the COVID-19 pandemic. During each survey, a vehicle equipped with a 360° video camera is driven along a pre-defined route through Seattle while collecting video data and GPS metadata. The route incorporates broad neighborhood/area canvassing designed to collect data useful to multidisciplinary researchers as well as capital transects. Full details on the route design are available in Errett et al. [ 31 ]. The capital transects specifically target capitals (social, cultural, built, economic, and public health) which are theorized to be closely tied to community resilience [ 32 ]. Specific canvassing areas and capitals within Seattle were chosen to ensure a representative sample of the overall population of Seattle [ 31 ]. While the drivers try to make the surveys as consistent as possible, occasionally exogenous factors caused deviations from standard protocols. For example, during three of the surveys (05-29-2020, 06-18-2020, and 06-26-2020), protests over the murder of George Floyd caused parts of the survey route to be unnavigable.

After consulting with the University of Washington Human Subjects Division, it was determined that this study was not considered human subjects research and would not require IRB approval. The data we captured was people in public places, where they cannot expect personal privacy. As an added precaution, all data for this study was published through Mapillary [ 11 ], which automatically obscures faces.

Data processing pipeline

After video collection, the raw data is segmented into image data. The images are subsampled from video frames so that they are collected about every 4 meters. The images are then uploaded into the DesignSafe-CI Data Depot [ 33 ]. From DesignSafe, the images are transferred to the TACC Frontera high-performance computing cluster [ 34 ]. We completed all file transfers between the two services using Globus [ 35 ]. Without access to these services, or similar ones, the storage and computing requirements for this project would be intractable.

On Frontera, orthorectification is performed to the images, then pedestrian detection is performed on the orthorectified images. The orthorectification transforms the images from a single image in the equirectangular projection to two images in the rectilinear (gnomonic) projection [ 36 ]. Pedestrians are detected on each of the new images using a convolutional neural network (CNN) based on a pre-trained model from the Pedestron repository [ 20 ]. Our data represents a highly challenging detection task, as there is great variation in lighting, backgrounds, human poses, levels of occlusion and crowd density from image to image and run to run. The Cascade Mask R-CNN architecture in the Pedestron repository performed well on the CrowdHuman data set, representing a similar challenge to our data [ 21 ]. All testing and use of the CNN was performed using GPUs on the Frontera cluster. An example image after undergoing orthorectification and pedestrian detection is shown in Fig 1 .

• PPT PowerPoint slide
• PNG larger image
• TIFF original image

The left image is an original 360° image from a data collection run. The image on the right is the right-hand side of the original image after orthorectification and pedestrian detection (both sides of the image are processed separately). There are two pedestrians that were detected by the algorithm (in red bounding boxes).

https://doi.org/10.1371/journal.pone.0303180.g001

Using one GPU node on Frontera, with four NVIDIA Quadro RTX 5000 GPUs, the entire process takes about 3 seconds per original 360° image. Given the 4 million images we collected, this takes about 3,300 hours of computing time. While this is not a small number, when running in parallel, the whole process can be completed in a manner of days. In comparison, a human taking 10s per orthorectified image to count all the pedestrians would take over 22,000 hours to complete the same task. File compression/decompression for file transfer also takes a substantial amount of time. Since we used DesignSafe as our main data storage platform, we had to transfer files to/from the Frontera supercomputer to perform our pedestrian detection. To avoid overloading the file transfer system, we compressed the images from each run into a tar file prior to transferring the files to Frontera. This file compression/decompression can take several hours per run, but can be performed in parallel with the detection algorithm since they are on different systems. After compression, file transfer using Globus [ 35 ] takes minutes.

In post-processing, the pipeline filters out low-confidence detections (defined as any detection with less than 80% confidence) and associates the remaining high-confidence detections to U.S. Cenus Bureau GEOIDs [ 19 ]. We arrived at this confidence level after tuning for the precision and recall of the CNN classifier. Specifically, the pipeline filters based on the output of the second to last layer of the CNN, known as a softmax layer . For a k –class classification problem, the softmax layer will output a k –dimensional probability vector, where each i th entry of the vector gives the probability that the original input to the CNN belongs to class i .

The final stage of post-processing is GEOID matching, where latitude and longitude metadata are cross-referenced to disjoint geographic regions (e.g. U.S. census tracts or block groups) and their respective GEOID codes. The cross-referencing code assumes the availability of shapefiles describing the geometry of the geographic regions. Aggregating the pedestrian detections according to U.S. Census Bureau GEOIDs [ 19 ] is necessary for analyses using sociodemographic data collected by the census. Additionally, the pedestrian detections can easily be cross-referenced with custom geometry defined using popular geographic information system software, such as the capitals data used in route construction and our analysis.

Following the GEOID matching step, the pedestrian detections data is written to a tabular format file (e.g. comma separated values). This file is an “analysis-ready” data product, in the sense that it is readable by most popular statistical analysis software (R, SPSS, Stata, etc.) and can be easily merged with other datasets using the GEOID column(s). A visual depiction of the entire pipeline is seen in Fig 2 . Full code and a manual for following our process is available at https://github.com/marte292/rapid-data-pipeline .

The parts of the flowchart in gray occur on NHERI DesignSafe-CI, while the right-hand part in blue is done on the Frontera cluster.

https://doi.org/10.1371/journal.pone.0303180.g002

Case study: Community mobility in Seattle during the COVID-19 pandemic

Data processing..

All analysis is performed using the Python programming language version 3.11 [ 37 ]. The initial data product as outlined in the previous section is a list of detections, alongside the date of collection, geolocation, and GEOID. We also utilized a similar list of the images themselves with the same features. The last dataset we utilized is the median household income data and racial demographic data from the 2019 American Community Survey (ACS) 5-year estimates. We aggregated the detections and image data for each data collection survey at the census tract level, then matched each census tract’s total number of detections and images to its respective demographic and income data.

We utilized the data from 36 of the 37 surveys, omitting data from 10-29-2020. A heavy rain event caused the survey to be stopped early due to poor video quality. For each survey, we divided the number of detections in each census tract by the number of images collected in the tract to create a normalized ‘detections per image’ metric. This is a necessary step as the number of images in each tract may change survey to survey due to circumstances outside our control, such as construction or community events altering the route.

The last step in data processing was to transform some of our data to be represented by categorical variables. The date of each survey was coded both as either a weekend or weekday, and by the season. The date was also coded as either being before, or after the date that vaccines became publicly available. Income data was coded to be one of 5 levels that were used during route design. These brackets were $48,274 and below, $48,275 to $80,819, $80,820, to $110,536, $110537 to $153,500, and $153,501 and above. Lastly, the proportion of the census tract’s population that identifies as non-white was coded as an indicator variable, with ‘1’ corresponding to areas that are 55.5% white or more. We determined this threshold using Jenk’s natural breaks optimization. This left us with a dataset of 3171 observations to be used for analysis. Each observation represented a census tract with a detections per image value, as well as values for each of the categorical variables defined above.

Initial regression analysis.

In addition to the above analysis, we subset the data by only looking at detections that occurred in an image with at least one other detection. Then we calculated detections per image again, and fit the above model again with the new response variable. This same process was followed for detections with at least two, three, and four other detections in the same image. The goal of these analyses was to see if there were different trends for larger groups of people when compared with the entire data set.

Data pipeline

Our main contribution, the open-source data pipeline, is publicly available on https://github.com/marte292/rapid-data-pipeline . The repository contains a process manual with step-by-step instructions on how to implement the data pipeline in Python [ 37 ]. The required Python libraries and system requirements are provided. Additionally, we provide enough code for future researchers to implement the pipeline on their own systems, with their own file structure. The pipeline is capable of processing terabytes of image data and outputting an analysis-ready data product in a matter of days (using high-performance computing, such as a single GPU node on Frontera, an academic supercomputer) with minimal human input.

Using data from the Seattle street-level imagery campaign, we calculated the number of detections per image across all data collection surveys. Fig 3 shows the detections per image for each survey, as well as the detections per image for the subset of detections sharing an image with at least 4 others. Fig 3 also displays the timestamp of COVID-19 vaccines becoming publicly available in Washington state.

As the survey dates are irregular, all dates are included in the figure. Please note that the axis for total detections per image does not start at 0. This was done purposefully to facilitate comparison between the trends of the two graphs.

https://doi.org/10.1371/journal.pone.0303180.g003

Fig 3 depicts the trends over time for detections per image and detections sharing an image with at least 4 others. While both graphs exhibit similar trends overall, notably after vaccine rollout the graph of detections sharing an image with at least 4 others exceeds the graph of detections per image in all cases. The spike in detections seen in June 2020 is due to the large scale protests of police brutality that took place in Seattle in the aftermath of George Floyd’s murder.

The full results of the linear regression model for total detections per image are displayed in Table 1 . They show that the season being summer is the only significant seasonal effect. Additionally, the income bracket is a significant predictor, with wealthier areas seeing less pedestrian traffic. Finally, a census tract having a population greater than 55.5% white is a significant positive predictor. All other variables are not significant, including vaccine availability.

The first three non-intercept terms represent indicator variables for the different seasons, with fall being the baseline. The Vaccine Available term represents a binary variable for whether the COVID-19 initial vaccination series was publicly available or not. Weekend is a binary variable for whether the data was collected on Saturday or Sunday. The four Income Bracket terms are indicator variables for the median income level of the census tract where the data was collected. The income brackets are defined in our methods. Lastly, the More than 55.5% White term is an indicator variable for if the census tract in question had a populace that is more than 55.5% White. Full documentation for the Python package used to make this output is available from the developers [ 38 ].

https://doi.org/10.1371/journal.pone.0303180.t001

For the regression models using a subset of data, the results are similar to the initial model. All models have the same significant predictors as the initial model. The model using the detections sharing an image with at least one other also had the weekend as a borderline significant, negative predictor. The models using detections sharing an image with at least 3 and 4 others had vaccine availability as a significant, positive predictor. The full results of the linear regression model for detections per image with at least 4 others are displayed in Table 2 , with all other regression models available in the supporting information.

Coefficients are defined the same as in Table 1 .

https://doi.org/10.1371/journal.pone.0303180.t002

Comparison to Google Community Mobility data

Given the ability to measure community mobility through pedestrian counts, there is potential value of our pipeline for social sciences and public health research [ 22 , 23 ]. At an individual level, higher physical activity is known to predict better physical [ 39 , 40 ] and mental health [ 41 – 43 ], and is associated with higher self-reported satisfaction and quality of life [ 44 , 45 ]. In an aggregate sense, mobility is theorized to be an intermediate variable through which socioeconomic deprivation affects vulnerability to infectious disease [ 46 , 47 ], resilience to disasters [ 48 ], and exposure to environmental hazards [ 49 ]. In light of this body of literature, we argue that the use of pedestrian counts to assess mobility could be a differentiating factor in researching social and health inequity. One extremely common source of mobility data during the COVID-19 Pandemic has been Google Community Mobility Reports [ 24 ] and Apple Mobility Trends Reports [ 25 ]. While there have been improvements in recent years [ 50 ], there are known representation and self-selection biases with existing mobility data captured by smartphones and other internet-based data collection methods [ 51 – 55 ].

Given the large number of publications using smartphone data as the foundation for their work, a natural question is how our data compares to smartphone mobility data. Comparison between our data set and the still publicly available Google Community Mobility Reports data can reveal some of the similarities and differences between the two data sets [ 24 ]. Google Community Mobility data is reported at the county level in the United States. Since Seattle is in King County, Washington, the King County data is what we use to draw the comparison.

Google Community Mobility data does not provide raw mobility numbers, but rather is reported as a percentage change from the five-week period of Jan 5–Feb 6, 2020. This data is collected from smartphones running the Android operating system with location history turned on, which is off by default. The data is baselined by day of the week, so data from a given Monday is compared to the median of the five Mondays in the baseline window to calculate a percent change. Additionally, it is unclear how exactly Google quantifies mobility. It is mentioned that it combines number of visitors to a location with amount of time spent in that location, but no specifics beyond that are provided.

Google mobility data is broken down into different categories. The category that most closely aligns with one of the categories used in our analysis is parks. Although Google’s data classifies parks as official national parks and not the general outdoors, it does not indicate how it accounts for city or state parks. Our own data for park locations is based on the City of Seattle’s official classifications.

Fig 4 shows a comparison of our detections per image data against Google Community Mobility data. Note that not all surveys are included because Google Community Mobility data stopped being provided on October 15, 2022. Overall, the trends between the two data sets are remarkably similar, lending further credibility to our data collection procedure. The more notable differences in the graph are from the months of November 2020 through August 2021, where the Google mobility data shows a larger drop followed by an increase in community mobility than was visible through our own data.

The Pearson correlation between the two data sets is 0.387. The Google Community mobility data is aggregated at King County, WA, while our data covers a survey route within Seattle, which belongs to King County. As the dates of surveys were irregular (e.g., due to weather conditions), all dates are included in the figure.

https://doi.org/10.1371/journal.pone.0303180.g004

One plausible explanation for this is the upwards sampling bias that occurs when using smartphone data [ 56 , 57 ]. Our data set captures anyone on the street, including individuals experiencing homelessness, who are less likely to have smartphones. This population was on the streets throughout the entirety of the pandemic, so they were consistently captured by our data collection efforts. This consistent baseline pedestrian count could lead to a lesser response to vaccine rollout and winter weather in our own data in comparison with Google’s. Additionally, there is a known income gap in both vaccination rates and smartphone ownership [ 58 , 59 ]. This gap could drive the increase in the Google Mobility data during vaccine rollout.

Implications, limitations, and extensions

Our results show that it is possible for researchers to collect and analyze longitudinal SVI data. The presented methods can be used to collect and process SVI data from 8 hours worth of video in a manner of days. This time will only further decrease with faster data processing infrastructure and methods. These methods will allow novel longitudinal SVI data to be collected for research in a variety of application areas.

The results of the case study also bear further discussion. We demonstrated expected relationships between seasonal effects like day of week and weather on pedestrian traffic. Additionally, we showed that pedestrian traffic is inversely proportional to income, a known result during the COVID-19 pandemic, as lower income households are constrained in their capacity to work from home or take time off of work [ 30 , 60 ]. Our results also showed that more white areas had higher on average pedestrian counts. This could be due to known trends, such as areas with larger non-white populations being more likely to stay home in response to government restrictions [ 61 ] and participate in other risk-reducing practices such as wearing a mask [ 62 ], or just due to local trends, as racial mobility trends tend to vary between cities [ 63 ]. These findings are consistent across all of our models, both looking at the entire data set, and the subsets examining pedestrians sharing an image. These results validate our method with respect to established literature, and provide a quantitative confirmation of results that had previously been found using cell phone data.

One new finding from our case study is that while overall pedestrian counts did not respond to vaccine availability, the subset of pedestrians who were in larger groups (4+ people in an image) did. Likely, the reason we did not see a response to the vaccine in the aggregate data is because our data only captures people who are outdoors. There is data that shows that outdoor pedestrian activity varied across cities, frequently increasing at recreation locations like trails, during the early days of the pandemic [ 64 , 65 ]. Given these increases at some locations, a return to ‘normal’ pedestrian traffic may not mean an increase, but rather a change in traffic patterns. Our data captures this by showing that there was a significant increase in larger groups of people after the vaccine became available. This implies that people were more willing to be near each other outdoors after they had been vaccinated.

While the data pipeline presented here does represent a method for generating a novel data product, there are implementation challenges worth further discussion. For data collection, in addition to the time required to drive the route limiting the places of interest the route could reach, there were also many tradeoffs that had to be made when designing the route itself [ 31 ]. Despite having our survey route carefully designed to assess a representative sample of the Seattle population, some bias in route design is unavoidable. Since the route design included data from the American Community Survey aggregated at the census tract level, there is an implicit assumption of spatial homogeneity of the population within each census tract. Such bias is a manifestation of the well-known modifiable areal unit problem [ 66 ]. Since the majority of the route was primarily based on locations of interest throughout the city, this concern is somewhat mitigated.

In terms of processing, the pre-trained model we used required a substantial amount of high-performance computing time, and at times the data product generated was so large as to be unwieldy. Given the challenge our data set represents, using a model designed to be generalizable is necessary to attain good detection results. As many state-of-the-art models perform substantially worse out of sample, we had to be careful to choose a model that was designed to perform well in this situation, at the cost of slower computing times [ 67 ]. Another unforeseen challenge was regular updates to the video camera’s software to process and segment the video data into images. Consistent image formatting was vital for the data processing pipeline to function, so regular quality checks are necessary to make sure the images are processed properly.

The data product created, pedestrian detections, has some limitations as well. First, our method only captures pedestrians who are outdoors and near enough to the street to be captured via camera. This means that our data set does not include people who are indoors at these locations of interest, or who are too far from the street to be seen by camera. While the changes over time in pedestrian traffic we observed are still meaningful, it is important to recognize they don’t capture everything. Similarly, our data cannot be interpreted as the actual number of pedestrians on the street. There is overlap in the image data, even when subset at 4 meter intervals and cropped during orthorectification. The orthorectified images only represent about 25% of the originals. However, this natural cropping is not enough to avoid the image overlap and further cropping would risk information loss. Pedestrians that appear in the foreground of one image may end up in the background of another. There are also several known instances of cyclists keeping relative pace with the street-view vehicle for several blocks, resulting in numerous detections. These issues are easy to circumvent in analysis by comparing the relative number of detections, although at the cost of interpretability.

Even with the above limitations, the data pipeline presented in this paper can be directly applied or adapted to be used in a number of contexts. Potential applications of longitudinal SVI data in assessing the built environment [ 14 ], broad urban research [ 1 , 3 , 68 ], and health research [ 8 ] have been well-documented, as the temporal instability of existing SVI data is discussed as a limitation in all of these fields. Beyond this, it is possible to estimate population demographics [ 4 ], and other neighborhood-level statistics [ 13 , 69 ] using SVI data. As our ability to quickly and accurately parse scenes using computer vision improves [ 70 ], potential application areas will only increase in number.

Another field where longitudinal SVI data could contribute a lot is disaster research. There is a substantial body of research dedicated to empirical methods for modeling various aspects of disaster recovery [ 71 ]. Our methods could be applied in this field to quantify recovery using pedestrian detections as a metric for community mobility, or another metric assessing the built environment as appropriate. Similar work has been done using repeat photography after Hurricane Katrina [ 15 ] but our methods represent a substantial increase in generated data, allowing for a wider range of analyses. Spatial video data collection for disaster reconnaissance has also been done [ 72 ], but involves manual assessment of the captured video. Our methods demonstrate that a fully-automated approach is possible, which would allow for more frequent data collection at a lower cost.

This article describes the creation of the first open-source SVI data pipeline for longitudinal analysis. Regression analysis based on the resulting longitudinal SVI data showed that pedestrian traffic patterns changed in response to the availability of the COVID-19 vaccine, thereby demonstrating the data pipeline’s usefulness in research and practice. In particular, we showed that there were statistically significant increases in groups of people in proximity to each other after the vaccine became publicly available. Our data also captured expected trends in pedestrian traffic based on annual seasonality and socioeconomic factors. Our results demonstrate the feasibility and value in collecting SVI data as part of a longitudinal study. Longitudinal SVI data is capable of providing valuable insights in a variety of fields of study. Future work includes applications of our methods in broader public health research, disaster research, and other fields of study that can benefit from longitudinal SVI data. Potential methodological directions include study-specific route design process improvements and newer pedestrian detection approaches, as further progress is made in this area.

Supporting information

S1 dataset. full dataset used for obtaining regression results presented in this paper..

https://doi.org/10.1371/journal.pone.0303180.s001

https://doi.org/10.1371/journal.pone.0303180.s002

Acknowledgments

The authors gratefully acknowledge DesignSafe and the Texas Advanced Computing Center (TACC) at The University of Texas at Austin for providing the cyberinfrastructure that enabled the research results reported within this paper.

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