case study co to je

Case study – co to jest i jak je napisać?

Dzięki case study pokazać można potencjalnemu Klientowi swój profesjonalizm i metody osiągania sukcesów. Jest to jeden z najlepszych sposobów przekonania go do skorzystania z naszych usług. Czym ono właściwie jest, czemu służy i jak je poprawnie napisać? Na te i inne pytania odpowiemy w poniższym artykule.

Czym jest case study?

Case study określane również jako studium przypadku jest prezentacją wykonania konkretnego, zakończonego sukcesem projektu. Pokazujemy w nim do czego sprowadzało się nasze zadanie i w jaki sposób je zrealizowaliśmy. Finalnie przedstawiamy efekt naszej pracy, oraz płynące z niego korzyści. Wynik przeprowadzonej przez nas akcji należy zmierzyć i przedstawić w postaci przemawiających do odbiorcy danych liczbowych.

Czemu służy studium przypadku?

Zacznijmy od tego, że potencjalny Klient zazwyczaj nie orientuje się dokładnie na czym polega nasza praca. Trudno więc wyobrazić mu sobie jak skorzystać może na końcowym jej efekcie. Dopiero kiedy będzie on świadom co dokładnie zostało zrobione w konkretnym, przedstawionym mu przypadku docenić będzie mógł wkład naszej pracy. Warto więc pokazać mu, jaką drogę odbyliśmy by osiągnąć dany sukces, a co jeszcze ważniejsze – ile nasz Klient na nim zyskał.

Case study jest więc czynnikiem, który uświadamia naszego Klienta . Może on odnieść dane studium przypadku do swojego projektu. Ułatwi mu to fakt, że zazwyczaj jest ono uzupełnione w porady i pomysły. Pozwala tym samym na samodzielne wyciąganie wniosków.

Od zwykłej reklamy case study odróżnia się więc tym, że tutaj pokazujemy, jak w praktyce wykonujemy swoje zadania. Taka forma zaprezentowania swych osiągnięć będzie więc wiarygodniejsza dla Klienta. W dalszej zaś perspektywie znacznie bardziej przekona go do skorzystania z naszych usług.

Co uwzględniać powinno dobre case study?

Podczas pisania studium przypadku pamiętać powinniśmy o następujących kwestiach.

• Posiadać musi ono czytelną i zrozumiałą strukturę. Opisane powinno być w porządku chronologicznym i uwzględniać w sobie wstęp, rozwinięcie i zakończenie,
• Posiadać powinno temat przewodni. Dzięki czemu będzie bardziej spójne,
• Uzyskamy większą wiarygodność, jeśli nasze case study poparte będzie liczbami i wykresami,
• Unikać należy branżowego żargonu, tak aby było ono jak najbardziej przystępne i zrozumiałe,
• Warto by nasze studium przypadku było obszerne. W taki sposób lepiej oddać można wielkość wykonanej przez siebie pracy,
• Umieszczenie w nim obrazów i zdjęć zapewni nam bardziej atrakcyjną i przyjazną formę.

W dalszej części artykułu odniesiemy się do każdego z tych aspektów.

Chronologia i kształt studium przypadku

Case study jest historią danego procesu należy więc zadbać o jego właściwy kształt. Kumuluje ono w sobie informacje o punkcie od którego rozpoczynamy rozwiązywanie problemu, wykonanych działaniach, użytych do tego narzędziach oraz o końcowym efekcie. W naturalny sposób odpowiada mu więc ujęcie chronologiczne , które uwzględni wstęp, rozwinięcie i zakończenie .

Ująć je powinniśmy także w związek przyczynowo skutkowy , tak by całość była jak najbardziej logiczna i zrozumiała dla naszego odbiorcy. Wraz z ujęciem chronologicznym są to najbardziej standardowe sposoby przedstawiania większości historii i narracji. Klient jest do nich przyzwyczajony – uwzględniające je case study będzie więc dla niego najbardziej przystępne. W innym razie studium przypadku jest chaotyczne, trudniej się je czyta, odnosi do swojej sytuacji i wyciąga wnioski.

Przebieg danego case study

Oto przebieg przykładowego case study.

• Wstęp – powinniśmy tutaj zarysować kontekst całego studium przypadku. Dzięki temu będzie ono jasne i klarowne. Powinny znaleźć się tu więc informacje kim był nasz Klient, a także co de facto było przedmiotem jego problemu.
• Rozwinięcie – przedstawiamy tutaj swoje podejście do problemu. Wyjaśniamy, w jaki sposób zaplanowaliśmy swoją pracę, oraz jakich metod użyliśmy. Dla pełniejszego obrazu sytuacji można tu także wspomnieć jakie mieliśmy pomysły, z których z nich skorzystaliśmy, a z których zrezygnowaliśmy.
• Zakończenie – prezentujemy tutaj efekty naszych działań, uzyskane przez Klienta korzyści, a także podsumowanie całego case study. Warto używając liczb porównać tutaj stan przed rozpoczęciem naszej pracy, a także po jej zakończeniu. Dobrym przykładem są tabele i wykresy stosowane przez SEOgroup.

Temat przewodni całego case study

Kolejną kwestią, która pomaga Klientowi w zrozumieniu danego case study jest jego przewodni temat. Pomaga on zbudować odpowiedni kształt studium przypadku, oraz nadaje mu większą spójność . Za główny wątek posłużyć nam może konkretny problem Klienta, jak i działania, które podjęliśmy, aby go rozwiązać. Możemy zaakcentować tu ich wyjątkowość.

Temat przewodni musi zostać zaakcentowany już we wstępie. W rozwinięciu powinniśmy odnieść się do niego w kontekście wykonanej przez nas pracy. W zakończeniu zaś – spuentować, pokazując uzyskane przez klienta korzyści. Case study uwzględniać może rozwiązanie kilku problemów, z najważniejszego z nich uczynić jednak należy nasz główny motyw. Dzięki temu zachowamy odpowiedni kształt i spójną całość.

Ściśle trzymając się kluczowego tematu unikniemy także prezentowania w naszym studium przypadku zbędnych treści. Będzie ono tym samym bardziej uporządkowane i przystępniejsze dla naszego odbiorcy. Realizacja projektu skupiać się ponadto powinna na rozwiązywaniu problemów, a nie na dokumentowaniu naszej pracy.

Liczby i wykresy – największe konkrety case study

Czynnikiem, który mocno przemawia do większości klientów są konkretne dane. Najlepiej pokazać je w postaci liczb. Nasz odbiorca, w oparciu o nie samodzielnie może wyciągnąć wnioski i zdecydować, czy skorzystać z naszych usług, czy nie. Tak zaakcentowaną uczciwością z całą pewnością wyróżnimy się w oczach konsumenta.

Żeby nasze case study było wiarygodne – poprzeć je powinniśmy infografikami, wykresami i statystykami . Warto w oparciu o nie pokazać efekty i osiągnięcia. Podkreśli to także nasze kompetencje, rzetelność, oraz jakość pracy. Możemy dla przykładu pokazać o ile procent zwiększył się ruch organiczny na stronie, bądź łączna liczba konwersji za dany okres.

Estetyka i zdjęcia

Kolejną kwestią, której nie możemy zaniedbać jest estetyka samej strony internetowej z naszym studium przypadku. Powinna pobudzić ona wyobraźnię odbiorcy. Użyć do tego możemy obrazów i wspomnianych powyżej infografik, które pomogą w wyobrażeniu sobie naszych osiągnięć.

Branżowy żargon w case study

Często popełnianym błędem w omawianym przez nas zagadnieniu, jest fakt sięgania po branżową terminologię. Czasami jest to konieczne, nie wolno jednak przesadzać. Na uwadze powinniśmy mieć bowiem jak największą przystępność case study dla naszego potencjalnego odbiorcy. Żeby wytłumaczyć mu na czym polega nasza praca i jakie przynosi rezultaty – powinniśmy trzymać się więc prostego języka.

Długie, czy krótkie case study?

Warto również zastanowić się nad rozmiarem przygotowywanego przez siebie studium przypadku. Przyjęte jest tworzenie zarówno krótkich, mocno nasyconych treścią – jak i odpowiednio dłuższych form. Którą więc zastosować?

Większość Klientów, przed wyborem danej agencji, chce mieć pełniejszy obraz oferowanych przez nią usług. Chociażby z tego właśnie powodu warto tworzyć długie case studies. Naturalną kwestią jest także chęć pokazania, jak dużo wysiłku włożyliśmy w dany projekt. Dobrze jest więc rozmiarem opisu – odzwierciedlić nakład naszej pracy.

Należy dodać do tego także i fakt, że rozbudowane treści znacznie lepiej wpływają na pozycjonowanie się w wyszukiwarce Google. Im dłuższe studium przypadku, tym większa szansa, że algorytm uzna je za cenne dla odbiorcy. Nie należy jednak sztucznie rozbudowywać tekstu – mogłoby to zaburzyć logikę i kształt naszego case study.

Podsumowanie

Case study spełnia więc szereg funkcji. W sugestywny sposób pokazuje potencjalnemu Klientowi korzyści, ze współpracy z naszą firmą. Daje możliwość odniesienia się do swojego projektu i samodzielnego wyciągnięcia wniosków. Zademonstrowanie, jak w praktyce wykonujemy swoje zadania jest też dla naszego odbiorcy czynnikiem edukującym. Uwiarygadnia reprezentowane przez nas kompetencje i wysoki standard. Jeżeli więc chcemy odpowiednio uwypuklić sukcesy naszej marki – to studium przypadku będzie doskonałym rozwiązaniem.

Zobacz nasze case studies

Verizon Connect

Dzielimy się naszym doświadczeniem i przejmujemy rolę aktywnego przewodnika naszych klientów po dynamicznie zmieniającym się marketingu internetowym. SEOgroup od 2008 roku zwiększa przychody sklepom i markom na całym świecie z wykorzystaniem marketingu internetowego opartego na dwóch filarach usług: SEO360®, którą świadczymy jako pierwsi i jedyni w Europie oraz na Performance Marketingu . W swojej codziennej pracy odwołujemy się do filozofii Kaizen カイゼン i Kendo 剣道, zatem nigdy się nie poddajemy i codziennie udoskonalamy jakość naszych usług, aby zapewniać maksymalnie skuteczne rozwiązania, co potwierdzają nasi Klienci, którzy wielokrotnie dzięki tej pracy uzyskują wzrost sprzedaży czy generowanych leadów na poziomie kilkuset procent i więcej.

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Jak psát případové studie: Návod v 6 krocích

Věděli jste, že přesvědčivá případová studie může být jeden z nejúčinnějších způsobů, jak představíte vaši službu nebo produkt a oslovíte nové zákazníky? Pokud jste ale ještě žádnou nepsali, dost možná nevíte, jak začít a na co se zaměřit. Náš článek vás krok za krokem provede celým procesem .

Co je to případová studie? 

Případová studie , také kazuistika nebo v angličtině case study, představuje v marketingu názornou prezentaci vaší odvedené práce (dodání produktu nebo služby). S její pomocí můžou čtenáři, tedy vaši potenciální zákazníci, na základě konkrétního příkladu a reálného kontextu detailně poznat váš pracovní postup a dovednosti. 

Studie obvykle obsahuje informace o výchozí situaci a problému, možných způsobech řešení, provedených činnostech, použitých nástrojích, a především výsledku práce. 

Proč v marketingu psát případové studie? 

I když musíte počítat s tím, že si případové studie nikdy nepřečte takové množství lidí jako vaše úspěšné blogové články, jsou stále vysoce účinné a vyplatí se je psát z jiných důvodů. 

Získáte důvěru potenciálních zákazníků 

Na studii se můžete dívat jako na důkaz o pozitivních výsledcích vaší práce . Pomáhají přesvědčit potenciální zákazníky , že máte potřebné dovednosti k vyřešení jejich problémů. 

Princip je jednoduchý – představte si, že jako zákazník vybíráte mezi dvěma marketingovými agenturami, které se specializují na správu PPC kampaní. Jedna z nich uvádí případovou studii, v níž popisuje, jak klientovi díky PPC reklamám ztrojnásobila za čtvrt roku obrat. Druhá agentura oproti tomu žádnou podobnou studii nemá. Která z nich ve vás vzbuzuje větší důvěru? 

Posílíte loajalitu stávajících zákazníků 

Sepsání studie představuje nejen skvělou příležitost, jak navázat kontakt se spokojeným klientem , ale také znovu potvrdit, proč si vybral právě vás a proč by si vás měl vybírat i nadále. 

Vzor marketingové případové studie aneb návod v 6 krocích 

Než se pustíte do samotného psaní, shromážděte všechna potřebná fakta . Každé tvrzení, které ve studii použijete, musí být podložené. Snažte si také zachovat objektivitu a nesklouzávejte ke zbytečným superlativům. 

1. Vyberte poutavý titulek 

Formulujte ho tak, ať na první pohled zaujme a zároveň uvádí nejdůležitější informace – v tomto ohledu můžete hledat inspiraci u novinových titulků. Na atraktivitě jednoznačně dodají čísla nebo část citace. 

2. Představte klienta 

Protože případová studie není jen o vás, ale také (a především) o klientovi, je zapotřebí ho stručně představit . Navíc můžete ukázat, s jakým typem zákazníků obvykle pracujete. 

3. Přibližte klientův problém 

Uveďte výzvy a problémy , kterým klient čelil, než se vás rozhodl oslovit. Buďte maximálně podrobní, ale neodchylujte se od předmětu studie. Každý konkrétní problém také nezapomínejte zasadit do kontextu prostřednictvím příběhů, statistik a citací. 

4. Popište řešení 

Vysvětlete, jaké efektivní řešení jste klientovi nabídli a jakou metodiku nebo proces jste využili. Nebojte se odbornosti . Poskytnete tak důkaz, že máte k dispozici spolehlivě fungující systém pro dosažení výsledků a vyřešení problémů vašich zákazníků.  

Zmiňte také samotné uvedení daného řešení do praxe , včetně případných komplikací, které jste museli překonat. 

5. Prezentujte výsledky 

V této fázi studie je čas na jasná fakta , která nejlépe vystihnou, co vaše řešení klientovi reálně přineslo a do jaké míry naplnilo jeho očekávání . Nešetřete čísly a citacemi. Použijte také podkladový materiál v podobě nejrůznějších tabulek a grafů nebo třeba časosběrných videí pro srovnání situace před a po. 

6. Připojte klientovo doporučení a CTA 

Jak napsat závěr? Podělte se o klientovo doporučení a případné rady určené osobám nebo podnikům v podobné situaci, v jaké se klient před využitím vašich služeb sám nacházel.  

Nezapomeňte připojit CTA neboli výzvu k akci . Může jít například o výzvu k sjednání nezávazné konzultace nebo k přečtení dalších případových studií. 

Tip: Možná vás bude zajímat, jak navrhnout CTA neboli výzvu k akci . 

Myslete také na to, že každou případovou studii musí před publikací schválit samotný klient. Jen tak můžete předejít nedorozumění a špatným formulacím. 

Ideální délka případové studie 

V tomto případě neexistuje konkrétní počet slov . Vždy záleží na odvětví i komplexnosti řešeného problému. Důležité je, aby studie pokryla všechno důležité a zároveň se vyhnula zbytečnému odbíhání od tématu nebo opakování už jednou zmíněného. 

Nejdelší by měla být část, která rozebírá výsledky a přínosy. 

Co s hotovou studií? Ukažte ji světu 

Případová studie samozřejmě nesmí chybět na vašem webu. Pokud plánujete případové studie psát pravidelně, je nejlepší vytvořit speciální rubriku , prezentovat je ale můžete i na blogu . Obzvlášť přesvědčivé a dobře znějící citace se můžou objevit i na homepage. 

O studii byste měli dát vědět i sledujícím na vašich sociálních sítích (největší úspěch zřejmě sklidí na síti LinkedIn) a odběratelům newsletteru . Využijete ji ale i jako materiál do firemního katalogu nebo jako základ PR článku . 

Potřebujete napsat případovou studii, která dokonale odprezentuje vaši práci? 

Máte skvělý produkt i spokojené zákazníky, ale nemáte čas nebo si netroufáte na sepsání případové studie? Žádný problém, od toho jsou tady naši zkušení copywriteři . Případových studií jsme napsali už desítky a dobře víme, jak na to – přesvědčte se sami . Na vás bude jen závěrečná kontrola. Ozvěte se nám pro nezávaznou nabídku a ušetřete si starosti. 

Zlepšete svoji akvizici ještě dnes

• Každou neděli vám pošleme tip z oblasti marketingu, podnikání nebo osobního rozvoje.
• Každý druhý čtvrtek vás upozorníme na nejzajímavější články na blogu.

Mohlo by vás zajímat

Ozveme se vám do 24 hodin

Těšte se na výhody.

Jak napsat případovou studii (včetně příkladů)

Případová studie má hlavně vytvářet příležitosti. A ukázat dopad vašich znalostí na byznys klienta.

Případová studie (case study, někdy taky případovka) je jeden z nejlepších způsobů, jak zvýšit důvěryhodnost a přesvědčit potenciálního zákazníka. Podle studie Content marketing institutu z roku 2016 jsou case studies třetí nejefektivnější marketingový kanál v komunikaci firma-firma.

Případová studie ukazuje na příkladu konkrétního klienta, jak probíhal projekt od začátku do konce, jak jste mu vyřešili problém, a jaký to mělo výsledek. Tím byste ale neměli skončit, protože dobrá případovka není jen o tom.

Hodně případovek, které jsem viděl, zvýrazňuje to nedůležité. Třeba prestižního klienta, hezké obrázky nebo vlastní plácání po zádech. A tím zhoršuje efektivitu případovky. Případová studie má hlavně vytvářet příležitosti. A ukázat dopad vašich znalostí na byznys klienta.

Měli byste ukázat:

• jaké problémy umíte řešit,
• jak zjistíce, co je za problém,
• jaké nabízíte řešení,
• jak zjistíte, že je to správné řešení,
• jak to řešení uvedete do praxe,
• jak řešíte problémy,
• jak neztratíte tah na branku,
• a jak komunikujete s klientem.

Namísto klasického systému problém-řešení-výsledek doporučuji vyprávět lepší příběh.

Na konci příběhu by se váš ideální klient měl zamyslet a říct si: „V téhle situaci přesně jsem, tohle vypadá jako smysluplné řešení. A tyhle lidi mi přijdou ideální, aby mi s tím pomohli.“

Jak ji napsat, aby vám získala klienty

1. vyberte si správného klienta.

Hlavní otázku, kterou byste si měli položit, je: „Chci dělat podobné projekty?“ Je to stejné jako portfolio designera nebo fotografa. Nedávejte tam věci, které nechcete dělat.

Já jsem takhle v roce 2015 zařízl komplet firemní identity a tiskoviny. A specializoval se na UX, optimalizaci konverzí a design zaměřený na výkon. Sice to z mého webu není moc poznat :), ale kovářova kobyla taky chodila neokovaná.

Druhá otázka je, s jakými klienty chcete pracovat. Co se týče obratu, počtu lidí, druhu podnikání. Ulehčí vám to pak říct říkat „ne“.

Tady je seznam předpokladů, které má mít dobrá případová studie:

• Znalost vašeho produktu nebo služby Klient by měl vaše služby využívat naplno a rozumět jim. Protože díky tomu vám nebude plácat nesmysly a půjde hodně do hloubky.
• Efektní výsledky Vyberte si projekt, u kterého došlo k výraznému zlepšení. A teď myslím konkrétní čísla. Ideální je zvýšení zisku, na druhém místě je obrat a až pak legrace typu počet uživatelů, návštěvnost webu. Honza Tichý tomu říká HITS (How Idiots Track Success). Jen si pak dejte pozor na očekávání klienta.
• Známá značka Pokud děláte pro známou firmu, tak si tím zvýšíte prestiž a zároveň je tam tzv. Sinatra efekt. Sinatra má písničku New York, New York , kde zpívá, že pokud jste úspěšní v New Yorku, tak jste úspěšní všude. V přeneseném slova smyslu jde o to, aby si klient řekl: „Pokud dělají s firmou XY, tak musí být dobří.“
• Přechod od konkurence Velmi šikovné jsou případové studie, kde se nespokojený klient sebral, a přešel ke konkurenci (vám). Jen pozor, abyste zas nezískali hnidopichy.
• Souhlas klienta Spíš pro formu dodávám, že před publikování případovky byste měli mít souhlas klienta.

2. Vyprávějte příběh

Dneska se i prkýnko na hajzlu prodává s příběhem. Takže jsem na to alergický. Nicméně po tisíce let se vědomosti předávaly pomocí vyprávění a náš mozek je na to uzpůsobený. Z pohledu case study by měl mít text nějakou strukturu, tzn. začátek a konec.

První, co musíte udělat, je trochu vyzpovídat klienta. Protože cucat si to všechno z prstu je dost neefektivní a ohlas zákazníka stejně nevymyslíte. Pevně doufám.

Dobře v tomhle ohledu funguje tzv. reverzní ohlas – což je systém Brain Audit, který vymyslel Sean deSouza. Mimochodem kniha, kterou musím přidat do svých top 10 knih, co jsem za 20 let přečetl .

Ptejte se klienta na:

Fázi před naším produktem nebo službou

• Co jste používal předtím?
• U čeho jste nejvíc skřípal zubama?
• Kdy vám došlo, že je potřeba změna?
• Jaké byly hlavní důvody, proč použít naše řešení?

Fázi použití našeho produktu nebo služby

• Jak lehké/těžké bylo začít používat naše řešení?
• Jak vám naše řešení pomohlo překonat problémy, které jste měl před tím?
• V čem je naše řešení jiné oproti konkurenci?
• Jaká je oblíbená vlastnost našeho řešení a proč?
• Co vás nejvíce příjemně překvapilo?

Výsledky použití

• Jak vám naše služba pomohla dosáhnou vašich obchodních cílů?
• Která konkrétní čísla (KPI – key performance indicators) se vám zvedla? (Je snazší se ptát po procentech spíš než absolutních číslech.)
• Jaký je hlavní důvod, kvůli kterému byste nás doporučil?

3. Struktura případové studie

• titulek Krátký, pochopitelný a úderný. Můžete se inspirovat článkem: Jak vytvořit nadpis, který nutí číst dál
• shrnutí 2-3 věty, které shrnují proces a výsledek. Ideálně včetně pár čísel.
• o firmě Zmiňte odvětví, typ firmy.
• úvod Tady popisujete účastníky, firmu a prostředí. Je to takový začátek příběhu Před dávnými časy…
• překážky Tady uveďte problémy, které měl klient před tím, než k vám přišel.
• jak jste pomohli (konkrétní strategie) Ukažte, co jste udělali na procesu, konkrétních krocích, analýze a řešení.
• výsledky Jaké byly výsledky v číslech?
• ohlas zákazníka Vyjádření klienta (s fotkou, pozicí a firmou). Ideálně ne jen nějaký cukrkandl, ale popis procesu před – po – výsledek-pocit ze spolupráce – doporučení.
• zamyšlení/hodnocení Tohle je asi nejvíc opomíjená část. A za mě nejdůležitější. Popište, jaké byly problémy v průběhu. Jaké varianty jste zvažovali. Co k tomu říkali jednotlivý účastníci. Co fungovalo, co méně, co vůbec. Co vás překvapilo. Co byste udělali lépe. Co jste se naučili a jak to použijete v budoucnu. Tahle část může být rozdíl mezi získáním a nezískáním zákazníka. Odlište se tím, že budete působit lidsky a poodhalíte zákulisí toho, jak fungujete.
• výzva k akci Případovka je prodejní nástroj. Takže odkažte na služby, které klient využil a pod to dejte výzvu k akci (zavolání, vyplnění formuláře atp.).

4. Krátká vs. dlouhá případovka

Máte na výběr mezi 2 případovkami. Dlohou a krátkou. Osobně preferuji dlouhou, protože máte víc prostoru pro prezentaci, jdete do detailu a zároveň budete na  lepších pozicích ve vyhledávači .

Dlouhá Dlouhá případovka by měla mít 1500-2500 slov, a je ideální pro vaše ideální projekty. Cílovka je člověk, co má na starosti výběr dodavatele a případnou rešerši.

Krátká Krátká případovka by měla mít 500-1000 slov, a tam prezentujete současné projekty, které už teď děláte. Cílovka je člověk, který produkt nebo službu kupuje nebo je na začátku nákupního procesu.

5. Příklady

Tyhle pánové jsou (byli) boží. A jsou to mistři dlouhých případovek. Teď dělají pro Facebook a jejich web nefunguje – ale máme tu Archive.org , že :).

Neil Patel – Timothy Sykes

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Prezentujte svou nejlepší práci prostřednictvím případové studie

Propagujte svou společnost potenciálním zákazníkům na příkladu úspěšného příběhu.

Co je případová studie?

Firemní případové studie jsou úspěšnými příklady minulých projektů s cílem přilákat nové zákazníky. Případové studie představují velmi efektivní formát obsahu – před rozhodnutím o nákupu si případové studie prochází 73 % firemních zákazníků .

Případová studie obvykle začíná popisem cíle projektu. Pak popisuje akce, které společnost podnikla k dosažení tohoto cíle, a nabízí kvalitativní a kvantitativní údaje, které prokazují měřitelný úspěch. Výsledným výstupem by měla být dobře navržená zpráva nebo video sdílené na webových stránkách společnosti, v tisku nebo na různých sociálních sítích.

První kroky

Stanovte cíl.

Nejprve se rozhodněte, co chcete případovou studií ukázat a který konkrétní případ by byl nejlepším důkazem hodnoty vaší společnosti. Který projekt osloví potenciální zákazníky natolik, aby s vámi navázali spolupráci? Začněte důvodem, proč si klient najal vaši společnost. Jaký problém jste měli vyřešit?

Požádejte o svolení a rozhovor

Ujistěte se, že klient nemá námitky proti zařazení do vaší případové studie. Tyto informace budete veřejně sdílet, takže je nezbytný souhlas klienta. Když už jste u toho, můžete ho požádat o rozhovor nebo o sepsání osobních zkušeností. Nikdy nepodceňujte sílu přímých citací od spokojených klientů – 95 % nakupujících si před rozhodnutím o nákupu prochází recenze.

Předložte důkazy

Shromážděte kvantitativní data nebo proveďte kvalitativní výzkum dokazující úspěch tohoto partnerství. Je velmi důležité předvést výsledky, ať už se jedná o dosažený zisk, vyrobené zboží nebo spokojenost zákazníků.

Vyberte médium pro případovou studii

Způsob prezentace vašeho úspěchu závisí na povaze vašeho podnikání a také na tom, kolik času a energie jste ochotni tomu věnovat.

Případová studie pro web

Mnoho společností zveřejňuje případové studie na svých webových stránkách. Jelikož uživatelé s mobilními zařízení generují více než 50 % webového provozu , je důležité vytvořit webovou případovou studii s responzivním návrhem přizpůsobeným různým velikostem obrazovky. Obsah na webu můžete doplnit hypertextovými odkazy na služby, kontaktní stránky a další příklady minulých prací. Můžete také přidat pohyblivou grafiku ve formě animace nebo vložených videí s referencemi zákazníků.

Případová studie pro tisk

Pokud si myslíte, že by se potenciální zákazníci o vás raději dozvěděli prostřednictvím tištěné případové studie, můžete webovou případovou studii upravit pro tisk a přidat na svůj web verzi ve formátu PDF ke stažení.

Případová studie pro video

Jestliže pracujete v médiích nebo ke své práci využíváte videozáznamy, měli byste vytvořit video. Pokud váš klient svolí k rozhovoru, natočte jeho sdělení a vytvořte z něj případovou studii ve formě poutavého videa.

Tipy pro vytvoření skvělé případové studie

Vyprávějte dobrý příběh.

Nastiňte příběh a pracujte s dějovým obloukem. Proč si klient najal vaši společnost? Jak jste problém vyřešili? Jaké základní informace je potřeba uvést? Přejděte přímo k věci, abyste čtenáře nebo diváky zaujali a udrželi jejich pozornost.

Použijte grafiku, která přitáhne pozornost a pomůže vám vyprávět příběh. Nenuďte své publikum příliš mnoha nezáživnými statistikami nebo těžko srozumitelnými diagramy a grafy. Infografika může data zobrazovat zajímavým způsobem a přesvědčit publikum, že vaše řešení problému klienta bylo to nejlepší.

Zvýrazněte výsledky

Stejně jako u každé jiné zprávy použijte vhodné prvky grafického návrhu, díky nimž vaše velké úspěchy vyniknou. Pracujte s barvami a prázdným místem, použijte citace a využijte všechny snímky, které podpoří vaši studii. U případových studií pro video a web zdůrazněte nejdůležitější body pomocí animace.

Přidejte výzvu k akci

Nasměrujte čtenáře, aby využili vaše služby. Uveďte například odkaz nebo telefonní číslo, které je spojí s vaším prodejním týmem. Vyvolejte v nich dojem, že pro ně můžete udělat přesně to, co jste udělali v prezentovaném projektu.

Příklady případových studií

Každý z následujících příkladů ukazuje úspěšné metody případových studií. Prostudujte si typy případů a výstupů, které pomáhají získat nové zakázky.

Návrh loga pro společnost Philly Koji Co.

V této případové studii grafického návrhu designér James Viola vypráví příběh, jak vytvářel logo pro novou společnost. Viola společně s majitelem firmy prodiskutovali a vyřadili řadu nápadů, než se přesunuli k tvorbě náčrtků. Po několika počátečních pokusech se dohodli na směru, jakým se má proces návrhu vyvíjet, a přešli k typografii a průzkumu barev. Konečným výsledkem je jedinečné logo, spokojený klient a hrdý designér.

Mobilní aplikace pro prodej jízdenek

Tato webová případová studie efektivně využívá text, fotografie, skici a snímky obrazovky. Jasně vysvětluje zadání, stručně popisuje výzkum a pak ukazuje práci, od skic přes design až po přijetí aplikace uživateli. Důkaz úspěchu tohoto projektu je jasný a přímo měřitelný uživatelskými hodnoceními aplikace.

Blog společnosti Virgin Atlantic

Tato čtyřstránková případová studie je jednoduchá a přesvědčivá. Používá lifestylové fotografie, primární barvu značky, jednotnou, snadno čitelnou infografiku a citace zúčastněných stran k působivé prezentaci projektu, jehož úspěch dokazuje skutečnými daty.

Video o globálním rebrandingu společnosti MTV Networks

Tato případová studie kombinuje animaci, text a video , aby představila Mood Swing, globální rebranding založený na emocích. Jediným dvouminutovým videem a jedinou zmínkou o úspěchu (cena Clio 2019) se tato případová studie dostává přímo k věci. Je to pestrobarevná prezentace nové MTV, která je nabitá energií.

Arizonský úřad pro cestovní ruch

Tato případová studie formou čtyřminutového videa kombinuje mluvený komentář a hudbu s krásnými snímky arizonské krajiny, komerčními klipy a záběry billboardů a tištěných reklam. Vypravěč připouští obtíže při podpoře cestovního ruchu v době národních sporů a hospodářského poklesu a vysvětluje, jak agentura Moses Inc. tyto překážky překonala. Díky kreativnímu využití aplikací Adobe Premiere Pro a Photoshop přeměnili dopravní značky na infografiku, která dokazuje jejich úspěch.

Veřejné muzeum Grand Rapids

Tato případová studie formou videa prezentuje úspěch mobilní aplikace, která provádí lovce pokladů celým muzeem. Ve videu mluví zaměstnankyně muzea, která popisuje, proč projekt úspěšně funguje. Jedinečným důkazem úspěchu je komentář dvanáctiletého uživatele aplikace.

Zapůsobte co nejlépe

K vytvoření případové studie můžete použít například Adobe Creative Cloud pro týmy . V aplikaci Adobe InDesign můžete vytvořit rozvržení stránek případové studie, ve službě Adobe Stock můžete vyhledat obrázky a designové šablony a v aplikaci Premiere Pro můžete vytvořit vysoce kvalitní video. Díky těmto a dalším aplikacím a jejich funkcím můžete nejlépe ukázat všechny minulé úspěchy vaší společnosti. K datovým zdrojům a údajům může přistupovat celý váš tým, což vám pomůže efektivně vytvořit případovou studii, která zaujme zákazníky a pomůže vám získat nové zakázky.

Mohlo by vás také zajímat…

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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.

Image Source

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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Case study – definicja

​case study a biała księga, ​elementy case study, cechy dobrego studium przypadku, ​wybór tematu i przypadku, ​określenie celów i pytań badawczych, ​zbieranie i organizacja informacji, ​analiza zebranych danych, ​formułowanie wniosków i rekomendacji, ​tworzenie dokumentu, ​recenzja i korekta, ​publikacja i dyskusja, ​przykłady studiów przypadku, korzyści z case study.

​Case study – co to jest?

Studium przypadku to metoda badawcza umożliwiająca szczegółowe zrozumienie złożonych zagadnień w ich rzeczywistym kontekście. Stanowi ona istotne narzędzie w podejmowaniu decyzji i kształtowaniu strategii.

Z tego artykułu dowiesz się:

• Czym jest case study?
• Czym różni się studium przypadku od białej księgi?
• Co wchodzi w skład case study?
• Jakie cechy powinno posiadać dobre studium przypadku?
• Jak stworzyć case study?
• Jakie są przykłady case study?
• Co można zyskać dzięki case study?

Case study, znane również jako studium przypadku, jest szczegółową analizą konkretnego przypadku, sytuacji, osoby, grupy lub zjawiska. Metoda ta jest stosowana w wielu dziedzinach, takich jak psychologia, nauki społeczne, biznes, medycyna, prawo, politologia czy marketing i służy do zbadania kontekstu i złożoności konkretnych przykładów, aby zrozumieć unikalne warunki, które doprowadziły do ich zaistnienia oraz lekcje, które można z nich wyciągnąć.

Studium przypadku to szczegółowa analiza konkretnego przypadku, sytuacji lub zjawiska w celu dogłębnego zrozumienia jego kontekstu, dynamiki i lekcji, które można z niego wyciągnąć. Definicja case study.

Początków case study należy szukać w pierwszych latach XX wieku, choć podobne metody były używane znacznie wcześniej, na przykład w medycynie. Stosowano je w naukach społecznych, zwłaszcza w psychologii, gdzie badacze tacy jak Sigmund Freud czy Anna Freud wykorzystywali studia przypadków do zbadania złożoności ludzkiej psychiki na głębokim oraz zgłębienia osobistych historii pacjentów, ich kontekstu społeczno-kulturowy czy wyjątkowych doświadczeń.

Z czasem metoda studium przypadku rozprzestrzeniła się na inne dziedziny, stając się cenionym narzędziem w biznesie i administracji, gdzie pozwala zrozumieć dynamikę, wyzwania i wyniki podejmowanych działań w realnych kontekstach organizacyjnych i rynkowych. Harvard Business School odegrała znaczącą rolę w popularyzacji metody analizy przypadków w edukacji biznesowej, wykorzystując rzeczywiste scenariusze biznesowe do nauczania studentów zarządzania strategicznego i podejmowania decyzji.

Studium przypadku nie koncentruje się na odkrywaniu uniwersalnych prawd, ale raczej na zrozumieniu złożoności i unikalności każdego konkretnego przypadku. Jest to podejście jakościowe, a jego siła tkwi w szczegółowym spojrzeniu na badane zjawisko.

Studium przypadku i biała księga to różne typy dokumentów, każdy z unikalnym celem i strukturą. Studium przypadku koncentruje się na szczegółowej analizie konkretnego przypadku, sytuacji lub zjawiska, często w celu zrozumienia mechanizmów działania lub wyciągnięcia wniosków na temat skutecznych strategii i metod.

Biała księga z kolei jest rodzajem raportu, który prezentuje dane i analizy dotyczące określonego tematu. Zazwyczaj stosuje się ją, aby przedstawić wyniki badań, udowodnić wartość produktu lub usługi czy przekazać stanowisko w ważnej kwestii politycznej albo biznesowej. Są one często używane jako narzędzia marketingowe lub komunikacyjne; są też bardziej formalne i oparte na danych niż studia przypadków oraz koncentrują się na prezentacji argumentów, dowodów i badań, które mają przekonać czytelników lub wpłynąć na ich decyzję.

Główna różnica między case study a białą księgą leży w celach i sposobie prezentacji informacji. Studium przypadku oferuje głębokie, kontekstualne zrozumienie konkretnego przykładu, podczas gdy biała księga skupia się na przekonywaniu i informowaniu poprzez klarowne, skondensowane prezentowanie badań i analiz. Pomiędzy tymi dokumentami mogą istnieć zależności – studium przypadku może być częścią białej księgi, a biała księga może stanowić podstawę do dalszych, głębszych badań przypadków w danej dziedzinie lub kontekście.

Studium przypadku, będąc szczegółowym badaniem pojedynczego przypadku lub zjawiska, składa się z kilku kluczowych elementów, które pomagają w strukturyzowaniu analizy i prezentacji wyników. Każdy z tych elementów współtworzy spójną i przekonującą narrację, która pozwala czytelnikom zrozumieć specyfikę badanego przypadku, metodologię badawczą, wynikające z niego wnioski oraz możliwe implikacje praktyczne czy teoretyczne. Oto główne składniki case study:

• Wprowadzenie przedstawia tło badania, jego kontekst oraz główny problem lub kwestie, które mają być zbadane. Jego celem jest zapoznanie czytelnika z tematem i uzasadnienie znaczenia przeprowadzonego studium przypadku.
• Opis przypadku zawiera szczegółowe informacje o przypadku lub przypadkach będących przedmiotem badania. Może to obejmować historię przypadku, ważne szczegóły, wcześniejsze podejścia do problemu, a także wyjątkowe cechy przypadku, które mają znaczenie dla badania.
• W części poświęconej metodologii badacz opisuje, jak przeprowadzono badanie, w tym użyte metody zbierania danych (np. wywiady, obserwacje, analiza dokumentów), jak wybrano uczestnicy oraz jakich procedur użyto, żeby zapewnić wiarygodność i dokładność wyników.
• Analiza to nic innego jak wyniki badania. Może obejmować identyfikację wzorców, korelacji, anomalii i tematów, które pojawiają się z zebranych danych. W tej części badacze odnoszą się do teorii lub wcześniejszych badań, aby pomóc w interpretacji wyników.
• Rozwiązania lub rekomendacje zależą od celu studium przypadku – badacz może przedstawić określone rozwiązania problemu na podstawie swojej analizy lub sugerować dalsze kierunki badań. W studiach biznesowych często prezentuje się strategie, które okazały się skuteczne i mogą być zastosowane w innych, podobnych sytuacjach.
• Podsumowanie i wnioski zawiera streszczenie przeprowadzonego badania, jego głównych wyników i wniosków, które można z niego wyciągnąć. To także miejsce na refleksję nad ograniczeniami studium i propozycjami do dalszych badań.

Dobre studium przypadku musi być przede wszystkim rzetelne oraz opierać się na dokładnych i weryfikowalnych danych. Powinno również cechować się reprezentatywnością – pomimo skupienia na pojedynczym przypadku wnioski powinny mieć szersze znaczenie i powinny dać się aplikować w podobnych kontekstach.

Równie ważna są głębokość i jakość analizy –badacze powinni rozumieć omawiany temat, ponieważ pozwala to odkrywać ukryte dynamiki i złożone relacje. Równocześnie, studium przypadku powinno być przedstawione w sposób klarowny i logiczny, aby czytelnicy mogli bez problemów śledzić przebieg analizy i rozumieć podstawy wniosków.

Autorzy muszą także wykazać się krytycznym myśleniem, prezentując nie tylko sukcesy, ale i wyzwania, problemy i porażki, Kompleksowa analiza zwiększa znaczenie i wartość poznawczą studium, podnosząc ważne kwestie i prowokując dyskusję, co może inspirować dalsze badania. Wnioski i rekomendacje muszą być konkretne i jednocześnie powinny dostarczać jasnych wskazówek czy rozwiązań uwzględniających złożoność studiowanego zjawiska. Dobre studium przypadku powinno być też odporne na krytykę, co oznacza transparentność w metodologii i otwartość na zewnętrzne pytania i krytykę.

​Przygotowanie case study

Pierwszym krokiem w tworzeniu studium przypadku jest wyselekcjonowanie tematu o znaczącej wartości poznawczej. Następnie koncentrujemy się na specyficznym przypadku – wydarzeniu, sytuacji lub jednostce – który jest w jakiś sposób reprezentatywny dla szerszych tendencji lub kwestii czy oferuje cenne informacje dzięki swojej unikalności czy okolicznościom.

Po wyborze tematu trzeba precyzyjnie określić cele badania, co wymaga jasnego zdefiniowania pytań – kierują one procesem, wskazują aspekty, na których należy się skupić i określają zakres informacji, który trzeba zebrać, aby uzyskać odpowiedzi. Jest to fundament dla metodologii i kierunku analizy oraz pomaga zachować spójność i klarowność przez całe badanie.

W tej fazie istotne jest gromadzenie danych z różnorodnych, wiarygodnych źródeł. Używając metod takich jak wywiady, przegląd dokumentów, obserwacje czy ankiety badacze mogą zebrać bogaty zestaw informacji. Warto zadbać o staranność w wyborze źródeł i dążenie do obiektywizmu – zapewniają one, że studium przypadku nie będzie obciążone uprzedzeniami i wiarygodnie odzwierciedli rzeczywistość.

Po zgromadzeniu danych należy je przeanalizować, żeby wydobyć istotne wnioski. Badacze stosują metody jak analiza tematyczna, aby zidentyfikować kluczowe motywy, lub analiza porównawcza, aby zrozumieć różnice i podobieństwa w danych. Wykorzystanie tych technik pomaga przełożyć surowe dane na wartościowe informacje, które odpowiadają na postawione wcześniej pytania badawcze.

W trakcie tego etapu badacze, kierując się wynikami analizy, formułują wnioski bezpośrednio odpowiadające na pytania badawcze oraz podkreślają odkrycia i implikacje. W zależności od kontekstu i wyników mogą także przedstawić praktyczne rekomendacje lub sugerować obszary, które mogą wymagać dalszej eksploracji lub gdzie w których można zastosować odkryte rozwiązania czy strategie.

Pisanie efektywnego studium przypadku wymaga zbalansowanego podejścia, łączącego gruntowne badania z umiejętnym opowiadaniem historii. Rozpoczyna się od wyraźnego zdefiniowania celów i pytań badawczych, aby nadać kierunek badaniu. Następnie konieczne jest dokładne i uczciwe zebranie danych – powinno to uwzględniać różnorodne perspektywy. W trakcie pisania należy prezentować fakty i analizy w sposób przystępny, utrzymując logiczną sekwencję i klarowność, co pomaga czytelnikowi podążać za rozumowaniem autora.

Prezentacja studium przypadku wymaga jasności i spójności. Sekcje muszą być logicznie ze sobą powiązane, z przemyślanymi przejściami zapewniającymi płynność narracji. Taka staranność w konstrukcji dokumentu nie tylko ułatwia odbiór treści, ale także buduje zaufanie do przedstawianych analiz i argumentów, potwierdzając profesjonalizm i gruntowność badania. Ostateczny dokument powinien zawierać wyczerpujące wnioski i rekomendacje, będące bezpośrednią odpowiedzią na początkowe pytania, a całość powinna być przedstawiona w sposób, który angażuje, edukuje i pobudza do refleksji.

Po sformułowaniu pierwszej wersji dokumentu należy ją dokładnie przejrzeć i przeprowadzić korektę materiału. Warto również zaangażować zewnętrznych recenzentów, którzy dostarczą świeżego spojrzenia oraz pomogą zidentyfikować nieścisłości, błędy merytoryczne czy językowe i wskażą fragmenty wymagające dodatkowego wyjaśnienia lub usprawnienia.

Finalnym krokiem jest udostępnienie studium przypadku szerszej publiczności, co może się odbyć przez różne kanały, takie jak czasopisma naukowe, prezentacje, blogi czy fora internetowe. Wybór medium zależy od celów badania i docelowej grupy odbiorców. Warto także zachęcać do dyskusji, co pozwala wymieniać opinii, uzyskać dodatkowe perspektyw oraz ewentualnie rozwijać temat w innych badaniach.

Oczywiście, studia przypadku często koncentrują się na konkretnych zjawiskach, sytuacjach lub procesach, zamiast na konkretnych markach. Oto kilka przykładów:

• Studium przypadku opisujące transformację cyfrową w przedsiębiorstwie może badać, jak tradycyjna firma przeszła przez proces digitalizacji, identyfikując wyzwania, takie jak opór pracowników, ograniczenia technologiczne czy koszty. Mogłaby też obejmować strategie przyjęte do przekształcenia kultury organizacyjnej , wprowadzenia nowych technologii, szkolenia pracowników oraz mierzenia efektywności zmian.
• Studium przypadku o zarządzaniu zmianą w czasie fuzji mogłoby badać proces fuzji dwóch firm, skupiając się na aspektach związanych z integracją kultur korporacyjnych, łączeniem systemów operacyjnych, a także strategiach komunikacyjnych stosowanych do łagodzenia niepewności wśród pracowników.
• Case study o inicjatywach ekologicznych mógłby zgłębiać strategie przyjęte przez miasto do zmniejszenia jego śladu węglowego, takie jak programy recyklingu, zielonej energii czy zrównoważonego transportu.
• Studium o odpowiedzi na kryzys zdrowotny w społeczności mogłoby koncentrować się na tym, jak lokalne władze, szpitale i organizacje społeczne reagowały na kryzys zdrowotny, na przykład pandemię. Badane byłyby strategie, jak komunikacja kryzysowa, rozmieszczenie zasobów, współpraca międzyagencyjna i środki zapobiegawcze.

Studium przypadku poprzez dogłębną analizę pojedynczego przypadku lub ich serii pozwala badaczom zrozumieć złożone problemy w ich naturalnym kontekście. Dzięki swojej elastyczności studia przypadków pozwalają wykorzystać różne dane i metody badawcze, co pozwala badaczom rozwijać teorie lub zbudować argumentację opierającą się na solidnych empirycznych podstawach.

Jednocześnie studia przypadku odgrywają kluczową rolę w edukacji, ponieważ pokazują studentom realistyczne scenariusze, z którymi mogą się spotkać w przyszłości zawodowej. Rozwiązując problemy przedstawione w studiach przypadku, uczą się oni krytycznego myślenia, adaptacji teoretycznej wiedzy w praktyce oraz podejmowania decyzji.

Ze względu na swoją narracyjną naturę i częste zastosowanie storytellingu studia przypadku mogą angażować czytelnika, na poziomie którego nie oferują inne metody. Mogą np. pomóc organizacjom w pokazaniu, jak ich produkty lub usługi rozwiązały konkretne problemy klientów, co ma ogromne znaczenie w marketingu i budowaniu relacji z klientem. Choć studia przypadku skupiają się na konkretnych procesach czy rzeczach, płynące z nich wnioski często można zastosować szerzej, a ich wyniki mogą stać się podstawą dalszych badań.

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Studium przypadku to szczegółowa analiza określonej jednostki, zjawiska lub wydarzenia, używana do zrozumienia złożonych tematów i wyciągania wniosków na temat szerszego kontekstu.

Co powinno zawierać case study?

Studium przypadku powinno zawierać jasne wprowadzenie do tematu, opis metodologii, prezentację danych, ich analizę oraz wnioski, które pomagają zrozumieć badany temat lub zjawisko.

Jak przygotować case study?

Przygotowanie studium przypadku wymaga wyboru tematu, szczegółowego zbierania i analizy danych, a następnie syntezy wyników w spójny i przystępny dokument zawierający kluczowe wnioski i rekomendacje.

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

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

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

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

In this article, you’ll learn:

What is a case study?

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

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

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

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

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

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

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

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

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

1. Identify your goal

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

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

2. Choose your client or subject

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

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

Some of the most compelling case studies feature customers who:

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

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

3. Conduct research and compile data

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

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

4. Choose the right format

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

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

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

5. Write your case study

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

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

6. Promote your story

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

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

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

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

Template 1 — Challenge-solution-result format

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

Template 2 — Data-driven format

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

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

Juniper Networks

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

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

Tata Consulting

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

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

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

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

Adobe can help

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

To learn more, watch the Adobe Experience Platform story .

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

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

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

Request a demo to learn more about Adobe Analytics.

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

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

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

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Potenciálním zákazníkům tak dáte jasně najevo, že vaše obchodní nabídka nejsou plané sliby, ale že za vámi stojí reálné výsledky. Podle průzkumů je case study dokonce nejefektivnějším obsahovým formátem pro firmy působící na B2B trzích. Jak ji ale připravit tak, aby vám přinášela nové zakázky? Připravili jsme pro vás deset tipů, jak vaše případové studie vyšperkovat.

1. Zaměřte se na svého ideálního zákazníka

Máte představu o tom, jaký typ zákazníka potřebujete získat? Pak vyberte podobného klienta (ze stejného oboru nebo co se obsahu a objemu práce týče) a v případové studii popište spolupráci s ním. Dokážete tím, že máte s podobnou prací zkušenosti. Že znáte oblast podnikání klienta a víte, jaké jsou v ní překážky a potřeby. A především to, že za sebou v tomto oboru máte hmatatelné výsledky. Ty musíte umět prodat.

2. Probuďte v sobě vypravěče

To, co může vaši case study odlišit od tuctu jiných, je příběh. Příběh o tom, jaké měl váš klient potřeby a jak jste mu je pomohli vyřešit. Právě díky této ingredienci se budou moci potenciální klienti do případové studie snadněji vžít. Poznají, že je pálí stejné problémy jako vaše zákazníky, a uvidí, jak je dokážete řešit. Nezapomeňte proto zanalyzovat a popsat cíle a potřeby zákazníka, které jste řešili, stejně jako překážky a slabé stránky, které bylo třeba překonat. To vše popište jako příběh, na jehož konci bude stát vámi dosažené řešení.

3. Rozdělte případovou studii do několika částí

Pokud si předem stanovíte jasnou strukturu, budete mít jistotu, že jste na nic důležitého nezapomněli a že se čtenáři při čtení v textu neztratí. Taková struktura může vypadat následovně:

• Úvod : Stručně (v rozsahu max. 1 odstavce) představte klienta a jeho obor.
• Cíle : Popište podrobněji problém, který klient řešil, a cíle, kterých chtěl dosáhnout.
• Výzvy : Vysvětlete, jaké největší výzvy před vámi stály při dosahování cílů.
• Řešení : Popište, jak se vám podařilo výzvy překonat a cíle naplnit. Včetně postupných kroků a konkrétních výsledků.

4. Nepodceňujte formátování

Se strukturou a přehledností textu úzce souvisí i formát case study. Rozhodně byste se měli vyvarovat dlouhých textových bloků. Naopak musíte vše vystavět tak, abyste potenciální zákazníky čtením neunavili a aby mohli rychle najít informace, které hledají. Proto volte raději kratší věty a odstavce, proložte je nadpisy a obohaťte obsah o odrážky, číslované seznamy a relevantní a atraktivní obrázky.

5. Nic než fakta

Fakta, čísla a statistiky jsou důležité a případovým studiím dodávají punc opravdovosti. Za každých okolností se ale držte reality a čísla si nikdy nevymýšlejte, ani nepřikrašlujte. V sázce je přeci vaše reputace.

6. Poraďte čtenářům, na co mají zaměřit svou pozornost

Když v case study použijete obrázek nebo graf, doplňte ho o šipky nebo rámečky. Těmi čtenáře navedete na přesnou část grafu nebo na informaci, která by mu neměla uniknout. Například na nějaký vrchol či rekordní výkon v průběhu sledovaného období.

7. Buďte konkrétní

A to nejen u cílů, ale i u samotného procesu. Jedna věc je popsat, v čem jste klientovi pomohli, druhá pak vysvětlit postup, jakým jste se k tomu dopracovali. Jaká konkrétní věc, která vás a vaši práci odlišuje od konkurence, pomohla klientovi těchto výsledků dosáhnout? Právě to jsou detaily, na které byste při tvorbě case study neměli zapomínat. Detaily, díky kterým bude zapamatovatelná a které přináší nové zakázky.

8. Nechte za sebe mluvit klienty

Zařaďte do case study tolik přímé řeči a testimonialů, kolik to jen bude možné. Samochvála smrdí, u pochvaly z úst vašich klientů to ale neplatí. Chybou by bylo v případové studii zmínit jen klientovu reakci na samotný výsledek. Naopak ho nechte, ať svými slovy popíše svůj problém, cíle i to, čeho si nejvíce cenil v průběhu vaší spolupráce. U každé citované osoby uveďte vždy celé jméno a její pozici, v ideálním případě i fotografii.

9. Připravte si více formátů

Až doteď jsem psal o case study jako o psaném textu. Stejný obsah ale můžete použít a zpracovat i do podcastu, videa, prezentace nebo infografiky. Vyzkoušejte více formátů a uvidíte, který na vaši cílovou skupinu funguje nejlépe.

10. Case study průběžně aktualizujte

Na případovou studii, kterou už máte hotovou, nenechávejte v online světě usedat prach. Pokud s daným klientem stále spolupracujete, průběžně ji aktualizujte o aktuální výsledky.

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Case study (prípadová štúdia) je výstup, v ktorom firma prezentuje výslednú prácu pre klienta. Kvalitne spracovaná prípadová štúdia je účinný spôsob, ako na reálnych príkladoch ukázať, ako aktivity na projekte a správne nastavená stratégia s kvalitným know-how dosiahli výsledky pre vášho klienta. Takýto výstup môže slúžiť ako vizitka vašej spoločnosti, vďaka čomu neskôr môžete nadobudnúť nových klientov.

Case study by mala obsahovať zadanie od klienta, nastavené ciele, aktivity pre ich dosiahnutie a výsledok práce.

Cieľom case study je ukázať, že danej téme, resp. segmentu, rozumiete. Ste schopní adekvátne určiť a zhodnotiť stav klienta, navrhnúť efektívne kroky, ktoré prispejú k dosiahnutiu daných cieľov, pričom dokážete zaujať jasné stanovisko ako tieto ciele dosiahnuť. V neposlednom rade dokážete jasne vyhodnotiť, ako nastavená stratégia benefitovala klienta a nakoľko naplnila očakávania z pohľadu nastavených cieľov.

  Spracovanie case study môžete poňať akokoľvek kreatívne. Jednou z foriem tvorby prípadovej štúdie môže byť storytelling , počas ktorého rozpoviete príbeh klienta a vašu angažovanosť na projekte alebo priamo rozhovor s klientom . V niektorých prípadoch možno využiť infografiku či iný grafický formát . Inšpirovať sa môžete napríklad aj  našimi case studies , v ktorých komunikujeme priamo s prídavkom o multimediálny prvok – video. 

Na čo myslieť pri tvorbe case study:

• Pristupujte k obsahu tak, aby zaujal potenciálneho klienta z rovnakého segmentu.
• Píšte jednoducho a zrozumiteľne
• Predstavte projekt čo najdetailnejšie (stanovené ciele, zámery, potreby, postup, dosiahnutie cieľov a pod.)
• Zaujmite oko čitateľa – používajte obrázky, videá, bold text v článku, odrážky, podnadpisy a pod.
• Komunikujte čísla a podporte vaše tvrdenia – napríklad screenshotmi z nástroja Google Analytics a pod.
• Zamyslite sa nad formátom (video, podcast, infografika, rozhovor, PDF)

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

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

Written by: Alice Corner Jan 12, 2023

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

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

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

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

Click to jump ahead:

• What is a Case Study?

Business Case Study Examples

Simple case study examples.

• Marketing Case Study Examples

Sales Case Study Examples

• Case Study FAQs

What is a case study?

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

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

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

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

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

Marketing Case Study Template

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

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

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

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

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

Conduct a B2B case study by researching the company holistically

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

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

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

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

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

Highlight the key takeaway from your marketing case study

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

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

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

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

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

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

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

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

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

Use charts to visualize data in your business case studies

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

Making charts is even easier with Venngage.

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

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

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

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

Use direct quotes to build trust in your marketing case study

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

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

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

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

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

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

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

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

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

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

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

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

Marketing case study examples

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

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

Show off impressive results with a bold marketing case study

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

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

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

Use a simple but clear layout in your case study

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Add long term goals in your case study

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

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

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

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

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

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

Use data to make concrete points about your sales and successes

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Related: 10+ Case Study Infographic Templates That Convert

Case studies are particularly effective as a sales technique.

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

Make impactful statistics pop in your sales case study

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

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

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

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

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

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

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

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

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

Case Study Examples Summary

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

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

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

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

Case Study FAQ

Why should you write a case study.

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

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

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

How should you write a case study?

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

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

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

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

Some good questions you could ask would be:

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

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• 12 Essential Consulting Templates For Marketing, Planning and Branding
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Případová studie

Vyžaduje po Vás vyučující v rámci Vašeho studia vypracování vlastní případové studie ? Nemáte však na tak rozsáhlý projekt čas ani energii? Musíte se zároveň připravovat na další zkoušky a plnit si další studijní povinnosti? Nemáte s dílem případová studie žádné zkušenosti a nejste si jistí, jak by mělo vypadat a z čeho by se mělo skládat? Nevyhovuje Vám téma Vaší případové studie ? Nebo pouze hledáte inspiraci v podobě vzoru případové studie ?   Pokud se zajímáte o vysoce profesionální a kvalifikovanou asistenci v oblasti tvorby podkladů k odborným textům všech typů v různých jazycích a libovolného rozsahu , je nám ctí nabídnout Vám služby severu Napisemezavas.cz ! Díky naší více než osmileté zkušenosti na českém trhu a více než 160 vysokoškolsky vzdělaným zpracovatelům Vám můžeme garantovat prvotřídní služby přímo na míru za férové ceny ! Seznamte se tedy s informacemi obsaženými v následujícím PR článku na téma případová studie a dozvíte se vše, co o tomto pokročilém odborném dílu potřebujete vědět. Pokud si kladete některé z níže uvedených otázek, pak je následující text adresován právě Vám:

• Co to je případová studie ?
• Kde najít ukázku případové studie ?
• Jak vypadá vzor případové studie ?
• Jak postupovat při vypracování případové studie ?
• Na jaké téma lze případovou studii vypracovat?
• Z jakých částí se případová studie skládá?
• Do jakých předmětů se obvykle případová studie vypracovává?
• Co má obsahovat správná případová studie?
• Co se u případové studie hodnotí?
• Jak si objednat podklady pro případové studie u serveru Napisemezavas.cz ?

Případová studie neboli kazuistika (angl. „case study“) je odborný text středního až delšího rozsahu , který je zároveň metodou kvalitativního výzkumu . Jedná se o detailní studium jednoho či několika případů za účelem aplikace teoretických poznatků při porozumění případům obdobným. Právě svým požadavkem na praktickou aplikaci se liší od některých akademických textů, jako je např. diplomová práce , rigorózní práce či disertační práce . Případová studie je vlastně druhem sociologické analýzy a často je uváděna jako synonymum monografie či monografické procedury . Případová studie je postup hojně využívaný v řadě humanitně , ale někdy i přírodovědně zaměřených oborů. Uplatnění tedy nalezne jak v psychologii, sociologii, politologii a antropologii, tak i v ekologii, ale např. i v ekonomii či managementu. Postup uplatňovaný při tvorbě případové studie spočívá v zaměření se na jeden pozorovatelný objekt (ať už je to osoba, skupina osob, firma, geografická oblast) a v následném pozorování a popisu všech relevantních aspektů jeho chování či vývoje . Případová studie se ve své metodologii vyznačuje tím, že kombinuje různé techniky sběru informací. Může se tedy jednat např. o analýzu dokumentů (historické statistiky, prameny), dále o přímé pozorování předmětu studie či o interview . Při psaní případové studie se lze opřít i o zvukové či vizuální záznamy. Na obecné úrovni lze říci, že se pro případovou studii více než statistické metody hodí tzv. metody kvalifikační . Statistické metody totiž vycházejí z předpokladu, že data získaná z více menších objektů jsou směrodatnější než data získaná případovou studií, která se zakládá na přesně opačném principu, tj. zjistit co nejvíce o jediném objektu a na základě tohoto pozorování porozumět případům podobným.

Případová studie ukázka

Poté, co jsme Vám představili dílo případová studie na teoretické rovině, Vám nabídneme také několik ukázek případové studie , abyste viděli i v praxi, co všechno toto dílo obnáší:

Případová studie ukázka 1

Případová studie ukázka 2, případová studie ukázka 3, případové studie.

Případové studie lze rozdělit do několika skupin podle typů pozorovaných objektů , ale také podle použité metody . Pokud jde o první kritérium, pak lze rozlišovat následující typy případové studie:

• Osobní případová studie : Tento typ případové studie podrobně zkoumá určitý aspekt na úrovni jedince . Nejčastěji se tyto případové studie objevují v psychologii , psychoterapii , potažmo i v sociologii .
• Studie komunity : Studie komunity se zabývá jednou či více komunitami , vztahy mezi jejími členy, ale i vztahy samotné komunity s okolím, jejími vzorci života apod. Nejčastěji se tento typ případové studie vyskytuje v sociologii , religionistice , antropologii , etnologii , vzácněji v politologii .
• Studium sociálních skupin : Tento druh případové studie se soustředí na výzkum malých a uzavřených, přímo komunikujících skupin (např. rodin), ale i větších difúzních skupin (např. skupiny zaměstnanců). Jejím cílem je popsat vztahy a poměry v rámci této skupiny. Nejčastěji se vyskytuje opět v sociologii , ale i v novějších oborech jako teorie řízení podniku atd.
• Studium organizací a institucí : Tato případová studie zkoumá firmy , školy a jiné organizace stejně jako implementace programů a intervencí, kulturu těchto organizací a procesy změn a adaptaci. Zároveň hledá optimální vzorce chování , zavedení určitého typu řízení, evaluace a adaptace. Tato studie je důležitá pro manažerské obory , personalistiku , podnikovou ekonomii a antropologii .

Dalším možným kritériem pro rozdělení případových studií je jejich metodologie:

• Intrinsitní případová studie : Tento typ případové studie se věnuje případu jen kvůli němu samému, aniž by vyvozoval nějaké souvislosti s obecnější problematikou
• Instrumentální případová studie : Tato studie se nejprve zaměří na nějaký jev a následně prozkoumá případy, jež tento jev reprezentují, přičemž cílem této studie je lepší pochopení některých teoretických otázek.
• Kolektivní případová studie : Tato studie se provádí na základě předpokladu, že sledováním vícero případů lze docílit hlubšího vhledu do dané problematiky. Tyto výzkumy zpravidla v praxi testují nějakou pracovní hypotézu či teorii.

Případová studie vzor

Předtím, než se pustíte do tvorby vlastní případové studie, se Vám bude určitě hodit několik profesionálně a bezchybně zpracovaných vzorů případové studie . Následující vzory případové studie jsme pro Vás zvolili tak, aby co nejlépe ilustrovali rozmanitost témat a způsobů zpracování případové studie :

Případová studie vzor 1

Případová studie vzor 2, případová studie vzor 3, případová studie vzor 4, případová studie vzor 5, případová studie vzor 6, případová studie vzor 7, případová studie vzor 8, jak si mohu podklady pro případové studie objednat.

Nechce se Vám ani poté, co jste si prohlédli náš PR článek na téma případová studie do psaní tohoto vysoce odborného a náročného díla ? Nemáte dostatek času věnovat se rozsáhlému výzkumu a zpracování získaných dat? Pokud zní Vaše odpověď kladně, nahlédněte prosím do našich všeobecných obchodních podmínek i ceníku a rozhodnete-li se pro objednávku Vaší případové studie u serveru Napisemezavas.cz , postupte na naši objednávku . Obratem se s Vámi spojíme prostřednictvím Vámi uvedené emailové adresy a dohodneme se s Vámi na termínu předání i ostatních podrobnostech.

Cena případové studie zahrnuje:

• Individuální, osobní a profesionální zpracování Vaší případové studie na míru
• Doživotní záruka na veškerá námi zpracovaná díla, svou případovou studii můžete reklamovat či připomínkovat kdykoliv od převzetí
• Pokud nesplníme zadání případové studie přesně dle Vašich požadavků, garantujeme vrácení peněz do 7 dnů
• Disponujeme více než 150 profesionálními zpracovateli z různých oborů a odvětví
• Již osmým rokem Vám nabízíme profesionální a originální podklady k odborným textům všeho druhu přesně na míru
• Jsme schopni zpracovat případovou studii jakékoliv náročnosti , rozsahu i tematického zaměření
• Samozřejmostí jsou stylistické i gramatické korektury , které provádíme zdarma! ke každému dílu
• Inzerujeme též možnost urgentního zpracování do 12 nebo 24 hodin od převzetí objednávky
• Není-li zadáno jinak, citujeme dle platných citačních norem ČSN ISO 690 a ČSN ISO 690-2
• 100% záruka ochrany osobních údajů
• Bohatá nabídka bonusových a věrnostních programů , akčních cen a množstevních slev
• Možnost flexibilní a operativní komunikace se zpracovatelem
• Veškeré materiály jsou kontrolovány a chráněny proti plagiátorství
• Naše služba umožňuje připomínkovat jak ukázku , tak i hotovou případovou studii
• Na požádání Vám o každé změně zašleme SMS , např. o přijetí objednávky, požadované částky, zaslání kompletní práce nebo její části apod.
• Zpracujeme pro Vás odborný text od referátu přes případovou studii až po MBA práci v anglickém jazyce

Poklady pro své případové studie si můžete objednat ZDE!

Nejčastěji hledáte: případová studie, případová studie vzor, případová studie ukázka, případové studie.

Employee Engagement Best Practices and Case Studies

Delivered june 7th, 2021 . contributors: bahri s., key takeaways.

• Employee engagement is essential in the workplace; a study found that employee engagement decreased turnover by 14.9% and increased productivity by 69% in workplaces.
• BKD had used Quantum Workplace's platform to promote continuous coaching to employees as well as build "an inclusive feedback culture for more frequent and meaningful conversations."
• Internal c o m m s play a key role in "ensuring a good mutual understanding and cooperation within the workforce." According to a survey by Harris Poll, over 70% of employees were engaged when their organization provided clear internal communication regarding information of value.

Introduction

B e s t practice: employees' ideas.

• The program should be developed around employees' ideas. This can be done through employee suggestion programs and by replacing the old suggestion box.

• Similar to customer feedback programs, employee suggestion programs ( ESP ) invites employees to voice their concerns and share ideas for solutions. While many companies already offer ESP's, many of them don't utilize technology to ensure that it's as effective as possible. And although a wooden suggestion box placed on the wall is a good start, suggestions aren't always checked regularly; this risks resentment and confusion. Switching to a digital solution can increase accountability and improve the process for listening to employees' suggestions.
• According to a study conducted by the Employee Involvement Association, organizations can expect to save almost $350 annually per employee through the implementation of an employee suggestion system.
• According to Charles Martin, the author of Employee Suggestion Systems : Boosting Productivity and Profits, "companies that set up effective "suggestion systems are finding that employees have great ideas that can lower costs, increase revenues, improve efficiency, or produce greater quality."

B e s t Practice: Internal C o m m s

• The company should ensure that good internal c o m m s are part of their employee engagement solution.
• Internal c o m m s play a key role in "ensuring a good mutual understanding and cooperation within the workforce."
• According to a survey by Harris Poll, over 70% of employees were engaged when their organization provided clear internal communication regarding information of value.
• According to Forbes , "when employees are kept in the loop of what’s happening internally, their loyalty and satisfaction increase ultimately improving the annual revenue and reputation of the company."
• Gallup found that companies with a highly engaged workforce outperform their competitors by 147%.
• The Holmes Report revealed that companies with strong internal comm strategies gave shareholders 47% higher returns.
• Trade Press Services posted an article regarding the importance of using internal c o m m s to enhance business growth. They revealed that "85% of employees said they’re most motivated when management offers regular updates on company news."
• An example of good internal communications leading to positive outcomes can be seen in the case of Thomson Reuters. When Thomson Reuters improved its internal c o m m s , they were able to address their problem regarding how their employees are not placing enough importance on innovation. After implementing good internal c o m m s , Thomson Reuters saw "an upturn in the number of requested innovation projects."

Case Study: Microsoft

• Microsoft is a multinational tech company that sells computer hardware, software, and related services; they are an example of a company that's successfully developed an employee engagement program for their employees. Microsoft had invested heavily in internal c o m m s and the improvement of employee experience in various departments.
• For example, Microsoft had teamed up with Centrical to make their contact center service agents be more productive, responsible, and engaged.
• Microsoft had implemented Centrical in its call centers for its "ability to fuel engagement through advanced g a m i f i c a t i o n , while combining learning and performance data into one platform."
• The program would reward call center agents intrinsically as well as give them personalized goals. Using Centrical, agents are given a visual reminder showing them how every activity they do matters and would get them closer towards their goals. Microsoft would offer employee points and badges to those who exhibit positive behaviors such as adherence to schedule.
• Soon after this program was implemented, 78% of Microsoft's call center agents expressed that they felt more empowered and ready to do better at their work, and absenteeism dropped by 12% overall.
• Microsoft had utilized its own products (e.g. Microsoft 365 ) in order to improve communications and employee engagement.
• The programs had resulted in more interconnected and personalized employee experiences; it has also enabled Microsoft employees to innovate, create, and collaborate seamlessly among the teams that they belong to and work with.
• Eighty-five percent of Microsoft employees say that they are proud to be part of the company.

Case Study: BKD + Quantum Workplace

• BKD is in the professional/scientific/tech services industry , and they are one of the largest U.S. advisory and accounting firms; they have between 2,501 to 5,000 employees.
• According to Julie Cummings, the managing director and chief human resources officer ( HRO ) at BKD, they built their programs by listening to the themes and feedback gathered through their annual engagement survey as well as other feedback tools, and then generating action plans to support improvement." She also added that the company had identified a direct link between engagement and employee performance.
• BKD utilized Quantum Workplace to provide a solution for performance management transformation. BKD knew that it was imperative to implement an effective solution that would drive frequent and meaningful coaching conversations. By implementing this solution , BKD could "drive employee engagement, increase performance, and help with employees' goal achievement."
• Through their employee engagement survey data , BKD was able to identify what would most efficiently engage employees. And based on the findings, BKD implemented "one-on-ones". Within this tool, templates were created to efficiently "drive quarterly conversations between career coaches and employees, encouraging regular touchpoints and more meaningful discussion about goals and development."
• BKD also used the same approach with feedback by providing employees with a tool they could use to request and give real-time feedback to ensure that employees were on the right path for success.
• Through this tool , "employees could gather input from different perspectives, including from a 360° view, to provide them with a deeper self-awareness, better relationships, and professional development acceleration."
• Key Performance Successes:
• Eighty-six percent of employees are "proud to work with BKD."
• Seventy-six percent of employees believe that "BKD’s people-first culture drives their overall success."

Case Study: M o l s o n Coors Beverage Company

• M o l s o n Coors operates as a brewing company that brews and produces beer. M o l s o n Coors is an example of a company that has successfully executed an engagement plan amongst its employees.
• Their employee engagement initiatives have produced engaged employees that were five times less likely than non-engaged employees "to have a safety incident and seven times less likely to have a lost-time safety incident."
• Engagement had also improved sales performance at M o l s o n Coors. And as a result of the initiatives , the company had saved over $1.7 million in just one year.

Research Strategy

Did this report spark your curiosity, how to use employee motivations to increase employee engagement - emergenetics, employee suggestion systems - benefits, cost, elements of a successful suggestion system, microsoft unveils new employee experience platform — microsoft viva — to help people thrive at work - stories, microsoft engagement case study - centrical, microsoft employee engagement, reinventing the employee experience at microsoft, 7 reasons why internal communication is important in the workplace, how internal communications methods are used to enhance employee engagement -vibons, 3 effective ways to improve your internal communication to boost employee engagement, the companies nailing internal communication today: 11 inspiring examples • blink, 7 companies with great internal communications, 17 must follow employee engagement best practices for hr managers, using internal communications to enhance business growth - trade press services, internal communication is changing. are you keeping up • blink, bloomberg - are you a robot.

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• Case Report
• Open access
• Published: 27 May 2024

A complex case study: coexistence of multi-drug-resistant pulmonary tuberculosis, HBV-related liver failure, and disseminated cryptococcal infection in an AIDS patient

• Wei Fu 1 , 2   na1 ,
• Zi Wei Deng 3   na1 ,
• Pei Wang 1 ,
• Zhen Wang Zhu 1 ,
• Zhi Bing Xie 1 ,
• Yong Zhong Li 1 &
• Hong Ying Yu 1  

BMC Infectious Diseases volume  24 , Article number:  533 ( 2024 ) Cite this article

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Hepatitis B virus (HBV) infection can cause liver failure, while individuals with Acquired Immunodeficiency Virus Disease (AIDS) are highly susceptible to various opportunistic infections, which can occur concurrently. The treatment process is further complicated by the potential occurrence of immune reconstitution inflammatory syndrome (IRIS), which presents significant challenges and contributes to elevated mortality rates.

Case presentation

The 50-year-old male with a history of chronic hepatitis B and untreated human immunodeficiency virus (HIV) infection presented to the hospital with a mild cough and expectoration, revealing multi-drug resistant pulmonary tuberculosis (MDR-PTB), which was confirmed by XpertMTB/RIF PCR testing and tuberculosis culture of bronchoalveolar lavage fluid (BALF). The patient was treated with a regimen consisting of linezolid, moxifloxacin, cycloserine, pyrazinamide, and ethambutol for tuberculosis, as well as a combination of bictegravir/tenofovir alafenamide/emtricitabine (BIC/TAF/FTC) for HBV and HIV viral suppression. After three months of treatment, the patient discontinued all medications, leading to hepatitis B virus reactivation and subsequent liver failure. During the subsequent treatment for AIDS, HBV, and drug-resistant tuberculosis, the patient developed disseminated cryptococcal disease. The patient’s condition worsened during treatment with liposomal amphotericin B and fluconazole, which was ultimately attributed to IRIS. Fortunately, the patient achieved successful recovery after appropriate management.

Enhancing medical compliance is crucial for AIDS patients, particularly those co-infected with HBV, to prevent HBV reactivation and subsequent liver failure. Furthermore, conducting a comprehensive assessment of potential infections in patients before resuming antiviral therapy is essential to prevent the occurrence of IRIS. Early intervention plays a pivotal role in improving survival rates.

Peer Review reports

HIV infection remains a significant global public health concern, with a cumulative death toll of 40 million individuals [ 1 ]. In 2021 alone, there were 650,000 deaths worldwide attributed to AIDS-related causes. As of the end of 2021, approximately 38 million individuals were living with HIV, and there were 1.5 million new HIV infections reported annually on a global scale [ 2 ]. Co-infection with HBV and HIV is prevalent due to their similar transmission routes, affecting around 8% of HIV-infected individuals worldwide who also have chronic HBV infection [ 3 ]. Compared to those with HBV infection alone, individuals co-infected with HIV/HBV exhibit higher HBV DNA levels and a greater risk of reactivation [ 4 ]. Opportunistic infections, such as Pneumocystis jirovecii pneumonia, Toxoplasma encephalitis, cytomegalovirus retinitis, cryptococcal meningitis (CM), tuberculosis, disseminated Mycobacterium avium complex disease, pneumococcal pneumonia, Kaposi’s sarcoma, and central nervous system lymphoma, are commonly observed due to HIV-induced immunodeficiency [ 5 ]. Tuberculosis not only contributes to the overall mortality rate in HIV-infected individuals but also leads to a rise in the number of drug-resistant tuberculosis cases and transmission of drug-resistant strains. Disseminated cryptococcal infection is a severe opportunistic infection in AIDS patients [ 6 ], and compared to other opportunistic infections, there is a higher incidence of IRIS in patients with cryptococcal infection following antiviral and antifungal therapy [ 7 ]. This article presents a rare case of an HIV/HBV co-infected patient who presented with MDR-PTB and discontinued all medications during the initial treatment for HIV, HBV, and tuberculosis. During the subsequent re-anti-HBV/HIV treatment, the patient experienced two episodes of IRIS associated with cryptococcal infection. One episode was classified as “unmasking” IRIS, where previously subclinical cryptococcal infection became apparent with immune improvement. The other episode was categorized as “paradoxical” IRIS, characterized by the worsening of pre-existing cryptococcal infection despite immune restoration [ 8 ]. Fortunately, both episodes were effectively treated.

A 50-year-old male patient, who is self-employed, presented to our hospital in January 2022 with a chief complaint of a persistent cough for the past 2 months, without significant shortness of breath, palpitations, or fever. His medical history revealed a previous hepatitis B infection, which resulted in hepatic failure 10 years ago. Additionally, he was diagnosed with HIV infection. However, he ceased taking antiviral treatment with the medications provided free of charge by the Chinese government for a period of three years. During this hospital visit, his CD4 + T-cell count was found to be 26/μL (normal range: 500–1612/μL), HIV-1 RNA was 1.1 × 10 5 copies/ml, and HBV-DNA was negative. Chest computed tomography (CT) scan revealed nodular and patchy lung lesions (Fig.  1 ). The BALF shows positive acid-fast staining. Further assessment of the BALF using XpertMTB/RIF PCR revealed resistance to rifampicin, and the tuberculosis drug susceptibility test of the BALF (liquid culture, medium MGIT 960) indicated resistance to rifampicin, isoniazid, and streptomycin. Considering the World Health Organization (WHO) guidelines for drug-resistant tuberculosis, the patient’s drug susceptibility results, and the co-infection of HIV and HBV, an individualized treatment plan was tailored for him. The treatment plan included BIC/TAF/FTC (50 mg/25 mg/200 mg per day) for HBV and HIV antiviral therapy, as well as linezolid (0.6 g/day), cycloserine (0.5 g/day), moxifloxacin (0.4 g/day), pyrazinamide (1.5 g/day), and ethambutol (0.75 g/day) for anti-tuberculosis treatment, along with supportive care.

The patient’s pulmonary CT scan shows patchy and nodular lesions accompanied by a small amount of pleural effusion, later confirmed to be MDR-PTB

Unfortunately, after 3 months of follow-up, the patient discontinued all medications due to inaccessibility of the drugs. He returned to our hospital (Nov 12, 2022, day 0) after discontinuing medication for six months, with a complaint of poor appetite for the past 10 days. Elevated liver enzymes were observed, with an alanine aminotransferase level of 295 IU/L (normal range: 0–40 IU/L) and a total bilirubin(TBIL) level of 1.8 mg/dL (normal range: 0–1 mg/dL). His HBV viral load increased to 5.5 × 10 9 copies/ml. Considering the liver impairment, elevated HBV-DNA and the incomplete anti-tuberculosis treatment regimen (Fig.  2 A), we discontinued pyrazinamide and initiated treatment with linezolid, cycloserine, levofloxacin, and ethambutol for anti-tuberculosis therapy, along with BIC/TAF/FTC for HIV and HBV antiviral treatment. Additionally, enhanced liver protection and supportive management were provided, involving hepatoprotective effects of medications such as glutathione, magnesium isoglycyrrhizinate, and bicyclol. However, the patient’s TBIL levels continued to rise progressively, reaching 4.4 mg/dL on day 10 (Fig.  3 B). Suspecting drug-related factors, we discontinued all anti-tuberculosis medications while maintaining BIC/TAF/FTC for antiviral therapy, the patient’s TBIL levels continued to rise persistently. We ruled out other viral hepatitis and found no significant evidence of obstructive lesions on magnetic resonance cholangiopancreatography. Starting from the day 19, due to the patient’s elevated TBIL levels of 12.5 mg/dL, a decrease in prothrombin activity (PTA) to 52% (Fig.  3 D), and the emergence of evident symptoms such as abdominal distension and poor appetite, we initiated aggressive treatment methods. Unfortunately, on day 38, his hemoglobin level dropped to 65 g/L (normal range: 120–170 g/L, Fig.  3 A), and his platelet count decreased to 23 × 10 9 /L (normal range: 125–300 × 10 9 /L, Fig.  3 C). Based on a score of 7 on the Naranjo Scale, it was highly suspected that “Linezolid” was the cause of these hematological abnormalities. Therefore, we had to discontinue Linezolid for the anti-tuberculosis treatment. Subsequently, on day 50, the patient developed recurrent fever, a follow-up chest CT scan revealed enlarged nodules in the lungs (Fig.  2 B). The patient also reported mild dizziness and a worsening cough. On day 61, the previous blood culture results reported the growth of Cryptococcus. A lumbar puncture was performed on the same day, and the cerebrospinal fluid (CSF) opening pressure was measured at 130 mmH 2 O. India ink staining of the CSF showed typical encapsulated yeast cells suggestive of Cryptococcus. Other CSF results indicated mild leukocytosis and mildly elevated protein levels, while chloride and glucose levels were within normal limits. Subsequently, the patient received a fungal treatment regimen consisting of liposomal amphotericin B (3 mg/kg·d −1 ) in combination with fluconazole(600 mg/d). After 5 days of antifungal therapy, the patient’s fever symptoms were well controlled. Despite experiencing bone marrow suppression, including thrombocytopenia and worsening anemia, during this period, proactive symptom management, such as the use of erythropoietin, granulocyte colony-stimulating factor, and thrombopoietin, along with high-calorie dietary management, even reducing the dosage of liposomal amphotericin B to 2 mg/kg/day for 10 days at the peak of severity, successfully controlled the bone marrow suppression. However, within the following week, the patient experienced fever again, accompanied by a worsened cough, increased sputum production, and dyspnea. Nevertheless, the bilirubin levels did not show a significant increase. On day 78 the patient’s lung CT revealed patchy infiltrates and an increased amount of pleural effusion (Fig.  2 C). The CD4 + T-cell count was 89/μL (normal range: 500–700/μL), indicating a significant improvement in immune function compared to the previous stage, and C-reactive protein was significantly elevated, reflecting the inflammatory state, other inflammatory markers such as IL-6 and γ-IFN were also significantly elevated. On day 84, Considering the possibility of IRIS, the patient began taking methylprednisolone 30 mg once a day as part of an effort to control his excessive inflammation. Following the administration of methylprednisolone, the man experienced an immediate improvement in his fever. Additionally, symptoms such as cough, sputum production, dyspnea, and poor appetite gradually subsided over time. A follow-up lung CT showed significant improvement, indicating a positive response to the treatment. After 28 days of treatment with liposomal amphotericin B in combination with fluconazole, liposomal amphotericin B was discontinued, and the patient continued with fluconazole to consolidate the antifungal therapy for Cryptococcus. Considering the patient’s ongoing immunodeficiency, the dosage of methylprednisolone was gradually reduced by 4 mg every week. After improvement in liver function, the patient’s anti-tuberculosis treatment regimen was adjusted to include bedaquiline, contezolid, cycloserine, moxifloxacin, and ethambutol. The patient’s condition was well controlled, and a follow-up lung CT on day 117 indicated a significant improvement in lung lesions (Fig.  2 D).

Upon second hospitalization admission ( A ), nodular lesions were already present in the lungs, and their size gradually increased after the initiation of ART ( B , C ). Notably, the lung lesions became more pronounced following the commencement of anti-cryptococcal therapy, coinciding with the occurrence of pleural effusion ( C ). However, with the continuation of antifungal treatment and the addition of glucocorticoids, there was a significant absorption and reduction of both the pleural effusion and pulmonary nodules ( D )

During the patient's second hospitalization, as the anti-tuberculosis treatment progressed and liver failure developed, the patient’s HGB levels gradually decreased ( A ), while TBIL levels increased ( B ). Additionally, there was a gradual decrease in PLT count ( C ) and a reduction in prothrombin activity (PTA) ( D ), indicating impaired clotting function. Moreover, myelosuppression was observed during the anti-cryptococcal treatment ( C )

People living with HIV/AIDS are susceptible to various opportunistic infections, which pose the greatest threat to their survival [ 5 ]. Pulmonary tuberculosis and disseminated cryptococcosis remain opportunistic infections with high mortality rates among AIDS patients [ 9 , 10 ]. These infections occurring on the basis of liver failure not only increase diagnostic difficulty but also present challenges in treatment. Furthermore, as the patient’s immune function and liver function recover, the occurrence of IRIS seems inevitable.

HIV and HBV co-infected patients are at a higher risk of HBV reactivation following the discontinuation of antiviral drugs

In this case, the patient presented with both HIV and HBV infections. Although the HBV DNA test was negative upon admission. However, due to the patient’s self-discontinuation of antiretroviral therapy (ART), HBV virologic and immunologic reactivation occurred six months later, leading to a rapid increase in viral load and subsequent hepatic failure. Charles Hannoun et al. also reported similar cases in 2001, where two HIV-infected patients with positive HBsAg experienced HBV reactivation and a rapid increase in HBV DNA levels after discontinuing antiretroviral and antiviral therapy, ultimately resulting in severe liver failure [ 11 ]. The European AIDS Clinical Society (EACS) also emphasize that abrupt discontinuation of antiviral therapy in patients co-infected with HBV and HIV can trigger HBV reactivation, which, although rare, can potentially result in liver failure [ 12 ].

Diagnosing disseminated Cryptococcus becomes more challenging in AIDS patients with liver failure, and the selection of antifungal medications is significantly restricted

In HIV-infected individuals, cryptococcal disease typically manifests as subacute meningitis or meningoencephalitis, often accompanied by fever, headache, and neck stiffness. The onset of symptoms usually occurs approximately two weeks after infection, with typical signs and symptoms including meningeal signs such as neck stiffness and photophobia. Some patients may also experience encephalopathy symptoms like somnolence, mental changes, personality changes, and memory loss, which are often associated with increased intracranial pressure (ICP) [ 13 ]. The presentation of cryptococcal disease in this patient was atypical, as there were no prominent symptoms such as high fever or rigors, nor were there any signs of increased ICP such as somnolence, headache, or vomiting. The presence of pre-existing pulmonary tuberculosis further complicated the early diagnosis, potentially leading to the clinical oversight of recognizing the presence of cryptococcus. In addition to the diagnostic challenges, treating a patient with underlying liver disease, multidrug-resistant tuberculosis, and concurrent cryptococcal infection poses significant challenges. It requires considering both the hepatotoxicity of antifungal agents and potential drug interactions. EACS and global guideline for the diagnosis and management of cryptococcosis suggest that liposomal amphotericin B (3 mg/kg·d −1 ) in combination with flucytosine (100 mg/kg·d −1 ) or fluconazole (800 mg/d) is the preferred induction therapy for CM for 14 days [ 12 , 14 ]. Flucytosine has hepatotoxicity and myelosuppressive effects, and it is contraindicated in patients with severe liver dysfunction. The antiviral drug bictegravir is a substrate for hepatic metabolism by CYP3A and UGT1A1 enzymes [ 15 ], while fluconazole inhibits hepatic enzymes CYP3A4 and CYP2C9 [ 16 ]. Due to the patient's liver failure and bone marrow suppression, we reduced the dosage of liposomal amphotericin B and fluconazole during the induction period. Considering the hepatotoxicity of fluconazole and its interaction with bictegravir, we decreased the dosage of fluconazole to 600 mg/d, while extending the duration of induction therapy to 28 days.

During re-antiviral treatment, maintaining vigilance for the development of IRIS remains crucial

IRIS refers to a series of inflammatory diseases that occur in HIV-infected individuals after initiating ART. It is associated with the paradoxical worsening of pre-existing infections, which may have been previously diagnosed and treated or may have been subclinical but become apparent due to the host regaining the ability to mount an inflammatory response. Currently, there is no universally accepted definition of IRIS. However, the following conditions are generally considered necessary for diagnosing IRIS: worsening of a diagnosed or previously unrecognized pre-existing infection with immune improvement (referred to as “paradoxical” IRIS) or the unmasking of a previously subclinical infection (referred to as “unmasking” IRIS) [ 8 ]. It is estimated that 10% to 30% of HIV-infected individuals with CM will develop IRIS after initiating or restarting effective ART [ 7 , 17 ]. In the guidelines of the WHO and EACS, it is recommended to delay the initiation of antiviral treatment for patients with CM for a minimum of 4 weeks to reduce the incidence of IRIS. Since we accurately identified the presence of multidrug-resistant pulmonary tuberculosis in the patient during the early stage, we promptly initiated antiretroviral and anti-hepatitis B virus treatment during the second hospitalization. However, subsequent treatment revealed that the patient experienced at least two episodes of IRIS. The first episode was classified as “unmasking” IRIS, as supported by the enlargement of pulmonary nodules observed on the chest CT scan following the initiation of ART (Fig.  2 A). Considering the morphological changes of the nodules on the chest CT before antifungal therapy, the subsequent emergence of disseminated cryptococcal infection, and the subsequent reduction in the size of the lung nodules after antifungal treatment, although there is no definitive microbiological evidence, we believe that the initial enlargement of the lung nodules was caused by cryptococcal pneumonia. As ART treatment progressed, the patient experienced disseminated cryptococcosis involving the blood and central nervous system, representing the first episode. Following the initiation of antifungal therapy for cryptococcosis, the patient encountered a second episode characterized by fever and worsening pulmonary lesions. Given the upward trend in CD4 + T-cell count, we attributed this to the second episode of IRIS, the “paradoxical” type. The patient exhibited a prompt response to low-dose corticosteroids, further supporting our hypothesis. Additionally, the occurrence of cryptococcal IRIS in the lungs, rather than the central nervous system, is relatively uncommon among HIV patients [ 17 ].

Conclusions

From the initial case of AIDS combined with chronic hepatitis B, through the diagnosis and treatment of multidrug-resistant tuberculosis, the development of liver failure and disseminated cryptococcosis, and ultimately the concurrent occurrence of IRIS, the entire process was tortuous but ultimately resulted in a good outcome (Fig.  4 ). Treatment challenges arose due to drug interactions, myelosuppression, and the need to manage both infectious and inflammatory conditions. Despite these hurdles, a tailored treatment regimen involving antifungal and antiretroviral therapies, along with corticosteroids, led to significant clinical improvement. While CM is relatively common among immunocompromised individuals, especially those with acquired immunodeficiency syndrome (AIDS) [ 13 ], reports of disseminated cryptococcal infection on the background of AIDS complicated with liver failure are extremely rare, with a very high mortality rate.

A brief timeline of the patient's medical condition progression and evolution

Through managing this patient, we have also gained valuable insights. (1) Swift and accurate diagnosis, along with timely and effective treatment, can improve prognosis, reduce mortality, and lower disability rates. Whether it's the discovery and early intervention of liver failure, the identification and treatment of disseminated cryptococcosis, or the detection and management of IRIS, all these interventions are crucially timely. They are essential for the successful treatment of such complex and critically ill patients.

(2) Patients who exhibit significant drug reactions, reducing the dosage of relevant medications and prolonging the treatment duration can improve treatment success rates with fewer side effects. In this case, the dosages of liposomal amphotericin B and fluconazole are lower than the recommended dosages by the World Health Organization and EACS guidelines. Fortunately, after 28 days of induction therapy, repeat CSF cultures showed negative results for Cryptococcus, and the improvement of related symptoms also indicates that the patient has achieved satisfactory treatment outcomes. (3) When cryptococcal infection in the bloodstream or lungs is detected, prompt lumbar puncture should be performed to screen for central nervous system cryptococcal infection. Despite the absence of neurological symptoms, the presence of Cryptococcus neoformans in the cerebrospinal fluid detected through lumbar puncture suggests the possibility of subclinical or latent CM, especially in late-stage HIV-infected patients.

We also encountered several challenges and identified certain issues that deserve attention. Limitations: (1) The withdrawal of antiviral drugs is a critical factor in the occurrence and progression of subsequent diseases in patients. Improved medical education is needed to raise awareness and prevent catastrophic consequences. (2) Prior to re-initiating antiviral therapy, a thorough evaluation of possible infections in the patient is necessary. Caution should be exercised, particularly in the case of diseases prone to IRIS, such as cryptococcal infection. (3) There is limited evidence on the use of reduced fluconazole dosage (600 mg daily) during antifungal therapy, and the potential interactions between daily fluconazole (600 mg) and the antiviral drug bictegravir and other tuberculosis medications have not been extensively studied. (4) Further observation is needed to assess the impact of early-stage limitations in the selection of anti-tuberculosis drugs on the treatment outcome of tuberculosis in this patient, considering the presence of liver failure.

In conclusion, managing opportunistic infections in HIV patients remains a complex and challenging task, particularly when multiple opportunistic infections are compounded by underlying liver failure. Further research efforts are needed in this area.

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Abbreviations

Hepatitis B virus

Acquired immunodeficiency virus disease

Immune reconstitution inflammatory syndrome

Human immunodeficiency virus

Multi-drug resistant pulmonary tuberculosis

Bronchoalveolar lavage fluid

Bictegravir/tenofovir alafenamide/emtricitabine

Cryptococcal meningitis

World Health Organization

Computed tomography

Total bilirubin

Cerebrospinal fluid

European AIDS Clinical Society

Intracranial pressure

Antiretroviral therapy

Prothrombin activity

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Acknowledgements

We express our sincere gratitude for the unwavering trust bestowed upon our medical team by the patient throughout the entire treatment process.

This work was supported by the Scientific Research Project of Hunan Public Health Alliance with the approval No. ky2022-002.

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Wei Fu and Zi Wei Deng contributed equally to this work.

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Center for Infectious Diseases, Hunan University of Medicine General Hospital, Huaihua, Hunan, China

Wei Fu, Pei Wang, Zhen Wang Zhu, Ye Pu, Zhi Bing Xie, Yong Zhong Li & Hong Ying Yu

Department of Tuberculosis, The First Affiliated Hospital of Xinxiang Medical University, XinXiang, Henan, China

Department of Clinical Pharmacy, Hunan University of Medicine General Hospital, Huaihua, Hunan, China

Zi Wei Deng

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WF and ZWD integrated the data and wrote the manuscript, YHY contributed the revision of the manuscript, PW and YP provided necessary assistance and provided key suggestions, ZWZ, YZL and ZBX contributed data acquisition and interpretation for etiological diagnosis. All authors reviewed and approved the final manuscript.

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Correspondence to Hong Ying Yu .

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Fu, W., Deng, Z.W., Wang, P. et al. A complex case study: coexistence of multi-drug-resistant pulmonary tuberculosis, HBV-related liver failure, and disseminated cryptococcal infection in an AIDS patient. BMC Infect Dis 24 , 533 (2024). https://doi.org/10.1186/s12879-024-09431-9

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Received : 30 June 2023

Accepted : 24 May 2024

Published : 27 May 2024

DOI : https://doi.org/10.1186/s12879-024-09431-9

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