Читать книгу Engaged - Amy Bucher - Страница 35

Case studies are specific stories about the use of a product. They can follow an individual user, or a group of users, as they interact with a product. Case studies don’t necessarily prove whether or not a product works, but they can provide an engaging glimpse into what the product might provide to users. The data in a case study often takes a before-and-after format looking at the same group of people over time that shows how the variables of interest changed after a product was introduced.

Although their scientific value is limited, case studies have some advantages. They offer teams an opportunity to highlight their products in a specific, contextualized way that may help potential customers envision themselves as users. They can also demonstrate aspects of the product, like how it gets implemented and rolled out, that might not be examined in an RCT or other purely outcomes-focused study. And, for many of the same reasons that normative feedback and social comparisons are compelling for users, case studies can be extremely effective in building your business. Clients want the shiny new toy they see in a well-done case study.