Four types: single holistic, single embedded, multiple holistic, multiple embedded
The post-positive paradigm postulates there is one reality that can be objectively described and understood by “bracketing” oneself from the research to remove prejudice or bias. 27 Yin focuses on general explanation and prediction, emphasizing the formulation of propositions, akin to hypothesis testing. This approach is best suited for structured and objective data collection 9 , 11 and is often used for mixed-method studies.
Constructivism assumes that the phenomenon of interest is constructed and influenced by local contexts, including the interaction between researchers, individuals, and their environment. 27 It acknowledges multiple interpretations of reality 24 constructed within the context by the researcher and participants which are unlikely to be replicated, should either change. 5 , 20 Stake and Merriam’s constructivist approaches emphasize a story-like rendering of a problem and an iterative process of constructing the case study. 7 This stance values researcher reflexivity and transparency, 28 acknowledging how researchers’ experiences and disciplinary lenses influence their assumptions and beliefs about the nature of the phenomenon and development of the findings.
A key tenet of case study methodology often underemphasized in literature is the importance of defining the case and phenomenon. Researches should clearly describe the case with sufficient detail to allow readers to fully understand the setting and context and determine applicability. Trying to answer a question that is too broad often leads to an unclear definition of the case and phenomenon. 20 Cases should therefore be bound by time and place to ensure rigor and feasibility. 6
Yin 22 defines a case as “a contemporary phenomenon within its real-life context,” (p13) which may contain a single unit of analysis, including individuals, programs, corporations, or clinics 29 (holistic), or be broken into sub-units of analysis, such as projects, meetings, roles, or locations within the case (embedded). 30 Merriam 24 and Stake 5 similarly define a case as a single unit studied within a bounded system. Stake 5 , 23 suggests bounding cases by contexts and experiences where the phenomenon of interest can be a program, process, or experience. However, the line between the case and phenomenon can become muddy. For guidance, Stake 5 , 23 describes the case as the noun or entity and the phenomenon of interest as the verb, functioning, or activity of the case.
Yin’s approach to a case study is rooted in a formal proposition or theory which guides the case and is used to test the outcome. 1 Stake 5 advocates for a flexible design and explicitly states that data collection and analysis may commence at any point. Merriam’s 24 approach blends both Yin and Stake’s, allowing the necessary flexibility in data collection and analysis to meet the needs.
Yin 30 proposed three types of case study approaches—descriptive, explanatory, and exploratory. Each can be designed around single or multiple cases, creating six basic case study methodologies. Descriptive studies provide a rich description of the phenomenon within its context, which can be helpful in developing theories. To test a theory or determine cause and effect relationships, researchers can use an explanatory design. An exploratory model is typically used in the pilot-test phase to develop propositions (eg, Sibbald et al. 31 used this approach to explore interprofessional network complexity). Despite having distinct characteristics, the boundaries between case study types are flexible with significant overlap. 30 Each has five key components: (1) research question; (2) proposition; (3) unit of analysis; (4) logical linking that connects the theory with proposition; and (5) criteria for analyzing findings.
Contrary to Yin, Stake 5 believes the research process cannot be planned in its entirety because research evolves as it is performed. Consequently, researchers can adjust the design of their methods even after data collection has begun. Stake 5 classifies case studies into three categories: intrinsic, instrumental, and collective/multiple. Intrinsic case studies focus on gaining a better understanding of the case. These are often undertaken when the researcher has an interest in a specific case. Instrumental case study is used when the case itself is not of the utmost importance, and the issue or phenomenon (ie, the research question) being explored becomes the focus instead (eg, Paciocco 32 used an instrumental case study to evaluate the implementation of a chronic disease management program). 5 Collective designs are rooted in an instrumental case study and include multiple cases to gain an in-depth understanding of the complexity and particularity of a phenomenon across diverse contexts. 5 , 23 In collective designs, studying similarities and differences between the cases allows the phenomenon to be understood more intimately (for examples of this in the field, see van Zelm et al. 33 and Burrows et al. 34 In addition, Sibbald et al. 35 present an example where a cross-case analysis method is used to compare instrumental cases).
Merriam’s approach is flexible (similar to Stake) as well as stepwise and linear (similar to Yin). She advocates for conducting a literature review before designing the study to better understand the theoretical underpinnings. 24 , 25 Unlike Stake or Yin, Merriam proposes a step-by-step guide for researchers to design a case study. These steps include performing a literature review, creating a theoretical framework, identifying the problem, creating and refining the research question(s), and selecting a study sample that fits the question(s). 24 , 25 , 36
Using multiple data collection methods is a key characteristic of all case study methodology; it enhances the credibility of the findings by allowing different facets and views of the phenomenon to be explored. 23 Common methods include interviews, focus groups, observation, and document analysis. 5 , 37 By seeking patterns within and across data sources, a thick description of the case can be generated to support a greater understanding and interpretation of the whole phenomenon. 5 , 17 , 20 , 23 This technique is called triangulation and is used to explore cases with greater accuracy. 5 Although Stake 5 maintains case study is most often used in qualitative research, Yin 17 supports a mix of both quantitative and qualitative methods to triangulate data. This deliberate convergence of data sources (or mixed methods) allows researchers to find greater depth in their analysis and develop converging lines of inquiry. For example, case studies evaluating interventions commonly use qualitative interviews to describe the implementation process, barriers, and facilitators paired with a quantitative survey of comparative outcomes and effectiveness. 33 , 38 , 39
Yin 30 describes analysis as dependent on the chosen approach, whether it be (1) deductive and rely on theoretical propositions; (2) inductive and analyze data from the “ground up”; (3) organized to create a case description; or (4) used to examine plausible rival explanations. According to Yin’s 40 approach to descriptive case studies, carefully considering theory development is an important part of study design. “Theory” refers to field-relevant propositions, commonly agreed upon assumptions, or fully developed theories. 40 Stake 5 advocates for using the researcher’s intuition and impression to guide analysis through a categorical aggregation and direct interpretation. Merriam 24 uses six different methods to guide the “process of making meaning” (p178) : (1) ethnographic analysis; (2) narrative analysis; (3) phenomenological analysis; (4) constant comparative method; (5) content analysis; and (6) analytic induction.
Drawing upon a theoretical or conceptual framework to inform analysis improves the quality of case study and avoids the risk of description without meaning. 18 Using Stake’s 5 approach, researchers rely on protocols and previous knowledge to help make sense of new ideas; theory can guide the research and assist researchers in understanding how new information fits into existing knowledge.
Columbia University has recently demonstrated how case studies can help train future health leaders. 41 Case studies encompass components of systems thinking—considering connections and interactions between components of a system, alongside the implications and consequences of those relationships—to equip health leaders with tools to tackle global health issues. 41 Greenwood 42 evaluated Indigenous peoples’ relationship with the healthcare system in British Columbia and used a case study to challenge and educate health leaders across the country to enhance culturally sensitive health service environments.
An important but often omitted step in case study research is an assessment of quality and rigour. We recommend using a framework or set of criteria to assess the rigour of the qualitative research. Suitable resources include Caelli et al., 43 Houghten et al., 44 Ravenek and Rudman, 45 and Tracy. 46
Although “pragmatic” case studies (ie, utilizing practical and applicable methods) have existed within psychotherapy for some time, 47 , 48 only recently has the applicability of pragmatism as an underlying paradigmatic perspective been considered in HSR. 49 This is marked by uptake of pragmatism in Randomized Control Trials, recognizing that “gold standard” testing conditions do not reflect the reality of clinical settings 50 , 51 nor do a handful of epistemologically guided methodologies suit every research inquiry.
Pragmatism positions the research question as the basis for methodological choices, rather than a theory or epistemology, allowing researchers to pursue the most practical approach to understanding a problem or discovering an actionable solution. 52 Mixed methods are commonly used to create a deeper understanding of the case through converging qualitative and quantitative data. 52 Pragmatic case study is suited to HSR because its flexibility throughout the research process accommodates complexity, ever-changing systems, and disruptions to research plans. 49 , 50 Much like case study, pragmatism has been criticized for its flexibility and use when other approaches are seemingly ill-fit. 53 , 54 Similarly, authors argue that this results from a lack of investigation and proper application rather than a reflection of validity, legitimizing the need for more exploration and conversation among researchers and practitioners. 55
Although occasionally misunderstood as a less rigourous research methodology, 8 case study research is highly flexible and allows for contextual nuances. 5 , 6 Its use is valuable when the researcher desires a thorough understanding of a phenomenon or case bound by context. 11 If needed, multiple similar cases can be studied simultaneously, or one case within another. 16 , 17 There are currently three main approaches to case study, 5 , 17 , 24 each with their own definitions of a case, ontological and epistemological paradigms, methodologies, and data collection and analysis procedures. 37
Individuals’ experiences within health systems are influenced heavily by contextual factors, participant experience, and intricate relationships between different organizations and actors. 55 Case study research is well suited for HSR because it can track and examine these complex relationships and systems as they evolve over time. 6 , 7 It is important that researchers and health leaders using this methodology understand its key tenets and how to conduct a proper case study. Although there are many examples of case study in action, they are often under-reported and, when reported, not rigorously conducted. 9 Thus, decision-makers and health leaders should use these examples with caution. The proper reporting of case studies is necessary to bolster their credibility in HSR literature and provide readers sufficient information to critically assess the methodology. We also call on health leaders who frequently use case studies 56 – 58 to report them in the primary research literature.
The purpose of this article is to advocate for the continued and advanced use of case study in HSR and to provide literature-based guidance for decision-makers, policy-makers, and health leaders on how to engage in, read, and interpret findings from case study research. As health systems progress and evolve, the application of case study research will continue to increase as researchers and health leaders aim to capture the inherent complexities, nuances, and contextual factors. 7
Saul McLeod, PhD
Editor-in-Chief for Simply Psychology
BSc (Hons) Psychology, MRes, PhD, University of Manchester
Saul McLeod, PhD., is a qualified psychology teacher with over 18 years of experience in further and higher education. He has been published in peer-reviewed journals, including the Journal of Clinical Psychology.
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Olivia Guy-Evans, MSc
Associate Editor for Simply Psychology
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Case studies are in-depth investigations of a person, group, event, or community. Typically, data is gathered from various sources using several methods (e.g., observations & interviews).
The case study research method originated in clinical medicine (the case history, i.e., the patient’s personal history). In psychology, case studies are often confined to the study of a particular individual.
The information is mainly biographical and relates to events in the individual’s past (i.e., retrospective), as well as to significant events that are currently occurring in his or her everyday life.
The case study is not a research method, but researchers select methods of data collection and analysis that will generate material suitable for case studies.
Freud (1909a, 1909b) conducted very detailed investigations into the private lives of his patients in an attempt to both understand and help them overcome their illnesses.
This makes it clear that the case study is a method that should only be used by a psychologist, therapist, or psychiatrist, i.e., someone with a professional qualification.
There is an ethical issue of competence. Only someone qualified to diagnose and treat a person can conduct a formal case study relating to atypical (i.e., abnormal) behavior or atypical development.
There are several places to find data for a case study. The key is to gather data from multiple sources to get a complete picture of the case and corroborate facts or findings through triangulation of evidence. Most of this information is likely qualitative (i.e., verbal description rather than measurement), but the psychologist might also collect numerical data.
Searching historical archives, museum collections and databases to find relevant documents, visual/audio records related to the case history and context.
Public archives like newspapers, organizational records, photographic collections could all include potentially relevant pieces of information to shed light on attitudes, cultural perspectives, common practices and historical contexts related to psychology.
Organizational records offer the advantage of often having large datasets collected over time that can reveal or confirm psychological insights.
Of course, privacy and ethical concerns regarding confidential data must be navigated carefully.
However, with proper protocols, organizational records can provide invaluable context and empirical depth to qualitative case studies exploring the intersection of psychology and organizations.
Follow specified case study guidelines provided by a journal or your psychology tutor. General components of clinical case studies include: background, symptoms, assessments, diagnosis, treatment, and outcomes. Interpreting the information means the researcher decides what to include or leave out. A good case study should always clarify which information is the factual description and which is an inference or the researcher’s opinion.
Case studies allow a researcher to investigate a topic in far more detail than might be possible if they were trying to deal with a large number of research participants (nomothetic approach) with the aim of ‘averaging’.
Because of their in-depth, multi-sided approach, case studies often shed light on aspects of human thinking and behavior that would be unethical or impractical to study in other ways.
Research that only looks into the measurable aspects of human behavior is not likely to give us insights into the subjective dimension of experience, which is important to psychoanalytic and humanistic psychologists.
Case studies are often used in exploratory research. They can help us generate new ideas (that might be tested by other methods). They are an important way of illustrating theories and can help show how different aspects of a person’s life are related to each other.
The method is, therefore, important for psychologists who adopt a holistic point of view (i.e., humanistic psychologists ).
Because a case study deals with only one person/event/group, we can never be sure if the case study investigated is representative of the wider body of “similar” instances. This means the conclusions drawn from a particular case may not be transferable to other settings.
Because case studies are based on the analysis of qualitative (i.e., descriptive) data , a lot depends on the psychologist’s interpretation of the information she has acquired.
This means that there is a lot of scope for Anna O , and it could be that the subjective opinions of the psychologist intrude in the assessment of what the data means.
For example, Freud has been criticized for producing case studies in which the information was sometimes distorted to fit particular behavioral theories (e.g., Little Hans ).
This is also true of Money’s interpretation of the Bruce/Brenda case study (Diamond, 1997) when he ignored evidence that went against his theory.
Breuer, J., & Freud, S. (1895). Studies on hysteria . Standard Edition 2: London.
Curtiss, S. (1981). Genie: The case of a modern wild child .
Diamond, M., & Sigmundson, K. (1997). Sex Reassignment at Birth: Long-term Review and Clinical Implications. Archives of Pediatrics & Adolescent Medicine , 151(3), 298-304
Freud, S. (1909a). Analysis of a phobia of a five year old boy. In The Pelican Freud Library (1977), Vol 8, Case Histories 1, pages 169-306
Freud, S. (1909b). Bemerkungen über einen Fall von Zwangsneurose (Der “Rattenmann”). Jb. psychoanal. psychopathol. Forsch ., I, p. 357-421; GW, VII, p. 379-463; Notes upon a case of obsessional neurosis, SE , 10: 151-318.
Harlow J. M. (1848). Passage of an iron rod through the head. Boston Medical and Surgical Journal, 39 , 389–393.
Harlow, J. M. (1868). Recovery from the Passage of an Iron Bar through the Head . Publications of the Massachusetts Medical Society. 2 (3), 327-347.
Money, J., & Ehrhardt, A. A. (1972). Man & Woman, Boy & Girl : The Differentiation and Dimorphism of Gender Identity from Conception to Maturity. Baltimore, Maryland: Johns Hopkins University Press.
Money, J., & Tucker, P. (1975). Sexual signatures: On being a man or a woman.
Seven meta-skills that stick even if the cases fade from memory.
It’s been 100 years since Harvard Business School began using the case study method. Beyond teaching specific subject matter, the case study method excels in instilling meta-skills in students. This article explains the importance of seven such skills: preparation, discernment, bias recognition, judgement, collaboration, curiosity, and self-confidence.
During my decade as dean of Harvard Business School, I spent hundreds of hours talking with our alumni. To enliven these conversations, I relied on a favorite question: “What was the most important thing you learned from your time in our MBA program?”
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The case study approach allows in-depth, multi-faceted explorations of complex issues in their real-life settings. The value of the case study approach is well recognised in the fields of business, law and policy, but somewhat less so in health services research. Based on our experiences of conducting several health-related case studies, we reflect on the different types of case study design, the specific research questions this approach can help answer, the data sources that tend to be used, and the particular advantages and disadvantages of employing this methodological approach. The paper concludes with key pointers to aid those designing and appraising proposals for conducting case study research, and a checklist to help readers assess the quality of case study reports.
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The case study approach allows in-depth, multi-faceted explorations of complex issues in their real-life settings. The value of the case study approach is well recognised in the fields of business, law and policy, but somewhat less so in health services research. Based on our experiences of conducting several health-related case studies, we reflect on the different types of case study design, the specific research questions this approach can help answer, the data sources that tend to be used, and the particular advantages and disadvantages of employing this methodological approach. The paper concludes with key pointers to aid those designing and appraising proposals for conducting case study research, and a checklist to help readers assess the quality of case study reports.
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The case study approach is particularly useful to employ when there is a need to obtain an in-depth appreciation of an issue, event or phenomenon of interest, in its natural real-life context. Our aim in writing this piece is to provide insights into when to consider employing this approach and an overview of key methodological considerations in relation to the design, planning, analysis, interpretation and reporting of case studies.
The illustrative 'grand round', 'case report' and 'case series' have a long tradition in clinical practice and research. Presenting detailed critiques, typically of one or more patients, aims to provide insights into aspects of the clinical case and, in doing so, illustrate broader lessons that may be learnt. In research, the conceptually-related case study approach can be used, for example, to describe in detail a patient's episode of care, explore professional attitudes to and experiences of a new policy initiative or service development or more generally to 'investigate contemporary phenomena within its real-life context' [ 1 ]. Based on our experiences of conducting a range of case studies, we reflect on when to consider using this approach, discuss the key steps involved and illustrate, with examples, some of the practical challenges of attaining an in-depth understanding of a 'case' as an integrated whole. In keeping with previously published work, we acknowledge the importance of theory to underpin the design, selection, conduct and interpretation of case studies[ 2 ]. In so doing, we make passing reference to the different epistemological approaches used in case study research by key theoreticians and methodologists in this field of enquiry.
This paper is structured around the following main questions: What is a case study? What are case studies used for? How are case studies conducted? What are the potential pitfalls and how can these be avoided? We draw in particular on four of our own recently published examples of case studies (see Tables 1 , 2 , 3 and 4 ) and those of others to illustrate our discussion[ 3 – 7 ].
A case study is a research approach that is used to generate an in-depth, multi-faceted understanding of a complex issue in its real-life context. It is an established research design that is used extensively in a wide variety of disciplines, particularly in the social sciences. A case study can be defined in a variety of ways (Table 5 ), the central tenet being the need to explore an event or phenomenon in depth and in its natural context. It is for this reason sometimes referred to as a "naturalistic" design; this is in contrast to an "experimental" design (such as a randomised controlled trial) in which the investigator seeks to exert control over and manipulate the variable(s) of interest.
Stake's work has been particularly influential in defining the case study approach to scientific enquiry. He has helpfully characterised three main types of case study: intrinsic , instrumental and collective [ 8 ]. An intrinsic case study is typically undertaken to learn about a unique phenomenon. The researcher should define the uniqueness of the phenomenon, which distinguishes it from all others. In contrast, the instrumental case study uses a particular case (some of which may be better than others) to gain a broader appreciation of an issue or phenomenon. The collective case study involves studying multiple cases simultaneously or sequentially in an attempt to generate a still broader appreciation of a particular issue.
These are however not necessarily mutually exclusive categories. In the first of our examples (Table 1 ), we undertook an intrinsic case study to investigate the issue of recruitment of minority ethnic people into the specific context of asthma research studies, but it developed into a instrumental case study through seeking to understand the issue of recruitment of these marginalised populations more generally, generating a number of the findings that are potentially transferable to other disease contexts[ 3 ]. In contrast, the other three examples (see Tables 2 , 3 and 4 ) employed collective case study designs to study the introduction of workforce reconfiguration in primary care, the implementation of electronic health records into hospitals, and to understand the ways in which healthcare students learn about patient safety considerations[ 4 – 6 ]. Although our study focusing on the introduction of General Practitioners with Specialist Interests (Table 2 ) was explicitly collective in design (four contrasting primary care organisations were studied), is was also instrumental in that this particular professional group was studied as an exemplar of the more general phenomenon of workforce redesign[ 4 ].
According to Yin, case studies can be used to explain, describe or explore events or phenomena in the everyday contexts in which they occur[ 1 ]. These can, for example, help to understand and explain causal links and pathways resulting from a new policy initiative or service development (see Tables 2 and 3 , for example)[ 1 ]. In contrast to experimental designs, which seek to test a specific hypothesis through deliberately manipulating the environment (like, for example, in a randomised controlled trial giving a new drug to randomly selected individuals and then comparing outcomes with controls),[ 9 ] the case study approach lends itself well to capturing information on more explanatory ' how ', 'what' and ' why ' questions, such as ' how is the intervention being implemented and received on the ground?'. The case study approach can offer additional insights into what gaps exist in its delivery or why one implementation strategy might be chosen over another. This in turn can help develop or refine theory, as shown in our study of the teaching of patient safety in undergraduate curricula (Table 4 )[ 6 , 10 ]. Key questions to consider when selecting the most appropriate study design are whether it is desirable or indeed possible to undertake a formal experimental investigation in which individuals and/or organisations are allocated to an intervention or control arm? Or whether the wish is to obtain a more naturalistic understanding of an issue? The former is ideally studied using a controlled experimental design, whereas the latter is more appropriately studied using a case study design.
Case studies may be approached in different ways depending on the epistemological standpoint of the researcher, that is, whether they take a critical (questioning one's own and others' assumptions), interpretivist (trying to understand individual and shared social meanings) or positivist approach (orientating towards the criteria of natural sciences, such as focusing on generalisability considerations) (Table 6 ). Whilst such a schema can be conceptually helpful, it may be appropriate to draw on more than one approach in any case study, particularly in the context of conducting health services research. Doolin has, for example, noted that in the context of undertaking interpretative case studies, researchers can usefully draw on a critical, reflective perspective which seeks to take into account the wider social and political environment that has shaped the case[ 11 ].
Here, we focus on the main stages of research activity when planning and undertaking a case study; the crucial stages are: defining the case; selecting the case(s); collecting and analysing the data; interpreting data; and reporting the findings.
Carefully formulated research question(s), informed by the existing literature and a prior appreciation of the theoretical issues and setting(s), are all important in appropriately and succinctly defining the case[ 8 , 12 ]. Crucially, each case should have a pre-defined boundary which clarifies the nature and time period covered by the case study (i.e. its scope, beginning and end), the relevant social group, organisation or geographical area of interest to the investigator, the types of evidence to be collected, and the priorities for data collection and analysis (see Table 7 )[ 1 ]. A theory driven approach to defining the case may help generate knowledge that is potentially transferable to a range of clinical contexts and behaviours; using theory is also likely to result in a more informed appreciation of, for example, how and why interventions have succeeded or failed[ 13 ].
For example, in our evaluation of the introduction of electronic health records in English hospitals (Table 3 ), we defined our cases as the NHS Trusts that were receiving the new technology[ 5 ]. Our focus was on how the technology was being implemented. However, if the primary research interest had been on the social and organisational dimensions of implementation, we might have defined our case differently as a grouping of healthcare professionals (e.g. doctors and/or nurses). The precise beginning and end of the case may however prove difficult to define. Pursuing this same example, when does the process of implementation and adoption of an electronic health record system really begin or end? Such judgements will inevitably be influenced by a range of factors, including the research question, theory of interest, the scope and richness of the gathered data and the resources available to the research team.
The decision on how to select the case(s) to study is a very important one that merits some reflection. In an intrinsic case study, the case is selected on its own merits[ 8 ]. The case is selected not because it is representative of other cases, but because of its uniqueness, which is of genuine interest to the researchers. This was, for example, the case in our study of the recruitment of minority ethnic participants into asthma research (Table 1 ) as our earlier work had demonstrated the marginalisation of minority ethnic people with asthma, despite evidence of disproportionate asthma morbidity[ 14 , 15 ]. In another example of an intrinsic case study, Hellstrom et al.[ 16 ] studied an elderly married couple living with dementia to explore how dementia had impacted on their understanding of home, their everyday life and their relationships.
For an instrumental case study, selecting a "typical" case can work well[ 8 ]. In contrast to the intrinsic case study, the particular case which is chosen is of less importance than selecting a case that allows the researcher to investigate an issue or phenomenon. For example, in order to gain an understanding of doctors' responses to health policy initiatives, Som undertook an instrumental case study interviewing clinicians who had a range of responsibilities for clinical governance in one NHS acute hospital trust[ 17 ]. Sampling a "deviant" or "atypical" case may however prove even more informative, potentially enabling the researcher to identify causal processes, generate hypotheses and develop theory.
In collective or multiple case studies, a number of cases are carefully selected. This offers the advantage of allowing comparisons to be made across several cases and/or replication. Choosing a "typical" case may enable the findings to be generalised to theory (i.e. analytical generalisation) or to test theory by replicating the findings in a second or even a third case (i.e. replication logic)[ 1 ]. Yin suggests two or three literal replications (i.e. predicting similar results) if the theory is straightforward and five or more if the theory is more subtle. However, critics might argue that selecting 'cases' in this way is insufficiently reflexive and ill-suited to the complexities of contemporary healthcare organisations.
The selected case study site(s) should allow the research team access to the group of individuals, the organisation, the processes or whatever else constitutes the chosen unit of analysis for the study. Access is therefore a central consideration; the researcher needs to come to know the case study site(s) well and to work cooperatively with them. Selected cases need to be not only interesting but also hospitable to the inquiry [ 8 ] if they are to be informative and answer the research question(s). Case study sites may also be pre-selected for the researcher, with decisions being influenced by key stakeholders. For example, our selection of case study sites in the evaluation of the implementation and adoption of electronic health record systems (see Table 3 ) was heavily influenced by NHS Connecting for Health, the government agency that was responsible for overseeing the National Programme for Information Technology (NPfIT)[ 5 ]. This prominent stakeholder had already selected the NHS sites (through a competitive bidding process) to be early adopters of the electronic health record systems and had negotiated contracts that detailed the deployment timelines.
It is also important to consider in advance the likely burden and risks associated with participation for those who (or the site(s) which) comprise the case study. Of particular importance is the obligation for the researcher to think through the ethical implications of the study (e.g. the risk of inadvertently breaching anonymity or confidentiality) and to ensure that potential participants/participating sites are provided with sufficient information to make an informed choice about joining the study. The outcome of providing this information might be that the emotive burden associated with participation, or the organisational disruption associated with supporting the fieldwork, is considered so high that the individuals or sites decide against participation.
In our example of evaluating implementations of electronic health record systems, given the restricted number of early adopter sites available to us, we sought purposively to select a diverse range of implementation cases among those that were available[ 5 ]. We chose a mixture of teaching, non-teaching and Foundation Trust hospitals, and examples of each of the three electronic health record systems procured centrally by the NPfIT. At one recruited site, it quickly became apparent that access was problematic because of competing demands on that organisation. Recognising the importance of full access and co-operative working for generating rich data, the research team decided not to pursue work at that site and instead to focus on other recruited sites.
In order to develop a thorough understanding of the case, the case study approach usually involves the collection of multiple sources of evidence, using a range of quantitative (e.g. questionnaires, audits and analysis of routinely collected healthcare data) and more commonly qualitative techniques (e.g. interviews, focus groups and observations). The use of multiple sources of data (data triangulation) has been advocated as a way of increasing the internal validity of a study (i.e. the extent to which the method is appropriate to answer the research question)[ 8 , 18 – 21 ]. An underlying assumption is that data collected in different ways should lead to similar conclusions, and approaching the same issue from different angles can help develop a holistic picture of the phenomenon (Table 2 )[ 4 ].
Brazier and colleagues used a mixed-methods case study approach to investigate the impact of a cancer care programme[ 22 ]. Here, quantitative measures were collected with questionnaires before, and five months after, the start of the intervention which did not yield any statistically significant results. Qualitative interviews with patients however helped provide an insight into potentially beneficial process-related aspects of the programme, such as greater, perceived patient involvement in care. The authors reported how this case study approach provided a number of contextual factors likely to influence the effectiveness of the intervention and which were not likely to have been obtained from quantitative methods alone.
In collective or multiple case studies, data collection needs to be flexible enough to allow a detailed description of each individual case to be developed (e.g. the nature of different cancer care programmes), before considering the emerging similarities and differences in cross-case comparisons (e.g. to explore why one programme is more effective than another). It is important that data sources from different cases are, where possible, broadly comparable for this purpose even though they may vary in nature and depth.
Making sense and offering a coherent interpretation of the typically disparate sources of data (whether qualitative alone or together with quantitative) is far from straightforward. Repeated reviewing and sorting of the voluminous and detail-rich data are integral to the process of analysis. In collective case studies, it is helpful to analyse data relating to the individual component cases first, before making comparisons across cases. Attention needs to be paid to variations within each case and, where relevant, the relationship between different causes, effects and outcomes[ 23 ]. Data will need to be organised and coded to allow the key issues, both derived from the literature and emerging from the dataset, to be easily retrieved at a later stage. An initial coding frame can help capture these issues and can be applied systematically to the whole dataset with the aid of a qualitative data analysis software package.
The Framework approach is a practical approach, comprising of five stages (familiarisation; identifying a thematic framework; indexing; charting; mapping and interpretation) , to managing and analysing large datasets particularly if time is limited, as was the case in our study of recruitment of South Asians into asthma research (Table 1 )[ 3 , 24 ]. Theoretical frameworks may also play an important role in integrating different sources of data and examining emerging themes. For example, we drew on a socio-technical framework to help explain the connections between different elements - technology; people; and the organisational settings within which they worked - in our study of the introduction of electronic health record systems (Table 3 )[ 5 ]. Our study of patient safety in undergraduate curricula drew on an evaluation-based approach to design and analysis, which emphasised the importance of the academic, organisational and practice contexts through which students learn (Table 4 )[ 6 ].
Case study findings can have implications both for theory development and theory testing. They may establish, strengthen or weaken historical explanations of a case and, in certain circumstances, allow theoretical (as opposed to statistical) generalisation beyond the particular cases studied[ 12 ]. These theoretical lenses should not, however, constitute a strait-jacket and the cases should not be "forced to fit" the particular theoretical framework that is being employed.
When reporting findings, it is important to provide the reader with enough contextual information to understand the processes that were followed and how the conclusions were reached. In a collective case study, researchers may choose to present the findings from individual cases separately before amalgamating across cases. Care must be taken to ensure the anonymity of both case sites and individual participants (if agreed in advance) by allocating appropriate codes or withholding descriptors. In the example given in Table 3 , we decided against providing detailed information on the NHS sites and individual participants in order to avoid the risk of inadvertent disclosure of identities[ 5 , 25 ].
The case study approach is, as with all research, not without its limitations. When investigating the formal and informal ways undergraduate students learn about patient safety (Table 4 ), for example, we rapidly accumulated a large quantity of data. The volume of data, together with the time restrictions in place, impacted on the depth of analysis that was possible within the available resources. This highlights a more general point of the importance of avoiding the temptation to collect as much data as possible; adequate time also needs to be set aside for data analysis and interpretation of what are often highly complex datasets.
Case study research has sometimes been criticised for lacking scientific rigour and providing little basis for generalisation (i.e. producing findings that may be transferable to other settings)[ 1 ]. There are several ways to address these concerns, including: the use of theoretical sampling (i.e. drawing on a particular conceptual framework); respondent validation (i.e. participants checking emerging findings and the researcher's interpretation, and providing an opinion as to whether they feel these are accurate); and transparency throughout the research process (see Table 8 )[ 8 , 18 – 21 , 23 , 26 ]. Transparency can be achieved by describing in detail the steps involved in case selection, data collection, the reasons for the particular methods chosen, and the researcher's background and level of involvement (i.e. being explicit about how the researcher has influenced data collection and interpretation). Seeking potential, alternative explanations, and being explicit about how interpretations and conclusions were reached, help readers to judge the trustworthiness of the case study report. Stake provides a critique checklist for a case study report (Table 9 )[ 8 ].
The case study approach allows, amongst other things, critical events, interventions, policy developments and programme-based service reforms to be studied in detail in a real-life context. It should therefore be considered when an experimental design is either inappropriate to answer the research questions posed or impossible to undertake. Considering the frequency with which implementations of innovations are now taking place in healthcare settings and how well the case study approach lends itself to in-depth, complex health service research, we believe this approach should be more widely considered by researchers. Though inherently challenging, the research case study can, if carefully conceptualised and thoughtfully undertaken and reported, yield powerful insights into many important aspects of health and healthcare delivery.
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We are grateful to the participants and colleagues who contributed to the individual case studies that we have drawn on. This work received no direct funding, but it has been informed by projects funded by Asthma UK, the NHS Service Delivery Organisation, NHS Connecting for Health Evaluation Programme, and Patient Safety Research Portfolio. We would also like to thank the expert reviewers for their insightful and constructive feedback. Our thanks are also due to Dr. Allison Worth who commented on an earlier draft of this manuscript.
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Division of Primary Care, The University of Nottingham, Nottingham, UK
Sarah Crowe & Anthony Avery
Centre for Population Health Sciences, The University of Edinburgh, Edinburgh, UK
Kathrin Cresswell, Ann Robertson & Aziz Sheikh
School of Health in Social Science, The University of Edinburgh, Edinburgh, UK
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Correspondence to Sarah Crowe .
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The authors declare that they have no competing interests.
AS conceived this article. SC, KC and AR wrote this paper with GH, AA and AS all commenting on various drafts. SC and AS are guarantors.
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Crowe, S., Cresswell, K., Robertson, A. et al. The case study approach. BMC Med Res Methodol 11 , 100 (2011). https://doi.org/10.1186/1471-2288-11-100
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DOI : https://doi.org/10.1186/1471-2288-11-100
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Harvard Business School Online's Business Insights Blog provides the career insights you need to achieve your goals and gain confidence in your business skills.
While several factors make HBS Online unique —including a global Community and real-world outcomes —active learning through the case study method rises to the top.
In a 2023 City Square Associates survey, 74 percent of HBS Online learners who also took a course from another provider said HBS Online’s case method and real-world examples were better by comparison.
Here’s a primer on the case method, five benefits you could gain, and how to experience it for yourself.
Access your free e-book today.
The case study method , or case method , is a learning technique in which you’re presented with a real-world business challenge and asked how you’d solve it. After working through it yourself and with peers, you’re told how the scenario played out.
HBS pioneered the case method in 1922. Shortly before, in 1921, the first case was written.
“How do you go into an ambiguous situation and get to the bottom of it?” says HBS Professor Jan Rivkin, former senior associate dean and chair of HBS's master of business administration (MBA) program, in a video about the case method . “That skill—the skill of figuring out a course of inquiry to choose a course of action—that skill is as relevant today as it was in 1921.”
Originally developed for the in-person MBA classroom, HBS Online adapted the case method into an engaging, interactive online learning experience in 2014.
In HBS Online courses , you learn about each case from the business professional who experienced it. After reviewing their videos, you’re prompted to take their perspective and explain how you’d handle their situation.
You then get to read peers’ responses, “star” them, and comment to further the discussion. Afterward, you learn how the professional handled it and their key takeaways.
HBS Online’s adaptation of the case method incorporates the famed HBS “cold call,” in which you’re called on at random to make a decision without time to prepare.
“Learning came to life!” said Sheneka Balogun , chief administration officer and chief of staff at LeMoyne-Owen College, of her experience taking the Credential of Readiness (CORe) program . “The videos from the professors, the interactive cold calls where you were randomly selected to participate, and the case studies that enhanced and often captured the essence of objectives and learning goals were all embedded in each module. This made learning fun, engaging, and student-friendly.”
If you’re considering taking a course that leverages the case study method, here are five benefits you could experience.
1. take new perspectives.
The case method prompts you to consider a scenario from another person’s perspective. To work through the situation and come up with a solution, you must consider their circumstances, limitations, risk tolerance, stakeholders, resources, and potential consequences to assess how to respond.
Taking on new perspectives not only can help you navigate your own challenges but also others’. Putting yourself in someone else’s situation to understand their motivations and needs can go a long way when collaborating with stakeholders.
Another skill you can build is the ability to make decisions effectively . The case study method forces you to use limited information to decide how to handle a problem—just like in the real world.
Throughout your career, you’ll need to make difficult decisions with incomplete or imperfect information—and sometimes, you won’t feel qualified to do so. Learning through the case method allows you to practice this skill in a low-stakes environment. When facing a real challenge, you’ll be better prepared to think quickly, collaborate with others, and present and defend your solution.
As you collaborate with peers on responses, it becomes clear that not everyone solves problems the same way. Exposing yourself to various approaches and perspectives can help you become a more open-minded professional.
When you’re part of a diverse group of learners from around the world, your experiences, cultures, and backgrounds contribute to a range of opinions on each case.
On the HBS Online course platform, you’re prompted to view and comment on others’ responses, and discussion is encouraged. This practice of considering others’ perspectives can make you more receptive in your career.
“You’d be surprised at how much you can learn from your peers,” said Ratnaditya Jonnalagadda , a software engineer who took CORe.
In addition to interacting with peers in the course platform, Jonnalagadda was part of the HBS Online Community , where he networked with other professionals and continued discussions sparked by course content.
“You get to understand your peers better, and students share examples of businesses implementing a concept from a module you just learned,” Jonnalagadda said. “It’s a very good way to cement the concepts in one's mind.”
One byproduct of taking on different perspectives is that it enables you to picture yourself in various roles, industries, and business functions.
“Each case offers an opportunity for students to see what resonates with them, what excites them, what bores them, which role they could imagine inhabiting in their careers,” says former HBS Dean Nitin Nohria in the Harvard Business Review . “Cases stimulate curiosity about the range of opportunities in the world and the many ways that students can make a difference as leaders.”
Through the case method, you can “try on” roles you may not have considered and feel more prepared to change or advance your career .
Finally, learning through the case study method can build your confidence. Each time you assume a business leader’s perspective, aim to solve a new challenge, and express and defend your opinions and decisions to peers, you prepare to do the same in your career.
According to a 2022 City Square Associates survey , 84 percent of HBS Online learners report feeling more confident making business decisions after taking a course.
“Self-confidence is difficult to teach or coach, but the case study method seems to instill it in people,” Nohria says in the Harvard Business Review . “There may well be other ways of learning these meta-skills, such as the repeated experience gained through practice or guidance from a gifted coach. However, under the direction of a masterful teacher, the case method can engage students and help them develop powerful meta-skills like no other form of teaching.”
If the case method seems like a good fit for your learning style, experience it for yourself by taking an HBS Online course. Offerings span eight subject areas, including:
No matter which course or credential program you choose, you’ll examine case studies from real business professionals, work through their challenges alongside peers, and gain valuable insights to apply to your career.
Are you interested in discovering how HBS Online can help advance your career? Explore our course catalog and download our free guide —complete with interactive workbook sections—to determine if online learning is right for you and which course to take.
Types of case studies, benefits and limitations.
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case study , detailed description and assessment of a specific situation in the real world created for the purpose of deriving generalizations and other insights from it. A case study can be about an individual, a group of people, an organization, or an event, among other subjects.
By focusing on a specific subject in its natural setting, a case study can help improve understanding of the broader features and processes at work. Case studies are a research method used in multiple fields, including business, criminology , education , medicine and other forms of health care, anthropology , political science , psychology , and social work . Data in case studies can be both qualitative and quantitative. Unlike experiments, where researchers control and manipulate situations, case studies are considered to be “naturalistic” because subjects are studied in their natural context . ( See also natural experiment .)
The creation of a case study typically involves the following steps:
Case studies have been used as a research method across multiple fields. They are particularly popular in the fields of law, business, and employee training; they typically focus on a problem that an individual or organization is facing. The situation is presented in considerable detail, often with supporting data, to discussion participants, who are asked to make recommendations that will solve the stated problem. The business case study as a method of instruction was made popular in the 1920s by instructors at Harvard Business School who adapted an approach used at Harvard Law School in which real-world cases were used in classroom discussions. Other business and law schools started compiling case studies as teaching aids for students. In a business school case study, students are not provided with the complete list of facts pertaining to the topic and are thus forced to discuss and compare their perspectives with those of their peers to recommend solutions.
In criminology , case studies typically focus on the lives of an individual or a group of individuals. These studies can provide particularly valuable insight into the personalities and motives of individual criminals, but they may suffer from a lack of objectivity on the part of the researchers (typically because of the researchers’ biases when working with people with a criminal history), and their findings may be difficult to generalize.
In sociology , the case-study method was developed by Frédéric Le Play in France during the 19th century. This approach involves a field worker staying with a family for a period of time, gathering data on the family members’ attitudes and interactions and on their income, expenditures, and physical possessions. Similar approaches have been used in anthropology . Such studies can sometimes continue for many years.
Case studies provide insight into situations that involve a specific entity or set of circumstances. They can be beneficial in helping to explain the causal relationships between quantitative indicators in a field of study, such as what drives a company’s market share. By introducing real-world examples, they also plunge the reader into an actual, concrete situation and make the concepts real rather than theoretical. They also help people study rare situations that they might not otherwise experience.
Because case studies are in a “naturalistic” environment , they are limited in terms of research design: researchers lack control over what they are studying, which means that the results often cannot be reproduced. Also, care must be taken to stay within the bounds of the research question on which the case study is focusing. Other limitations to case studies revolve around the data collected. It may be difficult, for instance, for researchers to organize the large volume of data that can emerge from the study, and their analysis of the data must be carefully thought through to produce scientifically valid insights. The research methodology used to generate these insights is as important as the insights themselves, for the latter need to be seen in the proper context. Taken out of context, they may lead to erroneous conclusions. Like all scientific studies, case studies need to be approached objectively; personal bias or opinion may skew the research methods as well as the results. ( See also confirmation bias .)
Business case studies in particular have been criticized for approaching a problem or situation from a narrow perspective. Students are expected to come up with solutions for a problem based on the data provided. However, in real life, the situation is typically reversed: business managers face a problem and must then look for data to help them solve it.
Simply put, the case method is a discussion of real-life situations that business executives have faced.
On average, you'll attend three to four different classes a day, for a total of about six hours of class time (schedules vary). To prepare, you'll work through problems with your peers.
Often, executives are surprised to discover that the objective of the case study is not to reach consensus, but to understand how different people use the same information to arrive at diverse conclusions. When you begin to understand the context, you can appreciate the reasons why those decisions were made. You can prepare for case discussions in several ways.
In self-reflection.
The time you spend here is deeply introspective. You're not only working with case materials and assignments, but also taking on the role of the case protagonist—the person who's supposed to make those tough decisions. How would you react in those situations? We put people in a variety of contexts, and they start by addressing that specific problem.
The discussion group is a critical component of the HBS experience. You're working in close quarters with a group of seven or eight very accomplished peers in diverse functions, industries, and geographies. Because they bring unique experience to play you begin to see that there are many different ways to wrestle with a problem—and that’s very enriching.
The faculty guides you in examining and resolving the issues—but the beauty here is that they don't provide you with the answers. You're interacting in the classroom with other executives—debating the issue, presenting new viewpoints, countering positions, and building on one another's ideas. And that leads to the next stage of learning.
Once you leave the classroom, the learning continues and amplifies as you get to know people in different settings—over meals, at social gatherings, in the fitness center, or as you are walking to class. You begin to distill the takeaways that you want to bring back and apply in your organization to ensure that the decisions you make will create more value for your firm.
Pioneered by HBS faculty, the case method puts you in the role of the chief decision maker as you explore the challenges facing leading companies across the globe. Learning to think fast on your feet with limited information sharpens your analytical skills and empowers you to make critical decisions in real time.
To get the most out of each case, it's important to read and reflect, and then meet with your discussion group to share your insights. You and your peers will explore the underlying issues, compare alternatives, and suggest various ways of resolving the problem.
There's more than one way to prepare for a case discussion, but these general guidelines can help you develop a method that works for you.
Read the professor's assignment or discussion questions.
The assignment and discussion questions help you focus on the key aspects of the case. Ask yourself: What are the most important issues being raised?
Each case begins with a text description followed by exhibits. Ask yourself: What is the case generally about, and what information do I need to analyze?
Put yourself in the shoes of the case protagonist, and own that person's problems. Ask yourself: What basic problem is this executive trying to resolve?
Sort out relevant considerations and do the quantitative or qualitative analysis. Ask yourself: What recommendations should I make based on my case data analysis?
The key to being an active listener and participant in case discussions—and to getting the most out of the learning experience—is thorough individual preparation.
We've set aside formal time for you to discuss the case with your group. These sessions will help you to become more confident about sharing your views in the classroom discussion.
Actively express your views and challenge others. Don't be afraid to share related "war stories" that will heighten the relevance and enrich the discussion.
If the content doesn't seem to relate to your business, don't tune out. You can learn a lot about marketing insurance from a case on marketing razor blades!
Actively apply what you're learning to your own specific management situations, both past and future. This will magnify the relevance to your business.
People with diverse backgrounds, experiences, skills, and styles will take away different things. Be sure to note what resonates with you, not your peers.
Being exposed to so many different approaches to a given situation will put you in a better position to enhance your management style.
What can i expect on the first day, what happens in class if nobody talks, does everyone take part in "role-playing".
Confidence in your brand is important, but it’s only the beginning. To make a real impact, you need to back up your claims with solid proof. That’s where case study videos come in. Let your satisfied customers do the talking giving new leads an authentic view into your products and services. Let’s look at how to create case study videos easily.
Article Last Updated: August 23, 2024
Types of case study videos, why are case study videos important, how and where to use your case study video, how to create an impactful case study video.
Who doesn’t enjoy a captivating story? That’s likely why case study videos have become so popular. They’re more than just stories as they offer a deep dive into real-world scenarios, featuring genuine people and authentic businesses. Through these videos, companies showcase the real impact of their products and services, whether it’s through documenting product development , cultural shifts, or community impact.
To bring these stories to life, tools like Zight can be incredibly useful. With Zight’s features like screen recording , GIF creation , and easy file sharing , you can capture every moment and detail seamlessly. Imagine using Zight to record a customer’s success journey or create engaging visuals to complement your narrative. It’s all about making your case study videos as compelling and impactful as possible.
The question is, what does a good case study video look like? Our guide below will cover every aspect of case study videos, from their purpose, creating compelling videos, exploring what makes them successful, and sharing practical case study video examples and tips to help you craft impactful case study videos that resonate and drive results. Let’s get into it.
A case study video is a type of video content that demonstrates how other people are successfully using and benefiting from a product. It focuses on real customer success stories to show the value of a company’s products or services. In a crowded market of claims and promises, these videos serve as credible proof that your business delivers on its promises.
The strength of a case study video comes from its relatability. When potential customers see themselves in your stories, it fosters a true connection. Seeing real people handle challenges makes your business appear more trustworthy and your solutions more appealing. After all, who could offer a more credible opinion to potential customers than someone who’s experienced your services firsthand?
Both written and video case studies aim to convert customers, but video case studies have several specific advantages:
Like in any film or video genre, you’ll notice certain styles and tones that recur frequently. This is also true for case study videos, where you’ll come across several common types as you explore case study videos.
That said, there are different types of case study videos that your business can produce, with different levels of complexity. Each type of case study video has a specific customer problem and appeals to different aspects of your audience’s decision-making process. Depending on your objectives and the topic, choosing the right style of case study video can effectively communicate the message you want to share.
This type of video is quite simple to make and is one of the easiest case study videos to make. In customer testimonial videos, you interview your happy customers about their experience with your business and its impact on their lives. Since it involves just a straightforward interview with the customer, you only need one filming location and minimal editing to create the video.
Product or service review case study videos provide a thorough look at your offering’s features, functionality, and benefits. They offer an objective assessment and serve as valuable resources for new customers.
Target Audience : These videos target potential customers who are researching your product or service and need detailed information to make an informed decision.
This video is a standout example of customer testimonials. Instead of simply listing features, the interviews highlight the challenges the company faced and how Zoom provided effective solutions . The video’s concise length keeps viewers engaged while still delivering a complete and compelling story in one location.
Customer reviews are authentic insights that highlight a product’s real-world performance. Much like a customer testimonial video, a customer review video features a happy customer discussing your product or service. However, there’s a key difference: in a customer review video, the customer focuses more on the specific features of the product or service, rather than just the value it provided them.
Depending on your approach, such videos may include footage of the customer using your product on camera. Generally, most case study video testimonials follow a Q&A style of storytelling .
Creating a customer review video is straightforward. The interview portion requires just one shoot location and minimal editing. If you decide to add footage of the product in action, the shoot and editing process will be more complex.
Target Audience : These videos are aimed at potential customers who are actively researching your product or service. They provide detailed information to help them make an informed purchase decision.
This customer review case study video features Lana Blakely who explains how Notion has transformed her personal and professional life. She breaks down specific features like databases, templates, and task management tools, showing real-life examples of how she uses the app to stay organized. The video includes screen recordings of how she navigates the Notion workspace, providing viewers with a visual understanding of how the platform functions. Any potential customer actively looking for Notion will find information about the tool and can be able to make an informed decision.
This is the most complex type of case study video. A case study narrative video involves on-camera interviews with customers and B-roll visuals, such as footage of the customer using your product or your team engaging with the customer. Additionally, these videos often incorporate graphics and text overlays. Due to its complexity, creating this type of video content demands more shoot time, strategic planning, and extensive editing .
Narrative case study videos focus on storytelling , aiming to engage viewers emotionally by presenting a compelling narrative highlighting a customer’s journey from problem to solution, often emphasizing the transformative aspects.
Target Audience : Narrative case study videos are particularly effective for creating an emotional connection with viewers, engaging a wide range of audiences, including those in the awareness and consideration stages.
This video by LLLLITL is a case study of Dove’s “Turn Your Back” campaign, which was designed to raise awareness about the issue of body image. The video uses powerful storytelling to connect with viewers on an emotional level.
Case study videos can significantly enhance your video marketing strategy , particularly for B2B companies . They provide a rich, multi-faceted way to showcase a product or service and offer benefits beyond financial gains. Here is why they are important:
After perfecting your case study video, it’s time to share it with your target audience. But where should you promote it?
Now that you have seen some examples of case study videos, you can now create your case study video. Case studies don’t always stick to a strict timeline or template, but some key steps are usually involved in creating a case study video. Follow these steps to create an engaging case study video that will resonate with your audience.
The first step in crafting an attention-grabbing case study video is selecting the right story. You need a story that resonates with your target audience and showcases clear results.
For instance, if you run a software company like Zight, don’t just feature any client who used your software. Highlight businesses that experienced a boost in efficiency with your platform . Numbers like these provide concrete proof of your product’s effectiveness.
Your audience is looking for solutions, so your story should present a compelling example of how you’ve delivered just that. A thoughtfully chosen story sets the stage for a truly engaging case study video.
The next key step is to craft the right questions. These will be the basis of your case study video.
This thoughtful questioning will help create a well-rounded story, listing the problem, the solution, and the impact of your product or service.
You might have a great customer success story and perfectly crafted questions, but they won’t make an impact if they don’t resonate with your target audience’s needs and interests.
Imagine you’re showcasing Zight. Your audience could range from tech-savvy professionals to small business owners who aren’t as familiar with advanced tools. If your case study highlights a large corporation using Zight’s advanced features , it might not connect with a small business owner looking for simple and effective screen recording solutions .
Before diving in, do some audience research. What challenges are they facing? What solutions are they after? Tailor your case study video to address these, using language and examples that speak directly to their needs.
To craft an engaging storyline for your case study video, you need to guide the viewer through a story that resonates. Start with a compelling introduction that highlights a common problem your audience faces, making it instantly relatable.
For instance, if you’re showcasing Zight, an issue could be the struggle businesses face with lengthy communication chains that slow down decision-making. Many teams feel this pain, making it an effective hook. Then, introduce Zight as the solution. This is where you spotlight its unique features—like screen recording and sharing capabilities—that streamline communication and boost productivity .
Support your claims with testimonials or expert opinions to add credibility. Hearing from satisfied users can make a significant impact.
Finally, wrap up by showcasing measurable results . Use statistics or before-and-after comparisons to emphasize how Zight made a difference. Conclude with a clear call-to-action, guiding the viewer on what steps to take next.
Conducting background interviews is essential before you start filming. These pre-shoot conversations offer valuable insights that can enhance your storyline. They help you understand the full scope of the customer’s experience , adding richness and depth to your case study video.
These interviews also help you identify key talking points and decide who should be featured in the video. Whether it’s the CEO providing strategic insights or a front-line employee sharing day-to-day benefits, understanding this in advance ensures you capture the most relevant content, saving you time and effort during production.
The video script is the backbone to create engaging video content, pulling together visuals, dialogue, and pacing to create a cohesive story. Here’s how to craft one that leaves an impact:
Wrap up with a compelling call-to-action , guiding viewers on what to do next, whether that’s visiting your website or reaching out to your sales team.
Including data and statistics adds credibility to your case study video. While a compelling story captures attention, solid data reinforces your claims and makes your video campaigns more convincing.
Incorporate charts, graphs, or other visuals to present the data. Visual elements help make complex information more digestible and memorable. Ensure the data aligns with your storyline and addresses the needs or concerns of your audience.
The location you choose for your case study video adds depth and context to your story. Opt for a setting that complements the narrative and enhances its authenticity. For instance, if your case study involves educational software, filming in a classroom or school can make the story feel more genuine.
Your location should also resonate with your audience. Remember to consider practical aspects like lighting , sound, and permissions. The perfect location can fall flat if it has poor acoustics or requires difficult-to-obtain permits.
A carefully planned shot list is essential for a smooth filming experience. It details every shot you need, acting as a guide for your production team.
For example, if you’re capturing a customer testimonial, your shot list might include:
Your shot list should specify the type of shots—wide, medium, or close-up—and any particular camera movements like pans or zooms. This ensures you capture all the crucial elements of your video marketing campaign from product details to emotional moments.
A shot list also helps you manage time and resources efficiently, allowing you to anticipate special equipment or lighting needs ahead of time, and preventing last-minute scrambling.
This is where all your planning comes to life. Stick to your shot list and script during the shoot, but be open to capturing spontaneous moments that could enhance the story. High-quality equipment is necessary for clear audio and well-lit scenes —these technical details can elevate your final product.
Editing is where you shape the story , choosing the best shots to create a compelling narrative. Use cutaways, transitions, and background music to keep the pacing dynamic and the viewer engaged.
Pay attention to color grading, sound mixing, and special effects, ensuring they match the tone and message of your video. Avoid overdoing effects, as they can easily overshadow the content.
Now that you’ve seen how major brands craft their case study videos, let these examples spark ideas for your own. Use them to motivate your sales team , improve your video marketing strategy, and captivate your audience.
In addition, incorporating tools like Zight offers practical solutions such as screen recording and GIF creation, these videos not only tell a compelling story but also demonstrate how your product can deliver tangible results. What are you waiting for? Sign up and get started .
Create & share screenshots, screen recordings, and GIFs with Zight
Thesis type.
Copyright statement, supervisors, usage metrics.
CR4HC HOMEPAGE LINK FOR USER TESTING ONLY
CR4HC case studies highlight healthcare organizations that have incorporated elements of climate resilience planning in strategic planning, facility operations, and emergency management. The case studies present these organizations’ climate resilience stories, including actions that are highlighted as climate resilience recommendations in the CR4HC toolkit. Like the introductory and recommendations sections of the toolkit, case study content can be viewed on the website, or downloaded as separate PDF documents.
Indian Health Service (IHS) Sacred Oaks Healing Center | Davis, CA
Despite forging ahead with generative AI (gen AI) use cases and capabilities, many insurance companies are finding themselves stuck in the pilot phase, unable to scale or extract value. Jörg Mußhoff sat down with Cameron Talischi and Khaled Rifai to discuss how organizations can escape “pilot purgatory” by leveraging traditional AI and robotic process automation in addition to gen AI; the importance of reimagining domains such as claims, underwriting, and distribution; and how to address data privacy and security concerns regarding intellectual property (IP) and other issues early on. This transcript has been edited for clarity.
Jörg Mußhoff: To us, gen AI is not just hype. McKinsey has estimated that the total gen AI potential for the global economy is $4.4 trillion. 1 “ Beyond the hype: Capturing the potential of AI and gen AI in tech, media, and telecom ,” McKinsey, February 22, 2024. Many insurance leaders are asking, “How do we get the benefits from first use cases, and how do we scale and make it real across geographies and business models?” Cam, could you start us off by telling us what you see in the overarching trends in gen AI and what applications and domains have the greatest potential impact for clients?
Cameron Talischi: We’ve seen a lot of interest and activity in the insurance sector on this topic, which is not surprising given that the insurance industry is knowledge-based and involves processing unstructured types of data. That is precisely what gen AI models are very good for.
In terms of promising applications and domains, three categories of use cases are gaining traction. First, and most common, is that carriers are exploring the use of gen AI models to extract insights and information from unstructured sources. In the context of claims, for example, this could be synthesizing medical records or pulling information from demand packages. In the context of underwriting for a commercial P&C [property and casualty insurance carrier], this could look like pulling information from submissions that come from brokers or allowing underwriters to more seamlessly search and query risk appetite and underwriting guidelines.
The second category is the generation of content—namely, creative content. Think about it in the context of marketing or personalization. Again, in the context of claims, it’s communicating the status of a claim to a claimant by capturing some of the details and nuances specific to that claim or for supporting underwriters, and it’s communicating or negotiating with brokers. Use cases for coding and software development make up the last category. These are notable given the imperative for tech modernization and digitalization and that many insurance companies are still dealing with legacy systems.
Khaled Rifai: I would add one more in the context of client engagement and self-service. Think about the insured wanting to know whether they’re covered, what the statuses of their claims are, or whether they need to update their addresses or names. Many insurers are still employing people to handle these requests. With the help of gen AI, those tasks can be automated or designed for self-service. I think the long-term effects of gen AI are underrated, and the short-term effects are overrated. And that’s the dilemma many insurance companies and other corporations find themselves in. They want fast results from the benefits of gen AI applications but hesitate to invest in data management, technology modernization, organizational change, and budgetary allocations.
While we believe in the potential of gen AI, it will take a lot of engagement, investment, and commitment from top management teams and organizations to make it real. To make gen AI truly successful, you must combine gen AI with more-traditional AI and traditional robotic process automation. These technologies combined make the secret sauce that helps you rethink your customer journeys and processes with the right ROI.
Jörg Mußhoff: That’s exactly what we’re seeing many players do. But we are still in that pilot phase. Why do organizations get stuck in this phase, and how can they successfully scale up from there?
Cameron Talischi: We are seeing a lot of organizations getting stuck in what we call “pilot purgatory” for several reasons. One is misplaced focus on technology versus what matters from a business perspective. Many organizations have identified several use cases and have development teams building these assets. But a lot of time is being spent on testing, analyzing, and benchmarking different tools such as LLMs [language learning models] even though the choice of the language model may be dictated by other factors and, ultimately, has a marginal impact on performance.
While there’s value in learning and experimenting with use cases, these need to be properly planned so they don’t become a distraction. Conversely, leading organizations that are thinking about scaling are shifting their focus to identifying the common code components behind applications. Earlier, we talked about extracting information from unstructured sources. Typically, these applications have similar architecture operating in the background. So, it’s possible to create reusable modules that can accelerate building similar use cases while also making it easier to manage them on the back end.
Another area where organizations get stuck is how they think about impact. We’ve seen many organizations source ideas from various parts of the business and prioritize them. But many of the use cases are very isolated and don’t generate much value, so the organization prolongs the pilot. If you’re not seeing value from a use case, even in isolation, you may want to move on. The better approach to driving business value is to reimagine domains and explore all the potential actions within each domain that can collectively drive meaningful change in the way work is accomplished. So that includes looking at all the levers at your disposal, not just gen AI. That approach better lends itself to scaling versus piloting an isolated use case.
Khaled Rifai: I fully agree. Reimaging domains is key because you can very quickly get to the restrictions connected to isolated use cases because of the dependencies with other systems and processes. We are at a point in time with gen AI where we should take a step back and really reimagine claims, underwriting, and distribution. By combining these technologies and thinking about how to design processes that capture the right data at the right point, we can drive meaningful change. This approach requires investments in more than just tech; it also takes quite some commitment, quite some investment, and quite some change to do so.
QuantumBlack, McKinsey’s AI arm, helps companies transform using the power of technology, technical expertise, and industry experts. With thousands of practitioners at QuantumBlack (data engineers, data scientists, product managers, designers, and software engineers) and McKinsey (industry and domain experts), we are working to solve the world’s most important AI challenges. QuantumBlack Labs is our center of technology development and client innovation, which has been driving cutting-edge advancements and developments in AI through locations across the globe.
Jörg Mußhoff: Do you have any pragmatic advice for our clients about what they should do to set this up and develop these capabilities over time?
Cameron Talischi: Everything must be anchored in a strategic vision and a road map, but in terms of capabilities, the data setup is critically important, especially as you think about gaining scale. You need to make sure that the data underpinning the possible use cases are in usable condition. We talked about the technology stack and this notion of creating infrastructure that can build and deliver use cases at an accelerated pace. You are touching on talent and operating models, which are equally important. One of the failures of some operating models is when the effort is solely tech-led versus business-led with the technology function as an enabler. It’s important to assess how much of the development is done centrally versus within the business.
You shouldn’t wait it out, because you need to build that muscle to understand what solutions you should buy. Khaled Rifai
On the talent side, organizations will most likely pursue a combination of building and buying: purchasing some of the capabilities and use cases from external vendors and building some internally, such as use cases that tie to your IP and ways of working. To build internally, you’ll need the requisite talent to create those capabilities. For example, new roles such as prompt engineers address how we interact with models and get the right behavior out of them. You need to build that muscle and some of those capabilities through a combination of tech and business to deploy them as part of the right operating model.
Khaled Rifai: Some companies wonder what to do about data management now that gen AI is being implemented at large vendors. Should they just wait it out? Our answer is no—you shouldn’t wait it out, because, as Cam said, you need to build that muscle to understand not only how to keep your organization safe but also what solutions you should buy that will fit your needs.
Jörg Mußhoff: Besides data privacy and security, there’s also a big regulatory question. Gen AI can be biased, which raises ethical questions. In the mid- to long-term use of these technologies, what should insurance carriers focus on to avoid risk?
Cameron Talischi: First and foremost, it’s important for insurance carriers to have a comprehensive framework in place that covers major AI-related risks such as data privacy issues or issues and concerns about accuracy and hallucinations. Incidentally, insurance carriers need to account for risks that they’re exposed to via the use of gen AI by customers or other parties they interact with. The use of image generation is a good example of this because it could lead to fraudulent claims.
Regarding data privacy, it is possible to have automated routines to identify PII [personal identifiable information] and strip that data—if it’s not needed—to ensure that it doesn’t leave a secure environment. With accuracy, it’s important to, in tandem with the business, have objective measures and targets for performance. Test these in advance of the application or use case going into production, but also implement routine audits postproduction to make sure that the performance reached expected levels.
Khaled Rifai: In terms of regulation in Europe, the EU Artificial Intelligence Act has recently been passed. With room for national regulations, national regulators of the insurance industry will look at certain cases to determine standards. In my experience, the regulations are good enough for clients to work with. I wouldn’t start with high-risk cases concerning decisions that impact the life and health of the insured, but instead begin with other use cases that we’re certain we can implement in a secure, customer-friendly way. The thing to remember is that nothing is static, and the ongoing process of shaping regulations means taking things one step at a time.
Cameron Talischi is a partner in McKinsey’s Chicago office, and Jörg Mußhoff is a senior partner in the Berlin office, where Khaled Rifai is a partner.
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Home Office senior investigating officer Richard Murray explains why he recommends Foundations of writing in government (JASPER) course.
Richard Murray, Home Office
Richard Murray’s job is to investigate complaints against Home Office staff.
A complaint could come from a member of the public or from a colleague accusing a workmate of some form of wrongdoing.
Richard’s team’s role is to investigate it and produce a report summarising their investigation and the actions they recommend the Home Office should take.
“Our reports could lead to someone losing their job so it’s vital we write them clearly, accurately and in a way that sets out simply the nature of our investigations and their conclusions,” said Richard who is based in Manchester.
“So the whole team needs to be able to capture complex information in a way that is easy to understand – using short, simple sentences and plain English that avoids jargon.”
Foundations of writing in government (JASPER) is one of Government Campus’ most highly rated courses. It is free on Civil Service Learning and comprises four hours of bite-size learning that can be done at the learner’s own pace.
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Revised on November 20, 2023. A case study is a detailed study of a specific subject, such as a person, group, place, event, organization, or phenomenon. Case studies are commonly used in social, educational, clinical, and business research. A case study research design usually involves qualitative methods, but quantitative methods are ...
A case study is one of the most commonly used methodologies of social research. This article attempts to look into the various dimensions of a case study research strategy, the different epistemological strands which determine the particular case study type and approach adopted in the field, discusses the factors which can enhance the effectiveness of a case study research, and the debate ...
A case study is a research method that involves an in-depth examination and analysis of a particular phenomenon or case, such as an individual, organization, community, event, or situation. It is a qualitative research approach that aims to provide a detailed and comprehensive understanding of the case being studied. Case studies typically ...
In such studies the research on the case uses another framework to further define the study and refine the approach. Case study is also described as a method, given particular approaches used to collect and analyze data. Case study research is conducted by almost every social science discipline: business, education, sociology, psychology.
The flexibility, depth, and contextual richness offered by case studies make this approach an excellent research method for various fields of study. They enable researchers to investigate real-world phenomena within their specific contexts, capturing nuances that other research methods might miss. Across numerous fields, case studies provide ...
A case study is a research approach that is used to generate an in-depth, multi-faceted understanding of a complex issue in its real-life context. It is an established research design that is used extensively in a wide variety of disciplines, particularly in the social sciences. A case study can be defined in a variety of ways (Table 5 ), the ...
Case study method is the most widely used method in academia for researchers interested in qualitative research (Baskarada, 2014). Research students select the case study as a method without understanding array of factors that can affect the outcome of their research.
For this project, we used an intrinsic exploratory case study approach (Baxter & Jack, 2008; Stake, 2002;Yin, 2002). Case studies are "aimed at description and exploration of complex and entangled ...
Abstract. This chapter explores case study as a major approach to research and evaluation. After first noting various contexts in which case studies are commonly used, the chapter focuses on case study research directly Strengths and potential problematic issues are outlined and then key phases of the process.
In most cases, a case study method selects a small geographical area or a very limited number of individuals as the subjects of study. Case studies, in their true essence, explore and investigate contemporary real-life phenomenon through detailed contextual analysis of a limited number of events or conditions and their relationships (Zainal, 2007).
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.
Purpose of case study methodology. Case study methodology is often used to develop an in-depth, holistic understanding of a specific phenomenon within a specified context. 11 It focuses on studying one or multiple cases over time and uses an in-depth analysis of multiple information sources. 16,17 It is ideal for situations including, but not limited to, exploring under-researched and real ...
A case study is a res earch approach that is used to ge n-. erate an in-depth, multi- faceted understanding of a. complex issue in its real- life context. It is an established. research design ...
Case studies are in-depth investigations of a person, group, event, or community. Typically, data is gathered from various sources using several methods (e.g., observations & interviews). The case study research method originated in clinical medicine (the case history, i.e., the patient's personal history). In psychology, case studies are ...
What the Case Study Method Really Teaches. Summary. It's been 100 years since Harvard Business School began using the case study method. Beyond teaching specific subject matter, the case study ...
The case study approach allows in-depth, multi-faceted explorations of complex issues in their real-life settings. The value of the case study approach is well recognised in the fields of business, law and policy, but somewhat less so in health services research. Based on our experiences of conducting several health-related case studies, we ...
A case study is an in-depth, detailed examination of a particular case (or cases) within a real-world context. [1] [2] For example, case studies in medicine may focus on an individual patient or ailment; case studies in business might cover a particular firm's strategy or a broader market; similarly, case studies in politics can range from a narrow happening over time like the operations of a ...
A case study is a research approach that is used to generate an in-depth, multi-faceted understanding of a complex issue in its real-life context. It is an established research design that is used extensively in a wide variety of disciplines, particularly in the social sciences. A case study can be defined in a variety of ways (Table 5 ), the ...
Through the case method, you can "try on" roles you may not have considered and feel more prepared to change or advance your career. 5. Build Your Self-Confidence. Finally, learning through the case study method can build your confidence. Each time you assume a business leader's perspective, aim to solve a new challenge, and express and ...
A case study is a detailed description and assessment of a specific situation in the real world, often for the purpose of deriving generalizations and other insights about the subject of the case study. Case studies can be about an individual, a group of people, an organization, or an event, and they are used in multiple fields, including business, health care, anthropology, political science ...
Simply put, the case method is a discussion of real-life situations that business executives have faced. Harvard Business School. The Learning Experience. The Case Study Method. On average, you'll attend three to four different classes a day, for a total of about six hours of class time (schedules vary). To prepare, you'll work through problems ...
Résumé. Case study is a common methodology in the social sciences (management, psychology, science of education, political science, sociology). A lot of methodological papers have been dedicated to case study but, paradoxically, the question "what is a case?" has been less studied.
Depending on your approach, such videos may include footage of the customer using your product on camera. Generally, most case study video testimonials follow a Q&A style of storytelling. ... Case study videos can significantly enhance your video marketing strategy, particularly for B2B companies. They provide a rich, multi-faceted way to ...
This study investigated how firms develop new products for the Base-Of-The-Pyramid (BOP) markets in developing countries. With billions of people inclined to pay for more adapted products that could improve their everyday life, frugal innovation has become an important new product development (NPD) approach in developing countries responding to these needs. Frugal innovations are affordable ...
Shale gas content data always plays an important role in the process of shale resource evaluation. However, free gas is always underestimated in the evaluation of the gas content. As a result, there are always contradictions between the on-site desorption data and actual production data. This phenomenon will lead to the evaluation process of shale gas resources; some of the potential shale gas ...
The case studies present these organizations' climate resilience stories, including actions that are highlighted as climate resilience recommendations in the CR4HC toolkit. Like the introductory and recommendations sections of the toolkit, case study content can be viewed on the website, or downloaded as separate PDF documents. ...
Description. Team USA's Training Site at the Olympic and Paralympic Games Paris 2024 is an enormous complex that athletes, trainers, and staff unfamiliar with the space need help to traverse quickly and independently.
Despite forging ahead with generative AI (gen AI) use cases and capabilities, many insurance companies are finding themselves stuck in the pilot phase, unable to scale or extract value.Jörg Mußhoff sat down with Cameron Talischi and Khaled Rifai to discuss how organizations can escape "pilot purgatory" by leveraging traditional AI and robotic process automation in addition to gen AI; the ...
Richard Murray's job is to investigate complaints against Home Office staff. A complaint could come from a member of the public or from a colleague accusing a workmate of some form of wrongdoing.
To conclude, there are two main objectives of this study. First is to provide a step-by-step guideline to research students for conducting case study. Second, an analysis of authors' multiple case studies is presented in order to provide an application of step-by-step guideline. This article has been divided into two sections.