In a successful case study, both the writer and the reader should find out something surprising. The reader should be given a conceptual argument that can help them see the world a little differently. That's their reward for reading. The actual case presentation is merely a demonstration of the validity of this surprising argument.
When writing your next case study or white paper, consider using one of these three best structural methods:
- Motivation: Poke holes in theories to demonstrate exceptions. These should motivate readers to re-think existing theories, looking for refinements or improvements.
- Inspiration: Use an inductive research approach to examine data and inspire readers to look for new theoretical ideas, or fill in the broad gaps in existing theories.
- Illustration: Provide a concrete example of a theory in action so the reader has a better grasp of applying the theory to different settings or scenarios.
By Kevin Rokosh