Three challenges faced when creating case studies

Over the last 20 years, we’ve written a few and inputted to many more. Sometimes, getting the right content to make a quality case study can be a challenge.

Here I look at three of the challenges when piecing together a case study and how you can overcome them.

Why case studies are important

With many choices for event tech solutions available, it can be difficult for event planners or organizers to make the right decision on which tech to use on their event.

Case studies can help #eventtech providers stand out in a busy marketplace and help inform, as part of the investigation phase of purchasing, which platform is best for a particular event.

Simply put, case studies provide the evidence needed to make an informed choice about the technology that will best suit a customer's needs. They can help demonstrate how different organizers have used similar tools to achieve greater usage, engagement or interaction at their events, offering new customers the confidence to invest in your solutions for their events.

It's why (we think) we get asked so often to help create them for event technology businesses to showcase projects, products, or events delivered as pulling together all the elements for a successful case study can be a challenge.  

Getting sign-off on statistics, testimonials or even being able to name the client or event you deployed your tech on can be tricky and often feels like you're ever chasing that client sign-off.

That's why we've put together this blog post, to help highlight three key challenges faced when creating case studies and how you can overcome them.

Agree on creating a case study at contract signing

Before you dive into riffing off whatever data, quotes or stats you have to hand, take a step back to the beginning of your contract with a client.

Talk about how you'd like to share the success story of your partnership, highlighting the innovative solutions developed and the results achieved. You can create a dynamic and engaging narrative that showcases your mutual achievements.

To get started, discuss from the outset that you'd like to create a case study from this 'event', tell the client why you're doing it, what sort of thing you're looking for in terms of quotes or stats and how you'd like to get sign off from them. You might even want to consider adding a clause into your contract with the client that outlines what sort of content is allowed to be shared and what isn't.

Whilst it may still be hard to get sign-off at some stages of the event, by being transparent from the outset, you show the client your level of professionalism and they'll be more inclined to work with you when it comes to getting that sign-off. You'll also be aware of what it is you might be looking for, what data you CAN use and what the process is for sign-off.

Once you have the data (and hopefully the permissions) it's time to get creative...

Leveraging Your Own Data and Insights

Challenge: Lack of data or lack of sign off on the show data

In 20 years of creating them, I've often found that an organizer doesn't want to shout about specific event data event and remains somewhat tight lipped about their usage of the technology - understandable really, as they don't want to give away their "secret sauce" or competitive advantage through using your solution.

Have you got data that you could use? Chances are, as a tech provider, you'll have some level of data to use in your case study. Whilst you won't be able to publish results without their approval, you may be able to instead work with percentages of "adoption" or "engagement' rather than specific figures.

What other types of data can you use in case studies?

Customer satisfaction scores

If you really are getting nowhere with data or statistics about the event specifically, change your perspective and look at what else you could build the case study on - could it be about customer service for example?

If you're using software such as to manage and monitor client requests, tickets or queries, could you use this data to build the story and highlight your hopefully fast response times or customer success rates?

If a client is struggling to get sign-off from above, they may be more willing to talk about how great your service has been and that what you provided helped deliver a successful event through excellence in technical support.

Prospective customers want to hear that you're a great potential new partner.

Published data

Look at what the organizer has published previously. For example, if your technology aims to support show growth, the event will likely have published figures from previous years - did it change with the show you're working on? Did the overall show engagement go up?

You might not be able to get exact figures from the event you were working on but if it can be linked to previous performance, you can use this as evidence of your success.

Client growth

If, after delivering a successful event the client is growing their event base with you, this is a great opportunity to shout from the rooftops as it proves the client believes in what you're doing, they're getting results from your product /service and they aren't looking elsewhere.

Maybe their event portfolio has grown with your technology - could you link this success to the show you delivered, even if it's not a direct link, it shows trust in you as the event tech supplier.

Challenge: Can't get sign-off on testimonials

This one can be very frustrating as without the "event director of show ABC" commenting on your case study, is it a case study? Well yes, it is, but the testimonial can help validate what you're saying or what you delivered.

It can be hard to get a sign off from the client on certain elements of their experience, and they may be very protective about what is said and how it's used. They may also just not have the time to provide you with the quote.

Testimonials from the customer give a greater insight into the benefits they have achieved, so it's important to remain persistent (but not annoying) in your approach.

How to get sign-off on testimonials

We've found two effective ways to get sign-off on testimonials. The first is to create a quote from the client that they simply need to edit or approve. You can take this from something they said to you onsite at your event or other feedback they may have already provided, email it to them ask if it's ok to use or if they'd like to make any changes.

Secondly, we like recording sound bites (as they too can be used on social media for example) and the simplest way to do this, is by recording a post-event interview (on Zoom for example). At the start of the process, say that you may be using quotes from your conversation in a case study. You'd be amazed at how many potential quotes, comments or anecdotes you could get from a 30-minute conversation. Top tip - Always still seek sign-off - it's just nice to do.

Alternatives to client testimonials

If you're bum out of luck and not getting anything from your client, consider utilising social media mentions that you can display through your case study. A screenshot of a Tweet from a user expelling the virtues of how good your software is a great addition to a case study and also shows prospective customers how others are benefiting from your services.

Challenge: One quote is not enough

Whilst you may have a great relationship with your key account at the organizer or event planner, it may be difficult to get another from the team to provide a secondary quote...however... what about your users. The end users. Those using your product at the event for example.

You will likely be at the event whether it's virtual or in person, so why not take the opportunity to ask for a quote from those you know are having a great experience (visitors / exhibitors), and most likely willing to give you some form of feedback. Or, if your technology allows, place a feedback option within your tech to get it centred around the moment - real-time feedback, quotes and ratings are gold in showcasing your work.

A simple question to ask could be ‘Did our solution create a positive experience?’ or if you're looking at your Net Promoter Score, simply asking 'Would you recommend us to a colleague' will still demonstrate trust in your product or service.

In summary, whilst getting specific data, testimonials and sign-off of them can be tricky, it's important to remember why you're asking for them. Referrals, recommendations and positive feedback help build trust in a potential customer’s mind that the service provided is of high quality, so do your best to use all available resources to get them on board.

In our next blog post, we'll share our top tips for how to create a great case study, so sign up for our Waves of Words LinkedIn newsletter for our next installment.