There are times when you have what seems to be an ideal case study: a happy, willing, and talkative customer; a prestigious company name; a story for an application or industry that you want to target.
All is well until you get into the interview and discover one significant shortcoming: The customer hasn't measured quantitative results, isn't willing to disclose them, or the results are weak.
What to do? Instead of turning down a willing customer, you can focus the case study on qualitative results and value. Indeed, you may find that a qualitative success story may be a more interesting read and prompt more interesting dialogue between your sales reps and prospects than a case study that focuses more on the numbers.
For example, the case study can show your understanding of special implementation, management, and support factors that are specific to that type of customer or industry. If you tell the story well, prospects will recognize the implications for their own circumstances.
A good case study writer will know how to elicit both quantitative results and interesting, qualitative value points from the customer during the interview. Then, a good writer will apply both storytelling skill and knowledge of which information and messages will resonate with your prospects to create a case study that delivers value for your product sales activity.
How do you handle case studies that present only (or mostly) qualitative results?