Ultimately, if you want a reader to really engage with your case study, they have to identify with your customer. And after seventeen years of writing this format, I’ve realised the questions you ask ...

It’s a privileged position, writing a B2B case study. Not only am I entrusted with my client’s own client relationship, but the customer will often take the opportunity of talking to a third party to ...

Case interviews have been popular with management consulting firms for years, and in recent years they've become more commonly used by employers in other industries. Those considering a career in ...

When prospects are in the awareness or consideration phase in their buyer’s journey, there’s usually a point where sales and marketing teams sense their buyer is on the precipice of purchasing. You ...

Nicole Coomber has taught consulting and experiential learning courses at the University of Maryland’s Smith School of Business for years, assigning graduate students take-home case studies that mimic ...