Medium; news style: These case studies mimic the brevity and fact-oriented
approach of press releases, but have just enough embellishment to avoid that title.
They tell the customer story, but are focused on customer testimonials and quantifiable
evidence to support it. Typically, these fall well within 1,000 words.
Short; summary style: This approach is used when there is just not much substance
to the soup, and watering down the information with gratuitous embellishment
clearly makes for a lesser product. These might be the hardest to write well,
because it requires editorial restraint to produce an effective case study only a few
hundred words in length.
All of these mention word counts in the assumption the case study will be actually written.
A different medium (e.g., Flash-based interactive) might use overall presentation time as a
more effective measurement of content.
Testimonials
Testimonials are third-party validation in its purest form: quotes right from the customer.
The quotes can be any length, from a few words to a multi-sentence narrative, and can
arrive in several formats, including plain text, audio files, and video files.
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