🌟 Hello - it is I, Kev - The Case Study Guy
In this weeks issue I share my Top 5 Case Study interview tips.
Week two of The Case Study Guy has been better than week one. Why? Because I’ve had real conversations with real people.
One topic came up repeatedly: How will AI impact your business?
My two-part answer:
It will help.
It won’t replace it - yet.
It’s hard not to get defensive when AI comes up. I’ve seen the impact it’s had on friends’ businesses. I’m not arrogant enough to think I’ll be immune. But here’s the fact I hold onto: a human beats AI as an interviewer of another human. And interviewing is the single most critical part of creating a success story or case study.
That’s where the magic happens. It’s a textbook case of “rubbish in, rubbish out.” The interview is where you gather the raw materials. Without that palette of insights, there’s nothing to paint a compelling story with.
AI can ask questions. What it can’t do - at least not yet - is ask the right follow-up questions. The ones that dig deeper, reveal context, and uncover meaning. And for now, I think most people would still choose a human interviewer. (Side note: I’m running a LinkedIn poll to test that theory. If you’ve got a view, hit reply and let me know.)
My Top Five Case Study Interview Tips
If you’re conducting the interviews yourself, here are my five top tips for success:
1. Do your research.
Channel your inner investigative journalist. Learn about the client, their role, and their business. Start with desk research, then speak to colleagues who work closely with them - Customer Success Managers, Growth Managers, or Account Managers.
2. Craft thoughtful questions.
Use what you’ve learned to build a unique set of questions. Every client is different, and generic questions lead to generic answers. You can start with a standard template, but adapt it based on your research.
3. Break the ice.
Many clients are nervous. Put them at ease. Find common ground: a LinkedIn post, a shared interest, or a tip from a colleague. A smile - or better yet, a laugh - goes a long way in building rapport.
4. Record the call.
I’ve interviewed hundreds of people and only one ever refused to be recorded. With a recording, you can be present instead of obsessing over notes. It allows you to listen actively, ask better follow-ups, and capture meaning - not just words. Always ask permission and explain why. Most people will say yes.
5. Ask follow-ups.
There are two kinds I rely on:
Confirmation questions: “Just to make sure I’ve got this right… [rephrase]. Is that accurate?” This shows you’re listening and checks your understanding.
Curiosity questions: “That’s interesting - you just mentioned X. Can you tell me more about that?” These often unlock the gold.
Follow these steps and you’ll gather richer raw materials - and both you and your interviewee will enjoy the process.
That’s it for Proof Points Issue 2. Got a question about case study interviews - or case studies in general? Hit reply. I’d love to hear from you.
Have a wonderful week!