CASE STORIES! Not studies.

Mark Gash rethinks how we explain problems, processes and outcomes.

Case studies are dull aren’t they? Whether they’re being used as a boast on LinkedIn or an example in an online course, they all follow the same format to try and engage the audience;

• Subject 1 had a problem.

• Subject 2 worked on an innovative-not-really-innovative solution.

• Subject 1 was happy.

• Cue Call To Action (if you have a similar problem, get in touch with us for a not-really-innovative solution / consider using this approach in your role).

From websites and social media, business courses to medical training and online modules, they’re structured, analytical, and designed to give learners a clear takeaway. But do they actually help learners connect with the material? Or would something more personal - let’s call them ‘case stories’ - be a better approach?

The appeal of Case Studies

In e-learning, case studies provide real-life scenarios, broken down into structured analysis so learners can see how decisions were made and what the outcomes were. Dull as I might find them, they do actually work in areas where logic and objectivity rule, like finance, medicine, or law.

But they work in these areas because they tend to be a bit clinical. They’re polished and stripped of unnecessary details to make them easy to digest. And whilst that’s great for clarity, it removes the human messiness that often makes stories stick.

Why Case Stories pack more punch

So, what’s a case story and why should you consider using one in lieu of a study? As the old saying goes, “People buy from people” and even though you might not think you’re selling something in your online course, you are trying to elicit buy-in from your audience. Unlike case studies, case stories are real accounts told by the people who actually experienced them. Whereas case studies aim for objectivity, case stories embrace subjectivity. They bring in the emotions, dilemmas, and unexpected turns that real life throws at us.

Which would be more memorable - a dry business case study on how a company handled a crisis, or a CEO’s personal account of lying awake at night, sweating over whether their business would survive? That’s the power of case stories. They connect because they’re human.

Are you looking for analysis or engagement?

Both case studies and case stories have their place, but which is better in an e-learning environment? It depends on what you’re trying to achieve...

If you need structured decision-making (finance, law, medicine), case studies might be your best bet. They cut the fluff and focus on clear processes and outcomes, as well as reflecting the logical approach to getting things done that those industries employ.

If you want emotional connection and real-world relatability (leadership, communication, creativity, mental health), case stories win hands down. They help learners see themselves in the narrative, making the lessons far more memorable.

How about a bit of both?

Instead of picking sides, why not mix the two? Imagine an e-learning course that presents a traditional case study on a business crisis alongside a raw, personal story from someone who lived through it. That way, learners get both the structured analysis and the real-world relatability.

Case Study: Creating an AI-Generated Avatar Chef for an E-Learning Course

“A UK-based e-learning company needed a professional-looking avatar chef for their new food hygiene course. Using a generative AI tool, they quickly produced multiple chef avatars with different expressions and styles. After testing them with learners, they refined the most popular option with minor tweaks to ensure cultural relevance and consistency across the course.

The AI streamlined the creative process, but human oversight ensured the final product felt polished and engaging. Why not try using AI to generate your avatars?”

Case Story: A Graphic Designer’s Take on AI-Generated Art

“As a freelance designer, I was asked to create an avatar chef for an online food hygiene course.

Normally, I’d sketch everything by hand, but the client wanted me to use AI. At first, it felt a bit like cheating. I played around with different AI prompts, tweaking details to refine the output. Some images were brilliant. Others… not so much. (One chef had six fingers. Another had an apron covered in gibberish.)

Rather than relying solely on AI, I used it as a starting point. I fixed proportions, adjusted facial expressions, and added my own creative touches to make the character feel unique.

AI saved time, but my design skills were still crucial in getting the right final result. The process made me realise that while AI is a powerful tool, it still needs a human touch to make it work properly.”

Learning Should Feel Human

Engagement is everything in e-learning. Case studies are great, but they shouldn’t be the only tool in the box. If we want people to really connect with what they’re learning - beyond just ticking a box in a training module - then we need to lean into storytelling. Case stories add depth, emotion, and relatability to learning, turning it from something learners have to do, into something they actually care about.

Maybe it’s time to stop thinking of e-learning as a knowledge dump and start seeing it as a way to tell meaningful, impactful stories.