What this means for your practice
Describe the measurement period, source and relevant concurrent changes. Distinguish a documented association from a causal conclusion the evidence cannot establish.
An example to discuss with your team
Give the draft and evidence summary to a reviewer and ask what causal claim they understand it to make. Revise if that exceeds the evidence.
What to discuss with your agency
Give an unfamiliar reviewer the draft and evidence summary. What cause-and-effect claim do they take away? Ask the agency to revise wording that implies certainty the records cannot establish. Keep relevant qualifications near the result rather than hiding them where readers are unlikely to notice.
Put the brief into practice
Write down the measurement source, period and definition before turning a result into a headline. Identify other material changes that occurred during that period, such as staffing, pricing or advertising, and consider what the available evidence can establish. A result observed after a website change is not automatically proof that the website caused the whole difference. Ask the agency to use wording proportionate to that evidence and keep meaningful qualifications near the result. Include the starting conditions so readers understand the context instead of comparing unlike situations.
Have an unfamiliar reviewer explain the cause-and-effect claim they take from the draft. If it is stronger than the records support, revise the presentation as well as the wording. A clear case study can describe an encouraging observed change while remaining honest about attribution. That helps prospective clients assess relevance without mistaking one project's circumstances for a guaranteed forecast for their own business.
How to check the result
Count material measurement qualifications retained in the published case study.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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