Let’s start with some definitions. Trend: a general condition that is determined by looking a many data points. Case Study: a specific condition that existed for a particular data point.
Both can be used in any given situation but the applicability will vary. It isn’t uncommon when you present someone with a trend to reply back that it’s great but doesn’t apply to their situation. Similarly, it isn’t uncommon when presenting case studies to be told that they don’t apply because the situations are different. Depending on the context of the discussion it can sometimes be difficult to decide which to lead with.
Case studies are the hallmark of those looking to lead with emotion. A case study says “Look at this great thing we did and the value it created! We can do the same for you.” That can be a powerful statement. Showing real life examples is a great way to strike up conversation and get directly to the problem to be solved for the client in front of you. Having that spring board can push a meeting to deeper, more insightful areas.
Trends, on the other hand, imply specific expertise and knowledge. A trend says “This is an area I follow closely and can tell you about in detail. If you need knowledge and expertise, I am the one for you.” When looking to establish your credentials this can be a great way to go because it gives you an opportunity to showcase your specific strengths. And if those strengths happen to align with the client’s need, all the better.
But each has its downsides as well. Because you are always walking into a room with a different personality and need. Playing the room may require you to go off script and jump to one or the other quickly.
Ultimately, the best solution is to be well-rounded and able to talk to either case studies or trends with ease. Barring that, find your voice and the one that works best for you.