This paper aims to explain the application of micro cases research strategy to investigate service employees’ innovative conduct. Essentially, the paper opts to outline the theoretical and practical implications and advantages realised through the application of this unconventional research strategy in the context of personal-interactive services; where the role of employees in initiating innovation is under-explored. The methods devised to realise the aims of this paper comprises of two approaches: 1) the review of relevant literature to highlight the special requirements to investigate service employees’ innovative conduct that requires closer assessment and an unconventional research design. 2) A practical explanation of conducting in-depth micro cases research based on a qualitative research of three case studies of service delivery systems. The main contribution of this paper would be in underlining the applicability of micro cases as a novel research strategy to investigate service employees’ innovative conduct which remains under-explored. The proposed research method would be specifically useful in the research of personal-interactive services subsector where employees’ input is perceived to be more influential. This paper proves the applicability of the micro cases research strategy when investigating service employees’ innovative behaviour. In essence, the arrangement of a micro case as a unit of analysis may particularly help management practice in precisely tracking the implications of progress or termination of innovative ideas emerging at the service delivery environment. Micro cases can also form a practical basis of manipulating innovative ideas development in idea generation software where it would be perfectly applicable to the software functions.