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Case Study – Methods, Examples and Guide

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A case study is an in-depth examination of a single case or a few selected cases within a real-world context. Case study research is widely used across disciplines such as psychology, sociology, business, and education to explore complex phenomena in detail. Unlike other research methods that aim for broad generalizations, case studies offer an intensive understanding of a specific individual, group, event, or situation.

A case study is a research method that involves a detailed examination of a subject (the “case”) within its real-life context. Case studies are used to explore the causes of underlying principles, behaviors, or outcomes, providing insights into the nuances of the studied phenomena. This approach allows researchers to capture a wide array of factors and interactions that may not be visible in other methods, such as experiments or surveys.

Key Characteristics of Case Studies :

• Focus on a specific case, individual, or event.
• Provide in-depth analysis and contextual understanding.
• Useful for exploring new or complex phenomena.
• Generate rich qualitative data that contributes to theory building.

Types of Case Studies

Case studies can be classified into different types depending on their purpose and methodology. Common types include exploratory , descriptive , explanatory , intrinsic , and instrumental case studies.

1. Exploratory Case Study

Definition : An exploratory case study investigates an area where little is known. It helps to identify questions, variables, and hypotheses for future research.

Characteristics :

• Often used in the early stages of research.
• Focuses on discovery and hypothesis generation.
• Helps clarify research questions.

Example : Examining how remote work affects team dynamics in an organization that has recently transitioned to a work-from-home model.

2. Descriptive Case Study

Definition : A descriptive case study provides a detailed account of a particular case, describing it within its context. The goal is to provide a complete and accurate depiction without necessarily exploring underlying causes.

• Focuses on describing the case in detail.
• Provides comprehensive data to paint a clear picture of the phenomenon.
• Helps understand “what” happened without delving into “why.”

Example : Documenting the process and outcomes of a corporate restructuring within a company, describing the actions taken and their immediate effects.

3. Explanatory Case Study

Definition : An explanatory case study aims to explain the cause-and-effect relationships of a particular case. It focuses on understanding “how” or “why” something happened.

• Useful for causal analysis.
• Aims to provide insights into mechanisms and processes.
• Often used in social sciences and psychology to study behavior and interactions.

Example : Investigating why a school’s test scores improved significantly after implementing a new teaching method.

4. Intrinsic Case Study

Definition : An intrinsic case study focuses on a unique or interesting case, not because of what it represents but because of its intrinsic value. The researcher’s interest lies in understanding the case itself.

• Driven by the researcher’s interest in the particular case.
• Not meant to generalize findings to broader contexts.
• Focuses on gaining a deep understanding of the specific case.

Example : Studying a particularly successful start-up to understand its founder’s unique leadership style.

5. Instrumental Case Study

Definition : An instrumental case study examines a particular case to gain insights into a broader issue. The case serves as a tool for understanding something more general.

• The case itself is not the focus; rather, it is a vehicle for exploring broader principles or theories.
• Helps apply findings to similar situations or cases.
• Useful for theory testing or development.

Example : Studying a well-known patient’s therapy process to understand the general principles of effective psychological treatment.

Methods of Conducting a Case Study

Case studies can involve various research methods to collect data and analyze the case comprehensively. The primary methods include interviews , observations , document analysis , and surveys .

1. Interviews

Definition : Interviews allow researchers to gather in-depth information from individuals involved in the case. These interviews can be structured, semi-structured, or unstructured, depending on the study’s goals.

• Develop a list of open-ended questions aligned with the study’s objectives.
• Conduct interviews with individuals directly or indirectly involved in the case.
• Record, transcribe, and analyze the responses to identify key themes.

Example : Interviewing employees, managers, and clients in a company to understand the effects of a new business strategy.

2. Observations

Definition : Observations involve watching and recording behaviors, actions, and events within the case’s natural setting. This method provides first-hand data on interactions, routines, and environmental factors.

• Define the behaviors and interactions to observe.
• Conduct observations systematically, noting relevant details.
• Analyze patterns and connections in the observed data.

Example : Observing interactions between teachers and students in a classroom to evaluate the effectiveness of a teaching method.

3. Document Analysis

Definition : Document analysis involves reviewing existing documents related to the case, such as reports, emails, memos, policies, or archival records. This provides historical and contextual data that can complement other data sources.

• Identify relevant documents that offer insights into the case.
• Systematically review and code the documents for themes or categories.
• Compare document findings with data from interviews and observations.

Example : Analyzing company policies, performance reports, and emails to study the process of implementing a new organizational structure.

Definition : Surveys are structured questionnaires administered to a group of people involved in the case. Surveys are especially useful for gathering quantitative data that supports or complements qualitative findings.

• Design survey questions that align with the research goals.
• Distribute the survey to a sample of participants.
• Analyze the survey responses, often using statistical methods.

Example : Conducting a survey among customers to measure satisfaction levels after a service redesign.

Case Study Guide: Step-by-Step Process

Step 1: define the research questions.

• Clearly outline what you aim to understand or explain.
• Define specific questions that the case study will answer, such as “What factors led to X outcome?”

Step 2: Select the Case(s)

• Choose a case (or cases) that are relevant to your research question.
• Ensure that the case is feasible to study, accessible, and likely to yield meaningful data.

Step 3: Determine the Data Collection Methods

• Decide which methods (e.g., interviews, observations, document analysis) will best capture the information needed.
• Consider combining multiple methods to gather rich, well-rounded data.

Step 4: Collect Data

• Gather data using your chosen methods, following ethical guidelines such as informed consent and confidentiality.
• Take comprehensive notes and record interviews or observations when possible.

Step 5: Analyze the Data

• Organize the data into themes, patterns, or categories.
• Use qualitative or quantitative analysis methods, depending on the nature of the data.
• Compare findings across data sources to identify consistencies and discrepancies.

Step 6: Interpret Findings

• Draw conclusions based on the analysis, relating the findings to your research questions.
• Consider alternative explanations and assess the generalizability of your findings.

Step 7: Report Results

• Write a detailed report that presents your findings and explains their implications.
• Discuss the limitations of the case study and potential directions for future research.

Examples of Case Study Applications

• Objective : To understand the success factors of a high-growth tech company.
• Methods : Interviews with key executives, analysis of internal reports, and customer satisfaction surveys.
• Outcome : Insights into unique management practices and customer engagement strategies.
• Objective : To examine the impact of project-based learning on student engagement.
• Methods : Observations in classrooms, interviews with teachers, and analysis of student performance data.
• Outcome : Evidence of increased engagement and enhanced critical thinking skills among students.
• Objective : To explore the effectiveness of a new mental health intervention.
• Methods : Interviews with patients, assessment of clinical outcomes, and reviews of therapist notes.
• Outcome : Identification of factors that contribute to successful treatment outcomes.
• Objective : To assess the impact of urban development on local wildlife.
• Methods : Observations of wildlife, analysis of environmental data, and interviews with residents.
• Outcome : Findings showing the effects of urban sprawl on species distribution and biodiversity.

Case studies are valuable for in-depth exploration and understanding of complex phenomena within their real-life contexts. By using methods such as interviews, observations, document analysis, and surveys, researchers can obtain comprehensive data and generate insights that are specific to the case. Whether exploratory, descriptive, or explanatory, case studies offer unique opportunities for understanding and discovering practical applications for theories.

• Baxter, P., & Jack, S. (2008). Qualitative Case Study Methodology: Study Design and Implementation for Novice Researchers . The Qualitative Report, 13(4), 544–559.
• Creswell, J. W., & Poth, C. N. (2017). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (4th ed.). SAGE Publications.
• Stake, R. E. (1995). The Art of Case Study Research . SAGE Publications.
• Yin, R. K. (2018). Case Study Research and Applications: Design and Methods (6th ed.). SAGE Publications.
• Thomas, G. (2016). How to Do Your Case Study (2nd ed.). SAGE Publications.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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What Is a Case Study?

March 11, 2024 |, contributors.

Case studies give marketers a deep dive into a specific problem, process, or achievement within a company. They offer detailed insights into real-life business challenges and triumphs. Case studies provide a narrative that's informative and engaging, allowing readers to glean practical knowledge from real-world scenarios.

Case studies stand out for their ability to present complex data in a digestible format. They turn abstract numbers and statistics into relatable stories, making them an invaluable resource in the arsenal of any marketer. By showcasing specific examples of strategies that worked (or didn’t), case studies provide a unique learning opportunity that can be applied to similar situations in different organizations.

Benefits and Limitations of Case Studies

The power of detailed insight.

One of the most significant benefits of case studies is their capacity to provide detailed insights. Unlike broader market research, case studies delve into the specifics of a single situation, offering an in-depth understanding of the dynamics at play. This level of detail can be incredibly useful for businesses looking to understand the nuances of a particular strategy or problem. It allows for a more nuanced approach to problem-solving, as the specificity of a case study often highlights unique variables and outcomes that broader analyses may overlook.

Real-World Application

Case studies are grounded in real-world scenarios, making their lessons and findings directly applicable to similar situations in other organizations. By examining how a particular strategy or decision played out in a real context, businesses can better anticipate potential outcomes in their own situations.

Limitations: Generalizability and Bias

However, the very strength of case studies – their detailed focus on a single instance – is also their limitation. The findings of a case study might not apply to all situations. Since case studies often focus on unique cases, there’s a risk of drawing conclusions that don’t apply broadly.

Another limitation is the potential for bias. Since case studies are often retrospective and rely on the interpretation of events, there’s a risk of subjective bias in both the collection and interpretation of data. This can skew the insights and lessons derived from the study.

Despite these limitations, case studies are a powerful tool in the marketer’s toolkit, offering a unique blend of storytelling and empirical investigation.

Types of Case Studies

Explanatory case studies.

Explanatory case studies are often used in fields like social sciences to explain how or why certain events occurred. In a business context, explanatory case studies can be instrumental in unraveling the intricacies of business processes or market dynamics. They typically involve a detailed analysis of a situation or series of events to understand the underlying causes and effects. An explanatory case study's strength is its ability to provide clear, logical insights into complex scenarios.

Exploratory Case Studies

Exploratory case studies are typically conducted before a more in-depth investigation. Their primary purpose is to identify the key variables and potential relationships in a situation, setting the stage for more detailed analysis later. In marketing, exploratory case studies can help identify the factors contributing to a product's success or failure in the market. They are particularly useful in the early stages of research, where the goal is to gather as much information as possible to formulate more precise questions for further study.

Collective Case Studies

Collective case studies involve studying a group of cases simultaneously or sequentially. This approach is beneficial when the objective is to understand a phenomenon, population, or general condition more comprehensively. By examining multiple cases, marketers and business leaders can compare and contrast different scenarios, leading to a more robust and well-rounded understanding of the subject. Collective case studies are particularly useful for observing variations across different contexts, offering insights that might be overlooked when focusing on a single case.

Each type of case study serves a unique purpose and offers different insights, making them versatile tools for understanding complex business scenarios.

Writing and Analysis Tips

Structuring and formatting a case study.

When crafting a case study, be mindful of structure and format. A well-structured case study ensures clarity and enhances the reader's engagement and comprehension. Typically, a case study should begin with an introduction that sets the context and outlines the problem or situation being addressed. This is followed by a detailed presentation of the facts, including background information and a description of the events or processes involved.

The next section should involve an analysis of the case. This is where the data is interpreted and insights are drawn. It's crucial to link the theoretical framework to the practical aspects of the case, demonstrating how specific concepts apply to real-world scenarios. Finally, conclude with a section that synthesizes the findings, offering conclusions and if applicable, recommendations. This closing part should summarize the key insights and highlight the implications for practice and further research.

Developing Theories and Analyzing Results

Developing theories in case studies involves identifying patterns and relationships within the data. The goal is to move beyond the description to interpret the significance of what has been observed. This process requires critical thinking and the ability to link empirical evidence to broader concepts and theories.

Analyzing results in a case study involves scrutinizing the data to understand the 'why' and 'how' of the case. It's about digging deeper into the findings to unearth underlying principles or truths. This analysis should be rigorous and creative, combining empirical evidence with insightful interpretation.

Ensuring Validity and Reliability

To ensure the validity and reliability of a case study, use robust and transparent methods in data collection and analysis. Validity refers to the accuracy and truthfulness of the findings, while reliability pertains to the consistency of the results over time. Triangulation of data sources, where information is corroborated from multiple sources or methods, can enhance validity and reliability.

Furthermore, being transparent about the limitations of the case study, such as potential biases or constraints, helps maintain the integrity of the research. Providing a clear and detailed description of the methodology also allows others to assess the credibility of the findings.

These tips, when applied, can enhance the quality and impact of a case study, making it a powerful tool in business and marketing research.

Case Study Examples

Here are a few links to case studies done by 97th Floor:

SOLD.com : An agent-centric approach fuels SOLD.com's 322% ROI increase amidst housing market Challenges

Gigamon : The holistic SEO approach that won Gigamon their #1 keyword

Tuft & Needle : Connecting with Sleep-Deprived Parents to Increase Tuft and Needle’s Revenue by 57% YoY

These case studies provide tangible examples of how different strategies and innovations can be effectively applied in real-world business scenarios.

Case studies provide a unique blend of narrative storytelling and empirical investigation, making abstract concepts and strategies relatable and understandable. Whether explanatory, exploratory, or collective, each type of case study offers a different lens through which to view and solve business problems.

The insights from well-crafted case studies illuminate past successes and failures and pave the way for future innovations and strategies. By providing detailed analysis and real-world applications, case studies serve as a crucial tool for marketers and business leaders aiming to navigate the ever-evolving landscape of business challenges.

Ultimately, the value of a case study lies in its ability to inspire, inform, and guide. It's a resource that combines theoretical knowledge with practical experience, offering a comprehensive understanding. For any business looking to grow, adapt, and excel, leveraging the power of case studies is not just beneficial—it's essential.

A good case study is well-structured, detailed, and provides clear insights. It should present a real-world problem, outline the steps taken to address it and detail the results. Clarity, relevance, and the ability to engage the reader are key elements.

The length of a case study can vary depending on the complexity of the subject. Generally, it should be long enough to cover all relevant aspects of the case but concise enough to maintain the reader's interest. Typically, anywhere from 500 to 1500 words is standard.

While case studies provide valuable insights, they should not replace traditional market research. They are best used in conjunction with other forms of research to provide a comprehensive understanding of a market or problem.

Ensuring objectivity involves using a systematic approach in gathering and analyzing data, avoiding bias in selecting cases, and being transparent about the limitations of the study.

Yes, case studies are versatile and can be beneficial for businesses of all types and sizes. They are particularly useful for understanding specific situations in depth and can provide valuable insights regardless of the industry.

Small businesses can use case studies to learn from the experiences of others, understand market dynamics, and formulate strategies based on proven methods. They can also create their own case studies to showcase their successes and attract customers or investors.

In digital marketing, case studies can be used as powerful content pieces to demonstrate expertise, build trust, and provide value to the audience. They can be shared across various digital platforms, including social media, blogs, and email newsletters.

The frequency depends on the business's goals and resources. Regularly publishing case studies can keep the content fresh and relevant, but it's more important to focus on quality and relevance than frequency.

Absolutely. Case studies are excellent tools for employee training, as they provide real-life examples and scenarios for employees to learn from and discuss.

The effectiveness can be measured by its impact, such as increased website traffic, engagement rates, lead generation, and feedback from readers. Analyzing these metrics can provide insights into how well the case study resonates with the target audience.

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Content related to what is a case study.

What is a Case Study: A Complete Guide of Case Study Basics

What is a case study? A case study is an in-depth analysis of a real-life situation or project in business. Case studies are not just theoretical exercises; they are practical tools that can empower marketers and entrepreneurs. They showcase successes, offer insights into practical strategies, and help attract and convert potential clients. 

What is a Case Study

• Definition: In-depth analysis of a real-life business situation or project, providing insights and showcasing successes.
• Purpose of a Case Study: Demonstrate effective strategies and attract potential clients by highlighting real-world applications and results.
• Components: Background, executive summary, challenges, solutions, conclusion, and call-to-action.

Let’s delve into the transformative potential of case studies in different business contexts. With the right case study templates, we can decode the perplexing concept of case studies and understand their importance, from their definition to their advantages. This understanding can inspire new strategies and approaches in your business. 

Table of Contents

Specific case studies for different industries, why are case studies important.

• Benefits and Limitations of Case Studies 

Case Study vs Use Case

Case study vs. white paper.

• Case Study vs Survey 

Case Study vs. Research Study

• Case Study vs Report 

What Does a Case Study Look Like

What is a case study method, is case study qualitative or quantitative, types of case studies.

Let’s explore how to define a case study and what it means for business success.

A case study is more than just a report; it’s a window into real-world business challenges and triumphs. As per the case study definition, it’s like a roadmap, guiding marketing associates, small business owners, and company leaders through identifying challenges and showing strategic solutions for success. 

Through information gathering, client interviews, and deep analysis, case studies shed light on the past hurdles and the strategies that conquered them. These are not just for showcasing achievements; these are invaluable tools for training new team members and impressing potential clients. But to make them truly impactful, they need structure and finesse.

Here’s a staggering fact that underscores the importance of case studies. About 29% of prospects rely on case studies to make informed purchasing decisions. This highlights the significant role case studies play in shaping business outcomes.

We understand your business goals and solutions are particular, and you need a case study design that suits your purpose. Let’s explore different case studies and how to align them with your business. 

What is a Case Study in Accounting

A brilliant case study in accounting illuminates the practical application of accounting principles in a real-world scenario. It should be informative and engaging, demonstrating the impact of sound accounting practices.

If you need to create an accounting case study, always focus on clean, clutter-free design formats that leave enough room to discuss real-life scenarios, like the following case study template. 

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Curious about what to include in a case study for accounting firms?

As shown in the example of the case study in accounting, there are relatable accounting issues, such as improving profitability, optimizing cash flow, or navigating a new tax regulation. Stay ahead by showcasing the specific accounting methods or strategies to address the client’s challenge. You can demonstrate your expertise by highlighting implemented accounting principles to achieve a positive outcome in your case study.

What are Management Consulting Case Studies 

A consulting case study puts you in the shoes of a consultant tasked with analyzing the situation and recommending solutions. It’s a chance to showcase your problem-solving skills and strategic thinking under pressure.

Here’s a consulting case study example template. 

Use a structured approach to describe the issue, showcasing your adeptness in critical thinking and solution prioritization in the case study for consulting. Additionally, utilize case study templates of various consulting disciplines such as management, strategy, and leadership consulting. These templates display your proficiency in breaking down the problem systematically, addressing a tangible challenge encountered by a particular company or industry.

Here’s an example of an HR consulting case study that’s easily customizable. 

What is a Design Case Study

Think of a design case study as a visual narrative. It tells the story of a design project, from the initial challenge to the final, successful solution. Moreover, it showcases your design process, decision-making, and work’s impact on the client’s goals. 

Therefore, your design case study should align with the services you can offer for your client’s problem. DocHipo provides case studies on UI design, motion design, illustration design, brand identity and advertising design, and many other design-related templates. 

Check out the web design case study template that starts with a clear and relatable design problem.

After showcasing relevant user research data and insights to demonstrate a data-driven solution, you must add a strong call to action and brief information about your company to convert your leads into customers. 

What is a Case Study for IT Company

Case studies for IT companies are success stories that showcase expertise in solving B2B real-world problems through technology. They are a way to demonstrate your capabilities, build trust with potential clients, and position yourself as a trusted advisor. 

But what makes a great IT case study?

Use relevant data and metrics to depict the client’s initial situation. This could include IT costs, system downtime, or user productivity levels. You can create case studies for mobile app development, web development, and cyber security services to set your company apart in IT and management solutions. 

Let’s explore the example of a case study for project management tailored to the needs of project managers and marketing executives. 

This customizable template allows you to display the IT solutions you implemented and explain how you addressed the client’s needs.

What is a Case Study in Marketing

Curious about marketing case studies? These powerful tools reveal how your offerings drive success for clients. Whether external client victories or internal wins, a marketing case study paints a vivid picture of achievement. 

From company backstory to concrete results, it covers all bases: background, challenges, solutions, actions, and outcomes. Plus, it’s not just about words—incorporating visuals and client testimonials boosts credibility. 

Check out the marketing case study example templates that pave the path to success in your business endeavors.

This marketing case study template immediately grabs your attention with its clean and modern design, ensuring every detail is easy to follow and understand.

Writing a compelling marketing case study starts with the customer. The above advertising case study template tells the story of a real client facing a relatable challenge. As we said before, a marketing case study is your sweet spot for engaging your leads who want to overcome the same challenging situations. Let it lead the way for your inventive solutions, ensuring credibility and a top spot in the B2B market.

Turn heads and win hearts with DocHipo’s marketing case study templates . From digital marketing to mobile marketing, search engine optimization, email marketing, and beyond, these templates help you tell your success stories in a way that connects with real people. 

What are Case Studies in Sofware

Imagine a compelling story that brings your software to life. A software case study delves into a real-world scenario where your software tackled a specific challenge for a client. It demonstrates your software’s problem-solving capabilities and the positive outcomes it delivered.

DocHipo software case studies are useful for niche-based services, from HR to AI assistant software. 

Introduce the client’s struggles and showcase how your software provided the solution. Demonstrate the positive impact your software had on the client’s business goals. This could be increased efficiency, cost savings, or improved user engagement.

What are Case Studies in Business

A business case study is like a detailed story about a company. It shows how they solved a problem, succeeded, or faced challenges. Companies use these stories to share how well their ideas and strategies worked.

Here is a business case study example from Trello . 

What is the purpose of a case study? Case studies thoroughly evaluate specific situations. They reveal which strategies worked, which didn’t, and what could be improved. This insight is invaluable for future planning.

Furthermore, case studies help identify potential solutions to problems. Examining similar past situations allows you to discover effective strategies and avoid common pitfalls.

Finally, use case studies to target your audience and showcase your expertise. Publishing successful case studies demonstrates your ability to solve problems, boost your credibility, and attract more business. Essentially, case studies serve as the original form of social proof, highlighting your problem-solving skills and success stories.

Benefits and Limitations of Case Studies 

Before creating this SEO-centric lead magnet, you should consider the advantages and disadvantages of case studies. 

We’ve listed the difference between a use case and a case study.

Often, marketers get misled by the similarities between a case study and a white paper. Though both are time-consuming and heavily research-oriented, everything about the two types of content is distinguishable, from the content format to the goals. 

Case Study vs Survey 

Though case studies and surveys can both use quantitative and qualitative methods, often known as mixed methodology, some distinguishable factors draw a prominent line between the two types of marketing and research content. 

The research study aims to address a specific issue promptly. In contrast, case studies are conducted over a longer period. They focus on observing and analyzing an ongoing phenomenon. Here are the key differences that will help you better understand the format and purpose of a case study and research paper. 

Case Study vs Report 

Even though case studies and case reports have been used interchangeably, the format of a case study is distinctively different from that of a case report.

A basic, insightful case study has six aspects to focus on in its design; take a look at the case study template. 

• Background: Provide essential context about the client or situation.
• Executive Summary: Capture attention with a brief introduction to the subject, the company’s products, services, challenges, and the reason for partnering with you.
• Challenges: Analyze and explain the specifics of the challenges faced by the client.
• Proposed Solutions: Present and justify the recommended solutions clearly.
• Conclusion: Summarize key takeaways, highlighting the client’s success with data and quotes.
• Call-to-Action: Include contact channels and a strong CTA like “Call Us” or “Visit Us.”

The methods used in case study writing are varied and adaptable, tailored to the specific needs of each case. Here are some common case study methods:

1. Interviews

Interviews involve engaging with individuals directly related to the case to gather first-hand information and insights.

Key points:

• One-on-one or group settings
• In-depth and personal perspectives
• Allows follow-up questions for clarity

When is this method useful: 

Ideal for cases requiring detailed personal experiences, such as understanding customer satisfaction or employee feedback.

2. Observation

Observation entails directly watching the subject or situation to collect data on behaviors and interactions.

• Real-time data collection
• Provides contextual details
• Minimally intrusive if done discretely

Best for studies needing direct insights into processes, like workflow efficiency or consumer behavior.

3. Document Analysis

Document analysis examines existing documents and records relevant to the case.

Key Points:

• Uses existing written materials
• Provides historical context
• Can validate other data sources

Suitable for cases involving historical research or policy analysis.

4. Surveys and Questionnaires

Surveys and questionnaires are used to collect quantitative data from relevant stakeholders.

• Structured and standardized method
• Efficient for large sample sizes
• Quantifiable data for statistical analysis

Ideal for cases needing broad quantitative insights, like market research or employee satisfaction studies.

5. Participant Observation

Participant observation combines direct observation with active involvement in the activities related to the case.

• Insider’s perspective
• Rich, detailed data
• Balances observation with participation

Useful for ethnographic studies or understanding cultural practices within an organization.

6. Triangulation

Triangulation involves using multiple methods to cross-verify and validate findings.

• Enhances reliability
• Cross-verifies data
• Integrates diverse perspectives

Ideal for comprehensive studies requiring robust validation, like multi-faceted business issues.

7. Ethnography

Ethnography immerses the researcher in the subject’s environment over an extended period to understand cultural contexts.

• Long-term immersion
• Focus on social dynamics
• In-depth cultural insights

Best for understanding complex social interactions and cultural phenomena.

A case study can actually be both. Ideally, it should blend objective measurements with subjective insights to give a full picture of what’s happening and why. The right mix of qualitative and quantitative data depends on the specific field and situation, but both types are incredibly valuable.

Think of it this way: qualitative data adds depth and context, while quantitative data provides hard facts and figures. Together, they offer a more detailed and nuanced understanding, moving beyond simple averages and generalizations. 

There are six types of case study formats: Descriptive, Explanatory, Exploratory, Collective, Intrinsic, and Instrumental. 

Knowing “What is a case study” should be the first step in creating a case study. Sometimes, marketers get stuck on how to make a case study easily. Try DocHipo case study templates with customizable designs in accounting, consulting, design, technical or IT services, marketing, and software. Sign up for free and save time with suitable pre-designed industry-specific challenges and benefits that align with your business solutions. 

What are the limitations of a case study?

There are two main disadvantages: limited generalizability and applicability to broader contexts and the potential for researcher bias due to subjective data interpretation.

When should you do a case study?

A case study is ideal when you want to gain in-depth insights into a specific real-life situation or phenomenon. Also, you can use case studies to create a strong authority for your brand presence.

What is the difference between a case study and an essay?

A case study focuses on a specific real-life situation or problem and its solutions, while an essay is more general and can cover a wide range of topics. Also, the format and length of these two content are very different.

What is the difference between a case study and action research?

A case study is an in-depth analysis of a specific instance, while action research focuses on making specific changes to address a problem and involves reflection and inquiry.

How do you describe a case study?

A case study focuses on a real-life situation or problem. It provides a detailed analysis of the issue and discusses the solutions and their outcomes.

What are the most important parts of a case study?

A case study has six important parts: background, executive summary, challenges, solutions, conclusion, and CTA for conversion. 

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What the Case Study Method Really Teaches

by Nitin Nohria

Summary .   

During my decade as dean of Harvard Business School, I spent hundreds of hours talking with our alumni. To enliven these conversations, I relied on a favorite question: “What was the most important thing you learned from your time in our MBA program?”

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How to Write a Case Study: Bookmarkable Guide & Template

Updated: July 18, 2024

Published: June 13, 2012

Earning the trust of prospective customers can be a major challenge. Before you can expect to earn their business, you’ll need to demonstrate your ability to deliver on the promises of your product or service. The best way to win new business is with cold, hard proof.

A great way to prove your worth is through a compelling case study. HubSpot’s 2024 State of Marketing report found that case studies are so captivating that they were the fifth most commonly used type of content that marketers relied on.

That statistic still holds true in Forbes Advisor’s 2024 study, which adds that 78% of B2B businesses report using case studies and customer stories because they are “ crucial for demonstrating real-world value. ”

Having written these ever more frequently over the past ten years, I hope to serve as your guide through a process that can feel daunting, but I promise is worth the effort. Below, I'll walk you through what a case study is, how to prepare for writing one, what to include in it, and how it can be an effective tactic.

Table of Contents

Case Study Definition

• Why Write a Case Study?
• How Long Should a Case Study Be?

Case Study Templates

How to write a case study, case study format, business case study examples.

Free Case Study Templates

Showcase your company's success using these three free case study templates.

• Data-Driven Case Study Template
• Product-Specific Case Study Template
• General Case Study Template

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A case study is coverage of a specific challenge a business has faced, and the solution they've chosen to solve it. Case studies can vary greatly in length and focus on several details related to the initial challenge and applied solution, and can be presented in various forms like a video, white paper, blog post, etc.

In professional settings, it‘s common for a case study to tell the story of a successful business partnership between a vendor and a client.

Perhaps the success you’re highlighting is in the number of leads your client generated, customers closed, or revenue gained. Any one of these key performance indicators (KPIs) are examples of your company's services in action.

When done correctly, these examples of your work can chronicle the positive impact your business has on existing or previous customers, helping you attract new clients.

Why write a case study?

I know, it sounds like a huge endeavor — is it really worth it?

The truth is that while case studies are a huge undertaking, they are powerful marketing tools that allow you to demonstrate the value of your product to potential customers using real-world examples.

Here are a few reasons why you should write case studies.

1. Explain complex topics or concepts.

Case studies give you the space to break down complex concepts, ideas, and strategies, showing how they can be applied in a practical way.

You can use real-world examples, like an existing client, and use their story to create a compelling narrative that demonstrates how your product solved their issue. Most importantly, it explains how those strategies can be repeated to help other customers get similar, successful results.

2. Show expertise.

Case studies are a great way to demonstrate your knowledge and expertise on a given topic or industry. This is where you get the opportunity to show off your problem-solving skills and how you’ve generated successful outcomes for clients you’ve worked with.

3. Build trust and credibility.

In addition to showing off the attributes above, case studies are an excellent way to build credibility. They’re often filled with data and thoroughly researched, which shows readers you’ve done your homework.

A robust case study instills confidence in the solutions you present because the reader has now vicariously experienced the problem — and they followed, step-by-step, what it took to solve it. These elements work together, enabling you to build trust with potential customers.

4. Create social proof.

Using existing clients that have seen success working with your brand builds social proof .

People are more likely to choose your brand if they know that others have found success working with you. Case studies do just that — put your success on display for potential customers to see.

All of these attributes play together like an orchestra to help you gain more clients. Afterward, the case study acts as a reference. You can pull quotes from customers that were featured in these studies to repurpose them in other marketing content.

How long should a case study be?

Now that you’re more acquainted with the benefits of producing a case study, let’s explore how long these documents should be.

The length of a case study will vary depending on the complexity of the project or topic discussed. However, as a general guideline, case studies typically range from 500 to 1,500 words.

Whatever length you choose, it should provide a clear understanding of the challenge, the solution you implemented, and the results achieved.

This may be easier said than done, but it‘s important to strike a balance between providing enough detail to make the case study informative and concise enough to keep the reader’s interest.

The primary goal here is to effectively communicate the key points and takeaways of the case study. It’s worth noting that this shouldn’t be a wall of text. Make it attractive to dive into by using headings, subheadings, bullet points, charts, and other graphics to break up the content and make it more scannable for readers.

I’ve also seen more and more brands incorporate video elements into case studies listed on their site for a more engaging experience, which is highly recommended given that video is currently the best performing marketing content format.

Infographic Case Study

Use the long, vertical format of an infographic to tell your success story from top to bottom.

As you progress down the infographic, emphasize major KPIs using bigger text and charts that show the successes your client has had since working with you.

Pro tip: Make the top of your infographic visually interesting to attract clicks. Don’t be afraid to front-load a particularly interesting statistic or detail — there’s no such thing as wasting it if nobody was reading it, right? Lead with something your target audience will find juicy.

Podcast Case Study

Podcasts are a platform for you to have a candid conversation with your client. This type of case study can sound more real and human to your audience — they'll know the partnership between you and your client was a genuine success.

4. Find the right case study candidate.

Writing about your previous projects requires more than picking a client and telling a story — you’ll need that client’s participation.

You’ll need permission, quotes, and a plan to make it as easy on them as possible. To start, here are a few things to look for in potential candidates.

Product Knowledge

It helps to select a customer who's well-versed in the logistics of your product or service. That way, they can better speak to the value of what you offer in a way that makes sense and sounds good to future customers.

Remarkable Results

Clients that have seen the best results are going to make the strongest case studies. If their own businesses have seen an exemplary ROI from your product or service, they're more likely to convey the enthusiasm that you want your prospects to feel, too.

One part of this step is to choose clients who have experienced an unexpected level of success from your product or service.

When you‘ve provided non-traditional customers — in industries that you don’t usually work with, for example — with positive results, it can help to remove doubts from prospects.

This can widen your appeal and attract more and varied clients.

Recognizable Names

While small companies can have powerful stories, bigger or more notable brands tend to lend their credibility to your own.

In fact, 89% of consumers say they'll buy from a brand they already recognize over a competitor, especially if they already follow them on social media.

Pro tip: It can be intimidating to revisit older clients, especially big names, and especially if they moved on with another company. But listen — if you did good work for them and saw results, you can be proud of that and they can be honest about what worked. Don’t be afraid to ask for their support with your case study.

Customers that came to you after working with a competitor often have captivating highs and lows that make for a great story.

Switchers can help highlight your competitive advantages and might even sway decisions in your favor if you have prospects on the fence.

5. Contact your candidate for permission to write about them.

To get the case study candidate involved, you have to set the stage for clear and open communication.

That means outlining expectations and a timeline right away — not having a plan in place before you call your candidate is one of the biggest culprits in delayed case study creation.

Most importantly, having a plan lined up helps in getting your subject‘s approval.

When first reaching out to your case study candidate, provide them with the case study’s objective and format — both of which you will have come up with in steps #2 and #3 above.

To get this initial permission from your subject, put yourself in their shoes — what would they want out of this case study?

Although you‘re writing this for your own company’s benefit, your subject is far more interested in the benefit it has for them, so make the deal sweet.

Benefits to Offer Your Case Study Candidate

Here are four potential benefits you can promise your case study candidate to gain their approval.

Product Discount

This is a more tangible incentive you can offer your case study candidate, especially if they're a current customer of yours.

If they agree to be your subject, offer them a product discount — or a free trial of another product — as a thank you for their help creating your case study.

The bigger the scope and size of the study, the more you can make the case to your finance department to justify larger gifts and get more buy-in.

Brand Exposure

Explain to your subject how and to whom this case study will be exposed.

This exposure can help increase their own brand awareness both in and beyond their own industry.

In the B2B sector, brand awareness can be hard to collect outside one‘s own market, making case studies particularly useful to a client looking to expand their name’s reach.

Employee Exposure

Allow your subject to provide quotes with credits back to specific employees.

When this is an option for them, their brand isn't the only thing expanding its reach — their employees can get their name out there, too.

This presents your subject with networking and career development opportunities they might not have otherwise.

Backlinks and Website Traffic

Backlinks are a benefit sure to resonate with your subject‘s marketing team. When you publish your case study on your website, make sure that your study links back to your subject’s website. This is known as a “backlink.”

If your reader clicks the link in your case study, it takes your reader to the subject's website. Essentially, this small gesture gives them additional website traffic from visitors who have read your case study.

Additionally, a backlink from you increases your subject's page authority in the eyes of Google, which is growing in difficulty as AI infiltrates the internet.

This helps them rank more highly in search engine results. Landing higher on the SERP enables them to collect more traffic from searchers who are looking for information about your subject’s industry.

Once you know what you’re going to offer your candidate, go ahead and contact them to see if they are interested in featuring in a customer success story, with the promise of more details to follow.

6. Ensure you have all the resources you need to proceed before you get a response.

Now it’s time to prepare the resources needed for if — when! — they agree to participate. At the very least, you’ll need a case study release form and a success story letter.

Let's break those two down.

Case Study Release Form

This document can vary, depending on factors like the size of your business, the nature of your work, and what you intend to do with the case study once it is completed.

You’ll need permission to use any brand names and to share the project information publicly.

You should typically aim to include the following in your Case Study Release Form:

• A clear explanation of why you are creating this case study and how it will be used.
• A statement defining the information and potentially trademarked information you expect to be able to include about the company — things like names, logos, job titles, and pictures.
• An explanation of what you would expect from the participant beyond the completion of the case study. For example, is this customer willing to act as a reference or share feedback? Do you have permission to pass contact information along for these purposes?
• A note about compensation.

Success Story Letter

This document serves as an outline for the entire case study process so your subject better understands the entire process they would be opting into.

You'll want to be sure to define the details outlined in your Case Study Release Form within your Success Story Letter. There are many details you’ll need to think about so that you can clearly explain what the process will be like.

7. Define the process you want to follow with the client.

Before you can begin the case study, you have to have a clear outline of the case study process with your client. An example of an effective outline would include the following information.

The Acceptance

First, you‘ll need to receive internal approval from the company’s marketing team.

Once approved, the Release Form should be signed and returned to you. It's also a good time to determine a timeline that meets the needs and capabilities of both teams.

The Questionnaire

To ensure that you have a productive interview — which is one of the best ways to collect information for the case study — you'll want to ask the participant to complete a questionnaire before this conversation.

That will provide your team with the necessary foundation to organize the interview, and get the most out of it.

The Interview

Once the questionnaire is completed, someone on your team should reach out to the participant to schedule a 30- to 60-minute interview.

This should include a series of custom questions related to the customer's experience with your product or service.

The Draft Review

After the case study is composed, you'll want to send a draft to the customer, allowing an opportunity to give you feedback and edits.

The Final Approval

Once any necessary edits are completed, send a revised copy of the case study to the customer for final approval.

Once the case study goes live — on your website or elsewhere — it‘s best to contact the customer with a link to the page where the case study lives.

Don’t be afraid to ask your participants to share these links with their own networks, as it not only demonstrates your ability to deliver positive results and impressive growth, as well.

8. Download a case study email template.

You’ve gathered your resources, and soon your candidate will get to explore the exciting details of participating in your case study.

The case study release form communicates what you'll need from your chosen subject, and your success story letter outlines the process in its entirety.

Hopefully by now they’ve replied that they are interested in working with you on a customer success story. It’s time to send your case study email!

To give you an idea of what that might look like, check out this sample email.

In terms of the interview structure, I recommend categorizing the questions in a way that the answers flow into six specific sections that will mirror a successful case study format. Combined, they'll allow you to gather enough information to put together a rich, comprehensive study.

Open with the customer's business.

The goal of this section is to generate a better understanding of the company's current challenges and goals, plus how they fit into the landscape of their industry. Sample questions might include:

• How long have you been in business?
• How many employees do you have?
• What are some of the objectives of your department at this time?

Cite a problem or pain point.

To tell a compelling story, you need context that helps match the customer's needs with your solution. Sample questions might include:

• What challenges and objectives led you to look for a solution?
• What might have happened if you did not identify a solution?
• Did you explore other solutions before this that did not work out? If so, what happened?

Discuss the decision process.

Exploring how the customer decided to work with you helps to guide potential customers through their own decision-making processes.

Sample questions might include:

• How did you hear about our product or service?
• Who was involved in the selection process?
• What was most important to you when evaluating your options?

Explain how a solution was implemented.

The focus here should be placed on the customer's experience during the onboarding process. Sample questions might include:

• How long did it take to get up and running?
• Did that meet your expectations?
• Who was involved in the process?

Explain how the solution works.

The goal of this section is to better understand how the customer is using your product or service. Sample questions might include:

• Is there a particular aspect of the product or service that you rely on most?
• Who is using the product or service?

End with the results.

In this section, you want to uncover impressive measurable outcomes — the more numbers, the better. Sample questions might include:

• How is the product or service helping you save time and increase productivity?
• In what ways does that enhance your competitive advantage?
• How much have you increased metrics X, Y, and Z?

It’s a smart idea to send a copy of your interview questions to your subject ahead of time so they can prepare strong answers and collect the numerical data you need from them.

10. Lay out your case study format.

When it comes time to take all of the information you‘ve collected and actually turn it into something useful, it’s easy to feel overwhelmed. I always do, but I also know that it works out in the end, so I just jump on in and work it through.

So where should you start? What should you include? What's the best way to structure it?

It‘s important to first understand that there is no one-size-fits-all when it comes to the ways you can present a case study.

They can be very visual, which you’ll see in some of the examples we've included below, and can sometimes be communicated through video or photos with a bit of accompanying text.

Here are the sections I’d suggest, and I'll cover these in more detail after #11 below:

• Title. Keep it short. Develop a succinct but interesting project name you can give the work you did with your subject.
• Subtitle. Use this copy to briefly elaborate on the accomplishment. What was done? The case study itself will explain how you got there.
• Executive Summary . A 2-4 sentence summary of the entire story. You'll want to follow it with 2-3 bullet points that display metrics showcasing success.
• About the Subject. An introduction to the person or company you served, which can be pulled from a LinkedIn Business profile or client website.
• Challenges and Objectives. A 2-3 paragraph description of the customer's challenges, before using your product or service. This section should also include the goals or objectives the customer set out to achieve.
• How Product/Service Helped. A 2-3 paragraph section that describes how your product or service provided a solution to their problem.
• Results. A 2-3 paragraph testimonial that proves how your product or service specifically benefited the person or company and helped achieve its goals. Include numbers to quantify your contributions.
• Supporting Visuals or Quotes. Pick one or two powerful quotes that you would feature at the bottom of the sections above, as well as a visual that supports the story you are telling.
• Future Plans. Everyone likes an epilogue. Comment on what's ahead for your case study subject, whether or not those plans involve you.
• Call-to-Action (CTA). Not every case study needs a CTA, but putting a passive one at the end of your case study can encourage your readers to take an action on your website after learning about the work you've done.

When laying out your case study, focus on conveying the information you've gathered in the most clear and concise way possible.

Make it easy to scan and comprehend, and be sure to provide an attractive call-to-action at the bottom — that should provide readers an opportunity to learn more about your product or service.

11. Publish and promote your case study.

Once you‘ve completed your case study, it’s time to publish and promote it.

Some case study formats have pretty obvious promotional outlets — a video case study can go on YouTube, just as an infographic case study can go on Pinterest.

But there are still other ways to publish and promote your case study. Here are a couple of ideas.

Lead Gen in a Blog Post

As stated earlier, written case studies make terrific lead-generators if you convert them into a downloadable format, like a PDF.

To generate leads from your case study, consider writing a blog post that tells an abbreviated story of your client‘s success and asking readers to fill out a form with their name and email address if they’d like to read the rest in your PDF.

Then, promote this blog post on social media, through a Facebook post or a tweet.

Published as a Page on Your Website

As a growing business, you might need to display your case study out in the open to gain the trust of your target audience.

Rather than gating it behind a landing page, publish your case study to its own page on your website, and direct people to it from your homepage with a “Case Studies” or “Testimonials” button along your homepage's top navigation bar.

The traditional case study format includes the following parts: a title and subtitle, a client profile, a summary of the customer’s challenges and objectives, an account of how your solution helped, and a description of the results. You might also want to include supporting visuals and quotes, future plans, and calls-to-action.

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Showcase your company's success using these free case study templates.

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What is a Business Case Study? 10 Tips for Creating Captivating Customer Stories

Case studies have been a staple of good small business marketing for decades. There is no doubt that they are effective – when they are done right.

So, what makes a good case study?

If we’re going to keep it real here, most case studies are, well, boring. I mean they are real snoozers.

Now, that doesn’t mean yours can’t be captivating and engaging page-turners, but you will likely have to work a little harder.

No sweat. That’s what this guide is all about. Here’s what you need to know to create a case study that will have your audience glued to the page.

Let’s do this.

What is a business case study?

A business case study is a summary of a real-life business scenario where steps are taken to solve a problem effectively. Case studies are not just for business school students. They can also be used to show how your business has made a real and significant impact on your customers. Also called customer stories, these scenarios can help show potential customers what your brand is able to do for them.

The biggest, most important thing you need to keep in mind when developing and creating a case study is that it is about your customer’s journey,  not  about your company. It needs to have impact, to be interesting, engaging, unforgettable. It needs to leave a lasting impression.

That sounds like a pretty tall order – and it is, but if you aren’t going to create marketing products that stand out and cause your brand to rise above your competitors, what’s the point? What are you even doing here if you aren’t interested in creating something special and lasting?

As special and lasting as your business – as your brand. It puts your product or service squarely in the hands of the person reading and walks them through how your company made a difference. It gives your brand life without ever tooting your own horn. It lets your satisfied customers do that work for you.

So basically, a case study is a story, your customer’s story about how they overcame certain problems or challenges thanks to your products or services. At its core though it is an in-depth analysis of problems and solutions. It examines the challenges and presents answers that tie back to your company.

To be honest, too many case studies miss the mark.

They are treated like advertisements or press releases which they definitely are not. While they can be used in a product launch, they are not intended to promotional in that manner. It brings us back to the focus. While advertisements and press releases focus on your company, case studies focus on your customer.

Just the fact that they focus on a real person with real problems should give you plenty to work with as you create engaging, enthralling content. After all, people make the most interesting stories!

What are the types of case studies for business?

Case study is not just a generalized term, a one size fits all marketing ploy. It is a highly specialized type of content that can breathe new life into your brand and become a vital part of your business strategy.

There are four main types of case studies:

• Critical Instance Case Study  – This type of study answers cause and effect questions. It examines a situation in a very detailed manner with a key characteristic of avoiding generalization and universal assertions.
• Cumulative Case Study  – This type of study aggregates information from several sources that occurred at different times.
• Exploratory Case Study  – Also known as a pilot case study, this is a condensed version that precedes a more in-depth analysis. It is primarily used to aid in determining types of measurement and identifying questions before launching the main research.
• Illustrative Case Study  – This type of study is mostly focused on being descriptive and is the type that is most commonly associated with case studies. It outlines the problem, usually one or two situations to illustrate the challenge, then move on to the solution.

Within each of these types, one or more areas of business may be explored, including:

• Growth Plan or Strategy
• Industry Landscape & Competitor Dynamics
• Market Entry or Expansion
• Merger, Acquisition, or Joint Venture
• New Product 
• Pricing Optimization
• Profitability Optimization
• Start-Up or Early Stage Venture

There are also types of case studies that are developed internally and used to analyze various areas of the organization, market, or industry. They are used to assess problems within a company and find viable solutions. These are not used for marketing purposes. Instead, they are used as a way for a business to maximize profitability, optimize growth, and determine the suitability of an industry for entry or exit.

Business case studies used for marketing purposes are shared with the public. Marketing teams create these types of client stories specifically to show prospective customers how a business may solve their problems just like they did for the company in the study. This type of case study provides real-world illustrations of how a company’s product or service can solve a customer’s specific problem.

Advertisements tell people about a product or service. A case study puts that product or service in the hands of the customer and  demonstrates  how it can be used and be beneficial. The advertisement tells. The case study shows. And most consumers are more likely to be impressed or connect with a piece of content that shows the product or service in action.

I don’t know what these guys are doing, but I’d like to imagine they’re having a good laugh over a fun case study.

How can case studies benefit your brand?

Consumers have become very savvy and today’s modern consumer wants to do their own research and make decisions without a salesperson or advertisement telling them what to think or what to buy. Around  96% of people in the U.S. shop online  and more than  63% do online research prior to making a purchase . This opens the door for your brand to put educational material in the hands of consumers, providing them with the information they need to make informed decisions regarding your business.

Case studies can be extremely beneficial for this purpose in a number of ways.

They turn your product or service into a story .

That’s what case studies are, after all, a story about how your product or service solved a customer’s problem. While that is a very simplified version of what case studies do, it is still very accurate. The characters in your story are the customers with the problem. The case study walks the reader through the conflict the customer experienced, what they tried, and how they ultimately used your product or service to solve it. A good case study is an engaging story that is very relatable – and that is what makes it so effective.

They provide indirect endorsements of your company .

Testimonials are considered direct endorsements while case studies are indirect. Both are a type of peer review which is of interest to consumers. Of course, any type of endorsement has some value, and case studies are no different. The more details you provide, the more qualified leads you will attract, and the more customers you will have.

They help identify your brand evangelists .

When you begin the process of finding customers to participate in the creation of your case study, you will naturally discover which are your biggest fans. From there you can identify those who are willing to be your brand evangelists. Having customers who are excited about your company and are eager to speak out about your brand is a true testament to the quality of not only your product or service but of your business and customer experience as well.

They put your product or service value into action .

A case study takes your reader on a very specific journey that is centered around using a specific service or product. It takes that value and puts it into action. This is what your prospective customers need to see because they can then envision how your product or service will work for them.

They attract more qualified leads .

Research surrounding case studies and related types of peer recommendations shows that they are very effective in not only attracting customers but attracting the right types of customers.  97% of B2B customers  rely on peer-recommended content, including case studies, citing them as the most reliable type of content. When it comes to consumers,  88% trust case studies  and other types of peer-recommended material as much as they trust recommendations from their family or friends.

They provide the word of mouth validation .

The best marketing strategy that a business can have is word of mouth. Customers in the United States are far more likely to purchase from a brand that someone they know has recommended. Word of mouth marketing is what marketers work hard for, what they seek, and what can propel a brand from obscurity into a household name.

They are outstanding sales tools .

There are so many ways that you can use case studies as sales resources. Incorporating them into your marketing campaigns will allow your prospects to see real-world scenarios showing how your products are being used to solve real problems. If a customer or prospective customer is having trouble in a certain area, one of your representatives or salespeople can refer to the case study that lines up the best with the prospect’s problem. The prospect can then see how others have handled the problem utilizing your products or services.

They can boost SEO .

Case studies that are published on your company website or blog can give your site a solid SEO boost. Case studies are rich in relevant keywords and key phrases, making them an outstanding SEO tool. The beauty of this type of content is that it is naturally optimized so it will lead prospects right to you.

They allow you to highlight certain benefits and features of your product or service .

Nearly every product or service has several specific benefits and features. Each of our customers may use your product in a different way, taking advantage of those features and benefits. Case studies that are focused on a particular feature can show how your customer benefitted from it and how they used it. This gives you more real-world illustrations for the application of your product or service.

They open the door for conversations with the media .

Case studies have the human component in their corner. When an editor or journalist gets their hands on your case study, they can see your company from the human point of view. It’s a human story, not a business one. From there they can tell the human stories with your business as the hero. They can weave a story around the case study or include the information in a related story. Either way, it’s a win for you.

They elicit trust and credibility using peer influence .

This is probably the most significant benefit you’ll reap from using case studies. They put the focus on the customer, not your business. Many other types of content are typically self-serving, but case studies are all about the customer. While promotional content may be well received, there is still a degree of skepticism surrounding it. But when an actual customer opens their mouth, they become a third party brand endorsement which encourages trust and loyalty.

Case studies are very unique marketing and sales tools that can be very beneficial to your brand. They don’t operate like other marketing components and fill a distinctive role in the sales and marketing areas of your organization. When done well, they are absolutely invaluable.

Here are some great examples of customer quotes from Help Scout Customer Stories.

The Anatomy of a Business Case Study

A business case study tells a story about your company. Now, like any story, there are all the usual elements. You have a beginning or introduction that draws the reader in and gives them an idea of where your story will go. There is the middle where the story itself is told, and the end or conclusion that sums up the whole story and tells readers what to do next (your call to action).

Also, as with any story, you have the protagonist which in this case is your customer, and they encounter a challenge or problem and eventually find a solution. Through the course of the story, the reader should be able to relate to your hero or heroine. They should be able to visualize themselves in that same position and see your products or services helping them achieve their objectives.

People love stories, especially with happy endings. And that’s what case studies provide, a good story. A successful case study goes something like this:

There once was a business owner who had a problem he (or she) needed to solve because it was impacting sales, production, or another area of business. This was costing them money and was hindering the growth of their company.

The business owner found a company that had the product or service that was exactly what they needed to solve the problem.

The business owner teamed up with the company and put the solution to work. It was very successful, increasing their profits and boosting their growth.

And they lived happily ever after.

The anatomy is simple. There are three parts to any story:

• Problem  – An introduction that describes the problem
• Solution  – A body that tells the story of how the customer utilized your product or service to solve their problem
• Results  – A conclusion that ties it all up to show a successful outcome while specifically highlighting areas like profitability, production, or growth

Within that framework, there are several vital elements:

• Just be human.  Toss out the business speak and buzzwords. Just talk like a human being. A language that takes on a business tone is off-putting to the consumer. It makes the content look like a piece of marketing material or an advertisement and that is the last thing that you want.
• The angle is also crucial.  Think about your intended audience. What are their hot buttons? Speak to that as it relates to your product or service.
• Narrow it down.  Identify one or two features of your products or services that would have the greatest impact on the problem or situation that is the basis of your study.
• Illustrate the success in detail.  You want to showcase how your customer achieved success as the result of using your organization’s service or product. Pinpoint it and describe it in detail.
• Show value.  Chances are, your product or services costs money so when a company chooses you to solve their problem, they must make that investment. Show the value in that investment that extends beyond the actual solution.
• Keep it focused.  Identify up to three things that you want a prospect to learn about your company through the case study. Before you publish the case, make sure that these three things are clear after reading the story.
• Use dollar amounts and statistics.  Numbers have a big impact. Anywhere you can include actual and verifiable dollar amounts, percentage of increase in profitability and other facts, you strengthen your case study and give it credibility.
• Show humanity.  People have lives that include family, friends, even commitment to their job. Was the dad finally able to take his family on vacation because your solution provided that much efficiency? Was the team experiencing a drop in morale because they were working so hard to overcome their problem? Showing the humanity in the situation to draw readers in.
• Add quotes if you can get them.  Quotes from the customer can bring even more of a personal element to your case study. It makes the story more tangible.
• Avoid direct praise for your company.  Even if it is a direct quote from a customer that is praising your company, it still feels too salesy for a case study. Save it for a testimonial.

There are other elements that may be incorporated into the case study as is appropriate. As you may realize by now, a case study is not something you just throw together. It takes research, careful planning, and attention to detail in order to be a well-executed study.

10 Questions to Ask Before You Begin

Before you begin writing your case study, ask these ten questions.

1. Did you get permission from the subjects of the case study to use their names and information? 

This is absolutely essential before you begin. While it may be tempting to move forward with your case study without first talking with the client, you should not. Talk to them first to ensure you have permission. This is also a good time to get a couple of quotes.

2. What steps do you need to do to prioritize the various areas of work?

Conduct an audit of your digital materials, research, and other components of your case study. Prioritize them and outline your layout.

3. Is it the right time to create and release this case study?

Look at what you are doing and where your company is going. Is this the right time to move forward with the study? Are your products or services ready? Would it be better served to release it at a different time?

4. Is your organization ready to release this information?

A well-placed case study can bring an influx of growth in production, sales, and expansion. Make sure that your organization is prepared to handle it.

5. Who are your stakeholders?

Analyze your stakeholders and advocates, subjects of your case study, as well as those who will be working on putting it together.

6. What are your objectives?

Define the objectives of your case study, identifying the scope, aim, and outline your content so that it supports your objectives.

7. What are the benefits of your product or service that you want to highlight?

Identify the product or service benefits that you want to bring out in the study. In other words, instead of simply citing your product or service, hone in on the specific feature or features that were key.

8. What additional information do you need to strengthen your case?  

Analyze your  research and supporting material  to determine if you need any more information that will make your case study stronger.

9. How will you distribute the case study?  

Decide how you will get your case study into your prospective customers’ hands. There are a number of potential ways to do it, as a free download, on your blog, or sent directly to your prospects are just a few of the distribution methods.

10. When will the information in your case study become obsolete?  

Sometimes it is evergreen information, meaning that it is never outdated. Most of the time though, the study becomes outdated when a product is upgraded or changed.

Good organization is key for any marketing project, but because of the unique nature of case studies, it is essential. You have to get everything right, the voice, the tone, the angle, it must all be carefully analyzed.

12 Tips for Creating Captivating Customer Stories

As you dive into creating your case study, whether it is your first one or you have dozens under your belt, here are a few tips that will help you make it even better.

1. Write with your ideal customer in mind.

Create a profile of your ideal customer, the customer you are trying to attract. When you create your case study, write it for them. Consider what their pain points are and how your solution could impact their business. Consider what they might be thinking or feeling as they read your case study.

When choosing a customer to write about, choose someone your ideal customer can relate to. When people can relate to a person, they trust them a lot easier.

When writing for your ideal customer, it helps to have a customer persona nearby, like this example from HubSpot.

2. Identify your sample customer and create a profile.

The sample customer is the individual or business who appears in your case study. Once you have identified who you will use as the subject of your case study, create a profile about them including some basic details that you will be able to use in the customer story:

• Who are they?
• What do they do?
• What are their needs?
• What was their problem when they first encountered your company?
• How did you help them reach their goals by satisfying their needs?
• What was the result of the solution you created?

3. Make sure your study has a beginning, a middle, and an end.

This is a story, remember? Every great story has a beginning, middle, and end. You will need to make sure that your case study starts with an introduction to the subject business or individual and their problem. Then, show the steps they took to solve this problem and where your product or service fits into the solution. Then, make sure you conclude with details about the result of implementing this solution.

4. Keep it simple and easy to read.

Avoid flowery writing and business language. Real people don’t want to read romantic, flowery copy any more than they want to read dry, formal copy. Write for humans, but keep it real and keep it simple. Format the content so that it is easier to read, using short paragraphs and white space and images to break up the text. Also, utilize bulleted lists when applicable, and use italicized and bold text to create emphasis.

5. Use real numbers and statistics.

Numbers speak and people are attracted to them. Statistics and dollar amounts lend credibility to the copy and provide another level to the copy that gives it rich, engaging depth.

6. Be specific when describing the solutions.

Don’t gloss over any areas of the case study. Be as detailed and specific as possible, diving into the details, drawing a picture with the words you use. Your prospective customer (your reader) should be able to experience everything in your study because of the way you describe it.

7. Offer case studies in different formats.

While some people prefer to read content, others may prefer video or audio. Make sure that you creating your case studies in a way that appeals to the largest audience by using different formats. Create written documents, but don’t forget to also include video, audio, and images in your case study presentation.

8. Don’t skimp on the writing.

Case studies are highly specialized content and you can’t afford to skimp when it comes to writing it. Not just anyone has the skill or talent to write a great case study, so either, do it with great care or hire an experienced writer to do it for you. Investing in a content professional to create your case studies will more than pay off in the end when you see the leads start to roll in.

9. Make it easy for prospective customers to find your case studies.

Since case studies are a powerful way to show your products or services in action, it’s important that you make them easily accessible to your prospects. Many companies will have a separate page on their site just for case studies. Other companies might include case studies in the resources section of their site. You can also post them on your blog so that they are available to everyone. Wherever you decide to put your case studies, make sure that customers can access them without jumping through any hoops.

At WriterAccess, we make our customer stories available on our resources page.

10. Repurpose your case studies.

Case studies don’t have to live in just one place. While you may have a formal web page dedicated to case studies, you should still make this information available in as many places as possible. Here are some ways you can repurpose your case studies:

• Write a blog post that tells the customer story in a different way.  If your case study is short and to the point, you might use the blog to tell a more detailed story. Or vice versa.
• Take quotes from the case study to use as social media teasers.  If you got quotes from your customer for the case study, you can post these quotes across your social media channels with links to the longer case study document.
• Create an infographic.  Use the data and information from your case study to create an infographic that you can share across your channels.
• Turn it into an email.  You can tease the case study in an email or tell the story over a series of email, targeting the email to your list segment that is most like the customer in the case study.

Using case studies is a wise business decision. They are  great marketing tools  but they do require a little more work and careful planning because while they perform like a marketing tool, they don’t look or act like one. Case studies provide an exceptional opportunity to tell stories about your products or services and tap into the human element of your organization and how you do business.

Attract more qualified leads and watch your brand grow. How will you tell your company’s story?

Get the most out of your content marketing budget. Our free download,  Content Marketing Roadmap  shows you everything you need to know.

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