how to write a case study about yourself

How to Write a Case Study: A Step-by-Step Guide (+ Examples)

by Todd Brehe

on Jan 3, 2024

If you want to learn how to write a case study that engages prospective clients, demonstrates that you can solve real business problems, and showcases the results you deliver, this guide will help.

We’ll give you a proven template to follow, show you how to conduct an engaging interview, and give you several examples and tips for best practices.

Let’s start with the basics.

What is a Case Study?

A business case study is simply a story about how you successfully delivered a solution to your client.

Case studies start with background information about the customer, describe problems they were facing, present the solutions you developed, and explain how those solutions positively impacted the customer’s business.

Do Marketing Case Studies Really Work?

Absolutely. A well-written case study puts prospective clients into the shoes of your paying clients, encouraging them to engage with you. Plus, they:

• Get shared “behind the lines” with decision makers you may not know;
• Leverage the power of “social proof” to encourage a prospective client to take a chance with your company;
• Build trust and foster likeability;
• Lessen the perceived risk of doing business with you and offer proof that your business can deliver results;
• Help prospects become aware of unrecognized problems;
• Show prospects experiencing similar problems that possible solutions are available (and you can provide said solutions);
• Make it easier for your target audience to find you when using Google and other search engines.

Case studies serve your clients too. For example, they can generate positive publicity and highlight the accomplishments of line staff to the management team. Your company might even throw in a new product/service discount, or a gift as an added bonus.

But don’t just take my word for it. Let’s look at a few statistics and success stories:

5 Winning Case Study Examples to Model

Before we get into the nuts and bolts of how to write a case study, let’s go over a few examples of what an excellent one looks like.

The five case studies listed below are well-written, well-designed, and incorporate a time-tested structure.

1. Lane Terralever and Pinnacle at Promontory

This case study example  from Lane Terralever  incorporates images to support the content and effectively uses subheadings to make the piece scannable.

2. WalkMe Mobile and Hulyo

This case study  from WalkMe Mobile  leads with an engaging headline and the three most important results the client was able to generate.

In the first paragraph, the writer expands the list of accomplishments encouraging readers to learn more.

3. CurationSuite Listening Engine

This is an example of a well-designed printable case study . The client, specific problem, and solution are called out in the left column and summarized succinctly.

4. Brain Traffic and ASAE

This long format case study (6 pages) from Brain Traffic  summarizes the challenges, solutions, and results prominently in the left column. It uses testimonials and headshots of the case study participants very effectively.

5. Adobe and Home Depot

This case study  from Adobe and Home Depot  is a great example of combining video, attention-getting graphics, and long form writing. It also uses testimonials and headshots well.

Now that we’ve gone over the basics and showed a few great case study examples you can use as inspiration, let’s roll up our sleeves and get to work.

A Case Study Structure That Pros Use

Let’s break down the structure of a compelling case study:

Choose Your Case Study Format

In this guide, we focus on written case studies. They’re affordable to create, and they have a proven track record. However, written case studies are just one of four case study formats to consider:

• Infographic

If you have the resources, video (like the Adobe and Home Depot example above) and podcast case studies can be very compelling. Hearing a client discuss in his or her own words how your company helped is an effective content marketing strategy

Infographic case studies are usually one-page images that summarize the challenge, proposed solution, and results. They tend to work well on social media.

Follow a Tried-and-True Case Study Template

The success story structure we’re using incorporates a “narrative” or “story arc” designed to suck readers in and captivate their interest.

Note:  I recommend creating a blog post or landing page on your website that includes the text from your case study, along with a downloadable PDF. Doing so helps people find your content when they perform Google and other web searches.

There are a few simple SEO strategies that you can apply to your blog post that will optimize your chances of being found. I’ll include those tips below.

Craft a Compelling Headline

The headline should capture your audience’s attention quickly. Include the most important result you achieved, the client’s name, and your company’s name. Create several examples, mull them over a bit, then pick the best one. And, yes, this means writing the headline is done at the very end.

SEO  Tip:  Let’s say your firm provided “video editing services” and you want to target this primary keyword. Include it, your company name, and your client’s name in the case study title.

Write the Executive Summary

This is a mini-narrative using an abbreviated version of the Challenge + Solution + Results model (3-4 short paragraphs). Write this after you complete the case study.

SEO  Tip:  Include your primary keyword in the first paragraph of the Executive Summary.

Provide the Client’s Background

Introduce your client to the reader and create context for the story.

List the Customer’s Challenges and Problems

Vividly describe the situation and problems the customer was dealing with, before working with you.

SEO  Tip:  To rank on page one of Google for our target keyword, review the questions listed in the “People also ask” section at the top of Google’s search results. If you can include some of these questions and their answers into your case study, do so. Just make sure they fit with the flow of your narrative.

Detail Your Solutions

Explain the product or service your company provided, and spell out how it alleviated the client’s problems. Recap how the solution was delivered and implemented. Describe any training needed and the customer’s work effort.

Show Your Results

Detail what you accomplished for the customer and the impact your product/service made. Objective, measurable results that resonate with your target audience are best.

List Future Plans

Share how your client might work with your company in the future.

Give a Call-to-Action

Clearly detail what you want the reader to do at the end of your case study.

Talk About You

Include a “press release-like” description of your client’s organization, with a link to their website. For your printable document, add an “About” section with your contact information.

And that’s it. That’s the basic structure of any good case study.

Now, let’s go over how to get the information you’ll use in your case study.

How to Conduct an Engaging Case Study Interview

One of the best parts of creating a case study is talking with your client about the experience. This is a fun and productive way to learn what your company did well, and what it can improve on, directly from your customer’s perspective.

Here are some suggestions for conducting great case study interviews:

When Choosing a Case Study Subject, Pick a Raving Fan

Your sales and marketing team should know which clients are vocal advocates willing to talk about their experiences. Your customer service and technical support teams should be able to contribute suggestions.

Clients who are experts with your product/service make solid case study candidates. If you sponsor an online community, look for product champions who post consistently and help others.

When selecting a candidate, think about customer stories that would appeal to your target audience. For example, let’s say your sales team is consistently bumping into prospects who are excited about your solution, but are slow to pull the trigger and do business with you.

In this instance, finding a client who felt the same way, but overcame their reluctance and contracted with you anyway, would be a compelling story to capture and share.

Prepping for the Interview

If you’ve ever seen an Oprah interview, you’ve seen a master who can get almost anyone to open up and talk. Part of the reason is that she and her team are disciplined about planning.

Before conducting a case study interview, talk to your own team about the following:

• What’s unique about the client (location, size, industry, etc.) that will resonate with our prospects?
• Why did the customer select us?
• How did we help the client?
• What’s unique about this customer’s experience?
• What problems did we solve?
• Were any measurable, objective results generated?
• What do we want readers to do after reading this case study analysis?

Pro Tip:  Tee up your client. Send them the questions in advance.

Providing questions to clients before the interview helps them prepare, gather input from other colleagues if needed, and feel more comfortable because they know what to expect.

In a moment, I’ll give you an exhaustive list of interview questions. But don’t send them all. Instead, pare the list down to one or two questions in each section and personalize them for your customer.

Nailing the Client Interview

Decide how you’ll conduct the interview. Will you call the client, use Skype or Facetime, or meet in person? Whatever mode you choose, plan the process in advance.

Make sure you record the conversation. It’s tough to lead an interview, listen to your contact’s responses, keep the conversation flowing, write notes, and capture all that the person is saying.

A recording will make it easier to write the client’s story later. It’s also useful for other departments in your company (management, sales, development, etc.) to hear real customer feedback.

Use open-ended questions that spur your contact to talk and share. Here are some real-life examples:

Introduction

• Recap the purpose of the call. Confirm how much time your contact has to talk (30-45 minutes is preferable).
• Confirm the company’s location, number of employees, years in business, industry, etc.
• What’s the contact’s background, title, time with the company, primary responsibilities, and so on?

Initial Challenges

• Describe the situation at your company before engaging with us?
• What were the initial problems you wanted to solve?
• What was the impact of those problems?
• When did you realize you had to take some action?
• What solutions did you try?
• What solutions did you implement?
• What process did you go through to make a purchase?
• How did the implementation go?
• How would you describe the work effort required of your team?
• If training was involved, how did that go?

Results, Improvements, Progress

• When did you start seeing improvements?
• What were the most valuable results?
• What did your team like best about working with us?
• Would you recommend our solution/company? Why?

Future Plans

• How do you see our companies working together in the future?

Honest Feedback

• Our company is very focused on continual improvement. What could we have done differently to make this an even better experience?
• What would you like us to add or change in our product/service?

During the interview, use your contact’s responses to guide the conversation.

Once the interview is complete, it’s time to write your case study.

How to Write a Case Study… Effortlessly

Case study writing is not nearly as difficult as many people make it out to be. And you don’t have to be Stephen King to do professional work. Here are a few tips:

• Use the case study structure that we outlined earlier, but write these sections first: company background, challenges, solutions, and results.
• Write the headline, executive summary, future plans, and call-to-action (CTA) last.
• In each section, include as much content from your interview as you can. Don’t worry about editing at this point
• Tell the story by discussing their trials and tribulations.
• Stay focused on the client and the results they achieved.
• Make their organization and employees shine.
• When including information about your company, frame your efforts in a supporting role.

Also, make sure to do the following:

Add Testimonials, Quotes, and Visuals

The more you can use your contact’s words to describe the engagement, the better. Weave direct quotes throughout your narrative.

Strive to be conversational when you’re writing case studies, as if you’re talking to a peer.

Include images in your case study that visually represent the content and break up the text. Photos of the company, your contact, and other employees are ideal.

If you need to incorporate stock photos, here are three resources:

• Deposit p hotos

And if you need more, check out Smart Blogger’s excellent resource: 17 Sites with High-Quality, Royalty-Free Stock Photos .

Proofread and Tighten Your Writing

Make sure there are no grammar, spelling, or punctuation errors. If you need help, consider using a grammar checker tool like Grammarly .

My high school English teacher’s mantra was “tighten your writing.” She taught that impactful writing is concise and free of weak, unnecessary words . This takes effort and discipline, but will make your writing stronger.

Also, keep in mind that we live in an attention-diverted society. Before your audience will dive in and read each paragraph, they’ll first scan your work.  Use subheadings  to summarize information, convey meaning quickly, and pull the reader in.

Be Sure to Use Best Practices

Consider applying the following best practices to your case study:

• Stay laser-focused on your client and the results they were able to achieve.
• Even if your audience is technical, minimize the use of industry jargon . If you use acronyms, explain them.
• Leave out the selling and advertising.
• Don’t write like a Shakespearean wannabe. Write how people speak. Write to be understood.
• Clear and concise writing is not only more understandable, it inspires trust. Don’t ramble.
• Weave your paragraphs together so that each sentence is dependent on the one before and after it.
• Include a specific case study call-to-action (CTA).
• A recommended case study length is 2-4 pages.
• Commit to building a library of case studies.

Get Client Approval

After you have a final draft, send it to the client for review and approval. Incorporate any edits they suggest.

Use or modify the following “Consent to Publish” form to get the client’s written sign-off:

Consent to Publish

Case Study  Title:

I hereby confirm that I have reviewed the case study listed above and on behalf of the [Company Name], I provide full permission for the work to be published, in whole or in part, for the life of the work, in all languages and all formats by [Company publishing the case study].

By signing this form, I affirm that I am authorized to grant full permission.

Company Name:

E-mail Address:

Common Case Study Questions (& Answers)

We’ll wrap things up with a quick Q&A. If you have a question I didn’t answer, be sure to leave it in a blog comment below.

Should I worry about print versions of my case studies?

Absolutely.

As we saw in the CurationSuite  and Brain Traffic  examples earlier, case studies get downloaded, printed, and shared. Prospects can and will judge your book by its cover.

So, make sure your printed case study is eye-catching and professionally designed. Hire a designer  if necessary.

Why are good case studies so effective?

Case studies work because people trust them.

They’re not ads, they’re not press releases, and they’re not about how stellar your company is.

Plus, everyone likes spellbinding stories with a hero [your client], a conflict [challenges], and a riveting resolution [best solution and results].

How do I promote my case study?

After you’ve written your case study and received the client’s approval to use it, you’ll want to get it in front of as many eyes as possible.

Try the following:

• Make sure your case studies can be easily found on your company’s homepage.
• Tweet and share the case study on your various social media accounts.
• Have your sales team use the case study as a reason to call on potential customers. For example: “Hi [prospect], we just published a case study on Company A. They were facing some of the same challenges I believe your firm is dealing with. I’m going to e-mail you a copy. Let me know what you think.”
• Distribute printed copies at trade shows, seminars, or during sales presentations.
• If you’re bidding on a job and have to submit a quote or a Request for Proposal (RFP), include relevant case studies as supporting documents.

Ready to Write a Case Study That Converts?

If you want to stand out and you want to win business, case studies should be an integral part of your sales and marketing efforts.

Hopefully, this guide answered some of your questions and laid out a path that will make it faster and easier for your team to create professional, sales-generating content.

Now it’s time to take action and get started. Gather your staff, select a client, and ask a contact to participate. Plan your interview and lead an engaging conversation. Write up your client’s story, make them shine, and then share it.

Get better at the case study process by doing it more frequently. Challenge yourself to write at least one case study every two months.

As you do, you’ll be building a valuable repository of meaningful, powerful content. These success stories will serve your business in countless ways, and for years to come.

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Your Step-By-Step Guide To Writing a Case Study

Creating a case study is both an art and a science. It requires making an in-depth exploration of your chosen subject in order to extract meaningful insights and understand the dynamics that more general surveys or statistical research might not uncover. At the same time, your case study also needs to be a compelling read to ensure those insights get attention from other people!

Unsurprisingly, the prospect of crafting an effective case study can be daunting. It calls for strategic planning, careful organization, and clear communication, all of which can be challenging even for experienced researchers. That's why we've created this step-by-step guide, which breaks the process down into manageable steps, demystifying the journey from defining your research question to sharing your findings. Whether you're a seasoned researcher or a first-timer, this guide aims to equip you with the necessary tools and tips to create a case study that's not just informative, but also engaging and impactful.

Are you ready to unlock the potential of case studies? Let's dive in!

What is a case study?

First, it's important to understand what a case study is – and what it isn't.

A case study is a thorough exploration of a specific subject or event over a certain time frame. Case studies are utilized in numerous fields, including sociology, psychology, education, anthropology, business, and the health sciences, and employ various research techniques to shed light on complex issues.

A case study does not provide absolute proof or conclusions that can be universally applied. Because it concentrates on one particular case or just a few cases, the findings might not apply to different contexts or subjects. Case studies also aren't ideal for determining cause-and-effect relationships as they do not use controlled conditions to separate and measure the impacts of different factors. Lastly, it must be said that a case study isn't just a random assortment of facts or observations; it necessitates a clear research question, a methodical approach to data collection and analysis, and a thoughtful interpretation of the results.

Getting started

Now that we've established the definition and purpose of a case study, let's explore the process by which one is created. You can produce a case study by following these nine steps:

1. Define the purpose of your case study

Before you start writing a case study, you need to define its purpose clearly. Ask yourself: What is the research question or problem you aim to solve? What insights are you looking to uncover? Your goals will guide your research design and influence your choice of case. This initial stage of introspection and clarification is crucial as it acts as a roadmap for your study.

2. Select the case to study

Once you've defined your research objective, the next step is to choose a suitable case that can help answer your research question. This might be a unique, critical, or representative instance. Unique cases offer the opportunity to observe and analyze a situation that is unusual or not well-understood. In contrast, a representative or typical case is often chosen because it represents other cases or a broader phenomenon.

In any case, be sure to justify your choice. Explain why the case is of interest and how it can contribute to the knowledge or understanding of the issue at hand. For instance, if you're studying the effects of corporate restructuring on employee morale, you might choose to focus on a company that recently underwent a significant restructure.

3. Conduct a thorough literature review

Performing a literature review involves a careful examination of relevant scholarly articles, books, and other sources related to your research question or problem. In the process, you identify gaps in the current knowledge and determine how your case study can address them. By critically examining existing research, you will not only gain a comprehensive understanding of your chosen topic but also be able to refine your research question or hypothesis, if necessary.

4. Choose a methodological approach

The methodological approach used in your case study will depend on your research objectives and the nature of the case. Methodologies that can be employed in case studies include qualitative, quantitative, and mixed methods .

Qualitative methods are often used when the goal is to explore, understand, or interpret certain phenomena. These involve approaches like interviews, focus groups, or ethnography. Quantitative methods, on the other hand, are used when the goal is to test hypotheses or examine relationships between variables. Quantitative approaches often include experiments. Also, surveys may be either qualitative or quantitative depending on the question design.

You may choose to use a combination of qualitative and quantitative methods (mixed methods) if it suits your research objectives.

5. Collect and organize your data

Data collection should be systematic and organized to maintain the integrity and reliability of your research. You need to plan how you will record and store your data to ensure that it's accessible and usable.

If you're conducting interviews or observations, consider using recording devices (with participant consent) to capture the data accurately. In addition, you may want to transcribe the recorded material for easier analysis. If you're using documents or archival records, develop a system for coding and categorizing the data.

6. Analyze the data

Analysis involves interpreting your data to draw out meaningful insights; it is in this stage that your findings start to take shape. Depending on the nature of your data and your research question, you might use any of a variety of analysis methods. For qualitative data, you might employ thematic analysis to identify key themes or grounded theory to generate a new theoretical framework. For quantitative data, you might use statistical analysis to identify patterns or correlations.

Always be open to unexpected findings. Your initial hypotheses might not be supported, or you might uncover new insights that you hadn't initially considered. Remember that all data, whether they fit neatly into your analysis or not, provide valuable insights and contribute to the holistic understanding of your case.

7. Write the case study report

After analyzing the data, it's finally time to compose your case study. In terms of structure, a typical case study might consist of an introduction, background information, the collected data (results), analysis of that data, and the conclusion. Here's a brief breakdown of each section:

• Introduction: The introduction should be brief but engaging, providing a clear statement of the research question or problem, explaining why the case was chosen, and outlining what the case study will cover.
• Background: The background provides the context for your case. Describe the case, its history, and any relevant information that will help readers understand the situation.
• Results: This section should provide a comprehensive account of what you found, without interpretation or opinion. Present your findings in a clear, organized manner. Use visuals such as charts or graphs if they aid comprehension.
• Analysis: This section should provide your interpretations and arguments. Discuss the patterns, themes, or relationships you've identified in your data. Explain what these findings mean in relation to your research question.
• Conclusion: Finally, summarize the key insights from your case study along with their implications. Discuss the limitations of your study and propose avenues for future research.

8. Review and revise

The process of writing a case study doesn't actually end when the report is written; you also need to review your writing for coherence, clarity, and correctness. Don't underestimate the importance of this step! Make sure the information flows logically and that your arguments are well-supported. Check for any grammar or spelling errors. Having a peer or mentor review your work can be incredibly helpful as they provide a fresh perspective and can catch mistakes you might have missed.

9. Get approval if required

If your case study involves human subjects, you may need to obtain approval from an ethical review board. You'll also need to obtain informed consent from your subjects and ensure you respect their privacy and confidentiality throughout the research process. Always follow your institution's ethical guidelines and any other relevant legislation .

Practical tips for writing a compelling case study

Getting through all those steps can feel like a formidable challenge, but here are some practical tips to make the process more manageable:

Be systematic and organized

Given the importance of detail in case studies, it's vital to be systematic and organized from the get-go. This means keeping meticulous records of your data, your sources, and any changes to your research design. A good practice is to maintain a research journal or log where you can record your process, thoughts, and reflections.

In addition, use technology to your advantage. Digital tools like citation managers can help you keep track of your sources and make formatting references a breeze, while spreadsheet or database software can assist in managing and organizing your data. Developing a consistent system for labeling and storing information at the outset will save you time and effort later when you need to retrieve data for analysis.

Stay focused

One common pitfall in research and writing is loss of focus: getting sidetracked by interesting but ultimately irrelevant digressions, which can be very easy, especially when you're dealing with a rich and complex case. Always remember your research question and objectives, and let these guide your study at every step. It's perfectly acceptable – and in fact advisable – to delineate what your study will not cover. Setting clear boundaries can help you stay focused and manage the scope of your study effectively.

Use visual aids

Visual aids such as charts, diagrams, or photographs can greatly enhance your case study. They provide readers with a break from the monotony of text and can communicate complex data or relationships more easily. For instance, if you're presenting a lot of numerical data, consider using a chart or graph. If you're describing a process or sequence of events, portraying it in a flowchart or timeline might be useful. Remember, the goal is to aid comprehension, so make sure your visual aids are clear, well-labeled, and integrated into the text.

Include direct quotes

If your case study involves interviews, including direct quotes can add depth and a sense of the personal to your findings. They provide readers with a firsthand perspective and make your case study more engaging.

When using quotes, be sure to integrate them smoothly into your text. Provide enough context so readers understand the quote's relevance. Also, remember to adhere to ethical guidelines– always respect confidentiality and anonymity agreements.

Maintain ethical standards

Ethics is a fundamental consideration in all research, including case studies. Ensure you have proper consent from participants, respect their privacy, and accurately present your findings without manipulation.

Misrepresenting data or failing to respect participants' rights can lead to serious ethical violations. Always follow your institution's ethical guidelines and any other relevant legislation. If in doubt, seek advice from a supervisor or your institution's ethics committee.

Acknowledge limitations

Every research study has limitations, which could relate to the research design, data collection methods, or other aspects of the study. Being transparent about the limitations of your study can enhance its credibility; moreover, not only does identifying limitations demonstrate your critical thinking and honesty, but it also helps readers accurately interpret your findings.

Finally, acknowledging the limitations of your work helps to set the stage for further research. By identifying aspects that your study couldn't address, you provide other researchers with avenues for building on your findings.

Learn from examples

Before you start writing your case study, it can be helpful to review some published case studies in your field. Different fields may have different conventions, and familiarizing yourself with case studies in your own field can help guide your writing. Look at the structure, tone, and style. Pay attention to how the authors present and analyze data, and how they link their findings back to the research question. You can also learn a lot from the strengths and weaknesses of previously published works. However, remember to develop your own unique voice and perspective – don't just mimic what others have done.

Design for triangulation

Triangulation involves using multiple data sources or methods to gain a more comprehensive and balanced understanding of your research topic. By coming at your research question from multiple directions, such as by examining different datasets or using different methods, you can increase the validity of your results and gain more nuanced insights.

For example, if you're studying the impact of a new teaching method in a school, you might observe classes, interview teachers, and also survey students. Each method will provide a slightly different perspective, and together, they allow you to develop a more complete picture of the teaching method's impact.

Practice reflexivity

Reflexivity involves reflecting on how your assumptions, values, or experiences might influence your research process and interpretations. As a researcher, it's essential to be aware of your potential biases and how they might shape your study.

Consider keeping a reflexivity journal where you can note your thoughts, feelings, and reflections throughout the research process. This practice can help you stay aware of your biases and ensure your research is as objective and balanced as possible.

Write for your audience

Always make sure that your writing is on target for your intended audience. If you're writing for an academic audience, for example, you'll likely use a more formal tone and include more detailed methodological information. If you're writing for practitioners or a general audience, you might use a more accessible language and focus more on practical implications.

Remember to define any technical terms or jargon, and provide sufficient context so your readers can understand your research. The goal is to communicate your findings effectively, regardless of who your readers are.

Seek feedback

Feedback is valuable for improving your case study. Consider sharing drafts with your peers, mentors, or supervisors and asking for their input. Fresh eyes can provide different perspectives, catch errors, or suggest ways to strengthen your arguments.

Remember, feedback is not personal; it's about improving your work. Be open to critique and willing to revise your work based on the feedback you receive.

Writing a case study is a meticulous process that requires clear purpose, careful planning, systematic data collection, and thoughtful analysis. Although it can be time-consuming, the rich, detailed insights a well-executed case study can provide make this study design an invaluable tool in research.

By following this guide and adopting its practical tips, you will be well on your way to crafting a compelling case study that contributes meaningful insights to your chosen field. Good luck with your research journey!

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What Is a Case Study?

Weighing the pros and cons of this method of research

Verywell / Colleen Tighe

• Pros and Cons

What Types of Case Studies Are Out There?

Where do you find data for a case study, how do i write a psychology case study.

A case study is an in-depth study of one person, group, or event. In a case study, nearly every aspect of the subject's life and history is analyzed to seek patterns and causes of behavior. Case studies can be used in many different fields, including psychology, medicine, education, anthropology, political science, and social work.

The point of a case study is to learn as much as possible about an individual or group so that the information can be generalized to many others. Unfortunately, case studies tend to be highly subjective, and it is sometimes difficult to generalize results to a larger population.

While case studies focus on a single individual or group, they follow a format similar to other types of psychology writing. If you are writing a case study, we got you—here are some rules of APA format to reference.  

At a Glance

A case study, or an in-depth study of a person, group, or event, can be a useful research tool when used wisely. In many cases, case studies are best used in situations where it would be difficult or impossible for you to conduct an experiment. They are helpful for looking at unique situations and allow researchers to gather a lot of˜ information about a specific individual or group of people. However, it's important to be cautious of any bias we draw from them as they are highly subjective.

What Are the Benefits and Limitations of Case Studies?

A case study can have its strengths and weaknesses. Researchers must consider these pros and cons before deciding if this type of study is appropriate for their needs.

One of the greatest advantages of a case study is that it allows researchers to investigate things that are often difficult or impossible to replicate in a lab. Some other benefits of a case study:

• Allows researchers to capture information on the 'how,' 'what,' and 'why,' of something that's implemented
• Gives researchers the chance to collect information on why one strategy might be chosen over another
• Permits researchers to develop hypotheses that can be explored in experimental research

On the other hand, a case study can have some drawbacks:

• It cannot necessarily be generalized to the larger population
• Cannot demonstrate cause and effect
• It may not be scientifically rigorous
• It can lead to bias

Researchers may choose to perform a case study if they want to explore a unique or recently discovered phenomenon. Through their insights, researchers develop additional ideas and study questions that might be explored in future studies.

It's important to remember that the insights from case studies cannot be used to determine cause-and-effect relationships between variables. However, case studies may be used to develop hypotheses that can then be addressed in experimental research.

Case Study Examples

There have been a number of notable case studies in the history of psychology. Much of  Freud's work and theories were developed through individual case studies. Some great examples of case studies in psychology include:

• Anna O : Anna O. was a pseudonym of a woman named Bertha Pappenheim, a patient of a physician named Josef Breuer. While she was never a patient of Freud's, Freud and Breuer discussed her case extensively. The woman was experiencing symptoms of a condition that was then known as hysteria and found that talking about her problems helped relieve her symptoms. Her case played an important part in the development of talk therapy as an approach to mental health treatment.
• Phineas Gage : Phineas Gage was a railroad employee who experienced a terrible accident in which an explosion sent a metal rod through his skull, damaging important portions of his brain. Gage recovered from his accident but was left with serious changes in both personality and behavior.
• Genie : Genie was a young girl subjected to horrific abuse and isolation. The case study of Genie allowed researchers to study whether language learning was possible, even after missing critical periods for language development. Her case also served as an example of how scientific research may interfere with treatment and lead to further abuse of vulnerable individuals.

Such cases demonstrate how case research can be used to study things that researchers could not replicate in experimental settings. In Genie's case, her horrific abuse denied her the opportunity to learn a language at critical points in her development.

This is clearly not something researchers could ethically replicate, but conducting a case study on Genie allowed researchers to study phenomena that are otherwise impossible to reproduce.

There are a few different types of case studies that psychologists and other researchers might use:

• Collective case studies : These involve studying a group of individuals. Researchers might study a group of people in a certain setting or look at an entire community. For example, psychologists might explore how access to resources in a community has affected the collective mental well-being of those who live there.
• Descriptive case studies : These involve starting with a descriptive theory. The subjects are then observed, and the information gathered is compared to the pre-existing theory.
• Explanatory case studies : These   are often used to do causal investigations. In other words, researchers are interested in looking at factors that may have caused certain things to occur.
• Exploratory case studies : These are sometimes used as a prelude to further, more in-depth research. This allows researchers to gather more information before developing their research questions and hypotheses .
• Instrumental case studies : These occur when the individual or group allows researchers to understand more than what is initially obvious to observers.
• Intrinsic case studies : This type of case study is when the researcher has a personal interest in the case. Jean Piaget's observations of his own children are good examples of how an intrinsic case study can contribute to the development of a psychological theory.

The three main case study types often used are intrinsic, instrumental, and collective. Intrinsic case studies are useful for learning about unique cases. Instrumental case studies help look at an individual to learn more about a broader issue. A collective case study can be useful for looking at several cases simultaneously.

The type of case study that psychology researchers use depends on the unique characteristics of the situation and the case itself.

There are a number of different sources and methods that researchers can use to gather information about an individual or group. Six major sources that have been identified by researchers are:

• Archival records : Census records, survey records, and name lists are examples of archival records.
• Direct observation : This strategy involves observing the subject, often in a natural setting . While an individual observer is sometimes used, it is more common to utilize a group of observers.
• Documents : Letters, newspaper articles, administrative records, etc., are the types of documents often used as sources.
• Interviews : Interviews are one of the most important methods for gathering information in case studies. An interview can involve structured survey questions or more open-ended questions.
• Participant observation : When the researcher serves as a participant in events and observes the actions and outcomes, it is called participant observation.
• Physical artifacts : Tools, objects, instruments, and other artifacts are often observed during a direct observation of the subject.

If you have been directed to write a case study for a psychology course, be sure to check with your instructor for any specific guidelines you need to follow. If you are writing your case study for a professional publication, check with the publisher for their specific guidelines for submitting a case study.

Here is a general outline of what should be included in a case study.

Section 1: A Case History

This section will have the following structure and content:

Background information : The first section of your paper will present your client's background. Include factors such as age, gender, work, health status, family mental health history, family and social relationships, drug and alcohol history, life difficulties, goals, and coping skills and weaknesses.

Description of the presenting problem : In the next section of your case study, you will describe the problem or symptoms that the client presented with.

Describe any physical, emotional, or sensory symptoms reported by the client. Thoughts, feelings, and perceptions related to the symptoms should also be noted. Any screening or diagnostic assessments that are used should also be described in detail and all scores reported.

Your diagnosis : Provide your diagnosis and give the appropriate Diagnostic and Statistical Manual code. Explain how you reached your diagnosis, how the client's symptoms fit the diagnostic criteria for the disorder(s), or any possible difficulties in reaching a diagnosis.

Section 2: Treatment Plan

This portion of the paper will address the chosen treatment for the condition. This might also include the theoretical basis for the chosen treatment or any other evidence that might exist to support why this approach was chosen.

• Cognitive behavioral approach : Explain how a cognitive behavioral therapist would approach treatment. Offer background information on cognitive behavioral therapy and describe the treatment sessions, client response, and outcome of this type of treatment. Make note of any difficulties or successes encountered by your client during treatment.
• Humanistic approach : Describe a humanistic approach that could be used to treat your client, such as client-centered therapy . Provide information on the type of treatment you chose, the client's reaction to the treatment, and the end result of this approach. Explain why the treatment was successful or unsuccessful.
• Psychoanalytic approach : Describe how a psychoanalytic therapist would view the client's problem. Provide some background on the psychoanalytic approach and cite relevant references. Explain how psychoanalytic therapy would be used to treat the client, how the client would respond to therapy, and the effectiveness of this treatment approach.
• Pharmacological approach : If treatment primarily involves the use of medications, explain which medications were used and why. Provide background on the effectiveness of these medications and how monotherapy may compare with an approach that combines medications with therapy or other treatments.

This section of a case study should also include information about the treatment goals, process, and outcomes.

When you are writing a case study, you should also include a section where you discuss the case study itself, including the strengths and limitiations of the study. You should note how the findings of your case study might support previous research. 

In your discussion section, you should also describe some of the implications of your case study. What ideas or findings might require further exploration? How might researchers go about exploring some of these questions in additional studies?

Need More Tips?

Here are a few additional pointers to keep in mind when formatting your case study:

• Never refer to the subject of your case study as "the client." Instead, use their name or a pseudonym.
• Read examples of case studies to gain an idea about the style and format.
• Remember to use APA format when citing references .

Crowe S, Cresswell K, Robertson A, Huby G, Avery A, Sheikh A. The case study approach .  BMC Med Res Methodol . 2011;11:100.

Crowe S, Cresswell K, Robertson A, Huby G, Avery A, Sheikh A. The case study approach . BMC Med Res Methodol . 2011 Jun 27;11:100. doi:10.1186/1471-2288-11-100

Gagnon, Yves-Chantal.  The Case Study as Research Method: A Practical Handbook . Canada, Chicago Review Press Incorporated DBA Independent Pub Group, 2010.

Yin, Robert K. Case Study Research and Applications: Design and Methods . United States, SAGE Publications, 2017.

By Kendra Cherry, MSEd Kendra Cherry, MS, is a psychosocial rehabilitation specialist, psychology educator, and author of the "Everything Psychology Book."

• [email protected]

How to Write a Case Study: The Compelling Step-by-Step Guide

Is there a poignant pain point that needs to be addressed in your company or industry? Do you have a possible solution but want to test your theory? Why not turn this drive into a transformative learning experience and an opportunity to produce a high-quality business case study? However, before that occurs, you may wonder how to write a case study.

You may also be thinking about why you should produce one at all. Did you know that case studies are impactful and the fifth most used type of content in marketing , despite being more resource-intensive to produce?

Below, we’ll delve into what a case study is, its benefits, and how to approach business case study writing:

Definition of a Written case study and its Purpose

A case study is a research method that involves a detailed and comprehensive examination of a specific real-life situation. It’s often used in various fields, including business, education, economics, and sociology, to understand a complex issue better. 

It typically includes an in-depth analysis of the subject and an examination of its context and background information, incorporating data from multiple sources, such as interviews, observations, and existing literature. 

The ultimate aim is to provide a rich and detailed account of a situation to identify patterns and relationships, generate new insights and understanding, illustrate theories, or test hypotheses.

Importance of Business Case Study Writing

As such an in-depth exploration into a subject with potentially far-reaching consequences, a case study has benefits to offer various stakeholders in the organisation leading it.

• Business Founders: Use business case study writing to highlight real-life examples of companies or individuals who have benefited from their products or services, providing potential customers with a tangible demonstration of the value their business can bring. It can be effective for attracting new clients or investors by showcasing thought leadership and building trust and credibility.
• Marketers through case studies and encourage them to take action: Marketers use a case studies writer to showcase the success of a particular product, service, or marketing campaign. They can use persuasive storytelling to engage the reader, whether it’s consumers, clients, or potential partners.
• Researchers: They allow researchers to gain insight into real-world scenarios, explore a variety of perspectives, and develop a nuanced understanding of the factors that contribute to success or failure. Additionally, case studies provide practical business recommendations and help build a body of knowledge in a particular field.

How to Write a Case Study – The Key Elements 

Considering how to write a case study can seem overwhelming at first. However, looking at it in terms of its constituent parts will help you to get started, focus on the key issue(s), and execute it efficiently and effectively.

Problem or Challenge Statement

A problem statement concisely describes a specific issue or problem that a written case study aims to address. It sets the stage for the rest of the case study and provides context for the reader. 

Here are some steps to help you write a case study problem statement:

• Identify the problem or issue that the case study will focus on.
• Research the problem to better understand its context, causes, and effects.
• Define the problem clearly and concisely. Be specific and avoid generalisations.
• State the significance of the problem: Explain why the issue is worth solving. Consider the impact it has on the individual, organisation, or industry.
• Provide background information that will help the reader understand the context of the problem.
• Keep it concise: A problem statement should be brief and to the point. Avoid going into too much detail – leave this for the body of the case study!

Here is an example of a problem statement for a case study:

“ The XYZ Company is facing a problem with declining sales and increasing customer complaints. Despite improving the customer experience, the company has yet to reverse the trend . This case study will examine the causes of the problem and propose solutions to improve sales and customer satisfaction. “

Solutions and interventions

Business case study writing provides a solution or intervention that identifies the best course of action to address the problem or issue described in the problem statement. 

Here are some steps to help you write a case study solution or intervention:

• Identify the objective , which should be directly related to the problem statement.
• Analyse the data, which could include data from interviews, observations, and existing literature.
• Evaluate alternatives that have been proposed or implemented in similar situations, considering their strengths, weaknesses, and impact.
• Choose the best solution based on the objective and data analysis. Remember to consider factors such as feasibility, cost, and potential impact.
• Justify the solution by explaining how it addresses the problem and why it’s the best solution with supportive evidence.
• Provide a detailed, step-by-step plan of action that considers the resources required, timeline, and expected outcomes.

Example of a solution or intervention for a case study:

“ To address the problem of declining sales and increasing customer complaints at the XYZ Company, we propose a comprehensive customer experience improvement program. “

“ This program will involve the following steps:

• Conducting customer surveys to gather feedback and identify areas for improvement
• Implementing training programs for employees to improve customer service skills
• Revising the company’s product offerings to meet customer needs better
• Implementing a customer loyalty program to encourage repeat business “

“ These steps will improve customer satisfaction and increase sales. We expect a 10% increase in sales within the first year of implementation, based on similar programs implemented by other companies in the industry. “

Possible Results and outcomes

Writing case study results and outcomes involves presenting the impact of the proposed solution or intervention. 

Here are some steps to help you write case study results and outcomes:

• Evaluate the solution by measuring its effectiveness in addressing the problem statement. That could involve collecting data, conducting surveys, or monitoring key performance indicators.
• Present the results clearly and concisely, using graphs, charts, and tables to represent the data where applicable visually. Be sure to include both quantitative and qualitative results.
• Compare the results to the expectations set in the solution or intervention section. Explain any discrepancies and why they occurred.
• Discuss the outcomes and impact of the solution, considering the benefits and drawbacks and what lessons can be learned.
• Provide recommendations for future action based on the results. For example, what changes should be made to improve the solution, or what additional steps should be taken?

Example of results and outcomes for a case study:

“ The customer experience improvement program implemented at the XYZ Company was successful. We found significant improvement in employee health and productivity. The program, which included on-site exercise classes and healthy food options, led to a 25% decrease in employee absenteeism and a 15% increase in productivity . “

“ Employee satisfaction with the program was high, with 90% reporting an improved work-life balance. Despite initial costs, the program proved to be cost-effective in the long run, with decreased healthcare costs and increased employee retention. The company plans to continue the program and explore expanding it to other offices .”

Case Study Key takeaways

Key takeaways are the most important and relevant insights and lessons that can be drawn from a case study. Key takeaways can help readers understand the most significant outcomes and impacts of the solution or intervention. 

Here are some steps to help you write case study key takeaways:

• Summarise the problem that was addressed and the solution that was proposed.
• Highlight the most significant results from the case study.
• Identify the key insights and lessons , including what makes the case study unique and relevant to others.
• Consider the broader implications of the outcomes for the industry or field.
• Present the key takeaways clearly and concisely , using bullet points or a list format to make the information easy to understand.

Example of key takeaways for a case study:

• The customer experience improvement program at XYZ Company successfully increased customer satisfaction and sales.
• Employee training and product development were critical components of the program’s success.
• The program resulted in a 20% increase in repeat business, demonstrating the value of a customer loyalty program.
• Despite some initial challenges, the program proved cost-effective in the long run.
• The case study results demonstrate the importance of investing in customer experience to improve business outcomes.

Steps for a Case Study Writer to Follow

If you still feel lost, the good news is as a case studies writer; there is a blueprint you can follow to complete your work. It may be helpful at first to proceed step-by-step and let your research and analysis guide the process:

• Select a suitable case study subject: Ask yourself what the purpose of the business case study is. Is it to illustrate a specific problem and solution, showcase a success story, or demonstrate best practices in a particular field? Based on this, you can select a suitable subject by researching and evaluating various options.
• Research and gather information: We have already covered this in detail above. However, always ensure all data is relevant, valid, and comes from credible sources. Research is the crux of your written case study, and you can’t compromise on its quality.
• Develop a clear and concise problem statement: Follow the guide above, and don’t rush to finalise it. It will set the tone and lay the foundation for the entire study.
• Detail the solution or intervention: Follow the steps above to detail your proposed solution or intervention.
• Present the results and outcomes: Remember that a case study is an unbiased test of how effectively a particular solution addresses an issue. Not all case studies are meant to end in a resounding success. You can often learn more from a loss than a win.
• Include key takeaways and conclusions: Follow the steps above to detail your proposed business case study solution or intervention.

Tips for How to Write a Case Study

Here are some bonus tips for how to write a case study. These tips will help improve the quality of your work and the impact it will have on readers:

• Use a storytelling format: Just because a case study is research-based doesn’t mean it has to be boring and detached. Telling a story will engage readers and help them better identify with the problem statement and see the value in the outcomes. Framing it as a narrative in a real-world context will make it more relatable and memorable.
• Include quotes and testimonials from stakeholders: This will add credibility and depth to your written case study. It also helps improve engagement and will give your written work an emotional impact.
• Use visuals and graphics to support your narrative: Humans are better at processing visually presented data than endless walls of black-on-white text. Visual aids will make it easier to grasp key concepts and make your case study more engaging and enjoyable. It breaks up the text and allows readers to identify key findings and highlights quickly.
• Edit and revise your case study for clarity and impact: As a long and involved project, it can be easy to lose your narrative while in the midst of it. Multiple rounds of editing are vital to ensure your narrative holds, that your message gets across, and that your spelling and grammar are correct, of course!

Our Final Thoughts

A written case study can be a powerful tool in your writing arsenal. It’s a great way to showcase your knowledge in a particular business vertical, industry, or situation. Not only is it an effective way to build authority and engage an audience, but also to explore an important problem and the possible solutions to it. It’s a win-win, even if the proposed solution doesn’t have the outcome you expect. So now that you know more about how to write a case study, try it or talk to us for further guidance.

Are you ready to write your own case study?

Begin by bookmarking this article, so you can come back to it. And for more writing advice and support, read our resource guides  and  blog content . If you are unsure, please reach out with questions, and we will provide the answers or assistance you need.

Categorised in: Resources

This post was written by Premier Prose

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How to Write a Case Study – An Easy Step by Step Guide

As freelance writers, we are always on the lookout for ways to generate more profit and higher rates from our writing services, right?

Adding services, like learning how to write a case case study, can be highly profitable and can help to advance your skills as a web writer.

If you aren’t too familiar with them, writing case studies help businesses tell a story about how they’ve helped their customers reach their goals and how their products or services add value to their customers’ bottom line.

However, learning how to write a case study is different than other forms of content marketing that businesses might use, such as white papers or blog posts.

It’s not an ebook or even a general article.

So, what is a case study and how do you effectively write a case study?

Whether you’re a new or experienced online writer looking to expand your services, I want to share with you how to successfully write case studies that will wow your clients.

In this post, I will share with you what a case study is, how to research for a case study, how to write a case study, give you some case study examples, and even share my tried and true template for formatting my case studies.

You don’t have to be an expert case study writer to offer this as a service to your clients either.

If you want to try your hand at case studies, you can add to your portfolio and even write one for yourself and focus on how you’ve helped your clients with their goals.

I’ve had many of my course students write a case study for clients when they had never written one before.

Adding case studies to their services has helped them to get high-paying projects as a new writer.

Even if you are an experienced writer, it’s always beneficial to get some extra help when taking on a new type of writing service.

So, let’s dive into how to write a case study when you’re new to all of this!

Case Study Definition

Diving into a case study analysis, you’ll notice that case studies offer real-life examples of how your client was able to take their customers from point A to point B. Similar to white papers, case studies use cold, hard statistics. Case studies are also research-driven and require setting up interviews and developing interview questions.

One thing you should know right away is that writing case studies require a little more research and time-intensive hours than other forms of writing.

Not only are you gathering analytics and interviewing clients or customers, but you’re also telling a story.

You have to be able to mesh together the numbers and the emotion of the case study to create a written work that will become a powerful piece of advertising for your client.

If you’re new to this style of writing, it’s easy to see how a case study can be confused with white papers as both are research-driven. However, there are two very large differences that make case studies unique.

The first is case studies are more interview-driven about a successful strategy while white papers are more written like a report about a new feature from a business.

The second part is the story behind how your client was able to provide their customers with value that brought them results.

Even if your client is meticulously tracking their customers’ before and after results, you have to get the story behind that information to write an informative and highly valuable case study. One of the biggest advantages of offering case studies as a service is that you can charge a lot more for them.

A typical case study are anywhere between $500 to $1500 and more.

Finally, most case studies are short-for, research problem focussed content. Case studies, unlike white papers, are often much shorter but the information gathering process can be just as time-intensive.

Case studies, therefore, only span a few pages and are usually under 1500 words.

Case Study Examples

For some, learning how to write a business case study  requires looking at examples of what a great case study looks like.

So, what is an example of a case study?

Companies often use a case study as a way to market their services to a potential customer. It helps to showcase how they’re able to solve their customers’ problems and bring them value – kind of like a testimonial – only with way more information!

For example, Drift uses the case studies to highlight how they’re helping their customers book new business and increase leads through the use of real-time messaging chatbots.

Here’s a case study from Drift that focuses on how they helped Aventri book $1.7 million in new sales in just five months!

Or this case study on how Groupon used Sprinklr to increase their customer response time by responding to 76% of their customer messages within 30 minutes.

Any kind of business can use a case study to highlight a client’s success story.

If the business can get testimonials, it can have a marketing case study written. Like Clio, a legal practice management and client intake software increased their chat leads by 625% with Drift within five months for their global sales team.

Drift and Sprinklr, as well as thousands of other businesses like Wishpond and Creative Industries , use case studies to highlight how their products have helped their customers’ businesses, which in turn, helps to get new customers interested in their products or services.

While many businesses use case studies in a B2B format, businesses can also use case studies to market directly to customers.

As well, case studies can also be podcasts, testimonials, or blog posts like this one for the Allergy Kit.

Case Study Template

Now that you know what a case study is, let’s break down exactly what you should put into an effective case study to help your clients bring in more business. Here is a simple case study template that I follow that you can use to get started writing your first case study.

1.   Introduction

The introduction of your case study should always talk about your client. You can mention their brand, their industry, their services, and any other relevant information.

Then, you can make sure to share some important details that highlight what makes them different – their unique selling point.

You can also briefly mention the problem that the customer faced that relates to the solution that the client was able to provide, without going into too much detail. This is what I did in my mock case study example.

2.   Their Challenges

In this section, talk about the key problem, challenges, or any pain points that the customer was facing that the prospective client wanted you to address (you learn about this in the interview process).

Go much more in-depth about the customer’s problem in this section of your case study.

• How did this problem develop?
• Was it a pre-existing issue or something new?
• Was this problem due to changes in their market or other unforeseen circumstances?

Also talk about what the customer’s initial goals were for working with the client, and how they expected to have their problem solved; this will lead to part four of the case study.

Lastly, why did the customer choose to work with my client specifically? A case study interview might proof to help you with this aspect of writing a case study.

This is great information to have as it will help to further build the client’s social proof.

3.   The Solution

The solution part of the case study is where you can propose the solution and mention all the great things that you client did to help their customers achieve amazing results. Include specific strategies that worked or did not.

• Did the client offer a tried and true method to solve the issue or did they do something new?
• What parts of the client’s team were involved and how did they contribute?
• What was the end solution, what did it look like?
• How did the client use their products or services to solve their customer’s issues?
• What was the timeline involved in delivering the solution to the customer?

Try to only focus on the things that potential customers will care about and don’t worry about including things they will not.

I always make sure to tailor my writing to appeal to the particular avatar that the client is marketing to (you find this out in the interview process as well).

4.   The Results

This is where you can include stats about the progress with supporting evidence. Discuss how the client solved their customers’ issues or accomplished the objectives they set out to achieve.

This is the part that ties back into section #2, their challenges.

If you collected or made any fancy charts or graphs, include them in the results section. Make sure to also focus on the benefits that the client’s customers received that go beyond any of the stats listed.

If this is a case study that covers a longer period of time, I like to include both immediate and long term benefits that the customers have experienced.

In talking about the various stats, try and highlight one as the most important and talk about why that is.

Finally, focus on the relationship between the client and their customer and how the customer now feels about their ROI. Was it worth it? Would they hire the client again?

How Do You Write a Case Study?

Now that you saw a basic case study template, let’s dive into how to write a case study for your clients.

How do you write a case study when you a new to this type of case study writing?

Writing case studies includes three parties, you (the writer), the company you are writing the case study for (client), and who the case study is being written about (customer).

The steps to actually writing a case study are not much different than any other form of writing.

It includes research from your client and their customers and the writing itself, being a bit less formal than a white paper.

Finally, you need to know how to format your case study and how to go about gathering all of the information that you need.

Here are some things to consider when writing your case study:

• Your client’s ideal customer (their avatar)
• The case study format
• Researching the company
• Interviewing clients and customers
• Putting together the numbers and emotion

Your Client’s Ideal Customer

While you find this out during the interviewing process, it’s worth noting here.

Before you write your first word, you need to know who your client’s ideal customer is , who they are specifically trying to market to. While some companies might only offer one service that they target one specific customer, others might have multiple.

You need to know who you’re talking to before you start talking.

How to Format a Case Study

There are several different ways you can format a case study.

A case study can be used as a lead magnet or a blog post. They can even be repurposed and turned into sharable infographics or brochures.

You can write your case study on whatever writing platform you’re most comfortable with, such as Google Docs or Microsoft Word.

If you’re looking for a formatted case study that can really catch a customer’s eye, Venngage has some really colorful and beautiful case study templates.

Make sure that you’re clarifying with the client beforehand exactly what they’re looking for and what their expectations are.

Technically speaking, it’s not your job as the writer to format the case study.

However, if you’re confident in your design skills you can offer that service as an add-on. You can also easily create beautifully formatted case studies in free programs like Canva, PicMonkey and even Google Docs (that’s what I used for my mock up case study template).

How to Research for a Case Study

Make sure you know enough about the company before you write a case study for them.

You should at least know about their history, what products and services they offer, and what value they bring their customers. It’s helpful to interview someone from the client’s company that’s familiar with marketing so they can give you some insight into how their services are marketed.

You need to know how they’re planning on using the case study in their marketing to really make it effective.

For example, a case study that will be a blog post might be different than a case study that will be a lead magnet.

Interviewing Clients and Customers

You should have two main points of contact for interviews. One from your client and one from their customer base.

As mentioned before, the client you interview should have knowledge of the marketing aspect of the business.

This will help to make sure that what you’re writing about is in line with their marketing goals.

The customer you interview should, first of all, know the goal of the interview and be able to give you the information and stats you’re looking for.

They should also be able to tell you their story and how the client’s service or product benefitted them and added value to their business and to their bottom line.

The actual interview itself can take place over Skype or video chat, on the phone, or if necessary through email.

Although, I would suggest actually talking to people – rather than email – as there might be more questions and further insight that comes up during the conversation.

Putting it All Together

This is where you flex your copywriting skills. Compile all of your data and present it in a way that is engaging to the reader.

You don’t want a boring list of statistics that are going to put your reader to sleep.

This is the part of the case study where the story really comes together and focuses on how your client was able to deliver amazing results to their customers.

You can also format the case study during this time as well.

Writing Case Study Questions

Do you have some questions about writing case studies? Let’s look at the most common questions.

How long do writing case studies take?

It depends on who you are interviewing. If you can reach the company or person quickly, it can take a few weeks to a month to compile the information and write the case study.

However, for some interviews, it can take months before you solidify a date for an interview.

What is the typical length of a case study?

Most case studies are short and no more than 1500 words.

What should a case study include?

The most important things a case study should include is the problem and how the company being profiled helped solved the problem. Case studies are success stories, so laying out the problem is key to understanding if the process was successful.

What/how should you quote pricing for case studies?

My recommendation is to either price each case study individually or to have a starting rate of $300-$500. One thing to note is that case study writing isn’t usually recurring, so adding additional services to your freelance writing business is important.

How to Market Case Study Writing to Businesses

Okay. Let’s look at how you can market yourself as a case study writer.

1. Build a Case Study Portfolio

To show potential clients proof that you can write a case study, have writing samples in your portfolio to support this.

It can be as easy as a mock up – like the one I crated for this post – to guest posting about the importance of white papers for businesses.

2. Niche Yourself as a Case Study Writer

It’s a good idea to title yourself as a case study writer, if you primarily want to write case studies. For example, Bonnie mentions her case study writing as the first thing on her services page.

She does a great job by also providing:

• A case study testimonial
• Case study writing samples
• A case study checklist for people who want to DIY it
• Tips to writing a case study (which are more writing samples for her)

It’s also a good idea to title yourself as a case study writer on social media too!

3. Provide Informational Guest Posts on Case Studies

A great marketing strategy to use is to guest post on topics that relate to how case studies can help businesses with their bottom line.

Find blogs that your ideal client reads or visit business blogs that accept guest posts and guest post those types of topics!

Writing a Case Study

There ya go!

How to write a case study with some case study examples and more!

I hope you find this helpful and start pitching to businesses as a case study writer!

For more posts like this, look at my How to Write Series:

• How to Write a White Paper – A Simple Step by Step Guide
• How to Write a Writing Sample for a Job
• How to Write an About Me Page as a Freelance Writer
• How Writing a Cover Letter Can Help You Land That Job
• How to Write an Email as as Copywriter

Over to you – tell me if case studies is something you will offer now!

Share this post with your friends!

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How to write a case study: step-by-step guide.

• By Matthew Jones

What is a Case Study?

Generally speaking, a case study involves the in-depth research of a subject over a specified period of time. Much like an analytical essay , a case study looks at a subject in order to validate the thesis. However, this definition is still pretty broad.

To better understand case studies, let’s say that a business wants to illustrate how one of its products can solve a specific problem for consumers. The business can simply tell people that the products works, but why should they believe them? Where is the evidence?

This is why a case study is extremely useful. The business can examine and record a situation in which a past customer had a problem and used the product to solve it. Then, the business can use this case study as evidence to promote their product in the future.

How to Write a Case Study: A Step-by-Step Guide

Every case study is unique to its subject matter. Case studies can cover a wide range of topics, and organizations can use different methods to research their subjects. That said, in order to write a clear, effective case study, you will need to follow a few simple steps.

Step 1: Identify the Problem and Solution

Most case studies are designed with the goal of promoting a specific solution to a specific problem. So, in order to write a case study, you will need to ask yourself the following questions:

• What is the problem?
• What is the solution?

The answers to these questions are extremely important, as they will form the basis of your entire case study. Once you have identified the problem and its solution, you can move on to more in-depth questions that will help you later on in the writing process:

• How does our product/service solve the problem?
• What are the key features of our product/service?
• How does our product/service differ from our competitors?

Step 2: Identify Your Subject

The term “subject” can mean many different things. In this case, we are not referring to the general topic of your case study, but rather the focus of your research. For example, let’s assume that you have already identified the following problem and solution:

• Problem : Businesses do not have in-house translators to translate documents into different languages.
• Solution : A service that provides expert linguists to quickly translate documents at a fraction of the cost of an in-house translator.

Based on this solution, we can assume that your organization specializes in translating documents for other businesses. As a result, you probably have a number of past clients for whom you have translated documents. So, how do you choose which client will be the subject of your case study?

This step will require you to research and analyze the experiences of your clients. You may find that you would like to write about more than one client, but this will require you to write more than one case study, as every case study should only have one subject.

To identify your subject, you can ask yourself the following questions:

• Which client(s) provided positive testimonials about their experience with your product/service?
• Which client(s) had a problem that most closely aligned with the problem you aim to solve?
• Do any of the clients continue to use your products/services? If so, for how long?
• Which client(s) have used your services recently?

Step 3: Research Your Subject

While Step 2 requires some research into your potential subjects, you will need to conduct more in-depth research once you have chosen the subject of your case study. If you have chosen a client that used your product/service more recently, this will likely be easier to do. You may remember specific details about the client’s needs, expectations, deadlines, etc.

In any case, you will likely need to contact the subject and request a testimonial of their experiences (as well as permission to publish a case study). While the specific information you need will depend on the nature of your product/service, you should generally ask the following questions of your client:

• How did you hear about our organization?
• What problem did you need our organization to solve?
• Had you previously tried to solve the problem on your own or with one of our competitors? If so, what happened?
• How would you describe our customer service?
• What positive impact did our service have on your business?
• How do you think we differ from our competitors?

In addition to the testimonial of your client, you will want to research other circumstances that could make this case study (or client) unique. Perhaps this was the first time the client had ever worked with your business to solve this problem, or maybe the client had an extremely tight deadline that your business was able to meet. Either way, look for details that will make your case study stand out and help market your product/service.

Finally, while you do not have to include statistics in your final draft, they do help give your case study a greater sense of legitimacy. For example, when you see an article with charts, graphs, or numerical statistics, you’ll probably think that it is well-researched and informative, right?

Needless to say, you shouldn’t include any facts or figures that would be in breach of your client’s privacy. However, with your client’s permission, you should consider using data related to your client’s budget, the final cost (especially if it is lower than your competitors), the timeline, and the steps that your organization took to solve the problem.

Step 4: Compile the Information and Write Your Case Study

Once you have identified the goal of your case study (including the problem and solution), chosen your subject, and researched the specific case, it’s time to put it all together! But you may still not know how to write a case study. Sure, you have completed all of the necessary research, but how do you give it structure?

Ultimately, every case study tells a story. Like any story, a case study needs to have a beginning, middle, and end. Naturally, you have freedom with how you choose to tell your story, but there are a few factors that you should consider to make your case study as effective as possible:

• Tone : Most case studies are professional in nature, and therefore have a tone that reflects the voice of the brand. You should always consider your brand’s voice when crafting a case study. That said, you don’t want your case study to be bland or uninteresting, so you need to write a story that you (and your target demographic) would be interested in reading.
• Structure : As previously stated, every story needs a beginning, middle, and end. Generally, you should start with an introduction of your client; talk about what they do and whom they serve. This is a great opportunity to really show off the best aspects of their business, because it is about their business as much as it is about yours. Then, discuss the problem they faced and how they tried to solve it before finding your organization (if applicable). Finally, talk about how your organization solved the problem, how it impacted your client going forward (increased profits, more conversions, etc), and how it improved your professional relationship with the client. While you the introduction is good for talking up your client, the end is where you can really show readers why your business is better than the competition!
• Length : The length of your case study will depend on a few factors, namely the complexity of the subject matter and details needed to effectively tell the story. That said, most marketing case studies are relatively short (500-2,000 words), as they are written to provide a concise example for potential clients in need of a solution to a specific problem.

Case Study Templates

Many times, you may know exactly what you want to write, but you don’t know how to format the information. Thankfully, there are a number of free case study templates available online. Keep in mind that you do not have to follow a specific structure, but the following case study templates can still serve as a good frame of reference:

• Demand Metric Templates – A basic case study template for a wide-variety of topics.
• Lightboard Templates – 4 templates for stat-heavy case studies.
• CV Partner Custom Templates – Multiple custom templates for brands, as well as preset case study templates for large organizations.

Case Study Examples

Finally, if you’d like some real-world examples to get your creative juices flowing, we’ve provided the following links to a number of high-quality case study examples:

• International Translating Company – HR Video Translations – A translation firm translates Human Resources videos at a fraction of the cost of their competitors.
• Microsoft – Global Steel Distribution – A steel company pioneers digitalization in an industry that requires modern solutions to internal and external communication issues.
• Wootric – In-Product NPS Surveys – In-product NPS surveys help an English teaching company track student feedback more efficiently.
• Dimensional Insight – New Balance Athletic Shoe – A data analysis tool helps a large shoe retailer submit and receive reports with greater speed and accuracy.
• UX Planet – Smart People Inc. – A new application based on data analysis helps English students have more fun on mobile devices.

We hope this guide was helpful! Learning how to write a case study may seem daunting. However, if you follow the steps above and look at some of the examples we’ve provided, you’ll be writing effective case studies in no time!

Matthew Jones

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How to Write a Case Study?

05 February, 2020

8 minutes read

Author:  Mathieu Johnson

Now that you’re in college, your professor will likely assume that you know how to write a variety of different writing assignments. Many courses required for certain degrees will require students to write a case study every now and then. What? Never had a write a case study? Need a case study definition? No problem! Here’s a basic case study definition: a thorough investigation of a problem.

A case study can also be referred to as a case study analysis—however, the case study definition remains the same. You may be wondering how to write a case study. If you’ve never had to write a case study before, don’t worry. All the key information you need to know regarding how to write a case study is below!

What? Never had a write a case study? Need a case study definition? No problem! Handmade Writing will help!

Here’s a basic case study definition: a thorough investigation of a problem. A case study can also be referred to as a case study analysis — however, the case study definition remains the same. You may be wondering how to write a case study. If you’ve never had to write a case study before, don’t worry. All the key information you need to know regarding how to write a case study is below!

What is a Case Study?

Now that you know a clear case study definition, it’s time to learn what is a case study. Specifically, we’ll review the different areas that a case study should include. Writing a case study doesn’t need to be difficult. In fact, once you know a case study template and review a few case study examples, you’ll be ready to tackle whatever case study topic your business teacher assigns. So, for students wondering what is a case study, here’s the detailed answer.

Learn how to write any academic-related paper with our Writing Guide – from admissions to dissertation proposals. Link:  Academic Paper Writing Guide

A case study (or case study analysis) involves researching a business problem, examining several possible solutions, and concluding which solution would be the most effective based on presented evidence. A case study is based in the real world; this means that the problem being researched will be one that real companies face. When writing a case study it’s important to research relevant and reliable resources.

Think about magazines, journals, reports, and online databases that offer important insights and access. Worried about how to write a case study? Don’t be! There are many free case study examples and case study templates online to help students navigate their way through this type of academic writing assignment. If you don’t want to be the student asking how to write a case study in class, check out these helpful hints regarding writing a case study.

Writing a Case Study

Writing a case study takes a bit of preparation. If you’ve never written a case study, let’s answer the question “How to write a case study?” right now: with preparation. Writing a case study takes a lot of research. Research that has to be approached with all the attention to the detail.  Just as when you write a research paper , make sure to outline to find relevant sources of information. Before beginning to write a case study, you’ll need to do a bit of investigative work. First, review the case assigned by your professor critically.

Our professional essay writers know how to deal with any kind of research, whether it’s technical or analytical. You have found a right spot to buy a research paper from experts.

Thoroughly check the case study for key details, important facts, and relevant problems. Next, depending upon the type of problem presented in the case study, select two or more problems and brainstorm why they existed, how they affected the company, and what party was responsible for their creation. Third, brainstorm possible solutions to the problems. Finally, propose the best solution and support your case study analysis with strong evidence. A key aspect of writing a case study is evaluating the chosen solution; in other words, would this solution realistically work in the real world?

Proper Case Study Format

The internet offers a variety of case study format options, but typically a widely accepted case study format will follow these guidelines. Begin with an introduction which identifies the problem and provides relevant background details about the company.

Next, the body of the case study should focus on the analysis of the possible solutions. Each solution should be accompanied by analysis including the pros and cons of the solution. Finally, the writer should decide upon the best alternative and defend it with strong evidence. This multi-paragraph analysis section should include evidence from journals, articles, and/or online databases as well as texts from class, and personal experience if appropriate.

Case Study Examples

Because of the academic nature of writing a case study, many colleges and universities have created case study formats to help students by posting case study examples online. Need a bit of extra help to understand a good case study template based on your assigned case study? Don’t worry! Here are a few great case study examples so you don’t need to wonder how to write a case study to meet your professor’s expectations. The provided business case study samples cover all the academic guidelines and can be used as a perfect example of case study writing.

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As with any academic writing assignment, it’s important to get started early. With HandmadeWritings, you can forget about other assignments, because we easily can provide any homework help. Don’t fall into the trap of procrastination and think that you know how to write a case study and that it will be easy. Writing a case study can be easy if you leave yourself enough time—don’t wait until the last minute!

Good case study examples show a high amount of research and analysis in the final draft. Fortunately, many colleges and universities offer an example of a case study online for students. However, these case study examples can be accessed by students worldwide so if your higher education institution doesn’t offer a case study template online, simply find a good case study example and bookmark it for quick reference when writing your case study.

By now, you know how to write a case study. You also know a clear case study definition to get you started on the right path. Review available case study examples and case study templates and you’ll earn the A you deserve!

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The purpose of a case study is to walk the reader through a situation where a problem is presented, background information provided and a description of the solution given, along with how it was derived. A case study can be written to encourage the reader to come up with his or her own solution or to review the solution that was already implemented. The goal of the writer is to give the reader experiences similar to those the writer had as he or she researched the situation presented.

Several steps must be taken before actually writing anything:

• Choose the situation on which to write
• Gather as much information as possible about the situation
• Analyze all of the elements surrounding the situation
• Determine the final solution implemented
• Gather information about why the solution worked or did not work

From these steps you will create the content of your case study.

Describe the situation/problem

The reader needs to have a clear understanding of the situation for which a solution is sought. You can explicitly state the problem posed in the study. You can begin by sharing quotes from someone intimate with the situation. Or you can present a question:

• ABC Hospital has a higher post-surgical infection rate than other health care facilities in the area.
• The Director of Nursing at ABC Hospital stated that “In spite of following rigid standards, we continue to experience high post-surgical infection rates”
• Why is it that the post-surgical infection rate at ABC Hospital  higher than any other health center in the area?

This sets the tone for the reader to think of the problem while he or she read the rest of the case study. This also sets the expectation that you will be presenting information the reader can use to further understand the situation.

Give background

Background is the information you discovered that describes why there is a problem. This will consist of facts and figures from authoritative sources. Graphs, charts, tables, photos, videos, audio files, and anything that points to the problem is useful here. Quotes from interviews are also good. You might include anecdotal information as well:

“According to previous employees of this facility, this has been a problem for several years”

What is not included in this section is the author’s opinion:

“I don’t think the infection review procedures are followed very closely”

In this section you give the reader information that they can use to come to their own conclusion. Like writing a mystery, you are giving clues from which the reader can decide how to solve the puzzle. From all of this evidence, how did the problem become a problem? How can the trend be reversed so the problem goes away?

A good case study doesn’t tell the readers what to think. It guides the reader through the thought process used to create the final conclusion. The readers may come to their own conclusion or find fault in the logic being presented. That’s okay because there may be more than one solution to the problem. The readers will have their own perspective and background as they read the case study.

Describe the solution

This section discusses the solution and the thought processes that lead up to it. It guides the reader through the information to the solution that was implemented. This section may contain the author’s opinions and speculations.

Facts will be involved in the decision, but there can be subjective thinking as well:

“Taking into account A, B and C, the committee suggested solution X. In lieu of the current budget situation, the committee felt this was the most prudent approach”

Briefly present the key elements used to derive the solution. Be clear about the goal of the solution. Was it to slow down, reduce or eliminate the problem?

Evaluate the response to the solution

If the case study is for a recent situation, there may not have been enough time to determine the overall effect of the solution:

“New infection standards were adopted in the first quarter and the center hopes to have enough information by the year’s end to judge their effectiveness”

If the solution has been in place for some time, then an opportunity to gather and review facts and impressions exists. A summary of how well the solution is working would be included here.

Tell the whole story

Case study-writing is about telling the story of a problem that has been fixed. The focus is on the evidence for the problem and the approach used to create a solution. The writing style guides the readers through the problem analysis as if they were part of the project. The result is a case study that can be both entertaining and educational.

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How to Do a Case Study

Last Updated: March 22, 2024 Fact Checked

This article was co-authored by Sarah Evans . Sarah Evans is a Public Relations & Social Media Expert based in Las Vegas, Nevada. With over 14 years of industry experience, Sarah is the Founder & CEO of Sevans PR. Her team offers strategic communications services to help clients across industries including tech, finance, medical, real estate, law, and startups. The agency is renowned for its development of the "reputation+" methodology, a data-driven and AI-powered approach designed to elevate brand credibility, trust, awareness, and authority in a competitive marketplace. Sarah’s thought leadership has led to regular appearances on The Doctors TV show, CBS Las Vegas Now, and as an Adobe influencer. She is a respected contributor at Entrepreneur magazine, Hackernoon, Grit Daily, and KLAS Las Vegas. Sarah has been featured in PR Daily and PR Newswire and is a member of the Forbes Agency Council. She received her B.A. in Communications and Public Relations from Millikin University. There are 9 references cited in this article, which can be found at the bottom of the page. This article has been fact-checked, ensuring the accuracy of any cited facts and confirming the authority of its sources. This article has been viewed 750,206 times.

Many fields require their own form of case study, but they are most widely used in academic and business contexts. An academic case study focuses on an individual or a small group, producing a detailed but non-generalized report based on months of research. In the business world, marketing case studies describe a success story presented to promote a company.

Planning an Academic Case Study

• For example, a medical case study might study how a single patient is affected by an injury. A psychology case study might study a small group of people in an experimental form of therapy.
• Case studies are not designed for large group studies or statistical analysis.

• A case study may or may not include both types of research.

• Illustrative case studies describe an unfamiliar situation in order to help people understand it. For instance, a case study of a person with depression, designed to help communicate the subjective experience of depression to therapist trainees.
• Exploratory case studies are preliminary projects to help guide a future, larger-scale project. They aim to identify research questions and possible research approaches. For example, a case study of three school tutoring programs would describe the pros and cons of each approach, and give tentative recommendations on how a new tutoring program could be organized.
• Critical instance case studies focus on a unique cases, without a generalized purpose. Examples include a descriptive study of a patient with a rare condition, or a study of a specific case to determine whether a broadly applied "universal" theory is actually applicable or useful in all cases.

• Follow this step even if you are conducting a retrospective case study. In some cases, publishing a new interpretation can cause harm to the participants in the original study.

• Create four or five bullet points that you intend to answer, if possible, in the study. Consider perspectives on approaching the question and the related bullet points.
• Choose at least two, and preferably more, of these data sources: report collection, internet research, library research, interviewing research subjects, interviewing experts, other fieldwork, and mapping concepts or typologies.
• Design interview questions that will lead to in-depth answers and continued conversations related to your research goals.

• Since you aren't conducting a statistical analysis, you do not need to recruit a diverse cross-section of society. You should be aware of any biases in your small sample, and make them clear in your report, but they do not invalidate your research.

Conducting Academic Case Study Research

• Any case study, but especially case studies with a retrospective component, will benefit from basic academic research strategies.

• Establishing trust with participants can result in less inhibited behavior. Observing people in their home, workplaces, or other "natural" environments may be more effective than bringing them to a laboratory or office.
• Having subjects fill out a questionnaire is a common example of obtrusive research. Subjects know they are being studied, so their behavior will change, but this is a quick and sometimes the only way to gain certain information.

• Describe experience — ask the participant what it's like to go through the experience you're studying, or be a part of the system you're studying.
• Describe meaning — ask the participant what the experience means to them, or what "life lessons" they take from it. Ask what mental and emotional associations they have with the subject of your study, whether it's a medical condition, an event, or another topic.
• Focus – in later interviews, prepare questions that fill gaps in your knowledge, or that are particularly relevant to the development of your research questions and theories over the course of the study.

• If you are working with more than one person you will want to assign sections for completion together to make sure your case study will flow. For example, one person may be in charge of making charts of the data you gathered, while other people will each write an analysis of one of your bullet points you are trying to answer.

• If writing a case study for a non-academic audience, consider using a narrative form, describing the events that occurred during your case study in chronological order. Minimize your use of jargon.

Writing a Marketing Case Study

• Request high-level involvement from the client's side for best results. [4] X Trustworthy Source Centers for Disease Control and Prevention Main public health institute for the US, run by the Dept. of Health and Human Services Go to source Even if the client only wants to vet the materials you send them, make sure the person involved is high up in the organization, and knowledgeable about the company–client relationship.

• Collaboration with the client is especially helpful here, so you make sure to include the points that left the most impact and biggest impression.
• If your target audience wouldn't immediately identify with your client's problem, start with a more general intro describing that type of problem in the industry. [6] X Research source

• Charts and graphs can be great visual tools, but label these with large letters that make the positive meaning obvious to people who aren't used to reading raw data. [8] X Research source

• These are typically brief quotes just one or two sentences long, describing your service in a positive light.

Expert Q&A

• Remember that a case study does not aim to answer the research question definitively. Its aim is to develop one or more hypotheses about the answer. Thanks Helpful 0 Not Helpful 0
• Other fields use the term "case study" to mean a short, less intense process. Most notably, in law and programming, a case study is a real or hypothetical situation (legal case or programming problem), accompanied by an oral or written discussion of possible conclusions or solutions. Thanks Helpful 0 Not Helpful 0

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Expert Interview

Thanks for reading our article! If you’d like to learn more about business writing, check out our in-depth interview with Sarah Evans .

• ↑ https://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1001&context=nursing_faculty_pubs
• ↑ https://www.apa.org/monitor/jan03/principles.html
• ↑ https://www.cdc.gov/nceh/clearwriting/docs/Case_Study_Guide-H.pdf
• ↑ https://libguides.usc.edu/writingguide/outline
• ↑ https://extension.usu.edu/apec/files/uploads/Target_Market_Identification.pdf
• ↑ https://files.eric.ed.gov/fulltext/EJ1105535.pdf
• ↑ https://files.eric.ed.gov/fulltext/EJ1079541.pdf
• ↑ https://med.ucf.edu/media/2012/05/Writing-Letters-of-Recommendation.pdf
• ↑ https://docs.lib.purdue.edu/cgi/viewcontent.cgi?article=1012&context=cgttheses

About this article

To do a case study, start by defining the subject and goal of your study and then getting ethical approval from the institution or department you're working under. Once you've received approval, design your research strategy and recruit any participants you'll be using. Prepare to work on your case study for 3-6 months by scheduling routine interviews with participants and setting aside time each day to do research and take notes. When you're finished, compile all of your research and write your final case study report. To learn how to do a marketing case study, scroll down! Did this summary help you? Yes No

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16 case study examples (+ 3 templates to make your own)

I like to think of case studies as a business's version of a resume. It highlights what the business can do, lends credibility to its offer, and contains only the positive bullet points that paint it in the best light possible.

Imagine if the guy running your favorite taco truck followed you home so that he could "really dig into how that burrito changed your life." I see the value in the practice. People naturally prefer a tried-and-true burrito just as they prefer tried-and-true products or services.

To help you showcase your success and flesh out your burrito questionnaire, I've put together some case study examples and key takeaways.

What is a case study?

A case study is an in-depth analysis of how your business, product, or service has helped past clients. It can be a document, a webpage, or a slide deck that showcases measurable, real-life results.

For example, if you're a SaaS company, you can analyze your customers' results after a few months of using your product to measure its effectiveness. You can then turn this analysis into a case study that further proves to potential customers what your product can do and how it can help them overcome their challenges.

It changes the narrative from "I promise that we can do X and Y for you" to "Here's what we've done for businesses like yours, and we can do it for you, too."

16 case study examples 

While most case studies follow the same structure, quite a few try to break the mold and create something unique. Some businesses lean heavily on design and presentation, while others pursue a detailed, stat-oriented approach. Some businesses try to mix both.

There's no set formula to follow, but I've found that the best case studies utilize impactful design to engage readers and leverage statistics and case details to drive the point home. A case study typically highlights the companies, the challenges, the solution, and the results. The examples below will help inspire you to do it, too.

1. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Volcanica Coffee and AdRoll

People love a good farm-to-table coffee story, and boy am I one of them. But I've shared this case study with you for more reasons than my love of coffee. I enjoyed this study because it was written as though it was a letter.

In this case study, the founder of Volcanica Coffee talks about the journey from founding the company to personally struggling with learning and applying digital marketing to finding and enlisting AdRoll's services.

It felt more authentic, less about AdRoll showcasing their worth and more like a testimonial from a grateful and appreciative client. After the story, the case study wraps up with successes, milestones, and achievements. Note that quite a few percentages are prominently displayed at the top, providing supporting evidence that backs up an inspiring story.

Takeaway: Highlight your goals and measurable results to draw the reader in and provide concise, easily digestible information.

2. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Taylor Guitars and Airtable

This Airtable case study on Taylor Guitars comes as close as one can to an optimal structure. It features a video that represents the artistic nature of the client, highlighting key achievements and dissecting each element of Airtable's influence.

It also supplements each section with a testimonial or quote from the client, using their insights as a catalyst for the case study's narrative. For example, the case study quotes the social media manager and project manager's insights regarding team-wide communication and access before explaining in greater detail.

Takeaway: Highlight pain points your business solves for its client, and explore that influence in greater detail.

3. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} EndeavourX and Figma

My favorite part of Figma's case study is highlighting why EndeavourX chose its solution. You'll notice an entire section on what Figma does for teams and then specifically for EndeavourX.

It also places a heavy emphasis on numbers and stats. The study, as brief as it is, still manages to pack in a lot of compelling statistics about what's possible with Figma.

Takeaway: Showcase the "how" and "why" of your product's differentiators and how they benefit your customers.

4. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} ActiveCampaign and Zapier

Zapier's case study leans heavily on design, using graphics to present statistics and goals in a manner that not only remains consistent with the branding but also actively pushes it forward, drawing users' eyes to the information most important to them. 

The graphics, emphasis on branding elements, and cause/effect style tell the story without requiring long, drawn-out copy that risks boring readers. Instead, the cause and effect are concisely portrayed alongside the client company's information for a brief and easily scannable case study.

Takeaway: Lean on design to call attention to the most important elements of your case study, and make sure it stays consistent with your branding.

5. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Ironclad and OpenAI

In true OpenAI fashion, this case study is a block of text. There's a distinct lack of imagery, but the study features a narrated video walking readers through the product.

The lack of imagery and color may not be the most inviting, but utilizing video format is commendable. It helps thoroughly communicate how OpenAI supported Ironclad in a way that allows the user to sit back, relax, listen, and be impressed. 

Takeaway: Get creative with the media you implement in your case study. Videos can be a very powerful addition when a case study requires more detailed storytelling.

6. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Shopify and GitHub

GitHub's case study on Shopify is a light read. It addresses client pain points and discusses the different aspects its product considers and improves for clients. It touches on workflow issues, internal systems, automation, and security. It does a great job of representing what one company can do with GitHub.

To drive the point home, the case study features colorful quote callouts from the Shopify team, sharing their insights and perspectives on the partnership, the key issues, and how they were addressed.

Takeaway: Leverage quotes to boost the authoritativeness and trustworthiness of your case study. 

7 . .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Audible and Contentful

Contentful's case study on Audible features almost every element a case study should. It includes not one but two videos and clearly outlines the challenge, solution, and outcome before diving deeper into what Contentful did for Audible. The language is simple, and the writing is heavy with quotes and personal insights.

This case study is a uniquely original experience. The fact that the companies in question are perhaps two of the most creative brands out there may be the reason. I expected nothing short of a detailed analysis, a compelling story, and video content. 

Takeaway: Inject some brand voice into the case study, and create assets that tell the story for you.

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Asana's case study on Zoom is longer than the average piece and features detailed data on Zoom's growth since 2020. Instead of relying on imagery and graphics, it features several quotes and testimonials. 

It's designed to be direct, informative, and promotional. At some point, the case study reads more like a feature list. There were a few sections that felt a tad too promotional for my liking, but to each their own burrito.

Takeaway: Maintain a balance between promotional and informative. You want to showcase the high-level goals your product helped achieve without losing the reader.

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I've always been a fan of Mailchimp's comic-like branding, and this case study does an excellent job of sticking to their tradition of making information easy to understand, casual, and inviting.

It features a short video that briefly covers Hickies as a company and Mailchimp's efforts to serve its needs for customer relationships and education processes. Overall, this case study is a concise overview of the partnership that manages to convey success data and tell a story at the same time. What sets it apart is that it does so in a uniquely colorful and brand-consistent manner.

Takeaway: Be concise to provide as much value in as little text as possible.

10. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} NVIDIA and Workday

The gaming industry is notoriously difficult to recruit for, as it requires a very specific set of skills and experience. This case study focuses on how Workday was able to help fill that recruitment gap for NVIDIA, one of the biggest names in the gaming world.

Though it doesn't feature videos or graphics, this case study stood out to me in how it structures information like "key products used" to give readers insight into which tools helped achieve these results.

Takeaway: If your company offers multiple products or services, outline exactly which ones were involved in your case study, so readers can assess each tool.

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I'm personally not a big KFC fan, but that's only because I refuse to eat out of a bucket. My aversion to the bucket format aside, Contentful follows its consistent case study format in this one, outlining challenges, solutions, and outcomes before diving into the nitty-gritty details of the project.

Say what you will about KFC, but their primary product (chicken) does present a unique opportunity for wordplay like "Continuing to march to the beat of a digital-first drum(stick)" or "Delivering deep-fried goodness to every channel."

Takeaway: Inject humor into your case study if there's room for it and if it fits your brand. 

12. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Intuit and Twilio

Twilio does an excellent job of delivering achievements at the very beginning of the case study and going into detail in this two-minute read. While there aren't many graphics, the way quotes from the Intuit team are implemented adds a certain flair to the study and breaks up the sections nicely.

It's simple, concise, and manages to fit a lot of information in easily digestible sections.

Takeaway: Make sure each section is long enough to inform but brief enough to avoid boring readers. Break down information for each section, and don't go into so much detail that you lose the reader halfway through.

13. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Spotify and Salesforce

Salesforce created a video that accurately summarizes the key points of the case study. Beyond that, the page itself is very light on content, and sections are as short as one paragraph.

I especially like how information is broken down into "What you need to know," "Why it matters," and "What the difference looks like." I'm not ashamed of being spoon-fed information. When it's structured so well and so simply, it makes for an entertaining read.

14. .css-12hxxzz-Link{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-12hxxzz-Link[data-color='ocean']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='ocean']:hover{outline-color:var(--zds-text-link-hover, #2b2358);}.css-12hxxzz-Link[data-color='ocean']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='white']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='white']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='white']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='primary']{color:var(--zds-text-link, #3d4592);}.css-12hxxzz-Link[data-color='primary']:hover{color:var(--zds-text-link, #2b2358);}.css-12hxxzz-Link[data-color='primary']:focus{color:var(--zds-text-link-hover, #3d4592);outline-color:var(--zds-text-link-hover, #3d4592);}.css-12hxxzz-Link[data-color='secondary']{color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-color='secondary']:hover{color:var(--zds-gray-warm-5, #a8a5a0);}.css-12hxxzz-Link[data-color='secondary']:focus{color:var(--zds-gray-warm-1, #fffdf9);outline-color:var(--zds-gray-warm-1, #fffdf9);}.css-12hxxzz-Link[data-weight='inherit']{font-weight:inherit;}.css-12hxxzz-Link[data-weight='normal']{font-weight:400;}.css-12hxxzz-Link[data-weight='bold']{font-weight:700;} Benchling and Airtable

Benchling is an impressive entity in its own right. Biotech R&D and health care nuances go right over my head. But the research and digging I've been doing in the name of these burritos (case studies) revealed that these products are immensely complex. 

And that's precisely why this case study deserves a read—it succeeds at explaining a complex project that readers outside the industry wouldn't know much about.

Takeaway: Simplify complex information, and walk readers through the company's operations and how your business helped streamline them.

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The concision of this case study is refreshing. It features two sections—the challenge and the solution—all in 316 words. This goes to show that your case study doesn't necessarily need to be a four-figure investment with video shoots and studio time. 

Sometimes, the message is simple and short enough to convey in a handful of paragraphs.

Takeaway: Consider what you should include instead of what you can include. Assess the time, resources, and effort you're able and willing to invest in a case study, and choose which elements you want to include from there.

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I may be biased, but I'm a big fan of seeing metrics and achievements represented in branded graphics. It can be a jarring experience to navigate a website, then visit a case study page and feel as though you've gone to a completely different website.

The case study is essentially the summary, and the blog article is the detailed analysis that provides context beyond X achievement or Y goal.

Takeaway: Keep your case study concise and informative. Create other resources to provide context under your blog, media or press, and product pages.

3 case study templates

Now that you've had your fill of case studies (if that's possible), I've got just what you need: an infinite number of case studies, which you can create yourself with these case study templates.

Case study template 1

If you've got a quick hit of stats you want to show off, try this template. The opening section gives space for a short summary and three visually appealing stats you can highlight, followed by a headline and body where you can break the case study down more thoroughly. This one's pretty simple, with only sections for solutions and results, but you can easily continue the formatting to add more sections as needed.

Case study template 2

For a case study template with a little more detail, use this one. Opening with a striking cover page for a quick overview, this one goes on to include context, stakeholders, challenges, multiple quote callouts, and quick-hit stats. 

Case study template 3

Whether you want a little structural variation or just like a nice dark green, this template has similar components to the last template but is designed to help tell a story. Move from the client overview through a description of your company before getting to the details of how you fixed said company's problems.

Tips for writing a case study

Examples are all well and good, but you don't learn how to make a burrito just by watching tutorials on YouTube without knowing what any of the ingredients are. You could , but it probably wouldn't be all that good.

Have an objective: Define your objective by identifying the challenge, solution, and results. Assess your work with the client and focus on the most prominent wins. You're speaking to multiple businesses and industries through the case study, so make sure you know what you want to say to them.

Focus on persuasive data: Growth percentages and measurable results are your best friends. Extract your most compelling data and highlight it in your case study.

Use eye-grabbing graphics: Branded design goes a long way in accurately representing your brand and retaining readers as they review the study. Leverage unique and eye-catching graphics to keep readers engaged. 

Simplify data presentation: Some industries are more complex than others, and sometimes, data can be difficult to understand at a glance. Make sure you present your data in the simplest way possible. Make it concise, informative, and easy to understand.

Use automation to drive results for your case study

A case study example is a source of inspiration you can leverage to determine how to best position your brand's work. Find your unique angle, and refine it over time to help your business stand out. Ask anyone: the best burrito in town doesn't just appear at the number one spot. They find their angle (usually the house sauce) and leverage it to stand out.

Case study FAQ

Got your case study template? Great—it's time to gather the team for an awkward semi-vague data collection task. While you do that, here are some case study quick answers for you to skim through while you contemplate what to call your team meeting.

What is an example of a case study?

An example of a case study is when a software company analyzes its results from a client project and creates a webpage, presentation, or document that focuses on high-level results, challenges, and solutions in an attempt to showcase effectiveness and promote the software.

How do you write a case study?

To write a good case study, you should have an objective, identify persuasive and compelling data, leverage graphics, and simplify data. Case studies typically include an analysis of the challenge, solution, and results of the partnership.

What is the format of a case study?

While case studies don't have a set format, they're often portrayed as reports or essays that inform readers about the partnership and its results. 

Related reading:

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Hachem Ramki

Hachem is a writer and digital marketer from Montreal. After graduating with a degree in English, Hachem spent seven years traveling around the world before moving to Canada. When he's not writing, he enjoys Basketball, Dungeons and Dragons, and playing music for friends and family.

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How to Create a Case Study That Proves Your Expertise

Every business on the planet believes they’re the best of the best. But competition is fierce, so how can you convince potential customers that you actually are the cream of the crop?

To prove your expertise, case studies are a must-have addition to your content marketing mix. Case studies are short but punchy success stories that leave lasting impressions on potential customers. They transform dry metrics and testimonials into captivating narratives that showcase your business in the best light possible. 

Of course, writing an effective case study can seem daunting if you’ve never written one before. Check out this guide to learn how to create a case study that will attract prospective customers. 

Why Write Case Studies ?

When was the last time you bragged about your business’s achievements? Creating a case study gives potential customers a glimpse into your actual, measurable achievements. A case study spells out exactly why customers choose you, and it explains the types of results prospects can expect you to get for their brand. 

Sure, case studies require a little bit of research and some elbow grease, but they have so many benefits: 

• Build trust: Case studies present real-life examples of how a specific product or service actually benefited someone. Most share the client’s name and information to show that you aren’t just making up this information. 
• Prove your worth: Every prospective customer wants to know “What’s in it for me?” By sharing metrics, case studies provide concrete evidence of your success. Whether it’s an increase in sales, improved customer satisfaction, or higher engagement on social media, these figures illustrate your impact.
• Shorten the sales cycle: If you’re in the B2B space , you know how long it can take for clients to sign contracts. Providing case studies can persuade wishy-washy executives to sign on the dotted line. 
• Make a name for yourself: Use case studies to build authority in your niche. Many companies even repurpose their case studies for awards submissions or conference presentations. If you’ve gotten amazing results for a client, you should brag about it! Before long, you’ll have a solid industry reputation — and a line of clients out the door. 

How to Write a Great Case Study in 5 Steps

Case studies are typically pretty short, but a lot of work goes into writing them. Follow this step-by-step guide for how to create a case study that showcases your achievements. 

1. Identify the Right Clients 

You do great work for all your clients, but not every client is a fit for a case study. Ideally, you want to find a success story where your business had a tremendous impact on the client. 

Look for case study examples that highlight clear, measurable results. That means finding a client who’s willing to share potentially sensitive before-and-after data about their website metrics, sales figures, and employee engagement scores. 

The right clients for a case study will have stories that resonate with your target audience. That means not featuring clients that are odd one-offs. Potential clients should get a good idea of what you can do for them by checking out your case studies, so focus on your main offerings. 

2. Follow a Case Study Template

Case studies should be relatively short and easy to read. A clear problem-solution-results format tends to perform well. 

• Executive summary : Start with a summary that provides a brief overview of the case study. Try to emphasize problem-results data here so readers can quickly understand the key points if they’re just skimming. 
• Problem: The problem section details the client’s pain points before partnering with your business. Be sure to provide enough background information so readers know exactly what’s at stake.
• Solution: In the solution section, you share an in-depth accounting of how you addressed the client’s problem. This is your chance to shine! Showcase your unique value proposition (UVP) here so readers understand what’s so revolutionary about your action plan. (Your UVP is a brief sentence that tells your audience why you’re the best solution to their problems and how you’re different from anything else on the market.)
• Results: This is arguably the most important part of how to create a case study: In the results section, you share the measurable outcomes of the solution. Hit readers with a one-two punch of quantitative metrics and client testimonials to illustrate your impact. 

3. Back up Your Claims

To create a compelling case study, you need to back up your claims with plenty of hard data and direct quotes from the client. Data adds credibility to the case study and your brand, so this isn’t the place to skimp. 

Use metrics to quantify the impact of your solution. Sales increases, a percentage increase in efficiency, or even higher social media engagement rates are all concrete numbers to celebrate.

Not all clients will want to share this data, mind you, so you may need to get creative with your phrasing to preserve client confidentiality. Always run case study copy by your client beforehand to ensure it’s OK to share this data.

Qualitative data like testimonials can also back up your case studies. Testimonials add a personal touch and make your case study more authentic. Strategically sprinkle these quotes throughout the case study to validate your claims and create a richer, more detailed story that will resonate with readers. 

4. Add Data-Driven Visuals

It’s easy to focus on the copy when you’re learning how to create a case study, but imagery and formatting matter, too. The more scannable (and pretty) your case study is, the more likely readers will be to read it from start to finish. 

Add in the following visual elements to make your case studies more engaging: 

• Infographics : Infographics present complex data in a neat visual package. You can make an infographic summarizing the results of the entire case study or just focusing on key metrics. 
• Graphs: Charts and graphs are great for visualizing lots of customer data. They’re also a good fit for the results section, where you can easily demonstrate a client’s before-and-after data with a few well-placed graphs. 
• Text formatting: You just can’t beat headings, subheadings, and bullet points! They make your case study much more skimmable and highlight the most important information. 

5. Promote the Case Study

Creating a great study is only half the battle; now you need to share the case study with your target audience. Prospective customers can’t read your case study if they don’t know about it, so make a promotion plan every time you plan to publish a case study. 

You can promote your case study through channels like: 

• Social media: A quick social media post can work wonders for boosting business case study traffic. Share case studies on LinkedIn, X (Twitter), and Instagram. Work with a graphic designer to make eye-catching graphics highlighting your most impressive metrics. The call to action (CTA) should encourage followers to read the full case study.
• Email: Email subscribers want to know about the latest happenings with your business. While you shouldn’t send subscribers an email every day, a once-monthly update with a case study can definitely boost website traffic. There’s no need to share the full case study via email — just share a snippet, and link out to the case study for anyone who wants to continue reading.
• Your website: Make a dedicated landing page for each case study. Be sure to employ search engine optimization (SEO) to attract organic traffic from search engines like Google. Add relevant keywords, metadata, and internal links to boost visibility. 

No Time to Figure Out How to Create a Case Study ? We’ve Got You

Your team is busy working in the trenches and getting results for clients. But it’s good to look up every now and then and reflect on your progress. Case studies are success stories that not only celebrate your accomplishments, but also spread the story of your capabilities and your success to more potential customers. 

The downside? Writing a high-quality case study takes time — and that’s a luxury most businesses can’t afford. 

That’s where Growth Machine comes in. Our expert writers know how to create a case study that can position your brand as an industry leader, building up your credibility while detailing the value you offer to prospective customers.

So are you ready to turn your success stories into content that works hard for you? We can write your case studies for you . We’ll find a writer, capture your story, edit the work, and send you a ready-to-publish piece.

Check out our own case studies for a portfolio of our work.

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How to Write a Case Study: Step-by-Step Guide with Examples

• October 7, 2022

Content Manager at SocialBee

Why is learning how to write a case study so important?

Well, because it provides your customers with social proof and supporting evidence of how effective your products and services are. Moreover, it eliminates the doubt that usually makes clients give up on their next purchase.

That is why today we are going to talk about the step-by-step process of writing a case study . We prepared five business case study examples guaranteed to inspire you throughout the process.

Let’s get started!

What Is a Case Study?

A case study is a piece of content that focuses on a case from your business history. It describes the problems your client faced and the solutions you used to help them succeed.

The goal of a writing case study is to promote your business , so your aim should be to put together a compelling story with evidence that backs up all your claims.

Case studies use real-life examples to show your clients the quality and effectiveness of your products and services. It’s a marketing tool that provides credibility and it helps your potential clients gain confidence in your brand.

Case studies can be structured in different formats:

• A written document
• An infographic
• A blog post
• A landing page

Case Study Benefits

A great case study makes your potential customers want to benefit from the products and services that helped your client overcome their challenges. 

Here are the benefits of writing a case study:

• It is an affordable marketing practice
• It decreases the perceived risk of your potential clients
• It provides transparency
• It builds trust and credibility among prospective customers
• It makes your potential clients relate to the problem
• It provides your potential clients with a solution for their problems

How to Write a Case Study

Now that you know what a case study is, let’s get into the real reason why you are here — learning how to write an in-depth study.

Here is the step-by-step process of writing a case study:

• Identify the topic of your case study
• Start collaborating with a client
• Prepare questions for the interview
• Conduct the case study interview
• Structure your case study 
• Make it visual

Step 1: Identify the Topic of Your Case Study

A case study starts with a strategy. Choosing what you want to write about should be closely related to your business needs. More specifically, what service or product do you want to promote through your case study?

Because case studies focus on client challenges, business solutions, and results, you have to carefully pick the case that your potential clients will relate to the most. 

To communicate the benefits of your business, you should focus on a customer story that appeals to a specific segment of your audience . Consequently, you will target clients that relate to your customer example while providing a solution for their needs and pain points — your products and services.

Start by focusing all your research methods on identifying your customers’ main pain points. Then find examples of how your products or services have helped them overcome their challenges and achieve their goals .

Furthermore, to make sure you choose the best case study topic for your buyer persona , you should have a meeting with your sales/customer service team. Because they are in close contact with your customers, they will be able to tell you:

• The main challenges your clients face 
• The services/products that bring them the best results 

These are the main two pieces of information you want your case study to focus on.

Step 2: Start Collaborating with a Client

With a clear topic in mind, you have to find the best fit for your case study. 

However, that is not all. First, you must obtain the client’s permission. After all, your business story is theirs too.

So, craft an email to provide your client with an overview of the case study. This will help them make a decision. 

Your message should include:

• The case study format (video, written, etc.) and where it will be published (blog, landing page , etc.)
• The topic of the document
• The timeline of the process
• The information that will be included
• The benefits they get as a result of this collaboration (brand exposure, backlinks)

Additionally, you can offer to schedule a call or a meeting to answer all their questions and curiosities and provide a means for clear and open communication.

Once you receive a positive response from your client, you can continue with the next step of the process: the actual interview.

PRO TIP: A great way to ensure a smooth and safe collaboration between you and your client is to sign a legal release form before writing the case study. This will allow you to use their information and protect you from issues that may occur in the future. Moreover, if the client is not comfortable with revealing their identity, you can always offer them anonymity.

Step 3: Prepare Questions for the Interview

Now that you have the subject for your case study, it’s time to write and organize your interview in several sets of questions.

Don’t forget that the whole structure of your case study is based on the information you get from your customer interview.

So pay attention to the way you phrase the questions. After all, your goal is to gather all the data you need to avoid creating a back-and-forth process that will consume your client’s time and energy.

To help you create the best questionnaire, we created a set of case study questions and organized them into different categories. 

Here are the five main sections your case study interview should contain:

• The client’s background information
• The problem
• The start of the collaboration
• The solution
• The results

A. The Client’s Background Information

This part of the case study interview must give a comprehensive look into your customer’s business and allow your readers to get to know them better.

Here are some question ideas:

B. The Problem

Now it’s time to get into the reason your client came to you for assistance, the initial challenge that triggered your collaboration.

In this part of the interview process, you want to find out what made them ask for help and what was their situation before working with you.

You can ask your client the following case study questions:

C. The Start of the Collaboration

This part of the case study interview will focus on the process that made your collaboration possible. More specifically, how did your client research possible collaboration opportunities, and why they chose your business? 

This information will not only be informative for your future customers but will also give you a behind-the-scenes look into their decision-making process.

D. The Solution

It’s time to get into one of the most significant parts of the case study interview — the solution. Here you should discuss how your services have helped their business recover from the problems mentioned before.

Make sure you ask the right questions so you can really paint the picture of a satisfied customer.

Have a look at these question examples:

E. The Results

The best proof you can give to your customers is through your results. And this is the perfect opportunity to let your actions speak for themselves.

Unlike the other marketing strategies you use to promote your business, the content is provided by your customer, not by your team. As a result, you end up with a project that is on another level of reliability.

Here is how you can ask your client about their results:

Step 4: Conduct the Case Study Interview

Now that you have a great set of case study questions, it’s time to put them to good use.

Decide on the type of interview you want to conduct: face-to-face, video call , or phone call. Then, consult with your client and set up a date and a time when you are both available. 

It should be noted that during the interview it’s best to use a recording device for accuracy. Maybe you don’t have time to write down all the information, and you forget important details. Or maybe you want to be focused more on the conversational aspect of the interview, and you don’t want to write anything down while it’s happening.

Step 5: Structure Your Case Study 

The hard part is over. Now it’s time to organize all the information you gathered in an appealing format. Let’s have a look at what your case study should contain.

Here are the components of a case study:

• Engaging title
• Executive summary
• Client description 
• Introduction to the problem
• The problem-solving process
• Progress and results

A. Engaging Title

Putting that much work into a project, it would be a shame not to do your best to attract more readers. So, take into consideration that you only have a few seconds to catch your audience’s attention. 

You can also use a headline analyzer to evaluate the performance of your title.

The best case study titles contain:

• Relevant keywords
• Customer pain points
• Clear result

Case study example :

B. Executive Summary

Your executive summary should include a thesis statement that sums up the main points of your case study. Therefore, it must be clear and concise. Moreover, to make your audience curious, you can add a statistic or a relevant piece of data that they might be interested in.

Here is what you should include in your executive summary:

• The business you are writing about (only if the clients wants to make themselves known)
• Relevant statistics

C. Client Description 

Here is where you start to include the information you gained from your interview. Provide your readers with a clear picture of your client and create a context for your case study.

Take your client’s answers from the “Client Background” section of the interview and present them in a more appealing format.

D. Introduction to the Problem

In this section, use your client’s interview answers to write about the problem they were experiencing before working with you.

Remember to be specific because you want your audience to fully understand the situation and relate to it. At the end of the day, the goal of the case study is to show your potential customers why they should buy your services/products.

E. The Problem-Solving Process

Next, explain how your service/product helped your client overcome their problems. Moreover, let your readers know how and why your service/product worked in their case.

In this part of the case study, you should summarize: 

• The strategy used to solve the problem of your customer 
• The process of implementing the solution 

F. Progress and Results

Tell your readers about what you and your client have achieved during your collaboration. Here you can include:

• Graphics about your progress
• Business objectives they have achieved
• Relevant metrics 

Step 6: Make It Visual

To elevate the information you have written for your audience, you must make sure it’s appealing and easy to read. And a great way to achieve that is to use visuals that add value to your case study.

Here are some design elements that will make emphasize your text:

• Graphic symbols that guide the eye (arrows, bullet points, checkmarks, etc.)
• Charts, graphics, tables 
• Relevant screenshots from business reports
• The colors and fonts of your brand
• Your client’s logo

Platforms like Canva can really come in handy while designing your case study. It’s easy to use and it has multiple free slide templates and graphics that save you time and money.

PRO TIP: Share Your Case Study Across All Marketing Channels

A case study is a perfect example of evergreen content that can be reshared endlessly on your social media channels .

Aside from helping you maintain a consistent posting schedule with ease, case study-related posts will increase your credibility and push leads toward the bottom of your marketing funnel . Other examples of social proof evergreen content are reviews, testimonials, and positive social media mentions.

To keep track of all your evergreen posts and have them scheduled on a continuous loop, use a social media tool like SocialBee.

Create evergreen content categories where all your posts get reposted regularly on your social media channels. 

Start your 14-day trial today and start using SocialBee for free!

Aside from promoting your case study on social media, you can also feature it in your newsletter that you can create using email newsletter software , include it as a pop-up on your website, and even create a separate landing page dedicated to your customer study.

Share Your Case Study on Social Media with SocialBee!

Get to writing your own case study.

What do you think? Is writing a case study easier than you thought? We sure hope so.

Learning how to write a case study is a simple process once you understand the logical steps that go into it. So make sure you go over the guide a couple of times before you start documenting your customer success stories.

And remember that the goal of your case study is to attract more leads . Therefore you need to include tangible results and valuable details that will compel your audience to invest in your products and services.

Article written by

Content writer at SocialBee

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How to Write a Case Study (That Actually Closes Deals)

February 27, 2023 by Ryan Law in

Blindfold a dozen marketers. Ask them to describe the guiding principles of a case study. You’ll hear the same answers again and again.

Make the customer the hero of the story. Follow a recognizable format — something like problem, solution, results . Back up your claims with evidence, be it a quote, data point, or anecdote.

So why are persuasive, wallet-opening case studies so darned rare?

Case studies are one of the most widely templated types of content in existence. But following a template usually comes at the expense of thinking from first principles.

Most marketers create things that look like case studies instead of things that help close deals . They follow the “best practices” even when they’ve stopped being useful:

• It’s good to focus on the customer’s story…but it’s bad to make yourself completely absent from the narrative.
• It’s good to use a recognizable structure and signal to the reader that “this is a case study,”...but it’s bad to reduce every story to the same generic writing-by-numbers format.
• It’s good to offer supporting evidence…but it’s bad to rely on contextless percentage increases as your sole means of persuasion.

Here are five advanced ways to improve the persuasiveness of your next customer case study:

1. Separate the Generalizable From the Situational

Most case studies fail because the story they tell feels situational — it applies to one company, at one moment in time, and can’t offer anything useful for a different company.

After all, a case study is typically a sample size of one — and a sample size of one should always be treated with skepticism.

It’s the author’s job to persuade the reader that the one-off experience explored in a case study contains useful lessons that can be implemented at another company. They need to extrapolate a generalizable framework from a single story and prove to the reader that they understand, in intimate detail, the unique challenges faced by the reader’s specific type of business.

In practice, that means explicitly addressing questions like:

• What is the business model that underlies this single company? (e.g., vertical SaaS )
• What are the unique challenges created by that business model? (e.g., a relatively small pool of relevant keywords)
• What steps did you take to overcome those challenges? (e.g., dedicating greater-than-ordinary resources to content refreshing )

In other words, showing your success isn’t enough — you also need to show your workings and explicitly prove to the reader that your success wasn’t a fluke.

2. Treat Yourself With Respect

The customer is the hero in your case study, and you are the sidekick — but sidekicks still matter.

Businesses are only made possible by the customers that support them, and it’s a common (and valid) truism that case studies should make your customer look good. This is, after all, their story more than it is yours.

But many companies take this guiding principle too far and erase their ideas and actions from the narrative. You might not be the hero, but you should still have a visible role in the story.

You are experts, and your experience and decision-making were integral to whatever positive outcome the customer achieved. Your job is to position yourself as the enabler of another company’s success and not as just a bystander.

This may feel like a fine line to tread — treating yourself with respect while avoiding immodesty — but there are plenty of ways to make yourself an active participant in your case study:

• Surface your thought process. Bring the reader on a journey through the questions you asked, the decisions you made, the lightbulb moments, and the mistakes that served your successful outcome.
• Embrace humility. Share the mistakes and dead-ends. What surprised you about the situation? What did you get wrong?
• Position yourself as a peer, not a subordinate. Highlight moments of pushback and conflict where your expertise was rightfully at odds with the customer, and prove that you weren’t simply an order-taker.

In that vein, whilst it’s great — essential, even — to include the customer’s voice, perspectives, and ideas in your case study, it’s a mistake to base your case study solely on their narrative. Things don’t always happen for the reason customers think, and your case study needs to serve a particular outcome (convincing someone to buy your product).

Don’t shy away from challenging the customer’s narrative — just don’t surprise them with a left-field framing on publication day.

3. Support Your Narrative With Data (Not Vice Versa)

Case studies are rife with a phenomenon we call “ data deference ”: relying on contextless statistics and percentage increases as your sole means of persuasion. When every case study touts a “100x” increase, readers become so inured to inflated statistics that most simply gloss over big percentage increases.

There are a few ways around this problem. When you want to feature data, don’t shy away from smaller, more “realistic” statistics — they’re often more persuasive. As any decent marketer knows, a 5% compound monthly growth rate is a big deal.

And whilst cold, hard performance data is great, so are stories of challenges faced and problems solved, anxieties confronted and lessons learned. Not every worthwhile success story will have amazing data to accompany it — so don’t limit yourself to just “data-driven” case studies.

Paraphrasing advice I got from Walter , Animalz’s chairman: “We won for a customer. I think that’s pretty amazing.”

4. Editorialize the Narrative (And Ditch the Boring Stuff)

A case study shouldn’t be a blow-by-blow account of every action that went into a successful relationship.

Many case studies suffer from a lack of editorial judgment — the willingness and ability to sift through everything that happened to find the handful of actions that had the greatest impact and, crucially, help tell a coherent and useful story. Whilst technically, yes , your customer did import all of their data from a rival platform, there’s no need to cover the minutiae of the import unless it matters to the outcome you achieved.

There’s a tendency to assume that case studies have a captive audience — they’re a necessary part of many buying processes, so prospects have to read them. Even if that is true — wouldn’t it be better if your case study, amongst all others, was actually interesting ?

This “editorializing” doesn’t need to be complicated:

• Focus on the two to three ideas, actions, or stories that you find most interesting or counterintuitive.
• Reference important-but-not-interesting ideas in a sentence or two.
• Assume the reader is smart enough to fill in some obvious gaps, and don’t feel the need to tirelessly explicate every idea and concept.

5. Be Wary of Post Hoc Narratives

The final bar to clear is a big one: most case studies are really post hoc rationalizations that don’t reflect the actual decisions or actions that led to success.

There’s a quote from The Lords of Strategy that I love. In response to the prevalence of business cases — a common business school format for understanding how successful companies became successful — the author writes:

“Is that what the company thought it was doing? Did it know that it was performing this alleged act of strategy?”

Case studies generally have the same problem. They sit at the intersection between analytical tools (for understanding why something happened) and marketing tools (for helping to sell your product or service). We should be happy to accept some over-simplifications for the purpose of clarity and persuasion, but not at the expense of offering useful, practical advice for companies in similar situations.

If you extract yourself, and your company, from a case study, it should still offer something innately valuable to the reader: a lesson learned, a framework to apply, a process to use. Connect the events back to some larger, generalizable “thing” that the reader can use to their advantage. The payoff needs to be more than “wow, this company is smart!”

Here’s a good acid test: when the customer reads the case study, it should feel like a heroic-but-recognizable representation of what they did and how they thought. It should be them, on their best day — and not a completely alien story.

Ryan is the Content Director at Ahrefs and former CMO of Animalz.

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How to Answer ‘Tell Me About Yourself’ in a Job Interview

U.S. News & World Report

August 8, 2024, 8:00 PM

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Picture this: You’re sitting across from a hiring manager, excited for the opportunity to land a job at your dream company. Then comes the open-ended prompt that will set the tone for the entire interview: “Tell me about yourself.” Suddenly, your heart starts racing and your mind goes blank. This is a common response for many people who face this question unprepared.

While talking about yourself can feel overwhelming, it allows you to highlight the strengths and achievements that make you a great fit for the job. Here are our best tips for formatting and crafting the perfect response.

[ Common Job Interview Questions and How to Answer Them ]

Why Do Interviewers Ask You to Introduce Yourself?

Although your resume provides a snapshot of your professional accomplishments and qualifications, it can only tell so much. To get a complete picture, interviewers may ask you to introduce yourself.

Here’s what Lucia Kanter, a negotiation coach who has worked closely with human resources professionals on hiring, says interviewers typically pay attention to when they listen to your self-introduction:

— Your presentation skills. Is your response informative? Do you ramble without reaching a point?

— How well you tell a story. Is your response organized? Is it concise?

— What you focus on. In response to a wide-open question, what do you choose to highlight?

— Your personality. Will you be a good fit for the job and the workplace culture?

Key Components to Include in Your Answer

— Your background. Start with a brief bio highlighting your academic background and unique skills or certifications that make you stand out.

— Your professional history. Talk about previous experiences relevant to the job and company. Don’t forget to include examples of what you’ve accomplished in your past roles.

— Your “why.” Why did you apply to this job and why are you the best candidate?

— Your goals and ambitions. Talk about your aspirations based on what you’ve discussed so far. For example, what do you hope to achieve in this particular role?

[ Read: How to Answer ‘Why Do You Want to Work Here?’ ]

“Tell Me About Yourself” Sample Answers

Here are 10 sample answers to help you structure the perfect self-introduction based on where you are in your career.

Sample Answer for Fresh Grads

“I just graduated from the University of Southern California with a bachelor’s degree in computer science. During my time there, I interned at top tech companies like Amazon, where I developed my programming skills in various languages. One of the accomplishments I’m most proud of during my 10-week internship at Amazon was when I optimized the performance of a web application using Google Cloud Run, which boosted the number of concurrent users by 30%. This internship experience confirmed my love for computer science, so I knew I had to apply when I saw the junior web developer role here. And though coding is what I love most, I also enjoy solo traveling and experimenting with new recipes during my free time.”

Sample Answer for Experienced Professionals

“I’m a logistics operations manager with over 20 years of experience in the manufacturing industry. During my career, I’ve successfully led complex supply chain operations, managed large cross-functional teams and implemented process improvements that resulted in optimized supply chain efficiencies. For example, I helped one of my past employers achieve a 98% accuracy rate in order fulfillment by implementing a quality control system that reduced packing and shipping errors.

And while I really enjoyed my work, I’d love the opportunity to expand my experience across different industries, particularly the food and beverage industry, which is why I’m so excited about this opportunity.”

Sample Answer for Those Making a Career Switch

“I spent the last five years working as a software developer at Google. However, as I progressed in my career, I realized I wanted to play a more strategic role in the company. Instead of just writing code, I wanted to dive deeper into the product development side, from identifying customer needs to strategizing marketing efforts. This realization sparked my decision to make a career pivot and ultimately apply for this role. Looking back, it makes sense that I’ve gravitated in this direction, as I’ve always been fascinated by the idea of taking a product through its entire life cycle.

Outside of work, one of my favorite hobbies is completing puzzles. Recently, I tackled a 1000-piece van Gogh painting puzzle. And it’s funny how much the experience reminds me of product management work since taking a product from ideation to launch requires a similar level of commitment, problem-solving skills and dedication.”

Sample Answer for Those Interviewing for a Similar Position

“I’ve been working as a senior account manager at Xcel for the past four years, where I’ve mainly been responsible for handling client onboarding, strategic planning and regular check-ins to ensure their needs were met. During my time at the company, I was able to achieve a 20% increase in client retention by going above and beyond and making sure my clients feel valued and understood. I’m interested in this position at your company because it aligns perfectly with my skills and interests, and I’m excited to bring my experience and passion for client success to your team.”

Sample Answer for Managerial or Leadership Roles

“I’ve spent over five years as a team lead in the product development department at a small software company, managing a team of 10 engineers. I focused on overseeing project development, setting team goals and ensuring timely delivery of high-quality products. An achievement that I’m most proud of was when I led a project that improved our development cycle by 30% through process optimization and automation. And that’s what initially attracted me to this product development lead role at your company, as I’m passionate about implementing efficient processes and driving team performance.”

Sample Answer to Highlight Experience With Remote Team Management

“In my previous role as a remote project manager, I led a team of 15 across three different time zones. To keep everyone on the same page, I used tools like Slack and Asana, and made sure we stayed connected with regular check-ins and virtual team-building activities. Even though we were working from different places, we consistently hit our project milestones and stayed engaged and motivated. I’m hoping to bring these remote management skills to your team and help everyone collaborate effectively, no matter where they’re working from.”

Sample Answer to Highlight Experience With Leadership in Diversity and Inclusion

“In my role as diversity and inclusion Manager at Jin Co., I developed several initiatives to better support underrepresented groups in our workplace, including launching an unconscious bias training and revamping our hiring practices to ensure a more diverse candidate pool. These changes led to a 25% increase in workplace diversity and helped create a more engaged and satisfied team. As you can tell, I’m quite passionate about building inclusive environments, and I’d love to bring this experience to your team and help enhance your diversity and inclusion efforts.”

Sample Answer to Highlight Experience Driving Results in High-Stakes Projects

“As a lead project coordinator at my previous company, I managed the launch of our new EcoTech product line, which included a range of sustainable tech gadgets that catered to environmentally conscious consumers. My role involved coordinating with the design, engineering and marketing teams to ensure that all aspects of the product launch were meticulously executed.

We had a tight deadline to meet, and I managed to navigate challenges such as supply chain disruptions and last-minute design changes. We successfully launched the product line on time and exceeded our initial sales projections by 15%. So, I’m proud to say that I work well in high-pressure environments and excel at keeping teams motivated. I’m looking forward to applying these skills to your organization and contributing to impactful project outcomes.”

Sample Answer for Transitioning From an Agency to an In-House Role

“I’ve been working as a senior account executive at Orange Creative Agency for the past three years, where I managed client projects and developed creative strategies across various industries, including retail, technology and health care. For example, I led a campaign for a major retail client that involved coordinating a multichannel strategy, including social media ads, influencer partnerships and in-store promotions. This campaign boosted their brand awareness by 45% and increased sales by 20% during the promotion period.

Transitioning to an in-house role excites me because it allows me to focus deeply on a single brand and drive long-term strategies. I’m looking forward to applying my project management skills and strategic insights to contribute to your company’s goals and create impactful results.”

Sample Answer for Those Pivoting to a Similar Role in a New Industry

“My background is in marketing, where I’ve worked as a marketing strategist at Pilates Peach for the past five years. During my time there, I’ve developed and executed targeted marketing campaigns that increased our Pilates studio’s membership by 40% over two years. I also spearheaded our social media strategy, which included running successful ad campaigns on Instagram and Facebook that drove a 30% boost in class bookings.

Now I’m pivoting to the tech industry, which I’m excited about because I’m also passionate about technology and innovation. The core skills I’ve developed, such as strategic planning and team collaboration, are highly transferable, and I’m confident that my marketing expertise will help contribute to your company’s growth.”

[ READ: 7 Things Interviewers Notice First ]

8 Tips to Help You Answer the “Tell Me About Yourself” Question

Nailing your response to “Tell me about yourself” can make all the difference in whether or not you land the job. Here’s how to provide a flawless answer that leaves a lasting impression on your interviewer.

Learn from others. Andrew Fennell, former recruiter and current director at StandOut CV, a resume advice service, says watching YouTube videos of mock interviews can give you a good idea of what works and what doesn’t. For example, if you’re interviewing for a marketing role, Fennel says searching for keywords like “marketing mock interview tell me about yourself” should give you an idea of how others have tackled this question.

Follow the 80/20 rule. To exude professionalism in your answer, Fennel recommends “keeping the conversation work-related 80% of the time and only mentioning anything personal 20% of the time.” While most interviewers will appreciate you sharing your personality , don’t overdo it.

Practice, practice, practice. While “Tell me about yourself” may seem like a straightforward question, practicing your answer will help you feel more confident and stay on message. But make sure not to memorize or recite your answer word for word since giving a canned response will sound inauthentic. A good trick is to memorize a few of your key points and fill in the gaps naturally.

Ask clarifying questions. It’s normal to feel caught off guard when asked an open-ended question like “Tell me about yourself,” especially if you’re nervous. Instead of stumbling through a vague and uncertain response, Kanter says you could take control of the conversation by asking clarifying questions like, “That’s a big but great open question. Can you narrow it down for me? What aspects of my background, life, personality or experience would you like to hear about as it relates to our prospect of working together?” Doing so buys you time to gather your thoughts and prepare a more thoughtful response.

Use the “past, present, future” formula. A great way to structure your answer is to focus on your professional life and use the present-past-future formula. You’ll start by describing what you’ve done in the past. Then, you’ll explain what you’ve done recently and what you’re looking forward to doing in the future. By using this structure, you can provide a comprehensive overview of your career trajectory while still being organized and engaging.

Know your audience. If you’re going through multiple rounds of interviews, you might be asked to introduce yourself at every stage of the process. However, that does not mean you should give the exact same answers. For example, if you’re doing an initial phone interview with a recruiter who does not have extensive knowledge about the hard skills of the team you’ll be joining, you may want to avoid getting too technical. But if you’re talking to your future manager, who will likely have a deeper understanding of the technical aspects of the position, then it’s appropriate to use industry-specific jargon and discuss more detailed accomplishments relevant to the role.

Keep your answer positive. Interviews are your opportunity to make a strong first impression professionally, so it’s important to avoid speaking negatively about previous employers or criticizing other interview experiences. Instead, maintain a positive and upbeat tone and focus on what you’ve enjoyed and learned from your previous roles.

Use the STAR method. The STAR method stands for situation, task, action and result. This method provides a structured way to explain how you’ve tackled challenges by discussing the specific situation, task, action and result of the experience you are describing.

For example, let’s say you were overseeing a team project that was falling behind schedule. You would describe the project’s initial timeline and setbacks (situation), your role in getting it back on track (task), the strategies you employed to reorganize tasks (action) and how these efforts led to completing the project on time (result).

[ READ: How to Answer ‘What Are You Most Proud Of?’ in an Interview ]

Do’s and Don’ts for Answering “Tell Me About Yourself”

A well-crafted response to “Tell me about yourself” can impress the interviewer by showcasing your skills and personality, whereas an unprepared one may be a strike against you. Here are some do’s and don’ts to keep in mind if you’re asked this question in an interview.

— Be concise . Keep your response under two minutes at most.

— Emphasize your strengths and achievements. At the same time, be honest about the areas where you may need more experience or expertise.

— Mention quantified and measurable achievements. Provide specific examples from your professional experience to illustrate your points.

— Speak confidently and maintain eye contact. Speaking confidently and assertively will demonstrate your communication skills.

— End on a positive note. Show your enthusiasm about contributing to the company’s success.

Don’t:

— Provide a generic answer. Tailor your response to the job and company.

— Share irrelevant personal information. Be choosy about what information you share and stay focused on the role you’re interviewing for.

— Rush. Take a moment to breathe and gather your thoughts before responding.

— Recite your resume. Instead, highlight the parts of your experience that relate to the role you’re interviewing for.

— Be too informal. Avoid controversial topics or any of-the-cuff comments that could harm your chances of getting hired.

More from U.S. News

3 Ways to Use AI to Find Your Next Job

Job Skills to List on Your Resume (And What to Exclude)

How to Describe Weaknesses in a Job Interview

How to Answer ‘Tell Me About Yourself’ in a Job Interview originally appeared on usnews.com

Update 08/09/24: This story was published at an earlier date and has been updated with new information.

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