What Is a Case Study?
When you’re performing research as part of your job or for a school assignment, you’ll probably come across case studies that help you to learn more about the topic at hand. But what is a case study and why are they helpful? Read on to learn all about case studies.
At face value, a case study is a deep dive into a topic. Case studies can be found in many fields, particularly across the social sciences and medicine. When you conduct a case study, you create a body of research based on an inquiry and related data from analysis of a group, individual or controlled research environment.
As a researcher, you can benefit from the analysis of case studies similar to inquiries you’re currently studying. Researchers often rely on case studies to answer questions that basic information and standard diagnostics cannot address.
Study a Pattern
One of the main objectives of a case study is to find a pattern that answers whatever the initial inquiry seeks to find. This might be a question about why college students are prone to certain eating habits or what mental health problems afflict house fire survivors. The researcher then collects data, either through observation or data research, and starts connecting the dots to find underlying behaviors or impacts of the sample group’s behavior.
During the study period, the researcher gathers evidence to back the observed patterns and future claims that’ll be derived from the data. Since case studies are usually presented in the professional environment, it’s not enough to simply have a theory and observational notes to back up a claim. Instead, the researcher must provide evidence to support the body of study and the resulting conclusions.
As the study progresses, the researcher develops a solid case to present to peers or a governing body. Case study presentation is important because it legitimizes the body of research and opens the findings to a broader analysis that may end up drawing a conclusion that’s more true to the data than what one or two researchers might establish. The presentation might be formal or casual, depending on the case study itself.
Once the body of research is established, it’s time to draw conclusions from the case study. As with all social sciences studies, conclusions from one researcher shouldn’t necessarily be taken as gospel, but they’re helpful for advancing the body of knowledge in a given field. For that purpose, they’re an invaluable way of gathering new material and presenting ideas that others in the field can learn from and expand upon.
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All You Wanted to Know About How to Write a Case Study
What do you study in your college? If you are a psychology, sociology, or anthropology student, we bet you might be familiar with what a case study is. This research method is used to study a certain person, group, or situation. In this guide from our dissertation writing service , you will learn how to write a case study professionally, from researching to citing sources properly. Also, we will explore different types of case studies and show you examples — so that you won’t have any other questions left.
What Is a Case Study?
A case study is a subcategory of research design which investigates problems and offers solutions. Case studies can range from academic research studies to corporate promotional tools trying to sell an idea—their scope is quite vast.
What Is the Difference Between a Research Paper and a Case Study?
While research papers turn the reader’s attention to a certain problem, case studies go even further. Case study guidelines require students to pay attention to details, examining issues closely and in-depth using different research methods. For example, case studies may be used to examine court cases if you study Law, or a patient's health history if you study Medicine. Case studies are also used in Marketing, which are thorough, empirically supported analysis of a good or service's performance. Well-designed case studies can be valuable for prospective customers as they can identify and solve the potential customers pain point.
Case studies involve a lot of storytelling – they usually examine particular cases for a person or a group of people. This method of research is very helpful, as it is very practical and can give a lot of hands-on information. Most commonly, the length of the case study is about 500-900 words, which is much less than the length of an average research paper.
The structure of a case study is very similar to storytelling. It has a protagonist or main character, which in your case is actually a problem you are trying to solve. You can use the system of 3 Acts to make it a compelling story. It should have an introduction, rising action, a climax where transformation occurs, falling action, and a solution.
Here is a rough formula for you to use in your case study:
Problem (Act I): > Solution (Act II) > Result (Act III) > Conclusion.
Types of Case Studies
The purpose of a case study is to provide detailed reports on an event, an institution, a place, future customers, or pretty much anything. There are a few common types of case study, but the type depends on the topic. The following are the most common domains where case studies are needed:
- Historical case studies are great to learn from. Historical events have a multitude of source info offering different perspectives. There are always modern parallels where these perspectives can be applied, compared, and thoroughly analyzed.
- Problem-oriented case studies are usually used for solving problems. These are often assigned as theoretical situations where you need to immerse yourself in the situation to examine it. Imagine you’re working for a startup and you’ve just noticed a significant flaw in your product’s design. Before taking it to the senior manager, you want to do a comprehensive study on the issue and provide solutions. On a greater scale, problem-oriented case studies are a vital part of relevant socio-economic discussions.
- Cumulative case studies collect information and offer comparisons. In business, case studies are often used to tell people about the value of a product.
- Critical case studies explore the causes and effects of a certain case.
- Illustrative case studies describe certain events, investigating outcomes and lessons learned.
Case Study Format
The case study format is typically made up of eight parts:
- Executive Summary. Explain what you will examine in the case study. Write an overview of the field you’re researching. Make a thesis statement and sum up the results of your observation in a maximum of 2 sentences.
- Background. Provide background information and the most relevant facts. Isolate the issues.
- Case Evaluation. Isolate the sections of the study you want to focus on. In it, explain why something is working or is not working.
- Proposed Solutions. Offer realistic ways to solve what isn’t working or how to improve its current condition. Explain why these solutions work by offering testable evidence.
- Conclusion. Summarize the main points from the case evaluations and proposed solutions. 6. Recommendations. Talk about the strategy that you should choose. Explain why this choice is the most appropriate.
- Implementation. Explain how to put the specific strategies into action.
- References. Provide all the citations.
How to Write a Case Study
Let's discover how to write a case study.
Setting Up the Research
When writing a case study, remember that research should always come first. Reading many different sources and analyzing other points of view will help you come up with more creative solutions. You can also conduct an actual interview to thoroughly investigate the customer story that you'll need for your case study. Including all of the necessary research, writing a case study may take some time. The research process involves doing the following:
- Define your objective. Explain the reason why you’re presenting your subject. Figure out where you will feature your case study; whether it is written, on video, shown as an infographic, streamed as a podcast, etc.
- Determine who will be the right candidate for your case study. Get permission, quotes, and other features that will make your case study effective. Get in touch with your candidate to see if they approve of being part of your work. Study that candidate’s situation and note down what caused it.
- Identify which various consequences could result from the situation. Follow these guidelines on how to start a case study: surf the net to find some general information you might find useful.
- Make a list of credible sources and examine them. Seek out important facts and highlight problems. Always write down your ideas and make sure to brainstorm.
- Focus on several key issues – why they exist, and how they impact your research subject. Think of several unique solutions. Draw from class discussions, readings, and personal experience. When writing a case study, focus on the best solution and explore it in depth. After having all your research in place, writing a case study will be easy. You may first want to check the rubric and criteria of your assignment for the correct case study structure.
Read Also: 'CREDIBLE SOURCES: WHAT ARE THEY?'
Although your instructor might be looking at slightly different criteria, every case study rubric essentially has the same standards. Your professor will want you to exhibit 8 different outcomes:
- Correctly identify the concepts, theories, and practices in the discipline.
- Identify the relevant theories and principles associated with the particular study.
- Evaluate legal and ethical principles and apply them to your decision-making.
- Recognize the global importance and contribution of your case.
- Construct a coherent summary and explanation of the study.
- Demonstrate analytical and critical-thinking skills.
- Explain the interrelationships between the environment and nature.
- Integrate theory and practice of the discipline within the analysis.
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Case Study Outline
Let's look at the structure of an outline based on the issue of the alcoholic addiction of 30 people.
- Statement of the issue: Alcoholism is a disease rather than a weakness of character.
- Presentation of the problem: Alcoholism is affecting more than 14 million people in the USA, which makes it the third most common mental illness there.
- Explanation of the terms: In the past, alcoholism was commonly referred to as alcohol dependence or alcohol addiction. Alcoholism is now the more severe stage of this addiction in the disorder spectrum.
- Hypotheses: Drinking in excess can lead to the use of other drugs.
- Importance of your story: How the information you present can help people with their addictions.
- Background of the story: Include an explanation of why you chose this topic.
- Presentation of analysis and data: Describe the criteria for choosing 30 candidates, the structure of the interview, and the outcomes.
- Strong argument 1: ex. X% of candidates dealing with anxiety and depression...
- Strong argument 2: ex. X amount of people started drinking by their mid-teens.
- Strong argument 3: ex. X% of respondents’ parents had issues with alcohol.
- Concluding statement: I have researched if alcoholism is a disease and found out that…
- Recommendations: Ways and actions for preventing alcohol use.
Writing a Case Study Draft
After you’ve done your case study research and written the outline, it’s time to focus on the draft. In a draft, you have to develop and write your case study by using: the data which you collected throughout the research, interviews, and the analysis processes that were undertaken. Follow these rules for the draft:
- Your draft should contain at least 4 sections: an introduction; a body where you should include background information, an explanation of why you decided to do this case study, and a presentation of your main findings; a conclusion where you present data; and references.
- In the introduction, you should set the pace very clearly. You can even raise a question or quote someone you interviewed in the research phase. It must provide adequate background information on the topic. The background may include analyses of previous studies on your topic. Include the aim of your case here as well. Think of it as a thesis statement. The aim must describe the purpose of your work—presenting the issues that you want to tackle. Include background information, such as photos or videos you used when doing the research.
- Describe your unique research process, whether it was through interviews, observations, academic journals, etc. The next point includes providing the results of your research. Tell the audience what you found out. Why is this important, and what could be learned from it? Discuss the real implications of the problem and its significance in the world.
- Include quotes and data (such as findings, percentages, and awards). This will add a personal touch and better credibility to the case you present. Explain what results you find during your interviews in regards to the problem and how it developed. Also, write about solutions which have already been proposed by other people who have already written about this case.
- At the end of your case study, you should offer possible solutions, but don’t worry about solving them yourself.
Use Data to Illustrate Key Points in Your Case Study
Even though your case study is a story, it should be based on evidence. Use as much data as possible to illustrate your point. Without the right data, your case study may appear weak and the readers may not be able to relate to your issue as much as they should. Let's see the examples from essay writing service :
With data: Alcoholism is affecting more than 14 million people in the USA, which makes it the third most common mental illness there. Without data: A lot of people suffer from alcoholism in the United States.
Try to include as many credible sources as possible. You may have terms or sources that could be hard for other cultures to understand. If this is the case, you should include them in the appendix or Notes for the Instructor or Professor.
Finalizing the Draft: Checklist
After you finish drafting your case study, polish it up by answering these ‘ask yourself’ questions and think about how to end your case study:
- Check that you follow the correct case study format, also in regards to text formatting.
- Check that your work is consistent with its referencing and citation style.
- Micro-editing — check for grammar and spelling issues.
- Macro-editing — does ‘the big picture’ come across to the reader? Is there enough raw data, such as real-life examples or personal experiences? Have you made your data collection process completely transparent? Does your analysis provide a clear conclusion, allowing for further research and practice?
Problems to avoid:
- Overgeneralization – Do not go into further research that deviates from the main problem.
- Failure to Document Limitations – Just as you have to clearly state the limitations of a general research study, you must describe the specific limitations inherent in the subject of analysis.
- Failure to Extrapolate All Possible Implications – Just as you don't want to over-generalize from your case study findings, you also have to be thorough in the consideration of all possible outcomes or recommendations derived from your findings.
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How to Create a Title Page and Cite a Case Study
Let's see how to create an awesome title page.
Your title page depends on the prescribed citation format. The title page should include:
- A title that attracts some attention and describes your study
- The title should have the words “case study” in it
- The title should range between 5-9 words in length
- Your name and contact information
- Your finished paper should be only 500 to 1,500 words in length. With this type of assignment, write effectively and avoid fluff.
Here is a template for the APA and MLA format title page:
There are some cases when you need to cite someone else's study in your own one – therefore, you need to master how to cite a case study. A case study is like a research paper when it comes to citations. You can cite it like you cite a book, depending on what style you need.
Citation Example in MLA Hill, Linda, Tarun Khanna, and Emily A. Stecker. HCL Technologies. Boston: Harvard Business Publishing, 2008. Print.
Citation Example in APA Hill, L., Khanna, T., & Stecker, E. A. (2008). HCL Technologies. Boston: Harvard Business Publishing.
Citation Example in Chicago Hill, Linda, Tarun Khanna, and Emily A. Stecker. HCL Technologies.
Case Study Examples
To give you an idea of a professional case study example, we gathered and linked some below.
Eastman Kodak Case Study
Case Study Example: Audi Trains Mexican Autoworkers in Germany
To conclude, a case study is one of the best methods of getting an overview of what happened to a person, a group, or a situation in practice. It allows you to have an in-depth glance at the real-life problems that businesses, healthcare industry, criminal justice, etc. may face. This insight helps us look at such situations in a different light. This is because we see scenarios that we otherwise would not, without necessarily being there. If you need custom essays , try our research paper writing services .
Get Help Form Qualified Writers
Crafting a case study is not easy. You might want to write one of high quality, but you don’t have the time or expertise. If you’re having trouble with your case study, help with essay request - we'll help. EssayPro writers have read and written countless case studies and are experts in endless disciplines. Request essay writing, editing, or proofreading assistance from our custom case study writing service , and all of your worries will be gone.
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How to Write a Case Study: Bookmarkable Guide & Template
Updated: October 10, 2023
Published: January 12, 2023
Earning the trust of prospective customers can be a struggle. Before you can even begin to expect to earn their business, you need to demonstrate your ability to deliver on what your product or service promises.
Sure, you could say that you're great at X or that you're way ahead of the competition when it comes to Y. But at the end of the day, what you really need to win new business is cold, hard proof.
One of the best ways to prove your worth is through a compelling case study. In fact, HubSpot’s 2020 State of Marketing report found that case studies are so compelling that they are the fifth most commonly used type of content used by marketers.
Below, I'll walk you through what a case study is, how to prepare for writing one, what you need to include in it, and how it can be an effective tactic. To jump to different areas of this post, click on the links below to automatically scroll.
Case Study Definition
Case study templates, how to write a case study.
- How to Format a Case Study
Business Case Study Examples
A case study is a specific challenge a business has faced, and the solution they've chosen to solve it. Case studies can vary greatly in length and focus on several details related to the initial challenge and applied solution, and can be presented in various forms like a video, white paper, blog post, etc.
In professional settings, it's common for a case study to tell the story of a successful business partnership between a vendor and a client. Perhaps the success you're highlighting is in the number of leads your client generated, customers closed, or revenue gained. Any one of these key performance indicators (KPIs) are examples of your company's services in action.
When done correctly, these examples of your work can chronicle the positive impact your business has on existing or previous customers and help you attract new clients.
Free Case Study Templates
Showcase your company's success using these three free case study templates.
- Data-Driven Case Study Template
- Product-Specific Case Study Template
- General Case Study Template
You're all set!
Click this link to access this resource at any time.
Why write a case study?
I know, you’re thinking “ Okay, but why do I need to write one of these? ” The truth is that while case studies are a huge undertaking, they are powerful marketing tools that allow you to demonstrate the value of your product to potential customers using real-world examples. Here are a few reasons why you should write case studies.
1. Explain Complex Topics or Concepts
Case studies give you the space to break down complex concepts, ideas, and strategies and show how they can be applied in a practical way. You can use real-world examples, like an existing client, and use their story to create a compelling narrative that shows how your product solved their issue and how those strategies can be repeated to help other customers get similar successful results.
2. Show Expertise
Case studies are a great way to demonstrate your knowledge and expertise on a given topic or industry. This is where you get the opportunity to show off your problem-solving skills and how you’ve generated successful outcomes for clients you’ve worked with.
3. Build Trust and Credibility
In addition to showing off the attributes above, case studies are an excellent way to build credibility. They’re often filled with data and thoroughly researched, which shows readers you’ve done your homework. They can have confidence in the solutions you’ve presented because they’ve read through as you’ve explained the problem and outlined step-by-step what it took to solve it. All of these elements working together enable you to build trust with potential customers.
4. Create Social Proof
Using existing clients that have seen success working with your brand builds social proof . People are more likely to choose your brand if they know that others have found success working with you. Case studies do just that — putting your success on display for potential customers to see.
All of these attributes work together to help you gain more clients. Plus you can even use quotes from customers featured in these studies and repurpose them in other marketing content. Now that you know more about the benefits of producing a case study, let’s check out how long these documents should be.
How long should a case study be?
The length of a case study will vary depending on the complexity of the project or topic discussed. However, as a general guideline, case studies typically range from 500 to 1,500 words.
Whatever length you choose, it should provide a clear understanding of the challenge, the solution you implemented, and the results achieved. This may be easier said than done, but it's important to strike a balance between providing enough detail to make the case study informative and concise enough to keep the reader's interest.
The primary goal here is to effectively communicate the key points and takeaways of the case study. It’s worth noting that this shouldn’t be a wall of text. Use headings, subheadings, bullet points, charts, and other graphics to break up the content and make it more scannable for readers. We’ve also seen brands incorporate video elements into case studies listed on their site for a more engaging experience.
Ultimately, the length of your case study should be determined by the amount of information necessary to convey the story and its impact without becoming too long. Next, let’s look at some templates to take the guesswork out of creating one.
To help you arm your prospects with information they can trust, we've put together a step-by-step guide on how to create effective case studies for your business with free case study templates for creating your own.
Tell us a little about yourself below to gain access today:
And to give you more options, we’ll highlight some useful templates that serve different needs. But remember, there are endless possibilities when it comes to demonstrating the work your business has done.
1. General Case Study Template
Do you have a specific product or service that you’re trying to sell, but not enough reviews or success stories? This Product Specific case study template will help.
This template relies less on metrics, and more on highlighting the customer’s experience and satisfaction. As you follow the template instructions, you’ll be prompted to speak more about the benefits of the specific product, rather than your team’s process for working with the customer.
4. Bold Social Media Business Case Study Template
You can find templates that represent different niches, industries, or strategies that your business has found success in — like a bold social media business case study template.
In this template, you can tell the story of how your social media marketing strategy has helped you or your client through collaboration or sale of your service. Customize it to reflect the different marketing channels used in your business and show off how well your business has been able to boost traffic, engagement, follows, and more.
5. Lead Generation Business Case Study Template
It’s important to note that not every case study has to be the product of a sale or customer story, sometimes they can be informative lessons that your own business has experienced. A great example of this is the Lead Generation Business case study template.
If you’re looking to share operational successes regarding how your team has improved processes or content, you should include the stories of different team members involved, how the solution was found, and how it has made a difference in the work your business does.
Now that we’ve discussed different templates and ideas for how to use them, let’s break down how to create your own case study with one.
- Get started with case study templates.
- Determine the case study's objective.
- Establish a case study medium.
- Find the right case study candidate.
- Contact your candidate for permission to write about them.
- Ensure you have all the resources you need to proceed once you get a response.
- Download a case study email template.
- Define the process you want to follow with the client.
- Ensure you're asking the right questions.
- Layout your case study format.
- Publish and promote your case study.
1. Get started with case study templates.
Telling your customer's story is a delicate process — you need to highlight their success while naturally incorporating your business into their story.
If you're just getting started with case studies, we recommend you download HubSpot's Case Study Templates we mentioned before to kickstart the process.
2. Determine the case study's objective.
All business case studies are designed to demonstrate the value of your services, but they can focus on several different client objectives.
Your first step when writing a case study is to determine the objective or goal of the subject you're featuring. In other words, what will the client have succeeded in doing by the end of the piece?
The client objective you focus on will depend on what you want to prove to your future customers as a result of publishing this case study.
Your case study can focus on one of the following client objectives:
- Complying with government regulation
- Lowering business costs
- Becoming profitable
- Generating more leads
- Closing on more customers
- Generating more revenue
- Expanding into a new market
- Becoming more sustainable or energy-efficient
3. Establish a case study medium.
Next, you'll determine the medium in which you'll create the case study. In other words, how will you tell this story?
Case studies don't have to be simple, written one-pagers. Using different media in your case study can allow you to promote your final piece on different channels. For example, while a written case study might just live on your website and get featured in a Facebook post, you can post an infographic case study on Pinterest and a video case study on your YouTube channel.
Here are some different case study mediums to consider:
Written Case Study
Consider writing this case study in the form of an ebook and converting it to a downloadable PDF. Then, gate the PDF behind a landing page and form for readers to fill out before downloading the piece, allowing this case study to generate leads for your business.
Video Case Study
Plan on meeting with the client and shooting an interview. Seeing the subject, in person, talk about the service you provided them can go a long way in the eyes of your potential customers.
Infographic Case Study
Use the long, vertical format of an infographic to tell your success story from top to bottom. As you progress down the infographic, emphasize major KPIs using bigger text and charts that show the successes your client has had since working with you.
Podcast Case Study
Podcasts are a platform for you to have a candid conversation with your client. This type of case study can sound more real and human to your audience — they'll know the partnership between you and your client was a genuine success.
4. Find the right case study candidate.
Writing about your previous projects requires more than picking a client and telling a story. You need permission, quotes, and a plan. To start, here are a few things to look for in potential candidates.
It helps to select a customer who's well-versed in the logistics of your product or service. That way, he or she can better speak to the value of what you offer in a way that makes sense for future customers.
Clients that have seen the best results are going to make the strongest case studies. If their own businesses have seen an exemplary ROI from your product or service, they're more likely to convey the enthusiasm that you want prospects to feel, too.
One part of this step is to choose clients who have experienced unexpected success from your product or service. When you've provided non-traditional customers — in industries that you don't usually work with, for example — with positive results, it can help to remove doubts from prospects.
While small companies can have powerful stories, bigger or more notable brands tend to lend credibility to your own. In fact, 89% of consumers say they'll buy from a brand they already recognize over a competitor, especially if they already follow them on social media.
Customers that came to you after working with a competitor help highlight your competitive advantage and might even sway decisions in your favor.
5. Contact your candidate for permission to write about them.
To get the case study candidate involved, you have to set the stage for clear and open communication. That means outlining expectations and a timeline right away — not having those is one of the biggest culprits in delayed case study creation.
Most importantly at this point, however, is getting your subject's approval. When first reaching out to your case study candidate, provide them with the case study's objective and format — both of which you will have come up with in the first two steps above.
To get this initial permission from your subject, put yourself in their shoes — what would they want out of this case study? Although you're writing this for your own company's benefit, your subject is far more interested in the benefit it has for them.
Benefits to Offer Your Case Study Candidate
Here are four potential benefits you can promise your case study candidate to gain their approval.
Explain to your subject to whom this case study will be exposed, and how this exposure can help increase their brand awareness both in and beyond their own industry. In the B2B sector, brand awareness can be hard to collect outside one's own market, making case studies particularly useful to a client looking to expand their name's reach.
Allow your subject to provide quotes with credits back to specific employees. When this is an option for them, their brand isn't the only thing expanding its reach — their employees can get their name out there, too. This presents your subject with networking and career development opportunities they might not have otherwise.
This is a more tangible incentive you can offer your case study candidate, especially if they're a current customer of yours. If they agree to be your subject, offer them a product discount — or a free trial of another product — as a thank-you for their help creating your case study.
Backlinks and Website Traffic
Here's a benefit that is sure to resonate with your subject's marketing team: If you publish your case study on your website, and your study links back to your subject's website — known as a "backlink" — this small gesture can give them website traffic from visitors who click through to your subject's website.
Additionally, a backlink from you increases your subject's page authority in the eyes of Google. This helps them rank more highly in search engine results and collect traffic from readers who are already looking for information about their industry.
6. Ensure you have all the resources you need to proceed once you get a response.
So you know what you’re going to offer your candidate, it’s time that you prepare the resources needed for if and when they agree to participate, like a case study release form and success story letter.
Let's break those two down.
Case Study Release Form
This document can vary, depending on factors like the size of your business, the nature of your work, and what you intend to do with the case studies once they are completed. That said, you should typically aim to include the following in the Case Study Release Form:
- A clear explanation of why you are creating this case study and how it will be used.
- A statement defining the information and potentially trademarked information you expect to include about the company — things like names, logos, job titles, and pictures.
- An explanation of what you expect from the participant, beyond the completion of the case study. For example, is this customer willing to act as a reference or share feedback, and do you have permission to pass contact information along for these purposes?
- A note about compensation.
Success Story Letter
As noted in the sample email, this document serves as an outline for the entire case study process. Other than a brief explanation of how the customer will benefit from case study participation, you'll want to be sure to define the following steps in the Success Story Letter.
7. Download a case study email template.
While you gathered your resources, your candidate has gotten time to read over the proposal. When your candidate approves of your case study, it's time to send them a release form.
A case study release form tells you what you'll need from your chosen subject, like permission to use any brand names and share the project information publicly. Kick-off this process with an email that runs through exactly what they can expect from you, as well as what you need from them. To give you an idea of what that might look like, check out this sample email:
8. Define the process you want to follow with the client.
Before you can begin the case study, you have to have a clear outline of the case study process with your client. An example of an effective outline would include the following information.
First, you'll need to receive internal approval from the company's marketing team. Once approved, the Release Form should be signed and returned to you. It's also a good time to determine a timeline that meets the needs and capabilities of both teams.
To ensure that you have a productive interview — which is one of the best ways to collect information for the case study — you'll want to ask the participant to complete a questionnaire before this conversation. That will provide your team with the necessary foundation to organize the interview, and get the most out of it.
Once the questionnaire is completed, someone on your team should reach out to the participant to schedule a 30- to 60-minute interview, which should include a series of custom questions related to the customer's experience with your product or service.
The Draft Review
After the case study is composed, you'll want to send a draft to the customer, allowing an opportunity to give you feedback and edits.
The Final Approval
Once any necessary edits are completed, send a revised copy of the case study to the customer for final approval.
Once the case study goes live — on your website or elsewhere — it's best to contact the customer with a link to the page where the case study lives. Don't be afraid to ask your participants to share these links with their own networks, as it not only demonstrates your ability to deliver positive results and impressive growth, as well.
9. Ensure you're asking the right questions.
Before you execute the questionnaire and actual interview, make sure you're setting yourself up for success. A strong case study results from being prepared to ask the right questions. What do those look like? Here are a few examples to get you started:
- What are your goals?
- What challenges were you experiencing before purchasing our product or service?
- What made our product or service stand out against our competitors?
- What did your decision-making process look like?
- How have you benefited from using our product or service? (Where applicable, always ask for data.)
Keep in mind that the questionnaire is designed to help you gain insights into what sort of strong, success-focused questions to ask during the actual interview. And once you get to that stage, we recommend that you follow the "Golden Rule of Interviewing." Sounds fancy, right? It's actually quite simple — ask open-ended questions.
If you're looking to craft a compelling story, "yes" or "no" answers won't provide the details you need. Focus on questions that invite elaboration, such as, "Can you describe ...?" or, "Tell me about ..."
In terms of the interview structure, we recommend categorizing the questions and flowing them into six specific sections that will mirror a successful case study format. Combined, they'll allow you to gather enough information to put together a rich, comprehensive study.
Open with the customer's business.
The goal of this section is to generate a better understanding of the company's current challenges and goals, and how they fit into the landscape of their industry. Sample questions might include:
- How long have you been in business?
- How many employees do you have?
- What are some of the objectives of your department at this time?
Cite a problem or pain point.
To tell a compelling story, you need context. That helps match the customer's need with your solution. Sample questions might include:
- What challenges and objectives led you to look for a solution?
- What might have happened if you did not identify a solution?
- Did you explore other solutions before this that did not work out? If so, what happened?
Discuss the decision process.
Exploring how the customer decided to work with you helps to guide potential customers through their own decision-making processes. Sample questions might include:
- How did you hear about our product or service?
- Who was involved in the selection process?
- What was most important to you when evaluating your options?
Explain how a solution was implemented.
The focus here should be placed on the customer's experience during the onboarding process. Sample questions might include:
- How long did it take to get up and running?
- Did that meet your expectations?
- Who was involved in the process?
Explain how the solution works.
The goal of this section is to better understand how the customer is using your product or service. Sample questions might include:
- Is there a particular aspect of the product or service that you rely on most?
- Who is using the product or service?
End with the results.
In this section, you want to uncover impressive measurable outcomes — the more numbers, the better. Sample questions might include:
- How is the product or service helping you save time and increase productivity?
- In what ways does that enhance your competitive advantage?
- How much have you increased metrics X, Y, and Z?
10. Lay out your case study format.
When it comes time to take all of the information you've collected and actually turn it into something, it's easy to feel overwhelmed. Where should you start? What should you include? What's the best way to structure it?
To help you get a handle on this step, it's important to first understand that there is no one-size-fits-all when it comes to the ways you can present a case study. They can be very visual, which you'll see in some of the examples we've included below, and can sometimes be communicated mostly through video or photos, with a bit of accompanying text.
Here are the sections we suggest, which we'll cover in more detail down below:
- Title: Keep it short. Develop a succinct but interesting project name you can give the work you did with your subject.
- Subtitle: Use this copy to briefly elaborate on the accomplishment. What was done? The case study itself will explain how you got there.
- Executive Summary : A 2-4 sentence summary of the entire story. You'll want to follow it with 2-3 bullet points that display metrics showcasing success.
- About the Subject: An introduction to the person or company you served, which can be pulled from a LinkedIn Business profile or client website.
- Challenges and Objectives: A 2-3 paragraph description of the customer's challenges, before using your product or service. This section should also include the goals or objectives the customer set out to achieve.
- How Product/Service Helped: A 2-3 paragraph section that describes how your product or service provided a solution to their problem.
- Results: A 2-3 paragraph testimonial that proves how your product or service specifically benefited the person or company and helped achieve its goals. Include numbers to quantify your contributions.
- Supporting Visuals or Quotes: Pick one or two powerful quotes that you would feature at the bottom of the sections above, as well as a visual that supports the story you are telling.
- Future Plans: Everyone likes an epilogue. Comment on what's ahead for your case study subject, whether or not those plans involve you.
- Call to Action (CTA): Not every case study needs a CTA, but putting a passive one at the end of your case study can encourage your readers to take an action on your website after learning about the work you've done.
When laying out your case study, focus on conveying the information you've gathered in the most clear and concise way possible. Make it easy to scan and comprehend, and be sure to provide an attractive call-to-action at the bottom — that should provide readers an opportunity to learn more about your product or service.
11. Publish and promote your case study.
Once you've completed your case study, it's time to publish and promote it. Some case study formats have pretty obvious promotional outlets — a video case study can go on YouTube, just as an infographic case study can go on Pinterest.
But there are still other ways to publish and promote your case study. Here are a couple of ideas:
Lead Gen in a Blog Post
As stated earlier in this article, written case studies make terrific lead-generators if you convert them into a downloadable format, like a PDF. To generate leads from your case study, consider writing a blog post that tells an abbreviated story of your client's success and asking readers to fill out a form with their name and email address if they'd like to read the rest in your PDF.
Then, promote this blog post on social media, through a Facebook post or a tweet.
Published as a Page on Your Website
As a growing business, you might need to display your case study out in the open to gain the trust of your target audience.
Rather than gating it behind a landing page, publish your case study to its own page on your website, and direct people here from your homepage with a "Case Studies" or "Testimonials" button along your homepage's top navigation bar.
Format for a Case Study
The traditional case study format includes the following parts: a title and subtitle, a client profile, a summary of the customer’s challenges and objectives, an account of how your solution helped, and a description of the results. You might also want to include supporting visuals and quotes, future plans, and calls-to-action.
The title is one of the most important parts of your case study. It should draw readers in while succinctly describing the potential benefits of working with your company. To that end, your title should:
- State the name of your custome r. Right away, the reader must learn which company used your products and services. This is especially important if your customer has a recognizable brand. If you work with individuals and not companies, you may omit the name and go with professional titles: “A Marketer…”, “A CFO…”, and so forth.
- State which product your customer used . Even if you only offer one product or service, or if your company name is the same as your product name, you should still include the name of your solution. That way, readers who are not familiar with your business can become aware of what you sell.
- Allude to the results achieved . You don’t necessarily need to provide hard numbers, but the title needs to represent the benefits, quickly. That way, if a reader doesn’t stay to read, they can walk away with the most essential information: Your product works.
The example above, “Crunch Fitness Increases Leads and Signups With HubSpot,” achieves all three — without being wordy. Keeping your title short and sweet is also essential.
Your subtitle is another essential part of your case study — don’t skip it, even if you think you’ve done the work with the title. In this section, include a brief summary of the challenges your customer was facing before they began to use your products and services. Then, drive the point home by reiterating the benefits your customer experienced by working with you.
The above example reads:
“Crunch Fitness was franchising rapidly when COVID-19 forced fitness clubs around the world to close their doors. But the company stayed agile by using HubSpot to increase leads and free trial signups.”
We like that the case study team expressed the urgency of the problem — opening more locations in the midst of a pandemic — and placed the focus on the customer’s ability to stay agile.
3. Executive Summary
The executive summary should provide a snapshot of your customer, their challenges, and the benefits they enjoyed from working with you. Think it’s too much? Think again — the purpose of the case study is to emphasize, again and again, how well your product works.
The good news is that depending on your design, the executive summary can be mixed with the subtitle or with the “About the Company” section. Many times, this section doesn’t need an explicit “Executive Summary” subheading. You do need, however, to provide a convenient snapshot for readers to scan.
In the above example, ADP included information about its customer in a scannable bullet-point format, then provided two sections: “Business Challenge” and “How ADP Helped.” We love how simple and easy the format is to follow for those who are unfamiliar with ADP or its typical customer.
4. About the Company
Readers need to know and understand who your customer is. This is important for several reasons: It helps your reader potentially relate to your customer, it defines your ideal client profile (which is essential to deter poor-fit prospects who might have reached out without knowing they were a poor fit), and it gives your customer an indirect boon by subtly promoting their products and services.
Feel free to keep this section as simple as possible. You can simply copy and paste information from the company’s LinkedIn, use a quote directly from your customer, or take a more creative storytelling approach.
In the above example, HubSpot included one paragraph of description for Crunch Fitness and a few bullet points. Below, ADP tells the story of its customer using an engaging, personable technique that effectively draws readers in.
5. Challenges and Objectives
The challenges and objectives section of your case study is the place to lay out, in detail, the difficulties your customer faced prior to working with you — and what they hoped to achieve when they enlisted your help.
In this section, you can be as brief or as descriptive as you’d like, but remember: Stress the urgency of the situation. Don’t understate how much your customer needed your solution (but don’t exaggerate and lie, either). Provide contextual information as necessary. For instance, the pandemic and societal factors may have contributed to the urgency of the need.
Take the above example from design consultancy IDEO:
“Educational opportunities for adults have become difficult to access in the United States, just when they’re needed most. To counter this trend, IDEO helped the city of South Bend and the Drucker Institute launch Bendable, a community-powered platform that connects people with opportunities to learn with and from each other.”
We love how IDEO mentions the difficulties the United States faces at large, the efforts its customer is taking to address these issues, and the steps IDEO took to help.
6. How Product/Service Helped
This is where you get your product or service to shine. Cover the specific benefits that your customer enjoyed and the features they gleaned the most use out of. You can also go into detail about how you worked with and for your customer. Maybe you met several times before choosing the right solution, or you consulted with external agencies to create the best package for them.
Whatever the case may be, try to illustrate how easy and pain-free it is to work with the representatives at your company. After all, potential customers aren’t looking to just purchase a product. They’re looking for a dependable provider that will strive to exceed their expectations.
In the above example, IDEO describes how it partnered with research institutes and spoke with learners to create Bendable, a free educational platform. We love how it shows its proactivity and thoroughness. It makes potential customers feel that IDEO might do something similar for them.
The results are essential, and the best part is that you don’t need to write the entirety of the case study before sharing them. Like HubSpot, IDEO, and ADP, you can include the results right below the subtitle or executive summary. Use data and numbers to substantiate the success of your efforts, but if you don’t have numbers, you can provide quotes from your customers.
We can’t overstate the importance of the results. In fact, if you wanted to create a short case study, you could include your title, challenge, solution (how your product helped), and result.
8. Supporting Visuals or Quotes
Let your customer speak for themselves by including quotes from the representatives who directly interfaced with your company.
Visuals can also help, even if they’re stock images. On one side, they can help you convey your customer’s industry, and on the other, they can indirectly convey your successes. For instance, a picture of a happy professional — even if they’re not your customer — will communicate that your product can lead to a happy client.
In this example from IDEO, we see a man standing in a boat. IDEO’s customer is neither the man pictured nor the manufacturer of the boat, but rather Conservation International, an environmental organization. This imagery provides a visually pleasing pattern interrupt to the page, while still conveying what the case study is about.
9. Future Plans
This is optional, but including future plans can help you close on a more positive, personable note than if you were to simply include a quote or the results. In this space, you can show that your product will remain in your customer’s tech stack for years to come, or that your services will continue to be instrumental to your customer’s success.
Alternatively, if you work only on time-bound projects, you can allude to the positive impact your customer will continue to see, even after years of the end of the contract.
10. Call to Action (CTA)
Not every case study needs a CTA, but we’d still encourage it. Putting one at the end of your case study will encourage your readers to take an action on your website after learning about the work you've done.
It will also make it easier for them to reach out, if they’re ready to start immediately. You don’t want to lose business just because they have to scroll all the way back up to reach out to your team.
To help you visualize this case study outline, check out the case study template below, which can also be downloaded here .
You drove the results, made the connection, set the expectations, used the questionnaire to conduct a successful interview, and boiled down your findings into a compelling story. And after all of that, you're left with a little piece of sales enabling gold — a case study.
To show you what a well-executed final product looks like, have a look at some of these marketing case study examples.
1. "Shopify Uses HubSpot CRM to Transform High Volume Sales Organization," by HubSpot
What's interesting about this case study is the way it leads with the customer. This reflects a major HubSpot value, which is to always solve for the customer first. The copy leads with a brief description of why Shopify uses HubSpot and is accompanied by a short video and some basic statistics on the company.
Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the additional text on the page. So, while case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.
2. "New England Journal of Medicine," by Corey McPherson Nash
When branding and design studio Corey McPherson Nash showcases its work, it makes sense for it to be visual — after all, that's what they do. So in building the case study for the studio's work on the New England Journal of Medicine's integrated advertising campaign — a project that included the goal of promoting the client's digital presence — Corey McPherson Nash showed its audience what it did, rather than purely telling it.
Notice that the case study does include some light written copy — which includes the major points we've suggested — but lets the visuals do the talking, allowing users to really absorb the studio's services.
3. "Designing the Future of Urban Farming," by IDEO
Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, he or she is greeted with a big, bold photo, and two very simple columns of text — "The Challenge" and "The Outcome."
Immediately, IDEO has communicated two of the case study's major pillars. And while that's great — the company created a solution for vertical farming startup INFARM's challenge — it doesn't stop there. As the user scrolls down, those pillars are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and additional visuals.
4. "Secure Wi-Fi Wins Big for Tournament," by WatchGuard
Then, there are the cases when visuals can tell almost the entire story — when executed correctly. Network security provider WatchGuard can do that through this video, which tells the story of how its services enhanced the attendee and vendor experience at the Windmill Ultimate Frisbee tournament.
5. Rock and Roll Hall of Fame Boosts Social Media Engagement and Brand Awareness with HubSpot
In the case study above , HubSpot uses photos, videos, screenshots, and helpful stats to tell the story of how the Rock and Roll Hall of Fame used the bot, CRM, and social media tools to gain brand awareness.
6. Small Desk Plant Business Ups Sales by 30% With Trello
This case study from Trello is straightforward and easy to understand. It begins by explaining the background of the company that decided to use it, what its goals were, and how it planned to use Trello to help them.
It then goes on to discuss how the software was implemented and what tasks and teams benefited from it. Towards the end, it explains the sales results that came from implementing the software and includes quotes from decision-makers at the company that implemented it.
7. Facebook's Mercedes Benz Success Story
Facebook's Success Stories page hosts a number of well-designed and easy-to-understand case studies that visually and editorially get to the bottom line quickly.
Each study begins with key stats that draw the reader in. Then it's organized by highlighting a problem or goal in the introduction, the process the company took to reach its goals, and the results. Then, in the end, Facebook notes the tools used in the case study.
Showcasing Your Work
You work hard at what you do. Now, it's time to show it to the world — and, perhaps more important, to potential customers. Before you show off the projects that make you the proudest, we hope you follow these important steps that will help you effectively communicate that work and leave all parties feeling good about it.
Editor's Note: This blog post was originally published in February 2017 but was updated for comprehensiveness and freshness in July 2021.
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15 Best Case Study Templates to Use in Word and ClickUp
October 31, 2023
Case studies are valuable tools for sharing customer success stories and analyzing problem-solving approaches in a structured and informative manner. They can be used to provide detailed insights into specific projects, strategies, or challenges and offer valuable lessons and best practices for professionals across various fields.
Content marketing teams often create case studies as a way to gain more customers and get new business. Case studies can give potential customers a better understanding of your company brand , what it does and how you could potentially help them.
However, creating a compelling case study from scratch can be a time-consuming task. That’s where marketing case study examples and templates can help.
What is a Case Study Template?
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A case study template is a pre-designed framework that serves as a starting point for creating comprehensive and structured case study documents. It provides a standardized, traditional case study format for organizing and presenting information about a particular project, problem-solving scenario, success story, or real-life situation.
Case study templates typically include sections for outlining the background and context of the case study, project documentation , describing the methodology or approach used, presenting data and analysis, and highlighting key findings and recommendations that tell the entire story.
Business case study examples like templates can work as a guide to help content marketers, blog post writers, and anyone else creating quality content that’s customer-facing, focus on important aspects and maintain a logical flow while telling a compelling story.
Some key elements that make a case study template stand out include:
- Clarity and organization: A well-designed template should be easy to navigate. Each section should be labeled appropriately, enabling readers to quickly find the information they seek
- Flexibility: A good case study template should be easily customizable and able to accommodate diverse scenarios. It should be adaptable to different industries, research methodologies, and presentation styles
- Visual appeal: Incorporating visual elements like charts, graphs, and other images can enhance a case study template’s look and make it more visually appealing. They can also aid in the comprehension of complex data. A visually engaging template can captivate readers and make the case study more impactful
15 Case Study Templates to Use in 2023
You don’t have to start from scratch when making your next case study. Instead, take a look at these carefully curated case study templates from ClickUp and Microsoft Word.
ClickUp’s Case Study Template can provide a great start for just about any type of case study you and your team want to write. It kicks off with a section for introducing both your business and the client or customer that the case study focuses on.
After introducing both yourself and the customer, you briefly highlight the customer’s experience and the successes you achieved before delivering a more detailed description of the work you performed and the measurable results you achieved.
The next section focuses on the objective of the case study—what the client’s goal and pain point was and why they decided you were the right company to help them achieve these goals.
The case study template then launches into a section describing the solutions you presented and the data that backs up your success. We created this marketing case study template for a marketing agency that helps customers achieve growth through paid media campaigns, but it can easily be edited to highlight any type of solution.
One of the best ways of telling a customer story using a case study is by allowing the customer to do most of the work themselves. When a case study is written by current or even previous customers, it feels more sincere and honest, especially to potential customers in the evaluation process.
If you want to try this technique out, use this ClickUp Study Design Template . You can send your customer this great case study template and allow them to fill it out themselves and basically write a case study for you. This gives you unfiltered and unbiased answers to the questions you want answered in the case study.
The case study template helps them understand what you want the case study to look like and how the customer’s story should be described. It also helps you get great customer quotes.
A template makes it easier for your customer to frame their experiences with you and easily explain how your product or service helped them. Hearing a peer’s success story from a firsthand perspective can be a more convincing read for prospective customers.
Manage customers with customer database software !
Case studies are essentially customer stories, which can be told in many ways and come in many formats. A research report is another excellent way to frame a case study.
This ClickUp Research Report Template is a step-by-step guide that can help your team create an easy-to-follow research report that allows you to clearly detail your research methods, findings, and the insights that you’ve gained from the research being presented.
This template has a very clear structure, allowing you to simply add the following: an executive summary (brief description), introduction, the methodology used, your results, references, and any necessary appendices if supplementary material needs to be referenced in your research report.
If you need more templates like this, check out this list of research plan templates .
Companies perform market research in order to define what their customers want and need from them. This type of research also helps you to improve product and service offers and learn more about what your competitors are doing and where the success of other businesses stems from.
ClickUp’s Market Research Template gives you a simple-to-follow document that helps you gather and present information related to your target audience, the state of your product/service, and the state of your industry at large.
When you perform marketing research, you are aiming to confirm your hunches about customer needs through scientific research and tangible data.
Marketing case study examples like this are perfect because they’re very simplified and easily customizable. It offers you a section for presenting your company and why you are performing marketing research first.
The template then guides you in describing the type of research you’re doing, how you went about performing market research, data collection techniques, and what insights were garnered—whether it was from existing or potential customers.
Check out these research management tools !
Another type of customer-centric report that you can put together is a user research report. ClickUp’s User Research Plan Template makes it easy for you to define all of the goals and details that you want included in your user research.
The template is particularly useful for user experience (UX) teams that want to perform user persona research in order to better understand what users need and how they behave when using their product, in order to deliver a better experience to them and to new clients.
The template starts with a “ problem statement ” where you can define the problem that the user research report is aiming to solve. Next, you’ll list the goals that you want to achieve and then clearly define the research process.
This type of marketing case study template and report can show you what a satisfied customer looks like and give you insights that help to attract and retain future customers.
Check out these user persona templates !
Another important study that your business can perform in order to make smarter decisions is data analysis. ClickUp’s Data Analysis Findings template makes it easy for your team to perform data analysis and present it clearly to key stakeholders.
This template also starts by setting the stage for the study and explaining it, first with a problem statement and then by explaining the significance of the study.
Next, the template recommends that you define the scope and limitations of the study to set expectations for its potential impact. The next step is to frame your analysis methods and provide the data sources that you used in the analysis, as well as the statistical methods used.
Finally, you can present your findings in a clear and concise way. The template also includes charts and other data visualization tools you can use to make the study more engaging.
This ClickUp Campaign Report template is pre-built to make it incredibly easy to present the results of any ad campaign to stakeholders very easily.
It starts with a section describing your strategy in detail, including the total costs, and the total revenue, conversions, and clicks that you expect to achieve with the campaign.
The marketing case study template then provides charts and graphs that you can use to detail the performance of your campaigns on every single channel that you use. Case study templates like this are great for detailing information on potential customers to know how to better run your campaigns in the future.
Make your next user research project a collaborative, visual experience. Give everyone on your team a chance to add their thoughts and findings with virtual sticky notes using the ClickUp Research Whiteboard Template .
This is one of the more flexible case study templates in this list. Its user research tool makes it easy to take all the random bits of information your team gathers through interviews, surveys, user sessions, and other methods of feedback into one location.
Then, you can quickly organize all of that data into clear categories that make this case study template easy to see at a glance what direction you need to take your project to satisfy your customers.
If you’re writing many case studies, it’s a good idea to try out a bunch of templates over time for added inspiration. Even if you’ve found one structure works great for your case studies, changing your structure up every now and then can give you a fresh perspective on how to present a featured client.
Another good case study you can check out is Wordstream’s Case Study Template. It has an excellent structure and provides pre-built visual cues that give you some ideas for breaking up business case study examples and making them more appealing with pictures and charts.
Use this template to showcase particular customers’ results and share customer pain points and how they were solved. This will help you provide clear evidence to potential customers that you will be able to help them as well.
Template.net is one of the biggest websites if you’re looking for business templates. It’s especially popular for businesses that prefer creating documents in Microsoft Word and Excel.
This Case Study Template from Template.net is sparse, but it gets right to the point and is very well-structured and easy to follow.
This Microsoft Word case study template is a great way to get right down to business! It features a clean and organized layout with clear headings and subheadings, making it easy for readers to navigate. This template also includes space for a brief summary of the case study, perfect for giving readers an overview before diving into the details.
This Microsoft Word case study template is a great option for creating an in-depth report on your findings. The template includes sections for an executive summary, introduction, methodology, results, references, and appendices. It also features a clear structure to make it easy to gather and present information in a cohesive manner. The template also includes sections for an introduction, methodology, findings, and recommendations, ensuring that all the essential elements of a case study are covered.
This Word case study template features a professional and organized design with clearly labeled sections for the introduction, methodology, findings, and conclusion. It also includes space for charts and graphs to visually represent data.
Psychology case studies can be complex and detailed, making it important to have a well-organized template to present the information. The Psychology Case Study Template is perfect for this task, with clear headings and subheadings that guide readers through each section of the study. It also includes sections for summarizing key points and providing recommendations based on the findings.
This media case study template from Template.net is perfect for showcasing the success of a marketing or advertising campaign! It includes space for key metrics, such as reach and engagement, and also has sections for outlining the challenges faced and solutions implemented. With its clean design and easy-to-follow layout, this template is ideal for presenting media case studies to clients or stakeholders.
It’s Easy to Make a Case for Using ClickUp Case Study Templates
People trust other people. That’s why personal recommendations are one of the most effective marketing tactics. A case study provides your company with just that—a personal recommendation from a client you’ve helping, telling others that you can do the same for them.
In the selection process of choosing a product or service to go with, companies will always look at the experiences of other organizations similar to them. Marketing case studies are sincere yet persuasive and clearly show how you help others and can be a very effective differentiator.
ClickUp was designed to serve teams in any industry and of any size. So it makes sense the case study templates we offer are just as diverse and customizable.
Best of all, they are completely free to use! Sign up for free to ClickUp to get immediate access to a massive amount of templates, free cloud storage, and of course, industry-leading project and team management features.
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What is a Case Study - How to Format, Plan, Write, and Avoid the Common Pitfalls (With Examples)
Did you know that 80% of B2B buyers stated that they referenced case studies during their buying research?
A case study is an in-depth, long-form account of the history and evolution of something. Most commonly, it describes how one company or organization has solved a specific issue over time.
What Is a Case Study - Definition
A case study is a type of content that tells the story of one or more people or organizations and their experiences with a particular topic or product. How? By providing an in-depth analysis of how one company solved a problem or achieved success. It can be a detailed account of the implementation process, interviews with past and current employees, and other qualitative research methods.
Pros of Case Study
A case study is a type of content that can be very useful for businesses. It offers an in-depth look at the experiences of a specific individual or group and can be used to learn from past mistakes.
Pros of case study content include:
- It's informative: Case studies provide valuable information that can help readers understand how a business or product works.
- It's engaging: They are often well-written and easy to read, which makes them enjoyable to consume. It makes it ideal for attracting attention from potential customers and leads.
- It's believable: Case studies refer to real-life events, which helps make them more believable than other types of content. Case studies are easier for readers to connect with the stories and learn from them.
Restrictions of Case Study
- They're time-consuming to produce: Creating a good case study takes time and effort, which may not be feasible for all businesses.
- Interviewers' responses are subjective.
Case studies can be helpful for businesses in marketing and SEO because they show how one company did something different than others and how this affected their results. However, there are some challenges associated with them that you need to take into account if you want to make them work effectively: it can be challenging to find participants who match your target audience; it's often hard to keep things secret until the right moment; data needs to be carefully selected so as not to reveal too much information prematurely; stories need to be well-written and engaging.
Some tips for overcoming these challenges include using reliable data, employing interesting storytelling techniques, and being careful about when and how much information is revealed.
Case Study Format
Title - gives essential information to readers on what to expect in the case study.
Summary - describes what you will discuss in the case study. Typically, a summary consists of 2-3 sentences introducing the thesis and summing up your case study.
About the subject - introduce the person or company you worked with.
Problem - defines the problem and challenges a specific group of people faced before using your product. Also, this section should include the goals and objectives the customer targeted.
Solution/Your Product - this section outlines the solution your product has provided to solve your customer's problem.
Results - decorate your case study with statistics and concrete numbers to showcase the success.
Quotes - include customer quotes to strengthen your social proof.
Conclusion - summarize the core points from your case study.
CTA - push your readers to act.
What Are the Benefits of Using Quality Business Case Study
Tells compelling stories.
A case studies a well-written narrative about a particular product, service, experience, event, etc. You can use it to illustrate a point, demonstrate the effectiveness of a product, or promote a company.
Case studies are helpful for marketing because they tell compelling stories that help people understand why something works or how something can benefit them. They also provide an opportunity to show off the company's expertise and highlight the benefits of using their products.
By using high-quality case studies, businesses can improve their reputation and brand awareness. They can also attract new customers by demonstrating the value of their products and services. In addition, case studies help businesses learn from their mistakes - which is essential for continual improvement in any business sector.
Offers Practical Solutions
Quality case studies can offer customers a wealth of practical solutions for their problems with the help of some products.
Provides Social Proof
It convinces a person to make a purchase or adopt a new lifestyle behavior. For example, if you're selling products associated with working out, you might show the results of customers who have used your product. Or, you might use testimonials from happy customers to convince potential buyers that your product is worth buying.
Builds Trust and Knowledge Around the Brand
Case studies help build trust between businesses and their customers and look at how the business functions. They allow customers to learn more about the company from the inside out. In addition, case studies can help promote goodwill between businesses and their customers by demonstrating that companies take care of their clients.
Businesses should consider creating case studies if they want to improve their relationship with their customers or if they want to combat negative public opinion. With high-quality case studies, businesses can create lasting memories with their customer base that will benefit both parties involved.
Quality case studies can improve a website's SEO by increasing the visibility of the content and improving the click-through rate.
Case studies are a great way to show off your company's best work and demonstrate how your products or services can benefit customers. high-quality case studies tend to have higher click-through rates, which helps them rank higher on search engine results pages (SERPs).
Overall, using quality case studies can help your business achieve better rankings in search engines and increase traffic from web searchers.
How Do You Conduct Research for Case Study?
Meet your customers.
You can conduct customer research in different ways, but the most common methods are surveys, interviews, focus groups, and observations. Surveys are the simplest form of customer research because they are typically short (few questions), self-reported, and anonymous.
During Interviews, you ask questions on specific problems or topics.
Focus groups test different marketing messages with a group of people who represent a cross-section of their target market.
Observation - businesses watch customers in action and learn what motivates them or how they interact with your product or service.
Ask Relevant Questions to Discussion Groups
When conducting research, it's important to ask questions that will help you answer the question you're trying to answer.
When conducting research, it's important to try different methods and sources of information so that you can get an accurate picture of the situation or topic at hand. There are many different ways to research a topic, and each approach has its benefits. For example, if you try to find out how people feel about a product or service, interviewing customers may be your best option.
If you want to learn more about a specific company or industry, reading articles written by experts might be the way to go. Whatever approach you choose, make sure it's relevant to your project. If not, you may wind up spending more time searching for information than actually getting results.
By asking relevant questions when conducting research, you'll quickly identify which methods will work best for answering your question and get started on compiling the data needed for your project.
Record the Interviews
To conduct effective case study research, you'll need to record interviews with your participants. This will help you capture their thoughts and opinions about the case study, as well as any insights they may have that you didn't expect.
It's important to remember that everyone has a unique perspective on a case study. By recording interviews with your participants, you'll get a complete picture of what went on during the case study and how it affected them. This information can be invaluable when it comes time to write up your report.
Find Main Problems
When conducting research, identify the problem your target audience faces. It will help you create solutions that are relevant and useful to them.
When you're trying to solve a problem, you need to know what it is that your target audience is experiencing. By understanding struggles, you can develop solutions that address those issues specifically. You can also use this information to improve your overall marketing strategy by creating content that addresses the needs of your target market.
For research to be effective, have a clear idea of what you're looking for. You should also be prepared to test different solutions for the best one(s) to emerge. By following these steps, you'll be able to find the answers you need and produce content that resonates with your target audience.
How to Structure and Plan the Case Study Writing?
When creating a case study, keep in mind the following factors:
1) The purpose of the case study - What do you hope to achieve by writing it?
2) The target audience - Who is this case study intended for?
3) The format - How will readers be able to access and read it?
4) The timeline - When did this event happen, and what was happening around that time?
5) Sources - Where did you get information for this case study?
6) Writing style - Which style suits your case study better formal or informal? What kind of tone you should use?
7) Organization - Is the case study well-organized and easy to follow?
8) Editing - Did you go back and make any changes after you completed the case study? If so, why?
9) Graphics - Do any graphics or images help illustrate the points made in the article? If so, where did you find them, and how did you use them?
10) Titles - What should be included in a title for this type of content?
11) Headings - Are all headings relevant to the content, and do they help readers through it?
12) Links - Do links within the article lead to other pages on your website that will provide more information or help viewers take action?
13) Length - How long should a case study be?
14) Conciseness - Does every detail need to be included for readers to understand what happened and why it matters?
How Do You Write a Case Study Text?
Describe the user problems and interests.
Always keep users' problems and interests in mind.
After users read the problem that resonates with them, they will stay on the page longer and feel that the company is familiar with their pain points. That way, you will take steps closer to credibility and trust.
It's crucial to keep your writing style concise and easy to read. This way, readers will understand everything without a struggle.
Offer the Solution
A case study is a type of content that businesses use to demonstrate the benefits of their product or service.
A case study offers a solution to a problem that the reader may be experiencing. This content can help people learn about a new product or service and decide if it's the right fit for them.
Define Your Role in Solving the Pain Point
A case study helps businesses understand their customer's pain points, which can then help them solve those problems. By telling the story of how a business or individual solved a problem, customers can learn from the experience and benefit in some way.
A well-written case study will provide valuable insights for your audience and help you stand out from your competition. By taking the time to write one, you can not only improve your website's SEO but also increase your brand awareness.
Show Your Results
A case study is a narrative description of how your business or product succeeded. You should demonstrate how your business or product works and how it can help other companies. Therefore, you will have the chance to attract new customers, increase sales, or improve marketing efforts.
So, back up your success story with numbers and the impact it had on your client.
Make Your Copy Scalable
With so many businesses producing high-quality content, it's hard to stand out. But by making your content easy to read and share, you can attract new readers and followers who will appreciate your work.
There are a few things that you can do to make your copy more scalable. First, make sure that every piece of content is well-written and error-free. Second, use short paragraphs and sentences that are easy to follow. And finally, keep all of your information organized in an easily-accessible format.
Bring other people's thoughts and perspectives to your case study. The visitors have already read your interpretations, and now you should let your client speak.
Quotes diversify your content and provide the social proof, back-up by the client that what you state in the case study is true.
Use Professional Words
When you write about your business, it's essential to use professional words and phrases. Your case study should be formal, impersonal, and backed up with stats.
Pitfalls of Writing Case Study
Jargon does not match the case study writing style, and Jargon can be confusing for those who are not familiar with them.
It also may lead to unintentional miscommunications between businesses and their customers.
Not Showing Results Backed with Numbers
A poorly written case study will lack evidence, which makes it difficult for readers to believe the claims. Without concrete data or examples, it's hard for readers to conclude. It makes it difficult to convince potential customers to take action based on the information provided.
Bad case studies also hurt search engine rankings because they often clutter up SERPs with irrelevant content. Thus, it is more difficult for customers to find what they're looking for which could lead them to other, better-quality sources of information.
To avoid damaging your brand and SEO efforts, ensure all your case study content is well-written and backed by solid evidence.
Not Including Customer Quotes
When including customer quotes in your case studies, you're providing valuable information to readers. By showing how your product or service has helped others, you're demonstrating the value that content marketing can provide.
Case studies are an effective way to demonstrate the benefits of a product or service. By quoting customers who have used your product or experienced your service, you're providing readers with first-hand testimony that helps them make a more informed decision. Including customer quotes also shows empathy and understanding for your target market - two essential qualities l in creating content that resonates with readers.
Quotes from satisfied customers can help encourage other potential buyers to take action and try out your product or service for themselves. In short, customer quotes are a crucial part of any case study.
Writing Like a Sales Pitch
When you write like a salesperson, you may try to convince the reader of your point of view using strong language and forceful arguments. It can be challenging to do this because persuasion often requires distilling complex concepts down into simple terms.
The goal of a salesperson is to persuade the reader of your argument or point of view. Sometimes this is necessary, especially when there are competing points of view. However, it's important not to overuse persuasive language or engage in rhetorical tricks that will only confuse or mislead the reader.
What Are Some Examples of Case Studies?
greatcontent x Lastminute.com
greatcontent x Deguise Toi
Hubspot x Innova Schools Colombia
Optimizely x Electrolux
Adobe x Marriot
A case study is a valuable tool for learning about real-world examples and can be used to help make decisions about products, designs, and business models. When writing a case study, it is important to avoid common pitfalls and to format and plan the study in a way that will maximize its usefulness.
Do you need expert assistance in case study writing?
Contact us now.
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FREE 11+ Project Case Study Templates in PDF | MS Word
During that period of time, you can start gathering information on the organization and its project that you’re working on. You can segregate the complete project into different parts and ask questions like how important is the project, what is the location from where you can gather and collect the details and information, how each team member is going to work in the project.
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Step 1: Start writing down the Case Studies
Step 2: keep it brief and short, step 3: including the right details, step 4: write in your words, step 5: thinking of each case study, more in project templates.
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11 Best Case Study Templates
- Post author By Andrew Chornyy
- Post date Oct 27, 2022
- No Comments on 11 Best Case Study Templates
Many people ask themselves how to design a case study properly. A case study is a non-standard task, so it is possible not to adhere to strict rules in its design. In other words, the case study design is not as serious a task as a business offer. However, it is still necessary to follow general recommendations. The case study should contain the following:
- Title. It is crucial that the case study title reflects the essence of the case study and gives an idea in advance of the situation considered next.
- Description of the situation. The situation should be broken down into points to make the information easier to perceive.
- Search for solutions. It is a detailed description and analysis of ways to solve the case and choose the best way out of the situation. Here you need to consider all possible options, indicating the expected consequences.
- Description of the result. This paragraph describes the result of actions to solve the problem. What was, what became and why.
Choosing a font that is comfortable and easy to read is recommended. Case study design welcomes using illustrative materials: graphs, diagrams, videos, and tables. Often case studies are designed as presentations.
Example: a company is in the business of demolishing buildings. The case study posted on the website deals with the task of demolishing an old power plant in the town of Kyiv. After seeing the case study, a potential customer immediately sees how the work is done, what equipment is used, and how real practical problems are solved. In other words, it is a visual demonstration of the service.
Any experience is given hard by trial and error. You can avoid this by using 11 case study templates. These case study templates will not solve your problems.
Best 11 Case Study Template
Before we move to the best 11 case study templates , we want to share our recommendations for writing a case study:
- Standard case study structure will work for most cases: who is the client → what task → what was done and how it was done → what happened.
- The title describes the essence of the work or shows a cool result. If you have worked with a well-known company, add its name to the headline.
- Put a call to action at the end and include contacts. Don’t make people interested in your work look for ways to contact you.
- Illustrate the case study – show photos, screenshots, and graphs. Add comments from employees who worked on the project and client feedback – this will make the case study more lively and compelling.
- Remember, there’s no such thing as a case study without a result. If you’re talking about a long process that’s not over yet, show some intermediate results – what has changed in a month or six months of your work. You can discuss plans if you continue to work with a client.
- Do not forget to decorate the case study beautifully. You don’t have to create a work of design with a bunch of animations. It’s enough to have a neat design. Break up the text into paragraphs, write headings and choose high-quality illustrations.
- You don’t have to post case studies only on your website. Write an exciting story about the project and offer it to thematic communities on social networks, blogs, or media. Every niche has websites that are happy to publish quality material. This way, many new people will learn about your case study.
- The case can be made viral so that it gets maximum coverage. All the PR techniques are suitable: provocation, use of trends, and looking for a common enemy. But do not go overboard – you are advertising your services , not just entertaining people.
If you do not want to spend money on the design of the case study, you can use 1 out of 11 case study templates below. You don’t need to design anything – the case study templates are ready. You just need to change the content.
Case Study Creation Kit
Here you will find 3 free case study templates by HubSpot – a CRM platform that’s both powerful and easy to use. Here you will find not only case study templates but also examples. Case Study Creation Kit by HubSpot includes:
- 3 Text-Only Case Study Templates
- 3 Designed Case Study Templates
- A Data-Driven Case Study Template
- A Product-Specific Case Study Template
- A General Case Study Template
If you have never created case studies before, Case Study Creation Kit is the best option for you.
Bold Social Media Business Case Study Template
This is a free case study template by Venngage – a simple drag-and-drop editor for creating infographics. It provides a simple template that suits you if your completed project is not complex and you have little time to create a case study. The free case study template by Venngage consists of a title, main part (overview), and contacts. Feel free to use it quickly if you need to create a case study.
Modern Lead Generation Business Case Study Template
Like the previous one, Modern Lead Generation Business Case Study Template was created by Venngage – a service for making infographics. It is a more detailed case study template than the previous one. This free case study template consists of the following:
- About section
- Strategy , goals, and results section
- The final results section
This is a universal case study that any business can use. It is not too detailed and provides the reader with all the necessary information.
PR Case Study Template
Do you have a unique case study you must deliver to clients or leads? PR Case Study Template is the best for this purpose! It is provided by Decktopus – the best online presentation tool for busy professionals who want to get their point across with style. It is in the form of a presentation and is great for PR case studies. It consists of the following parts:
- History & Findings
- Titles to look for
Each section of this case study template discusses what you should write about. This PR case study template is great to place on the website and show the lead when selling your services.
Lead Generation Business Case Study Template
The lead Generation Business Case Study Template is the same as Modern Lead Generation Business Case Study Template by Venngage discussed above. It consists of the following:
- Strategy, goals , and results section
This free case study template shows you how to write it to sell your services. It is detailed and, at the same time, doesn’t have anything redundant. If you need to create a case study to sell your services, feel free to use it.
Gray Lead Generation Business Case Study Template
Gray Lead Generation Business Case Study Template is the same as Lead Generation Business Case Study Template and Modern Lead Generation Business Case Study Template by Venngage. The only difference is the color of the case study template. It consists of the following:
- Strategy, goals, and results section
This case study template will be great for you if you have a severe business or your corporate identity is black.
Vibrant Content Marketing Case Study Template
This free case study template by Venngage dramatically differs from the previously discussed in this article. It has a different structure, design, and sections. It consists of the following:
- Growth & Impact section
- Strategy discussion section
- Results that speak volume section
- Review by the client
This is an attractive case study template for any niche. It is compact and has nothing redundant.
SEO Case Study Template
The SEO Case Study Template by Decktopus is in the form of a presentation and has a stylish design. With components like showcasing your business details and detailed info on how analytics is estimated, the case study will come alive and become more comfortable for audiences during live webinars. Each section of this case study template discusses what you should write about. It consists of the following parts:
This SEO case study template can be used by anyone who makes presentations around SEO strategies. This template is perfect if you have never created SEO case studies. First, it is easy to perceive, and second, it has an attractive, stylish design.
Art Case Study Template
It is a creative case study for the art niche developed by Decktopus. It is simple and creative simultaneously, providing a lot of place for images. With its straightforward design and wide spectrum of customizable possibilities, this art case study template is excellent for any artist looking to make a strong impression. It consists of the following:
- Challenge & Objectives
Each section of this case study template discusses what you should write about. This one-of-a-kind art case study template is ideal for delivering and discussing your case studies with customers , coworkers, and art experts everyplace. If you are working in the art niche, feel free to use it.
UI Case Study Template
This UI case study template was developed by Decktopus in the form of a presentation and includes 6 sections. Each section of this case study template discusses what you should write about. It consists of the following:
- History of the Project & Findings
This case study template is specifically designed for UI designers , making it easy to discuss your design approach and discoveries. With the UI case study template, you’ll be able to showcase your work straightforwardly.
Medical Case Study Template
This multi-purpose medical case study template will keep your time and allow you to introduce your job with flare so more people will take note of what’s necessary. You will quickly write your medical case study with this template. It consists of the following:
With one click , you can have all the critical elements needed to deliver a patient’s journey and generate ideas to enhance results. This medical case study template is perfect because it consists of the most necessary sections and does not have anything redundant.
As you can see, case studies are actively used in business. To attract new clients, a company can write a case study based on a particular situation. Thus, the case study is a powerful tool to promote services and products. Now you have 11 case study templates that will help you create a case study quickly.
CEO Plerdy — expert in SEO&CRO with over 11 years of experience.
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How to write a case study — examples, templates, and tools
It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.
That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.
A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.
In this article, you’ll learn:
What is a case study?
How to write a case study, case study templates, case study examples, case study tools.
A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.
The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:
- Celebrate the customer and make them — not a product or service — the star of the story.
- Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
- Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
- Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
- Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.
Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.
Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.
Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.
Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.
Here are the basic steps to writing a good case study.
1. Identify your goal
Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.
The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.
2. Choose your client or subject
Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.
The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.
Some of the most compelling case studies feature customers who:
- Switch from one product or service to another while naming competitors that missed the mark.
- Experience measurable results that are relatable to others in a specific industry.
- Represent well-known brands and recognizable names that are likely to compel action.
- Advocate for a product or service as a champion and are well-versed in its advantages.
Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.
3. Conduct research and compile data
Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.
This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.
4. Choose the right format
There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:
- An engaging headline
- A subject and customer introduction
- The unique challenge or challenges the customer faced
- The solution the customer used to solve the problem
- The results achieved
- Data and statistics to back up claims of success
- A strong call to action (CTA) to engage with the vendor
It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.
5. Write your case study
We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.
- Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
- Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
- Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
- Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
- Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
- Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.
6. Promote your story
Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.
Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.
Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.
Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.
Template 1 — Challenge-solution-result format
- Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
- Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
- Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
- Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
- Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
- Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.
Template 2 — Data-driven format
- Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
- Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
- Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
- Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
- Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
- Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
- Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.
While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.
One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.
The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.
When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.
Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.
When you’re ready to get started with a case study:
- Think about a few goals you’d like to accomplish with your content.
- Make a list of successful clients that would be strong candidates for a case study.
- Reach out to the client to get their approval and conduct an interview.
- Gather the data to present an engaging and effective customer story.
Adobe can help
There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.
To learn more, watch the Adobe Experience Platform story .
Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.
Watch the Real-Time CDP overview video to learn more.
Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.
Request a demo to learn more about Adobe Analytics.