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5 Benefits of Learning Through the Case Study Method

• 28 Nov 2023

While several factors make HBS Online unique —including a global Community and real-world outcomes —active learning through the case study method rises to the top.

In a 2023 City Square Associates survey, 74 percent of HBS Online learners who also took a course from another provider said HBS Online’s case method and real-world examples were better by comparison.

Here’s a primer on the case method, five benefits you could gain, and how to experience it for yourself.

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What Is the Harvard Business School Case Study Method?

The case study method , or case method , is a learning technique in which you’re presented with a real-world business challenge and asked how you’d solve it. After working through it yourself and with peers, you’re told how the scenario played out.

HBS pioneered the case method in 1922. Shortly before, in 1921, the first case was written.

“How do you go into an ambiguous situation and get to the bottom of it?” says HBS Professor Jan Rivkin, former senior associate dean and chair of HBS's master of business administration (MBA) program, in a video about the case method . “That skill—the skill of figuring out a course of inquiry to choose a course of action—that skill is as relevant today as it was in 1921.”

Originally developed for the in-person MBA classroom, HBS Online adapted the case method into an engaging, interactive online learning experience in 2014.

In HBS Online courses , you learn about each case from the business professional who experienced it. After reviewing their videos, you’re prompted to take their perspective and explain how you’d handle their situation.

You then get to read peers’ responses, “star” them, and comment to further the discussion. Afterward, you learn how the professional handled it and their key takeaways.

HBS Online’s adaptation of the case method incorporates the famed HBS “cold call,” in which you’re called on at random to make a decision without time to prepare.

“Learning came to life!” said Sheneka Balogun , chief administration officer and chief of staff at LeMoyne-Owen College, of her experience taking the Credential of Readiness (CORe) program . “The videos from the professors, the interactive cold calls where you were randomly selected to participate, and the case studies that enhanced and often captured the essence of objectives and learning goals were all embedded in each module. This made learning fun, engaging, and student-friendly.”

If you’re considering taking a course that leverages the case study method, here are five benefits you could experience.

5 Benefits of Learning Through Case Studies

1. take new perspectives.

The case method prompts you to consider a scenario from another person’s perspective. To work through the situation and come up with a solution, you must consider their circumstances, limitations, risk tolerance, stakeholders, resources, and potential consequences to assess how to respond.

Taking on new perspectives not only can help you navigate your own challenges but also others’. Putting yourself in someone else’s situation to understand their motivations and needs can go a long way when collaborating with stakeholders.

2. Hone Your Decision-Making Skills

Another skill you can build is the ability to make decisions effectively . The case study method forces you to use limited information to decide how to handle a problem—just like in the real world.

Throughout your career, you’ll need to make difficult decisions with incomplete or imperfect information—and sometimes, you won’t feel qualified to do so. Learning through the case method allows you to practice this skill in a low-stakes environment. When facing a real challenge, you’ll be better prepared to think quickly, collaborate with others, and present and defend your solution.

3. Become More Open-Minded

As you collaborate with peers on responses, it becomes clear that not everyone solves problems the same way. Exposing yourself to various approaches and perspectives can help you become a more open-minded professional.

When you’re part of a diverse group of learners from around the world, your experiences, cultures, and backgrounds contribute to a range of opinions on each case.

On the HBS Online course platform, you’re prompted to view and comment on others’ responses, and discussion is encouraged. This practice of considering others’ perspectives can make you more receptive in your career.

“You’d be surprised at how much you can learn from your peers,” said Ratnaditya Jonnalagadda , a software engineer who took CORe.

In addition to interacting with peers in the course platform, Jonnalagadda was part of the HBS Online Community , where he networked with other professionals and continued discussions sparked by course content.

“You get to understand your peers better, and students share examples of businesses implementing a concept from a module you just learned,” Jonnalagadda said. “It’s a very good way to cement the concepts in one's mind.”

4. Enhance Your Curiosity

One byproduct of taking on different perspectives is that it enables you to picture yourself in various roles, industries, and business functions.

“Each case offers an opportunity for students to see what resonates with them, what excites them, what bores them, which role they could imagine inhabiting in their careers,” says former HBS Dean Nitin Nohria in the Harvard Business Review . “Cases stimulate curiosity about the range of opportunities in the world and the many ways that students can make a difference as leaders.”

Through the case method, you can “try on” roles you may not have considered and feel more prepared to change or advance your career .

5. Build Your Self-Confidence

Finally, learning through the case study method can build your confidence. Each time you assume a business leader’s perspective, aim to solve a new challenge, and express and defend your opinions and decisions to peers, you prepare to do the same in your career.

According to a 2022 City Square Associates survey , 84 percent of HBS Online learners report feeling more confident making business decisions after taking a course.

“Self-confidence is difficult to teach or coach, but the case study method seems to instill it in people,” Nohria says in the Harvard Business Review . “There may well be other ways of learning these meta-skills, such as the repeated experience gained through practice or guidance from a gifted coach. However, under the direction of a masterful teacher, the case method can engage students and help them develop powerful meta-skills like no other form of teaching.”

How to Experience the Case Study Method

If the case method seems like a good fit for your learning style, experience it for yourself by taking an HBS Online course. Offerings span seven subject areas, including:

• Business essentials
• Leadership and management
• Entrepreneurship and innovation
• Finance and accounting
• Business in society

No matter which course or credential program you choose, you’ll examine case studies from real business professionals, work through their challenges alongside peers, and gain valuable insights to apply to your career.

Are you interested in discovering how HBS Online can help advance your career? Explore our course catalog and download our free guide —complete with interactive workbook sections—to determine if online learning is right for you and which course to take.

About the Author

• Business Analysis

The Importance of Case Studies

Case studies are, arguably, one of the most essential components of any marketing or communications strategy. They may take time and effort, but the payoffs are well worth their effort and have been seen time and again, from organizations both big and small.

As Business Analysts, we’re often involved in creating or contributing to case studies, so it is important we understand what they are, the purpose they serve, and the benefits that they can bring. 

What Are Case Studies?

In essence, a case study is a report published by a company that highlights its approach to a challenge, the strategy used to solve the issue(s), and the effectiveness of the solution. It presents a holistic, in-depth review with valuable information about the costs involved, the expertise of the company employed, and the benefits achieved.

The Many Benefits of Case Studies

Case studies have a huge range of benefits, from insight to influence. They are used in nearly every industry, from finance to health care and they offer organizations the ability to convert observations into useable data.

But that barely scratches the surface of the many benefits of case studies. Let’s dig a little deeper and look at some of the long-lasting effects that case studies can have.

1. Boost Customer Confidence

Case studies are an excellent way to display your team’s skill and expertise in action. It’s one thing to propose a plan for improvement, or a solution to a challenge, but some customers may be skeptical of your team’s ability to follow through or produce the appealing results you’re promising. 

Case studies are exactly the type of proof they need to help push them past skepticism and into belief, and possibly, across the finish line to approval of your partnership. If it’s an internal project, case studies could be enough to convince decision-makers to pursue your solution to a challenge.

2. Improve Brand Awareness and Reputation

The reality of the world today is that every company in every industry has competition. Consumers are also becoming smarter about marketing tactics and messaging, so providing proof and backing up claims is essential for presenting your company as genuine in its promises. That’s where case studies come in. 

Case studies are social proof that the promises and claims that your company is making are true. They provide facts and statistics to show how your company improved productivity for your clients by ‘x’ amount, increased profits by ‘x’ amount, or implemented ‘x’ solution to combat a specific issue. 

Providing such proof of expertise bolsters your reputation and can increase brand awareness. Case studies can be published and distributed to current customers to remind them of why they partnered with you initially, and can help increase your company’s reputation and brand image as new potential customers discover you. 

3. Provide a Strategic Solution

No customer wants to partner with a company that acts erratically or thoughtlessly. Case studies provide insight into real challenges and an in-depth look at how your company goes about solving them. They give you a chance to display your strategic thinking and approach, your expertise and innovation, and your ability to follow through on your promised solution. 

4. Assist with Furthering Research

A case study helps show how different aspects of your business work together. They highlight a problem and how the executed solution provided value. They can also play a role in broader research. As you explore and analyze new ideas, other theories and methods can surface. This additional information can help you refine your strategies and further grow the value you provide. Case studies make great reference points that can show, not only how innovative, productive, and proficient your company and teams have become, but how trends have unfolded within your customers and services.

Final Thoughts

As you can see, case studies play a crucial role in the communication of how your team and you, as a Business Analyst, face challenging situations head-on and provide strategic, value-driven solutions for your customers. Once you have a better understanding of case studies and the deep benefits they provide to you and your brand, it’s easy to justify the time and effort that goes into creating them. As you create your next case study, use it as a reminder to take pride in the hard work you’ve done and the results you’ve achieved.

– Written by Jeremy Aschenbrenner, The BA Guide

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Why Are Case Studies Important? Top 4 Reasons

Updated February 2023: Has a boss or colleague ever asked you, “Why are case studies so important?” This is a question all SaaS marketers must be able to answer, especially when it comes time to create your marketing budget for the year.

SaaS case studies are the #1 marketing tactic to increase sales

The importance of a case study can’t be underestimated. For the second year in a row, SaaS marketers ranked case studies the #1 most effective marketing tactic to increase sales —ahead of general website content, SEO, blog posts, social media and other marketing tactics. 

These metrics come from the 123 SaaS marketers we surveyed for our 2023 SaaS Case Studies Trends & Insights Report . (We’d encourage you to check out the report.)

Importance of a case study is undeniable

Why are case studies so important? What is the need and significance of a case study? Case studies are top-tier marketing tools for SaaS companies to showcase the value of their products to potential customers, helping to drive sales and revenue.

Customers are our best marketers. I love getting to know our customers through these stories, especially because documenting their successes helps advance their careers and gives more senior leaders the chance to celebrate their teams.

Why are case studies important in marketing?

Case studies are essentially a play-by-play of how your customer recognized that they had a challenge they needed to overcome, why they chose you, what products or services you provided, and how those products or services helped them solve their challenge.

And what makes case studies even more valuable? They’re a great investment because case studies can be repurposed so heavily —everything from PDFs and videos to infographics to social.

In this post, we’ll demonstrate the importance of a case study in business and discuss the top 4 advantages of using case studies in your marketing mix.

Need a hand with writing case studies? We are a SaaS content marketing agency that specializes in writing case studies for companies like ClickUp, WalkMe and LeanData. Check out our case study writing services .

What are 4 advantages of case studies?

1. case studies demonstrate your expertise in your niche.

As a SaaS marketer, your job is to know how to produce a business case study in a way that makes your product or service stand out among your competitors.

Creating case studies is an effective way to capture the attention of buyers in your industry because the content—including the products, services and use cases covered in the piece—will be highly relevant to your target audience and will therefore have a strong chance of resonating with them.

If you’re still wondering, “Why are case studies important?”, then put yourself in your buyer’s shoes. Say you’re evaluating several different customer relationship management (CRM) platforms. All three vendors have an eye-catching website with informative and clever product copy, but only one has a repository of case studies that illustrate how its clients have landed 50% more sales since they’ve implemented this particular CRM. Sounds like a winner to us (and it demonstrates case study importance)!

Case studies are important because our prospects want to see that we’ve helped customers who are in the same industry and have similar pain points. Reference calls are helpful, but it’s important to have stories that sales folks can share easily.  

2. Case studies provide social proof in an original way

What is the importance of a case study? Well, nearly 90% of consumers read product reviews before they make a purchase, which means gathering and publishing social proof is a crucial activity for your SaaS company.

Changing consumer behavior is another reason why case studies are important. Case studies give your readers what they’re looking for, which is confirmation from other B2B buyers just like them that your products and services are the real deal.

Another advantage of case studies is that by nature, they’re original stories about individuals with specific challenges and goals. Knowing how to write a case study that goes beyond generic product reviews is critical.

When writing a case study, dig deep into everything from how your team helps customers implement your software to what your customer’s future use cases could include. This type of content gives your prospect thorough insight into what it’s like to use your products and work with your company.

Case studies offer social proof for how we provide value to our customers. Our sales team uses our case studies to build credibility and offer “proof points” for why (and how) Crossbeam can solve their problems.

3. Case studies help your SaaS company close sales

Let’s quickly recap the last 2 points:

1) Case studies capture your buyers’ attention with highly relevant content that positions your SaaS company as an expert in the products or services you deliver.

2) Case studies also build trust by sharing social proof in an interesting format that uses storytelling to weave a narrative. For those two reasons, case studies are fantastic content marketing tools to help you close sales. 

In addition, especially if your offerings are complex, it’s essential to help potential customers understand how your software will meet their needs. Case studies give you an opportunity to explain— with real-world examples and visual aids —the more complicated aspects of your products and services.

Case studies are important because they provide real-life examples of positive customer outcomes and sentiment—a critical part of gaining buy-in from prospects during a sales cycle.

4. Strengthen customer relationships

If you’re hesitant to ask your customers to participate in case studies, you’re not alone. It’s normal to feel like you might be imposing on a customer by asking them to take time out of their busy schedule for an interview, but chances are they’d be happy to help you craft a case study to illustrate your mutual success working together.

When it comes to the question, “Why are case studies important?”, one of the best answers is that they can help you strengthen customer relationships by letting your customers know you believe they have a valuable story. This gesture of goodwill can increase customer retention, which can in turn grow your SaaS company’s revenue by as much as 95% .

Case studies are important because they give you the opportunity to celebrate an existing customer, which in and of itself is of immense value. Secondarily, for both customers and prospects alike, they always prefer to “see someone like them” rather than just hear you spew what-ifs at them.

Need a hand with your case studies ?

Now that you understand why case studies are so important, it’s time to take action—and we can help.

As a SaaS content marketing agency , we write case studies for high-growth B2B SaaS companies like ClickUp, WalkMe and Okta. Check out our case study writing service then get in touch.

As the founder of Uplift Content, Emily leads her team in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies like ClickUp, Calendly and WalkMe. Connect with Emily on Linkedin

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How to Write a Great Business Case

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• Case Teaching

C ase studies are powerful teaching tools. “When you have a good case, and students who are well prepared to learn and to teach each other, you get some magical moments that students will never forget,” says James L. Heskett, UPS Foundation Professor of Business Logistics, emeritus, at Harvard Business School (HBS). “They will remember the lessons they learn in that class discussion and apply them 20 years later.”

Yet, for many educators who want to pen their own case, the act of writing a great business case seldom comes easily or naturally. For starters, it’s time consuming. Case writers can spend substantial time visiting companies, securing a willing site, conducting interviews, observing operations, collecting data, reviewing notes, writing the case, revising the narrative, ensuring that teaching points come through, and then getting executives to approve the finished product.

The question, then, becomes: Where do you begin? How do you approach case writing? How do you decide which company to use as the subject of the case? And what distinguishes a well-written case from a mediocre one?

We asked three expert HBS case writers—who collectively have written and supported hundreds of cases—to share their insights on how to write a great business case study that will inspire passionate classroom discussion and transmit key educational concepts.

Insights from James L. Heskett

UPS Foundation Professor of Business Logistics, Emeritus, Harvard Business School

Keep your eyes open for a great business issue.

“I’m always on the prowl for new case material. Whenever I’m reading or consulting, I look for interesting people doing interesting things and facing interesting challenges. For instance, I was reading a magazine and came across a story about how Shouldice Hospital treated patients undergoing surgery to fix inguinal hernias—how patients would get up from the operating table and walk away on the arm of the surgeon.

6 QUALITIES OF GREAT CASE WRITERS

Comfort with ambiguity, since cases may have more than one “right” answer

Command of the topic or subject at hand

Ability to relate to the case protagonists

Enthusiasm for the case teaching method

Capacity for finding the drama in a business situation and making it feel personal to students

Build relationships with executives.

“When writing a case, it’s helpful to start as high in the organization as possible. It helps assure mid-level managers that they can share the information you need with an outsider. It also helps when it comes to getting the case cleared for use. Serving on corporate boards can help in building relationships with senior executives, but there are other ways to make those connections. For instance, you can approach speakers at business conferences if you think their presentations could form the basis for a good business case. If you want to write about a company where you don’t have any personal connections, you can always check with your colleagues to see if any of them have a personal relationship with the CEO or sit on a board where they could introduce you to the right person who would be able to facilitate the case. My colleagues and I make a lot of these introductions for each other.”

“If you make the case into a crossword puzzle that takes five hours to solve, it’s not really fair to the students and will most likely cause them to lose focus.” James L. Heskett

Skip the curveballs and focus on key issues.

“Cases don’t have to be obvious. As a pedagogical objective, you might want students to look beyond a superficial issue to say this is the underlying topic that we need to address, and these are the questions we need to pose. Still, I think it’s unhelpful if cases contain real curveballs where ‘unlocking’ the case depends on finding some small piece of information hidden in an exhibit. Give students a break! They may have to read and digest three cases per day, so they probably won’t be able to devote more than a couple of hours to each one. If you make the case into a crossword puzzle that takes five hours to solve, it’s not really fair to the students and will most likely cause them to lose focus.”

Build a discussion plan while writing the case.

“In case method teaching, the teacher is not in complete control. Students teach each other and learn from each other. On any given day, there will likely be somebody in the room who knows more about the company featured in the case than the professor does. So a professor can’t walk into the classroom and expect to impose a lesson plan that goes in a strict linear way from A to B to C to D. The case ought to be written to allow students to jump from A to D and then come back later to B if that’s how the discussion plays out. At the same time, the case should be structured so that the instructor can collect student comments on a board, organizing them as a coherent set of related ideas, and then deliver a 5-to-10-minute summary that communicates whatever essential concepts the case has covered. This summation can be a very powerful teaching and learning experience.”

Focus on quality over quantity.

“Cases don’t have to be too long. Some good cases are only two or three pages. Students may give more scrutiny to these brief cases than they would a 20-page case.”

Advice from Benson P. Shapiro

Malcolm P. McNair Professor of Marketing, Emeritus, Harvard Business School

Take out the chaff in advance.

“You don’t want students to spend too much time separating the wheat from the chaff. If a case has 12 pages of text and 10 pages of exhibits, even the smartest MBA students will likely lose interest. Writers who try to capture a situation from every angle and in every detail end up with sprawling narratives that usually do not make a good case. When writing cases, you need to set good, strong boundaries. Avoid superfluous, flowery, or poetic material that may contain interesting anecdotes or factoids, but that could distract readers from the case’s core topics. Include only those important and useful details that can help students make decisions and understand key issues that the case explores.”

Work in layers and metaphors—subtly.

“The best cases work on multiple levels. A case should focus on a specific situation—for example, whether or not to introduce a certain product. But it should also serve as a metaphor for broader issues in the background: How do we think about introducing new products? Are we introducing enough products? Are new product introductions a source of competitive advantage in our industry? How should we organize and manage new product development? You want the case to encourage students to think broadly about the various cultural, financial, and strategic impacts that managerial decisions have on a company.”

“Writers who try to capture a situation from every angle and in every detail end up with sprawling narratives that usually do not make a good case.” Benson P. Shapiro

Encourage emotional engagement.

“Case writing is an interesting literary form—it needs to be very engaging, but also educational. Great cases revolve around points of contention on which intelligent people can hold different points of view: What should you do? Why? How do you get it done? Ideally, students should have to choose between two very attractive alternatives or two terrible alternatives. The best cases involve questions that get students emotionally engaged so that they really care about choices and outcomes. When you see students physically leaning forward and following what their peers are saying, you know that they have a visceral feel for the importance of the subject. When you hear them debating after class— You were out in left field! You missed what was really important here! —that’s how you can tell you succeeded in developing a great case.”

Lessons from Carin-Isabel Knoop

Executive Director of the Case Research & Writing Group, Harvard Business School

Don’t forget the classroom component.

“Cases are deliberately incomplete documents. What a case writer leaves out of a case is often just as important as what he or she puts into it. Cases are designed to be completed through classroom instruction and discussion. While drafting the case, try to develop the classroom process in parallel. Work on the assignment questions and classroom content. Keep in mind that the case should be able to adapt to your classroom and course needs.”

Hone your elevator pitch.

“Before getting started, always have clear, succinct learning objectives in mind. Don’t start developing the case until you are able to summarize these objectives in less than five minutes.”

Case writing is a relationship, not a transaction.

When choosing a case site, be clear with executives that you are developing a teaching tool and that you will require their time and candor—and eventually their data. Put them at ease, and manage the authorization process, right from the start. Indicate that quotes will be cleared before publication and there will be time for individual review. During the creation process, ask their advice. This creates a process of engagement and helps bring home that this is a pedagogical tool, not gotcha journalism. At HBS, we oftentimes invite someone from the company to attend class. Finally, once the case is done, stay in touch with your case protagonists. They will move to other organizations and spread the good word about their experience with case writing.

Invite disagreement in case discussions.

“The case study method is based on participant-centered learning. The students all start from the same base of 11 (or however many) pages in the case, but they bring different knowledge and experiences into the classroom. So they can take the same facts and disagree about what course of action to pursue. We want students to behave like decision makers, and it can be painful to make decisions. Some critics deride the case teaching method as being unrealistic, but someone who just lectures about marketing doesn’t help students realize how difficult it is to choose between two plausible options to meet the same marketing objectives. For students, a big part of the education process is learning from discussions with classmates who think differently and advocate for different solutions. Witnessing a robust case discussion reminds us of the potential for collective learning to emerge from contrasting views.”

“Faculty don’t just write cases for teaching purposes, they write them to learn.” Carin-Isabel Knoop

The Case Writing Process Is a Worthy Effort

Researching, writing, and publishing cases is well worth the time and effort. “The case research and writing process is important for faculty development,” Knoop adds. “While developing field cases, faculty go to site visits and meet with decision makers. The case writing process helps connect scholars to practitioners and practitioners to the academic world. Faculty case writers get to explore and test how their academic theories work in practice. So faculty don’t just write cases for teaching purposes, they write them to learn. The case method is an integral part of faculty development.”

There’s another big bonus to becoming a case writer, especially for younger educators. “Young business instructors face a credibility gap with their students,” says Heskett. “It’s not uncommon to have MBA students in a class who have more experience than the instructor on a particular subject. Once you go into the field and write a case, you will know more about that subject than anyone else in the class. A primary way for professors to establish their credibility on a topic is to have written the case the class is discussing that day.”

James L. Heskett is UPS Foundation Professor of Business Logistics, emeritus, at Harvard Business School. He completed his Ph.D. at the Graduate School of Business, Stanford University, and has been a faculty member at The Ohio State University as well as president of Logistics Systems, Inc. Since 2000, he has authored a blog on Harvard Business School’s Working Knowledge website .

Benson P. Shapiro is the Malcolm P. McNair Professor of Marketing, emeritus, at Harvard Business School where he taught full time from 1970 to 1997. Since 1997, Shapiro has concentrated his professional time on consulting, giving speeches, serving on boards, and writing. He continues to teach at Harvard and has taught in many executive programs and has chaired the Sustainable Marketing Leadership for Mid-Sized Firms Program.

Carin-Isabel Knoop is the executive director of the Case Research & Writing Group at Harvard Business School. She is also coauthor of Compassionate Management of Mental Health in the Modern Workplace .

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What Is a Case Study and Why You Should Use Them

Case studies can provide more insights into your business while helping you conduct further research with robust qualitative data analysis to learn more.

If you're in charge of running a company, then you're likely always looking for new ways to run your business more efficiently and increase your customer base while streamlining as many processes as possible.

Unfortunately, it can sometimes be difficult to determine how to go about implementing the proper program in order to be successful. This is why many business owners opt to conduct a case study, which can help significantly. Whether you've been struggling with brand consistency or some other problem, the right case study can identify why your problem exists as well as provide a way to rectify it.

A case study is a great tool that many businesses aren't even aware exists, and there are marketing experts like Mailchimp who can provide you with step-by-step assistance with implementing a plan with a case study. Many companies discover that not only do they need to start a blog in order to improve business, but they also need to create specific and relevant blog titles.

If your company already has a blog, then optimizing your blog posts may be helpful. Regardless of the obstacles that are preventing you from achieving all your professional goals, a case study can work wonders in helping you reverse this issue.

What is a case study?

A case study is a comprehensive report of the results of theory testing or examining emerging themes of a business in real life context. Case studies are also often used in the healthcare industry, conducting health services research with primary research interest around routinely collected healthcare data.

However, for businesses, the purpose of a case study is to help small business owners or company leaders identify the issues and conduct further research into what may be preventing success through information collection, client or customer interviews, and in-depth data analysis.

Knowing the case study definition is crucial for any business owner. By identifying the issues that are hindering a company from achieving all its goals, it's easier to make the necessary corrections to promote success through influenced data collection.

Why are case studies important?

Now that we've answered the questions, "what is a case study?" Why are case studies important? Some of the top reasons why case studies are important include:

• Understand complex issues: Even after you conduct a significant amount of market research , you might have a difficult time understanding exactly what it means. While you might have the basics down, conducting a case study can help you see how that information is applied. Then, when you see how the information can make a difference in business decisions, it could make it easier to understand complex issues.
• Collect data: A case study can also help with data tracking . A case study is a data collection method that can help you describe the information that you have available to you. Then, you can present that information in a way the reader can understand.
• Conduct evaluations: As you learn more about how to write a case study, remember that you can also use a case study to conduct evaluations of a specific situation. A case study is a great way to learn more about complex situations, and you can evaluate how various people responded in that situation. By conducting a case study evaluation, you can learn more about what has worked well, what has not, and what you might want to change in the future.
• Identify potential solutions: A case study can also help you identify solutions to potential problems. If you have an issue in your business that you are trying to solve, you may be able to take a look at a case study where someone has dealt with a similar situation in the past. For example, you may uncover data bias in a specific solution that you would like to address when you tackle the issue on your own. If you need help solving a difficult problem, a case study may be able to help you.

Remember that you can also use case studies to target your audience . If you want to show your audience that you have a significant level of expertise in a field, you may want to publish some case studies that you have handled in the past. Then, when your audience sees that you have had success in a specific area, they may be more likely to provide you with their business. In essence, case studies can be looked at as the original method of social proof, showcasing exactly how you can help someone solve their problems.

What are the benefits of writing a business case study?

Although writing a case study can seem like a tedious task, there are many benefits to conducting one through an in depth qualitative research process.

• Industry understanding: First of all, a case study can give you an in-depth understanding of your industry through a particular conceptual framework and help you identify hidden problems that are preventing you from transcending into the business world.
• Develop theories: If you decide to write a business case study, it provides you with an opportunity to develop new theories. You might have a theory about how to solve a specific problem, but you need to write a business case study to see exactly how that theory has unfolded in the past. Then, you can figure out if you want to apply your theory to a similar issue in the future.
• Evaluate interventions: When you write a business case study that focuses on a specific situation you have been through in the past, you can uncover whether that intervention was truly helpful. This can make it easier to figure out whether you want to use the same intervention in a similar situation in the future.
• Identify best practices: If you want to stay on top of the best practices in your field, conducting case studies can help by allowing you to identify patterns and trends and develop a new list of best practices that you can follow in the future.
• Versatility: Writing a case study also provides you with more versatility. If you want to expand your business applications, you need to figure out how you respond to various problems. When you run a business case study, you open the door to new opportunities, new applications, and new techniques that could help you make a difference in your business down the road.
• Solve problems: Writing a great case study can dramatically improve your chances of reversing your problem and improving your business.
• These are just a few of the biggest benefits you might experience if you decide to publish your case studies. They can be an effective tool for learning, showcasing your talents, and teaching some of your other employees. If you want to grow your audience , you may want to consider publishing some case studies.

What are the limitations of case studies?

Case studies can be a wonderful tool for any business of any size to use to gain an in-depth understanding of their clients, products, customers, or services, but there are limitations.

One limitation of case studies is the fact that, unless there are other recently published examples, there is nothing to compare them to since, most of the time, you are conducting a single, not multiple, case studies.

Another limitation is the fact that most case studies can lack scientific evidence.

Types of case studies

There are specific types of case studies to choose from, and each specific type will yield different results. Some case study types even overlap, which is sometimes more favorable, as they provide even more pertinent data.

Here are overviews of the different types of case studies, each with its own theoretical framework, so you can determine which type would be most effective for helping you meet your goals.

Explanatory case studies

Explanatory case studies are pretty straightforward, as they're not difficult to interpret. This type of case study is best if there aren't many variables involved because explanatory case studies can easily answer questions like "how" and "why" through theory development.

Exploratory case studies

An exploratory case study does exactly what its name implies: it goes into specific detail about the topic at hand in a natural, real-life context with qualitative research.

The benefits of exploratory case studies are limitless, with the main one being that it offers a great deal of flexibility. Having flexibility when writing a case study is important because you can't always predict what obstacles might arise during the qualitative research process.

Collective case studies

Collective case studies require you to study many different individuals in order to obtain usable data.

Case studies that involve an investigation of people will involve many different variables, all of which can't be predicted. Despite this fact, there are many benefits of collective case studies, including the fact that it allows an ongoing analysis of the data collected.

Intrinsic case studies

This type of study differs from the others as it focuses on the inquiry of one specific instance among many possibilities.

Many people prefer these types of case studies because it allows them to learn about the particular instance that they wish to investigate further.

Instrumental case studies

An instrumental case study is similar to an intrinsic one, as it focuses on a particular instance, whether it's a person, organization, or something different.

One thing that differentiates instrumental case studies from intrinsic ones is the fact that instrumental case studies aren't chosen merely because a person is interested in learning about a specific instance.

Tips for writing a case study

If you have decided to write case studies for your company, then you may be unsure of where to start or which type to conduct.

However, it doesn't have to be difficult or confusing to begin conducting a case study that will help you identify ways to improve your business.

Here are some helpful tips for writing your case studies:

1. Your case study must be written in the proper format

When writing a case study, the format that you should be similar to this:

Administrative summary

The executive summary is an overview of what your report will contain, written in a concise manner while providing real-life context.

Despite the fact that the executive summary should appear at the beginning of your case studies, it shouldn't be written until you've completed the entire report because if you write it before you finish the report, this summary may not be completely accurate.

Key problem statement

In this section of your case study, you will briefly describe the problem that you hope to solve by conducting the study. You will have the opportunity to elaborate on the problem that you're focusing on as you get into the breadth of the report.

Problem exploration

This part of the case study isn't as brief as the other two, and it goes into more detail about the problem at hand. Your problem exploration must include why the identified problem needs to be solved as well as the urgency of solving it.

Additionally, it must include justification for conducting the problem-solving, as the benefits must outweigh the efforts and costs.

Proposed resolution

This case study section will also be lengthier than the first two. It must include how you propose going about rectifying the problem. The "recommended solution" section must also include potential obstacles that you might experience, as well as how these will be managed.

Furthermore, you will need to list alternative solutions and explain the reason the chosen solution is best. Charts can enhance your report and make it easier to read, and provide as much proof to substantiate your claim as possible.

Overview of monetary consideration

An overview of monetary consideration is essential for all case studies, as it will be used to convince all involved parties why your project should be funded. You must successfully convince them that the cost is worth the investment it will require. It's important that you stress the necessity for this particular case study and explain the expected outcome.

Execution timeline

In the execution times of case studies, you explain how long you predict it will take to implement your study. The shorter the time it will take to implement your plan, the more apt it is to be approved. However, be sure to provide a reasonable timeline, taking into consideration any additional time that might be needed due to obstacles.

Always include a conclusion in your case study. This is where you will briefly wrap up your entire proposal, stressing the benefits of completing the data collection and data analysis in order to rectify your problem.

2. Make it clear and comprehensive

You want to write your case studies with as much clarity as possible so that every aspect of the report is understood. Be sure to double-check your grammar, spelling, punctuation, and more, as you don't want to submit a poorly-written document.

Not only would a poorly-written case study fail to prove that what you are trying to achieve is important, but it would also increase the chances that your report will be tossed aside and not taken seriously.

3. Don't rush through the process

Writing the perfect case study takes time and patience. Rushing could result in your forgetting to include information that is crucial to your entire study. Don't waste your time creating a study that simply isn't ready. Take the necessary time to perform all the research necessary to write the best case study possible.

Depending on the case study, conducting case study research could mean using qualitative methods, quantitative methods, or both. Qualitative research questions focus on non-numerical data, such as how people feel, their beliefs, their experiences, and so on.

Meanwhile, quantitative research questions focus on numerical or statistical data collection to explain causal links or get an in-depth picture.

It is also important to collect insightful and constructive feedback. This will help you better understand the outcome as well as any changes you need to make to future case studies. Consider using formal and informal ways to collect feedback to ensure that you get a range of opinions and perspectives.

4. Be confident in your theory development

While writing your case study or conducting your formal experimental investigation, you should have confidence in yourself and what you're proposing in your report. If you took the time to gather all the pertinent data collected to complete the report, don't second-guess yourself or doubt your abilities. If you believe your report will be amazing, then it likely will be.

5. Case studies and all qualitative research are long

It's expected that multiple case studies are going to be incredibly boring, and there is no way around this. However, it doesn't mean you can choose your language carefully in order to keep your audience as engaged as possible.

If your audience loses interest in your case study at the beginning, for whatever reason, then this increases the likelihood that your case study will not be funded.

Case study examples

If you want to learn more about how to write a case study, it might be beneficial to take a look at a few case study examples. Below are a few interesting case study examples you may want to take a closer look at.

• Phineas Gage by John Martin Marlow : One of the most famous case studies comes from the medical field, and it is about the story of Phineas Gage, a man who had a railroad spike driven through his head in 1848. As he was working on a railroad, an explosive charge went off prematurely, sending a railroad rod through his head. Even though he survived this incident, he lost his left eye. However, Phineas Gage was studied extensively over the years because his experiences had a significant, lasting impact on his personality. This served as a case study because his injury showed different parts of the brain have different functions.
• Kitty Genovese and the bystander effect : This is a tragic case study that discusses the murder of Kitty Genovese, a woman attacked and murdered in Queens, New York City. Shockingly, while numerous neighbors watched the scene, nobody called for help because they assumed someone else would. This case study helped to define the bystander effect, which is when a person fails to intervene during an emergency because other people are around.
• Henry Molaison and the study of memory : Henry Molaison lost his memory and suffered from debilitating amnesia. He suffered from childhood epilepsy, and medical professionals attempted to remove the part of his brain that was causing his seizures. He had a portion of his brain removed, but it completely took away his ability to hold memories. Even though he went on to live until the age of 82, he was always forced to live in the present moment, as he was completely unable to form new memories.

Case study FAQs

When should you do a case study.

There are several scenarios when conducting a case study can be beneficial. Case studies are often used when there's a "why" or "how" question that needs to be answered. Case studies are also beneficial when trying to understand a complex phenomenon, there's limited research on a topic, or when you're looking for practical solutions to a problem.

How can case study results be used to make business decisions?

You can use the results from a case study to make future business decisions if you find yourself in a similar situation. As you assess the results of a case study, you can identify best practices, evaluate the effectiveness of an intervention, generate new and creative ideas, or get a better understanding of customer needs.

How are case studies different from other research methodologies?

When compared to other research methodologies, such as experimental or qualitative research methodology, a case study does not require a representative sample. For example, if you are performing quantitative research, you have a lot of subjects that expand your sample size. If you are performing experimental research, you may have a random sample in front of you. A case study is usually designed to deliberately focus on unusual situations, which allows it to shed new light on a specific business research problem.

Writing multiple case studies for your business

If you're feeling overwhelmed by the idea of writing a case study and it seems completely foreign, then you aren't alone. Writing a case study for a business is a very big deal, but fortunately, there is help available because an example of a case study doesn't always help.

Mailchimp, a well-known marketing company that provides comprehensive marketing support for all sorts of businesses, can assist you with your case study, or you can review one of their own recently published examples.

Mailchimp can assist you with developing the most effective content strategy to increase your chances of being as successful as possible. Mailchimp's content studio is a great tool that can help your business immensely.

The Importance of a Case Study in Business

by Hristina Efinska

Why is a case study important for your business? First of all, gaining the trust of potential clients can be a struggle. Then, before you can even expect to earn their trust and become their partner, you need to show your ability to deliver on what you promise. One of the most effective ways to do so, is by creating a case study. 

In this article, we would like to walk you through the creation of a successful case study for your business. A case study that positions your company as an authority on the market, explains your problem-solving mindset and provides social proof.

What is a case study?

By definition, a case study is an in-depth research method that consists of a detailed investigation of a specific subject of study. The reason why we create case studies is to bring a complex topic closer to a broader audience. Case studies make it easier for us to connect the dots and have a better understanding of a specific subject matter. 

The case study has been used as a research method for a long time, especially in social sciences. It has been applied in various disciplines examining real-time life situations and providing a foundation for numerous ideas.   

Benefits of Preparing a Case Study

1. you get to tell a story of success.

When you think about it, storytelling plays a crucial part in selling your product or service. That’s why you need to present your case studies as success stories. First, you introduce your characters (the clients or customers), then you describe the problem they faced, how you helped them fight the specific conflict, and then you wrap everything up in a conclusion. Remember, you need to show everyone that your customers are the heroes here, not you. You are what helps them save the day, the wind in their back. This is what makes case studies engaging, readable and relatable.

2.Your client comes first

The biggest benefit of publishing case studies for your business is that they represent your customer’s and client’s voice, not your company’s. All of the content that comes from your marketing and sales teams, like webinars, blog posts, podcasts, social media posts, are often viewed as self-serving, so people tend to be slightly more skeptical of them. Contrary to that, the case studies come directly from the client, which means they act as a third-party endorsement.

Key elements of an engaging business case study

There are a number of ways you can write a case study in business. While there is no straightforward answer to how to do it, here are some key elements that you need to consider: 

• Info about the client 

An outline of the business case study

• The proposed solution 
• The results 

Info about the client

Introducing your client to the audience is one of the fundamental parts of a well-prepared business case study. By doing so, readers can get a grasp of the situation. They will meet the client and have a better understanding of how they are facing their problem. Here, the readers can even relate and feel as if the case study was written about them. If you achieve this, half of the work is done.

It’s important to have a clear outline that is easy to read and understand. You can apply various forms and techniques such as a blog post, a short video, or an infographic. It doesn’t really matter which form you choose for the case study because what makes the click is setting the right expectations for your audience. You can do this simply by listing what you will cover in what follows.

The client’s challenge

Well, you are off to tackling the main reason why you are writing the business case study in the first place. Meaning, you need to be careful and make it easy to understand. Presenting the challenge in a simple way is maybe the most challenging part. Keep it short and to the point. The more focused you make it, the more people will read it. Always have your audience in mind and do it in an easy-to-grasp manner.

The proposed solution

Business case studies are like stories. First, you introduce your client, then you describe the problems they had and at the end you give the solution you provided for the problem. When putting forward the ways you helped the client, do it so with the client as a key figure. Your client needs to provide inspiring stories so that your next prospect will hire you.

The results

Solidifying a strong working relationship with your existing customers is one of the key purposes of a case study in business. If a customer is happy and supported by you, they are likely to work with you again, By making your customers look good, you will attract prospects that crave the same outcome for their business.

How to get testimonials from your clients?

First thing’s first, you need to get your clients to provide inspiring testimonials for your good service. Resist the temptation to consider just any client for a case study testimonial. Case studies for business should address the issues that potential clients might have, so be selective.

1. Ask your most loyal clients

The best place to start is with your company’s most loyal clients. You know, the ones that have been with you since the beginning, and you know you have brought them success. Typically, these clients have had positive experiences with your service, and as a result, are willing to share their story of success.

Next up, check which of your clients have had recent wins. Speak to people who’ve done some hands-on work on the clients to identify a list of your best candidates so you can approach them first to participate in a case study.

2. Do your homework before you approach them

Before you reach out to your existing clients, think carefully about the timing of your request. Take time to do your research, so you understand the possible theme of the specific case study may be. For extra points, you can also research the specific person you’ll be reaching out to if you’re not already familiar with them. That’s how you’ll identify who can make an introduction, or at least help you personalize your request.

3. Explain why it is a win-win situation

Before you reach out to your clients, make it clear what’s involved if they agree to participate. Outline the whole process ( be specific and make it understandable), how much time it will take, and how you’ll be using the case study once it’s finalized. Make it clear that by participating in this, they’re assisting your company, but they have benefits as well. Being profiled in such a study can become a valuable tool for them to scale their profile and potentially position themselves as an authority in their industry.

At the end of the day, you work hard at what you do. But eventually, you have to show it to the world — and, most importantly, to your potential clients. Make sure you follow the aforementioned steps that will showcase your work is effectively communicated. For an easy start, head on to our case studies link , and learn how we brought success to our clients by hiring dedicated teams for their needs.

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What is the Case Study Method?

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Overview dropdown down, celebrating 100 years of the case method at hbs.

The 2021-2022 academic year marks the 100-year anniversary of the introduction of the case method at Harvard Business School. Today, the HBS case method is employed in the HBS MBA program, in Executive Education programs, and in dozens of other business schools around the world. As Dean Srikant Datar's says, the case method has withstood the test of time.

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How Cases Unfold In the Classroom

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Most programs begin with registration, followed by an opening session and a dinner. If your travel plans necessitate late arrival, please be sure to notify us so that alternate registration arrangements can be made for you. Please note the following about registration:

HBS campus programs – Registration takes place in the Chao Center.

India programs – Registration takes place outside the classroom.

Other off-campus programs – Registration takes place in the designated facility.

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Professors are here to push everyone to learn, but not to embarrass anyone. If the class is quiet, they'll often ask a participant with experience in the industry in which the case is set to speak first. This is done well in advance so that person can come to class prepared to share. Trust the process. The more open you are, the more willing you’ll be to engage, and the more alive the classroom will become.

Does everyone take part in "role-playing"? Dropdown down

Professors often encourage participants to take opposing sides and then debate the issues, often taking the perspective of the case protagonists or key decision makers in the case.

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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.

Juniper Networks

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.

Tata Consulting

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.

https://business.adobe.com/blog/perspectives/b2b-ecommerce-10-case-studies-inspire-you

https://business.adobe.com/blog/basics/business-case

https://business.adobe.com/blog/basics/what-is-real-time-analytics

5 Steps for Writing a Case Study for Business (+Templates)

Get professional tips for writing a case study that drives business impact. Learn the best format and research method to use alongside examples & templates.

John McTale

7 minute read

SHORT ANSWER

What is a case study.

• Open with an introductory overview
• Explain the problem in question
• Detail the solutions that solved the problem
• Refer to key results
• Finish with recommendations and next steps

Why you need a case study

“I climbed Mount Everest and I did it all by myself.” “Yeah mate, pics or it didn’t happen.” The same logic applies to case studies. In business, it’s “case studies or it didn’t happen.” A well-written case study legitimizes your product or services. It proves the impact your actions have on the bottom line and is the single most important element of building trust amongst prospective clients. But… How do you write a *perfect* case study? One that engages readers and makes them care about your offering and excited to work with you?

In business, a case study , or customer success story, is a marketing tool that showcases how your product or service helped clients overcome business challenges. It uses statistics, quotes, and specific examples to convincingly highlight your ability to produce results.

What is the purpose of a case study?

The purpose of a case study, usually, is to provide your prospective clients with specific examples of how your products or services can help solve business problems they might be facing.

Case studies legitimize your business activities allowing you to go beyond explaining what you do and focus on how well you do it. (And, in case you were wondering just HOW important case studies are, here’s an item of data to ponder: according to a DemandGen report , 78% of B2B buyers want to review case studies before making a purchase decision. Another study found that at the end of 2023, f or the third year in a row, marketers ranked case studies the #1 most effective marketing tactic to increase sales—ahead of general website content, SEO, blog posts, social media, paid ads and other tactics. )

There’s no magic behind it. Just a proven, simple formula I’m about to share with you. Spend the next 7 minutes reading this guide and you’ll learn how to write case studies better than any case study you’ve created in the past. Important caveat: this article explains how to write a case study for business purposes. If you’re interested in writing research case studies for academia, refer to this excellent guide by University of Southern California. If, in turn, you’re struggling with putting together a medical case study, here’s a fantastic 101 by the BMJ . I’m not going to pretend I know better than these guys do.

For your reference, here’s an example of our very own case study, showing how, at Storydoc, we helped the Spot company boost some of their key metrics: Learn How Spot by NetApp boosted their conversion rates 2x.

Spot's team used this deck to boost their conversion 2x

By drawing the bigger picture even deep-tech software products can be easily explained.

Browse interactive case study templates

No matter how great the contents of your case study might be, if you fail to present it in an eye-pleasing way, most likely, no one will really read it. The good news? I’ve put together a gallery of the most professional, attention-grabbing case study templates available online. You can find it here: Case Study Templates & Design Tips Or, take a shortcut to great case study design and use our presentation maker . Have a look below to see what your case study might look like.

And now, let’s get to the case study 101. (If you’re only interested in a specific section of a case study, simply click on a jump-to link in the table of contents below.

Here's how to write a case study:

1. Open with an introductory overview

The last thing you want is for someone to open your case study, give it a quick glance, and decide to skip. See— People don’t usually read case studies. At least not immediately. First, they skim the contents to see if the subject is relevant enough. How to make sure your case study sticks? At the beginning, place an introductory overview (also called an “executive summary”). Provide an overview of the whole case. It’s not supposed to be a catchy intro but a full synopsis, detailing the problem at hand, your assumptions, the solutions implemented, and the results achieved.

How to write a case study introduction?

Introduce the purpose of the case study—specify exactly what you were aiming to achieve.

Define the problem or the most significant challenge. For instance, low conversion rates, a technological issue or high costs. (It could also be a combination of such factors!)

Explain briefly what the solution to the problem was.

Share the most important results your actions produced. Don’t go into too much detail, a few key points will do. It’s best if you can quantify the results: numbers pop!

Keep it short. Usually, 2–4 paragraphs + a few bullet points with key results will do.

While, as its name implies, this section comes at the beginning of your case study, write it last. First, craft the rest of your document, then pick the most important bits and compile them into the introductory overview.

2. Explain the problem in question

“Adam caught a flat tire. In the middle of the desert. He had no spare, no signal, no food, and only enough water to keep him alive for 48 hours.” Oh dear, poor Adam! What could possibly be done to help him?! See, in your case study, make the client seem like Adam so that, later on, you can paint your company like the miraculous savior. Of course, I’m exaggerating, but only so much. The purpose of the “problem” section in a case study is to arouse emotions from the readers. Ideally, in such a way that they can picture themselves as Adam. Highlight a problem your product or services solve and present an example of when that problem was troubling a client really badly.

How to write a “problem” section in a case study?

In a single sentence, describe your customer’s business challenges and objectives.

Explain the problem your customer faced that prevented them from achieving those objectives prior to working with you.

If that was the case, mention other solutions your client experimented with that didn’t work out and explain why.

Make it clear how the issue or problem impacted the client’s business results so that it’s easy to understand why a solution was badly needed.

3. Detail the solutions implemented to solve the problem

Here comes the moment to toot your own horn a bit (and also that moment when you can get slightly technical). Present your solutions in reference to the issue your client was dealing with and make it obvious that those are easily replicable for all future cases. Of course, the exact formula for this section will depend on your industry and mode of operation. Sometimes a 2–3 paragraph summary will be enough, in other cases, you’ll need to include more detailed technical specs regarding the solution you implemented.

How to write a solutions section in a case study?

Focus on your customer’s experience in using your product or services.

Explain the process: say how long it took to get the solution up and running and what teams on your customer’s end were involved.

Highlight the features of your product or service that turned out to be the most beneficial to your customer.

If possible, attach or link to relevant assets that will work as real-life examples of your solution (unless, of course, the information is highly sensitive).

Always run your case study by your client’s marketing team before you go live. Even if you’re using direct quotes or verifiable results, it’s ultimately their decision whether or not to make certain information freely available.

4. Refer to key results

In business, nothing speaks louder than ROI and you know it. Prospective customers reading your case study won’t be bothered to take notice of your state-of-the-art technology or innovative approach. Neither will they care about your past customers’ happiness. What they want to know is this: Will that help me save or make money? When writing a case study, your job is to present results in a way that answers the above question with a resounding YES. You need to make it blatantly obvious that your solutions heavily impact the bottom line of the client in question and that such results are easily replicable.

Here’s how to write about results:

In a few bullet points, list numerical results your solution delivered to the client.

Ideally, you’ll want to include revenue-related data: increase in clients’ base, more demos booked, higher conversion rates, or optimized pricing.

If you can’t (or aren’t allowed to) share hard sales numbers, refer to softer KPIs: time saved, customer happiness scores, expanding the community, or enhancing brand visibility.

If possible, by all means include quotes from your client. Results should speak for themselves, obviously, but showing the real human whose problems you solved makes for a much more powerful narrative. Plus, it further adds credibility to the case study. Start by preparing a list of powerful case study questions to guide your client interviews.8

5. Finish with recommendations and next steps

Everyone enjoys a solid epilogue. To end on a high note, include a list of key findings from your case study. Even if a given reader won’t decide to get in touch with you, at least you’ll provide them with a valuable source of knowledge—sometimes that’s enough to keep your company top of mind in the future. Plus, if you’re planning to continue working with the subject of your case study, definitely mention that! It shows that your support is valuable enough to warrant long-term collaboration, not just a one-off endeavor. Now, not every case study requires a call to action (especially if your main purpose is to inform and educate rather than convert, which is okay, too), but for those more commercially-oriented ones, do add it. Make your CTA singular and clear —if the most desired action is to reach out to you, leave your contact details, if you’d rather direct prospects to a landing page or a welcome screen, add a button.

And that’s a wrap!

Here are the key points to keep in mind when writing a case study:

Put an introductory overview at the beginning.

Present the problem you were solving and your exact solutions to that problem.

Include numerical, verifiable results your product or services delivered for the client.

Explain what the next steps are, especially if you plan to continue working with the client.

Finish with a strong, clear CTA, making it easy for prospects to reach out to you.

Thanks for reading the guide. Keeping my fingers crossed for your case study and wishing many successful cases so that you’ll always have something to write about.

Hi, I'm John, Editor-in-chief at Storydoc. As a content marketer and digital writer specializing in B2B SaaS, my main goal is to provide you with up-to-date tips for effective business storytelling and equip you with all the right tools to enable your sales efforts.

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The Importance of Business Case Studies and How to Write Them

A case study is a content marketing strategy that businesses use to demonstrate how their solution or processes have helped clients solve their problems.

Whether you have developed a super power application or successfully debugged a software error, case studies allow you to report real-life examples on how you were able to come to your client’s rescue it times of need.

This type of content marketing gives you an opportunity to highlight your business successes and to emerge as a potential solution provider that customers can trust.

Besides, case studies are effective marketing tools, especially in the B2B sector. In fact, it stands third in line as an effective marketing tool after in-person events and webinars –

Nevertheless, despite its full potential, the power of case studies is yet to be recognized by businesses and marketers. You would find very few of them actually writing case studies. Reason? Probably because it’s boring to write a lengthy account, talking about your strategy and explaining how you helped your client crack the nut. Then again, these are some of those precious ‘feel good’ stories about your business that you would like to share with potential target customers.

How to Write a Case Study?

Case studies are regular blog writing stuff. They are written in the narrative problem-solving style where both the business marketer and the customer are protagonists. Business marketers will introduce their client’s project to their reader, specify the problems and the goals they have to accomplish, point out the strategies and the ultimate result. You may include a quote from your client at the end of your case study or somewhere in between.

This is just a general example and there are other formats in which a case study could be written. In fact, you can compose your own version of a case study if you want to, as long as it serves the purpose that you are looking for.

When Choosing to Write a Case Study – The Important Things You Need

Case studies are written for projects that are remarkable and are worth including in your business portfolio. In other words, the works that you are proud of and would want to flaunt in front of your customers.

To begin writing your business case study, here are some points that you need to look for –

#1 – Product/Service Knowledge

What is the product or the service all about? This is the first thing that anyone would be interested in to know about.

Begin your case study by giving them an elaborate but brief introduction about your client’s service.

#2 – Product Demo/ Glimpse

This can be a picture, screenshots, video links…anything that will give readers a glimpse of what the product actually looks like and how it functions.

#3 – The Problem and the Goal

In this section, you will specify what the problem of the product is. After you have pointed out the problem, you will next have to explain what kind of strategy do you propose and why.

#4 – The Solution

How will your solution helped you solve the problem? That’s what the reader or a potential lead customer is interested to know. So, you can also call it a climax.

#5 – The Result

Tell them how your strategy and your solution worked out for your client. If possible then provide with some visual proofs or maybe numbers. Your target lead would be interested in you more.

#6 – About Your Business/Brand

This is the conclusion part, where you tell something about yourself. Who are you? You talk about your business.

Now that you know how to write a case study, next comes the important things that you must never forget. Especially when you are writing a case study.

Things You Must Not Forget When Writing a Case Study

• Provide an Easy-to-Read Format

Whether you write a case study or a blog, these are some of the things that you cannot afford to forget. It makes your content reader friendly and also SEO friendly.

A good content forget will include the following –

• Headers and Subheads
• Bullet Heads
• Bold and Italic Fonts
• Provide Useful Metrics

Sometimes words do not help. You need to give readers some proof to believe you. As mentioned above, you need to include pictures or metrics.

Metrics work better than pictures. The latter one works only as complimentary when it comes to talking about software problems.

For instance, if you are talking about how you helped your client increase their website visits, then you need a proof for that. Otherwise, how will the readers believe you? Contrast and highlight.

So everyone how you have improved the traffic flow to your client’s website. Readers love facts and details. It’s a highway to impress them.

• Provide a Strong Title

I know that I should have placed this in the first point. However, most of us have the habit of writing the title in the end, after we are done writing the blog.

A strong title can help improve the visibility strength of your case study. That is if you intend to use it as your content marketing strategy plan.

Some businesses, on the other hand, use the case study reports only when needed. That is when they have a business meet with a new client. There are also some businesses that keep their case study in some section on their website.

Whatever be your decision, a good strong title is always a treat to the eyes.

• Make it Newsworthy
• Include Keywords that Strike the Eyes

Few More Important Things to Remember

Do Not Underestimate the Diversity that All Potential Target Markets Hold

There are some people who might not enjoy spending time, reading large chunks of text. In that case, the alternative option would convert your text-based content into other content formats. For example –

• Video Content
• Infographics

Make Them Easy to Reach

Content marketing is an integral part ideal for every type of content. After you are done writing your case study, here are two things that you can do to share your content –

Turn them into newsletter case studies and then send them to specific client targets

Share them on social networking platforms like Facebook, LinkedIn, YouTube and other important places.

Social sites like Twitter might not be the right place to share your case studies. It’s not like Facebook and therefore, you must first know what type of content is ideal for posting on Twitter .

Final Note – Remember to Keep these Tips Handy When You are Writing Your First Case Study

Writing case studies is not always easy. This is especially true in the case of beginners. That is why I have tried to elaborate everything in detail. But do you have anything to ask? Then leave a note in the comment section below and I will be right there to reply you.

Image Courtesy: Pixabay.com

About Eric Haskell

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Here are the top 13 case studies every MBA student should know

• MBA students should expect to read case studies, or real-world examples of why businesses succeed or fail. 
• The case-reading practice in business school was originally pioneered at Harvard, where the MBA curriculum requires students to read up to 500 cases during their two-year program.
• Other business schools eventually adopted the Harvard case method, preparing students for future leadership challenges. 
• Business Insider has compiled a list of the most influential cases recommended by business school professors. 
• One of the cases include how Apple's name change in 2007 allowed the company to redirect its focus from solely Macintosh computers to the iPod, iPhone, Apple Watch, and streaming services. Today, computer sales only account for a tenth of the company's $1 trillion market capitalization . 
• Visit Business Insider's homepage for more stories .

If you attend business school , you can expect to read a lot of case studies. Professors love them because they offer real-world examples of why businesses succeed and fail. 

The case method teaching practice was originally pioneered at Harvard Business School (HBS), where the MBA curriculum requires that students read up to 500 cases during their two-year program. The Harvard case method soon spread across business schools as professors sought to prepare their students with leadership and decision-making challenges in the workplace.

There are some classic cases that every business student should know — like why Apple changed its name.

Business Insider has compiled the most influential cases here, with recommendations from business school professors across the nation and abroad.

Max Nisen contributed to an earlier version of this post. 

Why Apple changed its name

Case: Apple Inc., 2008

Key takeaway: Sometimes you can't take a rival head on.

What happened? Three decades after its founding, Apple Computers changed its name and became Apple Inc. in 2007. That reflected the company's shifted focus from its iconic Mac computers toward other digital products like the iPod, iPhone, Apple Watch, and media streaming services. Apple's widened niche led to skyrocketing sales and spiked share prices, putting the Cupertino company on a trajectory to become the first US publicly traded company with a $1 trillion market capitalization in 2018, Business Insider reported . Now, the Macintosh computer only accounts for a tenth of the company's business. Rather than beating rival Windows for more shares in the computer market, Apple reinvented itself and redefined the realm of digital devices. 

Thanks to Dr. Aaron Chatterji , Professor at Duke University's Fuqua School of Business, for his suggestions.  

How Lululemon kept its cult

Case: Leadership, Culture, and Transition at lululemon

Key takeaway: Figure out how to bring the founders into a strategy rather than alienating them. 

What happened?  On December 11, Lululemon announced its third-quarter fiscal results . Between August to November, the retail company generated $33 million, increasing its net revenue to $916 million in 2019. Much of the 21-year-old brand's transformation is credited to former CEO Christine Day , who leveraged her experience in expanding the Starbucks brand worldwide to align with Lululemon's model. 

Day replaced founder Dennis "Chip" Wilson in 2008, and she stepped into her role facing many problems: Outperforming stores, hefty investments in low-demand locations, and poor workflow between teams. 

She convinced the founders to attend management programs at Harvard and Stanford so they could better understand how the company must change. Day nearly tripled her team from having 2,683 employees in 2008 to 6,383 in 2013, all while she redesigned the company's structure, according to Pitchbook data . In five years time, she turned Lululemon into an athleisure powerhouse. 

Day stepped down as CEO in 2013 after a series of quality control issues with the clothing, Business Insider reported . She is now the chief executive at Luvo , a frozen food company. 

Thanks to Dr. Jennifer Chatman , the Paul J. Cortese Distinguished Professor of Management  at UC Berkeley's Haas School of Business, for her suggestions.

How Cisco bounced back

Case: Cisco Systems: Developing A Human Capital Strategy

Key takeaway: Invest in developing leaders in your team

What happened? Cisco is one of the most acquisitive companies in tech. It buys about 10 companies a year, including a $2.6 billion acquisition of Acacia and $380 million purchase of chip company Leaba in 2019, Business Insider reported . 

During the Dot Com Bubble in the 1990s, Cisco's first priority was to scale, bringing in up to 1,000 new employees each month by buying smaller firms. Between 1991 and 2011, Cisco bought more than 140 companies, Business Insider reported . 

But scaling a startup is much more than just increasing headcount. When the Dot Com Bubble burst, then-CEO John T. Chambers realized he had to redirect his focus by developing leaders within the team and build on his company rather than buying more teams through acquisitions.

The company introduced "Cisco University," a training program to promote a versatile workforce. Within three years, the company was listed as one of the top companies where employees are most likely to become leaders. Today, Cisco has a learning network that offers various kinds of classes, certifications, and webinar programs around the world. 

Thanks to Dr. Jennifer Chatman , the Paul J. Cortese Distinguished Professor of Management at UC Berkeley's Haas School of Business, for her suggestions.

How USA Today reinvented itself

Case: USA Today: Pursuing The Network Strategy

Key takeaway: Sometimes the old guard can't handle a new reality.

What happened? Like many print publications in the early 2000s, USA Today was facing falling circulation of its business amid the rise of digital news. Tom Curley, the company's CEO at the time, saw the need to better integrate his company with internet and broadcasting platforms. His management team and staff were resistant, claiming insurmountable divides in culture and work style. Curley made the case that it was essential for the future of the business, and eventually replaced five of seven senior managers as part of the change. Nevertheless, this case emphasizes that what the company needed at the time wasn't a complete staff change: It needed a new business strategy and more integration as the company was transitioning into its electronic version. 

As of 2018, USA Today sites have nearly 97.4 million unique visitors and 1.2 billion page views, according to the company's website . It has become an award-winning digital news platform. 

Thanks to Dr. Jennifer Chatman , the Paul J. Cortese Distinguished Professor of Management at UC Berkeley's Haas School of Business, for her suggestions. 

How Dreyer's survived a disaster

Case: Dreyer's Grand Ice Cream

Key takeaway: Don't try to spin bad news or mislead workers.

What happened? Before rising to become one of the most popular ice cream brands in the US, Dreyer's had to overcome a company restructure.

In the late 1990s, Ben & Jerry's signed a distribution agreement with Häagen-Dazs and ended its partnership with Dreyer's, The Wall Street Journal reported . Despite still having contracts with Healthy Choice and Nestlé, Dreyer's was dealing with a variety of problems including high input prices and collapsing sales of a low-fat product line.

The company's executives flew all over the country and met with every employee to discuss the restructuring plan. They wanted to preserve the company's culture of openness and accountability. Dreyer's continued to invest in leadership programs, and the company was able to bounce back within a couple of years through consistency and effective communication with its workers. 

Dreyer's continued to experience fluctuating sales in the 2000s, which led the company to merge with Nestlé through a $2.4 billion deal in 2002, The New York Times reported .  

How ethical decisions are different abroad

Case: Merck Sharp & Dohme Argentina, Inc.

Key takeaway: Staying committed to the ethical precepts

What happened? 2019 was a good year for US drug giant Merck & Co. Since it debuted the cancer drug Keytruda, the company's stocks has jumped almost 40% in the past year, giving it a market value of nearly $220 billion, Business Insider reported. 

One way to ensure Merck's increasing sales is if it was on the government's healthcare roster, and when managing director Antonio Mosquera joined the company's Argentine subsidiary, he was faced with an ethical dilemma.

Mosquera was tasked with transforming Merck into a more modern and professional business organization. During the selection process of a highly competitive internship, he had to choose between two candidates, one of whom was the son of a high ranking official in the Argentine healthcare system. 

It was implied that hiring the student would ensure that Merck's drugs would be included on the government's list, which would increase sales. It was a conflict between Mosquera's desire to reform, and the realities of doing business in a changing country.

Mosquera ended up picking the student who wasn't of high government prestige. 

Thanks to Dr. Timothy Vogus , Brownlee O. Currey Jr. Professor of Management at Vanderbilt's Owen School of Management, for his suggestions. 

Why Cirque du Soleil moved outside its comfort zone

Case: Cirque du Soleil - The High-Wire Act Of Building Sustainable Partnerships  

Key takeaway: Sometimes you have to move past an old partnership in order to grow.

What happened? Cirque du Soleil had a mutually beneficial and very profitable partnership with the MGM Mirage casinos. The casino made capital investments in theaters for the company's unique shows, and the shows brought in high-spending clients. Faced with opportunities in Asia and the Middle East, CEO Daniel Lamarre had to figure out how to create different partnerships.  

Thanks to Dr. Aaron Chatterji , Professor at Duke University's Fuqua School of Business for his suggestions. 

Why Airborne Express lost the delivery race

Case: Airborne Express

Key takeaway: Specialization can compete with economies of scale, but only up to a certain point. 

What happened? Airborne Express, a smaller mailing competitor to giants like FedEx and UPS, managed to significantly grow revenues despite its size. Part of that came on the heels of a strike at UPS, and the company took advantage of that. Airborne found a way to specialize in order to stay in the market along with big corporations like FedEx and UPS. 

They targeted high volume business customers, shipped primarily to large metropolitan areas, aggressively cut costs, and adopted new technology after FedEx and UPS. Ultimately, that strategy wasn't sustainable, and the company was acquired by DHL in 2003. 

Thanks to Dr. Gautam Ahuja , Professor of Management and Organizations at Cornell University's Samuel Curtis Johnson Graduate School of Management, for his suggestions.

Why Nucor Steel took a company-sized gamble

Case: Nucor at a Crossroads  

Key takeaway: Operations expertise has limits; new investment determines its scale. 

What happened? In 1986, Nucor's CEO Kenneth Iverson had to make a critical decision on whether or not to adopt a new steel casting technology that would allow the company to gain significant first-mover advantage and reduce costs in the long run. However, the company would have to make a huge investment, and technology back then was unproven.

In 1989, Nucor followed through with its ambition to build the world's first steel-making mill in Indiana. The company remains an industry giant, announcing a $250 million micromill set to be the first steel plant to run on wind energy in the US, CNBC reported . 

Thanks to Dr. Aaron Chatterji , Professor at Duke University's Fuqua School of Business for his suggestions.

How bad communication nearly ruined a manager

Case: Erik Peterson (A)

Key takeaway: The importance of being proactive in defining one's role and engaging in managing up to get the support you need

What happened? The case follows a recent MBA graduate who became the general manager at a subsidiary of a large cell phone company in the late '80s. Erik Peterson's group was in the process of building up to offer cell phone service in parts of New Hampshire and Vermont. The project was behind schedule, and Peterson had offered a plan to meet a revised target reviewed by headquarters.

Peterson had trouble with his immediate superior. He did not know who he had to report to, which created problems on both ends while he was attempting to complete a significant reorganization and had problems with his chief engineer. Because of the lack of support, Peterson had to go it alone in many ways.

Eventually, the company was restructured and Peterson's role became more clear.

Thanks to Dr. Timothy Vogus , Brownlee O. Currey Jr. Professor of Management at Vanderbilt's Owen School of Management for his suggestions. 

When a West Point coach learned how to build a team

Case: Army Crew Team

Key takeaway: There are many different factors to consider when putting together a team. 

What happened?: Colonel Stas Preczewski, the coach of the Army Crew Team for the US Military Academy at West Point, was managing two teams of junior and varsity rowers. He previously picked teams solely based on physical endurance and individual performance. Though the strongest players were all in varsity, the junior team was consistently beating varsity in races throughout an entire season. 

Preczewski eventually realized that the varsity team wasn't winning races because the players didn't know how to work well together. Despite being the strongest rowers, the team neglected a key element of the sport — rowing takes teamwork and a great amount of collaboration.  

Thanks to Dr. Emily Michelle David , assistant professor of management at China Europe International Business School for her suggestions for Harvard Business Publishing Education. 

When a Warren Buffet made his biggest deal

Case: Warren E Buffett, 2015

Key takeaway: The art of investing 

What happened?: In 2015, Berkshire Hathaway's chairman and CEO Warren Buffett made a $37 billion acquisition of Precision Castparts Corporation (PCP), an aerospace-parts supplier company. This case is often viewed as an introductory course for business students to understand finance and capital markets. It also examines Buffett's approach to successful investing, as well as his strategy behind building sustainable growth for the company. 

Thanks to Dr. Robert F. Bruner , professor of business administration at Darden School of Business at University of Virginia, for his suggestions for Harvard Business Publishing Education. 

When a major manufacturing company kept costs low – and took care of its employees

Case: Lincoln Electric Co., 1975

Key takeaway:  Businesses can offer value to customers while treating workers and shareholders generously.  

What happened?:  This case study covers the unique business strategy of Lincoln Electric, one of the biggest manufacturing and welding companies in the world. The company built its products at a lower cost than its competitors, but also rewarded employees well with high bonuses and job security. 

Though the case study is from several decades ago, it offers a glimpse into how a company's organizational strategy can lead to strategic success. 

Thanks to Karen Schnarr, assistant professor at Wilfrid Laurier University, for her suggestion for Harvard Business Publishing Education.

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Table of Contents

How to write a business case study , business case studies: examples, why case studies are important to business analysts, best business case studies to understand modern management techniques.

A case study is, broadly speaking , an “intensive, systematic investigation of a single individual, group, community, or some other unit” that’s used across numerous fields and subjects. 

Specifically, business case studies examine a challenge or situation involving a single player, which can be an individual or organization. Though the purpose may shift depending on the specific audience (such as customers, business students, decision-makers), they ascribe an analytical framework to a business-related situation, whether past or ongoing. 

Most importantly, business case studies are compelling and insightful narratives. They convey a firsthand account of real-world problem solving, whether successful or not, with implications for modern management. Regardless of the purpose, case studies are a crucial medium for communicating a business analysts’ skills to colleagues, potential employers, clients, and others.   

Step 1: Gather the Facts 

Effective business case studies convey information in a direct, structured manner. Before diving into writing, gather the main facts, data, and resources. 

Consider the “Who-What-When-Where-Why” of the situation you wish to illustrate. Business case studies should focus on a narrow problem and outcome (or potential outcomes) for one player, contextualized effectively.

Step 2: Outline 

After compiling information, the next step is to outline your case study. Planning will ensure that you’re prioritizing the most important details throughout the writing process. There’s no single formula, but the following structure by Express Writers can get you started: 

• Challenge: What was the complication, obstacle, or problem that needed to be solved? Offer context from within the company and, if appropriate, broader trends in modern management.
• Solution: What solutions did you explore? How did you choose your approach? Consider incorporating an effective business analysis technique to build a case.   
• Outcome: What were the results and what effect did they have? Use data to support what you claim the situation to be.

Step 3: Write the Case Study

As you write, consider three elements for each section: details, purpose, and style. Details are selected so that the reader has clear, concise information without feeling burdened. Facts are structurally introduced and explained so that readers can follow a clear timeline. 

Ensure that you’re writing purposefully through each section. All information should be included for a reason as fluff is an immediate red flag that can be considered unprofessional and distracting. Moreover, write with the audience in mind: Are you convincing leaders to make a certain decision, or are you persuading clients that your company has a proven track-record? The purpose will inform the work’s style and tone. Stylistic elements include writing in first or third person, emphasizing keywords and certain action verbs, and wielding persuasive material (such as quotes and graphics).

Step 4: Format, Proof, and Publish

The final phase is to format your case study. Consider the readability of your document. Break up blocks of text with quotes that crystallize compelling points (e.g., “The business saw a 90% reduction in waste.”). 

Ensure that titles, headings, sub-headings, and body text are distinct in size, color, and font without being distracting. The final look should be clean and professional. If your company has a communications team, you can inquire about in-house branding guidelines. 

Proofread your work multiple times before you publish or share business case studies. Copyediting errors are the quickest way to lose the readers’ trust. Ask an outside editor, writer, or colleague to proofread your work.

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Reading business case studies as you plan and write your own will mold your writing for the better. Leaders in modern management offer models for engaged, effective writing. 

One popular case study published by the Yale School of Management is Coffee 2016 . The report skillfully narrates the complexities of coffee’s global supply chain through the struggles of Andrea Illy, a CEO of the premium coffee company named after his family. The study is an excellent example of highlighting broader industry challenges while staying focused on the decision-making of a single individual or company. 

Another example of foregrounding a key player comes from MIT Sloan School of Management, titled Turnaround and Transformation: Leadership and Risk at Boston’s Institute of Contemporary Arts . The authors show how Jillian Medvedow, a newly-hired director of the art institution, “was able to rebuild (literally and figuratively) a powerless organization.” The case study is powerful because it contextualizes the organization’s history in the Boston area while tracing her unique leadership.

Other studies focus on high-stakes decisions and their results, such as Netflix Goes to Bollywood , another piece by MIT. The authors analyze Netflix’s risks and strategy as it entered the Indian market. The study focuses on corporate culture and financial decision-making, relying on data and examples from Netflix.

Some famous business case studies document a company’s failures and theorize what could have been done differently, such as “ The Rise and Fall of Nokia .” Once a leader in telecommunications, Nokia sold its Device and Services business to Microsoft. The research focuses on Nokia’s missteps and imagines what the company could have done differently, thus demonstrating how case studies can also theorize alternative outcomes.

Lastly, another classic case focuses on how Starbucks undermined its own brand value through rapid, superficial growth. Professor John Quelch’s piece offers a model for concise, self-assured writing that communicates business analysis with confidence. 

Mastering case studies is crucial for business analysts , as their job description is to improve a company’s efficiency and performance by applying their analytical skills to company problems. Business analysts are researchers, problem-solvers, and architects of better management systems, all of which are aimed at improving a company’s bottom line.

In modern management, case studies are a relevant and powerful tool for demonstrating best practices and creating buy-in for new strategies. Business case studies, whether they highlight company successes or ongoing issues, are communicative tools for analysts to influence an organization’s decision-making processes, as well as demonstrate their value and competence.

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The Importance of Case Studies in Your Marketing

• July 18, 2023
• Joy Whittemore

Build Trust and Credibility

The trust you build with customers can directly translate to your long-term success. Case studies nurture client relationships by showcasing successful collaborations and highlighting the real-life impacts your products or services can actually have.

When prospects see positive outcomes, they gain confidence in your abilities and feel reassured about their decision to work with you. This leads to increased customer loyalty, potential referrals, and sales support.

Define Your Value

Case studies provide a platform for clearly defining the value your business brings to the table. In our agency’s own case studies, we outline the challenges faced by our customers, the strategies we implemented, and the measurable results achieved for our clients. Our objective is to paint a vivid picture of how Small Dog Creative has helped the client overcome challenges and achieve their goals. This helps to illustrate the unique value proposition that sets us apart from our competitors.

Real-world examples in your case studies help to articulate the benefits a prospect can expect from working with you. Customers who clearly perceive your value are more likely to engage with your business and become loyal advocates.

Showcase Your Expertise

Nothing validates your proficiency like authentic examples of problems you’ve solved for clients. A well-crafted case study allows you to support claims of knowledge and skill with fact. By highlighting your expertise, you’re positioning your business as an industry leader. This instills confidence, reinforcing your ability to deliver exceptional results for your customers.

Enhance Promotional Assets

Once created, case studies provide versatile content that can be utilized in a huge range of promotional assets. Display the case studies on your website, in email newsletters, or on social media. Weave them into blog posts, videos, slideshows, webinars, or podcasts. Maybe you’ll use testimonials and metrics in presentations, one-pagers, or sales proposals. The content you gather for a case study can be repurposed a multitude of ways; the opportunities are truly endless.

Increase Search Engine Optimization (SEO)

By regularly updating the content on your website, you’re not only establishing credibility with prospects—you’re also improving your site relevancy with search engines. This process, known as “SEO optimization,” increases the chances that someone researching your products or services will find your website first in the search results. Strong SEO puts your business front and center for interested prospects.

The Bottom Line

The key to succeeding with case studies is to collect detailed, thoughtful feedback from a representative sample of your happy clients on an ongoing basis. Work with them to gather quantitative results, testimonials, and stories that bring your work to life. And you don’t have to do it alone—Small Dog Creative specializes in crafting compelling case studies that keep your business top of mind and ahead of the pack. Get in touch for more information.

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Top 40 Most Popular Case Studies of 2021

Two cases about Hertz claimed top spots in 2021's Top 40 Most Popular Case Studies

Two cases on the uses of debt and equity at Hertz claimed top spots in the CRDT’s (Case Research and Development Team) 2021 top 40 review of cases.

Hertz (A) took the top spot. The case details the financial structure of the rental car company through the end of 2019. Hertz (B), which ranked third in CRDT’s list, describes the company’s struggles during the early part of the COVID pandemic and its eventual need to enter Chapter 11 bankruptcy. 

The success of the Hertz cases was unprecedented for the top 40 list. Usually, cases take a number of years to gain popularity, but the Hertz cases claimed top spots in their first year of release. Hertz (A) also became the first ‘cooked’ case to top the annual review, as all of the other winners had been web-based ‘raw’ cases.

Besides introducing students to the complicated financing required to maintain an enormous fleet of cars, the Hertz cases also expanded the diversity of case protagonists. Kathyrn Marinello was the CEO of Hertz during this period and the CFO, Jamere Jackson is black.

Sandwiched between the two Hertz cases, Coffee 2016, a perennial best seller, finished second. “Glory, Glory, Man United!” a case about an English football team’s IPO made a surprise move to number four.  Cases on search fund boards, the future of malls,  Norway’s Sovereign Wealth fund, Prodigy Finance, the Mayo Clinic, and Cadbury rounded out the top ten.

Other year-end data for 2021 showed:

• Online “raw” case usage remained steady as compared to 2020 with over 35K users from 170 countries and all 50 U.S. states interacting with 196 cases.
• Fifty four percent of raw case users came from outside the U.S..
• The Yale School of Management (SOM) case study directory pages received over 160K page views from 177 countries with approximately a third originating in India followed by the U.S. and the Philippines.
• Twenty-six of the cases in the list are raw cases.
• A third of the cases feature a woman protagonist.
• Orders for Yale SOM case studies increased by almost 50% compared to 2020.
• The top 40 cases were supervised by 19 different Yale SOM faculty members, several supervising multiple cases.

CRDT compiled the Top 40 list by combining data from its case store, Google Analytics, and other measures of interest and adoption.

All of this year’s Top 40 cases are available for purchase from the Yale Management Media store .

And the Top 40 cases studies of 2021 are:

1.   Hertz Global Holdings (A): Uses of Debt and Equity

2.   Coffee 2016

3.   Hertz Global Holdings (B): Uses of Debt and Equity 2020

4.   Glory, Glory Man United!

5.   Search Fund Company Boards: How CEOs Can Build Boards to Help Them Thrive

6.   The Future of Malls: Was Decline Inevitable?

7.   Strategy for Norway's Pension Fund Global

8.   Prodigy Finance

9.   Design at Mayo

10. Cadbury

11. City Hospital Emergency Room

13. Volkswagen

14. Marina Bay Sands

15. Shake Shack IPO

16. Mastercard

17. Netflix

18. Ant Financial

19. AXA: Creating the New CR Metrics

20. IBM Corporate Service Corps

21. Business Leadership in South Africa's 1994 Reforms

22. Alternative Meat Industry

23. Children's Premier

24. Khalil Tawil and Umi (A)

25. Palm Oil 2016

26. Teach For All: Designing a Global Network

27. What's Next? Search Fund Entrepreneurs Reflect on Life After Exit

28. Searching for a Search Fund Structure: A Student Takes a Tour of Various Options

30. Project Sammaan

31. Commonfund ESG

32. Polaroid

33. Connecticut Green Bank 2018: After the Raid

34. FieldFresh Foods

35. The Alibaba Group

36. 360 State Street: Real Options

37. Herman Miller

38. AgBiome

39. Nathan Cummings Foundation

40. Toyota 2010

Why Are Case Studies Important For Business In 2024?

Any business, large or small, benefits from client testimonials. For a freelancer like me, a 5-Star Google review is like SEO gold. But for any business, having the ‘social proof’ of genuine case studies can make a real difference to your bottom line in 2024.

But why are case studies important for your business? Reviews and testimonials only tell half the story. Having evidence-based case studies detailing how you helped a customer solve their problem can be a highly effective marketing and lead generation tool for your business.

What are business case studies?

In the marketing world, we hear a lot about the power of storytelling and how it’s used as a tool for persuasion. Used well, and you can immediately create empathy with your customer. Speak to them on their level – telling them you understand their problems or pain points – and they’ll be itching to find out more about how you can help them.

This is basically what a case study is, or rather how it works. Using a story-based structure, they describe how a customer or business problem was overcome by using your business, product, or service.

Detailing your process and your customer’s positive experiences. It’s a surefire way to make your business the authority in your sector or industry. And while customer reviews have their place in business, case studies dig a little deeper.

The main point to remember is that case studies are real – based on actual events with actual customers. So they’re more believable to people straight away. And with the majority of sales decisions based on believability – and trust – you’re onto a good thing.

Why use case studies in business?

The aim of a good case study is to tempt the reader into finding out more about you. To ask for more information, and to get them one step closer to buying from you.

Get your reader one step closer to buying from you

By using the story of a satisfied customer as a prime example of your business in action, your case study will tell others how good it is. People love to read stories about other people. If you can tell them how you’ve helped them solve a problem, they can relate to it – because they’ve got the same problems.

Does your business sit in a competitive market? A case study can help set you apart from your competition, explaining the value you can offer.

Is your product or service more technical and not easily explained in a few words? An engaging case study can make it clear to people. In these cases, education is key. The more information you give your potential customer, the easier their buying decision becomes.

Case studies, though factual, are people-focused and less formal, making them more interesting for people to read. Based on real benefits, it can create immediate credibility for you. And without any of the sales talk or self-promoting publicity found in other marketing too.

Can a business case study help me?

In a word – yes. You might be a freelancer, an SME, or a global corporation working in any B2B or B2C sector. Either way, you’ll have a project story to tell about your customer. And, as I said earlier, that can be a brilliant lead-generation tool.

Use case studies as an effective lead-generation tool

When anyone wants to buy or research something, they jump online and Google stuff – it’s now second nature to us. So when you appear in their search results, they’re hoping to see useful information. And that helps them make a decision – especially if they’re spending a lot of money.

Depending on what you sell or offer, is your website loaded with options, choices, or specifications? That might be way too much to take in at the start of a potential customer’s buying process. Case studies make what you’re all about easier to take in.

They break things down into a simple, but effective, formula: – the customer’s challenge – looking at the solution – focusing on the implementation – the end results

Adding in a compelling customer quote – even when anonymity is important – reinforces how you’ve met their needs and solved their problems. And, if you’re in the B2B marketplace, adding specific results such as savings, revenue gains, or ROI always helps illustrate the value you’ve offered your customer.

Using case studies in your business marketing

So now you know how and why case studies can be so important for your business,  your next step is to build case studies into your marketing plan to open up new opportunities for your business.

Writing effective business case studies is a service I offer to businesses of all sizes – including yours. Taking your background information, I combine research and interviews to tell the whole story. So use their potential to promote your product or service and increase your bottom line.

Start generating more leads and enquiries today. Contact me to take the next step today, and let’s talk.

But case studies are only part of the story. I can help your business in other areas as well, including blogs and engaging website copy. Find out more about my other copywriting services .

CONTACT ME TODAY

“It’s important to Ceramicx to increase the value of our industrial engineering case studies and general website copy. Graeme does a fantastic job working with us using the topics and points we give him to complete these for us. Some of the case studies he’s written have since been used on several industry websites, increasing our press coverage.” Rachel Harrington | Marketing & Design | Ceramicx , Ireland

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Graduate Studies Blog

Nanyang MBA

How case competitions prepare Nanyang MBA graduates for the real world

For many MBA participants at Nanyang Business School (NBS), joining case competitions has become a serious aspiration, if not an outright obsession.

In case competitions, MBA participants confront real-world cases that need to be solved quickly, providing experience that simulates their future as high-level executives or consultants. Case competitions put Nanyang MBA participants’ fast thinking, innovation, and creativity to the test—honing their capabilities for their post-MBA careers.

The most ambitious Nanyang MBA participants aspire to compete in the “Olympics” of global case competitions—the John Molson MBA International Case Competition .

For one week in January, top MBA participants from leading business schools meet at the John Molson School of Business at Concordia University in Montreal, Canada, to compete against each other in solving complex, real-world business cases under time pressure.

Nanyang MBA has been participating in Molson since 2009 and has achieved a surprisingly high winning record at the competition, in part due to its forward-thinking interdisciplinary curriculum and its volunteer alumni coaches—led today by Molson 2014 semi-finalist and present-day head coach Akshay Regulagedda.

Understanding the importance of case competitions

Why put all this effort into sending Nanyang MBA participants to global case competitions?

Aside from the prospects of winning, it is also an excellent platform for MBA participants to put their academic learning into practice, sharpen their analytical skills, and exercise their agility by competing against the best of the best. It is a great training ground to prepare for the high-stakes and high-pressure world of executive board rooms.

In case competitions, teams of two or more individuals go head-to-head to develop the best solution to a business-related case study within an allocated time frame. The teams then present these solutions to a panel of judges. The Molson case competition amps up the ante with its tournament format, narrowing down the top teams to those that make it to the final round.

“Unlike other case competitions, [Molson] business cases are given only at a designated time,” shares Akshay. “The teams have a limited time to read through the documentation, understand what’s happening, come up with recommendations, prepare their slides, and present them to a panel of judges.”

The intense and fast-paced nature of the Molson case competition is the ultimate test of grace under pressure—testing the participants’ critical thinking abilities, decision-making skills, and teamwork under significant time constraints.

From Molson participant to coach

Akshay Regulagedda has been a regular fixture in these global case competitions. From participating when he was pursuing his MBA in 2014, Akshay has been coaching Molson teams since 2015, starting as an assistant coach under longtime coach Professor Vijay Sethi , and rising to full coach status afterward.

Dr Sethi teaches IT, e-Business, and technological entrepreneurship classes for the Nanyang MBA programme and has long coached teams for various international case competition teams hailing from NBS.

In 2014, Akshay wasn’t sure if he wanted to compete at first. “I originally wanted to do a business plan competition, but through Dr Sethi’s introductory presentation, I figured case competitions were a great way to improve my presentation skills,” he shares. “I was lucky to represent the school—it was a highlight of my MBA career back then.” In 2014, the team made it to the semi-finals, coming within a whisker of reaching the finals.

When Akshay returned to Singapore after his exchange semester in 2015, Dr Sethi asked him if he wanted to accompany that year’s Molson team to Montreal. “Dr Sethi felt that somebody who has participated in the competition would be in a good position to coach the team,” he recalls.

In 2015, he assisted Dr Sethi in coaching Nanyang MBA participants to the first Asian victory at Molson since it expanded into a global case competition in 1992. “In many ways, this was a great way to give back to the university, and it just so happened that we won,” he shares. They repeated this victory in 2019 and clinched third and second place in 2020 and 2023 respectively.

The coaching process

Since then, Akshay has been coaching Nanyang MBA’s Molson teams. “I treat coaching both as a hobby and a form of continuous learning similar to attending part-time courses,” he says. As he is also the principal data strategist for Singapore Airlines, he can only devote after-office hours and weekend afternoons to coaching.

“I put a high premium on productivity—every minute counts. We have a precise coaching schedule, with clear learning objectives that we all decide on well in advance,” he shares, which is also a good training for the time-based case competitions at Molson.

For Akshay, the “Nanyang Way” of preparing for Molson involves fostering a growth mindset and cultural intelligence. When conducting a “blind test” for potential Molson participants, he typically looks for an aptitude for learning from one’s wins and losses, and the ability to work with people from different backgrounds. “Every team is different,” he says.

Preparing for case competitions also galvanises Nanyang MBA alumni, who still embody the Molson spirit and jump at the chance to evaluate and coach participants. “Because our alumni cohort is so diverse, this exponentially enhances the feedback teams get during coaching sessions,” shares Akshay.

All the training sessions for Molson are worth it, as the benefits carry through to the participants’ post-MBA careers.

For one, it hones fluency in both public speaking and creating compelling slides in a short time. “Once you pick these skills up, they are yours for life,” quips Akshay. Also, the time limit trains participants to get to the root of a problem quickly, while the presentation to a panel of judges builds awareness on convincing senior leadership to buy into creative solutions, he adds.

A rigorous MBA programme built for the real world

Beyond the prestige of victory, winning at global case competitions, like Molson, is a testament to how Nanyang Business School’s forward-thinking MBA programme prepares its graduates for the complex business problems of the real world.

Building on the strengths of NTU Singapore , one of Asia’s leading and most comprehensive research-intensive universities, the Nanyang MBA programme marries rigorous academic theory with real-world business practices. This combination provides enriching opportunities for interdisciplinary study and cultural intelligence.

Do you want to experience the thrill of participating in global case competitions like Molson? Apply to the Nanyang MBA programme today. We are also accepting scholarship applications. Visit our website to learn more.

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Benefits of Case Studies in Marketing your Brand

Introduction: .

In this competitive world, every organization is trying to market its products or services uniquely. To create brand value for the organization, they use creative and innovative ways to promote their products and services to their targeted audience. Due to the emergence of social media and online platforms, businesses and marketers are on the look for engaging and high–quality content that would attract the audience. 

Case studies are one such content marketing technique that helps organizations to create an impact among their niche audience by sharing knowledge and value through which they can market their products and services as well. So, what are case studies all about? How is it important and how to write a detailed case study? This article tries to explain in detailed this aspect. 

What are case studies?

A case study is the analysis of a particular problem or a client or a situation that the organization or marketers encountered and the quantifiable results they got after the application of a certain technique or strategy. With the help of case studies, we can analyze and get in-depth knowledge about the steps and strategies implemented to overcome the business problem faced and the results obtained. 

Therefore, a full-proof case study will help businesses and brands to display their expertise in their field to their potential customers. Case studies act as social proof similar to online reviews that provide potential buyers or clients to determine whether they are making the right choice of choosing one organization over the other. Case studies are one of the best forms of content marketing techniques that creates a win-win situation for the client and your organization. 

Adding case studies to your content marketing strategies will help in improving the engagement rate of your targeted audience with your brand and increases the chances of getting more potential customers.  

Importance of Case studies in Content Marketing

Case studies have been around for a long time but marketers and businesses have not utilized them in the full sense. Case Studies are considered an extraordinary way of promoting business content to potential customers and clients. So how important is Case studies in Content Marketing, here are some important points:

1. Original content

As we all know in Digital Marketing “Customer is God and Content is the King”. Therefore, content and content marketing are always very important in Digital Marketing & SEO. It is always important to create unique and attractive content to make your audience engage more with your brand or business. 

Case studies are one such content marketing technique that highlights unique customer experiences. There is less probability that two case studies would ever be the same. We would create original stories unlike content created by your peers or competitors. This would surely help businesses in Digital Marketing & SEO in the end. 

2. Reusable & Shareable Information 

Case Studies help us to create reusable information, as we can represent the same case study in the form of an image, infographic, blog, or video and publish it like a podcast. We can even use it for email marketing purposes as well. Case studies have the maximum marketing potential at multiple touchpoints and across different marketing avenues. Case studies can also be shared on different social media platforms, which would help in branding and reaching a wider audience. 

3. Build Credibility and Trust: 

Businesses and Marketers are working hard to gain the trust and credibility of their targeted audience. They are trying different ways and means to achieve it, and one way is Content Marketing. In content marketing, the case study is one of the best ways to promote the business and build trust among the customer. It builds credibility for your brand and helps to create lasting relationships with the customers. 

4. Storytelling: 

All people, young or old like to hear stories. Case studies are also the story of your business or brand which has a “happy ending”. By explaining the past situation of a business problem, you faced the set of measures and steps you took to solve the issue and ending the story with the improvements, you made by throwing in some data and figures would make it more convincing and relatable. This would attract more readers and followers for your content, by which you can build your community and which in turn will reflect in business growth as well. 

5. It demonstrates your success 

Case studies are always result-oriented and action-oriented. Organizations mostly present their success stories and the results they got for action. So, case studies help as a guide for potential customers who face similar challenges and we contact you for real-time solutions for overcoming them. 

Importance of Case studies in Branding & Marketing

Every business work towards building brand value for their products or services by sharing content that can connect with their customers and stakeholders. Marketers are ranking Case studies as one of the most effective tactics in shaping a brand name and increasing sales. So, how do case studies help in shaping brand value? Here are some of the important factors,

1. Demonstrate your expertise in the field  

Everyone strives to become an expert in his or her particular field. In the Digital marketing world, content that is more shareable helps you to become one. Case studies are one such content marketing technique by which we are sharing our experience and knowledge in the field with others. It exhibits the expertise an organization has in a particular area or domain. This makes you unique from your competitors in the eyes of customers that would add value to your brand. 

2. Acts as a Powerful social proof

Renowned marketers in their studies have mentioned that the majority of customers look out for social proof before making a purchase decision. Normally a customer looks out for social proof like reviews, ratings and case studies. Case studies have an advantage over review and rating, as they are original stories about an organization with specific challenges and objectives. 

3. Strengthen customer relationships

Case studies help in building better and long-term relationships with existing and potential customers. Creating a case study about the challenges faced by existing customers and the practical solution, you provided and the results obtained can act as a mutual benefit for both sides. This builds stronger business relationships and they can become potential brand advocates. 

Potential customers get free practical knowledge about a business challenge that might help them in solving some pertaining issues. Offering them real-time case studies would benefit you in gaining more customers in the end as well. 

4. Act as a selling tool 

Organizations and marketers always look out for unique ways and tools to sell their products or services to their potential clients. Case studies can be an effective resource for the sale team to help sell their products or service. Case studies are one of the best resources the content marketing team can provide to the sales team to pitch their product or service to the client. Case studies can act as Unique Selling Propositions (USP) as well. 

5. To Attain Quality Leads & Drive Conversion 

All businesses are facing challenges in attaining quality leads and conversion. Running online ads and traditional marketing are ways to get leads and drive conversion. Nevertheless, quality content on online platforms can play a pivotal role in gaining more quality leads. Especially, case studies are typically the last evaluated content before making a purchase decision and can go a long way in convincing the customer. A great case study with facts and data can often be the tipping point for conversion. 

How to write an Engaging Case Study for your Business?

So, now it is very much clear how important case studies are in marketing and branding. Now arises the issue of how to write a compelling case study that would create an impact on the audience. Here are certain factors that need to be kept in mind while writing a case study,

1. Good Presentation

The case study needs to be presented engagingly with a clear structure and format. Case studies must include graphs and images to create a visual impact on the audience. The presentation must be user-friendly and readable in format with proper headings, subheadings, points and lists. 

2. Subject matter must be compelling

Not every case study is worthy and compelling. Organizations need to choose their best accomplishments and projects where they have clear results to show and clients are happy with what they have achieved. This could be anything, like an online campaign on social media that increased the engagement rate among the audience, a website redesign that increased the conversion rate, etc. Also need to highlight the impact it had on the business of the client, what unique issue was resolved etc. 

3. Focus on a Specific Industry or Sector

Good case studies would tend to be focused on a specific industry or sector. A generic case study will not reap the expected results, so specific industry-related case studies would strike the right chord with your target market. If the organization is working in different industries, it is always a good idea to create a case study for each one, so that you can reach all types of audiences in a wider manner. 

4. Must Be Solution-Centric with Facts & Data 

Case studies must always be problem-solving and solution-centric. Organizations need to show the practical work they have done to find the right solutions for the problem. An effective case study will clearly illustrate how you conceived the problem and how systematically you solved the problem through your expertise. 

Case studies must also highlight the results with facts and data. Audiences are more excited with factual data than imaginary situations and solutions. If you do not have any results and facts to show, it is always better not to have case studies.

5. Including Quotes and Testimonials

Adding testimonials and feedback from customers at the end of the case study would add credibility and would be more convincing to other prospective customers. 

In this very competitive market, one of the effective ways is to use case studies on our website. Previously customers relied on brochures, catalogs, and leaflets before making a buying decision. Now, with the emergence of online platforms, customers can easily understand marketing material and show less trust in it. They depend upon reviews, ratings and other forms of content. At this juncture, good case studies can surely increase the credibility and brand value of the business. Case studies are the future of content marketing strategy and all companies need to include them in their marketing strategy. 

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Importance Of Case Studies To B2B Business

• On : March 19, 2021

Ratings, reviews and word-of-mouth play a very important role in B2C consumers’ decision-making. In similar ways, B2B clients bank on case studies when evaluating potential vendors they will work with.

Case studies are a collection of a business’ previous work that serves to exhibit their problem-solving capability. You can showcase various analysis and solutions that you have done for your previous clients.

More than just listing out your capabilities, case studies present actual numbers, details about the problem, and the value your business delivered. Including clients’ reviews or testimonials can also enhance the reliability of the account and act as a social proof to your services.

As a B2B business, here’s why case studies deliver value:

Showcase your services.

Case studies can give potential clients a clearer idea of what you can do and achieve beyond your specified job scopes or products and services. This is also done by adding a layer of realistic and contextual background to the information you are presenting.

Overall, case studies would help your potential clients go through their consumer journey, which for B2B businesses, often centres around vendor evaluation. By providing enough information and content, you would make your capabilities more apparent and make it easier for them to do their due diligence, giving them greater ease and all the more reason to choose you over others.

Increase your credibility

Case studies offer greater credibility as they are written around real-life experiences and proof of your work, not just hypothetical anecdotes. With real, measurable performances and results, you are able to back the ‘promises’ your business makes with concrete evidence.

In addition, case studies can act as industry peer reviews where your clients can see how you solve similar problems that are particularly relevant to them. By incorporating direct quotes from your clients, you can benefit from this ‘word-of-mouth’, which is significant in boosting businesses’ credibility.

Such quotes convey your previous clients’ satisfaction with the results, because not only did they use your services in the past, but they are also pleased enough with your work to be included as a case study. These client relations can also serve as leverage to your business, especially if you worked with well-known clients whose apparent success can easily vouch for your performance.

B2B storytelling

B2B storytelling might differ from the usual emotional and people-focused B2C storytelling, but many of the traditional storytelling principles still hold. At the core, you would want to explain the process of service delivery. You can show your thought process, the factors you considered and how you ultimately achieved the final solutions.

Furthermore, your previous customers can act as the subjects of the story, with whom your potential clients can identify and resonate. Instead of being all formal and filled with “ hard facts ,” you could insert some components of the emotional and experiential journey. By asking accurate questions that really speak to their concerns and challenges, they might see themselves in your previous clients and recognize the value that they can get by working with you.

Content marketing

Case studies can certainly bring many benefits as a part of your content marketing strategy. You would be publishing original content that are specific to your business and cannot be easily replicated by your competitors.

While putting together a case study can require great effort, the main case study can be reused and repurposed in other forms such as: tips, interviews, articles, presentations or trivia facts, over an extended period of time. Together, using case studies as part of your content strategy can increase brand awareness as well as search engine optimization (SEO).

Things to watch out for when putting together your case studies:

• Don’t make it about you

Yes, you are essentially showcasing your capabilities, but you should shift the focus away from what you did to save your customers, to what you did to support them. Place the focus on them and how they successfully thrived with their efforts as well.

By positioning your customers as the hero of the story, you would empower them by making them feel and look good, a positive response you would want for your marketing strategy. Moreover, recounting the story from your customer’s perspective will definitely lend greater weight to your customer reviews and the overall case study.

• Clear delivery of the message

While you want them to stay interested, you have to be direct and straight-forward in conveying your points. You should present your information in ways that are easy-to-read or easy-to-digest , which is done by using attractive visuals, design and simpler language, instead of jargon-heavy big chunks of text.

Including clear infographics and headings/sub-headings can definitely help readers grasp the flow of the case studies (before and after; from problems to suggestions to results) better.

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