how to write case study in business

UMA Technology

How to Write a Case Study: Guide With Free Template + Examples

A case study is a detailed analysis of a specific situation or event that aims to provide insight into a particular problem or issue. It is often used in academic research, business, and various other fields to examine real-life situations and provide valuable information to readers. Writing a case study can be a challenging task, as it requires careful planning, research, and analysis. In this guide, we will discuss how to write a case study effectively, providing you with a step-by-step process, a free template, and examples to help you create a compelling and informative case study.

Step 1: Choose a Topic

The first step in writing a case study is to choose a topic that is relevant and interesting. It is important to select a topic that is specific and focused, as this will help you to narrow down your research and analysis. Consider the following questions when choosing a topic for your case study:

• What problem or issue do you want to explore?
• What are the key questions you want to address?
• What are the goals of your case study?

Once you have identified a topic, it is important to research and gather information to support your case study. This may include conducting interviews, collecting data, and reviewing relevant literature.

Step 2: Define the Purpose and Scope

Before you start writing your case study, it is essential to define the purpose and scope of your study. This will help you to stay focused and ensure that your case study is clear and concise. Consider the following questions when defining the purpose and scope of your case study:

• What are the main objectives of your case study?
• What specific aspects of the topic will you focus on?
• Who is your target audience?

By defining the purpose and scope of your case study, you will be able to create a clear and coherent structure for your study.

Step 3: Create a Thesis Statement

A thesis statement is a concise summary of the main argument or point of your case study. It should clearly outline the purpose of your study and the key ideas or findings that you will present. Your thesis statement should be specific, clear, and focused, and should guide the reader through your case study. Consider the following questions when creating a thesis statement for your case study:

• What is the main argument or point of your study?
• What key ideas or findings will you present?
• How will you support your thesis statement?

By creating a strong thesis statement, you will be able to effectively communicate the main focus of your case study to your readers.

Step 4: Outline the Structure

Once you have defined the purpose and scope of your case study and created a thesis statement, it is important to outline the structure of your study. This will help you to organize your ideas and information in a logical and coherent manner. Consider the following elements when outlining the structure of your case study:

• Introduction: Provide background information on the topic and introduce the main argument or point of your study.
• Methodology: Describe the methods you used to collect data and conduct your analysis.
• Results: Present the key findings of your study and discuss their implications.
• Discussion: Analyze the results and provide a critical evaluation of the key issues and challenges.
• Conclusion: Summarize the main points of your study and make recommendations for further research or action.

By outlining the structure of your case study, you will be able to create a well-organized and cohesive study that is easy to follow and understand.

Step 5: Write the Introduction

The introduction is the first section of your case study and should provide background information on the topic, introduce the main argument or point of your study, and outline the structure of your paper. It should be concise, engaging, and informative, and should grab the reader’s attention. Consider the following elements when writing the introduction to your case study:

• Background information: Provide a brief overview of the topic and explain why it is important.
• Thesis statement: Present the main argument or point of your study and outline the key ideas or findings you will discuss.
• Structure: Outline the structure of your case study and briefly explain how you will organize your paper.

By writing a clear and engaging introduction, you will be able to set the tone for your case study and provide readers with a roadmap of what to expect.

Step 6: Describe the Methodology

The methodology section of your case study should describe the methods you used to collect data and conduct your analysis. It should provide detailed information on how you gathered information, what tools or techniques you used, and how you analyzed the data. Consider the following elements when describing the methodology of your case study:

• Research design: Describe the research design you used and explain why it was appropriate for your study.
• Data collection: Explain how you collected data, including the sources you used and the tools or techniques you employed.
• Data analysis: Describe how you analyzed the data, including any statistical techniques or software you used.

By describing the methodology of your case study, you will be able to provide readers with a clear understanding of how you conducted your research and reached your findings.

Step 7: Present the Results

The results section of your case study should present the key findings of your study and discuss their implications. It should be clear, concise, and organized, and should provide readers with a detailed overview of your research. Consider the following elements when presenting the results of your case study:

• Key findings: Present the main findings of your study and discuss their significance.
• Data analysis: Provide a detailed analysis of the data you collected and explain how you reached your conclusions.
• Visual aids: Use tables, charts, and graphs to present your results in a clear and visually appealing way.

By presenting the results of your case study in a clear and organized manner, you will be able to communicate your findings effectively to readers.

Step 8: Analyze the Results

The discussion section of your case study should analyze the results of your study and provide a critical evaluation of the key issues and challenges. It should be thoughtful, insightful, and well-supported, and should offer readers a deeper understanding of the topic. Consider the following elements when analyzing the results of your case study:

• Interpretation: Interpret the key findings of your study and discuss their implications.
• Comparison: Compare your findings with existing research and literature on the topic.
• Limitations: Identify any limitations or weaknesses in your study and suggest areas for further research.

By analyzing the results of your case study in a thoughtful and insightful manner, you will be able to provide readers with a comprehensive overview of the topic and its implications.

Step 9: Write the Conclusion

The conclusion is the final section of your case study and should summarize the main points of your study, make recommendations for further research or action, and provide closure to your paper. It should be concise, engaging, and informative, and should leave readers with a clear understanding of the topic. Consider the following elements when writing the conclusion to your case study:

• Summary: Summarize the key findings of your study and highlight their significance.
• Recommendations: Make recommendations for further research or action based on your findings.
• Closure: Provide closure to your paper and leave readers with a final thought or reflection.

By writing a clear and engaging conclusion, you will be able to wrap up your case study effectively and provide readers with a satisfying ending.

Step 10: Edit and Proofread

Once you have completed your case study, it is important to edit and proofread your paper to ensure that it is clear, concise, and error-free. Check for any spelling or grammatical errors, as well as formatting and style issues, and make any necessary revisions. Consider the following tips when editing and proofreading your case study:

• Read your paper aloud to check for clarity and flow.
• Use spell check and grammar check tools to catch any mistakes.
• Ask a friend or colleague to review your paper and provide feedback.

By editing and proofreading your case study carefully, you will be able to ensure that it is well-written and polished, and that it effectively conveys your ideas and findings.

Free Template for Writing a Case Study:

Title: [Title of your case study]

Introduction:

• Background information
• Thesis statement
• Outline of the structure

Methodology:

• Research design
• Data collection
• Data analysis
• Key findings
• Visual aids

Discussion:

• Interpretation
• Limitations

Conclusion:

• Recommendations

Examples of Case Studies:

"The Impact of Social Media Marketing on Consumer Behavior"

• Introduction: Discusses the rise of social media marketing and its impact on consumer behavior.
• Methodology: Describes the research design and data collection methods used.
• Results: Presents key findings and data analysis on the effects of social media marketing.
• Discussion: Analyzes the results and discusses the implications for businesses.
• Conclusion: Summarizes the main points and provides recommendations for further research.

"A Case Study of Successful Product Launch Strategies"

• Introduction: Provides background information on successful product launch strategies.
• Results: Presents key findings and data analysis on successful product launch strategies.
• Discussion: Analyzes the results and compares them with existing research.
• Conclusion: Summarizes the main points and offers recommendations for businesses launching new products.

By following these steps and using the free template provided, you will be able to write a compelling and informative case study that effectively communicates your research and findings. Remember to choose a relevant and focused topic, define the purpose and scope of your study, create a strong thesis statement, outline the structure of your paper, and edit and proofread your work carefully. With careful planning and attention to detail, you can create a high-quality case study that provides valuable insights and information to readers.

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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.

5 minute read

helped business professionals at:

SHORT ANSWER

What are the 5 steps to write 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

Keep reading for a full breakdown ⤵

What is a case study?

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 by Uplift found that at the end of 2023, for 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.

How to write a case study?

In business, everyone claims to be the next big thing, but a case study is how you prove it. It shows the real value of your product or service and backs up your claims with real results.

A well-written case study builds trust by showing you can deliver on what you promise and proving the impact your actions have on the bottom line. Here's how to write a case study that engages readers and makes them excited to work with you.

NOTE: If you don't want a slide-by-slide breakdown and just want to see real decks, check out the best case study presentation examples .

Effective case study outline

Introductory overview

The problem or challenge

The solution

Key results

Recommendations and next steps

1. Open with an introductory overview

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 company: Start by giving a brief overview of the company that’s the focus of the case study. Share who they are, what they do, and any relevant background.

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. Consider using an AI rewriter to help you break down complex sentences into clear and concise sentences that effectively convey your message.

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

In the problem section of your case study, you want to put your reader in the shoes of your client, so that, later on, you can present your company as the miraculous savior.

Paint a clear picture of the challenge your product or service solves, and focus on how difficult the situation was for the client before your solution came along.

The goal is to create a sense of urgency and connection—making it easy for readers to relate and feel the weight of the problem. This emotional engagement is key to highlighting just how valuable your solution is.

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 "solution" 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.

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.

Make it blatantly obvious that such results are easily replicable.

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.

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. 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.

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 .

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.

Interactive case study templates help bring your story to life with features like data visualization, clickable elements, and the option to add links or multimedia.

This makes it easier for your audience to follow along and understand your message and helps you stand out from the competition.

Just grab one.

Tips on preparing a case study

Before writing a case study, it’s important to take the time to prepare properly. It’s more than just sharing a success story—you want to gather the right details and present them in a way that really connects with your audience.

By doing this groundwork, you can ensure your case study demonstrates your value but also builds a sense of credibility and trust that sticks with potential clients.

Case study preparation tips:

Determine a customer use case

Go over existing clients

Reach out to the happy clients

Set success criteria

Set measurements

Set time period for observation

Conduct post interview to assess results

Get data from client

Get client approval

For more information, check out our guide on how to create a case study .

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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How to write a business case study: your complete guide

Hanna Stechenko Manager, SEO Management

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Business case studies are powerful tools for marketing, teaching, and training. They help to create valuable learning experiences that can be shared with others.

A well-written business case study can also generate leads, increase customer loyalty, and boost sales.

But writing an effective and compelling case study can be easier said than done.

Great case studies aren’t something that you can write by yourself.

You’ll need help from existing clients who are willing to talk about their problems publicly, and you’ll need to safeguard their reputation while you tell their story.

It’s tricky.

In this article, we’ll take a closer look at how to write a business case study, including best practices, case study templates, real examples, and more.

Let’s jump in.

What is a business case study?

A business case study is an in-depth look at a specific company or organization that examines how a business solved a problem, achieved success, or faced failure.

Case studies are often used by businesses to demonstrate the effectiveness of their strategies and solutions.

They can also serve as inspiration for other organizations that may be considering similar approaches.

The idea is simple: Stakeholders evaluating a product may be able to see the value of that product by learning how other companies have tried and succeeded with it.

For that reason, 42% of marketers still list case studies as a top media format used to generate leads and sales.

Strong case studies are often based on interviews with actual customers to highlight the effectiveness of a specific feature, explain a certain use case, or emphasize benefits or results of note.

Done correctly, a case study combines customer testimonials, process information, and usage data to tell a unique story about how a product or service helped a company succeed.

That’s why case studies are sometimes known as customer success stories.

What makes a strong case study?

Before we jump into the details of how to make a great case study, let’s take a closer look at what a strong case study actually looks like.

To create a great case study, you’ll need each of the following:

• Clear, compelling storylines. A good case study should include a clear story line that conveys the problem, solution, and the impact of the solution.
• A strong presentation of data. Demonstrate how your product or service has made an impact on the customer’s business with documented facts and figures.
• Credible client testimonials. Include feedback from real clients and users about how your product or service solved their issue. With permission, use a person’s real name and job title and personal experience to add credibility to your case study.
• Streamlined visuals. Graphics, photos, charts and/or videos can help illustrate results in an engaging and easy to understand way.
• Call to action. Always include a link to more information or a contact form at the end of your case study.

While all of these components are essential to great case studies, they aren’t always easy to acquire. Be prepared to dig for information and work closely with customers to build compelling content.

Why use case studies at all?

Great case studies can take some time to create.

Considering budgets and deadlines, why should you even bother using them when you could create more landing pages, buy more ads, or write more blog posts?

It’s a fair point to consider.

Case studies come with a unique set of benefits for your marketing strategy that other forms of content simply can’t fill.

1. They can last a long time

A single case study can be used as sales and marketing collateral as long as the feature products or services are still relevant.

If your products have a long lifespan, the same piece of content may be useful for months or years.

2. They’re relatively inexpensive

Case studies are relatively inexpensive to produce compared to other forms of marketing, such as white papers, e-books, and long-form blog content.

3. They drastically boost your credibility

Done correctly, case studies demonstrate the effectiveness of your products and services from the perspective of customers who have benefited directly from using them.

In a sense, case studies represent your products and services through the eyes of customers who have already taken the proverbial leap of faith.

When speaking to prospects and leads who aren’t fully bought in, they can minimize risk and offer assurances in a way that no other piece of sales and marketing collateral can match.

With all of that preliminary information out of the way, let’s take a closer look at how to actually build an effective case study.

Before you start: Understanding stakes and obstacles

The strongest case studies are usually created in collaboration between two companies: Your organization and that of a current or former customer with whom you have a good relationship.

At a high level, the process is straightforward:

• Question creation . Your team compiles a list of interview questions designed to tell a compelling story for new, prospective customers.
• Interview. Your team interviews a representative or stakeholder from the customer-partner organization.
• Draft. After the interview is complete, your team transforms the interview into a complete narrative.
• Feedback round. The customer-partner reviews the draft and provides feedback and input.
• Final draft. Your team makes corrections based on that feedback and resubmits for final approval.
• Final approval. The customer-partner approves the draft.
• Publish. Your team creates marketing collateral and publishes or shares the case study.

Simple, right?

Unfortunately, the process is rarely this smooth.

There are several outlying factors that can stop your case in its tracks or prevent it from ever seeing the light of day.

Here are some factors that you’ll need to consider before you start the case study process.

1. Relationship

Potential interview targets are more likely to agree to an interview if they have a strong relationship with someone on your team, like an account manager or a longtime sales rep.

Without a way to get your foot in the door, your interview request may be politely declined.

2. Availability

People are busy.

It’s not uncommon for the interval between reviews and approvals to take weeks at a time.

Because case study drafts need to be approved by both parties, expect delays while your drafts are circulated through your partner organizations.

3. Branding

Even if your product or service helped an organization overcome a huge obstacle, they may not want to talk about that weakness in a public forum.

Many companies are very cautious about anything that portrays their brand in an unfavorable light.

4. Legality

If your customer-partner doesn’t like what you’ve written, they may simply forbid you to use their name, logos, or data as part of your case study.

Moving forward without their permission could cause legal issues and damage customer relationships.

5. Approval

Sometimes, it’s impossible to get final approvals from the appropriate individuals in the customer-partner organization.

If HR or legal needs to sign off on the final product before it can be officially released, it could take weeks or months before that final approval comes through.

Above all else, remember: The customer-partner that agrees to help you create a case study is doing you a favor.

Most of the time, the customer-partner receives no benefit from the time and effort spent creating this piece.

They can’t use it to sell their own services, and they may reveal information and data that demonstrates a weakness in their management or internal process.

Keep that information in mind as you select your customer partners.

Be sure to treat these partners with care and respect, as a bad case study experience can damage a healthy customer relationship.

Step 1: Planning and prep

Business case studies will usually fall under the domain of your marketing team, but you’ll need to be specific when assigning project tasks and responsibilities.

Here’s what you need in order to create a case study:

• Internal project stakeholder. This individual oversees the project internally. They assign tasks, handle outreach, and oversee the production and delivery of the case study.
• External project stakeholder. The individual at the customer organization who agrees to help. This person may or may not be the individual who is interviewed by your organization.
• Interviewer. The individual who conducts the interview.
• Writer. The individual who writes the case study.
• Project manager. The individual who manages the case study project and ensures that deadlines are met.
• Internal editor or approver. The individual who reviews the case study and provides feedback or final approvals.
• External editor or approver. The individual at the customer organization who reviews the case study and provides feedback or final approvals.
• Designer. The individual who formats the case study, provides data-based graphics and illustration, or produces the final product file (typically a PDF or web page) with the case study and all relevant content.

Sometimes, these roles are combined.

The internal project stakeholder may also manage the product and provide editorial feedback after the case study is written.

Or, if you’re working with a freelancer for this process, they may conduct the interview, write the draft, and furnish a final design.

Next, consider your goals:

• Why are you writing this case study? Do you have a specific goal, such as boosting lead generation or improving customer lifetime value (CLV)?
• If your case study is angled to grow business with existing customers, you may select different features from case studies meant to introduce prospective customers to your products.
• This could include add-on services or premium product features.
• Do you have any new products, services or updates you’d like to share with the world?
• Do you have a new positioning strategy?

After you’ve defined your objectives, it’s time to start considering who you might want to interview.

1. Make your list specific

Include the company name, any relevant notes and the name of the intended stakeholders to be interviewed.

2. Only include notable candidates

Make sure that your interview targets have experienced substantial or notable results with your product.

Look for clients who have experienced exceptional and transformative outcomes while using your product or service.

3. Consider existing relationships

Look for clients that already have a strong working relationship with you.

If they regularly work with an account manager or are in constant contact with specific team members, consider bringing those individuals into the conversation early.

Once you have your targets, reach out, explain your project, and see if the customer is interested in participating.

When you ask for an interview, be sure to mention the following details:

• The purpose of the case study and what you’re ultimately trying to accomplish.
• A brief overview of the case study process (including the interview process and what happens next).
• Timeframes and estimated deadlines.
• A general idea of the kinds of questions they may be asked.
• Explain scenarios for how and where the case study may be used (you’ll need their permission to share it with your audiences).
• Thank them for their time.

If they agree, start scheduling your timeline.

Work backwards from the date you’d like to publish, then build in dates for reviews and edits. Also create a flexible internal deadline for securing a client interview.

Since you’ll need to align your schedule with that of your interviewee, pinpointing an actual interview date can take some time.

Step 2: The interview process

As we mentioned above: Most of the time, the customer-partner that agrees to help you with your case study receives no major benefit from the project.

It helps you, but it doesn’t usually help them.

With that in mind, your goal during the interview process is to make things as easy, streamlined, and stress-free as possible.

One major step that you can take to calm nerves and prevent misunderstandings is to send an interview questionnaire prior to your interview.

This will help your customer-partner understand your main objectives and prepare their responses in advance.

Here are a few sample questions you might use:

• How many team members use our product/service? Which departments?
• What were your challenges before using our product/service/process?
• What made you leave your previous solution for our product?
• How do you use our product/service/process?
• What features or tools have been the most helpful for your business?
• If you asked us for help, how did we provide you with what you need? We’d like to understand this from your perspective.
• How have you benefited from our offering–and what have been your greatest results to date? Please provide specific metrics, if possible.
• What surprised you most about using our product/service/process?
• How have your customers or clients benefited from your use of our products or services?
• Is there anything else you would like us to know?

When you sit down to interview the client, it’s easiest to follow the interview questions that you sent over and simply record their responses.

However, don’t just stick to the script during the actual interview . Listen and actively engage with your interviewee.

Ask follow-up questions. Clarify details. Explore the answers in real time with your interviewee.

Use the opportunity to dig deeper and gather all the information you need to tell the right story to your prospects and leads.

You might also use a tool like Otter.ai to record and capture the transcript at the same time, but be sure to have your customer-partner sign a recording permission release if you intend to use sound bytes from that recording as part of your final case study.

Step 3: Writing your business case study

Ideally, the interview is the last piece of information you need before writing your case study.

All of the background information and preliminary work should be done as part of the interview preparation.

When you finish speaking with the customer-partner, it’s time to consolidate your notes and write the draft.

Before you begin, take a moment to review your overall objectives and the story that you want to tell. From there, select a format for your case study and start the draft.

Regardless of the modules, headings, or illustrations that you use, the case study should cover what life was like before the customer started using your product or service and what happened after they adopted those products/services into their workflow.

Sample case study outline

1. introduction.

A brief description of the case study’s contents (bullet point key metrics and successes).

2. Company overview

A brief description of the featured company — what they do, who their customers are, what they sell, etc. Include brief background/context as to how they use your product, service or process.

3. Problem / Challenge

Describe the business problem or opportunity that your customer was facing before they started using your product or service.

Include strong quotes and fully illustrate why the issue was a problem that needed to be solved.

4. Solution

Explain how the customer used your product to solve their problem.

Share their decision-making process, how they arrived at your solution, what convinced them to purchase, and how they implemented that solution internally.

Share benefits and features that stood out to them. Reinforce these details with quotes from your interview.

Summarize the outcome from the customer’s implementation of your product, service, or process.

Recap their wins, as well as the major improvements that they have seen over both the short and long term.

Add data and metrics, where relevant. Include quotes about how the current solution empowers the company and solves their problems.

6. About us

Share a brief explanation of your company and the products or services you provide.

7. Call-to-action (CTA)

Add a call to action with the appropriate contact information (or a contact button, if this is a web-based case study) so that users can get in touch for additional information after reading the case study.

When it’s time to start writing, gather all relevant information and relevant links (white papers, other case studies, sales and spec sheets, etc.) to make sure you have access to the full scope of information related to the products and services mentioned in your case study.

Your goal isn’t to overload the reader by explaining everything. Instead, focus on creating a benefits-driven story around the features that your products and services provide.

Use data and details to provide precise information at key points.

It’s likely that you will need to bridge the information gap between your interviewee and your target audience.

Since your clients know you understand your product or service, they’re likely to answer your questions in broader terms.

However, your readers will not be as familiar with your organization and may only have limited experience with what you sell.

Instead, you’ll need to provide context as you write. If your business has buyer personas or ideal customer profiles (ICP), it’s a great idea to keep those on hand.

It’s also important to reserve enough writing time to get creative. Thoughtfully work your way through your materials to come up with the type of angle that will make your case study worthwhile.

Best practices

• Start with an attention-grabbing, relevant headline.
• Avoid lengthy explanations unless you’re working on a more complex case study.
• If you’re writing a business case study that’s complicated because of the subject matter or necessary background information, consider starting the content with an executive summary to improve readability.
• Only include a table of contents for lengthier case studies.
• Write in the third person.
• Avoid alienating your readers by assuming they’ll understand technical details. Skip the jargon and explain every acronym to hold their attention the entire way.
• A good business case study is a story. Make sure it has a strong beginning, middle, and end. A conversational tone often works best.
• Keep it focused. Don’t highlight a million wins for a single case study. Pick one or two combinations of challenges and solutions instead. If you include more, you might dilute your message or bore your readers.
• Always include direct quotes for an added dose of personality, energy, and human connection.
• Include stats or metrics whenever possible, such as increased revenue, the number of new customers gained, or a measurable boost in traffic.
• If you’re in a very visual industry like graphic design, advertising, fashion, or interior design, include on-brand images where relevant.
• Standard case study length: Roughly 500-1000 words.
• Long-form case study: Roughly 1500-2000 words.
• Make your customer-partner the hero. While your products and services are key to customer success, they are ultimately there to aid the customer in the important work that they do.

Revise and review

Once you’ve completed your case study draft, take a few minutes to re-read everything and ensure that the draft tells the right story.

• Double-check that all facts and figures are correct.
• Set it aside for a time and get some distance. Return to the draft with a fresh perspective.
• Pass it to your colleagues, including internal stakeholders and approvers, for feedback.
• Provide enough details and context so that readers can see customer benefits and how your solution can help them succeed.

Seek client approval

When you’re satisfied with your case study, it’s time to send a copy of the draft to your client for their review and approval.

This is an important step in ensuring maximum transparency and visibility.

Your customer partner should know exactly what you plan to share and have enough time to share it with key stakeholders from their marketing and/or legal department.

It is highly likely that your customer-partner will request changes.

Some changes may be simple (such as clarifying job roles), but others may be more drastic.

Your customer partner may request that you remember sensitive data and details or phrase issues in a more favorable light.

Most organizations seek to avoid bad press and prefer not to point out key weaknesses in their internal processes and strategies.

Be prepared to soften your language or advocate to keep key data points in place.

This is often one of the most critical parts of the case study process. Proceed with caution and choose your battles wisely.

While you can push back on suggested changes, remember that your customer-partner can rescind the use of their name and information in your case study.

Though you can choose to publish anyway (with names and titles omitted), your case study would be far less influential as a result.

Regardless of the potential gains from a case study, it’s not worth poisoning a relationship with a customer that actively uses and promotes your product.

Step 4: Marketing your case study

When you have the finished product, it’s time to share and promote your case study. Think about using these channels:

• A dedicated landing page.
• The resources section of your website.
• Your company blog.
• One or a series of marketing emails.
• Social media.
• Custom infographic.

Requiring readers to fill out a short online form to get the download may allow sales and marketing teams to connect with potential leads.

If you do go the gated route, be sure the conditions of opting in are crystal clear. And feature a couple of non-gated case studies on your site for everyone who’d prefer to skip the forms.

Regardless of how you market your case study, don’t forget about your sales team!

Sales reps will get a lot of use out of your case studies.

They can feature them as links in their email signatures and include them in sales emails and proposals for new clients and potential customers.

Ready to get started? Try out this case study presentation template .

Good case study examples (and why they work)

If you’re struggling with case studies, you can find plenty of great examples around the internet.

Start reading well-executed case studies to learn more about what makes them work.

Below, you’ll find a selection of three very different but successful case studies.

PandaDoc case study

Intro : Before diving into the body of the case study, we briefly introduced the company, TPD, and highlighted three major metrics for a promising start.

The problem: We quickly engaged readers with our conversational tone. We also invited them to walk in TPD’s shoes through empathetic language and relatable context.

Challenges, solutions, and results: We took readers on a storytelling journey to help our case study flow. We gave them enough information to understand the “why”, but never bogged them down with unnecessary details. We were also sure to include supporting quotes and specific, measurable results in these critical sections.

Pull quote: We reserved the very best quote as the only pull quote, ensuring it would receive the attention it deserves.

Format: Finally, every time we mentioned a new company, we gave it a hyperlink to help readers save time.

Trello case study

Unicef + trello: helping others when they need it most.

Facts and figures : Trello opens the case study with great at-a-glance information, sharing insights into UNICEF as an organization and their relationship with Trello products.

Challenges, solutions, and results: This case study takes readers through a detailed narrative, providing statistics and metrics whenever possible. Readers are immersed into the story of exactly how UNICEF used Trello to help thousands of people during a natural disaster, offering enough detail to spark use case inspiration for other Trello users.

Photos: Trello included photos of actual UNICEF employees working remotely around the globe. The pictures gave the case study a personal feel, which could help readers better identify with the story.

Readers are reminded of the unique challenges of working together while apart to start considering how Trello might be able to help them find the solutions they need. Remember, the best case studies are relatable to all of your prospects!

Format: Its structure makes this longer case study easy to read. Sections of text are kept short while bullet points and pull quotes provide visual breaks.

Finally, hyperlinks to organizations’ websites open in separate tabs to help prevent losing case study readers along the way.

Stripe case study

Simplepractice launches automatic payments offering for clinicians with stripe.

Intro: In just two sentences, Stripe successfully manages to explain what SimplePractice is, what they offer, who they serve, how they serve them, and the benefits those clients gain.

While it’s not necessary to be this brief, readers will be more likely to read your entire intro if it’s on the shorter side.

Sidebar : The sidebar draws eyes to keep reading with two impressive metrics and a brightly-hued CTA button to “contact sales”.

Challenge and solution: These sections read like a story, with each sentence enticing the reader to continue to the next. It’s also great that a quote from SimplePractice’s COO is used to add context, emphasizing the gravity of their challenge.

Results: Stripe gives a lot of detail here for a strong close to the case study. After explaining how their offering brought ease to SimplePractice’s business, they went on to share detailed specifics on what made things easier and in what ways.

They also explained how their offering improved the businesses of SimplePractice’s clients. It’s highly persuasive for readers to understand they have the opportunity to not only benefit their own companies but also those of their clients.

Pull quote: The case study ends with a strong pull quote in a can’t-miss-it color.

Format: Stripe has a great case study format.

Wrapping up

The truth is: No matter how much you talk up your product, you’re a biased participant in any conversation. You have an ulterior motive, and that makes any direct claims you make about your product or service questionable.

Why? Because you want to sell your product!

Case studies offer an alternative way to soften your messaging by allowing prospects and potential buyers to hear from the people who use your products in real-world, everyday situations.

By placing your customers and their experiences at the front of your marketing, you can use trust and relatability to bridge a gap in a way that numbers and data just can’t provide.

Your customers already have great stories about how your solutions have transformed the work that they do.

Help them speak and share those stories with the people who need to hear them most with a case study.

Good luck? Be sure to check out other marketing tips and tricks on the PandaDoc blog .

Frequently asked questions

What is the best business case study format.

The best business case study format depends on the nature of the results and what you’re trying to achieve. You can figure that out by carefully reviewing your customer success stories and interviews.

• What stands out the most?
• What are you trying to achieve?
• How can you use your layout to guide readers through your story?
• What is your industry or what is the industry of your featured client?

Pro tip : Some interviews are more quotable than others. If you have too many great quotes to include them in your featured sections, consider adding a few pull quotes to your layout.

How do I create a business case study outline?

To create a business case study outline, list all of your featured sections and use bullet points to note subsections and what should be covered.

Most case studies feature the following sections:

• Introduction
• Brief Description of Customer’s Business
• Problem/Challenge/Opportunity
• Results/Conclusion
• About Us / Boilerplate
• Call-to-Action (CTA).

But outlines aren’t just for traditional case studies. Use outlines to guide your infographic and video versions too.

What are some case study best practices?

Best practices for writing case studies include:

• Crafting short, easy-to-digest sections.
• Weaving in a narrative for engaging storytelling.
• Starting with an engaging headline.
• Writing in layman’s terms.
• Explaining any necessary acronyms.
• Including any supporting metrics or statistics.
• Using direct quotes to bring your customer’s story to life.

Also, be sure to get the approval of your client and their marketing team after you’ve had time to review your first draft and fact-check all information.

Where can I find a good case study design template?

You can find a good case study design template on PandaDoc.

Our company’s expertise is spot-on and the case study templates are free. Also, don’t be afraid to branch out. Let’s say you have a big following on YouTube or Spotify.

You might want to create a video or podcast version of your case study for readers who prefer audiovisual information.

Or, you may want to add multimedia content to your case study, such as a video insert or or audio clip.

PandaDoc is not a law firm, or a substitute for an attorney or law firm. This page is not intended to and does not provide legal advice. Should you have legal questions on the validity of e-signatures or digital signatures and the enforceability thereof, please consult with an attorney or law firm. Use of PandaDocs services are governed by our Terms of Use and Privacy Policy.

Originally published October 27, 2022, updated March 30, 2023

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A Detailed Case Study Guide: Everything You Need To Know!

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Do you need help understanding how to create a compelling case study? You’re not alone! 

For many, the concept can feel nerve-wracking, from figuring out the right structure to presenting data effectively. Without a clear roadmap, a case study can end up confusing or, worse, dull to your audience.

But don't worry—this guide will simplify everything you need to know, step-by-step. From defining its purpose to working through each component, we’ll turn your case study from a complex project into a powerful storytelling tool. 

Ready to dive in? Let’s start with the basics, learning the case study meaning first.

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What Is A Case Study?

A case study is an in-depth, detailed examination of a particular subject—often a real-life scenario, business, individual, or project. It is intended to draw out insights, analyze outcomes, and identify particular patterns. 

By focusing on specific examples, such a study goes deep into the "how" and "why" of a situation. It offers readers a clear understanding of complex processes and solutions.

Purpose Of A Case Study

The major goal of conducting a case study is to explore the practical implications and effectiveness of specific strategies. This is to uncover what works (and what doesn’t) in real-world applications.

This approach helps learners, researchers, or professionals apply valuable findings to similar situations, making case studies powerful mediums for learning and decision-making.

Case Studies Distinctive Features

A case study stands out due to its unique approach and analytical depth, characterized by these key traits:

• Real-World Context: Focuses on understanding events or scenarios as they naturally occur.
• Personal Perspective: Emphasizes individual viewpoints to capture deeper, subjective experiences.
• In-Depth Qualitative Focus: Utilizes qualitative research to explore complex aspects beyond the quantitative methods.
• Detailed Analysis: Involves a thorough, close-up look at specific cases to uncover rich details.
• Surprising Discoveries: Often reveals unexpected insights that challenge or enhance existing knowledge.

How To Write A Case Study

Crafting a compelling case study requires a blend of strategic insight and careful research. By following essential steps, you can create a study that offers valuable information and resonates with your target audience.

Clarify Your Objective

Every study should start with a clear goal. Establishing your objective means identifying why the study is needed, whether it's to solve a problem, demonstrate a concept, or provide valuable insights into a particular situation. 

This focus will keep your study on track and relevant, helping readers understand the intent behind your research and analysis.

Identify & Understand Your Target Readers

Knowing who will read your study shapes how you present information. Define your audience carefully, whether it’s business professionals, academic researchers, or general readers. 

This ensures the content is tailored to their interests and comprehension level, making your study more impactful and accessible.

Consider Possible Outcomes 

Think about the potential consequences your study could reveal and how they might influence your audience or contribute to existing knowledge. 

Anticipating these possible insights helps you steer your research and focus on aspects that could have the most significant impact, ascertaining your study remains relevant and insightful.

Gather Credible Evidence

The strength of any study lies in reliable information. Compile a list of reputable sources, such as academic journals, trustworthy publications, and expert interviews, to back your findings.

Quality sources lend credibility to your study, making your conclusions more persuasive and well-grounded.

Highlight Core Findings & Solutions

After analyzing the case, highlight the main solutions or findings that address the objective. By focusing on the most effective or innovative solutions, you provide readers with actionable insights that they can apply in similar situations. 

This emphasis on practical takeaways confirms the value of your study extends beyond just theory.

Case Study Format

Crafting a case study requires a structured approach to clearly present the research and findings. 

Here’s a streamlined case study template for organizing each section:

Case Study Examples For Students

Exploring different case study samples can provide students with valuable insights into effective structure, analysis, and presentation techniques.

Here are a few well-crafted case study PDFs to guide and inspire your projects.

Bhopal Gas Tragedy Case Study

Business Case Study

Politics Case Study

Medicine Case Study

UX Case Study

Case Study Method In Psychology

Types Of Case Studies

Case studies come in various forms, each tailored to meet specific research goals and insights:

Problem-Solving Case Study

Designed to identify and tackle specific issues within a particular setting, such as an organization, community, or industry. 

This type is hands-on and practical, often used in business or healthcare contexts, where the objective is to diagnose a problem and develop strategies or solutions to address it. 

By examining real-world obstacles and devising actionable remedies, problem-solving case studies are valuable for organizations looking to overcome challenges and improve performance.

Descriptive Case Study

Focuses on providing an in-depth snapshot of a particular situation, phenomenon, or event. Rather than aiming to influence outcomes or solve a problem, they rigorously document what is happening within a set timeframe. 

Researchers gather observations and details to create a holistic picture, which can be helpful for further analysis or for those seeking to understand a topic without altering it. 

This approach is frequently used in social sciences, where it provides insights that help contextualize and explain real-world scenarios.

Collective Case Study

These involve examining several cases simultaneously or consecutively to discover patterns or similarities across them. 

By comparing multiple instances within a similar context, experimenters can draw generalizable conclusions and uncover shared factors that might not be visible in single-case studies. 

This type of study is particularly useful in fields like education and public health, where observing groups of related cases reveals trends and helps inform broader solutions or policies.

Explanatory Case Study

This study is used to investigate the causal mechanisms behind specific events or phenomena. Researchers dig into the "why" and "how" of an occurrence, exploring factors that influenced the outcome. 

By clarifying these cause-and-effect relationships, explanatory case studies provide insights that are essential for fields that require evidence-based reasoning, such as policy development or scientific research. 

This type is ideal for studying complex situations where understanding underlying reasons is crucial.

Exploratory Case Study

It is typically conducted to pave the way for more in-depth future research on a new or relatively unknown topic. They help define questions, establish priorities, and provide preliminary data that can serve as a foundation for further investigation. 

This type of study is often seen in emerging fields or novel research areas, allowing researchers to gain preliminary insights and determine the direction of more detailed studies.

Instrumental Case Study

In such a study, the case itself is not as important as the insights it provides into a larger issue. This approach uses a particular instance as a "tool" to understand broader phenomena, trends, or concepts. 

By examining a specific example, researchers can apply what they learn to a bigger picture, often informing theory or policy. 

Instrumental case studies are useful in fields like psychology, where a single case can offer valuable information about common human behaviors or societal trends.

Intrinsic Case Study

This type of study is conducted when researchers have a genuine interest in a particular case that stands out due to its unique characteristics. 

This study is less about applying findings to broader contexts and more about understanding the case itself, often for its uniqueness, rarity, or novelty. 

Intrinsic case studies are common in areas like medicine, where a rare medical case might be examined to gain specialized insights without aiming for generalizability.

Pros & Cons Of Case Studies

Case studies bring unique strengths and challenges to research, helping to uncover detailed concepts while posing certain limitations.

Useful Tips For Writing An Effective Case Study

Developing an impactful case study involves clear structure, thorough analysis, and attention to detail. Here are essential tips to guide you:

• Organize the study into distinct sections, ensuring smooth flow and proper credit to sources.
• Document observations and underline crucial details for easier analysis.
• Identify the primary challenges and brainstorm viable solutions to address them.
• Support your points with factual data and credible sources for added reliability.
• Assess both the positives and negatives to provide a balanced perspective.
• Keep the study aligned with its main purpose to maximize relevance.
• Enhance understanding by incorporating relatable, practical examples.
• Proofread and refine your study to optimize accuracy and readability.

Case studies are invaluable tools across various fields, providing in-depth insights that foster understanding and innovation. From examining historical events to analyzing business strategies and psychological phenomena, they reveal the intricate dynamics of human experience and decision-making. 

By adopting a structured approach to case study research, writers and researchers can effectively convey complex information and derive meaningful conclusions. 

Whether you’re a student looking to enhance your academic projects or a professional aiming to leverage case studies for business growth, the insights drawn from this guide will serve you well. 

For those seeking expert assistance, consider our college essay writing service to help you craft compelling case studies. Additionally, visit our ‘ buy case study ’ page to get solutions tailored to your specific needs. Empower your academic journey with our support!

Frequently Asked Questions

Who are the subjects of your case studies.

Case study subjects are groups of individuals selected based on specific criteria relevant to the case study research design and topic. These groups of people can include:

• Organizations
• Or Any Stakeholders 

directly related to the case being studied. The selection process ensures that participants provide valuable insights that contribute to a comprehensive understanding of the individual case.

Where should one find information for a case study? -

Information for a case study can be obtained from various data sources, including:

• primary data through surveys, interviews, and observations , 
• as well as secondary data from academic journals, industry reports, and online databases . 

Utilizing multiple sources confirms a comprehensive understanding of the case and enriches the analysis.

What are the key components of a professional case study?

A professional case study should include:

• a table of contents
• an introduction outlining the purpose
• background information on the subject
• a clear problem statement
• research questions
• and a literature review

It must also:

• detail the methodology used for data collection and analysis
• present findings with supporting evidence
• and conclude with implications and recommendations

Including references fosters credibility and allows readers to explore further.

When is the ideal time to conduct a case study?

Conducting a case study is ideal when existing data is limited, or when a rich, qualitative understanding is essential for making informed decisions.

What are some of the best topics for performing an academic case study?

Here are ten compelling case study topics across various academic subjects, each designed to inspire in-depth research and analysis:

• Psychology: The Impact of Social Media on Adolescent Mental Health
• Biology: The Effect of Climate Change on Coral Reefs
• Physics: The Implications of Quantum Computing on Data Security
• Computer Science: The Role of Artificial Intelligence in Healthcare
• Mathematics: Predictive Modeling in Epidemiology
• Environmental Science: The Effectiveness of Plastic Bans in Urban Areas
• Economics: The Economic Impact of Universal Basic Income
• Sociology: The Dynamics of Gentrification in Urban Neighborhoods
• Education: The Role of Remote Learning in Shaping Student Engagement & Performance
• Public Health: The Influence of Food Desserts on Community Health Outcomes

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