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• What Is a Case Study? | Definition, Examples & Methods

What Is a Case Study? | Definition, Examples & Methods

Published on May 8, 2019 by Shona McCombes . Revised on November 20, 2023.

A case study is a detailed study of a specific subject, such as a person, group, place, event, organization, or phenomenon. Case studies are commonly used in social, educational, clinical, and business research.

A case study research design usually involves qualitative methods , but quantitative methods are sometimes also used. Case studies are good for describing , comparing, evaluating and understanding different aspects of a research problem .

Table of contents

When to do a case study, step 1: select a case, step 2: build a theoretical framework, step 3: collect your data, step 4: describe and analyze the case, other interesting articles.

A case study is an appropriate research design when you want to gain concrete, contextual, in-depth knowledge about a specific real-world subject. It allows you to explore the key characteristics, meanings, and implications of the case.

Case studies are often a good choice in a thesis or dissertation . They keep your project focused and manageable when you don’t have the time or resources to do large-scale research.

You might use just one complex case study where you explore a single subject in depth, or conduct multiple case studies to compare and illuminate different aspects of your research problem.

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Once you have developed your problem statement and research questions , you should be ready to choose the specific case that you want to focus on. A good case study should have the potential to:

• Provide new or unexpected insights into the subject
• Challenge or complicate existing assumptions and theories
• Propose practical courses of action to resolve a problem
• Open up new directions for future research

TipIf your research is more practical in nature and aims to simultaneously investigate an issue as you solve it, consider conducting action research instead.

Unlike quantitative or experimental research , a strong case study does not require a random or representative sample. In fact, case studies often deliberately focus on unusual, neglected, or outlying cases which may shed new light on the research problem.

Example of an outlying case studyIn the 1960s the town of Roseto, Pennsylvania was discovered to have extremely low rates of heart disease compared to the US average. It became an important case study for understanding previously neglected causes of heart disease.

However, you can also choose a more common or representative case to exemplify a particular category, experience or phenomenon.

Example of a representative case studyIn the 1920s, two sociologists used Muncie, Indiana as a case study of a typical American city that supposedly exemplified the changing culture of the US at the time.

While case studies focus more on concrete details than general theories, they should usually have some connection with theory in the field. This way the case study is not just an isolated description, but is integrated into existing knowledge about the topic. It might aim to:

• Exemplify a theory by showing how it explains the case under investigation
• Expand on a theory by uncovering new concepts and ideas that need to be incorporated
• Challenge a theory by exploring an outlier case that doesn’t fit with established assumptions

To ensure that your analysis of the case has a solid academic grounding, you should conduct a literature review of sources related to the topic and develop a theoretical framework . This means identifying key concepts and theories to guide your analysis and interpretation.

There are many different research methods you can use to collect data on your subject. Case studies tend to focus on qualitative data using methods such as interviews , observations , and analysis of primary and secondary sources (e.g., newspaper articles, photographs, official records). Sometimes a case study will also collect quantitative data.

Example of a mixed methods case studyFor a case study of a wind farm development in a rural area, you could collect quantitative data on employment rates and business revenue, collect qualitative data on local people’s perceptions and experiences, and analyze local and national media coverage of the development.

The aim is to gain as thorough an understanding as possible of the case and its context.

In writing up the case study, you need to bring together all the relevant aspects to give as complete a picture as possible of the subject.

How you report your findings depends on the type of research you are doing. Some case studies are structured like a standard scientific paper or thesis , with separate sections or chapters for the methods , results and discussion .

Others are written in a more narrative style, aiming to explore the case from various angles and analyze its meanings and implications (for example, by using textual analysis or discourse analysis ).

In all cases, though, make sure to give contextual details about the case, connect it back to the literature and theory, and discuss how it fits into wider patterns or debates.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Normal distribution
• Degrees of freedom
• Null hypothesis
• Discourse analysis
• Control groups
• Mixed methods research
• Non-probability sampling
• Quantitative research
• Ecological validity

Research bias

• Rosenthal effect
• Implicit bias
• Cognitive bias
• Selection bias
• Negativity bias
• Status quo bias

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What Is a Case Study? How to Write, Examples, and Template

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How to write a case study

Case study template, case study examples, types of case studies, what are the benefits of case studies , what are the limitations of case studies , case study vs. testimonial.

In today's marketplace, conveying your product's value through a compelling narrative is crucial to genuinely connecting with your customers.

Your business can use marketing analytics tools to understand what customers want to know about your product. Once you have this information, the next step is to showcase your product and its benefits to your target audience. This strategy involves a mix of data, analysis, and storytelling. Combining these elements allows you to create a narrative that engages your audience. So, how can you do this effectively?

What is a case study? 

A case study is a powerful tool for showcasing a business's success in helping clients achieve their goals. It's a form of storytelling that details real-world scenarios where a business implemented its solutions to deliver positive results for a client.

In this article, we explore the concept of a case study , including its writing process, benefits, various types, challenges, and more.

Understanding how to write a case study is an invaluable skill. You'll need to embrace decision-making – from deciding which customers to feature to designing the best format to make them as engaging as possible.  This can feel overwhelming in a hurry, so let's break it down.

Step 1: Reach out to the target persona

If you've been in business for a while, you have no shortage of happy customers. But w ith limited time and resources, you can't choose everyone.  So, take some time beforehand to flesh out your target buyer personas. 

Once you know precisely who you're targeting, go through your stable of happy customers to find a buyer representative of the audience you're trying to reach. The closer their problems, goals, and industries align, the more your case study will resonate.

What if you have more than one buyer persona? No problem. This is a common situation for companies because buyers comprise an entire committee. You might be marketing to procurement experts, executives, engineers, etc. Try to develop a case study tailored to each key persona. This might be a long-term goal, and that's fine. The better you can personalize the experience for each stakeholder, the easier it is to keep their attention.  

Here are a few considerations to think about before research:

• Products/services of yours the customer uses (and how familiar they are with them)
• The customer's brand recognition in the industry
• Whether the results they've achieved are specific and remarkable
• Whether they've switched from a competitor's product/service
• How closely aligned they are with your target audience

These items are just a jumping-off point as you develop your criteria.  Once you have a list, run each customer through it to determine your top targets. Approach the ones on the top (your "dream" case study subjects) and work your way down as needed.

Who to interview

You should consider interviewing top-level managers or executives because those are high-profile positions. But consider how close they are to your product and its results.

Focusing on an office manager or engineer who uses your product daily would be better. Look for someone with a courtside view of the effects.

The ways to request customer participation in case studies can vary, but certain principles can improve your chances:

• Make it easy for customers to work with you, respecting their valuable time. Be well-prepared and minimize their involvement.
• Emphasize how customers will benefit through increased publicity, revenue opportunities, or recognition for their success. 
• Acknowledge their contributions and showcase their achievements.
• Standardizing the request process with a script incorporating these principles can help your team consistently secure case study approvals and track performance.

Step 2: Prepare for the interview

Case study interviews are like school exams. The more prepared you are for them, the better they turn out. Preparing thoroughly also shows participants that you value their time. You don't waste precious minutes rehashing things you should have already known. You focus on getting the information you need as efficiently as possible.

You can conduct your case study interview in multiple formats, from exchanging emails to in-person interviews. This isn't a trivial decision.  As you'll see in the chart below, each format has its unique advantages and disadvantages. 

You'll also have to consider who will ask and answer the questions during your case study interview. It's wise to consider this while considering the case study format.  The number of participants factors into which format will work best. Pulling off an in-person interview becomes much harder if you're trying to juggle four or five people's busy schedules. Try a video conference instead.

Before interviewing your case study participant, it is crucial to identify the specific questions that need to be asked.  It's essential to thoroughly evaluate your collaboration with the client and understand how your product's contributions impact the company. 

Remember that structuring your case study is akin to crafting a compelling narrative. To achieve this, follow a structured approach:

• Beginning of your story. Delve into the customer's challenge that ultimately led them to do business with you. What were their problems like? What drove them to make a decision finally? Why did they choose you?
• The middle of the case study.  Your audience also wants to know about the experience of working with you. Your customer has taken action to address their problems. What happened once you got on board?
• An ending that makes you the hero.  Describe the specific results your company produced for the customer. How has the customer's business (and life) changed once they implemented your solution?

Sample questions for the case study interview

If you're preparing for a case study interview, here are some sample case study research questions to help you get started:

• What challenges led you to seek a solution?
• When did you realize the need for immediate action? Was there a tipping point?
• How did you decide on the criteria for choosing a B2B solution, and who was involved?
• What set our product or service apart from others you considered?
• How was your experience working with us post-purchase?
• Were there any pleasant surprises or exceeded expectations during our collaboration?
• How smoothly did your team integrate our solution into their workflows?
• How long before you started seeing positive results?
• How have you benefited from our products or services?
• How do you measure the value our product or service provides?

Step 3: Conduct the interview

Preparing for case study interviews can be different from everyday conversations. Here are some tips to keep in mind:

• Create a comfortable atmosphere.  Before diving into the discussion, talk about their business and personal interests. Ensure everyone is at ease, and address any questions or concerns.
• Prioritize key questions.  Lead with your most crucial questions to respect your customer's time. Interview lengths can vary, so starting with the essentials ensures you get the vital information.
• Be flexible.  Case study interviews don't have to be rigid. If your interviewee goes "off script," embrace it. Their spontaneous responses often provide valuable insights.
• Record the interview.  If not conducted via email, ask for permission to record the interview. This lets you focus on the conversation and capture valuable quotes without distractions.

Step 4: Figure out who will create the case study

When creating written case studies for your business, deciding who should handle the writing depends on cost, perspective, and revisions.

Outsourcing might be pricier, but it ensures a professionally crafted outcome. On the other hand, in-house writing has its considerations, including understanding your customers and products. 

Technical expertise and equipment are needed for video case studies, which often leads companies to consider outsourcing due to production and editing costs. 

Tip: When outsourcing work, it's essential to clearly understand pricing details to avoid surprises and unexpected charges during payment.

Step 5: Utilize storytelling

Understanding and applying storytelling elements can make your case studies unforgettable, offering a competitive edge. 

Source: The Framework Bank

Every great study follows a narrative arc (also called a "story arc"). This arc represents how a character faces challenges, struggles against raising stakes, and encounters a formidable obstacle before the tension resolves.

In a case study narrative, consider:

• Exposition. Provide background information about the company, revealing their "old life" before becoming your customer.
• Inciting incident. Highlight the problem that drove the customer to seek a solution, creating a sense of urgency.
• Obstacles (rising action). Describe the customer's journey in researching and evaluating solutions, building tension as they explore options.
• Midpoint. Explain what made the business choose your product or service and what set you apart.
• Climax. Showcase the success achieved with your product.
• Denouement. Describe the customer's transformed business and end with a call-to-action for the reader to take the next step.

Step 6: Design the case study

The adage "Don't judge a book by its cover" is familiar, but people tend to do just that quite often!

A poor layout can deter readers even if you have an outstanding case study. To create an engaging case study, follow these steps:

• Craft a compelling title. Just like you wouldn't read a newspaper article without an eye-catching headline, the same goes for case studies. Start with a title that grabs attention.
• Organize your content. Break down your content into different sections, such as challenges, results, etc. Each section can also include subsections. This case study approach divides the content into manageable portions, preventing readers from feeling overwhelmed by lengthy blocks of text.
• Conciseness is key. Keep your case study as concise as possible. The most compelling case studies are precisely long enough to introduce the customer's challenge, experience with your solution, and outstanding results. Prioritize clarity and omit any sections that may detract from the main storyline.
• Utilize visual elements. To break up text and maintain reader interest, incorporate visual elements like callout boxes, bulleted lists, and sidebars.
• Include charts and images. Summarize results and simplify complex topics by including pictures and charts. Visual aids enhance the overall appeal of your case study.
• Embrace white space. Avoid overwhelming walls of text to prevent reader fatigue. Opt for plenty of white space, use shorter paragraphs, and employ subsections to ensure easy readability and navigation.
• Enhance video case studies. In video case studies, elements like music, fonts, and color grading are pivotal in setting the right tone. Choose music that complements your message and use it strategically throughout your story. Carefully select fonts to convey the desired style, and consider how lighting and color grading can influence the mood. These elements collectively help create the desired tone for your video case study.

Step 7: Edits and revisions

Once you've finished the interview and created your case study, the hardest part is over. Now's the time for editing and revision. This might feel frustrating for impatient B2B marketers, but it can turn good stories into great ones.

Ideally, you'll want to submit your case study through two different rounds of editing and revisions:

• Internal review. Seek feedback from various team members to ensure your case study is captivating and error-free. Gather perspectives from marketing, sales, and those in close contact with customers for well-rounded insights. Use patterns from this feedback to guide revisions and apply lessons to future case studies.
• Customer feedback. Share the case study with customers to make them feel valued and ensure accuracy. Let them review quotes and data points, as they are the "heroes" of the story, and their logos will be prominently featured. This step maintains positive customer relationships.

Case study mistakes to avoid

• Ensure easy access to case studies on your website.
• Spotlight the customer, not just your business.
• Tailor each case study to a specific audience.
• Avoid excessive industry jargon in your content.

Step 8: Publishing

Take a moment to proofread your case study one more time carefully. Even if you're reasonably confident you've caught all the errors, it's always a good idea to check. Your case study will be a valuable marketing tool for years, so it's worth the investment to ensure it's flawless. Once done, your case study is all set to go!

Consider sharing a copy of the completed case study with your customer as a thoughtful gesture. They'll likely appreciate it; some may want to keep it for their records. After all, your case study wouldn't have been possible without their help, and they deserve to see the final product.

Where you publish your case study depends on its role in your overall marketing strategy. If you want to reach as many people as possible with your case study, consider publishing it on your website and social media platforms. 

Tip: Some companies prefer to keep their case studies exclusive, making them available only to those who request them. This approach is often taken to control access to valuable information and to engage more deeply with potential customers who express specific interests. It can create a sense of exclusivity and encourage interested parties to engage directly with the company.

Step 9: Case study distribution

When sharing individual case studies, concentrate on reaching the audience with the most influence on purchasing decisions

Here are some common distribution channels to consider:

• Sales teams. Share case studies to enhance customer interactions, retention , and upselling among your sales and customer success teams. Keep them updated on new studies and offer easily accessible formats like PDFs or landing page links.
• Company website. Feature case studies on your website to establish authority and provide valuable information to potential buyers. Organize them by categories such as location, size, industry, challenges, and products or services used for effective presentation.
• Events. Use live events like conferences and webinars to distribute printed case study copies, showcase video case studies at trade show booths, and conclude webinars with links to your case study library. This creative approach blends personal interactions with compelling content.
• Industry journalists. Engage relevant industry journalists to gain media coverage by identifying suitable publications and journalists covering related topics. Building relationships is vital, and platforms like HARO (Help A Reporter Out) can facilitate connections, especially if your competitors have received coverage before.

Want to learn more about Marketing Analytics Software? Explore Marketing Analytics products.

It can seem daunting to transform the information you've gathered into a cohesive narrative.  We’ve created a versatile case study template that can serve as a solid starting point for your case study.

With this template, your business can explore any solutions offered to satisfied customers, covering their background, the factors that led them to choose your services, and their outcomes.

The template boasts a straightforward design, featuring distinct sections that guide you in effectively narrating your and your customer's story. However, remember that limitless ways to showcase your business's accomplishments exist.

To assist you in this process, here's a breakdown of the recommended sections to include in a case study:

• Title.  Keep it concise. Create a brief yet engaging project title summarizing your work with your subject. Consider your title like a newspaper headline; do it well, and readers will want to learn more. 
• Subtitle . Use this section to elaborate on the achievement briefly. Make it creative and catchy to engage your audience.
• Executive summary.  Use this as an overview of the story, followed by 2-3 bullet points highlighting key success metrics.
• Challenges and objectives. This section describes the customer's challenges before adopting your product or service, along with the goals or objectives they sought to achieve.
• How product/service helped.  A paragraph explaining how your product or service addressed their problem.
• Testimonials.  Incorporate short quotes or statements from the individuals involved in the case study, sharing their perspectives and experiences.
• Supporting visuals.  Include one or two impactful visuals, such as graphs, infographics, or highlighted metrics, that reinforce the narrative.
• Call to action (CTA).  If you do your job well, your audience will read (or watch) your case studies from beginning to end. They are interested in everything you've said. Now, what's the next step they should take to continue their relationship with you? Give people a simple action they can complete. 

Case studies are proven marketing strategies in a wide variety of B2B industries. Here are just a few examples of a case study:

• Amazon Web Services, Inc.  provides companies with cloud computing platforms and APIs on a metered, pay-as-you-go basis. This case study example illustrates the benefits Thomson Reuters experienced using AWS.
• LinkedIn Marketing Solutions combines captivating visuals with measurable results in the case study created for BlackRock. This case study illustrates how LinkedIn has contributed to the growth of BlackRock's brand awareness over the years. 
• Salesforce , a sales and marketing automation SaaS solutions provider, seamlessly integrates written and visual elements to convey its success stories with Pepe Jeans. This case study effectively demonstrates how Pepe Jeans is captivating online shoppers with immersive and context-driven e-commerce experiences through Salesforce.
• HubSpot offers a combination of sales and marketing tools. Their case study demonstrates the effectiveness of its all-in-one solutions. These typically focus on a particular client's journey and how HubSpot helped them achieve significant results.

There are two different types of case studies that businesses might utilize:

Written case studies 

Written case studies offer readers a clear visual representation of data, which helps them quickly identify and focus on the information that matters most. 

Printed versions of case studies find their place at events like trade shows, where they serve as valuable sales collateral to engage prospective clients.  Even in the digital age, many businesses provide case studies in PDF format or as web-based landing pages, improving accessibility for their audience. 

Note: Landing pages , in particular, offer the flexibility to incorporate rich multimedia content, including images, charts, and videos. This flexibility in design makes landing pages an attractive choice for presenting detailed content to the audience.

Written case study advantages

Here are several significant advantages to leveraging case studies for your company:

• Hyperlink accessibility.  Whether in PDF or landing page format, written case studies allow for embedded hyperlinks, offering prospects easy access to additional information and contact forms.
• Flexible engagement.  Unlike video case studies, which may demand in-person arrangements, written case studies can be conducted via phone or video streaming, reducing customer commitment and simplifying scheduling.
• Efficient scanning . Well-structured written case studies with a scannable format cater to time-strapped professionals. Charts and callout boxes with key statistics enhance the ease of information retrieval.
• Printable for offline use.  Written case studies can be effortlessly printed and distributed at trade shows, sales meetings, and live events. This tangible format accommodates those who prefer physical materials and provides versatility in outreach, unlike video content, which is less portable.

Written case study disadvantages

Here are some drawbacks associated with the use of case studies:

• Reduced emotional impact.  Written content lacks the emotional punch of live video testimonials, which engage more senses and emotions, making a stronger connection.
• Consider time investment.  Creating a compelling case study involves editing, proofreading, and design collaboration, with multiple revisions commonly required before publication.
• Challenges in maintaining attention.  Attention spans are short in today's ad-saturated world. Using graphics, infographics, and videos more often is more powerful to incite the right emotions in customers.

Video case studies

Video case studies are the latest marketing trend. Unlike in the past, when video production was costly, today's tools make it more accessible for users to create and edit their videos. However, specific technical requirements still apply.

Like written case studies, video case studies delve into a specific customer's challenges and how your business provides solutions. Yet, the video offers a more profound connection by showcasing the person who faced and conquered the problem.

Video case studies can boost brand exposure when shared on platforms like YouTube. For example, Slack's engaging case study video with Sandwich Video illustrates how Slack transformed its workflow and adds humor, which can be challenging in written case studies focused on factual evidence.

Source : YouTube

This video case study has garnered nearly a million views on YouTube.

Video case study advantages

Here are some of the top advantages of video case studies. While video testimonials take more time, the payoff can be worth it. 

• Humanization and authenticity.  Video case studies connect viewers with real people, adding authenticity and fostering a stronger emotional connection.
• Engaging multiple senses.  They engage both auditory and visual senses, enhancing credibility and emotional impact. Charts, statistics, and images can also be incorporated.
• Broad distribution.  Videos can be shared on websites, YouTube, social media, and more, reaching diverse audiences and boosting engagement, especially on social platforms.

Video case study disadvantages

Before fully committing to video testimonials, consider the following:

• Technical expertise and equipment.  Video production requires technical know-how and equipment, which can be costly. Skilled video editing is essential to maintain a professional image. While technology advances, producing amateurish videos may harm your brand's perception.
• Viewer convenience.  Some prospects prefer written formats due to faster reading and ease of navigation. Video typically requires sound, which can be inconvenient for viewers in specific settings. Many people may not have headphones readily available to watch your content.
• Demand on case study participants.  On-camera interviews can be time-consuming and location-dependent, making scheduling challenging for case study participants. Additionally, being on screen for a global audience may create insecurities and performance pressure.
• Comfort on camera.  Not everyone feels at ease on camera. Nervousness or a different on-screen persona can impact the effectiveness of the testimonial, and discovering this late in the process can be problematic.

Written or video case studies: Which is right for you?

Now that you know the pros and cons of each, how do you choose which is right for you?

One of the most significant factors in doing video case studies can be the technical expertise and equipment required for a high level of production quality. Whether you have the budget to do this in-house or hire a production company can be one of the major deciding factors.

Still, written or video doesn't have to be an either-or decision. Some B2B companies are using both formats. They can complement each other nicely, minimizing the downsides mentioned above and reaching your potential customers where they prefer.

Let's say you're selling IT network security. What you offer is invaluable but complicated. You could create a short (three- or four-minute) video case study to get attention and touch on the significant benefits of your services. This whets the viewer's appetite for more information, which they could find in a written case study that supplements the video.

Should you decide to test the water in video case studies, test their effectiveness among your target audience. See how well they work for your company and sales team. And, just like a written case study, you can always find ways to improve your process as you continue exploring video case studies.

Case studies offer several distinctive advantages, making them an ideal tool for businesses to market their products to customers. However, their benefits extend beyond these qualities. 

Here's an overview of all the advantages of case studies:

Valuable sales support

Case studies serve as a valuable resource for your sales endeavors. Buyers frequently require additional information before finalizing a purchase decision. These studies provide concrete evidence of your product or service's effectiveness, assisting your sales representatives in closing deals more efficiently, especially with customers with lingering uncertainties.

Validating your value

Case studies serve as evidence of your product or service's worth or value proposition , playing a role in building trust with potential customers. By showcasing successful partnerships, you make it easier for prospects to place trust in your offerings. This effect is particularly notable when the featured customer holds a reputable status.

Unique and engaging content

By working closely with your customer success teams, you can uncover various customer stories that resonate with different prospects. Case studies allow marketers to shape product features and benefits into compelling narratives. 

Each case study's distinctiveness, mirroring the uniqueness of every customer's journey, makes them a valuable source of relatable and engaging content. Storytelling possesses the unique ability to connect with audiences on an emotional level, a dimension that statistics alone often cannot achieve. 

Spotlighting valuable customers

Case studies provide a valuable platform for showcasing your esteemed customers. Featuring them in these studies offers a chance to give them visibility and express your gratitude for the partnership, which can enhance customer loyalty . Depending on the company you are writing about, it can also demonstrate the caliber of your business.

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It's important to consider limitations when designing and interpreting the results of case studies. Here's an overview of the limitations of case studies:

Challenges in replication

Case studies often focus on specific individuals, organizations, or situations, making generalizing their findings to broader populations or contexts challenging. 

Time-intensive process

Case studies require a significant time investment. The extensive data collection process and the need for comprehensive analysis can be demanding, especially for researchers who are new to this method.

Potential for errors

Case studies can be influenced by memory and judgment, potentially leading to inaccuracies. Depending on human memory to reconstruct a case's history may result in variations and potential inconsistencies in how individuals recall past events. Additionally, bias may emerge, as individuals tend to prioritize what they consider most significant, which could limit their consideration of alternative perspectives.

Challenges in verification

Confirming results through additional research can present difficulties. This complexity arises from the need for detailed and extensive data in the initial creation of a case study. Consequently, this process requires significant effort and a substantial amount of time.

While looking at case studies, you may have noticed a quote. This type of quote is considered a testimonial, a key element of case studies.

If a customer's quote proves that your brand does what it says it will or performs as expected, you may wonder: 'Aren't customer testimonials and case studies the same thing?' Not exactly.

Testimonials are brief endorsements designed to establish trust on a broad scale. In contrast, case studies are detailed narratives that offer a comprehensive understanding of how a product or service addresses a specific problem, targeting a more focused audience. 

Crafting case studies requires more resources and a structured approach than testimonials. Your selection between the two depends on your marketing objectives and the complexity of your product or service.

Case in point!

Case studies are among a company's most effective tools. You're  well on your way to mastering them.

Today's buyers are tackling much of the case study research methodology independently. Many are understandably skeptical before making a buying decision. By connecting them with multiple case studies, you can prove you've gotten the results you say you can. There's hardly a better way to boost your credibility and persuade them to consider your solution.

Case study formats and distribution methods might change as technology evolves. However, the fundamentals that make them effective—knowing how to choose subjects, conduct interviews, and structure everything to get attention—will serve you for as long as you're in business. 

We covered a ton of concepts and resources, so go ahead and bookmark this page. You can refer to it whenever you have questions or need a refresher.

Dive into market research to uncover customer preferences and spending habits.

Kristen McCabe

Kristen’s is a former senior content marketing specialist at G2. Her global marketing experience extends from Australia to Chicago, with expertise in B2B and B2C industries. Specializing in content, conversions, and events, Kristen spends her time outside of work time acting, learning nature photography, and joining in the #instadog fun with her Pug/Jack Russell, Bella. (she/her/hers)

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What is case study research?

Last updated

8 February 2023

Reviewed by

Cathy Heath

Short on time? Get an AI generated summary of this article instead

Suppose a company receives a spike in the number of customer complaints, or medical experts discover an outbreak of illness affecting children but are not quite sure of the reason. In both cases, carrying out a case study could be the best way to get answers.

Organization

Case studies can be carried out across different disciplines, including education, medicine, sociology, and business.

Most case studies employ qualitative methods, but quantitative methods can also be used. Researchers can then describe, compare, evaluate, and identify patterns or cause-and-effect relationships between the various variables under study. They can then use this knowledge to decide what action to take. 

Another thing to note is that case studies are generally singular in their focus. This means they narrow focus to a particular area, making them highly subjective. You cannot always generalize the results of a case study and apply them to a larger population. However, they are valuable tools to illustrate a principle or develop a thesis.

Analyze case study research

Dovetail streamlines case study research to help you uncover and share actionable insights

• What are the different types of case study designs?

Researchers can choose from a variety of case study designs. The design they choose is dependent on what questions they need to answer, the context of the research environment, how much data they already have, and what resources are available.

Here are the common types of case study design:

Explanatory

An explanatory case study is an initial explanation of the how or why that is behind something. This design is commonly used when studying a real-life phenomenon or event. Once the organization understands the reasons behind a phenomenon, it can then make changes to enhance or eliminate the variables causing it. 

Here is an example: How is co-teaching implemented in elementary schools? The title for a case study of this subject could be “Case Study of the Implementation of Co-Teaching in Elementary Schools.”

Descriptive

An illustrative or descriptive case study helps researchers shed light on an unfamiliar object or subject after a period of time. The case study provides an in-depth review of the issue at hand and adds real-world examples in the area the researcher wants the audience to understand. 

The researcher makes no inferences or causal statements about the object or subject under review. This type of design is often used to understand cultural shifts.

Here is an example: How did people cope with the 2004 Indian Ocean Tsunami? This case study could be titled "A Case Study of the 2004 Indian Ocean Tsunami and its Effect on the Indonesian Population."

Exploratory

Exploratory research is also called a pilot case study. It is usually the first step within a larger research project, often relying on questionnaires and surveys . Researchers use exploratory research to help narrow down their focus, define parameters, draft a specific research question , and/or identify variables in a larger study. This research design usually covers a wider area than others, and focuses on the ‘what’ and ‘who’ of a topic.

Here is an example: How do nutrition and socialization in early childhood affect learning in children? The title of the exploratory study may be “Case Study of the Effects of Nutrition and Socialization on Learning in Early Childhood.”

An intrinsic case study is specifically designed to look at a unique and special phenomenon. At the start of the study, the researcher defines the phenomenon and the uniqueness that differentiates it from others. 

In this case, researchers do not attempt to generalize, compare, or challenge the existing assumptions. Instead, they explore the unique variables to enhance understanding. Here is an example: “Case Study of Volcanic Lightning.”

This design can also be identified as a cumulative case study. It uses information from past studies or observations of groups of people in certain settings as the foundation of the new study. Given that it takes multiple areas into account, it allows for greater generalization than a single case study. 

The researchers also get an in-depth look at a particular subject from different viewpoints.  Here is an example: “Case Study of how PTSD affected Vietnam and Gulf War Veterans Differently Due to Advances in Military Technology.”

Critical instance

A critical case study incorporates both explanatory and intrinsic study designs. It does not have predetermined purposes beyond an investigation of the said subject. It can be used for a deeper explanation of the cause-and-effect relationship. It can also be used to question a common assumption or myth. 

The findings can then be used further to generalize whether they would also apply in a different environment.  Here is an example: “What Effect Does Prolonged Use of Social Media Have on the Mind of American Youth?”

Instrumental

Instrumental research attempts to achieve goals beyond understanding the object at hand. Researchers explore a larger subject through different, separate studies and use the findings to understand its relationship to another subject. This type of design also provides insight into an issue or helps refine a theory. 

For example, you may want to determine if violent behavior in children predisposes them to crime later in life. The focus is on the relationship between children and violent behavior, and why certain children do become violent. Here is an example: “Violence Breeds Violence: Childhood Exposure and Participation in Adult Crime.”

Evaluation case study design is employed to research the effects of a program, policy, or intervention, and assess its effectiveness and impact on future decision-making. 

For example, you might want to see whether children learn times tables quicker through an educational game on their iPad versus a more teacher-led intervention. Here is an example: “An Investigation of the Impact of an iPad Multiplication Game for Primary School Children.” 

• When do you use case studies?

Case studies are ideal when you want to gain a contextual, concrete, or in-depth understanding of a particular subject. It helps you understand the characteristics, implications, and meanings of the subject.

They are also an excellent choice for those writing a thesis or dissertation, as they help keep the project focused on a particular area when resources or time may be too limited to cover a wider one. You may have to conduct several case studies to explore different aspects of the subject in question and understand the problem.

• What are the steps to follow when conducting a case study?

1. Select a case

Once you identify the problem at hand and come up with questions, identify the case you will focus on. The study can provide insights into the subject at hand, challenge existing assumptions, propose a course of action, and/or open up new areas for further research.

2. Create a theoretical framework

While you will be focusing on a specific detail, the case study design you choose should be linked to existing knowledge on the topic. This prevents it from becoming an isolated description and allows for enhancing the existing information. 

It may expand the current theory by bringing up new ideas or concepts, challenge established assumptions, or exemplify a theory by exploring how it answers the problem at hand. A theoretical framework starts with a literature review of the sources relevant to the topic in focus. This helps in identifying key concepts to guide analysis and interpretation.

3. Collect the data

Case studies are frequently supplemented with qualitative data such as observations, interviews, and a review of both primary and secondary sources such as official records, news articles, and photographs. There may also be quantitative data —this data assists in understanding the case thoroughly.

4. Analyze your case

The results of the research depend on the research design. Most case studies are structured with chapters or topic headings for easy explanation and presentation. Others may be written as narratives to allow researchers to explore various angles of the topic and analyze its meanings and implications.

In all areas, always give a detailed contextual understanding of the case and connect it to the existing theory and literature before discussing how it fits into your problem area.

• What are some case study examples?

What are the best approaches for introducing our product into the Kenyan market?

How does the change in marketing strategy aid in increasing the sales volumes of product Y?

How can teachers enhance student participation in classrooms?

How does poverty affect literacy levels in children?

Case study topics

Case study of product marketing strategies in the Kenyan market

Case study of the effects of a marketing strategy change on product Y sales volumes

Case study of X school teachers that encourage active student participation in the classroom

Case study of the effects of poverty on literacy levels in children

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Do you want to discover previous research faster?

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16 Important Ways to Use Case Studies in Your Marketing

Updated: September 08, 2020

Published: July 30, 2020

When you're thinking about investing in a product or service, what's the first thing you do?

Usually, it’s one or both of the following: You'll likely ask your friends whether they've tried the product or service, and if they have, whether they would recommend it. You'll also probably do some online research to see what others are saying about said product or service. Nowadays, 90% of consumers used the internet to find a local business in the last year , and 82% of consumers read online reviews. This shows that the majority of people are looking to peers to make a purchasing decision. Most customers know that a little online research could spare them from a bad experience and poor investment of your budget.

What Is a Marketing Case Study?

A case study is the analysis of a particular instance (or "case") of something to demonstrate quantifiable results as a result of the application of something. In marketing, case studies are used as social proof — to provide buyers with the context to determine whether they're making a good choice.

A marketing case study aims to persuade that a process, product, or service can solve a problem. Why? Because it has done so in the past. By including the quantitative and qualitative outcomes of the study, it appeals to logic while painting a picture of what success looks like for the buyer. Both of which can be powerful motivators and objection removers.

Why Use Case Studies?

In essence, case studies are an invaluable asset when it comes to establishing proof that what you're offering is valuable and of good quality.

According to HubSpot's State of Marketing Report 2020 , 13% of marketers name case studies as one of the primary forms of media used within their content strategy. This makes them the fifth most popular type of content, outshined only by visual content, blogs, and ebooks.

Okay, so you know case studies work. The question is, how  do they work? And how can you squeeze the most value out of them? 

When to Use a Case Study

Here are the ways you can market your case studies to get the most out of them.

As a Marketing or Sales Asset

1. use a case study template to create pdfs for email or downloads . .

Do not underestimate the value of providing social proof at just the right time in order to add value and earn their business. Case studies are extremely effective in the consideration stage of the buyer's journey when they are actively comparing solutions and providers to solve a problem they're experiencing. 

For this reason, case studies in an independent PDF format can be helpful in both marketing and sales. Marketers can use these PDFs as downloads in web content or email campaigns. Sales reps can utilize these assets in demonstrations, in a follow-up, or to overcome objections. 

The easiest way to create PDF case studies is by using a case study template . Doing so can decrease the amount of time you spend creating and designing your case study without sacrificing aesthetics. In addition, you can ensure that all your case studies follow a similar branded format. 

We've created a great case study template (and kit!) that's already locked and loaded for you to use. All you have to do is input your own text and change the fonts and colors to fit your brand. You can download it here .

On Your Website

2. have a dedicated case studies page..

You should have a webpage exclusively for housing your case studies. Whether you call this page "Case Studies, "Success Studies," or "Examples of Our Work," be sure it's easy for visitors to find.

Structure on that page is key: Initial challenges are clear for each case, as well as the goals, process, and results.

Get Inspired:  Google’s Think With Google is an example of a really well structured case study page. The copy is engaging, as are the goals, approach, and results.

3. Put case studies on your home page.

Give website visitors every chance you can to stumble upon evidence of happy customers. Your home page is the perfect place to do this.

There are a number of ways you can include case studies on your homepage. Here are a few examples:

• Customer quotes/testimonials
• A call-to-action (CTA) to view specific case studies
• A slide-in CTA that links to a case study
• A CTA leading to your case studies page

Get Inspired: Theresumator.com incorporates testimonials onto their homepage to strengthen their value proposition.

Bonus Tip: Get personal.

Marketing gurus across the world agree that personalised marketing is the future . You can make your case studies more powerful if you find ways to make them “match” the website visitors that are important to you.

People react to familiarity -- for instance, presenting someone from London with a case study from New York may not resonate as well as if you displayed a case study from the U.K. Or you could choose to tailor case studies by industry or company size to the visitor. At HubSpot, we call this "smart content."

Get Inspired: To help explain smart content, have a look at the example below. Here, we wanted to test whether including testimonials on landing pages influenced conversion rates in the U.K. The landing page on the left is the default landing page shown to visitors from non-U.K. IP addresses. For the landing page on the right, we used smart content to show testimonials to visitors coming from U.K. IP addresses.

4. Implement slide-in CTAs.

Pop-ups have a reputation for being annoying, but there are ways to implement that that won't irk your website visitors. These CTAs don't have to be huge, glaring pop-ups -- instead, relevant but discreet slide-in CTAs can work really well.

For example, why not test out a slide-in CTA on one of your product pages, with a link to a case study that profiles a customer who's seen great results using that product?

Get Inspired:  If you need some help on creating sliders for your website, check out this tutorial on creating slide-in CTAs .

5. Write blog posts about your case studies.

Once you publish a case study, the next logical step would be to write a blog post about it to expose your audience to it. The trick is to write about the case study in a way that identifies with your audience’s needs. So rather than titling your post “Company X: A Case Study," you might write about a specific hurdle, issue, or challenge the company overcame, and then use that company's case study to illustrate how the issues were addressed. It's important not  to center the blog post around your company, product, or service -- instead, the customer’s challenges and how they were overcome should take centre stage.

For example, if we had a case study that showed how one customer generated twice as many leads as a result of our marketing automation tool, our blog post might be something along the lines of: "How to Double Lead Flow With Marketing Automation [Case Study]." The blog post would then comprise of a mix of stats, practical tips, as well as some illustrative examples from our case study.

Get Inspired:   Check out this great example of a blog post from Moz , titled "How to Build Links to Your Blog – A Case Study."

6. Create videos from case studies.

Internet services are improving all the time, and as a result, people are consuming more and more video content. Prospects could be more likely to watch a video than they are to read a lengthy case study. If you have the budget, creating videos of your case studies is a really powerful way to communicate your value proposition.

Get Inspired: Check out one of our many video testimonials for some ideas on how to approach your own videos.

7. Use case studies on relevant landing pages.

Once you complete a case study, you'll have a bank of quotes and results you can pull from. Including quotes on product pages is especially interesting. If website visitors are reading your product pages, they are in a "consideration" mindset, meaning they are actively researching your products, perhaps with an intent to buy. Having customer quotes placed strategically on these pages is a great way to push them over the line and further down the funnel.

These quotes should be measured, results-based snippets, such as, “XX resulted in a 70% increase in blog subscribers in less an 6 months” rather than, “We are proud to be customers of XX, they really look after us."

Get Inspired: I really like the way HR Software company Workday incorporates video and testimonials into its solutions pages.

Off Your Website

8. post about case studies on social media..

Case studies make for perfect social sharing material. Here are a few examples of how you can leverage them on social:

• Share a link to a case study and tag the customer in the post. The trick here is to post your case studies in a way that attracts the right people to click through, rather than just a generic message like, “New Case Study ->> LINK." Make sure your status communicates clearly the challenge that was overcome or the goal that was achieved. It's also wise to include the main stats associated with the case study; for example, "2x lead flow," "125% increase in X," and so on.
• Update your cover image on Twitter/Facebook showing a happy customer. Our social media cover photo templates should help you with this!
• Add your case study to your list of publications on LinkedIn.
• Share your case studies in relevant LinkedIn Groups.
• Target your new case studies to relevant people on Facebook using dark posts. ( Learn about dark posts here. )

Get Inspired: MaRS Discovery District posts case studies on Twitter to push people towards a desired action.

9. Use case studies in your email marketing.

Case studies are particularly suited to email marketing when you have an industry-segmentable list. For example, if you have a case study from a client in the insurance industry, emailing your case study to your base of insurance-related contacts can be a really relevant addition to a lead nurturing campaign.

Case studies can also be very effective when used in product-specific lead nurture workflows in reactivating opportunities that have gone cold. They can be useful for re-engaging leads that have gone quiet and who were looking at specific areas of your product that the case study relates to.

Get Inspired: It's important that your lead nurture workflow content includes the appropriate content for where prospects are in the sales cycle. If you need help on how to do this, check out our post on how to map lead nurturing content to each stage in sales cycle .

Pro tip: When sending emails, don't forget about the impact a good email signature can make. Create your own using our free Email Signature Generator .

10. Incorporate case studies into your newsletters.

This idea is as good for your client relations as it is for gaining the attention of your prospects. Customers and clients love feeling as though they're part of a community. It’s human nature. Prospects warm to companies that look after their customers; companies whose customers are happy and proud to be part of something. Also, whether we are willing to admit it or not, people love to show off!

Get Inspired: Newsletters become stale over time. Give your newsletters a new lease of life with our guide on how to create newsletters that don't suck .

11. Equip your sales team with case studies.

Tailored content has become increasingly important to sales reps as they look to provide value on the sales call. It's estimated that consumers go through 70-90% of the buyer's journey before contacting a vendor. This means that the consumer is more knowledgeable than ever before. Sales reps no longer need to spend an entire call talking about the features and benefits. Sales has become more complex, and reps now need to be armed with content that addresses each stage of the buyer’s process. Case studies can be really useful when it comes to showing prospects how successful other people within a similar industry has benefited from your product or service.

Get Inspired: Case studies are just one type of content that helps your sales team sell. They don't always work by themselves, though. Check out our list of content types that help sales close more deals .

12. Sneak a case study into your email signature.

Include a link to a recent case study in your email signature. This is particularly useful for salespeople. Here's what my email signature looks like:

Get Inspired: Did you know that there are lots more ways you can use your email signature to support your marketing? Here are 10 clever suggestions for how you can do this.

13. Use case studies in training.

Having customer case studies is an invaluable asset to have when onboarding new employees. It aids developing their buy-in, belief in, and understanding of your offering.

Get Inspired: Have you completed our Inbound Certification course yet? During our classes, we use case studies to show how inbound marketing is applied in real life.

In Lead-Gen Content

14. include case studies in your lead gen efforts..

There are a number of offers you can create based off of your case studies, in the form of ebooks, templates, and more. For example you could put together an ebook titled “A step-by-step guide to reaching 10,000 blog subscribers in 3 months…just like XX did.” You could create a more in-depth version of the case study with access to detailed statistics as an offer. (And don’t forget, you can also u se quotes and statistics from case studies on the landing page promoting the ebook, which adds credibility and could increase your conversion rates.) Or, you could create a template based on your customer's approach to success.

Get Inspired:   If you think you need to be an awesome designer put together beautiful ebooks, think again. Create ebooks easily using these customisable ebook templates .

You can also use case studies to frame webinars that document how to be successful with X. Using case studies in webinars is great middle-of-the-funnel content and can really help move your leads further down the funnel towards becoming sales qualified leads.

Get Inspired: Webinars are really effective as part of a lead nurturing workflow. Make sure your next webinar is spot on by following these simple webinar tips.

15. Create a bank of evergreen presentations.

It’s important to build up a bank of evergreen content that employees across your organisation can use during presentations or demos. Case studies are perfect for this.

Put together a few slides on the highlights of the case study to stir people’s interest, and then make them available to your sales and customer-facing teams. It's helpful if the marketer who created the presentation is the one who presents it to anyone who might use them in the future. This ensures they can explain the presentation clearly and answer any questions that might arise.

Get Inspired: What to create presentations people want to use? Here's a list of tools to make your presentations great.

16. Create SlideShares based on case studies.

Following on from a few short slides, you could also put together a more detailed presentation of the case study and upload it to SlideShare. After all, not only is SlideShare SEO-friendly (because Google indexes each presentation), but there is a huge pre-existing audience on SlideShare of over 60 million users you can tap into. SlideShare presentations are also easy to embed and share, and allow you to capture leads directly from the slides via a lead capture form.

Get Inspired:   Want to generate more leads with SlideShare, but not sure how to get started? Check out this blog post .

Now that you understand the value of a marketing case study and the different ways that they can be used in your content marketing (and even sales) strategy, your next step is to think about what would convince your target audience to do business with you. 

Have you recently accomplished something big for a client? Do you have a process or product with demonstrable results? What do your potential clients hope that you'll do for them? 

The answers to those questions will help you craft compelling content for your case study. Then, all that's left is putting it into your audience's hands in formats they want to consume.

Editor's note: This post was originally published in January 2015 and has been updated for comprehensiveness.

Don't forget to share this post!

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

by Todd Brehe

on Jan 3, 2024

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

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

Let’s start with the basics.

What is a Case Study?

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

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

Do Marketing Case Studies Really Work?

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

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

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

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

5 Winning Case Study Examples to Model

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

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

1. Lane Terralever and Pinnacle at Promontory

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

2. WalkMe Mobile and Hulyo

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

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

3. CurationSuite Listening Engine

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

4. Brain Traffic and ASAE

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

5. Adobe and Home Depot

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

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

A Case Study Structure That Pros Use

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

Choose Your Case Study Format

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

• Infographic

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

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

Follow a Tried-and-True Case Study Template

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

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

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

Craft a Compelling Headline

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

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

Write the Executive Summary

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

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

Provide the Client’s Background

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

List the Customer’s Challenges and Problems

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

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

Detail Your Solutions

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

Show Your Results

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

List Future Plans

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

Give a Call-to-Action

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

Talk About You

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

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

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

How to Conduct an Engaging Case Study Interview

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

Here are some suggestions for conducting great case study interviews:

When Choosing a Case Study Subject, Pick a Raving Fan

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

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

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

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

Prepping for the Interview

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

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

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

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

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

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

Nailing the Client Interview

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

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

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

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

Introduction

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

Initial Challenges

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

Results, Improvements, Progress

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

Future Plans

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

Honest Feedback

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

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

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

How to Write a Case Study… Effortlessly

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

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

Also, make sure to do the following:

Add Testimonials, Quotes, and Visuals

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

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

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

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

• Deposit p hotos

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

Proofread and Tighten Your Writing

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

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

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

Be Sure to Use Best Practices

Consider applying the following best practices to your case study:

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

Get Client Approval

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

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

Consent to Publish

Case Study  Title:

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

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

Company Name:

E-mail Address:

Common Case Study Questions (& Answers)

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

Should I worry about print versions of my case studies?

Absolutely.

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

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

Why are good case studies so effective?

Case studies work because people trust them.

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

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

How do I promote my case study?

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

Try the following:

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

Ready to Write a Case Study That Converts?

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

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

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

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

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

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15 Real-Life Case Study Examples & Best Practices

Written by: Oghale Olori

Case studies are more than just success stories.

They are powerful tools that demonstrate the practical value of your product or service. Case studies help attract attention to your products, build trust with potential customers and ultimately drive sales.

It’s no wonder that 73% of successful content marketers utilize case studies as part of their content strategy. Plus, buyers spend 54% of their time reviewing case studies before they make a buying decision.

To ensure you’re making the most of your case studies, we’ve put together 15 real-life case study examples to inspire you. These examples span a variety of industries and formats. We’ve also included best practices, design tips and templates to inspire you.

Let’s dive in!

Table of Contents

What is a case study, 15 real-life case study examples, sales case study examples, saas case study examples, product case study examples, marketing case study examples, business case study examples, case study faqs.

• A case study is a compelling narrative that showcases how your product or service has positively impacted a real business or individual. 
• Case studies delve into your customer's challenges, how your solution addressed them and the quantifiable results they achieved.
• Your case study should have an attention-grabbing headline, great visuals and a relevant call to action. Other key elements include an introduction, problems and result section.
• Visme provides easy-to-use tools, professionally designed templates and features for creating attractive and engaging case studies.

A case study is a real-life scenario where your company helped a person or business solve their unique challenges. It provides a detailed analysis of the positive outcomes achieved as a result of implementing your solution.

Case studies are an effective way to showcase the value of your product or service to potential customers without overt selling. By sharing how your company transformed a business, you can attract customers seeking similar solutions and results.

Case studies are not only about your company's capabilities; they are primarily about the benefits customers and clients have experienced from using your product.

Every great case study is made up of key elements. They are;

• Attention-grabbing headline: Write a compelling headline that grabs attention and tells your reader what the case study is about. For example, "How a CRM System Helped a B2B Company Increase Revenue by 225%.
• Introduction/Executive Summary: Include a brief overview of your case study, including your customer’s problem, the solution they implemented and the results they achieved.
• Problem/Challenge: Case studies with solutions offer a powerful way to connect with potential customers. In this section, explain how your product or service specifically addressed your customer's challenges.
• Solution: Explain how your product or service specifically addressed your customer's challenges.
• Results/Achievements : Give a detailed account of the positive impact of your product. Quantify the benefits achieved using metrics such as increased sales, improved efficiency, reduced costs or enhanced customer satisfaction.
• Graphics/Visuals: Include professional designs, high-quality photos and videos to make your case study more engaging and visually appealing.
• Quotes/Testimonials: Incorporate written or video quotes from your clients to boost your credibility.
• Relevant CTA: Insert a call to action (CTA) that encourages the reader to take action. For example, visiting your website or contacting you for more information. Your CTA can be a link to a landing page, a contact form or your social media handle and should be related to the product or service you highlighted in your case study.

Now that you understand what a case study is, let’s look at real-life case study examples. Among these, you'll find some simple case study examples that break down complex ideas into easily understandable solutions.

In this section, we’ll explore SaaS, marketing, sales, product and business case study examples with solutions. Take note of how these companies structured their case studies and included the key elements.

We’ve also included professionally designed case study templates to inspire you.

1. Georgia Tech Athletics Increase Season Ticket Sales by 80%

Georgia Tech Athletics, with its 8,000 football season ticket holders, sought for a way to increase efficiency and customer engagement.

Their initial sales process involved making multiple outbound phone calls per day with no real targeting or guidelines. Georgia Tech believed that targeting communications will enable them to reach more people in real time.

Salesloft improved Georgia Tech’s sales process with an inbound structure. This enabled sales reps to connect with their customers on a more targeted level. The use of dynamic fields and filters when importing lists ensured prospects received the right information, while communication with existing fans became faster with automation.

As a result, Georgia Tech Athletics recorded an 80% increase in season ticket sales as relationships with season ticket holders significantly improved. Employee engagement increased as employees became more energized to connect and communicate with fans.

Why Does This Case Study Work?

In this case study example , Salesloft utilized the key elements of a good case study. Their introduction gave an overview of their customers' challenges and the results they enjoyed after using them. After which they categorized the case study into three main sections: challenge, solution and result.

Salesloft utilized a case study video to increase engagement and invoke human connection.

Incorporating videos in your case study has a lot of benefits. Wyzol’s 2023 state of video marketing report showed a direct correlation between videos and an 87% increase in sales.

The beautiful thing is that creating videos for your case study doesn’t have to be daunting.

With an easy-to-use platform like Visme, you can create top-notch testimonial videos that will connect with your audience. Within the Visme editor, you can access over 1 million stock photos , video templates, animated graphics and more. These tools and resources will significantly improve the design and engagement of your case study.

Simplify content creation and brand management for your team

• Collaborate on designs , mockups and wireframes with your non-design colleagues
• Lock down your branding to maintain brand consistency throughout your designs
• Why start from scratch? Save time with 1000s of professional branded templates

Sign up. It’s free.

2. WeightWatchers Completely Revamped their Enterprise Sales Process with HubSpot

WeightWatchers, a 60-year-old wellness company, sought a CRM solution that increased the efficiency of their sales process. With their previous system, Weightwatchers had limited automation. They would copy-paste message templates from word documents or recreate one email for a batch of customers.

This required a huge effort from sales reps, account managers and leadership, as they were unable to track leads or pull customized reports for planning and growth.

WeightWatchers transformed their B2B sales strategy by leveraging HubSpot's robust marketing and sales workflows. They utilized HubSpot’s deal pipeline and automation features to streamline lead qualification. And the customized dashboard gave leadership valuable insights.

As a result, WeightWatchers generated seven figures in annual contract value and boosted recurring revenue. Hubspot’s impact resulted in 100% adoption across all sales, marketing, client success and operations teams.

Hubspot structured its case study into separate sections, demonstrating the specific benefits of their products to various aspects of the customer's business. Additionally, they integrated direct customer quotes in each section to boost credibility, resulting in a more compelling case study.

Getting insight from your customer about their challenges is one thing. But writing about their process and achievements in a concise and relatable way is another. If you find yourself constantly experiencing writer’s block, Visme’s AI writer is perfect for you.

Visme created this AI text generator tool to take your ideas and transform them into a great draft. So whether you need help writing your first draft or editing your final case study, Visme is ready for you.

3. Immi’s Ram Fam Helps to Drive Over $200k in Sales

Immi embarked on a mission to recreate healthier ramen recipes that were nutritious and delicious. After 2 years of tireless trials, Immi finally found the perfect ramen recipe. However, they envisioned a community of passionate ramen enthusiasts to fuel their business growth.

This vision propelled them to partner with Shopify Collabs. Shopify Collabs successfully cultivated and managed Immi’s Ramen community of ambassadors and creators.

As a result of their partnership, Immi’s community grew to more than 400 dedicated members, generating over $200,000 in total affiliate sales.

The power of data-driven headlines cannot be overemphasized. Chili Piper strategically incorporates quantifiable results in their headlines. This instantly sparks curiosity and interest in readers.

While not every customer success story may boast headline-grabbing figures, quantifying achievements in percentages is still effective. For example, you can highlight a 50% revenue increase with the implementation of your product.

Take a look at the beautiful case study template below. Just like in the example above, the figures in the headline instantly grab attention and entice your reader to click through.

Having a case study document is a key factor in boosting engagement. This makes it easy to promote your case study in multiple ways. With Visme, you can easily publish, download and share your case study with your customers in a variety of formats, including PDF, PPTX, JPG and more!

4. How WOW! is Saving Nearly 79% in Time and Cost With Visme

This case study discusses how Visme helped WOW! save time and money by providing user-friendly tools to create interactive and quality training materials for their employees. Find out what your team can do with Visme. Request a Demo

WOW!'s learning and development team creates high-quality training materials for new and existing employees. Previous tools and platforms they used had plain templates, little to no interactivity features, and limited flexibility—that is, until they discovered Visme.

Now, the learning and development team at WOW! use Visme to create engaging infographics, training videos, slide decks and other training materials.

This has directly reduced the company's turnover rate, saving them money spent on recruiting and training new employees. It has also saved them a significant amount of time, which they can now allocate to other important tasks.

Visme's customer testimonials spark an emotional connection with the reader, leaving a profound impact. Upon reading this case study, prospective customers will be blown away by the remarkable efficiency achieved by Visme's clients after switching from PowerPoint.

Visme’s interactivity feature was a game changer for WOW! and one of the primary reasons they chose Visme.

“Previously we were using PowerPoint, which is fine, but the interactivity you can get with Visme is so much more robust that we’ve all steered away from PowerPoint.” - Kendra, L&D team, Wow!

Visme’s interactive feature allowed them to animate their infographics, include clickable links on their PowerPoint designs and even embed polls and quizzes their employees could interact with.

By embedding the slide decks, infographics and other training materials WOW! created with Visme, potential customers get a taste of what they can create with the tool. This is much more effective than describing the features of Visme because it allows potential customers to see the tool in action.

To top it all off, this case study utilized relevant data and figures. For example, one part of the case study said, “In Visme, where Kendra’s team has access to hundreds of templates, a brand kit, and millions of design assets at their disposal, their team can create presentations in 80% less time.”

Who wouldn't want that?

Including relevant figures and graphics in your case study is a sure way to convince your potential customers why you’re a great fit for their brand. The case study template below is a great example of integrating relevant figures and data.

This colorful template begins with a captivating headline. But that is not the best part; this template extensively showcases the results their customer had using relevant figures.

The arrangement of the results makes it fun and attractive. Instead of just putting figures in a plain table, you can find interesting shapes in your Visme editor to take your case study to the next level.

5. Lyte Reduces Customer Churn To Just 3% With Hubspot CRM

While Lyte was redefining the ticketing industry, it had no definite CRM system . Lyte utilized 12–15 different SaaS solutions across various departments, which led to a lack of alignment between teams, duplication of work and overlapping tasks.

Customer data was spread across these platforms, making it difficult to effectively track their customer journey. As a result, their churn rate increased along with customer dissatisfaction.

Through Fuelius , Lyte founded and implemented Hubspot CRM. Lyte's productivity skyrocketed after incorporating Hubspot's all-in-one CRM tool. With improved efficiency, better teamwork and stronger client relationships, sales figures soared.

The case study title page and executive summary act as compelling entry points for both existing and potential customers. This overview provides a clear understanding of the case study and also strategically incorporates key details like the client's industry, location and relevant background information.

Having a good summary of your case study can prompt your readers to engage further. You can achieve this with a simple but effective case study one-pager that highlights your customer’s problems, process and achievements, just like this case study did in the beginning.

Moreover, you can easily distribute your case study one-pager and use it as a lead magnet to draw prospective customers to your company.

Take a look at this case study one-pager template below.

This template includes key aspects of your case study, such as the introduction, key findings, conclusion and more, without overcrowding the page. The use of multiple shades of blue gives it a clean and dynamic layout.

Our favorite part of this template is where the age group is visualized.

With Visme’s data visualization tool , you can present your data in tables, graphs, progress bars, maps and so much more. All you need to do is choose your preferred data visualization widget, input or import your data and click enter!

6. How Workato Converts 75% of Their Qualified Leads

Workato wanted to improve their inbound leads and increase their conversion rate, which ranged from 40-55%.

At first, Workato searched for a simple scheduling tool. They soon discovered that they needed a tool that provided advanced routing capabilities based on zip code and other criteria. Luckily, they found and implemented Chili Piper.

As a result of implementing Chili Piper, Workato achieved a remarkable 75–80% conversion rate and improved show rates. This led to a substantial revenue boost, with a 10-15% increase in revenue attributed to Chili Piper's impact on lead conversion.

This case study example utilizes the power of video testimonials to drive the impact of their product.

Chili Piper incorporates screenshots and clips of their tool in use. This is a great strategy because it helps your viewers become familiar with how your product works, making onboarding new customers much easier.

In this case study example, we see the importance of efficient Workflow Management Systems (WMS). Without a WMS, you manually assign tasks to your team members and engage in multiple emails for regular updates on progress.

However, when crafting and designing your case study, you should prioritize having a good WMS.

Visme has an outstanding Workflow Management System feature that keeps you on top of all your projects and designs. This feature makes it much easier to assign roles, ensure accuracy across documents, and track progress and deadlines.

Visme’s WMS feature allows you to limit access to your entire document by assigning specific slides or pages to individual members of your team. At the end of the day, your team members are not overwhelmed or distracted by the whole document but can focus on their tasks.

7. Rush Order Helps Vogmask Scale-Up During a Pandemic

Vomask's reliance on third-party fulfillment companies became a challenge as demand for their masks grew. Seeking a reliable fulfillment partner, they found Rush Order and entrusted them with their entire inventory.

Vomask's partnership with Rush Order proved to be a lifesaver during the COVID-19 pandemic. Rush Order's agility, efficiency and commitment to customer satisfaction helped Vogmask navigate the unprecedented demand and maintain its reputation for quality and service.

Rush Order’s comprehensive support enabled Vogmask to scale up its order processing by a staggering 900% while maintaining a remarkable customer satisfaction rate of 92%.

Rush Order chose one event where their impact mattered the most to their customer and shared that story.

While pandemics don't happen every day, you can look through your customer’s journey and highlight a specific time or scenario where your product or service saved their business.

The story of Vogmask and Rush Order is compelling, but it simply is not enough. The case study format and design attract readers' attention and make them want to know more. Rush Order uses consistent colors throughout the case study, starting with the logo, bold square blocks, pictures, and even headers.

Take a look at this product case study template below.

Just like our example, this case study template utilizes bold colors and large squares to attract and maintain the reader’s attention. It provides enough room for you to write about your customers' backgrounds/introductions, challenges, goals and results.

The right combination of shapes and colors adds a level of professionalism to this case study template.

8. AMR Hair & Beauty leverages B2B functionality to boost sales by 200%

With limits on website customization, slow page loading and multiple website crashes during peak events, it wasn't long before AMR Hair & Beauty began looking for a new e-commerce solution.

Their existing platform lacked effective search and filtering options, a seamless checkout process and the data analytics capabilities needed for informed decision-making. This led to a significant number of abandoned carts.

Upon switching to Shopify Plus, AMR immediately saw improvements in page loading speed and average session duration. They added better search and filtering options for their wholesale customers and customized their checkout process.

Due to this, AMR witnessed a 200% increase in sales and a 77% rise in B2B average order value. AMR Hair & Beauty is now poised for further expansion and growth.

This case study example showcases the power of a concise and impactful narrative.

To make their case analysis more effective, Shopify focused on the most relevant aspects of the customer's journey. While there may have been other challenges the customer faced, they only included those that directly related to their solutions.

Take a look at this case study template below. It is perfect if you want to create a concise but effective case study. Without including unnecessary details, you can outline the challenges, solutions and results your customers experienced from using your product.

Don’t forget to include a strong CTA within your case study. By incorporating a link, sidebar pop-up or an exit pop-up into your case study, you can prompt your readers and prospective clients to connect with you.

9. How a Marketing Agency Uses Visme to Create Engaging Content With Infographics

SmartBox Dental , a marketing agency specializing in dental practices, sought ways to make dental advice more interesting and easier to read. However, they lacked the design skills to do so effectively.

Visme's wide range of templates and features made it easy for the team to create high-quality content quickly and efficiently. SmartBox Dental enjoyed creating infographics in as little as 10-15 minutes, compared to one hour before Visme was implemented.

By leveraging Visme, SmartBox Dental successfully transformed dental content into a more enjoyable and informative experience for their clients' patients. Therefore enhancing its reputation as a marketing partner that goes the extra mile to deliver value to its clients.

Visme creatively incorporates testimonials In this case study example.

By showcasing infographics and designs created by their clients, they leverage the power of social proof in a visually compelling way. This way, potential customers gain immediate insight into the creative possibilities Visme offers as a design tool.

This example effectively showcases a product's versatility and impact, and we can learn a lot about writing a case study from it. Instead of focusing on one tool or feature per customer, Visme took a more comprehensive approach.

Within each section of their case study, Visme explained how a particular tool or feature played a key role in solving the customer's challenges.

For example, this case study highlighted Visme’s collaboration tool . With Visme’s tool, the SmartBox Dental content team fostered teamwork, accountability and effective supervision.

Visme also achieved a versatile case study by including relevant quotes to showcase each tool or feature. Take a look at some examples;

Visme’s collaboration tool: “We really like the collaboration tool. Being able to see what a co-worker is working on and borrow their ideas or collaborate on a project to make sure we get the best end result really helps us out.”

Visme’s library of stock photos and animated characters: “I really love the images and the look those give to an infographic. I also really like the animated little guys and the animated pictures. That’s added a lot of fun to our designs.”

Visme’s interactivity feature: “You can add URLs and phone number links directly into the infographic so they can just click and call or go to another page on the website and I really like adding those hyperlinks in.”

You can ask your customers to talk about the different products or features that helped them achieve their business success and draw quotes from each one.

10. Jasper Grows Blog Organic Sessions 810% and Blog-Attributed User Signups 400X

Jasper, an AI writing tool, lacked a scalable content strategy to drive organic traffic and user growth. They needed help creating content that converted visitors into users. Especially when a looming domain migration threatened organic traffic.

To address these challenges, Jasper partnered with Omniscient Digital. Their goal was to turn their content into a growth channel and drive organic growth. Omniscient Digital developed a full content strategy for Jasper AI, which included a content audit, competitive analysis, and keyword discovery.

Through their collaboration, Jasper’s organic blog sessions increased by 810%, despite the domain migration. They also witnessed a 400X increase in blog-attributed signups. And more importantly, the content program contributed to over $4 million in annual recurring revenue.

The combination of storytelling and video testimonials within the case study example makes this a real winner. But there’s a twist to it. Omniscient segmented the video testimonials and placed them in different sections of the case study.

Video marketing , especially in case studies, works wonders. Research shows us that 42% of people prefer video testimonials because they show real customers with real success stories. So if you haven't thought of it before, incorporate video testimonials into your case study.

Take a look at this stunning video testimonial template. With its simple design, you can input the picture, name and quote of your customer within your case study in a fun and engaging way.

Try it yourself! Customize this template with your customer’s testimonial and add it to your case study!

11. How Meliá Became One of the Most Influential Hotel Chains on Social Media

Meliá Hotels needed help managing their growing social media customer service needs. Despite having over 500 social accounts, they lacked a unified response protocol and detailed reporting. This largely hindered efficiency and brand consistency.

Meliá partnered with Hootsuite to build an in-house social customer care team. Implementing Hootsuite's tools enabled Meliá to decrease response times from 24 hours to 12.4 hours while also leveraging smart automation.

In addition to that, Meliá resolved over 133,000 conversations, booking 330 inquiries per week through Hootsuite Inbox. They significantly improved brand consistency, response time and customer satisfaction.

The need for a good case study design cannot be over-emphasized.

As soon as anyone lands on this case study example, they are mesmerized by a beautiful case study design. This alone raises the interest of readers and keeps them engaged till the end.

If you’re currently saying to yourself, “ I can write great case studies, but I don’t have the time or skill to turn it into a beautiful document.” Say no more.

Visme’s amazing AI document generator can take your text and transform it into a stunning and professional document in minutes! Not only do you save time, but you also get inspired by the design.

With Visme’s document generator, you can create PDFs, case study presentations , infographics and more!

Take a look at this case study template below. Just like our case study example, it captures readers' attention with its beautiful design. Its dynamic blend of colors and fonts helps to segment each element of the case study beautifully.

12. Tea’s Me Cafe: Tamika Catchings is Brewing Glory

Tamika's journey began when she purchased Tea's Me Cafe in 2017, saving it from closure. She recognized the potential of the cafe as a community hub and hosted regular events centered on social issues and youth empowerment.

One of Tamika’s business goals was to automate her business. She sought to streamline business processes across various aspects of her business. One of the ways she achieves this goal is through Constant Contact.

Constant Contact became an integral part of Tamika's marketing strategy. They provided an automated and centralized platform for managing email newsletters, event registrations, social media scheduling and more.

This allowed Tamika and her team to collaborate efficiently and focus on engaging with their audience. They effectively utilized features like WooCommerce integration, text-to-join and the survey builder to grow their email list, segment their audience and gather valuable feedback.

The case study example utilizes the power of storytelling to form a connection with readers. Constant Contact takes a humble approach in this case study. They spotlight their customers' efforts as the reason for their achievements and growth, establishing trust and credibility.

This case study is also visually appealing, filled with high-quality photos of their customer. While this is a great way to foster originality, it can prove challenging if your customer sends you blurry or low-quality photos.

If you find yourself in that dilemma, you can use Visme’s AI image edit tool to touch up your photos. With Visme’s AI tool, you can remove unwanted backgrounds, erase unwanted objects, unblur low-quality pictures and upscale any photo without losing the quality.

Constant Contact offers its readers various formats to engage with their case study. Including an audio podcast and PDF.

In its PDF version, Constant Contact utilized its brand colors to create a stunning case study design.  With this, they increase brand awareness and, in turn, brand recognition with anyone who comes across their case study.

With Visme’s brand wizard tool , you can seamlessly incorporate your brand assets into any design or document you create. By inputting your URL, Visme’s AI integration will take note of your brand colors, brand fonts and more and create branded templates for you automatically.

You don't need to worry about spending hours customizing templates to fit your brand anymore. You can focus on writing amazing case studies that promote your company.

13. How Breakwater Kitchens Achieved a 7% Growth in Sales With Thryv

Breakwater Kitchens struggled with managing their business operations efficiently. They spent a lot of time on manual tasks, such as scheduling appointments and managing client communication. This made it difficult for them to grow their business and provide the best possible service to their customers.

David, the owner, discovered Thryv. With Thryv, Breakwater Kitchens was able to automate many of their manual tasks. Additionally, Thryv integrated social media management. This enabled Breakwater Kitchens to deliver a consistent brand message, captivate its audience and foster online growth.

As a result, Breakwater Kitchens achieved increased efficiency, reduced missed appointments and a 7% growth in sales.

This case study example uses a concise format and strong verbs, which make it easy for readers to absorb the information.

At the top of the case study, Thryv immediately builds trust by presenting their customer's complete profile, including their name, company details and website. This allows potential customers to verify the case study's legitimacy, making them more likely to believe in Thryv's services.

However, manually copying and pasting customer information across multiple pages of your case study can be time-consuming.

To save time and effort, you can utilize Visme's dynamic field feature . Dynamic fields automatically insert reusable information into your designs.  So you don’t have to type it out multiple times.

14. Zoom’s Creative Team Saves Over 4,000 Hours With Brandfolder

Zoom experienced rapid growth with the advent of remote work and the rise of the COVID-19 pandemic. Such growth called for agility and resilience to scale through.

At the time, Zoom’s assets were disorganized which made retrieving brand information a burden. Zoom’s creative manager spent no less than 10 hours per week finding and retrieving brand assets for internal teams.

Zoom needed a more sustainable approach to organizing and retrieving brand information and came across Brandfolder. Brandfolder simplified and accelerated Zoom’s email localization and webpage development. It also enhanced the creation and storage of Zoom virtual backgrounds.

With Brandfolder, Zoom now saves 4,000+ hours every year. The company also centralized its assets in Brandfolder, which allowed 6,800+ employees and 20-30 vendors to quickly access them.

Brandfolder infused its case study with compelling data and backed it up with verifiable sources. This data-driven approach boosts credibility and increases the impact of their story.

Bradfolder's case study goes the extra mile by providing a downloadable PDF version, making it convenient for readers to access the information on their own time. Their dedication to crafting stunning visuals is evident in every aspect of the project.

From the vibrant colors to the seamless navigation, everything has been meticulously designed to leave a lasting impression on the viewer. And with clickable links that make exploring the content a breeze, the user experience is guaranteed to be nothing short of exceptional.

The thing is, your case study presentation won’t always sit on your website. There are instances where you may need to do a case study presentation for clients, partners or potential investors.

Visme has a rich library of templates you can tap into. But if you’re racing against the clock, Visme’s AI presentation maker is your best ally.

15. How Cents of Style Made $1.7M+ in Affiliate Sales with LeadDyno

Cents of Style had a successful affiliate and influencer marketing strategy. However, their existing affiliate marketing platform was not intuitive, customizable or transparent enough to meet the needs of their influencers.

Cents of Styles needed an easy-to-use affiliate marketing platform that gave them more freedom to customize their program and implement a multi-tier commission program.

After exploring their options, Cents of Style decided on LeadDyno.

LeadDyno provided more flexibility, allowing them to customize commission rates and implement their multi-tier commission structure, switching from monthly to weekly payouts.

Also, integrations with PayPal made payments smoother And features like newsletters and leaderboards added to the platform's success by keeping things transparent and engaging.

As a result, Cents of Style witnessed an impressive $1.7 million in revenue from affiliate sales with a substantial increase in web sales by 80%.

LeadDyno strategically placed a compelling CTA in the middle of their case study layout, maximizing its impact. At this point, readers are already invested in the customer's story and may be considering implementing similar strategies.

A well-placed CTA offers them a direct path to learn more and take action.

LeadDyno also utilized the power of quotes to strengthen their case study. They didn't just embed these quotes seamlessly into the text; instead, they emphasized each one with distinct blocks.

Are you looking for an easier and quicker solution to create a case study and other business documents? Try Visme's AI designer ! This powerful tool allows you to generate complete documents, such as case studies, reports, whitepapers and more, just by providing text prompts. Simply explain your requirements to the tool, and it will produce the document for you, complete with text, images, design assets and more.

Still have more questions about case studies? Let's look at some frequently asked questions.

How to Write a Case Study?

• Choose a compelling story: Not all case studies are created equal. Pick one that is relevant to your target audience and demonstrates the specific benefits of your product or service.
• Outline your case study: Create a case study outline and highlight how you will structure your case study to include the introduction, problem, solution and achievements of your customer.
• Choose a case study template: After you outline your case study, choose a case study template . Visme has stunning templates that can inspire your case study design.
• Craft a compelling headline: Include figures or percentages that draw attention to your case study.
• Work on the first draft: Your case study should be easy to read and understand. Use clear and concise language and avoid jargon.
• Include high-quality visual aids: Visuals can help to make your case study more engaging and easier to read. Consider adding high-quality photos, screenshots or videos.
• Include a relevant CTA: Tell prospective customers how to reach you for questions or sign-ups.

What Are the Stages of a Case Study?

The stages of a case study are;

• Planning & Preparation: Highlight your goals for writing the case study. Plan the case study format, length and audience you wish to target.
• Interview the Client: Reach out to the company you want to showcase and ask relevant questions about their journey and achievements.
• Revision & Editing: Review your case study and ask for feedback. Include relevant quotes and CTAs to your case study.
• Publication & Distribution: Publish and share your case study on your website, social media channels and email list!
• Marketing & Repurposing: Turn your case study into a podcast, PDF, case study presentation and more. Share these materials with your sales and marketing team.

What Are the Advantages and Disadvantages of a Case Study?

Advantages of a case study:

• Case studies showcase a specific solution and outcome for specific customer challenges.
• It attracts potential customers with similar challenges.
• It builds trust and credibility with potential customers.
• It provides an in-depth analysis of your company’s problem-solving process.

Disadvantages of a case study:

• Limited applicability. Case studies are tailored to specific cases and may not apply to other businesses.
• It relies heavily on customer cooperation and willingness to share information.
• It stands a risk of becoming outdated as industries and customer needs evolve.

What Are the Types of Case Studies?

There are 7 main types of case studies. They include;

• Illustrative case study.
• Instrumental case study.
• Intrinsic case study.
• Descriptive case study.
• Explanatory case study.
• Exploratory case study.
• Collective case study.

How Long Should a Case Study Be?

The ideal length of your case study is between 500 - 1500 words or 1-3 pages. Certain factors like your target audience, goal or the amount of detail you want to share may influence the length of your case study. This infographic has powerful tips for designing winning case studies

What Is the Difference Between a Case Study and an Example?

Case studies provide a detailed narrative of how your product or service was used to solve a problem. Examples are general illustrations and are not necessarily real-life scenarios.

Case studies are often used for marketing purposes, attracting potential customers and building trust. Examples, on the other hand, are primarily used to simplify or clarify complex concepts.

Where Can I Find Case Study Examples?

You can easily find many case study examples online and in industry publications. Many companies, including Visme, share case studies on their websites to showcase how their products or services have helped clients achieve success. You can also search online libraries and professional organizations for case studies related to your specific industry or field.

If you need professionally-designed, customizable case study templates to create your own, Visme's template library is one of the best places to look. These templates include all the essential sections of a case study and high-quality content to help you create case studies that position your business as an industry leader.

Get More Out Of Your Case Studies With Visme

Case studies are an essential tool for converting potential customers into paying customers. By following the tips in this article, you can create compelling case studies that will help you build trust, establish credibility and drive sales.

Visme can help you create stunning case studies and other relevant marketing materials. With our easy-to-use platform, interactive features and analytics tools , you can increase your content creation game in no time.

There is no limit to what you can achieve with Visme. Connect with Sales to discover how Visme can boost your business goals.

Easily create beautiful case studies and more with Visme

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

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

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

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

What is a case study?

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

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

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

16 case study examples 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

3 case study templates

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

Case study template 1

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

Case study template 2

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

Case study template 3

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

Tips for writing a case study

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

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

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

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

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

Use automation to drive results for your case study

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

Case study FAQ

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

What is an example of a case study?

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

How do you write a case study?

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

What is the format of a case study?

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

Related reading:

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Hachem Ramki

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

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What the Case Study Method Really Teaches

• Nitin Nohria

Seven meta-skills that stick even if the cases fade from memory.

It’s been 100 years since Harvard Business School began using the case study method. Beyond teaching specific subject matter, the case study method excels in instilling meta-skills in students. This article explains the importance of seven such skills: preparation, discernment, bias recognition, judgement, collaboration, curiosity, and self-confidence.

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

• Nitin Nohria is the George F. Baker Jr. and Distinguished Service University Professor. He served as the 10th dean of Harvard Business School, from 2010 to 2020.

Partner Center

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.

7 minute read

helped business professionals at:

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 by Uplift 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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Blog Business How to Present a Case Study like a Pro (With Examples)

How to Present a Case Study like a Pro (With Examples)

Written by: Danesh Ramuthi Sep 07, 2023

Okay, let’s get real: case studies can be kinda snooze-worthy. But guess what? They don’t have to be!

In this article, I will cover every element that transforms a mere report into a compelling case study, from selecting the right metrics to using persuasive narrative techniques.

And if you’re feeling a little lost, don’t worry! There are cool tools like Venngage’s Case Study Creator to help you whip up something awesome, even if you’re short on time. Plus, the pre-designed case study templates are like instant polish because let’s be honest, everyone loves a shortcut.

Click to jump ahead: 

What is a case study presentation?

What is the purpose of presenting a case study, how to structure a case study presentation, how long should a case study presentation be, 5 case study presentation examples with templates, 6 tips for delivering an effective case study presentation, 5 common mistakes to avoid in a case study presentation, how to present a case study faqs.

A case study presentation involves a comprehensive examination of a specific subject, which could range from an individual, group, location, event, organization or phenomenon.

They’re like puzzles you get to solve with the audience, all while making you think outside the box.

Unlike a basic report or whitepaper, the purpose of a case study presentation is to stimulate critical thinking among the viewers. 

The primary objective of a case study is to provide an extensive and profound comprehension of the chosen topic. You don’t just throw numbers at your audience. You use examples and real-life cases to make you think and see things from different angles.

The primary purpose of presenting a case study is to offer a comprehensive, evidence-based argument that informs, persuades and engages your audience.

Here’s the juicy part: presenting that case study can be your secret weapon. Whether you’re pitching a groundbreaking idea to a room full of suits or trying to impress your professor with your A-game, a well-crafted case study can be the magic dust that sprinkles brilliance over your words.

Think of it like digging into a puzzle you can’t quite crack . A case study lets you explore every piece, turn it over and see how it fits together. This close-up look helps you understand the whole picture, not just a blurry snapshot.

It’s also your chance to showcase how you analyze things, step by step, until you reach a conclusion. It’s all about being open and honest about how you got there.

Besides, presenting a case study gives you an opportunity to connect data and real-world scenarios in a compelling narrative. It helps to make your argument more relatable and accessible, increasing its impact on your audience.

One of the contexts where case studies can be very helpful is during the job interview. In some job interviews, you as candidates may be asked to present a case study as part of the selection process.

Having a case study presentation prepared allows the candidate to demonstrate their ability to understand complex issues, formulate strategies and communicate their ideas effectively.

The way you present a case study can make all the difference in how it’s received. A well-structured presentation not only holds the attention of your audience but also ensures that your key points are communicated clearly and effectively.

In this section, let’s go through the key steps that’ll help you structure your case study presentation for maximum impact.

Let’s get into it. 

Open with an introductory overview 

Start by introducing the subject of your case study and its relevance. Explain why this case study is important and who would benefit from the insights gained. This is your opportunity to grab your audience’s attention.

Explain the problem in question

Dive into the problem or challenge that the case study focuses on. Provide enough background information for the audience to understand the issue. If possible, quantify the problem using data or metrics to show the magnitude or severity.

Detail the solutions to solve the problem

After outlining the problem, describe the steps taken to find a solution. This could include the methodology, any experiments or tests performed and the options that were considered. Make sure to elaborate on why the final solution was chosen over the others.

Key stakeholders Involved

Talk about the individuals, groups or organizations that were directly impacted by or involved in the problem and its solution. 

Stakeholders may experience a range of outcomes—some may benefit, while others could face setbacks.

For example, in a business transformation case study, employees could face job relocations or changes in work culture, while shareholders might be looking at potential gains or losses.

Discuss the key results & outcomes

Discuss the results of implementing the solution. Use data and metrics to back up your statements. Did the solution meet its objectives? What impact did it have on the stakeholders? Be honest about any setbacks or areas for improvement as well.

Include visuals to support your analysis

Visual aids can be incredibly effective in helping your audience grasp complex issues. Utilize charts, graphs, images or video clips to supplement your points. Make sure to explain each visual and how it contributes to your overall argument.

Pie charts illustrate the proportion of different components within a whole, useful for visualizing market share, budget allocation or user demographics.

This is particularly useful especially if you’re displaying survey results in your case study presentation.

Stacked charts on the other hand are perfect for visualizing composition and trends. This is great for analyzing things like customer demographics, product breakdowns or budget allocation in your case study.

Consider this example of a stacked bar chart template. It provides a straightforward summary of the top-selling cake flavors across various locations, offering a quick and comprehensive view of the data.

Not the chart you’re looking for? Browse Venngage’s gallery of chart templates to find the perfect one that’ll captivate your audience and level up your data storytelling.

Recommendations and next steps

Wrap up by providing recommendations based on the case study findings. Outline the next steps that stakeholders should take to either expand on the success of the project or address any remaining challenges.

Acknowledgments and references

Thank the people who contributed to the case study and helped in the problem-solving process. Cite any external resources, reports or data sets that contributed to your analysis.

Feedback & Q&A session

Open the floor for questions and feedback from your audience. This allows for further discussion and can provide additional insights that may not have been considered previously.

Closing remarks

Conclude the presentation by summarizing the key points and emphasizing the takeaways. Thank your audience for their time and participation and express your willingness to engage in further discussions or collaborations on the subject.

Well, the length of a case study presentation can vary depending on the complexity of the topic and the needs of your audience. However, a typical business or academic presentation often lasts between 15 to 30 minutes. 

This time frame usually allows for a thorough explanation of the case while maintaining audience engagement. However, always consider leaving a few minutes at the end for a Q&A session to address any questions or clarify points made during the presentation.

When it comes to presenting a compelling case study, having a well-structured template can be a game-changer. 

It helps you organize your thoughts, data and findings in a coherent and visually pleasing manner. 

Not all case studies are created equal and different scenarios require distinct approaches for maximum impact. 

To save you time and effort, I have curated a list of 5 versatile case study presentation templates, each designed for specific needs and audiences. 

Here are some best case study presentation examples that showcase effective strategies for engaging your audience and conveying complex information clearly.

1 . Lab report case study template

Ever feel like your research gets lost in a world of endless numbers and jargon? Lab case studies are your way out!

Think of it as building a bridge between your cool experiment and everyone else. It’s more than just reporting results – it’s explaining the “why” and “how” in a way that grabs attention and makes sense.

This lap report template acts as a blueprint for your report, guiding you through each essential section (introduction, methods, results, etc.) in a logical order.

Want to present your research like a pro? Browse our research presentation template gallery for creative inspiration!

2. Product case study template

It’s time you ditch those boring slideshows and bullet points because I’ve got a better way to win over clients: product case study templates.

Instead of just listing features and benefits, you get to create a clear and concise story that shows potential clients exactly what your product can do for them. It’s like painting a picture they can easily visualize, helping them understand the value your product brings to the table.

Grab the template below, fill in the details, and watch as your product’s impact comes to life!

3. Content marketing case study template

In digital marketing, showcasing your accomplishments is as vital as achieving them. 

A well-crafted case study not only acts as a testament to your successes but can also serve as an instructional tool for others. 

With this coral content marketing case study template—a perfect blend of vibrant design and structured documentation, you can narrate your marketing triumphs effectively.

4. Case study psychology template

Understanding how people tick is one of psychology’s biggest quests and case studies are like magnifying glasses for the mind. They offer in-depth looks at real-life behaviors, emotions and thought processes, revealing fascinating insights into what makes us human.

Writing a top-notch case study, though, can be a challenge. It requires careful organization, clear presentation and meticulous attention to detail. That’s where a good case study psychology template comes in handy.

Think of it as a helpful guide, taking care of formatting and structure while you focus on the juicy content. No more wrestling with layouts or margins – just pour your research magic into crafting a compelling narrative.

5. Lead generation case study template

Lead generation can be a real head-scratcher. But here’s a little help: a lead generation case study.

Think of it like a friendly handshake and a confident resume all rolled into one. It’s your chance to showcase your expertise, share real-world successes and offer valuable insights. Potential clients get to see your track record, understand your approach and decide if you’re the right fit.

No need to start from scratch, though. This lead generation case study template guides you step-by-step through crafting a clear, compelling narrative that highlights your wins and offers actionable tips for others. Fill in the gaps with your specific data and strategies, and voilà! You’ve got a powerful tool to attract new customers.

Related: 15+ Professional Case Study Examples [Design Tips + Templates]

So, you’ve spent hours crafting the perfect case study and are now tasked with presenting it. Crafting the case study is only half the battle; delivering it effectively is equally important. 

Whether you’re facing a room of executives, academics or potential clients, how you present your findings can make a significant difference in how your work is received. 

Forget boring reports and snooze-inducing presentations! Let’s make your case study sing. Here are some key pointers to turn information into an engaging and persuasive performance:

• Know your audience : Tailor your presentation to the knowledge level and interests of your audience. Remember to use language and examples that resonate with them.
• Rehearse : Rehearsing your case study presentation is the key to a smooth delivery and for ensuring that you stay within the allotted time. Practice helps you fine-tune your pacing, hone your speaking skills with good word pronunciations and become comfortable with the material, leading to a more confident, conversational and effective presentation.
• Start strong : Open with a compelling introduction that grabs your audience’s attention. You might want to use an interesting statistic, a provocative question or a brief story that sets the stage for your case study.
• Be clear and concise : Avoid jargon and overly complex sentences. Get to the point quickly and stay focused on your objectives.
• Use visual aids : Incorporate slides with graphics, charts or videos to supplement your verbal presentation. Make sure they are easy to read and understand.
• Tell a story : Use storytelling techniques to make the case study more engaging. A well-told narrative can help you make complex data more relatable and easier to digest.

Ditching the dry reports and slide decks? Venngage’s case study templates let you wow customers with your solutions and gain insights to improve your business plan. Pre-built templates, visual magic and customer captivation – all just a click away. Go tell your story and watch them say “wow!”

Nailed your case study, but want to make your presentation even stronger? Avoid these common mistakes to ensure your audience gets the most out of it:

Overloading with information

A case study is not an encyclopedia. Overloading your presentation with excessive data, text or jargon can make it cumbersome and difficult for the audience to digest the key points. Stick to what’s essential and impactful. Need help making your data clear and impactful? Our data presentation templates can help! Find clear and engaging visuals to showcase your findings.

Lack of structure

Jumping haphazardly between points or topics can confuse your audience. A well-structured presentation, with a logical flow from introduction to conclusion, is crucial for effective communication.

Ignoring the audience

Different audiences have different needs and levels of understanding. Failing to adapt your presentation to your audience can result in a disconnect and a less impactful presentation.

Poor visual elements

While content is king, poor design or lack of visual elements can make your case study dull or hard to follow. Make sure you use high-quality images, graphs and other visual aids to support your narrative.

Not focusing on results

A case study aims to showcase a problem and its solution, but what most people care about are the results. Failing to highlight or adequately explain the outcomes can make your presentation fall flat.

How to start a case study presentation?

Starting a case study presentation effectively involves a few key steps:

• Grab attention : Open with a hook—an intriguing statistic, a provocative question or a compelling visual—to engage your audience from the get-go.
• Set the stage : Briefly introduce the subject, context and relevance of the case study to give your audience an idea of what to expect.
• Outline objectives : Clearly state what the case study aims to achieve. Are you solving a problem, proving a point or showcasing a success?
• Agenda : Give a quick outline of the key sections or topics you’ll cover to help the audience follow along.
• Set expectations : Let your audience know what you want them to take away from the presentation, whether it’s knowledge, inspiration or a call to action.

How to present a case study on PowerPoint and on Google Slides?

Presenting a case study on PowerPoint and Google Slides involves a structured approach for clarity and impact using presentation slides :

• Title slide : Start with a title slide that includes the name of the case study, your name and any relevant institutional affiliations.
• Introduction : Follow with a slide that outlines the problem or situation your case study addresses. Include a hook to engage the audience.
• Objectives : Clearly state the goals of the case study in a dedicated slide.
• Findings : Use charts, graphs and bullet points to present your findings succinctly.
• Analysis : Discuss what the findings mean, drawing on supporting data or secondary research as necessary.
• Conclusion : Summarize key takeaways and results.
• Q&A : End with a slide inviting questions from the audience.

What’s the role of analysis in a case study presentation?

The role of analysis in a case study presentation is to interpret the data and findings, providing context and meaning to them. 

It helps your audience understand the implications of the case study, connects the dots between the problem and the solution and may offer recommendations for future action.

Is it important to include real data and results in the presentation?

Yes, including real data and results in a case study presentation is crucial to show experience,  credibility and impact. Authentic data lends weight to your findings and conclusions, enabling the audience to trust your analysis and take your recommendations more seriously

How do I conclude a case study presentation effectively?

To conclude a case study presentation effectively, summarize the key findings, insights and recommendations in a clear and concise manner. 

End with a strong call-to-action or a thought-provoking question to leave a lasting impression on your audience.

What’s the best way to showcase data in a case study presentation ?

The best way to showcase data in a case study presentation is through visual aids like charts, graphs and infographics which make complex information easily digestible, engaging and creative. 

Don’t just report results, visualize them! This template for example lets you transform your social media case study into a captivating infographic that sparks conversation.

Choose the type of visual that best represents the data you’re showing; for example, use bar charts for comparisons or pie charts for parts of a whole. 

Ensure that the visuals are high-quality and clearly labeled, so the audience can quickly grasp the key points. 

Keep the design consistent and simple, avoiding clutter or overly complex visuals that could distract from the message.

Choose a template that perfectly suits your case study where you can utilize different visual aids for maximum impact. 

Need more inspiration on how to turn numbers into impact with the help of infographics? Our ready-to-use infographic templates take the guesswork out of creating visual impact for your case studies with just a few clicks.

Related: 10+ Case Study Infographic Templates That Convert

Congrats on mastering the art of compelling case study presentations! This guide has equipped you with all the essentials, from structure and nuances to avoiding common pitfalls. You’re ready to impress any audience, whether in the boardroom, the classroom or beyond.

And remember, you’re not alone in this journey. Venngage’s Case Study Creator is your trusty companion, ready to elevate your presentations from ordinary to extraordinary. So, let your confidence shine, leverage your newly acquired skills and prepare to deliver presentations that truly resonate.

Go forth and make a lasting impact!

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When and How to Use a Case Study for Research

May 17, 2021 (Updated: May 4, 2023)

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What Is Case Study Research?

Types of case studies, when should you use a case study, case study benefits, case study limitations, how to write a case study.

Imagine your company receives a string of negative reviews online. You notice a few common themes among the complaints, but you still aren’t quite sure what went wrong. Or suppose an old blog post suddenly went viral, and you’d like to know why and how to do it again. In both of these situations, a case study could be the best way to find answers.

A case study is a process whereby researchers examine a specific subject in a thorough, detailed way. The subject of a case study could be an individual, a group, a community, a business, an organization, an event, or a phenomenon. Regardless of the type of subject, case studies are in-depth investigations designed to identify patterns and cause-and-effect relationships. Case studies are often used by researchers in the field of psychology , medicine, business, social work, anthropology, education, or political science.

Because they are singular in their focus and often rely on qualitative data, case studies tend to be highly subjective. The results of a single case study cannot always be generalized and applied to the larger population. However, case studies can be valuable tools for developing a thesis or illustrating a principle. They can help researchers understand, describe, compare, and evaluate different aspects of an issue or question.

Image via Flickr by plings

Case studies can be classified according to their purpose or their subject. For instance, a case study can focus on any of the following:

• A person:  Some case studies focus on one particular person. Often, the subject will be an individual with some rare characteristic or experience.
• A group:  Group case studies could look at a family, a group of coworkers, or a friend group. It could be people thrown together by circumstance or who share some bond or relationship. A group case study could even focus on an entire community of people.
• An organization:  An organizational case study could focus on a business, a nonprofit, an institution, or any other formal entity. The study could look at the people in the organization, the processes they use, or an incident at the organization.
• A location:  An event case study focuses on a specific area. It could be used to study environmental and population changes or to examine how people use the location.
• An event:  Event case studies can be used to cover anything from a natural disaster to a political scandal. Often, these case studies are conducted retrospectively, as an investigation into a past event.

In addition to different types of subjects, case studies often have different designs or purposes. Here are a few of the most common types of case studies:

• Explanatory:  An explanatory case study tries to explain the why or how behind something. This type of case study works well when studying an event or phenomenon, like an airplane crash or unexpected power outage.
• Descriptive:  A descriptive, or illustrative, case study is designed to shed light on an unfamiliar subject. Case studies like this provide in-depth, real-world examples of whatever the researcher wants to help the audience understand. For instance, a descriptive case study could focus on the experience of a mother with postpartum depression or on a young adult who has aged out of the foster care system.
• Exploratory:  An exploratory case study, or pilot case study, often serves as the first step in a larger research project. Researchers may use a case study to help them narrow their focus, draft a specific research question, and guide the parameters of a formal, large-scale study.
• Intrinsic:  An intrinsic case study has no goal beyond a deeper understanding of its subject. In this type of study, researchers are not trying to make generalized conclusions, challenge existing assumptions, or make any compare-and-contrast connections. The most interesting thing about the study is the subject itself.
• Critical Instance:  A critical instance case study is similar to an explanatory or intrinsic study. Like an intrinsic study, it may have no predetermined purpose beyond investigating the subject. Like an explanatory study, it may be used to explain a cause-and-effect relationship. A critical instance case study may also be used to call into question a commonly held assumption or popular theory.
• Instrumental:  An instrumental case study is the opposite of an intrinsic study because it serves a purpose beyond understanding the immediate subject. In this type of study, researchers explore a larger question through an individual case or cases. For instance, researchers could use a handful of case studies to investigate the relationship between social media use and happiness.
• Cumulative:  A cumulative, or collective, case study uses information from several past studies as the basis for a new study. Because it takes into account multiple case studies, a cumulative study allows for greater generalization than a single case study. It can also be a more time- and cost-effective option since it makes use of existing research.

Case studies are often used in the exploratory phase of research to gather qualitative data. They can also be used to create, support, or refute a hypothesis and guide future research. For instance, a marketing professional might conduct a case study to discover why a viral ad campaign was so successful . They can then take any lessons they glean from the case study and apply them to future marketing efforts. A psychologist could use a case study to form a theory about the best way to treat a specific disorder. That theory could then be tested later through a large-scale controlled study.

Case studies are a good way to explore a real-world topic in-depth, illustrate a point, discuss the implications or meaning of an event, or compare the experiences of different individuals. A trainer may use a case study to bring to life what would otherwise be an abstract series of recommended action steps or to spark a conversation about how to respond in a specific scenario. Similarly, professors can use case studies to highlight key concepts from a lecture and pose questions to test students’ understanding of the material.

In some situations, case studies are the only way to compile quantitative data in an ethical manner. For instance, many of the recommendations that doctors make regarding what is or is not safe during pregnancy are based on case studies. It wouldn’t be ethical to conduct a controlled study that exposes pregnant women to potentially harmful substances, so doctors rely on the anecdotal evidence provided by case studies to find correlations and draw their conclusions.

Case studies can also be used to gather data that would be otherwise impossible or impractical to obtain. Students often use case studies for their thesis or dissertation when they lack the time or resources to conduct large-scale research. Zoologists might use existing case studies to determine the success rate of reintroducing rehabilitated animals into the wild. A historian could use case studies to explore the strategies used by dictators to gain and maintain power.

Image via Flickr by calebmmartin

Case studies can be used on their own or as a complement to other research methods, depending on the situation. The examples above are just a few instances where case studies can be useful. Case studies also work well for the following:

Providing Insight Through Qualitative Data

Case studies generally provide more qualitative data as opposed to quantitative data , and that makes them an invaluable tool for gathering insight into complex topics. Psychologists, for instance, use case studies to better understand human behavior. Crafting theories on the motives behind human actions would be difficult with quantitative data alone. The information gleaned through case studies may be subjective, but so is much of what makes us human. As individuals, we each have a unique blend of emotions, attitudes, opinions, motivations, and behaviors. Objective quantitative data is rarely the best way to identify and explain these nuances.

By their very nature, case studies allow more more intensive, in-depth study than other research methods. Rather than aiming for a large sample size, case studies follow a single subject. Often case studies are conducted over a longer period of time, and the narrow focus allows researchers to gather more detail than would be possible in a study of thousands of people. The information gleaned may not be representative of the broader population, but it does provide richer insight into the subject than other research methods.

Identifying Avenues for Future Research

Case studies are often used as the first step in a larger research project. The results of a case study cannot necessarily be generalized, but they can help researchers narrow their focus. For instance, researchers in the medical field might conduct a case study on a patient who survived an injury that typically proves fatal.

Over the course of the study, researchers may identify two or three ways in which this patient’s situation differed from others they have seen. Perhaps they identify something unique in the patient’s DNA or lifestyle choices or in the steps doctors took to treat the injury. Letting that information guide them, researchers could use other methods to deepen their understanding of those factors and perhaps develop new treatments or preventative recommendations.

Case studies can also be used in the fields of social work, politics, and anthropology to draw attention to a widespread problem and spur more research. A detailed narrative about one person’s experience will inspire more compassion than an academic paper filled with quantitative data. Stories often have a greater impact than statistics.

Challenging, Testing, or Developing Theories

Case studies can be particularly useful in the process of forming and testing theories. A case study may lead researchers to form a new theory or call into a question an existing one. They are an invaluable tool for identifying exceptions to a rule or disproving conventional wisdom.

For instance, a medical professional may write a case study about a patient who exhibited atypical symptoms to assert that the list of symptoms for a condition should be expanded. A psychologist could use a case study to determine whether the new treatment they devised for depression is effective, or to demonstrate that existing treatment methods are flawed. As the result of a case study, a marketing professional could suggest that consumers values have changed and that marketing best practices should be updated accordingly.

Enabling the Study of Unique Subjects

Some subjects would be impossible, impractical, or unethical to study through other research methods. This is true in the case of extremely rare phenomenon, many aspects of human behavior, and even some medical conditions.

Suppose a medical professional would like to gather more information about multiple-birth pregnancies with four or more fetuses. More information would be helpful because we have less information about them, but the reason we have less information is because they are so rare. Conducting case studies of a few women who are currently pregnant with multiples or have given birth to multiples in the past may be the only practical way to research them.

Case studies can also be used to gain insight into historical events and natural phenomenon — things we are not able to repeat at will. Case studies have also been used to study subjects such as a feral child , child prodigies, rare psychological conditions, crisis response, and more.

Helping People Better Understand Nuanced Concepts

Educators incorporate case studies into their lectures for a reason. Walking students through a detailed case study can make the abstract seem more real and draw out the nuances of a concept. Case studies can facilitate engaging discussions, spark thoughtful questions, and give students a chance to apply what they have learned to real-world situations.

Outside the classroom, case studies can be used to illustrate complex ideas. For instance, a well-constructed case study can highlight the unintended consequences of a new piece of legislation or demonstrate that depression does not always manifest in an obvious way. Case studies can help readers and listeners understand and care about an issue that does not directly affect them.

Despite their benefits, case studies do come with a few limitations. Compared to other research methods, case studies are often at a disadvantage in terms of the following:

Replicability

In most cases, scientists strive to create experiments that can be repeated by others. That way, other scientists can perform their own research and compare their results to those of the initial study. Assuming these other scientists achieve similar results, the replicability of the experiment lends credibility to the findings and theories of the original researchers.

One limitation of case studies is that they are often difficult, if not impossible, to replicate. Although this fact does not diminish the value of case studies, it does demonstrate that case studies are not a good fit for every research problem — at least, not on their own. Additional research would have to be performed to corroborate the results and prove or disprove any generalized theories generated by a case study.

Generalization

Generalization is another area in which case studies cannot match other research methods. A case study can help us challenge existing theories and form new ones, but its results cannot necessarily be generalized. The data we gather from a case study is only valid for that specific subject, and we cannot assume that our conclusions apply to the broader population.

Researchers or readers can attempt to apply the principles from a particular case to similar situations or incorporate the results into a more comprehensive theory. However, a case study by itself can only prove the existence of certain possibilities and exceptions, not a general rule.

Reliability

The reliability of case studies may be called into question for two reasons. The first objection centers on the fallibility of human memory and the question of whether subjects are being honest. Many case studies rely on subjects to self-report biographical details, their state of mind, their thoughts and feelings, or their behaviors.

The second issue is the Hawthorne effect, which refers to the tendency of individuals to modify their behavior when they know they are being observed. This effect makes it nearly impossible for researchers to ensure that the observations and conclusions of their case study are reliable.

Researcher Bias

Researcher bias is another potential issue with case studies. The results of a case study are by nature subjective and qualitative rather than objective and qualitative, and any findings rely heavily on the observations and narrative provided by the researcher. Even the best researchers are still human, and no matter how hard they try to remain objective, they will not be able to keep their findings completely free of bias.

Researchers may have biases they are not even aware of. A researcher may over-identify with the subject and lose the benefit of a dispassionate outside perspective. If the researcher already has an opinion on the subject, they may subconsciously overlook or discount facts that contradict their pre-existing assumptions. Researcher bias can affect what the researcher observes and records, as well as how they interpret and apply their observations.

Case studies can be time-consuming and expensive to conduct. Crafting a thorough case study can be a lengthy project due to the intensive, detailed nature of this type of research. Plus, once the information has been gathered, it must be interpreted. Between the observation and analysis, a case study could take months or even years to complete. Researchers will need to be heavily involved in every step of the process, putting in a lot of time, energy, focus, and effort to ensure that the case study is as informative as possible.

Now that you understand the benefits, limitations, and types of case studies, you can follow these steps to write your own:

• Determine your objective.  Write out your research problem, question, or goal. If you aren’t sure, ask yourself questions like, “What am I trying to accomplish? What do I need to know? What will success look like?” Be clear and specific. Your answers will help you choose the right type of case study for your needs.
• Review the research.  Before delving into your case study, take some time to review the research that is already available. The information you gather during this preliminary research can help guide your efforts.
• Choose a subject.  Decide what or who the subject of your case study will be. For instance, if you are conducting a case study to find out how businesses have been affected by new CDC guidelines, you will need to choose a specific restaurant or retailer. In some cases, you may need to draft a release form for the subject to sign so that you will be able to publish your study.
• Gather information.  Case studies about a person, organization, or group may rely on questionnaires or interviews to gather information. If you are studying an event, you might use a combination of academic research and witness interviews. In some cases, you will record your own observations as part of the study.
• Write a report.  Most case studies culminate in a written report, similar to a research paper. Most case studies include five sections : an introduction, a literature review, an explanation of your methods, a discussion of your findings and the implications, followed by a conclusion.
• Publish your findings.  Once you’ve written your case study, consider the most engaging way to present your findings. A well-written research article is a good place to start, but going a step further will maximize the impact of your research. For instance, you could design an infographic to highlight key findings or commission an animated video to turn your case study into a visual narrative.

Whether research is your primary occupation or only an incidental part of your job, you can benefit from a solid understanding of what case studies are, how they work, and when to use them. Use the information and steps above to design and write a case study that will provide the answers you’re looking for.

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What Is a Case Study?

Weighing the pros and cons of this method of research

Verywell / Colleen Tighe

• Pros and Cons

What Types of Case Studies Are Out There?

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

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

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

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

At a Glance

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

What Are the Benefits and Limitations of Case Studies?

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

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

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

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

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

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

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

Case Study Examples

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

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

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

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

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

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

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

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

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

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

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

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

Section 1: A Case History

This section will have the following structure and content:

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

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

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

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

Section 2: Treatment Plan

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

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

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

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

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

Need More Tips?

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

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

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

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

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

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

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

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Home » Case Study – Methods, Examples and Guide

Case Study – Methods, Examples and Guide

Table of Contents

A case study is a research method that involves an in-depth examination and analysis of a particular phenomenon or case, such as an individual, organization, community, event, or situation.

It is a qualitative research approach that aims to provide a detailed and comprehensive understanding of the case being studied. Case studies typically involve multiple sources of data, including interviews, observations, documents, and artifacts, which are analyzed using various techniques, such as content analysis, thematic analysis, and grounded theory. The findings of a case study are often used to develop theories, inform policy or practice, or generate new research questions.

Types of Case Study

Types and Methods of Case Study are as follows:

Single-Case Study

A single-case study is an in-depth analysis of a single case. This type of case study is useful when the researcher wants to understand a specific phenomenon in detail.

For Example , A researcher might conduct a single-case study on a particular individual to understand their experiences with a particular health condition or a specific organization to explore their management practices. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of a single-case study are often used to generate new research questions, develop theories, or inform policy or practice.

Multiple-Case Study

A multiple-case study involves the analysis of several cases that are similar in nature. This type of case study is useful when the researcher wants to identify similarities and differences between the cases.

For Example, a researcher might conduct a multiple-case study on several companies to explore the factors that contribute to their success or failure. The researcher collects data from each case, compares and contrasts the findings, and uses various techniques to analyze the data, such as comparative analysis or pattern-matching. The findings of a multiple-case study can be used to develop theories, inform policy or practice, or generate new research questions.

Exploratory Case Study

An exploratory case study is used to explore a new or understudied phenomenon. This type of case study is useful when the researcher wants to generate hypotheses or theories about the phenomenon.

For Example, a researcher might conduct an exploratory case study on a new technology to understand its potential impact on society. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as grounded theory or content analysis. The findings of an exploratory case study can be used to generate new research questions, develop theories, or inform policy or practice.

Descriptive Case Study

A descriptive case study is used to describe a particular phenomenon in detail. This type of case study is useful when the researcher wants to provide a comprehensive account of the phenomenon.

For Example, a researcher might conduct a descriptive case study on a particular community to understand its social and economic characteristics. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of a descriptive case study can be used to inform policy or practice or generate new research questions.

Instrumental Case Study

An instrumental case study is used to understand a particular phenomenon that is instrumental in achieving a particular goal. This type of case study is useful when the researcher wants to understand the role of the phenomenon in achieving the goal.

For Example, a researcher might conduct an instrumental case study on a particular policy to understand its impact on achieving a particular goal, such as reducing poverty. The researcher collects data from multiple sources, such as interviews, observations, and documents, and uses various techniques to analyze the data, such as content analysis or thematic analysis. The findings of an instrumental case study can be used to inform policy or practice or generate new research questions.

Case Study Data Collection Methods

Here are some common data collection methods for case studies:

Interviews involve asking questions to individuals who have knowledge or experience relevant to the case study. Interviews can be structured (where the same questions are asked to all participants) or unstructured (where the interviewer follows up on the responses with further questions). Interviews can be conducted in person, over the phone, or through video conferencing.

Observations

Observations involve watching and recording the behavior and activities of individuals or groups relevant to the case study. Observations can be participant (where the researcher actively participates in the activities) or non-participant (where the researcher observes from a distance). Observations can be recorded using notes, audio or video recordings, or photographs.

Documents can be used as a source of information for case studies. Documents can include reports, memos, emails, letters, and other written materials related to the case study. Documents can be collected from the case study participants or from public sources.

Surveys involve asking a set of questions to a sample of individuals relevant to the case study. Surveys can be administered in person, over the phone, through mail or email, or online. Surveys can be used to gather information on attitudes, opinions, or behaviors related to the case study.

Artifacts are physical objects relevant to the case study. Artifacts can include tools, equipment, products, or other objects that provide insights into the case study phenomenon.

How to conduct Case Study Research

Conducting a case study research involves several steps that need to be followed to ensure the quality and rigor of the study. Here are the steps to conduct case study research:

• Define the research questions: The first step in conducting a case study research is to define the research questions. The research questions should be specific, measurable, and relevant to the case study phenomenon under investigation.
• Select the case: The next step is to select the case or cases to be studied. The case should be relevant to the research questions and should provide rich and diverse data that can be used to answer the research questions.
• Collect data: Data can be collected using various methods, such as interviews, observations, documents, surveys, and artifacts. The data collection method should be selected based on the research questions and the nature of the case study phenomenon.
• Analyze the data: The data collected from the case study should be analyzed using various techniques, such as content analysis, thematic analysis, or grounded theory. The analysis should be guided by the research questions and should aim to provide insights and conclusions relevant to the research questions.
• Draw conclusions: The conclusions drawn from the case study should be based on the data analysis and should be relevant to the research questions. The conclusions should be supported by evidence and should be clearly stated.
• Validate the findings: The findings of the case study should be validated by reviewing the data and the analysis with participants or other experts in the field. This helps to ensure the validity and reliability of the findings.
• Write the report: The final step is to write the report of the case study research. The report should provide a clear description of the case study phenomenon, the research questions, the data collection methods, the data analysis, the findings, and the conclusions. The report should be written in a clear and concise manner and should follow the guidelines for academic writing.

Examples of Case Study

Here are some examples of case study research:

• The Hawthorne Studies : Conducted between 1924 and 1932, the Hawthorne Studies were a series of case studies conducted by Elton Mayo and his colleagues to examine the impact of work environment on employee productivity. The studies were conducted at the Hawthorne Works plant of the Western Electric Company in Chicago and included interviews, observations, and experiments.
• The Stanford Prison Experiment: Conducted in 1971, the Stanford Prison Experiment was a case study conducted by Philip Zimbardo to examine the psychological effects of power and authority. The study involved simulating a prison environment and assigning participants to the role of guards or prisoners. The study was controversial due to the ethical issues it raised.
• The Challenger Disaster: The Challenger Disaster was a case study conducted to examine the causes of the Space Shuttle Challenger explosion in 1986. The study included interviews, observations, and analysis of data to identify the technical, organizational, and cultural factors that contributed to the disaster.
• The Enron Scandal: The Enron Scandal was a case study conducted to examine the causes of the Enron Corporation’s bankruptcy in 2001. The study included interviews, analysis of financial data, and review of documents to identify the accounting practices, corporate culture, and ethical issues that led to the company’s downfall.
• The Fukushima Nuclear Disaster : The Fukushima Nuclear Disaster was a case study conducted to examine the causes of the nuclear accident that occurred at the Fukushima Daiichi Nuclear Power Plant in Japan in 2011. The study included interviews, analysis of data, and review of documents to identify the technical, organizational, and cultural factors that contributed to the disaster.

Application of Case Study

Case studies have a wide range of applications across various fields and industries. Here are some examples:

Business and Management

Case studies are widely used in business and management to examine real-life situations and develop problem-solving skills. Case studies can help students and professionals to develop a deep understanding of business concepts, theories, and best practices.

Case studies are used in healthcare to examine patient care, treatment options, and outcomes. Case studies can help healthcare professionals to develop critical thinking skills, diagnose complex medical conditions, and develop effective treatment plans.

Case studies are used in education to examine teaching and learning practices. Case studies can help educators to develop effective teaching strategies, evaluate student progress, and identify areas for improvement.

Social Sciences

Case studies are widely used in social sciences to examine human behavior, social phenomena, and cultural practices. Case studies can help researchers to develop theories, test hypotheses, and gain insights into complex social issues.

Law and Ethics

Case studies are used in law and ethics to examine legal and ethical dilemmas. Case studies can help lawyers, policymakers, and ethical professionals to develop critical thinking skills, analyze complex cases, and make informed decisions.

Purpose of Case Study

The purpose of a case study is to provide a detailed analysis of a specific phenomenon, issue, or problem in its real-life context. A case study is a qualitative research method that involves the in-depth exploration and analysis of a particular case, which can be an individual, group, organization, event, or community.

The primary purpose of a case study is to generate a comprehensive and nuanced understanding of the case, including its history, context, and dynamics. Case studies can help researchers to identify and examine the underlying factors, processes, and mechanisms that contribute to the case and its outcomes. This can help to develop a more accurate and detailed understanding of the case, which can inform future research, practice, or policy.

Case studies can also serve other purposes, including:

• Illustrating a theory or concept: Case studies can be used to illustrate and explain theoretical concepts and frameworks, providing concrete examples of how they can be applied in real-life situations.
• Developing hypotheses: Case studies can help to generate hypotheses about the causal relationships between different factors and outcomes, which can be tested through further research.
• Providing insight into complex issues: Case studies can provide insights into complex and multifaceted issues, which may be difficult to understand through other research methods.
• Informing practice or policy: Case studies can be used to inform practice or policy by identifying best practices, lessons learned, or areas for improvement.

Advantages of Case Study Research

There are several advantages of case study research, including:

• In-depth exploration: Case study research allows for a detailed exploration and analysis of a specific phenomenon, issue, or problem in its real-life context. This can provide a comprehensive understanding of the case and its dynamics, which may not be possible through other research methods.
• Rich data: Case study research can generate rich and detailed data, including qualitative data such as interviews, observations, and documents. This can provide a nuanced understanding of the case and its complexity.
• Holistic perspective: Case study research allows for a holistic perspective of the case, taking into account the various factors, processes, and mechanisms that contribute to the case and its outcomes. This can help to develop a more accurate and comprehensive understanding of the case.
• Theory development: Case study research can help to develop and refine theories and concepts by providing empirical evidence and concrete examples of how they can be applied in real-life situations.
• Practical application: Case study research can inform practice or policy by identifying best practices, lessons learned, or areas for improvement.
• Contextualization: Case study research takes into account the specific context in which the case is situated, which can help to understand how the case is influenced by the social, cultural, and historical factors of its environment.

Limitations of Case Study Research

There are several limitations of case study research, including:

• Limited generalizability : Case studies are typically focused on a single case or a small number of cases, which limits the generalizability of the findings. The unique characteristics of the case may not be applicable to other contexts or populations, which may limit the external validity of the research.
• Biased sampling: Case studies may rely on purposive or convenience sampling, which can introduce bias into the sample selection process. This may limit the representativeness of the sample and the generalizability of the findings.
• Subjectivity: Case studies rely on the interpretation of the researcher, which can introduce subjectivity into the analysis. The researcher’s own biases, assumptions, and perspectives may influence the findings, which may limit the objectivity of the research.
• Limited control: Case studies are typically conducted in naturalistic settings, which limits the control that the researcher has over the environment and the variables being studied. This may limit the ability to establish causal relationships between variables.
• Time-consuming: Case studies can be time-consuming to conduct, as they typically involve a detailed exploration and analysis of a specific case. This may limit the feasibility of conducting multiple case studies or conducting case studies in a timely manner.
• Resource-intensive: Case studies may require significant resources, including time, funding, and expertise. This may limit the ability of researchers to conduct case studies in resource-constrained settings.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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How to Use Case Studies: 13 Ways to Share Your Customer Stories with Examples

Case studies are a high priority for B2B companies with considerable time, effort, and cost invested in producing these pieces. The potential of customer success stories is often overlooked; the story is completed and then turned into a stunning PDF which gets filed away or buried on the company’s website. For case studies to be worth the investment, there needs to a focus on exactly how to use case studies once they’re created.

In a world where social proof (aka your testimonials and case studies) is more compelling than a discount on your product or service, making the most of every customer success story you create simply makes good business sense.

It’s time to dust off your case studies — or create new ones — and actively find ways to use them more consistently in your sales and marketing.

Here are 13 ways to use your company’s customer success stories with examples:

1. Use Case Studies on Your Website

Most companies have a case study or testimonial section on their website, but this is just the start of how you can leverage them. Your website visitors care more about what your customers have to say about your offering than what you have to say about it, so their stories should be integrated throughout your website.

2. Add to Sales Presentations & Other Sales Collateral

If you’ve ever sat through a boring sales presentation full of jargon and discussion of features, you know exactly how these presentations would benefit from the use of real-life stories and examples. Stories are what sell, and a customer story is ultimately more compelling and memorable to your potential client than any feature will ever be.

As part of your sales materials, case studies can be used to reinforce the key benefits of your product or service and as a way to paint a picture of what’s possible for your prospect. This third party proof will help set your company apart from the competition while increasing potential customers’ trust in your claims.

Bit.ly created a presentation sharing the story of and a quote from their client Vissla to showcase how Bit.ly Campaigns can be used.

3. Highlight in Speaking Engagements

Throughout the year, it’s likely that your company’s executives are on the road speaking at industry events. This type of thought leadership is necessary for B2B companies, but it can benefit from a more modern approach that brings in real-life stories to reinforce your presentation content.

Case studies, or even video clips, can make a great addition to presentations. One of my favorite ways to take this a step further is to co-present a case study with a customer on stage. There’s nothing more magical than an audience of your prospective customers hearing about the results one of your customers experienced when working with you.

Talent management provider Saba (formerly Halogen Software) teamed up with their client, the San Diego Zoo, for a speaking engagement at an industry trade show, HR Tech. This speaking engagement highlighted both the power of their platform and the story of how the zoo had transformed their employee culture.

4.  Make Webinars Relevant

Webinars usually are a critical part of B2B lead generation, but they don’t have to be stale or boring. Injecting customer case studies into your webinars helps bring what you’re teaching to life and ensures your content isn’t only relevant but timely.

Case studies can be used as examples during the webinar, or you can have your customer join as a co-presenter or guest star. This proof-driven approach can ultimately move your prospects further down the sales funnel faster as they can see your offering has proven results.

5. Share Their Voice with Video Content

If a written case study is compelling, a video with your customer sharing their story is even more powerful. Nothing beats a video in terms of creating trust as viewers can immediately see and hear about the impact of your product or service.

Video content can be used on your website, in presentations, on social media — and pretty much everywhere else — which makes it a worthwhile investment.

In this example, Hootsuite edited together a number of video clips from customers that they feature on their website’s enterprise case study page .

6. Feature in Ad Campaigns

If you’re using any type of advertising — online or off — for your business, sharing your customer stories is a must. This tactic is often overlooked, but why not let your happy clients and their stories do the work for you?

With such heavy competition for attention, if you’re going to pursue ads as part of your marketing strategy, leveraging customer stories in this way provides you with a means to stand out.

Our client, Curaytor , uses client testimonials pulled from their case studies in their Facebook ad campaigns.

7. Showcase on Social Media

Your B2B company is likely active on a variety of social media platforms and needs content on an ongoing basis. Between your blog posts and promoting lead magnets and opt-ins, highlighting customer success stories can provide a fresh, engaging piece of content on any social media platform.

Every case study has limitless potential for social media including a short story, quotes, a summary of their results, and so much more. All you need is a little creativity and time to tailor your content so it’s native to the platform.

HP Business shares customer stories regularly on their Facebook page to show their products in action.

9. Incorporate Into Email Marketing

Email marketing still has the highest ROI of all of the marketing channels, so it’s one of the most important channels on which to share customer stories. For your sales funnels and lead nurturing, including success stories helps bring things to life and provide proof that contributes to prospect knowing, liking, and trusting your company.

Beyond your lead generation efforts and email funnels, your newsletter is a great way to share customer successes to engage more passive leads who are lurking or current customers who may be ready for a new/upgraded product or service. Sharing customer stories in your newsletter could be done as a regular feature or as a special edition to share multiple stories around a specific theme.

9. Create Blog Posts

Unless a potential client is in research mode, they’re unlikely to spend time seeking out and reading case studies on your website. To reach a wider audience, turn your case studies into blog posts that provide a compelling story about your offering and a lesson for the reader.

Written case studies can easily be repurposed into blog posts with very little extra effort involved and provide a way to get more eyeballs on each story. (Plus, this makes them great for sharing on social media!)

Pipedrive created a results-focused blog post to share results of a campaign they worked on, publishing the results on the popular Moz blog.

10. Bring Whitepapers to Life

It’s no secret that while whitepapers are a B2B mainstay, they can be boring. Customer success stories offer a way to make whitepapers more interesting and memorable to your audience.

Whitepapers can be drafted around a series of success stories, to highlight a single customer story, or they can be used throughout any whitepaper content as examples or use cases.

11. Power Up Proposals

If your business relies on proposals to win clients, customer case studies can be a powerful tool to convert potential clients. A case study or a testimonial helps to demonstrate that you can deliver the results you’re promising in the proposal.

When including a case study or testimonial in a proposal, ensure you customize the story to the specific situation of your would-be client and to speak to the results you deliver.

12. Communicate Stories with Infographics 

The average case study is about two pages long, and unless someone is already very interested in your product or service, they’re unlikely to read it in any detail. Taking success stories and turning them into infographics helps make them more bite-sized and gets the story in front of people who simply wouldn’t read the case study.

Infographics can be used on a standalone basis or inserted into any of your other content marketing efforts. Cloud ERP provider Workday created a summary of their case study in the infographic below which provides a bite-sized overview of their work with Netflix.

13. Act as Proof for the Media

Sharing customer success stories as part of media appearances or in print media stories is a great way to use social proof to its maximum advantage. Typically, if media are going to write about your company — as well as the product or service — they want sources outside of your company to round out their story.

Another option is to have your customer’s success actually be the story for the media. Your customer could speak publicly about the impact your product or service has had on their company and the results they’ve been able to achieve. Also, when doing media interviews or writing contributed articles, be sure to use customer stories as examples to reinforce what you’re talking about.

Shopify shared the story of one of their partner agencies in a story featured on VentureBeat, acting as proof for their platform.

Maximize your customer case studies by taking even one or two of the above ideas and putting them into action.

If you need assistance with your customer success stories, we can help you get started . Click here for more information on our case study services.

How to Make Case Study Videos in 10 Steps [Examples Included]

Confidence in your brand is important, but it’s only the beginning. To make a real impact, you need to back up your claims with solid proof. That’s where case study videos come in. Let your satisfied customers do the talking giving new leads an authentic view into your products and services. Let’s look at how to create case study videos easily.

Article Last Updated: August 23, 2024

What is a Case Study Video?

Types of case study videos, why are case study videos important, how and where to use your case study video, how to create an impactful case study video.

Who doesn’t enjoy a captivating story? That’s likely why case study videos have become so popular. They’re more than just stories as they offer a deep dive into real-world scenarios, featuring genuine people and authentic businesses. Through these videos, companies showcase the real impact of their products and services, whether it’s through documenting product development , cultural shifts, or community impact.

To bring these stories to life, tools like Zight can be incredibly useful. With Zight’s features like screen recording , GIF creation , and easy file sharing , you can capture every moment and detail seamlessly. Imagine using Zight to record a customer’s success journey or create engaging visuals to complement your narrative. It’s all about making your case study videos as compelling and impactful as possible.

The question is, what does a good case study video look like? Our guide below will cover every aspect of case study videos, from their purpose, creating compelling videos, exploring what makes them successful, and sharing practical case study video examples and tips to help you craft impactful case study videos that resonate and drive results. Let’s get into it.

A case study video is a type of video content that demonstrates how other people are successfully using and benefiting from a product. It focuses on real customer success stories to show the value of a company’s products or services. In a crowded market of claims and promises, these videos serve as credible proof that your business delivers on its promises.

The strength of a case study video comes from its relatability. When potential customers see themselves in your stories, it fosters a true connection. Seeing real people handle challenges makes your business appear more trustworthy and your solutions more appealing. After all, who could offer a more credible opinion to potential customers than someone who’s experienced your services firsthand?

How is a Video Case Study Different From a Written Case Study?

Both written and video case studies aim to convert customers, but video case studies have several specific advantages:

• More Persuasive : While written case studies require readers to interpret the message, video case studies present it directly from the customer, making the impact more immediate and convincing.
• More Engaging : Videos captivate with dynamic visuals, vibrant colors, and sound, making them far more engaging than dense blocks of text. Who wouldn’t prefer a lively video over a long read?
• Higher Conversion Rates : Video marketing campaigns are very effective. It’s not surprising, given how seamlessly videos can be optimized for mobile devices—something text-heavy content struggles with.

Like in any film or video genre, you’ll notice certain styles and tones that recur frequently. This is also true for case study videos, where you’ll come across several common types as you explore case study videos.

That said, there are different types of case study videos that your business can produce, with different levels of complexity. Each type of case study video has a specific customer problem and appeals to different aspects of your audience’s decision-making process. Depending on your objectives and the topic, choosing the right style of case study video can effectively communicate the message you want to share.

1. Customer Testimonials

This type of video is quite simple to make and is one of the easiest case study videos to make. In customer testimonial videos, you interview your happy customers about their experience with your business and its impact on their lives. Since it involves just a straightforward interview with the customer, you only need one filming location and minimal editing to create the video.

Product or service review case study videos provide a thorough look at your offering’s features, functionality, and benefits. They offer an objective assessment and serve as valuable resources for new customers.

Target Audience : These videos target potential customers who are researching your product or service and need detailed information to make an informed decision.

Testimonial Video Example:

This video is a standout example of customer testimonials. Instead of simply listing features, the interviews highlight the challenges the company faced and how Zoom provided effective solutions . The video’s concise length keeps viewers engaged while still delivering a complete and compelling story in one location.

2. Customer Reviews

Customer reviews are authentic insights that highlight a product’s real-world performance. Much like a customer testimonial video, a customer review video features a happy customer discussing your product or service. However, there’s a key difference: in a customer review video, the customer focuses more on the specific features of the product or service, rather than just the value it provided them.

Depending on your approach, such videos may include footage of the customer using your product on camera. Generally, most case study video testimonials follow a Q&A style of storytelling .

Creating a customer review video is straightforward. The interview portion requires just one shoot location and minimal editing. If you decide to add footage of the product in action, the shoot and editing process will be more complex.

Target Audience : These videos are aimed at potential customers who are actively researching your product or service. They provide detailed information to help them make an informed purchase decision.

Customer Reviews Case Study Video Example:

This customer review case study video features Lana Blakely who explains how Notion has transformed her personal and professional life. She breaks down specific features like databases, templates, and task management tools, showing real-life examples of how she uses the app to stay organized. The video includes screen recordings of how she navigates the Notion workspace, providing viewers with a visual understanding of how the platform functions. Any potential customer actively looking for Notion will find information about the tool and can be able to make an informed decision.

3. Case Study Narrative

This is the most complex type of case study video. A case study narrative video involves on-camera interviews with customers and B-roll visuals, such as footage of the customer using your product or your team engaging with the customer. Additionally, these videos often incorporate graphics and text overlays. Due to its complexity, creating this type of video content demands more shoot time, strategic planning, and extensive editing .

Narrative case study videos focus on storytelling , aiming to engage viewers emotionally by presenting a compelling narrative highlighting a customer’s journey from problem to solution, often emphasizing the transformative aspects.

Target Audience : Narrative case study videos are particularly effective for creating an emotional connection with viewers, engaging a wide range of audiences, including those in the awareness and consideration stages.

Case Study Narrative Video Example:

This video by LLLLITL is a case study of Dove’s “Turn Your Back” campaign, which was designed to raise awareness about the issue of body image. The video uses powerful storytelling to connect with viewers on an emotional level.

Case study videos can significantly enhance your video marketing strategy , particularly for B2B companies . They provide a rich, multi-faceted way to showcase a product or service and offer benefits beyond financial gains. Here is why they are important:

• Credibility and Trust : Case study videos provide authentic success stories that show how your products or services have made a real difference for customers. This helps build trust and credibility with potential clients.
• Engagement : Videos naturally draw people in more effectively than text or static images. With a case study video, you can tell a compelling story that keeps your audience engaged and interested.
• Demonstration of Expertise : These videos allow you to highlight your industry knowledge and position yourself as an expert. By showcasing real-world results, you establish your business as a reliable solution provider.
• Problem-Solution Narrative : Case study videos often follow a clear problem-solving structure, helping potential customers relate to the challenges and see how your product or service can address their needs.
• Personal Connection : Featuring customer interviews or testimonials adds a personal touch. Prospective clients can connect with real people who have benefited from your offerings, making your brand more relatable.
• Versatility : Case study videos are highly versatile and can be used across various platforms , including your website, social media channels, email marketing , and presentations . This ensures your success stories reach a broad audience.
• Measurable Impact : Including data and metrics in your videos demonstrates the tangible results achieved by your clients. This evidence of ROI can be very persuasive for potential customers.
• Lead Generation : Well-crafted case study videos can generate leads by addressing problems similar to those your potential customers face, making them valuable assets in your video marketing strategy.
• Storytelling : Effective visual storytelling in case study videos helps forge an emotional connection with your audience, making your brand memorable and engaging.

After perfecting your case study video, it’s time to share it with your target audience. But where should you promote it?

• Your Website – Embed the video prominently on your website’s homepag e or a dedicated landing page to make it easily accessible. Consider having a section just for case studies, giving prospects a convenient reference point.
• Social Media – Share the video on your company’s social media platforms like Facebook , Twitter, LinkedIn, Instagram, and YouTube . Optimize it for each platform and actively engage with your audience through comments, likes, and shares to boost its visibility.
• Email Marketing – Include the video in your email marketing campaigns , especially targeting those interested in the topic. Adding the video to your email signature can also create a dynamic touchpoint.
• Sales and Marketing Presentations – Integrate the video into your sales pitches and marketing presentations . Real-world examples of success can be highly persuasive during client interactions.
• Content Marketing – Use the video in blog posts, articles, or other written content related to the case study’s topic. Create videos as teaser content from snippets to pique interest and direct viewers to the full video for more details.

Now that you have seen some examples of case study videos, you can now create your case study video. Case studies don’t always stick to a strict timeline or template, but some key steps are usually involved in creating a case study video. Follow these steps to create an engaging case study video that will resonate with your audience.

1. Identify the Right Story

The first step in crafting an attention-grabbing case study video is selecting the right story. You need a story that resonates with your target audience and showcases clear results.

For instance, if you run a software company like Zight, don’t just feature any client who used your software. Highlight businesses that experienced a boost in efficiency with your platform . Numbers like these provide concrete proof of your product’s effectiveness.

Your audience is looking for solutions, so your story should present a compelling example of how you’ve delivered just that. A thoughtfully chosen story sets the stage for a truly engaging case study video.

2. Ask Important Questions

The next key step is to craft the right questions. These will be the basis of your case study video.

• Start by setting the scene for your viewers : Ask about the customer’s initial problem. For example, “What issues were you dealing with before using our product?”
• Then, dive into the specifics : Analyze the customer’s decision-making process with questions like, “What pulled you to our product instead of others?”
• Finally, highlight the results : Ask questions such as, “How has our product made a difference in your operations?” or “Would you recommend our service to others?”

This thoughtful questioning will help create a well-rounded story, listing the problem, the solution, and the impact of your product or service.

3. Choose the Right Audience

You might have a great customer success story and perfectly crafted questions, but they won’t make an impact if they don’t resonate with your target audience’s needs and interests.

Imagine you’re showcasing Zight. Your audience could range from tech-savvy professionals to small business owners who aren’t as familiar with advanced tools. If your case study highlights a large corporation using Zight’s advanced features , it might not connect with a small business owner looking for simple and effective screen recording solutions .

Before diving in, do some audience research. What challenges are they facing? What solutions are they after? Tailor your case study video to address these, using language and examples that speak directly to their needs.

4. Plan Out the Storyline

To craft an engaging storyline for your case study video, you need to guide the viewer through a story that resonates. Start with a compelling introduction that highlights a common problem your audience faces, making it instantly relatable.

For instance, if you’re showcasing Zight, an issue could be the struggle businesses face with lengthy communication chains that slow down decision-making. Many teams feel this pain, making it an effective hook. Then, introduce Zight as the solution. This is where you spotlight its unique features—like screen recording and sharing capabilities—that streamline communication and boost productivity .

Support your claims with testimonials or expert opinions to add credibility. Hearing from satisfied users can make a significant impact.

Finally, wrap up by showcasing measurable results . Use statistics or before-and-after comparisons to emphasize how Zight made a difference. Conclude with a clear call-to-action, guiding the viewer on what steps to take next.

5. Conduct Background Interviews

Conducting background interviews is essential before you start filming. These pre-shoot conversations offer valuable insights that can enhance your storyline. They help you understand the full scope of the customer’s experience , adding richness and depth to your case study video.

These interviews also help you identify key talking points and decide who should be featured in the video. Whether it’s the CEO providing strategic insights or a front-line employee sharing day-to-day benefits, understanding this in advance ensures you capture the most relevant content, saving you time and effort during production.

6. Develop Your Script

The video script is the backbone to create engaging video content, pulling together visuals, dialogue, and pacing to create a cohesive story. Here’s how to craft one that leaves an impact:

• Start by outlining the key points you’ve gathered from background interviews and your storyline.
• Be clear and specific—rather than saying, “Our product is great,” highlight its strengths with something like, “Our software boosts productivity by 40%.”
• Keep the tone conversational yet professional to ensure your message resonates.
• Make sure the script flows smoothly, making complex ideas easy to understand.
• Consider using bullet points or numbered lists to emphasize key features or benefits.

Wrap up with a compelling call-to-action , guiding viewers on what to do next, whether that’s visiting your website or reaching out to your sales team.

7. Back it up with Data

Including data and statistics adds credibility to your case study video. While a compelling story captures attention, solid data reinforces your claims and makes your video campaigns more convincing.

Incorporate charts, graphs, or other visuals to present the data. Visual elements help make complex information more digestible and memorable. Ensure the data aligns with your storyline and addresses the needs or concerns of your audience.

8. Select the Right Location

The location you choose for your case study video adds depth and context to your story. Opt for a setting that complements the narrative and enhances its authenticity. For instance, if your case study involves educational software, filming in a classroom or school can make the story feel more genuine.

Your location should also resonate with your audience. Remember to consider practical aspects like lighting , sound, and permissions. The perfect location can fall flat if it has poor acoustics or requires difficult-to-obtain permits.

9. Create a Shot List

A carefully planned shot list is essential for a smooth filming experience. It details every shot you need, acting as a guide for your production team.

For example, if you’re capturing a customer testimonial, your shot list might include:

• Close-ups of the customer speaking
• Cutaways of the product in action
• Wide-angle shots to set the scene

Your shot list should specify the type of shots—wide, medium, or close-up—and any particular camera movements like pans or zooms. This ensures you capture all the crucial elements of your video marketing campaign from product details to emotional moments.

A shot list also helps you manage time and resources efficiently, allowing you to anticipate special equipment or lighting needs ahead of time, and preventing last-minute scrambling.

10. Shoot and Edit

This is where all your planning comes to life. Stick to your shot list and script during the shoot, but be open to capturing spontaneous moments that could enhance the story. High-quality equipment is necessary for clear audio and well-lit scenes —these technical details can elevate your final product.

Editing is where you shape the story , choosing the best shots to create a compelling narrative. Use cutaways, transitions, and background music to keep the pacing dynamic and the viewer engaged.

Pay attention to color grading, sound mixing, and special effects, ensuring they match the tone and message of your video. Avoid overdoing effects, as they can easily overshadow the content.

Now that you’ve seen how major brands craft their case study videos, let these examples spark ideas for your own. Use them to motivate your sales team , improve your video marketing strategy, and captivate your audience.

In addition, incorporating tools like Zight offers practical solutions such as screen recording and GIF creation, these videos not only tell a compelling story but also demonstrate how your product can deliver tangible results. What are you waiting for? Sign up and get started .

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Leading vs. Lagging Indicators: How to Identify and Map Your Metrics

Use this metrics inventory to help your team better understand leading and lagging indicators.

You’re probably familiar with leading and lagging indicators . Leading metrics suggest what will happen in the future; lagging metrics reflect the results you’ve achieved.

The concept of leading and lagging indicators isn’t new. However, few have reflected and worked through the leading and lagging indicators most relevant to their organization.

So, how do you ensure your team understands the two types of indicators and how they interact?

This metrics inventory activity can refresh and refine your team's understanding of leading and lagging indicators and help you plot your product's inputs and outputs on a leading and lagging scale.

The relationship between leading and lagging indicators is a critical component of the North Star Framework , a product management model based on a single North Star Metric , which best captures the value customers derive from your product. The North Star Metric is a leading indicator that defines the relationship between the customer problems your product team is trying to solve and sustainable, long-term business results. So, this activity is an excellent warm-up before diving into defining your North Star Metric. (Check out our full series of North Star resources for more on the topic).

• Many people understand leading and lagging indicators, but most don’t know how they interact within their organization.
• Leading indicators are easier to impact, and product teams can move these metrics quickly.
• Lagging indicators reflect your achievements, but your product team typically can’t directly impact them.
• The North Star Metric and its inputs aren’t entirely leading or lagging—they fall at different places in the middle of the spectrum.
• Before defining your North Star Metric, expand your team’s understanding of leading and lagging indicators and their nuances with the metrics inventory activity.

Leading vs. lagging indicators defined

Leading indicators predict what will happen in the immediate future. They’re close to your product organization’s day-to-day work, and your team can directly impact them. And while they’re usually relatively easy to influence, they don’t guarantee a specific outcome.

In contrast, lagging indicators tell you what has happened, but they take longer to impact. They’re typically further away from your product team’s daily work—they can affect them indirectly and take longer to move.

Leading and lagging indicators aren’t binary. They sit on a spectrum. At one end are the leading indicators: things within a product team’s control that they can impact within days. They’re the work, experiments, and bets the team makes. Think of things like site speed.

At the other end are most lagging indicators. These items might take years to impact, and they’re usually the result of many different inputs. There’s a chain of work that ladders up to these lagging indicators. Think customer satisfaction and financial outcomes.

For instance, annual revenue is a lagging indicator. By the time you know what your annual revenue is, it’s too late to do anything to change it. Your lagging indicators give you information you can use to make long-term decisions.

Metrics like “time in app” and “number of free trial signups” are leading indicators. If people spend longer in your app and benefit from it, that’s a positive sign that more people will upgrade to your premium plan. That, in turn, would increase your revenue.

But it doesn’t guarantee a revenue outcome.

Some metrics can also be both leading and lagging. Where different metrics fall on the spectrum depends on your organization and business model. In the North Star Framework , your North Star Metric and its inputs should fall somewhere around the middle of the leading/lagging scale.

The spectrum of leading to lagging indicators

Why leading and lagging metrics matter in the North Star Framework

There’s often a disconnect between a product team’s work and the rest of the organization. They’re aware of seemingly distant lagging metrics and high-level usage metrics—like active users—but lack in-depth knowledge. The result? Your product team focuses on product development without clearly understanding how it impacts your organization's high-level goals.

The North Star Framework can help you fill in that gap. With the framework, your team knows what they're working on and how that work affects higher-level metrics . Additionally, running a Bet Up activity is one way to connect the dots between day-to-day work and big organizational goals.

The North Star Metric shouldn’t be exclusively lagging or leading, so your team needs a nuanced understanding of the entire spectrum to define it. It’s helpful if the North Star Metric is slightly out of reach. Your product team will have to move a set of different metrics—the North Star Metric inputs—to affect it.

However, the North Star Metric needs to be actionable. It’s best if your team feels they can affect the metric through product work. For instance, something like “average revenue per user” is likely too abstract and doesn't offer your product team a basis for taking action.

Without a clear understanding of leading and lagging metrics, your team might struggle to connect their product work to broader goals. And if that happens, you risk tracking and focusing on vanity metrics that are isolated from the rest of the organization.

Case study: Spotify’s North Star

Let’s imagine that Spotify’s entire organization focuses on increasing monthly recurring revenue (MRR). That’s a lagging metric and arguably at the most extreme end of the spectrum, making it abstract to individual team members.

But what about “ time spent listening ” as a North Star Metric?

While MRR sits on one extreme of the leading and lagging spectrum, the product team's daily work sits on the other. Metrics like “sessions per day” and “time per session” are leading indicators and only one step away from the team's feature-building work. They are the inputs to the North Star Metric.

Let’s say, for instance, they’re working on a new recommendations feature to encourage listeners to return more often and spend more time on the app. If the team can improve the recommendation feature, that should help to increase “sessions per day” and “time per session.” Those drivers, in turn, help to increase “time spent listening”—the North Star Metric.

Using the metrics inventory activity

To inventory your organization’s metrics, get your team to identify and sort the metrics you’re currently tracking and map them on the spectrum. Use a blank version of the metrics inventory template.

Start with a blank metrics inventory.

Ask people to suggest metrics, starting with the most leading and lagging indicators, and add them to the board.

For example, imagine you’re an ecommerce brand.

Question 1: What are some of your lagging indicators?

You might add metrics like net promoter score (NPS), reorder percentage, and revenue to the lagging side.

Question 2: What are some leading indicators?

These should be things your team is directly working to impact, like error rate, load speed, or average time to order.

Once you have your extremes for each on the inventory, get the team to trace the steps from leading to lagging, adding indicators on the way.

Question 3: What do those leading indicators impact?

Let's say we reduce our error rate, load our app faster, and accelerate checkout. That should help increase our conversion rate, number of orders per customer, and number of mobile orders delivered.

As you plot these indicators across the spectrum, encourage team discussion. Discussing the indicators in detail will help them better understand where different indicators fall on the spectrum.

Choose the right combination of metrics

This activity might challenge your team if they aren’t already tracking the right metrics. But that’s OK. We can help—whether you want to improve acquisition, retention, or monetization.

We have a few helpful resources that might guide you on the next steps:

For a general guide on what metrics you should track and how to track them, check out the Amplitude Guide to Product Metrics . If your company doesn't already have a leading indicator North Star Metric defined—it's one of the most valuable exercises your team can accomplish for your long-term growth results.

Get your copy of our comprehensive North Star Playbook today, which will guide your team through the North Star Framework and help you discover your North Star Metric.

About the Author

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Reimagining insurance with a comprehensive approach to gen AI

Despite forging ahead with generative AI (gen AI) use cases and capabilities, many insurance companies are finding themselves stuck in the pilot phase, unable to scale or extract value. Jörg Mußhoff  sat down with Cameron Talischi and Khaled Rifai to discuss how organizations can escape “pilot purgatory” by leveraging traditional AI and robotic process automation in addition to gen AI; the importance of reimagining domains such as claims, underwriting, and distribution; and how to address data privacy and security concerns regarding intellectual property (IP) and other issues early on. This transcript has been edited for clarity.

Jörg Mußhoff: To us, gen AI is not just hype. McKinsey has estimated that the total gen AI potential for the global economy is $4.4 trillion. 1 The economic potential of generative AI: The next productivity frontier , McKinsey, June 14, 2024. Many insurance leaders are asking, “How do we get the benefits from first use cases, and how do we scale and make it real across geographies and business models?” Cam, could you start us off by telling us what you see in the overarching trends in gen AI and what applications and domains have the greatest potential impact for clients?

Cameron Talischi: We’ve seen a lot of interest and activity in the insurance sector on this topic, which is not surprising given that the insurance industry is knowledge-based and involves processing unstructured types of data. That is precisely what gen AI models are very good for.

In terms of promising applications and domains, three categories of use cases are gaining traction. First, and most common, is that carriers are exploring the use of gen AI models to extract insights and information from unstructured sources. In the context of claims, for example, this could be synthesizing medical records or pulling information from demand packages. In the context of underwriting for a commercial P&C [property and casualty insurance carrier], this could look like pulling information from submissions that come from brokers or allowing underwriters to more seamlessly search and query risk appetite and underwriting guidelines.

The second category is the generation of content—namely, creative content. Think about it in the context of marketing or personalization. Again, in the context of claims, it’s communicating the status of a claim to a claimant by capturing some of the details and nuances specific to that claim or for supporting underwriters, and it’s communicating or negotiating with brokers. Use cases for coding and software development make up the last category. These are notable given the imperative for tech modernization and digitalization and that many insurance companies are still dealing with legacy systems.

Khaled Rifai: I would add one more in the context of client engagement and self-service. Think about the insured wanting to know whether they’re covered, what the statuses of their claims are, or whether they need to update their addresses or names. Many insurers are still employing people to handle these requests. With the help of gen AI, those tasks can be automated or designed for self-service. I think the long-term effects of gen AI are underrated, and the short-term effects are overrated. And that’s the dilemma many insurance companies and other corporations find themselves in. They want fast results from the benefits of gen AI applications but hesitate to invest in data management, technology modernization, organizational change, and budgetary allocations.

While we believe in the potential of gen AI, it will take a lot of engagement, investment, and commitment from top management teams and organizations to make it real. To make gen AI truly successful, you must combine gen AI with more-traditional AI and traditional robotic process automation. These technologies combined make the secret sauce that helps you rethink your customer journeys and processes with the right ROI.

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Jörg Mußhoff: That’s exactly what we’re seeing many players do. But we are still in that pilot phase. Why do organizations get stuck in this phase, and how can they successfully scale up from there?

Cameron Talischi: We are seeing a lot of organizations getting stuck in what we call “pilot purgatory” for several reasons. One is misplaced focus on technology versus what matters from a business perspective. Many organizations have identified several use cases and have development teams building these assets. But a lot of time is being spent on testing, analyzing, and benchmarking different tools such as LLMs [language learning models] even though the choice of the language model may be dictated by other factors and, ultimately, has a marginal impact on performance.

While there’s value in learning and experimenting with use cases, these need to be properly planned so they don’t become a distraction. Conversely, leading organizations that are thinking about scaling are shifting their focus to identifying the common code components behind applications. Earlier, we talked about extracting information from unstructured sources. Typically, these applications have similar architecture operating in the background. So, it’s possible to create reusable modules that can accelerate building similar use cases while also making it easier to manage them on the back end.

Another area where organizations get stuck is how they think about impact. We’ve seen many organizations source ideas from various parts of the business and prioritize them. But many of the use cases are very isolated and don’t generate much value, so the organization prolongs the pilot. If you’re not seeing value from a use case, even in isolation, you may want to move on. The better approach to driving business value is to reimagine domains and explore all the potential actions within each domain that can collectively drive meaningful change in the way work is accomplished. So that includes looking at all the levers at your disposal, not just gen AI. That approach better lends itself to scaling versus piloting an isolated use case.

Khaled Rifai: I fully agree. Reimaging domains is key because you can very quickly get to the restrictions connected to isolated use cases because of the dependencies with other systems and processes. We are at a point in time with gen AI where we should take a step back and really reimagine claims, underwriting, and distribution. By combining these technologies and thinking about how to design processes that capture the right data at the right point, we can drive meaningful change. This approach requires investments in more than just tech; it also takes quite some commitment, quite some investment, and quite some change to do so.

About QuantumBlack, AI by McKinsey

QuantumBlack, McKinsey’s AI arm, helps companies transform using the power of technology, technical expertise, and industry experts. With thousands of practitioners at QuantumBlack (data engineers, data scientists, product managers, designers, and software engineers) and McKinsey (industry and domain experts), we are working to solve the world’s most important AI challenges. QuantumBlack Labs is our center of technology development and client innovation, which has been driving cutting-edge advancements and developments in AI through locations across the globe.

Jörg Mußhoff: Do you have any pragmatic advice for our clients about what they should do to set this up and develop these capabilities over time?

Cameron Talischi: Everything must be anchored in a strategic vision and a road map, but in terms of capabilities, the data setup is critically important, especially as you think about gaining scale. You need to make sure that the data underpinning the possible use cases are in usable condition. We talked about the technology stack and this notion of creating infrastructure that can build and deliver use cases at an accelerated pace. You are touching on talent and operating models, which are equally important. One of the failures of some operating models is when the effort is solely tech-led versus business-led with the technology function as an enabler. It’s important to assess how much of the development is done centrally versus within the business.

You shouldn’t wait it out, because you need to build that muscle to understand what solutions you should buy. Khaled Rifai

On the talent side, organizations will most likely pursue a combination of building and buying: purchasing some of the capabilities and use cases from external vendors and building some internally, such as use cases that tie to your IP and ways of working. To build internally, you’ll need the requisite talent to create those capabilities. For example, new roles such as prompt engineers address how we interact with models and get the right behavior out of them. You need to build that muscle and some of those capabilities through a combination of tech and business to deploy them as part of the right operating model.

Khaled Rifai: Some companies wonder what to do about data management now that gen AI is being implemented at large vendors. Should they just wait it out? Our answer is no—you shouldn’t wait it out, because, as Cam said, you need to build that muscle to understand not only how to keep your organization safe but also what solutions you should buy that will fit your needs.

Jörg Mußhoff: Besides data privacy and security, there’s also a big regulatory question. Gen AI can be biased, which raises ethical questions. In the mid- to long-term use of these technologies, what should insurance carriers focus on to avoid risk?

Cameron Talischi: First and foremost, it’s important for insurance carriers to have a comprehensive framework in place that covers major AI-related risks such as data privacy issues or issues and concerns about accuracy and hallucinations. Incidentally, insurance carriers need to account for risks that they’re exposed to via the use of gen AI by customers or other parties they interact with. The use of image generation is a good example of this because it could lead to fraudulent claims.

Regarding data privacy, it is possible to have automated routines to identify PII [personal identifiable information] and strip that data—if it’s not needed—to ensure that it doesn’t leave a secure environment. With accuracy, it’s important to, in tandem with the business, have objective measures and targets for performance. Test these in advance of the application or use case going into production, but also implement routine audits postproduction to make sure that the performance reached expected levels.

Khaled Rifai: In terms of regulation in Europe, the EU Artificial Intelligence Act has recently been passed. With room for national regulations, national regulators of the insurance industry will look at certain cases to determine standards. In my experience, the regulations are good enough for clients to work with. I wouldn’t start with high-risk cases concerning decisions that impact the life and health of the insured, but instead begin with other use cases that we’re certain we can implement in a secure, customer-friendly way. The thing to remember is that nothing is static, and the ongoing process of shaping regulations means taking things one step at a time.

Cameron Talischi is a partner in McKinsey’s Chicago office, and Jörg Mußhoff is a senior partner in the Berlin office, where Khaled Rifai is a partner.

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Case study: Kingfisher Group takes DIY approach to AI roll-out across e-commerce sites

International home improvement retailer kingfisher group opens up about the evolution of its ai strategy, and the rewards it is reaping.

• Caroline Donnelly, Senior Editor, UK

Several months into the start of the global Covid-19 coronavirus pandemic, international home improvement retail group Kingfisher debuted a revamped company strategy focused on repositioning the organisation as a digital and service-oriented entity.

Kingfisher, which owns the B&Q, Screwfix and DIY.com brands in the UK, had seen several of its brands suffer sales declines as a result of what it termed in its 2020 financial results  as “the company’s operating model becoming overly complex”.

“While some of our banners [brands] have delivered growth over the past four years … our performance has been disappointing. Group sales and retail profit need to improve,” its financial report, published in June 2020, stated.

In the wake of this realisation, the Powered by Kingfisher strategy was created, with an emphasis on ensuring each of the company’s brands was meeting the diverse and distinct needs of their respective customer bases, while also drawing on the businesses “core strengths and commercial assets”.    

“To serve customers effectively today, we also need to be digital and service-orientated, while leveraging our strong store assets,” the report added.

A month after going public with its plans for a strategic shift in how the company operates, Kingfisher announced the creation of a new role within its customer team with the appointment of Tom Betts as group data director.

Fast forward several years, and these two events have led to Kingfisher having its own in-house data and artificial intelligence (AI) team whose efforts have seen it centrally develop and roll out various digital tools that have boosted sales across its brands.

On this point, the company’s 2024 financial report stated: “Our [brands] are leveraging data and artificial intelligence to build customer-centric tools and solutions, support better commercial decision-making and higher productivity, thereby unlocking significant new sources of revenue, profit and cash.”

Speaking to Computer Weekly, Mohsen Ghasempour, group AI director at Kingfisher, said the appointment of Betts led to the creation of a team that has steadily grown in size and whose work has led to a notable uptick in sale across the group.

“We started with almost zero people on AI, and today we have around 28 – a mixture of machine learning engineers, data scientists, and engineers – so we [have the internal capabilities] to develop our own AI solutions,” he said,

“If you look at our portfolio of AI offerings today, we have 30-plus different initiatives on the go … and it might surprise people to know how much AI technology is impacting the way the DIY industry is operating.”

The company is using AI in its supply chain management and logistics function to deliver a demand forecasting model that can predict how demand for certain products will change over a 12-month period, as well as to pick up on patterns within the reviews customers leave about its products.

“We have services that sit on top of our customer reviews to extract actionable insights. Our AI algorithm can detect that 200 reviews are about product quality, and what specifically they are complaining about,” said Ghasempour.  

The company is also working on some “very cool technology” that will help the group’s in-store customers find the products they are looking for more efficiently, he added. “There is a lot happening with AI here at the moment.”

AI at the beginning

However, when Ghasempour first joined the company three years ago, Kingfisher knew it wanted to use AI to help achieve its strategic goals, but was still figuring out what role the technology would play in its business.

“When we started, there was no plan in terms of ‘This is how we’re going to use AI’,” he said. “So, the question became ‘How are we going to use it?’”

The answer to that came through trying to address what Ghasempour describes as one of the businesses’ biggest problems: a customer wanting to buy a product online that is no longer in stock.

“It wasn’t an AI problem, it was a product availability issue [that needed solving] that was affecting customer experience,” he said. “At that time, the challenge was ‘How are we going to solve it?’, but we did not necessarily think the answer was in using AI.”

While addressing this challenge, the idea of creating an “alternative product” recommendation algorithm emerged, which Ghasempour said gave way to an exploration of what role AI could play in the process.

“We started investigating how we can use AI when customers are at the point of buying a product that is not available, and how you can recommend a product which is very similar to the product that they’re looking for as an alternative,” he said. “That was the first recommendation service we developed, it went live in early 2023 on [B&Q’s online site] diy.com.”

This service has now been rolled out, in one form or another, across all of Kingfisher’s brands, and since B&Q became the early adopter of the technology, the brand has seen more than 10% of its e-commerce sales originate from product recommendations, according to the company’s own stats.

“From the basic algorithm to solve one problem, today we have 10 different recommendation algorithms that try to help the customer journey in different ways by offering [serving customers information about] frequently bought together products and personalised recommendations,” said Ghasempour.

And the early success achieved from its first forays into building AI-powered recommendation engines allowed the company to take the concept of Powered by Kingfisher even further by providing it with the proof points needed to ditch some of its legacy tech providers, he added.

“We had some legacy recommendation providers on [our]  e-commerce platform, and we started running tests A-B tests against those providers to demonstrate that we can achieve better performance, which justified building [out] this in-house [data and AI] capability even more,” he said.

“We completely replaced all the third-party providers we used for recommendation engines, so all of that, across all of our e-commerce platforms, is now powered by internal capabilities.”

These capabilities have also been created using Google Cloud’s portfolio of AI tools , with Ghasempour revealing that Kingfisher has partnerships in place with Microsoft and Amazon Web Services (AWS) too.

“Anybody wanting to build any kind of AI capability needs some infrastructure and at Kingfisher we have a partnership with all three cloud providers, but when it comes to AI and data science capability, Google has a bit more of a mature platform, from our point of view,” he said. “It was more intuitive and easier to use, so we started building that capability in Google’s infrastructure.”

Attuned to AI with Athena

Google Cloud’s fully managed development platform, Vertex AI, is playing a foundational role in the delivery of Kingfisher’s AI and data strategy, as it forms the basis of the company’s AI orchestration framework Athena.

Before the introduction of Athena, Kingfisher was effectively setting about addressing individual customer pain points, such as lack of product availability, by creating the AI microservices needed to address these problems from scratch each time.

In Kingfisher’s own words , this way of working resulted in lengthy development times for each microservice, which in turn slowed down the release time for them and caused scalability issues.

What Athena does is allow the Kingfisher team to automatically select the correct, ready-made Microsoft needed to answer a specific user issue or query, which it claims has cut the development time for new AI services from months to weeks.

“This is a fairly new technology for us, and is probably about a year old,” said Ghasempour. “And the idea behind Athena was, ‘How can we actually build a framework that means we can start to utilise the services in a in a safe and secure way, but also move fast because whoever is using this technology fastest is going to get the competitive advantage?’”

Athena acts as a “wrapper” around existing large language models, such as Google Gemini and Chat GPT, that allows Kingfisher to tap into the respective capabilities of these competing tools at once.   

“Athena can wrap around all of those large language models, and provide a stronger and more powerful service because it can utilise all of those language models at the same time, plus build the security model around them. So, we can we can track all the conversation and we can make sure there is nothing inappropriate happening,” said Ghasempour.

This means Kingfisher can essentially take a “build once, apply everywhere” approach to rolling out AI services across its retail brands.

“You can just do the development once but you can scale it up to more banners [brands] while you’re still secure in the safe environment,” said Ghasempour.

Presently, Kingfisher is using Athena to create services that will make it even easier for the company’s customers to find products using AI-based conversational, image and text searches.

For instance, if a customer does not know the name of the piece of equipment they need to replace on a household item or what the name of a certain tool is, Athena makes it possible for the customer to search the product catalogue for what they need using an image and get a result in seconds.

“All they have to do is upload a photo of the part and we’ll show them exactly what they need,” said Ghasempour.

It is also experimenting with using Athena to moderate the content of the listings published on the marketplace section of diy.com, which allows third-party sellers to sell their home improvement wares online through its website.

“Athena assesses the description of the product to check for any racism or sexism, for example, and offers visual moderation of all the product images,” said Ghasempour.  

Furthermore, the technology is being put to use internally at Kingfisher, to assist its 82,000-strong workforce with finding information about the group’s employment policies and guidelines that are contained within hundreds of internal staff documents.

“In any organisation you have a lot of documentation, from the legal team or HR, that tell staff what the rules of working there are, but people don’t go read the documents. So, at the moment, we’re putting [Athena] on top of those documents, so staff can ask an [internal chatbot] about the maternity leave policy, for example, and get the information they need,” said Ghasempour.

“Over the next couple of months, we’ve got a few more services going live internally to empower our colleagues using this technology to do their day-to-day jobs more efficiently.”

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‘Worst-Case’ Disaster for Antarctic Ice Looks Less Likely, Study Finds

Global warming is putting the continent’s ice at risk of destruction in many forms. But one especially calamitous scenario might be a less pressing concern, a new study found.

By Raymond Zhong

For almost a decade, climate scientists have been trying to get their heads around a particularly disastrous scenario for how West Antarctica’s gigantic ice sheet might break apart, bringing catastrophe to the world’s coasts.

It goes like this: Once enough of the ice sheet’s floating edges melt away, what remains are immense, sheer cliffs of ice facing the sea. These cliffs will be so tall and steep that they are unstable. Great chunks of ice start breaking away from them, exposing even taller, even more-unstable cliffs. Soon, these start crumbling too, and before long you have runaway collapse.

As all this ice tumbles into the ocean, and assuming that nations’ emissions of heat-trapping gases climb to extremely high levels, Antarctica could contribute more than a foot to worldwide sea-level rise before the end of the century.

This calamitous chain of events is still hypothetical, yet scientists have taken it seriously enough to include it as a “low-likelihood, high-impact” possibility in the United Nations’ latest assessment of future sea-level increase.

Now, though, a group of researchers has put forth evidence that the prospect may be more remote than previously thought. As humans burn fossil fuels and heat the planet, West Antarctica’s ice remains vulnerable to destruction in many forms. But this particular form, in which ice cliffs collapse one after the other, looks less likely, according to the scientists’ computer simulations.

“We’re not saying that we’re safe,” said Mathieu Morlighem, a professor of earth science at Dartmouth College who led the research. “The Antarctic ice sheet is going to disappear; this is going to happen. The question is how fast.”

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https://educationhub.blog.gov.uk/2024/08/20/gcse-results-day-2024-number-grading-system/

GCSE results day 2024: Everything you need to know including the number grading system

Thousands of students across the country will soon be finding out their GCSE results and thinking about the next steps in their education.   

Here we explain everything you need to know about the big day, from when results day is, to the current 9-1 grading scale, to what your options are if your results aren’t what you’re expecting.  

When is GCSE results day 2024?  

GCSE results day will be taking place on Thursday the 22 August.     

The results will be made available to schools on Wednesday and available to pick up from your school by 8am on Thursday morning.  

Schools will issue their own instructions on how and when to collect your results.   

When did we change to a number grading scale?  

The shift to the numerical grading system was introduced in England in 2017 firstly in English language, English literature, and maths.  

By 2020 all subjects were shifted to number grades. This means anyone with GCSE results from 2017-2020 will have a combination of both letters and numbers.  

The numerical grading system was to signal more challenging GCSEs and to better differentiate between students’ abilities - particularly at higher grades between the A *-C grades. There only used to be 4 grades between A* and C, now with the numerical grading scale there are 6.  

What do the number grades mean?  

The grades are ranked from 1, the lowest, to 9, the highest.  

The grades don’t exactly translate, but the two grading scales meet at three points as illustrated below.  

The bottom of grade 7 is aligned with the bottom of grade A, while the bottom of grade 4 is aligned to the bottom of grade C.    

Meanwhile, the bottom of grade 1 is aligned to the bottom of grade G.  

What to do if your results weren’t what you were expecting?  

If your results weren’t what you were expecting, firstly don’t panic. You have options.  

First things first, speak to your school or college – they could be flexible on entry requirements if you’ve just missed your grades.   

They’ll also be able to give you the best tailored advice on whether re-sitting while studying for your next qualifications is a possibility.   

If you’re really unhappy with your results you can enter to resit all GCSE subjects in summer 2025. You can also take autumn exams in GCSE English language and maths.  

Speak to your sixth form or college to decide when it’s the best time for you to resit a GCSE exam.  

Look for other courses with different grade requirements     

Entry requirements vary depending on the college and course. Ask your school for advice, and call your college or another one in your area to see if there’s a space on a course you’re interested in.    

Consider an apprenticeship    

Apprenticeships combine a practical training job with study too. They’re open to you if you’re 16 or over, living in England, and not in full time education.  

As an apprentice you’ll be a paid employee, have the opportunity to work alongside experienced staff, gain job-specific skills, and get time set aside for training and study related to your role.   

You can find out more about how to apply here .  

Talk to a National Careers Service (NCS) adviser    

The National Career Service is a free resource that can help you with your career planning. Give them a call to discuss potential routes into higher education, further education, or the workplace.   

Whatever your results, if you want to find out more about all your education and training options, as well as get practical advice about your exam results, visit the  National Careers Service page  and Skills for Careers to explore your study and work choices.   

You may also be interested in:

• Results day 2024: What's next after picking up your A level, T level and VTQ results?
• When is results day 2024? GCSEs, A levels, T Levels and VTQs

Tags: GCSE grade equivalent , gcse number grades , GCSE results , gcse results day 2024 , gsce grades old and new , new gcse grades

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