what do you write in a case study

How to write a case study — examples, templates, and tools

It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.

That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.

A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.

In this article, you’ll learn:

What is a case study?

How to write a case study, case study templates, case study examples, case study tools.

A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.

The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:

• Celebrate the customer and make them — not a product or service — the star of the story.
• Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
• Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
• Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
• Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.

Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.

Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.

Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.

Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.

Here are the basic steps to writing a good case study.

1. Identify your goal

Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.

The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.

2. Choose your client or subject

Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.

The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.

Some of the most compelling case studies feature customers who:

• Switch from one product or service to another while naming competitors that missed the mark.
• Experience measurable results that are relatable to others in a specific industry.
• Represent well-known brands and recognizable names that are likely to compel action.
• Advocate for a product or service as a champion and are well-versed in its advantages.

Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.

3. Conduct research and compile data

Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.

This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.

4. Choose the right format

There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:

• An engaging headline
• A subject and customer introduction
• The unique challenge or challenges the customer faced
• The solution the customer used to solve the problem
• The results achieved
• Data and statistics to back up claims of success
• A strong call to action (CTA) to engage with the vendor

It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.

5. Write your case study

We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.

• Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
• Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
• Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
• Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
• Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
• Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.

6. Promote your story

Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.

Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.

Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.

Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.

Template 1 — Challenge-solution-result format

• Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
• Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
• Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
• Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
• Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
• Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.

Template 2 — Data-driven format

• Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
• Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
• Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
• Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.

While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.

Juniper Networks

One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.

The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.

Tata Consulting

When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.

Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.

When you’re ready to get started with a case study:

• Think about a few goals you’d like to accomplish with your content.
• Make a list of successful clients that would be strong candidates for a case study.
• Reach out to the client to get their approval and conduct an interview.
• Gather the data to present an engaging and effective customer story.

Adobe can help

There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.

To learn more, watch the Adobe Experience Platform story .

Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.

Watch the Real-Time CDP overview video to learn more.

Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.

Request a demo to learn more about Adobe Analytics.

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

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

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

How to Write a Case Study: Bookmarkable Guide & Template

Published: November 30, 2023

Earning the trust of prospective customers can be a struggle. Before you can even begin to expect to earn their business, you need to demonstrate your ability to deliver on what your product or service promises.

Sure, you could say that you're great at X or that you're way ahead of the competition when it comes to Y. But at the end of the day, what you really need to win new business is cold, hard proof.

One of the best ways to prove your worth is through a compelling case study. In fact, HubSpot’s 2020 State of Marketing report found that case studies are so compelling that they are the fifth most commonly used type of content used by marketers.

Below, I'll walk you through what a case study is, how to prepare for writing one, what you need to include in it, and how it can be an effective tactic. To jump to different areas of this post, click on the links below to automatically scroll.

Case Study Definition

Case study templates, how to write a case study.

• How to Format a Case Study

Business Case Study Examples

A case study is a specific challenge a business has faced, and the solution they've chosen to solve it. Case studies can vary greatly in length and focus on several details related to the initial challenge and applied solution, and can be presented in various forms like a video, white paper, blog post, etc.

In professional settings, it's common for a case study to tell the story of a successful business partnership between a vendor and a client. Perhaps the success you're highlighting is in the number of leads your client generated, customers closed, or revenue gained. Any one of these key performance indicators (KPIs) are examples of your company's services in action.

When done correctly, these examples of your work can chronicle the positive impact your business has on existing or previous customers and help you attract new clients.

Free Case Study Templates

Showcase your company's success using these three free case study templates.

• Data-Driven Case Study Template
• Product-Specific Case Study Template
• General Case Study Template

You're all set!

Click this link to access this resource at any time.

Why write a case study? 

I know, you’re thinking “ Okay, but why do I need to write one of these? ” The truth is that while case studies are a huge undertaking, they are powerful marketing tools that allow you to demonstrate the value of your product to potential customers using real-world examples. Here are a few reasons why you should write case studies. 

1. Explain Complex Topics or Concepts

Case studies give you the space to break down complex concepts, ideas, and strategies and show how they can be applied in a practical way. You can use real-world examples, like an existing client, and use their story to create a compelling narrative that shows how your product solved their issue and how those strategies can be repeated to help other customers get similar successful results.  

2. Show Expertise

Case studies are a great way to demonstrate your knowledge and expertise on a given topic or industry. This is where you get the opportunity to show off your problem-solving skills and how you’ve generated successful outcomes for clients you’ve worked with. 

3. Build Trust and Credibility

In addition to showing off the attributes above, case studies are an excellent way to build credibility. They’re often filled with data and thoroughly researched, which shows readers you’ve done your homework. They can have confidence in the solutions you’ve presented because they’ve read through as you’ve explained the problem and outlined step-by-step what it took to solve it. All of these elements working together enable you to build trust with potential customers.

4. Create Social Proof

Using existing clients that have seen success working with your brand builds social proof . People are more likely to choose your brand if they know that others have found success working with you. Case studies do just that — putting your success on display for potential customers to see. 

All of these attributes work together to help you gain more clients. Plus you can even use quotes from customers featured in these studies and repurpose them in other marketing content. Now that you know more about the benefits of producing a case study, let’s check out how long these documents should be. 

How long should a case study be?

The length of a case study will vary depending on the complexity of the project or topic discussed. However, as a general guideline, case studies typically range from 500 to 1,500 words. 

Whatever length you choose, it should provide a clear understanding of the challenge, the solution you implemented, and the results achieved. This may be easier said than done, but it's important to strike a balance between providing enough detail to make the case study informative and concise enough to keep the reader's interest.

The primary goal here is to effectively communicate the key points and takeaways of the case study. It’s worth noting that this shouldn’t be a wall of text. Use headings, subheadings, bullet points, charts, and other graphics to break up the content and make it more scannable for readers. We’ve also seen brands incorporate video elements into case studies listed on their site for a more engaging experience. 

Ultimately, the length of your case study should be determined by the amount of information necessary to convey the story and its impact without becoming too long. Next, let’s look at some templates to take the guesswork out of creating one. 

To help you arm your prospects with information they can trust, we've put together a step-by-step guide on how to create effective case studies for your business with free case study templates for creating your own.

Tell us a little about yourself below to gain access today:

And to give you more options, we’ll highlight some useful templates that serve different needs. But remember, there are endless possibilities when it comes to demonstrating the work your business has done.

1. General Case Study Template

Do you have a specific product or service that you’re trying to sell, but not enough reviews or success stories? This Product Specific case study template will help.

This template relies less on metrics, and more on highlighting the customer’s experience and satisfaction. As you follow the template instructions, you’ll be prompted to speak more about the benefits of the specific product, rather than your team’s process for working with the customer.

4. Bold Social Media Business Case Study Template

You can find templates that represent different niches, industries, or strategies that your business has found success in — like a bold social media business case study template.

In this template, you can tell the story of how your social media marketing strategy has helped you or your client through collaboration or sale of your service. Customize it to reflect the different marketing channels used in your business and show off how well your business has been able to boost traffic, engagement, follows, and more.

5. Lead Generation Business Case Study Template

It’s important to note that not every case study has to be the product of a sale or customer story, sometimes they can be informative lessons that your own business has experienced. A great example of this is the Lead Generation Business case study template.

If you’re looking to share operational successes regarding how your team has improved processes or content, you should include the stories of different team members involved, how the solution was found, and how it has made a difference in the work your business does.

Now that we’ve discussed different templates and ideas for how to use them, let’s break down how to create your own case study with one.

• Get started with case study templates.
• Determine the case study's objective.
• Establish a case study medium.
• Find the right case study candidate.
• Contact your candidate for permission to write about them.
• Ensure you have all the resources you need to proceed once you get a response.
• Download a case study email template.
• Define the process you want to follow with the client.
• Ensure you're asking the right questions.
• Layout your case study format.
• Publish and promote your case study.

1. Get started with case study templates.

Telling your customer's story is a delicate process — you need to highlight their success while naturally incorporating your business into their story.

If you're just getting started with case studies, we recommend you download HubSpot's Case Study Templates we mentioned before to kickstart the process.

2. Determine the case study's objective.

All business case studies are designed to demonstrate the value of your services, but they can focus on several different client objectives.

Your first step when writing a case study is to determine the objective or goal of the subject you're featuring. In other words, what will the client have succeeded in doing by the end of the piece?

The client objective you focus on will depend on what you want to prove to your future customers as a result of publishing this case study.

Your case study can focus on one of the following client objectives:

• Complying with government regulation
• Lowering business costs
• Becoming profitable
• Generating more leads
• Closing on more customers
• Generating more revenue
• Expanding into a new market
• Becoming more sustainable or energy-efficient

3. Establish a case study medium.

Next, you'll determine the medium in which you'll create the case study. In other words, how will you tell this story?

Case studies don't have to be simple, written one-pagers. Using different media in your case study can allow you to promote your final piece on different channels. For example, while a written case study might just live on your website and get featured in a Facebook post, you can post an infographic case study on Pinterest and a video case study on your YouTube channel.

Here are some different case study mediums to consider:

Written Case Study

Consider writing this case study in the form of an ebook and converting it to a downloadable PDF. Then, gate the PDF behind a landing page and form for readers to fill out before downloading the piece, allowing this case study to generate leads for your business.

Video Case Study

Plan on meeting with the client and shooting an interview. Seeing the subject, in person, talk about the service you provided them can go a long way in the eyes of your potential customers.

Infographic Case Study

Use the long, vertical format of an infographic to tell your success story from top to bottom. As you progress down the infographic, emphasize major KPIs using bigger text and charts that show the successes your client has had since working with you.

Podcast Case Study

Podcasts are a platform for you to have a candid conversation with your client. This type of case study can sound more real and human to your audience — they'll know the partnership between you and your client was a genuine success.

4. Find the right case study candidate.

Writing about your previous projects requires more than picking a client and telling a story. You need permission, quotes, and a plan. To start, here are a few things to look for in potential candidates.

Product Knowledge

It helps to select a customer who's well-versed in the logistics of your product or service. That way, he or she can better speak to the value of what you offer in a way that makes sense for future customers.

Remarkable Results

Clients that have seen the best results are going to make the strongest case studies. If their own businesses have seen an exemplary ROI from your product or service, they're more likely to convey the enthusiasm that you want prospects to feel, too.

One part of this step is to choose clients who have experienced unexpected success from your product or service. When you've provided non-traditional customers — in industries that you don't usually work with, for example — with positive results, it can help to remove doubts from prospects.

Recognizable Names

While small companies can have powerful stories, bigger or more notable brands tend to lend credibility to your own. In fact, 89% of consumers say they'll buy from a brand they already recognize over a competitor, especially if they already follow them on social media.

Customers that came to you after working with a competitor help highlight your competitive advantage and might even sway decisions in your favor.

5. Contact your candidate for permission to write about them.

To get the case study candidate involved, you have to set the stage for clear and open communication. That means outlining expectations and a timeline right away — not having those is one of the biggest culprits in delayed case study creation.

Most importantly at this point, however, is getting your subject's approval. When first reaching out to your case study candidate, provide them with the case study's objective and format — both of which you will have come up with in the first two steps above.

To get this initial permission from your subject, put yourself in their shoes — what would they want out of this case study? Although you're writing this for your own company's benefit, your subject is far more interested in the benefit it has for them.

Benefits to Offer Your Case Study Candidate

Here are four potential benefits you can promise your case study candidate to gain their approval.

Brand Exposure

Explain to your subject to whom this case study will be exposed, and how this exposure can help increase their brand awareness both in and beyond their own industry. In the B2B sector, brand awareness can be hard to collect outside one's own market, making case studies particularly useful to a client looking to expand their name's reach.

Employee Exposure

Allow your subject to provide quotes with credits back to specific employees. When this is an option for them, their brand isn't the only thing expanding its reach — their employees can get their name out there, too. This presents your subject with networking and career development opportunities they might not have otherwise.

Product Discount

This is a more tangible incentive you can offer your case study candidate, especially if they're a current customer of yours. If they agree to be your subject, offer them a product discount — or a free trial of another product — as a thank-you for their help creating your case study.

Backlinks and Website Traffic

Here's a benefit that is sure to resonate with your subject's marketing team: If you publish your case study on your website, and your study links back to your subject's website — known as a "backlink" — this small gesture can give them website traffic from visitors who click through to your subject's website.

Additionally, a backlink from you increases your subject's page authority in the eyes of Google. This helps them rank more highly in search engine results and collect traffic from readers who are already looking for information about their industry.

6. Ensure you have all the resources you need to proceed once you get a response.

So you know what you’re going to offer your candidate, it’s time that you prepare the resources needed for if and when they agree to participate, like a case study release form and success story letter.

Let's break those two down.

Case Study Release Form

This document can vary, depending on factors like the size of your business, the nature of your work, and what you intend to do with the case studies once they are completed. That said, you should typically aim to include the following in the Case Study Release Form:

• A clear explanation of why you are creating this case study and how it will be used.
• A statement defining the information and potentially trademarked information you expect to include about the company — things like names, logos, job titles, and pictures.
• An explanation of what you expect from the participant, beyond the completion of the case study. For example, is this customer willing to act as a reference or share feedback, and do you have permission to pass contact information along for these purposes?
• A note about compensation.

Success Story Letter

As noted in the sample email, this document serves as an outline for the entire case study process. Other than a brief explanation of how the customer will benefit from case study participation, you'll want to be sure to define the following steps in the Success Story Letter.

7. Download a case study email template.

While you gathered your resources, your candidate has gotten time to read over the proposal. When your candidate approves of your case study, it's time to send them a release form.

A case study release form tells you what you'll need from your chosen subject, like permission to use any brand names and share the project information publicly. Kick-off this process with an email that runs through exactly what they can expect from you, as well as what you need from them. To give you an idea of what that might look like, check out this sample email:

8. Define the process you want to follow with the client.

Before you can begin the case study, you have to have a clear outline of the case study process with your client. An example of an effective outline would include the following information.

The Acceptance

First, you'll need to receive internal approval from the company's marketing team. Once approved, the Release Form should be signed and returned to you. It's also a good time to determine a timeline that meets the needs and capabilities of both teams.

The Questionnaire

To ensure that you have a productive interview — which is one of the best ways to collect information for the case study — you'll want to ask the participant to complete a questionnaire before this conversation. That will provide your team with the necessary foundation to organize the interview, and get the most out of it.

The Interview

Once the questionnaire is completed, someone on your team should reach out to the participant to schedule a 30- to 60-minute interview, which should include a series of custom questions related to the customer's experience with your product or service.

The Draft Review

After the case study is composed, you'll want to send a draft to the customer, allowing an opportunity to give you feedback and edits.

The Final Approval

Once any necessary edits are completed, send a revised copy of the case study to the customer for final approval.

Once the case study goes live — on your website or elsewhere — it's best to contact the customer with a link to the page where the case study lives. Don't be afraid to ask your participants to share these links with their own networks, as it not only demonstrates your ability to deliver positive results and impressive growth, as well.

9. Ensure you're asking the right questions.

Before you execute the questionnaire and actual interview, make sure you're setting yourself up for success. A strong case study results from being prepared to ask the right questions. What do those look like? Here are a few examples to get you started:

• What are your goals?
• What challenges were you experiencing before purchasing our product or service?
• What made our product or service stand out against our competitors?
• What did your decision-making process look like?
• How have you benefited from using our product or service? (Where applicable, always ask for data.)

Keep in mind that the questionnaire is designed to help you gain insights into what sort of strong, success-focused questions to ask during the actual interview. And once you get to that stage, we recommend that you follow the "Golden Rule of Interviewing." Sounds fancy, right? It's actually quite simple — ask open-ended questions.

If you're looking to craft a compelling story, "yes" or "no" answers won't provide the details you need. Focus on questions that invite elaboration, such as, "Can you describe ...?" or, "Tell me about ..."

In terms of the interview structure, we recommend categorizing the questions and flowing them into six specific sections that will mirror a successful case study format. Combined, they'll allow you to gather enough information to put together a rich, comprehensive study.

Open with the customer's business.

The goal of this section is to generate a better understanding of the company's current challenges and goals, and how they fit into the landscape of their industry. Sample questions might include:

• How long have you been in business?
• How many employees do you have?
• What are some of the objectives of your department at this time?

Cite a problem or pain point.

To tell a compelling story, you need context. That helps match the customer's need with your solution. Sample questions might include:

• What challenges and objectives led you to look for a solution?
• What might have happened if you did not identify a solution?
• Did you explore other solutions before this that did not work out? If so, what happened?

Discuss the decision process.

Exploring how the customer decided to work with you helps to guide potential customers through their own decision-making processes. Sample questions might include:

• How did you hear about our product or service?
• Who was involved in the selection process?
• What was most important to you when evaluating your options?

Explain how a solution was implemented.

The focus here should be placed on the customer's experience during the onboarding process. Sample questions might include:

• How long did it take to get up and running?
• Did that meet your expectations?
• Who was involved in the process?

Explain how the solution works.

The goal of this section is to better understand how the customer is using your product or service. Sample questions might include:

• Is there a particular aspect of the product or service that you rely on most?
• Who is using the product or service?

End with the results.

In this section, you want to uncover impressive measurable outcomes — the more numbers, the better. Sample questions might include:

• How is the product or service helping you save time and increase productivity?
• In what ways does that enhance your competitive advantage?
• How much have you increased metrics X, Y, and Z?

10. Lay out your case study format.

When it comes time to take all of the information you've collected and actually turn it into something, it's easy to feel overwhelmed. Where should you start? What should you include? What's the best way to structure it?

To help you get a handle on this step, it's important to first understand that there is no one-size-fits-all when it comes to the ways you can present a case study. They can be very visual, which you'll see in some of the examples we've included below, and can sometimes be communicated mostly through video or photos, with a bit of accompanying text.

Here are the sections we suggest, which we'll cover in more detail down below:

• Title: Keep it short. Develop a succinct but interesting project name you can give the work you did with your subject.
• Subtitle: Use this copy to briefly elaborate on the accomplishment. What was done? The case study itself will explain how you got there.
• Executive Summary : A 2-4 sentence summary of the entire story. You'll want to follow it with 2-3 bullet points that display metrics showcasing success.
• About the Subject: An introduction to the person or company you served, which can be pulled from a LinkedIn Business profile or client website.
• Challenges and Objectives: A 2-3 paragraph description of the customer's challenges, before using your product or service. This section should also include the goals or objectives the customer set out to achieve.
• How Product/Service Helped: A 2-3 paragraph section that describes how your product or service provided a solution to their problem.
• Results: A 2-3 paragraph testimonial that proves how your product or service specifically benefited the person or company and helped achieve its goals. Include numbers to quantify your contributions.
• Supporting Visuals or Quotes: Pick one or two powerful quotes that you would feature at the bottom of the sections above, as well as a visual that supports the story you are telling.
• Future Plans: Everyone likes an epilogue. Comment on what's ahead for your case study subject, whether or not those plans involve you.
• Call to Action (CTA): Not every case study needs a CTA, but putting a passive one at the end of your case study can encourage your readers to take an action on your website after learning about the work you've done.

When laying out your case study, focus on conveying the information you've gathered in the most clear and concise way possible. Make it easy to scan and comprehend, and be sure to provide an attractive call-to-action at the bottom — that should provide readers an opportunity to learn more about your product or service.

11. Publish and promote your case study.

Once you've completed your case study, it's time to publish and promote it. Some case study formats have pretty obvious promotional outlets — a video case study can go on YouTube, just as an infographic case study can go on Pinterest.

But there are still other ways to publish and promote your case study. Here are a couple of ideas:

Lead Gen in a Blog Post

As stated earlier in this article, written case studies make terrific lead-generators if you convert them into a downloadable format, like a PDF. To generate leads from your case study, consider writing a blog post that tells an abbreviated story of your client's success and asking readers to fill out a form with their name and email address if they'd like to read the rest in your PDF.

Then, promote this blog post on social media, through a Facebook post or a tweet.

Published as a Page on Your Website

As a growing business, you might need to display your case study out in the open to gain the trust of your target audience.

Rather than gating it behind a landing page, publish your case study to its own page on your website, and direct people here from your homepage with a "Case Studies" or "Testimonials" button along your homepage's top navigation bar.

Format for a Case Study

The traditional case study format includes the following parts: a title and subtitle, a client profile, a summary of the customer’s challenges and objectives, an account of how your solution helped, and a description of the results. You might also want to include supporting visuals and quotes, future plans, and calls-to-action.

Image Source

The title is one of the most important parts of your case study. It should draw readers in while succinctly describing the potential benefits of working with your company. To that end, your title should:

• State the name of your custome r. Right away, the reader must learn which company used your products and services. This is especially important if your customer has a recognizable brand. If you work with individuals and not companies, you may omit the name and go with professional titles: “A Marketer…”, “A CFO…”, and so forth.
• State which product your customer used . Even if you only offer one product or service, or if your company name is the same as your product name, you should still include the name of your solution. That way, readers who are not familiar with your business can become aware of what you sell.
• Allude to the results achieved . You don’t necessarily need to provide hard numbers, but the title needs to represent the benefits, quickly. That way, if a reader doesn’t stay to read, they can walk away with the most essential information: Your product works.

The example above, “Crunch Fitness Increases Leads and Signups With HubSpot,” achieves all three — without being wordy. Keeping your title short and sweet is also essential.

2. Subtitle

Your subtitle is another essential part of your case study — don’t skip it, even if you think you’ve done the work with the title. In this section, include a brief summary of the challenges your customer was facing before they began to use your products and services. Then, drive the point home by reiterating the benefits your customer experienced by working with you.

The above example reads:

“Crunch Fitness was franchising rapidly when COVID-19 forced fitness clubs around the world to close their doors. But the company stayed agile by using HubSpot to increase leads and free trial signups.”

We like that the case study team expressed the urgency of the problem — opening more locations in the midst of a pandemic — and placed the focus on the customer’s ability to stay agile.

3. Executive Summary

The executive summary should provide a snapshot of your customer, their challenges, and the benefits they enjoyed from working with you. Think it’s too much? Think again — the purpose of the case study is to emphasize, again and again, how well your product works.

The good news is that depending on your design, the executive summary can be mixed with the subtitle or with the “About the Company” section. Many times, this section doesn’t need an explicit “Executive Summary” subheading. You do need, however, to provide a convenient snapshot for readers to scan.

In the above example, ADP included information about its customer in a scannable bullet-point format, then provided two sections: “Business Challenge” and “How ADP Helped.” We love how simple and easy the format is to follow for those who are unfamiliar with ADP or its typical customer.

4. About the Company

Readers need to know and understand who your customer is. This is important for several reasons: It helps your reader potentially relate to your customer, it defines your ideal client profile (which is essential to deter poor-fit prospects who might have reached out without knowing they were a poor fit), and it gives your customer an indirect boon by subtly promoting their products and services.

Feel free to keep this section as simple as possible. You can simply copy and paste information from the company’s LinkedIn, use a quote directly from your customer, or take a more creative storytelling approach.

In the above example, HubSpot included one paragraph of description for Crunch Fitness and a few bullet points. Below, ADP tells the story of its customer using an engaging, personable technique that effectively draws readers in.

5. Challenges and Objectives

The challenges and objectives section of your case study is the place to lay out, in detail, the difficulties your customer faced prior to working with you — and what they hoped to achieve when they enlisted your help.

In this section, you can be as brief or as descriptive as you’d like, but remember: Stress the urgency of the situation. Don’t understate how much your customer needed your solution (but don’t exaggerate and lie, either). Provide contextual information as necessary. For instance, the pandemic and societal factors may have contributed to the urgency of the need.

Take the above example from design consultancy IDEO:

“Educational opportunities for adults have become difficult to access in the United States, just when they’re needed most. To counter this trend, IDEO helped the city of South Bend and the Drucker Institute launch Bendable, a community-powered platform that connects people with opportunities to learn with and from each other.”

We love how IDEO mentions the difficulties the United States faces at large, the efforts its customer is taking to address these issues, and the steps IDEO took to help.

6. How Product/Service Helped

This is where you get your product or service to shine. Cover the specific benefits that your customer enjoyed and the features they gleaned the most use out of. You can also go into detail about how you worked with and for your customer. Maybe you met several times before choosing the right solution, or you consulted with external agencies to create the best package for them.

Whatever the case may be, try to illustrate how easy and pain-free it is to work with the representatives at your company. After all, potential customers aren’t looking to just purchase a product. They’re looking for a dependable provider that will strive to exceed their expectations.

In the above example, IDEO describes how it partnered with research institutes and spoke with learners to create Bendable, a free educational platform. We love how it shows its proactivity and thoroughness. It makes potential customers feel that IDEO might do something similar for them.

The results are essential, and the best part is that you don’t need to write the entirety of the case study before sharing them. Like HubSpot, IDEO, and ADP, you can include the results right below the subtitle or executive summary. Use data and numbers to substantiate the success of your efforts, but if you don’t have numbers, you can provide quotes from your customers.

We can’t overstate the importance of the results. In fact, if you wanted to create a short case study, you could include your title, challenge, solution (how your product helped), and result.

8. Supporting Visuals or Quotes

Let your customer speak for themselves by including quotes from the representatives who directly interfaced with your company.

Visuals can also help, even if they’re stock images. On one side, they can help you convey your customer’s industry, and on the other, they can indirectly convey your successes. For instance, a picture of a happy professional — even if they’re not your customer — will communicate that your product can lead to a happy client.

In this example from IDEO, we see a man standing in a boat. IDEO’s customer is neither the man pictured nor the manufacturer of the boat, but rather Conservation International, an environmental organization. This imagery provides a visually pleasing pattern interrupt to the page, while still conveying what the case study is about.

9. Future Plans

This is optional, but including future plans can help you close on a more positive, personable note than if you were to simply include a quote or the results. In this space, you can show that your product will remain in your customer’s tech stack for years to come, or that your services will continue to be instrumental to your customer’s success.

Alternatively, if you work only on time-bound projects, you can allude to the positive impact your customer will continue to see, even after years of the end of the contract.

10. Call to Action (CTA)

Not every case study needs a CTA, but we’d still encourage it. Putting one at the end of your case study will encourage your readers to take an action on your website after learning about the work you've done.

It will also make it easier for them to reach out, if they’re ready to start immediately. You don’t want to lose business just because they have to scroll all the way back up to reach out to your team.

To help you visualize this case study outline, check out the case study template below, which can also be downloaded here .

You drove the results, made the connection, set the expectations, used the questionnaire to conduct a successful interview, and boiled down your findings into a compelling story. And after all of that, you're left with a little piece of sales enabling gold — a case study.

To show you what a well-executed final product looks like, have a look at some of these marketing case study examples.

1. "Shopify Uses HubSpot CRM to Transform High Volume Sales Organization," by HubSpot

What's interesting about this case study is the way it leads with the customer. This reflects a major HubSpot value, which is to always solve for the customer first. The copy leads with a brief description of why Shopify uses HubSpot and is accompanied by a short video and some basic statistics on the company.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the additional text on the page. So, while case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

2. "New England Journal of Medicine," by Corey McPherson Nash

When branding and design studio Corey McPherson Nash showcases its work, it makes sense for it to be visual — after all, that's what they do. So in building the case study for the studio's work on the New England Journal of Medicine's integrated advertising campaign — a project that included the goal of promoting the client's digital presence — Corey McPherson Nash showed its audience what it did, rather than purely telling it.

Notice that the case study does include some light written copy — which includes the major points we've suggested — but lets the visuals do the talking, allowing users to really absorb the studio's services.

3. "Designing the Future of Urban Farming," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, he or she is greeted with a big, bold photo, and two very simple columns of text — "The Challenge" and "The Outcome."

Immediately, IDEO has communicated two of the case study's major pillars. And while that's great — the company created a solution for vertical farming startup INFARM's challenge — it doesn't stop there. As the user scrolls down, those pillars are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and additional visuals.

4. "Secure Wi-Fi Wins Big for Tournament," by WatchGuard

Then, there are the cases when visuals can tell almost the entire story — when executed correctly. Network security provider WatchGuard can do that through this video, which tells the story of how its services enhanced the attendee and vendor experience at the Windmill Ultimate Frisbee tournament.

5. Rock and Roll Hall of Fame Boosts Social Media Engagement and Brand Awareness with HubSpot

In the case study above , HubSpot uses photos, videos, screenshots, and helpful stats to tell the story of how the Rock and Roll Hall of Fame used the bot, CRM, and social media tools to gain brand awareness.

6. Small Desk Plant Business Ups Sales by 30% With Trello

This case study from Trello is straightforward and easy to understand. It begins by explaining the background of the company that decided to use it, what its goals were, and how it planned to use Trello to help them.

It then goes on to discuss how the software was implemented and what tasks and teams benefited from it. Towards the end, it explains the sales results that came from implementing the software and includes quotes from decision-makers at the company that implemented it.

7. Facebook's Mercedes Benz Success Story

Facebook's Success Stories page hosts a number of well-designed and easy-to-understand case studies that visually and editorially get to the bottom line quickly.

Each study begins with key stats that draw the reader in. Then it's organized by highlighting a problem or goal in the introduction, the process the company took to reach its goals, and the results. Then, in the end, Facebook notes the tools used in the case study.

Showcasing Your Work

You work hard at what you do. Now, it's time to show it to the world — and, perhaps more important, to potential customers. Before you show off the projects that make you the proudest, we hope you follow these important steps that will help you effectively communicate that work and leave all parties feeling good about it.

Editor's Note: This blog post was originally published in February 2017 but was updated for comprehensiveness and freshness in July 2021.

Don't forget to share this post!

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• Case Study | Definition, Examples & Methods

Case Study | Definition, Examples & Methods

Published on 5 May 2022 by Shona McCombes . Revised on 30 January 2023.

A case study is a detailed study of a specific subject, such as a person, group, place, event, organisation, 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 analyse the case.

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

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.

If you find yourself aiming to simultaneously investigate and solve an issue, consider conducting action research . As its name suggests, action research conducts research and takes action at the same time, and is highly iterative and flexible. 

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

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 .

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 analyse 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.

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How to Write a Case Study | Examples & Methods

What is a case study?

A case study is a research approach that provides an in-depth examination of a particular phenomenon, event, organization, or individual. It involves analyzing and interpreting data to provide a comprehensive understanding of the subject under investigation. 

Case studies can be used in various disciplines, including business, social sciences, medicine ( clinical case report ), engineering, and education. The aim of a case study is to provide an in-depth exploration of a specific subject, often with the goal of generating new insights into the phenomena being studied.

When to write a case study

Case studies are often written to present the findings of an empirical investigation or to illustrate a particular point or theory. They are useful when researchers want to gain an in-depth understanding of a specific phenomenon or when they are interested in exploring new areas of inquiry. 

Case studies are also useful when the subject of the research is rare or when the research question is complex and requires an in-depth examination. A case study can be a good fit for a thesis or dissertation as well.

Case study examples

Below are some examples of case studies with their research questions:

These examples demonstrate the diversity of research questions and case studies that can be explored. From studying small businesses in Ghana to the ethical issues in supply chains, case studies can be used to explore a wide range of phenomena.

Outlying cases vs. representative cases

An outlying case stud y refers to a case that is unusual or deviates significantly from the norm. An example of an outlying case study could be a small, family-run bed and breakfast that was able to survive and even thrive during the COVID-19 pandemic, while other larger hotels struggled to stay afloat.

On the other hand, a representative case study refers to a case that is typical of the phenomenon being studied. An example of a representative case study could be a hotel chain that operates in multiple locations that faced significant challenges during the COVID-19 pandemic, such as reduced demand for hotel rooms, increased safety and health protocols, and supply chain disruptions. The hotel chain case could be representative of the broader hospitality industry during the pandemic, and thus provides an insight into the typical challenges that businesses in the industry faced.

Steps for Writing a Case Study

As with any academic paper, writing a case study requires careful preparation and research before a single word of the document is ever written. Follow these basic steps to ensure that you don’t miss any crucial details when composing your case study.

Step 1: Select a case to analyze

After you have developed your statement of the problem and research question , the first step in writing a case study is to select a case that is representative of the phenomenon being investigated or that provides an outlier. For example, if a researcher wants to explore the impact of COVID-19 on the hospitality industry, they could select a representative case, such as a hotel chain that operates in multiple locations, or an outlying case, such as a small bed and breakfast that was able to pivot their business model to survive during the pandemic. Selecting the appropriate case is critical in ensuring the research question is adequately explored.

Step 2: Create a theoretical framework

Theoretical frameworks are used to guide the analysis and interpretation of data in a case study. The framework should provide a clear explanation of the key concepts, variables, and relationships that are relevant to the research question. The theoretical framework can be drawn from existing literature, or the researcher can develop their own framework based on the data collected. The theoretical framework should be developed early in the research process to guide the data collection and analysis.

To give your case analysis a strong theoretical grounding, be sure to include a literature review of references and sources relating to your topic and develop a clear theoretical framework. Your case study does not simply stand on its own but interacts with other studies related to your topic. Your case study can do one of the following: 

• Demonstrate a theory by showing how it explains the case being investigated
• Broaden a theory by identifying additional concepts and ideas that can be incorporated to strengthen it
• Confront a theory via an outlier case that does not conform to established conclusions or assumptions

Step 3: Collect data for your case study

Data collection can involve a variety of research methods , including interviews, surveys, observations, and document analyses, and it can include both primary and secondary sources . It is essential to ensure that the data collected is relevant to the research question and that it is collected in a systematic and ethical manner. Data collection methods should be chosen based on the research question and the availability of data. It is essential to plan data collection carefully to ensure that the data collected is of high quality

Step 4: Describe the case and analyze the details

The final step is to describe the case in detail and analyze the data collected. This involves identifying patterns and themes that emerge from the data and drawing conclusions that are relevant to the research question. It is essential to ensure that the analysis is supported by the data and that any limitations or alternative explanations are acknowledged.

The manner in which you report your findings depends on the type of research you are doing. Some case studies are structured like a standard academic paper, with separate sections or chapters for the methods section , results section , and discussion section , while others are structured more like a standalone literature review.

Regardless of the topic you choose to pursue, writing a case study requires a systematic and rigorous approach to data collection and analysis. By following the steps outlined above and using examples from existing literature, researchers can create a comprehensive and insightful case study that contributes to the understanding of a particular phenomenon.

Preparing Your Case Study for Publication

After completing the draft of your case study, be sure to revise and edit your work for any mistakes, including grammatical errors , punctuation errors , spelling mistakes, and awkward sentence structure . Ensure that your case study is well-structured and that your arguments are well-supported with language that follows the conventions of academic writing .  To ensure your work is polished for style and free of errors, get English editing services from Wordvice, including our paper editing services and manuscript editing services . Let our academic subject experts enhance the style and flow of your academic work so you can submit your case study with confidence.

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

• October 7, 2022

Content Manager at SocialBee

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

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

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

Let’s get started!

What Is a Case Study?

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

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

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

Case studies can be structured in different formats:

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

Case Study Benefits

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

Here are the benefits of writing a case study:

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

How to Write a Case Study

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

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

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

Step 1: Identify the Topic of Your Case Study

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

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

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

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

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

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

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

Step 2: Start Collaborating with a Client

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

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

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

Your message should include:

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

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

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

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

Step 3: Prepare Questions for the Interview

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

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

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

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

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

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

A. The Client’s Background Information

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

Here are some question ideas:

B. The Problem

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

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

You can ask your client the following case study questions:

C. The Start of the Collaboration

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

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

D. The Solution

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

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

Have a look at these question examples:

E. The Results

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

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

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

Step 4: Conduct the Case Study Interview

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

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

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

Step 5: Structure Your Case Study 

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

Here are the components of a case study:

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

A. Engaging Title

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

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

The best case study titles contain:

• Relevant keywords
• Customer pain points
• Clear result

Case study example :

B. Executive Summary

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

Here is what you should include in your executive summary:

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

C. Client Description 

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

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

D. Introduction to the Problem

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

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

E. The Problem-Solving Process

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

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

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

F. Progress and Results

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

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

Step 6: Make It Visual

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

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

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

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

PRO TIP: Share Your Case Study Across All Marketing Channels

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

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

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

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

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

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

Share Your Case Study on Social Media with SocialBee!

Get to writing your own case study.

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

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

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

Article written by

Content writer at SocialBee

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How To Write A Case Study [Template plus 20+ Examples]

In an era where every niche seems completely saturated, learning how to write a case study is one of the most important time investments you can make in your business.

That’s because case studies help you present a compelling story of success to bottom-of–funnel decision makers. Do it right, and a solid case study can greatly increase your chances of closing new deals.

A 2023 study from the Content Marketing Institute found that 36% of B2B marketers consider case studies to be effective tools for converting prospects into customers.

In this article, I’ll show you step-by-step exactly how to write a case study that makes an impact. Along the way, I’ll highlight several stellar case studies that illustrate how to do it right.

What you will learn

• What a case study is and what it's not.
• How an effective case study can help establish you as an expert and land more clients.
• How to choose the right topic for your case study, taking into account client successes and broad appeal in your customer's industry.
• The essential parts of a good case study and how to write each one.
• Style and formatting points that will make your case study stand out for readers to understand.
• 4 tips for conducting an effective client interview.
• 6 real-life case studies that you can use as examples for creating your own customer stories.

What is a case study?

A case study is a detailed story about how your products or services helped a client overcome a challenge or meet a goal. Its main purpose is to prove to potential customers that you understand their problems and have the experience and expertise to help solve them.

But, even though a case study can help you attract and win customers, it's not just an advertisement for your offerings.

In truth, your company shouldn’t even be the main focus of a good case study.

Instead, a winning case study follows a successful business transformation from beginning to end and shows how you made it all possible for your client.

An example of a case study that conveys a strong customer story is the deep dive we did into how ClickUp used SurferSEO to boost their blog traffic by 85% in a year.

Why you should write a case study

The most obvious reason why you should write a case study is that it's a great way to show potential customers how others in their position have benefited from your product or service.

Here are a few of the key benefits of writing a case study, all of which can help you turn readers into customers.

Demonstrates expertise 

A well-written case study shows clearly how your company solved a complex problem or helped a particular customer make improvements using your solution.

This is the sort of expertise other potential clients will look for when they run into the same sort of issues.

For instance, one of CrowdStrike's case studies shows how they helped Vijilan scale its logging capacity so they could stop turning away business.

This positions CrowdStrike as experts in helping deal with log management issues.

Other companies dealing with their own logging problems will definitely find this to be a compelling story. And you can bet CrowdStrike will be on their short list of potential solution providers after reading this case study.

Educates potential customers 

You might have the best product on the market, but it won't do you any good if potential clients don't understand how it might help them.

A case study breaks down those barriers by showing real-life examples of your product in action, helping other customers solve their problems.

A good example is the Trello case study library .

Each story gives detailed examples showing how the customer uses Trello and includes actual screenshots from their workflows.

Here is an interesting snapshot from the BurgerFi example.

Here, you get a glimpse of a live Trello board that BurgerFi uses to manage their marketing assets.

By showing how existing clients use your product, you make it a lot easier for future customers to imagine how it might work for their needs, too.

Generates leads 

A strong case study is a valuable piece of content that provides insights and can help companies make decisions.

Many of them would be happy to give you their contact information in exchange for the chance to read about potential solutions to their problems.

That combination of valuable content and a hungry market makes case studies great tools for lead generation.

You can either gate part of your case study and leave the rest of it public, or require an email address and other contact information in order to download the full study.

That's the approach Pulsara took in detailing how their telehealth communication platform helped EvergreenHealth improve efficiency:

The names and addresses you collect with this approach will be about as warm as you could ever hope for since they probably have the same sort of problems you solved in your case study.

Along the same lines, case studies can be extremely effective in upselling or cross-selling other products to the decision-makers who read them.

And they are great tools for persuading a client to make a purchase with you.

Indeed, a great case study can often be the "final straw" that lands you a client considering your services.

A 2023 survey by Uplift Content , for example, found that 39% of SaaS marketers ranked case studies as being very effective for increasing sales.

That made it their #1 tactic for the second year in a row.

Builds trust 

Potential clients want to know that they can trust you to handle their business with care and to deliver on your promises.

A case study is the perfect vehicle to show that you can do just that.

Take advantage of that opportunity to present statistics, client testimonials, graphics, and any other proof that you can get results.

For example, in their case study about helping a law firm uncover critical data for a tricky case, Kroll shows us just how much they were able to cut through the noise:

Any law firm staring at its own pile of documents to search through would love to have that haystack reduced by a factor of 32.5x, too.

And Sodexo makes good use of customer testimonials in their case studies, like this quote from the procurement lead for a Montana mining company.

Having existing customers tell the world that they count on you is powerful free advertising and builds trust with your readers. That can help transform them into customers down the road.

Provides social proof 

You can also use your case study to show that your product or service works in a specific industry.

Real-world examples of customer success stories position you as someone their peers and competitors can turn to, too.

For instance, Stericycle details how they helped seven children's hospitals get a handle on their "sharps" management:

They also include glowing quotes from hospital leaders in the same study.

Other hospitals looking for help in disposing of their hazardous waste will know right away after reading this study that Stericycle understands their needs.

This is the type of social proof that can really help establish you as a go-to solution for the industries you serve.

How to choose a subject for your case study

In order to get the most bang for your buck from your case study, you need to make sure you pick a topic that resonates with your target audience. And one that can make your solution look its best.

Below are 4 ways to select the best subject for your case study.

1. Choose a popular topic

Make sure the topic you tackle in your case study is one that most of your potential clients are searching for.

You may be tempted to highlight an unusual project that you find especially interesting. But that usually won't have the same sort of selling power as a topic with more broad appeal.

For instance, Aruba Networks has helped colleges and universities with all sorts of networking projects. Some of those involve really fascinating edge cases like research labs, esports arenas, and other innovative solutions.

But what most schools are looking for in a network upgrade is improving connectivity across campus while enhancing security and saving money.

Those are exactly the outcomes Aruba focuses on in its Doane University case study .

Remember that your case study is likely to be read by decision-makers at the bottom of the sales funnel who are ready to buy.

Your content needs to resonate with them and address the questions they want answered in order to make their decision.

Aruba tackles their customers' concerns head-on throughout the Doane study, as you can see from their section headings:

• "Realizing a hyper-connected vision"
• "10X throughput eliminates academic barriers"
• "More secure with less effort"
• "Greener and more resilient at better insurance rates"

College administrators can see at a glance that Aruba understands their needs and has helped other institutions with similar problems.

2. Consider relevance and attractiveness

Although you want to choose a popular subject for your case study (as discussed above), it's also important to make sure it's relevant to your target audience.

For instance, if you provide design services, a one-off project you did to help a local company set up its website might have taught you a lot. But most of your potential readers will be much more interested in reading about how your designs helped that client improve brand perception.

It’s also best to choose a situation where your product or service is used in a way that you expect most potential users to adopt. 

For example, Allegion's Mount Holyoke case study (PDF) details how one campus used their products to move to contactless and mobile entry systems.

Students today demand more control over their physical security than ever before. And the administrative overhead of managing thousands of doors and physical keys on a college campus is enormous.

As a result, most schools are interested in using technology to enable their students and reduce staffing costs.

Allegion hits those points dead-on with this case study.

An added benefit of choosing a topic with broad appeal among your target client base is that you can use the content in your normal distribution channels.

For example, you can publish all or part of it as a blog post, include it in your newsletter, or use it as the basis for a YouTube video. Wherever your audience is, that's probably a good place to promote your case study.

3. Identify a 5 star use case

A case study is like a sales executive for your company.

It needs to show your product or service in the best possible light and highlight its features and benefits while distinguishing it from other products.

Choose a client example that really makes your solution look like a superstar and showcases its most outstanding attributes.

You should also avoid showing your product or service being used in a novel or completely innovative way. While that can provide some solid insight, you risk alienating your typical client who needs to know that you can solve their specific problem.

Instead, your case study should demonstrate how your solution took on a common industry problem and delivered stellar results.

A great example is Beckman Coulter's case study that details their work with Alverno Labs.

The objective was to reduce the time it took Alverno to deliver lab test results while reducing operating costs, which are common goals for many testing labs.

The case study presents a detailed description of how Beckman Coulter implemented a continuous improvement process for Alverno. They enhance the discussion with several meaty visuals like this project roadmap:

They also include plenty of tangible data to prove their success.

And of course, include direct client testimonials:

From top to bottom, this case study proves that Beckman Coulter understands their customers business needs and can offer top-notch solutions.

4. Find a satisfied customer

You're going to need input from your client in order to build the most complete and accurate case study that you can.

So when you're trying to choose a customer story to use, look for a client who is happy to share their positive experience working with you.

Try to find one who seems genuinely eager to talk so that they will be timely with their responses to your questions.

If you have a customer who is willing to sit down for an actual interview with you, they're a great candidate. You'll get answers quickly, and the client is obviously comfortable enough with your relationship to talk with you directly.

A good example that focuses on a satisfied client comes from Aerofloat, an Australian wastewater treatment company.

In their Norco Food Case Study , Aerofloat reports that Norco hired them for additional projects as a result of their successful prior engagement:

It's always good to show prospective clients that your existing customers stick with you.

So try to pick a case study done in collaboration with a current client, not one from the past.

Aerofloat also highlights their ongoing relationship with Norco by also including them in the customer list on their About page:

How to write a case study

Now that we’ve covered the benefits of writing a case study and figured out how to pick the best topic for your situation, it’s time to get down to the business of writing.

Below is a rundown of the sections that make up the structure of a typical case study. For each piece, I’ll show you what types of content you should include and give you an example of a study that does it right.

Here are 8 tips to writing a case study.

1. Attention grabbing title

The title of your case study needs to grab potential readers attention and convince them that this is a valuable piece of content.

Make your title catchy, concise, and descriptive, just like you would for a good blog post. But you also need to make sure you give your readers a clear idea of what the case study is about.

Offer them at least a hint of the type of results you were able to deliver, too.

It’s a good idea to use numbers here – the higher, the better. It's especially effective if you can show how quickly you got results and how much money your client saved or made as a result of working with you.

Our ClickUp case study that I mentioned earlier is a good example. The full title is

SurferSEO Helps ClickUp Publish 150+ Articles And Achieve Blog Traffic Growth of 85% in 12 Months.

Here are some other case studies that make effective use of numbers in their titles:

• Healthcare Administrative Partners Increases Online Patient Payments by 20% in Two Months
• Case Study: Taylor Kotwa, Sprinter, Increases FTP 7% in 4 months
• Case Study: Lakeview Farms Reduced Downtime by 36% in 6 Months
• CASELY case study: Improved first response time by 10x while experiencing 16,954% growth

This type of headline gives potential clients a sense that you will work with urgency to improve their bottom-line results.

2. Hook readers in your introduction

The introduction of your case study should set the stage for the comprehensive narrative that follows.

Give a brief description of the problem for context and quickly introduce the customer's story. Touch on the results you helped them achieve, but don't go overboard on details.

Overall, the introduction should give your reader just enough information to keep them engaged and ready to move into the heart of the case study.

It should also establish that they're in the right place and that you are the right person to be telling this story.

This case study about the cybersecurity program at Investors Bank includes a solid example of an effective introduction:

3. Highlight the challenge

This section should clearly outline the problem or challenge that your customer is facing.

Help your readers understand why a solution was necessary, and why that specific pain point was bothering the client. 

And, since this is the entire motivation for the project in the first place, don't skimp on details.

For instance, one of Verkada's case studies explains why maintaining security cameras is a huge challenge for Crystal Mountain Resort in Washington state. They start off with a direct quote from the resort's IT director:

The elevation tops out at a little over 7,000 feet, so the weather conditions can get extreme. We needed durable cameras capable of handling everything from snowstorms to 100 MPH winds.

That makes it crystal clear what sort of problem Crystal Mountain was facing.

The case study then adds more detail with separate subsections about hardware durability, image quality, and cumbersome footage retrieval.

By the time they finish reading this section, your readers should have no doubt about what the problem is and why a solution is needed.

4. Solve their problem

The solution section is one of the most important parts of a case study.

This is your chance to describe how your product or service provided a solution to the problem or challenge your client was having.

It's where you can really start to make a connection with potential new clients by showing them that you understand the issue at hand.

First, provide some details about how you analyzed the situation. The Kroll case study on handling critical legal data mentioned earlier does a great job of this with bullet points describing their research process.

This type of analysis helps build confidence that you take a thorough approach to your engagements and are looking out for your clients best interests.

Now you can move on to describe the solution you and your client chose based on your investigation.

In their legal case study, Kroll determined that the best solution involved digitizing thousands of paper documents and using AI to analyze more than a million documents.

Kroll describes in detail how they used their RelativityOne system to achieve those goals:

This level of detail helps prospective customers better understand the root cause of their problems and positions you as the right company to solve them.

5. Showcase your results

The results section is all about proving that you can actually deliver on the promise of your proposed solution. Go heavy on the details here, too, and make sure your readers understand the results you achieved.

Wherever possible, use specific numbers and data points to show exactly how effective your solution was for your client.

A good example is this BetterBricks case study showing how they helped an aerospace company slash energy costs.

They distilled their bottom line results into a simple table:

The text of the study then goes into more detail about what these numbers mean, but this quick graphic lets readers know right away the scope of the results achieved.

Here is a sampling of BetterBrick’s more detailed explanation of their results in this case:

This is your place to really crow about the success you achieved with your client, so make it as obvious as possible just how impactful you were.

6. Use multimedia well

One way to make a lasting impression on potential clients is to include relevant visuals throughout your case study.

Graphs, screenshots, and product photos help break up the text and make your study more engaging overall.

But they can also add details to your story and make a memorable visual impact beyond what mere words can accomplish.

We got a taste of that with the table of results in the BetterBricks example above, but that's just the start.

Inrix is a good example of a company that loads up its case studies with insightful and engaging media to tell a better story.

For instance, in their breakdown of a collaboration with the Pennsylvania Department of Transportation (DOT), Inrix uses charts, tables, and graphs throughout.

One innovative example is this diagram about crash distances:

This really brings the idea to life in a way that words alone can't, and it's likely to stick with readers long after they've clicked off the case study.

Other types of media that companies use to good effect in their case studies include pictures of key client stakeholders, interactive charts, tables, and simple graphs.

You can see in this high-level overview that Inrix includes most of these in their Pennsylvania DOT case study:

You can even use video to demonstrate your solution or to share a client testimonial.

If possible, include direct quotes from your client to add authenticity to the case study.

This will show potential customers that you and your existing client have a good relationship and that they value your work.

It’s pretty compelling stuff to have a ringing endorsement like this one from an EnergyCAP case study , to show your readers:

You can place customer quotes throughout the case study to highlight important points, and you should definitely try to include at least one that shows overall customer satisfaction.

Chances are you have some of these quotes already in the form of testimonials or as part of the customer interview you conducted in preparing for your case study (more on that later).

You can use those quotes here if they fit the context of your case study.

That will save time and red tape for both you and your client since they'll be reviewing your final case study before it goes live anyway.

8. Conclusion

The conclusion should summarize the key points of the case study and reinforce the success of the solution. It could also include a call to action, encouraging readers to try your product or service or to get in touch for more information.

You might also include information about future plans with the client to reinforce the idea that your relationship is strong and ongoing.

That's the approach that Gravitate Design used in their case study about helping GoBeyond with their bounce rates and time on page:

Like the introduction, the conclusion section of a case study should be short and sweet, giving just enough detail to make the reader want to hear more from you.

Checklist for case studies

Beyond the story that you want to tell in your case study, you also need to pay attention to several other factors. Indeed, the layout and format of your study can have a big impact on how effective it is at keeping your readers engaged and delivering your message.

Here is a quick checklist for creating case studies.

Break up the text with headings and subheadings

Big blocks of text can be intimidating and make it tough for your audience to stay on track.

In contrast, a case study with clear headings and subheadings throughout breaks up the story and gives readers visual clues about what's coming.

This also makes the case study easier for readers to scan and helps you keep each section focused on a single idea.

Use bullet points for lists or key points

Along the same lines, bullet points let you present important information in small bits that are easy for readers to digest.

Some of the best uses of bullet points include:

• A series of facts or tips
• A list of product features or benefits
• A quick summary of results
• Steps in a how-to procedure
• A rundown of multiple statistics

For these bite-sized hunks of detail, bullets often make for a much cleaner and readable list than jamming all the information into a single paragraph. 

Bullet point lists also make great quick references for readers to come back to later.

Highlight key points with bold or italic text

Bold and italic text draws the reader’s eyes to the words you highlight, which lets you really drive home key ideas in your case study.

You can use this technique to introduce new terms, place emphasis on a sentence, and showcase important parts of your approach or results.

Like bullet points, bold and italic text also give readers a visual anchor for reference as they’re working through your document.

Make paragraphs short and to-the-point

Aim for 3-4 sentences per paragraph to keep the text readable and engaging. Each paragraph should focus on one main idea to support the subject of the section it’s in.

Using short paragraphs tells readers at a glance that there are break points throughout your case study and helps keep them engaged.

Keep consistent length across the case study 

Throughout all parts of your case study, try to cover your main points in detail without overwhelming the reader.

Your potential clients are there to find a possible solution to their problems, not to read a novel.

Give them an inviting document structure and then lead them through each section with clear explanations and no fluff.

Adjust the length based on the complexity of the subject 

The flip side of the tip above about keeping your case study tight and focused is that you need to make sure you cover your topic in detail.

Very complex topics will require more explanation and longer overall case studies than simpler subjects.

For example, a case study about paving a church parking lot might be pretty short.

But a story about implementing a comprehensive information security program for a state government will likely be much longer and more detailed.

Include a summary with some takeaways 

At the end of your case study, summarize the key takeaways and results to reinforce the message you’re trying to get across.

Briefly recap the problem your client was facing, the solution you came up with, and the results you achieved. Think of this as an executive summary that gives business leaders the TL;DR version of your customer’s success story.

Content Snare includes an eye-catching summary in the case study detailing their efforts to grow their email list:

The overall goal is to leave potential clients with a good last impression and invite them to contact you with questions.

Use visuals to break up text and illustrate points

As we saw in the "How to write a case study" section above, graphs, charts, or images can make your case study more engaging and help illustrate key ideas or results. They also add visual variety and help break up the monotony of text-heavy studies.

Use these types of visuals to help keep your readers interested and make your story more complete.

Below is a high-level view of a portion of Advanced HPC’s Philips case study , which does a great job of incorporating the points in this section. It pulls together all the visual elements to create a very appealing reader experience.

4 tips to create an effective case study

You’re going to need your customer’s input in order to craft the most effective case study possible. It’s their story, after all, and they’re the ones who know what it was like to work with you throughout the process.

They also hold key details that you probably don’t know.

So, once you have their permission to write about the project, you’ll need to talk to them about the specifics. But you also want to respect their time.

Here are 4 tips on how to conduct an interview for your case study.

Prepare questions in advance

Know what information you need and prepare questions to pull that information from your client.

Doing this in advance will help you formulate the questions and sequence them properly to avoid bias and wasting time.

Have a few follow-up or emergency questions ready, too, in case you run into a dead end. 

Record the interview

With your client’s permission, record the interview to ensure accuracy and so you can come back to listen to important points again.

This helps you avoid bothering your clients with follow-up questions and also gives you more freedom to let the interview evolve in a natural conversational manner. 

Make the interviewee comfortable

Explain the interview process to your client, why you're asking them to talk, and how the information will be used. Remember that you are the one who “needs” the case study, not them. 

So you go the extra mile to ensure that your guest is as comfortable as possible.

That also means being flexible with the format of your interview.

If your client doesn’t have time for calls, offer to trade voice notes. Or give them a shared Google document for trading questions and answers.

And if you do end up conducting a live interview, agree to meet at a time that’s best for them.

No matter how you end up conducting your interview, make it clear that your client will be able to review the final version before you make it live.

Give them veto power over any of the information you put together.

Ask open-ended questions

Even though you’ll start out with a series of questions you need answered, don’t limit yourself to those. Instead, encourage your interviewee to share their story in their own words. 

Leave some room to ask open-ended questions and let the conversation evolve naturally.

Here are a few examples of the types of questions for discussion:

• What would you do differently if you were starting this project again?
• What do you think about XYZ emerging technology in relation to your industry's challenges?
• What sorts of other projects do you think Acme's solution might help with?
• How do your company's day-to-day operations and needs from how the relevant theories describe the industry?

Especially if you’re recording the interview, as suggested above, you can go back later and put things in a logical order.

Once you have all of the raw material, then you can curate the information and edit it to come up with your final product.

6 case study examples to follow

Now that you know what makes a great case study and how to write one, let's finish up with a few more top-notch business case study examples.

Each of the case studies below hits many of the points in this article, but they all take a different approach. Use them for inspiration or when you need a little refresher on how to write a case study.

This case study provides a detailed account of how Monograph, a B2B SaaS company, improved its marketing projects and reporting using Databox.

It's a pretty straightforward example of the best practices we've discussed in this article, with an introduction followed by background information on the company (Monograph) and the challenges they faced with manual tracking of each data point.

It describes the solution that Databox helped put in place and then shows clear evidence of the results their customer achieved:

Case studies don't come much more textbook than this one, which makes it a great example to follow.

Growth Design on Airbnb

Growth Design takes a totally unique approach to case studies, each one is an online comic book!

Read through their case study about Airbnb , though, and you'll see that it meets all the criteria for a complete case study even if the setup is a little different than most.

Here is a look at the landing page for this beauty of a study.

The author starts out with a problem: the need to book a place to stay in a foreign country in a hurry. So he heads to Airbnb but ends up overwhelmed by choices and bounces to Google Maps to make his reservation.

He concludes that Airbnb was not the full solution for him in this case and suggests several places they could make improvements.

It's a pretty neat dive into a well-known user experience, and it's also a great lesson in how to use visuals to keep your readers engaged in your case study.

This case study about how Grubhub used Webflow to build a viral marketing campaign hits you with stunning results right off the bat.

From there, the study tells the full story of how they achieved these results. Even though the author doesn't explicitly break out the problem, solution, and results sections, she still takes the reader through that journey.

It's a concise but complete story broken up by a few choice graphics.

This case study dives into how Employment Hero uses Slack to keep their remote employees engaged and productive as the company grows.

It details how Employee Hero continuously reevaluates its app usage to identify possible solutions to issues that arise and how Slack consistently helps meet the challenges.

This case study is a great example of picking a use case that is relevant to most of Slack's user base -- improving communication and productivity among remote employees.

Slack also makes effective use of quotes from the decision makers at Employment Hero.

We already talked about our ClickUp case study a little earlier in this article, but it's worth a deeper look as an example to help guide your writing.

As you would expect, this case study hits main points we've covered here: problem statement, solution, and results.

But there are a couple of "extras" that make this one stand out.

For starters, it doesn't just present a single solution. It presents three , each one addressing a different aspect of ClickUp's objectives and each one showcasing a different Surfer feature set. 

For example, solution #1 describes how ClickUp improved their on-page SEO with the help of Surfer’s Content Editor . 

This case study also provides a high-level view of ClickUp’s project management processes and describes how they incorporated Surfer into their content workflows.

It’s a really instructive example of how you can use a case study to help prospective clients envision how your product might fit their situation.

Zoom’s library

This one isn't a single case study at all but a library full of case studies designed to help potential clients understand how Zoom can benefit them.

Here you'll find stories about how very recognizable organizations like Capital One, Vox Media, and the University of Miami are using Zoom to boost connectivity and productivity among remote workers.

There are plenty of good examples here that you can consult when you get stuck writing your own case study.

And the entire library is a great example of using case studies to demonstrate expertise with the help of social proof:

The Zoom case study library also makes liberal use of video, which might give you some good ideas about how you can, too.

Key takeaways

• Case studies are one of the best ways to generate leads and convert readers into customers.
• By showcasing the success you've had helping previous customers, case studies position you as an expert in your field.
• Good case studies can be the final push businesses need in their decision making process to buy your products or services.
• Pick a use case for your study that has broad appeal in your industry and that showcases your products and services in the best light possible.
• Effective case studies follow a predictable format: introduction, problem statement, solution, results, and conclusion.
• Make your case studies as readable as possible by including visual elements like graphs and images, and by breaking up the text into smaller sections, subsections, and concise paragraphs.
• Be as thorough and accurate as possible by conducting client interviews to gather background information for your case studies.
• Follow top-notch case studies for inspiration and ideas about how to make your own case studies as good as possible.

A well-written case study shines a light on your products and services like nothing else and helps position you as an expert in your field.

By showing that you understand their problems and have helped others overcome similar issues, you can prove to prospective clients that you are well-suited to help them, too.

Use the step-by-step instructions in this article to craft a case study that helps you and your company stand out from the competition.

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All You Wanted to Know About How to Write a Case Study

What do you study in your college? If you are a psychology, sociology, or anthropology student, we bet you might be familiar with what a case study is. This research method is used to study a certain person, group, or situation. In this guide from our dissertation writing service , you will learn how to write a case study professionally, from researching to citing sources properly. Also, we will explore different types of case studies and show you examples — so that you won’t have any other questions left.

What Is a Case Study?

A case study is a subcategory of research design which investigates problems and offers solutions. Case studies can range from academic research studies to corporate promotional tools trying to sell an idea—their scope is quite vast.

What Is the Difference Between a Research Paper and a Case Study?

While research papers turn the reader’s attention to a certain problem, case studies go even further. Case study guidelines require students to pay attention to details, examining issues closely and in-depth using different research methods. For example, case studies may be used to examine court cases if you study Law, or a patient's health history if you study Medicine. Case studies are also used in Marketing, which are thorough, empirically supported analysis of a good or service's performance. Well-designed case studies can be valuable for prospective customers as they can identify and solve the potential customers pain point.

Case studies involve a lot of storytelling – they usually examine particular cases for a person or a group of people. This method of research is very helpful, as it is very practical and can give a lot of hands-on information. Most commonly, the length of the case study is about 500-900 words, which is much less than the length of an average research paper.

The structure of a case study is very similar to storytelling. It has a protagonist or main character, which in your case is actually a problem you are trying to solve. You can use the system of 3 Acts to make it a compelling story. It should have an introduction, rising action, a climax where transformation occurs, falling action, and a solution.

Here is a rough formula for you to use in your case study:

Problem (Act I): > Solution (Act II) > Result (Act III) > Conclusion.

Types of Case Studies

The purpose of a case study is to provide detailed reports on an event, an institution, a place, future customers, or pretty much anything. There are a few common types of case study, but the type depends on the topic. The following are the most common domains where case studies are needed:

• Historical case studies are great to learn from. Historical events have a multitude of source info offering different perspectives. There are always modern parallels where these perspectives can be applied, compared, and thoroughly analyzed.
• Problem-oriented case studies are usually used for solving problems. These are often assigned as theoretical situations where you need to immerse yourself in the situation to examine it. Imagine you’re working for a startup and you’ve just noticed a significant flaw in your product’s design. Before taking it to the senior manager, you want to do a comprehensive study on the issue and provide solutions. On a greater scale, problem-oriented case studies are a vital part of relevant socio-economic discussions.
• Cumulative case studies collect information and offer comparisons. In business, case studies are often used to tell people about the value of a product.
• Critical case studies explore the causes and effects of a certain case.
• Illustrative case studies describe certain events, investigating outcomes and lessons learned.

Need a compelling case study? EssayPro has got you covered. Our experts are ready to provide you with detailed, insightful case studies that capture the essence of real-world scenarios. Elevate your academic work with our professional assistance.

Case Study Format

The case study format is typically made up of eight parts:

• Executive Summary. Explain what you will examine in the case study. Write an overview of the field you’re researching. Make a thesis statement and sum up the results of your observation in a maximum of 2 sentences.
• Background. Provide background information and the most relevant facts. Isolate the issues.
• Case Evaluation. Isolate the sections of the study you want to focus on. In it, explain why something is working or is not working.
• Proposed Solutions. Offer realistic ways to solve what isn’t working or how to improve its current condition. Explain why these solutions work by offering testable evidence.
• Conclusion. Summarize the main points from the case evaluations and proposed solutions. 6. Recommendations. Talk about the strategy that you should choose. Explain why this choice is the most appropriate.
• Implementation. Explain how to put the specific strategies into action.
• References. Provide all the citations.

How to Write a Case Study

Let's discover how to write a case study.

Setting Up the Research

When writing a case study, remember that research should always come first. Reading many different sources and analyzing other points of view will help you come up with more creative solutions. You can also conduct an actual interview to thoroughly investigate the customer story that you'll need for your case study. Including all of the necessary research, writing a case study may take some time. The research process involves doing the following:

• Define your objective. Explain the reason why you’re presenting your subject. Figure out where you will feature your case study; whether it is written, on video, shown as an infographic, streamed as a podcast, etc.
• Determine who will be the right candidate for your case study. Get permission, quotes, and other features that will make your case study effective. Get in touch with your candidate to see if they approve of being part of your work. Study that candidate’s situation and note down what caused it.
• Identify which various consequences could result from the situation. Follow these guidelines on how to start a case study: surf the net to find some general information you might find useful.
• Make a list of credible sources and examine them. Seek out important facts and highlight problems. Always write down your ideas and make sure to brainstorm.
• Focus on several key issues – why they exist, and how they impact your research subject. Think of several unique solutions. Draw from class discussions, readings, and personal experience. When writing a case study, focus on the best solution and explore it in depth. After having all your research in place, writing a case study will be easy. You may first want to check the rubric and criteria of your assignment for the correct case study structure.

Read Also: ' WHAT IS A CREDIBLE SOURCES ?'

Although your instructor might be looking at slightly different criteria, every case study rubric essentially has the same standards. Your professor will want you to exhibit 8 different outcomes:

• Correctly identify the concepts, theories, and practices in the discipline.
• Identify the relevant theories and principles associated with the particular study.
• Evaluate legal and ethical principles and apply them to your decision-making.
• Recognize the global importance and contribution of your case.
• Construct a coherent summary and explanation of the study.
• Demonstrate analytical and critical-thinking skills.
• Explain the interrelationships between the environment and nature.
• Integrate theory and practice of the discipline within the analysis.

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Case Study Outline

Let's look at the structure of an outline based on the issue of the alcoholic addiction of 30 people.

Introduction

• Statement of the issue: Alcoholism is a disease rather than a weakness of character.
• Presentation of the problem: Alcoholism is affecting more than 14 million people in the USA, which makes it the third most common mental illness there.
• Explanation of the terms: In the past, alcoholism was commonly referred to as alcohol dependence or alcohol addiction. Alcoholism is now the more severe stage of this addiction in the disorder spectrum.
• Hypotheses: Drinking in excess can lead to the use of other drugs.
• Importance of your story: How the information you present can help people with their addictions.
• Background of the story: Include an explanation of why you chose this topic.
• Presentation of analysis and data: Describe the criteria for choosing 30 candidates, the structure of the interview, and the outcomes.
• Strong argument 1: ex. X% of candidates dealing with anxiety and depression...
• Strong argument 2: ex. X amount of people started drinking by their mid-teens.
• Strong argument 3: ex. X% of respondents’ parents had issues with alcohol.
• Concluding statement: I have researched if alcoholism is a disease and found out that…
• Recommendations: Ways and actions for preventing alcohol use.

Writing a Case Study Draft

After you’ve done your case study research and written the outline, it’s time to focus on the draft. In a draft, you have to develop and write your case study by using: the data which you collected throughout the research, interviews, and the analysis processes that were undertaken. Follow these rules for the draft:

• Your draft should contain at least 4 sections: an introduction; a body where you should include background information, an explanation of why you decided to do this case study, and a presentation of your main findings; a conclusion where you present data; and references.
• In the introduction, you should set the pace very clearly. You can even raise a question or quote someone you interviewed in the research phase. It must provide adequate background information on the topic. The background may include analyses of previous studies on your topic. Include the aim of your case here as well. Think of it as a thesis statement. The aim must describe the purpose of your work—presenting the issues that you want to tackle. Include background information, such as photos or videos you used when doing the research.
• Describe your unique research process, whether it was through interviews, observations, academic journals, etc. The next point includes providing the results of your research. Tell the audience what you found out. Why is this important, and what could be learned from it? Discuss the real implications of the problem and its significance in the world.
• Include quotes and data (such as findings, percentages, and awards). This will add a personal touch and better credibility to the case you present. Explain what results you find during your interviews in regards to the problem and how it developed. Also, write about solutions which have already been proposed by other people who have already written about this case.
• At the end of your case study, you should offer possible solutions, but don’t worry about solving them yourself.

Use Data to Illustrate Key Points in Your Case Study

Even though your case study is a story, it should be based on evidence. Use as much data as possible to illustrate your point. Without the right data, your case study may appear weak and the readers may not be able to relate to your issue as much as they should. Let's see the examples from essay writing service :

‍ With data: Alcoholism is affecting more than 14 million people in the USA, which makes it the third most common mental illness there. Without data: A lot of people suffer from alcoholism in the United States.

Try to include as many credible sources as possible. You may have terms or sources that could be hard for other cultures to understand. If this is the case, you should include them in the appendix or Notes for the Instructor or Professor.

Finalizing the Draft: Checklist

After you finish drafting your case study, polish it up by answering these ‘ask yourself’ questions and think about how to end your case study:

• Check that you follow the correct case study format, also in regards to text formatting.
• Check that your work is consistent with its referencing and citation style.
• Micro-editing — check for grammar and spelling issues.
• Macro-editing — does ‘the big picture’ come across to the reader? Is there enough raw data, such as real-life examples or personal experiences? Have you made your data collection process completely transparent? Does your analysis provide a clear conclusion, allowing for further research and practice?

Problems to avoid:

• Overgeneralization – Do not go into further research that deviates from the main problem.
• Failure to Document Limitations – Just as you have to clearly state the limitations of a general research study, you must describe the specific limitations inherent in the subject of analysis.
• Failure to Extrapolate All Possible Implications – Just as you don't want to over-generalize from your case study findings, you also have to be thorough in the consideration of all possible outcomes or recommendations derived from your findings.

How to Create a Title Page and Cite a Case Study

Let's see how to create an awesome title page.

Your title page depends on the prescribed citation format. The title page should include:

• A title that attracts some attention and describes your study
• The title should have the words “case study” in it
• The title should range between 5-9 words in length
• Your name and contact information
• Your finished paper should be only 500 to 1,500 words in length.With this type of assignment, write effectively and avoid fluff

Here is a template for the APA and MLA format title page:

There are some cases when you need to cite someone else's study in your own one – therefore, you need to master how to cite a case study. A case study is like a research paper when it comes to citations. You can cite it like you cite a book, depending on what style you need.

Citation Example in MLA ‍ Hill, Linda, Tarun Khanna, and Emily A. Stecker. HCL Technologies. Boston: Harvard Business Publishing, 2008. Print.

Citation Example in APA ‍ Hill, L., Khanna, T., & Stecker, E. A. (2008). HCL Technologies. Boston: Harvard Business Publishing.

Citation Example in Chicago Hill, Linda, Tarun Khanna, and Emily A. Stecker. HCL Technologies.

Case Study Examples

To give you an idea of a professional case study example, we gathered and linked some below.

Eastman Kodak Case Study

Case Study Example: Audi Trains Mexican Autoworkers in Germany

To conclude, a case study is one of the best methods of getting an overview of what happened to a person, a group, or a situation in practice. It allows you to have an in-depth glance at the real-life problems that businesses, healthcare industry, criminal justice, etc. may face. This insight helps us look at such situations in a different light. This is because we see scenarios that we otherwise would not, without necessarily being there. If you need custom essays , try our research paper writing services .

Get Help Form Qualified Writers

Crafting a case study is not easy. You might want to write one of high quality, but you don’t have the time or expertise. If you’re having trouble with your case study, help with essay request - we'll help. EssayPro writers have read and written countless case studies and are experts in endless disciplines. Request essay writing, editing, or proofreading assistance from our custom case study writing service , and all of your worries will be gone.

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What Is A Case Study?

How to cite a case study in apa, how to write a case study, related articles.

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How to Write a Case Study

Last Updated: April 1, 2024 Approved

This article was co-authored by Annaliese Dunne . Annaliese Dunne is a Middle School English Teacher. With over 10 years of teaching experience, her areas of expertise include writing and grammar instruction, as well as teaching reading comprehension. She is also an experienced freelance writer. She received her Bachelor's degree in English. wikiHow marks an article as reader-approved once it receives enough positive feedback. In this case, 82% of readers who voted found the article helpful, earning it our reader-approved status. This article has been viewed 580,709 times.

There are many different kinds of case studies. There are also various uses for writing case studies, from academic research purposes to provision of corporate proof points. There are approximately four types of case studies: illustrative (descriptive of events), exploratory (investigative), cumulative (collective information comparisons) and critical (examine particular subject with cause and effect outcomes). After becoming familiar with the different types and styles of case study instructions and how each applies to your purposes, there are some steps that make writing flow smoothly and ensure the development and delivery of a uniform case study that can be used to prove a point or illustrate accomplishments.

Getting Started

• Whatever case study method you're employing, your purpose is to thoroughly analyze a situation (or "case") which could reveal factors or information otherwise ignored or unknown. These can be written about companies, whole countries, or even individuals. What's more, these can be written on more abstract things, like programs or practices. Really, if you can dream it, you can write a case study about it. [1] X Research source

• Start your research at the library and/or on the Internet to begin delving into a specific problem. Once you've narrowed down your search to a specific problem, find as much about it as you can from a variety of different sources. Look up information in books, journals, DVDs, websites, magazines, newspapers, etc. As you go through each one, take adequate notes so you can find the info later on! [1] X Research source

• Find out what has been written before, and read the important articles about your case's situation . When you do this, you may find there is an existing problem that needs solution, or you may find that you have to come up with an interesting idea that might or might not work in your case situation.
• Review sample case studies that are similar in style and scope to get an idea of composition and format, too.

Preparing the Interview

• Find knowledgeable people to interview. They don't necessarily have to be on your site, but they must be, actively or in the past, directly involved.
• Determine whether you will interview an individual or group of individuals to serve as examples in your case study. It may be beneficial for participants to gather as a group and provide insight collectively. If the study focuses on personal subject matter or medical issues, it may be better to conduct personal interviews.
• Gather as much information as possible about your subjects to ensure that you develop interviews and activities that will result in obtaining the most advantageous information to your study.

• When you are interviewing people, ask them questions that will help you understand their opinions. I.e., How do you feel about the situation? What can you tell me about how the site (or the situation) developed? What do you think should be different, if anything? You also need to ask questions that will give you facts that might not be available from an article--make your work different and purposeful.

• Make sure all your informants are aware of what you're doing. They need to be fully informed (and signing waivers in certain cases) and your questions need to be appropriate and not controversial.

Obtaining Data

• When you ask a question that doesn't let someone answer with a "yes" or a "no" you usually get more information. What you are trying to do is get the person to tell you whatever it is that he or she knows and thinks --even though you don't always know just what that is going to be before you ask the question. Keep your questions open-ended.
• Request data and materials from subjects as applicable to add credibility to your findings and future presentations of your case study. Clients can provide statistics about usage of a new tool or product and participants can provide photos and quotes that show evidence of findings that may support the case.

• You can't include it all. So, you need to think about how to sort through it, take out the excess, and arrange it so that the situation at the case site will be understandable to your readers. Before you can do this, you have to put all the information together where you can see it and analyze what is going on.

• This will allow you to concentrate on what material is the most important. You're bound to receive information from participants that should be included, but solely on the periphery. Organize your material to mirror this.

Writing Your Piece

• The introduction should very clearly set the stage. In a detective story, the crime happens right at the beginning and the detective has to put together the information to solve it for the rest of the story. In a case, you can start by raising a question. You could quote someone you interviewed.
• Make sure to include background information on your study site, why your interviewees are a good sample, and what makes your problem pressing to give your audience a panoramic view of the issue. [2] X Research source After you've clearly stated the problem at hand, of course. [1] X Research source Include photos or a video if it would benefit your work to be persuasive and personalized.
• After the reader has all the knowledge needed to understand the problem, present your data. Include customer quotes and data (percentages, awards and findings) if possible to add a personal touch and more credibility to the case presented. Describe for the reader what you learned in your interviews about the problem at this site, how it developed, what solutions have already been proposed and/or tried, and feelings and thoughts of those working or visiting there. You may have to do calculations or extra research yourself to back up any claims.
• At the end of your analysis, you should offer possible solutions, but don't worry about solving the case itself. You may find referring to some interviewees' statements will do the alluding for you. Let the reader leave with a full grasp of the problem, but trying to come up with their own desire to change it. [1] X Research source Feel free to leave the reader with a question, forcing them to think for themselves. If you have written a good case, they will have enough information to understand the situation and have a lively class discussion.

• You may have terms that would be hard for other cultures to understand. If this is the case, include it in the appendix or in a Note for the Instructor .

• Go over your study section by section, but also as a whole. Each data point needs to fit into both it's place and the entirety of the work. If you can't find an appropriate place for something, stick it in the appendix.

• Have someone else proofread, too. Your mind may have become oblivious to the errors it has seen 100 times. Another set of eyes may also notice content that has been left open-ended or is otherwise confusing.

Expert Q&A

• If you are developing many case studies for the same purpose using the same general subjects, use a uniform template and/or design. Thanks Helpful 0 Not Helpful 0
• Be sure to ask open-ended questions while conducting interviews to foster a discussion. Thanks Helpful 0 Not Helpful 0
• Ask for permission to contact case study participants as you develop the written case study. You may discover that you need additional information as you analyze all data. Thanks Helpful 0 Not Helpful 0

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Expert Interview

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

• ↑ 1.0 1.1 1.2 1.3 http://www.essayforum.com/grammar-usage-13/to-write-case-study-366/
• ↑ https://www.universalclass.com/articles/business/the-process-of-writing-a-case-study.htm
• http://writing.colostate.edu/guides/research/casestudy/pop2a.cfm Colorado State University Case Study writing guides
• http://www.hoffmanmarcom.com/casestudy/howtowrite.php Hoffman Marketing and Communications case study overview

About This Article

To write a case study, start with an introduction that defines key terms, outlines the problem your case study addresses, and gives necessary background information. You can also include photos or a video if they will help your work to be more persuasive. Then, present your findings from the case study and explain your methodology, including how you used your data to come to your conclusions. In your conclusion, offer possible solutions or next steps for research, based on your results. To learn how to select participants for your case study, keep reading. Did this summary help you? Yes No

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What Is a Case Study?

Weighing the pros and cons of this method of research

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

Cara Lustik is a fact-checker and copywriter.

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."

How to Write a Case Study

This guide explains how to write a descriptive case study. A descriptive case study describes how an organization handled a specific issue. Case studies can vary in length and the amount of details provided. They can be fictional or based on true events.

Why should you write one? Case studies can help others (e.g., students, other organizations, employees) learn about

• new concepts,
• best practices, and
• situations they might face.

Writing a case study also allows you to critically examine your organizational practices.

The following pages provide examples of different types of case study formats. As you read them, think about what stands out to you. Which format best matches your needs? You can make similar stylistic choices when you write your own case study.

ACF Case Studies of Community Economic Development This page contains links to nine case studies that describe how different organizations performed economic development activities in their communities.

National Asthma Control Program Wee Wheezers This case study describes a public health program.

CDC Epidemiologic Case Studies This page contains links to five classroom-style case studies on foodborne diseases.

ATSDR Environmental Health and Medicine This page contains links to approximately 20 classroom-style case studies focused on exposures to environmental hazards.

What are your goals ? What should your intended readers understand or learn after reading your case? Pick 1–5 realistic goals. The more goals you include, the more complex your case study might need to be.

Who is your audience? You need to write with them in mind.

What kind of background knowledge do they have? Very little, moderate, or a lot of knowledge. Be sure to explain special terms and jargon so that readers with little to moderate knowledge can understand and enjoy your case study.

What format do you need to use? Will your case study be published in a journal, online, or printed as part of a handout? Think about how word minimums or maximums will shape what you can talk about and how you talk about it. For example, you may be allowed fewer words for a case study written for a print textbook than for a webpage.

What narrative perspective will you use? A first-person perspective uses words such as “I” and” “we” to tell a story. A third-person perspective uses pronouns and names such as “they” or “CDC”. Be consistent throughout your case study.

Depending on your writing style, you might prefer to write everything that comes to your mind first, then organize and edit it later. Some of you might prefer to use headings or be more structured and methodical in your approach. Any writing style is fine, just be sure to write! Later, after you have included all the necessary information, you can go back and find more appropriate words, ensure your writing is clear, and edit your punctuation and grammar.

• Use clear writing principles, sometimes called plain language. More information can be found in the CDC’s Guide to Clear Writing [PDF – 5 MB] or on the Federal Plain Language website .
• Use active voice instead of passive voice. If you are unfamiliar with active voice, review resources such as NCEH/ATSDR’s Training on Active Voice , The National Archive’s Active Voice Tips , and USCIS’ Video on Active Voice .
• Word choice is important. If you use jargon or special terminology, define it for readers.
• CDC has developed many resources to help writers choose better words. These include the NCEH/ATSDR Environmental Health Thesaurus , CDC’s National Center for Health Marketing Plain Language Thesaurus for Health Communicators [PDF – 565 KB] , CDC’s Everyday Words for Public Health Communication [PDF – 282 KB] , and the NCEH/ATSDR’s Clear Writing Hub .

After writing a draft, the case study writer or team should have 2–3 people, unfamiliar with the draft, read it over. These people should highlight any words or sentences they find confusing. They can also write down one or two questions that they still have after reading the draft. The case study writer or team can use those notes make edits.

• Review your goals for the case study. Have you met each goal? Make any necessary edits.
• Check your sentence length. If your sentence has more than 20 words, it might be too long. Limit each sentence to one main idea.
• Use common words and phrases. Review a list of commonly misused words and phrases.
• Be sure you have been consistent with your verb tenses throughout.

Finally, the writer/team should have someone with a good eye for detail review the case study for grammar and formatting issues. You can review the CDC Style Guide [PDF – 1.36 MB]  for clarification on the use of punctuation, spelling, tables, etc.

Green BN, Johnson CD. How to write a case report for publication. Journal of Chiropractic Medicine. 2006;5(2):72-82. https://doi.org/10.1016/S0899-3467(07)60137-2

Scholz RW, Tietje O. Types of case studies. In: Embedded Case Study Methods . Thousand Oaks (CA): SAGE Publications, Inc.; 2002. P. 9-14. doi:10.4135/9781412984027

Warner C. How to Write a Case Study [online]. 2009. Available from URL: https://www.asec.purdue.edu/lct/HBCU/documents/HOWTOWRITEACASESTUDY.pdf [PDF – 14.5 KB]

Title: Organization: Author(s):

Goals: After reading this case study, readers should

Introduction Who is your organization? What is your expertise? Provide your audience with some background information, such as your expertise. This provides context to help them understand your decisions. (How much should you write? A few sentences to 1 paragraph)

What problem did you address? Who identified the problem? Provide some background on who noticed the problem and how it was reported. Were multiple organizations or people involved in identifying and addressing the problem? This will help the reader understand how and why decisions were made. (1 paragraph)

Case Details Provide more information about the community. What factors affected your decisions? Describe the community. The context, or setting, is very important to readers. What are some of the unique characteristics that affected your decisions? (1 paragraph)

How did you address the problem? Start at the beginning. Summarize what happened, in chronological order. If you know which section of the publication your case study is likely to be put in, you can specify how your actions addressed one or more of the main points of the publication/lesson.

What challenge(s) did you encounter? Address them now if you have not already.

What was the outcome? What were your notable achievements? Explain how your actions or the outcomes satisfy your learning goals for the reader. Be clear about the main point. For example, if you wanted readers to understand how your organization dealt with a major organizational change, include a few sentences that reiterate how you encountered and dealt with the organizational change. (A few sentences to 1 paragraph)

Conclusion Summarize lessons learned. Reiterate your main point(s) for the reader by explaining how your actions, or the outcomes, meet your goals for the reader.

Exit Notification / Disclaimer Policy

• The Centers for Disease Control and Prevention (CDC) cannot attest to the accuracy of a non-federal website.
• Linking to a non-federal website does not constitute an endorsement by CDC or any of its employees of the sponsors or the information and products presented on the website.
• You will be subject to the destination website's privacy policy when you follow the link.
• CDC is not responsible for Section 508 compliance (accessibility) on other federal or private website.

Organizing Your Social Sciences Research Assignments

• Annotated Bibliography
• Analyzing a Scholarly Journal Article
• Group Presentations
• Dealing with Nervousness
• Using Visual Aids
• Grading Someone Else's Paper
• Types of Structured Group Activities
• Group Project Survival Skills
• Leading a Class Discussion
• Multiple Book Review Essay
• Reviewing Collected Works
• Writing a Case Analysis Paper
• Writing a Case Study
• About Informed Consent
• Writing Field Notes
• Writing a Policy Memo
• Writing a Reflective Paper
• Writing a Research Proposal
• Generative AI and Writing
• Acknowledgments

Definition and Introduction

Case analysis is a problem-based teaching and learning method that involves critically analyzing complex scenarios within an organizational setting for the purpose of placing the student in a “real world” situation and applying reflection and critical thinking skills to contemplate appropriate solutions, decisions, or recommended courses of action. It is considered a more effective teaching technique than in-class role playing or simulation activities. The analytical process is often guided by questions provided by the instructor that ask students to contemplate relationships between the facts and critical incidents described in the case.

Cases generally include both descriptive and statistical elements and rely on students applying abductive reasoning to develop and argue for preferred or best outcomes [i.e., case scenarios rarely have a single correct or perfect answer based on the evidence provided]. Rather than emphasizing theories or concepts, case analysis assignments emphasize building a bridge of relevancy between abstract thinking and practical application and, by so doing, teaches the value of both within a specific area of professional practice.

Given this, the purpose of a case analysis paper is to present a structured and logically organized format for analyzing the case situation. It can be assigned to students individually or as a small group assignment and it may include an in-class presentation component. Case analysis is predominately taught in economics and business-related courses, but it is also a method of teaching and learning found in other applied social sciences disciplines, such as, social work, public relations, education, journalism, and public administration.

Ellet, William. The Case Study Handbook: A Student's Guide . Revised Edition. Boston, MA: Harvard Business School Publishing, 2018; Christoph Rasche and Achim Seisreiner. Guidelines for Business Case Analysis . University of Potsdam; Writing a Case Analysis . Writing Center, Baruch College; Volpe, Guglielmo. "Case Teaching in Economics: History, Practice and Evidence." Cogent Economics and Finance 3 (December 2015). doi:https://doi.org/10.1080/23322039.2015.1120977.

How to Approach Writing a Case Analysis Paper

The organization and structure of a case analysis paper can vary depending on the organizational setting, the situation, and how your professor wants you to approach the assignment. Nevertheless, preparing to write a case analysis paper involves several important steps. As Hawes notes, a case analysis assignment “...is useful in developing the ability to get to the heart of a problem, analyze it thoroughly, and to indicate the appropriate solution as well as how it should be implemented” [p.48]. This statement encapsulates how you should approach preparing to write a case analysis paper.

Before you begin to write your paper, consider the following analytical procedures:

• Review the case to get an overview of the situation . A case can be only a few pages in length, however, it is most often very lengthy and contains a significant amount of detailed background information and statistics, with multilayered descriptions of the scenario, the roles and behaviors of various stakeholder groups, and situational events. Therefore, a quick reading of the case will help you gain an overall sense of the situation and illuminate the types of issues and problems that you will need to address in your paper. If your professor has provided questions intended to help frame your analysis, use them to guide your initial reading of the case.
• Read the case thoroughly . After gaining a general overview of the case, carefully read the content again with the purpose of understanding key circumstances, events, and behaviors among stakeholder groups. Look for information or data that appears contradictory, extraneous, or misleading. At this point, you should be taking notes as you read because this will help you develop a general outline of your paper. The aim is to obtain a complete understanding of the situation so that you can begin contemplating tentative answers to any questions your professor has provided or, if they have not provided, developing answers to your own questions about the case scenario and its connection to the course readings,lectures, and class discussions.
• Determine key stakeholder groups, issues, and events and the relationships they all have to each other . As you analyze the content, pay particular attention to identifying individuals, groups, or organizations described in the case and identify evidence of any problems or issues of concern that impact the situation in a negative way. Other things to look for include identifying any assumptions being made by or about each stakeholder, potential biased explanations or actions, explicit demands or ultimatums , and the underlying concerns that motivate these behaviors among stakeholders. The goal at this stage is to develop a comprehensive understanding of the situational and behavioral dynamics of the case and the explicit and implicit consequences of each of these actions.
• Identify the core problems . The next step in most case analysis assignments is to discern what the core [i.e., most damaging, detrimental, injurious] problems are within the organizational setting and to determine their implications. The purpose at this stage of preparing to write your analysis paper is to distinguish between the symptoms of core problems and the core problems themselves and to decide which of these must be addressed immediately and which problems do not appear critical but may escalate over time. Identify evidence from the case to support your decisions by determining what information or data is essential to addressing the core problems and what information is not relevant or is misleading.
• Explore alternative solutions . As noted, case analysis scenarios rarely have only one correct answer. Therefore, it is important to keep in mind that the process of analyzing the case and diagnosing core problems, while based on evidence, is a subjective process open to various avenues of interpretation. This means that you must consider alternative solutions or courses of action by critically examining strengths and weaknesses, risk factors, and the differences between short and long-term solutions. For each possible solution or course of action, consider the consequences they may have related to their implementation and how these recommendations might lead to new problems. Also, consider thinking about your recommended solutions or courses of action in relation to issues of fairness, equity, and inclusion.
• Decide on a final set of recommendations . The last stage in preparing to write a case analysis paper is to assert an opinion or viewpoint about the recommendations needed to help resolve the core problems as you see them and to make a persuasive argument for supporting this point of view. Prepare a clear rationale for your recommendations based on examining each element of your analysis. Anticipate possible obstacles that could derail their implementation. Consider any counter-arguments that could be made concerning the validity of your recommended actions. Finally, describe a set of criteria and measurable indicators that could be applied to evaluating the effectiveness of your implementation plan.

Use these steps as the framework for writing your paper. Remember that the more detailed you are in taking notes as you critically examine each element of the case, the more information you will have to draw from when you begin to write. This will save you time.

NOTE : If the process of preparing to write a case analysis paper is assigned as a student group project, consider having each member of the group analyze a specific element of the case, including drafting answers to the corresponding questions used by your professor to frame the analysis. This will help make the analytical process more efficient and ensure that the distribution of work is equitable. This can also facilitate who is responsible for drafting each part of the final case analysis paper and, if applicable, the in-class presentation.

Framework for Case Analysis . College of Management. University of Massachusetts; Hawes, Jon M. "Teaching is Not Telling: The Case Method as a Form of Interactive Learning." Journal for Advancement of Marketing Education 5 (Winter 2004): 47-54; Rasche, Christoph and Achim Seisreiner. Guidelines for Business Case Analysis . University of Potsdam; Writing a Case Study Analysis . University of Arizona Global Campus Writing Center; Van Ness, Raymond K. A Guide to Case Analysis . School of Business. State University of New York, Albany; Writing a Case Analysis . Business School, University of New South Wales.

Structure and Writing Style

A case analysis paper should be detailed, concise, persuasive, clearly written, and professional in tone and in the use of language . As with other forms of college-level academic writing, declarative statements that convey information, provide a fact, or offer an explanation or any recommended courses of action should be based on evidence. If allowed by your professor, any external sources used to support your analysis, such as course readings, should be properly cited under a list of references. The organization and structure of case analysis papers can vary depending on your professor’s preferred format, but its structure generally follows the steps used for analyzing the case.

Introduction

The introduction should provide a succinct but thorough descriptive overview of the main facts, issues, and core problems of the case . The introduction should also include a brief summary of the most relevant details about the situation and organizational setting. This includes defining the theoretical framework or conceptual model on which any questions were used to frame your analysis.

Following the rules of most college-level research papers, the introduction should then inform the reader how the paper will be organized. This includes describing the major sections of the paper and the order in which they will be presented. Unless you are told to do so by your professor, you do not need to preview your final recommendations in the introduction. U nlike most college-level research papers , the introduction does not include a statement about the significance of your findings because a case analysis assignment does not involve contributing new knowledge about a research problem.

Background Analysis

Background analysis can vary depending on any guiding questions provided by your professor and the underlying concept or theory that the case is based upon. In general, however, this section of your paper should focus on:

• Providing an overarching analysis of problems identified from the case scenario, including identifying events that stakeholders find challenging or troublesome,
• Identifying assumptions made by each stakeholder and any apparent biases they may exhibit,
• Describing any demands or claims made by or forced upon key stakeholders, and
• Highlighting any issues of concern or complaints expressed by stakeholders in response to those demands or claims.

These aspects of the case are often in the form of behavioral responses expressed by individuals or groups within the organizational setting. However, note that problems in a case situation can also be reflected in data [or the lack thereof] and in the decision-making, operational, cultural, or institutional structure of the organization. Additionally, demands or claims can be either internal and external to the organization [e.g., a case analysis involving a president considering arms sales to Saudi Arabia could include managing internal demands from White House advisors as well as demands from members of Congress].

Throughout this section, present all relevant evidence from the case that supports your analysis. Do not simply claim there is a problem, an assumption, a demand, or a concern; tell the reader what part of the case informed how you identified these background elements.

Identification of Problems

In most case analysis assignments, there are problems, and then there are problems . Each problem can reflect a multitude of underlying symptoms that are detrimental to the interests of the organization. The purpose of identifying problems is to teach students how to differentiate between problems that vary in severity, impact, and relative importance. Given this, problems can be described in three general forms: those that must be addressed immediately, those that should be addressed but the impact is not severe, and those that do not require immediate attention and can be set aside for the time being.

All of the problems you identify from the case should be identified in this section of your paper, with a description based on evidence explaining the problem variances. If the assignment asks you to conduct research to further support your assessment of the problems, include this in your explanation. Remember to cite those sources in a list of references. Use specific evidence from the case and apply appropriate concepts, theories, and models discussed in class or in relevant course readings to highlight and explain the key problems [or problem] that you believe must be solved immediately and describe the underlying symptoms and why they are so critical.

Alternative Solutions

This section is where you provide specific, realistic, and evidence-based solutions to the problems you have identified and make recommendations about how to alleviate the underlying symptomatic conditions impacting the organizational setting. For each solution, you must explain why it was chosen and provide clear evidence to support your reasoning. This can include, for example, course readings and class discussions as well as research resources, such as, books, journal articles, research reports, or government documents. In some cases, your professor may encourage you to include personal, anecdotal experiences as evidence to support why you chose a particular solution or set of solutions. Using anecdotal evidence helps promote reflective thinking about the process of determining what qualifies as a core problem and relevant solution .

Throughout this part of the paper, keep in mind the entire array of problems that must be addressed and describe in detail the solutions that might be implemented to resolve these problems.

Recommended Courses of Action

In some case analysis assignments, your professor may ask you to combine the alternative solutions section with your recommended courses of action. However, it is important to know the difference between the two. A solution refers to the answer to a problem. A course of action refers to a procedure or deliberate sequence of activities adopted to proactively confront a situation, often in the context of accomplishing a goal. In this context, proposed courses of action are based on your analysis of alternative solutions. Your description and justification for pursuing each course of action should represent the overall plan for implementing your recommendations.

For each course of action, you need to explain the rationale for your recommendation in a way that confronts challenges, explains risks, and anticipates any counter-arguments from stakeholders. Do this by considering the strengths and weaknesses of each course of action framed in relation to how the action is expected to resolve the core problems presented, the possible ways the action may affect remaining problems, and how the recommended action will be perceived by each stakeholder.

In addition, you should describe the criteria needed to measure how well the implementation of these actions is working and explain which individuals or groups are responsible for ensuring your recommendations are successful. In addition, always consider the law of unintended consequences. Outline difficulties that may arise in implementing each course of action and describe how implementing the proposed courses of action [either individually or collectively] may lead to new problems [both large and small].

Throughout this section, you must consider the costs and benefits of recommending your courses of action in relation to uncertainties or missing information and the negative consequences of success.

The conclusion should be brief and introspective. Unlike a research paper, the conclusion in a case analysis paper does not include a summary of key findings and their significance, a statement about how the study contributed to existing knowledge, or indicate opportunities for future research.

Begin by synthesizing the core problems presented in the case and the relevance of your recommended solutions. This can include an explanation of what you have learned about the case in the context of your answers to the questions provided by your professor. The conclusion is also where you link what you learned from analyzing the case with the course readings or class discussions. This can further demonstrate your understanding of the relationships between the practical case situation and the theoretical and abstract content of assigned readings and other course content.

Problems to Avoid

The literature on case analysis assignments often includes examples of difficulties students have with applying methods of critical analysis and effectively reporting the results of their assessment of the situation. A common reason cited by scholars is that the application of this type of teaching and learning method is limited to applied fields of social and behavioral sciences and, as a result, writing a case analysis paper can be unfamiliar to most students entering college.

After you have drafted your paper, proofread the narrative flow and revise any of these common errors:

• Unnecessary detail in the background section . The background section should highlight the essential elements of the case based on your analysis. Focus on summarizing the facts and highlighting the key factors that become relevant in the other sections of the paper by eliminating any unnecessary information.
• Analysis relies too much on opinion . Your analysis is interpretive, but the narrative must be connected clearly to evidence from the case and any models and theories discussed in class or in course readings. Any positions or arguments you make should be supported by evidence.
• Analysis does not focus on the most important elements of the case . Your paper should provide a thorough overview of the case. However, the analysis should focus on providing evidence about what you identify are the key events, stakeholders, issues, and problems. Emphasize what you identify as the most critical aspects of the case to be developed throughout your analysis. Be thorough but succinct.
• Writing is too descriptive . A paper with too much descriptive information detracts from your analysis of the complexities of the case situation. Questions about what happened, where, when, and by whom should only be included as essential information leading to your examination of questions related to why, how, and for what purpose.
• Inadequate definition of a core problem and associated symptoms . A common error found in case analysis papers is recommending a solution or course of action without adequately defining or demonstrating that you understand the problem. Make sure you have clearly described the problem and its impact and scope within the organizational setting. Ensure that you have adequately described the root causes w hen describing the symptoms of the problem.
• Recommendations lack specificity . Identify any use of vague statements and indeterminate terminology, such as, “A particular experience” or “a large increase to the budget.” These statements cannot be measured and, as a result, there is no way to evaluate their successful implementation. Provide specific data and use direct language in describing recommended actions.
• Unrealistic, exaggerated, or unattainable recommendations . Review your recommendations to ensure that they are based on the situational facts of the case. Your recommended solutions and courses of action must be based on realistic assumptions and fit within the constraints of the situation. Also note that the case scenario has already happened, therefore, any speculation or arguments about what could have occurred if the circumstances were different should be revised or eliminated.

Bee, Lian Song et al. "Business Students' Perspectives on Case Method Coaching for Problem-Based Learning: Impacts on Student Engagement and Learning Performance in Higher Education." Education & Training 64 (2022): 416-432; The Case Analysis . Fred Meijer Center for Writing and Michigan Authors. Grand Valley State University; Georgallis, Panikos and Kayleigh Bruijn. "Sustainability Teaching using Case-Based Debates." Journal of International Education in Business 15 (2022): 147-163; Hawes, Jon M. "Teaching is Not Telling: The Case Method as a Form of Interactive Learning." Journal for Advancement of Marketing Education 5 (Winter 2004): 47-54; Georgallis, Panikos, and Kayleigh Bruijn. "Sustainability Teaching Using Case-based Debates." Journal of International Education in Business 15 (2022): 147-163; .Dean,  Kathy Lund and Charles J. Fornaciari. "How to Create and Use Experiential Case-Based Exercises in a Management Classroom." Journal of Management Education 26 (October 2002): 586-603; Klebba, Joanne M. and Janet G. Hamilton. "Structured Case Analysis: Developing Critical Thinking Skills in a Marketing Case Course." Journal of Marketing Education 29 (August 2007): 132-137, 139; Klein, Norman. "The Case Discussion Method Revisited: Some Questions about Student Skills." Exchange: The Organizational Behavior Teaching Journal 6 (November 1981): 30-32; Mukherjee, Arup. "Effective Use of In-Class Mini Case Analysis for Discovery Learning in an Undergraduate MIS Course." The Journal of Computer Information Systems 40 (Spring 2000): 15-23; Pessoa, Silviaet al. "Scaffolding the Case Analysis in an Organizational Behavior Course: Making Analytical Language Explicit." Journal of Management Education 46 (2022): 226-251: Ramsey, V. J. and L. D. Dodge. "Case Analysis: A Structured Approach." Exchange: The Organizational Behavior Teaching Journal 6 (November 1981): 27-29; Schweitzer, Karen. "How to Write and Format a Business Case Study." ThoughtCo. https://www.thoughtco.com/how-to-write-and-format-a-business-case-study-466324 (accessed December 5, 2022); Reddy, C. D. "Teaching Research Methodology: Everything's a Case." Electronic Journal of Business Research Methods 18 (December 2020): 178-188; Volpe, Guglielmo. "Case Teaching in Economics: History, Practice and Evidence." Cogent Economics and Finance 3 (December 2015). doi:https://doi.org/10.1080/23322039.2015.1120977.

Writing Tip

Ca se Study and Case Analysis Are Not the Same!

Confusion often exists between what it means to write a paper that uses a case study research design and writing a paper that analyzes a case; they are two different types of approaches to learning in the social and behavioral sciences. Professors as well as educational researchers contribute to this confusion because they often use the term "case study" when describing the subject of analysis for a case analysis paper. But you are not studying a case for the purpose of generating a comprehensive, multi-faceted understanding of a research problem. R ather, you are critically analyzing a specific scenario to argue logically for recommended solutions and courses of action that lead to optimal outcomes applicable to professional practice.

To avoid any confusion, here are twelve characteristics that delineate the differences between writing a paper using the case study research method and writing a case analysis paper:

• Case study is a method of in-depth research and rigorous inquiry ; case analysis is a reliable method of teaching and learning . A case study is a modality of research that investigates a phenomenon for the purpose of creating new knowledge, solving a problem, or testing a hypothesis using empirical evidence derived from the case being studied. Often, the results are used to generalize about a larger population or within a wider context. The writing adheres to the traditional standards of a scholarly research study. A case analysis is a pedagogical tool used to teach students how to reflect and think critically about a practical, real-life problem in an organizational setting.
• The researcher is responsible for identifying the case to study; a case analysis is assigned by your professor . As the researcher, you choose the case study to investigate in support of obtaining new knowledge and understanding about the research problem. The case in a case analysis assignment is almost always provided, and sometimes written, by your professor and either given to every student in class to analyze individually or to a small group of students, or students select a case to analyze from a predetermined list.
• A case study is indeterminate and boundless; a case analysis is predetermined and confined . A case study can be almost anything [see item 9 below] as long as it relates directly to examining the research problem. This relationship is the only limit to what a researcher can choose as the subject of their case study. The content of a case analysis is determined by your professor and its parameters are well-defined and limited to elucidating insights of practical value applied to practice.
• Case study is fact-based and describes actual events or situations; case analysis can be entirely fictional or adapted from an actual situation . The entire content of a case study must be grounded in reality to be a valid subject of investigation in an empirical research study. A case analysis only needs to set the stage for critically examining a situation in practice and, therefore, can be entirely fictional or adapted, all or in-part, from an actual situation.
• Research using a case study method must adhere to principles of intellectual honesty and academic integrity; a case analysis scenario can include misleading or false information . A case study paper must report research objectively and factually to ensure that any findings are understood to be logically correct and trustworthy. A case analysis scenario may include misleading or false information intended to deliberately distract from the central issues of the case. The purpose is to teach students how to sort through conflicting or useless information in order to come up with the preferred solution. Any use of misleading or false information in academic research is considered unethical.
• Case study is linked to a research problem; case analysis is linked to a practical situation or scenario . In the social sciences, the subject of an investigation is most often framed as a problem that must be researched in order to generate new knowledge leading to a solution. Case analysis narratives are grounded in real life scenarios for the purpose of examining the realities of decision-making behavior and processes within organizational settings. A case analysis assignments include a problem or set of problems to be analyzed. However, the goal is centered around the act of identifying and evaluating courses of action leading to best possible outcomes.
• The purpose of a case study is to create new knowledge through research; the purpose of a case analysis is to teach new understanding . Case studies are a choice of methodological design intended to create new knowledge about resolving a research problem. A case analysis is a mode of teaching and learning intended to create new understanding and an awareness of uncertainty applied to practice through acts of critical thinking and reflection.
• A case study seeks to identify the best possible solution to a research problem; case analysis can have an indeterminate set of solutions or outcomes . Your role in studying a case is to discover the most logical, evidence-based ways to address a research problem. A case analysis assignment rarely has a single correct answer because one of the goals is to force students to confront the real life dynamics of uncertainly, ambiguity, and missing or conflicting information within professional practice. Under these conditions, a perfect outcome or solution almost never exists.
• Case study is unbounded and relies on gathering external information; case analysis is a self-contained subject of analysis . The scope of a case study chosen as a method of research is bounded. However, the researcher is free to gather whatever information and data is necessary to investigate its relevance to understanding the research problem. For a case analysis assignment, your professor will often ask you to examine solutions or recommended courses of action based solely on facts and information from the case.
• Case study can be a person, place, object, issue, event, condition, or phenomenon; a case analysis is a carefully constructed synopsis of events, situations, and behaviors . The research problem dictates the type of case being studied and, therefore, the design can encompass almost anything tangible as long as it fulfills the objective of generating new knowledge and understanding. A case analysis is in the form of a narrative containing descriptions of facts, situations, processes, rules, and behaviors within a particular setting and under a specific set of circumstances.
• Case study can represent an open-ended subject of inquiry; a case analysis is a narrative about something that has happened in the past . A case study is not restricted by time and can encompass an event or issue with no temporal limit or end. For example, the current war in Ukraine can be used as a case study of how medical personnel help civilians during a large military conflict, even though circumstances around this event are still evolving. A case analysis can be used to elicit critical thinking about current or future situations in practice, but the case itself is a narrative about something finite and that has taken place in the past.
• Multiple case studies can be used in a research study; case analysis involves examining a single scenario . Case study research can use two or more cases to examine a problem, often for the purpose of conducting a comparative investigation intended to discover hidden relationships, document emerging trends, or determine variations among different examples. A case analysis assignment typically describes a stand-alone, self-contained situation and any comparisons among cases are conducted during in-class discussions and/or student presentations.

The Case Analysis . Fred Meijer Center for Writing and Michigan Authors. Grand Valley State University; Mills, Albert J. , Gabrielle Durepos, and Eiden Wiebe, editors. Encyclopedia of Case Study Research . Thousand Oaks, CA: SAGE Publications, 2010; Ramsey, V. J. and L. D. Dodge. "Case Analysis: A Structured Approach." Exchange: The Organizational Behavior Teaching Journal 6 (November 1981): 27-29; Yin, Robert K. Case Study Research and Applications: Design and Methods . 6th edition. Thousand Oaks, CA: Sage, 2017; Crowe, Sarah et al. “The Case Study Approach.” BMC Medical Research Methodology 11 (2011):  doi: 10.1186/1471-2288-11-100; Yin, Robert K. Case Study Research: Design and Methods . 4th edition. Thousand Oaks, CA: Sage Publishing; 1994.

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Exclusive: Employers Are Souring On Ivy League Grads, While These 20 “New Ivies” Ascend

You’re not imagining things: the ivy league is forfeiting its standing as america’s producer of great talent. here are the schools producing the hard-working high achievers that employers crave., by emma whitford , forbes staff.

F or the entirety of America’s existence, the Ivy League has provided an essential service. In sorting the best and the brightest upon admission and then rigorously educating them, these “Ancient Eight” universities have provided employers, investors and even voters a meritocratic seal of approval. Some one-third of U.S. presidents and the current Forbes 400 list of richest Americans are Ivy alums, as well as eight sitting members of the Supreme Court.

But as evident just by reading or watching the news, something feels distinctly off on Ivy League campuses. While it’s easy to chalk up the ham-handed protests, policies and presidential resignations to a particular moment right now, this erosion is several years in the making.

“33% of those making hiring decisions said they are less likely to hire Ivy League graduates today than five years ago. Only 7% said they were more likely to hire them.”

“42% of hiring managers are more likely to hire public university grads than they were five years ago.”

It started with an abdication of trying to find great, well-rounded students in lieu of, as admissions offices blather, a “well-rounded class” of amalgamated specialists. Weird, if well-intended, admissions policies that can actually hurt different minority groups, as the Supreme Court recently ruled, both through distorted screening and eliminating standardized tests— the best way , paradoxically, for people from under-privileged backgrounds to show they belong. (For all this effort, the Ivies still inordinately favor the rich and connected.) And then, once the students matriculate, the schools undermine the standard that otherwise makes their degrees mean anything. At America’s two most august universities, Harvard and Yale , nearly 80 percent of all undergraduates average an A or A-minus.

And guess what? Employers have figured this out. Forbes surveyed nearly 300 subscribers to its Future of Work newsletter, with three-fourths of respondents holding direct hiring authority. Among those in charge of employment decisions, 33% said they are less likely to hire Ivy League graduates than they were five years ago, with only 7% saying they were more likely to hire them.

Several of the Ivy League colleges, including Columbia University, pictured above, have drawn ire in recent months from students, alumni, donors and politicians for how they've responded to on-campus antisemitism and the war in Gaza.

“The bloom has been off the Ivies,” says Fred Prager, a senior managing director at Hilltop Securities and a trustee at California’s Claremont McKenna College whose investment firm specializes in higher education. “What has occurred more recently, with the pandemic and with all this nonsense going on, post October 7th, and all the rest has just been a bit of an accelerant.”

Adds Jim Clark, who hires technologists for Kansas City’s HNTB, the nation's second largest architectural firm: “The perception of what those graduates bring has changed. And I think it’s more related to what they’re actually teaching and what they walk away with.”

Perhaps this is an indictment of all of higher education? Absolutely not. Forbes also surveyed the hirers about public university graduates and the grads of good non-Ivy private colleges, and the numbers are almost precisely the opposite of the Ivy results, with 42% saying they are more likely to hire public university grads and 37% saying they are more likely to hire grads of non-Ivy League private colleges than five years ago. Only about 5% say they are less likely to hire from either group.

“37% of those with hiring authority said state universities were doing better than five years ago in preparing job candidates.”

“Just 14% of hiring managers said the Ivy League colleges were doing better than five years ago in preparing job candidates, while 20% said they’re doing worse.”

“Being able to put yourself in someone else’s shoes is really important,” says Laura Bier, a San Diego-based management consultant specializing in healthcare and defense. “Kids who've been to a public school have had a broader diversity of friends from different backgrounds, teachers from different backgrounds and are better able to be nimble in those situations.”

It comes down to preparedness. Some 37% of those with hiring authority in our survey said state universities were doing better than five years ago in preparing job candidates and 31% thought non-Ivy League private colleges had improved. Just 14% had similar praise for the Ivy League, while 20% said they’re doing worse, making this the only segment in which negative appraisals of the trend in job readiness exceeded positive ones.

One of Forbes' New Ivies, the University of Illinois Urbana-Champaign, offers a "CS + X" major program that allows students to combine computer science with other arts and science studies.

The conclusion: great state schools and ascendant private ones are turning out hungry graduates; the Ivies are more apt to turn out entitled ones. And in creating the latter, the Ivies have taken the value they’ve spent centuries creating—a degree that employers craved—and in just a few years done a lot to forfeit it.

“For some, they believe once they've got the sheepskin, that's their ticket. How dare you question my competency,” says Prager. “I've been running scared my whole life.” (Prager graduated from Stanford in 1969, before it was “Stanford.”) The billionaire energy trader turned philanthropist John Arnold echoed that sentiment on X last week: “I’ve had several conversations in recent years with people who hire undergrads for highly competitive jobs (tech, finance, consulting etc) that are moving away from the Ivies and towards flagship state universities, citing better cultural and professional fit.’’

So if the Ivies aren’t the Ivies anymore, which schools exactly are? Forbes decided to channel these hirers and determine the New Ivies, the 10 public universities and 10 ascendant private ones turning out the smart, driven graduates craved by employers of all types.

Our methodology was as follows. After disqualifying the Ivies (and we used the Ivy-plus yardstick, which includes Stanford, MIT, Duke and the University of Chicago, as well as the eight classics Harvard, Yale, Princeton, Brown, Penn, Columbia, Dartmouth and Cornell), we started with 1,743 colleges of at least 4,000 students (understanding that small liberal arts schools have always offered a more boutique experience and are hard to compare with research universities). Using 2022 admissions data, the most recent available, we then screened for schools with high standardized test scores (our New Ivies average a robust 1482 SAT and 33 ACT) and where at least half the applicants supplied the scores, regardless of whether they were required to do so for admission—in other words, places that still rely heavily on objective measures of success.

Compared to 5 years ago, are you more or less likely to hire Ivy League graduates?

Why the focus on test scores for our New Ivies list? While many colleges made tests optional during the pandemic, exactly the time when these tests would have been most useful, Opportunity Insights’ research shows standardized tests are both more predictive of success in college than grades and fairer to all applicants than some other admission criteria (such as counselors’ recommendations), which favor wealthier private high school grads. (A steady stream of schools, including Ivies Dartmouth, Harvard, Yale and Brown, have recently announced they're reinstating test requirements. The University of California , meanwhile, still refuses to even look at applicant test scores, which is why none of those schools hits our list.)

For similar reasons, we also screened with a selectivity yardstick (below a 20% admission rate at private schools, 50% at publics). And then from there, we took the 32 remaining schools and surveyed our hiring manager respondents about each one.

Many of the schools on our list are well known; Johns Hopkins and University of Michigan have long been considered Ivy caliber institutions, while Vanderbilt, Rice and Emory are often referred to as Southern Ivies. Others like New York’s Binghamton University are already respected in their geographic areas, but now are attracting wider notice.

None of this suggests that the Ivies have completely lost their luster. It just means that, through miscalculation and mismanagement, they’ve given up the centuries-old free pass conveyed by employers—even from their own alumni. Listen to Jacqueline Reses , a member of Forbes’ Richest Self-Made Women list and a loyal Penn alum, who’s given $5 million and sits on Wharton’s Board of Advisors: “I wouldn’t forego the opportunity to hire brilliant, tenacious, smart, wonderful kids, but I’d be more thoughtful in how I’d screen them.” Long-time skeptics, meanwhile, feel a dose of vindication. “I don’t give an edge to Ivy League schools. That’s not to say I won’t hire someone from them,’’ says billionaire entrepreneur and Shark Tank star Mark Cuban , who chose to attend Indiana University in the late 1970s because it offered the best bang-for-the-buck among undergraduate business schools. “It’s just that I have never believed they make better employees.”

This week, many students who got into very selective schools are choosing where to attend. In previous years, Ivy admission generally translated into matriculation. Now, some of these schools, with their universal Latin mottos, might consider a new one: Caveat emptor .

Data Research by Rina Torchinsky

THE PUBLIC IVIES

These 10 state universities, spread across the u.s., attract high-achievers and turn out hard-working, highly-regarded employees. (military academies were not included in our analysis. california universities were excluded because they don’t consider test scores.), the new private ivies, these 10 private schools, located in nine states and washington d.c., are attracting the smartest students and plaudits from employers. our analysis excluded schools with fewer than 4,000 students, the eight old ivies and four ivy-plus schools—stanford, mit, duke and chicago., more from forbes.

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