How to Write a Case Study: Bookmarkable Guide & Template

Braden Becker

Published: July 18, 2024

Earning the trust of prospective customers can be a major challenge. Before you can expect to earn their business, you’ll need to demonstrate your ability to deliver on the promises of your product or service. The best way to win new business is with cold, hard proof.

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A great way to prove your worth is through a compelling case study. HubSpot’s 2024 State of Marketing report found that case studies are so captivating that they were the fifth most commonly used type of content that marketers relied on.

That statistic still holds true in Forbes Advisor’s 2024 study, which adds that 78% of B2B businesses report using case studies and customer stories because they are “ crucial for demonstrating real-world value. ”

Having written these ever more frequently over the past ten years, I hope to serve as your guide through a process that can feel daunting, but I promise is worth the effort. Below, I'll walk you through what a case study is, how to prepare for writing one, what to include in it, and how it can be an effective tactic.

Table of Contents

Case Study Definition

  • Why Write a Case Study?
  • How Long Should a Case Study Be?

Case Study Templates

How to write a case study, case study format, business case study examples.

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A case study is coverage of 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, helping you attract new clients.

Why write a case study?

I know, it sounds like a huge endeavor — is it really worth it?

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, showing 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 demonstrates how your product solved their issue. Most importantly, it explains 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.

A robust case study instills confidence in the solutions you present because the reader has now vicariously experienced the problem — and they followed, step-by-step, what it took to solve it. These elements work together, enabling 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 — put your success on display for potential customers to see.

All of these attributes play together like an orchestra to help you gain more clients. Afterward, the case study acts as a reference. You can pull quotes from customers that were featured in these studies to repurpose them in other marketing content.

How long should a case study be?

Now that you’re more acquainted with the benefits of producing a case study, let’s explore how long these documents should 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. Make it attractive to dive into by using headings, subheadings, bullet points, charts, and other graphics to break up the content and make it more scannable for readers.

I’ve also seen more and more brands incorporate video elements into case studies listed on their site for a more engaging experience, which is highly recommended given that video is currently the best performing marketing content format.

case study format, forbes table of best performing content marketing formats

In terms of the interview structure, I recommend categorizing the questions in a way that the answers flow 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, plus 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 needs 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?

It’s a smart idea to send a copy of your interview questions to your subject ahead of time so they can prepare strong answers and collect the numerical data you need from them.

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 useful, it’s easy to feel overwhelmed. I always do, but I also know that it works out in the end, so I just jump on in and work it through.

So where should you start? What should you include? What's the best way to structure it?

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 through video or photos with a bit of accompanying text.

Here are the sections I’d suggest, and I'll cover these in more detail after #11 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, 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 to it from your homepage with a “Case Studies” or “Testimonials” button along your homepage's top navigation bar.

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.

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How to write a solid business case (with examples and template).

Kasper Vardrup

Table of contents

What is a business case, business case vs. business plan, how to structure your business case, how to write a business case.

  • Business Case PowerPoint template

ROI calculator template

  • Key elements of a strong Business Case 

Frequently asked questions

Nearly every new project requires approval—whether it's getting the green light from your team or securing support from executive stakeholders. While an informal email might suffice for smaller initiatives, significant business investments often require a well-crafted business case.  This guide, written by former consultants from McKinsey and Bain, will help you write a compelling business case. It provides the steps and best practices to secure the necessary support and resources for a successful project. 

A business case is a written document (often a PowerPoint presentation) that articulates the value of a specific business project or investment. It presents the rationale for the project, including the benefits, costs, risks, and impact. The main objective is to persuade internal stakeholders to endorse the project.

A business case answers the questions:

  • Why should we do this?
  • What is the best solution?
  • What will happen if we proceed with this investment decision?  

Business cases can serve many purposes, but here are a few common reasons for developing one:

  • Implementation of a new IT system
  • Launching a new product line
  • Construction of a new manufacturing plant or data center
  • Opening new retail locations or expanding into international markets
  • Implementation of new compliance and risk management systems
  • Acquiring a competitor or a complementary business
  • Investing in building a new capability 
  • Obtaining additional resources for an ongoing initiative
  • Deciding whether to outsource a function

Simply put, a business case justifies a specific project or initiative, while a business plan outlines an entire business's overall strategy, goals, and detailed planning.

Investors use a business plan to make informed decisions about investing. It details the financial, strategic, and operational aspects of a business, helping investors assess the potential return on investment. In contrast, a business case is narrowly focused on a particular project or initiative. It helps stakeholders evaluate the potential impact of that specific project on the business. Both documents require thorough research, careful writing, and effective presentation.  Here's an overview of their differences:

What is the difference between a project business case and a business plan?

Before writing your business case

The fate of your project or initiative will usually lie with a small group of decision makers. The best way to increase your chances of getting a green light is to engage with stakeholders, gather their insights, and build support before writing the business case. Use their input to construct a rough draft and present this draft back to key stakeholders for feedback and approval. Only once you have understood their priorities and concerns should you proceed with writing the final business case.

To get buy-in from your stakeholders, you must tell your "story" so that it is easy to understand the need, the solution you're proposing, and the benefits to the company. Generally, decision-makers will care most about ROI and how your project aligns with the organization's strategic goals – so keep those issues front and center.

In our experience, the business case structure below is the most logical and effective, but you should generally use whatever format or template your company uses. If no templates exist, use the structure below and find a solid template (you'll find a link to a template later in this post).

Whatever structure or template you apply, remember that your story needs to be clear above all else.

the structure of a winning business case

Let's go through each of the 10 sections one-by-one:  

1. Executive Summary

A one-page summary providing a concise overview of the business case.

Highlight the key points, including the problem or opportunity, proposed solution, and expected benefits.

We recommend structuring your summary using the Situation-Complication-Solution framework (See   How to Write an Effective Executive Summary ) . The executive summary should be the final thing you write.  

2. Background and context

Start with the why. Outline the situation and the business problem or opportunity your business case addresses. Clearly describe the problem's impact on the organization.

This section may include an overview of the macro environment and dynamics, key trends driving change, and potential threats or opportunities. Share data that conveys urgency . For example: Is customer satisfaction dropping because of a lack of product features? Is an outdated IT system causing delays in the sales process? Are you seeing growing competition from digital-first players in the market? Are you seeing an opportunity as a result of changing customer needs?

3. What is the problem?

This is a key part of your business case. Your business case is built from your analysis of the problem. If your stakeholders don't understand and agree with your articulation of the problem, they'll take issue with everything else in your business case.

Describe the underlying issues and their solutions using data. You might include customer data, input from end users, or other information from those most affected by the problem.

4. High-level solution and vision

Start with a high-level description of the solution. Clarify the specific, measurable objectives that the project aims to achieve. Ensure these objectives align with the organization's strategic goals.

5. Option analysis

You have now answered the question: Why should we do this project? - and you have outlined a compelling solution.

In this section, you identify and evaluate different options for addressing the problem. Include a "do nothing" option as a baseline for comparison. Assess the pros and cons of each option, considering factors like cost, feasibility, risk, and potential benefits.

Slide summarizing various options for a new IT system. Example from Slideworks Business Case Template Slide

Slide summarizing various options for a new IT system. Example from Slideworks Business Case Template Slide

6. Recommended Solution

Solution Details Propose the preferred solution based on the options analysis. Describe the solution in detail, including scope, deliverables, and key components. Justify why this solution is the best choice.  

Benefits Describe the benefits (e.g., cost savings, increased revenue, improved efficiency, competitive advantage). Include both tangible and intangible benefits, but focus on benefits you can quantify. Your stakeholders will want to know the financial impact.

Be very clear about where your numbers come from. Did you get them from colleagues in Marketing, Finance, HR, or Engineering? Stakeholders care about the sources for these assumptions and are more likely to trust your numbers if they come from (or are validated by) people they trust.

Cost Analysis In this section, you provide a detailed breakdown of the costs associated with the proposed solution. Include initial investment, ongoing operational costs, and any potential financial risks.

Compare the costs against the expected benefits to demonstrate return on investment (ROI).

7. Implementation plan

Outline a high-level plan for implementing the proposed solution . Include key milestones, timelines, and dependencies. Describe the resources required, including personnel, technology, and funding.

Roadmap example - New digital venture. Slideworks Business Case Template

Roadmap example - New digital venture. Slideworks Business Case Template

8. Risks and mitigations

In this section, you highlight potential risks and uncertainties associated with the project. Try to focus on the most important risks (you don't need to account for every potential scenario). These typically include those affecting cost, benefits, and schedule, but they can also include risks to the team, technology, scope, and performance.

Be realistic when you write this section. Transparency will gain the confidence of stakeholders and will demonstrate your foresight and capability.

Consider ranking your identified risk areas according to "likelihood of risk" and "impact of risk" (as shown in the example below). Then, propose mitigation strategies to manage and minimize risks.

Example of Risks Slide - Slideworks Business Case Template

Example of Risks Slide - Slideworks Business Case Template

Risks and mitigation slide - Slideworks Business Case Template

Risks and mitigation slide - Slideworks Business Case Template

9. Governance and monitoring

Establishing a clear governance structure ensures that there is a defined hierarchy of authority, responsibilities, and accountability. A definition of the following  groups and roles are often included:

  • Steering Committee : A group of senior executives or stakeholders who provide overall strategic direction, make high-level decisions, and ensure that the project aligns with organizational goals.
  • Project Sponsor : An individual or group with the authority to provide resources, make critical decisions, and support the project at the highest level. The sponsor is often a senior executive.
  • Project Manager : The person responsible for day-to-day management of the project, ensuring that the project stays on track, within budget, and meets its objectives. The project manager reports to the steering committee and project sponsor.
  • Project Team : A group of individuals with various skills and expertise necessary to carry out project tasks. The team may include internal staff and external consultants.

You might also define what monitoring and reporting mechanisms that will be used to track the project's progress, identify issues early, and ensure accountability. These mechanisms often include specific Project Management Tools, ongoing status reports, and meetings.

10. Recommendations and next steps

In this last section, you summarize the key points of the business case and make a final recommendation to the decision-makers . Remember to Include your ROI number(s) again and repeat how your project aligns with the organization's strategic goals.

Consider ending your business case with a final slide outlining the immediate actions required to move forward with the recommended solution.

Business Case PowerPoint template

An effective business case requires both the right content and structure. A strong template and a few best practice examples can ensure the right structure and speed up the process of designing individual slides.

The Slideworks  Business Case Template for PowerPoint follows the methodology presented in this post and includes 300 PowerPoint slides, 3 Excel models, and three full-length, real-life case examples created by ex-McKinsey & BCG consultants.  

Often, companies have a preferred method of calculating a project's ROI. If this is not the case, you should use the one most appropriate to your project—break-even analysis, payback period, NPV, or IRR.

This free " Business Case ROI Template for Excel " can help you calculate project ROI and decide which method to use.

Key elements of a strong Business Case  

Involve subject-matter experts To develop a comprehensive business case, draw on insights from experts who understand the problem's intricacies and potential solutions. Involve colleagues from relevant departments such as R&D, sales, marketing, and finance to ensure all perspectives are considered.

Involve key stakeholders Get input from all relevant team members, including HR, finance, sales, and IT. This collaborative approach ensures the business case is built on verified expert knowledge. Encouraging teamwork and buy-in from internal stakeholders helps build a strong foundation of support.

Understand audience objectives Align your business case with the company’s strategic objectives and future plans. Clearly demonstrate how the project supports long-term company success. Consider the competition for resources and justify the investment by showing its relevance and importance.

Set a clear vision Communicate the purpose, goals, methods, and people involved in the initiative clearly. Detail what the project aims to solve or achieve and its impact on the organization. This clarity helps stakeholders understand the overall vision and direction of the project.

Be on point Be concise and provide only the necessary information needed for informed decision-making. Base your details on facts collected from team members and experts, avoiding assumptions. This precision ensures your business case is credible and actionable.

Check out our Go-To-Market Strategy post to take the next step on bringing your business idea to life.

What is the difference between a project business case and a project charter?

A project charter and a business case are distinct but complementary documents. The business case is created first and serves to justify the project's initiation by detailing its benefits, costs, risks, and alignment with organizational goals. It is used by decision-makers to approve or reject the project.

Once the project is approved, a project charter is often developed to formally authorize the project, outlining its objectives, scope, key stakeholders, and the project manager's authority. A summary of the business case is often included in the project charter.  

How long should a business case be?

A comprehensive business case doesn't have a specific page count but should be detailed enough to clearly communicate the project's benefits, costs, risks, and alignment with organizational goals. For small projects, it may be a few pages; for larger or complex projects, it typically ranges from 10-20 word pages (30-50 slides), excluding appendices. Sources: Harvard Business Press - Developing a Business Case 

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How to write a business case study: your complete guide

Hanna Stechenko

Hanna Stechenko Manager, SEO Management

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

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

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

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

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

It’s tricky.

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

Let’s jump in.

What is a business case study?

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

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

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

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

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

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

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

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

What makes a strong case study?

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

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

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

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

Why use case studies at all?

Great case studies can take some time to create.

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

It’s a fair point to consider.

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

1. They can last a long time

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

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

2. They’re relatively inexpensive

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

3. They drastically boost your credibility

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

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

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

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

Before you start: Understanding stakes and obstacles

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

At a high level, the process is straightforward:

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

Simple, right?

Unfortunately, the process is rarely this smooth.

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

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

1. Relationship

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

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

2. Availability

People are busy.

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

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

3. Branding

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

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

4. Legality

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

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

5. Approval

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

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

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

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

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

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

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

Step 1: Planning and prep

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

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

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

Sometimes, these roles are combined.

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

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

Next, consider your goals:

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

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

1. Make your list specific

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

2. Only include notable candidates

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

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

3. Consider existing relationships

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

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

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

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

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

If they agree, start scheduling your timeline.

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

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

Step 2: The interview process

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

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

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

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

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

Here are a few sample questions you might use:

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

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

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

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

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

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

Step 3: Writing your business case study

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

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

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

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

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

Sample case study outline

1. introduction.

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

2. Company overview

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

3. Problem / Challenge

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

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

4. Solution

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

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

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

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

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

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

6. About us

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

7. Call-to-action (CTA)

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

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

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

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

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

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

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

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

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

Best practices

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

Revise and review

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

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

Seek client approval

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

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

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

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

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

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

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

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

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

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

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

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

Step 4: Marketing your case study

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

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

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

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

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

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

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

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

Good case study examples (and why they work)

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

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

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

PandaDoc case study

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

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

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

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

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

Trello case study

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

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

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

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

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

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

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

Stripe case study

Simplepractice launches automatic payments offering for clinicians with stripe.

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

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

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

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

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

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

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

Format: Stripe has a great case study format.

Wrapping up

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

Why? Because you want to sell your product!

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

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

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

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

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

Frequently asked questions

What is the best business case study format.

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

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

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

How do I create a business case study outline?

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

Most case studies feature the following sections:

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

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

What are some case study best practices?

Best practices for writing case studies include:

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

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

Where can I find a good case study design template?

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

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

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

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

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

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

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How to Write a Case Study: The Compelling Step-by-Step Guide

How to write a case study the compelling step by step guide

Is there a poignant pain point that needs to be addressed in your company or industry? Do you have a possible solution but want to test your theory? Why not turn this drive into a transformative learning experience and an opportunity to produce a high-quality business case study? However, before that occurs, you may wonder how to write a case study.

You may also be thinking about why you should produce one at all. Did you know that case studies are impactful and the fifth most used type of content in marketing , despite being more resource-intensive to produce?

Below, we’ll delve into what a case study is, its benefits, and how to approach business case study writing:

Definition of a Written case study and its Purpose

A case study is a research method that involves a detailed and comprehensive examination of a specific real-life situation. It’s often used in various fields, including business, education, economics, and sociology, to understand a complex issue better. 

It typically includes an in-depth analysis of the subject and an examination of its context and background information, incorporating data from multiple sources, such as interviews, observations, and existing literature. 

The ultimate aim is to provide a rich and detailed account of a situation to identify patterns and relationships, generate new insights and understanding, illustrate theories, or test hypotheses.

Importance of Business Case Study Writing

As such an in-depth exploration into a subject with potentially far-reaching consequences, a case study has benefits to offer various stakeholders in the organisation leading it.

  • Business Founders: Use business case study writing to highlight real-life examples of companies or individuals who have benefited from their products or services, providing potential customers with a tangible demonstration of the value their business can bring. It can be effective for attracting new clients or investors by showcasing thought leadership and building trust and credibility.
  • Marketers through case studies and encourage them to take action: Marketers use a case studies writer to showcase the success of a particular product, service, or marketing campaign. They can use persuasive storytelling to engage the reader, whether it’s consumers, clients, or potential partners.
  • Researchers: They allow researchers to gain insight into real-world scenarios, explore a variety of perspectives, and develop a nuanced understanding of the factors that contribute to success or failure. Additionally, case studies provide practical business recommendations and help build a body of knowledge in a particular field.

How to Write a Case Study – The Key Elements 

How to Write a Case Study – The Key Elements

Considering how to write a case study can seem overwhelming at first. However, looking at it in terms of its constituent parts will help you to get started, focus on the key issue(s), and execute it efficiently and effectively.

Problem or Challenge Statement

A problem statement concisely describes a specific issue or problem that a written case study aims to address. It sets the stage for the rest of the case study and provides context for the reader. 

Here are some steps to help you write a case study problem statement:

  • Identify the problem or issue that the case study will focus on.
  • Research the problem to better understand its context, causes, and effects.
  • Define the problem clearly and concisely. Be specific and avoid generalisations.
  • State the significance of the problem: Explain why the issue is worth solving. Consider the impact it has on the individual, organisation, or industry.
  • Provide background information that will help the reader understand the context of the problem.
  • Keep it concise: A problem statement should be brief and to the point. Avoid going into too much detail – leave this for the body of the case study!

Here is an example of a problem statement for a case study:

“ The XYZ Company is facing a problem with declining sales and increasing customer complaints. Despite improving the customer experience, the company has yet to reverse the trend . This case study will examine the causes of the problem and propose solutions to improve sales and customer satisfaction. “

Solutions and interventions

Here are some steps to help you write a case study solution or intervention

Business case study writing provides a solution or intervention that identifies the best course of action to address the problem or issue described in the problem statement. 

Here are some steps to help you write a case study solution or intervention:

  • Identify the objective , which should be directly related to the problem statement.
  • Analyse the data, which could include data from interviews, observations, and existing literature.
  • Evaluate alternatives that have been proposed or implemented in similar situations, considering their strengths, weaknesses, and impact.
  • Choose the best solution based on the objective and data analysis. Remember to consider factors such as feasibility, cost, and potential impact.
  • Justify the solution by explaining how it addresses the problem and why it’s the best solution with supportive evidence.
  • Provide a detailed, step-by-step plan of action that considers the resources required, timeline, and expected outcomes.

Example of a solution or intervention for a case study:

“ To address the problem of declining sales and increasing customer complaints at the XYZ Company, we propose a comprehensive customer experience improvement program. “

“ This program will involve the following steps:

  • Conducting customer surveys to gather feedback and identify areas for improvement
  • Implementing training programs for employees to improve customer service skills
  • Revising the company’s product offerings to meet customer needs better
  • Implementing a customer loyalty program to encourage repeat business “

“ These steps will improve customer satisfaction and increase sales. We expect a 10% increase in sales within the first year of implementation, based on similar programs implemented by other companies in the industry. “

Possible Results and outcomes

Writing case study results and outcomes

Writing case study results and outcomes involves presenting the impact of the proposed solution or intervention. 

Here are some steps to help you write case study results and outcomes:

  • Evaluate the solution by measuring its effectiveness in addressing the problem statement. That could involve collecting data, conducting surveys, or monitoring key performance indicators.
  • Present the results clearly and concisely, using graphs, charts, and tables to represent the data where applicable visually. Be sure to include both quantitative and qualitative results.
  • Compare the results to the expectations set in the solution or intervention section. Explain any discrepancies and why they occurred.
  • Discuss the outcomes and impact of the solution, considering the benefits and drawbacks and what lessons can be learned.
  • Provide recommendations for future action based on the results. For example, what changes should be made to improve the solution, or what additional steps should be taken?

Example of results and outcomes for a case study:

“ The customer experience improvement program implemented at the XYZ Company was successful. We found significant improvement in employee health and productivity. The program, which included on-site exercise classes and healthy food options, led to a 25% decrease in employee absenteeism and a 15% increase in productivity . “

“ Employee satisfaction with the program was high, with 90% reporting an improved work-life balance. Despite initial costs, the program proved to be cost-effective in the long run, with decreased healthcare costs and increased employee retention. The company plans to continue the program and explore expanding it to other offices .”

Case Study Key takeaways

Key takeaways are the most important and relevant insights and lessons

Key takeaways are the most important and relevant insights and lessons that can be drawn from a case study. Key takeaways can help readers understand the most significant outcomes and impacts of the solution or intervention. 

Here are some steps to help you write case study key takeaways:

  • Summarise the problem that was addressed and the solution that was proposed.
  • Highlight the most significant results from the case study.
  • Identify the key insights and lessons , including what makes the case study unique and relevant to others.
  • Consider the broader implications of the outcomes for the industry or field.
  • Present the key takeaways clearly and concisely , using bullet points or a list format to make the information easy to understand.

Example of key takeaways for a case study:

  • The customer experience improvement program at XYZ Company successfully increased customer satisfaction and sales.
  • Employee training and product development were critical components of the program’s success.
  • The program resulted in a 20% increase in repeat business, demonstrating the value of a customer loyalty program.
  • Despite some initial challenges, the program proved cost-effective in the long run.
  • The case study results demonstrate the importance of investing in customer experience to improve business outcomes.

Steps for a Case Study Writer to Follow

Steps for a Case Study Writer to Follow

If you still feel lost, the good news is as a case studies writer; there is a blueprint you can follow to complete your work. It may be helpful at first to proceed step-by-step and let your research and analysis guide the process:

  • Select a suitable case study subject: Ask yourself what the purpose of the business case study is. Is it to illustrate a specific problem and solution, showcase a success story, or demonstrate best practices in a particular field? Based on this, you can select a suitable subject by researching and evaluating various options.
  • Research and gather information: We have already covered this in detail above. However, always ensure all data is relevant, valid, and comes from credible sources. Research is the crux of your written case study, and you can’t compromise on its quality.
  • Develop a clear and concise problem statement: Follow the guide above, and don’t rush to finalise it. It will set the tone and lay the foundation for the entire study.
  • Detail the solution or intervention: Follow the steps above to detail your proposed solution or intervention.
  • Present the results and outcomes: Remember that a case study is an unbiased test of how effectively a particular solution addresses an issue. Not all case studies are meant to end in a resounding success. You can often learn more from a loss than a win.
  • Include key takeaways and conclusions: Follow the steps above to detail your proposed business case study solution or intervention.

Tips for How to Write a Case Study

Here are some bonus tips for how to write a case study. These tips will help improve the quality of your work and the impact it will have on readers:

  • Use a storytelling format: Just because a case study is research-based doesn’t mean it has to be boring and detached. Telling a story will engage readers and help them better identify with the problem statement and see the value in the outcomes. Framing it as a narrative in a real-world context will make it more relatable and memorable.
  • Include quotes and testimonials from stakeholders: This will add credibility and depth to your written case study. It also helps improve engagement and will give your written work an emotional impact.
  • Use visuals and graphics to support your narrative: Humans are better at processing visually presented data than endless walls of black-on-white text. Visual aids will make it easier to grasp key concepts and make your case study more engaging and enjoyable. It breaks up the text and allows readers to identify key findings and highlights quickly.
  • Edit and revise your case study for clarity and impact: As a long and involved project, it can be easy to lose your narrative while in the midst of it. Multiple rounds of editing are vital to ensure your narrative holds, that your message gets across, and that your spelling and grammar are correct, of course!

Our Final Thoughts

A written case study can be a powerful tool in your writing arsenal. It’s a great way to showcase your knowledge in a particular business vertical, industry, or situation. Not only is it an effective way to build authority and engage an audience, but also to explore an important problem and the possible solutions to it. It’s a win-win, even if the proposed solution doesn’t have the outcome you expect. So now that you know more about how to write a case study, try it or talk to us for further guidance.

Are you ready to write your own case study?

Begin by bookmarking this article, so you can come back to it. And for more writing advice and support, read our resource guides  and  blog content . If you are unsure, please reach out with questions, and we will provide the answers or assistance you need.

Categorised in: Resources

This post was written by Premier Prose

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12 Steps to Create a Business Case Study That Converts

Learn how to make a case study presentation. Know how to write and structure it, and measure its business value. Plus examples & samples.

writing a business case study

Dominika Krukowska

10 minute read

How to create a case study

Short answer

What are the steps to create a case study.

  • Determine a customer use case
  • Go over existing clients that meet the use case
  • Reach out to the clients that you know are happy with your solution
  • Set success criteria or KPIs
  • Set measurements
  • Set time period for observation
  • Conduct post interview to assess results
  • Get data from client - or process data you own
  • Write case study based on interview and data
  • Design case study
  • Get client’s approval
  • Distribute case study

Most case studies inform rather than engage. They earn yawns rather than trust.

A great product or service is only half the battle; the other half is telling its story effectively.

The problem is most case studies are written to inform instead of telling a story. They are dry as a biscuit in the sun. Throwing numbers and company info at prospects won’t make them care, let alone trust you.

Unfortunately most companies don’t realize they're sitting on a gold mine of compelling narratives - their customer success stories.

Not sharing these tales results in missed opportunities, lower brand credibility, and, ultimately, fewer conversions.

Let me take you on a short guide on how to turn your client victories into captivating business case studies that constantly bring you loyal customers.

Let’s see how to uncover your case study material, how to write irresistible success stories, and how to track their engagement and business impact.

Let’s get started!

How to prepare for creating a case study?

Every customer success story is a marketing powerhouse just waiting for you to unlock its potential.

12 steps for creating impactful case studies:

1. Determine a customer use case

Begin by highlighting a problem that your product or service solved for a customer. This scenario should resonate with potential customers facing similar challenges, ensuring your case study feels relevant and impactful to your target audience.

2. Go over existing clients that meet the use case

Once you've defined the use case, scan your existing client list for a standout example. You're looking for someone who's experienced tangible success with your solution, ideally in a way that's inspiring, unexpected, or dramatic.

3. Reach out to the clients that you know are happy with your solution

When you've found a good match, get in touch. Clients who are genuinely delighted with your service will typically be eager to share their experience, and their enthusiasm can give your case study real authenticity and appeal.

Approaching clients with a request to participate in a case study is not trivial. It requires mutual trust and a good working relationship.

Knowing this full well, our CEO Itai Amoza had this tip to give you:

“Always be grateful to your clients. They are doing you a big favor and you shouldn't take this for granted. Aside from thanking them, offering perks like a discount, a bigger package, or even just exposing their brands to your customers can make them feel you really appreciate they have taken the time to do this with you. "

—Itai Amoza, Storydoc Founder and CEO

Itai Amoza

4. Set success criteria or KPIs

Before diving into the creation process, define what success looks like. Setting clear KPIs will provide concrete, measurable outcomes to demonstrate the effectiveness of your solution.

5. Set measurements

How will you quantify success? Will it be revenue growth? Customer retention ? Decide on the metrics that best align with your defined KPIs and use case.

6. Set time period for observation

Choose a timeframe that's long enough to demonstrate meaningful results, but not so long that the end of your case study feels disconnected from its start. This period should be relevant to your chosen metrics and reasonable within your industry.

7. Conduct post interview to assess results

Once your observation period is over, interview the client to gather their personal insights and feedback. Their perspective can add depth to your data, providing a richer, more complete picture of their experience.

8. Get data from client - or process data you own

Get relevant data from the client or use your own data to validate your story. Remember, this is not just about showcasing positive numbers, but about demonstrating real, meaningful impact on the client’s business.

9. Write the case study based on interview and data

Create a compelling narrative that weaves together your client’s voice, your data, and your solution. Use clear, relatable language to make your case study accessible and engaging.

10. Design the case study

Pay close attention to visual presentation. Use images, graphs, or infographics to make your data digestible and your narrative visually engaging. A well-made case study design can captivate audiences who might not engage with a text-heavy document.

11. Get client’s approval

Before you distribute your case study, make sure your client is happy with how their story is told. Their approval not only maintains a positive relationship, but also validates the truth of your case study.

12. Distribute the case study

Now it’s time to share your case study! Use platforms like LinkedIn and email to reach potential customers with similar profiles.

If you rely a lot on case studies to oil your sales prospecting cascades, don’t miss out on Storydoc’s case study creator . It lets you make amazing, easily shareable and trackable interactive case studies.

But beyond that it makes your distribution and tracking a breeze by connecting with your CRM and letting you send, track, and personalize your case studies directly from there.

Here's what our Salesforce integration looks like:

Storydoc Salesforce integration

How to write an impactful case study

A customer success story is much more than a recital of benefits and features. It's the narrative of a journey a customer embarked upon with your product or service, overcoming challenges, and reaching their goals along the way.

Contrary to popular belief, these narratives aren't always about monetary gains. Surprisingly, a Gartner study found that only 13% of case studies showcased clear return on investment (ROI) figures.

Instead, these narratives capture the value and positive impact your offerings have on customers.

They play a dual role: for prospects , they showcase real-life instances of your solution at work, aiding informed purchasing decisions. For existing customers , they act as testimonials, validating their choice and accelerating their learning curve.

However, crafting an impactful customer success story that resonates with prospects is an art few have mastered. Research by Gartner reveals that over 90% of case studies miss the mark.

4-step guide for writing compelling customer success stories

This short guide is based on Gartner's content framework . You can dig deeper into the ins and outs by reading our full guide on how to write a case study .

1. Take an audience-centric approach

First, identify your target audience. Understand their challenges and desires, then find potent stories that address these issues in an engaging manner.

Use tools like customer reviews, sales team insights, surveys, and industry trends to comprehend your audience's concerns and needs.

2. Have a clear storyline

Your story should have a clear beginning, middle, and end. Starting with the customer's problem, then detailing your solution's implementation, and concluding with the positive results achieved.

The spotlight should be on the customer's journey and the value they derived, rather than just your product's features.

Here's our recommended storyline structure:

How to write a presentation storyline that creates interest

3. Include relatable elements

Stories that form a personal connection are the most effective. Make your story more relatable by identifying story elements that mirror your prospects' circumstances and demonstrating how your solution can help resolve these issues.

4. Show data-driven results

Use quantifiable metrics like increased sales, improved efficiency, or reduced costs to demonstrate your product's efficacy. Comparing these results with industry standards can further emphasize your product's impact.

Including such data in your customer success stories can significantly reinforce your offering's credibility.

Tips and best practices for creating a case study

Crafting an effective business case study requires more than just laying out the facts. It's about strategically weaving together your narrative to engage, convince, and convert your audience.

Below are some tips and best practices to guide you in creating a business case study.

1. Start with a strong hook

Just like the opening scene of a blockbuster movie, your business case study should begin with a strong hook to instantly capture your audience’s attention.

This could be a compelling quote from the client, a surprising statistic, or a provocative question related to the problem you’re addressing.

Here's an example of an intro slide:

Case study intro slide

2. Use visuals to support your content

An image can save the need to say a thousand words. Use graphs, charts, infographics, or photographs to supplement your text and bring more clarity with less words.

This not only makes your customer success story more engaging but also makes it easier for readers to quickly grasp the key points.

3. Provide an interactive experience

Making your case study interactive will increase its engagement. Consider embedding interactive elements such as videos, calculators, or clickable tabs to enrich the reader's experience.

All this is easily available to you when creating a case study with Storydoc.

Here are some examples of interactive components you can use:

Interactive Storydoc components

4. Make it easy for readers to share your case studies

In the age of digital content, sharing should be as effortless as a click. And this is where Storydoc shines. Unlike static downloadable docs, Storydoc allows your readers to easily share your case studies using social buttons and an email form.

Making this process as simple and hassle-free as possible increases the possibility of your case studies getting shared with the world.

Here's a short guide on how to share your presentations with Storydoc:

Sharing Storydoc presentations

5. Deliver critical messages directly from clients

Include quotes from the client that highlight the benefits and impact of your solution. Authentic testimonials can significantly enhance your case study's credibility and persuasive power.

Here’s an example I like of a testimonial slide:

Case study testimonials slide

6. Be fanatical about clear and concise writing

Avoid industry jargon and keep your language simple and straightforward. The aim is to communicate your customer success story clearly and concisely, making it easy to understand and follow by all readers, regardless of their background.

7. Include a Call to Action (CTA)

Lastly, always include a CTA at the end of your business case study.

This could prompt the reader to contact your sales team, learn more about your product, download a free trial, or any other action that progresses them through your sales funnel.

Here’s how one of our clients added a calendar to book a meeting as their CTA:

Storydoc deck with embedded cale

How to measure case study business value?

Creating a compelling case study is just half of the equation. To truly harness its power, it's crucial to track and measure its performance effectively.

But if you’re using PDFs or PowerPoints for your case studies you’re flying blind. And if you house your case studies on your website you need to set up custom events on Google Analytics 4 or another third party tracking tool.

If you want out-of-the-box tracking and analytics you have Storydoc. You get practical and timely insights into your case study engagement and conversion from the first second it’s published.

Simply send your decks and Storydoc will track every touchpoint , filling your analytics dashboard with real-time customer data.

Here's some of the tracking you get:

1. Engagement metrics

These reveal how users are interacting with your case study. Key metrics include the number of views, time spent on the page, scroll depth, reading completion, and interactions with interactive elements.

High engagement indicates that your customer success story is resonating with your audience.

2. Conversion metrics

Your case study should have a clear call-to-action (CTA), such as booking a demo, signing up, or downloading a resource.

The number of users who take this action is your conversion rate. A high conversion rate suggests that your case study is persuasive and compelling enough to drive action.

3. Lead generation

If your case study is gated (i.e., requires users to fill out a form to access), you can track how many leads it generates. The quality of these leads—how well they align with your target audience—is equally, if not more, important.

Check out this demo of Storydoc analytics dashboard:

Storydoc analytics pa

How to design a business case study?

Your case study design is an integral part of the narrative , and a powerful tool that can either underscore your findings or undermine them. As such, it requires careful consideration and strategic decision-making.

Here are 3 common case study design approaches:

1) Design for a website

Creating a case study directly on your website? Now that's an exciting prospect.

Imagine bringing your case study to life with interactive features, painting vivid stories with data visualization tools, and creating an immersive experience for your audience. The sky's the limit with what you can do.

But here's the problem: it's no walk in the park. This approach needs you to roll up your sleeves and manage this project. It will involve your product marketing team, design team, and developers. No way around it.

It’s like guiding a delivery truck to your destination through confusing alleyways. You know how to get there, but telling it to someone else on the phone and on a tight schedule makes it super frustrating.

2) Design for PDFs

PDFs is a common way to design and distribute case studies. They allow you a free canvas for arranging your content according to your exact vision. But there's a catch…

PDFs offer a horrible reading experience. They were originally meant for print so they were built for one fixed (an A4 paper). That’s not how people consume content in the digital age.

Sure you get full control over visuals and typography, but your audience will hate it. They will struggle to read it on their computer. And on their phone? No way.

Bad content experience is the reason we built Storydoc. So don’t kill engagement with PDF case studies. There’s a better way.

3) Design with Storydoc

Storydoc is an intuitive drag-and-drop case study designer tool powered by AI. You’ll turn hours of design into minutes with smart slides and templates built based on what works in the real world and guided by AI.

You won't need to fuss over code or design intricacies; instead, you can focus on what truly matters - the content of your case study.

It’s a simple and magical way to design captivating content with a powerful narrative at its heart.

You don’t just want your case study to inform, do you? You want it to engage, build trust, and convert prospects to clients. That’s what Storydoc does for you.

Grab a case study template

Starting a business case study from scratch can be daunting, like staring at a blank canvas waiting for inspiration to strike.

But, you can bypass the initial jitters by simply using case study templates .

These templates have been designed for engagement based on real-world insights from over 100K presentation sessions and tried-and-tested for any device. They also come with built-in tracking and analytics.

writing a business case study

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

writing a business case study

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Featured Reads

writing a business case study

  • Project planning |
  • The beginner’s guide to writing an effe ...

The beginner’s guide to writing an effective business case

Julia Martins contributor headshot

Nearly every project needs to be approved—whether that means getting the simple go-ahead from your team or gaining the support of an executive stakeholder. You may be familiar with using a project plan or project charter to propose a new initiative and get the green light for a project. But if your proposed project represents a significant business investment, you may need to build a business case.

If you’ve never written a business case, we’re here to help. With a few resources and a little planning, you can write a business case that will help you get the resources and support you need to manage a successful project.

What is a business case?

A business case is a document that explains the value or benefits your company will gain if you pursue a significant business investment or initiative. This initiative can be anything from the messaging for a new product or feature launch, a proposal to increase spend on a current initiative, or a significant investment with a new agency or contractor—to name a few. A compelling business case will outline the expected benefits of this significant investment decision. Key stakeholders will use the business case you provide to determine whether or not to move forward with an initiative.

If you’ve never created a business case, it may sound similar to other early project planning documentation. Here’s how it stacks up:

The difference between a business case and business plan

A  business case  is a proposal for a new strategy or large initiative. It should outline the business needs and benefits your company will receive from pursuing this opportunity.

A  business plan , on the other hand, is an outline for a totally new business. Typically, you’d draft a business plan to map out your business strategy, your mission and vision statements, and how you’re planning on getting there. There may be a case where you create a business plan for an already-existing business, but you’d only do so if you’re trying to take your business in a significantly new direction.

Business case vs. executive summary

Business case vs. project charter.

If you need to create an elevator pitch for your project but you don’t quite need the full business case treatment, you might need a project charter. Much like a business case, a project charter outlines key details of an initiative. Specifically, a project charter will cover three main elements of your project: project objectives, project scope, and key project stakeholders. Your management team will then use the project charter to approve further project development.

Do you need a business case?

Not every project needs a business case—or even a project charter. Plan to build a business case only for initiatives or investments that will require significant business resources. If you’re working on a smaller initiative, consider creating a project charter to pitch your project idea to relevant stakeholders.

Even if you don’t need to pitch your project to any stakeholders, you should be ready to answer basic questions about your proposed project, like:

What is this project’s purpose?

Why are we working on this project?

How does this project connect to organizational goals and objectives?

Which metrics will we use to measure the success of the project ?

Who is working on this project?

When is this project going to be completed?

5 steps for creating and pitching a business case

Your business case shouldn’t just include key facts and figures—it should also tell a story of why pursuing a particular investment or initiative is a good idea for your business. When in doubt, avoid jargon and be brief—but always focus on communicating the value of the project. If this is your first time creating a business case, don’t worry. Follow these five steps to create a solid one.

1. Gather input

You don’t have to write a business case on your own. Instead, make sure appropriate team members and stakeholders are contributing to the relevant sections. For example, the IT team should be involved in any tooling and timeline decisions, while the finance team should review any budget and risk management sections. If you’re creating a business case to propose a new initiative, product line, or customer persona, make sure you also consult subject matter experts.

2. Plan to write your business case out of order

Some of the first things that appear in your business case—like your executive summary—should actually be drafted last, when you have all of the resources and information to make an informed suggestion. Your executive summary will present all of your findings and make a recommendation for the business based on a variety of factors. By gathering all of those details first—like project purpose, financial information, and project risk—you can ensure your executive summary has all of the relevant information.

3. Build your business case incrementally

A business case describes a significant investment for your company. Similarly, simply writing a business case is a significant investment of your time. Not every initiative is right for your business—so make sure you’re checking your work with stakeholders as you go. You don’t want to sink hours and weeks into this document only for it to be rejected by executive stakeholders right off the bat.

Consider doing a “soft launch” with an outline of your business case to your project sponsor or an executive stakeholder you have a good relationship with to confirm this initiative is something you should pursue. Then, as you build the different sections of your business case, check back in with your key stakeholders to confirm there are no deal-breakers.

4. Refine the document

As you create sections of your business case, you may need to go back and refine other sections. For example, once you’ve finished doing a cost-benefit analysis with your financial team, make sure you update any budget-related project risks.

Before presenting your business case, do a final read through with key stakeholders to look for any sections that can be further refined. At this stage, you’ll also want to write the executive summary that goes at the top of the document. Depending on the length of your business case, your executive summary should be one to two pages long.

5. Present the business case

The final step is to actually present your business case. Start with a quick elevator pitch that answers the what, why, and how of your proposal. Think of this presentation as your chance to explain the current business need, how your proposal addresses the need, and what the business benefits are. Make sure to address any risks or concerns you think your audience would have.

Don’t go through your business case page by page. Instead, share the document with stakeholders before the presentation so they have a chance to read through it ahead of time. Then, after your presentation, share the document again so stakeholders can dig into details.

A business case checklist

Start with the why.

The first section of the business case is your chance to make a compelling argument about the new project. Make sure you draft an argument that appeals to your audience’s interests and needs. Despite being the first section in your business case, this should be the last section you write. In addition to including the  traditional elements of an executive summary , make sure you answer:

What business problem is your project solving?  This is your chance to explain why your project is important and why executive stakeholders should consider pursuing this opportunity.

What is your business objective ?  What happens at the end of a successful project? How will you measure success—and what does a successful project mean for your business?

How does this business case fit into your overall company business strategy plan?  Make sure your proposed business case is connected to important  company goals . The initiative proposed in your business case should move the needle towards your company's  vision statement .

Outline financials and the return on investment

At this point in your business case, you should outline the project finance fundamentals. Don’t expect to create this section on your own—you should draft this in partnership with your company’s finance team. In particular, this section should answer:

How much will this project cost?  Even if the initiative is completely new to your company, do some research to estimate the project costs.

What does each individual component of the project cost?  In addition to estimating the total overall cost, break down the different project costs. For example, you might have project costs for new tools and resources, competitive intelligence resourcing, agency costs, etc.

What is the expected return on investment (ROI)?  You’ve talked about the costs—now talk about how your company will benefit from this initiative. Make sure to explain how you calculated the ROI, too.

How will this project impact cash flow?  Cash flow is the amount of money being transferred into and out of your business. Significant investments are going to cost a lot of money, so they’ll negatively impact cash flow—but you should also expect a high ROI, which will positively impact cash flow.

What is the sensitivity analysis?  Sensitivity analysis is a summary of how uncertain your numbers are. There will be a variety of variables that impact your business case. Make sure to explain what those variables are, and how that could impact your projections.

Preview project details

Your business case is proposing a new initiative. In addition to the financial risks, take some time to preview project details. For example, your business case should include:

Your  project objectives  and  key project deliverables .  What will happen at the end of the project? What are you expecting to create or deliver once the project is over?

Your  project plan .  A project plan is a blueprint of the key elements your team needs to accomplish in order to successfully achieve your project goals.

The  project scope .  What are the boundaries of your project? What exact goals, deliverables, and deadlines will you be working towards?

A list of relevant  project stakeholders .  Who are the important project stakeholders and key decision makers for this work? This can include the members of the project team that would be working on this initiative, executive stakeholders who would sponsor the project, and any external stakeholders who might be involved.

A general  project roadmap  in a Gantt-chart like view.  At this stage in the process, you don’t need to provide a detailed project timeline, but you should outline a general sense of when each project stage will happen in relation to the others. To do this, create a project roadmap in  Gantt-chart like software . Make sure to include any important  project milestones  in your roadmap as well.

Any important project dependencies.  Is there anything that would get in the way of this project getting started? Does this work rely on any other work that’s currently in flight?

Discuss project risks

Once you’ve outlined the financial impact and important project details, make sure you include any potential project risks. If you haven’t already, create a  project risk management plan  for your business case. Project risk management isn’t the process of eliminating risk—instead, it’s about identifying, analyzing, and proactively responding to any potential project risks. Clearly defining each project risk and how that risk might impact your project can best equip you and the project team to manage and avoid those risks.

In the risk section of your business case, include:

A risk analysis of any potential project risks.  What is the risk? How likely is it to happen? What is the priority level of this risk?

What, if any, assumptions you are making.  In project risk management, assumptions are anything you think will be true about the project, without those details being guaranteed facts. Basing project decisions around an assumption can open your project up to risk. Make sure you ratify every project assumption to avoid jeopardizing project success.

Any comparable alternatives in the market.  If you’re writing a business case to pitch a new product or angle in the market, evaluate anything that already exists. Could the alternative impact your financial assessment or project success?

Develop an action plan

In the final section of your business case, outline how you will turn this business case into an actionable project. This section should answer questions like:

How will decisions be made?  Who is responsible for the project? Who is the project sponsor? If you haven’t already, consider creating a  RACI chart  to outline project responsibilities.

How will progress be measured and reported?  Not every project stakeholder needs to be notified of every project change. Outline key parts of your project communication plan , as well as how you’ll communicate  project status updates .

What is the next course of action?  If the management team ratifies this business case, what next steps will you take to put this into action?

Bring your business case to life

You’ve built a solid business case and it’s been ratified—congratulations! The next step is to bring your business case to life. It can be intimidating to  initiate large-scale change , and implementing your business case is no exception.

If you haven’t already, make sure you have a  project management tool  in place to manage and organize your new initiative. With a central source of truth to track who’s doing what by when, share status updates, and keep project stakeholders in the loop, you can turn a great business case into a successful project.

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

Hero image with an icon representing a case study

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

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

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

What is a case study?

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

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

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

16 case study examples 

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

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

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On top of a background of coffee beans, a block of text with percentage growth statistics for how AdRoll nitro-fueled Volcanica coffee.

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

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

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

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

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Screenshot of the Taylor Guitars and Airtable case study, with the title: Taylor Guitars brings more music into the world with Airtable

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

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

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

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Screenshot of the Endeavour and Figma case study, showing a bulleted list about why EndeavourX chose Figma followed by an image of EndeavourX's workspace on Figma

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

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

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

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Screenshot of Zapier's case study with ActiveCampaign, showing three data visualizations on purple backgrounds

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

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

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

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Screenshot of a video from the Ironclad and OpenAI case study showing the Ironclad AI Assist feature

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

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

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

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Screenshot of the Shopify and GitHub case study, with the title "Shopify keeps pushing ecommerce forward with help from GitHub tools," followed by a photo of a plant and a Shopify bag on a table on a dark background

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

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

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

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Screenshot of the Audible and Contentful case study showing images of titles on Audible

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

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

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

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Screenshot of Zoom and Asana's case study on a navy blue background and an image of someone sitting on a Zoom call at a desk with the title "Zoom saves 133 work weeks per year with Asana"

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

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

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

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Screenshot of the Hickies and Mailchimp case study with the title in a fun orange font, followed by a paragraph of text and a photo of a couple sitting on a couch looking at each other and smiling

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

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

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

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

Screenshot of NVIDIA and Workday's case study with a photo of a group of people standing around a tall desk and smiling and the title "NVIDIA hires game changers"

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

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

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

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Screenshot of KFC and Contentful's case study showing the outcome of the study, showing two stats: 43% increase in YoY digital sales and 50%+ increase in AU digital sales YoY

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

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

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

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Screenshot of the Intuit and Twilio case study on a dark background with three small, light green icons illustrating three important data points

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

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

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

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

Screenshot of Spotify and Salesforce's case study showing a still of a video with the title "Automation keeps Spotify's ad business growing year over year"

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

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

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

Screenshot of the Benchling and Airtable case study with the title: How Benchling achieves scientific breakthroughs via efficiency

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

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

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

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Screenshot of the Chipotle and Hubble case study with the title "Mexican food chain replaces Discoverer with Hubble and sees major efficiency improvements," followed by a photo of the outside of a Chipotle restaurant

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

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

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

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Screenshot of Hudl and Zapier's case study, showing data visualizations at the bottom, two photos of people playing sports on the top right , and a quote from the Hudl team on the topleft

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

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

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

3 case study templates

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

Case study template 1

Screenshot of Zapier's first case study template, with the title and three spots for data callouts at the top on a light peach-colored background, followed by a place to write the main success of the case study on a dark green background

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

Case study template 2

Screenshot of Zapier's second case study template, with the title, objectives, and overview on a dark blue background with an orange strip in the middle with a place to write the main success of the case study

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

Case study template 3

Screenshot of Zapier's third case study template, with the places for title, objectives, and about the business on a dark green background followed by three spots for data callouts in orange boxes

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

Tips for writing a case study

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

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

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

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

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

Use automation to drive results for your case study

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

Case study FAQ

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

What is an example of a case study?

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

How do you write a case study?

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

What is the format of a case study?

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

Related reading:

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Hachem Ramki

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

  • Content marketing

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How to Write a Case Study (Examples & Best Practices)

Sudarshan Somanathan

Head of Content

July 19, 2024

Promising your clients powerful solutions is great, but what wins them over is cold, hard proof that you’re successful at what you claim.

And that proof is a case study. Crafting one that grabs attention and showcases business expertise isn’t just about laying out the facts and figures—it’s about making your success stories come alive. 

Whether you’re seasoned or just starting, let’s look at actionable tips to write compelling case studies. From integrating best practices and examples to using tools and templates that simplify the process, learn to write case studies that will win clients over! 🙌

Understanding Case Studies

1. identify the case, 2. research, 3. define the problem, 4. develop a hypothesis, 5. plan the structure, step 1: write an impactful introduction, step 2: provide context, step 3: show your research, step 4: present the solution, step 5: reveal the result, step 6: structure and polish, beyond the steps: different methodologies, leverage clickup for writing compelling case studies , narrative case studies , descriptive case studies , exploratory case studies , explanatory case studies , case study templates, case study examples, best practices for writing case studies, landing pages and onboarding , the role and benefit of case studies in various fields, tell powerful business stories with case studies.

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A case study is an in-depth analysis of a real-life situation designed to showcase a concept or principle. It’s an impactful tool in problem-solving and decision-making that gives a detailed illustration of a particular issue and its solution within a real-world context. 

Case studies uncover problems, propose solutions, and highlight successes, making them invaluable for businesses, educators, researchers, and professionals across various fields such as medicine and law. 

Case studies help us explore complex issues through detailed contextual analysis. They help understand cause and effect, identify patterns, and develop strategies for future scenarios. 

By studying how others overcame challenges, you can identify best practices and find new, effective approaches to solve problems that are specific to you.

For instance, a business might use a case study to understand how a specific marketing strategy led to increased sales, or a medical professional might examine a case study to understand the progression of a disease and the effectiveness of different treatments. This enables you to make informed decisions in similar future cases instead of decisions based purely on anecdotal theory or just raw data with no context. 

Attaching a case study of your customer’s success to your proposals or response to Request for Proposal ( RFP) documents can lend credibility to your business’ capabilities and enhance your chances of winning over prospective customers.

How to Prepare for a Case Study

Preparation is key to crafting a compelling case study. Follow these steps to ensure you cover all bases:

Pick a relevant, unique subject that addresses a key customer pain point and provides valuable insights. The chosen case should provide a meaningful story and outcome.

Suppose you consider a local environmental group struggling to raise funds for a critical habitat restoration project. This could be a great case study to showcase how you, as a consultant, helped them develop a compelling fundraising strategy, identify new donor segments, and ultimately reach their financial goals.

Gather information and raw data relevant to your topic, including quantitative data (such as statistics and numerical data) and qualitative insights (such as interviews and observations).  

For interviews, you might need to prepare a list of interviewees and research questions beforehand. Comprehensive research helps build a solid foundation for your case study. This is where research plan templates can come in handy. You can use them to structure your research process—from defining the key elements of your case study upfront to formulating clear research questions and outlining the methods you’ll use to gather data.

Let’s go back to our environment group example. To understand the environmental group’s fundraising struggles, you would gather data on their past fundraising campaigns, donor demographics, and website traffic. You would also interview key staff members and conduct focus groups with potential donors to understand their giving habits and concerns.

Clearly outline the issue or challenge faced. A well-defined problem sets the stage for a focused and effective analysis. Spend some time fine-tuning your case study.

In our example, based on your research, you define the problem as the environmental group’s reliance on traditional fundraising methods that were no longer reaching new donors, leading to stagnant funding for critical projects.

Formulate a potential solution or theory to address the problem. Crafted carefully in one or two sentences, this thesis statement will guide your investigation and analysis.

To help the group, your hypothesis could be that by implementing a multi-channel fundraising strategy that leverages social media, targeted email campaigns, and grant proposals, the environmental group can expand its donor base, increase donation amounts, and secure funding for the habitat restoration project.

Decide on the format and structure of your case study. A well-organized structure ensures that your case study is easy to follow and understand. Most case studies follow a chronological structure. This is great for storytelling and helps you take the reader on a journey from the initial challenge to the successful resolution achieved. It allows you to build suspense and highlight the transformation that took place.

For the example given above, you can decide to structure your case study with sections on the environmental group’s mission and the importance of the restoration project, the fundraising challenges they faced, the implemented solutions using your consulting framework, the results achieved (increased donations and project funding), and the key takeaways for other non-profit organizations.

Once you’ve addressed these steps related to case study planning, you’re ready to jump to the writing process. Let’s do that together, one step at a time! 🤝

How to Write a Case Study

Writing a compelling case study goes beyond simply recounting a project’s success. It’s about weaving a narrative that showcases the problem, your approach, and the impactful results. 

Let’s examine how to write case studies that inform and inspire potential customers and stakeholders.

The introduction is prime real estate in your case study—your chance to grab the reader’s attention. 

Here are two effective strategies to start strong

  • Intrigue with a challenge: Open with a relatable scenario highlighting the common pain points your solution addresses. Example: “A struggling e-commerce store has stagnant sales despite offering high-quality products. This was the reality for [Company Name] back in [year/month]”
  • Spark curiosity with a statistic: Hook your audience with a surprising or thought-provoking statistic related to the industry or challenge. Example: “Did you know that 70% of online shoppers abandon their carts before checkout? [Client Name] faced this very issue, leading to [amount] in lost revenue”

Once you’ve piqued their interest, provide context for your case study:

  • Introduce the client: Briefly introduce the client, their industry, and their specific goals or challenges
  • Highlight the problem: Clearly define the problem the client faced. Be specific about the impact it had on their business

Give your readers insights into tangible data and evidence of your study:

Quantitative research 

Numbers add credibility to your case study. Gather data relevant to the problem, such as sales figures, website traffic, or customer churn rates.

Qualitative research

Go beyond the numbers! Interview key stakeholders to understand the client’s perspective, thought processes, and emotional impact of the problem.

Behavioral science 

Understanding human behavior can strengthen your case study. Consider incorporating principles of psychology or decision-making to explain why the client’s previous approach wasn’t working and how your solution addressed those behavioral patterns.

For instance, if your case study focuses on improving a website’s conversion rate, you could mention how applying the “scarcity principle” by highlighting limited-time offers or low stock availability can incentivize purchase decisions.

Help your readers understand how exactly you solved the problem:

  • Explain your approach: Detail the steps you took to address the client’s problem. Be clear about the specific strategies or methodologies you implemented
  • Highlight expertise: Showcase your unique knowledge and expertise. If you developed a custom framework or used innovative techniques, explain them here

The result of your case study shows your success. Ensure you make it appealing to your readers:

  • Showcase results with data: Present the positive outcomes achieved through your solution. Quantify the results whenever possible using the data you gathered earlier. For example, if you helped a client increase website traffic, mention the specific percentage increase observed
  • Include client testimonials: Weave in positive quotes or testimonials from the client expressing their satisfaction with the results

Now that you know what exactly to put in your case study, you must understand how to present it:

  • Organize for clarity: Structure your case study logically. Common sections include Introduction, Client Background, The Challenge, The Solution, Results, and Conclusion
  • Pay attention to readability: Use clear and concise language. Break down complex concepts into digestible terms for a wider audience
  • Proofread with precision: Ensure your case study is free of grammatical errors and typos. A polished presentation reflects professionalism

While the above steps provide a general framework, case studies can be structured using various methodologies. Here are two common approaches:

  • Challenge-Solution-Benefit: This linear structure directly addresses the problem, presents the solution, and highlights the resulting benefits for the client
  • Customer journey: This method focuses on the customer’s experience throughout the process. It showcases how your solution helped them navigate challenges and achieve success at each stage of their journey

The chosen methodology depends on the case study’s specific goals and the message you want to convey.

By following these steps and considering different approaches, you can craft compelling case studies that not only inform but also inspire your target audience. 

Remember, a well-written case study is a powerful marketing tool demonstrating your expertise and the value you deliver to clients.

ClickUp is an all-in-one productivity tool. Its intuitive interface and powerful features make it easy to conduct further research, collaborate with team members, and produce high-quality case studies. 

Its marquee feature, ClickUp Brain , is great for writing, editing, and summarizing case studies. This AI-powered tool simplifies the entire process, making it faster and more efficient. 

ClickUp Brain

With ClickUp Brain, you can generate comprehensive case studies from scratch, thanks to its intuitive prompts and suggestions that guide you through each section, ensuring you cover all essential points. Just give it a few bullet points of instruction, and it will help you outline the case study, gather and organize your data, and create a compelling narrative highlighting your achievements and solutions.

Editing is a breeze with ClickUp Brain. The AI can review your content, providing insights and suggestions for improvement. It checks for clarity, coherence, and grammatical accuracy, ensuring your case study reads well and conveys your message effectively. This saves you time and effort, allowing you to focus on fine-tuning your content rather than doing the heavy lifting!

ClickUp Brain

When it comes to summarizing, ClickUp Brain excels by distilling lengthy case studies with too much detail into concise, impactful summaries. This is particularly useful for creating an executive summary of your case study that won’t overwhelm your audience with too much information at once while still sharing the key details with them. 

By leveraging ClickUp Brain, you can produce polished, professional case studies that effectively communicate your successes and expertise.

Case Study Formats

Case studies have various formats, depending on their purpose and audience. This also determines their length. Marketing case studies are usually 500–700 words long. 

In-depth ones for academic, financial, or scientific purposes can exceed 1,000 words, including detailed data, analysis, methodologies, and interviews. Here are some common case study formats with examples:

They tell the story of the case in a linear format . This narrative form is ideal for engaging readers and making complex information more accessible. For instance, a narrative case study about a startup’s journey from inception to success will captivate readers by walking them through each milestone, highlighting challenges and triumphs. A customer success story can be another example.

This format provides a detailed description of the case and its context . It’s useful for presenting a comprehensive overview of a particular situation. An example would be a case study on a company’s operational processes describing how a specific change in workflow improved efficiency, with detailed descriptions of each step and the overall impact on productivity.

Investigates a phenomenon in a preliminary way to lay the groundwork for future studies . This format is often used in academic research to explore new areas of interest. For example, an exploratory case study might examine the initial effects of remote work on employee productivity during the early months of the COVID-19 pandemic, setting the stage for more extensive research.

This format is ideal for understanding the cause-and-effect relationships in complex scenarios. A case study explaining how a particular marketing strategy led to a significant increase in sales can provide insights into the specific tactics used, customer responses, and overall outcomes, helping clarify the strategy’s direct impact on sales performance.

Each format serves a distinct purpose and can be tailored to the specific needs of your audience and the goals of your case study.

Having templates to structure your case study will save you a great deal of time. 

They help streamline your case study creation process and ensure consistency in formatting. They also provide a framework for organizing your information and presenting it well.

Use the ClickUp Case Study Template to present your data effectively 

Try the ClickUp Case Study Template to get a head start on your case studies. It helps capture critical information such as project background, challenges faced, strategies implemented, and measurable outcomes. 

This template includes prompts and sections that cover all necessary aspects of a case study, from initial analysis to final results. Its intuitive format helps streamline the writing process, making it easier to organize data and insights coherently, eventually allowing you to showcase the tangible benefits of your work.

If you’re looking to craft visually appealing and well-structured case studies, the ClickUp Case Study Design Template is what you need. This template provides a comprehensive layout that guides you through the essential components of a case study, such as problem statements, solutions, methodologies, and results.

Organize and present visually appealing information with this ClickUp Case Study Design Template 

With its pre-designed sections, you can easily organize your content, ensuring that each part of your case study is clearly defined and logically presented. The template’s customizable elements allow you to tailor the design to match your brand’s aesthetics , making your case study informative, engaging, and professional-looking. 

By using this template, you can save time on formatting and focus more on the important stuff.

Case studies illustrate how solutions are applied in various scenarios, offering valuable insights and practical lessons. Here are some other real-world examples:

Business case study: This type of case study analyzes a company’s strategy and outcomes. For example, this is a ClickUp case study featuring Cartoon Network that doubled its output in 50% less time. It outlines systematic ways the business cut short on duplicative efforts, facilitated deeper real-time collaboration, and leveraged insights to boost its productivity.

Medical case study: It examines a patient’s history and treatment. This National Institutes of Health example details a patient’s symptoms, diagnosis, treatment, and recovery, providing a comprehensive view of the medical journey. It offers medical practitioners valuable insights into diagnosing and managing similar cases.

Technology implementation case study: This details how an organization implemented new technology. For example, a Microsoft case study explores how a company adopted Microsoft Azure to enhance its cloud computing capabilities. It covers the challenges faced, the implementation process, and the positive impact on business operations.

Marketing case study: This form of case study analyzes a marketing campaign’s strategy and results. For instance, Comedy Central launched an innovative search campaign using YouTube videos to introduce Trevor Noah as the new host of “The Daily Show” and engage fans through an interactive Easter egg hunt. The campaign generated 38M impressions and 2.8M views with high engagement rates.

We’ve curated a set of business best practices for writing and promoting impactful case studies to help you create them. 

Incorporate key elements

  • Start with a strong introduction: Grab the reader’s attention and set the stage for your analysis. A compelling introduction can draw readers in and make them want to learn more about your case study. This introduction draws on a historical timeline and sets a very strong narrative

Introduction of case study

  • Be clear and concise: Keep your writing concise and focused. Avoid unnecessary jargon and complex language that might confuse readers
  • Use visuals: Enhance your case study with charts, graphs, and images to illustrate important sections. Visuals can help make complex information more accessible and engaging

Visuals in Case Study

  • Include real data: Support your analysis with real data and statistics. Providing concrete evidence can strengthen your arguments and add credibility to your case study

Real Data addition in Caste study

  • Tell a story: Make your case study engaging by telling a compelling customer story. Use narrative techniques to bring your case study to life and make it more relatable to readers

Promoting case studies 

Your case study must be supported by a structured  marketing plan . To reach a wider audience, leverage social media marketing and content distribution. Share your case studies on LinkedIn, Twitter, and industry-specific forums to generate interest and engagement.

You can repurpose key elements of the case study into bite-sized LinkedIn posts or Tweets. You can even capture client video testimonials to support the results highlighted in the case studies and share them on platforms like Instagram and TikTok. Additionally, consider using SEO best practices to ensure your case studies are easily discoverable online.

Presenting a Case Study

Presenting a case study effectively is crucial for conveying your findings and recommendations. Follow these steps:

  • Prepare a clear outline: Organize your presentation logically with a clear outline. This helps ensure that your presentation is easy to follow and that you cover all key points
  • Use visual aids: Enhance your presentation with slides, charts, and graphs. Visual aids can help make your presentation more engaging and easier to understand
  • Engage your audience: Encourage questions and discussions to engage your audience. Interaction can help reinforce your message and make your presentation more memorable
  • Highlight key points: Emphasize the most important findings and recommendations. Make sure your audience leaves with a clear understanding of the main takeaways from your case study

Create dedicated landing pages to showcase your case studies. Use effective onboarding techniques to guide readers through your content. 

For example, you can create a landing page on your website with a strong headline, an overview of your case study, key findings, and a call to action encouraging readers to download the full report. 

Here’s an example from the National Library of Medicine

The National Library of Medicine Page

Another best practice most businesses follow is a landing page featuring the full collection of their case studies . This helps your target audience quickly review all the powerful business stories you have on offer and select the one that’s most relevant to them. 

Take a look at ClickUp’s landing page for case studies below.

ClickUp Landing Page

Case studies are used across various fields to provide in-depth analysis of relevant theories and insights.


Case studies in nursing help understand patient care and treatment outcomes. 

For example, a case study detailing a diabetic patient’s journey can highlight effective management strategies and complications, such as monitoring blood sugar levels, dietary adjustments, and medication adherence. 

This comprehensive account can offer valuable lessons for healthcare providers, contributing to better patient care practices and education.

Public policy

Public policy case studies provide a detailed analysis of policy decisions and their impact. 

For instance, a case study on a city’s implementation of a new public transportation system can showcase successful interventions, such as increased ridership and reduced traffic congestion. It can also identify areas for improvement, such as the need for better infrastructure or more frequent service. 

These insights can guide future policy decisions, helping policymakers design more effective and efficient public services.

Business case study examples in marketing illustrate successful campaigns and strategies. 

For instance, a case study on Apple’s marketing strategy for the iPhone highlights how they arrived at their creative briefs , positioning, branding, and targeted advertising to capture a significant market share. 

This detailed account of Apple’s approach to market research, consumer behavior analysis, and creative advertising techniques can offer valuable lessons for other businesses looking to enhance their marketing efforts and connect more effectively with their target audience.

Operations management

These case studies provide insights into process improvements and operational efficiency. 

For example, this case study on Toyota’s implementation of lean manufacturing principles shows how the company reduced waste, improved production efficiency, and increased overall product quality. 

By examining the specific steps Toyota took to streamline its operations, such as adopting just-in-time inventory systems and continuous improvement practices, other businesses can learn how to optimize their processes and achieve higher productivity.

Strategic planning

Case studies in strategic planning demonstrate how companies navigate complex business environments. 

For example, a case study on Netflix’s transition from a DVD rental service to a global streaming giant reveals the strategic decisions that fueled its growth. This includes their investment in original content, adoption of new technologies, and expansion into international markets. 

By understanding the strategic choices and challenges Netflix faces, other businesses can gain insights into how to adapt their strategies to changing market conditions and emerging opportunities.

These examples illustrate how case studies in various fields provide actionable insights and practical knowledge to help companies innovate, improve efficiency, and make informed strategic decisions.

Writing an effective case study is more than just presenting data; it’s about telling a story that resonates with your audience and showcases the impact of your solutions. 

By focusing on clear objectives, customer quotes, thorough research, and engaging narratives, you can create strong case studies that not only highlight your successes with previous customers but also build trust with prospective clients and future customers. Remember, a well-crafted case study can help you achieve your marketing goals .

One tool that can significantly streamline the process of creating impactful case studies is ClickUp. With its robust project management features, ClickUp helps you organize your case study research, track progress, and collaborate seamlessly with your team. 

Its AI-powered features streamline the writing process , allowing you to focus on in-depth analysis and creativity. 

Use ClickUp’s templates to structure your case study, set deadlines, and capture every detail accurately. Its document and task management capabilities ensure that your case study is well-organized, visually appealing, and professional. Don’t take our word for it. Try it yourself. 

Sign up for your free ClickUp account today!

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How to Write a Business Case (With Example & Template)

May 19, 2022 - 10 min read

Kat Boogaard

A business plan is a straightforward document. In it, you’ll include market research, your overall goals for the business , and your strategies for achieving those goals. 

But what is a business case and why do you need one if a business plan outlines everything else?

A business case takes a closer look at a specific problem and how you can solve it. Think of a business case as the reason you create a project you’re going to manage in the first place. 

The article provides a step-by-step guide on how to write a successful business case, including a checklist for identifying problems, researching solutions, and presenting to stakeholders. As a bonus, we’ll show you how to use Wrike to manage your product business cases with a requirements management template or implement them with a project scheduling template .

What is a business case?

A business case is a project you’ll assemble for identifying, addressing, and solving a specific business problem. 

The key to a business case is the change it creates in your business. Developing a business case starts with identifying a problem that needs a permanent solution. Without that lasting change, a business case is only an observation about what’s going wrong. A complete business case addresses how a company can alter its strategy to fix that problem.

Front-to-back, a business case is a complete story. It has a beginning, a middle, and an end. It typically looks like this:

  • Beginning: Someone identifies a problem within the business and presents the business case to the key decision-makers.
  • Middle: With the project go-ahead, the company launches an internal team to address the business case and deliver results.
  • End: The team delivers a presentation on the changes made and their long-term effects.

In short, a business case is the story of a problem that needs solving.

writing a business case study

Examples of business cases

The problem for many companies is that they can turn a blind eye to challenges that are right in front of their faces. This is even the case when the company has a compelling product to sell.

Consider the example of Febreze . In the mid-1990s, a researcher at Procter & Gamble was working with hydroxypropyl beta-cyclodextrin. His wife noticed that his clothes no longer smelled like cigarettes, which was a frequent complaint.

P&G had something of a miracle product on its hands. However, their approach was wrong. They initially marketed Febreze as a way to eliminate embarrassing smells. Predictably, the product flopped. 

But P&G stuck at it. They had a potential business case on their hands: a highly marketable product proved difficult to market. What was going wrong? Working on the business case from beginning to end provided the answer.

After some focus group testing, P&G found out that few consumers recognized the nasty odors they were used to. Instead, they learned to use a different business case for Febreze: it was a cleaning product now, a way to make the house smell nice when the floors are vacuumed and the counters are wiped clean. They gave it its own pleasant smell and fashioned it into a cleaning product. And because it worked so well, so did the campaign. 

That’s an example of a business case overall. But let’s get specific: developing a business case is easier when you have a template to look at. Let’s build an example using a made-up company, ABC Widgets, and a hypothetical business case. Let’s call our business case example “Operation Super Widgets”:

Business Case: ABC Widgets

Section 1: summary.

Briefly describe the problem and the opportunities.  

ABC Widgets’ latest widget, the Super Widget, is suffering from supply issues, requiring higher shipping costs to procure the necessary resources, and eating into profits. We need to switch to a new supplier to restore the viability of the Super Widget.

Section 2: Project Scope

This section should include the following:

  • Financial appraisal of the situation. Super Widgets are now 20% more expensive to produce than in the year prior, resulting in -1% profits with each Super Widget sold.
  • Business objectives. To get revenues back up, we need to restore profit margins on Cost Per Unit Sold for every Super Widget back to 2020 levels. Benefits/limitations. Restoring Cost Per Unit Sold will restore 5% of sagging revenues. However, we are limited to three choices for new Super Widget suppliers.
  • Scope and impact. We will need to involve supply chain managers and Super Widget project management teams, which may temporarily reduce the number of widgets we’re able to produce, potentially resulting in $25,000 in lost revenue.
  • Plan . Project Management Teams A and B will take the next two weeks to get quotes from suppliers and select one while integrating an immediate plan to bring in new Super Widget parts for manufacturing within four weeks.
  • Organization. Team Member Sarah will take the lead on Operation Super Widget Profit. Both teams will report to Sarah.

This is a bare-bones example of what a business case might look like, but it does hit on the key points: what’s the problem, how can you fix it, what’s the plan to fix it, and what will happen if you succeed?

How do you write and develop a business case?

When writing your own business case, the above example is a good guide to follow as you get started with the basics. 

But, once you’re more familiar with the nuts and bolts, it’s also worth being prepared for some potential roadblocks you could face along the way. 

Challenges of writing a good business case

Why don’t more companies create a business case? It might come down to a lack of good communication. Many people don’t even know how to write a business case, let alone present one.

“The idea may be great, but if it’s not communicated well, it won’t get any traction,” said Nancy Duarte , communication and author who wrote The HBR Guide to Persuasive Presentations.

The key challenge, notes Duarte, is taking abstract business concepts (like lagging numbers) and turning them into an immediately recognizable problem. After all, if a company already had perfect awareness that it was making a mistake, it likely would find a way to stop the error in its tracks. 

A business case is challenging because it usually means you’ll have to persuade someone that change is needed. And change can be difficult. In a thriving business, it’s especially problematic because it’s easy to point to the bottom line and say that whatever the company is doing is already working.

How do you present a business case?

The tips and examples above give you some nice remedies for creating a business case without the typical problems. But you’ll still want to present a business case with the straightforward proposals and numbers you’d associate with any new project. 

Essentially, it all comes down to how well your business case can persuade the decision-makers. That’s why you shouldn’t just build a case off of raw numbers. The bottom line might be a compelling argument, but it’s not always what “clicks.” 

If you’re presenting a business case, you’re a salesperson. And not every sale is a matter of precise logic. It’s also about emotion—the story of why something’s gone wrong and what needs doing if you’re going to overcome it. 

The art of a good business case is the art of persuasion. Keep these specific points in mind as you craft one of your own:

  • Point to an example of a bad business case and liken it to the present case . No one likes the idea of watching themselves walk into a mistake. Presenting an example of a business that made the same mistake your company is making and then translating it into the present moment is a compelling way to craft a business case that makes ears perk up.
  • Build a narrative. Nancy Duarte pointed out that in one business case, a client convinced a CEO to follow through with a project by using simple illustrations. It’s not that the idea of adding illustrations to the business case was so great. It’s that the illustrations were able to tell a compelling story about why the case needed to go through.
  • Distill the idea into an elevator pitch. Try this exercise: get your business case down to one sentence. If you can’t explain it any more simply than that, your business case might not be as memorable as it needs to be to sway decision-makers.
  • Use analogies to drive the point home. Let’s say you discovered a problem in a growing business. Overall, revenues are good — but you’ve noticed an associated cost that has the potential to explode in the future and tank the business. But it’s not compelling to use dollars and cents when the business is doing so well. Instead, consider introducing the business case with a simple analogy: “Without repair, every leaky boat eventually sinks.” You now have their attention. Use the numbers to drive the point home, but not to make the point.

If you’re presenting a business case to decision-makers, remember that it’s not only the logic of your argument that will convince people — it’s how persuasive you can be.

Business case checklist

Before you can check “learn how to write a business case” off your list, you have to know the essentials. Make sure you include the following elements in your business case checklist (and, of course, your business case itself):

  • Reasons. This should be the most compelling part of your business case. You can tell a story here. And the most compelling stories start with a loss or a complication of some sort. What is the threat to the business that needs remedy? What are the reasons for moving forward?
  • Potential courses of action. It’s not a complete story until we know the next chapter. A business case isn’t just about the problem — it’s about rectifying a problem through the solution. Recommend a few specific courses of action to help spur discussion about what to do next.
  • Risks and benefits. Not every solution is going to be perfectly clean. There are going to be solutions with downsides. There are going to be costs along with the benefits. Make sure to include each of these to give a clear and complete picture. This is the time to manage expectations — but also the time to inspire action.
  • Cost. What’s it going to cost to complete the project? The people making the decisions need to know the bottom line figure to assess which business cases to prioritize.
  • Timeline. A good project isn’t only measured in dollars but in days, weeks, and months. What is the expected timeline for the business case? How quickly can the problem meet its solution? 

With every business case, specificity is key. A vague timeline won’t help — a timeline with specific weekly milestones looks more achievable. To make your business case more compelling, always look for the specific details that tie your story together.

writing a business case study

Business case template

A business case template is a document that outlines the key elements of a business case in a structured format. By using a standardized template, companies can ensure that all relevant information is captured and shared in a clear and consistent manner.

Depending on the size of your business and the scope of your project, your business case template can be as detailed or as simple as you like. For a smaller project, you can use a one-pager to get started, detailing the main points of your project, which include:

  • Executive summary: An overview of your project, its goals, and the benefits of completing it for your business
  • Team and stakeholders: A list of the relevant people involved in your project, and their contact information
  • SWOT analysis : An analysis of how your strengths, weaknesses, opportunities, and threats weigh up against your competitors
  • Risk analysis: An overview of the kind of risks that are involved with your project and how you may avoid them
  • Budget and financial plan: Details of your budget and where you may secure financing for your project
  • Project plan: A schedule of how you plan to implement your project and what tasks are involved

Let's see what that might look like.


How to write a business case with Wrike

Wrike’s project management software can step in and turn a business case from the seedling of an idea to a full-fledged initiative. 

The requirements management pre-built template can help you document and track project requirements in a structured manner. The template includes sections for capturing stakeholder requirements and business cases, as well as any constraints that may affect the project’s success. By using this template, you can ensure that all necessary requirements are identified and that potential issues are addressed early in the project planning process.

If you want to move from the business case description to the actual implementation faster, consider using the project scheduling template . This template can help you create a detailed project timeline with milestones, identify task dependencies, and assign resources. By utilizing this template, you can ensure that the project is realistically achievable and meets all business needs, giving stakeholders confidence in the project’s success.

Kat Boogaard

Kat Boogaard

Kat is a Midwest-based contributing writer. She covers topics related to careers, self-development, and the freelance life. She is also a columnist for Inc., writes for The Muse, is Career Editor for The Everygirl, and a contributor all over the web.

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What Is a Requirements Traceability Matrix (RTM)?

A requirements traceability matrix is an integral part of an embedded system's life cycle. It helps organizations ensure that their products are safe and are meeting their intended standards.  This is especially important for the medical, technology, and engineering industries. But any business that has a set of goals and standards to uphold can benefit from this proven requirements analysis tool.  Here’s how to make an effective requirements traceability matrix and why you should start one today.  What is a traceability matrix? A traceability matrix is a document that details the technical requirements for a given test scenario and its current state. It helps the testing team understand the level of testing that is done for a given product.  The traceability process itself is used to review the test cases that were defined for any requirement. It helps users identify which requirements produced the most number of defects during a testing cycle.  Not only does this show areas in need of improvement, but it also helps mitigate future roadblocks and identify process weaknesses.  What is a requirements traceability matrix? A requirements traceability matrix (RTM) is a tool that helps identify and maintain the status of the project’s requirements and deliverables. It does so by establishing a thread for each component. It also manages the overall project requirements. This method is straightforward and can be easily done by anyone.  There are many kinds of RTMs. For example, a test matrix is used to prove that tests were conducted. It can also be used to identify issues and requirements during the development of software. What are the benefits of a requirements traceability matrix? An RTM ensures that projects do everything they set out to do. This step-by-step process helps identify the requirements and the products that are required to be tested successfully. It also helps in determining the project's direction and timeline.  First, it will support the identification of all requirements in a work product. Then, it will check to make sure there is coverage of all the requirements throughout the project’s lifetime.  The RTM will show the requirements coverage in terms of the number of test cases, design status, and execution status. It will also show the UAT status for a specific test case. With all this information at your fingertips, your team will be able to analyze changes in requirements and make informed product development decisions on the fly.  And because traceability links artifacts across the development lifecycle, it helps teams identify and resolve issues before they become problems. It can also help avoid the pressure of an audit. And if you do get audited, having an RTM will make it easier to demonstrate that you have complied with regulations which means you can avoid additional expenses or delays the audit may cause.  You can even use it to track requirements from compliance regulations in a compliance matrix. That will help you understand what you need to test and develop before the work is finalized.  In a nutshell: a requirements traceability matrix makes it easier to meet goals and manage projects.  What do you include in a requirements traceability matrix? Create a simple chart with the following columns:  Requirements: Add sub-columns for marketing requirements, product requirements, and system-level specifications (if applicable). Testing: Add a sub column for test cases and test runs. Deviation: Add a sub-column for any issues.  Requirements traceability matrix example Here is a basic requirements traceability matrix example, including a description of the requirements, their business justification, and the status of the task.   How to create a requirements traceability matrix in Wrike The matrix should be created early in the project life cycle to ensure it is up-to-date and incorporates all the details necessary for the project to be successful. A project management tool like Wrike is perfect for tracking, organizing, and assessing every last rule.  First, gather your requirements list. Add them as individual projects in Wrike. Assign a due date, priority level, and set of corresponding tasks needed to achieve compliance to each one.  Next, each requirement must have a unique and clearly defined purpose. Add these details to the project or corresponding task description so that the assignee fully understands what they are trying to achieve.  Then, you can also use Wrike to securely plan for and store related materials. Supporting documents such as test scripts should be prepared ahead of the actual testing process. Simply create a task, set an approver, and add the final product to your Wrike files. Control who sees it with secure sharing.  Finally, identify gaps in coverage. If any defects are found during the test cases, then they can be listed and mapped with business requirements and test scenarios. In Wrike, you can assign each one to an individual or team. You can also add an Approver who will sign off on the task once it’s complete.  If there are any questions or comments, the collaborators can discuss them right within the task themselves, looping in colleagues using @mentions whenever another POV is needed. If a change request is made, you can view your existing project plans and give an informed evaluation of whether or not it can be done. If the answer is yes, you can then drag and drop project components for a new and accurate timeline. In Wrike, projects with tasks marked as dependent on one another will maintain these connections, so when you move them, you’ll still have all of your necessary components tied together, working uninterrupted.  Once your RTM is complete, you can duplicate your processes and workflows in Wrike by creating a template for the ones you plan to repeat. This saves time and adds a layer of standardization that is crucial for meeting requirements. And because the testing process should be clearly defined to avoid any confusion, using Wrike to do so will ensure that it is carried out according to the requirements and time constraints. Wrike provides a secure collaborative workspace to organize, test, and bring all your projects up to speed with your RTM. Ready to streamline your product development compliance? Start today with a two-week free trial of Wrike. 

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How to Write a Business Case (with Examples & Template to Help)

How to Write a Business Case

You have a great idea. Now, you want to gather an expert team and show stakeholders that your project is viable.

But how exactly do you do that?

Before your idea is approved, you need to cover how you will finance and sustain your project. That’s where a business case comes in.

A business case shows key stakeholders exactly how you will execute your idea. It’s important because research shows that ineffective business cases can cause projects to fail .

In this post, we’ll break down everything you need to build a business case that will impress your stakeholders and help your project succeed. We’ll even provide a few examples and give you a template to help.

Download Business Case Template

What is a Business Case?

Developing a Business Plan

Business cases often accompany or follow a project proposal and help show why your project is worth the company’s or client’s time, money, and resources.

When writing a business case, always define the scope and include an executive summary, detailed info about finances, and an overview of the project’s structure. Each member of the project team should contribute to the business case.

Overall, the business case should be concise and only include relevant information. It should cover the benefits, costs, potential risks, and an assessment of how the team will handle any setbacks.

The Most Important Components of a Business Case

A business case should convince key stakeholders of the importance and viability of your project. Be sure to include these things to create an effective business case:

An executive summary, which is a concise overview of your project’s definition and goals. Use this section to briefly explain the problem and how you’ll solve it.

The problem statement. Although you already addressed it in the executive summary, take some time to dive deeper into the problem. Share any relevant research that helps frame the problem as a story, and make sure you draw a strong connection to the company’s goals or mission.

Share any relevant research that helps frame the problem as a story, and make sure you draw a strong connection to the company’s goals or mission

An analysis supported by research and data to show the project is necessary. This is also a good place to include information about the team members involved in the project.

A projection of financial needs. Explain how much money you need and exactly how it will be used. This is one of the most important parts of the business case.

A strong recommendation. Explain the project you’ve chosen to pursue and why you think this is the best solution. You should also address the risks for this recommendation.

Discussion of other possible options. Offer multiple solutions to the problem. The key stakeholders will review your data and business case to help decide the best course of action.

Business Case Examples

Before you write your own business case, let’s look at a few examples.

Project Business Case Example

This example from Expert Program Management is a concise and effective business case. It includes an executive summary, financial information, analysis, and risks. It could be used for a business case in any industry. This quick overview is a great option to send to key stakeholders before meeting to discuss the project further.

Employee Engagement Business Case

In some cases, you need a longer document to present your business case. This sustainability business case from the National Environmental Education Foundation offers an in-depth look at the project. It includes detailed research and examples from other sustainability projects.

Making an Effective Business Case

making an effective business case

A business case is an important part of a successful project. By creating a business case, you show key stakeholders exactly how you plan to solve a problem.

Download the template above as a guide for a business case for your next project. As you work on your business case, focus on explaining your solutions and how you will work toward the goal throughout the entire project.

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15 Real-Life Case Study Examples & Best Practices

15 Real-Life Case Study Examples & Best Practices

Written by: Oghale Olori

Real-Life Case Study Examples

Case studies are more than just success stories.

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

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

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

Let’s dive in!

Table of Contents

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

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

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

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

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

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

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

Parts of a Case Study Infographic

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

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

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

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

Case Study Examples

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

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

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

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

Why Does This Case Study Work?

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

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

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

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

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

Simplify content creation and brand management for your team

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

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writing a business case study

2. WeightWatchers Completely Revamped their Enterprise Sales Process with HubSpot

Case Study Examples

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

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

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

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

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

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

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

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

Case Study Examples

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

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

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

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

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

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

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

Financial Case Study

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

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

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

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

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

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

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

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

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

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

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

Who wouldn't want that?

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

UX Case Study

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

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

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

Case Study Examples

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

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

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

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

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

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

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

Ecommerce One Pager Case Study

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

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

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

6. How Workato Converts 75% of Their Qualified Leads

Case Study Examples

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

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

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

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

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

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

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

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

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

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

Case Study Examples

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

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

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

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

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

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

Take a look at this product case study template below.

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

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

Fuji Xerox Australia Business Equipment Case Study

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

Case Study Examples

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

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

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

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

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

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

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

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

Search Marketing Case Study

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

Case Study Examples

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

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

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

Visme creatively incorporates testimonials In this case study example.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Satisfied Client Testimonial Ad Square

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

Case Study Examples

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

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

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

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

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

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

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

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

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

Patagonia Case Study

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

Case Study Examples

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

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

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

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

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

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

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

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

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

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

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

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

Case Study Examples

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

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

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

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

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

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

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

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

Case Study Examples

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

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

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

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

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

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

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

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

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

writing a business case study

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

Case Study Examples

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

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

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

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

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

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

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

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

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

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

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

How to Write a Case Study?

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

What Are the Stages of a Case Study?

The stages of a case study are;

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

What Are the Advantages and Disadvantages of a Case Study?

Advantages of a case study:

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

Disadvantages of a case study:

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

What Are the Types of Case Studies?

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

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

How Long Should a Case Study Be?

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

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

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

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

Where Can I Find Case Study Examples?

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

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

Get More Out Of Your Case Studies With Visme

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

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

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

Easily create beautiful case studies and more with Visme

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How to Write a Business Case (Template Included)


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What is a business case, business case template, how to write a business case, key elements of a business case, how projectmanager helps with your business case, watch our business case training video.

A business case is a project management document that explains how the benefits of a project overweigh its costs and why it should be executed. Business cases are prepared during the project initiation phase and their purpose is to include all the project’s objectives, costs and benefits to convince stakeholders of its value.

A business case is an important project document to prove to your client, customer or stakeholder that the project proposal you’re pitching is a sound investment. Below, we illustrate the steps to writing one that will sway them.

The need for a business case is that it collects the financial appraisal, proposal, strategy and marketing plan in one document and offers a full look at how the project will benefit the organization. Once your business case is approved by the project stakeholders, you can begin the project planning phase.

Our business case template for Word is the perfect tool to start writing a business case. It has 9 key business case areas you can customize as needed. Download the template for free and follow the steps below to create a great business case for all your projects.

Free Business Case Template for Word

Projects fail without having a solid business case to rest on, as this project document is the base for the project charter and project plan. But if a project business case is not anchored to reality, and doesn’t address a need that aligns with the larger business objectives of the organization, then it is irrelevant.

The research you’ll need to create a strong business case is the why, what, how and who of your project. This must be clearly communicated. The elements of your business case will address the why but in greater detail. Think of the business case as a document that is created during the project initiation phase but will be used as a reference throughout the project life cycle.

Whether you’re starting a new project or mid-way through one, take time to write up a business case to justify the project expenditure by identifying the business benefits your project will deliver and that your stakeholders are most interested in reaping from the work. The following four steps will show you how to write a business case.

Step 1: Identify the Business Problem

Projects aren’t created for projects’ sake. They should always be aligned with business goals . Usually, they’re initiated to solve a specific business problem or create a business opportunity.

You should “Lead with the need.” Your first job is to figure out what that problem or opportunity is, describe it, find out where it comes from and then address the time frame needed to deal with it.

This can be a simple statement but is best articulated with some research into the economic climate and the competitive landscape to justify the timing of the project.

Step 2: Identify the Alternative Solutions

How do you know whether the project you’re undertaking is the best possible solution to the problem defined above? Naturally, prioritizing projects is hard, and the path to success is not paved with unfounded assumptions.

One way to narrow down the focus to make the right solution clear is to follow these six steps (after the relevant research, of course):

  • Note the alternative solutions.
  • For each solution, quantify its benefits.
  • Also, forecast the costs involved in each solution.
  • Then figure out its feasibility .
  • Discern the risks and issues associated with each solution.
  • Finally, document all this in your business case.

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Use this free Business Case Template for Word to manage your projects better.

Step 3: Recommend a Preferred Solution

You’ll next need to rank the solutions, but before doing that it’s best to set up criteria, maybe have a scoring mechanism such as a decision matrix to help you prioritize the solutions to best choose the right one.

Some methodologies you can apply include:

  • Depending on the solution’s cost and benefit , give it a score of 1-10.
  • Base your score on what’s important to you.
  • Add more complexity to your ranking to cover all bases.

Regardless of your approach, once you’ve added up your numbers, the best solution to your problem will become evident. Again, you’ll want to have this process also documented in your business case.

Step 4: Describe the Implementation Approach

So, you’ve identified your business problem or opportunity and how to reach it, now you have to convince your stakeholders that you’re right and have the best way to implement a process to achieve your goals. That’s why documentation is so important; it offers a practical path to solve the core problem you identified.

Now, it’s not just an exercise to appease senior leadership. Who knows what you might uncover in the research you put into exploring the underlying problem and determining alternative solutions? You might save the organization millions with an alternate solution than the one initially proposed. When you put in the work on a strong business case, you’re able to get your sponsors or organizational leadership on board with you and have a clear vision as to how to ensure the delivery of the business benefits they expect.

One of the key steps to starting a business case is to have a business case checklist. The following is a detailed outline to follow when developing your business case. You can choose which of these elements are the most relevant to your project stakeholders and add them to our business case template. Then once your business case is approved, start managing your projects with a robust project management software such as ProjectManager.

1. Executive Summary

The executive summary is a short version of each section of your business case. It’s used to give stakeholders a quick overview of your project.

2. Project Definition

This section is meant to provide general information about your projects, such as the business objectives that will be achieved and the project plan outline.

3. Vision, Goals and Objectives

First, you have to figure out what you’re trying to do and what is the problem you want to solve. You’ll need to define your project vision, goals and objectives. This will help you shape your project scope and identify project deliverables.

4. Project Scope

The project scope determines all the tasks and deliverables that will be executed in your project to reach your business objectives.

5. Background Information

Here you can provide a context for your project, explaining the problem that it’s meant to solve, and how it aligns with your organization’s vision and strategic plan.

6. Success Criteria and Stakeholder Requirements

Depending on what kind of project you’re working on, the quality requirements will differ, but they are critical to the project’s success. Collect all of them, figure out what determines if you’ve successfully met them and report on the results .

7. Project Plan

It’s time to create the project plan. Figure out the tasks you’ll have to take to get the project done. You can use a work breakdown structure template  to make sure you are through. Once you have all the tasks collected, estimate how long it will take to complete each one.

Project management software makes creating a project plan significantly easier. ProjectManager can upload your work breakdown structure template and all your tasks are populated in our tool. You can organize them according to your production cycle with our kanban board view, or use our Gantt chart view to create a project schedule.

kanban card moving into next column on the board

8. Project Budget

Your budget is an estimate of everything in your project plan and what it will cost to complete the project over the scheduled time allotted.

9. Project Schedule

Make a timeline for the project by estimating how long it will take to get each task completed. For a more impactful project schedule , use a tool to make a Gantt chart, and print it out. This will provide that extra flourish of data visualization and skill that Excel sheets lack.

10. Project Governance

Project governance refers to all the project management rules and procedures that apply to your project. For example, it defines the roles and responsibilities of the project team members and the framework for decision-making.

11. Communication Plan

Have milestones for check-ins and status updates, as well as determine how stakeholders will stay aware of the progress over the project life cycle.

12. Progress Reports

Have a plan in place to monitor and track your progress during the project to compare planned to actual progress. There are project tracking tools that can help you monitor progress and performance.

Again, using a project management tool improves your ability to see what’s happening in your project. ProjectManager has tracking tools like dashboards and status reports that give you a high-level view and more detail, respectively. Unlike light-weight apps that make you set up a dashboard, ours is embedded in the tool. Better still, our cloud-based software gives you real-time data for more insightful decision-making. Also, get reports on more than just status updates, but timesheets, workload, portfolio status and much more, all with just one click. Then filter the reports and share them with stakeholders to keep them updated.

ProjectManager’s dashboard view, which shows six key metrics on a project

13. Financial Appraisal

This is a very important section of your business case because this is where you explain how the financial benefits outweigh the project costs . Compare the financial costs and benefits of your project. You can do this by doing a sensitivity analysis and a cost-benefit analysis.

14. Market Assessment

Research your market, competitors and industry, to find opportunities and threats

15. Competitor Analysis

Identify direct and indirect competitors and do an assessment of their products, strengths, competitive advantages and their business strategy.

16. SWOT Analysis

A SWOT analysis helps you identify your organization’s strengths, weaknesses, opportunities and threats. The strengths and weaknesses are internal, while the opportunities and threats are external.

17. Marketing Strategy

Describe your product, distribution channels, pricing, target customers among other aspects of your marketing plan or strategy.

18. Risk Assessment

There are many risk categories that can impact your project. The first step to mitigating them is to identify and analyze the risks associated with your project activities.

ProjectManager , an award-winning project management software, can collect and assemble all the various data you’ll be collecting, and then easily share it both with your team and project sponsors.

Once you have a spreadsheet with all your tasks listed, you can import it into our software. Then it’s instantly populated into a Gantt chart . Simply set the duration for each of the tasks, add any dependencies, and your project is now spread across a timeline. You can set milestones, but there is so much more you can do.

Gantt chart from ProjectManager

You have a project plan now, and from the online Gantt chart, you can assign team members to tasks. Then they can comment directly on the tasks they’re working on, adding as many documents and images as needed, fostering a collaborative environment. You can track their progress and change task durations as needed by dragging and dropping the start and end dates.

But that’s only a taste of what ProjectManager offers. We have kanban boards that visualize your workflow and a real-time dashboard that tracks six project metrics for the most accurate view of your project possible.

Try ProjectManager and see for yourself with this 30-day free trial .

If you want more business case advice, take a moment to watch Jennifer Bridges, PMP, in this short training video. She explains the steps you have to take in order to write a good business case.

Here’s a screenshot for your reference.

how writing a business case for your project is good business strategy


Today we’re talking about how to write a business case. Well, over the past few years, we’ve seen the market, or maybe organizations, companies or even projects, move away from doing business cases. But, these days, companies, organizations, and those same projects are scrutinizing the investments and they’re really seeking a rate of return.

So now, think of the business case as your opportunity to package your project, your idea, your opportunity, and show what it means and what the benefits are and how other people can benefit.

We want to take a look today to see what’s in the business case and how to write one. I want to be clear that when you look for information on a business case, it’s not a briefcase.

Someone called the other day and they were confused because they were looking for something, and they kept pulling up briefcases. That’s not what we’re talking about today. What we’re talking about are business cases, and they include information about your strategies, about your goals. It is your business proposal. It has your business outline, your business strategy, and even your marketing plan.

Why Do You Need a Business Case?

And so, why is that so important today? Again, companies are seeking not only their project managers but their team members to have a better understanding of business and more of an idea business acumen. So this business case provides the justification for the proposed business change or plan. It outlines the allocation of capital that you may be seeking and the resources required to implement it. Then, it can be an action plan . It may just serve as a unified vision. And then it also provides the decision-makers with different options.

So let’s look more at the steps required to put these business cases together. There are four main steps. One, you want to research your market. Really look at what’s out there, where are the needs, where are the gaps that you can serve? Look at your competition. How are they approaching this, and how can you maybe provide some other alternatives?

You want to compare and finalize different approaches that you can use to go to market. Then you compile that data and you present strategies, your goals and other options to be considered.

And then you literally document it.

So what does the document look like? Well, there are templates out there today. The components vary, but these are the common ones. And then these are what I consider essential. So there’s the executive summary. This is just a summary of your company, what your management team may look like, a summary of your product and service and your market.

The business description gives a little bit more history about your company and the mission statement and really what your company is about and how this product or service fits in.

Then, you outline the details of the product or service that you’re looking to either expand or roll out or implement. You may even include in their patents may be that you have pending or other trademarks.

Then, you want to identify and lay out your marketing strategy. Like, how are you gonna take this to your customers? Are you going to have a brick-and-mortar store? Are you gonna do this online? And, what are your plans to take it to market?

You also want to include detailed information about your competitor analysis. How are they doing things? And, how are you planning on, I guess, beating your competition?

You also want to look at and identify your SWOT. And the SWOT is your strength. What are the strengths that you have in going to market? And where are the weaknesses? Maybe some of your gaps. And further, where are your opportunities and maybe threats that you need to plan for? Then the overview of the operation includes operational information like your production, even human resources, information about the day-to-day operations of your company.

And then, your financial plan includes your profit statement, your profit and loss, any of your financials, any collateral that you may have, and any kind of investments that you may be seeking.

So these are the components of your business case. This is why it’s so important. And if you need a tool that can help you manage and track this process, then sign up for our software now at ProjectManager .

Click here to browse ProjectManager's free templates

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How to write a case study: 8 steps for writing a case study.

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What is a case study?

Case studies contain accounts from your customers that showcase how your products or services solved their problems. These studies are like stories — you have a protagonist (the client), a problem, and a solution. Your case study analysis (or story) can vary in length.

How to write a case study

As you create your case study, you should structure it, so your audience can see themselves as the customer. You want them to get in the client’s shoes. You must tell a compelling story that gets your audience invested in your case study.

Think of a case study as an in-depth review of your business. You use a client’s experience to show why your business is the best fit for someone’s needs.

Why should I create a case study?

As you learn more about case studies, you may wonder why they’re so valuable.

Let’s look at three reasons case studies matter to your company:

1. Case studies are effective

The biggest reason to use case studies is they’re effective. When people read case studies, they understand your business better. It effectively works to build your audience’s perception of your company.

When you create case studies, you help people understand your business better. From understanding what you do to how you operate, you provide your audience with valuable insight.

Considering  66% of business-to-business (B2B) marketers  find case studies to be effective, you don’t want to miss the opportunity to engage and delight your audience with them.

2. Case studies provide social proof

If someone hasn’t worked with your business or purchased your products, they need validation that you’re the right choice. They turn to information, like reviews and case studies, to see how others felt about working with your company.

With case studies, you provide social proof of the excellent work you do.

You share an authentic experience from someone who worked with your company. People see firsthand what it was like to work with you or to use your products. It makes them feel confident in contacting or choosing your business.

3. Case studies build trust

Case studies build trust with your audience.

When prospective leads see others validating the work you do or endorsing your products, it increases their confidence in your business. Your audience will see others having a positive experience and trust that you’ll provide them with the same experience.

When you build trust with your audience, they’re more likely to choose your company.

Table of Contents

  • What is a Case Study?
  • Why Should I Create a Case Study?
  • 1. Case Studies Are Effective
  • 2. Case Studies Provide Social Proof
  • 3. Case Studies Build Trust

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today, how to write a case study.

Are you ready to start creating your case study?

Check out these eight steps on how to write a business case study!

1. Determine your case study’s purpose

Before you dive into the nitty-gritty of creating a case study, determine your case study’s purpose. Don’t create a study without one. If there’s no direction with your case study, you’ll leave your audience feeling confused as to why you composed this case study in the first place.

Be realistic about the purpose of your case study. Your case study isn’t going to perform as well as an informative blog post on an industry topic. It’s a piece of content that appeals to people close to converting.

Your case study may not garner as much engagement, but that’s okay!

If you have a real purpose for your case study, you won’t feel disappointed with the results. You can set simple objectives, like generating leads, to help you create real results with your case study.

2. Choose the right clients to use in your case study analysis

If you want to know how to write a case study successfully, start by choosing the right clients to showcase in your case study. You must find the right candidate to appeal to your audience. Focus on finding a client enthusiastic about your products or services.

You want the client to show how much they love your products or services. Without some enthusiasm or passion from your customer, you won’t know how to write a business case study that engages your audience and gets them to keep reading.

When choosing a client for your case study analysis, make sure they meet the following requirements:

  • Enthusiastic about your products or service
  • Understands your products or operation of your services well enough to discuss them
  • Gives permission to share data, like revenue increases, with readers
  • Got results that significantly and positively impacted their company

Additionally, focus on well-known clients, if possible. While this isn’t a requirement, it’s helpful if you’re trying to build engagement and increase trust. If someone sees a brand they know, they’re more likely to read the case study.

Important note:  Before creating a case study analysis,  always  get permission from your client first! You’re going to share their results and their story, so you must ensure your client is comfortable with you disclosing that information.

3. Choose the right medium to present your case study

When you create your case study, you must choose the right medium for showcasing your information. The way you share the information can influence how your audience engages with your content.

There are three case study formats:

  • Written: These case studies are the most widely used option when presenting a client’s story. They typically come in the format of an eBook, where users can download the information into a PDF to read more.
  • Video:  As video continues to grow in popularity, video case studies are becoming increasingly popular. You can shoot an interview with a client to capture their experience with your business.
  • Infographic:  This case study format is great if you’re looking to present a lot of data. Infographics help readers digest information easier, so they can take away the most important points from your case study.

Before writing your case study, choose a format that works best for you and your client. For each case study, you can use a different format. It’s up to you to decide how you want to present the information from your clients to your audience!

4. Ask the right questions

As you’re gearing up to interview your client, make sure you’re asking the right questions.

You want to use questions that allow you to construct a quality narrative.

Don’t ask yes or no questions. Yes or no questions don’t require explanation or expansion, which will leave you struggling for information. Stick to open-ended questions that encourage your clients to talk more.

Here are some example questions you can ask when interviewing for a case study analysis:

  • What challenges did you face before finding our products/services?
  • What were your goals for your company, and how did we help you achieve those goals?
  • What made our company stand out from the competition?
  • How has your business benefitted from using our products/services?

These questions provide information that you can use in the case study. It will also help you get direct quotes from your clients.

By asking the right questions, you’ll create a more informative and engaging case study.

5. Let your clients tell the story

To know how to create a case study that engages your audience, you must know how to present your client’s story. The biggest mistake companies make is morphing the client’s story to be about their company, rather than the client’s experience.

Future leads don’t want to hear a sales pitch about how great your company is and how you’ll work great for them. They want to see someone else’s experience and understand how they perceive your business, products, or services.

Your audience wants to see authentic experiences that reflect your company and the work you do. If you want to know how to write a business case study that works, start by letting your clients tell their story.

Give your clients a voice when you compose your case study. You want the information to come directly from them. Include direct quotes and integrate them into your text to increase validation and credibility for your business.

When you use direct quotes, don’t repeat the same information in the text after it.

It’s best to let the quote speak for itself.

For example, let’s say a client says: “Company A’s software helped my team increase their efficiency, which allowed us to spend more time getting to know our customers and what they needed from us.”

Right after inserting that quote, you wouldn’t want to say: “As you can see, Company A was able to increase their efficiency through using our software, which helped them spend more time with their clients.”

That would be a repeat of what the client said. Instead, let the quotes speak for themselves. They’ll have a larger impact if you leave them as they are without overexplaining what the quotes mean.

By letting your clients tell the story, you’ll see more success with your case studies.

6. Make sure your case study works for everyone

If you want to know how to write a case study successfully, start by creating a case study that works for everyone.

You’re going to have prospects interested in your business for different reasons. You must compose your case study in a way that, even if it isn’t relevant to their situation, they can get something out of it.

Create compelling angles for your case studies, but don’t exclude parts of your audience in the process.

Essentially, make your case studies universal to people who read them. Even if they wouldn’t use your company for the same reasons, they can see how your company would help them with their specific problems.

Let’s say you offer software that allows companies to organize and prioritize team tasks.

You create a case study analysis that looks at how a wedding planning company used your tool to help clients stay organized on their wedding day and prevent fewer things from going wrong on the wedding day.

While using the organization tool for wedding planning doesn’t apply to everyone who visits your site, they can still see the value in it. They understand that your software helps people miss fewer tasks and manage big projects, which benefits their company.

If you want to know how to write a business case study, make it easy for everyone to see the value of hiring your company or purchasing your products or services.

7. Show your audience rather than tell

As you’re composing your case study, make sure you’re showing your audience success rather than telling them. A lot of companies make the mistake of droning on about them making clients successful.

Your audience doesn’t want to hear it — they want to see it.

If you want to know how to write a case study that makes an impact on your audience, use data and facts. Show your audience how much money your clients saved or how many new customers they earned.

When you show your audience the results, it will resonate with them more and help them see the potential of working with your company.

8. Promote your case study

The last step in how to write a case study is simple — promote your case study. People won’t always find your case study on their own, so you must share and promote it on relevant platforms.

With any case study you create, you can link to it within the content on your site.

Whether it’s a pricing page or blog post, if it’s relevant, you can link to it and drive people to your case study.

Additionally, you can share your case studies through social media. Whether it’s a video or a link to your case study, you can help your social media followers see what it’s like to work with your company.

If you want to see success with your case study, you must publish it where your audience will find it. It will help you garner more engagement and get more people interested in working with your business.

  • How to Write a Case Study
  • 1. Determine Your Case Study’s Purpose
  • 2. Choose the Right Clients to Use in Your Case Study Analysis
  • 3. Choose the Right Medium to Present Your Case Study
  • 4. Ask the Right Questions
  • 5. Let Your Clients Tell the Story
  • 6. Make Sure Your Case Study Works for Everyone
  • 7. Show Your Audience Rather Than Tell
  • 8. Promote Your Case Study

Earn a 20% greater ROI with WebFX

4 tips for creating a successful case study.

Now that you know how to create a case study, it’s time to start writing it!

As you compose your study, keep these four tips for success in mind:

1. Tell the story from start to finish

A big part of writing a case study is learning how to write a business case study that tells a story. You want to tell a story that highlights your customer’s journey from start to finish.

When writing a case study, begin with the basics. Establish who the client is and what they do. You’ll also want to highlight their goals and what they aim to achieve with their products or services.

Next, talk about their problem. Discuss how the client ended up on a journey to look for your business. You’ll want to ask how they found your company.

Once you explain their problems, move into how they found you and how you helped solve their problem. This part is a great place to pull direct quotes from your client that highlight how you helped their business.

Finally, wrap up by discussing where that client and their business is now and how they’ve improved.

It’s essential to be thorough and not skip on the details. With all your case studies, you’ll want to tell your client’s story from start to finish to help your audience visualize themselves in those clients’ shoes.

2. Make information easy to read and understand

If you want to know how to write a case study successfully, focus on creating a case study that’s easy for your audience to understand. Your case study should be easy for your readers to read, skim, or watch.

For written case studies, focus on breaking information into smaller paragraphs.

Your paragraphs should be no more than three sentences. If you have paragraphs with six or seven sentences, you’re going to overwhelm your audience and deter them from reading your case study.

With video case studies, speak clearly and ensure that, if it’s an interview, your client speaks clearly as well. You can also  add your subtitles  and closed captions to ensure that people can follow the conversation if they can’t keep up with what people say in the video.

If you’re using an infographic, make sure it flows in the order of how you want people to see the information. You can use objects, like arrows, to guide people. Additionally, you’ll want to choose colors that make your infographic easy to look at and make text difficult to read.

When you create your business case study, focus on making it easy for your audience to digest. It will help your case study see more success.

3. Try different formats to see what engages your audience

A common misconception about case studies is that they must be written. While many people tend to write their case studies, you aren’t limited to that format. Videos and infographics are both great options for presenting case studies.

If you want to know how to write a successful case study, try different formats. Some formats will work better for your audience than others. Additionally, some case studies will fit better with certain formats than others.

Let’s go back to the example of being a company that sells software for organizing team tasks.

Your wedding planner client happily agrees to do a case study and share their experience.

The wedding planner is enthusiastic and loves your product. With someone who has a personality like that, it may be best to use video for your case study. That way, you can capture her enthusiasm and excitement.

Additionally, weddings are visual events. You can use clips of people setting up for a wedding to help capture the essence of the client’s work.

Remember, you don’t need to stay in one format! Choose your format based on your client, their business, and the type of content your audience engages with the most.

4. Prepare questions before your interview

Questions are a critical component in creating a case study. You want to ensure that you’re asking the right questions to allow clients to elaborate and provide you with enough information about your project.

If you want to build a solid case study structure, prepare questions before your interview. You don’t want to go into a case study interview without knowing what you want to ask. It will make you appear unprepared and won’t help you get valuable information.

Before interviewing your client, prepare at least four to five questions and one follow-up question for each.

Let’s use the wedding planner client as an example.

Here is a sample of the questions and follow-up questions to ask the client:

  • What does your business do? What are some of the challenges of running your business?
  • What problems led you to find a software like ours? How did those problems impact your company’s ability to operate?
  • How did you find our business? How did we stand out from the competition?
  • How did our software help solve your problem? What improvements did you notice with your team and business?

As you can see, these questions are thorough and allow the client to expand on their answers. The follow-up questions let you get more useful information, too, so you have plenty to work with for your case study.

By writing questions ahead of time, you’ll help create a case study structure that has tons of information for your audience and helps guide them through the client’s journey.

Start publishing compelling case studies today

If you don’t have the time to create compelling case studies, WebFX is here to help. We have a team of over 500 experts that will help you compose case studies that engage your audience and get them interested in your business. From video marketing  to  copywriting  to  infographic design services , we have everything you need to compose your perfect case study.

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Blog Graphic Design 15+ Case Study Examples for Business, Marketing & Sales

15+ Case Study Examples for Business, Marketing & Sales

Written by: Alice Corner Jan 12, 2023

Venngage case study examples

Have you ever bought something — within the last 10 years or so — without reading its reviews or without a recommendation or prior experience of using it?

If the answer is no — or at least, rarely — you get my point.

Positive reviews matter for selling to regular customers, and for B2B or SaaS businesses, detailed case studies are important too.

Wondering how to craft a compelling case study ? No worries—I’ve got you covered with 15 marketing case study templates , helpful tips, and examples to ensure your case study converts effectively.

Click to jump ahead:

What is a case study?

What to include in a professional case study, business case study examples, simple case study examples, marketing case study examples, sales case study examples.

  • Case study FAQs

A case study is an in-depth, detailed analysis of a specific real-world situation. For example, a case study can be about an individual, group, event, organization, or phenomenon. The purpose of a case study is to understand its complexities and gain insights into a particular instance or situation.

In the context of a business, however, case studies take customer success stories and explore how they use your product to help them achieve their business goals.

Case Study Definition LinkedIn Post

As well as being valuable marketing tools , case studies are a good way to evaluate your product as it allows you to objectively examine how others are using it.

It’s also a good way to interview your customers about why they work with you.

Related: What is a Case Study? [+6 Types of Case Studies]

A professional case study showcases how your product or services helped potential clients achieve their business goals. You can also create case studies of internal, successful marketing projects. A professional case study typically includes:

  • Company background and history
  • The challenge
  • How you helped
  • Specific actions taken
  • Visuals or Data
  • Client testimonials

Here’s an example of a case study template:

marketing case study example

Whether you’re a B2B or B2C company, business case studies can be a powerful resource to help with your sales, marketing, and even internal departmental awareness.

Business and business management case studies should encompass strategic insights alongside anecdotal and qualitative findings, like in the business case study examples below.

Conduct a B2B case study by researching the company holistically

When it comes to writing a case study, make sure you approach the company holistically and analyze everything from their social media to their sales.

Think about every avenue your product or service has been of use to your case study company, and ask them about the impact this has had on their wider company goals.

Venngage orange marketing case study example

In business case study examples like the one above, we can see that the company has been thought about holistically simply by the use of icons.

By combining social media icons with icons that show in-person communication we know that this is a well-researched and thorough case study.

This case study report example could also be used within an annual or end-of-year report.

Highlight the key takeaway from your marketing case study

To create a compelling case study, identify the key takeaways from your research. Use catchy language to sum up this information in a sentence, and present this sentence at the top of your page.

This is “at a glance” information and it allows people to gain a top-level understanding of the content immediately. 

Purple SAAS Business Case Study Template

You can use a large, bold, contrasting font to help this information stand out from the page and provide interest.

Learn  how to choose fonts  effectively with our Venngage guide and once you’ve done that.

Upload your fonts and  brand colors  to Venngage using the  My Brand Kit  tool and see them automatically applied to your designs.

The heading is the ideal place to put the most impactful information, as this is the first thing that people will read.

In this example, the stat of “Increase[d] lead quality by 90%” is used as the header. It makes customers want to read more to find out how exactly lead quality was increased by such a massive amount.

Purple SAAS Business Case Study Template Header

If you’re conducting an in-person interview, you could highlight a direct quote or insight provided by your interview subject.

Pick out a catchy sentence or phrase, or the key piece of information your interview subject provided and use that as a way to draw a potential customer in.

Use charts to visualize data in your business case studies

Charts are an excellent way to visualize data and to bring statistics and information to life. Charts make information easier to understand and to illustrate trends or patterns.

Making charts is even easier with Venngage.

In this consulting case study example, we can see that a chart has been used to demonstrate the difference in lead value within the Lead Elves case study.

Adding a chart here helps break up the information and add visual value to the case study. 

Red SAAS Business Case Study Template

Using charts in your case study can also be useful if you’re creating a project management case study.

You could use a Gantt chart or a project timeline to show how you have managed the project successfully.

event marketing project management gantt chart example

Use direct quotes to build trust in your marketing case study

To add an extra layer of authenticity you can include a direct quote from your customer within your case study.

According to research from Nielsen , 92% of people will trust a recommendation from a peer and 70% trust recommendations even if they’re from somebody they don’t know.

Case study peer recommendation quote

So if you have a customer or client who can’t stop singing your praises, make sure you get a direct quote from them and include it in your case study.

You can either lift part of the conversation or interview, or you can specifically request a quote. Make sure to ask for permission before using the quote.

Contrast Lead Generation Business Case Study Template

This design uses a bright contrasting speech bubble to show that it includes a direct quote, and helps the quote stand out from the rest of the text.

This will help draw the customer’s attention directly to the quote, in turn influencing them to use your product or service.

Less is often more, and this is especially true when it comes to creating designs. Whilst you want to create a professional-looking, well-written and design case study – there’s no need to overcomplicate things.

These simple case study examples show that smart clean designs and informative content can be an effective way to showcase your successes.

Use colors and fonts to create a professional-looking case study

Business case studies shouldn’t be boring. In fact, they should be beautifully and professionally designed.

This means the normal rules of design apply. Use fonts, colors, and icons to create an interesting and visually appealing case study.

In this case study example, we can see how multiple fonts have been used to help differentiate between the headers and content, as well as complementary colors and eye-catching icons.

Blue Simple Business Case Study Template

Marketing case studies are incredibly useful for showing your marketing successes. Every successful marketing campaign relies on influencing a consumer’s behavior, and a great case study can be a great way to spotlight your biggest wins.

In the marketing case study examples below, a variety of designs and techniques to create impactful and effective case studies.

Show off impressive results with a bold marketing case study

Case studies are meant to show off your successes, so make sure you feature your positive results prominently. Using bold and bright colors as well as contrasting shapes, large bold fonts, and simple icons is a great way to highlight your wins.

In well-written case study examples like the one below, the big wins are highlighted on the second page with a bright orange color and are highlighted in circles.

Making the important data stand out is especially important when attracting a prospective customer with marketing case studies.

Light simplebusiness case study template

Use a simple but clear layout in your case study

Using a simple layout in your case study can be incredibly effective, like in the example of a case study below.

Keeping a clean white background, and using slim lines to help separate the sections is an easy way to format your case study.

Making the information clear helps draw attention to the important results, and it helps improve the  accessibility of the design .

Business case study examples like this would sit nicely within a larger report, with a consistent layout throughout.

Modern lead Generaton Business Case Study Template

Use visuals and icons to create an engaging and branded business case study

Nobody wants to read pages and pages of text — and that’s why Venngage wants to help you communicate your ideas visually.

Using icons, graphics, photos, or patterns helps create a much more engaging design. 

With this Blue Cap case study icons, colors, and impactful pattern designs have been used to create an engaging design that catches your eye.

Social Media Business Case Study template

Use a monochromatic color palette to create a professional and clean case study

Let your research shine by using a monochromatic and minimalistic color palette.

By sticking to one color, and leaving lots of blank space you can ensure your design doesn’t distract a potential customer from your case study content.

Color combination examples

In this case study on Polygon Media, the design is simple and professional, and the layout allows the prospective customer to follow the flow of information.

The gradient effect on the left-hand column helps break up the white background and adds an interesting visual effect.

Gray Lead Generation Business Case Study Template

Did you know you can generate an accessible color palette with Venngage? Try our free accessible color palette generator today and create a case study that delivers and looks pleasant to the eye:

Venngage's accessible color palette generator

Add long term goals in your case study

When creating a case study it’s a great idea to look at both the short term and the long term goals of the company to gain the best understanding possible of the insights they provide.

Short-term goals will be what the company or person hopes to achieve in the next few months, and long-term goals are what the company hopes to achieve in the next few years.

Check out this modern pattern design example of a case study below:

Lead generation business case study template

In this case study example, the short and long-term goals are clearly distinguished by light blue boxes and placed side by side so that they are easy to compare.

Lead generation case study example short term goals

Use a strong introductory paragraph to outline the overall strategy and goals before outlining the specific short-term and long-term goals to help with clarity.

This strategy can also be handy when creating a consulting case study.

Use data to make concrete points about your sales and successes

When conducting any sort of research stats, facts, and figures are like gold dust (aka, really valuable).

Being able to quantify your findings is important to help understand the information fully. Saying sales increased 10% is much more effective than saying sales increased.

While sales dashboards generally tend it make it all about the numbers and charts, in sales case study examples, like this one, the key data and findings can be presented with icons. This contributes to the potential customer’s better understanding of the report.

They can clearly comprehend the information and it shows that the case study has been well researched.

Vibrant Content Marketing Case Study Template

Use emotive, persuasive, or action based language in your marketing case study

Create a compelling case study by using emotive, persuasive and action-based language when customizing your case study template.

Case study example pursuasive language

In this well-written case study example, we can see that phrases such as “Results that Speak Volumes” and “Drive Sales” have been used.

Using persuasive language like you would in a blog post. It helps inspire potential customers to take action now.

Bold Content Marketing Case Study Template

Keep your potential customers in mind when creating a customer case study for marketing

82% of marketers use case studies in their marketing  because it’s such an effective tool to help quickly gain customers’ trust and to showcase the potential of your product.

Why are case studies such an important tool in content marketing?

By writing a case study you’re telling potential customers that they can trust you because you’re showing them that other people do.

Not only that, but if you have a SaaS product, business case studies are a great way to show how other people are effectively using your product in their company.

In this case study, Network is demonstrating how their product has been used by Vortex Co. with great success; instantly showing other potential customers that their tool works and is worth using.

Teal Social Media Business Case Study Template

Related: 10+ Case Study Infographic Templates That Convert

Case studies are particularly effective as a sales technique.

A sales case study is like an extended customer testimonial, not only sharing opinions of your product – but showcasing the results you helped your customer achieve.

Make impactful statistics pop in your sales case study

Writing a case study doesn’t mean using text as the only medium for sharing results.

You should use icons to highlight areas of your research that are particularly interesting or relevant, like in this example of a case study:

Coral content marketing case study template.jpg

Icons are a great way to help summarize information quickly and can act as visual cues to help draw the customer’s attention to certain areas of the page.

In some of the business case study examples above, icons are used to represent the impressive areas of growth and are presented in a way that grabs your attention.

Use high contrast shapes and colors to draw attention to key information in your sales case study

Help the key information stand out within your case study by using high contrast shapes and colors.

Use a complementary or contrasting color, or use a shape such as a rectangle or a circle for maximum impact.

Blue case study example case growth

This design has used dark blue rectangles to help separate the information and make it easier to read.

Coupled with icons and strong statistics, this information stands out on the page and is easily digestible and retainable for a potential customer.

Blue Content Marketing Case Study Tempalte

Case study examples summary

Once you have created your case study, it’s best practice to update your examples on a regular basis to include up-to-date statistics, data, and information.

You should update your business case study examples often if you are sharing them on your website .

It’s also important that your case study sits within your brand guidelines – find out how Venngage’s My Brand Kit tool can help you create consistently branded case study templates.

Case studies are important marketing tools – but they shouldn’t be the only tool in your toolbox. Content marketing is also a valuable way to earn consumer trust.

Case study FAQ s

Why should you write a case study.

Case studies are an effective marketing technique to engage potential customers and help build trust.

By producing case studies featuring your current clients or customers, you are showcasing how your tool or product can be used. You’re also showing that other people endorse your product.

In addition to being a good way to gather positive testimonials from existing customers , business case studies are good educational resources and can be shared amongst your company or team, and used as a reference for future projects.

How should you write a case study?

To create a great case study, you should think strategically. The first step, before starting your case study research, is to think about what you aim to learn or what you aim to prove.

You might be aiming to learn how a company makes sales or develops a new product. If this is the case, base your questions around this.

You can learn more about writing a case study  from our extensive guide.

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

Some good questions you could ask would be:

  • Why do you use our tool or service?
  • How often do you use our tool or service?
  • What does the process of using our product look like to you?
  • If our product didn’t exist, what would you be doing instead?
  • What is the number one benefit you’ve found from using our tool?

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  • 12 Essential Consulting Templates For Marketing, Planning and Branding
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writing a business case study

9 Case Study Examples, Plus a Useful Case Study Template

Writing a case study can help you pitch your services to prospective clients. Learn how to write one by studying successful examples and using a free template.

A magnifying glass on an orange background with three boxes displaying data points.

If you can write a résumé, you can write a case study. Just as a résumé shows potential employers how your experience can benefit their team, a case study highlights an existing client’s success story to demonstrate your business or product’s value to prospective clients.

A compelling case study includes relevant data without overwhelming your reader, considers the customer’s perspective, and demonstrates how you handled a specific challenge.

The best way to learn how to write one is by reading a stellar business case study example.

What is a case study?

A case study is a document business-to-business (B2B) companies use to illustrate how their product or service helped a client achieve their goals. A winning case study introduces the featured client, gives a brief description of their challenge or goal, and showcases the results they achieved with your help.

Businesses that provide software, tools, or consulting services often provide case studies to potential customers trying to choose between several options.

A company’s marketing team is typically responsible for writing case studies, but if you have a small business without a dedicated marketing team, don’t worry. Anyone can write a case study, and it’s a straightforward process if you use a template.

Why should you create a case study?

A case study brings your product or service to life for future customers with real-world examples. These success stories offer tangible results. Case studies are, thus, a form of social proof , but their power goes beyond a mere testimonial or review.

Since B2B services often are expensive and require approval from multiple decision-makers, typical forms of social proof often aren't enough to convince potential customers. Business customers want to be able to share compelling data with their teams, and that’s where the case study is beneficial.

How to write a case study

  • Choose a template
  • Interview your client or customer
  • Describe the situation
  • Identify the solution
  • Present the results

1. Choose a template

You don’t necessarily need a template to write a case study, but it can make the process easier—especially if you haven’t written one before or need to write several at once.

You’ll notice that most business case studies take the same general format; after inputting the basics into the template, you can add your own personal flair. (That is, your branding and voice.)

2. Interview your client or customer

The client or customer interview is the heart of the case study. Identify several current or past clients willing to chat with you about their experiences. Look for repeat customers and those who reached out independently to tell you how much they enjoyed your product or service.

A phone interview is the best way to get conversational quotes, but you can correspond via email if your subject is short on time. Not sure what to ask? When social advertising agency Biddyco interviewed the VP of Marketing at Fellow , they asked him the following questions , according to their case study:

  • What were the obstacles that would have prevented you from choosing/hiring Biddyco?
  • What have you found as a result of hiring Biddyco?
  • What specific feature or thing do you like most about Biddyco’s services?
  • Would you recommend Biddyco and why?

The goal of the interview is to better understand your client’s experience with your product or service and grab a soundbite you can use as a testimonial in your case study. If you didn’t work directly with the client, you may also want to interview someone on your team who did to get more context.

3. Describe the situation

Give context to your case study with a brief description of the client’s business and the desired outcome that led them to seek your product or service. You can follow this general formula:

[Client’s name] is a [type of business] with [unique feature]. [Client’s name] came to [your business] seeking [client’s desired outcome] while [requirement].

Here’s an example of a one-sentence situation summary in the case study for Sharma Brands ’ client Feastables:

“Feastables, a better-for-you snacks company, came to us in need of a team to take the DTC setup off their plate.”

Advertising company Adgile, which created moving billboards for the non-alcoholic aperitif brand Ghia , has a longer description in its case study that provides background on the marketplace, but the heart of it is this:

“Ghia was seeking creative ways to break through the clutter of a crowded—and big-budgeted—adult beverage market, all while managing customer acquisition cost (CAC).”

4. Identify the solution

This section can vary depending on your field. Also described as “the action,” “the work,” or “the strategy,” the solution describes the strategic insights your company brought to your client’s problem or how your customer used your product to achieve their goals.

The basic formula: [Client’s name] partnered with [your business] to [service received].

Here’s an example from email marketing software Klaviyo’s case study featuring olive oil brand Graza:

“Graza uses Klaviyo’s granular segmentation tools to send automated flows and promotional campaigns to small, targeted groups of customers based on purchase frequency.”

This section describes exactly which of Klaviyo’s features Graza used (granular segmentation) and how they used it (to send automated flows to small, targeted groups), without getting into any outcomes or results yet.

5. Present the results

This section is where you’ll win over prospective customers and build trust. The basic formula is:

[Client’s name] used [service received] to [desired outcome].

Share how your product or service positively affected the client’s business, whether that’s cost savings, more clients, or improved company culture. According to a case study from community platform TYB, the results it delivered for skin care company Dieux were as follows:

“Dieux was able to create thousands of authentic, personalized referrals ahead of its new product launch plus live out its brand promise of transparency.”

Depending on your product or service, your results may include quantifiable outcomes (like thousands of referrals), intangibles (like living out your brand promise), or both, as in the case of TYB.

Real-world examples of case studies

Sharma brands for feastables, adgile media group for ghia, meta for lulus, tyb for dieux, biddyco for fellow, outline for heyday canning, klaviyo for graza, culture amp for bombas, kustomer for thirdlove.

A great way to write a case study is to look at a sample case study—or better yet, many. You’ll notice that wildly different businesses have case studies that follow roughly the same structure, which is why we recommend using one of our free case study templates to write yours. Learn from this mix of business, design, and marketing case study examples:

Sharma Brands is a branding agency founded by Nik Sharma , “The DTC Guy.” Sharma Brands keeps its case study featuring snack company Feastables short and sweet, breaking it down into three chronological sections: the situation, the work, and the outcome.

The Sharma Brands case study is a good example of how to incorporate meaningful results without sharing actual numbers (which the client may not wish to make public) or getting into an in-depth analysis.

Instead of metrics, Sharma Brands lists the tasks it executed: 

  • “Successfully launched their DTC site.” 
  • “Simultaneously launched on GoPuff with no downtime.”

It also lists some general achievements: 

  • “Broke Shopify records in the first 24 hours of launch.” 
  • “All revenue and engagement metrics were highly exceeded.”

Adgile case study for Ghia showing ads on trucks.

Adgile Media Group creates outdoor advertising by providing brands with mobile billboards. Unlike traditional outdoor advertising, Adgile also tracks the digital impact of its IRL campaigns.

Adgile’s case study featuring the non-alcoholic beverage brand Ghia is the perfect place to show off the metrics it collects, like:

  • 78% homepage visit lift
  • 91% conversion lift
  • 82% lift on its Find Us page
  • Increase in brand awareness and recall, more than 75% over the competition

Meta, the social media and digital advertising platform, does something in its case studies that every company can replicate. Instead of saving the numbers for the results section, Meta provides a brief overview near the top. This breaks up the text visually, provides a quick snapshot for anyone who doesn’t want to read the full case study, and intrigues those curious to know how they achieved those numbers.

A screengrab of Lulu's case study results.

Meta’s case study for the clothing company Lulus starts by teasing its most impressive stat:

“The women’s fashion ecommerce company compared the performance of a Meta Advantage+ shopping campaign with Advantage+ catalog ads versus its usual ad campaign setup and saw a 47% increase in return on ad spend using the Advantage+ products.”

It then presents three key figures in a visually appealing design, drawing clear attention to the impact it had on this customer.

TYB is a community platform that rewards fans for creating user-generated content . TYB’s case study for Dieux details how the skincare brand used its platform to involve customers in product testing.

It also does something small worth noting: Instead of sticking the call to action at the bottom of the case study, TYB places a “request demo” button at the top of the page. That way, anyone compelled by the results of the case study can take the next step immediately.

Screengrab of Dieux's referral with request a demo button and image of a statue of cupid.

Advertising agency Biddyco took a unique approach to its case study for the coffee- and tea-gear company Fellow . Unlike other business case study examples that use the typical situation-solution-results format, Biddyco structured its case study as an extended testimonial, with a series of questions like, “What specific feature or thing do you like most about Biddyco’s services?”

In addition to client feedback, Biddyco also highlights a few key accomplishments under the heading “All You Really Need to Know.”

Screengrab of Biddyco's case study results.

A branding studio like Outline won’t approach case studies in the same way an advertising platform like Meta would. What matters here isn’t cost per impression or ROAS, it’s how everything looks.

That’s why Outline’s case study for ​​ Heyday Canning is relatively light on words and heavy on imagery. If your work is more visual than numerical, your case study is a great place to show your behind-the-scenes process.

For example, Outline shows the label design alongside images of the cans on the shelf and provides a brief description of the design inspiration. This example shows how you can have a design-focused case study that still tells a compelling story.

Heyday Canning product display with highligh on Apricot Glazed.

Klaviyo , an email marketing software company, puts numbers front and center in its case study for the olive oil company Graza . If your product or service involves tracking metrics like email open rates, revenue, and click rates, highlight those stats in a larger font size, as Klaviyo did.

Klaviyo’s case study for Graza also shows you don’t necessarily need to fix a problem to create a great case study; you can also simply help your client achieve their goals. According to Klaviyo’s case study, Graza’s challenge was to create strong customer relationships.

Screengrab of Graza case study results and image of Graza products display.

How do you write a compelling case study if your service doesn’t involve tangible metrics or flashy design? For the performance management software company Culture Amp , it’s highlighting key statistics about the subject of its case study , sock company Bombas .

Like Meta and Klaviyo, Culture Amp highlights three numbers in large font. But these numbers are stats about their client Bombas, not Culture Amp’s services: “120+ employees,” “25M+ items donated,” and “$100M+ in revenue for 2018.”

Instead of showing off the results it achieved for Bombas, these numbers let prospective clients know that Culture Amp works with big, important companies on their performance management process.

Choosing a customer relationships management ( CRM ) platform is a big decision. Switching platforms—as bra company ThirdLove did in this case study from customer support platform Kustomer—can involve lengthy data migration, customization, and employee onboarding.

That’s why it makes sense that Kustomer’s case study for ThirdLove is a four-page-long PDF and not a blog post. If your case study involves a long, detailed analysis, follow Kustomer’s example and make two versions of your case study.

The first page is an executive summary, with about a paragraph each describing the challenge and results. If after reading the first page, you want to learn more, you can dive into the rest of the case study, but you don’t have to read the entire thing to get a sense of how Kustomer collaborated with ThirdLove.

Screengrab of ThirdLove case study with image of bra display.

Case study examples FAQ

How do you write a simple case study.

To simplify the case-study writing process, download a template. Shopify’s fill-in-the-blanks case study template can help you share your customers’ success stories in an easily digestible, well-designed format.

Why are case studies important for businesses?

For the business reading a case study, the contents can help them decide between different products or services. For the business writing the case study, it’s a chance to connect more deeply with potential customers.

What is an example of a case study?

An example of a case study is a mobile billboard company’s overview of the services it provided to a client. The case study might include an overview of the client's goals and how the advertiser addressed them, plus a list of outcomes—increased website visits, decreased costs per visit, and a rise in brand awareness.

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Even if BU Libraries doesn't own something you need for your studies, we can get it for you pretty quickly from another library.

  • Interlibrary Loan (ILL) . Interlibrary Loan is a service that allows current BU students, faculty, and staff to request books, articles, book chapters, and other materials from other libraries. Visit our Interlibrary Loan page to find forms to request items.
  • BU Libraries Search and WorldCat Discovery. You can look an item up on BU Libraries Search or you can use an external search, like WorldCat Discovery , which will offer you a link to "Find@BU" and this will bring you to BU Libraries Search. When you log in to request the item, some of the item's information will pre-populate in the ILL form for you.

Want to borrow an item in person?

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  • Boston Library Consortium (BLC) Card​s . A BLC Card allows you to borrow circulating material from member libraries , just as you would from BU Libraries. Boston University faculty, staff, and students on the Charles River Campus may obtain a Consortium Card by filling out an  application form . Medical Campus affiliates should apply at the Alumni Medical Library. 

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A business case is intended to convince key decision-makers of the merits of a particular course of action.

It is a key part of your project documentation: if a project brief describes what needs doing, and a project plan explains how, the business case sets out why.

A good business case will explain the problem, identify all the possible options to address it, and allow decision-makers to decide which course of action will be best for the organisation.

It will also allow any changes to the scope or time-scale of the project to be assessed against the original purpose.

What has Already Happened?

Before you write a business case, you should have carried out a fair amount of research into the problem and possible solutions. This page assumes that you have already done that work, whether on your own or as part of a working group.

The Structure of the Business Case

A business case needs to lead the reader through the problem, to consider various solutions, and finally decide on which option is best. It therefore needs a clear structure, with plenty of headings and sub-headings to guide the reader.

Many organisations have a template for business cases, setting out the required structure and format, so check whether there is one in your company before you start.

Sections that are usually required in a business case are:

1. executive summary.

The executive summary summarises the business case, including your recommendation. It is often best written last, when you’re clear about your recommended course of action, and why. Remember that some decision-makers may only read the executive summary, so you need to make sure that you have included everything relevant.

2. Introduction

This section introduces the business case and briefly sets out what it is about.

3. Statement of the problem

This should be a brief paragraph stating the problem. It should relate back to the organisation’s strategy or vision to demonstrate how solving the problem is important to the organisation.

4. Analysis

This section provides a more detailed account of the problem and why it is important to address it. It should include any analysis you or others have carried out to identify the impact of, or the reasons for, the problem. Hard evidence is always helpful: the number of people affected, or the cost to the company or to its customers. At this point, it is appropriate to mention anyone who has been involved in the work within or outside the organisation.

5. Discussion of Possible Options

You should identify and discuss all possible options for addressing the problem, including doing nothing. For each one, you need to discuss:

  • The benefits : why it would be a good idea to do it, including how far it addresses the problem;
  • The costs , including resource requirements. It’s often helpful to include figures and graphs here;
  • The likely time-scale for the project , and to see a return on the investment, with reasons; and
  • The risks , both of doing it, and that might prevent successful implementation.

As far as possible, these should be realistic, and preferably supported by solid data. Where you have estimated, this should be based on a reasonable source, which you should cite if possible.

6. Recommendation

Finally, you should make a recommendation for which option is best, weighing up the costs and benefits.

7. Details of your Chosen Option

Depending on your organisation’s preferences, the nature of the business case, and how you feel about it, you may at this stage wish to include a more detailed consideration of your chosen option. Alternatively, you could include a more detailed analysis in an appendix, including all the supporting data, or provide a later report with all the project details.

If you are including more details, this is a good opportunity to include an outline project plan (see our pages on Project Management and Project Planning for more) and a more thorough and complete risk analysis (see our page on Risk Management for more).

These will demonstrate that you have thought through the project in some detail, and have a reasonable idea of how long it will take, what resources will be necessary, and how to mitigate the risks. This should help you assess whether the organisation is currently capable of carrying out the work, or whether additional resources will be needed.

You should also make some proposals for project governance, including a group to oversee the project and any critical decision points.

Your organisation may require a detailed financial appraisal , including opportunity costs of the project, and some discounting if the payback period is several years. If so, there will almost certainly be detailed guidelines somewhere, including a discounting factor, which you will need to follow.

The opportunity cost is a measure of what else you could have been doing with the money instead of investing in this project. At its simplest, it is the rate of interest that it would have been earning in the bank but, in tough economic times, it’s also a measure of what other projects won’t go ahead if this one does.

Discounting is a way of measuring the present value of payments to be received in the future to allow direct comparison of projects with different payback times. It takes into account the value of having something now, rather than later.

The easiest way to think of it is the interest that you pay on a loan or mortgage: you want the money to buy something now so you’re prepared to pay more rather than wait until you’ve saved. Economists have calculated what ‘the average person’ is prepared to pay to have something ‘now’ and this is often applied as a standard ‘discounting factor’ to investment analysis.

It is also helpful to include information about outcomes and success criteria : how will you know that your project has been successful?

8. Conclusion

You should conclude the business case with a reminder of why it is important to address the problem and the action that you wish the reader to take as a result of reading, for example, agree a course of action or approve further work. Make sure that you have made clear why your proposal is the best way of addressing the problem.

Style and Language

A business case is often aimed at people without a detailed knowledge of the subject area. You therefore need to avoid jargon and keep the language as simple as possible.

Use short sentences and break up the text with plenty of sub-headings.

Paragraphs should be no more than about four to five lines long, and you should leave a line between paragraphs. Shorter is better than longer.

You should also try to develop a sense of the urgency. Make clear when you need a decision and why that date is crucial.

A brief note on checking and proof-reading

As with anything written, it is always a good idea to look again at your work after a break. If possible, make it a day later but, if this is not possible, then at least a few hours. It’s also a good idea to get someone else to check your work.

Keep referring back to the business case

Once approved, your business case is not a static document. Every change to the project should be considered against it and, if agreed, incorporated so that the business case remains a complete record of the project. This is a vital part of managing any project (see our page on Project Management for more).

It can also be helpful to refer back to the business case when monitoring and assessing progress to check against your original objectives and to make sure that your project is still going to deliver the proposed benefits.

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Ready to elevate your B2B brand? TopRank Marketing drives results with content, influencer, SEO & social media marketing.

It’s a content marketing quandary: case studies are widely considered the most effective and impactful B2B content format, but very few of them are actually all that good.

When you are able to share a true story of your product or service making a difference for real customers, that can be an incredibly powerful tool for validating your brand in the eyes of prospects and leads. The hurdle: getting people to want to read case studies, or to even find them in the first place.

One of the top content-related questions our agency hears from B2B companies is: How can we do case studies better? Many are not seeing the results they would like, while recognizing that this content is in-demand and highly influential for buyers. 

So our team has put a great deal of thought and energy into elevating the marketing case study, developing a refined set of best practices based on industry insights and our own experiences with clients. Read on for a rundown on our approach and process.

Marketing case studies get results

In Content Marketing Institute’s latest benchmarking research , case studies were tied with videos as the type of content producing the best results for B2B marketers. It makes sense that brands are able to attribute a lot of lower-funnel impact to case studies because they’re often leveraged later in the buyer journey, when decision-makers are evaluating a vendor’s capabilities in the consideration phase.

writing a business case study

Case studies serve as excellent stepping stones for interested customers, which is why they are frequently used as CTAs in upper-funnel content. Once someone has learned about a topic related to your solutions, they can learn how you do it, lending credibility.

Demand Gen Report’s 2023 Content Preferences Survey found that case studies are far-and-away the content format that buyers find most appealing at the middle stage of their journeys . (It was also fourth-highest for the final stage, after demos, user reviews, and ROI calculators.)

writing a business case study

Case studies are extremely valuable in marketing. That statement is intuitive enough on its own, and well supported by data. So how can you do them better?

Where many case studies miss the mark

A big problem with case studies is found in the name itself. The term “case study,” which has become popularized in business, originated with applications in scientific research, so it’s no surprise these retrospective examinations can often feel a bit stuffy and academic.

Producing a dry “just-the-facts” case study might help a decision-maker check boxes for capabilities and verify your organization’s track record, but it’s probably not going to captivate them or inspire them. 

The other common issue with case studies is that they tend to be highly self-serving, and as any content marketer knows, that’s not a recipe for success. Given their purpose, it’s fair to say case studies are inherently self-serving in a way, but there are key differences in framing that can make the content more engaging and valuable for readers.

Over the years, many companies have come to refer to case studies as “customer stories” or “customer success stories.” This phrasing gets at the right mindset: telling a compelling story, and putting the subject at the center. Brands have an opportunity to lean into this mindset even more.

Let’s explore some case study tactics and techniques in depth.

Best practices for customer-centric marketing case studies 

There’s no need to reinvent the wheel in terms of structure. Generally speaking, a case study will include most or all of these basic elements , which marketers and customers have come to expect:

  • Title: Brief descriptor of the story and result
  • Summary: Quick overview with key details for execs
  • Challenge: What problem was solved?
  • Solution: How was the problem solved?
  • Results: What impact was seen?
  • Quotes: Direct insight from customer
  • Statistics: Evidence of success

At TopRank, the question we like to ask is, how can we elevate each of these elements for greater impact? How can we make every part of the case study more resonant, relevant and memorable for readers? Think holistically about the various components in applying these best practices.

Make the customer the hero. (Really.)

Many marketers seem to have this aspiration, but I must say that I often find the follow-through to be lacking. So many case studies I read from brands are framed as “ Our product did this” or “ Our service did that.” I understand why. Case studies need to showcase what the solution can do.

But the best case studies I’ve come across truly celebrate the companies whose results are being spotlighted. These customer stories break down the smart strategies and talented execution that led to overcoming a challenge at hand. It’s more “ Their team did this (and our product helped)” or “ Their company achieved this (and our service played a role).”

In this approach, the subject of the case study is the star of the show, and your brand is a supporting actor. That might feel counterintuitive in some respects, but when deftly crafted, the content will still establish your solution as essential in this success story, and the reader will be better able to recognize its impact through the customer’s eyes.

Imagining case studies as co-branded assets

Another big benefit of creating truly customer-centered case studies is that they also can become a case study for the company you are profiling . After all, you’re highlighting what they accomplished, how skilled their team is, how innovative their usage of your solution.

This flattering focus makes people within the featured company more likely to proactively share the case study in their own circles out of pride and excitement – precisely the kind of authentic reach brands should be aiming to achieve.

Tell an emotionally resonant story

Purchase decisions are made emotionally. A study by CEB and Google famously illustrated that emotional connection is more likely to differentiate a B2B brand in the eyes of buyers than distinguishing features or functionalities. Those things matter, of course, but they shouldn’t be driving the narrative of your case study.

As Stephen Cheliotis wrote in an article for the Association of National Advertisers : “While practical considerations are vital in B2B purchases – you wouldn’t buy an IT system with flimsy security or hire a security firm with a questionable track record – the choice isn’t simply a binary one between rationality and emotion. It’s about combining the two, presenting the tangible benefits of your brand in a way that also elicits an emotional response to drive mental market share and greater impact.”

Aim to make your case study bring through the emotions of the people involved: the frustration of the previous situation, the relief of a smooth implementation, the triumph of a turnaround in results.

Build content repurposing and promotion into your campaign plan

Too many marketing case studies are sitting in difficult-to-find sections of company websites, largely unpromoted and unnoticed. It’s a shame! Developing a promotional strategy in the early stage of your case study campaign will help ensure it gets the most reach and  engagement possible.

Here are some tips for maximizing impact:

  • Consider SEO best practices in naming, designing and publishing your case study. People might not be likely to search for “How [client] got results with [company]’s product”; but they might search for something like “financial software implementation example.” Google rewards authentic content reflecting real-life experience and expertise, meaning these true stories have powerful ranking potential.
  • Repurpose the content to share in various ways. Once you’ve drafted the case study, you can efficiently create different forms of content to help people find or use it. These might include infographics, sales presentations, social media slideshows, and more.
  • Make case studies easy to find contextually. As mentioned above, case studies make for great mid-funnel content, so be intentional about helping users find them along their journey. Add links to specific case studies as CTAs in upper-funnel content where the example is pertinent. 

Bring your customer stories to life

Don’t let one of the most powerful content formats in your B2B arsenal be an afterthought. Taking steps to make your case studies more customer-centered, emotionally resonant, and easy to find can make a huge difference in the success of your B2B content marketing strategy. 

Ready to work with an experienced partner to elevate your case studies? Learn about TopRank Marketing’s content services .

writing a business case study

Nick Nelson is our friendly neighborhood writer-man. As the Associate Content Director at TopRank Marketing, he is on a mission to energize brand narratives with smart, fun, sharp wordplay. In his free time, Nick enjoys basking in the misery of Minnesota sports fandom, making cringeworthy puns, and smothering all types of food in buffalo sauce.

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What Is a Case Study | Definition, Main Types & Writing Guide

What Is a Case Study: Definition, Writing Guide & Useful Academic Tips


Evelyn Yogerst's love for the written word and fine arts shines through in her academic writing. With a Master's degree in Comparative Literature and a history of curating art exhibits, she provides a unique blend of artistic insight and literary critique in her writing, assisting students in uncovering the layers of their subjects. Just hire this professional paper writer in one click!

For many students, writing case studies can quickly become daunting for several reasons. First, the complexity and multi-level nature of research can be overwhelming. For beginners, the prospect of delving into extensive research and conducting comprehensive analyses on various issues can seem extremely challenging. Additionally, collecting data and interpreting it can also cause academic anxiety. So, this guide is essential to simplify writing your case study.

What is a Case Study?

Basic terminology will certainly help beginners understand the writing process better. So, what is a case study? The answer to this question is quite simple. Britannica says a case study is a complex analysis of a particular issue, subject, story, person, group, or case. Researchers employ case studies to understand intricate cases by deeply immersing themselves in the context.

The case study length is 500-1500 words. As one narrows their field of interest, the possibilities of investigating further details of the subject, which would otherwise be missed during wider studies, are increased. Empirical research cases often use qualitative data, including interviews, observations, and personal accounts.

However, they can also be presented qualitatively, using statistics and numerical presentation. This method is useful not only for cases in business, education, medicine, and social science but also for those of others. Case studies aid the researcher in observing the issue's special attributes and changing environment. Now that you know the case study definition, let’s move on.

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


Research Paper

Case Study


Broad. Covers multiple subjects or topics.

Narrow. Focuses on one specific subject.

Data Type

Usually quantitative.

Often qualitative, but can include quantitative.


To generalize findings across populations.

To explore and understand a single subject in depth.


Standard format (abstract, introduction, methods, results, conclusion).

Flexible, includes detailed description and analysis.


Statistical analysis, surveys, experiments.

Interviews, observations, personal accounts.


General conclusions apply to many cases.

Detailed insights specific to the case studied. 

Types of Case Studies

Certainly, there are different case studies, each serving a distinct purpose. They employ varying research methods, objectives, and approaches to data interpretation. Here are the key types of case studies that you should be familiar with as a student.

Historical case studies analyze terrible events to identify their causes and consequences. Investigators use them to determine the magnitude of events and to find possible reasons for and ways to prevent them. In most cases, this form of research uses primary sources, which may include documents, records, and eyewitness accounts.

At the same time, they may include secondary sources such as books and articles. Historical cases can be useful for researchers since they let them reveal the trends and patterns that have shaped the existing policies and practices. This form of case study applies to areas like history, political science, and education, where it is very important to see the evolution and circumstances of events.

What is a case study in a historical context? The historically based case studies enable us to perceive the events as they unfolded through the lens of time, giving us the sense of "seeing" the issues from different angles than the ones in which they are often presented. This knowledge can be used to learn from the past and to make decisions and actions based on centuries-long experiences.


Such case studies are directed at specific issues or challenges. They strive to discover answers or better comprehend the problem by thoroughly scrutinizing a given case. These papers are useful in practical fields like business and the social sphere. Here is a typical algorithm of action when writing such a paper:

  • Identify the problem.
  • Gather relevant data.
  • Analyze the data.
  • Develop solutions.
  • Present the findings.

Problem-based case studies help researchers and practitioners address real-life challenges. A single instance allows them to test theories, evaluate solutions, formulate practices, and suggest improvements. This way of working is suitable since it results in concrete, usable solutions to problems that may be faced similarly.

Cumulative case studies combine data from many cases and present them in a summary. The goal is to obtain data from different sources to detect trends and infer global assumptions. Researchers use case studies to gain knowledge and understanding of the subject, which develops into a comprehensive understanding. By piecing several case studies together, they can compare and contrast findings to enhance the chances of coming up with a profound case study conclusion.

This method is valuable because it can be used in fields like medicine, education, and the social sciences, where many examples offer a clearer picture of the topic. Accumulating case studies brings results on track so they won't disprove through a single, not typical, case. This strategy improves the relevance of research because it becomes more applicable to most situations. Besides, you can always say, "Write my paper for me!" We will gladly help you.

Critical case studies thoroughly examine one case study to disprove or reconfirm the theories and assumptions. They are set apart to present new ideas and challenge existing mindsets. Researchers choose very important or exceptional situations, often providing additional information or showing the incompetence of existing understanding and sight.

Case studies allow researchers to create new or build on existing theories through deep analysis of those cases. Critical case studies can be used in social sciences, learning, and business; they can pinpoint differences between theory and practice. They embody scientific progress and innovation, challenging the existing beliefs and pursuing other options. So, always implement the best case study strategies!


Illustrative case studies use real-life examples to make difficult concepts or phenomena easier to understand. They provide detailed explanations of subjects that may be difficult to grasp, thus making abstract or theoretical concepts more familiar and concrete. Scientists conduct case studies, which are mostly typical cases. They use these illustrations to make a clear and understandable point relatable to the audience.

This can be applied in various fields of education, business, and healthcare to show how a process passes, how practices are done accordingly, and how theory is applied in practical life. When you use actual examples, figure studies will turn a complex idea into a more enjoyable and straightforward subject. So, stick to these case study guidelines strictly.

Case Study Format

A case study approach enables the presentation of research findings orderly. It facilitates the presentation of data in an orderly manner, providing the readers with a good awareness of the book. Here are the key aspects that are important to the writing process.

Executive Summary

The executive summary serves as a brief overview of the case study. It covers the fundamentals, like the objectives, the main discoveries, and the suggestions. The latter part of the paper enables the reader to grasp the meaning of the study in a short while. Do you need the case study best practices? Just check these summary components:

  • Introduction to the subject.
  • Purpose of the study.
  • Key findings.
  • Conclusions and recommendations.

The executive summary should be brief, well-organized, and definite, presenting the big picture to the reader. It is the first part and sometimes the only section read, so it should be captivating and informative. Listeners could be encouraged to read the whole article. This statement gives a swift view of the major contents to readers who rush to grasp the main part of the document without digging deep. Maybe you need to start with good case study examples.

The introduction introduces the context, explaining why the case study was conducted. It encompasses the location and date of the occurrence, the identity of the principal actors, and possibly some historical or other pertinent circumstances. In this part, I want to place my story to help readers learn about the events that led to present problems. Find case study examples to learn more.

The background section aims to provide a thorough and integral review of the context so that readers are fully informed about all the factors that affect the matter. This section introduces the case by providing information on past efforts to contain the problem, and it may also include any relevant data or statistics that help highlight the issue's importance. Just follow this path to uncover all the benefits of a case study.

Case Evaluation

The case appraisal part of the study is an in-depth analysis of the case study subject. Here, we analyze the major difficulties, challenges, and chances that appear in the case. Researchers investigate causalities feeding into the problem and the consequences of these effects on the overall phenomenon. This sub-section also looks at the relationships between different characters in the case and the repeated patterns.

Craft the case study main body carefully. An accurate and comprehensive assessment will identify the key causes of the problem and help us understand its significance. Case evaluation is critical in generating effective solutions, as it enables an unbiased and precise comprehension of the core issues at play. Besides, always follow the case study format guidelines!

Proposed Solutions

In the next section, researchers present their solutions and suggestions for the problems discussed in the case study. This portion presents possible strategies that could be used to overcome the huddles or refine the scenario. Researchers spell out the reasons for acceptance of each suggested solution, which explains how it fixes the issues at the core and draws on the possible benefit.

Moreover, they may consider the practicability of all these options, including their cost, availability of resources, and obstacles that can hinder the implementation of each solution. Here, a list of the practically applicable recommendations is offered; the recommendations are supposed to lead to positive outcomes. And remember: all types of case studies require this writing step. Besides, proper case study citation is a must.

Finally, the conclusion paragraph summarizes the main discoveries and lessons learned from the case study. It runs through the main points discussed, highlighting the criticalness of the topics dealt with and how appropriate the solutions offered are. Here, the focus is also on the wider implications of the given case study, and it suggests how the study's outcomes can guide the upcoming research or practice.

The conclusion establishes the study's importance and highlights its role in the area. It serves as a final case overview, bringing up the spectrum of case outcomes and mentioning alternative solutions. A good conclusion forms the foundation of the case study by presenting a strong and clear ending. Always stick to the case study word count! Check out all the crucial research paper setup instructions in our latest article!


Writing a case study involves this process. The implementation section elaborates on the steps needed to implement the solutions. It will give a step-by-step guideline to help achieve the success of the recommended strategies. So, check the main implementation steps:

  • Develop a detailed action plan.
  • Assign roles and responsibilities.
  • Allocate necessary resources.
  • Establish a timeline.
  • Monitor progress and make adjustments as needed.

Following these steps, organizations can be sure that they will be implemented as planned. A clear plan can translate the recommendations into specific measures, increasing the likelihood of success in achieving the desired outcomes. So, your case study format is the main guiding star!

The reference section includes all sources cited in a case study. This covers writing styles like books, articles, reports, and other materials used for data gathering and supported analysis. Students should know that proper referencing is an important aspect of academic integrity and the crediting of original authors. Furthermore, it allows readers to get more information on the cited sources and fast verification.

The references must be cited using approved citation styles like APA, MLA, or Chicago. The correctness of the references is of utmost importance to maintain clarity and professionalism. Adding a complete list of references will raise the credibility of the case study and show the high research level. So, what is a case study? Now you know the answer.

How to Write a Case Study

Let's start with the writing process since most students care about this. Here are the key steps and approaches you should implement to achieve high grades.

Select a Case

The most important component of a case study is selecting the right case as the first and the most crucial part. The selected case should align with the research question and offer sufficient insights into the matter in question. Choosing an unusual or distinct case that can depict the problem being analyzed well is necessary. The data available to a private investigator can differ from that of a police officer.

Example 1: This case study centers around Lidl Supermarket and illustrates the shifts within the industry prompted by the coronavirus pandemic and associated restrictions. It explores innovative methods of customer engagement, such as mergers, discounts, the establishment of new convenience stores, and adjustments to evolving consumer behaviors.

Don't forget that you can also focus on more common or representative cases. This approach allows you to explore specific research niches, experiences, or phenomena, which many professors particularly value.

Example 2: The second case study pertains to Bill 40, introduced by Quebec's education minister, Jean Roberge, in October 2019. This initiative focuses on education reforms designed to enhance learning outcomes, reduce political influence, and implement a more adaptable approach to high school administration.

Always remember the case study purpose. The resources to research the case requirements and outputs can challenge the private investigator. The study should be powerful in drawing some conclusions and, simultaneously, manageable in scope to permit thorough analysis. Careful selection is one of the key elements in choosing a case that will make the research relevant and feasible and set a solid base for the study.

Build a Theoretical Framework

Depending on the types of case studies, forming a theoretical framework is necessary for the research process and judging the problem. The conceptual model provides the necessary tools to understand the important theoretical concepts, theories, and models relating to the case study. It creates the setting and serves as a framework for the case. This helps to examine the variables and their impact.

So, the framework creates a platform that connects the research questions and hypotheses to well-known knowledge, ensuring that the project can stand independently. The researcher here links the broader theoretical perspectives to understand the dynamics and mechanisms at the issue's core. The theoretical framework gives more validity and strength to the case study's research, offering an organized perspective on the subject analysis. Make your case study structure solid.

Collect your Data

Data collection is a must for the success of the case study. It includes collecting data that will be processed to get a picture of the underlying problem and its nature. Using a reliable and valid methodology is the task of researchers to have valid data. So, here are the main methods:

  • Interviews with key stakeholders.
  • Observations of relevant events or behaviors.
  • Surveys or questionnaires.
  • Document analysis of reports, records, and other materials.
  • Secondary data from previous studies or databases.

After collecting the data, it is most important to organize and document it systematically. This way, you will have all the vital information necessary for analysis, providing an overall case scenario. Always remember about case study importance.

Describe and Analyze the Case

Showing and examining the situation includes presenting the data in an understandable and undivided way. This part must provide a complete case chronicle with the necessary background and contextual information. It should be well-detailed and pinpoint all the case's major issues. Now, having the data presented, it is time to decide what this data suggests and its implications.

This encompasses distinguishing crucial themes, motifs, and links between the data. The findings must be connected to the theoretical framework, and the relevance must be explained using the case example. Accurately and meticulously describe and analyze the complex world and its relevance to many topics. Besides, always stick to the case study format!

Use Data to Illustrate Key Points

Using data to describe the results can help strengthen the analysis and make it more convincing. Data is, so to say, the basis on which the case study relies. Because of this, you have facts to prove the points you are talking about. This may take many forms; for instance, it could be quantitative, comprising statistics and graphs, while qualitative data could be quotes from interviews or observations. Besides, always stick to your case study outline.

Writing a case study is not as difficult as you think. The researcher can emphasize the most significant elements of the case via data integration and demonstrate the findings in the evidence. This method of learning not only makes the case study credible but also interesting and informative for the readers. In the end, clear data demonstrates complex issues and presents a solid basis for any conclusions.

Finalizing the Draft: Checklist

Although an important step, drafting your case study should be done with the end in mind to ensure that the case study is polished and complete. This procedure particularly involves auditing the contents for clarity, coherence, and consistency. In addition, the process also comprises verification for the right formatting and conforming to guidelines. Stick to these case study tips:

  • Check for grammatical and spelling errors.
  • Ensure all sections are complete and well-organized.
  • Verify that all data and references are accurate and properly cited.
  • Confirm that the theoretical framework is clearly articulated.
  • Make sure the analysis is logical and supported by evidence.
  • Review the formatting to comply with the required style guide.
  • Verify that the conclusions and recommendations are clear and actionable.

What is a case study?

It is an examination of a subject, a person, some social group, or an event. It explores issues by focusing on gathered data.

How do I conduct a case study?

Pick some cases, craft a theoretical framework, and collect data to document your analysis.

What are the key elements of a case study?

The key elements are case study introduction, background information, case evaluation, solutions, implementation methods, and conclusion.

How do I analyze the data in a case study?

Systematize all the collected data, create a theoretical framework, and follow your professor's instructions.


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Case Study Thesis Statement

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writing a business case study

A case study is a deep and comprehensive study of a specific subject, such as individuals, groups, or events, in their real-life context. Crafting a compelling thesis statement for a case study ensures that readers are primed to engage with the detailed analysis that follows. It sets the tone and provides a roadmap for what’s to be explored. Whether you’re examining a business scenario, a societal issue, or a psychological condition, a well-constructed thesis sets the foundation. Let’s delve into examples, writing techniques, and tips to perfect this art.

What is a Case Study Thesis Statement? – Definition

A case study thesis statement is a concise summary that outlines the central point or argument of a case study. It encapsulates the primary findings, insights, or conclusions drawn from the detailed analysis of a particular subject or situation in its real-life context. This statement serves as a guide for readers, offering a snapshot of what the case study will explore and the significance of its findings.

What is an example of a Case Study thesis statement?

“In the analysis of XYZ Corporation’s marketing strategies during the fiscal year 2020-2021, it’s evident that the company’s innovative use of social media advertising not only boosted its brand visibility among millennials but also led to a 15% increase in sales, demonstrating the power of digital platforms in modern business models.”

This Specific thesis statement provides a clear insight into the focus of the case study (XYZ Corporation’s marketing strategies) and highlights the primary conclusion (success in using social media advertising to boost sales).

100 Case Study Thesis Statement Examples

Case Study Thesis Statement Examples

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Case study thesis statements provide a concise encapsulation of the primary conclusions or insights gleaned from an in-depth analysis of a subject. They serve as a roadmap for readers, informing them of the study’s focal points and key findings. To craft an effective case study thesis, it’s imperative to be specific, evidence-based, and relevant to the subject being explored. Below are 100 examples spanning various fields and scenarios:

  • Analyzing the success of Apple’s iPhone X launch, it’s evident that the blend of technological innovation and targeted marketing resulted in record-breaking sales figures globally.
  • A deep dive into London’s urban planning post-2000 reveals a significant push towards sustainable infrastructure, reducing the city’s carbon footprint by 12%.
  • In studying patient recovery rates at the ABC Rehabilitation Center, it becomes clear that personalized therapy programs yield a 25% faster recovery time compared to generic methods.
  • A review of Brazil’s reforestation efforts in the last decade demonstrates that community involvement is a pivotal factor, with local engagement accelerating afforestation by 18%.
  • Exploring the financial collapse of Company XYZ in 2019, mismanagement of funds and a lack of internal audits were the predominant causes leading to its bankruptcy.
  • The rise in mental health issues among high school students from 2015-2020, as examined in Region A, strongly correlates with increased social media usage and cyberbullying incidents.
  • A detailed analysis of Japan’s public transport system reveals that timely investments in technology and maintenance are primary reasons for its 99% punctuality rate.
  • Studying the diet patterns of Mediterranean regions provides insights into lower cardiovascular disease rates, highlighting the benefits of olive oil, fish, and whole grains.
  • The decline in print media sales from 2000-2020, as evident in the case of Magazine ABC, is largely due to the surge in digital content consumption and changing reader habits.
  • In assessing the success of the ‘Clean River’ campaign in City B, it’s observed that public awareness drives and stricter industrial regulations reduced water pollution by 30%
  • An examination of solar energy adoption in Rural Region X indicates that governmental subsidies coupled with community workshops played a pivotal role in increasing installations by 40% in five years.
  • By delving into the cultural revival in City Y, it’s apparent that grassroots movements and local art festivals were instrumental in rejuvenating traditional art forms and bolstering tourism.
  • A study of telecommuting trends during the 2020 pandemic reveals that companies with pre-existing digital infrastructure reported a smoother transition and a mere 5% drop in productivity.
  • Through analyzing the public health response in Country Z during the measles outbreak, it’s clear that rapid immunization drives and public awareness campaigns curbed the spread by 60%.
  • A review of the organic farming movement in Region P shows that farmer cooperatives and government-backed training sessions were crucial in tripling organic produce output in a decade.
  • Assessing the success factors behind Brand Q’s viral ad campaign, a blend of humor, social relevance, and effective online targeting resulted in a 300% ROI.
  • An in-depth look at the urban wildlife conservation initiative in City R suggests that integrating green corridors and public education were key to increasing urban biodiversity by 20%.
  • Studying the economic turnaround of City S post-recession, it emerges that a combination of SME incentives, infrastructure investments, and tourism promotions led to a steady 7% GDP growth.
  • Exploring the education overhaul in District T, the introduction of experiential learning methods and teacher training programs significantly improved student performance metrics across all grades.
  • The analysis of e-commerce trends in Country U during the festive season underscores that localized marketing campaigns and easy return policies boosted sales by an unprecedented 45%
  • An exploration of the rehabilitation programs in Prison V reveals that the integration of vocational training reduced recidivism rates by 15% over three years.
  • Investigating the decline of traditional crafts in Region W, it becomes apparent that globalized market pressures and a generational shift in career preferences were primary contributors.
  • The analysis of startup ecosystem growth in City X demonstrates that mentorship programs and venture capital accessibility were crucial drivers, leading to a 50% increase in successful startup launches.
  • In evaluating the healthcare system of Country Y, the strategic placement of clinics and telemedicine integration were central to achieving a 90% accessibility rate in remote areas.
  • Studying the architectural evolution in City Z, the emphasis on eco-friendly designs and green spaces has significantly enhanced residents’ quality of life and reduced energy consumption.
  • A detailed assessment of the digital literacy program in District A1 indicates that hands-on workshops and collaboration with tech companies led to a 30% increase in digital skills among the elderly.
  • The case study of the MNO Music Festival shows that blending international and local artists, along with immersive cultural experiences, resulted in a tripling of international attendees.
  • In examining the rebranding strategy of Company B2, leveraging user-generated content and transparency in production processes garnered a 60% boost in brand loyalty.
  • Exploring the impact of the ‘Green School’ initiative in Region C3, schools that integrated environmental education witnessed a marked increase in student-led sustainability projects.
  • By delving into the tourism dynamics of Island D4, it’s observed that the emphasis on eco-tourism and cultural preservation led to sustained tourism growth without ecological degradation.
  • A deep dive into the public transport upgrades in City E5 reveals that the inclusion of smart ticketing systems and real-time tracking improved user satisfaction rates by 25%.
  • Analyzing the performance of the XYZ sports team over a decade, the focus on grassroots talent recruitment and continuous training regimes was key to their championship victories.
  • A study of the fast-food industry shifts in Region F6 showcases that the introduction of plant-based menu options was instrumental in capturing a new health-conscious demographic.
  • Through assessing the cybersecurity reforms in Organization G7, proactive threat monitoring and employee training drastically reduced security breaches by 80%.
  • An examination of the ‘Urban Forest’ project in City H8 underlines that community participation and periodic maintenance drives ensured a 90% survival rate of planted trees.
  • Investigating the cultural festival in Village I9, the collaboration with local artisans and digital promotions drew an unprecedented global audience, revitalizing the local economy
  • The scrutiny of e-learning trends in School J10 revealed that blending video tutorials with interactive assignments resulted in higher student engagement and a 20% improvement in test scores.
  • In studying the revamp of the K11 shopping mall, the introduction of experiential retail spaces and diversified dining options significantly increased footfall and monthly sales.
  • By analyzing the success of the L12 mobile banking app, user-friendly interfaces combined with robust security measures led to a user adoption rate surpassing 70% within the first year.
  • The comprehensive review of NGO M13’s outreach programs indicates that localized content and leveraging social media influencers amplified awareness, doubling donations received.
  • An in-depth study of the transportation overhaul in City N14 highlights that integrating cycling lanes and pedestrian zones reduced vehicular traffic by 15% and enhanced urban livability.
  • A case study on the O15 biotech startup’s rapid growth identifies that collaborations with academic institutions and a focus on sustainable solutions were critical success factors.
  • Investigating the wildlife conservation measures in Park P16, the integration of community-based surveillance and eco-tourism initiatives resulted in a 10% rise in endangered species populations.
  • Exploring the dynamics of the Q17 film festival, the embrace of indie filmmakers and diversification into virtual screenings expanded the global audience base by threefold.
  • Through a detailed assessment of the R18 smart city project, data-driven decision-making and public-private partnerships accelerated infrastructure development and improved resident satisfaction.
  • A study of the resurgence of traditional crafts in Village S19 underscores that governmental grants combined with e-commerce platforms enabled artisans to reach global markets and triple their income.
  • By analyzing the mental health initiative in University T20, the introduction of peer counseling and mindfulness workshops led to a 30% decrease in reported student stress levels.
  • In evaluating the U21 sustainable farming project, the practice of crop rotation and organic pest control methods doubled yields without compromising soil health.
  • A deep dive into the V22 robotics industry shows that investments in research and development, coupled with industry-academia partnerships, positioned the region as a global leader in automation solutions.
  • The case study of the W23 urban renewal initiative reveals that preserving historical sites while integrating modern amenities revitalized the district and boosted tourism by 40%
  • Exploring the telehealth revolution in Hospital X24, it’s evident that user-centric design coupled with real-time patient support drastically reduced waiting times and enhanced patient satisfaction.
  • A review of the Z25 green tech startup’s rise showcases how tapping into emerging markets and prioritizing local adaptations enabled a 250% growth rate over two years.
  • By analyzing the Y26 literary festival’s global success, forging partnerships with international publishers and leveraging livestreamed sessions captured a diversified and engaged global readership.
  • In evaluating the urban art projects of City A27, integrating community artists and sourcing local materials led to culturally resonant artworks and rejuvenated public spaces.
  • The detailed study of B28’s freshwater conservation strategies highlights that community education, combined with sustainable fishing practices, restored marine life balance within a decade.
  • Through a comprehensive look at the C29 space tech firm’s accomplishments, early investments in satellite miniaturization positioned it as a front-runner in commercial space solutions.
  • By delving into the digital transformation of Retailer D30, the integration of augmented reality for virtual try-ons significantly boosted online sales and reduced return rates.
  • A study of the E31 desert afforestation initiative reveals that harnessing native drought-resistant flora and community-based irrigation systems successfully greened over 10,000 hectares.
  • Exploring F32’s inclusive education reforms, a curriculum designed with multi-modal teaching techniques led to improved learning outcomes for differently-abled students.
  • In examining the eco-tourism drive of Island G33, maintaining a balance between visitor volume and ecological sustainability ensured steady revenue without environmental degradation.
  • Analyzing the H34 online gaming platform’s surge in popularity, community engagement features and regional game localization were instrumental in its global user base expansion.
  • A review of the I35 urban cycling initiative shows that creating cyclist-friendly infrastructure, coupled with public awareness campaigns, led to a 20% increase in daily cycling commuters.
  • In studying J36’s public library modernization project, the fusion of digital archives with interactive learning zones increased visitor numbers and enhanced community learning.
  • By evaluating the K37 corporate wellness program, a holistic approach encompassing mental health, fitness, and nutrition resulted in a 15% reduction in employee sick days.
  • A detailed look at the L38 organic coffee farming cooperative identifies that fair-trade certifications and eco-friendly processing techniques doubled farmer profits and market reach.
  • Exploring the M39 microfinance model in developing regions shows that leveraging mobile technology and community leaders made financial services accessible to previously unbanked populations.
  • The case study of N40’s anti-pollution drive reveals that using technology for real-time air quality monitoring and public alerts led to actionable civic interventions and clearer skies.
  • Analyzing the O41 cultural dance revival initiative, collaborations with schools and televised events reintroduced traditional dances to younger generations, preserving cultural heritage.
  • Through studying the P42 renewable energy project, community-owned solar and wind farms not only achieved energy self-sufficiency but also created local employment opportunities.
  • By examining Q43’s digital archival project, crowdsourcing contributions and integrating multimedia storytelling resurrected historical narratives for a global digital audience.
  • In reviewing the R44 disaster response initiative, utilizing drones and AI-driven analytics for real-time situation assessment led to a 30% faster rescue response.
  • Exploring the success of the S45 women’s empowerment project, localized workshops and financial literacy programs led to the establishment of over 500 women-led businesses.
  • Analyzing the T46 urban farming revolution, rooftop gardens and vertical farming technologies not only reduced the carbon footprint but also bolstered local food security.
  • Through a detailed examination of U47’s mental health awareness campaign, leveraging celebrity ambassadors and social media channels destigmatized mental health discussions among young adults.
  • The study of V48’s coastal conservation initiative reveals that coral transplantation and sustainable tourism practices significantly enhanced marine biodiversity and local livelihoods.
  • By scrutinizing the W49 digital arts program, collaborations with global tech firms and virtual exhibitions brought contemporary art to a wider and more diversified audience.
  • In evaluating the X50 grassroots sports initiative, talent scouting at school levels and offering specialized training camps led to a surge in regional sports achievements.
  • Exploring the Y51 urban greenery project, the symbiotic integration of flora with urban structures, like bus stops and building facades, transformed the cityscape and improved air quality.
  • Through analyzing the Z52 elderly wellness initiative, mobile health check-ups and community gathering events significantly improved the well-being and social connectedness of seniors.
  • A deep dive into A53’s tech literacy drive for rural regions showcases that mobile classrooms and gamified learning tools bridged the digital divide, empowering communities.
  • Investigating B54’s smart waste management project, sensor-fitted bins and data-driven route optimization for collection trucks minimized operational costs and improved city cleanliness.
  • The case study of C55’s heritage restoration initiative highlights that a blend of traditional craftsmanship with modern conservation techniques revitalized historical landmarks, boosting tourism.
  • In studying D56’s alternative education model, experiential outdoor learning and community projects fostered holistic student development and real-world problem-solving skills.
  • By analyzing E57’s urban transit solution, electric buses paired with dynamic route algorithms resulted in reduced traffic congestion and a decrease in emissions.
  • The examination of F58’s sustainable fashion movement indicates that upcycling workshops and eco-conscious designer collaborations led to a greener fashion industry with reduced waste.
  • Through a deep dive into G59’s wildlife rehabilitation project, mobile veterinary units and habitat restoration measures significantly increased the population of endangered species.
  • In assessing H60’s collaborative workspace model, creating modular designs and fostering community events led to increased startup incubation and knowledge exchange.
  • Studying the I61 teletherapy initiative, the integration of wearable tech for biometric feedback and real-time counseling support made mental health care more accessible and tailored.
  • The review of J62’s community theater resurgence underlines that offering free training workshops and forging school partnerships enriched cultural landscapes and nurtured local talent.
  • By evaluating K63’s clean water initiative in remote areas, solar-powered desalination units and community-led maintenance ensured uninterrupted access to potable water.
  • Exploring the L64 sustainable architecture movement, it’s evident that the incorporation of passive solar design and green roofs reduced building energy consumption by up to 40%.
  • Through a detailed analysis of the M65 virtual reality (VR) in education program, integrating VR expeditions and interactive simulations led to a 20% increase in student comprehension.
  • The study of N66’s eco-village development project reveals that community-owned renewable energy systems and permaculture designs fostered self-sufficiency and resilience.
  • By reviewing the O67’s inclusive playground initiative, universally designed play equipment and sensory-friendly zones catered to children of all abilities, promoting inclusivity and joy.
  • Investigating the P68’s digital heritage preservation, utilizing 3D scanning and augmented reality brought ancient monuments and artifacts to life for global audiences.
  • By scrutinizing the Q69’s local organic produce movement, direct farmer-to-consumer platforms and community-supported agriculture initiatives revitalized local economies and promoted healthy living.
  • A deep dive into the R70’s urban beekeeping project indicates that rooftop apiaries and bee-friendly green spaces boosted pollinator populations, benefiting both biodiversity and urban agriculture.
  • In evaluating the S71’s community radio station initiative, platforms that prioritized local news and indigenous languages fostered civic participation and cultural pride.
  • Exploring the success of T72’s renewable energy transition, investments in grid-tied wind and solar farms led to the region achieving carbon neutrality within a decade.
  • The review of U73’s zero-waste community challenge highlights that community workshops on composting, recycling, and upcycling drastically reduced landfill contributions and elevated environmental consciousness.

These statements encompass a diverse range of endeavors, from technological innovations and educational transformations to environmental conservation and cultural preservation. Each thesis offers a concise yet compelling entry point, illustrating the multifaceted nature of case studies and their potential to drive change across various sectors.

Case Study Thesis Statement Example for Argumentative Essay

An argumentative essay’s thesis statement presents a debatable claim about a particular scenario or situation, seeking to persuade the reader of its validity. It combines evidence from the case study with a clear stance on the matter, aiming to convince through both factual data and logical reasoning.

  • Despite the surge in e-commerce, a case study on Brick & Mortar Retail Y1 reveals that experiential in-store shopping can significantly boost customer loyalty and overall sales.
  • Examining the X2 city’s public transport model, it’s evident that prioritizing bicycles over cars results in healthier urban environments and happier citizens.
  • By studying vegan diets through the Z3 health initiative, there is undeniable evidence that plant-based diets lead to improved overall health metrics when compared to omnivorous diets.
  • Through a deep dive into the A4’s shift to remote work, productivity levels and employee well-being evidently increase when offered flexible work arrangements.
  • In the debate over renewable versus fossil fuels, the B5 country’s successful transition showcases the undeniable economic and environmental advantages of renewable energy.
  • Analyzing the C6 city’s urban greening project, it’s clear that community gardens play a pivotal role in crime reduction and social cohesion.
  • A study on the D7’s educational reforms reveals that continuous assessment, as opposed to one-off exams, offers a more comprehensive understanding of student capabilities.
  • By evaluating the E8’s plastic ban initiative, environmental rejuvenation and improved public health metrics affirm the necessity of eliminating single-use plastics.
  • Exploring the F9’s universal healthcare model, there’s a robust argument that public health services lead to more equitable societies and better health outcomes.
  • The success of the G10’s work-life balance policies underscores that a shorter workweek can lead to heightened productivity and enhanced employee satisfaction.

Case Study Thesis Statement Example for Research Paper

Case Study for  research paper thesis statement serves as a central hypothesis or primary insight derived from the chosen case. It succinctly captures the essence of the research findings and the implications they might hold, offering a foundation upon which the paper’s arguments and conclusions are built.

  • An extensive analysis of the H11 city’s water conservation techniques presents innovative methodologies that have achieved a 30% reduction in urban water consumption.
  • Investigating the I12’s coral reef restoration projects, recent advancements in marine biology have been instrumental in rejuvenating dying reef ecosystems.
  • The in-depth research on J13’s forest management strategies reveals the successful intersection of indigenous knowledge and modern conservation techniques.
  • A comprehensive study on the K14’s biodynamic farming practices demonstrates their impact on soil health and crop yield enhancement.
  • Researching L15’s approach to mental health, community-based interventions, and localized therapy models have shown significant efficacy.
  • By delving into M16’s urban waste management, innovative recycling technologies are revolutionizing urban sustainability and waste reduction.
  • The examination of N17’s digital literacy programs for seniors demonstrates adaptive pedagogies tailored for older learners, resulting in improved tech proficiency.
  • In-depth research on O18’s tidal energy projects presents groundbreaking advancements in harnessing marine energy for sustainable power generation.
  • A study of P19’s green building materials showcases the potential for sustainable construction without compromising on durability or aesthetics.
  • Extensive research on Q20’s citizen science initiatives has shed light on the profound impact of public engagement in scientific discoveries.

Case Study Essay Thesis Statement Example for Essay Writing

In essay writing, the case study thesis statement offers a central idea or perspective about the case at hand. It provides a roadmap for readers, indicating the essay’s direction and focus, and typically draws on the unique aspects of the case study to make broader observations or arguments.

  • The revitalization of the R21 town square serves as a testament to the profound impact of urban design on community engagement and cultural preservation.
  • Exploring the journey of S22’s artisanal chocolate brand offers insights into the nuances of combining traditional recipes with modern marketing.
  • The success story of the T23’s community library initiative illustrates the timeless importance of books and shared spaces in fostering community spirit.
  • Through a narrative on U24’s eco-tourism model, the delicate balance between conservation, commerce, and community involvement comes to the fore.
  • V25’s transformation from a tech-averse community to a digital hub showcases the ripple effects of targeted tech education and infrastructure investment.
  • The tale of W26’s fight against deforestation illuminates the intertwining of grassroots activism, governmental policy, and global collaboration.
  • X27’s journey in preserving endangered languages paints a vivid picture of the role of technology in safeguarding cultural heritage.
  • Diving into Y28’s transition from coal to solar energy portrays the challenges, victories, and transformative power of collective will.
  • The story of Z29’s grassroots sports academy gives a glimpse into the potential of talent nurtured through community support and dedication.
  • A narrative on A30’s urban art movement elucidates the transformative power of public art in redefining cityscapes and fostering local talent.

Does a case study have a thesis statement?

Yes, a case study often has a thesis statement, especially if it is intended for academic or formal publication. While the nature of case studies is to explore, analyze, and present specific situations or phenomena in detail, a thesis statement helps provide direction, focus, and clarity to the study. It serves as a clear indication of the main point or argument the author wishes to make, derived from their analysis of the case.

What is a thesis statement for a case study analysis?

A thesis statement for a case study analysis is a concise summary of the main insight or argument derived from reviewing and analyzing a particular case. It should be specific and based on the evidence found within the study, aiming to encapsulate the core findings or implications. This statement will guide the reader’s understanding of what the case study is ultimately trying to convey or the conclusions the author has drawn from their analysis.

How do you write a thesis statement for a case study? – Step by Step Guide

  • Select Your Case: Before you can write a thesis statement, you need to choose a case that offers enough substance and relevance. Your case should be representative or unique enough to provide meaningful insights.
  • Conduct Thorough Research: Dive deep into the details of your case. Understand its history, the key players involved, its significance, and its outcomes.
  • Identify Key Themes or Patterns: As you research, note down recurring themes or patterns that emerge. These will often hint at the broader implications of the case.
  • Formulate Your Argument: Based on your observations, craft an argument or insight about the case. Ask yourself what the case reveals about a broader phenomenon or what makes this case particularly significant.
  • Be Specific: Your thesis statement should be precise. Avoid vague or overly broad statements. Instead, focus on the specific insights or conclusions you’ve drawn from the case.
  • Write and Refine: Draft your thesis statement. It should be one or two sentences long, capturing the essence of your argument. Revisit and refine it to ensure clarity and conciseness.

Tips for Writing a Case Study Thesis Statement

  • Keep it Focused: Your thesis statement should be concise and directly related to the case in question. Avoid generalities or unrelated observations.
  • Be Evidence-Based: Ensure that your thesis statement can be backed up with evidence from the case study. It should be a result of your analysis, not a preconceived notion.
  • Avoid Jargon: Keep your thesis statement accessible. It should be understandable even to those unfamiliar with the specifics of the case.
  • Stay Objective: While your thesis statement will represent your analysis and perspective, it’s crucial to base it on facts and avoid unnecessary biases.
  • Seek Feedback: Once you’ve crafted your thesis statement, share it with peers or mentors. Their feedback can help refine your thesis and ensure it captures the essence of your case study effectively.

In conclusion, while a case study delves deep into specific instances, having a clear thesis statement is crucial to give direction to your study and offer readers a concise understanding of the case’s significance and your analysis.


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    1. Make it as easy as possible for the client. Just like when asking for reviews, it's important to make the process as clear and easy as possible for the client. When you reach out, ask if you can use their story of achievement as a case study for your business. Make the details as clear as possible, including:

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