what does a case study look like

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14 Case Study Examples | Plus Tips & Templates

When you’re looking to buy a new product on Amazon, how do you decide which of the three thousand options to purchase? If you’re anything like me, you head straight to the customer reviews for an honest, unbiased evaluation.

Case studies are basically the 5-star Amazon reviews of your product or service. They help you showcase the great experience that real customers had and help convince prospects to take the leap. 

In this article we’re discussing what all great case studies have in common and looking at a variety of case study examples to see what you can learn from each one.

What All Great Case Studies Include

The famous opening line from Leo Tolstoy’s Anna Karenina says :

“All happy families are alike; each unhappy family is unhappy in its own way.”

We’d argue the same principle holds true for case studies.

All great case studies have a few characteristics in common.

The customer is the hero of the story  

And as such, they’re the focus of the case study. Following this principle helps readers see themselves in a similar situation and prevents you from accidentally portraying the customer as helpless or incompetent. They’re simply an individual or organization with a problem in need of solving. 

They tell a complete story . 

From challenge to long-term results, the story flows logically, making it easy for readers to follow and remain engaged. 

They’re visually appealing . 

Infographics, charts, professional photos, and block quotes help break up the text and make key points memorable. A clean design enhances readability so readers are more likely to make it all the way through your case study. 

They end with a CTA . 

At its core, a case study is a marketing tool. It should include a call-to-action that encourages readers to take the next step so they can experience similar results as the subject of the case study. 

14 Case Study Examples

We’ve rounded up 14 case study examples that drive home the point and help build a case for a product or service. We’ll look at what each one does well and where there is room for improvement, giving you the insight you need to create your own compelling case study. 

Government case studies 

Case study 1: the £10 billion it disaster at the nhs.

Henrico Dolfing is a project manager who partners with executives and corporations to provide guidance in tech-related industries. His case study differs from many others on the list simply because Dolfing isn’t technically the customer or the service provider; he’s a subjective third party looking at what went well and what could have been improved.

The case study looks at the almost decade-long history of the National Program for IT within the NHS. Just from the title, you get a clear idea of where the article is heading. 

Headings and subheadings effectively break the case study into smaller sections, but Dolfing opts not to include any graphics. A lengthy timeline in the first half of the case study offers the perfect opportunity for an infographic. 

Compare a section of the original timeline to what an AI-generated timeline from Piktochart could look like—

Want to create a similar timeline for your case study? Piktochart AI creates quality infographics from any prompt– no design expertise needed. 

Once he’s established his authority as an expert in this field, Dolfing sprinkles the same CTA throughout the case study, encouraging readers to engage with his lead magnet.

By the way– the lead magnet isn’t anything fancy, just a Google Form that asks for an email address and then guides readers through the 27-question assessment. 

Takeaway : There’s nothing wrong with using a simple and straightforward format to connect with an audience just looking for the facts, but visuals may make it easier for them to distill the information.

Case study 2: How the Scottish Police Got £25 Million Back but Lost 3 Years on I6

At over 4,000 words, this lengthy case study from Dolfing looks at another project failure within the government.

This go around, the same timeline format is included to outline the events of the entire project. But a colorful timeline graphic comes before, showcasing the events using a month-by-month breakdown. 

Quotes included in a later review of the program are included within the introduction, expanding upon the background context and demonstrating the lengths Dolfing went to in order to research this event. 

The final sections, titled How Scottish Police Could Have Done Things Differently and Closing Thoughts , allow Dolfing to discuss his own insight into potential changes that could have led to a better outcome and again encourage readers to engage with his lead magnet. 

Takeaway : Use third-party case studies to demonstrate your expertise in your industry or to learn from the failures of others. 

Short case studies

Short case studies are perfect for clients who have a short attention span or limited time they can devote to reading a lengthy case study. 

Case study 3: Intuit continues powering prosperity around the world with the help of Twilio Verify

Powerful metrics set the stage as readers begin this case study, before jumping into a basic description of the client and the solution they utilized. 

The content is broken into a quick intro + three digestible sections. However, the majority of the case study focuses on the challenges that Intuit faced, only describing the solution and outcome in the final section. 

Several metrics describe the results that the customer experienced, using a combination of numerals, percentages, and time-based data to paint a rounded picture of the outcome.

The results described clearly highlight how the solution was a stark contrast to the challenges that Intuit had previously experienced, when:

From taking 2-9 months per country to 3 months for over 200 countries, Twilio becomes an obvious choice for any companies experiencing a similar hurdle. 

This case study is notably light on visuals, counting on the short content being enough to keep readers’ attention. It includes a couple quotes from Intuit’s principal product manager, which describe the company’s challenges but don’t comment about the solution’s effectiveness.

Takeaway: Include a mixture of metrics to emphasize the power of your solution and show readers what they can expect in working with you.

Case study 4: Automation keeps Spotify’s ad business growing year over year.

Crystal clear section headings and a mixture of graphics make this case study especially compelling and engaging. 

Graphics include—

• an intro video
• an icon list of Salesforce products referenced in the case study
• a callout quote from 
• an infographics of results

A lot of case studies will use headings that vaguely reference the product or client. Salesforce helps readers know exactly what they’re reading about by using headings like—

• What you need to know
• Why it matters
• What the difference looks like

The case study doesn’t follow the distinct “Challenge, Solution, Results” framework. Instead, it utilizes a problem/solution pattern that describes different ways Salesforce helped resolve hurdles the Spotify team was facing. 

A variety of data points are included throughout the content and speak to improvements in several areas such as a 40% increase in sales team productivity, a 53% increase in click-through-rates, and a fivefold increase in marketing campaigns each year. No matter what challenges that readers are facing, they’re likely to feel like Salesforce is an ideal solution. 

Takeaway: It’s okay to lean into simple– it makes your content skimmable and easier for readers to find what they’re looking for.

Want to quickly create your own short case study? Piktochart’s AI case study generator can make one for you in seconds. Just share your prompt and pick a template to customize within seconds.

Marketing-based case studies

Case study 5: creating the impossible ad with ai: tombras.

This case study is part of a series from the Google Editorial Team, sharing how marketing agencies use Google’s AI tool, Gemini, to undertake an impossible ad campaign.

The article begins with a snapshot of what the marketing campaign looked like, displaying just a few of the thousands of AI-generated copy lines. We love the examples, but reading the quips requires some squinting and zooming, taking away from the impact they could have had. 

Fortunately, readers can catch more of the copy examples in a short video that breaks apart the wall of text and showcases the effectiveness of the AI tool. 

Talk about AI can be overwhelming and even scary for some people. This case study devotes several paragraphs to explaining the implementation of Google’s AI tool so that potential users understand how they can utilize Gemini in their own business as well. 

The results section is clearly identified and easy for readers to find– and it speaks to a strong outcome– but none of the data is highlighted or emphasized. If readers want to know what happened, they’re going to have to dig down into the text. 

Takeaway: Include videos to appeal to a wider audience and make it easier to repurpose your case study. 

Case study 6: How Dropbox increased blog traffic by 30%

Right from the title, this case study emphasizes results that the customer experienced. (BTW– did you notice how the title makes the customer the hero of the story?) Two key metrics are also introduced before any text, but act as some of the only graphics in the whole article. 

Callout quotes help break up long blocks of text, and both callout quotes highlight the power of the solution that Airtable offered. Additional quotes within the text create a narrative that walks readers through the challenge, solution, and results. 

However, without any section titles, the case study isn’t very skimmable, and it can be a little challenging to identify relevant themes that readers might connect with. 

Takeaway: Long blocks of text may cause readers to disengage. You need graphics and headings to help guide their eyes through your content.

Case study 7: How a marketing agency increased client conversions 35% with Zapier Canvas

Here’s another case study that emphasizes results right from the start. 

Every section of the article is labeled in a straightforward manner that makes it easy to follow.

Each section also includes quotes from the customer, creating a flow from one part to the next and tying all of the content together. 

Since the case study is discussing the AI-powered diagramming tool that the client used, it includes a snapshot of the diagramming tool in use. This helps readers visualize an otherwise abstract concept and understand how the tool could be used for their own business. 

If you’re interested in including similar visuals in your case study, check out our flowchart templates for dozens of premade templates that can be personalized to meet your needs in minutes. 

Only one data point is included– the 35% increase in conversions, but additional results are also mentioned, including faster onboarding for new employees.

Takeaway: Include snapshots of your solution to help potential customers imagine what implementation would look like for them. 

Case study 8: How Shapeways Increased Their Click‑Through Rates by 525%

Compelling graphics grab your attention and walk you through this entire case study. 

Readers are immediately introduced to the case study subjects with a photo beneath the title (although a caption that includes names and titles could make this visual really shine). 

A bulleted introduction gives you all of the necessary background for the customer.

Brand logos, a callout quote, and the colored section block break apart the text.

Finally, the results section begins with this unmissable testament to the role that Mailchimp played in the subject’s growth.

Takeaway : A mixture of graphics combined with ample white space makes your case study easy on the eyes. Visuals that pop are the perfect opportunity to highlight key results and all the praise your customer has to offer. 

Education-based case studies

Case study 9: collaboration with dropbox empowers the university of florida’s land grants.

Everything about this case study speaks to maximum efficiency. 

An introductory section provides basic information about the subject, and headings labeled Challenge and Solution clearly identify all of the pertinent information.

A comprehensive challenge section pinpoints the exact problems that UF was facing. This makes it easy for readers to relate and imagine how Dropbox could solve similar issues at their own school or university. 

We love the callout quote combined with a photo of the subject and university logo for maximum authority and impact—

In the absence of measurable data, the case study gives specific examples of how Dropbox has benefitted the University of Florida.

Dropbox closes the page with a CTA designed to appeal to other educational institutes. 

Takeaway : Don’t skimp on explaining the problems your subject was facing. Paint a detailed picture so you can show exactly how your offering resolved these issues. 

Non-profit case studies

Case study 10: how reveal overhauled the way it hires, onboards and promotes employees to create a more inclusive workplace.

Although this case study is longer than most (9 pages, to be exact), it utilizes that real estate to showcase the challenge and results in a visually stunning manner. 

Just in the sidebar you’ll find—

• block quotes

The content itself is broken into sections clearly labeled with Introduction, The Challenge, What they did, and The Results. The final page distills all of the content into Three Lessons Learned, each numbered and broken into its own column. 

Of course, we can’t forget the screenshots that were also included in the case study, which offer real-life examples of how the solution was implemented. 

Takeaway : Don’t be afraid of using a lengthy, in-depth case study to take a deep dive into your offerings if you buffer the text with a variety of visuals. A running sidebar offers the perfect place to insert graphics and decreases the volume of text on each page.

Case study 11: Reach Out and Read

Three succinct sections outline the subject, problem, and solution of this case study, making it a brief but impactful read. Just take a look at the section that describes the problem— a single sentence paired with a professional photograph. 

To wrap it up, Community Boost intertwines the solution they offered with the results that their customer experienced, emphasizing metrics that were introduced at the top of the case study. They mention tight time constraints and a short campaign window to highlight their effectiveness even when working under pressure. 

Takeaway : Emphasize urgency in your case study to showcase the efficient way you can help customers address their problems. 

Case study 12: How CNIB Continued Critical Programs, Peer Support & Education During COVID-19

One of the highlights of this case study is the formatting at the very beginning. A small section introduces key information about the customer and outlines the challenges, solutions, and benefits they experienced. The section also includes a snippet from the customer’s Vice President of Property & Technology, Frank Lombardo.

Lombardo isn’t just quoted in the opening section of the case study, either. Nearly a third of the article is made up of quotes from Lombardo, which literally allows the customer’s experience to speak for itself. 

Just check out this snippet below and notice how much of the section is Lombardo speaking, all of which is highlighted.

The case study also does a great job highlighting how Zoom’s unique selling point– in this case its accessibility features– made it the ideal solution for the CNIB. This is emphasized when Lombardo mentions that while the organization itself utilizes Microsoft Office 365, they found Zoom easier for their community to learn and use. 

Takeaway : Use case study interviews to form the narrative of your case study and decrease the amount of writing you have to do. 

E-commerce case studies

Case study 13: how zapier helped this spanish ecommerce company scale.

This case study discusses how a Spanish company, Materialesdefabrica.com, used Zapier’s automation tools (called Zaps) to simplify their order fulfillment process. 

One of the standout features of this case study is the way Zapier seamlessly integrates their product into the article by including Try it sections. In each section, readers can learn more about the Zaps that the customer used and access each one for their own use. 

Clicking on Details gives readers an explanation of how to use the Zap for their own records.

Unfortunately, other than the Try it sections, this case study is light on visuals. One easy spot to add a visual feature would have been with this quote from the CEO.

As well as in the results section that includes relevant metrics.

Takeaway : Allowing your readers the opportunity to immediately try your offering is one of the most powerful CTAs you can include in a case study.

Case study 14: Wayfair is right at home with Slack

A witty title grabs the audience’s attention right from the start, and a mixture of graphics make this case study a compelling one. 

The case study knocks it out of the park with stunning photography and a block quote at the top of the page.

Because the case study is on the longer side, a table of contents to the left makes it easier for readers to find the information they want and get a clear picture of what they’ll be reading. Accompanied with two CTAs, there’s no missed opportunities here. 

The case study also includes a box with metrics that outline Wayfair’s success and use of Slack, not so subtly tying the two together.

With several different sections throughout the case study, Slack emphasizes different ways their software has helped Wayfair see results. They mention things like:

• resolving tech incidents “at lightning speed”
• reducing spending on employee tech software
• automating employee tasks across all departments
• creating a culture of recognition 

Takeaway : Take the time to paint a complete picture of the results your solution has led to. Readers will ultimately relate to at least one– if not all– of them. 

Tips for creating your case study

After seeing 14 case study examples, you should have a better idea of what to do and what not to do when writing your own case study. A lot of what we pointed out can be summed up in the six tips below. 

Get it all out, then edit

Instead of worrying about what to include or cut out, brain dump everything into your first draft. From there, you can break up the information into meaningful chunks and determine what content fits into the story you want to tell. 

Once you decide which parts you want to cut, don’t just delete them– paste the content into a different document so you can repurpose it for other mediums and marketing tools. 

If you conducted an interview as part of your case study, review the entire transcript and determine where you can include quotes that align with the theme of each section. 

Make it scannable

Few readers are going to dive headfirst into the content of your case study— at least not right off the bat. Include formatting such as headers and bullet points to summarize your main ideas and make it easier for readers to get the gist of what you’re saying. 

Visuals such as charts, graphs, and timelines simplify any data you’re sharing and make it more accessible and understandable. 

Use Piktochart’s AI-powered visual generator to transform data into easy-to-read infographics for your case studies.

Highlight emotional and tangible benefits.

Create a compelling narrative that resonates with your audience on a personal and practical level. 

Client testimonials help readers connect with your subject. If you’re not up for a face-to-face chat or even a video conference, email your customer with a few questions to hear about their experience. Potential questions can include—

• What challenge or problem led you to seek a solution?
• What made you choose our product or service?
• What feature or aspect of our solution has been the most valuable for you?
• Can you share any specific metrics or outcomes since using our solution (e.g., time saved, costs reduced, increased revenue)?
• What would you say to someone considering using our product/service?

Include concrete data and metrics to prove results

Use a combination of qualitative and quantitative data to substantiate impact. Include real numbers and percentages, such as, “Department productivity increased by 35% within three months,” or “The automation software completed 300,000 data entry tasks over the third quarter, saving approximately 750 employee hours.”

Additional data points will emphasize the power of your solution. Utilize before-and-after comparisons to help prove how your solution created tangible improvements, or include industry benchmarks to compare your results to the average results of competitors. 

Follow the “Challenge, Solution, Results” structure

The Challenge, Solution, Results structure is a straightforward outline for the case study that involves three parts. This framework makes your case study easy to follow and helps you connect with potential customers facing similar issues. 

• Challenge : The challenge section introduces your client and the problem they were facing. Use it to build tension before you transition into the solution phase. 

Begin by providing background information about the client such as their company size and industry. When describing the challenge that the customer/client was facing, including relevant data that illustrates the severity of the issue. 

• Solution : The solution section bridges the gap between the problem and the results, emphasizing how your unique product/service can help readers who are experiencing the same challenge. 

In this section, explain the solution that was implemented. Highlight the unique aspects of your product/service/strategy that made it the perfect fit for the client’s needs, and provide an overview of how you deployed the solution, including a general timeline. 

This is a great opportunity to note features or tools that made a notable difference but can only be accessed by using your offer. 

• Results: This final section describes the outcome of your solution to reinforce your authority as someone who can solve the reader’s problem, ultimately building trust and leading to conversions. 

When writing the results section, recount the outcome of implementation, including clear metrics that highlight the success of the solution. Focus on outcomes that will matter to your audience, such as operational efficiency, cost savings, increased revenue, or improved customer retention. 

Repurpose your case study

Consider what content you cut from the initial draft of your case study and how you can utilize it in another way. You might create a second case study that appeals to a different audience, or you might share pieces of your case study in different formats including:

• infographics
• social media posts
• video content
• email campaigns
• whitepapers

Save your best for writing – Let AI do the design

The most powerful case studies include a compelling narrative and graphics that help bring the story to life. 

Once you’ve created your written content, let Piktochart help create your visual. Pull from our library of templates or save even more time by using our AI case study generator to suggest formats. 

Case Study Examples FAQs

What are the 7 types of case studies.

Two renowned researchers, Robert Yin and Robert Stake, have identified seven types of case studies. 

• Explanatory case studies investigate causal investigation, often attempting to answer a ‘how’ or ‘why’ questions. 
• Exploratory case studies typically occur before undertaking large-scale research. 
• Descriptive case studies look for connections between a theory and the subject being studied. 
• Problem-solving case studies investigate an issue in order for researchers to suggest potential solutions. 
• Intrinsic case studies take place when the researcher has a personal interest in what’s being studied.
• Instrumental case studies look at a particular group or case to gather insight about a broader issue. 
• Collective case studies are used to study a group of people. 

What’s the difference between a case study and a testimonial?

A case study is an in-depth, structured examination of how a product or service solved a problem for a client. It includes several sections that outline the problem, proposed solution, and outcome, along with data that highlights the success of the solution. Case studies can range in length; most are a single page or two, but some may be a few dozen pages long. 

Testimonials are brief statements of praise from satisfied customers or clients. They may be included as part of a case study and can often be found throughout a company’s website. Testimonials can be anywhere from a few sentences to a few paragraphs long, but most wouldn’t even fill half a page of text.

What should be included in a case study?

Key elements of a case study include:

• A clear problem statement that highlights a single challenge the client was facing.
• Background information on the customer or client, which can include company size, location, industry, 
• The proposed solution or strategy.
• Implementation details explaining how the solution was put into action.
• Results and outcomes , often paired with data points that highlight the success of the solution. 
• Customer testimonials from those who were positively impacted by the solution. 

Visual elements such as charts, graphs, timelines, and other graphics that simplify data so it’s easy to understand in the context of the case study.

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

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

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

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

In this article, you’ll learn:

What is a case study?

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

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

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

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

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

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

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

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

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

1. Identify your goal

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

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

2. Choose your client or subject

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

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

Some of the most compelling case studies feature customers who:

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

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

3. Conduct research and compile data

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

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

4. Choose the right format

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

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

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

5. Write your case study

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

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

6. Promote your story

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

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

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

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

Template 1 — Challenge-solution-result format

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

Template 2 — Data-driven format

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

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

Juniper Networks

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

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

Tata Consulting

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

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

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

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

Adobe can help

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

To learn more, watch the Adobe Experience Platform story .

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

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

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

Request a demo to learn more about Adobe Analytics.

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

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

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

Home Blog Business How to Present a Case Study (with Examples & Best Practices

How to Present a Case Study (with Examples & Best Practices

Marketers, consultants, salespeople, and all other types of business managers often use case study analysis to highlight a success story, showing how an exciting problem can be or was addressed. But how do you create a compelling case study and then turn it into a memorable presentation? Get a lowdown from this post! 

Table of Content s

Why Case Studies are a Popular Marketing Technique 

Popular case study format types.

• How to Write a Case Study: a 4-Step Framework

How to Do a Case Study Presentation: 3 Proven Tips

Case study presentation structure: one-slide vs. multi-slide, how long should a case study be.

• Final Tip: Use Compelling Presentation Visuals

Business Case Study Examples

What is a case study .

Let’s start with this great case study definition by the University of South Caroline:

In the social sciences, the term case study refers to both a method of analysis and a specific research design for examining a problem, both of which can generalize findings across populations.

In simpler terms, a case study is investigative research into a problem aimed at presenting or highlighting a solution to the analyzed issues.

A standard business case study provides insights into:

• General business or market conditions 
• The main problem faced 
• Methods applied 
• The outcomes gained using a specific tool or approach (the results)

Case studies (also called Case Analysis or Case Reports ) are also used in clinical settings to analyze patient outcomes outside of the business realm. 

In this post, we’ll focus on explaining to you how to write and present a case study, plus share several case study PowerPoint templates and design tips. 

Besides presenting a solution to an internal issue, case studies are often used as a content marketing technique . According to a 2020 Content Marketing Institute report, 69% of B2B marketers use case studies in their marketing mix.

A case study informs the reader about a possible solution and soft-sells the results, which can be achieved with your help (e.g., by using your software or partnering with your specialist). 

For the above purpose, case studies and case analysis work like a charm. Per the same report: 

• For 9% of marketers, case studies are also the best method for nurturing leads. 
• 23% admit that case studies are beneficial for improving conversions. 

Moreover, case studies also help improve your brand’s credibility, especially in the current fake news landscape and dubious claims made without proper credit. 

Ultimately, case studies naturally help build up more compelling, relatable stories and showcase your product benefits through the prism of extra social proof, courtesy of the case study subject. 

Most case studies come either as a slide deck or as a downloadable PDF document. 

Typically, you have several options to distribute your case study for maximum reach:

• Case study presentations — in-person, virtual, or pre-recorded, there are many times when a case study presentation comes in handy. For example, case study presentations can be delivered during client workshops, sales pitches, networking events, conferences, trade shows, etc. 
• Dedicated website page — highlighting case study examples on your website is a great way to convert middle-on-the-funnel prospects. Google’s Think With Google case study section is a great example of a web case study design done right.

• Blog case studies — data-driven storytelling is a staunch way to stand apart from your competition by providing unique insights, no other brand can tell. 
• Video case studies — video is a great medium for showcasing more complex business cases and celebrating customer success stories. This can combine your case analysis with real testimonials from customers which can make the video case study more engaging and effective.

How to Write a Case Study (a 4-Step Framework)

Once you decide on your case study format (be it a case study presentation, a blog case study, or a video), the next step is collecting data and then translating it into a storyline. There are different case study methods and research approaches you can use to procure data. 

But let’s say you already have all your facts straight and need to organize them in a clean copy for your case study presentation deck. Here’s how you should do it. 

1. Identify the Problem 

Every compelling case study research starts with a problem statement definition. While in business settings, there’s no need to explain your methodology in-depth; you should still open your presentation with a quick problem recap slide.

Be sure to mention: 

• What’s the purpose of the case study? What will the audience learn? 
• Set the scene. Explain the situation that preceded the events, focusing on the challenges that the person was facing. 
• Advertise the main issues and findings without highlighting specific details.

The above information should nicely fit in several paragraphs or 2-3 case study slides.

2. Explain the Solution 

The bulk of your case study copy and presentation slides should focus on the provided solution. This is the time to speak about how the subject went from before to the glorious after. 

Here are some writing prompts to help you articulate this better:

• State the subject’s main objective and goals. What outcomes were they after?
• Explain the main solution provided. What was done? Why this, but not that? 
• Mention if they tried any alternatives. Why did those work? Why were you better?

This part may take the longest to write. Don’t rush it and reiterate several times. Sprinkle in some powerful words and catchphrases to make your copy more compelling.

3. Collect Testimonials 

Persuasive case studies feature the voice of customer (VoC) data — first-party testimonials and assessments of how well the solution works. These provide extra social proof and credibility to all the claims you are making. 

So plan and schedule interviews with your subjects to collect their input and testimonials. Also, design your case study interview questions in a way that lets you obtain quantifiable results.

4. Package The Information in a Case Study Slide Deck

Once you have a rough first draft, try different business case templates and designs to see how these help structure all the available information. At SlideModel, you can browse a collection of readymade case study presentation templates, ready for PowerPoint & Google Slides.

As a rule of thumb, keep one big idea per slide. If you are discussing a solution, first present the general bullet points. Then give each solution a separate slide where you’ll provide more context and perhaps share some quantifiable results.

For example, if you look at case study presentation examples from AWS like this one about Stripe , you’ll notice that the slide deck has few texts and focuses on the big picture, while the speaker provides extra context.

Need some extra case study presentation design help? Download our Business Case Study PowerPoint template with 100% editable slides. Otherwise, let’s continue to learn how to make a case study presentation.

Your spoken presentation (and public speaking skills ) are equally if not more important than the case study copy and slide deck.

So, how to present a case study in a PowerPoint presentation?

To make a strong case study presentation , follow these quick techniques and effective presentation tips below. Alternatively, you can learn how to present a business case here.

Focus on Telling a Great Story

A case study is a story of overcoming a challenge and achieving something grand. Your delivery should reflect that. Step away from the standard Feature-Benefits sales formula or the FAB Technique in sales (which focuses on features, advantages, and benefits). Instead, make your customer the Hero of the case study. Describe the road they went through and how you’ve helped them succeed. 

The premises of your story can be as simple as:

• Help with overcoming a hurdle
• Gaining major impact
• Reaching a new milestone
• Solving a persisting issue no one else code 

Based on the above, use narrative techniques and storytelling to create a clear story arc. Show where your hero started. Then explain what type of journey they went through. Inject some emotions into the mix to make your narrative more relatable and memorable. 

Experiment with Copywriting Formulas 

Copywriting is the art and science of organizing words into compelling and persuasive combinations that help readers retain the right ideas. 

To ensure that the audience retains the right takeaways from your case study presentation, you can try using some of the classic copywriting formulas to structure your delivery. These include:

• AIDCA — short for Attention , Interest , Desire , Conviction , and Action . First, grab the audience’s attention by addressing the major problem. Next, pique their interest with some teaser facts. Spark their desire by showing that you know the right way out. Then, show a conviction that you know how to solve the issue—finally, prompt follow-up action such as contacting you to learn more. 
• PADS — is short for Problem , Agitation , Discredit , or Solution . This is more of a sales approach to case study narration. Again, you start with a problem, agitate about its importance, discredit why other solutions won’t cut it, and then present your option. 
• 4Ps — short for Problem , Promise , Proof , Proposal . This is a middle-ground option that prioritizes storytelling over hard pitches. Set the scene first with a problem. Then make a promise of how you can solve it. Show proof in the form of numbers, testimonials, and different scenarios. Round it up with a proposal for getting the same outcomes. 

Take an Emotion-Inducing Perspective

The key to building a strong rapport with an audience, which can help you in preparing the case study presentation, is showing that you are one of them and fully understand what they are going through. 

One of the ways to build this connection is by speaking from an emotion-inducing perspective. This is best illustrated with an example: 

• A business owner went to the bank
• A business owner came into a bank branch 

In the second case, the wording prompts listeners to paint a mental picture from the perspective of the bank employees — a role you’d like them to relate to.

By placing your audience in the right visual perspective, you can make them more receptive to your pitches. The following image shows a simple minimalist slide for a Case Study presentation. In this slide, we can see icons associated with each of the components of the case study: a heart to define the problem, a brush icon in the Solution and a hand with a heart to show the Results of the case study. 

Graphics and icons can be used in other slides of your case study presentation.

For example, in our animated business case study presentation template , we included a Client Overview slide, which acts as a Company Profile slide, helping to describe the client, the service offerings, the company size, the location and the industry in which the client delivers it services.

When presenting a case study, choosing the right structure depends on the depth of information and the time available. Below are two effective formats that you could take as case study presentation examples: a one-slide minimalistic presentation and a multi-slide detailed presentation.

1. One-Slide Presentation

A one-slide presentation condenses the entire case study presentation into key points, making it ideal for quick overviews or executive summaries. This case study format is also useful when you need to present case studies inside a bigger presentation.

How can you design the case study slide?

• At the top of the slide, you can include the presentation title and a brief one-sentence description of the problem to introduce the topic.
• On the left column, provide the Problem Statement —a concise explanation of the challenge, supported by one key metric.
• In the middle column, summarize the Solution —the steps or strategies implemented to solve the problem.
• On the right column, highlight Key Metrics with a visual representation such as a bar chart or infographic.
• At the bottom, conclude with Outcomes and Results , a bullet-point summary of achievements or impacts, ending with a bold call-to-action.

This format of case study PPT is best for quick pitches, high-level meetings with limited time, or audiences that only require essential takeaways. You can use a dashboard-style design and separate each section by components. Check out our dashboard presentation templates to review some dashboard examples.

2. Multi-Slide Presentation

A multi-slide presentation provides the space to elaborate on each aspect of the case study, making it a full case study slide deck, which could be suitable for in-depth discussions or workshops.

Possible structure of a multi-slide case study presentation deck:

• Title Slide: Include a cover of the case study, introduce the company.
• Introduction Slide: Purpose of the case study and a brief overview of the subject and context.
• Problem Statement Slide: A detailed explanation of the challenge or issue, supported by visuals or data.
• Solution Slides (2-3 slides): Breakdown of the solution into steps or phases. You can use visuals such as process charts or images to support each phase.
• Results Slide (2 slides): Quantitative data (e.g., graphs, charts, before and after comparisons ). Consider including qualitative outcomes, such as testimonials or feedback from stakeholders.
• Key Insights Slide: In the key insights slide, include lessons learned, challenges faced, and recommendations for future cases.
• Recommendations and Next Steps Slide: Actionable key takeaways and suggestions for stakeholders.
• Closing Slide: Summary of key points and a final call-to-action (e.g., contact information or proposal for further collaboration).

This case study presentation format is ideal for client presentations , workshops, or detailed stakeholder reviews where a comprehensive analysis is needed.

Choosing the Right Format

The one-slide format is perfect for time-sensitive scenarios, executive overviews or when you need to present a case study slide inside a bigger presentation.

The multi-slide format works best for detailed discussions, storytelling, and engaging audiences with complex solutions and results.

One common question that arises when creating a case study is determining its length. The length of a case study can vary depending on the complexity of the problem and the level of detail you want to provide. Here are some general guidelines to help you decide how long your case study should be:

• Concise and Informative: A good case study should be concise and to the point. Avoid unnecessary fluff and filler content. Focus on providing valuable information and insights.
• Tailor to Your Audience: Consider your target audience when deciding the length. If you’re presenting to a technical audience, you might include more in-depth technical details. For a non-technical audience, keep it more high-level and accessible.
• Cover Key Points: Ensure that your case study covers the key points effectively. These include the problem statement, the solution, and the outcomes. Provide enough information for the reader to understand the context and the significance of your case.
• Visuals: Visual elements such as charts, graphs, images, and diagrams can help convey information more effectively. Use visuals to supplement your written content and make complex information easier to understand.
• Engagement: Keep your audience engaged. A case study that is too long may lose the reader’s interest. Make sure the content is engaging and holds the reader’s attention throughout.
• Consider the Format: Depending on the format you choose (e.g., written document, presentation, video), the ideal length may vary. For written case studies, aim for a length that can be easily read in one sitting.

In general, a written case study for business purposes often falls in the range of 1,000 to 2,000 words. However, this is not a strict rule, and the length can be shorter or longer based on the factors mentioned above.

Final Tip: Use Compelling Case Study Presentation Visuals

Our brain is wired to process images much faster than text. So when you are presenting a case study to an audience, always look for an opportunity to tie in some illustrations such as: 

• A product demo or preview
• Processes chart 
• Call-out quotes or numbers
• Custom illustrations or infographics 
• Customer or team headshots 

Use icons to minimize the volume of text. Also, opt for readable fonts that can look good in a smaller size too.

To better understand how to create an effective business case study, let’s explore some successful case studies examples:

Apple Inc.: Apple’s case study on the launch of the iPhone is a classic example. It covers the problem of a changing mobile phone market, the innovative solution (the iPhone), and the outstanding outcomes, such as market dominance and increased revenue.

Tesla, Inc.: Tesla’s case study on electric vehicles and sustainable transportation is another compelling example. It addresses the problem of environmental concerns and the need for sustainable transportation solutions. The case study highlights Tesla’s electric cars as the solution and showcases the positive impact on reducing carbon emissions.

Amazon.com: Amazon’s case study on customer-centricity is a great illustration of how the company transformed the e-commerce industry. It discusses the problem of customer dissatisfaction with traditional retail, Amazon’s customer-focused approach as the solution, and the remarkable outcomes in terms of customer loyalty and market growth.

Coca-Cola: Coca-Cola’s case study on brand evolution is a valuable example. It outlines the challenge of adapting to changing consumer preferences and demographics. The case study demonstrates how Coca-Cola continually reinvented its brand to stay relevant and succeed in the global market.

Airbnb: Airbnb’s case study on the sharing economy is an intriguing example. It addresses the problem of travelers seeking unique and affordable accommodations. The case study presents Airbnb’s platform as the solution and highlights its impact on the hospitality industry and the sharing economy.

These examples showcase the diversity of case studies in the business world and how they effectively communicate problems, solutions, and outcomes. When creating your own business case study, use these examples as inspiration and tailor your approach to your specific industry and target audience.

Finally, practice your case study presentation several times — solo and together with your team — to collect feedback and make last-minute refinements! 

Featured Case Study Presentation Templates

1. business case study powerpoint template.

To efficiently create a Business Case Study it’s important to ask all the right questions and document everything necessary, therefore this PowerPoint Template will provide all the sections you need.

Use This Template

2. Medical Case Study PowerPoint Template

This Medical Case Study presentation template is a case study presentation PPT template intended for medical professionals and doctors, who need to present their findings about their medical cases or to be used as a patient case study presentation. It contains 10 slides with amazing gradient backgrounds and top-quality graphics that allow you to fill in the details easily.

3. Medical Infographics PowerPoint Templates

4. Success Story PowerPoint Template

5. Detective Research PowerPoint Template

6. Animated Clinical Study PowerPoint Templates

7. Business Case Study Presentation Template

Illustrate the key points of a business case study using a customizable Case Study Presentation template. This case study PPT presentation template includes useful slides such as Client Overview, Problem Definition, Key Initiatives, Implementation plan and then the Results and Conclusions.

Yes. Case studies are an effective marketing tool to showcase success stories, build credibility, and demonstrate how your solutions solve real-world problems. Use them in sales pitches, workshops, or website content to attract prospects.

Avoid overloading slides with text or data, using poor-quality visuals, and failing to tailor the presentation to your audience. Ensure a logical structure, highlight key results, and practice your delivery to avoid common pitfalls.

To make a case study presentation, you can use presentation tools like PowerPoint and Google Slides. SlideModel can also be used to download readymade case study presentation templates that are 100% editable.

Prepare for possible questions by reviewing your content thoroughly. Use the Q&A session to clarify key points, engage with your audience, and demonstrate expertise.

Choose a one-pager case study format for quick summaries, executive meetings, or if you want to present the case study as part of a bigger presentation. Opt for a multi-slide format when presenting to a detailed audience, such as stakeholders or clients, where you need to provide in-depth analysis.

Yes, adding interactive elements like clickable slides, animations, or live polls can make your presentation more engaging. Tools like PowerPoint and Google Slides allow for interactivity to cater to virtual or in-person audiences.

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What is a Case Study: A Complete Guide of Case Study Basics

What is a case study? A case study is an in-depth analysis of a real-life situation or project in business. Case studies are not just theoretical exercises; they are practical tools that can empower marketers and entrepreneurs. They showcase successes, offer insights into practical strategies, and help attract and convert potential clients. 

What is a Case Study

• Definition: In-depth analysis of a real-life business situation or project, providing insights and showcasing successes.
• Purpose of a Case Study: Demonstrate effective strategies and attract potential clients by highlighting real-world applications and results.
• Components: Background, executive summary, challenges, solutions, conclusion, and call-to-action.

Let’s delve into the transformative potential of case studies in different business contexts. With the right case study templates, we can decode the perplexing concept of case studies and understand their importance, from their definition to their advantages. This understanding can inspire new strategies and approaches in your business. 

Table of Contents

Specific case studies for different industries, why are case studies important.

• Benefits and Limitations of Case Studies 

Case Study vs Use Case

Case study vs. white paper.

• Case Study vs Survey 

Case Study vs. Research Study

• Case Study vs Report 

What Does a Case Study Look Like

What is a case study method, is case study qualitative or quantitative, types of case studies.

Let’s explore how to define a case study and what it means for business success.

A case study is more than just a report; it’s a window into real-world business challenges and triumphs. As per the case study definition, it’s like a roadmap, guiding marketing associates, small business owners, and company leaders through identifying challenges and showing strategic solutions for success. 

Through information gathering, client interviews, and deep analysis, case studies shed light on the past hurdles and the strategies that conquered them. These are not just for showcasing achievements; these are invaluable tools for training new team members and impressing potential clients. But to make them truly impactful, they need structure and finesse.

Here’s a staggering fact that underscores the importance of case studies. About 29% of prospects rely on case studies to make informed purchasing decisions. This highlights the significant role case studies play in shaping business outcomes.

We understand your business goals and solutions are particular, and you need a case study design that suits your purpose. Let’s explore different case studies and how to align them with your business. 

What is a Case Study in Accounting

A brilliant case study in accounting illuminates the practical application of accounting principles in a real-world scenario. It should be informative and engaging, demonstrating the impact of sound accounting practices.

If you need to create an accounting case study, always focus on clean, clutter-free design formats that leave enough room to discuss real-life scenarios, like the following case study template. 

Get This Template and More

Curious about what to include in a case study for accounting firms?

As shown in the example of the case study in accounting, there are relatable accounting issues, such as improving profitability, optimizing cash flow, or navigating a new tax regulation. Stay ahead by showcasing the specific accounting methods or strategies to address the client’s challenge. You can demonstrate your expertise by highlighting implemented accounting principles to achieve a positive outcome in your case study.

What are Management Consulting Case Studies 

A consulting case study puts you in the shoes of a consultant tasked with analyzing the situation and recommending solutions. It’s a chance to showcase your problem-solving skills and strategic thinking under pressure.

Here’s a consulting case study example template. 

Use a structured approach to describe the issue, showcasing your adeptness in critical thinking and solution prioritization in the case study for consulting. Additionally, utilize case study templates of various consulting disciplines such as management, strategy, and leadership consulting. These templates display your proficiency in breaking down the problem systematically, addressing a tangible challenge encountered by a particular company or industry.

Here’s an example of an HR consulting case study that’s easily customizable. 

What is a Design Case Study

Think of a design case study as a visual narrative. It tells the story of a design project, from the initial challenge to the final, successful solution. Moreover, it showcases your design process, decision-making, and work’s impact on the client’s goals. 

Therefore, your design case study should align with the services you can offer for your client’s problem. DocHipo provides case studies on UI design, motion design, illustration design, brand identity and advertising design, and many other design-related templates. 

Check out the web design case study template that starts with a clear and relatable design problem.

After showcasing relevant user research data and insights to demonstrate a data-driven solution, you must add a strong call to action and brief information about your company to convert your leads into customers. 

What is a Case Study for IT Company

Case studies for IT companies are success stories that showcase expertise in solving B2B real-world problems through technology. They are a way to demonstrate your capabilities, build trust with potential clients, and position yourself as a trusted advisor. 

But what makes a great IT case study?

Use relevant data and metrics to depict the client’s initial situation. This could include IT costs, system downtime, or user productivity levels. You can create case studies for mobile app development, web development, and cyber security services to set your company apart in IT and management solutions. 

Let’s explore the example of a case study for project management tailored to the needs of project managers and marketing executives. 

This customizable template allows you to display the IT solutions you implemented and explain how you addressed the client’s needs.

What is a Case Study in Marketing

Curious about marketing case studies? These powerful tools reveal how your offerings drive success for clients. Whether external client victories or internal wins, a marketing case study paints a vivid picture of achievement. 

From company backstory to concrete results, it covers all bases: background, challenges, solutions, actions, and outcomes. Plus, it’s not just about words—incorporating visuals and client testimonials boosts credibility. 

Check out the marketing case study example templates that pave the path to success in your business endeavors.

This marketing case study template immediately grabs your attention with its clean and modern design, ensuring every detail is easy to follow and understand.

Writing a compelling marketing case study starts with the customer. The above advertising case study template tells the story of a real client facing a relatable challenge. As we said before, a marketing case study is your sweet spot for engaging your leads who want to overcome the same challenging situations. Let it lead the way for your inventive solutions, ensuring credibility and a top spot in the B2B market.

Turn heads and win hearts with DocHipo’s marketing case study templates . From digital marketing to mobile marketing, search engine optimization, email marketing, and beyond, these templates help you tell your success stories in a way that connects with real people. 

What are Case Studies in Sofware

Imagine a compelling story that brings your software to life. A software case study delves into a real-world scenario where your software tackled a specific challenge for a client. It demonstrates your software’s problem-solving capabilities and the positive outcomes it delivered.

DocHipo software case studies are useful for niche-based services, from HR to AI assistant software. 

Introduce the client’s struggles and showcase how your software provided the solution. Demonstrate the positive impact your software had on the client’s business goals. This could be increased efficiency, cost savings, or improved user engagement.

What are Case Studies in Business

A business case study is like a detailed story about a company. It shows how they solved a problem, succeeded, or faced challenges. Companies use these stories to share how well their ideas and strategies worked.

Here is a business case study example from Trello . 

What is the purpose of a case study? Case studies thoroughly evaluate specific situations. They reveal which strategies worked, which didn’t, and what could be improved. This insight is invaluable for future planning.

Furthermore, case studies help identify potential solutions to problems. Examining similar past situations allows you to discover effective strategies and avoid common pitfalls.

Finally, use case studies to target your audience and showcase your expertise. Publishing successful case studies demonstrates your ability to solve problems, boost your credibility, and attract more business. Essentially, case studies serve as the original form of social proof, highlighting your problem-solving skills and success stories.

Benefits and Limitations of Case Studies 

Before creating this SEO-centric lead magnet, you should consider the advantages and disadvantages of case studies. 

We’ve listed the difference between a use case and a case study.

Often, marketers get misled by the similarities between a case study and a white paper. Though both are time-consuming and heavily research-oriented, everything about the two types of content is distinguishable, from the content format to the goals. 

Case Study vs Survey 

Though case studies and surveys can both use quantitative and qualitative methods, often known as mixed methodology, some distinguishable factors draw a prominent line between the two types of marketing and research content. 

The research study aims to address a specific issue promptly. In contrast, case studies are conducted over a longer period. They focus on observing and analyzing an ongoing phenomenon. Here are the key differences that will help you better understand the format and purpose of a case study and research paper. 

Case Study vs Report 

Even though case studies and case reports have been used interchangeably, the format of a case study is distinctively different from that of a case report.

A basic, insightful case study has six aspects to focus on in its design; take a look at the case study template. 

• Background: Provide essential context about the client or situation.
• Executive Summary: Capture attention with a brief introduction to the subject, the company’s products, services, challenges, and the reason for partnering with you.
• Challenges: Analyze and explain the specifics of the challenges faced by the client.
• Proposed Solutions: Present and justify the recommended solutions clearly.
• Conclusion: Summarize key takeaways, highlighting the client’s success with data and quotes.
• Call-to-Action: Include contact channels and a strong CTA like “Call Us” or “Visit Us.”

The methods used in case study writing are varied and adaptable, tailored to the specific needs of each case. Here are some common case study methods:

1. Interviews

Interviews involve engaging with individuals directly related to the case to gather first-hand information and insights.

Key points:

• One-on-one or group settings
• In-depth and personal perspectives
• Allows follow-up questions for clarity

When is this method useful: 

Ideal for cases requiring detailed personal experiences, such as understanding customer satisfaction or employee feedback.

2. Observation

Observation entails directly watching the subject or situation to collect data on behaviors and interactions.

• Real-time data collection
• Provides contextual details
• Minimally intrusive if done discretely

Best for studies needing direct insights into processes, like workflow efficiency or consumer behavior.

3. Document Analysis

Document analysis examines existing documents and records relevant to the case.

Key Points:

• Uses existing written materials
• Provides historical context
• Can validate other data sources

Suitable for cases involving historical research or policy analysis.

4. Surveys and Questionnaires

Surveys and questionnaires are used to collect quantitative data from relevant stakeholders.

• Structured and standardized method
• Efficient for large sample sizes
• Quantifiable data for statistical analysis

Ideal for cases needing broad quantitative insights, like market research or employee satisfaction studies.

5. Participant Observation

Participant observation combines direct observation with active involvement in the activities related to the case.

• Insider’s perspective
• Rich, detailed data
• Balances observation with participation

Useful for ethnographic studies or understanding cultural practices within an organization.

6. Triangulation

Triangulation involves using multiple methods to cross-verify and validate findings.

• Enhances reliability
• Cross-verifies data
• Integrates diverse perspectives

Ideal for comprehensive studies requiring robust validation, like multi-faceted business issues.

7. Ethnography

Ethnography immerses the researcher in the subject’s environment over an extended period to understand cultural contexts.

• Long-term immersion
• Focus on social dynamics
• In-depth cultural insights

Best for understanding complex social interactions and cultural phenomena.

A case study can actually be both. Ideally, it should blend objective measurements with subjective insights to give a full picture of what’s happening and why. The right mix of qualitative and quantitative data depends on the specific field and situation, but both types are incredibly valuable.

Think of it this way: qualitative data adds depth and context, while quantitative data provides hard facts and figures. Together, they offer a more detailed and nuanced understanding, moving beyond simple averages and generalizations. 

There are six types of case study formats: Descriptive, Explanatory, Exploratory, Collective, Intrinsic, and Instrumental. 

Knowing “What is a case study” should be the first step in creating a case study. Sometimes, marketers get stuck on how to make a case study easily. Try DocHipo case study templates with customizable designs in accounting, consulting, design, technical or IT services, marketing, and software. Sign up for free and save time with suitable pre-designed industry-specific challenges and benefits that align with your business solutions. 

What are the limitations of a case study?

There are two main disadvantages: limited generalizability and applicability to broader contexts and the potential for researcher bias due to subjective data interpretation.

When should you do a case study?

A case study is ideal when you want to gain in-depth insights into a specific real-life situation or phenomenon. Also, you can use case studies to create a strong authority for your brand presence.

What is the difference between a case study and an essay?

A case study focuses on a specific real-life situation or problem and its solutions, while an essay is more general and can cover a wide range of topics. Also, the format and length of these two content are very different.

What is the difference between a case study and action research?

A case study is an in-depth analysis of a specific instance, while action research focuses on making specific changes to address a problem and involves reflection and inquiry.

How do you describe a case study?

A case study focuses on a real-life situation or problem. It provides a detailed analysis of the issue and discusses the solutions and their outcomes.

What are the most important parts of a case study?

A case study has six important parts: background, executive summary, challenges, solutions, conclusion, and CTA for conversion. 

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How to write a case study: The ultimate guide + examples and templates

It would be great if we could wave a magic wand to convince prospects to buy your product or service… But we can’t. So, a case study is your next best option. 

They’re a powerful sales and marketing tool for those prospects that are sitting on the fence. The problem is, they’re often dry, bland, and anything but magical. Never fear, though, as we’ve done some in-depth case study analysis.

We’re here to show you how to write a case study that will convince customers to choose you over your competitors. To create something so compelling they’ll have no doubt about your ability to deliver results.

Whether this is your first or 100th stab at it, we’ve got you covered with tips and best practices, real-world examples, and ideas for how to format a case study.  

In this post, we’ll look at:

• What a case study is and why you need one
• What makes a good case study

What should a case study include?

Essential prep for creating a case study.

• How to write a good case study in 5 steps
• 8 further case study best practices
• 7 real-life case study examples
• 8 case study templates to get you started

🔍 Are you looking for some case study examples? This compilation of case study data and leadership input from just a few RingCentral SMB customers will show you exactly how they have modernized their business communication processes.  

What is a case study and why should you create one?

A case study is basically a document— or it can be a video—that outlines how a customer used your product to overcome a problem. It’s real-world proof that your product works and gets results.

If your product or service has helped customers get great results, a case study will help you showcase those results to your future customers. They’re an excellent way to attract more business, and can mean the difference between a lost opportunity and a really good end-of-quarter.

Why are case studies important?

Case studies present a living, breathing witness to how effective your product or service is. In other words, they represent the ultimate in social proof. While customer reviews can also be valuable in influencing a potential client’s decision to buy from your company, they don’t pack the punch that case studies do.

That’s because with case studies, you can curate a story that highlights how well your product or service solved a real-life problem, and back it up with solid data. It demonstrates the value of your offering, while showing off your hard work in achieving success for a customer.

Case studies are relatable

Because you’re using real-world examples, rather than abstract concepts of what your product or service represents, case studies are fully relatable to potential new customers. 

They can put themselves in the shoes of the subject and empathize with their pain points—and realize that there’s a way to get similar results for themselves.

They’re unbiased

Whereas a landing page or product page can be purely self-promotional, a case study comes across as more authentic and unbiased. Instead of you saying how awesome your product is, the subject is saying it, and that counts for a lot. 

If they’ve switched to you from a competitor, that’s even better as it positions your product as superior without you having to spell it out.

They increase your authority

Case studies also demonstrate your ability to solve problems for your customers, positioning you as experts in your industry and building trust. The more case studies you have, the more established you’ll look. As in: “Wow, they have so many happy clients—they must be doing something right!”

They inspire readers

A narrative that’s engaging to read will get people interested in your company and inspire them to take a look around your website. And case studies give readers variety alongside other content formats such as product pages and blogs. They’re also an extra opportunity to add a CTA and nudge readers toward taking an action.

They have many uses

Case studies are versatile. You can publish and promote them in various places alongside your website—give a taster in social media posts with a link to the full article, add the video to your YouTube channel, share the stories in sales presentations. You can also extract elements like quotes from featured customers and repurpose them in other content, such as infographics.

In most cases it’s best to have case studies easily available on your website, not as downloadable gated content, but you do have this option for lead generation. You could write a blog post with a short version of the story, and offer the full version to readers in return for giving you their contact details.

They encourage loyalty

When you ask an existing customer to be the subject of a case study, it not only makes them feel special but it also reminds them of the benefits of your solution—which helps to reaffirm their loyalty. Plus, they’re getting extra brand exposure and a backlink to their own website, which boosts both their traffic and their authority online.  

In fact, there’s nothing to stop you reaching out to former customers who achieved good results with you before moving on (it happens). You never know, a reminder of you might even bring them back!

What makes a good case study? 

First, it’s helpful to highlight what makes a lot of case studies bad: most are painfully boring. What they have is research and detail, but what they lack is a cohesive, consumable story. 

They list numbers and contain data, but the reader isn’t sure what it all means or why it’s relevant to their problem. They end up existing as technical documents that do little to persuade or excite anyone. That’s unfortunate because they have the potential to be a powerful sales tool that can help you close big deals in the decision-making phase. 

So how do you write a case study that’s actually effective, then? Here are three characteristics every good case study should have:

It’s digestible

There’s no hard and fast rule on how long a case study should be. But it’s always a good idea to ask “how short can we make it?” 

A good case study avoids the unnecessary minutiae, knows what it’s trying to say, and communicates it quickly and without ambiguity. With a few exceptions, effective case studies are concise and clear. 

It’s thorough

On the other side of the length equation, being thorough is also important. Case study writing is all about making impressive claims about how a product helped someone achieve a certain result. However, it also needs to explain how it happened. 

Good case studies include key details that show how the customer got from A to B using the product—something you don’t get with customer reviews . Don’t make your reader work too hard to visualize the story. If you can use images and videos, use them.

It’s a story

Yes, case studies are sales tools. But the ones really worth reading tell a compelling story with a beginning, middle, and end. They beg to be read all the way through. Often, they present a problem that creates tension and demands a solution. And remember, in this story, the customer is the hero—not you.

Caveat: There is no one-size-fits-all approach for what to include in a case study. But, in general, there is a recognized case study format with certain sections you should feature to make it clearer and more impactful.  This format typically includes:

• Title: This should be concise and engaging. Naming your document “A Case Study of RingCentral” sounds dry. A headline like “Navigating Communications in a Remote World: A RingCentral Case Study” has more impact and explains what theme you’re exploring.
• Executive summary: Consider this like an abstract. Provide a brief overview of the case study, including the key purpose, approaches, findings, and solutions, without giving too much away.
• Introduction: Provide essential details about the customer in context.
• Challenges: Here’s where you highlight where your customer was before using your product or service and where they wanted to be. Present raw data where applicable and discuss any other background information that shows their struggles.
• Solution: Here’s where you get to show off. Explain how and why the customer chose your company, and how a specific product or service helped them achieve their objectives.
• Results: Time to get tangible. Dive into how the customer used your product, the results they saw, and long-lasting benefits. Incorporate any testimonials and statistics that showcase these results.
• Conclusion: Case studies are just as much about the future as the present. Use this closing section to highlight where your case study customer is going next thanks to your solution. Consider including a call-to-action here to encourage your prospect to take the next step.

How long should a case study be?

There isn’t a definitive answer to this question, as the length of a case study can vary depending on factors such as the size of the project you’re talking about. It also depends on the type of case study—for example, if it’s in the form of a video then a couple of minutes is enough. (We’ll explore the different types a little later on in this post.)

Balance is the key here. You’ll need to to include enough information to convey the story properly and hook the reader in, but not so much that they get overwhelmed or the message of the story gets lost amid the detail. The last thing you want them to think is “TL;DR”.

It’s about being concise, and not allowing yourself to get carried away with the story. Only include what needs to be included, so that readers can clearly understand the subject’s pain point, the reason your solution was a good fit, and the success it achieved.

Remember that not every part of the case study has to be in narrative form. You can pull out stats and display them as graphics, highlight direct quotes or other key information, or add a photo of the subject. If your case study is on the longer side, break up the text with subheadings, bullet points, and white space.

Before you start actually writing, there’s a bit of prep work you’ll need to do to make sure your case study is amazing.

1. Choose your customer

You may have many customers who’ve seen great results using your product (let’s hope!). But you can’t just pick a name out of a hat and showcase their results. So, what’s the best way of selecting a client for a case study?

Steer clear of customers who may not be the right fit for your audience or whose results may not be typical.

For example, don’t feature an enterprise company when most of your customers are small businesses. Or a business achieving a 90% customer retention rate when most of them see 70% on average (still impressive, though).

When considering which customer to use, start by creating a list of customers that meet these criteria:

They’ve seen good results with your product or service

The numbers are what really matter. So choose customers that have seen strong results using your product (like Conair did with RingCentral). But be careful about showcasing exceptionally good results if they’re not likely to be repeated by most.

They have a respected and recognizable brand

Strong brands give your product instant social proof. They prove that you’re established and trustworthy. That alone can make you a front-runner in the decision-making process. After all, if Big Brand X trusts you, so can a prospect.

They’re a typical customer

Good results don’t carry as much weight when they’re achieved by companies in other industries or verticals. Identify current customers that are similar to your target audience. A client who has faced similar challenges and pain points will evoke empathy and stir up interest in the mind of your prospective clients.

So, if you sell enterprise software, choose enterprise customers. If you’re a consultant in the healthcare industry, choose a customer that works in healthcare.

With your list in hand, you can start reaching out. Picking up the phone can be a lot more effective than sending an email. It’s more personal, lets you build rapport, and is harder to ignore. 

Try to get in touch with customers who use or are very familiar with your product or service—someone who can speak to results. Tell them you’re interested in writing a case study and you’d love to hear more about the results they’ve achieved. Be clear about what the process involves on their part—whether it’s a list of questions in an email, a phone call, or if it involves a camera and crew.  

If you’ve provided value, your customer is more likely to see you as a partner rather than a vendor and, hopefully, will be happy to participate. Remember, you’re also shining a spotlight on their own success. So it’s a win-win.  

That said, you may hear “no” a few times, too. Don’t get discouraged. Some customers will decline for different reasons, regardless of the results they’ve achieved with your product.

RingCentral: W2O

2. Begin your research

Start collecting information about your customer. This is easier if you work as a team. From sales to content marketing to customer service, everyone who’s been in touch with customers will have insight about their experience.

They can help you understand what your customers do and sell, and what challenges they’re facing. Identify the stakeholders you need to speak with—anyone in the company who uses your product—from the CEO to the marketing intern. Collect stats, even ones you don’t think are relevant—they may be later.

3. Ask the right questions

Smart questions get insightful answers. Here are some examples of great questions to start with: 

• “What were some of the bigger challenges you faced before using our product?”
• “How does our product help you reach your individual goals?”
• “Which key metrics have improved most since using our product/service?”
• “Which parts of your business have been impacted most, and how?”
• “How long did it take to roll out our product?”

But don’t stop there. Use these questions to segue into deeper, more targeted questions that underscore the real-world benefits of your product. Let the conversation flow naturally—this is the magic of interviews. You can’t always plan for what interesting topics come up next.

4. Identify your target audience

Beyond your customer’s industry, consider who the target audience of the case study is. Who will see it? What group of people does it need to influence?

While it’s often high-level executives who make large purchase decisions, employees at all levels can act as a champion for your product or brand. Your case study may have to persuade an IT worker that your product or service is going to make their job easier. Meanwhile, it may also need to convince the CFO that they’ll see a real return on investment.

5. Identify the top three things you want to highlight

During the initial research phase, you’ve likely uncovered a lot of interesting information about your customer and their experiences with your product. 

While it might be tempting to use it all, when you write a case study, you should quickly and clearly communicate the value of your product. Go through this information and identify the three most important business results you want to feature, like we did in the Barx Parx example shown below.

Stats and key performance indicators (KPIs) to consider using in your case study:

• Ramp up time : How long did it take to get started with your product? Did it improve any other facet of their workflow? 
• Sales results : How did the product impact your customer’s bottom line?
• Total return on investment (ROI) : How long did it take to earn more than they spent on your product?
• Productivity increases : Which teams saw improvements in process and workflow? And by how much?

6. Choose your format

So, what does a case study look like visually? It doesn’t have to exist only as a PDF attachment in a late-stage deal email (although there’s nothing wrong with that). Consider the format. Think about who’s going to read it (or watch it). 

Do you want to turn this into fancy interactive content? Does your prospect have the time and interest to dig into the details? Or do they just want the facts? Choose the format that you think best engages the audience that you’re selling to. 

Here are some options:

Report format

This long-form document has been the gold standard for B2B case studies for many years. It’s effective when the subject matter is complex and demands detail.

Here’s how Zendesk presented their case study with IDC as a report .

Remember, a CTO who’s evaluating large-scale business communications platforms for a multi-year deal is going to want more information than a marketing manager who’s evaluating a new social media ad platform.

Keeping things short and sweet is often the best way to get your message heard. By focusing on the key points, you can highlight the biggest wins at just a glance. 

Most report format case studies can be easily condensed into a one-page document. This is ideal for prospects (and salespeople) who are short on time and prefer something they can quickly scan.

Few things can tell a story the way that video can, and case studies are no exception. They give you an unmatched level of creative freedom and storytelling using music, lighting, pacing, and voice that can evoke emotions and persuade someone using more than just numbers and facts. 

And at just a couple of minutes long, they can do a lot of heavy lifting in not a lot of time.

Dropbox: Expedia

Infographic

If you’re wondering how to make a case study more memorable, it’s worth noting that people love infographics. They’re an excellent way to convey important data in a simple, eye-pleasing way.

If your case study requires you to use a lot of data to prove a point—or if visualizing data can make the results more clear—building an infographic case study can be a great investment.

How to write a case study in 5 steps

Congrats. You’ve done the research. You’ve made the calls. You’ve pored over all the details. Now, all you have to do is write. 

Here are five simple steps that’ll help you better understand how to create a case study that champions your customer and clearly showcases the real-world value of your products or services. 

1. Introduce the customer

Set the stage for your case study with an introduction. Briefly explain who your customer is with a bit of background information that can include their industry, product, company size, and location. 

You don’t have to dig into the nuts and bolts of their business, but you do want the reader to understand who they are and what they do. The more color you can provide here, the more impactful it’ll be when you show the awesome results this customer saw because they chose you.

2. State the problem

Every product or service is a possible solution to a problem. Explain the problem (or problems) that you helped your customer overcome. Describe the larger impact of the issue. Maybe it was customers leaving. Perhaps it was bad leads—or good leads that were never followed up on.

Use this as an opportunity to clearly show what was at stake, and make sure you leave the jargon out of it. Frame the problem in simple terms that any reader can understand. 

3. Introduce your product

This is where you begin solving the problem. Briefly introduce your proposed solution and what it does.

Start on a general level, then apply it to the challenge the customer was experiencing. Talk about which teams or individuals used your product and how they used it. Be sure to make the connection between the customer’s problem and your solution crystal clear.

4. Show results

The big reveal. What kind of results was your customer able to achieve using your product or service? Speak to how they solved the problem descriptively, but also with cold, hard numbers. 

Not everything can be measured in numbers (sometimes, peace of mind is a powerful benefit all on its own), but whenever you can, back up your story with the stats. At the very least, this will make it easy for a CFO—or a prospective customer who wants to buy—to justify buying your product.

For example: 

The customer saw a 33% increase in web traffic, a large influx of social media activity, and a 10% boost in revenue over the duration of the campaign.

5. Prove it

Don’t forget to show your math. How you get the results is just as important as the results themselves. What specific steps were taken to get those results? Not only will this help validate your claims, it makes it easier to envision how the reader may be able to achieve them, too.

8 Further case study best practices

That’s how to write a case study in broad strokes, but you might be wondering how to write a business case study that stands out from the crowd? Here are some top tips:

1. Avoid jargon 

As a subject matter expert in your line of work, it can be tempting to go into as much jargony detail as possible. This is normal as it’s often the language we use at work every day. 

Remember, though, that your customer probably doesn’t speak that language. When in doubt, try to put yourself in the shoes of someone who doesn’t live and breathe your product or industry.. 

2. Spend time on your title

It’s tempting to use the case study’s most interesting or impressive KPI as your title. But that also gives away the ending before the story begins, and skips details that are important for context in the process. Try writing a title that piques interest without being a spoiler.

3. Edit. Then edit again. 

Once you’ve got your first draft completed (and the jargon removed), edit the case study. When writing case studies, one proofread is never enough. A few best practices here:

• Look for and eliminate unnecessary adjectives—simple English is better.
• Speak in an active voice. 
• Look for details that get in the way of the story. 

And then do it all over again until you can’t edit it down anymore without losing the essence of the story.

4. Pay attention to the imagery

Well-designed charts, graphs, images, or infographics can do the heavy lifting of several pages of text in just seconds. 

They can also help break up large pieces of text, making the case study easier to read—and nicer to look at. After all, the end goal is to have these read all the way through.

Here’s an example of a graphic from a longer CPA Canada infographic (that includes a short case study embedded inside it): 

5. Pull quotes

Hard data and results are good. But a customer quote is a great piece of social proof and adds a human element to your case study. And that makes your results more believable. 

Here’s an example of what that looks like, from a RingCentral case study :

6. Make it scannable

Some people will take the time to read your case study front to back and absorb every detail. Some won’t give it more than a single glance. And sometimes, that person is the decision-maker. 

Make the most important results easy to spot, read, and retain at a glance. Write headings that are descriptive—if someone just scanned them, would they be able to get the gist of the story? Consider putting a summary at the very beginning of the study, or call out impressive results in a larger font size.

7. Record your interviews

Ditch the pen and paper. If you’re conducting one-on-one interviews over the phone, you can save yourself a lot of time and energy by recording the conversation (with your customer’s consent, of course). 

There are tools that can make this easier too—you might find one or two in your marketing stack. For example, you could use RingSense AI for automatic note taking, summarizing, and transcribing.

8. Don’t forget the call to action (CTA)

Your prospect is excited because your case study has done an excellent job of showing how your product or service can help drive results for customers. Now, how do they get in touch with you to learn more? 

Whether it’s a button that links to your website, an email address, or a phone number, make sure there’s an easy way of getting in touch with you in the case study.

7 Examples of great case studies from real-life companies

So, that’s the theory covered, but what do great case studies look like in practice? We’ve included a few elements from RingCentral customer stories as examples above, but let’s dig a little deeper into two more of our case studies:

RingCentral: How Ryder made significant savings with cloud communications

This case study is about Ryder Systems, a Fortune 500 transportation company who modernized their IT communications infrastructure with RingCentral.

We start off with a subheading that sums up the story, plus the key stats at a glance. There’s another stats panel farther down the page to help break up the wall of text. Pull quotes also achieve this, but that’s not the only reason why we like to use quotes.

When the quote comes directly from a senior manager at the company we’ve helped, they’re telling an important part of the story in their own words. In this case, there’s a reference to the amount of money Ryder has saved with RingCentral, and a mention of the platform’s all-in-one cloud capabilities.

The content introduces Ryder and makes it clear that they are a big name in transportation (the single largest truck supplier in the US) and a noteworthy firm in general, as evidenced by membership of the Fortune 500 and Forbes’ Most Admired Companies. 

If a big player like this is happy to trust RingCentral with their business, that says a lot about our credentials too.

We mentioned earlier that customers are attracted to testimonials from companies similar to themselves. But RingCentral caters to businesses of all sizes—so if SMBs are reading this case study, we think they’ll see our association with a large company as “social proof” and a sign of our trustworthiness across the board.

The story goes on to explore Ryder’s pain points and how RingCentral solved them, inspiring other companies with similar problems to take action (i.e. to replace legacy systems that are slow and expensive). For further encouragement, it details how Ryder were so happy with the initial success that they also went on to implement RingCentral’s contact center solution.

RingCentral: Helping Dispute Nation to change lives

Just to illustrate our point about RingCentral serving all sizes of business, here’s a case study for a much smaller company—consumer advocacy organization Dispute Nation, which has 10 employees.

Again, the story begins with stats and a pull quote from a company representative. In keeping with Dispute Nation’s values, it focuses less on the financial savings or efficiency brought by RingCentral tools but on how our solution helps this company to help others.

Drawing empathy from other startups and fast-growing small businesses, we mention how demand for the company’s services grew very quickly. This makes it obvious why they needed a unified communications system to reach all their clients by phone, SMS, and fax.

The case study highlights how digital fax in particular helps Dispute Nation to get client cases resolved sooner. Another pull quote mentions some of the other benefits of RingCentral, like automation and integrations with other tools. 

There are nods to mobility and flexibility, plus security and data privacy which will resonate with other highly-regulated industries.

The tale finishes strongly with the company founder’s assertion that “RingCentral is helping Dispute Nation improve more lives”. Readers who’ve been inspired to learn more can easily navigate from this page to explore products, resources, and get in touch.

RingCentral is far from the only company to have recognized the importance of this kind of content.

Here are some more real-life case studies from other businesses you might just recognize:

RingCentral iswe’re far from the only company to have recognized the importance of this kind of content.

Mailchimp: Make a connection in real life with postcards

What we like about it: The title doesn’t give everything away all at once, and the case study tells a story with a beginning, middle, and end. The sections are clearly titled and organized, and the results are easy to find. As a bonus: the video adds a believable human element.

LinkedIn: How Adobe achieves alignment and ABM success with LinkedIn

What we like about it: It’s detailed without being a novella. It understands and speaks to the enterprise customer. The key points are in bullet format and easy to read. The important wins are highlighted. And the video makes the content easy to engage with.

Hootsuite: How Meliá became one of the most influential hotel chains on social media

What we like about it: The title makes you want to read the whole customer story. They’ve embedded a well-produced video high on the page, so you can choose to watch it before you read on. The design and layout of the page makes the content and images easy to consume, and the results can’t be missed. Also, they weren’t shy about adding CTAs.

Slack: So yeah, we tried Slack

What we like about it: This case study follows the tried and true format of customer, problem, solution, and results. It uses humor and relatable characters throughout to support the story and keep your attention. And it’s only two minutes long so it gets the point across quickly.

Assetworks: South Carolina School Board Insurance Trust

What we like about it: This case study tackles the otherwise complex and technical topic, and simplifies it as an infographic using images to make the results clear. It’s concise and easy to follow because you can see the math without actually doing any math.

8 Case study templates to get you started

Starting from scratch can be time-consuming. To help you, we’ve drawn together a few templates:

The generic one

Generic doesn’t mean boring! Canva’s templates are great if you need something concise and simple that still looks professional . A free account will give you access to several well-designed templates, including this one :

The layout is provided for you, so it’s quick and easy to customize with your branding and content. Don’t be afraid to use this as a foundation, then add in visual elements like infographics and videos.

The data-driven one

If your key messages revolve around numbers, start with a template structure that lets you highlight these. HubSpot has a data-focused template where you can pack in graphs, charts, and other visuals to drive your message home:

The industry-specific one

Not every template suits every company. Visme offers different templates created for different industries, including real estate, financial services, and healthcare.

The problem-solution-impact one

This format takes a graphical rather than narrative approach, which helps readers to visualize the events and looks colorful and appealing on the page. The template is available as a free download from Smartsheet:

The idea of this is to present the story in a logical and sequential way. It starts with the challenge faced by the subject of the case study, looks at the solution your company provided, and shows what the outcome was.

Of course, you could choose to combine this with other elements like text content, stats, and quotes—making the “problem-solution-impact” graphic the main focus of the case study.

The product-specific one

You can choose to focus your case study on a particular product, highlighting key features and the  practical applications in the real world. 

It leans into the experience that the customer has had with the product—i.e., what it feels like to use it—and the specific benefits. This one is a good choice if the customer hasn’t been using the product for very long, and you haven’t yet gathered a lot of metrics.

HubSpot has a template for this purpose :

The in-depth report one

Using the style of an in-depth report can be useful when you’ve worked with the customer on a complex project and you need to include a lot of detail.  

This template —another free one from Smartsheet—includes elements like decision criteria, data analysis, and the implementation plan:

Just be careful with this one as you don’t want readers to be put off by a lot of text. Make sure the style is conversational and engaging, not dry and formal.

The employee story one

Okay, stick with us here—this one’s a little different. As well as asking customers to tell their stories, how about getting employees to share what it’s like to work for your company, or their experience of working on a particular project?

Employee stories or testimonials are often used for recruitment purposes, but they’re also a valuable form of marketing for potential customers. That’s because happy, engaged employees represent a company that cares about its people, which all helps you to build trust.

This example from Vanguard isn’t a template as such, but you can use it to inspire your own version. (It doesn’t have to be a video—you could still use a written narrative with direct quotes, photos, and stats on employee satisfaction.)

BONUS TEMPLATE: Form for customers participating in case studies

Earlier in this post, we briefly covered some of the questions you’ll need to ask your customers when putting together case studies. But it’s always helpful to have a visual guide, so we’re including this template from Vitally , which provides a framework for collaborating with customers and collecting the relevant data. 

You can adapt this to your own needs by adding further questions.

The final word on how to write a case study…

Sure, an ad or boosted social media post can make someone aware of your brand or that your product exists, and a landing page can tell them how your product can solve their problem. 

But there’s nothing quite as powerful as someone else singing your praises. 

And that’s exactly what a case study does. Spend the time to do it right and it has the potential to deliver huge ROI no matter how big or small your company is. And not just once—but over and over again.

Originally published Jun 15, 2024, updated Sep 26, 2024

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