How to Write a Case Study
- Find the right case study candidate.
- Reach out to case study participants.
- Ensure you're asking the right questions.
- Lay out your case study.
- Showcase your work.
Earning the trust of prospective customers can be a struggle. Before you can even begin to expect to earn their business, you need to demonstrate your ability to deliver on what your product or service promises. Sure, you could say that you're great at X, or that you're way ahead of the competition when it comes to Y. But at the end of the day, what you really need to win new business is cold, hard proof.
One of the best ways to prove your worth is through compelling case studies. When done correctly, these examples of your work can chronicle the positive impact your business has on existing or previous customers.
To help you arm your prospects with information they can trust, we've put together a step-by-step guide on how to create effective case studies for your business -- as well as free case study templates for creating your own.
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How to Write a Business Case Study: The Ultimate Guide
1) Find the Right Case Study Candidate
Writing about your previous projects requires more than picking a client and telling a story. You need permission, quotes, and a plan. To start, here are a few things to look for in potential candidates.
It helps to select a customer who's well-versed in the logistics of your product or service. That way, he or she can better speak to the value of what you offer in a way that makes sense for future customers.
Clients that have seen the best results are going to make the strongest case studies. If their own businesses have seen an exemplary ROI from your product or service, they're more likely to convey the enthusiasm that you want prospects to feel, too.
One part of this step is to choose clients who have experienced unexpected success from your product or service. When you've provided non-traditional customers -- in industries that you don't usually work with, for example -- with positive results, it can help to remove doubts from prospects.
While small companies can have powerful stories, bigger or more notable brands tend to lend credibility to your own -- in some cases, having brand recognition can lead to 24.4X as much growth as companies without it.
Customers that came to you after working with a competitor help highlight your competitive advantage, and might even sway decisions in your favor.
2) Reach Out to Case Study Participants
To get the right case study participants on board, you have to set the stage for clear and open communication. That means outlining expectations and a timeline right away -- not having those is one of the biggest culprits in delayed case study creation.
It's helpful to know what you'll need from the participants, like permission to use any brand names and share the project information publicly. Kick off the process with an email that runs through exactly what they can expect from you, as well as what is expected of them. To give you an idea of what that might look like, check out this sample email:
You might be wondering, "What's a Case Study Release Form?" or, "What's a Success Story Letter?" Let's break those down.
Case Study Release Form
This document can vary, depending on factors like the size of your business, the nature of your work, and what you intend to do with the case studies once they are completed. That said, you should typically aim to include the following in the Case Study Release Form:
- A clear explanation of why you are creating this case study and how it will be used.
- A statement defining the information and potentially trademarked information you expect to include about the company -- things like names, logos, job titles, and pictures.
- An explanation of what you expect from the participant, beyond the completion of the case study. For example, is this customer willing to act as a reference or share feedback, and do you have permission to pass contact information along for these purposes?
- A note about compensation.
Success Story Letter
As noted in the sample email, this document serves as an outline for the entire case study process. Other than a brief explanation of how the customer will benefit from case study participation, you'll want to be sure to define the following steps in the Success Story Letter.
First, you'll need to receive internal approval from the company's marketing team. Once approved, the Release Form should be signed and returned to you. It's also a good time to determine a timeline that meets the needs and capabilities of both teams.
To ensure that you have a productive interview -- which is one of the best ways to collect information for the case study -- you'll want to ask the participant to complete a questionnaire prior to this conversation. That will provide your team with the necessary foundation to organize the interview, and get the most out of it.
Once the questionnaire is completed, someone on your team should reach out to the participant to schedule a 30-60 minute interview, which should include a series of custom questions related to the customer's experience with your product or service.
The Draft Review
After the case study is composed, you'll want to send a draft to the customer, allowing an opportunity to give you feedback and edits.
The Final Approval
Once any necessary edits are completed, send a revised copy of the case study to the customer for final approval.
Once the case study goes live -- on your website or elsewhere -- it's best to contact the customer with a link to the page where the case study lives. Don't be afraid to ask your participants to share these links with their own networks, as it not only demonstrates your ability to deliver positive results, but their impressive growth, as well.
3) Ensure You're Asking the Right Questions
Before you execute the questionnaire and actual interview, make sure you're setting yourself up for success. A strong case study results from being prepared to ask the right questions. What do those look like? Here are a few examples to get you started:
- What are your goals?
- What challenges were you experiencing prior to purchasing our product or service?
- What made our product or service stand out against our competitors?
- What did your decision-making process look like?
- How have you benefited from using our product or service? (Where applicable, always ask for data.)
Keep in mind that the questionnaire is designed to help you gain insights into what sort of strong, success-focused questions to ask during the actual interview. And once you get to that stage, we recommend that you follow the "Golden Rule of Interviewing." Sounds fancy, right? It's actually quite simple -- ask open-ended questions.
If you're looking to craft a compelling story, "yes" or "no" answers won't provide the details you need. Focus on questions that invite elaboration, such as, "Can you describe ...?" or, "Tell me about ..."
In terms of the interview structure, we recommend categorizing the questions and flow into six specific sections. Combined, they'll allow you to gather enough information to put together a rich, comprehensive study.
The Customer's Business
The goal of this section is to generate a better understanding of the company's current challenges and goals, and how they fit into the landscape of their industry. Sample questions might include:
- How long have you been in business?
- How many employees do you have?
- What are some of the objectives of your department at this time?
The Need for a Solution
In order to tell a compelling story, you need context. That helps match the customer's need with your solution. Sample questions might include:
- What challenges and objectives led you to look for a solution?
- What might have happened if you did not identify a solution?
- Did you explore other solutions prior to this that did not work out? If so, what happened?
The Decision Process
Exploring how the customer arrived at the decision to work with you helps to guide potential customers through their own decision-making processes. Sample questions might include:
- How did you hear about our product or service?
- Who was involved in the selection process?
- What was most important to you when evaluating your options?
The focus here should be placed on the customer's experience during the onboarding process. Sample questions might include:
- How long did it take to get up and running?
- Did that meet your expectations?
- Who was involved in the process?
The Solution in Action
The goal of this section is to better understand how the customer is using your product or service. Sample questions might include:
- Is there a particular aspect of the product or service that you rely on most?
- Who is using the product or service?
In this section, you want to uncover impressive measurable outcomes -- the more numbers, the better. Sample questions might include:
- How is the product or service helping you save time and increase productivity?
- In what ways does that enhance your competitive advantage?
- How much have you increased metrics X, Y, and Z?
4) Lay Out Your Case Study
When it comes time to take all of the information you've collected and actually turn it into something, it's easy to feel overwhelmed. Where should you start? What should you include? What's the best way to structure it?
To help you get a handle on this step, it's important to first understand that there is no one-size-fits-all when it comes to ways to present a case study. They can be very visual, which you'll see in some of the examples we've included below, and can sometimes be communicated mostly through video or photos, with a bit of accompanying text.
When it comes to recommending written case studies, we recommend focusing on seven sections, which we've outlined here. Note -- even if you do elect to use a visual case study, it should still include all of this information, but presented in a different format.
- Title: Keep it short. Focus on highlighting the most compelling accomplishment.
- Executive Summary: A 2-4 sentence summary of the entire story. You'll want to follow it with 2-3 bullet points that display metrics showcasing success.
- About: An introduction to the person or company, which can be pulled from a LinkedIn profile or website.
- Challenges: A 2-3 paragraph description of the customer's challenges, prior to using your product or service. This section should also include the goals that the customer set out to achieve.
- How You Helped: A 2-3 paragraph section that describes how your product or service provided a solution to their problem.
- Results: A 2-3 paragraph testimonial that proves how your product or service specifically impacted the person or company, and helped achieve goals. Include numbers to quantify your contributions.
- Supporting Visuals or Quotes: Pick one or two powerful quotes that you would feature at the bottom of the sections above, as well as a visual that supports the story you are telling.
To help you visualize this case study format, check out this case study template, which can also be downloaded here.
When laying out your case study, focus on conveying the information you've gathered in the most clear and concise way possible. Make it easy to scan and comprehend, and be sure to provide an attractive call-to-action at the bottom -- that should provide readers an opportunity to learn more about your product or service.
Business Case Study Examples
You drove the results, made the connect, set the expectations, used the questionnaire to conduct a successful interview, and boiled down your findings into a compelling story. And after all of that, you're left with a little piece of sales enabling gold -- a case study.
To show you what a well-executed final product looks like, have a look at some of these marketing case study examples.
1) "New England Journal of Medicine," by Corey McPherson Nash
Case studies can be an effective way to build credibility and persuade potential customers to work with you, particularly in the B2B world where products and services can be complex and not necessarily ‘sexy’.
But many case studies are filled with meaningless marketing fluff. They spend more time gushing about how great the business is than actually providing useful information that will help people make a purchasing decision.
In this post I’m going to discuss what I think is the most effective template for B2B case studies.
This template doesn’t focus too much on aesthetics, but rather provides a simple structure for the order in which you deliver information.
In very basic terms, the template is as follows:
You could argue this is the most important element, so as with a blog post or article headline it’s worth spending time getting it right.
But unlike a blog post, case study headline should always focus on a specific result, i.e. ‘Company X increases revenue by Y% by doing Z.’
You can see a few examples of this in the image below:
“Quote from customer”
Including a quote early on makes the case study instantly more credible, so I always try to include one right beneath the headline.
Preferably the quote should summarise the specific benefit that came out of the work rather than just giving generic praise.
You can either list these as bullet points or do something more creative, but keep it brief and stick to the most attractive results that came out of the work.
By this point you have given everything away within just a few seconds of reading, which is the idea.
Now potential customers can either make a decision based on that information or go into further detail if they’re interested.
Describe the aim/challenges in general terms, followed by what this specific customer was trying to achieve/overcome.
Talk about what you did specifically for this customer, followed by how this work could be applied generally to other businesses.
Use solid numbers where possible and try to present the results in an easily digestible format such as a bulleted list.
General --> specific --> specific --> general
You might have noticed that under the brief and work sections the format follows the above structure.
No doubt you’ll already have heard about this structure at some point. You don’t have to stick to it religiously, but it does help when trying to build a coherent story.
Let’s go into this structure in a bit more detail.
Presenting the problem: general --> specific
When discussing why you did the work, start by describing the general problem faced by companies.
This could be something like, ‘For businesses trying to personalise their marketing campaigns, volume of data is often a challenge.’
Then talk about the specific issues your customer was having, for example: ‘Company X had limited resource and was spending too much time sifting through masses of data with inconsistent results.’
Discussing the work: specific --> general
Then when you talk about the work, start with what you did specifically for this customer, i.e. ‘For company X we provided data analysis and in-house training to help people focus on useful data and make more efficient use of their time.’
Finally, talk generally about how this kind of work could benefit other businesses going through the same kinds of problems.
For example: ‘Analysis and training of this type would be beneficial to any companies struggling with huge volumes of data but limited resource to process it.’
Avoid pointless and irritating business jargon such as 'solution', 'add value', 'innovative', 'groundbreaking', 'outside the box', 'impactful', and so on.
You wouldn’t talk to friends and family like that so why inflict it on your lovely customers?
Follow the same formatting rules as you would for any piece of online written content: Plenty of white space, short paragraphs, descriptive subheadings, etc.
Use plenty of quotes from the client if you can, but make sure they actually add something to the story. Don’t just insert generic praise for the sake of it.
Keep it brief: Get the key points across in as few words as possible. Case studies aren’t for gushing about how brilliant you are. They’re for telling people about a specific piece of work: What you did, why you did it, how it helped your customer.
Use different media types. Words are great, but if you can tell some of your story through pictures and video that’s even better.
'If you build it they will come' does not apply here. As with all types of content marketing, if you've spent time creating a great case study then you need to work hard to make sure it gets the attention it deserves.
A good starting point
I’m not by any means suggesting this is the perfect template, but it’s one I’ve used in previous marketing roles and I’ve always found it really helps to get things started in terms of structure.
Once you get going you can be as creative as you want in terms of the look and feel of the case study, but anything to get you through the ‘staring at the blank page of doom’ phase is always helpful.