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

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

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

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

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

Table of contents

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Research bias

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

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The Ultimate Guide to Qualitative Research - Part 1: The Basics

• Introduction and overview
• What is qualitative research?
• What is qualitative data?
• Examples of qualitative data
• Qualitative vs. quantitative research
• Mixed methods
• Qualitative research preparation
• Theoretical perspective
• Theoretical framework
• Literature reviews

Research question

• Conceptual framework
• Conceptual vs. theoretical framework

Data collection

• Qualitative research methods
• Focus groups
• Observational research

What is a case study?

Applications for case study research, what is a good case study, process of case study design, benefits and limitations of case studies.

• Ethnographical research
• Ethical considerations
• Confidentiality and privacy
• Power dynamics
• Reflexivity

Case studies

Case studies are essential to qualitative research , offering a lens through which researchers can investigate complex phenomena within their real-life contexts. This chapter explores the concept, purpose, applications, examples, and types of case studies and provides guidance on how to conduct case study research effectively.

Whereas quantitative methods look at phenomena at scale, case study research looks at a concept or phenomenon in considerable detail. While analyzing a single case can help understand one perspective regarding the object of research inquiry, analyzing multiple cases can help obtain a more holistic sense of the topic or issue. Let's provide a basic definition of a case study, then explore its characteristics and role in the qualitative research process.

Definition of a case study

A case study in qualitative research is a strategy of inquiry that involves an in-depth investigation of a phenomenon within its real-world context. It provides researchers with the opportunity to acquire an in-depth understanding of intricate details that might not be as apparent or accessible through other methods of research. The specific case or cases being studied can be a single person, group, or organization – demarcating what constitutes a relevant case worth studying depends on the researcher and their research question .

Among qualitative research methods , a case study relies on multiple sources of evidence, such as documents, artifacts, interviews , or observations , to present a complete and nuanced understanding of the phenomenon under investigation. The objective is to illuminate the readers' understanding of the phenomenon beyond its abstract statistical or theoretical explanations.

Characteristics of case studies

Case studies typically possess a number of distinct characteristics that set them apart from other research methods. These characteristics include a focus on holistic description and explanation, flexibility in the design and data collection methods, reliance on multiple sources of evidence, and emphasis on the context in which the phenomenon occurs.

Furthermore, case studies can often involve a longitudinal examination of the case, meaning they study the case over a period of time. These characteristics allow case studies to yield comprehensive, in-depth, and richly contextualized insights about the phenomenon of interest.

The role of case studies in research

Case studies hold a unique position in the broader landscape of research methods aimed at theory development. They are instrumental when the primary research interest is to gain an intensive, detailed understanding of a phenomenon in its real-life context.

In addition, case studies can serve different purposes within research - they can be used for exploratory, descriptive, or explanatory purposes, depending on the research question and objectives. This flexibility and depth make case studies a valuable tool in the toolkit of qualitative researchers.

Remember, a well-conducted case study can offer a rich, insightful contribution to both academic and practical knowledge through theory development or theory verification, thus enhancing our understanding of complex phenomena in their real-world contexts.

What is the purpose of a case study?

Case study research aims for a more comprehensive understanding of phenomena, requiring various research methods to gather information for qualitative analysis . Ultimately, a case study can allow the researcher to gain insight into a particular object of inquiry and develop a theoretical framework relevant to the research inquiry.

Why use case studies in qualitative research?

Using case studies as a research strategy depends mainly on the nature of the research question and the researcher's access to the data.

Conducting case study research provides a level of detail and contextual richness that other research methods might not offer. They are beneficial when there's a need to understand complex social phenomena within their natural contexts.

The explanatory, exploratory, and descriptive roles of case studies

Case studies can take on various roles depending on the research objectives. They can be exploratory when the research aims to discover new phenomena or define new research questions; they are descriptive when the objective is to depict a phenomenon within its context in a detailed manner; and they can be explanatory if the goal is to understand specific relationships within the studied context. Thus, the versatility of case studies allows researchers to approach their topic from different angles, offering multiple ways to uncover and interpret the data .

The impact of case studies on knowledge development

Case studies play a significant role in knowledge development across various disciplines. Analysis of cases provides an avenue for researchers to explore phenomena within their context based on the collected data.

This can result in the production of rich, practical insights that can be instrumental in both theory-building and practice. Case studies allow researchers to delve into the intricacies and complexities of real-life situations, uncovering insights that might otherwise remain hidden.

Types of case studies

In qualitative research , a case study is not a one-size-fits-all approach. Depending on the nature of the research question and the specific objectives of the study, researchers might choose to use different types of case studies. These types differ in their focus, methodology, and the level of detail they provide about the phenomenon under investigation.

Understanding these types is crucial for selecting the most appropriate approach for your research project and effectively achieving your research goals. Let's briefly look at the main types of case studies.

Exploratory case studies

Exploratory case studies are typically conducted to develop a theory or framework around an understudied phenomenon. They can also serve as a precursor to a larger-scale research project. Exploratory case studies are useful when a researcher wants to identify the key issues or questions which can spur more extensive study or be used to develop propositions for further research. These case studies are characterized by flexibility, allowing researchers to explore various aspects of a phenomenon as they emerge, which can also form the foundation for subsequent studies.

Descriptive case studies

Descriptive case studies aim to provide a complete and accurate representation of a phenomenon or event within its context. These case studies are often based on an established theoretical framework, which guides how data is collected and analyzed. The researcher is concerned with describing the phenomenon in detail, as it occurs naturally, without trying to influence or manipulate it.

Explanatory case studies

Explanatory case studies are focused on explanation - they seek to clarify how or why certain phenomena occur. Often used in complex, real-life situations, they can be particularly valuable in clarifying causal relationships among concepts and understanding the interplay between different factors within a specific context.

Intrinsic, instrumental, and collective case studies

These three categories of case studies focus on the nature and purpose of the study. An intrinsic case study is conducted when a researcher has an inherent interest in the case itself. Instrumental case studies are employed when the case is used to provide insight into a particular issue or phenomenon. A collective case study, on the other hand, involves studying multiple cases simultaneously to investigate some general phenomena.

Each type of case study serves a different purpose and has its own strengths and challenges. The selection of the type should be guided by the research question and objectives, as well as the context and constraints of the research.

The flexibility, depth, and contextual richness offered by case studies make this approach an excellent research method for various fields of study. They enable researchers to investigate real-world phenomena within their specific contexts, capturing nuances that other research methods might miss. Across numerous fields, case studies provide valuable insights into complex issues.

Critical information systems research

Case studies provide a detailed understanding of the role and impact of information systems in different contexts. They offer a platform to explore how information systems are designed, implemented, and used and how they interact with various social, economic, and political factors. Case studies in this field often focus on examining the intricate relationship between technology, organizational processes, and user behavior, helping to uncover insights that can inform better system design and implementation.

Health research

Health research is another field where case studies are highly valuable. They offer a way to explore patient experiences, healthcare delivery processes, and the impact of various interventions in a real-world context.

Case studies can provide a deep understanding of a patient's journey, giving insights into the intricacies of disease progression, treatment effects, and the psychosocial aspects of health and illness.

Asthma research studies

Specifically within medical research, studies on asthma often employ case studies to explore the individual and environmental factors that influence asthma development, management, and outcomes. A case study can provide rich, detailed data about individual patients' experiences, from the triggers and symptoms they experience to the effectiveness of various management strategies. This can be crucial for developing patient-centered asthma care approaches.

Other fields

Apart from the fields mentioned, case studies are also extensively used in business and management research, education research, and political sciences, among many others. They provide an opportunity to delve into the intricacies of real-world situations, allowing for a comprehensive understanding of various phenomena.

Case studies, with their depth and contextual focus, offer unique insights across these varied fields. They allow researchers to illuminate the complexities of real-life situations, contributing to both theory and practice.

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Understanding the key elements of case study design is crucial for conducting rigorous and impactful case study research. A well-structured design guides the researcher through the process, ensuring that the study is methodologically sound and its findings are reliable and valid. The main elements of case study design include the research question , propositions, units of analysis, and the logic linking the data to the propositions.

The research question is the foundation of any research study. A good research question guides the direction of the study and informs the selection of the case, the methods of collecting data, and the analysis techniques. A well-formulated research question in case study research is typically clear, focused, and complex enough to merit further detailed examination of the relevant case(s).

Propositions

Propositions, though not necessary in every case study, provide a direction by stating what we might expect to find in the data collected. They guide how data is collected and analyzed by helping researchers focus on specific aspects of the case. They are particularly important in explanatory case studies, which seek to understand the relationships among concepts within the studied phenomenon.

Units of analysis

The unit of analysis refers to the case, or the main entity or entities that are being analyzed in the study. In case study research, the unit of analysis can be an individual, a group, an organization, a decision, an event, or even a time period. It's crucial to clearly define the unit of analysis, as it shapes the qualitative data analysis process by allowing the researcher to analyze a particular case and synthesize analysis across multiple case studies to draw conclusions.

Argumentation

This refers to the inferential model that allows researchers to draw conclusions from the data. The researcher needs to ensure that there is a clear link between the data, the propositions (if any), and the conclusions drawn. This argumentation is what enables the researcher to make valid and credible inferences about the phenomenon under study.

Understanding and carefully considering these elements in the design phase of a case study can significantly enhance the quality of the research. It can help ensure that the study is methodologically sound and its findings contribute meaningful insights about the case.

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Conducting a case study involves several steps, from defining the research question and selecting the case to collecting and analyzing data . This section outlines these key stages, providing a practical guide on how to conduct case study research.

Defining the research question

The first step in case study research is defining a clear, focused research question. This question should guide the entire research process, from case selection to analysis. It's crucial to ensure that the research question is suitable for a case study approach. Typically, such questions are exploratory or descriptive in nature and focus on understanding a phenomenon within its real-life context.

Selecting and defining the case

The selection of the case should be based on the research question and the objectives of the study. It involves choosing a unique example or a set of examples that provide rich, in-depth data about the phenomenon under investigation. After selecting the case, it's crucial to define it clearly, setting the boundaries of the case, including the time period and the specific context.

Previous research can help guide the case study design. When considering a case study, an example of a case could be taken from previous case study research and used to define cases in a new research inquiry. Considering recently published examples can help understand how to select and define cases effectively.

Developing a detailed case study protocol

A case study protocol outlines the procedures and general rules to be followed during the case study. This includes the data collection methods to be used, the sources of data, and the procedures for analysis. Having a detailed case study protocol ensures consistency and reliability in the study.

The protocol should also consider how to work with the people involved in the research context to grant the research team access to collecting data. As mentioned in previous sections of this guide, establishing rapport is an essential component of qualitative research as it shapes the overall potential for collecting and analyzing data.

Collecting data

Gathering data in case study research often involves multiple sources of evidence, including documents, archival records, interviews, observations, and physical artifacts. This allows for a comprehensive understanding of the case. The process for gathering data should be systematic and carefully documented to ensure the reliability and validity of the study.

Analyzing and interpreting data

The next step is analyzing the data. This involves organizing the data , categorizing it into themes or patterns , and interpreting these patterns to answer the research question. The analysis might also involve comparing the findings with prior research or theoretical propositions.

Writing the case study report

The final step is writing the case study report . This should provide a detailed description of the case, the data, the analysis process, and the findings. The report should be clear, organized, and carefully written to ensure that the reader can understand the case and the conclusions drawn from it.

Each of these steps is crucial in ensuring that the case study research is rigorous, reliable, and provides valuable insights about the case.

The type, depth, and quality of data in your study can significantly influence the validity and utility of the study. In case study research, data is usually collected from multiple sources to provide a comprehensive and nuanced understanding of the case. This section will outline the various methods of collecting data used in case study research and discuss considerations for ensuring the quality of the data.

Interviews are a common method of gathering data in case study research. They can provide rich, in-depth data about the perspectives, experiences, and interpretations of the individuals involved in the case. Interviews can be structured , semi-structured , or unstructured , depending on the research question and the degree of flexibility needed.

Observations

Observations involve the researcher observing the case in its natural setting, providing first-hand information about the case and its context. Observations can provide data that might not be revealed in interviews or documents, such as non-verbal cues or contextual information.

Documents and artifacts

Documents and archival records provide a valuable source of data in case study research. They can include reports, letters, memos, meeting minutes, email correspondence, and various public and private documents related to the case.

These records can provide historical context, corroborate evidence from other sources, and offer insights into the case that might not be apparent from interviews or observations.

Physical artifacts refer to any physical evidence related to the case, such as tools, products, or physical environments. These artifacts can provide tangible insights into the case, complementing the data gathered from other sources.

Ensuring the quality of data collection

Determining the quality of data in case study research requires careful planning and execution. It's crucial to ensure that the data is reliable, accurate, and relevant to the research question. This involves selecting appropriate methods of collecting data, properly training interviewers or observers, and systematically recording and storing the data. It also includes considering ethical issues related to collecting and handling data, such as obtaining informed consent and ensuring the privacy and confidentiality of the participants.

Data analysis

Analyzing case study research involves making sense of the rich, detailed data to answer the research question. This process can be challenging due to the volume and complexity of case study data. However, a systematic and rigorous approach to analysis can ensure that the findings are credible and meaningful. This section outlines the main steps and considerations in analyzing data in case study research.

Organizing the data

The first step in the analysis is organizing the data. This involves sorting the data into manageable sections, often according to the data source or the theme. This step can also involve transcribing interviews, digitizing physical artifacts, or organizing observational data.

Categorizing and coding the data

Once the data is organized, the next step is to categorize or code the data. This involves identifying common themes, patterns, or concepts in the data and assigning codes to relevant data segments. Coding can be done manually or with the help of software tools, and in either case, qualitative analysis software can greatly facilitate the entire coding process. Coding helps to reduce the data to a set of themes or categories that can be more easily analyzed.

Identifying patterns and themes

After coding the data, the researcher looks for patterns or themes in the coded data. This involves comparing and contrasting the codes and looking for relationships or patterns among them. The identified patterns and themes should help answer the research question.

Interpreting the data

Once patterns and themes have been identified, the next step is to interpret these findings. This involves explaining what the patterns or themes mean in the context of the research question and the case. This interpretation should be grounded in the data, but it can also involve drawing on theoretical concepts or prior research.

Verification of the data

The last step in the analysis is verification. This involves checking the accuracy and consistency of the analysis process and confirming that the findings are supported by the data. This can involve re-checking the original data, checking the consistency of codes, or seeking feedback from research participants or peers.

Like any research method , case study research has its strengths and limitations. Researchers must be aware of these, as they can influence the design, conduct, and interpretation of the study.

Understanding the strengths and limitations of case study research can also guide researchers in deciding whether this approach is suitable for their research question . This section outlines some of the key strengths and limitations of case study research.

Benefits include the following:

• Rich, detailed data: One of the main strengths of case study research is that it can generate rich, detailed data about the case. This can provide a deep understanding of the case and its context, which can be valuable in exploring complex phenomena.
• Flexibility: Case study research is flexible in terms of design , data collection , and analysis . A sufficient degree of flexibility allows the researcher to adapt the study according to the case and the emerging findings.
• Real-world context: Case study research involves studying the case in its real-world context, which can provide valuable insights into the interplay between the case and its context.
• Multiple sources of evidence: Case study research often involves collecting data from multiple sources , which can enhance the robustness and validity of the findings.

On the other hand, researchers should consider the following limitations:

• Generalizability: A common criticism of case study research is that its findings might not be generalizable to other cases due to the specificity and uniqueness of each case.
• Time and resource intensive: Case study research can be time and resource intensive due to the depth of the investigation and the amount of collected data.
• Complexity of analysis: The rich, detailed data generated in case study research can make analyzing the data challenging.
• Subjectivity: Given the nature of case study research, there may be a higher degree of subjectivity in interpreting the data , so researchers need to reflect on this and transparently convey to audiences how the research was conducted.

Being aware of these strengths and limitations can help researchers design and conduct case study research effectively and interpret and report the findings appropriately.

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What to Include in a Case Study: Layout, Content & Visuals

Learn what info to include in a business case study and how to structure it for maximum conversion, and see real-life examples and templates.

Dominika Krukowska

9 minute read

Short answer

What to include in a case study?

A successful case study should include the following elements:

• Introduction (what was the problem and how it was solved in 1-2 sentences)
• Client overview
• The problem or challenge
• How they solved their problem (with your solution)
• Customer quotes and testimonials

For a case study to work all critical components must be in place.

Case studies can be gold mines for conversions, but extracting that gold isn't as straightforward as it seems.

What goes into a case study that tells a compelling story and draws your prospects down the conversion funnel?

There are some critical elements that you must include in your case study if you hope to generate conversions.

Yes, you read that right— making a partial case study could very well mean leaving money on the table.

In this post, I’ll share with you the secrets to creating a case study that’ll turn it from ‘blah’ to ‘bingo’.

You’ll learn what you must include in your case study to convert readers into buyers.

Let’s go!

What to include in your case study structure?

Crafting your case study is like writing a gripping novel, filled with characters, conflicts, and resolutions. Each component of your case study serves a unique purpose in narrating the story of how your product or service helps your clients conquer their challenges.

Here are the main chapters of your case study structure:

1. Introduction

Think of the introduction as your story's opening scene. It's your first impression, your initial hook, the gateway to the world you're about to unfold. Here, you aim to spark curiosity and give your reader a taste of the journey ahead.

How to create an introduction slide:

Include a video —this will get 32% more people to interact with your case study .

Create an opening line that instantly hooks your reader —think surprising statistics, bold statements, or intriguing questions.

Introduce the central theme of your case study —what's the big challenge or opportunity at play?

Connect with the reader's pain points to foster engagement right from the start.

Here’s an example of an introduction slide that hooks attention:

2. Company overview

Here, you introduce your main hero—your client. You want to provide a clear and relatable backdrop that helps your audience understand who your client is, what they do, and what stakes are at play for them.

How to create a company overview slide:

Offer key details about the client's business —what's their industry? What's their market position?

Highlight the client's aspirations and values —this helps to humanize the company and build emotional connection.

Make sure to relate the company's context back to your reader. How does this company's situation reflect the challenges or opportunities your reader might face?

Here’s an example of a company overview slide:

3. The problem or challenge

This is the conflict that propels your story. It's the mountain your client needs to climb, the dragon they must slay. Without a significant problem or challenge, there's no tension, and without tension, there's no story and no engagement.

How to create a problem slide:

Clearly articulate the problem or challenge. Make it tangible and relatable.

Explore the implications of this problem. What's at stake for the client if it goes unresolved?

Aim to evoke emotion here. The more your reader feels the weight of the problem, the more invested they'll be in the solution.

Here’s an example of a problem slide:

4. Your solution

Enter the trusted guide and confidant—your product or service. This is the pivotal moment where your client's fortunes begin to turn. Show how your offering comes into play, lighting the way toward resolution.

How to create a solution slide:

Detail how your solution addresses the client's problem. Show how the features of your product or service connect to the challenges at hand.

Walk your reader through the implementation process. Offer insights into the collaborative efforts and innovative approaches that made the difference.

Don’t shy away from any obstacles or setbacks that occurred during the solution phase. Showing how you overcame these can actually make your story more credible and relatable.

Here’s an example of a solution slide:

This is the climax of your story, where all the tension that's been built up finally gets released. You need to demonstrate the transformation that occurred as a result of your solution.

How to create a results slide:

Show, don't tell. Use numbers, stats, and graphs to make your results concrete and impactful.

Discuss not just quantitative, but also qualitative results. How did your solution affect the client's morale, their customer satisfaction, their market reputation? Give detailed examples set in short anecdotes as experienced by a person (not an organization).

A side-by-side comparison of the 'before' and 'after' can be a powerful visual aid to highlight your impact.

Here’s an example of a results slide:

6. Customer quotes/testimonials

Nothing reinforces a story better than having the hero vouch for its authenticity. Direct quotes from your client add depth, credibility, and emotional resonance to your case study.

How to create a testimonials slide:

Select quotes that reinforce the narrative of your case study.

The more genuine and heartfelt, the better. Authenticity speaks volumes.

Consider sprinkling testimonials throughout the case study rather than bunching them together to keep the reader engaged.

Here’s an example of a testimonials slide:

7. Next steps

Your story doesn’t end when the problem is solved. This is where you guide your reader toward the future, inspiring them to take action based on the journey they've just been through.

How to create a next steps slide:

Provide clear and compelling calls-to-action. What do you want the reader to do next? Download a whitepaper? Request a demo? Sign up and try your solution? Make it a small concession, not a big ask. The next reasonable action they can take to establish the relationship a tiny bit further.

Make it simple for readers to take the next step. Include links, contact information, or even embed your calendar into the case study.

Here’s an example of a next steps slide:

What storytelling elements to include in a case study?

Compelling storytelling is an art, and when applied to business case studies, it can turn a rather dry piece of data into a riveting tale of success.

It's a chance to illustrate your value proposition in the real world, giving prospective clients a peek at what they could experience when they choose to work with you.

Here are some storytelling elements to include in your case study:

1. A clear storyline

Start with the basics: Who is your customer? What was their challenge? How did your product or service solve their problem? And, what was the outcome?

This forms the narrative arc of your case study, providing a backbone for your story. Ensure it’s a seamless narrative, taking the reader along a journey of transformation.

Here’s our recommended presentation storyline:

2. Concrete outcomes

Data provides the meat of your case study. Numbers, percentages, and concrete results serve as proof that your solution works.

It's one thing to claim that your product or service is effective, but showcasing the results achieved by a real customer through hard data adds credence to your assertions.

3. Visuals that support and expand on the text

Just as a picture is worth a thousand words, well-placed visuals in your case study can make the message clearer and more compelling.

Graphs, charts, and infographics can help break down complex data, making it easier for the audience to digest. Furthermore, they break up long blocks of text, making your case study more engaging.

4. Interactive elements

In a world where scrolling has become second nature, your case study needs to be more than a static document.

Incorporating interactive elements like tabs to click through benefits, live data calculators, or sliders with case studies and customer testimonials invites your audience to engage with your content actively.

Our research showed that decks with interactive elements got scrolled to the bottom 41% more often and had a 21% longer average reading time than non-interactive ones.

Making interactive case studies sounds complicated but it’s actually very easy if you do it with our AI case study creator . You can send it to prospects directly from Storydoc or embed it as part of your website.

By making your reader an active participant in the story, you boost their engagement and increase the chances of them reading your content through to the end.

Benefits of including interactive elements in your case study presentation

More decks read in full

Longer average reading time

5. Testimonials and quotes directly from customers

Customer testimonials and direct quotes inject a sense of authenticity and credibility into your case study.

They bring a human touch to your narrative and foster trust in potential clients.

It's no longer just your voice touting the effectiveness of your solution; it's the voice of a satisfied customer who has personally experienced the benefits of your product or service.

6. Clear call to action

Finally, after painting a vivid picture of your product or service in action, you need to tell your audience what to do next.

A clear CTA—whether it’s to learn more, book a demo, or sign up—makes the next step evident for your audience.

Our data reveals that decks with a clear next step had a conversion rate 27% higher than those that ended with a generic "thank you."

Make the next step simple, straightforward, and compelling, so your reader knows precisely what to do to start their own success story with you.

What not to include in your case study?

While we've covered the essentials to include in your case study, it's equally important to identify elements that could distract from your message, decrease trust, or even confuse your audience.

Here's what you should avoid including in your case study:

1. Unverified claims / data

Every claim you make and every piece of data you share in your case study must be true and easy to check.

Trust is crucial in a case study, and even one bit of wrong information can damage trust and hurt your image.

So, make sure all your facts, figures, and results are correct, and always get the right permissions to share them.

2. Confidential or sensitive information

When writing a case study, it's crucial to remember that privacy matters. Even though it's exciting to share all the details, you need to protect your client's private information.

Always get clear permission before using any client data and remember to hide any information that could identify specific individuals.

This careful approach shows your respect for privacy and builds trust with your audience, making your case study not just engaging, but also responsible and professional.

3. Technical jargon

A case study should be easy for everyone to understand, so avoid using industry-specific language. Even if you know the jargon, your audience might not.

Keeping your language simple and clear will help more people understand your case study. Too much technical language can confuse readers and distract from the story you're trying to tell.

4. Salesy language

While a case study is designed to show prospective clients how valuable your offer is, it's important not to sound too pushy.

A case study should tell a story, not sound like a sales pitch. Keep your language helpful and interesting. The success story should be enough to sell itself.

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What Is a Case Study?

Weighing the pros and cons of this method of research

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

Cara Lustik is a fact-checker and copywriter.

Verywell / Colleen Tighe

• Pros and Cons

What Types of Case Studies Are Out There?

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

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

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

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

At a Glance

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

What Are the Benefits and Limitations of Case Studies?

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

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

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

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

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

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

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

Case Study Examples

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

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

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

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

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

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

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

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

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

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

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

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

Section 1: A Case History

This section will have the following structure and content:

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

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

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

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

Section 2: Treatment Plan

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

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

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

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

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

Need More Tips?

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

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

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

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

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

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

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

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• Roberta Heale 1 ,
• Alison Twycross 2
• 1 School of Nursing , Laurentian University , Sudbury , Ontario , Canada
• 2 School of Health and Social Care , London South Bank University , London , UK
• Correspondence to Dr Roberta Heale, School of Nursing, Laurentian University, Sudbury, ON P3E2C6, Canada; rheale{at}laurentian.ca

https://doi.org/10.1136/eb-2017-102845

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What is it?

Case study is a research methodology, typically seen in social and life sciences. There is no one definition of case study research. 1 However, very simply… ‘a case study can be defined as an intensive study about a person, a group of people or a unit, which is aimed to generalize over several units’. 1 A case study has also been described as an intensive, systematic investigation of a single individual, group, community or some other unit in which the researcher examines in-depth data relating to several variables. 2

Often there are several similar cases to consider such as educational or social service programmes that are delivered from a number of locations. Although similar, they are complex and have unique features. In these circumstances, the evaluation of several, similar cases will provide a better answer to a research question than if only one case is examined, hence the multiple-case study. Stake asserts that the cases are grouped and viewed as one entity, called the quintain . 6  ‘We study what is similar and different about the cases to understand the quintain better’. 6

The steps when using case study methodology are the same as for other types of research. 6 The first step is defining the single case or identifying a group of similar cases that can then be incorporated into a multiple-case study. A search to determine what is known about the case(s) is typically conducted. This may include a review of the literature, grey literature, media, reports and more, which serves to establish a basic understanding of the cases and informs the development of research questions. Data in case studies are often, but not exclusively, qualitative in nature. In multiple-case studies, analysis within cases and across cases is conducted. Themes arise from the analyses and assertions about the cases as a whole, or the quintain, emerge. 6

Benefits and limitations of case studies

If a researcher wants to study a specific phenomenon arising from a particular entity, then a single-case study is warranted and will allow for a in-depth understanding of the single phenomenon and, as discussed above, would involve collecting several different types of data. This is illustrated in example 1 below.

Using a multiple-case research study allows for a more in-depth understanding of the cases as a unit, through comparison of similarities and differences of the individual cases embedded within the quintain. Evidence arising from multiple-case studies is often stronger and more reliable than from single-case research. Multiple-case studies allow for more comprehensive exploration of research questions and theory development. 6

Despite the advantages of case studies, there are limitations. The sheer volume of data is difficult to organise and data analysis and integration strategies need to be carefully thought through. There is also sometimes a temptation to veer away from the research focus. 2 Reporting of findings from multiple-case research studies is also challenging at times, 1 particularly in relation to the word limits for some journal papers.

Examples of case studies

Example 1: nurses’ paediatric pain management practices.

One of the authors of this paper (AT) has used a case study approach to explore nurses’ paediatric pain management practices. This involved collecting several datasets:

Observational data to gain a picture about actual pain management practices.

Questionnaire data about nurses’ knowledge about paediatric pain management practices and how well they felt they managed pain in children.

Questionnaire data about how critical nurses perceived pain management tasks to be.

These datasets were analysed separately and then compared 7–9 and demonstrated that nurses’ level of theoretical did not impact on the quality of their pain management practices. 7 Nor did individual nurse’s perceptions of how critical a task was effect the likelihood of them carrying out this task in practice. 8 There was also a difference in self-reported and observed practices 9 ; actual (observed) practices did not confirm to best practice guidelines, whereas self-reported practices tended to.

Example 2: quality of care for complex patients at Nurse Practitioner-Led Clinics (NPLCs)

The other author of this paper (RH) has conducted a multiple-case study to determine the quality of care for patients with complex clinical presentations in NPLCs in Ontario, Canada. 10 Five NPLCs served as individual cases that, together, represented the quatrain. Three types of data were collected including:

Review of documentation related to the NPLC model (media, annual reports, research articles, grey literature and regulatory legislation).

Interviews with nurse practitioners (NPs) practising at the five NPLCs to determine their perceptions of the impact of the NPLC model on the quality of care provided to patients with multimorbidity.

Chart audits conducted at the five NPLCs to determine the extent to which evidence-based guidelines were followed for patients with diabetes and at least one other chronic condition.

The three sources of data collected from the five NPLCs were analysed and themes arose related to the quality of care for complex patients at NPLCs. The multiple-case study confirmed that nurse practitioners are the primary care providers at the NPLCs, and this positively impacts the quality of care for patients with multimorbidity. Healthcare policy, such as lack of an increase in salary for NPs for 10 years, has resulted in issues in recruitment and retention of NPs at NPLCs. This, along with insufficient resources in the communities where NPLCs are located and high patient vulnerability at NPLCs, have a negative impact on the quality of care. 10

These examples illustrate how collecting data about a single case or multiple cases helps us to better understand the phenomenon in question. Case study methodology serves to provide a framework for evaluation and analysis of complex issues. It shines a light on the holistic nature of nursing practice and offers a perspective that informs improved patient care.

• Gustafsson J
• Calanzaro M
• Sandelowski M

Competing interests None declared.

Provenance and peer review Commissioned; internally peer reviewed.

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Blog Beginner Guides 6 Types of Case Studies to Inspire Your Research and Analysis

6 Types of Case Studies to Inspire Your Research and Analysis

Written by: Ronita Mohan Sep 20, 2021

Case studies have become powerful business tools. But what is a case study? What are the benefits of creating one? Are there limitations to the format?

If you’ve asked yourself these questions, our helpful guide will clear things up. Learn how to use a case study for business. Find out how cases analysis works in psychology and research.

We’ve also got examples of case studies to inspire you.

Haven’t made a case study before? You can easily  create a case study  with Venngage’s customizable case study templates .

Click to jump ahead:

What is a case study?

6 types of case studies, what is a business case study, what is a case study in research, what is a case study in psychology, what is the case study method, benefits of case studies, limitations of case studies, faqs about case studies.

A case study is a research process aimed at learning about a subject, an event or an organization. Case studies are use in business, the social sciences and healthcare.

A case study may focus on one observation or many. It can also examine a series of events or a single case. An effective case study tells a story and provides a conclusion.

Healthcare industries write reports on patients and diagnoses. Marketing case study examples , like the one below, highlight the benefits of a business product.

Now that you know what a case study is, let’s look at the six different types of case studies next.

There are six common types of case reports. Depending on your industry, you might use one of these types.

Descriptive case studies

Explanatory case studies, exploratory case reports, intrinsic case studies, instrumental case studies, collective case reports.

We go into more detail about each type of study in the guide below.

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

When you have an existing hypothesis, you can design a descriptive study. This type of report starts with a description. The aim is to find connections between the subject being studied and a theory.

Once these connections are found, the study can conclude. The results of this type of study will usually suggest how to develop a theory further.

A study like the one below has concrete results. A descriptive report would use the quantitative data as a suggestion for researching the subject deeply.

When an incident occurs in a field, an explanation is required. An explanatory report investigates the cause of the event. It will include explanations for that cause.

The study will also share details about the impact of the event. In most cases, this report will use evidence to predict future occurrences. The results of explanatory reports are definitive.

Note that there is no room for interpretation here. The results are absolute.

The study below is a good example. It explains how one brand used the services of another. It concludes by showing definitive proof that the collaboration was successful.

Another example of this study would be in the automotive industry. If a vehicle fails a test, an explanatory study will examine why. The results could show that the failure was because of a particular part.

Related: How to Write a Case Study [+ Design Tips]

An explanatory report is a self-contained document. An exploratory one is only the beginning of an investigation.

Exploratory cases act as the starting point of studies. This is usually conducted as a precursor to large-scale investigations. The research is used to suggest why further investigations are needed.

An exploratory study can also be used to suggest methods for further examination.

For example, the below analysis could have found inconclusive results. In that situation, it would be the basis for an in-depth study.

Intrinsic studies are more common in the field of psychology. These reports can also be conducted in healthcare or social work.

These types of studies focus on a unique subject, such as a patient. They can sometimes study groups close to the researcher.

The aim of such studies is to understand the subject better. This requires learning their history. The researcher will also examine how they interact with their environment.

For instance, if the case study below was about a unique brand, it could be an intrinsic study.

Once the study is complete, the researcher will have developed a better understanding of a phenomenon. This phenomenon will likely not have been studied or theorized about before.

Examples of intrinsic case analysis can be found across psychology. For example, Jean Piaget’s theories on cognitive development. He established the theory from intrinsic studies into his own children.

Related: What Disney Villains Can Tell Us About Color Psychology [Infographic]

This is another type of study seen in medical and psychology fields. Instrumental reports are created to examine more than just the primary subject.

When research is conducted for an instrumental study, it is to provide the basis for a larger phenomenon. The subject matter is usually the best example of the phenomenon. This is why it is being studied.

Take the example of the fictional brand below.

Assume it’s examining lead generation strategies. It may want to show that visual marketing is the definitive lead generation tool. The brand can conduct an instrumental case study to examine this phenomenon.

Collective studies are based on instrumental case reports. These types of studies examine multiple reports.

There are a number of reasons why collective reports are created:

• To provide evidence for starting a new study
• To find pattens between multiple instrumental reports
• To find differences in similar types of cases
• Gain a deeper understanding of a complex phenomenon
• Understand a phenomenon from diverse contexts

A researcher could use multiple reports, like the one below, to build a collective case report.

Related: 10+ Case Study Infographic Templates That Convert

A business or marketing case study aims at showcasing a successful partnership. This can be between a brand and a client. Or the case study can examine a brand’s project.

There is a perception that case studies are used to advertise a brand. But effective reports, like the one below, can show clients how a brand can support them.

Hubspot created a case study on a customer that successfully scaled its business. The report outlines the various Hubspot tools used to achieve these results.

Hubspot also added a video with testimonials from the client company’s employees.

So, what is the purpose of a case study for businesses? There is a lot of competition in the corporate world. Companies are run by people. They can be on the fence about which brand to work with.

Business reports  stand out aesthetically, as well. They use  brand colors  and brand fonts . Usually, a combination of the client’s and the brand’s.

With the Venngage  My Brand Kit  feature, businesses can automatically apply their brand to designs.

A business case study, like the one below, acts as social proof. This helps customers decide between your brand and your competitors.

Don’t know how to design a report? You can learn  how to write a case study  with Venngage’s guide. We also share design tips and examples that will help you convert.

Related: 55+ Annual Report Design Templates, Inspirational Examples & Tips [Updated]

Research is a necessary part of every case study. But specific research fields are required to create studies. These fields include user research, healthcare, education, or social work.

For example, this UX Design  report examined the public perception of a client. The brand researched and implemented new visuals to improve it. The study breaks down this research through lessons learned.

Clinical reports are a necessity in the medical field. These documents are used to share knowledge with other professionals. They also help examine new or unusual diseases or symptoms.

The pandemic has led to a significant increase in research. For example,  Spectrum Health  studied the value of health systems in the pandemic. They created the study by examining community outreach.

The pandemic has significantly impacted the field of education. This has led to numerous examinations on remote studying. There have also been studies on how students react to decreased peer communication.

Social work case reports often have a community focus. They can also examine public health responses. In certain regions, social workers study disaster responses.

You now know what case studies in various fields are. In the next step of our guide, we explain the case study method.

In the field of psychology, case studies focus on a particular subject. Psychology case histories also examine human behaviors.

Case reports search for commonalities between humans. They are also used to prescribe further research. Or these studies can elaborate on a solution for a behavioral ailment.

The American Psychology Association  has a number of case studies on real-life clients. Note how the reports are more text-heavy than a business case study.

Famous psychologists such as Sigmund Freud and Anna O popularised the use of case studies in the field. They did so by regularly interviewing subjects. Their detailed observations build the field of psychology.

It is important to note that psychological studies must be conducted by professionals. Psychologists, psychiatrists and therapists should be the researchers in these cases.

Related: What Netflix’s Top 50 Shows Can Teach Us About Font Psychology [Infographic]

The case study method, or case method, is a learning technique where you’re presented with a real-world business challenge and asked how you’d solve it.

After working through it independently and with peers, you learn how the actual scenario unfolded. This approach helps develop problem-solving skills and practical knowledge.

This method often uses various data sources like interviews, observations, and documents to provide comprehensive insights. The below example would have been created after numerous interviews.

Case studies are largely qualitative. They analyze and describe phenomena. While some data is included, a case analysis is not quantitative.

There are a few steps in the case method. You have to start by identifying the subject of your study. Then determine what kind of research is required.

In natural sciences, case studies can take years to complete. Business reports, like this one, don’t take that long. A few weeks of interviews should be enough.

The case method will vary depending on the industry. Reports will also look different once produced.

As you will have seen, business reports are more colorful. The design is also more accessible . Healthcare and psychology reports are more text-heavy.

Designing case reports takes time and energy. So, is it worth taking the time to write them? Here are the benefits of creating case studies.

• Collects large amounts of information
• Helps formulate hypotheses
• Builds the case for further research
• Discovers new insights into a subject
• Builds brand trust and loyalty
• Engages customers through stories

For example, the business study below creates a story around a brand partnership. It makes for engaging reading. The study also shows evidence backing up the information.

We’ve shared the benefits of why studies are needed. We will also look at the limitations of creating them.

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

There are a few disadvantages to conducting a case analysis. The limitations will vary according to the industry.

• Responses from interviews are subjective
• Subjects may tailor responses to the researcher
• Studies can’t always be replicated
• In certain industries, analyses can take time and be expensive
• Risk of generalizing the results among a larger population

These are some of the common weaknesses of creating case reports. If you’re on the fence, look at the competition in your industry.

Other brands or professionals are building reports, like this example. In that case, you may want to do the same.

What makes a case study a case study?

A case study has a very particular research methodology. They are an in-depth study of a person or a group of individuals. They can also study a community or an organization. Case reports examine real-world phenomena within a set context.

How long should a case study be?

The length of studies depends on the industry. It also depends on the story you’re telling. Most case studies should be at least 500-1500 words long. But you can increase the length if you have more details to share.

What should you ask in a case study?

The one thing you shouldn’t ask is ‘yes’ or ‘no’ questions. Case studies are qualitative. These questions won’t give you the information you need.

Ask your client about the problems they faced. Ask them about solutions they found. Or what they think is the ideal solution. Leave room to ask them follow-up questions. This will help build out the study.

How to present a case study?

When you’re ready to present a case study, begin by providing a summary of the problem or challenge you were addressing. Follow this with an outline of the solution you implemented, and support this with the results you achieved, backed by relevant data. Incorporate visual aids like slides, graphs, and images to make your case study presentation more engaging and impactful.

Now you know what a case study means, you can begin creating one. These reports are a great tool for analyzing brands. They are also useful in a variety of other fields.

Use a visual communication platform like Venngage to design case studies. With Venngage’s templates, you can design easily. Create branded, engaging reports, all without design experience.

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Home » Case Study – Methods, Examples and Guide

Case Study – Methods, Examples and Guide

Table of Contents

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

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

Types of Case Study

Types and Methods of Case Study are as follows:

Single-Case Study

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

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

Multiple-Case Study

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

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

Exploratory Case Study

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

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

Descriptive Case Study

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

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

Instrumental Case Study

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

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

Case Study Data Collection Methods

Here are some common data collection methods for case studies:

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

Observations

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

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

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

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

How to conduct Case Study Research

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

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

Examples of Case Study

Here are some examples of case study research:

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

Application of Case Study

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

Business and Management

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

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

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

Social Sciences

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

Law and Ethics

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

Purpose of Case Study

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

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

Case studies can also serve other purposes, including:

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

Advantages of Case Study Research

There are several advantages of case study research, including:

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

Limitations of Case Study Research

There are several limitations of case study research, including:

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

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

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

What Is a Case Study?

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

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

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

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

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

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

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

Types of Case Studies

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

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

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

Case Study Format

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

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

How to Write a Case Study

Let's discover how to write a case study.

Setting Up the Research

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

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

Read Also: ' WHAT IS A CREDIBLE SOURCES ?'

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

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

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Case Study Outline

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

Introduction

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

Writing a Case Study Draft

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

Use Data to Illustrate Key Points in Your Case Study

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

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

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

Finalizing the Draft: Checklist

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

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

Problems to avoid:

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

How to Create a Title Page and Cite a Case Study

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

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

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

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

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

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

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

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

Case Study Examples

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

Eastman Kodak Case Study

Case Study Example: Audi Trains Mexican Autoworkers in Germany

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

Get Help Form Qualified Writers

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

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What Is A Case Study?

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

Daniel Parker

is a seasoned educational writer focusing on scholarship guidance, research papers, and various forms of academic essays including reflective and narrative essays. His expertise also extends to detailed case studies. A scholar with a background in English Literature and Education, Daniel’s work on EssayPro blog aims to support students in achieving academic excellence and securing scholarships. His hobbies include reading classic literature and participating in academic forums.

is an expert in nursing and healthcare, with a strong background in history, law, and literature. Holding advanced degrees in nursing and public health, his analytical approach and comprehensive knowledge help students navigate complex topics. On EssayPro blog, Adam provides insightful articles on everything from historical analysis to the intricacies of healthcare policies. In his downtime, he enjoys historical documentaries and volunteering at local clinics.

What Is a Case Study and Why You Should Use Them

Case studies can provide more insights into your business while helping you conduct further research with robust qualitative data analysis to learn more.

If you're in charge of running a company, then you're likely always looking for new ways to run your business more efficiently and increase your customer base while streamlining as many processes as possible.

Unfortunately, it can sometimes be difficult to determine how to go about implementing the proper program in order to be successful. This is why many business owners opt to conduct a case study, which can help significantly. Whether you've been struggling with brand consistency or some other problem, the right case study can identify why your problem exists as well as provide a way to rectify it.

A case study is a great tool that many businesses aren't even aware exists, and there are marketing experts like Mailchimp who can provide you with step-by-step assistance with implementing a plan with a case study. Many companies discover that not only do they need to start a blog in order to improve business, but they also need to create specific and relevant blog titles.

If your company already has a blog, then optimizing your blog posts may be helpful. Regardless of the obstacles that are preventing you from achieving all your professional goals, a case study can work wonders in helping you reverse this issue.

What is a case study?

A case study is a comprehensive report of the results of theory testing or examining emerging themes of a business in real life context. Case studies are also often used in the healthcare industry, conducting health services research with primary research interest around routinely collected healthcare data.

However, for businesses, the purpose of a case study is to help small business owners or company leaders identify the issues and conduct further research into what may be preventing success through information collection, client or customer interviews, and in-depth data analysis.

Knowing the case study definition is crucial for any business owner. By identifying the issues that are hindering a company from achieving all its goals, it's easier to make the necessary corrections to promote success through influenced data collection.

Why are case studies important?

Now that we've answered the questions, "what is a case study?" Why are case studies important? Some of the top reasons why case studies are important include:

• Understand complex issues: Even after you conduct a significant amount of market research , you might have a difficult time understanding exactly what it means. While you might have the basics down, conducting a case study can help you see how that information is applied. Then, when you see how the information can make a difference in business decisions, it could make it easier to understand complex issues.
• Collect data: A case study can also help with data tracking . A case study is a data collection method that can help you describe the information that you have available to you. Then, you can present that information in a way the reader can understand.
• Conduct evaluations: As you learn more about how to write a case study, remember that you can also use a case study to conduct evaluations of a specific situation. A case study is a great way to learn more about complex situations, and you can evaluate how various people responded in that situation. By conducting a case study evaluation, you can learn more about what has worked well, what has not, and what you might want to change in the future.
• Identify potential solutions: A case study can also help you identify solutions to potential problems. If you have an issue in your business that you are trying to solve, you may be able to take a look at a case study where someone has dealt with a similar situation in the past. For example, you may uncover data bias in a specific solution that you would like to address when you tackle the issue on your own. If you need help solving a difficult problem, a case study may be able to help you.

Remember that you can also use case studies to target your audience . If you want to show your audience that you have a significant level of expertise in a field, you may want to publish some case studies that you have handled in the past. Then, when your audience sees that you have had success in a specific area, they may be more likely to provide you with their business. In essence, case studies can be looked at as the original method of social proof, showcasing exactly how you can help someone solve their problems.

What are the benefits of writing a business case study?

Although writing a case study can seem like a tedious task, there are many benefits to conducting one through an in depth qualitative research process.

• Industry understanding: First of all, a case study can give you an in-depth understanding of your industry through a particular conceptual framework and help you identify hidden problems that are preventing you from transcending into the business world.
• Develop theories: If you decide to write a business case study, it provides you with an opportunity to develop new theories. You might have a theory about how to solve a specific problem, but you need to write a business case study to see exactly how that theory has unfolded in the past. Then, you can figure out if you want to apply your theory to a similar issue in the future.
• Evaluate interventions: When you write a business case study that focuses on a specific situation you have been through in the past, you can uncover whether that intervention was truly helpful. This can make it easier to figure out whether you want to use the same intervention in a similar situation in the future.
• Identify best practices: If you want to stay on top of the best practices in your field, conducting case studies can help by allowing you to identify patterns and trends and develop a new list of best practices that you can follow in the future.
• Versatility: Writing a case study also provides you with more versatility. If you want to expand your business applications, you need to figure out how you respond to various problems. When you run a business case study, you open the door to new opportunities, new applications, and new techniques that could help you make a difference in your business down the road.
• Solve problems: Writing a great case study can dramatically improve your chances of reversing your problem and improving your business.
• These are just a few of the biggest benefits you might experience if you decide to publish your case studies. They can be an effective tool for learning, showcasing your talents, and teaching some of your other employees. If you want to grow your audience , you may want to consider publishing some case studies.

What are the limitations of case studies?

Case studies can be a wonderful tool for any business of any size to use to gain an in-depth understanding of their clients, products, customers, or services, but there are limitations.

One limitation of case studies is the fact that, unless there are other recently published examples, there is nothing to compare them to since, most of the time, you are conducting a single, not multiple, case studies.

Another limitation is the fact that most case studies can lack scientific evidence.

Types of case studies

There are specific types of case studies to choose from, and each specific type will yield different results. Some case study types even overlap, which is sometimes more favorable, as they provide even more pertinent data.

Here are overviews of the different types of case studies, each with its own theoretical framework, so you can determine which type would be most effective for helping you meet your goals.

Explanatory case studies

Explanatory case studies are pretty straightforward, as they're not difficult to interpret. This type of case study is best if there aren't many variables involved because explanatory case studies can easily answer questions like "how" and "why" through theory development.

Exploratory case studies

An exploratory case study does exactly what its name implies: it goes into specific detail about the topic at hand in a natural, real-life context with qualitative research.

The benefits of exploratory case studies are limitless, with the main one being that it offers a great deal of flexibility. Having flexibility when writing a case study is important because you can't always predict what obstacles might arise during the qualitative research process.

Collective case studies

Collective case studies require you to study many different individuals in order to obtain usable data.

Case studies that involve an investigation of people will involve many different variables, all of which can't be predicted. Despite this fact, there are many benefits of collective case studies, including the fact that it allows an ongoing analysis of the data collected.

Intrinsic case studies

This type of study differs from the others as it focuses on the inquiry of one specific instance among many possibilities.

Many people prefer these types of case studies because it allows them to learn about the particular instance that they wish to investigate further.

Instrumental case studies

An instrumental case study is similar to an intrinsic one, as it focuses on a particular instance, whether it's a person, organization, or something different.

One thing that differentiates instrumental case studies from intrinsic ones is the fact that instrumental case studies aren't chosen merely because a person is interested in learning about a specific instance.

Tips for writing a case study

If you have decided to write case studies for your company, then you may be unsure of where to start or which type to conduct.

However, it doesn't have to be difficult or confusing to begin conducting a case study that will help you identify ways to improve your business.

Here are some helpful tips for writing your case studies:

1. Your case study must be written in the proper format

When writing a case study, the format that you should be similar to this:

Administrative summary

The executive summary is an overview of what your report will contain, written in a concise manner while providing real-life context.

Despite the fact that the executive summary should appear at the beginning of your case studies, it shouldn't be written until you've completed the entire report because if you write it before you finish the report, this summary may not be completely accurate.

Key problem statement

In this section of your case study, you will briefly describe the problem that you hope to solve by conducting the study. You will have the opportunity to elaborate on the problem that you're focusing on as you get into the breadth of the report.

Problem exploration

This part of the case study isn't as brief as the other two, and it goes into more detail about the problem at hand. Your problem exploration must include why the identified problem needs to be solved as well as the urgency of solving it.

Additionally, it must include justification for conducting the problem-solving, as the benefits must outweigh the efforts and costs.

Proposed resolution

This case study section will also be lengthier than the first two. It must include how you propose going about rectifying the problem. The "recommended solution" section must also include potential obstacles that you might experience, as well as how these will be managed.

Furthermore, you will need to list alternative solutions and explain the reason the chosen solution is best. Charts can enhance your report and make it easier to read, and provide as much proof to substantiate your claim as possible.

Overview of monetary consideration

An overview of monetary consideration is essential for all case studies, as it will be used to convince all involved parties why your project should be funded. You must successfully convince them that the cost is worth the investment it will require. It's important that you stress the necessity for this particular case study and explain the expected outcome.

Execution timeline

In the execution times of case studies, you explain how long you predict it will take to implement your study. The shorter the time it will take to implement your plan, the more apt it is to be approved. However, be sure to provide a reasonable timeline, taking into consideration any additional time that might be needed due to obstacles.

Always include a conclusion in your case study. This is where you will briefly wrap up your entire proposal, stressing the benefits of completing the data collection and data analysis in order to rectify your problem.

2. Make it clear and comprehensive

You want to write your case studies with as much clarity as possible so that every aspect of the report is understood. Be sure to double-check your grammar, spelling, punctuation, and more, as you don't want to submit a poorly-written document.

Not only would a poorly-written case study fail to prove that what you are trying to achieve is important, but it would also increase the chances that your report will be tossed aside and not taken seriously.

3. Don't rush through the process

Writing the perfect case study takes time and patience. Rushing could result in your forgetting to include information that is crucial to your entire study. Don't waste your time creating a study that simply isn't ready. Take the necessary time to perform all the research necessary to write the best case study possible.

Depending on the case study, conducting case study research could mean using qualitative methods, quantitative methods, or both. Qualitative research questions focus on non-numerical data, such as how people feel, their beliefs, their experiences, and so on.

Meanwhile, quantitative research questions focus on numerical or statistical data collection to explain causal links or get an in-depth picture.

It is also important to collect insightful and constructive feedback. This will help you better understand the outcome as well as any changes you need to make to future case studies. Consider using formal and informal ways to collect feedback to ensure that you get a range of opinions and perspectives.

4. Be confident in your theory development

While writing your case study or conducting your formal experimental investigation, you should have confidence in yourself and what you're proposing in your report. If you took the time to gather all the pertinent data collected to complete the report, don't second-guess yourself or doubt your abilities. If you believe your report will be amazing, then it likely will be.

5. Case studies and all qualitative research are long

It's expected that multiple case studies are going to be incredibly boring, and there is no way around this. However, it doesn't mean you can choose your language carefully in order to keep your audience as engaged as possible.

If your audience loses interest in your case study at the beginning, for whatever reason, then this increases the likelihood that your case study will not be funded.

Case study examples

If you want to learn more about how to write a case study, it might be beneficial to take a look at a few case study examples. Below are a few interesting case study examples you may want to take a closer look at.

• Phineas Gage by John Martin Marlow : One of the most famous case studies comes from the medical field, and it is about the story of Phineas Gage, a man who had a railroad spike driven through his head in 1848. As he was working on a railroad, an explosive charge went off prematurely, sending a railroad rod through his head. Even though he survived this incident, he lost his left eye. However, Phineas Gage was studied extensively over the years because his experiences had a significant, lasting impact on his personality. This served as a case study because his injury showed different parts of the brain have different functions.
• Kitty Genovese and the bystander effect : This is a tragic case study that discusses the murder of Kitty Genovese, a woman attacked and murdered in Queens, New York City. Shockingly, while numerous neighbors watched the scene, nobody called for help because they assumed someone else would. This case study helped to define the bystander effect, which is when a person fails to intervene during an emergency because other people are around.
• Henry Molaison and the study of memory : Henry Molaison lost his memory and suffered from debilitating amnesia. He suffered from childhood epilepsy, and medical professionals attempted to remove the part of his brain that was causing his seizures. He had a portion of his brain removed, but it completely took away his ability to hold memories. Even though he went on to live until the age of 82, he was always forced to live in the present moment, as he was completely unable to form new memories.

Case study FAQs

When should you do a case study.

There are several scenarios when conducting a case study can be beneficial. Case studies are often used when there's a "why" or "how" question that needs to be answered. Case studies are also beneficial when trying to understand a complex phenomenon, there's limited research on a topic, or when you're looking for practical solutions to a problem.

How can case study results be used to make business decisions?

You can use the results from a case study to make future business decisions if you find yourself in a similar situation. As you assess the results of a case study, you can identify best practices, evaluate the effectiveness of an intervention, generate new and creative ideas, or get a better understanding of customer needs.

How are case studies different from other research methodologies?

When compared to other research methodologies, such as experimental or qualitative research methodology, a case study does not require a representative sample. For example, if you are performing quantitative research, you have a lot of subjects that expand your sample size. If you are performing experimental research, you may have a random sample in front of you. A case study is usually designed to deliberately focus on unusual situations, which allows it to shed new light on a specific business research problem.

Writing multiple case studies for your business

If you're feeling overwhelmed by the idea of writing a case study and it seems completely foreign, then you aren't alone. Writing a case study for a business is a very big deal, but fortunately, there is help available because an example of a case study doesn't always help.

Mailchimp, a well-known marketing company that provides comprehensive marketing support for all sorts of businesses, can assist you with your case study, or you can review one of their own recently published examples.

Mailchimp can assist you with developing the most effective content strategy to increase your chances of being as successful as possible. Mailchimp's content studio is a great tool that can help your business immensely.

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How to write a case study: Your guide to making it great

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.

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 case study in 5 steps, 8 further case study best practices.

• 5 Real-life case study examples

3 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.

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 to writing a case study. But, in general, there are sections you should feature to make it clearer and more impactful. Those include:

• 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.

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; they may not be right for your audience or their 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. 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. 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 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? Who 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. 

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

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.

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 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 product 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 prospect 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.

That’s how to write a case study in broad strokes, but what else can you do to make sure yours stands out from the crowd?

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. A few best practices here:

• Look for and eliminate unnecessary adjectives. 
• 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:

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.

5 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 we’re far from the only company to have recognized the importance of this kind of content

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

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.

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

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 solved a real-life problem, and back it up with solid data.

What’s the best way of selecting a client for a case study?

Ideally, you’ll want to use a client that’s not only had a great experience with your product or service, but is also representative of your target market. In other words, it has to be a client that has faced similar challenges and pain points as your prospective clients. That’s the best way of evoking empathy and stirring up interest in the mind of the reader.

Originally published Jun 15, 2024, updated Jul 03, 2024

The 9 best free messaging apps for small businesses: The ultimate list for 2024

Updated June 2024 Even for small businesses, free messaging apps like WhatsApp and Facebook Messenger can quickly become inadequate. Tasks and responsibilities can spiral out of control, security features can be lacking, and if you need to integrate it with your other business apps, good luck. Free consumer-facing apps aren’t designed for the level of ...

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How to Write a Case Study: A Breakdown of Requirements

It can take months to develop a case study. First, a topic must be chosen. Then the researcher must state his hypothesis, and make certain it lines up with the chosen topic. Then all the research must be completed. The case study can require both quantitative and qualitative research, as well as interviews with subjects. Once that is all done, it is time to write the case study.

Not all case studies are written the same. Depending on the size and topic of the study, it could be hundreds of pages long. Regardless of the size, the case study should have four main sections. These sections are:

1. Introduction

2. Background

3. Presentation of Findings

4. Conclusion

The Introduction

The introduction should set the stage for the case study, and state the thesis for the report. The intro must clearly articulate what the study's intention is, as well as how you plan on explaining and answering the thesis.

Again, remember that a case study is not a formal scientific research report that will only be read by scientists. The case study must be able to be read and understood by the layperson, and should read almost as a story, with a clear narrative.

As the reader reads the introduction, they should fully understand what the study is about, and why it is important. They should have a strong foundation for the background they will learn about in the next section.

The introduction should not be long. You must be able to introduce your topic in one or two paragraphs. Ideally, the introduction is one paragraph of about 3-5 sentences.

The Background

The background should detail what information brought the researcher to pose his hypothesis. It should clearly explain the subject or subjects, as well as their background information. And lastly, the background must give the reader a full understanding of the issue at hand, and what process will be taken with the study. Photos and videos are always helpful when applicable.

When writing the background, the researcher must explain the research methods used, and why. The type of research used will be dependent on the type of case study. The reader should have a clear idea why a particular type of research is good for the field and type of case study.

For example, a case study that is trying to determine what causes PTSD in veterans will heavily use interviews as a research method. Directly interviewing subjects garners invaluable research for the researcher. If possible, reference studies that prove this.

Again, as with the introduction, you do not want to write an extremely long background. It is important you provide the right amount of information, as you do not want to bore your readers with too much information, and you don't want them under-informed.

How much background information should a case study provide? What would happen if the case study had too much background info?

What would happen if the case study had too little background info?

The Presentation of Findings

While a case study might use scientific facts and information, a case study should not read as a scientific research journal or report. It should be easy to read and understand, and should follow the narrative determined in the first step.

The presentation of findings should clearly explain how the topic was researched, and summarize what the results are. Data should be summarized as simply as possible so that it is understandable by people without a scientific background. The researcher should describe what was learned from the interviews, and how the results answered the questions asked in the introduction.

When writing up the report, it is important to set the scene. The writer must clearly lay out all relevant facts and detail the most important points. While this section may be lengthy, you do not want to overwhelm the reader with too much information.

The Conclusion

The final section of the study is the conclusion. The purpose of the study isn't necessarily to solve the problem, only to offer possible solutions. The final summary should be an end to the story.

Remember, the case study is about asking and answering questions. The conclusion should answer the question posed by the researcher, but also leave the reader with questions of his own. The researcher wants the reader to think about the questions posed in the study, and be free to come to their own conclusions as well.

When reading the conclusion, the reader should be able to have the following takeaways:

Was there a solution provided? If so, why was it chosen?

Was the solution supported with solid evidence?

Did the personal experiences and interviews support the solution?

The conclusion should also make any recommendations that are necessary. What needs to be done, and you exactly should do it? In the case of the vets with PTSD, once a cause is determined, who is responsible for making sure the needs of the veterans are met?

English Writing Standards For Case Studies

When writing the case study, it is important to follow standard academic and scientific rules when it comes to spelling and grammar.

Spelling and Grammar

It should go without saying that a thorough spell check should be done. Remember, many case studies will require words or terms that are not in standard online dictionaries, so it is imperative the correct spelling is used. If possible, the first draft of the case study should be reviewed and edited by someone other than yourself.

Case studies are normally written in the past tense, as the report is detailing an event or topic that has since passed. The report should be written using a very logical and clear tone. All case studies are scientific in nature and should be written as such.

The First Draft

You do not sit down and write the case study in one day. It is a long and detailed process, and it must be done carefully and with precision. When you sit down to first start writing, you will want to write in plain English, and detail the what, when and how.

When writing the first draft, note any relevant assumptions. Don't immediately jump to any conclusions; just take notes of any initial thoughts. You are not looking for solutions yet. In the first draft use direct quotes when needed, and be sure to identify and qualify all information used.

If there are any issues you do not understand, the first draft is where it should be identified. Make a note so you return to review later. Using a spreadsheet program like Excel or Google Sheets is very valuable during this stage of the writing process, and can help keep you and your information and data organized.

The Second Draft

To prepare the second draft, you will want to assemble everything you have written thus far. You want to reduce the amount of writing so that the writing is tightly written and cogent. Remember, you want your case study to be interesting to read.

When possible, you should consider adding images, tables, maps, or diagrams to the text to make it more interesting for the reader. If you use any of these, make sure you have permission to use them. You cannot take an image from the Internet and use it without permission.

Once you have completed the second draft, you are not finished! It is imperative you have someone review your work. This could be a coworker, friend, or trusted colleague. You want someone who will give you an honest review of your work, and is willing to give you feedback, whether positive or negative.

Remember, you cannot proofread enough! You do not want to risk all of your hard work and research, and end up with a final case study that has spelling or grammatical errors. One typo could greatly hurt your project and damage your reputation in your field.

All case studies should follow LIT – Logical – Inclusive – Thorough.

The case study obviously must be logical. There can be no guessing or estimating. This means that the report must state what was observed, but cannot include any opinion or assumptions that might come from such an observation.

For example, if a veteran subject arrives at an interview holding an empty liquor bottle and is slurring his words, that observation must be made. However, the researcher cannot make the inference that the subject was intoxicated. The report can only include the facts.

With the Genie case, researchers witnessed Genie hitting herself and practicing self-harm. It could be assumed that she did this when she was angry. However, this wasn't always the case. She would also hit herself when she was afraid, bored or apprehensive. It is essential that researchers not guess or infer.

In order for a report to be inclusive, it must contain ALL data and findings. The researcher cannot pick and choose which data or findings to use in the report.

Using the example above, if a veteran subject arrives for an interview holding an empty liquor bottle and is slurring his words; any and all additional information that can be garnered should be recorded. For instance, what the subject was wearing, what was his demeanor, was he able to speak and communicate, etc.

When observing a man who might be drunk, it can be easy to make assumptions. However, the researcher cannot allow personal biases or beliefs to sway the findings. Any and all relevant facts must be included, regardless of size or perceived importance. Remember, small details might not seem relevant at the time of the interview. But once it is time to catalog the findings, small details might become important.

The last tip is to be thorough. It is important to delve into every observation. The researcher shouldn't just write down what they see and move on. It is essential to detail as much as possible.

For example, when interviewing veteran subjects, there interview responses are not the only information that should be garnered from the interview. The interviewer should use all senses when detailing their subject.

How does the subject appear? Is he clean? How is he dressed?

How does his voice sound? Is he speaking clearly and making cohesive thoughts? Does his voice sound raspy? Does he speak with a whisper, or does he speak too loudly?

Does the subject smell? Is he wearing cologne, or can you smell that he hasn't bathed or washed his clothes? What do his clothes look like? Is he well dressed, or does he wear casual clothes?

What is the background of the subject? What are his current living arrangements? Does he have supportive family and friends? Is he a loner who doesn't have a solid support system? Is the subject working? If so, is he happy with the job? If he is not employed, why is that? What makes the subject unemployable?

Case Studies in Marketing

We have already determined that case studies are very valuable in the business world. This is particularly true in the marketing field, which includes advertising and public relations. While case studies are almost all the same, marketing case studies are usually more dependent on interviews and observations.

Well-Known Marketing Case Studies

DeBeers is a diamond company headquartered in Luxembourg, and based in South Africa. It is well known for its logo, "A diamond is forever", which has been voted the best advertising slogan of the 20 th century.

Many studies have been done about DeBeers, but none are as well known as their marketing case study, and how they positioned themselves to be the most successful and well-known diamond company in the world.

DeBeers developed the idea for a diamond engagement ring. They also invented the "eternity band", which is a ring that has diamonds going all around it, signifying that long is forever.

They also invented the three-stone ring, signifying the past, present and future. De Beers was the first company to attribute their products, diamonds to the idea of love and romance. They originated the idea that an engagement ring should cost two-months salary.

The two-month salary standard is particularly unique, in that it is totally subjective. A ring should mean the same whether the man makes $25,000 a year or $250,000. And yet, the standard sticks due to DeBeers incredible marketing skills.

The De Beers case study is one of the most famous studies when it comes to both advertising and marketing, and is used worldwide as the ultimate example of a successful ongoing marketing campaign.

Planning the Market Research

The most important parts of the marketing case study are:

1. The case study's questions

2. The study's propositions

3. How information and data will be analyzed

4. The logic behind what is being proposed

5. How the findings will be interpreted

The study's questions should be either "how" or "why" questions, and their definitions are the researchers first job. These questions will help determine the study's goals.

Not every case study has a proposition. If you are doing an exploratory study, you will not have propositions. Instead, you will have a stated purpose, which will determine whether your study is successful, or not.

How the information will be analyzed will depend on what the topic is. This would vary depending on whether it was a person, group, or organization. Event and place studies are done differently.

When setting up your research, you will want to follow case study protocol. The protocol should have the following sections:

1. An overview of the case study, including the objectives, topic and issues.

2. Procedures for gathering information and conducting interviews.

3. Questions that will be asked during interviews and data collection.

4. A guide for the final case study report.

When deciding upon which research methods to use, these are the most important:

1. Documents and archival records

2 . Interviews

3. Direct observations (and indirect when possible)

4. Indirect observations, or observations of subjects

5. Physical artifacts and tools

Documents could include almost anything, including letters, memos, newspaper articles, Internet articles, other case studies, or any other document germane to the study.

Developing the Case Study

Developing a marketing case study follows the same steps and procedures as most case studies. It begins with asking a question, "what is missing?"

1. What is the background of the case study? Who requested the study to be done and why? What industry is the study in, and where will the study take place? What marketing needs are you trying to address?

2. What is the problem that needs a solution? What is the situation, and what are the risks? What are you trying to prove?

3. What questions are required to analyze the problem? What questions might the reader of the study have?

4. What tools are required to analyze the problem? Is data analysis necessary? Can the study use just interviews and observations, or will it require additional information?

5. What is your current knowledge about the problem or situation? How much background information do you need to procure? How will you obtain this background info?

6. What other information do you need to know to successfully complete the study?

7. How do you plan to present the report? Will it be a simple written report, or will you add PowerPoint presentations or images or videos? When is the report due? Are you giving yourself enough time to complete the project?

Formulating the Marketing Case Study

1. What is the marketing problem? Most case studies begin with a problem that management or the marketing department is facing. You must fully understand the problem and what caused it. That is when you can start searching for a solution.

However, marketing case studies can be difficult to research. You must turn a marketing problem into a research problem. For example, if the problem is that sales are not growing, you must translate that to a research problem.

What could potential research problems be?

Research problems could be poor performance or poor expectations. You want a research problem because then you can find an answer. Management problems focus on actions, such as whether to advertise more, or change advertising strategies. Research problems focus on finding out how to solve the management problem.

Method of Inquiry

As with the research for most case studies, the scientific method is standard. It allows you to use existing knowledge as a starting point. The scientific method has the following steps:

1. Ask a question – formulate a problem

2. Do background research

3. Formulate a problem

4. Develop/construct a hypothesis

5. Make predictions based on the hypothesis

6. Do experiments to test the hypothesis

7 . Conduct the test/experiment

8 . Analyze and communicate the results

The above terminology is very similar to the research process. The main difference is that the scientific method is objective and the research process is subjective. Quantitative research is based on impartial analysis, and qualitative research is based on personal judgment.

Research Method

After selecting the method of inquiry, it is time to decide on a research method. There are two main research methodologies, experimental research and non-experimental research.

Experimental research allows you to control the variables and to manipulate any of the variables that influence the study.

Non-experimental research allows you to observe, but not intervene. You just observe and then report your findings.

Research Design

The design is the plan for how you will conduct the study, and how you will collect the data. The design is the scientific method you will use to obtain the information you are seeking.

Data Collection

There are many different ways to collect data, with the two most important being interviews and observation.

Interviews are when you ask people questions and get a response. These interviews can be done face-to-face, by telephone, the mail, email, or even the Internet. This category of research techniques is survey research. Interviews can be done in both experimental and non-experimental research.

Observation is watching a person or company's behavior. For example, by observing a persons buying behavior, you could predict how that person will make purchases in the future.

When using interviews or observation, it is required that you record your results. How you record the data will depend on which method you use. As with all case studies, using a research notebook is key, and will be the heart of the study.

Sample Design

When developing your case study, you won't usually examine an entire population; those are done by larger research projects. Your study will use a sample, which is a small representation of the population. When designing your sample, be prepared to answer the following questions:

1. From which type of population should the sample be chosen?

2. What is the process for the selection of the sample?

3. What will be the size of the sample?

There are two ways to select a sample from the general population; probability and non-probability sampling. Probability sampling uses random sampling of everyone in the population. Non-probability sampling uses the judgment of the researcher.

The last step of designing your sample is to determine the sample size. This can depend on cost and accuracy. Larger samples are better and more accurate, but they can also be costly.

Analysis of the Data

In order to use the data, it first must be analyzed. How you analyze the data should be decided upon as early in the process as possible, and will vary depending on the type of info you are collecting, and the form of measurement being used. As stated repeatedly, make sure you keep track of everything in the research notebook.

The Marketing Case Study Report

The final stage of the process is the marketing case study. The final study will include all of the information, as well as detail the process. It will also describe the results, conclusions, and any recommendations. It must have all the information needed so that the reader can understand the case study.

As with all case studies, it must be easy to read. You don't want to use info that is too technical; otherwise you could potentially overwhelm your reader. So make sure it is written in plain English, with scientific and technical terms kept to a minimum.

Using Your Case Study

Once you have your finished case study, you have many opportunities to get that case study in front of potential customers. Here is a list of the ways you can use your case study to help your company's marketing efforts.

1. Have a page on your website that is dedicated to case studies. The page should have a catchy name and list all of the company's case studies, beginning with the most recent. Next to each case study list its goals and results.

2. Put the case study on your home page. This will put your study front and center, and will be immediately visible when customers visit your web page. Make sure the link isn't hidden in an area rarely visited by guests. You can highlight the case study for a few weeks or months, or until you feel your study has received enough looks.

3. Write a blog post about your case study. Obviously you must have a blog for this to be successful. This is a great way to give your case study exposure, and it allows you to write the post directly addressing your audience's needs.

4 . Make a video from your case study. Videos are more popular than ever, and turning a lengthy case study into a brief video is a great way to get your case study in front of people who might not normally read a case study.

5. Use your case study on a landing page. You can pull quotes from the case study and use those on product pages. Again, this format works best when you use market segmentation.

6. Post about your case studies on social media. You can share links on Twitter, Facebook and LinkedIn. Write a little interesting tidbit, enough to capture your client's interest, and then place the link.

7 . Use your case study in your email marketing. This is most effective if your email list is segmented, and you can direct your case study to those most likely to be receptive to it.

8. Use your case studies in your newsletters. This can be especially effective if you use segmentation with your newsletters, so you can gear the case study to those most likely to read and value it.

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