how to make an introduction of case study

5 Steps for Writing a Case Study for Business (+Templates)

Get professional tips for writing a case study that drives business impact. Learn the best format and research method to use alongside examples & templates.

John McTale

7 minute read

SHORT ANSWER

What is a case study.

• Open with an introductory overview
• Explain the problem in question
• Detail the solutions that solved the problem
• Refer to key results
• Finish with recommendations and next steps

Why you need a case study

“I climbed Mount Everest and I did it all by myself.” “Yeah mate, pics or it didn’t happen.” The same logic applies to case studies. In business, it’s “case studies or it didn’t happen.” A well-written case study legitimizes your product or services. It proves the impact your actions have on the bottom line and is the single most important element of building trust amongst prospective clients. But… How do you write a *perfect* case study? One that engages readers and makes them care about your offering and excited to work with you?

In business, a case study , or customer success story, is a marketing tool that showcases how your product or service helped clients overcome business challenges. It uses statistics, quotes, and specific examples to convincingly highlight your ability to produce results.

What is the purpose of a case study?

The purpose of a case study, usually, is to provide your prospective clients with specific examples of how your products or services can help solve business problems they might be facing.

Case studies legitimize your business activities allowing you to go beyond explaining what you do and focus on how well you do it. (And, in case you were wondering just HOW important case studies are, here’s an item of data to ponder: according to a DemandGen report , 78% of B2B buyers want to review case studies before making a purchase decision. Another study by Uplift found that at the end of 2023, f or the third year in a row, marketers ranked case studies the #1 most effective marketing tactic to increase sales—ahead of general website content, SEO, blog posts, social media, paid ads and other tactics. )

There’s no magic behind it. Just a proven, simple formula I’m about to share with you. Spend the next 7 minutes reading this guide and you’ll learn how to write case studies better than any case study you’ve created in the past. Important caveat: this article explains how to write a case study for business purposes. If you’re interested in writing research case studies for academia, refer to this excellent guide by University of Southern California. If, in turn, you’re struggling with putting together a medical case study, here’s a fantastic 101 by the BMJ . I’m not going to pretend I know better than these guys do.

For your reference, here’s an example of our very own case study, showing how, at Storydoc, we helped the Spot company boost some of their key metrics: Learn How Spot by NetApp boosted their conversion rates 2x.

Spot's team used this deck to boost their conversion 2x

By drawing the bigger picture even deep-tech software products can be easily explained.

Browse interactive case study templates

No matter how great the contents of your case study might be, if you fail to present it in an eye-pleasing way, most likely, no one will really read it. The good news? I’ve put together a gallery of the most professional, attention-grabbing case study templates available online. You can find it here: Case Study Templates & Design Tips Or, take a shortcut to great case study design and use our presentation maker . Have a look below to see what your case study might look like.

And now, let’s get to the case study 101. (If you’re only interested in a specific section of a case study, simply click on a jump-to link in the table of contents below.

Here's how to write a case study:

1. Open with an introductory overview

The last thing you want is for someone to open your case study, give it a quick glance, and decide to skip. See— People don’t usually read case studies. At least not immediately. First, they skim the contents to see if the subject is relevant enough. How to make sure your case study sticks? At the beginning, place an introductory overview (also called an “executive summary”). Provide an overview of the whole case. It’s not supposed to be a catchy intro but a full synopsis, detailing the problem at hand, your assumptions, the solutions implemented, and the results achieved.

How to write a case study introduction?

Introduce the purpose of the case study—specify exactly what you were aiming to achieve.

Define the problem or the most significant challenge. For instance, low conversion rates, a technological issue or high costs. (It could also be a combination of such factors!)

Explain briefly what the solution to the problem was.

Share the most important results your actions produced. Don’t go into too much detail, a few key points will do. It’s best if you can quantify the results: numbers pop!

Keep it short. Usually, 2–4 paragraphs + a few bullet points with key results will do.

While, as its name implies, this section comes at the beginning of your case study, write it last. First, craft the rest of your document, then pick the most important bits and compile them into the introductory overview.

2. Explain the problem in question

“Adam caught a flat tire. In the middle of the desert. He had no spare, no signal, no food, and only enough water to keep him alive for 48 hours.” Oh dear, poor Adam! What could possibly be done to help him?! See, in your case study, make the client seem like Adam so that, later on, you can paint your company like the miraculous savior. Of course, I’m exaggerating, but only so much. The purpose of the “problem” section in a case study is to arouse emotions from the readers. Ideally, in such a way that they can picture themselves as Adam. Highlight a problem your product or services solve and present an example of when that problem was troubling a client really badly.

How to write a “problem” section in a case study?

In a single sentence, describe your customer’s business challenges and objectives.

Explain the problem your customer faced that prevented them from achieving those objectives prior to working with you.

If that was the case, mention other solutions your client experimented with that didn’t work out and explain why.

Make it clear how the issue or problem impacted the client’s business results so that it’s easy to understand why a solution was badly needed.

3. Detail the solutions implemented to solve the problem

Here comes the moment to toot your own horn a bit (and also that moment when you can get slightly technical). Present your solutions in reference to the issue your client was dealing with and make it obvious that those are easily replicable for all future cases. Of course, the exact formula for this section will depend on your industry and mode of operation. Sometimes a 2–3 paragraph summary will be enough, in other cases, you’ll need to include more detailed technical specs regarding the solution you implemented.

How to write a solutions section in a case study?

Focus on your customer’s experience in using your product or services.

Explain the process: say how long it took to get the solution up and running and what teams on your customer’s end were involved.

Highlight the features of your product or service that turned out to be the most beneficial to your customer.

If possible, attach or link to relevant assets that will work as real-life examples of your solution (unless, of course, the information is highly sensitive).

Always run your case study by your client’s marketing team before you go live. Even if you’re using direct quotes or verifiable results, it’s ultimately their decision whether or not to make certain information freely available.

4. Refer to key results

In business, nothing speaks louder than ROI and you know it. Prospective customers reading your case study won’t be bothered to take notice of your state-of-the-art technology or innovative approach. Neither will they care about your past customers’ happiness. What they want to know is this: Will that help me save or make money? When writing a case study, your job is to present results in a way that answers the above question with a resounding YES. You need to make it blatantly obvious that your solutions heavily impact the bottom line of the client in question and that such results are easily replicable.

Here’s how to write about results:

In a few bullet points, list numerical results your solution delivered to the client.

Ideally, you’ll want to include revenue-related data: increase in clients’ base, more demos booked, higher conversion rates, or optimized pricing.

If you can’t (or aren’t allowed to) share hard sales numbers, refer to softer KPIs: time saved, customer happiness scores, expanding the community, or enhancing brand visibility.

If possible, by all means include quotes from your client. Results should speak for themselves, obviously, but showing the real human whose problems you solved makes for a much more powerful narrative. Plus, it further adds credibility to the case study. Start by preparing a list of powerful case study questions to guide your client interviews.8

5. Finish with recommendations and next steps

Everyone enjoys a solid epilogue. To end on a high note, include a list of key findings from your case study. Even if a given reader won’t decide to get in touch with you, at least you’ll provide them with a valuable source of knowledge—sometimes that’s enough to keep your company top of mind in the future. Plus, if you’re planning to continue working with the subject of your case study, definitely mention that! It shows that your support is valuable enough to warrant long-term collaboration, not just a one-off endeavor. Now, not every case study requires a call to action (especially if your main purpose is to inform and educate rather than convert, which is okay, too), but for those more commercially-oriented ones, do add it. Make your CTA singular and clear —if the most desired action is to reach out to you, leave your contact details, if you’d rather direct prospects to a landing page or a welcome screen, add a button.

And that’s a wrap!

Here are the key points to keep in mind when writing a case study:

Put an introductory overview at the beginning.

Present the problem you were solving and your exact solutions to that problem.

Include numerical, verifiable results your product or services delivered for the client.

Explain what the next steps are, especially if you plan to continue working with the client.

Finish with a strong, clear CTA, making it easy for prospects to reach out to you.

Thanks for reading the guide. Keeping my fingers crossed for your case study and wishing many successful cases so that you’ll always have something to write about.

Hi, I'm John, Editor-in-chief at Storydoc. As a content marketer and digital writer specializing in B2B SaaS, my main goal is to provide you with up-to-date tips for effective business storytelling and equip you with all the right tools to enable your sales efforts.

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How to Write a Case Study: Bookmarkable Guide & Template

Published: November 30, 2023

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

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

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

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

Case Study Definition

Case study templates, how to write a case study.

• How to Format a Case Study

Business Case Study Examples

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

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

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

Free Case Study Templates

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

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

You're all set!

Click this link to access this resource at any time.

Why write a case study? 

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

1. Explain Complex Topics or Concepts

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

2. Show Expertise

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

3. Build Trust and Credibility

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

4. Create Social Proof

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

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

How long should a case study be?

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

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

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

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

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

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

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

1. General Case Study Template

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

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

4. Bold Social Media Business Case Study Template

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

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

5. Lead Generation Business Case Study Template

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

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

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

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

1. Get started with case study templates.

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

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

2. Determine the case study's objective.

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

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

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

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

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

3. Establish a case study medium.

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

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

Here are some different case study mediums to consider:

Written Case Study

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

Video Case Study

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

Infographic Case Study

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

Podcast Case Study

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

4. Find the right case study candidate.

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

Product Knowledge

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

Remarkable Results

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

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

Recognizable Names

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

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

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

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

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

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

Benefits to Offer Your Case Study Candidate

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

Brand Exposure

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

Employee Exposure

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

Product Discount

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

Backlinks and Website Traffic

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

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

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

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

Let's break those two down.

Case Study Release Form

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

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

Success Story Letter

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

7. Download a case study email template.

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

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

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

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

The Acceptance

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

The Questionnaire

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

The Interview

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

The Draft Review

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

The Final Approval

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

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

9. Ensure you're asking the right questions.

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

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

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

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

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

Open with the customer's business.

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

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

Cite a problem or pain point.

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

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

Discuss the decision process.

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

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

Explain how a solution was implemented.

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

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

Explain how the solution works.

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

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

End with the results.

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

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

10. Lay out your case study format.

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

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

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

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

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

11. Publish and promote your case study.

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

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

Lead Gen in a Blog Post

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

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

Published as a Page on Your Website

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

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

Format for a Case Study

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

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

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

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

2. Subtitle

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

The above example reads:

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

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

3. Executive Summary

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

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

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

4. About the Company

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

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

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

5. Challenges and Objectives

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

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

Take the above example from design consultancy IDEO:

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

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

6. How Product/Service Helped

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

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

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

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

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

8. Supporting Visuals or Quotes

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

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

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

9. Future Plans

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

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

10. Call to Action (CTA)

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

7. Facebook's Mercedes Benz Success Story

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

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

Showcasing Your Work

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

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

Don't forget to share this post!

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Your Step-By-Step Guide To Writing a Case Study

Creating a case study is both an art and a science. It requires making an in-depth exploration of your chosen subject in order to extract meaningful insights and understand the dynamics that more general surveys or statistical research might not uncover. At the same time, your case study also needs to be a compelling read to ensure those insights get attention from other people!

Unsurprisingly, the prospect of crafting an effective case study can be daunting. It calls for strategic planning, careful organization, and clear communication, all of which can be challenging even for experienced researchers. That's why we've created this step-by-step guide, which breaks the process down into manageable steps, demystifying the journey from defining your research question to sharing your findings. Whether you're a seasoned researcher or a first-timer, this guide aims to equip you with the necessary tools and tips to create a case study that's not just informative, but also engaging and impactful.

Are you ready to unlock the potential of case studies? Let's dive in!

What is a case study?

First, it's important to understand what a case study is – and what it isn't.

A case study is a thorough exploration of a specific subject or event over a certain time frame. Case studies are utilized in numerous fields, including sociology, psychology, education, anthropology, business, and the health sciences, and employ various research techniques to shed light on complex issues.

A case study does not provide absolute proof or conclusions that can be universally applied. Because it concentrates on one particular case or just a few cases, the findings might not apply to different contexts or subjects. Case studies also aren't ideal for determining cause-and-effect relationships as they do not use controlled conditions to separate and measure the impacts of different factors. Lastly, it must be said that a case study isn't just a random assortment of facts or observations; it necessitates a clear research question, a methodical approach to data collection and analysis, and a thoughtful interpretation of the results.

Getting started

Now that we've established the definition and purpose of a case study, let's explore the process by which one is created. You can produce a case study by following these nine steps:

1. Define the purpose of your case study

Before you start writing a case study, you need to define its purpose clearly. Ask yourself: What is the research question or problem you aim to solve? What insights are you looking to uncover? Your goals will guide your research design and influence your choice of case. This initial stage of introspection and clarification is crucial as it acts as a roadmap for your study.

2. Select the case to study

Once you've defined your research objective, the next step is to choose a suitable case that can help answer your research question. This might be a unique, critical, or representative instance. Unique cases offer the opportunity to observe and analyze a situation that is unusual or not well-understood. In contrast, a representative or typical case is often chosen because it represents other cases or a broader phenomenon.

In any case, be sure to justify your choice. Explain why the case is of interest and how it can contribute to the knowledge or understanding of the issue at hand. For instance, if you're studying the effects of corporate restructuring on employee morale, you might choose to focus on a company that recently underwent a significant restructure.

3. Conduct a thorough literature review

Performing a literature review involves a careful examination of relevant scholarly articles, books, and other sources related to your research question or problem. In the process, you identify gaps in the current knowledge and determine how your case study can address them. By critically examining existing research, you will not only gain a comprehensive understanding of your chosen topic but also be able to refine your research question or hypothesis, if necessary.

4. Choose a methodological approach

The methodological approach used in your case study will depend on your research objectives and the nature of the case. Methodologies that can be employed in case studies include qualitative, quantitative, and mixed methods .

Qualitative methods are often used when the goal is to explore, understand, or interpret certain phenomena. These involve approaches like interviews, focus groups, or ethnography. Quantitative methods, on the other hand, are used when the goal is to test hypotheses or examine relationships between variables. Quantitative approaches often include experiments. Also, surveys may be either qualitative or quantitative depending on the question design.

You may choose to use a combination of qualitative and quantitative methods (mixed methods) if it suits your research objectives.

5. Collect and organize your data

Data collection should be systematic and organized to maintain the integrity and reliability of your research. You need to plan how you will record and store your data to ensure that it's accessible and usable.

If you're conducting interviews or observations, consider using recording devices (with participant consent) to capture the data accurately. In addition, you may want to transcribe the recorded material for easier analysis. If you're using documents or archival records, develop a system for coding and categorizing the data.

6. Analyze the data

Analysis involves interpreting your data to draw out meaningful insights; it is in this stage that your findings start to take shape. Depending on the nature of your data and your research question, you might use any of a variety of analysis methods. For qualitative data, you might employ thematic analysis to identify key themes or grounded theory to generate a new theoretical framework. For quantitative data, you might use statistical analysis to identify patterns or correlations.

Always be open to unexpected findings. Your initial hypotheses might not be supported, or you might uncover new insights that you hadn't initially considered. Remember that all data, whether they fit neatly into your analysis or not, provide valuable insights and contribute to the holistic understanding of your case.

7. Write the case study report

After analyzing the data, it's finally time to compose your case study. In terms of structure, a typical case study might consist of an introduction, background information, the collected data (results), analysis of that data, and the conclusion. Here's a brief breakdown of each section:

• Introduction: The introduction should be brief but engaging, providing a clear statement of the research question or problem, explaining why the case was chosen, and outlining what the case study will cover.
• Background: The background provides the context for your case. Describe the case, its history, and any relevant information that will help readers understand the situation.
• Results: This section should provide a comprehensive account of what you found, without interpretation or opinion. Present your findings in a clear, organized manner. Use visuals such as charts or graphs if they aid comprehension.
• Analysis: This section should provide your interpretations and arguments. Discuss the patterns, themes, or relationships you've identified in your data. Explain what these findings mean in relation to your research question.
• Conclusion: Finally, summarize the key insights from your case study along with their implications. Discuss the limitations of your study and propose avenues for future research.

8. Review and revise

The process of writing a case study doesn't actually end when the report is written; you also need to review your writing for coherence, clarity, and correctness. Don't underestimate the importance of this step! Make sure the information flows logically and that your arguments are well-supported. Check for any grammar or spelling errors. Having a peer or mentor review your work can be incredibly helpful as they provide a fresh perspective and can catch mistakes you might have missed.

9. Get approval if required

If your case study involves human subjects, you may need to obtain approval from an ethical review board. You'll also need to obtain informed consent from your subjects and ensure you respect their privacy and confidentiality throughout the research process. Always follow your institution's ethical guidelines and any other relevant legislation .

Practical tips for writing a compelling case study

Getting through all those steps can feel like a formidable challenge, but here are some practical tips to make the process more manageable:

Be systematic and organized

Given the importance of detail in case studies, it's vital to be systematic and organized from the get-go. This means keeping meticulous records of your data, your sources, and any changes to your research design. A good practice is to maintain a research journal or log where you can record your process, thoughts, and reflections.

In addition, use technology to your advantage. Digital tools like citation managers can help you keep track of your sources and make formatting references a breeze, while spreadsheet or database software can assist in managing and organizing your data. Developing a consistent system for labeling and storing information at the outset will save you time and effort later when you need to retrieve data for analysis.

Stay focused

One common pitfall in research and writing is loss of focus: getting sidetracked by interesting but ultimately irrelevant digressions, which can be very easy, especially when you're dealing with a rich and complex case. Always remember your research question and objectives, and let these guide your study at every step. It's perfectly acceptable – and in fact advisable – to delineate what your study will not cover. Setting clear boundaries can help you stay focused and manage the scope of your study effectively.

Use visual aids

Visual aids such as charts, diagrams, or photographs can greatly enhance your case study. They provide readers with a break from the monotony of text and can communicate complex data or relationships more easily. For instance, if you're presenting a lot of numerical data, consider using a chart or graph. If you're describing a process or sequence of events, portraying it in a flowchart or timeline might be useful. Remember, the goal is to aid comprehension, so make sure your visual aids are clear, well-labeled, and integrated into the text.

Include direct quotes

If your case study involves interviews, including direct quotes can add depth and a sense of the personal to your findings. They provide readers with a firsthand perspective and make your case study more engaging.

When using quotes, be sure to integrate them smoothly into your text. Provide enough context so readers understand the quote's relevance. Also, remember to adhere to ethical guidelines– always respect confidentiality and anonymity agreements.

Maintain ethical standards

Ethics is a fundamental consideration in all research, including case studies. Ensure you have proper consent from participants, respect their privacy, and accurately present your findings without manipulation.

Misrepresenting data or failing to respect participants' rights can lead to serious ethical violations. Always follow your institution's ethical guidelines and any other relevant legislation. If in doubt, seek advice from a supervisor or your institution's ethics committee.

Acknowledge limitations

Every research study has limitations, which could relate to the research design, data collection methods, or other aspects of the study. Being transparent about the limitations of your study can enhance its credibility; moreover, not only does identifying limitations demonstrate your critical thinking and honesty, but it also helps readers accurately interpret your findings.

Finally, acknowledging the limitations of your work helps to set the stage for further research. By identifying aspects that your study couldn't address, you provide other researchers with avenues for building on your findings.

Learn from examples

Before you start writing your case study, it can be helpful to review some published case studies in your field. Different fields may have different conventions, and familiarizing yourself with case studies in your own field can help guide your writing. Look at the structure, tone, and style. Pay attention to how the authors present and analyze data, and how they link their findings back to the research question. You can also learn a lot from the strengths and weaknesses of previously published works. However, remember to develop your own unique voice and perspective – don't just mimic what others have done.

Design for triangulation

Triangulation involves using multiple data sources or methods to gain a more comprehensive and balanced understanding of your research topic. By coming at your research question from multiple directions, such as by examining different datasets or using different methods, you can increase the validity of your results and gain more nuanced insights.

For example, if you're studying the impact of a new teaching method in a school, you might observe classes, interview teachers, and also survey students. Each method will provide a slightly different perspective, and together, they allow you to develop a more complete picture of the teaching method's impact.

Practice reflexivity

Reflexivity involves reflecting on how your assumptions, values, or experiences might influence your research process and interpretations. As a researcher, it's essential to be aware of your potential biases and how they might shape your study.

Consider keeping a reflexivity journal where you can note your thoughts, feelings, and reflections throughout the research process. This practice can help you stay aware of your biases and ensure your research is as objective and balanced as possible.

Write for your audience

Always make sure that your writing is on target for your intended audience. If you're writing for an academic audience, for example, you'll likely use a more formal tone and include more detailed methodological information. If you're writing for practitioners or a general audience, you might use a more accessible language and focus more on practical implications.

Remember to define any technical terms or jargon, and provide sufficient context so your readers can understand your research. The goal is to communicate your findings effectively, regardless of who your readers are.

Seek feedback

Feedback is valuable for improving your case study. Consider sharing drafts with your peers, mentors, or supervisors and asking for their input. Fresh eyes can provide different perspectives, catch errors, or suggest ways to strengthen your arguments.

Remember, feedback is not personal; it's about improving your work. Be open to critique and willing to revise your work based on the feedback you receive.

Writing a case study is a meticulous process that requires clear purpose, careful planning, systematic data collection, and thoughtful analysis. Although it can be time-consuming, the rich, detailed insights a well-executed case study can provide make this study design an invaluable tool in research.

By following this guide and adopting its practical tips, you will be well on your way to crafting a compelling case study that contributes meaningful insights to your chosen field. Good luck with your research journey!

Header image by Kateryna Hliznitsova .

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

• October 7, 2022

Content Manager at SocialBee

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

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

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

Let’s get started!

What Is a Case Study?

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

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

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

Case studies can be structured in different formats:

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

Case Study Benefits

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

Here are the benefits of writing a case study:

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

How to Write a Case Study

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

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

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

Step 1: Identify the Topic of Your Case Study

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

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

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

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

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

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

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

Step 2: Start Collaborating with a Client

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

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

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

Your message should include:

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

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

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

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

Step 3: Prepare Questions for the Interview

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

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

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

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

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

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

A. The Client’s Background Information

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

Here are some question ideas:

B. The Problem

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

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

You can ask your client the following case study questions:

C. The Start of the Collaboration

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

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

D. The Solution

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

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

Have a look at these question examples:

E. The Results

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

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

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

Step 4: Conduct the Case Study Interview

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

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

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

Step 5: Structure Your Case Study 

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

Here are the components of a case study:

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

A. Engaging Title

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

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

The best case study titles contain:

• Relevant keywords
• Customer pain points
• Clear result

Case study example :

B. Executive Summary

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

Here is what you should include in your executive summary:

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

C. Client Description 

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

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

D. Introduction to the Problem

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

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

E. The Problem-Solving Process

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

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

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

F. Progress and Results

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

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

Step 6: Make It Visual

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

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

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

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

PRO TIP: Share Your Case Study Across All Marketing Channels

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

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

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

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

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

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

Share Your Case Study on Social Media with SocialBee!

Get to writing your own case study.

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

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

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

Article written by

Content writer at SocialBee

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

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

What Is a Case Study?

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

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

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

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

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

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

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

Types of Case Studies

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

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

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

Case Study Format

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

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

How to Write a Case Study

Let's discover how to write a case study.

Setting Up the Research

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

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

Read Also: ' WHAT IS A CREDIBLE SOURCES ?'

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

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

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Case Study Outline

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

Introduction

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

Writing a Case Study Draft

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

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

Use Data to Illustrate Key Points in Your Case Study

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

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

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

Finalizing the Draft: Checklist

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

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

Problems to avoid:

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

How to Create a Title Page and Cite a Case Study

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

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

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

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

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

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

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

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

Case Study Examples

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

Eastman Kodak Case Study

Case Study Example: Audi Trains Mexican Autoworkers in Germany

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

Get Help Form Qualified Writers

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

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What Is A Case Study?

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

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.

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Definition and Introduction

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

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

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

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

How to Approach Writing a Case Analysis Paper

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

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

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

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

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

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

Structure and Writing Style

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

Introduction

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

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

Background Analysis

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

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

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

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

Identification of Problems

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

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

Alternative Solutions

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

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

Recommended Courses of Action

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

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

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

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

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

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

Problems to Avoid

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

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

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

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

Writing Tip

Ca se Study and Case Analysis Are Not the Same!

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

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

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

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

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Home Blog Business How to Present a Case Study: Examples and Best Practices

How to Present a Case Study: Examples and Best Practices

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

Table of Content s

• Why Case Studies are a Popular Marketing Technique 

Popular Case Study Format Types

How to write a case study: a 4-step framework, how to do a case study presentation: 3 proven tips, how long should a case study be, final tip: use compelling presentation visuals, business case study examples, what is a case study .

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

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

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

A standard business case study provides insights into:

• General business/market conditions 
• The main problem faced 
• Methods applied 
• The outcomes gained using a specific tool or approach

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

But this is a topic for another time. In this post, we’ll focus on teaching you how to write and present a business case, plus share several case study PowerPoint templates and design tips! 

Why Case Studies are a Popular Marketing Technique 

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

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

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

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

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

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

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

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

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

• Blog case studies — data-driven storytelling is a staunch way to stand apart from your competition by providing unique insights, no other brand can tell. 
• Video case studies — video is a great medium for showcasing more complex business cases and celebrating customer success stories.

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

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

1. Identify the Problem 

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

Be sure to mention: 

• What’s the purpose of the case study? What will the audience learn? 
• Set the scene. Explain the before, aka the problems someone was facing. 
• Advertise the main issues and findings without highlighting specific details.

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

2. Explain the Solution 

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

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

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

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

3. Collect Testimonials 

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

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

4. Package The Information in a Slide Deck

Once you have a rough first draft, try different business case templates and designs to see how these help structure all the available information. 

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

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

Need some extra case study presentation design help? Download our Business Case Study PowerPoint template with 100% editable slides. 

Your spoken presentation (and public speaking skills ) are equally if not more important than the case study copy and slide deck. To make a strong business case, follow these quick techniques. 

Focus on Telling a Great Story

A case study is a story of overcoming a challenge, and achieving something grand. Your delivery should reflect that. Step away from the standard “features => benefits” sales formula. Instead, make your customer the hero of the study. Describe the road they went through and how you’ve helped them succeed. 

The premises of your story can be as simple as:

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

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

Experiment with Copywriting Formulas 

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

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

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

Take an Emotion-Inducing Perspective

The key to building a strong rapport with an audience is showing that you are one of them and fully understand what they are going through. 

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

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

In the second case, the wording prompts listeners to paint a mental picture from the perspective of the bank employees — a role you’d like them to relate to. By placing your audience in the right visual perspective, you can make them more receptive to your pitches. 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

1. Business Case Study PowerPoint Template

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

Use This Template

2. Medical Case Study PowerPoint Template

3. Medical Infographics PowerPoint Templates

4. Success Story PowerPoint Template

5. Detective Research PowerPoint Template

6. Animated Clinical Study PowerPoint Templates

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What Is a Case Study?

Weighing the pros and cons of this method of research

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

Cara Lustik is a fact-checker and copywriter.

Verywell / Colleen Tighe

• Pros and Cons

What Types of Case Studies Are Out There?

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

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

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

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

At a Glance

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

What Are the Benefits and Limitations of Case Studies?

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

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

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

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

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

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

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

Case Study Examples

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

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

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

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

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

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

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

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

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

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

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

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

Section 1: A Case History

This section will have the following structure and content:

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

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

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

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

Section 2: Treatment Plan

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

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

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

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

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

Need More Tips?

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

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

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

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

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

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

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

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

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

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

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

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

What you will learn

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

What is a case study?

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

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

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

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

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

Why you should write a case study

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

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

Demonstrates expertise 

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

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

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

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

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

Educates potential customers 

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

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

A good example is the Trello case study library .

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

Here is an interesting snapshot from the BurgerFi example.

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

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

Generates leads 

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

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

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

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

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

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

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

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

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

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

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

Builds trust 

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

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

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

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

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

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

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

Provides social proof 

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

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

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

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

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

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

How to choose a subject for your case study

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

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

1. Choose a popular topic

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

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

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

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

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

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

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

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

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

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

2. Consider relevance and attractiveness

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

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

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

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

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

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

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

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

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

3. Identify a 5 star use case

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

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

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

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

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

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

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

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

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

And of course, include direct client testimonials:

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

4. Find a satisfied customer

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

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

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

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

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

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

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

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

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

How to write a case study

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

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

Here are 8 tips to writing a case study.

1. Attention grabbing title

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

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

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

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

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

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

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

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

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

2. Hook readers in your introduction

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

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

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

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

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

3. Highlight the challenge

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

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

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

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

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

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

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

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

4. Solve their problem

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

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

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

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

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

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

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

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

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

5. Showcase your results

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

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

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

They distilled their bottom line results into a simple table:

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

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

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

6. Use multimedia well

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

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

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

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

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

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

One innovative example is this diagram about crash distances:

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

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

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

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

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

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

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

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

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

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

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

8. Conclusion

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

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

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

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

Checklist for case studies

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

Here is a quick checklist for creating case studies.

Break up the text with headings and subheadings

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

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

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

Use bullet points for lists or key points

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

Some of the best uses of bullet points include:

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

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

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

Highlight key points with bold or italic text

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

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

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

Make paragraphs short and to-the-point

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

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

Keep consistent length across the case study 

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

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

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

Adjust the length based on the complexity of the subject 

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

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

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

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

Include a summary with some takeaways 

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

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

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

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

Use visuals to break up text and illustrate points

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

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

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

4 tips to create an effective case study

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

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

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

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

Prepare questions in advance

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

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

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

Record the interview

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

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

Make the interviewee comfortable

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

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

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

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

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

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

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

Ask open-ended questions

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

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

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

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

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

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

6 case study examples to follow

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

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

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

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

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

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

Growth Design on Airbnb

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Zoom’s library

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

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

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

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

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

Key takeaways

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

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

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

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

https://surferseo.com/blog/write-case-study/

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Blog Business How to Present a Case Study like a Pro (With Examples)

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

Written by: Danesh Ramuthi Sep 07, 2023

Okay, let’s get real: case studies can be kinda snooze-worthy. But guess what? They don’t have to be!

In this article, I will cover every element that transforms a mere report into a compelling case study, from selecting the right metrics to using persuasive narrative techniques.

And if you’re feeling a little lost, don’t worry! There are cool tools like Venngage’s Case Study Creator to help you whip up something awesome, even if you’re short on time. Plus, the pre-designed case study templates are like instant polish because let’s be honest, everyone loves a shortcut.

Click to jump ahead: 

What is a case study presentation?

What is the purpose of presenting a case study, how to structure a case study presentation, how long should a case study presentation be, 5 case study presentation examples with templates, 6 tips for delivering an effective case study presentation, 5 common mistakes to avoid in a case study presentation, how to present a case study faqs.

A case study presentation involves a comprehensive examination of a specific subject, which could range from an individual, group, location, event, organization or phenomenon.

They’re like puzzles you get to solve with the audience, all while making you think outside the box.

Unlike a basic report or whitepaper, the purpose of a case study presentation is to stimulate critical thinking among the viewers. 

The primary objective of a case study is to provide an extensive and profound comprehension of the chosen topic. You don’t just throw numbers at your audience. You use examples and real-life cases to make you think and see things from different angles.

The primary purpose of presenting a case study is to offer a comprehensive, evidence-based argument that informs, persuades and engages your audience.

Here’s the juicy part: presenting that case study can be your secret weapon. Whether you’re pitching a groundbreaking idea to a room full of suits or trying to impress your professor with your A-game, a well-crafted case study can be the magic dust that sprinkles brilliance over your words.

Think of it like digging into a puzzle you can’t quite crack . A case study lets you explore every piece, turn it over and see how it fits together. This close-up look helps you understand the whole picture, not just a blurry snapshot.

It’s also your chance to showcase how you analyze things, step by step, until you reach a conclusion. It’s all about being open and honest about how you got there.

Besides, presenting a case study gives you an opportunity to connect data and real-world scenarios in a compelling narrative. It helps to make your argument more relatable and accessible, increasing its impact on your audience.

One of the contexts where case studies can be very helpful is during the job interview. In some job interviews, you as candidates may be asked to present a case study as part of the selection process.

Having a case study presentation prepared allows the candidate to demonstrate their ability to understand complex issues, formulate strategies and communicate their ideas effectively.

The way you present a case study can make all the difference in how it’s received. A well-structured presentation not only holds the attention of your audience but also ensures that your key points are communicated clearly and effectively.

In this section, let’s go through the key steps that’ll help you structure your case study presentation for maximum impact.

Let’s get into it. 

Open with an introductory overview 

Start by introducing the subject of your case study and its relevance. Explain why this case study is important and who would benefit from the insights gained. This is your opportunity to grab your audience’s attention.

Explain the problem in question

Dive into the problem or challenge that the case study focuses on. Provide enough background information for the audience to understand the issue. If possible, quantify the problem using data or metrics to show the magnitude or severity.

Detail the solutions to solve the problem

After outlining the problem, describe the steps taken to find a solution. This could include the methodology, any experiments or tests performed and the options that were considered. Make sure to elaborate on why the final solution was chosen over the others.

Key stakeholders Involved

Talk about the individuals, groups or organizations that were directly impacted by or involved in the problem and its solution. 

Stakeholders may experience a range of outcomes—some may benefit, while others could face setbacks.

For example, in a business transformation case study, employees could face job relocations or changes in work culture, while shareholders might be looking at potential gains or losses.

Discuss the key results & outcomes

Discuss the results of implementing the solution. Use data and metrics to back up your statements. Did the solution meet its objectives? What impact did it have on the stakeholders? Be honest about any setbacks or areas for improvement as well.

Include visuals to support your analysis

Visual aids can be incredibly effective in helping your audience grasp complex issues. Utilize charts, graphs, images or video clips to supplement your points. Make sure to explain each visual and how it contributes to your overall argument.

Pie charts illustrate the proportion of different components within a whole, useful for visualizing market share, budget allocation or user demographics.

This is particularly useful especially if you’re displaying survey results in your case study presentation.

Stacked charts on the other hand are perfect for visualizing composition and trends. This is great for analyzing things like customer demographics, product breakdowns or budget allocation in your case study.

Consider this example of a stacked bar chart template. It provides a straightforward summary of the top-selling cake flavors across various locations, offering a quick and comprehensive view of the data.

Not the chart you’re looking for? Browse Venngage’s gallery of chart templates to find the perfect one that’ll captivate your audience and level up your data storytelling.

Recommendations and next steps

Wrap up by providing recommendations based on the case study findings. Outline the next steps that stakeholders should take to either expand on the success of the project or address any remaining challenges.

Acknowledgments and references

Thank the people who contributed to the case study and helped in the problem-solving process. Cite any external resources, reports or data sets that contributed to your analysis.

Feedback & Q&A session

Open the floor for questions and feedback from your audience. This allows for further discussion and can provide additional insights that may not have been considered previously.

Closing remarks

Conclude the presentation by summarizing the key points and emphasizing the takeaways. Thank your audience for their time and participation and express your willingness to engage in further discussions or collaborations on the subject.

Well, the length of a case study presentation can vary depending on the complexity of the topic and the needs of your audience. However, a typical business or academic presentation often lasts between 15 to 30 minutes. 

This time frame usually allows for a thorough explanation of the case while maintaining audience engagement. However, always consider leaving a few minutes at the end for a Q&A session to address any questions or clarify points made during the presentation.

When it comes to presenting a compelling case study, having a well-structured template can be a game-changer. 

It helps you organize your thoughts, data and findings in a coherent and visually pleasing manner. 

Not all case studies are created equal and different scenarios require distinct approaches for maximum impact. 

To save you time and effort, I have curated a list of 5 versatile case study presentation templates, each designed for specific needs and audiences. 

Here are some best case study presentation examples that showcase effective strategies for engaging your audience and conveying complex information clearly.

1 . Lab report case study template

Ever feel like your research gets lost in a world of endless numbers and jargon? Lab case studies are your way out!

Think of it as building a bridge between your cool experiment and everyone else. It’s more than just reporting results – it’s explaining the “why” and “how” in a way that grabs attention and makes sense.

This lap report template acts as a blueprint for your report, guiding you through each essential section (introduction, methods, results, etc.) in a logical order.

Want to present your research like a pro? Browse our research presentation template gallery for creative inspiration!

2. Product case study template

It’s time you ditch those boring slideshows and bullet points because I’ve got a better way to win over clients: product case study templates.

Instead of just listing features and benefits, you get to create a clear and concise story that shows potential clients exactly what your product can do for them. It’s like painting a picture they can easily visualize, helping them understand the value your product brings to the table.

Grab the template below, fill in the details, and watch as your product’s impact comes to life!

3. Content marketing case study template

In digital marketing, showcasing your accomplishments is as vital as achieving them. 

A well-crafted case study not only acts as a testament to your successes but can also serve as an instructional tool for others. 

With this coral content marketing case study template—a perfect blend of vibrant design and structured documentation, you can narrate your marketing triumphs effectively.

4. Case study psychology template

Understanding how people tick is one of psychology’s biggest quests and case studies are like magnifying glasses for the mind. They offer in-depth looks at real-life behaviors, emotions and thought processes, revealing fascinating insights into what makes us human.

Writing a top-notch case study, though, can be a challenge. It requires careful organization, clear presentation and meticulous attention to detail. That’s where a good case study psychology template comes in handy.

Think of it as a helpful guide, taking care of formatting and structure while you focus on the juicy content. No more wrestling with layouts or margins – just pour your research magic into crafting a compelling narrative.

5. Lead generation case study template

Lead generation can be a real head-scratcher. But here’s a little help: a lead generation case study.

Think of it like a friendly handshake and a confident resume all rolled into one. It’s your chance to showcase your expertise, share real-world successes and offer valuable insights. Potential clients get to see your track record, understand your approach and decide if you’re the right fit.

No need to start from scratch, though. This lead generation case study template guides you step-by-step through crafting a clear, compelling narrative that highlights your wins and offers actionable tips for others. Fill in the gaps with your specific data and strategies, and voilà! You’ve got a powerful tool to attract new customers.

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

So, you’ve spent hours crafting the perfect case study and are now tasked with presenting it. Crafting the case study is only half the battle; delivering it effectively is equally important. 

Whether you’re facing a room of executives, academics or potential clients, how you present your findings can make a significant difference in how your work is received. 

Forget boring reports and snooze-inducing presentations! Let’s make your case study sing. Here are some key pointers to turn information into an engaging and persuasive performance:

• Know your audience : Tailor your presentation to the knowledge level and interests of your audience. Remember to use language and examples that resonate with them.
• Rehearse : Rehearsing your case study presentation is the key to a smooth delivery and for ensuring that you stay within the allotted time. Practice helps you fine-tune your pacing, hone your speaking skills with good word pronunciations and become comfortable with the material, leading to a more confident, conversational and effective presentation.
• Start strong : Open with a compelling introduction that grabs your audience’s attention. You might want to use an interesting statistic, a provocative question or a brief story that sets the stage for your case study.
• Be clear and concise : Avoid jargon and overly complex sentences. Get to the point quickly and stay focused on your objectives.
• Use visual aids : Incorporate slides with graphics, charts or videos to supplement your verbal presentation. Make sure they are easy to read and understand.
• Tell a story : Use storytelling techniques to make the case study more engaging. A well-told narrative can help you make complex data more relatable and easier to digest.

Ditching the dry reports and slide decks? Venngage’s case study templates let you wow customers with your solutions and gain insights to improve your business plan. Pre-built templates, visual magic and customer captivation – all just a click away. Go tell your story and watch them say “wow!”

Nailed your case study, but want to make your presentation even stronger? Avoid these common mistakes to ensure your audience gets the most out of it:

Overloading with information

A case study is not an encyclopedia. Overloading your presentation with excessive data, text or jargon can make it cumbersome and difficult for the audience to digest the key points. Stick to what’s essential and impactful. Need help making your data clear and impactful? Our data presentation templates can help! Find clear and engaging visuals to showcase your findings.

Lack of structure

Jumping haphazardly between points or topics can confuse your audience. A well-structured presentation, with a logical flow from introduction to conclusion, is crucial for effective communication.

Ignoring the audience

Different audiences have different needs and levels of understanding. Failing to adapt your presentation to your audience can result in a disconnect and a less impactful presentation.

Poor visual elements

While content is king, poor design or lack of visual elements can make your case study dull or hard to follow. Make sure you use high-quality images, graphs and other visual aids to support your narrative.

Not focusing on results

A case study aims to showcase a problem and its solution, but what most people care about are the results. Failing to highlight or adequately explain the outcomes can make your presentation fall flat.

How to start a case study presentation?

Starting a case study presentation effectively involves a few key steps:

• Grab attention : Open with a hook—an intriguing statistic, a provocative question or a compelling visual—to engage your audience from the get-go.
• Set the stage : Briefly introduce the subject, context and relevance of the case study to give your audience an idea of what to expect.
• Outline objectives : Clearly state what the case study aims to achieve. Are you solving a problem, proving a point or showcasing a success?
• Agenda : Give a quick outline of the key sections or topics you’ll cover to help the audience follow along.
• Set expectations : Let your audience know what you want them to take away from the presentation, whether it’s knowledge, inspiration or a call to action.

How to present a case study on PowerPoint and on Google Slides?

Presenting a case study on PowerPoint and Google Slides involves a structured approach for clarity and impact using presentation slides :

• Title slide : Start with a title slide that includes the name of the case study, your name and any relevant institutional affiliations.
• Introduction : Follow with a slide that outlines the problem or situation your case study addresses. Include a hook to engage the audience.
• Objectives : Clearly state the goals of the case study in a dedicated slide.
• Findings : Use charts, graphs and bullet points to present your findings succinctly.
• Analysis : Discuss what the findings mean, drawing on supporting data or secondary research as necessary.
• Conclusion : Summarize key takeaways and results.
• Q&A : End with a slide inviting questions from the audience.

What’s the role of analysis in a case study presentation?

The role of analysis in a case study presentation is to interpret the data and findings, providing context and meaning to them. 

It helps your audience understand the implications of the case study, connects the dots between the problem and the solution and may offer recommendations for future action.

Is it important to include real data and results in the presentation?

Yes, including real data and results in a case study presentation is crucial to show experience,  credibility and impact. Authentic data lends weight to your findings and conclusions, enabling the audience to trust your analysis and take your recommendations more seriously

How do I conclude a case study presentation effectively?

To conclude a case study presentation effectively, summarize the key findings, insights and recommendations in a clear and concise manner. 

End with a strong call-to-action or a thought-provoking question to leave a lasting impression on your audience.

What’s the best way to showcase data in a case study presentation ?

The best way to showcase data in a case study presentation is through visual aids like charts, graphs and infographics which make complex information easily digestible, engaging and creative. 

Don’t just report results, visualize them! This template for example lets you transform your social media case study into a captivating infographic that sparks conversation.

Choose the type of visual that best represents the data you’re showing; for example, use bar charts for comparisons or pie charts for parts of a whole. 

Ensure that the visuals are high-quality and clearly labeled, so the audience can quickly grasp the key points. 

Keep the design consistent and simple, avoiding clutter or overly complex visuals that could distract from the message.

Choose a template that perfectly suits your case study where you can utilize different visual aids for maximum impact. 

Need more inspiration on how to turn numbers into impact with the help of infographics? Our ready-to-use infographic templates take the guesswork out of creating visual impact for your case studies with just a few clicks.

Related: 10+ Case Study Infographic Templates That Convert

Congrats on mastering the art of compelling case study presentations! This guide has equipped you with all the essentials, from structure and nuances to avoiding common pitfalls. You’re ready to impress any audience, whether in the boardroom, the classroom or beyond.

And remember, you’re not alone in this journey. Venngage’s Case Study Creator is your trusty companion, ready to elevate your presentations from ordinary to extraordinary. So, let your confidence shine, leverage your newly acquired skills and prepare to deliver presentations that truly resonate.

Go forth and make a lasting impact!

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How to Write a Business Case Study

• Established SMEs Insights
• 16 May 2024

• Content Drivers

Establishing trust and credibility with customers is the key to cultivating long-term brand loyalty . And one marketing strategy you can leverage is publishing business case studies online. 

For small- to medium-sized enterprises (SMEs) and ecommerce entrepreneurs, showcasing real-life successes through business case studies can be the game-changer that your business needs to reach the next level. 

How case studies help a business

Picture this scenario: You come across a website offering logistics solutions. But you hesitate to commit, since you don’t have enough information to decide if it’s worth the investment for your online store’s operations. 

Then, you come across a case study detailing how the company helped a similar-sized ecommerce business streamline its shipping and fulfillment, resulting in a significant increase in efficiency, cost savings and customer satisfaction. Your doubts fade as you read on, and you’re ready to engage with the logistics solutions provider. 

Case studies can help a business in this way – it builds a pathway for clients through documented evidence of success. They offer an in-depth look at your capabilities and achievements, allowing potential clients to envision the benefits of partnering with your business. 

In showcasing real-world success stories, your brand can get your target audience’s buy-in, creating excitement and anticipation for your offerings and separating yourself from competitors.

These compelling narratives not only demonstrate the value of your products or services but also provide practical insights into overcoming challenges, enhancing productivity and implementing creative solutions. 

#NinjaTip: Get shipping and logistics solutions tailored to your business needs. Ninja Van is your one-stop logistics partner to optimize your business for growth. Discover what we can do for your business.

What is a case study in business?

At its core, a business case study is a detailed account of a specific problem, solution and outcome surrounding a business organization. It typically outlines the challenges a company faces, the strategies to address those challenges and the results achieved. 

Unlike traditional marketing materials, case studies focus on storytelling instead of direct promotion, making them more relatable and persuasive.

For example, here’s a case study on Krispy Kreme Doughnuts ’ struggle and journey as a brand, business, and publicly traded company:

Types of case studies for businesses

A case study can  take on various formats, such as a YouTube video that feels like a class lecture. Depending on your goals or needs, using the right medium for your business case study can  impact its effectiveness. 

Here’s a list of the common case study formats for businesses:

1. Written Case Studies

Traditional and versatile, written case studies allow for an in-depth exploration on any aspects of a business and are suitable for presenting complex information in a structured format. Storytelling is key to weaving a convincing narrative for your readers.

2. Infographic Case Studies

Infographics offer a visually engaging way to present key data and insights from your case study. When compared to text-driven case studies, infographics condense information into digestible chunks, making it easier for readers to grasp the main points quickly.

3. Video Case Studies

Video case studies bring your success stories to life through dynamic and entertaining discussions, interviews and testimonials that have been recorded and edited for audience consumption. They appeal to auditory and visual learners and are also shareable on social media platforms, which offer easy replayability.

4. Podcast Case Studies

Similar to video case studies, podcasts offer a convenient medium for storytelling and can be a cost-effective way to reach busy professionals who prefer audio content. Interviewing clients, talking to industry players or chit-chatting with team members add authenticity and depth to your case study.

Here are a few websites to check examples of case study templates:

• Venngage.com
• HubSpot’s Case Study Creation Kit
• Thompson Rivers University Writing Centre Case Study template PDF

How to write a business case study 

Apart from using templates, there are different ways to go about writing a case study as a marketing tool to leverage for your business.

A basic, yet compelling structure for a compelling business case study’s story answers the following questions:

• What was life like for your target customer before they used your product or service?
• How did customers find your brand?
• What was their life like after they tried your product or service?

Once you’ve reflected on the answers to these questions, proceed to writing your case study. Envision your ideal customer and how they will want to enjoy the same success detailed in the case study.

Follow the steps below to write a case study for your business:

1. Choose the Right Angle for Your Story

Pick a compelling story that aligns with your target audience’s interests and concerns. Look for success stories that highlight the unique value proposition of your business .

Today’s online consumer is unique from others, especially with the shifting preferences in online shopping behavior . So depending on your objectives, you’ll have different ways to approach a narrative.

2. Gather Information

Do interviews with key stakeholders involved in the case study, including clients, employees, and subject matter experts.  Collect data and evidence to support your narrative.

3. Structure Your Case Study

Organize your case study into clear sections, including an introduction, background information, problem statement, solution overview, implementation details and outcomes.

4. Focus on the Human Element

The goal of using a case study is to win over your target audience’s trust by establishing your credibility. But don’t just present facts and figures; humanize your case study by including quotes, anecdotes and testimonials from real people involved in the project. Numbers deliver impact when they’re relevant and relatable.

5. Keep it Concise and Engaging

Aim for brevity while ensuring that your case study provides sufficient detail to convey the story effectively. Use visuals, such as charts, graphs and images to enhance readability, or videos to break the monotony.

6. Highlight Results and Benefits

Emphasize the positive outcomes achieved as a result of your solution, like increased revenue, cost savings, improved efficiency or enhanced customer satisfaction.

Why a case study is important in business

A business case study serves as powerful tools for SMEs and ecommerce entrepreneurs to build credibility and trust with their target audience, from Filipino e-shopaholics to more specific buyer personas in the sales funnel. 

Follow the guidelines in this article and execute with consistency and authenticity. Start crafting narratives that inspire confidence and trust in your brand, and drive business growth.

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• Volume 14, Issue 5
• Exploring the influence of health system factors on adaptive capacity in diverse hospital teams in Norway: a multiple case study approach
• Article Text
• Article info
• Citation Tools
• Rapid Responses
• Article metrics

• http://orcid.org/0000-0002-4689-8376 Birte Fagerdal 1 ,
• http://orcid.org/0000-0001-7107-4224 Hilda Bø Lyng 1 ,
• http://orcid.org/0000-0002-9124-1664 Veslemøy Guise 1 ,
• Janet E Anderson 2 ,
• http://orcid.org/0000-0003-0296-4957 Jeffrey Braithwaite 3 ,
• http://orcid.org/0000-0003-0186-038X Siri Wiig 1
• 1 SHARE, Faculty of Health Sciences , University of Stavanger , Stavanger , Norway
• 2 Anaesthesiology and Perioperative Medicine , Monash University Faculty of Medicine Nursing and Health Sciences , Melbourne , Victoria , Australia
• 3 Australian Institute of Health Innovation , Macquarie University , North Ryde , New South Wales , Australia
• Correspondence to Mrs Birte Fagerdal; birte.fagerdal{at}uis.no

Objectives Understanding flexibility and adaptive capacities in complex healthcare systems is a cornerstone of resilient healthcare. Health systems provide structures in the form of standards, rules and regulation to healthcare providers in defined settings such as hospitals. There is little knowledge of how hospital teams are affected by the rules and regulations imposed by multiple governmental bodies, and how health system factors influence adaptive capacity in hospital teams. The aim of this study is to explore the extent to which health system factors enable or constrain adaptive capacity in hospital teams.

Design A qualitative multiple case study using observation and semistructured interviews was conducted between November 2020 and June 2021. Data were analysed through qualitative content analysis with a combined inductive and deductive approach.

Setting Two hospitals situated in the same health region in Norway.

Participants Members from 8 different hospital teams were observed during their workday (115 hours) and were subsequently interviewed about their work (n=30). The teams were categorised as structural, hybrid, coordinating and responsive teams.

Results Two main health system factors were found to enable adaptive capacity in the teams: (1) organisation according to regulatory requirements to ensure adaptive capacity, and (2) negotiation of various resources provided by the governing authorities to ensure adaptive capacity. Our results show that aligning to local context of these health system factors affected the team’s adaptive capacity.

Conclusions Health system factors should create conditions for careful and safe care to emerge and provide conditions that allow for teams to develop both their professional expertise and systems and guidelines that are robust yet sufficiently flexible to fit their everyday work context.

• Health & safety
• Organisation of health services
• Quality in health care
• Protocols & guidelines
• QUALITATIVE RESEARCH

Data availability statement

Data are available upon reasonable request.

This is an open access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited, appropriate credit is given, any changes made indicated, and the use is non-commercial. See:  http://creativecommons.org/licenses/by-nc/4.0/ .

https://doi.org/10.1136/bmjopen-2023-076945

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STRENGTHS AND LIMITATIONS OF THIS STUDY

Data for this study were collected during the COVID-19 pandemic, which enabled the research team to observe how novel national policy measures affected the frontline.

The study contributes to resilient healthcare as there have been few multilevel studies looking at how macrolevel factors affect microlevel adaptive capacity.

The combination of observations and interviews provided a substantial amount of data which were then triangulated.

Data collected at the national level are limited as our study focused on the hospital team level.

Introduction

Healthcare systems provide the formal healthcare delivery structures for a defined population, whose funding, management, scope and content are defined by laws, policies and regulations. They provide services to people, aiming to contribute to their health and well-being. Services are usually delivered in defined settings, such as homes, nursing homes and hospitals. Healthcare systems are complex and adaptive and continuously responsive to multiple factors including patients’ needs, innovations, pressures, pandemics and funding structures. 1 Understanding flexibility and adaptive capacities in these complex healthcare systems is a key focus of investigators of resilient healthcare. 2 3 Resilience in healthcare can briefly be defined as ‘the capacity to adapt to challenges and changes at different system levels, to maintain high quality care’ p6. 4

To date, research on resilient healthcare has paid most attention to work as done at the sharp end of the system. Less is therefore known about how actions, strategies and practices enacted by regulatory bodies and policy-makers affect every day work at the microlevel, such as hospital teams. 5 While regulations in the form of standards, rules and protocols are known to be key drivers in the structuring of healthcare activities and in the design of healthcare organisations, the interfaces between policy-making, regulation and resilience are subtle and nuanced, and regulatory strategies to improve quality and safety are therefore complex and multifarious. 6 7 However, the relationship between governmental bodies and adaptive capacity at the sharp end of the system has received insufficient attention and is thus in need of closer examination. 2 8 9

In this study, we define macrolevel healthcare system actors as governmental bodies, regulators and national and regional bodies, who act or intend to shape, monitor, control and modify practices within organisations in order to achieve an identifiable, desirable state of affairs. 10 They aim to constrain action, optimise performance and attempt to prevent error.

In complex systems like hospitals, much work is performed in teams. 11–13 Understanding the nature of teams and team performance is important to promote team effectiveness. The few studies that have been undertaken are limited in scope as they have not considered how teams are defined and structured, what their functions are or differences across healthcare teams. 11 14 Most research on teams in healthcare has focused on the dynamic domains in healthcare, such as emergency medicine or operating rooms, and teams that are similar to the teams in other industries, for instance in aviation. 15 16 However, not all teams in hospitals operate in an emergency setting. Teams in hospitals differ depending on their goals, tasks, structure, membership and situation, affecting how they adapt to a multitude of contingencies that are encountered in everyday work. 17 Hence, their requirements for support could differ depending on these attributes but this question has not been addressed sufficiently in previous research. Knowledge of these differences may enable optimisation of support and better function for the different teams. This study will address these knowledge gaps.

Aim and research question

This study aims to explore whether and how health system factors enable adaptive capacity in different types of hospital teams in Norway. We asked: What kind of health system factors enable adaptive capacity in hospital teams, and how do these factors affect adaptive capacity?

Design and setting

A qualitative exploratory methodology was chosen, using a multiple-embedded case study design. 11 18 A case was defined as one hospital containing four different types of teams. Two case hospitals were recruited to the study, featuring a total of eight teams. The study’s design was in line with that of an international comparative study, involving six countries (The Netherlands, Japan, Australia, England, Switzerland and Norway), where this article reports partial findings from the Norwegian case (see protocol of Anderson et al ). 11 The two Norwegian hospitals and the four team types were recruited in line with the study protocol. Findings from each of the countries will be written up as country case reports following an agreed on template. Furthermore, an international cross-case comparative analysis will be performed using the Qualitative Comparative Analysis method 19 with the aim of exploring how multilevel system factors interact to support or hinder adaptive capacity in different types of hospital teams in different countries, and how this leads to performance variability. This international comparative analysis is currently in progress. This article stands alone and uses Norwegian data only.

Recruitment and study context

The Norwegian health system is a semidecentralised system with the Norwegian Parliament as its highest decision-making body. The municipalities are responsible for providing primary care for their citizens, mainly through nursing homes, homecare, general practitioners and rehabilitation services. The hospitals are mainly state owned and administered by four Regional Health Authorities. The Norwegian Board of Health Supervision is a national regulatory body, organised under the Ministry of Health and Care Services. County Governors at the regional level oversee services within primary and specialised healthcare. Norway has a comprehensive set of legislation governing the health services, including requirements for the quality of services, regulations for authorised healthcare personnel and service users’ rights. These legislated requirements are subject to supervision and investigation by the Norwegian Board of Health Supervision and the County Governors. 20 21

The two hospitals in this study were selected and recruited based on their size and role in teaching provision. 11 Both hospitals are situated in the same health region in Norway. Hospital 1 is a large teaching hospital and hospital 2 is a middle-sized local hospital which is also responsible for educating healthcare professionals. The four different team types were structural, hybrid, responsive and coordinating, and are displayed in table 1 . See Fagerdal et al 22 for further descriptions of the teams.

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Descriptions of the four different teams studied in each hospital

Data were collected through observation, interviews and document analysis, all undertaken between December 2020 and June 2021. Researcher BF and HBL conducted the observations, which entailed following one or more team members for two workdays using an observation guide. Both researchers wrote their own individual fields notes which were both included in the data material. Using the observation guide enabled a structuring of the text in line with the central concepts used in resilience literature. 23 During observations, we looked for various types of demands from the different levels of the organisations, the teams’ capacities to meet the demands and types of adaptations that were performed by the teams and team members. The observed teams differed in how they work together and consequently our undertaking of the observations had to align with those differences. The structural and hybrid teams were observed during two shifts, including evening and dayshifts. With the responsive teams, we followed one team member during their workday and their response to acute alarms. The coordinating teams meet for 10 min every weekday, and the researchers attended all their meetings during a 14-day period. Due to the COVID-19 pandemic, one of the coordinating teams held their meetings digitally, which we also attended. The observations totalled 115 hours (see table 2 ).

Overview of data collection methods and data material according to team types and case sites

All interviews were undertaken post observation by researcher BF using a semistructured interview guide based on content from the Concepts for Applying Resilience Engineering (CARE) model, that is, demand, capacity, misalignments and adaptations, 24 and the four potentials of resilience; monitoring, anticipating, responding and learning. 23 Team members and one leader from each team were interviewed, resulting in 30 interviews (see table 3 ). Participants comprised 27 females and 3 males and their ages ranged between 24 and 56. The interview length varied from 40 to 90 min with a median of 55 min. All participants signed a written consent form and were given the opportunity to withdraw without any negative implications; all invited participants accepted the invitation to interview.

Overview of the interviewed participants in the study

Patient and public involvement statement

A coresearcher employed in the overall Resilience in Healthcare project, of which this study is a part, 11 collaborated in the planning and design of the study, and access to teams at hospital 1. In hospital 2, we used a local coordinator to help identify and facilitate access to the different teams.

All interviews were audio recorded and transcribed verbatim by researcher BF. Observation notes were included in the analysis, and all notes and interview transcripts were grouped according to hospital and team types to streamline the analysis work. We conducted a within-case analysis of each hospital and a cross-case analysis to identify patterns and themes in our overall material. 18 The data material was first read through in full by all the researchers to get a sense of the whole. The analysis was then done using a combined deductive and inductive approach. 25 The CARE model 24 was used as a framework to assist the deductive part of the analysis as visualised in figure 1 .

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Concepts for Applying Resilience Engineering model after Anderson et al 24 visualising the study’s focus on team adaptation.

Data were organised using three of the four key concepts in the CARE model matrix: capacities, misalignments and adaptations. The capacities were defined as health system factors in this analysis and represent the factors that influence teams’ ability to adapt. All data were in addition coded for team type and hospital which allowed for a cross hospital and cross-team analysis. After the data material had been divided into three parts of text, to enable further analysis, we proceeded with an inductive content analysis approach. 25 The categories were inductively reviewed and recoded and further developed into latent themes across the four teams. This process resulted in overarching themes representing health system factors, that influence teams’ adaptive capacity (see table 4 ).

Inductive coding structure

The national and regional health authorities set the scene for how the hospitals prioritises and arrange their work. System-level decisions filter down through the organisation and influence the team’s everyday work. Our analysis shows that the effect of system factors on teams’ everyday work and adaptive capacity can be divided into two main themes, each with associated subthemes: (1) organisation according to regulatory requirements to ensure adaptive capacity and (2) negotiation of various resources provided by the governing authorities to ensure adaptive capacity. In table 4 , we present the themes along with their subthemes, codes and examples of quotes from the participants or description from the observation.

Organising according to regulatory requirements to ensure adaptive capacity

National and regional guidelines, financial governance and regulatory inspections by the health supervision authorities all shaped the organisation of the hospitals.

Context and organisational structure

The organisational context was important. It affected how the teams enacted and performed patient care. For instance, the smaller hospital 2 had restrictions and limitations regarding both the types of diagnoses and the number of patients they were able to treat due to regional regulations. These regulations had a large impact on the smaller hospital and their teams in how they organised their work, their competence requirements and what kind of learning opportunities were available to the team members. For instance, since hospital provided an acute function for surgical patients, it could continue to be an educational institution for healthcare personnel, which also meant that healthcare professionals in the structural and hybrid teams could maintain and develop their skills in acute care. In addition, it also impacted the hybrid and structural teams in how they arranged their work by always being prepared for the admission of acute surgical patients during their workday. Furthermore, the regional health authority maintained overall flexibility in acute care provision by having this function in both hospitals.

Both the coordinating teams in our study had been established by the hospitals in response to a government policy of preventing corridor beds in hospitals as a means of improving patients’ safety. The teams were set up to include all ward managers cooperating to manage patient flow, and with a goal of evening out the overall strain across the hospital. These teams’ main assignment was to allocate patients to free beds within the hospital. In addition, a positive consequence of having these teams was that the team members got a better mutual understanding of the overall situation within the hospitals and an improved understanding of each other’s challenges across the hospital. This provided them with a greater range of solutions to use when making adaptations to avoid patients in the corridors. The coordinating team in hospital 2 also functioned as an arena for the team members to exchange advice and suggest solutions to other challenges in their work. This was to a certain extent also valid for the team in hospital 1, but due to the comparatively larger size of the team there, it was more difficult for the team members to get well acquainted. In addition to better patient flow and avoiding corridor patients, the hospitals aimed for the teams to focus on building a culture of helping each other across their respective hospitals and to foster a feeling of joint responsibility for the betterment of the hospital overall (see table 4 ). Similar to the responsive teams, the coordinating teams had been enabled to make quick decisions spanning hospital units, allowing for a wider range of alternative solutions to the problems encountered than if they were to make decisions on their own. Also, team members felt more of a responsibility to help each other and found that it was more difficult to say no to requests for free beds when meeting face to face with colleagues. Both the individual team members and the hospital organisation as a whole were thus found to have widened their adaptive capacities after establishing these teams.

Aligning with national and regional guidelines

The use of clinical guidelines provided teams with direction in the different treatment courses offered to patients. National guidelines were translated and aligned to work practices within the organisation to fit the current work in the teams. This gave the team a standard to maintain, a structure for their work and also brought them a sense of safety in knowing their boundaries and priorities for adaptation. For instance, the national guideline for sepsis treatment recommends starting antibiotics treatment within 1 hour of the start of symptoms and also lists early important diagnostic signs to look for in patients who are deteriorating. Early intervention and treatment improve the overall survival of these patients and both hospitals needed to ensure proper alignment to these standards (see table 4 ). The hybrid and structural teams were well aware of this, due to guidelines and information campaigns. The teams thus adapted their work to meet the national demands imposed here, prioritising this work over what were considered other less important tasks, such as helping patients with personal hygiene.

Another example of how guidelines shaped the organisation of hospital teams and how teams acted was seen in the work of both the responsive teams in the study. The two hospitals had to comply with the national requirements of diagnostic and treatment guidelines for cerebral infarction, and both hospitals had created responsive stroke teams to allow for quick diagnostics and treatment. Tailoring the responsive teams to fit the requirements of the national guidelines, reduced the ‘door to needle time’ in both hospitals significantly. This was accomplished by providing and designing equipment, procedures, role descriptions and facilities along with the right competent personnel. The responsive teams frequently made adaptations to the clinical procedure to fit with the patient’s condition, the proximity of the competent team members and the tailored equipment and location enabled for quick decision-making within the team, instead of encountering communication via phones or waiting for each other to finish other tasks.

Negotiating various resources provided by the governing authorities to ensure adaptive capacity

Financial incentives.

Incentives like the national funding model which generates income for the hospitals impacted both what kind of and how the hospitals prioritised treatment. Governing authorities use financial incentives to orient the hospitals towards planned direction. Budget cuts and other financial restraints imposed on hospitals demanded that both hospitals adapt their priorities, which consequently affected the teams’ delivery of treatment and care in the sharp end of the system. The government requirements for increased efficiency in the healthcare system, such as financial incentives for reducing beds, increased the pace of work and often required development of new work practices to cope with these demands. For instance, in both hospitals, there had been a decrease in hospital beds, and a shift towards outpatient treatment due to governing authorities funding schemes. To cope with this, both the hybrid and structural teams in both hospitals treated patients for a shorter amount of time. For example, the structural teams no longer admitted patients overnight preoperatively and discharged patients earlier postoperatively to primary healthcare service or the home. The teams coped with this by planning the discharge of the patient already at admittance to facilitate a safe and good-quality discharge. However, they often adapted their plans by not discharging patients due to either lack of capacity in primary care services, or disagreement and concern with the level of care offered in the municipalities. This example shows that the teams in practice negotiated the consequences of government funding restrictions to suit the patients’ needs.

In addition, they could to some extent handle some demands by determining how they could change procedures to fit certain requirements. For instance, one of the changes the structural team in hospital 2 made to manage earlier discharge was to have the nightshift staff remove the postoperative urine catheter from patients. The clinical procedure stated that for the patient to be discharged, they had to be able to urinate spontaneously after catheter removal. Catheter removal later in the day regularly meant that the patient had to stay an extra night, so by changing the timing of its removal staff still managed to provide care within the frame of guidelines given.

Physical surroundings

Both the hybrid and responsive teams in both hospitals had been placed in new premises designed specifically to accommodate their way of working, with well-designed spaces to facilitate their workday with proximity to necessary equipment, and a nearness to each other that enabled team members to easily assist if needed. Similarly, the structural team in hospital 2 had new premises, with a uniform design across the new hospital building making it easy for personnel to change teams and wards since their premises were already familiar to them. This uniformity in building design improved the teams’ overall adaptive capacity in peak situations, or when there was an absence of key personnel across wards and teams. Staff could easily assist personnel from other wards as they knew where equipment was stored and how the different facilities in the ward functioned (patient rooms, nurses’ stations, etc). The structural team in hospital 1, however, worked in old premises with narrow hallways and few physical meeting arenas for the team members, which hampered their workflow in that they had to spend time looking for each other, and otherwise had few opportunities to engage in direct communication with each other during their workday. The physical surroundings of the two coordinating teams differed. Due to the size of the team in hospital 1, the team there used digital software to manage the overall patient flow in the hospital. The smaller team in hospital 2 managed the same using a paper form that each member completed. However, both of the teams used the meeting to elaborate on their numbers with additional information as the numbers alone did not provide a sufficient representation of the overall situation on the wards.

Training and development resources

Training and development resources were crucial for a team’s adaptive capacity. The national attention on patient safety in recent decades has led to improved treatment courses and changed the focus on how healthcare personnel can learn from adverse events to avoid similar incidents in the future. Consequently, this has led to innovative solutions in how hospital managers organise learning activities for their employees. In accordance with a growing focus on simulation-based training and learning from regulatory bodies and policy-makers, all the teams in the study apart from the coordinating teams increasingly used simulation training (see table 4 ). Often, the teams would make simulation scenario cases based on adverse events or incidents that had happened on their ward and used them in their training. For the responsive teams, this type of training was mandatory and part of regulatory requirements for the teams. Also, for these teams that only worked together for limited episodes and had changing membership and different professional cultures, these simulation trainings were their only chance to practice and improve their team communication. During the period of our observation, they developed new cases with COVID-19 themes and used them to train and learn before they received actual COVID-19 patients. This improved their performance, as they had found several shortcomings in their COVID-19 procedure and thus changed it accordingly. For instance, they made efforts to prevent unnecessary contamination of team members and had detected a lack in the procedure of personal protective equipment. This shows that these types of prescribed training exercises enable teams to adapt procedures to fit their everyday work conditions.

Quality improvement resources

Quality improvement resources outside the hospital organisation supported team’s adaptive capacity. The national and regional healthcare authorities arrange various conferences and campaigns for hospitals and other healthcare institutions. Here, policy-makers, leaders and healthcare professionals meet and create reflexive spaces. As part of such efforts, the best practices are displayed and workshops are provided to encourage and translate quality and safety improvement into practice in different ways, alongside guidelines, learning tools and other materials for the different organisations to use and implement in their quality improvement work. Having this competence base within the health regions and at the national level to support teams added knowledge and increased adaptive capacity as it required knowledge transfer and new ideas anchored in research and practice. Moreover, the patient safety focus within the wards and teams like the safe care screening programme and safety huddles, launched by the Norwegian Directorate of Health and implemented through the regional health authorities, increased the team’s awareness of patient safety culture. The increased amount of quality measures the clinicians had to undertake and report on in their daily work were generally seen as good quality measures from both the organisations and the team’s point of view. However, it sometimes felt counterproductive constantly having to cope with balancing patients’ needs with the requirements of screening procedures, especially if staff felt they had little room for autonomous clinical assessment. For instance, the safe care screening programme where every patient over the age of 18 had to be screened for their risk of falling, bedsores and possible malnutrition within 24 hours was questioned. Screening young patients for this felt unnecessary and if there were other more pressing tasks that were seen as more important, they adapted the way they prioritised.

This study investigated the relationship between health system factors and adaptive capacity in hospital teams. Our results have shown that health system-level factors influence adaptive capacity in the teams through the provision of guidelines and resources, and how the teams align these to their current demands and capacity situation. Their effects on different teams are not uniform; some are advantageous to one team but disadvantageous to another. 5 6 We argue that it is the team’s opportunity to align these factors to context that are key for enabling adaptive capacity, as illustrated in figure 2 .

Illustrating the teams aligning system-levels factors to context for adaptive capacity.

All levels of a health system can influence each other, especially in an integrated and tightly coupled system. Higher system levels can affect lower levels through, for example, explicit instructions, by the provision or limitation of resources, or by establishing incentive systems. 26–28 On the other hand, lower system levels may use discretion when they interpret and implement directives from higher levels, and they may control the information flow to higher levels. 26 Our results show that decisions made at one level of the system can support or hinder adaptive capacity at other lower hierarchical levels of the system. 29–31 Accordingly, the system-level governing factors affect adaptive capacity at the sharp end by setting the framework and boundaries within which activity can take place. Regulatory bodies have system-wide responsibilities and must respond to system-wide disturbances, without detailed knowledge of how work is done in practice at the sharp end. Consequently, the sharp end must adapt to respond appropriately to disturbances within its own field of responsibility. 32

This study has operationalised adaptation using the CARE model 24 to see how different teams at the sharp end work in practice to negotiate system-level factors, such as regulations and guidelines. The findings show that factors at the macrolevel required different forms of adaptations within different team types to managing everyday work. Enabling adaptation at the team level by taking action at the macrolevel to attempt to reconcile work as imagined with work as done ( figure 1 ). The system-level factors also represent long-term planning and transformation of practices rather than short-term adaptations or adjustments in the system. 33 They envisage setting up the processes that design, produce and circulate resources that underpin safety, and prevent errors through standardisation, regulation and training. 32 How the teams negotiate these long-term transformations to their everyday work determines their adaptive capacity as our results have shown. Adaptation and adjustments to local context are inevitable in healthcare. 9 11 34 35 However, the vast number of protocols, policies, checklists, standards, guidelines, pathways and other regulatory requirements may lead those working at the sharp end to feel overwhelmed. 6 If not aligned with goals, tasks and current challenges, these governing factors may end up being counterproductive. 5 The teams studied talked about their everyday work and their primary focus on patient care along with their willingness to act in the best interest of the patients. 36 They talked about feeling a compound pressure in order to align system-level demands with their context and patients’ wishes and needs. 37 38 Taking the perspective of the patient into account was important to the teams. 39 40 Consequently, different teams had to align system-level demands differentially to ensure quality care for patients.

Our study showed that teams must balance continuous efficiency with thoroughness assessments 32 41–43 in everyday work (eg, making the nightshift prepare discharge adding more work to reduce corridor patients). Ways that the teams in our study continuously adapted regulatory requirements to their work context illuminated how resilient systems must have robust yet flexible structures to assist the system to deal with both everyday work and unexpected events. 8 30 44 45 System-level factors must therefore provide flexibility to fit different situations and types of teams, as teams differ in how they cooperate and function in everyday work. To ensure alignment of perspectives between macrolevel and microlevel actors, common arenas and structures for mutual feedback and reflections between stakeholders are crucial. 7 Furthermore, system factors need to entail robustness in the directions they provide to practice and the implementation of improvement efforts. 33

The findings show that for the responsive and coordinating teams the size of the hospital played a significant role in their ability to adapt. These two team types operated in part at the mesolevel of the hospital organisation, spanning hospital departments. Their work was characteristically ad hoc, dynamically changing team memberships and members who work primarily in other teams. The large size of hospital 1 hampered development of relationships between the team members in both the responsive and the coordinating team, whereas in the smaller hospital 2 it was easier to develop close relationships between colleagues. This implies that ad hoc teams, and especially large ones, need to have structure and guidelines in place that direct their work, and support to adapt their work based on the team members understanding of the tasks and their roles. The structural and hybrid teams were colocated and this seemed to allow for the development of long-term collegial relationships, better cooperation between team members, more flexible adaptation of their work and also seemed to allow for working with greater levels of independence and a larger room for self-organisation. Their work is influenced by system-level demands, but the size of the organisation does not affect their day-to-day work to the same degree as for the coordination and responsive teams.

Strengths and limitations

A strength of the study is that by combining observation and interviews we have gathered in-depth data of the team’s everyday work.

Data collection during COVID-19 pandemic could hamper everyday work practice; however, we collaborated closely with the sites to avoid any problems for the involved teams and units. Only two hospitals contributed to the data collection and including additional hospitals could add more than we have from two hospitals. However, the inclusion of eight teams, the total amount of data gave rich information to analyse our research questions.

Interview data from the macrolevel could have added additional perspectives from the regulators and policy-makers. We suggest further studies to integrate this in their activities to uncover the role of system factors seen from the policy-makers’ and regulators’ perspectives.

Conclusions and implications

This study illuminated how teams negotiate the health system factors that shape their work to provide as much adaptive capacity as possible and attempt to align system-level regulation and guidelines with everyday work demands. The results show that the size of both the organisation and team had an effect on adaptive capacity. Our findings imply that healthcare systems need to facilitate conditions that allow for teams to develop their professional expertise and develop systems that are robust and flexible to fit the context. Teams should be enabled to adapt to the functions and structure of the health system to carry out their everyday work in a changing environment.

Ethics statements

Patient consent for publication.

Not applicable.

Ethics approval

This study involves human participants and was approved by Regional committe for Medical and Health Research Ethics, ref.nr. 166280. Participants gave informed consent to participate in the study before taking part.

Acknowledgments

The authors would like to thank all participating teams and their leaders at the two hospitals who shared their valuable knowledge and reflections.

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X @fagerbirte

Contributors The study design was developed in collaboration with the whole research team. BF and HBL conducted the data collection. BF conducted and transcribed all the interviews. The analysis and interpretation of data were conducted in close collaboration between BF, HBL, VG, JEA and SW. SW is the guarantor of this study. All authors contributed with writing, critical revision and approval of the final version.

Funding This project is part of the Resilience in Healthcare Research program which has received funding from the Research Council of Norway from the FRIPRO TOPPFORSK program, grant agreement no. 275367. The University of Stavanger, Norway, NTNU Gjøvik, Norway supports the study with kind funding.

Competing interests None declared.

Patient and public involvement Patients and/or the public were not involved in the design, or conduct, or reporting, or dissemination plans of this research.

Provenance and peer review Not commissioned; externally peer reviewed.

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