case study writing training

How to Write a Case Study: A Step-by-Step Guide (+ Examples)

by Todd Brehe

on Jan 3, 2024

If you want to learn how to write a case study that engages prospective clients, demonstrates that you can solve real business problems, and showcases the results you deliver, this guide will help.

We’ll give you a proven template to follow, show you how to conduct an engaging interview, and give you several examples and tips for best practices.

Let’s start with the basics.

What is a Case Study?

A business case study is simply a story about how you successfully delivered a solution to your client.

Case studies start with background information about the customer, describe problems they were facing, present the solutions you developed, and explain how those solutions positively impacted the customer’s business.

Do Marketing Case Studies Really Work?

Absolutely. A well-written case study puts prospective clients into the shoes of your paying clients, encouraging them to engage with you. Plus, they:

• Get shared “behind the lines” with decision makers you may not know;
• Leverage the power of “social proof” to encourage a prospective client to take a chance with your company;
• Build trust and foster likeability;
• Lessen the perceived risk of doing business with you and offer proof that your business can deliver results;
• Help prospects become aware of unrecognized problems;
• Show prospects experiencing similar problems that possible solutions are available (and you can provide said solutions);
• Make it easier for your target audience to find you when using Google and other search engines.

Case studies serve your clients too. For example, they can generate positive publicity and highlight the accomplishments of line staff to the management team. Your company might even throw in a new product/service discount, or a gift as an added bonus.

But don’t just take my word for it. Let’s look at a few statistics and success stories:

5 Winning Case Study Examples to Model

Before we get into the nuts and bolts of how to write a case study, let’s go over a few examples of what an excellent one looks like.

The five case studies listed below are well-written, well-designed, and incorporate a time-tested structure.

1. Lane Terralever and Pinnacle at Promontory

This case study example  from Lane Terralever  incorporates images to support the content and effectively uses subheadings to make the piece scannable.

2. WalkMe Mobile and Hulyo

This case study  from WalkMe Mobile  leads with an engaging headline and the three most important results the client was able to generate.

In the first paragraph, the writer expands the list of accomplishments encouraging readers to learn more.

3. CurationSuite Listening Engine

This is an example of a well-designed printable case study . The client, specific problem, and solution are called out in the left column and summarized succinctly.

4. Brain Traffic and ASAE

This long format case study (6 pages) from Brain Traffic  summarizes the challenges, solutions, and results prominently in the left column. It uses testimonials and headshots of the case study participants very effectively.

5. Adobe and Home Depot

This case study  from Adobe and Home Depot  is a great example of combining video, attention-getting graphics, and long form writing. It also uses testimonials and headshots well.

Now that we’ve gone over the basics and showed a few great case study examples you can use as inspiration, let’s roll up our sleeves and get to work.

A Case Study Structure That Pros Use

Let’s break down the structure of a compelling case study:

Choose Your Case Study Format

In this guide, we focus on written case studies. They’re affordable to create, and they have a proven track record. However, written case studies are just one of four case study formats to consider:

• Infographic

If you have the resources, video (like the Adobe and Home Depot example above) and podcast case studies can be very compelling. Hearing a client discuss in his or her own words how your company helped is an effective content marketing strategy

Infographic case studies are usually one-page images that summarize the challenge, proposed solution, and results. They tend to work well on social media.

Follow a Tried-and-True Case Study Template

The success story structure we’re using incorporates a “narrative” or “story arc” designed to suck readers in and captivate their interest.

Note:  I recommend creating a blog post or landing page on your website that includes the text from your case study, along with a downloadable PDF. Doing so helps people find your content when they perform Google and other web searches.

There are a few simple SEO strategies that you can apply to your blog post that will optimize your chances of being found. I’ll include those tips below.

Craft a Compelling Headline

The headline should capture your audience’s attention quickly. Include the most important result you achieved, the client’s name, and your company’s name. Create several examples, mull them over a bit, then pick the best one. And, yes, this means writing the headline is done at the very end.

SEO  Tip:  Let’s say your firm provided “video editing services” and you want to target this primary keyword. Include it, your company name, and your client’s name in the case study title.

Write the Executive Summary

This is a mini-narrative using an abbreviated version of the Challenge + Solution + Results model (3-4 short paragraphs). Write this after you complete the case study.

SEO  Tip:  Include your primary keyword in the first paragraph of the Executive Summary.

Provide the Client’s Background

Introduce your client to the reader and create context for the story.

List the Customer’s Challenges and Problems

Vividly describe the situation and problems the customer was dealing with, before working with you.

SEO  Tip:  To rank on page one of Google for our target keyword, review the questions listed in the “People also ask” section at the top of Google’s search results. If you can include some of these questions and their answers into your case study, do so. Just make sure they fit with the flow of your narrative.

Detail Your Solutions

Explain the product or service your company provided, and spell out how it alleviated the client’s problems. Recap how the solution was delivered and implemented. Describe any training needed and the customer’s work effort.

Show Your Results

Detail what you accomplished for the customer and the impact your product/service made. Objective, measurable results that resonate with your target audience are best.

List Future Plans

Share how your client might work with your company in the future.

Give a Call-to-Action

Clearly detail what you want the reader to do at the end of your case study.

Talk About You

Include a “press release-like” description of your client’s organization, with a link to their website. For your printable document, add an “About” section with your contact information.

And that’s it. That’s the basic structure of any good case study.

Now, let’s go over how to get the information you’ll use in your case study.

How to Conduct an Engaging Case Study Interview

One of the best parts of creating a case study is talking with your client about the experience. This is a fun and productive way to learn what your company did well, and what it can improve on, directly from your customer’s perspective.

Here are some suggestions for conducting great case study interviews:

When Choosing a Case Study Subject, Pick a Raving Fan

Your sales and marketing team should know which clients are vocal advocates willing to talk about their experiences. Your customer service and technical support teams should be able to contribute suggestions.

Clients who are experts with your product/service make solid case study candidates. If you sponsor an online community, look for product champions who post consistently and help others.

When selecting a candidate, think about customer stories that would appeal to your target audience. For example, let’s say your sales team is consistently bumping into prospects who are excited about your solution, but are slow to pull the trigger and do business with you.

In this instance, finding a client who felt the same way, but overcame their reluctance and contracted with you anyway, would be a compelling story to capture and share.

Prepping for the Interview

If you’ve ever seen an Oprah interview, you’ve seen a master who can get almost anyone to open up and talk. Part of the reason is that she and her team are disciplined about planning.

Before conducting a case study interview, talk to your own team about the following:

• What’s unique about the client (location, size, industry, etc.) that will resonate with our prospects?
• Why did the customer select us?
• How did we help the client?
• What’s unique about this customer’s experience?
• What problems did we solve?
• Were any measurable, objective results generated?
• What do we want readers to do after reading this case study analysis?

Pro Tip:  Tee up your client. Send them the questions in advance.

Providing questions to clients before the interview helps them prepare, gather input from other colleagues if needed, and feel more comfortable because they know what to expect.

In a moment, I’ll give you an exhaustive list of interview questions. But don’t send them all. Instead, pare the list down to one or two questions in each section and personalize them for your customer.

Nailing the Client Interview

Decide how you’ll conduct the interview. Will you call the client, use Skype or Facetime, or meet in person? Whatever mode you choose, plan the process in advance.

Make sure you record the conversation. It’s tough to lead an interview, listen to your contact’s responses, keep the conversation flowing, write notes, and capture all that the person is saying.

A recording will make it easier to write the client’s story later. It’s also useful for other departments in your company (management, sales, development, etc.) to hear real customer feedback.

Use open-ended questions that spur your contact to talk and share. Here are some real-life examples:

Introduction

• Recap the purpose of the call. Confirm how much time your contact has to talk (30-45 minutes is preferable).
• Confirm the company’s location, number of employees, years in business, industry, etc.
• What’s the contact’s background, title, time with the company, primary responsibilities, and so on?

Initial Challenges

• Describe the situation at your company before engaging with us?
• What were the initial problems you wanted to solve?
• What was the impact of those problems?
• When did you realize you had to take some action?
• What solutions did you try?
• What solutions did you implement?
• What process did you go through to make a purchase?
• How did the implementation go?
• How would you describe the work effort required of your team?
• If training was involved, how did that go?

Results, Improvements, Progress

• When did you start seeing improvements?
• What were the most valuable results?
• What did your team like best about working with us?
• Would you recommend our solution/company? Why?

Future Plans

• How do you see our companies working together in the future?

Honest Feedback

• Our company is very focused on continual improvement. What could we have done differently to make this an even better experience?
• What would you like us to add or change in our product/service?

During the interview, use your contact’s responses to guide the conversation.

Once the interview is complete, it’s time to write your case study.

How to Write a Case Study… Effortlessly

Case study writing is not nearly as difficult as many people make it out to be. And you don’t have to be Stephen King to do professional work. Here are a few tips:

• Use the case study structure that we outlined earlier, but write these sections first: company background, challenges, solutions, and results.
• Write the headline, executive summary, future plans, and call-to-action (CTA) last.
• In each section, include as much content from your interview as you can. Don’t worry about editing at this point
• Tell the story by discussing their trials and tribulations.
• Stay focused on the client and the results they achieved.
• Make their organization and employees shine.
• When including information about your company, frame your efforts in a supporting role.

Also, make sure to do the following:

Add Testimonials, Quotes, and Visuals

The more you can use your contact’s words to describe the engagement, the better. Weave direct quotes throughout your narrative.

Strive to be conversational when you’re writing case studies, as if you’re talking to a peer.

Include images in your case study that visually represent the content and break up the text. Photos of the company, your contact, and other employees are ideal.

If you need to incorporate stock photos, here are three resources:

• Deposit p hotos

And if you need more, check out Smart Blogger’s excellent resource: 17 Sites with High-Quality, Royalty-Free Stock Photos .

Proofread and Tighten Your Writing

Make sure there are no grammar, spelling, or punctuation errors. If you need help, consider using a grammar checker tool like Grammarly .

My high school English teacher’s mantra was “tighten your writing.” She taught that impactful writing is concise and free of weak, unnecessary words . This takes effort and discipline, but will make your writing stronger.

Also, keep in mind that we live in an attention-diverted society. Before your audience will dive in and read each paragraph, they’ll first scan your work. Use subheadings to summarize information, convey meaning quickly, and pull the reader in.

Be Sure to Use Best Practices

Consider applying the following best practices to your case study:

• Stay laser-focused on your client and the results they were able to achieve.
• Even if your audience is technical, minimize the use of industry jargon . If you use acronyms, explain them.
• Leave out the selling and advertising.
• Don’t write like a Shakespearean wannabe. Write how people speak. Write to be understood.
• Clear and concise writing is not only more understandable, it inspires trust. Don’t ramble.
• Weave your paragraphs together so that each sentence is dependent on the one before and after it.
• Include a specific case study call-to-action (CTA).
• A recommended case study length is 2-4 pages.
• Commit to building a library of case studies.

Get Client Approval

After you have a final draft, send it to the client for review and approval. Incorporate any edits they suggest.

Use or modify the following “Consent to Publish” form to get the client’s written sign-off:

Consent to Publish

Case Study  Title:

I hereby confirm that I have reviewed the case study listed above and on behalf of the [Company Name], I provide full permission for the work to be published, in whole or in part, for the life of the work, in all languages and all formats by [Company publishing the case study].

By signing this form, I affirm that I am authorized to grant full permission.

Company Name:

E-mail Address:

Common Case Study Questions (& Answers)

We’ll wrap things up with a quick Q&A. If you have a question I didn’t answer, be sure to leave it in a blog comment below.

Should I worry about print versions of my case studies?

Absolutely.

As we saw in the CurationSuite  and Brain Traffic  examples earlier, case studies get downloaded, printed, and shared. Prospects can and will judge your book by its cover.

So, make sure your printed case study is eye-catching and professionally designed. Hire a designer  if necessary.

Why are good case studies so effective?

Case studies work because people trust them.

They’re not ads, they’re not press releases, and they’re not about how stellar your company is.

Plus, everyone likes spellbinding stories with a hero [your client], a conflict [challenges], and a riveting resolution [best solution and results].

How do I promote my case study?

After you’ve written your case study and received the client’s approval to use it, you’ll want to get it in front of as many eyes as possible.

Try the following:

• Make sure your case studies can be easily found on your company’s homepage.
• Tweet and share the case study on your various social media accounts.
• Have your sales team use the case study as a reason to call on potential customers. For example: “Hi [prospect], we just published a case study on Company A. They were facing some of the same challenges I believe your firm is dealing with. I’m going to e-mail you a copy. Let me know what you think.”
• Distribute printed copies at trade shows, seminars, or during sales presentations.
• If you’re bidding on a job and have to submit a quote or a Request for Proposal (RFP), include relevant case studies as supporting documents.

Ready to Write a Case Study That Converts?

If you want to stand out and you want to win business, case studies should be an integral part of your sales and marketing efforts.

Hopefully, this guide answered some of your questions and laid out a path that will make it faster and easier for your team to create professional, sales-generating content.

Now it’s time to take action and get started. Gather your staff, select a client, and ask a contact to participate. Plan your interview and lead an engaging conversation. Write up your client’s story, make them shine, and then share it.

Get better at the case study process by doing it more frequently. Challenge yourself to write at least one case study every two months.

As you do, you’ll be building a valuable repository of meaningful, powerful content. These success stories will serve your business in countless ways, and for years to come.

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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.

7 minute read

helped business professionals at:

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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An overview of the case planning and writing process, by experienced case-writer and CBTL workshop leader Kirsten Lundberg.

2019. The Case Centre . Visit website A non-profit clearing house for materials on the case method, the Case Centre holds a large and diverse collection of cases, articles, book chapters and teaching materials, including the collections of leading business schools across the globe.

Abell, D. , 1997. What makes a good case? . ECCHO–The Newsletter of the European Case Clearing House , 17 (1) , pp. 4-7. Read online "Case writing is both art and science. There are few, if any, specific prescriptions or recipes, but there are key ingredients that appear to distinguish excellent cases from the run-of-the-mill. This technical note lists ten ingredients to look for if you are teaching somebody else''s case - and to look out for if you are writing it yourself."

Roberts, M.J. , 2001. Developing a teaching case (abridged) , Harvard Business School Publishing. Publisher's Version A straightforward and comprehensive overview of how to write a teaching case, including sections on what makes a good case; sources for and types of cases; and steps in writing a case.

• Writing a case (8)
• Writing a teaching note (4)
• Active learning (12)
• Active listening (1)
• Asking effective questions (5)
• Assessing learning (1)
• Engaging students (5)
• Leading discussion (10)
• Managing the classroom (4)
• Planning a course (1)
• Problem-based learning (1)
• Teaching & learning with the case method (14)
• Teaching inclusively (3)

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

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

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

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

Definition of a Written case study and its Purpose

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

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

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

Importance of Business Case Study Writing

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

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

How to Write a Case Study – The Key Elements 

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

Problem or Challenge Statement

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

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

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

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

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

Solutions and interventions

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

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

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

Example of a solution or intervention for a case study:

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

“ This program will involve the following steps:

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

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

Possible Results and outcomes

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

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

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

Example of results and outcomes for a case study:

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

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

Case Study Key takeaways

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

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

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

Example of key takeaways for a case study:

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

Steps for a Case Study Writer to Follow

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

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

Tips for How to Write a Case Study

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

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

Our Final Thoughts

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

Are you ready to write your own case study?

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

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This post was written by Premier Prose

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What Is a Case Study? How to Write, Examples, and Template

In this post

How to write a case study

Case study template, case study examples, types of case studies, what are the benefits of case studies , what are the limitations of case studies , case study vs. testimonial.

In today's marketplace, conveying your product's value through a compelling narrative is crucial to genuinely connecting with your customers.

Your business can use marketing analytics tools to understand what customers want to know about your product. Once you have this information, the next step is to showcase your product and its benefits to your target audience. This strategy involves a mix of data, analysis, and storytelling. Combining these elements allows you to create a narrative that engages your audience. So, how can you do this effectively?

What is a case study? 

A case study is a powerful tool for showcasing a business's success in helping clients achieve their goals. It's a form of storytelling that details real-world scenarios where a business implemented its solutions to deliver positive results for a client.

In this article, we explore the concept of a case study , including its writing process, benefits, various types, challenges, and more.

Understanding how to write a case study is an invaluable skill. You'll need to embrace decision-making – from deciding which customers to feature to designing the best format to make them as engaging as possible.  This can feel overwhelming in a hurry, so let's break it down.

Step 1: Reach out to the target persona

If you've been in business for a while, you have no shortage of happy customers. But w ith limited time and resources, you can't choose everyone.  So, take some time beforehand to flesh out your target buyer personas. 

Once you know precisely who you're targeting, go through your stable of happy customers to find a buyer representative of the audience you're trying to reach. The closer their problems, goals, and industries align, the more your case study will resonate.

What if you have more than one buyer persona? No problem. This is a common situation for companies because buyers comprise an entire committee. You might be marketing to procurement experts, executives, engineers, etc. Try to develop a case study tailored to each key persona. This might be a long-term goal, and that's fine. The better you can personalize the experience for each stakeholder, the easier it is to keep their attention.  

Here are a few considerations to think about before research:

• Products/services of yours the customer uses (and how familiar they are with them)
• The customer's brand recognition in the industry
• Whether the results they've achieved are specific and remarkable
• Whether they've switched from a competitor's product/service
• How closely aligned they are with your target audience

These items are just a jumping-off point as you develop your criteria.  Once you have a list, run each customer through it to determine your top targets. Approach the ones on the top (your "dream" case study subjects) and work your way down as needed.

Who to interview

You should consider interviewing top-level managers or executives because those are high-profile positions. But consider how close they are to your product and its results.

Focusing on an office manager or engineer who uses your product daily would be better. Look for someone with a courtside view of the effects.

The ways to request customer participation in case studies can vary, but certain principles can improve your chances:

• Make it easy for customers to work with you, respecting their valuable time. Be well-prepared and minimize their involvement.
• Emphasize how customers will benefit through increased publicity, revenue opportunities, or recognition for their success. 
• Acknowledge their contributions and showcase their achievements.
• Standardizing the request process with a script incorporating these principles can help your team consistently secure case study approvals and track performance.

Step 2: Prepare for the interview

Case study interviews are like school exams. The more prepared you are for them, the better they turn out. Preparing thoroughly also shows participants that you value their time. You don't waste precious minutes rehashing things you should have already known. You focus on getting the information you need as efficiently as possible.

You can conduct your case study interview in multiple formats, from exchanging emails to in-person interviews. This isn't a trivial decision.  As you'll see in the chart below, each format has its unique advantages and disadvantages. 

You'll also have to consider who will ask and answer the questions during your case study interview. It's wise to consider this while considering the case study format.  The number of participants factors into which format will work best. Pulling off an in-person interview becomes much harder if you're trying to juggle four or five people's busy schedules. Try a video conference instead.

Before interviewing your case study participant, it is crucial to identify the specific questions that need to be asked.  It's essential to thoroughly evaluate your collaboration with the client and understand how your product's contributions impact the company. 

Remember that structuring your case study is akin to crafting a compelling narrative. To achieve this, follow a structured approach:

• Beginning of your story. Delve into the customer's challenge that ultimately led them to do business with you. What were their problems like? What drove them to make a decision finally? Why did they choose you?
• The middle of the case study.  Your audience also wants to know about the experience of working with you. Your customer has taken action to address their problems. What happened once you got on board?
• An ending that makes you the hero.  Describe the specific results your company produced for the customer. How has the customer's business (and life) changed once they implemented your solution?

Sample questions for the case study interview

If you're preparing for a case study interview, here are some sample case study research questions to help you get started:

• What challenges led you to seek a solution?
• When did you realize the need for immediate action? Was there a tipping point?
• How did you decide on the criteria for choosing a B2B solution, and who was involved?
• What set our product or service apart from others you considered?
• How was your experience working with us post-purchase?
• Were there any pleasant surprises or exceeded expectations during our collaboration?
• How smoothly did your team integrate our solution into their workflows?
• How long before you started seeing positive results?
• How have you benefited from our products or services?
• How do you measure the value our product or service provides?

Step 3: Conduct the interview

Preparing for case study interviews can be different from everyday conversations. Here are some tips to keep in mind:

• Create a comfortable atmosphere.  Before diving into the discussion, talk about their business and personal interests. Ensure everyone is at ease, and address any questions or concerns.
• Prioritize key questions.  Lead with your most crucial questions to respect your customer's time. Interview lengths can vary, so starting with the essentials ensures you get the vital information.
• Be flexible.  Case study interviews don't have to be rigid. If your interviewee goes "off script," embrace it. Their spontaneous responses often provide valuable insights.
• Record the interview.  If not conducted via email, ask for permission to record the interview. This lets you focus on the conversation and capture valuable quotes without distractions.

Step 4: Figure out who will create the case study

When creating written case studies for your business, deciding who should handle the writing depends on cost, perspective, and revisions.

Outsourcing might be pricier, but it ensures a professionally crafted outcome. On the other hand, in-house writing has its considerations, including understanding your customers and products. 

Technical expertise and equipment are needed for video case studies, which often leads companies to consider outsourcing due to production and editing costs. 

Tip: When outsourcing work, it's essential to clearly understand pricing details to avoid surprises and unexpected charges during payment.

Step 5: Utilize storytelling

Understanding and applying storytelling elements can make your case studies unforgettable, offering a competitive edge. 

Source: The Framework Bank

Every great study follows a narrative arc (also called a "story arc"). This arc represents how a character faces challenges, struggles against raising stakes, and encounters a formidable obstacle before the tension resolves.

In a case study narrative, consider:

• Exposition. Provide background information about the company, revealing their "old life" before becoming your customer.
• Inciting incident. Highlight the problem that drove the customer to seek a solution, creating a sense of urgency.
• Obstacles (rising action). Describe the customer's journey in researching and evaluating solutions, building tension as they explore options.
• Midpoint. Explain what made the business choose your product or service and what set you apart.
• Climax. Showcase the success achieved with your product.
• Denouement. Describe the customer's transformed business and end with a call-to-action for the reader to take the next step.

Step 6: Design the case study

The adage "Don't judge a book by its cover" is familiar, but people tend to do just that quite often!

A poor layout can deter readers even if you have an outstanding case study. To create an engaging case study, follow these steps:

• Craft a compelling title. Just like you wouldn't read a newspaper article without an eye-catching headline, the same goes for case studies. Start with a title that grabs attention.
• Organize your content. Break down your content into different sections, such as challenges, results, etc. Each section can also include subsections. This case study approach divides the content into manageable portions, preventing readers from feeling overwhelmed by lengthy blocks of text.
• Conciseness is key. Keep your case study as concise as possible. The most compelling case studies are precisely long enough to introduce the customer's challenge, experience with your solution, and outstanding results. Prioritize clarity and omit any sections that may detract from the main storyline.
• Utilize visual elements. To break up text and maintain reader interest, incorporate visual elements like callout boxes, bulleted lists, and sidebars.
• Include charts and images. Summarize results and simplify complex topics by including pictures and charts. Visual aids enhance the overall appeal of your case study.
• Embrace white space. Avoid overwhelming walls of text to prevent reader fatigue. Opt for plenty of white space, use shorter paragraphs, and employ subsections to ensure easy readability and navigation.
• Enhance video case studies. In video case studies, elements like music, fonts, and color grading are pivotal in setting the right tone. Choose music that complements your message and use it strategically throughout your story. Carefully select fonts to convey the desired style, and consider how lighting and color grading can influence the mood. These elements collectively help create the desired tone for your video case study.

Step 7: Edits and revisions

Once you've finished the interview and created your case study, the hardest part is over. Now's the time for editing and revision. This might feel frustrating for impatient B2B marketers, but it can turn good stories into great ones.

Ideally, you'll want to submit your case study through two different rounds of editing and revisions:

• Internal review. Seek feedback from various team members to ensure your case study is captivating and error-free. Gather perspectives from marketing, sales, and those in close contact with customers for well-rounded insights. Use patterns from this feedback to guide revisions and apply lessons to future case studies.
• Customer feedback. Share the case study with customers to make them feel valued and ensure accuracy. Let them review quotes and data points, as they are the "heroes" of the story, and their logos will be prominently featured. This step maintains positive customer relationships.

Case study mistakes to avoid

• Ensure easy access to case studies on your website.
• Spotlight the customer, not just your business.
• Tailor each case study to a specific audience.
• Avoid excessive industry jargon in your content.

Step 8: Publishing

Take a moment to proofread your case study one more time carefully. Even if you're reasonably confident you've caught all the errors, it's always a good idea to check. Your case study will be a valuable marketing tool for years, so it's worth the investment to ensure it's flawless. Once done, your case study is all set to go!

Consider sharing a copy of the completed case study with your customer as a thoughtful gesture. They'll likely appreciate it; some may want to keep it for their records. After all, your case study wouldn't have been possible without their help, and they deserve to see the final product.

Where you publish your case study depends on its role in your overall marketing strategy. If you want to reach as many people as possible with your case study, consider publishing it on your website and social media platforms. 

Tip: Some companies prefer to keep their case studies exclusive, making them available only to those who request them. This approach is often taken to control access to valuable information and to engage more deeply with potential customers who express specific interests. It can create a sense of exclusivity and encourage interested parties to engage directly with the company.

Step 9: Case study distribution

When sharing individual case studies, concentrate on reaching the audience with the most influence on purchasing decisions

Here are some common distribution channels to consider:

• Sales teams. Share case studies to enhance customer interactions, retention , and upselling among your sales and customer success teams. Keep them updated on new studies and offer easily accessible formats like PDFs or landing page links.
• Company website. Feature case studies on your website to establish authority and provide valuable information to potential buyers. Organize them by categories such as location, size, industry, challenges, and products or services used for effective presentation.
• Events. Use live events like conferences and webinars to distribute printed case study copies, showcase video case studies at trade show booths, and conclude webinars with links to your case study library. This creative approach blends personal interactions with compelling content.
• Industry journalists. Engage relevant industry journalists to gain media coverage by identifying suitable publications and journalists covering related topics. Building relationships is vital, and platforms like HARO (Help A Reporter Out) can facilitate connections, especially if your competitors have received coverage before.

Want to learn more about Marketing Analytics Software? Explore Marketing Analytics products.

It can seem daunting to transform the information you've gathered into a cohesive narrative.  We’ve created a versatile case study template that can serve as a solid starting point for your case study.

With this template, your business can explore any solutions offered to satisfied customers, covering their background, the factors that led them to choose your services, and their outcomes.

The template boasts a straightforward design, featuring distinct sections that guide you in effectively narrating your and your customer's story. However, remember that limitless ways to showcase your business's accomplishments exist.

To assist you in this process, here's a breakdown of the recommended sections to include in a case study:

• Title.  Keep it concise. Create a brief yet engaging project title summarizing your work with your subject. Consider your title like a newspaper headline; do it well, and readers will want to learn more. 
• Subtitle . Use this section to elaborate on the achievement briefly. Make it creative and catchy to engage your audience.
• Executive summary.  Use this as an overview of the story, followed by 2-3 bullet points highlighting key success metrics.
• Challenges and objectives. This section describes the customer's challenges before adopting your product or service, along with the goals or objectives they sought to achieve.
• How product/service helped.  A paragraph explaining how your product or service addressed their problem.
• Testimonials.  Incorporate short quotes or statements from the individuals involved in the case study, sharing their perspectives and experiences.
• Supporting visuals.  Include one or two impactful visuals, such as graphs, infographics, or highlighted metrics, that reinforce the narrative.
• Call to action (CTA).  If you do your job well, your audience will read (or watch) your case studies from beginning to end. They are interested in everything you've said. Now, what's the next step they should take to continue their relationship with you? Give people a simple action they can complete. 

Case studies are proven marketing strategies in a wide variety of B2B industries. Here are just a few examples of a case study:

• Amazon Web Services, Inc.  provides companies with cloud computing platforms and APIs on a metered, pay-as-you-go basis. This case study example illustrates the benefits Thomson Reuters experienced using AWS.
• LinkedIn Marketing Solutions combines captivating visuals with measurable results in the case study created for BlackRock. This case study illustrates how LinkedIn has contributed to the growth of BlackRock's brand awareness over the years. 
• Salesforce , a sales and marketing automation SaaS solutions provider, seamlessly integrates written and visual elements to convey its success stories with Pepe Jeans. This case study effectively demonstrates how Pepe Jeans is captivating online shoppers with immersive and context-driven e-commerce experiences through Salesforce.
• HubSpot offers a combination of sales and marketing tools. Their case study demonstrates the effectiveness of its all-in-one solutions. These typically focus on a particular client's journey and how HubSpot helped them achieve significant results.

There are two different types of case studies that businesses might utilize:

Written case studies 

Written case studies offer readers a clear visual representation of data, which helps them quickly identify and focus on the information that matters most. 

Printed versions of case studies find their place at events like trade shows, where they serve as valuable sales collateral to engage prospective clients.  Even in the digital age, many businesses provide case studies in PDF format or as web-based landing pages, improving accessibility for their audience. 

Note: Landing pages , in particular, offer the flexibility to incorporate rich multimedia content, including images, charts, and videos. This flexibility in design makes landing pages an attractive choice for presenting detailed content to the audience.

Written case study advantages

Here are several significant advantages to leveraging case studies for your company:

• Hyperlink accessibility.  Whether in PDF or landing page format, written case studies allow for embedded hyperlinks, offering prospects easy access to additional information and contact forms.
• Flexible engagement.  Unlike video case studies, which may demand in-person arrangements, written case studies can be conducted via phone or video streaming, reducing customer commitment and simplifying scheduling.
• Efficient scanning . Well-structured written case studies with a scannable format cater to time-strapped professionals. Charts and callout boxes with key statistics enhance the ease of information retrieval.
• Printable for offline use.  Written case studies can be effortlessly printed and distributed at trade shows, sales meetings, and live events. This tangible format accommodates those who prefer physical materials and provides versatility in outreach, unlike video content, which is less portable.

Written case study disadvantages

Here are some drawbacks associated with the use of case studies:

• Reduced emotional impact.  Written content lacks the emotional punch of live video testimonials, which engage more senses and emotions, making a stronger connection.
• Consider time investment.  Creating a compelling case study involves editing, proofreading, and design collaboration, with multiple revisions commonly required before publication.
• Challenges in maintaining attention.  Attention spans are short in today's ad-saturated world. Using graphics, infographics, and videos more often is more powerful to incite the right emotions in customers.

Video case studies

Video case studies are the latest marketing trend. Unlike in the past, when video production was costly, today's tools make it more accessible for users to create and edit their videos. However, specific technical requirements still apply.

Like written case studies, video case studies delve into a specific customer's challenges and how your business provides solutions. Yet, the video offers a more profound connection by showcasing the person who faced and conquered the problem.

Video case studies can boost brand exposure when shared on platforms like YouTube. For example, Slack's engaging case study video with Sandwich Video illustrates how Slack transformed its workflow and adds humor, which can be challenging in written case studies focused on factual evidence.

Source : YouTube

This video case study has garnered nearly a million views on YouTube.

Video case study advantages

Here are some of the top advantages of video case studies. While video testimonials take more time, the payoff can be worth it. 

• Humanization and authenticity.  Video case studies connect viewers with real people, adding authenticity and fostering a stronger emotional connection.
• Engaging multiple senses.  They engage both auditory and visual senses, enhancing credibility and emotional impact. Charts, statistics, and images can also be incorporated.
• Broad distribution.  Videos can be shared on websites, YouTube, social media, and more, reaching diverse audiences and boosting engagement, especially on social platforms.

Video case study disadvantages

Before fully committing to video testimonials, consider the following:

• Technical expertise and equipment.  Video production requires technical know-how and equipment, which can be costly. Skilled video editing is essential to maintain a professional image. While technology advances, producing amateurish videos may harm your brand's perception.
• Viewer convenience.  Some prospects prefer written formats due to faster reading and ease of navigation. Video typically requires sound, which can be inconvenient for viewers in specific settings. Many people may not have headphones readily available to watch your content.
• Demand on case study participants.  On-camera interviews can be time-consuming and location-dependent, making scheduling challenging for case study participants. Additionally, being on screen for a global audience may create insecurities and performance pressure.
• Comfort on camera.  Not everyone feels at ease on camera. Nervousness or a different on-screen persona can impact the effectiveness of the testimonial, and discovering this late in the process can be problematic.

Written or video case studies: Which is right for you?

Now that you know the pros and cons of each, how do you choose which is right for you?

One of the most significant factors in doing video case studies can be the technical expertise and equipment required for a high level of production quality. Whether you have the budget to do this in-house or hire a production company can be one of the major deciding factors.

Still, written or video doesn't have to be an either-or decision. Some B2B companies are using both formats. They can complement each other nicely, minimizing the downsides mentioned above and reaching your potential customers where they prefer.

Let's say you're selling IT network security. What you offer is invaluable but complicated. You could create a short (three- or four-minute) video case study to get attention and touch on the significant benefits of your services. This whets the viewer's appetite for more information, which they could find in a written case study that supplements the video.

Should you decide to test the water in video case studies, test their effectiveness among your target audience. See how well they work for your company and sales team. And, just like a written case study, you can always find ways to improve your process as you continue exploring video case studies.

Case studies offer several distinctive advantages, making them an ideal tool for businesses to market their products to customers. However, their benefits extend beyond these qualities. 

Here's an overview of all the advantages of case studies:

Valuable sales support

Case studies serve as a valuable resource for your sales endeavors. Buyers frequently require additional information before finalizing a purchase decision. These studies provide concrete evidence of your product or service's effectiveness, assisting your sales representatives in closing deals more efficiently, especially with customers with lingering uncertainties.

Validating your value

Case studies serve as evidence of your product or service's worth or value proposition , playing a role in building trust with potential customers. By showcasing successful partnerships, you make it easier for prospects to place trust in your offerings. This effect is particularly notable when the featured customer holds a reputable status.

Unique and engaging content

By working closely with your customer success teams, you can uncover various customer stories that resonate with different prospects. Case studies allow marketers to shape product features and benefits into compelling narratives. 

Each case study's distinctiveness, mirroring the uniqueness of every customer's journey, makes them a valuable source of relatable and engaging content. Storytelling possesses the unique ability to connect with audiences on an emotional level, a dimension that statistics alone often cannot achieve. 

Spotlighting valuable customers

Case studies provide a valuable platform for showcasing your esteemed customers. Featuring them in these studies offers a chance to give them visibility and express your gratitude for the partnership, which can enhance customer loyalty . Depending on the company you are writing about, it can also demonstrate the caliber of your business.

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It's important to consider limitations when designing and interpreting the results of case studies. Here's an overview of the limitations of case studies:

Challenges in replication

Case studies often focus on specific individuals, organizations, or situations, making generalizing their findings to broader populations or contexts challenging. 

Time-intensive process

Case studies require a significant time investment. The extensive data collection process and the need for comprehensive analysis can be demanding, especially for researchers who are new to this method.

Potential for errors

Case studies can be influenced by memory and judgment, potentially leading to inaccuracies. Depending on human memory to reconstruct a case's history may result in variations and potential inconsistencies in how individuals recall past events. Additionally, bias may emerge, as individuals tend to prioritize what they consider most significant, which could limit their consideration of alternative perspectives.

Challenges in verification

Confirming results through additional research can present difficulties. This complexity arises from the need for detailed and extensive data in the initial creation of a case study. Consequently, this process requires significant effort and a substantial amount of time.

While looking at case studies, you may have noticed a quote. This type of quote is considered a testimonial, a key element of case studies.

If a customer's quote proves that your brand does what it says it will or performs as expected, you may wonder: 'Aren't customer testimonials and case studies the same thing?' Not exactly.

Testimonials are brief endorsements designed to establish trust on a broad scale. In contrast, case studies are detailed narratives that offer a comprehensive understanding of how a product or service addresses a specific problem, targeting a more focused audience. 

Crafting case studies requires more resources and a structured approach than testimonials. Your selection between the two depends on your marketing objectives and the complexity of your product or service.

Case in point!

Case studies are among a company's most effective tools. You're  well on your way to mastering them.

Today's buyers are tackling much of the case study research methodology independently. Many are understandably skeptical before making a buying decision. By connecting them with multiple case studies, you can prove you've gotten the results you say you can. There's hardly a better way to boost your credibility and persuade them to consider your solution.

Case study formats and distribution methods might change as technology evolves. However, the fundamentals that make them effective—knowing how to choose subjects, conduct interviews, and structure everything to get attention—will serve you for as long as you're in business. 

We covered a ton of concepts and resources, so go ahead and bookmark this page. You can refer to it whenever you have questions or need a refresher.

Dive into market research to uncover customer preferences and spending habits.

Kristen McCabe

Kristen’s is a former senior content marketing specialist at G2. Her global marketing experience extends from Australia to Chicago, with expertise in B2B and B2C industries. Specializing in content, conversions, and events, Kristen spends her time outside of work time acting, learning nature photography, and joining in the #instadog fun with her Pug/Jack Russell, Bella. (she/her/hers)

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Complete Case Report Writing Course

— case report writing blueprint —.

Your Case Report Writing Blueprint

As a writer of case reports, you may want to share clinical expertise with peers, teach students and residents, explore therapeutic options with patients, publish a case report preprint or publish in a medical journal. In these situations, you will benefit from training in writing, presenting, and publishing case reports following the CARE reporting guidelines. You will learn to identify your contributions, the audiences you wish to reach, and the information needed to begin writing. Upon completing this course you will be able to:

• Understand the "ins and outs" of publishing articles in scientific journals.
• Recognize the importance of health research reporting guidelines in guiding scientific publications.
• Integrate your clinical expertise with existing scientific knowledge.
• Write accurate and transparent case reports following the CARE guidelines as preprints, posters, and articles for scientific journals.
• Enhance communication with colleagues.

Dr. Riley co-led the development of the CARE guidelines for case reports and has taught case report writing for more than 5 years. He has been a medical writer and editor for more than twenty years and is experienced at guiding authors toward writing and publishing compelling case reports about the clinical services they provide.

Your Instructor

David Riley, MD — founder of SWIHM and co-leader of CARE guideline development — is board certified in Internal Medicine, a senior editor with The Permanente Journal, and has participated in the development of health research reporting guidelines since 1999. SWIHM was founded to help authors write case reports as preprints, posters, and publications in scientific journals following CARE . The SWIHM training is designed to clarify and simplify the writing of case reports to support better communication among healthcare stakeholders and support evidence-based clinical practice.

Since 2013, the CARE guidelines have become widely accepted as a standard for publishing case reports in scientific journals and have been translated into more than 10 languages. Dr. Riley lives in Portland, Oregon and invites you to use case reports and evidence from the point of care to communicate with the global healthcare community.

"This course was incredibly helpful, and the lessons and resources provided were invaluable. Since taking the class, I have written a case report which has been accepted for publication, and several others which are under consideration. This wouldn't have been possible without Dr. Riley's class and instruction. I highly recommend this class to anyone interested in writing case reports and case series."

- Alisha Bruton , medical student 2019

"This course was enjoyable and helpful. The information was presented in a way that was clear, concise, and organized. Breaking down what is normally overwhelming and complex information of writing a case study with bite sized videos, handouts, and small quizzes made the information more interesting and digestible. Thank you!"

- Brooke Bochinski , doctoral student 2021

"This course included comprehensive and to-the-point videos with a clear message for each. This made it easy to revisit as needed. I don't have a lot of time, so the quick and informative videos made learning the content easy. The included handouts and mini quizzes were also valuable additions."

- Anna Flores , doctoral student 2021

"I would definitely recommend this course to those who are struggling with writing case report publications. It will help you learn value, structure, and professionalism."

- Jasmine Hollywood , doctoral student 2021

“This course really breaks down writing a case report. It turned what I felt as a daunting task into something manageable. I really valued the downloadable slides that I can save for future reference and the quizzes at the end to help me focus on what is important to know. After taking this course, I now feel more prepared to tackle the project of writing a case report.”

- Dana Dragone , doctoral student 2019

“I enjoyed the simple, broken down steps for how to complete each section for a case report. Also, the various multimedia presentations of the modules were invaluable for learning and retention!”

- Sara Jaye Fenton , doctoral student 2019

Course Curriculum

• Start Pre-Course Survey
• Start Introduction to Case Reports and CARE (7:15)
• Start Publishing a Case Report (2:05)
• Start The CARE Guidelines (1:39)
• Start Case Report: Gathering Information (1:52)
• Start Case Report Timeline (2:11)
• Start Case Report Narrative (3:34)
• Start Case Report: Patient Perspective (0:52)
• Start Case Report Introduction (1:15)
• Start Case Report Discussion and Conclusion (2:01)
• Start Case Report Abstract and Keywords (1:58)
• Start Case Report Acknowledgements & References (1:44)
• Start Case Report: Final Steps (1:31)
• Start Course Evaluation Survey and Information

Frequently Asked Questions

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SWIHM’s online case report writing course provides a step-by-step guide to using the CARE guidelines to efficiently write and publish a case report. The course includes 12 short videos with materials designed by CARE group members. Course participants receive access to the course for one year following date of registration.

Organizing Your Social Sciences Research Assignments

• Annotated Bibliography
• Analyzing a Scholarly Journal Article
• Group Presentations
• Dealing with Nervousness
• Using Visual Aids
• Grading Someone Else's Paper
• Types of Structured Group Activities
• Group Project Survival Skills
• Leading a Class Discussion
• Multiple Book Review Essay
• Reviewing Collected Works
• Writing a Case Analysis Paper
• Writing a Case Study
• About Informed Consent
• Writing Field Notes
• Writing a Policy Memo
• Writing a Reflective Paper
• Writing a Research Proposal
• Generative AI and Writing
• Acknowledgments

A case study research paper examines a person, place, event, condition, phenomenon, or other type of subject of analysis in order to extrapolate  key themes and results that help predict future trends, illuminate previously hidden issues that can be applied to practice, and/or provide a means for understanding an important research problem with greater clarity. A case study research paper usually examines a single subject of analysis, but case study papers can also be designed as a comparative investigation that shows relationships between two or more subjects. The methods used to study a case can rest within a quantitative, qualitative, or mixed-method investigative paradigm.

Case Studies. Writing@CSU. Colorado State University; Mills, Albert J. , Gabrielle Durepos, and Eiden Wiebe, editors. Encyclopedia of Case Study Research . Thousand Oaks, CA: SAGE Publications, 2010 ; “What is a Case Study?” In Swanborn, Peter G. Case Study Research: What, Why and How? London: SAGE, 2010.

How to Approach Writing a Case Study Research Paper

General information about how to choose a topic to investigate can be found under the " Choosing a Research Problem " tab in the Organizing Your Social Sciences Research Paper writing guide. Review this page because it may help you identify a subject of analysis that can be investigated using a case study design.

However, identifying a case to investigate involves more than choosing the research problem . A case study encompasses a problem contextualized around the application of in-depth analysis, interpretation, and discussion, often resulting in specific recommendations for action or for improving existing conditions. As Seawright and Gerring note, practical considerations such as time and access to information can influence case selection, but these issues should not be the sole factors used in describing the methodological justification for identifying a particular case to study. Given this, selecting a case includes considering the following:

• The case represents an unusual or atypical example of a research problem that requires more in-depth analysis? Cases often represent a topic that rests on the fringes of prior investigations because the case may provide new ways of understanding the research problem. For example, if the research problem is to identify strategies to improve policies that support girl's access to secondary education in predominantly Muslim nations, you could consider using Azerbaijan as a case study rather than selecting a more obvious nation in the Middle East. Doing so may reveal important new insights into recommending how governments in other predominantly Muslim nations can formulate policies that support improved access to education for girls.
• The case provides important insight or illuminate a previously hidden problem? In-depth analysis of a case can be based on the hypothesis that the case study will reveal trends or issues that have not been exposed in prior research or will reveal new and important implications for practice. For example, anecdotal evidence may suggest drug use among homeless veterans is related to their patterns of travel throughout the day. Assuming prior studies have not looked at individual travel choices as a way to study access to illicit drug use, a case study that observes a homeless veteran could reveal how issues of personal mobility choices facilitate regular access to illicit drugs. Note that it is important to conduct a thorough literature review to ensure that your assumption about the need to reveal new insights or previously hidden problems is valid and evidence-based.
• The case challenges and offers a counter-point to prevailing assumptions? Over time, research on any given topic can fall into a trap of developing assumptions based on outdated studies that are still applied to new or changing conditions or the idea that something should simply be accepted as "common sense," even though the issue has not been thoroughly tested in current practice. A case study analysis may offer an opportunity to gather evidence that challenges prevailing assumptions about a research problem and provide a new set of recommendations applied to practice that have not been tested previously. For example, perhaps there has been a long practice among scholars to apply a particular theory in explaining the relationship between two subjects of analysis. Your case could challenge this assumption by applying an innovative theoretical framework [perhaps borrowed from another discipline] to explore whether this approach offers new ways of understanding the research problem. Taking a contrarian stance is one of the most important ways that new knowledge and understanding develops from existing literature.
• The case provides an opportunity to pursue action leading to the resolution of a problem? Another way to think about choosing a case to study is to consider how the results from investigating a particular case may result in findings that reveal ways in which to resolve an existing or emerging problem. For example, studying the case of an unforeseen incident, such as a fatal accident at a railroad crossing, can reveal hidden issues that could be applied to preventative measures that contribute to reducing the chance of accidents in the future. In this example, a case study investigating the accident could lead to a better understanding of where to strategically locate additional signals at other railroad crossings so as to better warn drivers of an approaching train, particularly when visibility is hindered by heavy rain, fog, or at night.
• The case offers a new direction in future research? A case study can be used as a tool for an exploratory investigation that highlights the need for further research about the problem. A case can be used when there are few studies that help predict an outcome or that establish a clear understanding about how best to proceed in addressing a problem. For example, after conducting a thorough literature review [very important!], you discover that little research exists showing the ways in which women contribute to promoting water conservation in rural communities of east central Africa. A case study of how women contribute to saving water in a rural village of Uganda can lay the foundation for understanding the need for more thorough research that documents how women in their roles as cooks and family caregivers think about water as a valuable resource within their community. This example of a case study could also point to the need for scholars to build new theoretical frameworks around the topic [e.g., applying feminist theories of work and family to the issue of water conservation].

Eisenhardt, Kathleen M. “Building Theories from Case Study Research.” Academy of Management Review 14 (October 1989): 532-550; Emmel, Nick. Sampling and Choosing Cases in Qualitative Research: A Realist Approach . Thousand Oaks, CA: SAGE Publications, 2013; Gerring, John. “What Is a Case Study and What Is It Good for?” American Political Science Review 98 (May 2004): 341-354; Mills, Albert J. , Gabrielle Durepos, and Eiden Wiebe, editors. Encyclopedia of Case Study Research . Thousand Oaks, CA: SAGE Publications, 2010; Seawright, Jason and John Gerring. "Case Selection Techniques in Case Study Research." Political Research Quarterly 61 (June 2008): 294-308.

Structure and Writing Style

The purpose of a paper in the social sciences designed around a case study is to thoroughly investigate a subject of analysis in order to reveal a new understanding about the research problem and, in so doing, contributing new knowledge to what is already known from previous studies. In applied social sciences disciplines [e.g., education, social work, public administration, etc.], case studies may also be used to reveal best practices, highlight key programs, or investigate interesting aspects of professional work.

In general, the structure of a case study research paper is not all that different from a standard college-level research paper. However, there are subtle differences you should be aware of. Here are the key elements to organizing and writing a case study research paper.

I.  Introduction

As with any research paper, your introduction should serve as a roadmap for your readers to ascertain the scope and purpose of your study . The introduction to a case study research paper, however, should not only describe the research problem and its significance, but you should also succinctly describe why the case is being used and how it relates to addressing the problem. The two elements should be linked. With this in mind, a good introduction answers these four questions:

• What is being studied? Describe the research problem and describe the subject of analysis [the case] you have chosen to address the problem. Explain how they are linked and what elements of the case will help to expand knowledge and understanding about the problem.
• Why is this topic important to investigate? Describe the significance of the research problem and state why a case study design and the subject of analysis that the paper is designed around is appropriate in addressing the problem.
• What did we know about this topic before I did this study? Provide background that helps lead the reader into the more in-depth literature review to follow. If applicable, summarize prior case study research applied to the research problem and why it fails to adequately address the problem. Describe why your case will be useful. If no prior case studies have been used to address the research problem, explain why you have selected this subject of analysis.
• How will this study advance new knowledge or new ways of understanding? Explain why your case study will be suitable in helping to expand knowledge and understanding about the research problem.

Each of these questions should be addressed in no more than a few paragraphs. Exceptions to this can be when you are addressing a complex research problem or subject of analysis that requires more in-depth background information.

II.  Literature Review

The literature review for a case study research paper is generally structured the same as it is for any college-level research paper. The difference, however, is that the literature review is focused on providing background information and  enabling historical interpretation of the subject of analysis in relation to the research problem the case is intended to address . This includes synthesizing studies that help to:

• Place relevant works in the context of their contribution to understanding the case study being investigated . This would involve summarizing studies that have used a similar subject of analysis to investigate the research problem. If there is literature using the same or a very similar case to study, you need to explain why duplicating past research is important [e.g., conditions have changed; prior studies were conducted long ago, etc.].
• Describe the relationship each work has to the others under consideration that informs the reader why this case is applicable . Your literature review should include a description of any works that support using the case to investigate the research problem and the underlying research questions.
• Identify new ways to interpret prior research using the case study . If applicable, review any research that has examined the research problem using a different research design. Explain how your use of a case study design may reveal new knowledge or a new perspective or that can redirect research in an important new direction.
• Resolve conflicts amongst seemingly contradictory previous studies . This refers to synthesizing any literature that points to unresolved issues of concern about the research problem and describing how the subject of analysis that forms the case study can help resolve these existing contradictions.
• Point the way in fulfilling a need for additional research . Your review should examine any literature that lays a foundation for understanding why your case study design and the subject of analysis around which you have designed your study may reveal a new way of approaching the research problem or offer a perspective that points to the need for additional research.
• Expose any gaps that exist in the literature that the case study could help to fill . Summarize any literature that not only shows how your subject of analysis contributes to understanding the research problem, but how your case contributes to a new way of understanding the problem that prior research has failed to do.
• Locate your own research within the context of existing literature [very important!] . Collectively, your literature review should always place your case study within the larger domain of prior research about the problem. The overarching purpose of reviewing pertinent literature in a case study paper is to demonstrate that you have thoroughly identified and synthesized prior studies in relation to explaining the relevance of the case in addressing the research problem.

III.  Method

In this section, you explain why you selected a particular case [i.e., subject of analysis] and the strategy you used to identify and ultimately decide that your case was appropriate in addressing the research problem. The way you describe the methods used varies depending on the type of subject of analysis that constitutes your case study.

If your subject of analysis is an incident or event . In the social and behavioral sciences, the event or incident that represents the case to be studied is usually bounded by time and place, with a clear beginning and end and with an identifiable location or position relative to its surroundings. The subject of analysis can be a rare or critical event or it can focus on a typical or regular event. The purpose of studying a rare event is to illuminate new ways of thinking about the broader research problem or to test a hypothesis. Critical incident case studies must describe the method by which you identified the event and explain the process by which you determined the validity of this case to inform broader perspectives about the research problem or to reveal new findings. However, the event does not have to be a rare or uniquely significant to support new thinking about the research problem or to challenge an existing hypothesis. For example, Walo, Bull, and Breen conducted a case study to identify and evaluate the direct and indirect economic benefits and costs of a local sports event in the City of Lismore, New South Wales, Australia. The purpose of their study was to provide new insights from measuring the impact of a typical local sports event that prior studies could not measure well because they focused on large "mega-events." Whether the event is rare or not, the methods section should include an explanation of the following characteristics of the event: a) when did it take place; b) what were the underlying circumstances leading to the event; and, c) what were the consequences of the event in relation to the research problem.

If your subject of analysis is a person. Explain why you selected this particular individual to be studied and describe what experiences they have had that provide an opportunity to advance new understandings about the research problem. Mention any background about this person which might help the reader understand the significance of their experiences that make them worthy of study. This includes describing the relationships this person has had with other people, institutions, and/or events that support using them as the subject for a case study research paper. It is particularly important to differentiate the person as the subject of analysis from others and to succinctly explain how the person relates to examining the research problem [e.g., why is one politician in a particular local election used to show an increase in voter turnout from any other candidate running in the election]. Note that these issues apply to a specific group of people used as a case study unit of analysis [e.g., a classroom of students].

If your subject of analysis is a place. In general, a case study that investigates a place suggests a subject of analysis that is unique or special in some way and that this uniqueness can be used to build new understanding or knowledge about the research problem. A case study of a place must not only describe its various attributes relevant to the research problem [e.g., physical, social, historical, cultural, economic, political], but you must state the method by which you determined that this place will illuminate new understandings about the research problem. It is also important to articulate why a particular place as the case for study is being used if similar places also exist [i.e., if you are studying patterns of homeless encampments of veterans in open spaces, explain why you are studying Echo Park in Los Angeles rather than Griffith Park?]. If applicable, describe what type of human activity involving this place makes it a good choice to study [e.g., prior research suggests Echo Park has more homeless veterans].

If your subject of analysis is a phenomenon. A phenomenon refers to a fact, occurrence, or circumstance that can be studied or observed but with the cause or explanation to be in question. In this sense, a phenomenon that forms your subject of analysis can encompass anything that can be observed or presumed to exist but is not fully understood. In the social and behavioral sciences, the case usually focuses on human interaction within a complex physical, social, economic, cultural, or political system. For example, the phenomenon could be the observation that many vehicles used by ISIS fighters are small trucks with English language advertisements on them. The research problem could be that ISIS fighters are difficult to combat because they are highly mobile. The research questions could be how and by what means are these vehicles used by ISIS being supplied to the militants and how might supply lines to these vehicles be cut off? How might knowing the suppliers of these trucks reveal larger networks of collaborators and financial support? A case study of a phenomenon most often encompasses an in-depth analysis of a cause and effect that is grounded in an interactive relationship between people and their environment in some way.

NOTE:   The choice of the case or set of cases to study cannot appear random. Evidence that supports the method by which you identified and chose your subject of analysis should clearly support investigation of the research problem and linked to key findings from your literature review. Be sure to cite any studies that helped you determine that the case you chose was appropriate for examining the problem.

IV.  Discussion

The main elements of your discussion section are generally the same as any research paper, but centered around interpreting and drawing conclusions about the key findings from your analysis of the case study. Note that a general social sciences research paper may contain a separate section to report findings. However, in a paper designed around a case study, it is common to combine a description of the results with the discussion about their implications. The objectives of your discussion section should include the following:

Reiterate the Research Problem/State the Major Findings Briefly reiterate the research problem you are investigating and explain why the subject of analysis around which you designed the case study were used. You should then describe the findings revealed from your study of the case using direct, declarative, and succinct proclamation of the study results. Highlight any findings that were unexpected or especially profound.

Explain the Meaning of the Findings and Why They are Important Systematically explain the meaning of your case study findings and why you believe they are important. Begin this part of the section by repeating what you consider to be your most important or surprising finding first, then systematically review each finding. Be sure to thoroughly extrapolate what your analysis of the case can tell the reader about situations or conditions beyond the actual case that was studied while, at the same time, being careful not to misconstrue or conflate a finding that undermines the external validity of your conclusions.

Relate the Findings to Similar Studies No study in the social sciences is so novel or possesses such a restricted focus that it has absolutely no relation to previously published research. The discussion section should relate your case study results to those found in other studies, particularly if questions raised from prior studies served as the motivation for choosing your subject of analysis. This is important because comparing and contrasting the findings of other studies helps support the overall importance of your results and it highlights how and in what ways your case study design and the subject of analysis differs from prior research about the topic.

Consider Alternative Explanations of the Findings Remember that the purpose of social science research is to discover and not to prove. When writing the discussion section, you should carefully consider all possible explanations revealed by the case study results, rather than just those that fit your hypothesis or prior assumptions and biases. Be alert to what the in-depth analysis of the case may reveal about the research problem, including offering a contrarian perspective to what scholars have stated in prior research if that is how the findings can be interpreted from your case.

Acknowledge the Study's Limitations You can state the study's limitations in the conclusion section of your paper but describing the limitations of your subject of analysis in the discussion section provides an opportunity to identify the limitations and explain why they are not significant. This part of the discussion section should also note any unanswered questions or issues your case study could not address. More detailed information about how to document any limitations to your research can be found here .

Suggest Areas for Further Research Although your case study may offer important insights about the research problem, there are likely additional questions related to the problem that remain unanswered or findings that unexpectedly revealed themselves as a result of your in-depth analysis of the case. Be sure that the recommendations for further research are linked to the research problem and that you explain why your recommendations are valid in other contexts and based on the original assumptions of your study.

V.  Conclusion

As with any research paper, you should summarize your conclusion in clear, simple language; emphasize how the findings from your case study differs from or supports prior research and why. Do not simply reiterate the discussion section. Provide a synthesis of key findings presented in the paper to show how these converge to address the research problem. If you haven't already done so in the discussion section, be sure to document the limitations of your case study and any need for further research.

The function of your paper's conclusion is to: 1) reiterate the main argument supported by the findings from your case study; 2) state clearly the context, background, and necessity of pursuing the research problem using a case study design in relation to an issue, controversy, or a gap found from reviewing the literature; and, 3) provide a place to persuasively and succinctly restate the significance of your research problem, given that the reader has now been presented with in-depth information about the topic.

Consider the following points to help ensure your conclusion is appropriate:

• If the argument or purpose of your paper is complex, you may need to summarize these points for your reader.
• If prior to your conclusion, you have not yet explained the significance of your findings or if you are proceeding inductively, use the conclusion of your paper to describe your main points and explain their significance.
• Move from a detailed to a general level of consideration of the case study's findings that returns the topic to the context provided by the introduction or within a new context that emerges from your case study findings.

Note that, depending on the discipline you are writing in or the preferences of your professor, the concluding paragraph may contain your final reflections on the evidence presented as it applies to practice or on the essay's central research problem. However, the nature of being introspective about the subject of analysis you have investigated will depend on whether you are explicitly asked to express your observations in this way.

Problems to Avoid

Overgeneralization One of the goals of a case study is to lay a foundation for understanding broader trends and issues applied to similar circumstances. However, be careful when drawing conclusions from your case study. They must be evidence-based and grounded in the results of the study; otherwise, it is merely speculation. Looking at a prior example, it would be incorrect to state that a factor in improving girls access to education in Azerbaijan and the policy implications this may have for improving access in other Muslim nations is due to girls access to social media if there is no documentary evidence from your case study to indicate this. There may be anecdotal evidence that retention rates were better for girls who were engaged with social media, but this observation would only point to the need for further research and would not be a definitive finding if this was not a part of your original research agenda.

Failure to Document Limitations No case is going to reveal all that needs to be understood about a research problem. Therefore, 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. For example, the case of studying how women conceptualize the need for water conservation in a village in Uganda could have limited application in other cultural contexts or in areas where fresh water from rivers or lakes is plentiful and, therefore, conservation is understood more in terms of managing access rather than preserving access to a scarce resource.

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. If you do not, your reader may question the validity of your analysis, particularly if you failed to document an obvious outcome from your case study research. For example, in the case of studying the accident at the railroad crossing to evaluate where and what types of warning signals should be located, you failed to take into consideration speed limit signage as well as warning signals. When designing your case study, be sure you have thoroughly addressed all aspects of the problem and do not leave gaps in your analysis that leave the reader questioning the results.

Case Studies. Writing@CSU. Colorado State University; Gerring, John. Case Study Research: Principles and Practices . New York: Cambridge University Press, 2007; Merriam, Sharan B. Qualitative Research and Case Study Applications in Education . Rev. ed. San Francisco, CA: Jossey-Bass, 1998; Miller, Lisa L. “The Use of Case Studies in Law and Social Science Research.” Annual Review of Law and Social Science 14 (2018): TBD; Mills, Albert J., Gabrielle Durepos, and Eiden Wiebe, editors. Encyclopedia of Case Study Research . Thousand Oaks, CA: SAGE Publications, 2010; Putney, LeAnn Grogan. "Case Study." In Encyclopedia of Research Design , Neil J. Salkind, editor. (Thousand Oaks, CA: SAGE Publications, 2010), pp. 116-120; Simons, Helen. Case Study Research in Practice . London: SAGE Publications, 2009;  Kratochwill,  Thomas R. and Joel R. Levin, editors. Single-Case Research Design and Analysis: New Development for Psychology and Education .  Hilldsale, NJ: Lawrence Erlbaum Associates, 1992; Swanborn, Peter G. Case Study Research: What, Why and How? London : SAGE, 2010; Yin, Robert K. Case Study Research: Design and Methods . 6th edition. Los Angeles, CA, SAGE Publications, 2014; Walo, Maree, Adrian Bull, and Helen Breen. “Achieving Economic Benefits at Local Events: A Case Study of a Local Sports Event.” Festival Management and Event Tourism 4 (1996): 95-106.

Writing Tip

At Least Five Misconceptions about Case Study Research

Social science case studies are often perceived as limited in their ability to create new knowledge because they are not randomly selected and findings cannot be generalized to larger populations. Flyvbjerg examines five misunderstandings about case study research and systematically "corrects" each one. To quote, these are:

Misunderstanding 1 :  General, theoretical [context-independent] knowledge is more valuable than concrete, practical [context-dependent] knowledge. Misunderstanding 2 :  One cannot generalize on the basis of an individual case; therefore, the case study cannot contribute to scientific development. Misunderstanding 3 :  The case study is most useful for generating hypotheses; that is, in the first stage of a total research process, whereas other methods are more suitable for hypotheses testing and theory building. Misunderstanding 4 :  The case study contains a bias toward verification, that is, a tendency to confirm the researcher’s preconceived notions. Misunderstanding 5 :  It is often difficult to summarize and develop general propositions and theories on the basis of specific case studies [p. 221].

While writing your paper, think introspectively about how you addressed these misconceptions because to do so can help you strengthen the validity and reliability of your research by clarifying issues of case selection, the testing and challenging of existing assumptions, the interpretation of key findings, and the summation of case outcomes. Think of a case study research paper as a complete, in-depth narrative about the specific properties and key characteristics of your subject of analysis applied to the research problem.

Flyvbjerg, Bent. “Five Misunderstandings About Case-Study Research.” Qualitative Inquiry 12 (April 2006): 219-245.

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Princeton Online

Writing Case Studies: Science of Delivery

This course introduces you to the main elements of a good science of delivery case study and teaches you how to plan your research, conduct interviews, and organize your writing.

The science of delivery begins with a simple observation. We often have a vision of the right policies or strategies for improving health, safety, and economic well-being, but the real problem is getting things done. Even a simple policy intervention such as child vaccination requires much more than nurses and a stock of vaccine to be effective.

Case studies are a vital tool for sharing insight about the 'how’ of policy implementation and institutional reform. They trace the steps taken to produce results. They show solutions people have devised to address anticipated challenges and overcome unanticipated obstacles. They help us think about how to adapt approaches so that they work in different contexts.

The course is most suitable for practitioners who want to document and analyze their efforts to implement a program or build a new institution, researchers who want to trace how programs achieved results, and graduate students who want an introduction to one type of case study method.

You will learn: 

• Key elements of a science of delivery case study
• How to develop a research strategy
• How to plan and carry out an interview
• Strategies for handling common research challenges
• Ways to plan the writing process
• Stylistic conventions and standards that improve communication
• How to manage some common writing challenges
• Systems for complying with important ethical and legal standards

How to Enroll

• Visit Writing Case Studies: Science of Delivery on edX

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Methodology

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

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

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

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

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

Table of contents

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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Professional editors proofread and edit your paper by focusing on:

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

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

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

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

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

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

Research bias

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

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Case Research & Writing Group

Established in November 1999, the Case Research & Writing Group (CRG) grew out of Harvard Business School’s commitment to increase the diversity, impact, and visibility of its international and domestic research efforts. CRG case researchers work closely with HBS faculty members, supporting the development of cases and other course materials including case supplements, abridgements, background notes, teaching notes, and multimedia products. Part of the Division of Research and Faculty Development, the CRG also supports other HBS departments, the HBS Global Initiative and its off-campus centers, and provides RA training services.

CRG case researchers have contributed to over 1,900 projects across all the HBS academic units. Field cases (which involve interviews at the host organization) account for nearly one third of these products. Library cases, supplements, rewrites, revisions, abridged cases, teaching notes and teaching plans, and multimedia supplements make up the balance.

Team Overview

The CRG team currently has 15 members. While all CRG case researchers are generalists, covering all HBS intellectual disciplines, they come from diverse industry backgrounds. Prior to joining the CRG, case researchers have had successful careers in finance, engineering, education, international development, academia, consulting, politics, journalism, green real estate, and policy. CRG case researchers have a combined 100+ years of case writing experience, some of it at other academic institutions. Members of the CRG hold diverse academic credentials. Five case researchers hold BAs, four hold MBAs, four hold MAs (History, Government, Law & Diplomacy, International Administration), and two hold PhDs. Undergraduate concentrations include art history, East Asian studies, electrical engineering, finance, government, history, political science, public policy, and sociology. Additionally, members of the CRG are fluent in Chinese, French, German, Hebrew, Italian, Norwegian, Portuguese, and Spanish and have considerable experience living and working overseas. The professional and academic background of CRG case researchers allows us to take on diverse projects internationally and domestically. Carin Knoop heads the CRG ( [email protected] ).

Working as a case researcher at the CRG is exciting and challenging. We visit companies all over the world, drawing on interviews with organizational leaders, data, field observations, and published sources to create educational and effective classroom cases. The group also writes background, industry, and teaching notes and contributes to many other types of course material. Unlike HBS RAs who are dedicated to one or a group of faculty members, CRG case researchers are paired with faculty members on an individual project basis and typically work simultaneously with multiple HBS faculty supporting the diverse intellectual disciplines at HBS. More information about working at HBS and the RA experience is available .

While challenging, the opportunity to contribute to the intellectual capital of HBS is greatly rewarding. Additionally, case researchers are encouraged to take part in the broad range of activities at HBS and the greater Harvard community.

CRG case researchers have the following qualities:

• Ability to develop and write HBS cases (in support of faculty) on a variety of business subjects, usually in print, though sometimes in media such as web-based video. In addition to writing text, case researchers also produce charts, graphs, and tables as appropriate.
• Strong writing and academic research skills, as well as excellent analytical, communications, and interviewing skills.
• Understanding of current management and business issues.
• Flexibility, adaptability, and the ability to multitask, focus, and write quickly and effectively.
• Desire to work collaboratively and independently at the highest level of academic rigor while establishing strong working relationships and taking direction from one or more project leaders.
• Comfort in both academic and business settings, and with interviewing top corporate executives.
• Proven business writing and case writing experience.
• Language fluency, regional familiarity, or sector expertise.
• Knowledge of HBS structure, systems, and processes.

How to... Write a teaching case study

• What is a teaching case study?

A discussion-based case study is an education tool to facilitate learning about, and analysis of, a real-world situation.

A case study provides a well-researched and compelling narrative about an individual, or a group of people, that needs to make a decision in an organisational setting.

The case study narrative includes relevant information about the situation, and gives multiple perspectives on the problem or decision that needs to be taken, but does not provide analysis, conclusions, or a solution.

On this page...

How does a case study work in education, top tips for writing a case study, what is the difference between teaching cases and research focused cases.

• Writing the case study

How to write a teaching note

• Final thoughts

The Emerald Cases Hub

Which publication would suit my case study.

Read about getting ready to publish and visit the Emerald Cases Hub for courses and guides on writing case studies and teaching notes.

Teaching cases expose students to real-world business dilemmas in different cultural contexts.

Students are expected to read the case study and prepare an argument about the most appropriate course of action or recommendation, which can be debated in a facilitated case study class session, or documented in a case study assignment or examination.

A case teaching note, containing recent and relevant theoretical and managerial frameworks, will be published alongside the teaching case, and can be used to demonstrate the links between course content and the case situation to support teaching of the case method.

Teaching case studies have a distinctive literary style: they are written in the third person, in the past tense, and establish an objectivity of core dilemmas in the case.

We have gathered some top tips for you to think about as your write your case study.

Collect information

Cases can be based on primary or secondary data; however, carrying out interviews with the protagonist and others in the organisation, where possible, often results in a better and more balanced case study.

Make sure that you have all the materials you will need before you start the writing process. This will speed up the actual process. Most case studies have a mixture of primary and secondary sources to help capture the spirit of the protagonist.

Structure the narrative

Tell the story in chronological order and in the past tense. Identify and establish the central protagonist and their dilemma in the first paragraph and summarise the dilemma again at the end of the case.

Develop the protagonist

Ensure the protagonist is a well-developed character and that students can identify with their motivations throughout the case.

Get permission

When you submit your case study and teaching note, you must include signed permission from the relevant protagonist or company featured in the case and for any material for which you don’t own the copyright. 

Be clear on your teaching objective

The case method offers a variety of class participation methods, such as discussion, role-play, presentation, or examination. Decide which method best suits the case you want to write. 

Identify case lead author

You might want to consider writing your case study in partnership with colleagues. However, if you are writing a case with other people you need to make sure that the case reads as one voice.

You do not have to share the work evenly. Instead, play to your individual strengths: one author might be better at data analysis, one a better writer. Agree and clarify the order of appearance of authors. This is very important since this cannot be changed after publication.

Write a thorough teaching note

A well-written case study needs an equally well-written teaching note to allow instructors to adopt the case without the need for additional research. The standard teaching note provides key materials such as learning objectives, sample questions and answers, and more. See 'What to include in your teaching note' to produce effective teaching note for your case.

Writing a teaching case requires a distinctive literary style; it should be written in the third person, in the past tense, and establish objectivity of the core dilemmas in the case.

To begin with, a case has to have a hook: an overriding issue that pulls various parts together, a managerial issue or decision that requires urgent attention. 

The trick is to present the story so that the hook is not immediately apparent but ‘discovered’ by students putting the relevant pieces together. More importantly, the hook must be linked to a particular concept, theory, or methodology. 

A teaching case reflects the ambiguity of the situation and need not have a single outcome, as the intent is to create a dialogue with students, encourage critical thinking and research, and evaluate recommendations.

Research cases are a methodology used to support research findings and add to the body of theoretical knowledge, and as such are more academically-focused and evidence-based.

Writing a case study

How to write & structure a case

• Write in the past tense
• Identify and establish an issue/problem which can be used to teach a concept or theory

The opening paragraph should make clear:

• Who the main protagonist is 
• Who the key decision maker is 
• What the nature of the problem or issue is 
• When the case took place, including specific dates 
• Why the issue or problem arose

The body of the case should:

• Tell the whole story – usually in a chronological order 
• Typically contain general background on business environment, company background, and the details of the specific issue(s) faced by the company 
• Tell more than one side of the story so that students can think of competing alternatives

The concluding paragraph should:

• Provide a short synthesis of the case to reiterate the main issues, or even to raise new questions

Before you start, choose where to publish your case study and familiarise yourself with the style and formatting requirements.

Get ready to publish  

What to include in your teaching note

Case synopsis.

Provide a brief summary (approximately 150-200 words) describing the case setting and key issues. Include:

• Name of the organisation
• Time span of the case study
• Details of the protagonist
• The dilemma facing the protagonist
• Sub-field of academia the case is designed to teach (e.g., market segmentation in the telecommunications sector).

Target audience

Clearly identify the appropriate audience for the case (e.g., undergraduate, graduate, or both).  Consider:

• Possible courses where the case can be used
• Level of difficulty
• Specific pre-requisites
• Discipline(s) for which the case is most relevant

If there are multiple target audiences, discuss different teaching strategies.

Top tip: remember that the deciding factor for most instructors looking to find a case for their classroom is relevancy. Working with a specific audience in mind and sharing guidance on case usage helps develop the applicability of your case.

Learning objectives

Set a minimum of one objective for a compact case study and three to four for a longer case. Your objectives should be specific and reflective of the courses you suggest your case be taught in. Make it clear what students can expect to learn from reading the case.

Top tip: Good learning objectives should cover not only basic understanding of the context and issues presented in the case, but also include a few more advanced goals such as analysis and evaluation of the case dilemma.

Research methods

Outline the types of data used to develop the case, how this data was gathered, and whether any names/details/etc. within the case have been disguised. Please note that you will need to obtain consent from the case protagonist/organisation if primary data has been used. Cases based on secondary data (i.e., any information that is publicly available) are not required to obtain consent.

Teaching plan and objectives

Provide a breakdown of the classroom discussion time into sections. Include a brief description of the opening and closing 10-15 minutes, as well as challenging case discussion questions with comprehensive sample answers.

Provide instructors a detailed breakdown of how you would teach the case in 90 minutes. Include:

• Brief description of the opening 10-15 minutes.
• Suggested class time, broken down by topics, assignment questions, and activities.
• Brief description of the closing 10-15 minutes. Reinforce the learning objectives and reveal what actually happened, if applicable

Assignment questions and answers

Include a set of challenging assignment questions that align with the teaching objectives and relate to the dilemma being faced in the case.

Successful cases will provide:

• Three to five questions aligned to the learning objectives.
• A combination of closed, open-ended, and even controversial questions to create discussion.
• Questions that prompt students to consider a dilemma from all angles.

Successful sample answers should:

• Provide an example of an outstanding (A+) response to each question. To illustrate the full range of potential answers, good teaching notes often go on to provide examples of marginal and even incorrect responses as well.
• Draw from recent literature, theory, or research findings to analyse the case study.
• Reflect the reality that a case may not necessarily have a single correct answer by highlighting a diversity of opinions and approaches.

Supporting material

Supporting materials can include any additional information or resources that supplement the experience of using your case. Examples of these materials include  such as worksheets, videos, reading lists, reference materials, etc. If you are including classroom activities as part of your teaching note, please provide detailed instructions on how to direct these activities.

Test & learn

When you have finished writing your case study and teaching note, test them!

Try them out in class to see if students have enough information to thoughtfully address the case dilemma, if the teaching note supports an engaged class discussion, and if the teaching note assignments/lesson plan timing are appropriate. Revise as needed based on the class experience before submitting.

Guide to writing a teaching note

Our short PDF guide will give you advice on writing your teaching note, what you should include and our top tips to creating an effective teaching note.

Download our guide

Final thoughts on writing

What makes a great teaching case?

• Written in the case teaching narrative style, not in the style of a research article
• Classroom tested, making it much more robust
• Objective, considering all sides of a dilemma
• Aligned with the objectives of the publication in which it is included
• Structured to allow for relevant learning outcomes, enabling students to meet them effectively

Common review feedback comments

• The case requires additional information in order to be taught
• A lack of detail
• Suggested answers are not supported by the case
• Learning objectives which apply a model without a purpose
• No sample answers
• Not written in the third person or past tense
• No analysis or lessons learned

What makes a good teaching note?

• Clear learning objectives
• Suggested class time, broken down by topics
• Suggested student assignment
• Brief description of the opening and closing 10-15 minutes and case synopsis
• Challenging case discussion questions with sample answers
• Supporting materials – worksheets, videos, readings, reference material, etc
• Target audience identified
• If applicable, an update on ‘what actually happened’

Register on the Emerald Cases Hub to access free resources designed by case-writing experts to help you write and publish a quality case study. Develop your skills and knowledge with a course on writing a case study and teaching note, view sample cases, or explore modules on teaching/leaning through the case method.

Visit the Emerald Cases Hub

A key factor in boosting the chances of your case study being published is making sure it is submitted to the most suitable outlet. Emerald is delighted to offer two key options: 

Emerging Markets Case Studies (EMCS)

EMCS welcomes well-researched, instructive, and multimedia online cases about the most interesting companies in complex emerging market contexts, to be used by faculty to develop effective managers globally. 

Cases must be factual and be developed from multiple sources, including primary data sourced and signed-off by the company involved.  

Find out more about EMCS

The CASE Journal (TCJ)

TCJ is the official journal of The CASE Association, the leading online, double-blind, peer-reviewed journal featuring factual teaching cases and case exercises spanning the full spectrum of business and management disciplines.

TCJ invites submissions of cases designed for classroom use.  

Find out more about TCJ

The journal peer review process

Understand the journal and case study peer review process and read our tips for revising your submission.

Submit your case study

Submit your case through your chosen channel’s online submission site, find author support and understand your next steps to publish your case study.

Competitions

We partner with a range of organisations to offer case writing competitions. Applying for an award opens the door to the possibility of you receiving international recognition and a cash prize.

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How to Use Case Studies in Your Employee Training Sessions

Case studies can be powerful tools for learning and training. They're evidence-based stories that showcase the outcomes you want, so using them as the basis for your training can make the training itself more engaging and more effective. The question is, how can you use a case study to enhance your training for learners? There are several options.

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Table of Contents

Design a case study to fit the training, develop training to fit a case study, use a longitudinal case study to demonstrate outcomes of training, use miniature case studies to prove individual points, thread a case study throughout training, ask trainees to predict case study outcomes, discuss potential alternative outcomes in case studies, turn a case study into an immersive simulation, create a framework case study and encourage trainees to fill it out.

First up, you have one major decision to make. Do you design training around a case study, or do you design a case study to fit your training? Both perspectives are equally valid as long as the study results and the training program goals are aligned.

Let’s say you choose to design a case study to fit your desired training. For example, you're trying to implement the  Delivering Exceptional Phone Service  reproducible training course for your customer service team. To back up the training, you want a case study that showcases how putting the techniques taught in the course into practice will bolster positive outcomes with customer service.

You have two options here.

• The first is simply writing a case study based on your own experiences, accentuating the necessary details relevant to the training, and pruning it down to the bare essentials to prove your point.
• The other option is to seek out existing case studies performed by renowned research firms that support your points.

In either case, you can then use the case study as a "real world" example of how the techniques in the training can be put to actual use and how they tangibly impact positive outcomes. Make sure to highlight specific aspects of the case study and how they relate to the practices put forth in the training module for better retention.

Your second option, as an alternative, is to develop your training to fit an already existing case study.

The process looks a little something like this:

• Begin by finding a case study that results in the outcomes you're seeking. For example,  this case study from Train Like a Champion  focuses on getting training to produce long-term results, something that every company can benefit from implementing.
• Next, review the case study. Look for salient details and mechanisms used to achieve the outcomes you desire. Ideally, the case study itself will support those mechanisms and expound upon how to use them.
• Finally, develop a training module that integrates the case study and its data, as well as the mechanisms you uncovered, to train your employees to achieve those same outcomes.

You can accompany the training module with the case study, with details and data uncovered along the way, or you can use it as a companion piece or use it as cited sources or proof for the claims you're making. None of these choices are inherently wrong, so pick the ones that work best with your staff and your means of training to create a better learning experience.

Longitudinal case studies are case studies that look at and measure specific data about their subjects over a long period. Such case studies can follow individuals throughout a particular period of years, their careers, or their entire lives. For example, longitudinal studies are often used in medicine to help study the long-term effects of various substances and illnesses.

A longitudinal case study can be a powerful tool for building training. You can point to specific, hard evidence that certain kinds of training not only improve short-term results and benefits for employees, clients, and companies but can increase the value of employees throughout their careers.

Using this kind of case study can be an essential part of encouraging your employees to take the training seriously. After all, it's one thing to encourage employees to participate in training because it benefits customers or the company, but it's quite a different incentive if you can showcase how that training will improve their career prospects.

The tricky part about this is that case studies can prove many different points because different people have different career trajectories and leverage different skills in different ways. That is why it can be essential to begin with training modules such as  What's My Leadership Style  to help employees identify which individuals to follow in the case study and which outcomes are most relevant to their specific situations.

If finding specific, relevant longitudinal studies isn't possible, an alternative approach involves leveraging small-scale case studies to reinforce key points throughout your training process. For example, throughout a comprehensive  customer service training  course, you can use specific case studies that highlight varied responses to an irate customer, showcasing how different approaches lead to distinct outcomes. These case studies provide tangible examples to support decisions about adopting a placating, resistant, or combative tone in customer interactions.

The benefit to this option is that there are, in general, many more small-scale case studies than there are more extensive, longitudinal case studies. Moreover, it's much easier to find them and use them to prove your points. Long-term case studies can have surprising outcomes, and they can have findings that contradict your studies and policies. That can be difficult to reconcile unless you're willing to wholly adjust your training and direction.

The biggest potential drawback to this option is that there are many small-scale case studies, many of which can have contradictory outcomes. With the vast pool of small-scale case studies available, there is a risk of cherry-picking examples that selectively support a specific viewpoint, regardless of their overall value. This practice could compromise the integrity of the training content and may not provide a holistic representation of the topic at hand. Trainers should exercise caution and ensure that the chosen case studies are relevant, unbiased, and contribute substantively to the overall learning objectives.

If you think back to some of the more effective textbook designs for schools in higher education, you may find a through-line. Many effective textbooks include an ongoing, long-term set of examples, or "characters," they follow along the way. For example, in courses where you learn a language, a textbook will often have a set of characters who interact in varying situations to showcase quirks of language, particularly conversational use of the language.

A case study can be used in this manner for your training. Fortunately, many comprehensive and overarching training courses have these kinds of examples and case studies built into them.

The goal is to allow your trainees to explore training in a multifaceted way. That might include links to studies, links to infoboxes, video interviews, and much more.

An added benefit of this training method is that you can make a single training module much more comprehensive in terms of answers to common and uncommon questions. Training employees from a point of knowledge can be surprisingly challenging because it can be tricky to judge even what the trainees don't know. Providing in-depth, interlinked, embedded answers to questions for trainees to explore helps bring everyone to the same page.

One thing that sets effective training apart from ineffective training is the level of interactivity. When training is interactive and engaging, trainees learn much more from it by participating in "real-life" examples and demos of the training in action. This approach enables participants to apply their knowledge in real-life situations, promoting a deeper understanding and emphasizing their problem-solving ability to choose appropriate resolutions.

One way to help encourage engagement in training is with a case study that puts that training into action. Divide the case study between setup and resolution, and have the trainees read the setup portion of the training. Cut it off as the individuals in the case study are making their decisions based on the training (or ignoring the training).

Then, ask the trainees to predict what the outcomes will be. Encourage them to write down their predictions. Then, you can progress with the case study and reveal the actual results of the training. While some case studies may follow predictable paths, introducing occasional curveballs keeps participants on their toes. These unexpected twists challenge trainees’ critical thinking skills and their ability to adapt their problem-solving strategies. You can then discuss why they made the predictions that they did and what led them to their decisions, whether right or wrong.

This interactive approach not only transforms training into a participatory experience but also creates a platform for meaningful discussions.

Like the above, you can leverage case studies and predictions to speculate. How would the outcome have changed if the individual in the case study made a different choice or acted differently?

What changes would your employees make?

"After reading a case study together or independently, you can have your participants write a different ending to the case study. For example, if you read a story about a woman who improved her communication skills after attending a workshop (just like the one your students might be in), have them write what would happen if she didn't attend the workshop. Have them write what would happen if she was engaged/not engaged. Ask them to consider what is going on in the woman's life that might impact her ability to communicate appropriately or efficiently during the time of training. Writing a different outcome prompts participants to consider the whole story and not just the parts that are presented to them." –  TrainingCourseMaterial

For an interesting case study of your own, you can ask your trainees to read a situation and convey how they would act in that situation before implementing the training in the first place. Then, progress through the training modules. When finished, ask the trainee to revisit, see how accurate their behavior is to the goal, and ask them what changes, if any, they would make.

Once again, studies show that the best training is training produced in the form of an immersive simulation.  

Look for industry case studies about particular incidents.  Several agencies  produce comprehensive investigations into the circumstances behind industrial accidents, often in factory, warehouse, or shipping processes. These case studies can form the basis of a scenario wherein you ask your employees to role-play how they would respond if the incident occurred in your facility.

You can then use the realities of the investigation to enforce consequences in the simulated disaster. For example, say you're training employees to handle a chemical spill in a warehouse. The established procedures outline specific actions to be taken. Within the simulation, introduce a scenario where one employee is found unconscious within the chemical spill. This introduces a critical decision point: will someone attempt a rescue, and if so, will they do so without proper preparation? You can then remove this individual from the training scenario because their actions led to them being incapacitated.

There are many such examples. Always remember that most, if not all, industrial and commercial regulations are built on the back of people dying because of loopholes or unforeseen circumstances.

This approach allows employees to engage with the training material in a hands-on, realistic manner. It not only reinforces the importance of adhering to established protocols but also highlights the potential repercussions of deviating from proper procedures. The immersive nature of these simulations helps employees internalize the lessons, making the training more impactful and applicable to their day-to-day responsibilities.

Finally, another way to use case studies for training is to turn your trainees into case studies themselves. Build a framework or a template of a case study, with questions about the scenario, their responses, the training, and their behavior after the training. Encourage trainees to fill out these case study templates, then participate in training, and fill them out again. For added value, track these employees for months afterward to see where they've gone, how they've implemented their training, and how it has improved their careers.

The use of case studies can be a powerful training tool, but they can only be effective if coupled with practical training modules. After all, you can't know how to reach your goals without knowing where you are. That's why we offer dozens of training options in our reproducible training library, as well as dozens more assessments (both instructor-led and self-guided) to help establish baselines and build awareness.

Check out our training library, and find case studies that align with your company values and learning objectives.

To learn more about how to help your employees, check out our  What’s My Leadership Style  course. This course is a management development tool, leadership style assessment, and online training workshop. This comprehensive tool is designed to pinpoint an individual's leadership style, offering valuable insights for organizational leaders, managers, and supervisors. By utilizing this tool, professionals can enhance their performance and cultivate the skills necessary to evolve into effective and impactful leaders within their respective roles.

Do you have any questions or concerns about using case studies in your employee training sessions to provide the best outcomes for your learners? If so, please feel free to leave a comment down below, and we'll get back to you! We make it a point to reply to every message we receive, and we would be more than happy to assist you or your company however we possibly can.

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About our author

Bradford r. glaser.

Brad is President and CEO of HRDQ, a publisher of soft-skills learning solutions, and HRDQ-U, an online community for learning professionals hosting webinars, workshops, and podcasts. His 35+ years of experience in adult learning and development have fostered his passion for improving the performance of organizations, teams, and individuals.

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ISB’s Case Writing and Teaching Workshop

May 2023, indian school of business, hyderabad.

Participative and collaborative learning has proven to be an exciting alternative to traditional management pedagogy. Today’s students demand an active role in their own learning. Teaching with case studies in the classroom provides a means for abstract and conceptual ideas to be applied to practical, real-world business scenarios. Cases place students in real-life situations, forcing them to identify with the protagonist and come up with solutions to a plausible problem. As such, they turn students into active learners rather than passive receivers, helping them develop problem-solving and decision-making skills.

The Centre for Learning and Management Practice (CLMP) at the Indian School of Business (ISB), in its endeavour to promote effective learning and teaching with cases, offers Case Writing and Teaching Workshops through the year.

The intent of these workshops is to train high-potential faculty and case writers in the case writing and case teaching process, and to develop a case writing and case teaching culture in Indian management schools.

Conducted by experienced faculty, experts in the case method, each intensive workshop covers the fundamentals of both case writing and case teaching.

The workshop will start with outlining the importance of case study methodology as a pedagogical approach for active learning. Participants will learn the theory behind developing a good case study and the guiding principles to write case studies. By the end of the workshop, participants would have built a strong foundation for developing their own cases. This is thus a great opportunity to develop valuable writing skills. By inspiring you to write and use your own cases, this workshop will also assist in improving your teaching. The workshop would also include tips on how to teach a case effectively.

Programme Calendar

Target Audience

The participants at the workshop would include faculty, case writers, doctoral students and research staff from the academic community across management disciplines as well as representatives from business and the Government, such as heads of training departments, consultants and individuals teaching as visiting faculty at academic institutions. Interested participants would be requested to come to the workshop with an idea that they would like to develop into their own case study.

Training Objectives

At this very interactive and practical workshop, participants will learn about the case study—the history behind it, and its benefits and limitations. They will then be taught as to what makes a ‘good’ case. Instruction would be provided on how to design a case study – ensuring that the key areas of

the introduction, body, conclusion and exhibits - are covered systematically. The workshop would also include tips on how to teach a case.

For the participants, we expect that developing in-house case studies would provide the following key benefits for their students/audience: 

• To demonstrate stronger critical thinking skills
• Make connections across multiple content areas
• Develop a deeper understanding of concepts
• Be better able to view an issue from multiple perspectives
• Take a more active part in class
• Become more engaged
• Develop positive peer to peer relationships

Pre-Workshop Requirements

• Participants are required to come to the workshop with a definite idea and learning objectives for a business case. They need to identify a company, the case protagonist, and preferably (not mandatory) obtain permission from the company to write the case.
• Participants are requested to share their case idea and learning objectives with us by two weeks prior to the workshop dates.

Post-Workshop Activities:

• By the end of the workshop, each participant will have successfully drafted a 2-3 page Case Plan. The Case Plan includes the opening paragraph, the outline of the finished case by subtitles, list of data requirements, and a time plan. This plan is the basis of each case study.
• Participants will receive feedback on the Case Plan from the workshop trainers within a few weeks of the completion of the workshop.

Dr. Saumya Sindhwani

Saumya Sindhwani is an Assistant Professor (Practice) in the Strategy & OB group. Her research interests are at the intersection of strategy, leadership and society. She actively looks into the challenges faced by organisations while designing and implementing strategy, given the highly volatile, uncertain and complex business environment we live in today. She also has keen interest in the role of women as economic change agents, including their leadership styles. She has published two books, one on leadership and the other on the role of creativity in business. An expert on case teaching, she has authored and published several case studies. Bringing new formats to the classroom to complement case studies, she has developed and used multimedia simulations with great success in her courses. Prior to entering academia she has spent many years as a consultant with Aon Hewitt and also worked with British Broadcasting Corporation. She regularly publishes in applied journals and presents at various academic conferences and corporate events. She is an award-winning teacher.

Geetika Shah

Geetika Shah is Senior Associate Director at the Centre for Learning, and Management Practice at ISB.

Geetika manages content development and publishing at the Centre. Leading and managing the Centre’s team of writers and editors, she helps in case development and preparing teaching materials that support the pedagogical and knowledge-creation objectives of the school.

Working closely with faculty across disciplines at ISB, she has co-authored and published more than 30 cases which are available on Harvard Publishing, The Case Centre and Ivey Publishing. Two of her cases were winners at international competitions - European Foundation for Management Development (EFMD) Case Writing Competition 2015 and Oikos Case Writing Competition 2016. She has reviewed more than 300 cases and provided mentoring support and detailed feedback for improvement to numerous case authors.

As a facilitator, she has delivered several training workshops and webinars on case writing and teaching for faculty audiences from around the world.

An MBA from IIM Bangalore, she joined the Centre at ISB in its early years and helped build expertise at the Centre in developing, reviewing and publishing high-quality case studies that engage students in the business classroom. More recently, she also oversees the design, content and publication of the school's flagship quarterly magazine,  ISB Management ReThink , a forward-looking platform that strives to connect academia with industry through its take on management research and thinking. 

Accommodation

Workshop Venue

Indian School of Business, Hyderabad Campus, Gachibowli, Hyderabad - 500111

Accommodation (Hotels near the workshop venue) 

Participants are expected to cover their own transportation and other living cost. If you are looking for stay options close to the workshop venue, you may explore the following.

Registration

For any queries, write to Arun Khan, Senior Manager, Centre for Learning and Management Practice, Indian School of Business.

Workshop Fee

30,000 (inclusive of taxes)

040-23187399.

For group discounts of 3 or more participants, e-mail to

• Business Management

Business Case Writing Course Training

Learn the elements of an exceptional business case and the steps to craft one.

• Learn how to write compelling business cases that promote business objectives
• Identify and compare costs and advantages of alternative solutions
• Apply risk assessment techniques to forecast and mitigate potential problems
• 450,000   + Professionals trained
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