Case studies can provide more insights into your business while helping you conduct further research with robust qualitative data analysis to learn more.
Running a business means constantly facing competitive challenges and market pressures. A case study gives you a practical framework to examine specific business problems and develop targeted solutions based on real evidence.
Many businesses use case studies as strategic tools to improve marketing efforts, streamline operations, or enhance customer experiences. Whether you're a startup trying to establish credibility or an established company looking to optimize processes, case studies provide the concrete data needed to make informed decisions.
For instance, if your sales team isn't hitting targets, a well-designed case study can reveal gaps in your sales funnel or highlight successful techniques from your top performers. Similarly, if customer retention is falling, case study research can identify pain points in your service delivery. The business value comes from translating these findings into practical improvements that drive measurable results. Keep reading to learn more about case studies.
What is a case study?
A case study is an in-depth examination of a specific situation, event, or entity. It's a research method that dives into a subject to uncover patterns, draw conclusions, and extract valuable lessons. Case studies are widely used across fields like psychology, medicine, social sciences, and law to document unique phenomena and develop practical knowledge.
In business, a case study is a comprehensive report that tests theories or examines emerging themes in real-world scenarios. They build upon existing knowledge to analyze actual business situations, providing insights that theoretical models can't capture on their own. Unlike broader scientific research approaches, case studies focus on specific instances to generate valuable insights through detailed theory testing and analysis methods.
Internally, the purpose of a case study is to help company leaders identify the issues and conduct further research into what may be preventing success through information collection, client or customer interviews, and in-depth data analysis.
For external communications, marketing teams use case studies as powerful proof points that show potential customers how the product or service solved real problems for real clients. They tell the story of a customer's journey from challenge to solution, highlighting the specific value your business provides. Companies use these success stories in sales materials, on websites, and across social media to build credibility and demonstrate concrete results.
Marketing teams rely on case studies to showcase return on investment with hard numbers and testimonials that potential customers can relate to. They're especially valuable in B2B environments where purchases often involve significant investment and multiple decision-makers who need reassurance about your track record.
Why are case studies important?
Now that we've answered the question, "What is a case study?" let's dig into their value. Why are case studies important? Some of the top reasons why case studies are important include:
Understand complex issues
Even after you conduct a significant amount of market research, you might have a difficult time understanding exactly what it means. While you might have the basics down, conducting a case study can help you see how that information is applied. Then, when you see how the information can make a difference in business decisions, it could make it easier to understand complex issues.
Collect data
A case study can also help with data tracking. A case study is a data collection method that can help you describe the information that you have available to you. Then, you can present that information in a way the reader can understand.
Conduct evaluations
As you learn more about how to write a case study, remember that you can also use a case study to conduct evaluations of a specific situation. A case study is a great way to learn more about complex situations, and you can evaluate how various people responded in that situation. By conducting a case study evaluation, you can learn more about what has worked well, what has not, and what you might want to change in the future.
Identify potential solutions
A case study can also help you identify solutions to potential problems. If you have an issue in your business that you are trying to solve, you may be able to take a look at a case study where someone has dealt with a similar situation in the past. For example, you may uncover data bias in a specific solution that you would like to address when you tackle the issue on your own. If you need help solving a difficult problem, a case study may be able to help you.
Remember that you can also use case studies to target your audience. If you want to show your audience that you have a significant level of expertise in a field, you may want to publish some case studies that you have handled in the past. Then, when your audience sees that you have had success in a specific area, they may be more likely to provide you with their business. In essence, case studies can be looked at as the original method of social proof, showcasing exactly how you can help someone solve their problems.
What are the benefits of writing a business case study?
Although writing a case study can seem like a tedious task, there are many benefits to conducting one through an in-depth qualitative research process.
- Industry understanding: First of all, a case study can give you an in-depth understanding of your industry through a particular conceptual framework and help you identify hidden problems that are preventing you from transcending into the business world.
- Develop theories: If you decide to write a business case study, it provides you with an opportunity to develop new theories. You might have a theory about how to solve a specific problem, but you need to write a business case study to see exactly how that theory has unfolded in the past. Then, you can figure out if you want to apply your theory to a similar issue in the future.
- Evaluate interventions: When you write a business case study that focuses on a specific situation you have been through in the past, you can uncover whether that intervention was truly helpful. This can make it easier to figure out whether you want to use the same intervention in a similar situation in the future.
- Identify best practices: If you want to stay on top of the best practices in your field, conducting case studies can help by allowing you to identify patterns and trends and develop a new list of best practices that you can follow in the future.
- Versatility: Writing a case study also provides you with more versatility. If you want to expand your business applications, you need to figure out how you respond to various problems. When you run a business case study, you open the door to new opportunities, new applications, and new techniques that could help you make a difference in your business down the road.
- Solve problems: Writing a great case study can dramatically improve your chances of reversing your problem and improving your business.
These are just a few of the biggest benefits you might experience if you decide to publish your case studies. They can be an effective tool for learning, showcasing your talents, and teaching some of your other employees. If you want to grow your audience, you may want to consider publishing some case studies.
What are the limitations of case studies?
Case studies can be a wonderful tool for any business of any size to use to gain an in-depth understanding of their clients, products, customers, or services, but there are limitations.
One limitation of case studies is the fact that, unless there are other recently published examples, there is nothing to compare them to since, most of the time, you are conducting a single, not multiple, case studies.
Another limitation is the fact that most case studies can lack scientific evidence.
Types of case studies
There are specific types of case studies to choose from, and each specific type will yield different results. Some case study types even overlap, which is sometimes more favorable, as they provide even more pertinent data.
Here are overviews of the different types of case studies, each with its own theoretical framework, so you can determine which type would be most effective for helping you meet your goals.
Explanatory case studies
Explanatory case studies are pretty straightforward, as they're not difficult to interpret. This type of case study is best if there aren't many variables involved because explanatory case studies can easily answer questions like "how" and "why" through theory development.
Exploratory case studies
An exploratory case study does exactly what its name implies: it goes into specific detail about the topic at hand in a natural, real-life context with qualitative research.
The benefits of exploratory case studies are limitless, the main one being that they offer a great deal of flexibility. Having flexibility when writing a case study is important because you can't always predict what obstacles might arise during the qualitative research process.
Collective case studies
Collective case studies require you to study many different individuals in order to obtain usable data.
Case studies that involve an investigation of people will involve many different variables, all of which can't be predicted. Despite this fact, there are many benefits of collective case studies, including the fact that they allow an ongoing analysis of the data collected.
Intrinsic case studies
This type of study differs from the others as it focuses on the inquiry of one specific instance among many possibilities.
Many people prefer these types of case studies because it allows them to learn about the particular instance that they wish to investigate further.
Instrumental case studies
An instrumental case study is similar to an intrinsic one, as it focuses on a particular instance, whether it's a person, organization, or something different.
One thing that differentiates instrumental case studies from intrinsic ones is the fact that instrumental case studies aren't chosen merely because a person is interested in learning about a specific instance.
How to choose the right subject for your case study
Selecting the right subject for your case study can help you create a powerful business tool. The best case studies have clear research objectives and supporting evidence, whether you're creating them for internal improvements or external marketing purposes.
Before doing your research, take time to identify subjects that will deliver the most valuable insights for your goals. Here's how to choose subjects that will yield meaningful results:
Look for standout success stories
For internal case studies, your research team should focus on notable wins within your organization that can be replicated. Look for departments or processes that consistently outperform expectations, unusual problem-solving approaches that worked against the odds, or successful pivots in strategy that yielded unexpected benefits. These internal studies help identify what's working well so you can standardize these practices across your business.
When creating case studies for customer eyes, seek out clients who achieved remarkable results using your product or service. The most compelling external case studies feature customers who overcame significant challenges with your help, especially if they have impressive metrics to share. Prioritize clients in recognizable industries or brands that lend credibility, and always choose stories that showcase the full range of your offerings' capabilities.
Align the subject with your target audience’s pain points
For internal research, identify recurring struggles that teams face within your organization. Your research team should select case study subjects that address these specific challenges, such as bottlenecks in production, communication breakdowns between departments, or resource allocation issues. By studying examples where these problems were successfully addressed, you can develop targeted solutions for widespread implementation.
Customer-facing case studies should directly address the concerns that are most pressing for your prospects. Research which pain points most frequently prevent potential customers from converting, then showcase clients who overcame these exact challenges using your solution.
Make sure the featured companies resemble your target audience in size, industry, or business model so prospects can easily imagine achieving similar results.
Tips for writing a case study
If you have decided to write case studies for your company, then you may be unsure of where to start or which type to conduct.
However, it doesn't have to be difficult or confusing to begin conducting a case study that will help you identify ways to improve your business.
Here are some helpful tips for writing your case studies:
1. Your case study must be written in the proper format
When writing a case study, the format that you should be similar to this:
Administrative summary
The executive summary is an overview of what your report will contain, written in a concise manner while providing real-life context.
Despite the fact that the executive summary should appear at the beginning of your case studies, it shouldn't be written until you've completed the entire report because if you write it before you finish the report, this summary may not be completely accurate.
Key problem statement
In this section of your case study, you will briefly describe the problem that you hope to solve by conducting the study. You will have the opportunity to elaborate on the problem that you're focusing on as you get into the breadth of the report.
Problem exploration
This part of the case study isn't as brief as the other two, and it goes into more detail about the problem at hand. Your problem exploration must include why the identified problem needs to be solved as well as the urgency of solving it.
Additionally, it must include justification for conducting the problem-solving, as the benefits must outweigh the efforts and costs.
Proposed resolution
This case study section will also be lengthier than the first two. It must include how you propose going about rectifying the problem. The "recommended solution" section must also include potential obstacles that you might experience, as well as how these will be managed.
Furthermore, you will need to list alternative solutions and explain the reason the chosen solution is best. Charts can enhance your report and make it easier to read, and provide as much proof to substantiate your claim as possible.
Overview of monetary consideration
An overview of monetary consideration is essential for all case studies, as it will be used to convince all involved parties why your project should be funded. You must successfully convince them that the cost is worth the investment it will require. It's important that you stress the necessity for this particular case study and explain the expected outcome.
Execution timeline
In the execution times of case studies, you explain how long you predict it will take to implement your study. The shorter the time it will take to implement your plan, the more apt it is to be approved. However, be sure to provide a reasonable timeline, taking into consideration any additional time that might be needed due to obstacles.
Conclusion
Always include a conclusion in your case study. This is where you will briefly wrap up your entire proposal, stressing the benefits of completing the data collection and data analysis in order to rectify your problem.
2. Make it clear and comprehensive
You want to write your case studies with as much clarity as possible so that every aspect of the report is understood. Be sure to double-check your grammar, spelling, punctuation, and more, as you don't want to submit a poorly-written document.
Not only would a poorly written case study fail to prove that what you are trying to achieve is important, but it would also increase the chances that your report will be tossed aside and not taken seriously.
3. Don't rush through the process
Writing the perfect case study takes time and patience. Rushing could result in your forgetting to include information that is crucial to your entire study. Don't waste your time creating a study that simply isn't ready. Take the necessary time to perform all the research necessary to write the best case study possible.
Depending on the case study, conducting case study research could mean using qualitative methods, quantitative methods, or both. Qualitative research questions focus on non-numerical data, such as how people feel, their beliefs, their experiences, and so on.
Meanwhile, quantitative research questions focus on numerical or statistical data collection to explain causal links or get an in-depth picture.
It is also important to collect insightful and constructive feedback. This will help you better understand the outcome as well as any changes you need to make to future case studies. Consider using formal and informal ways to collect feedback to ensure that you get a range of opinions and perspectives.
4. Be confident in your theory development
While writing your case study or conducting your formal experimental investigation, you should have confidence in yourself and what you're proposing in your report. If you took the time to gather all the pertinent data collected to complete the report, don't second-guess yourself or doubt your abilities. If you believe your report will be amazing, then it likely will be.
5. Case studies and all qualitative research are long
It's expected that multiple case studies filled with qualitative data are going to be inherently boring to some people, and there is no way around this. However, it doesn't mean you can't choose your language carefully in order to keep your audience as engaged as possible.
Incorporating a combination of qualitative and quantitative data can also provide some variety in how you present your findings. Making attention-grabbing call-outs with quantitative data can add value and help readers retain information.
If your audience loses interest in your case study at the beginning, for whatever reason, then this increases the likelihood that your case study will not be funded.
How to promote your case studies
Creating excellent case studies is only half the battle — you need to get them in front of the right eyes to maximize their impact. Strategic promotion ensures your investment in case study development yields real business results.
With thoughtful distribution across multiple channels, a single, well-crafted case study can influence prospects at various stages of the buyer's journey. Here are effective ways to promote your case studies to reach both potential customers and internal stakeholders.
Add them to your website’s resource center
Create a dedicated section on your website where people can browse and filter case studies by industry, challenge, or solution type.
Make sure this resource center is prominently linked from your main navigation and features compelling thumbnails and brief summaries that entice readers to click through.
Include clear calls to action alongside each case study to guide interested prospects toward the next step in your sales process, whether that's requesting a demo or signing up for a consultation.
Repurpose content for email or social media
Break your case studies into smaller, channel-appropriate pieces to extend their reach. Pull impressive statistics and client quotes for social media posts, create short video summaries for platforms like LinkedIn or Instagram, or design infographics highlighting key results.
For email marketing, craft targeted campaigns that deliver relevant case studies to different segments of your list based on their industry or previous engagement with your content.
Use case studies in sales enablement
Equip your sales team with case studies organized by industry, company size, and specific challenges to address objections during sales conversations. Train representatives on how to effectively reference relevant success stories at critical decision points in the sales process.
Consider creating abbreviated versions that sales reps can quickly share during calls or meetings, along with follow-up templates that make it easy to send the complete case study afterward. When used strategically, case studies can significantly shorten sales cycles by providing the social proof hesitant prospects need to move forward.
Case study examples
If you want to learn more about how to write a case study, it might be beneficial to take a look at a few case study examples. Below are a few interesting case study examples you may want to take a closer look at.
Phineas Gage by John Martin Marlow
One of the most famous case studies comes from the medical field, and it is about the story of Phineas Gage, a man who had a railroad spike driven through his head in 1848. As he was working on a railroad, an explosive charge went off prematurely, sending a railroad rod through his head. Even though he survived this incident, he lost his left eye. However, Phineas Gage was studied extensively over the years because his experiences had a significant, lasting impact on his personality. This served as a case study because his injury showed different parts of the brain have different functions.
Kitty Genovese and the bystander effect
This is a tragic case study that discusses the murder of Kitty Genovese, a woman attacked and murdered in Queens, New York City. Shockingly, while numerous neighbors watched the scene, nobody called for help because they assumed someone else would. This case study helped to define the bystander effect, which is when a person fails to intervene during an emergency because other people are around.
Henry Molaison and the study of memory
Henry Molaison lost his memory and suffered from debilitating amnesia. He suffered from childhood epilepsy, and medical professionals attempted to remove the part of his brain that was causing his seizures. He had a portion of his brain removed, but it completely took away his ability to hold memories. Even though he went on to live until the age of 82, he was always forced to live in the present moment, as he was completely unable to form new memories.
Case study FAQs
When should you do a case study?
There are several scenarios when conducting a case study can be beneficial. Case studies are often used when there's a "why" or "how" question that needs to be answered. Case studies are also beneficial when trying to understand a complex phenomenon, when there's limited research on a topic, or when you're looking for practical solutions to a problem.
How can case study results be used to make business decisions?
You can use the results from a case study to make future business decisions if you find yourself in a similar situation. As you assess the results of a case study, you can identify best practices, evaluate the effectiveness of an intervention, generate new and creative ideas, or get a better understanding of customer needs.
How are case studies different from other research methodologies?
When compared to other research methodologies, such as experimental or qualitative research methodology, a case study does not require a representative sample. For example, if you are performing quantitative research, you have a lot of subjects that expand your sample size. If you are performing experimental research, you may have a random sample in front of you. A case study is usually designed to deliberately focus on unusual situations, which allows it to shed new light on a specific business research problem.
Writing multiple case studies for your business
If you're feeling overwhelmed by the idea of writing a case study and it seems completely foreign, then you aren't alone. Writing a case study for a business is a very big deal, but fortunately, there is help available because an example of a case study doesn't always help.
Mailchimp, a well-known marketing company that provides comprehensive marketing support for all sorts of businesses, can assist you with your case study, or you can review one of their own recently published examples.
Mailchimp can assist you with developing the most effective content strategy to increase your chances of being as successful as possible. Mailchimp's content studio is a great tool that can help your business immensely.
Key Takeaways
- Case studies are powerful research tools that provide in-depth examinations of specific business situations to uncover solutions to complex problems.
- The right case study can help identify obstacles preventing your company's success while providing actionable strategies to overcome these challenges.
- Whether for internal improvements or marketing purposes, well-crafted case studies offer valuable insights that lead to better decision-making and demonstrable results.
- Learning to select appropriate subjects, follow proper formatting, and effectively promote your case studies will maximize their impact on your business growth.