What is a case study?

A case study analyses a company’s approach by looking at the challenges it faced, the strategy chosen, the execution, and the results achieved. It reveals what contributed to either success or failure.

Most brands focus on success stories, but even a case study that, at least in part, explores what went wrong can be highly valuable.

Why are case studies useful?

A case study positions your brand, product, or service, directly or indirectly, as a quality solution. And because it is based on a unique customer experience, no competitor can publish the same story.

But their value goes beyond your own marketing goals. Good case studies contribute to your sector as a whole, showing how solutions evolve and raising the bar for quality.

A good case study tells a compelling story, but it must also have enough data to support that story. Often, the problem already starts with the results. 

To be effective, a case study needs both a compelling narrative and enough data to support it. Too often, the weakest link lies in the results.

The common problem with case studies

While case studies are meant to tell unique stories, the internet is full of them. And many suffer from one major issue: lack of substance.

Vague or poorly defined results (“we reached a wider audience”) don’t inspire confidence. Any case study should link its results directly to the original goals, with clear and measurable indicators.

A clear structure is essential

Whether your case study is written or filmed, start with a structure that guides the reader:

• A description of the challenge
• The goals set
• An overview of the execution (covering strategy, creation, and production)
• A solid section with results and supporting data

Don’t write a case study based on your own memories; instead, approach the exercise thoroughly and engage your client to jointly uncover the necessary information.

Following this structure helps you cover every key element. Once you’ve mapped out these building blocks, decide on the best format: article, presentation, slideshow, or video. Often, the execution phase will determine the most engaging way to present the story.

Research is key

Even if the broad outline of the story is already in your head, don’t skip the research phase. A thorough fact-finding process is what turns a good case study into an outstanding one. Don’t rely solely on your own recollections—speak with your customer to gather every relevant detail.

Step 1: Choose the right story

Not every positive customer experience makes a good case study. Be selective, your audience will be. Avoid “one-off” projects and focus on long-term customer relationships where results are sustainable. Make sure you can show measurable outcomes and that your contribution was significant.

Ask your sales team to flag potential case studies early, even before a project ends. If you decide to proceed, discuss it with the customer from the outset and obtain their permission. This also sets expectations for the information you’ll need from them.

Step 2: Interview your customer

You may already have plenty of material, but the customer’s perspective adds invaluable credibility. Approach this as you would any professional content production: plan the interview, send questions in advance, and prepare thoroughly.

Ask what convinced them to choose your solution, how they organised the project internally, what impact it had, any challenges along the way, and,crucially, the most up-to-date figures. Cover each element of your structure (challenges, goals, execution, results) and link their feedback to your own experience.

Whenever possible, enhance this with sector benchmarks or comparative data.

Step 3: Write the case study

Once you’ve gathered the information, it’s time to shape the narrative. Include:

• Short summary. A concise key message with headline figures that explain why it’s a strong case.
• Customer profile. Who are they? Which sector do they operate in? What products or services do they offer? How long have they been your client?
• Challenges. What problems were they facing? What did they try before your solution?
• Goals. What did they want to change and why? Which KPIs or targets were set?
• Solution. Detail the strategy, creative approach, and execution. Show the process, the adjustments made, and lessons learned along the way.
• Results. Use clear metrics that directly relate to the original goals. Many readers will use your case study to support their own business case, so expect them to look critically at your figures.

Step 4: Presentation matters

Even the most insightful case study benefits from strong visual presentation. Use images (not just in the execution section) and maintain a consistent visual style throughout.

Finally, promote it. Share it on your own channels, equip your sales team with it, submit it to industry bodies, and consider entering it for awards if it has made a significant impact.

A strong case study blends storytelling with proof. It’s your chance to engage, educate, and convince, while building credibility for your brand.