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28 Case Study Examples Every Marketer Should See

Published: March 08, 2023

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

In this post, we’ll go over the definition of a case study and the best examples to inspire you.

What is a case study?

A case study is a detailed story of something your company did. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.

There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

Fill out the form below to access the free case study templates.

Free Case Study Templates

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

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

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There’s no better way to generate more leads than by writing case studies . But without case study examples to draw inspiration from, it can be difficult to write impactful studies that convince visitors to submit a form.

Marketing Case Study Examples

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company offers in a way that is both meaningful and useful to your audience. So, take a look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot

What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.

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

Key Learnings from the HubSpot Case Study Example

• Give the case study a personal touch by focusing on the CEO rather than the company itself.
• Use multimedia to engage website visitors as they read the case study.

2. " The Whole Package ," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.

Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.

Key Learnings from the IDEO Case Study Example

• Split up the takeaways of your case studies into bite-sized sections.
• Always use visuals and images to enrich the case study experience, especially if it’s a comprehensive case study.

3. " Rozum Robotics intensifies its PR game with Awario ," by Awario

In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."

The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.

Key Learnings from the Awario Robotics Case Study Example

• Create a table of contents to make your case study easier to navigate.
• Include a bulleted list of the results you achieved for your client.

4. " Chevrolet DTU ," by Carol H. Williams

If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.

They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.

Key Learnings from the Carol H. Williams Case Study Example

• If you’ve worked with a big brand before, consider only using the name in the title — just enough to pique interest.
• Use a mixture of headings and subheadings to guide users through the case study.

5. " How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year ," by Fractl

Fractl uses both text and graphic design in their Porch.com case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.

Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned Porch.com during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.

Key Learnings from the Fractl Case Study Example

• Let pictures speak for you by incorporating graphs, logos, and icons all throughout the case study.
• Start the case study by right away stating the key results, like Fractl does, instead of putting the results all the way at the bottom.

6. " The Met ," by Fantasy

What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.

Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.

If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.

Key Learnings from the Fantasy Case Study Example

• You don’t have to write a ton of text to create a great case study. Focus on the solution you delivered itself.
• Include a CTA at the bottom inviting visitors to contact you.

7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie

If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.

Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.

Key Learnings from the App Annie Case Study Example

• Feature quotes from your client at the beginning and end of the case study.
• Include a mention of the product right at the beginning and prompt users to learn more about the product.

8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google

Google takes a different approach to text-focused case studies by choosing three different companies to highlight.

The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.

Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.

Key Learnings from the Think with Google Case Study Example

• A case study doesn’t need to be long or complex to be powerful.
• Clear data points are a quick and effective way to prove value.

9. " In-Depth Performance Marketing Case Study ," by Switch

Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.

The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.

The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.

Key Learnings from the Switch Case Study Example

• If you want to go into specialized information, include a glossary of terms so that non-specialists can easily understand.
• Close with a CTA page in your case study PDF and include contact information for prospective clients.

10. " Gila River ," by OH Partners

Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.

And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.

Key Learnings from the OH Partners Case Study Example

• Let the visuals speak by including examples of the actual work you did for your client — which is especially useful for branding and marketing agencies.
• Always close out with your achievements and how they impacted your client.

11. " Facing a Hater ," by Digitas

Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.

Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.

Key Learnings from the Digitas Case Study Example

• If a video was part of your work for your client, be sure to include the most impactful screenshot as the heading.
• Don’t be afraid to provide details on how you helped your client achieve their goals, including the tools you leveraged.

12. " Better Experiences for All ," by HermanMiller

HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.

What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.

HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.

Key Learnings from the HermanMiller Case Study Example

• Close out with a list of products that users can buy after reading the case study.
• Include accessibility features such as closed captioning and night mode to make your case study more user-friendly.

13. " Capital One on AWS ," by Amazon

Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.

This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.

Key Learnings from the Amazon AWS Case Study Example

• Write a new article each year featuring one of your clients, then include links to those articles in one big case study page.
• Consider including external articles as well that emphasize your client’s success in their industry.

14. " HackReactor teaches the world to code #withAsana ," by Asana

While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.

For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."

Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:

"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."

Key Learnings from the Asana Example

• Include quotes from your client throughout the case study.
• Provide extensive detail on how your client worked with you or used your product.

15. " Rips Sewed, Brand Love Reaped ," by Amp Agency

Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.

Key Learnings from the Amp Agency Example

• Open up with a summary that communicates who your client is and why they reached out to you.
• Like in the other case study examples, you’ll want to close out with a quantitative list of your achievements.

16. " NetApp ," by Evisort

Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.

This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.

Key Learnings from the Evisort Example

• Place the focus immediately on your client by including a snapshot of their company.
• Mention challenging eras, such as a pandemic or recession, to show how your company can help your client succeed even during difficult times.

17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight

Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.

Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.

The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.

Key Learnings from the Cloudflight Case Study Example

• Don’t be afraid to get technical in your explanation of what you did for your client.
• Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, like Cloudflight does.

18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel

If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.

Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.

Key Learnings from the Textel Case Study Example

• Include your client’s ROI right in the title of the case study.
• Add an "At a Glance" column to your case study PDF to make it easy to get insights without needing to read all the text.

19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo

In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.

Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.

Key Learnings from the Happeo Case Study Example

• Consider writing the entirety of the case study from the perspective of the customer.
• Include a list of the features that convinced your client to go with you.

20. " Red Sox Season Campaign ," by CTP Boston

What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.

At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.

Key Learnings from the CTP Case Study Example

• Include a video in the heading of the case study.
• Close with a call-to-action that makes leads want to turn into prospects.

21. " Acoustic ," by Genuine

Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.

The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.

• You don’t need to write a lot to create a great case study. Keep it simple.
• Always include quantifiable data to illustrate the results you achieved for your client.

22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio

Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.

Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.

The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.

Key Learnings from the Apptio Case Study Example

• Put your client in an advisory role by giving them the opportunity to give recommendations to other companies that are reading the case study.
• Include the takeaways from the case study right at the beginning so prospects quickly get what they need.

23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk

Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."

The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.

Key Learnings from the Zendesk Case Study Example

• Include images of your client’s offerings — not necessarily of the service or product you provided. Notice how Zendesk doesn’t include screenshots of its product.
• Include a call-to-action right at the beginning of the case study. Zendesk gives you two options: to find a solution or start a trial.

24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot

Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.

This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .

Key Learnings from the Biobot Case Study Example

• Mention environmental, public health, or economic emergencies and how you helped your client get past such difficult times.
• Feel free to write the case study like a normal blog post, but be sure to test different methods to find the one that best works for you.

25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner

You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."

Key Learnings from the Gartner Case Study Example

• Feel free to keep the case study short.
• Include a call-to-action at the bottom that takes the reader to a page that most relates to them.

26. " Bringing an Operator to the Game ," by Redapt

This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.

The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.

Key Learnings from the Redapt Case Study Example

• Highlight the turning point for both you and your client during the solution-seeking process.
• Use the same structure (including the same headings) for your case studies to make them easy to scan and read.

27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso

Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.

Key Learnings from the Convoso Case Study Example

• List the results of your work right at the beginning of the case study.
• Use color to differentiate your case study from others. Convoso’s example is one of the most colorful ones on this list.

28. " Ensuring quality of service during a pandemic ," by Ericsson

Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.

For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.

Key Learnings from the Ericsson Case Study Example

• Link to product pages throughout the case study so that readers can learn more about the solution you offer.
• Use multimedia to engage users as they read the case study.

Start creating your case study.

Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.

A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.

Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.

Don't forget to share this post!

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14 Market Research Examples

This article was originally published in the MarketingSherpa email newsletter .

Example #1: National bank’s A/B testing

You can learn what customers want by conducting experiments on real-life customer decisions using A/B testing. When you ensure your tests do not have any validity threats, the information you garner can offer very reliable insights into customer behavior.

Here’s an example from Flint McGlaughlin, CEO of MarketingSherpa and MECLABS Institute, and the creator of its  online marketing course .

A national bank was working with MECLABS to discover how to increase the number of sign-ups for new checking accounts.

Customers who were interested in checking accounts could click on an “Open in Minutes” link on the bank’s homepage.

Creative Sample #1: Anonymized bank homepage

After clicking on the homepage link, visitors were taken to a four-question checking account selector tool.

Creative Sample #2: Original checking account landing page — account recommendation selector tool

After filling out the selector tool, visitors were taken to a results page that included a suggested package (“Best Choice”) along with a secondary option (“Second Choice”). The results page had several calls to action (CTAs). Website visitors were able to select an account and begin pre-registration (“Open Now”) or find out more information about the account (“Learn More”), go back and change their answers (“Go back and change answers”), or manually browse other checking options (“Other Checking Options”).

Creative Sample #3: Original checking account landing page — account recommendation selector tool results page

After going through the experience, the MECLABS team hypothesized that the selector tool wasn’t really delivering on the expectation the customer had after clicking on the “Open in Minutes” CTA. They created two treatments (new versions) and tested them against the control experience.

In the first treatment, the checking selector tool was removed, and instead, customers were directly presented with three account options in tabs from which customers could select.

Creative Sample #4: Checking account landing page Treatment #1

The second treatment’s landing page focused on a single product and had only one CTA. The call-to-action was similar to the CTA customers clicked on the homepage to get to this page — “Open Now.”

Creative Sample #5: Checking account landing page Treatment #2

Both treatments increased account applications compared to the control landing page experience, with Treatment #2 generating 65% more applicants at a 98% level of confidence.

Creative Sample #6: Results of bank experiment that used A/B testing

You’ll note the Level of Confidence in the results. With any research tactic or tool you use to learn about customers, you have to consider whether the information you’re getting really represents most customers, or if you’re just seeing outliers or random chance.

With a high Level of Confidence like this, it is more likely the results actually represent a true difference between the control and treatment landing pages and that the results aren’t just a random event.

The other factor to consider is — testing in and of itself will not produce results. You have to use testing as research to actually learn about the customer and then make changes to better serve the customer.

In the video How to Discover Exactly What the Customer Wants to See on the Next Click: 3 critical skills every marketer must master , McGlaughlin discussed this national bank experiment and explained how to use prioritization, identification and deduction to discover what your customers want.

This example was originally published in Marketing Research: 5 examples of discovering what customers want .

Example #2: Consumer Reports’ market intelligence research from third-party sources

The first example covers A/B testing. But keep in mind, ill-informed A/B testing isn’t market research, it’s just hoping for insights from random guesses.

In other words, A/B testing in a vacuum does not provide valuable information about customers. What you are testing is crucial, and then A/B testing is a means to help better understand whether insights you have about the customer are either validated or refuted by actual customer behavior. So it’s important to start with some research into potential customers and competitors to inform your A/B tests.

For example, when MECLABS and MarketingExperiments (sister publisher to MarketingSherpa) worked with Consumer Reports on a public, crowdsourced A/B test, we provided a market intelligence report to our audience to help inform their test suggestions.

Every successful marketing test should confirm or deny an assumption about the customer. You need enough knowledge about the customer to create marketing messages you think will be effective.

For this public experiment to help marketers improve their split testing abilities, we had a real customer to work with — donors to Consumer Reports.

To help our audience better understand the customer, the MECLABS Marketing Intelligence team created the 26-page ConsumerReports Market Intelligence Research document (which you can see for yourself at that link).

This example was originally published in Calling All Writers and Marketers: Write the most effective copy for this Consumer Reports email and win a MarketingSherpa Summit package and Consumer Reports Value Proposition Test: What you can learn from a 29% drop in clickthrough .

Example #3: Virtual event company’s conversation

What if you don’t have the budget for A/B testing? Or any of the other tactics in this article?

Well, if you’re like most people you likely have some relationships with other human beings. A significant other, friends, family, neighbors, co-workers, customers, a nemesis (“Newman!”). While conducting market research by talking to these people has several validity threats, it at least helps you get out of your own head and identify some of your blind spots.

WebBabyShower.com’s lead magnet is a PDF download of a baby shower thank you card ‘swipe file’ plus some extras. “Women want to print it out and have it where they are writing cards, not have a laptop open constantly,” said Kurt Perschke, owner, WebBabyShower.com.

That is not a throwaway quote from Perschke. That is a brilliant insight, so I want to make sure we don’t overlook it. By better understanding customer behavior, you can better serve customers and increase results.

However, you are not your customer. So you must bridge the gap between you and them.

Often you hear marketers or business leaders review an ad or discuss a marketing campaign and say, “Well, I would never read that entire ad” or “I would not be interested in that promotion.” To which I say … who cares? Who cares what you would do? If you are not in the ideal customer set, sorry to dent your ego, but you really don’t matter. Only the customer does.

Perschke is one step ahead of many marketers and business leaders because he readily understands this. “Owning a business whose customers are 95% women has been a great education for me,” he said.

So I had to ask him, how did he get this insight into his customers’ behavior? Frankly, it didn’t take complex market research. He was just aware of this disconnect he had with the customer, and he was alert for ways to bridge the gap. “To be honest, I first saw that with my wife. Then we asked a few customers, and they confirmed it’s what they did also. Writing notes by hand is viewed as a ‘non-digital’ activity and reading from a laptop kinda spoils the mood apparently,” he said.

Back to WebBabyShower. “We've seen a [more than] 100% increase in email signups using this method, which was both inexpensive and evergreen,” Perschke said.

This example was originally published in Digital Marketing: Six specific examples of incentives that worked .

Example #4: Spiceworks Ziff Davis’ research-informed content marketing

Marketing research isn’t just to inform products and advertising messages. Market research can also give your brand a leg up in another highly competitive space – content marketing.

Don’t just jump in and create content expecting it to be successful just because it’s “free.” Conducting research beforehand can help you understand what your potential audience already receives and where they might need help but are currently being served.

When Spiceworks Ziff Davis (SWZD) published its annual State of IT report, it invested months in conducting primary market research, analyzing year-over-year trends, and finally producing the actual report.

“Before getting into the nuts and bolts of writing an asset, look at market shifts and gaps that complement your business and marketing objectives. Then, you can begin to plan, research, write, review and finalize an asset,” said Priscilla Meisel, Content Marketing Director, SWZD.

This example was originally published in Marketing Writing: 3 simple tips that can help any marketer improve results (even if you’re not a copywriter) .

Example #5: Business travel company’s guerilla research

There are many established, expensive tactics you can use to better understand customers.

But if you don’t have the budget for those tactics, and don’t know any potential customers, you might want to brainstorm creative ways you can get valuable information from the right customer target set.

Here’s an example from a former client of Mitch McCasland, Founding Partner and Director, Brand Inquiry Partners. The company sold a product related to frequent business flyers and was interested in finding out information on people who travel for a living. They needed consumer feedback right away.

“I suggested that they go out to the airport with a bunch of 20-dollar bills and wait outside a gate for passengers to come off their flight,” McCasland said. When people came off the flight, they were politely asked if they would answer a few questions in exchange for the incentive (the $20). By targeting the first people off the flight they had a high likelihood of reaching the first-class passengers.

This example was originally published in Guerrilla Market Research Expert Mitch McCasland Tells How You Can Conduct Quick (and Cheap) Research .

Example #6: Intel’s market research database

When conducting market research, it is crucial to organize your data in a way that allows you to easily and quickly report on it. This is especially important for qualitative studies where you are trying to do more than just quantify the data, but need to manage it so it is easier to analyze.

Anne McClard, Senior Researcher, Doxus worked with Shauna Pettit-Brown of Intel on a research project to understand the needs of mobile application developers throughout the world.

Intel needed to be able to analyze the data from several different angles, including segment and geography, a daunting task complicated by the number of interviews, interviewers, and world languages.

“The interviews were about an hour long, and pretty substantial,” McClard says. So, she needed to build a database to organize the transcripts in a way that made sense.

Different types of data are useful for different departments within a company; once your database is organized you can sort it by various threads.

The Intel study had three different internal sponsors. "When it came to doing the analysis, we ended up creating multiple versions of the presentation targeted to individual audiences," Pettit-Brown says.

The organized database enabled her to go back into the data set to answer questions specific to the interests of the three different groups.

This example was originally published in 4 Steps to Building a Qualitative Market Research Database That Works Better .

Example #7: National security survey’s priming

When conducting market research surveys, the way you word your questions can affect customers’ response. Even the way you word previous questions can put customers in a certain mindset that will skew their answers.

For example, when people were asked if they thought the U.S. government should spend money on an anti-missile shield, the results appeared fairly conclusive. Sixty-four percent of those surveyed thought the country should and only six percent were unsure, according to Opinion Makers: An Insider Exposes the Truth Behind the Polls .

But when pollsters added the option, "...or are you unsure?" the level of uncertainty leaped from six percent to 33 percent. When they asked whether respondents would be upset if the government took the opposite course of action from their selection, 59 percent either didn’t have an opinion or didn’t mind if the government did something differently.

This is an example of how the way you word questions can change a survey’s results. You want survey answers to reflect customer’s actual sentiments that are as free of your company’s previously held biases as possible.

This example was originally published in Are Surveys Misleading? 7 Questions for Better Market Research .

Example #8: Visa USA’s approach to getting an accurate answer

As mentioned in the previous example, the way you ask customers questions can skew their responses with your own biases.

However, the way you ask questions to potential customers can also illuminate your understanding of them. Which is why companies field surveys to begin with.

“One thing you learn over time is how to structure questions so you have a greater likelihood of getting an accurate answer. For example, when we want to find out if people are paying off their bills, we'll ask them to think about the card they use most often. We then ask what the balance was on their last bill after they paid it,” said Michael Marx, VP Research Services, Visa USA.

This example was originally published in Tips from Visa USA's Market Research Expert Michael Marx .

Example #9: Hallmark’s private members-only community

Online communities are a way to interact with and learn from customers. Hallmark created a private members-only community called Idea Exchange (an idea you could replicate with a Facebook or LinkedIn Group).

The community helped the greeting cards company learn the customer’s language.

“Communities…let consumers describe issues in their own terms,” explained Tom Brailsford, Manager of Advancing Capabilities, Hallmark Cards. “Lots of times companies use jargon internally.”

At Hallmark they used to talk internally about “channels” of distribution. But consumers talk about stores, not channels. It is much clearer to ask consumers about the stores they shop in than what channels they shop.

For example, Brailsford clarified, “We say we want to nurture, inspire, and lift one’s spirits. We use those terms, and the communities have defined those terms for us. So we have learned how those things play out in their lives. It gives us a much richer vocabulary to talk about these things.”

This example was originally published in Third Year Results from Hallmark's Online Market Research Experiment .

Example #10: L'Oréal’s social media listening

If you don’t want the long-term responsibility that comes with creating an online community, you can use social media listening to understand how customers talking about your products and industry in their own language.

In 2019, L'Oréal felt the need to upgrade one of its top makeup products – L'Oréal Paris Alliance Perfect foundation. Both the formula and the product communication were outdated – multiple ingredients had emerged on the market along with competitive products made from those ingredients.

These new ingredients and products were overwhelming consumers. After implementing new formulas, the competitor brands would advertise their ingredients as the best on the market, providing almost magical results.

So the team at L'Oréal decided to research their consumers’ expectations instead of simply crafting a new formula on their own. The idea was to understand not only which active ingredients are credible among the audience, but also which particular words they use while speaking about foundations in general.

The marketing team decided to combine two research methods: social media listening and traditional questionnaires.

“For the most part, we conduct social media listening research when we need to find out what our customers say about our brand/product/topic and which words they use to do it. We do conduct traditional research as well and ask questions directly. These surveys are different because we provide a variety of readymade answers that respondents choose from. Thus, we limit them in terms of statements and their wording,” says Marina Tarandiuk, marketing research specialist, L'Oréal Ukraine.

“The key value of social media listening (SML) for us is the opportunity to collect people’s opinions that are as ‘natural’ as possible. When someone leaves a review online, they are in a comfortable environment, they use their ‘own’ language to express themselves, there is no interviewer standing next to them and potentially causing shame for their answer. The analytics of ‘natural’ and honest opinions of our customers enables us to implement the results in our communication and use the same language as them,” Tarandiuk said.

The team worked with a social media listening tool vendor to identify the most popular, in-demand ingredients discussed online and detect the most commonly used words and phrases to create a “consumer glossary.”

Questionnaires had to confirm all the hypotheses and insights found while monitoring social media. This part was performed in-house with the dedicated team. They created custom questionnaires aiming to narrow down all the data to a maximum of three variants that could become the base for the whole product line.

“One of our recent studies had a goal to find out which words our clients used to describe positive and negative qualities of [the] foundation. Due to a change in [the] product’s formula, we also decided to change its communication. Based on the opinions of our customers, we can consolidate the existing positive ideas that our clients have about the product,” Tarandiuk said.

To find the related mentions, the team monitored not only the products made by L'Oréal but also the overall category. “The search query contained both brand names and general words like foundation, texture, smell, skin, pores, etc. The problem was that this approach ended up collecting thousands of mentions, not all of which were relevant to the topic,” said Elena Teselko, content marketing manager, YouScan (L'Oréal’s social media listening tool).

So the team used artificial intelligence-based tagging that divided mentions according to the category, features, or product type.

This approach helped the team discover that customers valued such foundation features as not clogging pores, a light texture, and not spreading. Meanwhile, the most discussed and appreciated cosmetics component was hyaluronic acid.

These exact phrases, found with the help of social media monitoring, were later used for marketing communication.

Creative Sample #7: Marketing communicating for personal care company with messaging based on discoveries from market research

“Doing research and detecting audience’s interests BEFORE starting a campaign is an approach that dramatically lowers any risks and increases chances that the campaign would be appreciated by customers,” Teselko said.

This example was originally published in B2C Branding: 3 quick case studies of enhancing the brand with a better customer experience .

Example #11: Levi’s ethnographic research

In a focus group or survey, you are asking customers to explain something they may not even truly understand. Could be why they bought a product. Or what they think of your competitor.

Ethnographic research is a type of anthropology in which you go into customers’ homes or places of business and observe their actual behavior, behavior they may not understand well enough to explain to you.

While cost prohibitive to many brands, and simply unfeasible for others, it can elicit new insights into your customers.

Michael Perman, Senior Director Cultural Insights, Levi Strauss & Co. uses both quantitative and qualitative research on a broad spectrum, but when it comes to gathering consumer insight, he focuses on in-depth ethnographic research provided by partners who specialize in getting deep into the “nooks and crannies of consumer life in America and around the world.” For example, his team spends time in consumers’ homes and in their closets. They shop with consumers, looking for the reality of a consumer’s life and identifying themes that will enable designers and merchandisers to better understand and anticipate consumer needs.

Perman then puts together multi-sensory presentations that illustrate the findings of research. For example, “we might recreate a teenager’s bedroom and show what a teenage girl might have on her dresser.”

This example was originally published in How to Get Your Company to Pay Attention to Market Research Results: Tips from Levi Strauss .

Example #12: eBags’ ethnographic research

Ethnographic research isn’t confined to a physical goods brand like Levi’s. Digital brands can engage in this form of anthropology as well.

While usability testing in a lab is useful, it does miss some of the real-world environmental factors that play a part in the success of a website. Usability testing alone didn’t create a clear enough picture for Gregory Casey, User Experience Designer and Architect, eBags.

“After we had designed our mobile and tablet experience, I wanted to run some contextual user research, which basically meant seeing how people used it in the wild, seeing how people are using it in their homes. So that’s exactly what I did,” Gregory said.

He found consumers willing to open their home to him and be tested in their normal environment. This meant factors like the television, phone calls and other family members played a part in how they experienced the eBags mobile site.

“During these interview sessions, a lot of times we were interrupted by, say, a child coming over and the mother having to do something for the kid … The experience isn’t sovereign. It’s not something where they just sit down, work through a particular user flow and complete their interaction,” Gregory said.

By watching users work through the site as they would in their everyday life, Gregory got to see what parts of the site they actually use.

This example was originally published in Mobile Marketing: 4 takeaways on how to improve your mobile shopping experience beyond just responsive design .

Example #13: John Deere’s shift from product-centric market research to consumer-centric research

One of the major benefits of market research is to overcome company blind spots. However, if you start with your blind spots – i.e., a product focus – you will blunt the effectiveness of your market research.

In the past, “they’d say, Here’s the product, find out how people feel about it,” explained David van Nostrand, Manager, John Deere's Global Market Research. “A lot of companies do that.” Instead, they should be saying, “Let's start with the customers: what do they want, what do they need?”

The solution? A new in-house program called “Category Experts” brings the product-group employees over as full team members working on specific research projects with van Nostrand’s team.

These staffers handle items that don’t require a research background: scheduling, meetings, logistics, communication and vendor management. The actual task they handle is less important than the fact that they serve as human cross-pollinators, bringing consumer-centric sensibility back to their product- focused groups.

For example, if van Nostrand’s team is doing research about a vehicle, they bring in staffers from the Vehicles product groups. “The information about vehicle consumers needs to be out there in the vehicle marketing groups, not locked in here in the heads of the researchers.”

This example was originally published in How John Deere Increased Mass Consumer Market Share by Revamping its Market Research Tactics .

Example #14: LeapFrog’s market research involvement throughout product development (not just at the beginning and the end)

Market research is sometimes thought of as a practice that can either inform the development of a product, or research consumer attitudes about developed products. But what about the middle?

Once the creative people begin working on product designs, the LeapFrog research department stays involved.

They have a lab onsite where they bring moms and kids from the San Francisco Bay area to test preliminary versions of the products. “We do a lot of hands-on, informal qualitative work with kids,” said Craig Spitzer, VP Marketing Research, LeapFrog. “Can they do what they need to do to work the product? Do they go from step A to B to C, or do they go from A to C to B?”

When designing the LeapPad Learning System, for example, the prototype went through the lab “a dozen times or so,” he says.

A key challenge for the research department is keeping and building the list of thousands of families who have agreed to be on call for testing. “We've done everything from recruiting on the Internet to putting out fliers in local schools, working through employees whose kids are in schools, and milking every connection we have,” Spitzer says.

Kids who test products at the lab are compensated with a free, existing product rather than a promise of the getting the product they're testing when it is released in the future.

This example was originally published in How LeapFrog Uses Marketing Research to Launch New Products .

Related resources

The Marketer’s Blind Spot: 3 ways to overcome the marketer’s greatest obstacle to effective messaging

Get Your Free Test Discovery Tool to Help Log all the Results and Discoveries from Your Company’s Marketing Tests

Marketing Research: 5 examples of discovering what customers want

Online Marketing Tests: How do you know you’re really learning anything?

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Marketing case study 101 (plus tips, examples, and templates)

Summary/Overview

If you’re familiar with content lines like, “See how our fancy new app saved Sarah 10 hours a week doing payroll,” you’ve encountered a marketing case study. That’s because case studies are one of the most powerful marketing tools, showcasing real-world applications and customer success stories that help build trust with potential customers.

More than 42% of marketers use case studies in their marketing strategy. Let’s face it — we love testimonials and reviews. People love hearing customer stories and experiences firsthand. In fact, 88% of consumers view reviews before making a purchase decision. Case studies work similarly by providing prospective customers with real-life stories demonstrating the brand’s success.

Case studies provide a more in-depth view of how your product solves an existing problem — something potential buyers can relate to and learn from.

In this article, we take a closer look at what marketing case studies are, why they’re important, and how you can use them to improve your content marketing efforts. You’ll also learn the key elements of a successful case study and how to turn a good case study into a great case study.

What is a marketing case study?

A case study is a narrative that documents a real-world situation or example. A marketing case study is a detailed examination and analysis of a specific strategy, initiative, or marketing campaign that a business has implemented. It’s intended to serve as an all-inclusive narrative that documents a real-world business situation and its outcome.

Marketing case studies are tools businesses use to showcase the effectiveness of a particular tool, technique, or service by using a real-world example. Companies often use case studies as sales collateral on websites, email marketing, social media , and other marketing materials. They provide readers with a firsthand look into how your product or service has helped someone else and demonstrate the value of your offering while building trust with potential customers.

Some common key components of a marketing case study include:

• Context: A case study begins by describing the business’s situation or problem. This often includes challenges, opportunities, or objectives.
• Strategy: An outline of the tactics or strategy utilized to address the business’s situation. This includes details such as the target audience, messaging, channels used, and other unique aspects of the approach.
• Implementation: Provide information about how the strategy was implemented, including timeline, resources, and budget.
• Results: This is arguably the most crucial part of a marketing case study. Present the results through data, metrics, and key performance indicators (KPIs) to demonstrate the impact of the strategy. The results section should highlight both qualitative and quantitative data.
• Challenges and Solutions: A great case study not only focuses on the successes but addresses any obstacles faced during the campaign. Make sure to address any challenges and how they were overcome or mitigated.
• Customer Feedback: Including testimonials or quotes from satisfied clients is a great way to add credibility and authenticity to a case study. Choose customer feedback that reinforces the positive outcomes of the strategy taken.
• Visuals: Compelling case studies include visuals such as graphs, charts, images, videos, and infographics to make the information presented more engaging and easier to understand.
• Analysis: An optional way to conclude a case study includes discussing key takeaways, insights, and lessons learned from a campaign.

Case studies can help you connect your product to the customer’s needs by providing a real world examples of success and encouraging conversions.

Benefits of marketing case studies

Some of the key benefits of using case studies in your marketing efforts include the following:

• Building trust and credibility. You build trust and credibility with potential clients or customers by demonstrating real world success stories. In-depth looks at how your products or services have helped other businesses or people achieve success can increase customer loyalty and encourage repeat business.
• Learn best practices. Learn from strategies employed in successful case studies and apply similar approaches to future campaigns.
• Enhancing sales and conversions. By highlighting the real world results your products or services have delivered, case studies can be a powerful tool for boosting sales. They can help demonstrate the value of your offering and persuade your target audience to make a purchase.
• Explain how your business generates results. Case studies are a compelling way to share key takeaways with your target audience and showcase your brand.
• Use them as content marketing material. Use case studies as content for marketing purposes on websites, social media, and beyond.

Case studies can help your business stand out and achieve success. By highlighting the real world results you’ve delivered, you can use case studies to boost sales, build customer loyalty, and compellingly showcase your business.

Tips on how to write an effective marketing case study

Are you ready to write a compelling case study? Get started with these tips.

Develop a clear and compelling headline

You have about 10 seconds to communicate your value proposition to keep customer attention. Whether you’re designing a new landing page or making a long-term plan for your brand’s content marketing strategy , the headline is the most crucial part.

A compelling title should capture readers’ attention and make them want to read more. To craft a compelling headline:

• Understand your audience: Before crafting a headline, ensure you know your target audience — what are their pain points, interests, and needs?
• Highlight the most significant result: Focus on the most impactful result achieved in the case study. What was the primary outcome of the strategy implemented?
• Keep it brief: Keep your headline concise and to the point. Try to keep your headline under 12 words.
• Use action words: Incorporate action verbs such as “achieved,” “transformed,” or “boosted” to convey a sense of accomplishment.
• Include data: Numbers make your headline more credible. For example, if the case study achieved a 75% increase in sales, include that in the headline.
• Emphasize benefits: Focus on the positive changes or advantages the implemented strategy brought to the client or business. Use these as selling points in your headline.
• Make it unique and memorable: Avoid generic phrases to make your headline stand out from the competition.
• Use keywords wisely: Incorporate relevant keywords that align with the case study and your target audience’s search interest to improve search engine visibility through search engine optimization (SEO).
• Consider subheadings: If you cannot fit all the necessary information in a headline, consider adding a subheading to provide additional context or details.

Here are some examples of clear and convincing case study headlines:

• “Achieving a 150% ROI: How [XYZ] Strategy Transformed a Startup”
• “How Optimized SEO Tactics Skyrocketed Sales by 80%”
• “Mastering Social Media: How [ABC] Brand Increased Engagement by 50%”
• “The Power of Personalization: How Tailored Content Quadrupled Conversions”

Write relatable content

Almost 90% of Gen Z and millennial shoppers prefer influencers who they consider relatable. Relatability is part of building trust and connection with your target audience.

When writing your case study, make content that resonates with readers and speaks to their pain points. The best marketing doesn’t just increase conversion rates — it also serves your customers’ needs. To write content that really resonates with your target audience, make sure to:

• Understand your audience: To successfully write relatable content, you first need to understand your target audience — their interests, pain points, and challenges. The more you know about your target audience, the better you can tailor your content to their needs.
• Identify pain points: As mentioned above, identify challenges your target audience may face. Make sure to highlight how the product or service in the case study can effectively address these pain points.
• Tell a story: Create a narrative that follows a standard story arc. Start with a relatable struggle that the customer or business faced and describe its associated emotions.
• Use real customer feedback: Incorporate quotes or testimonials from actual customers or clients. Including authentic voices makes the content more relatable to readers because they can see real people expressing their experiences.
• Use relatable language: Write in a tone to which your audience can relate. Only include overly technical terms if your target audience solely consists of experts who would understand them.
• Use social proof: Mention any recognitions, awards, or industry acknowledgments that may have been received by the customer or business in the case study.
• Encourage engagement: Urge readers to share their own challenges or experiences related to the subject matter of the case study. This is a great way to foster a sense of community.

Outline your strategies with corresponding statistics

Whether you’re showing off the results your marketing team achieved with a new strategy or explaining how your product has helped customers, data and research make it easier to back up claims.

Include relevant statistics in your case study to provide evidence of the effectiveness of your strategies, such as:

• Quantitative data: Use numerical data to quantify results.
• Qualitative data: Use qualitative data, such as customer testimonials, to back up numerical results.
• Comparisons: Compare the post-campaign results with the pre-campaign benchmarks to provide context for the data.
• Case study metrics: Include specific metrics relevant to your industry or campaign if applicable. For example, in e-commerce, common metrics could include customer acquisition cost, average order value, or cart abandonment rate.

By incorporating relatable outcomes — such as cost savings from new automation or customer responsiveness from your new social media marketing campaign — you can provide concrete evidence of how your product or service has helped others in similar situations.

Use multiple formats of representation

People love visuals . It doesn’t matter if it’s an infographic for digital marketing or a graph chart in print materials — we love to see our data and results represented in visuals that are easy to understand. Additionally, including multiple representation formats is a great way to increase accessibility and enhance clarity.

When making a case study, consider including various forms of representation, such as:

• Infographics: Use infographics to condense critical information into a visually appealing, easy-to-understand graphic. Infographics are highly sharable and can be used across marketing channels.
• Charts: Use charts (bar charts, pie charts, line graphs, etc.) to illustrate statistical information such as data trends or comparisons. Make sure to include clear labels and titles for each chart.
• Images: Include relevant photos to enhance the storytelling aspect of your case study. Consider including “before and after” pictures if relevant to your case study.
• Videos: Short videos summarizing a case study’s main points are great for sharing across social media or embedding into your case study.
• Tables: Use tables to help organize data and make it easier for readers to digest.
• Data visualizations: Include data visualizations such as flowcharts or heatmaps to illustrate user journeys or specific processes.
• Screenshots: If your case study involves digital products, include screenshots to provide a visual walkthrough of how the product or service works.
• Diagrams: Use diagrams, such as a flowchart, to explain complex processes, decision trees, or workflows to simplify complicated information.
• Timelines: If your case study involves a timeline of specific events, present it using a timeline graphic.

Use a consistent design style and color scheme to maintain cohesion when incorporating multiple formats. Remember that each format you use should serve a specific purpose in engaging the reader and conveying information.

Get your case study in front of your intended audience

What good is a compelling case study and a killer call to action (CTA) if no one sees it? Once you’ve completed your case study, share it across the appropriate channels and networks your target audience frequents and incorporate it into your content strategy to increase visibility and reach. To get your case study noticed:

• Take advantage of your website. Create a dedicated section or landing page on your website for your case study. If your website has a blog section, consider including it here. Optimize the page for search engines (SEO) by including relevant keywords and optimizing the meta description and headers. Make sure to feature your case study on your homepage and relevant product or service pages.
• Launch email marketing campaigns. Send out the case study to your email subscriber list. Be specific and target groups that would most likely be interested in the case study.
• Launch social media campaigns. Share your case study on your social media platforms. Use eye-catching graphics and engaging captions to draw in potential readers. Consider creating teaser videos or graphics to generate interest.
• Utilize paid promotions. Use targeted social media and search engine ads to reach specific demographics or interests. Consider retargeting ads to re-engage visitors who have previously interacted with your website.
• Issue a press release. If your case study results in a significant industry impact, consider issuing a press release to share the exciting news with relevant media outlets or publications.
• Utilize influencer outreach. Collaborate with influencers who can share your case study with their followers to increase credibility and expand your reach.
• Host webinars and presentations. Discuss the case study findings and insights through webinars or presentations. Promote these events through your various marketing channels and make sure to encourage participation.
• Utilize networking events and conferences. Present your case study at industry-related conferences, trade shows, or networking events. Consider distributing printed or digital copies of the case study to attendees.
• Utilize online communities. Share the case study in relevant online forums and discussion groups where your target audience congregates.
• Practice search engine optimization (SEO). Optimize the SEO elements of your case study to improve organic search ranking and visibility.

Remember, the key to successfully promoting your case study is to tailor your approach to your specific target audience and their preferences. Consistently promoting your case study across multiple channels increases your chances of it reaching your intended audience.

Marketing case study examples

Let’s look at some successful marketing case studies for inspiration.

“How Handled Scaled from Zero to 121 Locations with HubSpot”

Right away, they lead with compelling metrics — the numbers don’t lie. They use two different formats: a well-made video accompanied by well-written text.

The study also addresses customer pain points, like meeting a higher demand during the pandemic.

“How AppSumo grew organic traffic 843% and revenue from organic traffic 340%”

This case study from Omniscient Digital leads with motivating stats, a glowing review sharing a real user experience, and a video review from the AppSumo Head of Content.

The case study information is broken down into clearly marked sections, explaining the benefits to their target audience (startups) and providing plenty of visuals, charts, and metrics to back it up.

“How One Ecommerce Business Solved the Omnichannel Challenge with Bitly Campaigns”

Download this Bitly case study from their site to see the details of how this company made an impact.

Not only is it well designed, but it also tackles customer challenges right away. The most compelling types of case studies serve their audience by showing how the product or service solves their problems.

Bitly nails it by listing obstacles and jumping right into how the brand can help.

Marketing case study template

Use this basic template to better understand the typical structure of a business case study and use it as a starting place to create your own:

Case Study Title

Date: [Date]

Client or Company Profile:

• Client/Company Name: [Client/Company Name]
• Industry: [Industry]
• Location: [Location]
• Client/Company Background: [Brief client or company background information.]

Introduction:

• Briefly introduce the client or company and any necessary context for the campaign or initiative.
• Problem statement: Describe the specific challenge or problem faced by the client or company before implementing the campaign or initiative.
• Strategy: Explain the strategy that was implemented to address the challenge. Include details such as target audience, objectives, goals, and tactics.
• Implementation: Provide a timeline of the strategy’s implementation, including key milestones and other notable considerations taken during execution.
• Outcomes: Present the qualitative and quantitative results achieved through the implemented strategy. Include relevant metrics, statistics, and key performance indicators (KPIs).
• Comparative data: Compare the post-campaign results to pre-campaign benchmarks or industry standards.

Analysis and Insights:

• Key insights: Summarize insights and lessons learned from the campaign and discuss the campaign's impact on the client or company’s goals.
• Challenges faced: Address any obstacles encountered during the campaign and how they were mitigated or overcome.

Conclusion:

• Conclusion: Summarize the campaign’s overall impact on the client or company. Highlight the value that was delivered by the implemented strategy and the success it achieved.
• Next Steps: Discuss potential follow-up actions, recommendations, or future strategies.

Testimonials:

• Include quotes or testimonials from the clients or customers who benefitted from the campaign.
• Incorporate relevant visuals to illustrate key points, findings, and results.

The above template is a great way to get started gathering your ideas and findings for a marketing case study. Feel free to add additional sections or customize the template to match your requirements.

Craft a compelling marketing case study for your business

Are you ready to make your marketing case study shine? With Adobe Express, you can make high-quality infographics and presentations that take your case studies to the next level.

Choose from our library of designed templates, or make it yourself with powerful tools and a library of ready-to-use graphic elements.

Get started with Adobe Express today to make compelling marketing case studies that engage your audience and drive conversions.

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Ready to create case studies? If you’re a B2B business (or a B2C business with long sales cycles), you should be. Case studies fuel a host of marketing and sales activities, from PR and content marketing to outbound sales enablement.

But, volume matters. The more case studies you have that represent a wide variety of industries, use cases, and benefits, the more you can pick the right story for the right context.

Thankfully, you can scale case study creation with classic market research approaches. Because case studies are, at their core, tailored one-to-one interviews , you can templatize the approach and create a case study arsenal in as little as 2-3 months.

Why Create Case Studies

Creating case studies takes time. We won’t dispute that! But, the benefits of creating case studies is so great that it’s well worth it. Check out some of the benefits most organizations derive from building up their arsenal:

PR Opportunities

After a business launches a new product or service, there isn’t much “newness” to announce. This means you have to make news. Finding great customer wins gives PR teams something worthwhile to pitch. These stories talk to the business’ products or services in an intersting, not too business-centric way, offering great PR fodder.

Marketing Nurture Activities

In longer sales cycle businesses, you need to keep you product top of mind. Using case studies throughout your nurturing and bottom-of-funnel outreach activities gives you targeted content to do just that.

Top-Of-Funnel Marketing Activities

Most companies need to fuel their social media, blog, and email marketing activities to attract new attention. Slicing and dicing case studies into smaller content pieces lets a marketing team produce top-of-funnel content for months on end.

Outbound Sales Materials

For those businesses doing outbound sales, case studies serve as valuable entry tools. Citing a customer name and the the business benefits they enjoyed builds credibility and gives an outbound sales team the chance to pitch a prospect on a meeting or demo.

In sum, when you create case studies, you create a content marketing and sales activation engine.

Start With The Case Study Output Template

Using market research to create case study libraries means developing a scaleable approach. That’s why we always say start from the end and then work backwards. When it comes to case studies, that means start with your final template or output layout. Once you know what you want your output to look like, you’ll know what information you’ll need to fill it in.

As you can imagine, there are a lot of ways to build out your case study template. Nevertheless, the example on the left is a standard approach we like. This is because it includes a few key components:

• Skimmable Text : Most prospective customers are in a hurry. This means they may not want to read a full story. Having a column or area that makes it easy to glean the case study content solves this problem. With a bulleted text and results area, readers absorb the story quickly. From there, they can read the fuller story or move on.
• Long-Form Story : For prospects that want the entire story, include the main body area. This is paragraph-based text that offers a synopsis of the customer’s background, how they approached their problem using the solution, and the tangible benefits received.
• Individual Quote : Social proof matters. There are few things more impactful than a person willing to give their name and likeness to another company for marketing purposes. That’s why, if possible, include a customer quote.

Design Your Case Study Questions

Obviously, the questions you ask will depend on the nature of what your product or service does. You’ll need some amount of question tailoring. That said, if we look at our template above, you’ll see you need to ask questions around three key areas:

Business Background

These are questions that isolate the business challenges a customer had, and what led them to look for your solution in the first place.  Typical questions include:

• • Tell me a little about your organization (e.g. employee number/background, what people are tasked with, core KPIs, etc.)
• • What challenges did you have that ultimately led you to seek out a solution?
• • Why were these issues so problematic?
• • What was your go-to approach to addresses this before you starting using our product?

This is where you marry the customer’s problem with your solution. These questions let you illustrate how people use your solution to address a variety of needs. Some sample questions include:

• • What was it about our product that led you to pick it?
• • How did you first go about using it?
• • Were there certain features in particular you / your team found critical? If so, which ones and why?
• • What was especially beneficial / useful about the experience?

Especially important are tangible, quantifiable benefits that let you tout really clear product wins. Some questions we often use include:

• • Tell us about [time savings, cost savings, faster resolution times, faster throughput times, etc.] you got from using the product. How did that come about?
• • Thinking about broader business goals, how did this fit in? How did the product help you meet those objectives?
• • Were there any unexpected benefits you received from using the product?

Structure Your Outreach & Production Workflow

Once you finalize your questions, you’re ready to gather up your case study interviews. This means developing a process for reaching out to customers, gathering their stories, and formalizing the stories into complete case studies.

The typical workflow includes the following approach:

1. Develop An Outreach List : First, build a list of all the customers you hope will give you a story. This usually means working with sales or customer service reps to build out an initial list. As they enter in names, also ask them to include a “Why.” That is, what do they know about this customer that makes them a great case study opportunity.

2. Perform Outreach : With your list finalized, it’s time to reach out and request a case study interview. We suggest developing email templates and phone scripts for your sales and customer service teams. This lets them spend their time on outreach, not on figuring out how to ask for the interviews in the first place.

Include an explanation of what the process is, why you’re doing it, and what they may get in return. This is also where you mention any incentive you wish to offer.

3. Schedule The Interviews : Once a customer says “yes,” get them scheduled! You can do this manually or with a tool. For example, we like using Calendly , a scheduling tool that lets you streamline scheduling and get meetings faster.

4. Complete The Interviews : This is the part where you get to use your interview questions with each and every customer. It’s also where you can go a bit off script. As you listen to answers, don’t be afraid to probe for more details. Each story is a little different, and therefore may require some tailored questions.

5. Draft The Story & Get Approval : With the full story recorded, clean it up and draft it into your standardized case study template. Because you are likely using customer names, you’ll need to share the document and get their approval. Or, get their feedback and make necessary edits.

6. Finalize Design & Publishing Approach : With approval in-hand, you can finally share the story. At the simplest level, this likely means putting it into a PDF for easy shareability and pushing it live on your website. However, it should also include sharing it with your content and sales teams and letting them consider how they can leverage it for their particular needs.

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Marketing Research Case Study: Crucial Insights for Business

Transforming insights into actionable strategies has become a vital point in creating a marketing research case study. This unravels the intricate connection between market dynamics and consumer behavior, which provides a roadmap for organizations to navigate the complexities of the current business world.

When conducting marketing research, you meticulously gather data on consumer habits, competitors’ movements, emerging trends, and other marketing aspects. It serves as a bridge between abstract insights and real-world action, offering tangible examples of how businesses have harnessed data to create informed decisions.

Through a market research example, you will witness how companies have successfully adapted their products, marketing campaigns, and business strategies to stay ahead of the competition. So dive into marketing research case studies in digital marketing and discover how you can apply it to your business.

Mastering the dilemma of balancing insights and action

In the ever-changing business scene, finding a balance between knowing what to do and actually doing it can be a challenge. However, in this journey, you will unravel the secrets of this dilemma using a marketing case study that helps bridge the gap between knowledge and implementation, thereby guiding your business to thrive.

• Generalization vs. specificity – Since case studies can have generalized findings, not everything may be applicable to one’s own situation. You need to rely on a combination of case study data and your own research to create strategies tailored to your business concerns. It is important to cross-reference the insights with the industry’s current trends and the target audience’s preferences to strike a balance between general principles and specific actions.
• Resource constraints – Sometimes case studies show strategies requiring significant resources that may not be aligned with your budget or capabilities. To address this, you can find case studies that share cost-effective strategies that suit your budget or consider phased implementation. Start with smaller-scale versions of successful case study tactics and slowly scale up, as you see further results.
• Evolving consumer behavior – Consumer behavior is dynamic, and what worked in a case study years ago may not apply today. One way to solve this problem is to remain updated with the latest consumer behavior trends through industry reports and market research. This will help you be ahead of the market and become agile in your marketing approach.
• Competitive landscape – Case studies often do not consider competitors and some strategies may not yield the same results. Conduct your own competitor analysis to gain a deeper understanding of your competitor’s strengths and weaknesses, as well as your industry’s opportunities and threats. This allows the formulation of better strategies.
• Implementation barriers – At times, the gap between theory and practice can be challenging. A cross-functional team must be built that includes decision-makers and implementers so that there is a dedicated team to make clear implementation plans, allocate resources, set measurable goals, and effectively monitor the progress of execution.

In conclusion, applying marketing research to case study insights requires a thoughtful approach. By tackling these common struggles with a blend of research, adaptability, and teamwork, one can capitalize on these insights in practical marketing scenarios. Keep in mind that It is a dynamic process involving learning and adjustment along the way.

Unlocking the potential of marketing research case studies

Ever wondered how businesses seem to hit the marketing bullseye every single time? It is the power of marketing research case studies . Such a marketing research case study example can guide you toward strategies that work. In this section, you are able to walk through how it can be your secret sauce for making informed and effective marketing decisions.

What is a marketing case study and its practical values?

A marketing case study is a detailed examination of specific marketing strategies, campaigns, or challenges faced by businesses. It provides a comprehensive analysis of data, statistics, and qualitative insights. Its practical value lies in several ways.

• Case studies provide insightful lessons about the tactics and strategies that can lead to success. This can pave the path to success by showcasing real-life examples of what has worked in diverse contexts.
• It gives practical solutions to real marketing issues. By studying how others have talked about similar challenges, you can get insights into effective strategies and approaches.
• It delves into consumer behavior and preferences as this helps you understand your customers and tailor your marketing efforts accordingly.
• It can spark your creativity by exhibiting innovative campaigns and out-of-the-box ways of thinking.
• It provides you with evidence-backed solutions that can help you make informed choices.

Consequently, marketing research studies are your go-to toolkit for navigating the marketing scene with confidence. They serve as practical roadmaps that help you achieve your marketing goals.

How case studies aid in adapting to the dynamic nature of digital platforms

Case studies play a key role in helping adapt to the dynamic nature of digital platforms. Thus, it can serve as a valuable tool.

• Learning from evolving strategies. With the help of technology, case studies can be easily updated with the latest trends and newly discovered knowledge to further develop new insights that businesses can use.
• Testing and optimization . Digital platforms require continuous testing and optimization to be effective. Case studies can cover marketing experiments , such as A/B tests and pay-per-click ads, which can lead to improved results. These insights can be used to tune one’s own strategies.
• Keeping pace with the algorithm changes. Search engine algorithms are well-known for their frequent updates. Case studies that focus on search engine optimization (SEO) can help to understand how different strategies cope with algorithm changes. This knowledge is valuable for maintaining the visibility and traffic on your website.
• Adapting to new technologies. Technologies such as artificial intelligence and chatbots are reshaping digital marketing . Case studies highlight innovative ways in which businesses can incorporate these into their strategies. By studying these, one can explore how to effectively leverage new tools.
• Managing crisis. Digital platforms are susceptible to crises. Case studies of crisis management provide insights into how brands can effectively navigate these challenges. Learning from these can help prepare to respond to such problems.
• Integrating cross-platforms. The digital ecosystem includes platforms such as social media, email marketing, and pay-per-click advertising , among others. Case studies that show successful cross-platform integration can help adapt to the complexity of managing multiple digital channels.

In essence, case studies allow one to adapt digital marketing strategies to the changing digital world. By learning from others’ experiences, one can stay ahead of the game, experiment with new approaches, and thrive in this dynamic environment.

Case study: Revolutionizing social media engagement

Social media marketing has become an evident approach in conducting a short case study on marketing research. It helps businesses understand their target audience better, identify their needs, and create visually appealing content that resonates with them. Therefore, it is necessary to determine how cost-effective it is to reach potential customers.

One example of a case study is Starbucks, which highlights its enhancement of social media engagement . Through this case study, you will understand how it helped the brand survive in the digital era through innovative strategies.

The company

Starbucks is a global coffeehouse chain founded in Seattle, Washington in 1971. Over the years, they have grown their coffee empire to 35,711 stores worldwide . They are not only known for their signature coffee but also for the unique experience that they offer to their customers, such as a cozy ambiance and personalized service.

The challenge

Despite Starbucks’ global popularity, it still needs to maintain a strong social media presence to connect with its diverse and loyal customer base and increase its sales. They acknowledged that customers are increasingly turning to social media to share their coffee experiences and seek suggestions. So, they aimed to enhance their social media engagement to promote a more vibrant online community.

The research insights

Starbucks understood that the key to success is to leverage digital marketing to enhance social media engagement. Here are some insights that you should know.

• Customer-generated content – Starbucks effectively used user-generated content . They encouraged their customers to post and share their moments using unique hashtags. This not only showed customer loyalty but also served as free, authentic advertising.
• Customer engagement – Starbucks was successful in creating a strong relationship with its customers through social media. They regularly responded to customer queries and complaints, which has helped them in building trust and loyalty among their customers.
• Community building – Starbucks saw social media as a means of building a coffee-loving community. They immediately answered customer comments and messages, making their customers feel heard and valued.
• Influencer marketing – Starbucks collaborated with various influencers and celebrities to promote its products on social media. This helped increase the company’s reach and attract new customers.

Starbucks’ journey to enhance social media engagement was grounded in understanding its audience and leveraging the visual and interactive nature of various social media platforms. They used research insights to create a vibrant, interactive, community-driven online community.

Execution of strategy and outcomes

Now, it is time to take a deeper look into how Starbucks has enhanced its social media engagement through a strategic action plan, its implementation process, and the positive outcomes achieved.

Action plan for enhancing Starbucks’ social media engagement

In today’s digital age, enhancing social media engagement has become paramount for businesses seeking to connect with and engage with their customers. This action plan allows us to explore strategic steps that elevate Starbucks’ impressive social media presence and foster a dynamic and interactive online community.

• Research and analysis – Starbucks initiated an action plan by creating thorough research and analysis of its social media presence. They assess which platforms their audiences frequented the most, and recognize trends and customer preferences.
• Platform selection – Based on Starbucks’ research, they selected Instagram , X , Facebook , and Pinterest to focus their efforts.
• Content strategy – Starbucks has developed a content strategy for each platform. They highlighted visual storytelling on Instagram, interactive polls and quizzes on X, a combination of engaging content on Facebook, and visually appealing mood boards on Pinterest.
• User-generated content (UGC) – Starbucks encouraged customers to share their moments with dedicated hashtags. They actively engaged with shared UGCs, which turned their loyal customers into brand ambassadors.

The action plan outlined here serves as a roadmap for Starbucks to enhance its engagement with social media. Taking this into account, they created a dynamic online presence that resonated with its diverse audience.

Implementation process

The implementation process for enhancing Starbucks’ social media engagement was a carefully orchestrated strategy that harnessed thriving online coffee communities on different digital platforms.

Through tailored content, active community engagement, and prioritized timely and customer-centric interactions, it has evolved its social media presence into a hub for coffee enthusiasts. Without further ado, here is how they created a strategic plan that drives meaningful connections and strengthens brand loyalty in the digital era.

• Content calendar and visual content creation – They created a content calendar outlining the types of posts, themes, and frequency of updates on each platform. By doing this, it is easier to visualize the content, assuring that everything is on the brand, has the same theme, and is streamlined. However, for the actual content creation, they used strong and visually appealing photos and videos that represent the overall branding.
• Interactive strategies and community engagement – They launched interactive content such as polls, question and answer portions, and contests on their platforms, particularly Twitter to encourage engagement with their followers. To further deepen the connection, they actively responded to comments, messages, and mentions that fostered the formation of a community.

Similarly, Starbucks’ implementation process is a testament to the power of customer-centric digital marketing. Through these, they transformed their social media platforms into vibrant places of connection and brand loyalty.

Positive outcomes achieved

The positive outcomes resulting from Starbucks’ endeavors to enhance social media engagement have been remarkable. Through strategic efforts and a deep understanding of their audience, they achieved so much that guaranteed them to reach social media success. So, here are the things you should learn about.

• Increased engagement – Starbucks experienced a notable boost in social media engagement on their social media platforms. Their strategy of making visually appealing content, running interactive campaigns , and actively answering customer comments resulted in more likes, shares, comments, and interactions.
• Enhanced brand visibility – Through engaging content and community building, they have expanded brand visibility on social media. Their use of UGC, trendy hashtags, and timely posts has attracted a wider audience and reinforced brand recognition. This makes them more prominent on social media.
• Improved customer loyalty – Starbucks’ active engagement with customers and promotion of UGC created a loyal online community . Customers felt heard and valued, leading to increased loyalty.
• Increased conversions – Interactive strategies employed on social media, such as sharing customers’ coffee experiences through hashtags, have contributed to increased conversions . Engaged customers were more likely to visit their stores or make online purchases after interacting with their content.

Starbucks’ efforts to enhance social media engagement not only increased its online interactions but also had tangible impacts on its brand itself. Their case study served as an example of how efficacious social media engagement can positively influence a brand’s digital presence.

Insights gained

Starbucks has recognized the need to stay at the forefront of social media interactions. Through meticulous research, strategic planning, and a relentless commitment to customer-centricity, they have achieved exceptional results in boosting social media engagement.

In this exploration, you are able to delve into key takeaways and lessons that can serve as a guide for businesses seeking to harness the full potential of social media in connecting with their audience and building brand loyalty.

Applying lessons to other digital marketing campaigns

Valuable insights can be obtained from successful case studies, similar to Starbucks. This provides lessons that can be applied to a wide variety of digital campaigns. Learn more about how these lessons can help businesses thrive.

• Prioritize community building . Create content and engagement strategies that have a sense of belonging and connection among the audience. In addition, they should be encouraged to create user-generated content and participate in various discussions that will boost engagement and gain advocates who can promote their products or services.
• Create platform-specific strategies. Understand the specific dynamics of each platform so that you can craft your various specific approaches. Create content that resonates with its user base and engages with it effectively.
• Build active engagement and responsiveness . You need to actively engage with your audience and participate in conversations to build brand loyalty by incorporating social media monitoring and response strategies into campaigns.

The Starbucks case study teaches us that building a thriving online community, in addition to products and promotions, is necessary for digital marketing success. By prioritizing this, businesses can create lasting connections, boost engagement, and achieve their marketing goals. These lessons can be applied to boost digital marketing campaigns.

Conquering the hurdles of digital marketing

Overcoming challenges in digital marketing is essential for achieving success in the online world. From changing algorithms to data privacy concerns, navigating its complexities can be daunting. In this part of the article, you will discover more about the problems and strategies that drive meaningful results.

• Constant algorithm changes – Search engine algorithms, particularly Google’s, make it challenging for marketers to maintain high rankings and visibility. To keep up with these constant changes, you need to learn how to emphasize user-focused content . You should invest in creating comprehensive, evergreen content that provides value and answers user inquiries.
• Content creation and quality – Creating engaging, high-quality content is an important challenge. Searching for topics, maintaining a content calendar, and guaranteeing the content resonates with the target audience can be demanding. A solution is to use keyword research, competitive analysis, and editorial planning.
• Data privacy and compliance – With growing concerns about data privacy, adhering to regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) can be difficult as marketers must collect data to learn more about their target market while also respecting their privacy rights. Implement a clear opt-in process and data handling procedures to comply with regulations.
• Ad blockers and ad fatigue – With the rise of ad blockers and consumer ad fatigue , marketers must look for various ways to reach and engage with their users. Create informative, and creative content that provides more value to your audience.
• Measuring return on investment and attribution – Determining the ROI for digital marketing efforts through digital analytics can be tricky due to multiple touchpoints in the customer journey. Attribution models must be accurate to effectively allocate resources.

Overcoming hurdles is not just a necessity but also an opportunity for growth and innovation. By adapting to strategies, staying informed, and embracing changes, businesses can navigate the complex ground of digital marketing with confidence.

Key takeaways

Applying marketing research case studies to businesses can be a game changer. This study provides valuable insights into and strategies for driving growth and success. The key takeaways are as follows.

• Identify relevant case studies for the industry. Begin by investigating and choosing case studies relevant to the industry, target audience, and goals. Look for studies that address similar challenges or opportunities faced by your business.
• Apply insights into your unique situation. While case studies provide valuable guidance, it is important to adapt their insights to the business, industry, and target audience. Tailor strategies to align with goals, resources, and market situations. Use case studies as inspiration and foundation to create customized marketing strategies that suit business needs.
• Continuously test and iterate. Case studies showcase strategies that worked at a specific point in time. Recognize that the digital scene is constantly evolving. Implement a culture of continuous testing and iteration. Regularly evaluate the performance of your marketing efforts, gather data, and make adjustments based on consumer behaviors and trends. This approach will help you stay competitive and relevant in digital marketing.

If you have any other questions, send us a message via our Facebook , X , and LinkedIn accounts. Let’s chat! Plus, do not forget to subscribe to the Propelrr newsletter as well, if you find this article and our other content helpful to your needs.

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Digital Market Research: Definition, Examples and Case Studies

• Shama Hyder
• November 12, 2018

The internet is a treasure-trove to be mined, albeit mindfully. Approximately nine out of ten American adults utilize the internet, and twenty-six percent claim to be online “ almost constantly .”  That kind of activity naturally produces a lot of data. Digital market research helps us decipher that data and use it to our advantage.  At Zen Media, we analyze quantitative discoveries alongside the qualitative. Facts and figures are stage one in digital market research. Stage two is posing questions to real users, questions that are informed by datasets found in stage one. This mix of qualitative and quantitative analysis fully develops our research.

What is digital market research?

We used to receive surveys in the mail and phone calls on the landline for market research. Now, data is garnered from an array of digital platforms, and in real time, too.

What are the top five traffic sources that are driving visitors to my site? What are the top traffic sources that are driving visitors to my competitor’s site? How can we increase response rates? These questions and more can be answered by conducting focused digital market research.

Let’s say you want to gain greater insight into the patterns of repeat customers. The repeat purchase rate can be calculated by using a straightforward formula. One simply divides the number of customers who have made a couple or multiple purchases, in a given time frame, by the total number of customers, in the same time frame.

Repeat purchase rate = number of customers who have made more than one purchase

__________________________________________________

total number of customers

Now that you have determined your repeat purchase rate, you might want to dig deeper and look at the amount time that passes between purchases. If your aim is to condense the amount of time, consider modifying your confirmation emails to include “similar products” from the items your customer purchased. You could also incorporate these recommendations in your packaging with the original purchase, the tangible effect coming from purchaser contact.

Maybe your digital market research has lead you to the conclusion that repeat customers usually wait several weeks in-between purchases. With this awareness, you can match your marketing strategies with the consumer’s personal timeline, giving them advanced notice on items that may be of interest to them.

The more you know from digital market research, the more attuned you are to the connect consumer’s spending and purchasing habits.

Case Studies

Snickers conducted digital market research with an immensely successful type of irreverence. Expanding on their “You’re not you when you’re hungry” campaign, Snickers put forth the concept of typos brought on by hunger as the center of their “You can’t spell when you’re hungry” initiative.

After obtaining a list of Google’s top 500 misspelled words, Snickers used an algorithm to generate a list of 25,381 different misspellings.

Slip-ups such as “wierd,” “publically,” and “buisness” yielded clever ad copy, suggesting the typee relieve their afternoon hunger with a Snickers bar.

Snickers’ clever take on digital market research earned them 558, 589 ad impressions in two days, with an overall click through rate of 1.05 percent. These results were pretty sweet, to say the least.

Neutrogena:

Neutrogena, the #1 dermatologist-recommended skin care brand, sells their products in more than seventy countries. The company was interested in inquiring into their customers’ spending habits. Neutrogena started with an analysis of shopping basket data. There, the company could pinpoint competitor products that their own customers were buying, more precisely, competitor products that were within Neutrogena’s price range.

The beauty product company found that seventy-five percent of their loyal customers were purchasing items from one segment in the Neutrogena range, and that range only. The company wanted their loyal customers to broaden their horizons and purchase items from other Neutrogena segments. The company also wanted to acquire new, first-time customers.

The shopping basket data inspired Neutrogena to create pairings of beauty products that reflected the customer’s past purchases and that inherently went well together, like a face cream with an eye cream, or a liquid eyeliner with eye makeup remover. These product pairings were advertised through banner ads, videos, and coupons.

Neutrogena’s return on ad spend was $5.84, exceeding their own benchmarks by 289%. Ad awareness also rose 5.4%, which exceeded the company’s benchmarks by 182%.

COX Communications

Zen Media started working with COX Communications when they were in the midst of developing FastTrack, an educational app designed for children. The app engages children in math and English exercises while allowing parents and teachers to witness a child’s progress and join-in on the fun.

But creating something completely new always has its risks, and we were well-aware that the FastTrack app was new terrain for COX. We needed to combine generating interest with gathering information, so the launch could be both a success, and provide important learnings for the parent company.

How did we do it?

We combined the power of market research, investigating who the trusted voices in this realm were, and where they were holding court, with the power of growth hacking techniques, such as a focused landing page and the right mix of platforms and content.

The campaign was also able to convert an impressive 6% of the target audience, and Zen was able to demonstrate to COX Communications that despite big names like Sylvan and Kaplan’s dominance in the education market, there was still room for an app that provided kids with a competitive edge and parents with control over their child’s progress and learning, especially if it could partner with reputable content creators.

Digital market research is the gateway to a fine tuned, pragmatic campaign that can yield truly remarkable results. Because so many individuals are spending a large amount of time on the internet, we feel strongly at Zen Media that this is where you and your company should be spending most of your time and strategic focus.

• Digital Marketing

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How to write a case study — examples, templates, and tools

It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.

That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.

A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.

In this article, you’ll learn:

What is a case study?

How to write a case study, case study templates, case study examples, case study tools.

A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.

The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:

• Celebrate the customer and make them — not a product or service — the star of the story.
• Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
• Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
• Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
• Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.

Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.

Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.

Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.

Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.

Here are the basic steps to writing a good case study.

1. Identify your goal

Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.

The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.

2. Choose your client or subject

Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.

The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.

Some of the most compelling case studies feature customers who:

• Switch from one product or service to another while naming competitors that missed the mark.
• Experience measurable results that are relatable to others in a specific industry.
• Represent well-known brands and recognizable names that are likely to compel action.
• Advocate for a product or service as a champion and are well-versed in its advantages.

Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.

3. Conduct research and compile data

Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.

This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.

4. Choose the right format

There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:

• An engaging headline
• A subject and customer introduction
• The unique challenge or challenges the customer faced
• The solution the customer used to solve the problem
• The results achieved
• Data and statistics to back up claims of success
• A strong call to action (CTA) to engage with the vendor

It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.

5. Write your case study

We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.

• Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
• Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
• Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
• Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
• Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
• Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.

6. Promote your story

Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.

Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.

Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.

Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.

Template 1 — Challenge-solution-result format

• Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
• Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
• Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
• Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
• Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
• Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.

Template 2 — Data-driven format

• Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
• Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
• Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
• Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.

While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.

Juniper Networks

One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.

The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.

Tata Consulting

When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.

Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.

When you’re ready to get started with a case study:

• Think about a few goals you’d like to accomplish with your content.
• Make a list of successful clients that would be strong candidates for a case study.
• Reach out to the client to get their approval and conduct an interview.
• Gather the data to present an engaging and effective customer story.

Adobe can help

There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.

To learn more, watch the Adobe Experience Platform story .

Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.

Watch the Real-Time CDP overview video to learn more.

Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.

Request a demo to learn more about Adobe Analytics.

https://business.adobe.com/blog/perspectives/b2b-ecommerce-10-case-studies-inspire-you

https://business.adobe.com/blog/basics/business-case

https://business.adobe.com/blog/basics/what-is-real-time-analytics

Library subject guides

Marketing and market research.

• Key resources
• Books and e-books
• Journals and magazines

Case studies

Recommended databases for case studies, open access databases for case studies, streaming video for case studies.

• Additional information

Need help? Ask the Library!

What is a case study?

Case studies generally describe real world practical examples from which others can gain insight for their own application. Case studies can provide both positive examples, as well as raise issues and challenges for others to be aware of.  Case studies can be written documents or videos delivered via streaming media websites/databases.

Finding case studies

TIP: To locate case studies in LibrarySearch, enter the search terms "case study” or “case studies” along with the keywords describing your topic.

TIP: To locate case studies in some of the Library databases, either look for a 'Case Study' filter in advanced search, OR select as resource type OR enter the search terms, "case study" or "case studies" and the keywords describing your topic.

• Business source complete (EBSCO) Contains case studies from many sources. They can be found using advanced search and selecting "case study" as the Document Type.
• Harvard Business Review Journal of Harvard Business School that covers a wide range of business topics. Click “Search within this publication” and input search terms, then limit results by “Subject” to “Case studies”.
• Harvard Business Review Digital Articles Digital articles uploaded from the HBR.org site. Click “Search within this publication” and add “Case study” as a search term.
• Henry Stewart talks: The business and management collection A collection of video lectures, case studies and seminar-style talks. Subject areas include marketing & sale, global business management, organisation, commerce, technology, and operations.
• WARC: World Advertising Research Centre Case studies on business, marketing and advertising. Search by topic, company or brand, and limit results to “Case studies”.
• Emerald Insight An extensive business research database. Click on advanced search and then select the case studies checkbox.
• MarketLine Case Studies (Datamonitor) Explore business practices across a variety of industry sectors. Select "Analysis" from the menu bar and select Case studies. A selection of pre 2008/9 reports are also available from LibrarySearch; search for "Datamonitor Case Studies”.
• Factiva Use "case study" or "case studies" as terms when building your search. There is no option to limit to case studies as a resource type.
• SAGE Business cases Access to authoritative cases from over 100 countries. SAGE curates interdisciplinary cases on in-demand subjects such as marketing, entrepreneurship, accounting, healthcare management, leadership, social enterprise, and more.
• Acadia Institute of Case Studies The Institute's focus is on entrepreneurship and small business operations.
• Arthur Andersen Case Studies in Business Ethics 90 case studies that highlight awareness of ethical issues in business.
• Markkula Center for Applied Ethics - ethics case studies Find case studies and scenarios on a variety of fields in applied ethics.
• MIT LearningEdge Case Studies Some of the case studies featured on LearningEdge highlight the decision-making process in a business or management setting.
• Nanyang Technopreneurship Case Centre Cases covering Singapore and Global Technopreneurship.
• Penske Logistics and Supply Chain Case Studies Insights into business partnerships to improve operations.

Case studies in video documentary format are available from these video streaming websites.

• ClickView A collection of educational videos, including professional development videos and case studies. To access you will need to use your RMIT student login. Streaming videos covering a variety of disciplines. Enter your search terms and then narrow using the “case study” Tag.
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Home » Case Study – Methods, Examples and Guide

Case Study – Methods, Examples and Guide

Table of Contents

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

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

Types of Case Study

Types and Methods of Case Study are as follows:

Single-Case Study

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

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

Multiple-Case Study

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

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

Exploratory Case Study

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

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

Descriptive Case Study

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

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

Instrumental Case Study

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

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

Case Study Data Collection Methods

Here are some common data collection methods for case studies:

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

Observations

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

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

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

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

How to conduct Case Study Research

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

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

Examples of Case Study

Here are some examples of case study research:

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

Application of Case Study

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

Business and Management

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

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

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

Social Sciences

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

Law and Ethics

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

Purpose of Case Study

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

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

Case studies can also serve other purposes, including:

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

Advantages of Case Study Research

There are several advantages of case study research, including:

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

Limitations of Case Study Research

There are several limitations of case study research, including:

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

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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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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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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McCombes, S. (2023, November 20). What Is a Case Study? | Definition, Examples & Methods. Scribbr. Retrieved April 3, 2024, from https://www.scribbr.com/methodology/case-study/

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Case Studies:  Market Research

Commercial Strategy

Market Research

Payer Strategy/ Reimbusement Planning

Business Development

Competitive Intelligence

Portfolio Planning/ Indication Scans

1. Case Study

Demand modeling and scenario planning for a novel, mass-market cardiovascular agent, the problem.

• A small but highly-valued biopharma client sought to quantify the opportunity for a new hypercholesterolemia product across 6 patient segments and 3 physician specialties
• More specifically, they wanted to know which product attributes will drive share uptake vs. the market-leading statins and the classes in late-stage development (PCSK9i and CETPi)

What We Did

• Hypothesized most likely competitive sets to orient around strategically
• We conducted a quantitative conjoint study with n=300 physicians across 3 specialties; as well as 20 qualitative payer interviews
• Using this primary data, we created an annual revenue forecast capable of flexible scenario planning

Our Results and Insights

• Understand baseline patient segmentation
• The benefit of LDL lowering was shown to vary by drug class (statins vs. non-statins) – a critical, new insight
• Conjoint design recognized strong awareness of entrenched and pipeline competition
• Conjoint sensitivity analyses showed that outcomes data and LDL reduction had different upsides across segments
• Using this new insight, respondents were re-segmented, unlocking new insights about commercial strategy
• The net share difference between a downside and an upside profile was larger than initially thought; the drivers of this difference were used for commercial resource allocation

2. Case Study

Patient journey for an orphan disease state with multiple stakeholder touch points.

• A small public biotech company wished to increase their understanding of the patient experience for an orphan indication – including emotions and needs across the disease lifecycle
• In addition, they wished to identify sources of information patients use (pre- and post-diagnosis) and assess patients’ preferences for corporate resources
• Qualitative primary research with patients was conducted to elucidate emotions and motivations around disease burden, financial pressures, flow through the healthcare system, and relationships with health care providers
• Secondary research was conducted to quantify the market characteristics
• Results were used to inform future pre-commercial investment decisions
• Respondents were recruited to represent a fair balance across the spectrum
• Diagnosis was often delayed; the patient-physician relationship varied by specialty
• The emotional impact of patient symptoms were mapped
• Patient fear and uncertainty was due to HCP under-education, siloed treatment, and lack of effective options
• Mapped the financial burden across the patient lifecycle; identified high leverage areas for improvement

3. Case Study

Demand modeling for a novel rna technology in a mass market: using conjoint to inform partnership discussions.

A small, privately held clinical stage biotech sought to quantify the dynamics at play in a mass market cardiovascular indication in the US, with an emphasis on a recently launched franchise that they would be competing against with their RNA technology

Their goal was to inform a launch forecast, clinical development decisions, and help in partnership negotiations

• Designed and executed an Internet survey with academic and community cardiologists in the US
• Used conjoint to create a user-friendly “what-if” scenario modeling tool to forecast scenarios across various patient and physician segments in 2 and 3 and 4 product markets
• Uncovered the dynamics behind a key relationship between 2 product attributes that had previously been hidden, leading to a re-thinking of clinical development
• Identified key attributes at play; structured conjoint scheme to run parallel studies spanning 3 patient types
• Designed a concise conjoint grid spanning attributes and levels of highest competitive importance
• Modeled a series of 2, 3, and 4 product markets across various patient types, uncovering unexpected pockets of opportunity
• Conducted sensitivity analyses to uncover hidden relationships between product attributes across segments
• Integrated sensitivity analyses across patient segments in visually compelling ways
• Synthesized data into a series of actionable insights; uncovered the dynamics behind a key relationship between 2 attributes that had previously been hidden, leading to a re-thinking of clinical development

4. Case Study

Launch messaging and positioning for an orphan specialty product.

• A mid-sized pharma client wanted to evaluate quantitatively the impact of launch messaging and positioning for an orphan specialty product (messages spanned efficacy, safety, reimbursement, and enrollment)
• In addition, they wanted to ensure the messaging is complementary to the messaging for related products in their portfolio
• Quantitative market research study with high-volume prescribing physicians, nurses, and pharmacy directors
• Maxdiff methodology was chosen to collect the large amount of feedback needed with low respondent fatigue 23 messages across 5 categories were examined and a positioning statement was devised
• Motivation scores were first determined at the message category level across respondent segments
• Detailed quantitative feedback (what score and why) was collected for all messages
• Scores showed significant variation across segment, suggesting the need for segment-level positioning and messaging
• Feedback was integrated with existing messages (for other products) and customized by stakeholder segment

New launch messaging insights:

Messages in the “Convenience” category received the highest overall scores, with “Formulation” and

“Administration” messages receiving the lowestThe decision was made to position the drug based on convenience rather than efficacy or tolerability – a decision counter to the team’s initial hypothesis

Messages were tweaked for nurses and payers; a single positioning statement spoke to all

Launch beat internal forecasts and minimal cannibalization of the franchise was observed

5. Case Study

Reimbursement support services optimization for orphan specialty product portfolio.

• A mid-sized pharmaceutical client desired multi-year support to help define, implement, and market a suite of reimbursement support services for their portfolio of premium-priced orphan specialty products
• Support services included enrollment, financial/ reimbursement, patient education, and monthly lab monitoring
• Therapeutic area highly competitive with multiple competitive launches expected during the project timeframe
• 12 primary market research projects over a 3-year period across 4 stakeholder groups (physicians, nurses, payers, patients)
• Recommendations integrated findings across multiple channels (online, specialty distributor, and nurse visits)
• Helped increase compliance with treatment and lab monitoring
• Helped client maintain leadership position in highly competitive area
• Clarified landscape of needs and satisfaction levels with current offerings
• Optimized branding for portfolio of services to increase awareness and use
• Identified set of competitively differentiated service messages
• Recommended focusing lab monitoring services on top accounts with differentiated set of online offerings
• Determined mix of service outreach that would maximize convenience at low investment to client
• Quantified the impact of service changes on product switch rates; worked with client to devise tactics to minimize this

6. Case Study

Diagnostic strategy for novel oncology drug (focus on next-generation sequencing (ngs) vs. ihc).

• A mid size biotech company was developing a drug targeting a rare, pan-tumor cancer mutation and wanted a go-to-market diagnostic test strategy
• Specifically, they wanted to map the current usage and likely future adoption of different molecular diagnostic platforms (single analyte (IHC, ISH), NGS and liquid biopsy)
• They also wanted to quantify the impact of each of the future adoption scenarios on uptake of their agent, and who would need to be influenced for each
• Determined treatment flow and current use of molecular diagnostics platforms
• Conducted primary market research with broad array of US stakeholders (oncologists, pathologists, and payers across several clinic business models)
• Mapped the adoption rate of diagnostic platforms (single analyte, NGS, liquid biopsy) in academic vs commercial laboratories, and how each scenario would affect product uptake of their novel agent
• Delivered a comprehensive companion diagnostic strategy to support launch in a pan-tumor indication
• Mapped the patient flow and diagnostic test process across several clinic business models
• Determined the drivers and barriers for NGS adoption
• Hypothesized likely future use of NGS, liquid biopsy, and IHC
• Companion diagnostic strategy recommendation and alternatives

7. Case Study

Global oncology demand study and biomarker testing strategy for indication expansion.

• A large international pharmaceutical client wanted to measure and maximize demand for their novel targeted agent based on the completion of a Phase 3 global study in a new tumor type
• They wanted to estimate their product share by line of therapy, determine the source of business, develop a biomarker testing strategy and an attitudinal battery for customer typing. Their goal was to optimize how to position their product amidst a growing set of powerful competitors targeting overlapping biomarker profiles, including immunotherapy agents

Mixture of global quantitative and qualitative research, spanning 7 countries (US, Asia, EU) and more than 400 respondents

Quantitatively determined across geographies: current practice patterns, anticipated share by line of therapy, source of business, biomarker testing rate, full attitudinal battery, drivers and barriers, and a physician and patient segmentation for use in future promotional targeting and positioning

Results informed future resource investment allocation decisions as well as future messaging and positioning efforts

• Mapped the current 2nd line landscape, with pros and cons by treatment by geography
• Quantified the key determinants of treatment selection in each geography
• Quantified gain of share by patient segment, physician segment, line of therapy, and geography
• Synthesized attitudinal battery into a typing tool to identify likely early adopters and high prescribers
• Devised a strategic map of the competitive landscape, identifying key battleground areas by geography and how to win in each
• Results provided insight for future resource investment allocation decisions as well as future messaging and positioning research

8. Case Study

Patient journey in a therapeutic area spanning cash-pay and insurance-pay drugs.

• A newly-public clinical stage biotech client desired a detailed patient journey to map the important touchpoints in a market that is highly patient driven and a mix of cash-pay and insurance-pay
• Client wanted to understand the high-leverage touchpoints, clinical decision-makers, and a high-level buying process in order to guide future clinical and pre-commercial investment decisions
• Mapped the patient flow from symptoms to diagnosis to therapeutic treatment to surgery
• Devised a semiquantitative flowchart of treatments to understand sequencing
• Uncovered a novel mapping of patient segments and prioritized their relative value to client given their unique offering
• Put the patient flow and segmentation into a buying process context to understand the financial drivers
• Placed client’s product in the treatment algorithm to visualize potential future positioning options
• Crafted a set of actionable, pragmatic recommendations for the clinical development team as well as to inform future commercial investment decisions
• Combined primary and secondary data sources (qualitative market research with clinicians, payers and patients, scientific literature and payer literature) to triangulate on a semi-quantitative patient journey map
• Uncovered a complex flow that spanned several clinician types, several broad classes of competitors (devices and drugs, OTC and prescription), and 2 main reimbursement models (cash-pay and reimbursed)
• Identified opportunities to position client’s drug. Results served to inform future clinical and commercial investment decisions

9. Case Study

Launch demand study in niche hematology oncology indication.

• A small biotech client had recently completed Phase 3 study of their lead asset and was preparing to file for FDA approval in a niche hematology oncology indication
• The company sought to clarify patient segments, quantify expected treatment outcomes, assess physician reactions to the asset and the importance of its mechanism of action, and understand what drives physician decisions to taper dose
• Conducted 32 qualitative, in-depth KOL interviews and 150 quantitative on-line surveys with hemoncs, segmented by location of care
• Analysis included: patient segments and lines of therapy, treatments and response rates, likelihood to prescribe, and drug attribute importance by segment
• Final recommendations were pragmatic and helped guide launch investment allocation decisions
• Identified which physician segments expected to treat new patients in a year
• Assessed physician perceptions about their likelihood to prescribe the client’s therapy to different patient subpopulations
• Gained insights into duration of patient responses to different therapies
• Identified and ranked important drivers of decisions to taper

10. Case Study

Global quantitative study to optimize advertising concepts for wound care support services.

• A global leader in wound care wanted to assess three advertising concepts globally and determine which was most effective at communicating key messages related to service and support
• Concept needed to be effective across a variety of HCP types and across multiple geographies

Conducted quantitative research to determine best concept across 7 metrics across all geographies along with overall preference

Analyzed open-ended responses to identify most important areas for concept improvement

Identified country-level and segment level differences that informed more targeted campaigns; concept was considered a significant driver of future

• Presented 3 concepts to respondents across 3 segments (MDs, RNs, Administrators) and 8 countries
• Aggregated potential areas of improvement for each concept
• Overall segment level differences were meaningful and suggested need for closer scrutiny
• Identified preferred concept overall and across 7 key metrics and 5 respondent segments
• Identified best concept for each region and specialty as well as key overall areas for concept improvement; concept was considered a significant driver of future sales

11. Case Study

Franchise positioning and messaging: unlocking the power of a portfolio using a linchpin product.

• A mid-sized medical device client sought to understand the drivers of product selection in wound care and how to leverage its portfolio to increase product usage across categories
• To achieve this, they wanted to understand how physicians and nurses assess and treat wounds across a wide range of patient segments and locations of care
• In addition, they sought to develop a series of core messages and visuals to differentiate their portfolio and increase share
• Conducted a brainstorming workshop with client to generate a series of hypotheses regarding customer pain points, the product selection process, and messaging / positioning of both the franchise and products
• Executed 25 qualitative interviews across 2 treater segments (MDs and RNs) and 2 locations of care (acute and post-acute)
• Uncovered a key dynamic in the product selection process that could be used to guide messaging, positioning, and portfolio strategy
• Clarified the disconnect between the stages of wound healing and product selection
• Understood customer motivation by mapping a hierarchy of needs
• Mapped the wound lifecycle and clarified its impact on wound care treatment
• De-mystified the complexity of product selection by uncovering the “linchpin product” that dictated treatment path
• Using this key insight, generated a series of portfolio-level and product-level messages and prioritized their impact
• Recommended a specific set of messages for a “linchpin product” that could serve as a foundational treatment and unlock the potential of the portfolio

12. Case Study

Integrating physician and payer dynamics in infectious disease to arrive at a realistic peak year revenue.

• A top 50 global pharma company wanted to know how they could reach $500MM US peak sales for a Phase 2/3 asset treating latent tuberculosis infections (LTBI)
• In addition, they sought advice on how to re-frame the large and ill-defined literature prevalence to a more realistically addressable number of patients
• Primary qualitative and quantitative market research (conjoint design) with physicians across 6 specialties (n=350), and payers (n=50)
• Market, revenue forecast, and business case (NPV) analysis Analytically combined conjoint preferences across physicians and payers to represent the full buying process; identified a realistic path to $500MM
• We identified the most attractive patient segments
• Mapped gatekeepers and high prescribing physician segments over time
• Identified opportunities to increase product demand
• Quantified MD demand across various product profile scenarios
• Integrated MD demand with payer utilization management to forecast uptake and prioritize the key obstacles…
• …and recommended actionable steps to overcome those obstacles

13. Case Study

War gaming (competitive simulation), view the case.

A mid-sized biopharma company with a successful specialty product was facing a competitive launch for the first time from an aggressive competitor and wanted to refine and pressure-test their messages and objection handlers in a real-world simulation. Aquest designed and moderated a series of 90 minute 1-on-1 sessions with physicians, playing the role of moderator, sales rep A, and sales rep B sequentially, for a truly controlled experiment. Recommendations were rolled out at the next POA meeting, ensuring a well-prepared field force.

14. Case Study

Publication strategy.

A large biotechnology company decided to re-evaluate the investments it made in publications, both advertising and research articles. They commissioned Aquest to conduct a large quantitative survey with community oncologists, nurses, and clinical pharmacists to learn not only the publications they respected most, but also the publications they read most. The research uncovered new avenues for more productive advertising and article placement, offering the potential for hundreds of thousands of dollars in savings on publication investments.

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Case studies

Giving Audi the confidence to air new creative

With real audience insights, we helped the auto brand improve (and shorten) a TV ad that wasn't getting them the results they needed.

Putting a fresh face on new product development for No7

After realising the power of agile concept testing, No7 developed a robust insights programme with the Kantar Marketplace platform at its core.

Schneider launches a successful FIFA World Cup campaign

Discover how the sponsor of Argentina’s national football team capitalised on qualitative studies and LINK on Kantar Marketplace to deliver a moving World Cup campaign.

Optimising concepts with speed for a successful global brand launch

Improving market penetration in Australia for Jarrah and Ovaltine

Learn how BrandEvaluator on Kantar Marketplace helped identify ways to acquire more customers by positively changing customer perceptions.

Driving ambitious global growth with agile brand measurement

Zespri is a fast-growing, fruit marketeer using agile brand equity measurement on Kantar Marketplace to support their ambitious global growth plans in emerging markets.

Confirming bold campaign decisions for PepsiCo’s Rockstar

Levelling up brand performance in the bread spreads market

Discover how Arla Cheesy Spread turned to BrandEvaluator on Kantar Marketplace to gauge progress against their brand goals in the Philippines.

Helping BrewDog convey sustainability credentials via packaging

Discover how we helped BrewDog convey their sustainability credentials more effectively through their packaging.

Innovating Ferrero’s holiday concepts for sweet success

Learn how the Kinder brand used agile insights from ConceptEvaluate on Kantar Marketplace to gauge consumer interest in three new holiday concepts and build differentiation.

Fast-tracking beverage innovation at Spindrift

Unlocking scalable digital creative intelligence for Unilever

LINK AI forms the backbone of a global system for testing digital ads across the organisation's markets, categories and brands.

Agile new product development for Kraft Heinz in China

Communicating Vino Colon’s brand positioning more effectively through advertising

How we challenged a wine purveyor to rethink gender stereotypes in their communications.

From insights to winning concepts for Danone in days

A breakthrough innovation was needed for Danone’s Activia brand – and Kantar delivered in super-quick time with ConceptEvaluate.

Validating Google’s ABCD framework with the power of artificial intelligence

Learn how Google used LINK AI to analyse over 11,000 ads in less than a month, revealing key drivers of effective creative.

Helping Kez’s Kitchen range their products in the biggest retailers in Australia

How the brand successfully extended their snacking SKUs and got their products ranged in two leading Australian retailers.

Understanding global creative to tailor to local market context and life stage

Helping White Claw optimise global creative for the Australian market with LINK on Kantar Marketplace.

Helping Tassal to support new product development with consumer insight

How Tassal has renovated the way that they develop and launch new products using IdeaEvaluate and ConceptEvaluate on Kantar Marketplace.

Helping coffee brand Nova Brasilia develop more effective creative in Bulgaria

Learn how the brand used iterative testing throughout the creative development process to maximize ad impact.

Helping a finance brand build better ads with tailored insights

How Banco Galicia managed to communicate a new product in its brand ecosystem in an impactful and efficient way.

How to optimize the presentation of a new release with agile insight

Helping Cervecera de Canarias to maintain brand authenticity during a new product launch with idea screening and concept testing.

Helping Twinings with end-to-end creative development

How ensure success from idea to finished film; early-stage development combined with optimisations through LINK+.

Launching Yakult’s European campaign with confidence

Test your campaigns in-market to maximise their impact

How Banco Galicia used BrandCampaign on Kantar Marketplace to redefine its media strategy.

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"I have been sincerely impressed with the speed that Kantar Marketplace can deliver results. My organization moves at such a fast pace that most premium suppliers' solutions are not even close in meeting; this platform has unlocked all the Kantar agility needed to match our rigorous internal timelines and enable research informed decisions as quickly as required."

Georgios Papadopoulos Senior CDI Manager, Hygiene  l  Reckitt Benkiser

"When we wanted to ensure that our new advertising campaign was well poised to meet our brand building goals for Johnson and Johnson, we needed results fast. We were extremely impressed by the speed in which Kantar Marketplace delivered, enabling us to see results from 15 digital and TV assets in just three working days after launch. While the platform unlocked a core need to deliver results in almost real time, it didn’t take away from the valuable insights and expertise that Kantar brings; it was this expertise which propelled the team and agency to make informed decisions and drive success. All in all, a fantastic combination."

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"The concept screening programme we’ve implemented in partnership with Kantar has given us a fully validated new product development pipeline. We’re confident in the products we’re launching and know how to optimise the concepts to maximise commercial potential. Kantar Marketplace is such an agile approach, and the analytics dashboard is really convenient for accessing results. The expertise and interpretation we get from the team at Kantar has added so much value."

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A small selection of our client case studies are shown below. Many more can be found as you navigate around our website. Equally, if you would prefer to pick up the phone and chat to us, we’d love the opportunity to tell you more about the work we have done in your areas of interest.

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Case Study | Fashion’s New Rules For Sports Marketing

• Daniel-Yaw Miller

Key insights

• The global sports-sponsorship market is expected to grow from $63.1 billion in 2021 to $109.1 billion by 2030, suggesting there is a huge opportunity for brands using sport to market their products to diverse fanbases.
• Many global sporting organisations are opening up to renewed commercial interest from the fashion industry, resulting in landmark deals such as LVMH’s Olympics partnership and the Skims-NBA tie-up.
• The range of companies showcased in this case study — Tag Heuer and Hugo Boss as well as start-up The Edit Ldn — offer different approaches to building high-performing sports-marketing portfolios.

When the Paris Olympic and Paralympic Games kick off in July 2024, the millions of global fans watching will see far more than just athletes.

LVMH brands such as Louis Vuitton, Dior and Berluti will provide uniforms for select teams, while the medals will be the work of its high jewellery label, Chaumet. For the first time ever, the games will feature LVMH-sponsored athletes, including world-champion swimmer Léon Marchand, European champion in artistic gymnastics Mélanie de Jesus dos Santos and Olympic gold-medalist fencer Ezno Lefort.

The “premium” partnership between LVMH and the Olympics marks the biggest indication to date of sport’s newfound importance to fashion. Until recently, sport was one of the remaining cultural arenas in which fashion, with a few exceptions, had failed to forge long-lasting and meaningful relationships. That has changed.

Fashion brands are waking up to the commercial value of sports like basketball, football, tennis and Formula 1 as they look to be part of the booming sports-sponsorship market, which is projected to grow from $63.1 billion in 2021 to $109.1 billion by 2030 , according to PwC.

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“Sport is now the only by-appointment thing to watch on TV or tune into live at that point in time — everything else is on demand,” said Clive Reeves, PwC’s UK sports leader. “To be in the conversation, you need to watch sport at that point in time, which makes it the only thing left in society that really drives a huge volume of people at specific moments, which for brands is very special and valuable.”

A New Playing Field

The scope for fashion’s ability to tap into sports has been blown wide open. Beyond competing with large corporations for traditional sponsorship on jerseys or around stadiums, brands can target niche areas where they may have a more natural impact. For example, they can partner with athletes on clothing lines, dress them for the “tunnel walk” that occurs as they enter an arena — images of which are instantly shared online by dedicated social media accounts — or even create clothing for their avatars in video games.

“There is still so much untapped potential and uncharted territory for brands to explore across so many different sports,” said Kenny Annan-Jonathan, a sports marketing veteran and founder of London-based agency The Mailroom, who was appointed creative director of the Premier League’s Crystal Palace Football Club in August 2023. “We’re only at the outset of seeing where the world of sports can take fashion brands.”

While sportswear companies like Nike, Adidas and Puma have long since aligned their brands with fashion, this case study unpacks opportunities for non-sportswear brands and retailers. The companies profiled — German luxury brand Boss, Swiss watchmaker Tag Heuer and UK-based sneaker marketplace start-up The Edit Ldn — each have placed sports marketing at the heart of their growth strategies and brand identities, either to deepen connections with existing consumers or as a means to effectively and authentically target new audiences.

Disclosure: LVMH is part of a group of investors who, together, hold a minority interest in The Business of Fashion. All investors have signed shareholders’ documentation guaranteeing BoF’s complete editorial independence.

Daniel-Yaw Miller is Senior Editorial Associate at The Business of Fashion. He is based in London and covers menswear, streetwear and sport.

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© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

The Independents Makes Its Second Acquisition in 2024

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Why Calvin Klein Needs More Than Jeremy Allen White to Grow

Calvin Klein’s recent viral campaigns have galvanised consumers but are slower in driving the business forward amid parent company PVH’s ongoing turnaround strategy.

Fashion Executives Examine the Industry Swing From Performance to Brand Marketing

BoF and Ekimetrics brought together CMOs, CBOs and leaders from the New York fashion industry to discuss the shift from performance to brand marketing. Executives from Gucci, Givenchy, Versace, Estée Lauder, Victoria Beckham Beauty, Saks Fifth Avenue, Neiman Marcus Group, Ganni, Artizia, Anine Bing and Vestiaire Collective shared their insights.

Calvin Klein, Levi’s and the Real Value of Marketing

Both brands are leaning on high-profile advertising campaigns to refresh their image. We’ll find out this week whether that’s translating into increased sales.

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• Content Marketing

35 Content Marketing Statistics You Should Know

Stay informed with the latest content marketing statistics. Discover how optimized content can elevate your digital marketing efforts.

Content continues to sit atop the list of priorities in most marketing strategies, and there is plenty of evidence to support the reasoning.

Simply put, content marketing is crucial to any digital marketing strategy, whether running a small local business or a large multinational corporation.

After all, content in its many and evolving forms is indisputably the very lifeblood upon which the web and social media are based.

Modern SEO has effectively become optimized content marketing for all intents and purposes.

This is when Google demands and rewards businesses that create content demonstrating experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) for their customers – content that answers all of the questions consumers may have about their services, products, or business in general.

Content marketing involves creating and sharing helpful, relevant, entertaining, and consistent content in various text, image, video, and audio-based formats to the plethora of traditional and online channels available to modern marketers.

The primary focus should be on attracting and retaining a clearly defined audience, with the ultimate goal of driving profitable customer action.

Different types of content can and should be created for each stage of a customer’s journey .

Some content, like blogs or how-to videos, are informative or educational. Meanwhile, other content, like promotional campaign landing pages , gets to the point of enticing prospective customers to buy.

But with so much content being produced and shared every day, it’s important to stay updated on the latest trends and best practices in content marketing to keep pace and understand what strategies may be most effective.

Never has this been more true than in 2024, when we’re in the midst of a content revolution led by generative AI , which some feel represents both an opportunity and a threat to marketers.

To help you keep up, here are 35 content marketing statistics I think you should know:

Content Marketing Usage

How many businesses are leveraging content marketing, and how are they planning to find success?

• According to the Content Marketing Institute (CMI), 73% of B2B marketers, and 70% of B2C marketers use content marketing as part of their overall marketing strategy.
• 97% of marketers surveyed by Semrush achieved success with their content marketing in 2023.
• A B2B Content Marketing Study conducted by CMI found that 40% of B2B marketers have a documented content marketing strategy; 33% have a strategy, but it’s not documented, and 27% have no strategy.
• Half of the surveyed marketers by CMI said they outsource at least one content marketing activity.

Content Marketing Strategy

What strategies are content marketers using or finding to be most effective?

• 83% of marketers believe it’s more effective to create higher quality content less often. (Source: Hubspot)
• In a 2022 Statista Research Study of marketers worldwide, 62% of respondents emphasized the importance of being “always on” for their customers, while 23% viewed content-led communications as the most effective method for personalized targeting efforts.
• With the increased focus on AI-generated search engine results, 31% of B2B marketers say they are sharpening their focus on user intent/answering questions, 27% are creating more thought leadership content, and 22% are creating more conversational content. (Source: CMI)

Types Of Content

Content marketing was synonymous with posting blogs, but the web and content have evolved into audio, video, interactive, and meta formats.

Here are a few stats on how the various types of content are trending and performing.

• Short-form video content, like TikTok and Instagram Reel, is the No. 1 content marketing format, offering the highest return on investment (ROI).
• 43% of marketers reported that original graphics (like infographics and illustrations) were the most effective type of visual content. (Source: Venngage)
• 72% of B2C marketers expected their organization to invest in video marketing in 2022. (Source: Content Marketing Institute – CMI)
• The State of Content Marketing: 2023 Global Report by Semrush reveals that articles containing at least one video tend to attract 70% more organic traffic than those without.
• Interactive content generates 52.6% more engagement compared to static content. On average, buyers spend 8.5 minutes viewing static content items and 13 minutes on interactive content items. (Source: Mediafly)

Content Creation

Creating helpful, unique, engaging content can be one of a marketer’s greatest challenges. However, innovative marketers are looking at generative AI as a tool to help ideate, create, edit, and analyze content quicker and more cost-effectively.

Here are some stats around content creation and just how quickly AI is changing the game.

• Generative AI reached over 100 million users just two months after ChatGPT’s launch. (Source: Search Engine Journal)
• A recent Ahrefs poll found that almost 80% of respondents had already adopted AI tools in their content marketing strategies.
• Marketers who are using AI said it helps most with brainstorming new topics ( 51%) , researching headlines and keywords (45%), and writing drafts (45%). (Source: CMI)
• Further, marketers polled by Hubspot said they save 2.5 hours per day using AI for content.

Content Distribution

It is not simply enough to create and publish content.

For a content strategy to be successful, it must include distributing content via the channels frequented by a business’s target audience.

• Facebook is still the dominant social channel for content distribution, but video-centric channels like YouTube, TikTok, and Instagram are growing the fastest .  (Source: Hubspot)
• B2B marketers reported to CMI that LinkedIn was the most common and top-performing organic social media distribution channel at 84% by a healthy margin. All other channels came in under 30%.
• 80% of B2B marketers who use paid distribution use paid social media advertising. (Source: CMI)

Content Consumption

Once content reaches an audience, it’s important to understand how an audience consumes the content or takes action as a result.

• A 2023 Content Preferences Study by Demand Gen reveals that 62% of B2B buyers prefer practical content like case studies to inform their purchasing decisions, citing “a need for valid sources.”
• The same study also found that buyers tend to rely heavily on content when researching potential business solutions, with 46% reporting that they increased the amount of content they consumed during this time.
• In a recent post, blogger Ryan Robinson reports the average reader spends 37 seconds reading a blog.
• DemandGen’s survey participants also said they rely most on demos ( 62% ) and user reviews (55%) to gain valuable insights into how a solution will meet their needs.

Content Marketing Performance

One of the primary reasons content marketing has taken off is its ability to be measured, optimized, and tied to a return on investment.

• B2C marketers reported to CMI that the top three goals content marketing helps them to achieve are creating brand awareness, building trust, and educating their target audience.
• 87% of B2B marketers surveyed use content marketing successfully to generate leads.
• 56% of marketers who leverage blogging say it’s an effective tactic, and 10% say it generates the greatest return on investment (ROI).
• 94% of marketers said personalization boosts sales.

Content Marketing Budgets

Budget changes and the willingness to invest in specific marketing strategies are good indicators of how popular and effective these strategies are at a macro level.

The following stats certainly seem to indicate marketers have bought into the value of content.

• 61% of B2C marketers said their 2022 content marketing budget would exceed their 2021 budget.
• 22% of B2B marketers said they spent 50% or more of their total marketing budget on content marketing. Furthermore, 43% saw their content marketing budgets grow from 2020 to 2021, and 66% expected them to grow again in 2022.

Content Challenges

All forms of marketing come with challenges related to time, resources, expertise, and competition.

Recognizing and addressing these challenges head-on with well-thought-out strategies is the best way to overcome them and realize success.

• Top 3 content challenges included “attracting quality leads with content” ( 45% ), “creating more content faster” (38%), and “generating content ideas” (35%). (Source: Semrush’s The State of Content Marketing: 2023 Global Report)
• 44% of marketers polled for CMI’s 2022 B2B report highlighted the challenge of creating the right content for multi-level roles as their top concern. This replaced internal communication as the top challenge from the previous year.
• Changes to SEO/search algorithms ( 64% ), changes to social media algorithms (53%), and data management/analytics (48%) are also among the top concerns for B2C marketers.
• 47% of people are seeking downtime from internet-enabled devices due to digital fatigue.
• While generative AI has noted benefits, it also presents challenges for some marketers who fear it may replace them. In Hubspot’s study, 23% said they felt we should avoid using generative AI.
• Another challenge with AI is how quickly it has come onto the scene without giving organizations time to provide training or to create policies and procedures for its appropriate and legal use. According to CMI, when asked if their organizations have guidelines for using generative AI tools, 31% of marketers said yes, 61% said no, and 8% were unsure.

Time To Get Started

As you can clearly see and perhaps have already realized, content marketing can be a highly effective and cost-efficient way to generate leads, build brand awareness, and drive sales. Content, in its many formats, powers virtually all online interactions.

Generative AI is effectively helping to solve some of the time and resource challenges by acting as a turbo-powered marketing assistant, while also raising a few procedural concerns.

However, the demand for content remains strong.

Those willing to put in the work of building a documented content strategy and executing it – by producing, optimizing, distributing, and monitoring high-value, relevant, customer-centric content, with the help of AI or not – can reap significant business rewards.

More resources:

• 6 Ways To Humanize Your Content In The AI Era
• Interactive Content: 10 Types To Engage Your Audience
• B2B Lead Generation: Create Content That Converts

Featured Image: Deemak Daksina/Shutterstock 

Jeff has been helping organizations manage, measure and optimize their Web presences for over 20 years. He has deep knowledge ...

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ANSWERS TO CASE STUDY 21 FEBRUARY 2024

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U.s. department of energy - energy efficiency and renewable energy, alternative fuels data center.

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Electric Vehicle Research and Development

The U.S. Department of Energy (DOE) is working with its partners in the public and private sectors to research, develop, demonstrate, and deploy technologies that enhance the performance of electric-drive vehicles.

Environmental and Market Analysis

Electric vehicles (EVs) and hybrid electric vehicles (HEVs) offer reduced operating costs, fuel savings, and environmental benefits. For example, the National Renewable Energy Laboratory (NREL) and Idaho National Laboratory report, Levelized Cost of Charging Electric Vehicles in the United States , finds that driving an EV instead of a comparable conventional vehicle, can save a driver as much as $14,500 on fuel costs over 15 years. Additionally, Argonne National Laboratory’s (ANL) Autonomie model demonstrates that an all-electric vehicle is more than three times more efficient than its conventional counterpart. In Assessment of Light-Duty Plug-In Electric Vehicles in the United States, 2010-2019 , ANL estimates the electricity generation for the operation of an all-electric vehicle produces 53% less emissions than the tailpipe emissions from the operation of a gasoline vehicle.

Additionally, ANL’s An Extensive Study on Sizing, Energy Consumption, and Cost of Advanced Vehicle Technologies report demonstrates significant improvements in fuel economy over time. By 2045, HEVs could achieve a 43% to 81% improvement in fuel economy and PHEVs could achieve a 73% to 96% improvement in fuel economy. In its National Economic Value Assessment of Plug-In Electric Vehicles , NREL uses a scenario approach to estimate costs and benefits of increased EV market growth across the United States. Under various EV adoption scenarios, NREL estimates a 22% to 36% decrease in greenhouse gas emission reductions.

Further, the widespread adoption of EVs will require a robust network of charging stations, from home-based AC charging to DC powered extreme fast charging. Researchers are examining opportunities and impacts associated with a full range of charging technologies.

See the following resources for more information related to research in environmental and market analysis:

• Electric Vehicle Grid Integration
• Vehicle Electrification
• Transportation Energy Data Book: Edition 40
• National Economic Value Assessment of Plug-In Electric Vehicles
• An Extensive Study on Sizing, Energy Consumption, and Cost of Advanced Vehicle Technologies
• Cradle-to-Grave Lifecycle Analysis of U.S. Light-Duty Vehicle-Fuel Pathways: A Greenhouse Gas Emissions and Economic Assessment of Current (2015) and Future (2025-2030) Technologies

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• Electric School Buses Clear the Air in the Mid-Atlantic
• Seattle Rideshare Fleet Adds EVs, Enjoys Success
• Massachusetts School Fleets Get Answers through Electric Bus Testing

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Publications

• Electric Vehicles (Conceptos básicos sobre los vehículos eléctricos)
• Duluth Transit Authority Battery-Electric Bus Evaluation
• Foothill Transit Battery Electric Bus Demonstration Results: Second Report

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