What’s a Case Study? Here’s Everything You Need to Know in 2024

Ah, the case study. It’s one of those terms you’ve probably heard a million times, but what does it really mean? Is it some kind of academic paper? A customer success story? A marketing tool? Or maybe just a fancy way of saying, "Hey, look how great we are!"

Spoiler alert: it's a little more nuanced than that.

In 2024, case studies are still a powerful way to dive deep into “we-actually-did-it” examples, figure out what’s working (or not), and share lessons that others can learn from.

But the truth is, many people are confused about what they are and what they’re not. That's why this guide exists: to clear the fog once and for all.

We’re breaking down everything you need to know about case studies. From the case study definition and different types (with B2B case study examples) to when to write them, what they absolutely shouldn’t be, and even tips for crafting the perfect one. By the time you’re done reading, you’ll be a case study pro—ready to create or critique them like a seasoned expert.

Plus, you might even find yourself actually enjoying the process. (Hey, we can dream, right?)

Now that we’ve set the stage and you’re ready to dive in, let’s start with the basics—what is a case study (exactly), really?

What is a case study, really?

Alright, let’s get straight to the point: a case study is essentially a deep dive into a particular situation, problem, or success to figure out what happened and why.

Think of it as telling the story of a real-life scenario—no matter if it’s a business solving a tricky issue, a groundbreaking project, or even a disaster someone learned from (because, let’s face it, not all case studies are rainbows and wins).

In a nutshell, a business case study looks at how something played out in the real world. It’s not just about facts and figures; it’s about context, challenges, strategies, and outcomes.

The goal?

To help others understand what worked, what didn’t, and what they can learn from it. Kind of like a detective story, but with fewer trench coats and more data.

Whether you’re studying why a marketing campaign was wildly successful or why a team project crashed and burned, case studies give you the inside scoop. They’re like that one friend who spills all the details—both good and bad—so you don’t have to make the same mistakes.

But here's the kicker: a case study is not a fluffy success story or a thinly veiled sales pitch (we’ll get into what it’s not later). It’s about providing real insights, backed up with evidence, so readers can understand the nitty-gritty of what happened and why.

Simple, right?

So when you boil it down, a case study is storytelling with a purpose—it's the “how” and “why” behind real-world outcomes. And that’s what makes it so powerful.

Alright, now that we’ve nailed down what a case study actually is, let’s talk about why you’d bother writing one in the first place.

Why bother writing a case study?

Okay, so you might be wondering: "Do I really need to write a case study? What is the purpose of a case study? Can’t I just tell people my project was a hit and call it a day?"

Well, sure, you could do that, but here’s why case studies are worth the extra effort—and why they’re not just for impressing your boss or clients.

They’re proof in action. Case studies show—not tell—how something works in the real world. Anyone can say, "Our strategy increased sales by 200%!" But a case study breaks down how it happened: the process, the challenges, and the lessons. It’s like a before-and-after snapshot, but with all the juicy details in between.
They build credibility. There’s something powerful about sharing real-world use case examples that back up your claims and move people down the sales funnel. When people see that you’ve tackled a problem similar to theirs and come out on top (or at least learned something), it makes them trust you more. You’re not just talking the talk—you’ve walked the walk, and they can see the footprints.
They help others learn. A well-written case study is like handing someone a cheat sheet. It saves them from figuring everything out the hard way. Maybe they’re facing a similar issue or want to replicate your success. By sharing your experience, you’re giving them a shortcut to better decisions. Who doesn’t love a good shortcut?
They spark ideas. Case studies are great idea-generators. When readers dive into your case study, they might start thinking, “Hey, what if we tried that approach?” or “Hmm, this gives me an idea for how to tackle our situation!” Your case study can inspire fresh thinking and innovation, even if it’s not directly related to the reader’s field.
They’re versatile. You can use case studies as a part of your content marketing strategy in so many ways—on your website, in presentations, as part of your sales pitch, or even in a meeting to explain a successful project. It’s the Swiss Army knife of content, ready to impress wherever you need it.
They set you apart. Writing a solid business case study positions you as someone who digs deeper. You’re not just glossing over the highlights; you’re giving real insights, and that’s rare these days. It shows that you care about understanding the full picture—and helping others do the same.

So, why bother writing a case study? Because it’s a win-win: it makes you look credible and thoughtful, and it helps others learn and grow. Plus, it’s a killer way to document and reflect on your own work. And who doesn’t want a little extra credit for their effort?

Alright, so now you’re convinced that case studies are a pretty big deal (high five!). But the next big question is: when’s the right time to whip one up?

When should you do a case study?

You don’t just write a case study because it’s a Tuesday and you’re feeling fancy. There are a few key moments when a case study makes the most sense.

When you’ve got a success story worth sharing: If your team nailed it with a new strategy or solved a major problem for a client, that’s case study gold. Share how and why it worked—not just the win, but the process behind it.
When you’ve overcome a major challenge: Case studies aren’t just about victories—they’re about struggles too. If you faced a tough challenge and came out the other side (even if it wasn’t perfect), that’s a story worth telling. People learn just as much from the tough times.
When you’re launching something new: Have a new product, service, or strategy? A case study is the perfect way to show how it’s performing in the real world. Don’t just say, “It’s great!”—prove it with real results.
When you need to build trust: If you’re trying to win over a skeptical client, a case study can be your secret weapon. It shows, “We’ve done this before, and we can do it again.”
When you want to learn from yourself: Case studies aren’t just for others—they help you too. Writing one lets you reflect on what worked, what didn’t, and what you’ll do better next time. Plus, it’s a great reference for the future.
When you need killer content: Case studies are content gold. Maybe you write them for your blog, newsletters, or sales team—they’re still informative, engaging, and incredibly versatile.

So, when should you write a business case study?

When you’ve got a story worth telling, a lesson worth sharing, or a challenge worth reflecting on. Basically, anytime you want to bring value, build trust, and learn something along the way.

You’ll see it from the specific business case example we’ll provide you with and get the idea in no time.

The right time is whenever the insights are real, and the impact is clear. And, once you know when to do a case study, the next question is: What kind of case study should you do?

Let’s explore the options with a few case study examples.

What types of case studies are out there?

Here’s where things get a bit more interesting: not all case studies are created equal.

In fact, there are a bunch of different types out there, each with its own flavor and purpose. You’re trying to explore a new concept, explain why something happened, or analyze a single event in depth—there’s a case study for that.

Let’s break down the most common types (with a case study example for each) so you can figure out which one fits your project or story best.

Type of case study	What is it	How to write it	Case study examples
Exploratory case study	A first dive into a new topic—gathering info and forming ideas.	Keep it loose and open-ended. Ask big questions, dig into all the angles, and don’t worry about conclusions just yet—you’re exploring!	Exploring if launching a TikTok campaign for a B2B company is a brilliant idea or a total flop.
Descriptive case study	Tells the story step-by-step, laying out all the facts.	Stick to the facts, like you’re writing a documentary. Go step-by-step and keep it clear—this is all about painting a picture without any guesswork.	Breaking down how a company skyrocketed its traffic 9x in just 9 months, step-by-step, like a roadmap to growth for businesses.
Explanatory case study	Digs into the why and how, focusing on cause and effect.	Start with the big result, then work backward to show how you got there. Think like a detective—break it down, back it up with data, and connect the dots for the reader.	Figuring out why your last email marketing campaign exploded with clicks (hint: maybe it was the cat GIFs!).
Intrinsic case study	Focuses on a super-unique case just because it’s interesting.	Showcase what makes this case so special. Don’t worry about applying it to other situations—just let the uniqueness shine through and have fun with it!	Diving into how one tiny startup disrupted an entire industry overnight—because hey, that’s cool all by itself!
Instrumental case study	Uses one case to understand a bigger issue or concept.	Use the case as a teaching moment. Show how it connects to a bigger problem and what others can learn from it. Think of it as a case with a lesson at the end!	Analyzing how one company crushed it during a recession to help other businesses take notes on surviving tough times.
Collective case study	Compares multiple cases to find trends or patterns.	Line up those cases side-by-side, look for common threads, and highlight the trends. It’s like comparing notes to find the winning formula (or the fails to avoid!).	Comparing how different companies totally nailed (or failed) remote work strategies—and what you can learn from their hits and misses.
Cumulative case study	Combines insights from different cases over time to see the bigger picture.	Gather all those past cases and start connecting the dots. Look for patterns over time, and use those insights to back up your big theory or key point.	Rounding up a decade of case studies on customer loyalty to prove once and for all that social media really does build brand love.
Critical instance case study	Zooms in on a pivotal moment to understand what went right or wrong.	Focus on that make-or-break moment. Break down what led to it, why it was so crucial, and how things played out. Think of it as the highlight reel, but with some analysis thrown in!	Digging into why that huge product launch completely bombed after everyone thought it was going to be a home run. What went wrong?

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Now that we’ve covered the different flavors (read-business case examples) of case studies, let’s clear up what a case study isn’t, so you don’t accidentally turn it into something else.

What isn't a business case study?

There are a lot of things out there masquerading as case studies that really don’t fit the bill. We hope you got the idea from the collective or descriptive example of case study above.

Still, if you’ve ever read something and thought, “Is this just a fancy sales pitch in disguise?”—you’re not alone.

It’s definitely easy to get mixed up.

To clear up any confusion, here’s a rundown of what a case study definitely isn’t—and why you should steer clear of these common misconceptions.

What a case study isn’t	Why it isn’t a…	How to be a case study
A marketing pitch	A case study isn’t just about making your product look good or pushing a sale. It’s about laying out facts and insights, not selling.	Focus on the story, process, and lessons learned, not just on how great your product or service is.
A product review	Unlike a product review, a case study is not just about features or ratings. It digs into how the product was used to solve real problems.	Show the broader context and outcomes, not just a list of pros and cons. Highlight how it helped address real-world challenges.
A sales presentation	A sales presentation is meant to persuade, while a case study is all about telling the real story—no hard sell here.	Stick to the facts and let the results do the talking. Avoid “pitching” and focus on demonstrating what was learned and achieved.
A research paper	Case studies are much more practical and accessible than research papers. No need for dense jargon or footnotes.	Keep it practical, engaging, and easy to understand. Use simple language and focus on real-world applications, not academic theories.
A user testimonial	A testimonial is a short piece of praise, but a case study walks through the full process with challenges and results.	Provide a complete narrative, including challenges, solutions, and results. Don’t rely on glowing praise alone—show the full journey.
An opinion piece	A case study isn’t about personal opinions or feelings—it’s about facts, backed by data and evidence.	Stay focused on the data and real-world outcomes. Keep personal opinions out, and let the facts speak for themselves.
A press release	A press release is a brief announcement, while a case study goes deep into the process, challenges, and lessons.	Go beyond the headline. Detail the how and why behind your results and give readers something they can learn from.
A general business report	A business report is a broad overview, but a case study zooms in on one specific situation or project to share in-depth insights.	Focus on a specific example and tell the full story with context, challenges, and lessons. Make it engaging and actionable.

With all those misconceptions out of the way, you’re probably itching to get started—so let’s break down how to actually create a killer case study.

How do you actually create a case study?

Alright, so you’re sold on the idea of a business case study.

But now the big question is: how do you actually create one? Don’t worry—it’s not as intimidating as it sounds.

Creating a solid case study is all about breaking it down into manageable steps and making sure you cover all the key details. Let’s walk through it together, step-by-step, and by the end, you’ll be ready to craft your own killer case study.

1. Pick a story worth telling

First things first: choose a case that’s worth studying.

Not every project or situation makes for a great case study, so think about what has the most potential to teach others.

Did you overcome a big challenge? Achieve impressive results? Or maybe you learned some hard but valuable lessons along the way?

Find a case that has a story worth telling and that others can benefit from.

2. Know who you’re talking to

Before you start writing, ask yourself: Who’s going to read this?

Knowing your audience helps you shape the tone, the level of detail, and what kind of takeaways you need to focus on.

Are you writing for other businesses? Customers? Industry experts?

Make sure your case study speaks their language and answers the questions they care about.

3. Gather all the juicy details

Time to put on your investigator hat.

Start by gathering all the key details: what was the initial problem or challenge, what was your approach or solution, and what was the outcome?

You’ll want to pull together hard data, real use case examples, and any specific insights that can back up your story. This is where you build your case with facts—not fluff.

Don’t forget to talk to the people involved (no matter if it’s a client, team members, or stakeholders) to get their perspectives.

Sometimes the best insights come from those directly in the trenches!

4. Map out your story

Now that you’ve got all your facts, it’s time to turn them into a story. A well-structured business case study typically follows this simple flow:

The problem/challenge → Set the stage. What was the situation? What obstacles were standing in the way?
The solution/approach → Now dive into how you tackled the problem. What strategies, tools, or approaches did you use? Be specific.
The outcome/results → This is where you show what happened. Did your approach work? What were the measurable results or key takeaways? If you’ve got data or success metrics, here’s the place to show them off.
The lessons learned → Wrap it up with some reflection. What can others learn from this case? What would you do differently next time?

Keep it clear, logical, and easy to follow. Remember: you’re telling a story, not just rattling off stats.

5. Add real-world flavor

A case study is always more powerful when it feels real.

Sprinkle in some specific examples—like particular strategies you used or challenges you faced.

Even better? Add in quotes from the people involved.

Whether it’s a client singing your praises or your content marketing manager explaining a pivotal decision, direct quotes give your case study more authenticity and make it more relatable.

Feeling overwhelmed? Let SaaSpirin handle the rest!

If you’re already feeling swamped by the idea of crafting a case study—don’t worry, there’s a lot more to it than meets the eye! From onboarding and prepping interview questions to creating a polished video and writing the perfect story, the process can get intense.

But that’s where SaaSpirin comes in! We’ll handle everything for you:

Onboarding → we gather all the details and tailor the case study to your needs.
Interview prep → We get the questions ready, schedule the interview, and onboard your client.
The interview → a quick 30-60 minute chat with your client.
Business case study creation → we turn it into a professional video and a polished written case study.
Review & delivery → you provide feedback, we make tweaks, and you get the final version, complete with video, transcript, and quotes!

If that sounds like a dream, let us take the pressure off. SaaSpirin’s got this! And we’ll keep guiding you through the whole process, every step of the way.

(and we’ll keep you guided)

6. Use visuals to keep it interesting

Nobody likes a giant wall of text, so make sure to break things up with visuals. Charts, graphs, before-and-after screenshots—whatever helps illustrate your point, throw it in there!

Visuals help bring your case study to life and make the key insights more digestible.

7. Drop some actionable tips

By the end, your reader should have a clear sense of what they can learn from your case study. Don’t leave them guessing—spell it out! Highlight the main takeaways or lessons and how they can be applied to similar situations.

This is the part where your case study becomes more than just a story—it becomes useful.

8. Keep it short, sweet, and fun

Finally, keep it interesting!

Case studies don’t need to be long-winded and dry. Stay conversational, keep things moving, and don’t be afraid to inject a little personality (just like we’re doing here). Aim for clarity and engagement over technical jargon.

The goal is for people to actually want to read your case study, not to skim it out of boredom.

Want to take your case study to the next level? We have something for you, keep reading.

Any tips and tricks for writing a great case study? (Yep!)

So, how do you take your business case study from good to great? Here are some quick, practical tips to help you nail it.

Keep the reader in mind: Always ask yourself, What’s in it for them? Stay focused on what your readers need to know and avoid irrelevant details.
Start with a bang: Hook your readers from the start. Set up the challenge right away and make it clear why this case matters.
Make it skimmable: People skim, so use headings, bullet points, and short paragraphs. Make sure readers can grab key info at a glance.
Use real data: Numbers matter! Be specific—back up your claims with actual stats. It’s the proof that makes your case study credible.
Add a personal touch: Include quotes or anecdotes from real people involved. It makes the business case studyfeel more relatable and human.
Share lessons, not just wins: Talk about challenges or mistakes too. Readers learn more from honest stories than perfect ones.
Keep it simple: Ditch the jargon. Write in plain, clear language so anyone can understand, no matter their expertise.
End strong: Wrap it up with clear takeaways and a punchy conclusion. Leave the reader with something memorable.
Edit ruthlessly: Trim the fluff and tighten up the flow. A clean, concise case study is always easier to read.
Keep it fresh: Don’t let your case studies collect dust. Keep your content updated with new results or developments so they stay relevant.

Yeah, we got it, case studies are awesome, but…there is always “a but”…they aren’t perfect—here’s how to deal with the common pitfalls so yours is as strong as possible.

What are the limitations of case studies (and how do you fix them)?

Like any good tool, case studies can have some rough edges.

If you’ve ever read a case study that felt too long, too specific, or just a bit too “salesy,” you know what I mean. But don’t worry, the good news is that every limitation has a simple fix!

Limitation	Description	How to fix it
Too specific	Case studies focus on one use case example, which might not apply to everyone.	Pull out general lessons that anyone can learn from. Highlight broader insights, not just the specifics.
Lacks objectivity	Sometimes it’s easy to make the story sound like a huge win while glossing over the hiccups.	Be real! Share the challenges, failures, and lessons. People appreciate honesty—it builds credibility.
Doesn’t show the bigger picture	One case can’t represent an entire industry or trend.	Mention industry data or trends for context, and if the case is unusual, just say so upfront. “This isn’t the norm, but here’s what we learned!”
Time-consuming to create	Researching, writing, editing—it’s a lot!	Consider creating a “mini case study” or an executive summary that hits the highlights. Readers in a rush will thank you!
Can be too long	The never-ending battle: long-form vs short-form content. Yet, people don’t always have time for a deep dive.	Use headings, bullet points, and visuals to make it skimmable. Or create a quick-read version with just the key takeaways.
May feel like a sales pitch	If you're not careful, a case study can start sounding like an ad.	Keep it balanced by focusing on the process and lessons, not just the wins. Make it educational, not promotional.
Not enough data	Sometimes case studies rely on general results without specific data.	Use actual numbers wherever possible. “Increased sales by 30%” sounds way more credible than “things improved.”
Can be boring if too dry	If you’re only presenting facts, it might come off as dry and dull.	Make it engaging by telling the story behind the numbers. Add quotes, visuals, and keep the tone conversational.

With all these limitations, creating a great case study on your own can feel like a lot to juggle.

From gathering data and conducting interviews to writing and polishing the final product, it’s not always easy to get it right. But here's the good news—you don't have to do it all by yourself.

That’s where SaaSpirin steps in to help. With our DFY service, we’ll handle everything for you—interviews, editing, and even a professional video—so you can focus on what you do best.

Just introduce us to your client, and we’ll take it from there, making the process simple, remote, and stress-free.

Why not let us make it easier for you?

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