The Beginner's Guide to Case Study Writing

Case Studies are one of the most effective tools you can use to promote your products and services, especially if you are on a limited marketing budget.

According to market research, next to White Papers, they are the second most popular device used to advance the benefits of a product or service. In addition to this, they are read mostly by executives and those in the decision-making process.

Case Study template

Case Study - Sample Templates

A recent search on Google for the term case study showed over 15 million hits. Of those hits, almost 750,000 hits included references to Java, which demonstrates a phenomenal uptake in the IT industry. Like its close cousin the White Paper, case studies appear to be growing in popularity every year.

So, if you have been commissioned to write a case study, or are interested in starting a lucrative career as a marketing writer, this tutorial should give you a solid understanding of the fundamentals involved.

What is a Case Study?

A case study discusses a specific business situation which needs to be resolved. In general, it is comprised of four sections:

  1. Situation
  2. Problem
  3. Solution
  4. Evaluation

These are discussed in more detail later.

A detailed intensive study of a unit, such as a corporation or a corporate division, that stresses factors contributing to its success or failure. The American Heritage® Dictionary of the English Language

Let's take a look at some examples:

1. An international airline may realize that its customer service is very poor, for example following an outburst of negative customer feedback. To remedy this it hires a specialist firm to examine their processes, recommend potential solutions, implement the most appropriate service, and then evaluate the results.

2. Following new Homeland Security legislation, a local government agency needs to update its approach to staff training. To address this its brings in a specialist training firm to scope the project, prepare a comprehensive course syllabus, train its staff and review the success (or failure) of the implementation.

3. In response to competitive threats, a high-street retailer may acknowledge that their distribution channels are out-dated and need replacing. It contacts a recognized consulting firm to discuss the business issues, impact on staff and customers, and the potential negative impact of NOT taking new measures.

Following these discussions it approaches an international specialist firm to rollout an upgraded end-to-end system. Once this project is completed the marketing department is tasked with drawing media and public attention to this strategic project. Part of the media plan includes preparing white papers and case studies as collateral for editors, journalists, and technology writers.

Case Study template

How to write a Case Study

These three scenarios all offer potential case study material; in each situation, there is a specific problem that needs immediate attention.

IDEA: Include a benefit in the title of your Case Study. Rather than simply say, 'Aerospace Case Study', add a little punch: Case Study on How Product X Improved Performance by 300% in 30 Days.

Learn How to Write Case Studies

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