when do you use a business case study brainly

👀 Turn any prompt into captivating visuals in seconds with our AI-powered design generator ✨ Try Piktochart AI!

How to Write a Case Study

You’re not the first person to feel like you’re drowning in data and information while planning for a case study. The good news is that it’s not as complex as you think. 

This guide on how to write a case study breaks down the process into easy-to-follow steps — from information-gathering to writing to design. Pro tip : Get your free Piktochart account before you scroll down. This way, you can immediately put our tips to practice as you read along. Alternatively, you can hop over to our AI case study generator and find more examples of professional case study templates. 

Why case studies matter across industries 

A case study is not just a school assignment or an item on your marketing checklist. They are persuasive stories that demonstrate your expertise and build credibility. A well-crafted business case study can sway potential clients, as demonstrated by HubSpot’s study on the Lean Discovery Group , which helped increase deal value fivefold. Even in the social sciences, case studies like the “ Bobo doll experiment ” yield powerful insights, such as revealing the impact of media violence on children. It’s clear that case studies remain highly effective. Content Marketing Institute’s 2025 outlook even ranks them second only to video in terms of content effectiveness.

For these reasons, investing time and resources in crafting a unique and insightful case study that resonates with your target readers makes sense. This brings us to the next section!

Preparing your case study

Before you start writing your first case study, remember that a compelling case study requires careful preparation and research as your foundation for success.. 

1. Choose the right subject

Pick a case study subject that resonates with your target audience. A SaaS company aiming for enterprise clients, for example, might showcase a large corporation that saw major efficiency gains after using their software. Don’t forget to get consent before featuring any story. 

2. Define your case study’s purpose

Purpose matters too. Joanna Knight, founding director at merl and developer of impact case studies for the Humanitarian Innovation Fund (HIF), explains , “Although many case studies have more than one purpose (e.g. for learning and communication), to maximize their effectiveness it is important to be clear about what we want to achieve with the case study.”

3. Gather information

Gathering relevant information might involve interviews, data analysis, and understanding the “why” behind the numbers.

A business case study might examine business proposals , financial reports, customer interviews, and marketing materials. On the other hand, academic case studies may pore over archival records, interviews, written observations, and artifacts. Recommended resource : How to Transcribe an Interview Quickly with Tips and Tool Hacks

4. Decide on the format

While the traditional lengthy case study can be effective, don’t be afraid to think outside the box. Consider your goals and audience – how can you best capture their attention and deliver your message?

Here are case study format alternatives you can try aside from the overly long ones:

• Interactive web pages
• Infographics
• Podcast episode
• Short blog post

Outside of a long-form text-based written case study, you can repurpose the content in several formats to share across your business’s distribution channels. You can combine visuals, interviews, and various elements for high-impact content.

You’ll find examples of these case study formats as you scroll down below. 

5. Create an outline and structure

A clear structure ensures your case study narrative flows logically and effectively communicates your key message.  The following frameworks are good starting points when planning for your case study’s structure: 

The Problem-Hypothesis-Solution-Impact framework

The Problem-Hypothesis-Solution-Impact framework guides case studies with a clear narrative flow: define the problem, propose a hypothesis, outline the solution, and analyze the impact. For example, Jon Knuston, Head of Core IT Services at Rockwell Automation, used Gartner’s insights to accelerate digital transformation and achieved results within 90 days of starting his role (as detailed in this Gartner case study ). This structure is adaptable to your needs. Feel free to:

• Expand where needed: If your solution involves a complex process, dedicate more space to explaining each step.
• Highlight unique elements: Showcase unexpected innovations or surprising outcomes.

The MEAL framework

Incorporating frameworks relevant to your industry adds depth and credibility to your case study. The MEAL (Monitoring, Evaluation, Accountability, and Learning) framework is a good example.

This framework is commonly used by NGOs (non-government organizations) to assess the effectiveness of their projects. It provides a structured approach to:

• Monitoring: Tracking progress towards project goals.
• Evaluation: Assessing the impact and effectiveness of interventions.
• Accountability: Ensuring transparency and responsibility in project implementation.
• Learning: Using data and insights to improve future projects and strategies.

Read about the MEAL framework’s role in writing effective case studies .

Other case study frameworks worth exploring are:

• SWOT analysis : This model examines strengths, weaknesses, opportunities, and threats related to the case study subject.
• Porter’s Five Forces analysis : This framework helps analyze competition in a case study. It looks at rivalry, new competitors, supplier and buyer power, and substitutes to understand how profitable an industry is.
• Customer journey map : For this framework, you’ll illustrate the customer’s experience with the product or service.

With your groundwork laid, it’s time to bring your case study to life and start writing!

Writing your case study

You’re halfway done! Keep these best practices in mind when writing your case study:

1. Use your chosen framework as a guide when writing

The framework you’ve picked during the preparation phase creates a logical flow. Make sure each section builds the story and supports your main point.

2. Be mindful of your headlines

Use clear, concise headlines that allow readers to skim and easily find the information they need. Intriguing headlines can also pique their curiosity and encourage them to read further.

Instead of a bland headline like “Project Overview,” try something more specific and engaging like “How We Increased Website Traffic by 40% in 3 Months.” This immediately tells the reader about the case study and highlights a key achievement.

3. Have a consistent narrative

Maintain a consistent tone and style throughout your case study. Whether you choose a formal or informal approach, make sure it aligns with your brand guidelines. 

A brand style guide can be incredibly helpful for this. It provides clear guidelines for voice, tone, and visual elements to ensure every part of your case study feels cohesive. This consistency reinforces your brand identity and makes the information easier to digest. Need help with your brand style guide? We’ve got 11 amazing brand style guideline examples and ideas you can copy . 

4. Include data to support claims

Back up your claims with real results, including both quantitative data and customer quotes.

For instance, don’t just write that your new marketing campaign was successful. Instead, include specific numbers like “The campaign generated a 15% increase in leads, a 10% rise in website traffic, and a 5% boost in sales.” Follow this up with a quote from a satisfied customer praising the campaign’s creativity and effectiveness. This combination of data and customer feedback paints a convincing picture of your success.

5. Show, don’t tell with visuals

Incorporate infographics, charts, and other visuals to make your case study more engaging, memorable, and persuasive.

Let’s say you’re writing a case study about a website redesign. Instead of just describing the changes, include:

• Before and after screenshots to visually demonstrate the improved user interface and design elements.
• Charts or graphs to show how the bounce rate decreased and conversion rates increased after the redesign.
• An infographic to summarize key results, such as improved page load speed and mobile responsiveness.

6. Focus on value, not on sales

While the ultimate goal might be to promote your product or service, avoid overt selling. Instead, focus on demonstrating your value by showcasing the customer’s success story.

7. Wrap it up with a memorable conclusion

A memorable conclusion is just as important as a strong introduction. It’s your last chance to leave a lasting impression on the reader and reinforce the key takeaways of your case study.

Here’s how to make it count:

• Summarize the key takeaways of your case study.
• Use a powerful quote or anecdote highlighting your solution’s positive impact.
• End with a call to action . Encourage readers to learn more about your company or product, download a resource, or contact you for a consultation.

Want to see these case study writing best practices come to life? Check out the case study examples below. In the next section, let’s explore how thoughtful design can transform your content into a visually compelling and persuasive experience.

Designing your case study

A well-designed case study is more than just words on a page. You can also use visuals to get attention in seconds and communicate your information quickly.

The good news is you don’t have to design your case studies from scratch if you use Piktochart templates . These professionally-designed templates provide a solid framework you can use for visually engaging content. 

Here’s how to use Piktochart for case studies in 3 easy steps:

Step 1: Start with a template

Pick a template that aligns with your industry, brand, and the overall tone of your case study.

Step 2:  Customize your design

Adapt the template to fit your specific content and style. Change the colors, fonts, and layout to match your brand identity.  

Step 3: Add the final touches

Whether you use a template or start from scratch, these best practices will help you create a case study that looks as good as it reads:

High-quality visuals

Incorporate images, icons, and illustrations to break up the text and enhance your case study’s visual appeal. Use high-quality images that are relevant to your content and visually appealing.   

Data visualization

Use data visualization to highlight key findings and trends in your case study.  Piktochart offers a range of charts and graphs to present data in a clear and compelling way.

Visual hierarchy

Use headings, subheadings, and visual cues to guide the reader’s eye and emphasize key information. This creates a clear and consistent visual hierarchy to make your case study easy to read and understand.  

Color palette

Pick a color palette that reflects your brand and complements the overall design of your case study. Use color consistently throughout your case study to create a cohesive look and feel.

White space

Don’t overcrowd the page. Use white space effectively to improve readability and create a more modern look.  

Opt for fonts that are easy to read and visually appealing. Stick to two or three fonts to avoid visual clutter.

Proofreading

Typos and grammatical errors can undermine your case study’s credibility. Proofread your case study carefully before publishing it.

Recommended resources when designing your case study:

• Fonts and Colors for the Retail, Healthcare, and Financial Industries
• 4 Things You Need to Know to Pair Fonts Well

Get your free Piktochart account and start designing your case study. Now that you’ve got the case study design basics down, let’s see these principles in action with some inspiring case study examples below. 

Real-word case study examples to learn from

Need inspiration for your next case study?  Here’s how others are doing (and nailing!) it!

1. How to reduce your SLA by 99.9% (Breadcrumbs)

Breadcrumbs, an AI-powered lead scoring platform, excels at demonstrating the value of its product in this case study for Thinkific. Here’s why it works:

• Impactful storytelling: The case study uses a clear problem-solution-impact format and backs it up with compelling data (like a 99% SLA reduction) to show the power of lead scoring.
• Credibility and clarity: A direct quote from Thinkific’s CMO adds credibility, while concise explanations make the information accessible to any reader. Plus, they offer a convenient downloadable version.

2. How SupportLogic AI-proofed and 5x its organic traffic in 12 Months (Animalz)

This Animalz case study tells a clear and compelling story about how SupportLogic overcame the challenge of AI-generated search results through content diversification. Here’s what makes it stand out:

• The case study uses visuals , including screenshots and charts to break up the text and make it more engaging.
• Detailed explanations of the different types of solutions that Animalz created for SupportLogic such as 101, 201, and 301 content. 

3. Helping Calm make work a better place to be with a new positioning and optimized content (Velocity Partners)

Calm partnered with Velocity Partners to solidify its position as the leader in B2B wellness solutions. This case study stands out because:

• Crystal-clear purpose: In just two sentences, it establishes the challenge, the players, and the goal.
• Simple, direct language: It reads like a story as it avoids jargon and gets straight to the point.
• Focus on “how” and “why”: It effectively explains both the content deliverables and how they connect to Calm’s larger business goals.

4. How Portland Medical Center is saving GP time despite increased demand (Klinik Healthcare Solutions)

Klinik Healthcare Solutions, a provider of intelligent healthcare software, created a visually engaging case study that’s as easy to digest as an infographic. Here’s what makes it stand out :

• Infographic-style summary: The last page uses visuals and minimal text to highlight key achievements, making it easy to grasp the impact at a glance.
• Visual cues: Icons and color-coded sections guide the reader’s eye to important information.
• Prominent call to action: A dedicated CTA section with photos and contact details encourages engagement.

5. The Wall brings design at the Hyundai America Technical Center to life (Samsung)

This video case study effectively showcases how Samsung’s The Wall display transforms Hyundai’s design process. It captures your attention because of:

• Visual storytelling: The video format brings The Wall’s impact to life, showcasing the immersive design environment and designers at work.
• Designer testimonials: Firsthand accounts from Hyundai designers add credibility and demonstrate the improved workflow.

6. A new day for the night shift (Deloitte)

This Deloitte case tells the story of how they helped Kroger improve the employee experience for night shift workers. Here’s why it works:

• Relatable challenge: It starts by highlighting the complexities of overnight stocking, a challenge that many retailers face.
• Humanizing the team: Instead of just names and titles, they feature photos and quotes from individual team members which makes them relatable and approachable.

7. Speed is nothing without reliability (Verizon)

This Verizon case study featuring a major US bank proves that sometimes less is more. Here’s a breakdown of its key strengths:

• The entire case study is condensed to a single page which makes it incredibly digestible for busy readers. It delivers key information without overwhelming the audience.
• Attention-grabbing headline . “Speed Is Nothing Without Reliability” immediately grabs attention.
• The copy uses clear. vivid language to paint a picture of the challenges and solutions. It avoids jargon and focuses on the impact.

Want to see more examples of case studies? Head on over to 8 Amazing Case Study Examples & Ideas to Copy

Use Piktochart to create case studies that leave a lasting impression

Whether you’re a student, marketer, or researcher, keep in mind that a truly compelling case study isn’t just about the data – it’s about weaving a narrative that informs and resonates with your readers.

Piktochart has everything you need to bring your case studies to life visually. From customizable templates to our AI case study generator , you can bring your case studies to life and make your research findings stand out.

Get your Piktochart free plan if you haven’t yet!

Other Posts

Mastering the Craft: Presentation Design Strategies From a Pro

How to Make a Presentation (Guide With Tips & Templates)

Presentation Design: A Step-by-Step Guide

How to Write a Great Business Case

Explore more.

• Case Teaching

C ase studies are powerful teaching tools. “When you have a good case, and students who are well prepared to learn and to teach each other, you get some magical moments that students will never forget,” says James L. Heskett, UPS Foundation Professor of Business Logistics, emeritus, at Harvard Business School (HBS). “They will remember the lessons they learn in that class discussion and apply them 20 years later.”

Yet, for many educators who want to pen their own case, the act of writing a great business case seldom comes easily or naturally. For starters, it’s time consuming. Case writers can spend substantial time visiting companies, securing a willing site, conducting interviews, observing operations, collecting data, reviewing notes, writing the case, revising the narrative, ensuring that teaching points come through, and then getting executives to approve the finished product.

The question, then, becomes: Where do you begin? How do you approach case writing? How do you decide which company to use as the subject of the case? And what distinguishes a well-written case from a mediocre one?

We asked three expert HBS case writers—who collectively have written and supported hundreds of cases—to share their insights on how to write a great business case study that will inspire passionate classroom discussion and transmit key educational concepts.

Insights from James L. Heskett

UPS Foundation Professor of Business Logistics, Emeritus, Harvard Business School

Keep your eyes open for a great business issue.

“I’m always on the prowl for new case material. Whenever I’m reading or consulting, I look for interesting people doing interesting things and facing interesting challenges. For instance, I was reading a magazine and came across a story about how Shouldice Hospital treated patients undergoing surgery to fix inguinal hernias—how patients would get up from the operating table and walk away on the arm of the surgeon.

6 QUALITIES OF GREAT CASE WRITERS

Comfort with ambiguity, since cases may have more than one “right” answer

Command of the topic or subject at hand

Ability to relate to the case protagonists

Enthusiasm for the case teaching method

Capacity for finding the drama in a business situation and making it feel personal to students

Build relationships with executives.

“When writing a case, it’s helpful to start as high in the organization as possible. It helps assure mid-level managers that they can share the information you need with an outsider. It also helps when it comes to getting the case cleared for use. Serving on corporate boards can help in building relationships with senior executives, but there are other ways to make those connections. For instance, you can approach speakers at business conferences if you think their presentations could form the basis for a good business case. If you want to write about a company where you don’t have any personal connections, you can always check with your colleagues to see if any of them have a personal relationship with the CEO or sit on a board where they could introduce you to the right person who would be able to facilitate the case. My colleagues and I make a lot of these introductions for each other.”

“If you make the case into a crossword puzzle that takes five hours to solve, it’s not really fair to the students and will most likely cause them to lose focus.” James L. Heskett

Skip the curveballs and focus on key issues.

“Cases don’t have to be obvious. As a pedagogical objective, you might want students to look beyond a superficial issue to say this is the underlying topic that we need to address, and these are the questions we need to pose. Still, I think it’s unhelpful if cases contain real curveballs where ‘unlocking’ the case depends on finding some small piece of information hidden in an exhibit. Give students a break! They may have to read and digest three cases per day, so they probably won’t be able to devote more than a couple of hours to each one. If you make the case into a crossword puzzle that takes five hours to solve, it’s not really fair to the students and will most likely cause them to lose focus.”

Build a discussion plan while writing the case.

“In case method teaching, the teacher is not in complete control. Students teach each other and learn from each other. On any given day, there will likely be somebody in the room who knows more about the company featured in the case than the professor does. So a professor can’t walk into the classroom and expect to impose a lesson plan that goes in a strict linear way from A to B to C to D. The case ought to be written to allow students to jump from A to D and then come back later to B if that’s how the discussion plays out. At the same time, the case should be structured so that the instructor can collect student comments on a board, organizing them as a coherent set of related ideas, and then deliver a 5-to-10-minute summary that communicates whatever essential concepts the case has covered. This summation can be a very powerful teaching and learning experience.”

Focus on quality over quantity.

“Cases don’t have to be too long. Some good cases are only two or three pages. Students may give more scrutiny to these brief cases than they would a 20-page case.”

Advice from Benson P. Shapiro

Malcolm P. McNair Professor of Marketing, Emeritus, Harvard Business School

Take out the chaff in advance.

“You don’t want students to spend too much time separating the wheat from the chaff. If a case has 12 pages of text and 10 pages of exhibits, even the smartest MBA students will likely lose interest. Writers who try to capture a situation from every angle and in every detail end up with sprawling narratives that usually do not make a good case. When writing cases, you need to set good, strong boundaries. Avoid superfluous, flowery, or poetic material that may contain interesting anecdotes or factoids, but that could distract readers from the case’s core topics. Include only those important and useful details that can help students make decisions and understand key issues that the case explores.”

Work in layers and metaphors—subtly.

“The best cases work on multiple levels. A case should focus on a specific situation—for example, whether or not to introduce a certain product. But it should also serve as a metaphor for broader issues in the background: How do we think about introducing new products? Are we introducing enough products? Are new product introductions a source of competitive advantage in our industry? How should we organize and manage new product development? You want the case to encourage students to think broadly about the various cultural, financial, and strategic impacts that managerial decisions have on a company.”

“Writers who try to capture a situation from every angle and in every detail end up with sprawling narratives that usually do not make a good case.” Benson P. Shapiro

Encourage emotional engagement.

“Case writing is an interesting literary form—it needs to be very engaging, but also educational. Great cases revolve around points of contention on which intelligent people can hold different points of view: What should you do? Why? How do you get it done? Ideally, students should have to choose between two very attractive alternatives or two terrible alternatives. The best cases involve questions that get students emotionally engaged so that they really care about choices and outcomes. When you see students physically leaning forward and following what their peers are saying, you know that they have a visceral feel for the importance of the subject. When you hear them debating after class— You were out in left field! You missed what was really important here! —that’s how you can tell you succeeded in developing a great case.”

Lessons from Carin-Isabel Knoop

Executive Director of the Case Research & Writing Group, Harvard Business School

Don’t forget the classroom component.

“Cases are deliberately incomplete documents. What a case writer leaves out of a case is often just as important as what he or she puts into it. Cases are designed to be completed through classroom instruction and discussion. While drafting the case, try to develop the classroom process in parallel. Work on the assignment questions and classroom content. Keep in mind that the case should be able to adapt to your classroom and course needs.”

Hone your elevator pitch.

“Before getting started, always have clear, succinct learning objectives in mind. Don’t start developing the case until you are able to summarize these objectives in less than five minutes.”

Case writing is a relationship, not a transaction.

When choosing a case site, be clear with executives that you are developing a teaching tool and that you will require their time and candor—and eventually their data. Put them at ease, and manage the authorization process, right from the start. Indicate that quotes will be cleared before publication and there will be time for individual review. During the creation process, ask their advice. This creates a process of engagement and helps bring home that this is a pedagogical tool, not gotcha journalism. At HBS, we oftentimes invite someone from the company to attend class. Finally, once the case is done, stay in touch with your case protagonists. They will move to other organizations and spread the good word about their experience with case writing.

Invite disagreement in case discussions.

“The case study method is based on participant-centered learning. The students all start from the same base of 11 (or however many) pages in the case, but they bring different knowledge and experiences into the classroom. So they can take the same facts and disagree about what course of action to pursue. We want students to behave like decision makers, and it can be painful to make decisions. Some critics deride the case teaching method as being unrealistic, but someone who just lectures about marketing doesn’t help students realize how difficult it is to choose between two plausible options to meet the same marketing objectives. For students, a big part of the education process is learning from discussions with classmates who think differently and advocate for different solutions. Witnessing a robust case discussion reminds us of the potential for collective learning to emerge from contrasting views.”

“Faculty don’t just write cases for teaching purposes, they write them to learn.” Carin-Isabel Knoop

The Case Writing Process Is a Worthy Effort

Researching, writing, and publishing cases is well worth the time and effort. “The case research and writing process is important for faculty development,” Knoop adds. “While developing field cases, faculty go to site visits and meet with decision makers. The case writing process helps connect scholars to practitioners and practitioners to the academic world. Faculty case writers get to explore and test how their academic theories work in practice. So faculty don’t just write cases for teaching purposes, they write them to learn. The case method is an integral part of faculty development.”

There’s another big bonus to becoming a case writer, especially for younger educators. “Young business instructors face a credibility gap with their students,” says Heskett. “It’s not uncommon to have MBA students in a class who have more experience than the instructor on a particular subject. Once you go into the field and write a case, you will know more about that subject than anyone else in the class. A primary way for professors to establish their credibility on a topic is to have written the case the class is discussing that day.”

James L. Heskett is UPS Foundation Professor of Business Logistics, emeritus, at Harvard Business School. He completed his Ph.D. at the Graduate School of Business, Stanford University, and has been a faculty member at The Ohio State University as well as president of Logistics Systems, Inc. Since 2000, he has authored a blog on Harvard Business School’s Working Knowledge website .

Benson P. Shapiro is the Malcolm P. McNair Professor of Marketing, emeritus, at Harvard Business School where he taught full time from 1970 to 1997. Since 1997, Shapiro has concentrated his professional time on consulting, giving speeches, serving on boards, and writing. He continues to teach at Harvard and has taught in many executive programs and has chaired the Sustainable Marketing Leadership for Mid-Sized Firms Program.

Carin-Isabel Knoop is the executive director of the Case Research & Writing Group at Harvard Business School. She is also coauthor of Compassionate Management of Mental Health in the Modern Workplace .

Related Articles

We use cookies to understand how you use our site and to improve your experience, including personalizing content. Learn More . By continuing to use our site, you accept our use of cookies and revised Privacy Policy .