2. CASE STUDY – WHY, WHOM & WHERE?
Marketers, consultants, salespeople, and all other types of business
managers often use case study analysis to highlight a success story,
showing how an exciting problem can be or was addressed. But
how do you create a compelling case study and then turn it into a
memorable presentation? Get a lowdown from this post!
By- Vishwas Saxena 2
3. What is a Case Study?
Let’s start with this great case study definition by the University of
South Caroline:
“In the social sciences, the term case study refers to both a method of
analysis and a specific research design for examining a problem,
both of which can generalize findings across populations.”
In simpler terms — a case study is an investigative research into a
problem aimed at presenting or highlighting solution(s) to the
analyzed issues.
By- Vishwas Saxena 3
4. INSIGHT
A standard business case study provides insights into:
• General business/market conditions
• The main problem faced
• Methods applied
• The outcomes gained using a specific tool or approach
Case studies (also called case reports) are also used in clinical settings to analyze
patient outcomes outside of the business realm.
But this is a topic for another time. In this post, we’ll focus on teaching you how
to write and present a business case, plus share several case study PowerPoint
templates and design tips!
By- Vishwas Saxena 4
5. Why Case Studies are a Popular Marketing Technique
Besides presenting a solution to an internal issue, case studies are often used as a
content marketing technique. According to a 2020 Content Marketing Institute
report, 69% of B2B marketers use case studies as part of their marketing mix.
A case study informs the reader about a possible solution and soft-sells the
results, which can be achieved with your help (e.g., by using your software or
by partnering with your specialist).
For the above purpose, case studies work like a charm. Per the same report:
• For 9% of marketers, case studies are also the best method for nurturing leads.
• 23% admit that case studies are beneficial for improving conversions.
By- Vishwas Saxena 5
6. Why Case Studies are a Popular Marketing Technique
Moreover, case studies also help improve your brand’s credibility,
especially in the current fake news landscape and dubious claims
made without proper credits.
Ultimately, case studies naturally help build up more compelling,
relatable stories and showcase your product benefits through the
prism of extra social proof, courtesy of the case study subject.
By- Vishwas Saxena 6
7. Popular Case Study Format Types
Most case studies come either as a slide deck or as a downloadable PDF document.
Typically, you have several options to distribute your case study for maximum reach:
• Case study presentations — in-person, virtual, or pre-recorded, there are many times
when a case study presentation comes in handy. For example, during client workshops,
sales pitches, networking events, conferences, trade shows, etc.
• Dedicated website page — highlighting case study examples on your website is a great
way to convert middle on the funnel prospects. Google’s Think With Google case study
section is a great example of a web case study design done right.
By- Vishwas Saxena 7
8. Popular Case Study Format Types
Most case studies come either as a slide deck or as a downloadable PDF document.
Typically, you have several options to distribute your case study for maximum reach:
• Case study presentations — in-person, virtual, or pre-recorded, there are many times
when a case study presentation comes in handy. For example, during client workshops,
sales pitches, networking events, conferences, trade shows, etc.
• Dedicated website page — highlighting case study examples on your website is a great
way to convert middle on the funnel prospects. Google’s Think With Google case study
section is a great example of a web case study design done right.
• Blog case studies — data-driven storytelling is a staunch way to stand apart from your
competition by providing unique insights, no other brand can tell.
• Video case studies — video is a great medium for showcasing more complex business
cases and celebrating customer success stories.
By- Vishwas Saxena 8
9. How to Write a Case Study: a 4-Step Framework
Once you decide on your case study format, the next step is collecting
data and then translating it into a storyline. There are different case
study methods and research approaches you can use to procure data.
But let’s say you already have all your facts straight and need to
organize them in a clean copy for your presentation deck. Here’s
how you should do it.
By- Vishwas Saxena 9
10. How to Write a Case Study: Step 1
1. Identify the Problem
Every compelling case study research starts with a problem statement definition.
While in business settings, there’s no need to explain your methodology in-
depth; you should still open your presentation with a quick problem recap
slide.
Be sure to mention:
What’s the purpose of the case study? What will the audience learn?
Set the scene. Explain the before, aka the problems someone was facing.
Advertise the main issues and findings without highlighting specific details.
The above information should nicely fit in several paragraphs or 2-3 case study
template slides
By- Vishwas Saxena 10
11. How to Write a Case Study: Step 2
2. Explain the Solution
The bulk of your case study copy and presentation slides should focus on the provided
solution(s). This is the time to speak at lengths about how the subject went from before
to the glorious after.
Here are some writing prompts to help you articulate this better:
• State the subject’s main objective and goals. What outcomes were they after?
• Explain the main solution(s) provided. What was done? Why this, but not that?
• Mention if they tried any alternatives. Why did those work? Why were you better?
This part may take the longest to write. Don’t rush it and reiterate several times. Sprinkle in
some powerful words and catchphrases to make your copy more compelling.
By- Vishwas Saxena 11
12. How to Write a Case Study: Step 2
3. Collect Testimonials
Persuasive case studies feature the voice of customer (VoC) data —
first-party testimonials and assessments of how well the solution
work. These provide extra social proof and credibility to all the
claims you are making.
So plan and schedule interviews with your subjects to collect their
input and testimonials. Also, design your case study interview
questions in a way that lets you obtain the quantifiable result.
By- Vishwas Saxena 12
13. How to Do a Case Study Presentation: 3 Proven Tips
Your spoken presentation (and public speaking skills) are equally if
not more important than the case study copy and slide deck. To
make a strong business case, follow these quick techniques.
Focus on Telling a Great Story
A case study is a story of overcoming a challenge, achieving
something grand. Your delivery should reflect that. Step away from
the standard “features => benefits” sales formula. Instead, make
your customer the hero of the study. Describe the road they went
through and how you’ve helped them succeed.
By- Vishwas Saxena 13
14. The premises of your story can be as simple as:
• Help with overcoming a hurdle
• Gaining major impact
• Reaching a new milestone
• Solving a persisting issue no one else code
Based on the above, create a clear story arc. Show where your hero
started. Then explain what type of a journey they went through.
Inject some emotions in the mix to make your narrative more
relatable and memorable.
By- Vishwas Saxena 14
15. Final Tip: Use Compelling Presentation Visuals
Our brain is wired to process images much faster than text. So when you are presenting a
case study, always look for an opportunity to tie in some illustrations such as:
• A product demo/preview
• Processes chart
• Call-out quotes or numbers
• Custom illustrations or graphics
• Customer or team headshots
Use icons to minimize the volume of texts. Also, opt for readable fonts which can look
good in a smaller size too.
Finally, practice your case study presentation several times — solo and together with your
team — to collect feedback and make last-moment refinements!
By- Vishwas Saxena 15
