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How to Write a Case Study [+ Design Tips]

By Ronita Mohan, Aug 26, 2021

How to Write a Case Study [+ Design Tips] Blog Header

You need an impactful medium to share your business successes with potential customers and partners. The best way to showcase your brand is by designing a case study.

Case studies are a method of research and storytelling. They help readers gain a better understanding of a subject or process.

In this guide, we’ll explain how to write a case report that markets your business, as well as some design tips.

Don’t know how to start designing case studies? Create a case study with Venngage’s templates. No design experience required.

Click to jump ahead:

Case study defined

A case study is used in business, psychology, epidemiology, as well as the medical and scientific fields. These reports are also used for social and political work.

Case studies are defined as documents that examine a person, groups of people, events, operations and processes.

For marketing purposes, a case analysis can be a document that outlines problems faced by a customer. It also shares the solutions a brand provided to solve them, such as in the case report below.

case study

Case studies usually share success stories for a business partnership or client. But case reports can also be used to analyze a process that went wrong.

This type of study will outline the need for improvements and suggest next steps. As a result, these case studies are not shared externally.

You can look at some case study examples for inspiration to design your report. Read on to learn about the importance of case studies and how to write them.

Related: What is a Case Study? [+6 Types of Case Studies]

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What is the purpose of a case study?

Case studies are effective marketing tools that build trust and act as social proof for your brand.

Customers are more likely to choose your company if they know that other businesses like theirs have also benefited.

More importantly, when a customer participates in creating a case report with a brand, they endorse the company and their experience with it.

In other words, a business report, like the example below, acts as a recommendation to anyone on the fence about working with your brand or using your products.

case study

Related: Report Design Ideas to ENGAGE Readers [10+ Tips & Templates]

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What is the format of a case study?

A case study can be of varying lengths. It can also take a variety of forms, such as a simple two-page document or a Venngage business infographic like the one below.

case study

Most business case studies feature the following five sections.

Related: What is an Infographic? Examples, Templates & Design Tips

About the company

When creating a case study for marketing, it is best to include a small section about the company. This section can be short, sharing highlights about the company’s goals and missions.

The case analysis can include the ‘about the company’ section in a dedicated text box or in a side panel.case study

Venngage’s case study templates offer a variety of options for customizing your report.

Overview of the case study

This is a key section of a case study. What is the study about? What was the reason for conducting it? What are the expected results?

The overview doesn’t have to be very long. Two or three paragraphs that sum up what a reader can expect from the report will suffice.

Case study research

You want to show the kind of research, strategy, and approach adopted for your case study. This is the section where you can showcase your process while conducting the analysis, like in this template.

case study

Results of the case study

By far the most important aspect of a case study is the results section. You can choose to share your findings in a few paragraphs.

Alternatively, go down a more visual route by using data visualizations to showcase your results. You can use different types of charts and graphs or use a single number or donut chart.

This case study template is a great example of how to highlight results.

case study

This is also a good section to include a testimonial or quote from your client as social proof.

Related: How to Choose the Best Types of Charts

Conclusion of the case report

You can choose to add a separate conclusion to your case study following the results section. This is where you sum up the process you used in the analysis.

Also, share why the process or campaign was effective and how your brand achieved these results.

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How do you write a business case study?

Writing a case study requires research and revision. You should have a single objective decided before you start writing.

Case studies in marketing, like the below example, are meant to highlight your company’s successes. Choosing a client to showcase is also an important step in the writing process.

case study

Below, we share the top steps to complete when writing a case study to promote your business.

Determine your objective

Before you start writing case studies, decide what the main objective for this exercise is. Case reports don’t have the potential to go viral, nor are they shareable on social media.

But a case study is an effective tool for converting prospects into customers. They can also encourage business partners to take that final step and sign on the dotted line.

You need to approach your case analysis differently than all other content. This is why you need to have an objective for undergoing the process of writing a case study.

For example, this report shows how the fictional company Toy Crates used the services of Ad Factory to significantly increase its sales.

case study

The main objective of your case study is to highlight your business processes. You should also show the benefits of using your product. But there needs to be a relatable angle for whoever is reading your study.

Possible angles for a case study can be:

  • Audience growth
  • Launch of a new type of product
  • Entry into a new market
  • Improvements in conversion rates
  • Increased revenue
  • Increased traffic or social media impressions
  • Technology or software adoption

This case study focuses on lead generation. The report showcases the efforts behind boosting the client’s lead generation program and the successes achieved.

case study

Once you determine the best objective for your analysis, you can move onto the next step. Look for a client that best showcases positive aspects of your company.

Choose the right client

You need a particular type of client as the subject of your case study. This client will be a loyal customer. They should be willing to participate in the study. The client should also align with the objective of your study.

Pick a customer who knows your product inside and out. They should not be someone who used your product once and had success with it.

You want to showcase consistent and high-quality results over a period of time. In this example, the fictional Ad Factory also showcased Loot Box as a client that had success with their brand.

case study

You also want to choose customers who have had success directly from using your product. If a brand has seen overall growth and your product was just part of that success, it won’t make for a compelling case study.

Contacting your client for the case study

The customer you choose for your case study should know what the process entails.

Be open in your communication about what you need to put together the case report. This could be communicated through calls, email conversations, or a project management tool.

Set a deadline and share a project timeline so the client knows what the process will look like. Let them know what documentation or statistics you will need for them before you start writing.

Offer something in exchange for participating in the case study. These could be product discounts, a temporary upgrade, a mention in your newsletter, social media, or increased brand awareness.

case study

It is imperative that you let the customer know how their information and data will be used. Tell them if you’re posting the case analysis to your blog, sharing it on YouTube, or with your email subscribers.

Some clients may not want their professional information shared with large audiences, so clarify this step of the process first.

Related: 40+ Timeline Template Examples and Design Tips

Research your case study

Once your client agrees to participate in the case analysis, you can begin researching. Remember the objective of your case study and research the subject accordingly.

For example, we wanted to show how infographics help businesses grow their audience. We contacted our user, ChadSan, who had seen massive growth after adding infographics to their marketing campaigns.

We put our findings into a research infographic along with quotes from the client, charts and graphs.

case study

To do this, we researched the content ChadSan created before and compared their traffic to when they started using infographics.

It’s also important to look at the industry your client is in so you have an idea of what success looks like in that sector.

Client interviews

Conducting interviews with clients is a good way to get information for your case report.

You can hold interviews via video call, which you should record to double-check later or conduct the interview via email.

Email interviews might require follow-ups if you need further clarification on particular questions.

Asking the right questions is crucial during the research phase. You don’t want ‘yes’ or ‘no’ as an answer. You need qualified information and data to build out a case study, like the one below.

case study

For example, we asked our contact at ChadSan for her experience using infographics in her marketing. We also asked about her main challenges, why she had chosen Venngage and the benefits of using Venngage.

This is also the stage when you can ask for concrete examples of how your product benefited your client.

We asked ChadSan to share some examples of the infographics they had created using our templates. This helped show our product in use, further social proof of the advantages of using Venngage infographics.

Create the case study outline

With the client interview completed, gather the data you have and start writing the outline for the case report. Remember the case study format we shared earlier when you’re preparing the outline.

This will help you design a case study that is memorable, like this example.

Purple SAAS Business Case Study Template

For a case study blog post, you should prepare the following:

  • Title
  • Subtitle
  • About the company
  • Overview of the study
  • The results, with charts
  • Call to action

Write a few notes for each point that you can elaborate on in the next writing stage. By following this process, you can build out a case study like this example.

Social Media Business Case Study template

Draft your case report

The outline is your starting point for drafting the case report. Like any other piece of content you create, a case study needs to be engaging. It also needs a beginning, a middle and an end.

Use classic marketing storytelling approaches when writing case studies. Introduce your characters (the client), the conflict (the business problem), the resolution (the benefits of your product).

By using this technique, you can write a case study like this example.

case study

Conclude with an analysis of your success and a testimonial recommending your product and brand.

Finalize your case study

Revise your study and ask one or two colleagues to glance over it to catch any mistakes you may have missed.

You should send the report to the client you’re showcasing for their approval. When you and the client are satisfied with the case study, an infographic study like the one below is ready to be published.

Digital Ducats Case Study Venngage

Share a link to the case study with the client to promote on their platforms. You can share the case report on your social channels, with partners and to your email subscribers.

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Case study design tips

Now that you know how to write your case report, here are some tips on case study design. Improving the aesthetics and usability of your study will make it memorable to read. In the long run, the study will help boost brand awareness.

Use a case study template

Make the case study design process easier by using a template. Venngage offers a variety of customizable case study templates, like this one, to make any study attractive and engaging.

LISG Case Study Venngage

Choose a template from Venngage’s library and edit it to fit your needs. Change the text, upload visuals or choose images from our stock photo integration. Pick icons from the 40,000+ icons available to better reflect your story.

With Venngage for Business, you can get priority support while designing your study.

You can also access real-time collaboration features so you can design your case study with team members.


Incorporate white space

A great way to make your case study engaging is to incorporate one important rule of design: use plenty of white space.

White space is all the blank areas around your text and visuals. This space gives your information room to breathe and makes it easier for readers to absorb your story.

Take a look at this template for inspiration. There is plenty of room around each element. This makes the study easier to navigate.

case study

Write short paragraphs of two or three lines and use bullet points to create more space around your text. Leave room around your visuals, as well, so users can move through the sections easily.

Related: The Ultimate Guide to Design Thinking

Visualize data for your case study

Case studies include a great deal of information but that doesn’t mean they need to be packed full of text. Visuals are a great way to catch the eye and keep users interested in your report.

Statistics are a key element of case reports but numbers on their own can get lost. Instead, visualize your data using Venngage’s chart maker and graph maker.

Design pie charts, bar graphs, donut charts, line and area graphs, or maps to visualize numerous types of data for your case studies, like in this example.

case study

Related: How to Tell a Story With Data: A Guide for Beginners

Add branding to case reports

Branding is an important facet of case reports. Anybody reading the study should know which companies were involved, both the client and your brand.

Add recognizable brand elements such as your logo and the client’s logo. Use your brand colors and brand fonts throughout your case study design.

Ensure that your design adheres to your brand guidelines, including your brand voice.

Take a look at this case study infographic Venngage created with Baptist Care. We incorporated both our logos in the infographic. We also used the brand colors and fonts of both companies.

case study

You can easily add your branding to case report templates using Venngage’s My Brand Kit tool. Input your website and the Autobrand feature will apply your branding across all your designs.


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Case study FAQs

What subjects are covered in a case study?

Depending on the field of study, case reports can examine a variety of subjects, including:

  • a person
  • a group of people
  • an event
  • a location
  • an organization or business

For example, case studies in psychology may be focused on a person or groups of people. Medical case reports might study events or groups of patients.

Businesses can examine other organizations, as in this example, or events.

case study

What are the characteristics of a case study?

Case studies are characterized by the units or subjects they examine. These units need to be studied in totality. Every aspect of the person, organization or event needs to be included.

Reports should also be qualitative as well as quantitative. This means that case study research describes problems and solutions.

It also backs those assumptions up with data. Both aspects must be included in the analysis, as in this example.

case study

How can you design a case study with Venngage?

Venngage makes it easy to design case studies by offering numerous editable templates. Create an account with Venngage and browse the library for a template.

Customize the template, like the one below, in the easy-to-use drag-and-drop editor. Add text, pick colors, icons, add photos and charts and graphs.

case study

Upload photos with Venngage. Drag and drop images into the Venngage editor and customize your reports in seconds.


Use a case study to highlight your brand’s successes

A case study can be a powerful marketing tool that showcases the advantages of using your product.

By highlighting real clients and their successes, you can provide social proof to potential customers and partners.

Designing case studies has never been easier. Use Venngage’s templates to create engaging reports to impress your audiences and help you grow your client base.

About Ronita Mohan

Ronita Mohan is a SEO Content Writer at Venngage, the online infographic maker and design platform. Ronita regularly writes about marketing, design, and small businesses. Pronouns: e/er/eir