content of case study sample

How to write a case study — examples, templates, and tools

It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.

That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.

A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.

In this article, you’ll learn:

What is a case study?

How to write a case study, case study templates, case study examples, case study tools.

A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.

The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:

• Celebrate the customer and make them — not a product or service — the star of the story.
• Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
• Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
• Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
• Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.

Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.

Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.

Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.

Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.

Here are the basic steps to writing a good case study.

1. Identify your goal

Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.

The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.

2. Choose your client or subject

Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.

The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.

Some of the most compelling case studies feature customers who:

• Switch from one product or service to another while naming competitors that missed the mark.
• Experience measurable results that are relatable to others in a specific industry.
• Represent well-known brands and recognizable names that are likely to compel action.
• Advocate for a product or service as a champion and are well-versed in its advantages.

Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.

3. Conduct research and compile data

Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.

This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.

4. Choose the right format

There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:

• An engaging headline
• A subject and customer introduction
• The unique challenge or challenges the customer faced
• The solution the customer used to solve the problem
• The results achieved
• Data and statistics to back up claims of success
• A strong call to action (CTA) to engage with the vendor

It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.

5. Write your case study

We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.

• Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
• Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
• Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
• Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
• Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
• Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.

6. Promote your story

Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.

Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.

Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.

Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.

Template 1 — Challenge-solution-result format

• Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
• Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
• Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
• Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
• Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
• Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.

Template 2 — Data-driven format

• Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
• Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
• Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
• Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.

While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.

Juniper Networks

One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.

The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.

Tata Consulting

When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.

Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.

When you’re ready to get started with a case study:

• Think about a few goals you’d like to accomplish with your content.
• Make a list of successful clients that would be strong candidates for a case study.
• Reach out to the client to get their approval and conduct an interview.
• Gather the data to present an engaging and effective customer story.

Adobe can help

There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.

To learn more, watch the Adobe Experience Platform story .

Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.

Watch the Real-Time CDP overview video to learn more.

Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.

Request a demo to learn more about Adobe Analytics.

https://business.adobe.com/blog/perspectives/b2b-ecommerce-10-case-studies-inspire-you

https://business.adobe.com/blog/basics/business-case

https://business.adobe.com/blog/basics/what-is-real-time-analytics

Business growth

Marketing tips

16 case study examples (+ 3 templates to make your own)

I like to think of case studies as a business's version of a resume. It highlights what the business can do, lends credibility to its offer, and contains only the positive bullet points that paint it in the best light possible.

Imagine if the guy running your favorite taco truck followed you home so that he could "really dig into how that burrito changed your life." I see the value in the practice. People naturally prefer a tried-and-true burrito just as they prefer tried-and-true products or services.

To help you showcase your success and flesh out your burrito questionnaire, I've put together some case study examples and key takeaways.

What is a case study?

A case study is an in-depth analysis of how your business, product, or service has helped past clients. It can be a document, a webpage, or a slide deck that showcases measurable, real-life results.

For example, if you're a SaaS company, you can analyze your customers' results after a few months of using your product to measure its effectiveness. You can then turn this analysis into a case study that further proves to potential customers what your product can do and how it can help them overcome their challenges.

It changes the narrative from "I promise that we can do X and Y for you" to "Here's what we've done for businesses like yours, and we can do it for you, too."

16 case study examples 

While most case studies follow the same structure, quite a few try to break the mold and create something unique. Some businesses lean heavily on design and presentation, while others pursue a detailed, stat-oriented approach. Some businesses try to mix both.

There's no set formula to follow, but I've found that the best case studies utilize impactful design to engage readers and leverage statistics and case details to drive the point home. A case study typically highlights the companies, the challenges, the solution, and the results. The examples below will help inspire you to do it, too.

1. .css-1l9i3yq-Link[class][class][class][class][class]{all:unset;box-sizing:border-box;-webkit-text-fill-color:currentColor;cursor:pointer;}.css-1l9i3yq-Link[class][class][class][class][class]{all:unset;box-sizing:border-box;-webkit-text-decoration:underline;text-decoration:underline;cursor:pointer;-webkit-transition:all 300ms ease-in-out;transition:all 300ms ease-in-out;outline-offset:1px;-webkit-text-fill-color:currentColor;outline:1px solid transparent;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='ocean']{color:#3d4592;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='ocean']:hover{color:#2b2358;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='ocean']:focus{color:#3d4592;outline-color:#3d4592;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='white']{color:#fffdf9;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='white']:hover{color:#a8a5a0;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='white']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='primary']{color:#3d4592;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='primary']:hover{color:#2b2358;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='primary']:focus{color:#3d4592;outline-color:#3d4592;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='secondary']{color:#fffdf9;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='secondary']:hover{color:#a8a5a0;}.css-1l9i3yq-Link[class][class][class][class][class][data-color='secondary']:focus{color:#fffdf9;outline-color:#fffdf9;}.css-1l9i3yq-Link[class][class][class][class][class][data-weight='inherit']{font-weight:inherit;}.css-1l9i3yq-Link[class][class][class][class][class][data-weight='normal']{font-weight:400;}.css-1l9i3yq-Link[class][class][class][class][class][data-weight='bold']{font-weight:700;} Volcanica Coffee and AdRoll

People love a good farm-to-table coffee story, and boy am I one of them. But I've shared this case study with you for more reasons than my love of coffee. I enjoyed this study because it was written as though it was a letter.

In this case study, the founder of Volcanica Coffee talks about the journey from founding the company to personally struggling with learning and applying digital marketing to finding and enlisting AdRoll's services.

It felt more authentic, less about AdRoll showcasing their worth and more like a testimonial from a grateful and appreciative client. After the story, the case study wraps up with successes, milestones, and achievements. Note that quite a few percentages are prominently displayed at the top, providing supporting evidence that backs up an inspiring story.

Takeaway: Highlight your goals and measurable results to draw the reader in and provide concise, easily digestible information.

2. Taylor Guitars and Airtable

This Airtable case study on Taylor Guitars comes as close as one can to an optimal structure. It features a video that represents the artistic nature of the client, highlighting key achievements and dissecting each element of Airtable's influence.

It also supplements each section with a testimonial or quote from the client, using their insights as a catalyst for the case study's narrative. For example, the case study quotes the social media manager and project manager's insights regarding team-wide communication and access before explaining in greater detail.

Takeaway: Highlight pain points your business solves for its client, and explore that influence in greater detail.

3. EndeavourX and Figma

My favorite part of Figma's case study is highlighting why EndeavourX chose its solution. You'll notice an entire section on what Figma does for teams and then specifically for EndeavourX.

It also places a heavy emphasis on numbers and stats. The study, as brief as it is, still manages to pack in a lot of compelling statistics about what's possible with Figma.

Takeaway: Showcase the "how" and "why" of your product's differentiators and how they benefit your customers.

4. ActiveCampaign and Zapier

Zapier's case study leans heavily on design, using graphics to present statistics and goals in a manner that not only remains consistent with the branding but also actively pushes it forward, drawing users' eyes to the information most important to them. 

The graphics, emphasis on branding elements, and cause/effect style tell the story without requiring long, drawn-out copy that risks boring readers. Instead, the cause and effect are concisely portrayed alongside the client company's information for a brief and easily scannable case study.

Takeaway: Lean on design to call attention to the most important elements of your case study, and make sure it stays consistent with your branding.

5. Ironclad and OpenAI

In true OpenAI fashion, this case study is a block of text. There's a distinct lack of imagery, but the study features a narrated video walking readers through the product.

The lack of imagery and color may not be the most inviting, but utilizing video format is commendable. It helps thoroughly communicate how OpenAI supported Ironclad in a way that allows the user to sit back, relax, listen, and be impressed. 

Takeaway: Get creative with the media you implement in your case study. Videos can be a very powerful addition when a case study requires more detailed storytelling.

6. Shopify and GitHub

GitHub's case study on Shopify is a light read. It addresses client pain points and discusses the different aspects its product considers and improves for clients. It touches on workflow issues, internal systems, automation, and security. It does a great job of representing what one company can do with GitHub.

To drive the point home, the case study features colorful quote callouts from the Shopify team, sharing their insights and perspectives on the partnership, the key issues, and how they were addressed.

Takeaway: Leverage quotes to boost the authoritativeness and trustworthiness of your case study. 

7 . Audible and Contentful

Contentful's case study on Audible features almost every element a case study should. It includes not one but two videos and clearly outlines the challenge, solution, and outcome before diving deeper into what Contentful did for Audible. The language is simple, and the writing is heavy with quotes and personal insights.

This case study is a uniquely original experience. The fact that the companies in question are perhaps two of the most creative brands out there may be the reason. I expected nothing short of a detailed analysis, a compelling story, and video content. 

Takeaway: Inject some brand voice into the case study, and create assets that tell the story for you.

8 . Zoom and Asana

Asana's case study on Zoom is longer than the average piece and features detailed data on Zoom's growth since 2020. Instead of relying on imagery and graphics, it features several quotes and testimonials. 

It's designed to be direct, informative, and promotional. At some point, the case study reads more like a feature list. There were a few sections that felt a tad too promotional for my liking, but to each their own burrito.

Takeaway: Maintain a balance between promotional and informative. You want to showcase the high-level goals your product helped achieve without losing the reader.

9 . Hickies and Mailchimp

I've always been a fan of Mailchimp's comic-like branding, and this case study does an excellent job of sticking to their tradition of making information easy to understand, casual, and inviting.

It features a short video that briefly covers Hickies as a company and Mailchimp's efforts to serve its needs for customer relationships and education processes. Overall, this case study is a concise overview of the partnership that manages to convey success data and tell a story at the same time. What sets it apart is that it does so in a uniquely colorful and brand-consistent manner.

Takeaway: Be concise to provide as much value in as little text as possible.

10. NVIDIA and Workday

The gaming industry is notoriously difficult to recruit for, as it requires a very specific set of skills and experience. This case study focuses on how Workday was able to help fill that recruitment gap for NVIDIA, one of the biggest names in the gaming world.

Though it doesn't feature videos or graphics, this case study stood out to me in how it structures information like "key products used" to give readers insight into which tools helped achieve these results.

Takeaway: If your company offers multiple products or services, outline exactly which ones were involved in your case study, so readers can assess each tool.

11. KFC and Contentful

I'm personally not a big KFC fan, but that's only because I refuse to eat out of a bucket. My aversion to the bucket format aside, Contentful follows its consistent case study format in this one, outlining challenges, solutions, and outcomes before diving into the nitty-gritty details of the project.

Say what you will about KFC, but their primary product (chicken) does present a unique opportunity for wordplay like "Continuing to march to the beat of a digital-first drum(stick)" or "Delivering deep-fried goodness to every channel."

Takeaway: Inject humor into your case study if there's room for it and if it fits your brand. 

12. Intuit and Twilio

Twilio does an excellent job of delivering achievements at the very beginning of the case study and going into detail in this two-minute read. While there aren't many graphics, the way quotes from the Intuit team are implemented adds a certain flair to the study and breaks up the sections nicely.

It's simple, concise, and manages to fit a lot of information in easily digestible sections.

Takeaway: Make sure each section is long enough to inform but brief enough to avoid boring readers. Break down information for each section, and don't go into so much detail that you lose the reader halfway through.

13. Spotify and Salesforce

Salesforce created a video that accurately summarizes the key points of the case study. Beyond that, the page itself is very light on content, and sections are as short as one paragraph.

I especially like how information is broken down into "What you need to know," "Why it matters," and "What the difference looks like." I'm not ashamed of being spoon-fed information. When it's structured so well and so simply, it makes for an entertaining read.

Takeaway: Invest in videos that capture and promote your partnership with your case study subject. Video content plays a promotional role that extends beyond the case study in social media and marketing initiatives .

14. Benchling and Airtable

Benchling is an impressive entity in its own right. Biotech R&D and health care nuances go right over my head. But the research and digging I've been doing in the name of these burritos (case studies) revealed that these products are immensely complex. 

And that's precisely why this case study deserves a read—it succeeds at explaining a complex project that readers outside the industry wouldn't know much about.

Takeaway: Simplify complex information, and walk readers through the company's operations and how your business helped streamline them.

15. Chipotle and Hubble

The concision of this case study is refreshing. It features two sections—the challenge and the solution—all in 316 words. This goes to show that your case study doesn't necessarily need to be a four-figure investment with video shoots and studio time. 

Sometimes, the message is simple and short enough to convey in a handful of paragraphs.

Takeaway: Consider what you should include instead of what you can include. Assess the time, resources, and effort you're able and willing to invest in a case study, and choose which elements you want to include from there.

16. Hudl and Zapier

I may be biased, but I'm a big fan of seeing metrics and achievements represented in branded graphics. It can be a jarring experience to navigate a website, then visit a case study page and feel as though you've gone to a completely different website.

The Zapier format provides nuggets of high-level insights, milestones, and achievements, as well as the challenge, solution, and results. My favorite part of this case study is how it's supplemented with a blog post detailing how Hudl uses Zapier automation to build a seamless user experience.

The case study is essentially the summary, and the blog article is the detailed analysis that provides context beyond X achievement or Y goal.

Takeaway: Keep your case study concise and informative. Create other resources to provide context under your blog, media or press, and product pages.

3 case study templates

Now that you've had your fill of case studies (if that's possible), I've got just what you need: an infinite number of case studies, which you can create yourself with these case study templates.

Case study template 1

If you've got a quick hit of stats you want to show off, try this template. The opening section gives space for a short summary and three visually appealing stats you can highlight, followed by a headline and body where you can break the case study down more thoroughly. This one's pretty simple, with only sections for solutions and results, but you can easily continue the formatting to add more sections as needed.

Case study template 2

For a case study template with a little more detail, use this one. Opening with a striking cover page for a quick overview, this one goes on to include context, stakeholders, challenges, multiple quote callouts, and quick-hit stats. 

Case study template 3

Whether you want a little structural variation or just like a nice dark green, this template has similar components to the last template but is designed to help tell a story. Move from the client overview through a description of your company before getting to the details of how you fixed said company's problems.

Tips for writing a case study

Examples are all well and good, but you don't learn how to make a burrito just by watching tutorials on YouTube without knowing what any of the ingredients are. You could , but it probably wouldn't be all that good.

Writing a good case study comes down to a mix of creativity, branding, and the capacity to invest in the project. With those details in mind, here are some case study tips to follow:

Have an objective: Define your objective by identifying the challenge, solution, and results. Assess your work with the client and focus on the most prominent wins. You're speaking to multiple businesses and industries through the case study, so make sure you know what you want to say to them.

Focus on persuasive data: Growth percentages and measurable results are your best friends. Extract your most compelling data and highlight it in your case study.

Use eye-grabbing graphics: Branded design goes a long way in accurately representing your brand and retaining readers as they review the study. Leverage unique and eye-catching graphics to keep readers engaged. 

Simplify data presentation: Some industries are more complex than others, and sometimes, data can be difficult to understand at a glance. Make sure you present your data in the simplest way possible. Make it concise, informative, and easy to understand.

Use automation to drive results for your case study

A case study example is a source of inspiration you can leverage to determine how to best position your brand's work. Find your unique angle, and refine it over time to help your business stand out. Ask anyone: the best burrito in town doesn't just appear at the number one spot. They find their angle (usually the house sauce) and leverage it to stand out.

In fact, with the right technology, it can be refined to work better . Explore how Zapier's automation features can help drive results for your case study by making your case study a part of a developed workflow that creates a user journey through your website, your case studies, and into the pipeline.

Case study FAQ

Got your case study template? Great—it's time to gather the team for an awkward semi-vague data collection task. While you do that, here are some case study quick answers for you to skim through while you contemplate what to call your team meeting.

What is an example of a case study?

An example of a case study is when a software company analyzes its results from a client project and creates a webpage, presentation, or document that focuses on high-level results, challenges, and solutions in an attempt to showcase effectiveness and promote the software.

How do you write a case study?

To write a good case study, you should have an objective, identify persuasive and compelling data, leverage graphics, and simplify data. Case studies typically include an analysis of the challenge, solution, and results of the partnership.

What is the format of a case study?

While case studies don't have a set format, they're often portrayed as reports or essays that inform readers about the partnership and its results. 

Related reading:

How Hudl uses automation to create a seamless user experience

How to make your case studies high-stakes—and why it matters

How experts write case studies that convert, not bore

Get productivity tips delivered straight to your inbox

We’ll email you 1-3 times per week—and never share your information.

Hachem Ramki

Hachem is a writer and digital marketer from Montreal. After graduating with a degree in English, Hachem spent seven years traveling around the world before moving to Canada. When he's not writing, he enjoys Basketball, Dungeons and Dragons, and playing music for friends and family.

• Content marketing

Related articles

8 essential tips for maximizing TikTok ads ROI

8 essential tips for maximizing TikTok ads...

The best marketing newsletters in 2024

11 Google Ads examples (and how to use their strategies)

11 Google Ads examples (and how to use their...

How will AI change SEO content production?

Improve your productivity automatically. Use Zapier to get your apps working together.

Have a language expert improve your writing

Run a free plagiarism check in 10 minutes, generate accurate citations for free.

• Knowledge Base

Methodology

• What Is a Case Study? | Definition, Examples & Methods

What Is a Case Study? | Definition, Examples & Methods

Published on May 8, 2019 by Shona McCombes . Revised on November 20, 2023.

A case study is a detailed study of a specific subject, such as a person, group, place, event, organization, or phenomenon. Case studies are commonly used in social, educational, clinical, and business research.

A case study research design usually involves qualitative methods , but quantitative methods are sometimes also used. Case studies are good for describing , comparing, evaluating and understanding different aspects of a research problem .

Table of contents

When to do a case study, step 1: select a case, step 2: build a theoretical framework, step 3: collect your data, step 4: describe and analyze the case, other interesting articles.

A case study is an appropriate research design when you want to gain concrete, contextual, in-depth knowledge about a specific real-world subject. It allows you to explore the key characteristics, meanings, and implications of the case.

Case studies are often a good choice in a thesis or dissertation . They keep your project focused and manageable when you don’t have the time or resources to do large-scale research.

You might use just one complex case study where you explore a single subject in depth, or conduct multiple case studies to compare and illuminate different aspects of your research problem.

Here's why students love Scribbr's proofreading services

Discover proofreading & editing

Once you have developed your problem statement and research questions , you should be ready to choose the specific case that you want to focus on. A good case study should have the potential to:

• Provide new or unexpected insights into the subject
• Challenge or complicate existing assumptions and theories
• Propose practical courses of action to resolve a problem
• Open up new directions for future research

TipIf your research is more practical in nature and aims to simultaneously investigate an issue as you solve it, consider conducting action research instead.

Unlike quantitative or experimental research , a strong case study does not require a random or representative sample. In fact, case studies often deliberately focus on unusual, neglected, or outlying cases which may shed new light on the research problem.

Example of an outlying case studyIn the 1960s the town of Roseto, Pennsylvania was discovered to have extremely low rates of heart disease compared to the US average. It became an important case study for understanding previously neglected causes of heart disease.

However, you can also choose a more common or representative case to exemplify a particular category, experience or phenomenon.

Example of a representative case studyIn the 1920s, two sociologists used Muncie, Indiana as a case study of a typical American city that supposedly exemplified the changing culture of the US at the time.

While case studies focus more on concrete details than general theories, they should usually have some connection with theory in the field. This way the case study is not just an isolated description, but is integrated into existing knowledge about the topic. It might aim to:

• Exemplify a theory by showing how it explains the case under investigation
• Expand on a theory by uncovering new concepts and ideas that need to be incorporated
• Challenge a theory by exploring an outlier case that doesn’t fit with established assumptions

To ensure that your analysis of the case has a solid academic grounding, you should conduct a literature review of sources related to the topic and develop a theoretical framework . This means identifying key concepts and theories to guide your analysis and interpretation.

There are many different research methods you can use to collect data on your subject. Case studies tend to focus on qualitative data using methods such as interviews , observations , and analysis of primary and secondary sources (e.g., newspaper articles, photographs, official records). Sometimes a case study will also collect quantitative data.

Example of a mixed methods case studyFor a case study of a wind farm development in a rural area, you could collect quantitative data on employment rates and business revenue, collect qualitative data on local people’s perceptions and experiences, and analyze local and national media coverage of the development.

The aim is to gain as thorough an understanding as possible of the case and its context.

Prevent plagiarism. Run a free check.

In writing up the case study, you need to bring together all the relevant aspects to give as complete a picture as possible of the subject.

How you report your findings depends on the type of research you are doing. Some case studies are structured like a standard scientific paper or thesis , with separate sections or chapters for the methods , results and discussion .

Others are written in a more narrative style, aiming to explore the case from various angles and analyze its meanings and implications (for example, by using textual analysis or discourse analysis ).

In all cases, though, make sure to give contextual details about the case, connect it back to the literature and theory, and discuss how it fits into wider patterns or debates.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Normal distribution
• Degrees of freedom
• Null hypothesis
• Discourse analysis
• Control groups
• Mixed methods research
• Non-probability sampling
• Quantitative research
• Ecological validity

Research bias

• Rosenthal effect
• Implicit bias
• Cognitive bias
• Selection bias
• Negativity bias
• Status quo bias

Cite this Scribbr article

If you want to cite this source, you can copy and paste the citation or click the “Cite this Scribbr article” button to automatically add the citation to our free Citation Generator.

McCombes, S. (2023, November 20). What Is a Case Study? | Definition, Examples & Methods. Scribbr. Retrieved April 6, 2024, from https://www.scribbr.com/methodology/case-study/

Is this article helpful?

Shona McCombes

Other students also liked, primary vs. secondary sources | difference & examples, what is a theoretical framework | guide to organizing, what is action research | definition & examples, unlimited academic ai-proofreading.

✔ Document error-free in 5minutes ✔ Unlimited document corrections ✔ Specialized in correcting academic texts

All You Wanted to Know About How to Write a Case Study

What do you study in your college? If you are a psychology, sociology, or anthropology student, we bet you might be familiar with what a case study is. This research method is used to study a certain person, group, or situation. In this guide from our dissertation writing service , you will learn how to write a case study professionally, from researching to citing sources properly. Also, we will explore different types of case studies and show you examples — so that you won’t have any other questions left.

What Is a Case Study?

A case study is a subcategory of research design which investigates problems and offers solutions. Case studies can range from academic research studies to corporate promotional tools trying to sell an idea—their scope is quite vast.

What Is the Difference Between a Research Paper and a Case Study?

While research papers turn the reader’s attention to a certain problem, case studies go even further. Case study guidelines require students to pay attention to details, examining issues closely and in-depth using different research methods. For example, case studies may be used to examine court cases if you study Law, or a patient's health history if you study Medicine. Case studies are also used in Marketing, which are thorough, empirically supported analysis of a good or service's performance. Well-designed case studies can be valuable for prospective customers as they can identify and solve the potential customers pain point.

Case studies involve a lot of storytelling – they usually examine particular cases for a person or a group of people. This method of research is very helpful, as it is very practical and can give a lot of hands-on information. Most commonly, the length of the case study is about 500-900 words, which is much less than the length of an average research paper.

The structure of a case study is very similar to storytelling. It has a protagonist or main character, which in your case is actually a problem you are trying to solve. You can use the system of 3 Acts to make it a compelling story. It should have an introduction, rising action, a climax where transformation occurs, falling action, and a solution.

Here is a rough formula for you to use in your case study:

Problem (Act I): > Solution (Act II) > Result (Act III) > Conclusion.

Types of Case Studies

The purpose of a case study is to provide detailed reports on an event, an institution, a place, future customers, or pretty much anything. There are a few common types of case study, but the type depends on the topic. The following are the most common domains where case studies are needed:

• Historical case studies are great to learn from. Historical events have a multitude of source info offering different perspectives. There are always modern parallels where these perspectives can be applied, compared, and thoroughly analyzed.
• Problem-oriented case studies are usually used for solving problems. These are often assigned as theoretical situations where you need to immerse yourself in the situation to examine it. Imagine you’re working for a startup and you’ve just noticed a significant flaw in your product’s design. Before taking it to the senior manager, you want to do a comprehensive study on the issue and provide solutions. On a greater scale, problem-oriented case studies are a vital part of relevant socio-economic discussions.
• Cumulative case studies collect information and offer comparisons. In business, case studies are often used to tell people about the value of a product.
• Critical case studies explore the causes and effects of a certain case.
• Illustrative case studies describe certain events, investigating outcomes and lessons learned.

Need a compelling case study? EssayPro has got you covered. Our experts are ready to provide you with detailed, insightful case studies that capture the essence of real-world scenarios. Elevate your academic work with our professional assistance.

Case Study Format

The case study format is typically made up of eight parts:

• Executive Summary. Explain what you will examine in the case study. Write an overview of the field you’re researching. Make a thesis statement and sum up the results of your observation in a maximum of 2 sentences.
• Background. Provide background information and the most relevant facts. Isolate the issues.
• Case Evaluation. Isolate the sections of the study you want to focus on. In it, explain why something is working or is not working.
• Proposed Solutions. Offer realistic ways to solve what isn’t working or how to improve its current condition. Explain why these solutions work by offering testable evidence.
• Conclusion. Summarize the main points from the case evaluations and proposed solutions. 6. Recommendations. Talk about the strategy that you should choose. Explain why this choice is the most appropriate.
• Implementation. Explain how to put the specific strategies into action.
• References. Provide all the citations.

How to Write a Case Study

Let's discover how to write a case study.

Setting Up the Research

When writing a case study, remember that research should always come first. Reading many different sources and analyzing other points of view will help you come up with more creative solutions. You can also conduct an actual interview to thoroughly investigate the customer story that you'll need for your case study. Including all of the necessary research, writing a case study may take some time. The research process involves doing the following:

• Define your objective. Explain the reason why you’re presenting your subject. Figure out where you will feature your case study; whether it is written, on video, shown as an infographic, streamed as a podcast, etc.
• Determine who will be the right candidate for your case study. Get permission, quotes, and other features that will make your case study effective. Get in touch with your candidate to see if they approve of being part of your work. Study that candidate’s situation and note down what caused it.
• Identify which various consequences could result from the situation. Follow these guidelines on how to start a case study: surf the net to find some general information you might find useful.
• Make a list of credible sources and examine them. Seek out important facts and highlight problems. Always write down your ideas and make sure to brainstorm.
• Focus on several key issues – why they exist, and how they impact your research subject. Think of several unique solutions. Draw from class discussions, readings, and personal experience. When writing a case study, focus on the best solution and explore it in depth. After having all your research in place, writing a case study will be easy. You may first want to check the rubric and criteria of your assignment for the correct case study structure.

Read Also: 'CREDIBLE SOURCES: WHAT ARE THEY?'

Although your instructor might be looking at slightly different criteria, every case study rubric essentially has the same standards. Your professor will want you to exhibit 8 different outcomes:

• Correctly identify the concepts, theories, and practices in the discipline.
• Identify the relevant theories and principles associated with the particular study.
• Evaluate legal and ethical principles and apply them to your decision-making.
• Recognize the global importance and contribution of your case.
• Construct a coherent summary and explanation of the study.
• Demonstrate analytical and critical-thinking skills.
• Explain the interrelationships between the environment and nature.
• Integrate theory and practice of the discipline within the analysis.

Need Case Study DONE FAST?

Pick a topic, tell us your requirements and get your paper on time.

Case Study Outline

Let's look at the structure of an outline based on the issue of the alcoholic addiction of 30 people.

Introduction

• Statement of the issue: Alcoholism is a disease rather than a weakness of character.
• Presentation of the problem: Alcoholism is affecting more than 14 million people in the USA, which makes it the third most common mental illness there.
• Explanation of the terms: In the past, alcoholism was commonly referred to as alcohol dependence or alcohol addiction. Alcoholism is now the more severe stage of this addiction in the disorder spectrum.
• Hypotheses: Drinking in excess can lead to the use of other drugs.
• Importance of your story: How the information you present can help people with their addictions.
• Background of the story: Include an explanation of why you chose this topic.
• Presentation of analysis and data: Describe the criteria for choosing 30 candidates, the structure of the interview, and the outcomes.
• Strong argument 1: ex. X% of candidates dealing with anxiety and depression...
• Strong argument 2: ex. X amount of people started drinking by their mid-teens.
• Strong argument 3: ex. X% of respondents’ parents had issues with alcohol.
• Concluding statement: I have researched if alcoholism is a disease and found out that…
• Recommendations: Ways and actions for preventing alcohol use.

Writing a Case Study Draft

After you’ve done your case study research and written the outline, it’s time to focus on the draft. In a draft, you have to develop and write your case study by using: the data which you collected throughout the research, interviews, and the analysis processes that were undertaken. Follow these rules for the draft:

• Your draft should contain at least 4 sections: an introduction; a body where you should include background information, an explanation of why you decided to do this case study, and a presentation of your main findings; a conclusion where you present data; and references.
• In the introduction, you should set the pace very clearly. You can even raise a question or quote someone you interviewed in the research phase. It must provide adequate background information on the topic. The background may include analyses of previous studies on your topic. Include the aim of your case here as well. Think of it as a thesis statement. The aim must describe the purpose of your work—presenting the issues that you want to tackle. Include background information, such as photos or videos you used when doing the research.
• Describe your unique research process, whether it was through interviews, observations, academic journals, etc. The next point includes providing the results of your research. Tell the audience what you found out. Why is this important, and what could be learned from it? Discuss the real implications of the problem and its significance in the world.
• Include quotes and data (such as findings, percentages, and awards). This will add a personal touch and better credibility to the case you present. Explain what results you find during your interviews in regards to the problem and how it developed. Also, write about solutions which have already been proposed by other people who have already written about this case.
• At the end of your case study, you should offer possible solutions, but don’t worry about solving them yourself.

Use Data to Illustrate Key Points in Your Case Study

Even though your case study is a story, it should be based on evidence. Use as much data as possible to illustrate your point. Without the right data, your case study may appear weak and the readers may not be able to relate to your issue as much as they should. Let's see the examples from essay writing service :

‍ With data: Alcoholism is affecting more than 14 million people in the USA, which makes it the third most common mental illness there. Without data: A lot of people suffer from alcoholism in the United States.

Try to include as many credible sources as possible. You may have terms or sources that could be hard for other cultures to understand. If this is the case, you should include them in the appendix or Notes for the Instructor or Professor.

Finalizing the Draft: Checklist

After you finish drafting your case study, polish it up by answering these ‘ask yourself’ questions and think about how to end your case study:

• Check that you follow the correct case study format, also in regards to text formatting.
• Check that your work is consistent with its referencing and citation style.
• Micro-editing — check for grammar and spelling issues.
• Macro-editing — does ‘the big picture’ come across to the reader? Is there enough raw data, such as real-life examples or personal experiences? Have you made your data collection process completely transparent? Does your analysis provide a clear conclusion, allowing for further research and practice?

Problems to avoid:

• Overgeneralization – Do not go into further research that deviates from the main problem.
• Failure to Document Limitations – Just as you have to clearly state the limitations of a general research study, you must describe the specific limitations inherent in the subject of analysis.
• Failure to Extrapolate All Possible Implications – Just as you don't want to over-generalize from your case study findings, you also have to be thorough in the consideration of all possible outcomes or recommendations derived from your findings.

How to Create a Title Page and Cite a Case Study

Let's see how to create an awesome title page.

Your title page depends on the prescribed citation format. The title page should include:

• A title that attracts some attention and describes your study
• The title should have the words “case study” in it
• The title should range between 5-9 words in length
• Your name and contact information
• Your finished paper should be only 500 to 1,500 words in length.With this type of assignment, write effectively and avoid fluff

Here is a template for the APA and MLA format title page:

There are some cases when you need to cite someone else's study in your own one – therefore, you need to master how to cite a case study. A case study is like a research paper when it comes to citations. You can cite it like you cite a book, depending on what style you need.

Citation Example in MLA ‍ Hill, Linda, Tarun Khanna, and Emily A. Stecker. HCL Technologies. Boston: Harvard Business Publishing, 2008. Print.

Citation Example in APA ‍ Hill, L., Khanna, T., & Stecker, E. A. (2008). HCL Technologies. Boston: Harvard Business Publishing.

Citation Example in Chicago Hill, Linda, Tarun Khanna, and Emily A. Stecker. HCL Technologies.

Case Study Examples

To give you an idea of a professional case study example, we gathered and linked some below.

Eastman Kodak Case Study

Case Study Example: Audi Trains Mexican Autoworkers in Germany

To conclude, a case study is one of the best methods of getting an overview of what happened to a person, a group, or a situation in practice. It allows you to have an in-depth glance at the real-life problems that businesses, healthcare industry, criminal justice, etc. may face. This insight helps us look at such situations in a different light. This is because we see scenarios that we otherwise would not, without necessarily being there. If you need custom essays , try our research paper writing services .

Get Help Form Qualified Writers

Crafting a case study is not easy. You might want to write one of high quality, but you don’t have the time or expertise. If you’re having trouble with your case study, help with essay request - we'll help. EssayPro writers have read and written countless case studies and are experts in endless disciplines. Request essay writing, editing, or proofreading assistance from our custom case study writing service , and all of your worries will be gone.

Don't Know Where to Start?

Crafting a case study is not easy. You might want to write one of high quality, but you don’t have the time or expertise. Request ' write my case study ' assistance from our service.

What Is A Case Study?

How to cite a case study in apa, how to write a case study, related articles.

• Affiliate Program

• UNITED STATES
• 台灣 (TAIWAN)
• TÜRKIYE (TURKEY)
• Academic Editing Services
• - Research Paper
• - Journal Manuscript
• - Dissertation
• - College & University Assignments
• Admissions Editing Services
• - Application Essay
• - Personal Statement
• - Recommendation Letter
• - Cover Letter
• - CV/Resume
• Business Editing Services
• - Business Documents
• - Report & Brochure
• - Website & Blog
• Writer Editing Services
• - Script & Screenplay
• Our Editors
• Client Reviews
• Editing & Proofreading Prices
• Wordvice Points
• Partner Discount
• Plagiarism Checker
• APA Citation Generator
• MLA Citation Generator
• Chicago Citation Generator
• Vancouver Citation Generator
• - APA Style
• - MLA Style
• - Chicago Style
• - Vancouver Style
• Writing & Editing Guide
• Academic Resources
• Admissions Resources

How to Write a Case Study | Examples & Methods

What is a case study?

A case study is a research approach that provides an in-depth examination of a particular phenomenon, event, organization, or individual. It involves analyzing and interpreting data to provide a comprehensive understanding of the subject under investigation. 

Case studies can be used in various disciplines, including business, social sciences, medicine ( clinical case report ), engineering, and education. The aim of a case study is to provide an in-depth exploration of a specific subject, often with the goal of generating new insights into the phenomena being studied.

When to write a case study

Case studies are often written to present the findings of an empirical investigation or to illustrate a particular point or theory. They are useful when researchers want to gain an in-depth understanding of a specific phenomenon or when they are interested in exploring new areas of inquiry. 

Case studies are also useful when the subject of the research is rare or when the research question is complex and requires an in-depth examination. A case study can be a good fit for a thesis or dissertation as well.

Case study examples

Below are some examples of case studies with their research questions:

These examples demonstrate the diversity of research questions and case studies that can be explored. From studying small businesses in Ghana to the ethical issues in supply chains, case studies can be used to explore a wide range of phenomena.

Outlying cases vs. representative cases

An outlying case stud y refers to a case that is unusual or deviates significantly from the norm. An example of an outlying case study could be a small, family-run bed and breakfast that was able to survive and even thrive during the COVID-19 pandemic, while other larger hotels struggled to stay afloat.

On the other hand, a representative case study refers to a case that is typical of the phenomenon being studied. An example of a representative case study could be a hotel chain that operates in multiple locations that faced significant challenges during the COVID-19 pandemic, such as reduced demand for hotel rooms, increased safety and health protocols, and supply chain disruptions. The hotel chain case could be representative of the broader hospitality industry during the pandemic, and thus provides an insight into the typical challenges that businesses in the industry faced.

Steps for Writing a Case Study

As with any academic paper, writing a case study requires careful preparation and research before a single word of the document is ever written. Follow these basic steps to ensure that you don’t miss any crucial details when composing your case study.

Step 1: Select a case to analyze

After you have developed your statement of the problem and research question , the first step in writing a case study is to select a case that is representative of the phenomenon being investigated or that provides an outlier. For example, if a researcher wants to explore the impact of COVID-19 on the hospitality industry, they could select a representative case, such as a hotel chain that operates in multiple locations, or an outlying case, such as a small bed and breakfast that was able to pivot their business model to survive during the pandemic. Selecting the appropriate case is critical in ensuring the research question is adequately explored.

Step 2: Create a theoretical framework

Theoretical frameworks are used to guide the analysis and interpretation of data in a case study. The framework should provide a clear explanation of the key concepts, variables, and relationships that are relevant to the research question. The theoretical framework can be drawn from existing literature, or the researcher can develop their own framework based on the data collected. The theoretical framework should be developed early in the research process to guide the data collection and analysis.

To give your case analysis a strong theoretical grounding, be sure to include a literature review of references and sources relating to your topic and develop a clear theoretical framework. Your case study does not simply stand on its own but interacts with other studies related to your topic. Your case study can do one of the following: 

• Demonstrate a theory by showing how it explains the case being investigated
• Broaden a theory by identifying additional concepts and ideas that can be incorporated to strengthen it
• Confront a theory via an outlier case that does not conform to established conclusions or assumptions

Step 3: Collect data for your case study

Data collection can involve a variety of research methods , including interviews, surveys, observations, and document analyses, and it can include both primary and secondary sources . It is essential to ensure that the data collected is relevant to the research question and that it is collected in a systematic and ethical manner. Data collection methods should be chosen based on the research question and the availability of data. It is essential to plan data collection carefully to ensure that the data collected is of high quality

Step 4: Describe the case and analyze the details

The final step is to describe the case in detail and analyze the data collected. This involves identifying patterns and themes that emerge from the data and drawing conclusions that are relevant to the research question. It is essential to ensure that the analysis is supported by the data and that any limitations or alternative explanations are acknowledged.

The manner in which you report your findings depends on the type of research you are doing. Some case studies are structured like a standard academic paper, with separate sections or chapters for the methods section , results section , and discussion section , while others are structured more like a standalone literature review.

Regardless of the topic you choose to pursue, writing a case study requires a systematic and rigorous approach to data collection and analysis. By following the steps outlined above and using examples from existing literature, researchers can create a comprehensive and insightful case study that contributes to the understanding of a particular phenomenon.

Preparing Your Case Study for Publication

After completing the draft of your case study, be sure to revise and edit your work for any mistakes, including grammatical errors , punctuation errors , spelling mistakes, and awkward sentence structure . Ensure that your case study is well-structured and that your arguments are well-supported with language that follows the conventions of academic writing .  To ensure your work is polished for style and free of errors, get English editing services from Wordvice, including our paper editing services and manuscript editing services . Let our academic subject experts enhance the style and flow of your academic work so you can submit your case study with confidence.

Writing A Case Study

Case Study Examples

Brilliant Case Study Examples and Templates For Your Help

15 min read

People also read

A Complete Case Study Writing Guide With Examples

Simple Case Study Format for Students to Follow

Understand the Types of Case Study Here

It’s no surprise that writing a case study is one of the most challenging academic tasks for students. You’re definitely not alone here!

Most people don't realize that there are specific guidelines to follow when writing a case study. If you don't know where to start, it's easy to get overwhelmed and give up before you even begin.

Don't worry! Let us help you out!

We've collected over 25 free case study examples with solutions just for you. These samples with solutions will help you win over your panel and score high marks on your case studies.

So, what are you waiting for? Let's dive in and learn the secrets to writing a successful case study.

• 1. An Overview of Case Studies
• 2. Case Study Examples for Students
• 3. Business Case Study Examples
• 4. Medical Case Study Examples
• 5. Psychology Case Study Examples 
• 6. Sales Case Study Examples
• 7. Interview Case Study Examples
• 8. Marketing Case Study Examples
• 9. Tips to Write a Good Case Study

An Overview of Case Studies

A case study is a research method used to study a particular individual, group, or situation in depth. It involves analyzing and interpreting data from a variety of sources to gain insight into the subject being studied. 

Case studies are often used in psychology, business, and education to explore complicated problems and find solutions. They usually have detailed descriptions of the subject, background info, and an analysis of the main issues.

The goal of a case study is to provide a comprehensive understanding of the subject. Typically, case studies can be divided into three parts, challenges, solutions, and results. 

Here is a case study sample PDF so you can have a clearer understanding of what a case study actually is:

Case Study Sample PDF

How to Write a Case Study Examples

Learn how to write a case study with the help of our comprehensive case study guide.

Case Study Examples for Students

Quite often, students are asked to present case studies in their academic journeys. The reason instructors assign case studies is for students to sharpen their critical analysis skills, understand how companies make profits, etc.

Below are some case study examples in research, suitable for students:

Case Study Example in Software Engineering

Qualitative Research Case Study Sample

Software Quality Assurance Case Study

Social Work Case Study Example

Ethical Case Study

Case Study Example PDF

These examples can guide you on how to structure and format your own case studies.

Struggling with formatting your case study? Check this case study format guide and perfect your document’s structure today.

Business Case Study Examples

A business case study examines a business’s specific challenge or goal and how it should be solved. Business case studies usually focus on several details related to the initial challenge and proposed solution. 

To help you out, here are some samples so you can create case studies that are related to businesses: 

Here are some more business case study examples:

Business Case Studies PDF

Business Case Studies Example

Typically, a business case study discovers one of your customer's stories and how you solved a problem for them. It allows your prospects to see how your solutions address their needs. 

Medical Case Study Examples

Medical case studies are an essential part of medical education. They help students to understand how to diagnose and treat patients. 

Here are some medical case study examples to help you.

Medical Case Study Example

Nursing Case Study Example

Want to understand the various types of case studies? Check out our types of case study blog to select the perfect type.

Psychology Case Study Examples 

Case studies are a great way of investigating individuals with psychological abnormalities. This is why it is a very common assignment in psychology courses. 

By examining all the aspects of your subject’s life, you discover the possible causes of exhibiting such behavior. 

For your help, here are some interesting psychology case study examples:

Psychology Case Study Example

Mental Health Case Study Example

Sales Case Study Examples

Case studies are important tools for sales teams’ performance improvement. By examining sales successes, teams can gain insights into effective strategies and create action plans to employ similar tactics.

By researching case studies of successful sales campaigns, sales teams can more accurately identify challenges and develop solutions.

Sales Case Study Example

Interview Case Study Examples

Interview case studies provide businesses with invaluable information. This data allows them to make informed decisions related to certain markets or subjects.

Interview Case Study Example

Marketing Case Study Examples

Marketing case studies are real-life stories that showcase how a business solves a problem. They typically discuss how a business achieves a goal using a specific marketing strategy or tactic.

They typically describe a challenge faced by a business, the solution implemented, and the results achieved.

This is a short sample marketing case study for you to get an idea of what an actual marketing case study looks like.

 Here are some more popular marketing studies that show how companies use case studies as a means of marketing and promotion:

“Chevrolet Discover the Unexpected” by Carol H. Williams

This case study explores Chevrolet's “ DTU Journalism Fellows ” program. The case study uses the initials “DTU” to generate interest and encourage readers to learn more. 

Multiple types of media, such as images and videos, are used to explain the challenges faced. The case study concludes with an overview of the achievements that were met.

Key points from the case study include:

• Using a well-known brand name in the title can create interest.
• Combining different media types, such as headings, images, and videos, can help engage readers and make the content more memorable.
• Providing a summary of the key achievements at the end of the case study can help readers better understand the project's impact.

“The Met” by Fantasy

“ The Met ” by Fantasy is a fictional redesign of the Metropolitan Museum of Art in New York City, created by the design studio Fantasy. The case study clearly and simply showcases the museum's website redesign.

The Met emphasizes the website’s features and interface by showcasing each section of the interface individually, allowing the readers to concentrate on the significant elements.

For those who prefer text, each feature includes an objective description. The case study also includes a “Contact Us” call-to-action at the bottom of the page, inviting visitors to contact the company.

Key points from this “The Met” include:

• Keeping the case study simple and clean can help readers focus on the most important aspects.
• Presenting the features and solutions with a visual showcase can be more effective than writing a lot of text.
• Including a clear call-to-action at the end of the case study can encourage visitors to contact the company for more information.

“Better Experiences for All” by Herman Miller

Herman Miller's minimalist approach to furniture design translates to their case study, “ Better Experiences for All ”, for a Dubai hospital. The page features a captivating video with closed-captioning and expandable text for accessibility.

The case study presents a wealth of information in a concise format, enabling users to grasp the complexities of the strategy with ease. It concludes with a client testimonial and a list of furniture items purchased from the brand.

Key points from the “Better Experiences” include:

• Make sure your case study is user-friendly by including accessibility features like closed captioning and expandable text.
• Include a list of products that were used in the project to guide potential customers.

“NetApp” by Evisort 

Evisort's case study on “ NetApp ” stands out for its informative and compelling approach. The study begins with a client-centric overview of NetApp, strategically directing attention to the client rather than the company or team involved.

The case study incorporates client quotes and explores NetApp’s challenges during COVID-19. Evisort showcases its value as a client partner by showing how its services supported NetApp through difficult times. 

• Provide an overview of the company in the client’s words, and put focus on the customer. 
• Highlight how your services can help clients during challenging times.
• Make your case study accessible by providing it in various formats.

“Red Sox Season Campaign,” by CTP Boston

The “ Red Sox Season Campaign ” showcases a perfect blend of different media, such as video, text, and images. Upon visiting the page, the video plays automatically, there are videos of Red Sox players, their images, and print ads that can be enlarged with a click.

The page features an intuitive design and invites viewers to appreciate CTP's well-rounded campaign for Boston's beloved baseball team. There’s also a CTA that prompts viewers to learn how CTP can create a similar campaign for their brand.

Some key points to take away from the “Red Sox Season Campaign”: 

• Including a variety of media such as video, images, and text can make your case study more engaging and compelling.
• Include a call-to-action at the end of your study that encourages viewers to take the next step towards becoming a customer or prospect.

“Airbnb + Zendesk” by Zendesk

The case study by Zendesk, titled “ Airbnb + Zendesk : Building a powerful solution together,” showcases a true partnership between Airbnb and Zendesk. 

The article begins with an intriguing opening statement, “Halfway around the globe is a place to stay with your name on it. At least for a weekend,” and uses stunning images of beautiful Airbnb locations to captivate readers.

Instead of solely highlighting Zendesk's product, the case study is crafted to tell a good story and highlight Airbnb's service in detail. This strategy makes the case study more authentic and relatable.

Some key points to take away from this case study are:

• Use client's offerings' images rather than just screenshots of your own product or service.
• To begin the case study, it is recommended to include a distinct CTA. For instance, Zendesk presents two alternatives, namely to initiate a trial or seek a solution.

“Influencer Marketing” by Trend and WarbyParker

The case study "Influencer Marketing" by Trend and Warby Parker highlights the potential of influencer content marketing, even when working with a limited budget. 

The “Wearing Warby” campaign involved influencers wearing Warby Parker glasses during their daily activities, providing a glimpse of the brand's products in use. 

This strategy enhanced the brand's relatability with influencers' followers. While not detailing specific tactics, the case study effectively illustrates the impact of third-person case studies in showcasing campaign results.

Key points to take away from this case study are:

• Influencer marketing can be effective even with a limited budget.
• Showcasing products being used in everyday life can make a brand more approachable and relatable.
• Third-person case studies can be useful in highlighting the success of a campaign.

Marketing Case Study Example

Marketing Case Study Template

Now that you have read multiple case study examples, hop on to our tips.

Tips to Write a Good Case Study

Here are some note-worthy tips to craft a winning case study 

• Define the purpose of the case study This will help you to focus on the most important aspects of the case. The case study objective helps to ensure that your finished product is concise and to the point.
• Choose a real-life example. One of the best ways to write a successful case study is to choose a real-life example. This will give your readers a chance to see how the concepts apply in a real-world setting.
• Keep it brief. This means that you should only include information that is directly relevant to your topic and avoid adding unnecessary details.
• Use strong evidence. To make your case study convincing, you will need to use strong evidence. This can include statistics, data from research studies, or quotes from experts in the field.
• Edit and proofread your work. Before you submit your case study, be sure to edit and proofread your work carefully. This will help to ensure that there are no errors and that your paper is clear and concise.

There you go!

We’re sure that now you have secrets to writing a great case study at your fingertips! This blog teaches the key guidelines of various case studies with samples. So grab your pen and start crafting a winning case study right away!

Having said that, we do understand that some of you might be having a hard time writing compelling case studies.

But worry not! Our expert case study writing service is here to take all your case-writing blues away! 

With 100% thorough research guaranteed, our professional essay writing service can craft an amazing case study within 6 hours! 

So why delay? Let us help you shine in the eyes of your instructor!

Write Essay Within 60 Seconds!

Dr. Barbara is a highly experienced writer and author who holds a Ph.D. degree in public health from an Ivy League school. She has worked in the medical field for many years, conducting extensive research on various health topics. Her writing has been featured in several top-tier publications.

Paper Due? Why Suffer? That’s our Job!

Keep reading

• Bipolar Disorder
• Therapy Center
• When To See a Therapist
• Types of Therapy
• Best Online Therapy
• Best Couples Therapy
• Best Family Therapy
• Managing Stress
• Sleep and Dreaming
• Understanding Emotions
• Self-Improvement
• Healthy Relationships
• Student Resources
• Personality Types
• Guided Meditations
• Verywell Mind Insights
• 2023 Verywell Mind 25
• Mental Health in the Classroom
• Editorial Process
• Meet Our Review Board
• Crisis Support

What Is a Case Study?

Weighing the pros and cons of this method of research

Kendra Cherry, MS, is a psychosocial rehabilitation specialist, psychology educator, and author of the "Everything Psychology Book."

Cara Lustik is a fact-checker and copywriter.

Verywell / Colleen Tighe

• Pros and Cons

What Types of Case Studies Are Out There?

Where do you find data for a case study, how do i write a psychology case study.

A case study is an in-depth study of one person, group, or event. In a case study, nearly every aspect of the subject's life and history is analyzed to seek patterns and causes of behavior. Case studies can be used in many different fields, including psychology, medicine, education, anthropology, political science, and social work.

The point of a case study is to learn as much as possible about an individual or group so that the information can be generalized to many others. Unfortunately, case studies tend to be highly subjective, and it is sometimes difficult to generalize results to a larger population.

While case studies focus on a single individual or group, they follow a format similar to other types of psychology writing. If you are writing a case study, we got you—here are some rules of APA format to reference.  

At a Glance

A case study, or an in-depth study of a person, group, or event, can be a useful research tool when used wisely. In many cases, case studies are best used in situations where it would be difficult or impossible for you to conduct an experiment. They are helpful for looking at unique situations and allow researchers to gather a lot of˜ information about a specific individual or group of people. However, it's important to be cautious of any bias we draw from them as they are highly subjective.

What Are the Benefits and Limitations of Case Studies?

A case study can have its strengths and weaknesses. Researchers must consider these pros and cons before deciding if this type of study is appropriate for their needs.

One of the greatest advantages of a case study is that it allows researchers to investigate things that are often difficult or impossible to replicate in a lab. Some other benefits of a case study:

• Allows researchers to capture information on the 'how,' 'what,' and 'why,' of something that's implemented
• Gives researchers the chance to collect information on why one strategy might be chosen over another
• Permits researchers to develop hypotheses that can be explored in experimental research

On the other hand, a case study can have some drawbacks:

• It cannot necessarily be generalized to the larger population
• Cannot demonstrate cause and effect
• It may not be scientifically rigorous
• It can lead to bias

Researchers may choose to perform a case study if they want to explore a unique or recently discovered phenomenon. Through their insights, researchers develop additional ideas and study questions that might be explored in future studies.

It's important to remember that the insights from case studies cannot be used to determine cause-and-effect relationships between variables. However, case studies may be used to develop hypotheses that can then be addressed in experimental research.

Case Study Examples

There have been a number of notable case studies in the history of psychology. Much of  Freud's work and theories were developed through individual case studies. Some great examples of case studies in psychology include:

• Anna O : Anna O. was a pseudonym of a woman named Bertha Pappenheim, a patient of a physician named Josef Breuer. While she was never a patient of Freud's, Freud and Breuer discussed her case extensively. The woman was experiencing symptoms of a condition that was then known as hysteria and found that talking about her problems helped relieve her symptoms. Her case played an important part in the development of talk therapy as an approach to mental health treatment.
• Phineas Gage : Phineas Gage was a railroad employee who experienced a terrible accident in which an explosion sent a metal rod through his skull, damaging important portions of his brain. Gage recovered from his accident but was left with serious changes in both personality and behavior.
• Genie : Genie was a young girl subjected to horrific abuse and isolation. The case study of Genie allowed researchers to study whether language learning was possible, even after missing critical periods for language development. Her case also served as an example of how scientific research may interfere with treatment and lead to further abuse of vulnerable individuals.

Such cases demonstrate how case research can be used to study things that researchers could not replicate in experimental settings. In Genie's case, her horrific abuse denied her the opportunity to learn a language at critical points in her development.

This is clearly not something researchers could ethically replicate, but conducting a case study on Genie allowed researchers to study phenomena that are otherwise impossible to reproduce.

There are a few different types of case studies that psychologists and other researchers might use:

• Collective case studies : These involve studying a group of individuals. Researchers might study a group of people in a certain setting or look at an entire community. For example, psychologists might explore how access to resources in a community has affected the collective mental well-being of those who live there.
• Descriptive case studies : These involve starting with a descriptive theory. The subjects are then observed, and the information gathered is compared to the pre-existing theory.
• Explanatory case studies : These   are often used to do causal investigations. In other words, researchers are interested in looking at factors that may have caused certain things to occur.
• Exploratory case studies : These are sometimes used as a prelude to further, more in-depth research. This allows researchers to gather more information before developing their research questions and hypotheses .
• Instrumental case studies : These occur when the individual or group allows researchers to understand more than what is initially obvious to observers.
• Intrinsic case studies : This type of case study is when the researcher has a personal interest in the case. Jean Piaget's observations of his own children are good examples of how an intrinsic case study can contribute to the development of a psychological theory.

The three main case study types often used are intrinsic, instrumental, and collective. Intrinsic case studies are useful for learning about unique cases. Instrumental case studies help look at an individual to learn more about a broader issue. A collective case study can be useful for looking at several cases simultaneously.

The type of case study that psychology researchers use depends on the unique characteristics of the situation and the case itself.

There are a number of different sources and methods that researchers can use to gather information about an individual or group. Six major sources that have been identified by researchers are:

• Archival records : Census records, survey records, and name lists are examples of archival records.
• Direct observation : This strategy involves observing the subject, often in a natural setting . While an individual observer is sometimes used, it is more common to utilize a group of observers.
• Documents : Letters, newspaper articles, administrative records, etc., are the types of documents often used as sources.
• Interviews : Interviews are one of the most important methods for gathering information in case studies. An interview can involve structured survey questions or more open-ended questions.
• Participant observation : When the researcher serves as a participant in events and observes the actions and outcomes, it is called participant observation.
• Physical artifacts : Tools, objects, instruments, and other artifacts are often observed during a direct observation of the subject.

If you have been directed to write a case study for a psychology course, be sure to check with your instructor for any specific guidelines you need to follow. If you are writing your case study for a professional publication, check with the publisher for their specific guidelines for submitting a case study.

Here is a general outline of what should be included in a case study.

Section 1: A Case History

This section will have the following structure and content:

Background information : The first section of your paper will present your client's background. Include factors such as age, gender, work, health status, family mental health history, family and social relationships, drug and alcohol history, life difficulties, goals, and coping skills and weaknesses.

Description of the presenting problem : In the next section of your case study, you will describe the problem or symptoms that the client presented with.

Describe any physical, emotional, or sensory symptoms reported by the client. Thoughts, feelings, and perceptions related to the symptoms should also be noted. Any screening or diagnostic assessments that are used should also be described in detail and all scores reported.

Your diagnosis : Provide your diagnosis and give the appropriate Diagnostic and Statistical Manual code. Explain how you reached your diagnosis, how the client's symptoms fit the diagnostic criteria for the disorder(s), or any possible difficulties in reaching a diagnosis.

Section 2: Treatment Plan

This portion of the paper will address the chosen treatment for the condition. This might also include the theoretical basis for the chosen treatment or any other evidence that might exist to support why this approach was chosen.

• Cognitive behavioral approach : Explain how a cognitive behavioral therapist would approach treatment. Offer background information on cognitive behavioral therapy and describe the treatment sessions, client response, and outcome of this type of treatment. Make note of any difficulties or successes encountered by your client during treatment.
• Humanistic approach : Describe a humanistic approach that could be used to treat your client, such as client-centered therapy . Provide information on the type of treatment you chose, the client's reaction to the treatment, and the end result of this approach. Explain why the treatment was successful or unsuccessful.
• Psychoanalytic approach : Describe how a psychoanalytic therapist would view the client's problem. Provide some background on the psychoanalytic approach and cite relevant references. Explain how psychoanalytic therapy would be used to treat the client, how the client would respond to therapy, and the effectiveness of this treatment approach.
• Pharmacological approach : If treatment primarily involves the use of medications, explain which medications were used and why. Provide background on the effectiveness of these medications and how monotherapy may compare with an approach that combines medications with therapy or other treatments.

This section of a case study should also include information about the treatment goals, process, and outcomes.

When you are writing a case study, you should also include a section where you discuss the case study itself, including the strengths and limitiations of the study. You should note how the findings of your case study might support previous research. 

In your discussion section, you should also describe some of the implications of your case study. What ideas or findings might require further exploration? How might researchers go about exploring some of these questions in additional studies?

Need More Tips?

Here are a few additional pointers to keep in mind when formatting your case study:

• Never refer to the subject of your case study as "the client." Instead, use their name or a pseudonym.
• Read examples of case studies to gain an idea about the style and format.
• Remember to use APA format when citing references .

Crowe S, Cresswell K, Robertson A, Huby G, Avery A, Sheikh A. The case study approach .  BMC Med Res Methodol . 2011;11:100.

Crowe S, Cresswell K, Robertson A, Huby G, Avery A, Sheikh A. The case study approach . BMC Med Res Methodol . 2011 Jun 27;11:100. doi:10.1186/1471-2288-11-100

Gagnon, Yves-Chantal.  The Case Study as Research Method: A Practical Handbook . Canada, Chicago Review Press Incorporated DBA Independent Pub Group, 2010.

Yin, Robert K. Case Study Research and Applications: Design and Methods . United States, SAGE Publications, 2017.

By Kendra Cherry, MSEd Kendra Cherry, MS, is a psychosocial rehabilitation specialist, psychology educator, and author of the "Everything Psychology Book."

28 Case Study Examples Every Marketer Should See

Published: March 08, 2023

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

In this post, we’ll go over the definition of a case study and the best examples to inspire you.

What is a case study?

A case study is a detailed story of something your company did. It includes a beginning — often discussing a conflict, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer. This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial. A great case study is also filled with research and stats to back up points made about a project's results.

There are myriad ways to use case studies in your marketing strategy . From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer. Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

Fill out the form below to access the free case study templates.

Free Case Study Templates

Showcase your company's success using these three free case study templates.

• Data-Driven Case Study Template
• Product-Specific Case Study Template
• General Case Study Template

You're all set!

Click this link to access this resource at any time.

There’s no better way to generate more leads than by writing case studies . But without case study examples to draw inspiration from, it can be difficult to write impactful studies that convince visitors to submit a form.

Marketing Case Study Examples

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company offers in a way that is both meaningful and useful to your audience. So, take a look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data. In other words, you don’t get just nice statements, like "This company helped us a lot." You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

1. " How Handled Scaled from Zero to 121 Locations with the Help of HubSpot ," by HubSpot

What's interesting about this case study is the way it leads with the customer. That reflects a major HubSpot cornerstone, which is to always solve for the customer first. The copy leads with a brief description of why the CEO of Handled founded the company and why he thought Handled could benefit from adopting a CRM. The case study also opens up with one key data point about Handled’s success using HubSpot, namely that it grew to 121 locations.

Notice that this case study uses mixed media. Yes, there is a short video, but it's elaborated upon in the other text on the page. So while your case studies can use one or the other, don't be afraid to combine written copy with visuals to emphasize the project's success.

Key Learnings from the HubSpot Case Study Example

• Give the case study a personal touch by focusing on the CEO rather than the company itself.
• Use multimedia to engage website visitors as they read the case study.

2. " The Whole Package ," by IDEO

Here's a design company that knows how to lead with simplicity in its case studies. As soon as the visitor arrives at the page, they’re greeted with a big, bold photo and the title of the case study — which just so happens to summarize how IDEO helped its client. It summarizes the case study in three snippets: The challenge, the impact, and the outcome.

Immediately, IDEO communicates its impact — the company partnered with H&M to remove plastic from its packaging — but it doesn't stop there. As the user scrolls down, the challenge, impact, and progress are elaborated upon with comprehensive (but not overwhelming) copy that outlines what that process looked like, replete with quotes and intriguing visuals.

Key Learnings from the IDEO Case Study Example

• Split up the takeaways of your case studies into bite-sized sections.
• Always use visuals and images to enrich the case study experience, especially if it’s a comprehensive case study.

3. " Rozum Robotics intensifies its PR game with Awario ," by Awario

In this case study, Awario greets the user with a summary straight away — so if you’re feeling up to reading the entire case study, you can scan the snapshot and understand how the company serves its customers. The case study then includes jump links to several sections, such as "Company Profile," "Rozum Robotics' Pains," "Challenge," "Solution," and "Results and Improvements."

The sparse copy and prominent headings show that you don’t need a lot of elaborate information to show the value of your products and services. Like the other case study examples on this list, it includes visuals and quotes to demonstrate the effectiveness of the company’s efforts. The case study ends with a bulleted list that shows the results.

Key Learnings from the Awario Robotics Case Study Example

• Create a table of contents to make your case study easier to navigate.
• Include a bulleted list of the results you achieved for your client.

4. " Chevrolet DTU ," by Carol H. Williams

If you’ve worked with a company that’s well-known, use only the name in the title — like Carol H. Williams, one of the nation’s top advertising agencies, does here. The "DTU," stands for "Discover the Unexpected." It generates interest because you want to find out what the initials mean.

They keep your interest in this case study by using a mixture of headings, images, and videos to describe the challenges, objectives, and solutions of the project. The case study closes with a summary of the key achievements that Chevrolet’s DTU Journalism Fellows reached during the project.

Key Learnings from the Carol H. Williams Case Study Example

• If you’ve worked with a big brand before, consider only using the name in the title — just enough to pique interest.
• Use a mixture of headings and subheadings to guide users through the case study.

5. " How Fractl Earned Links from 931 Unique Domains for Porch.com in a Single Year ," by Fractl

Fractl uses both text and graphic design in their Porch.com case study to immerse the viewer in a more interesting user experience. For instance, as you scroll, you'll see the results are illustrated in an infographic-design form as well as the text itself.

Further down the page, they use icons like a heart and a circle to illustrate their pitch angles, and graphs to showcase their results. Rather than writing which publications have mentioned Porch.com during Fractl’s campaign, they incorporated the media outlets’ icons for further visual diversity.

Key Learnings from the Fractl Case Study Example

• Let pictures speak for you by incorporating graphs, logos, and icons all throughout the case study.
• Start the case study by right away stating the key results, like Fractl does, instead of putting the results all the way at the bottom.

6. " The Met ," by Fantasy

What's the best way to showcase the responsiveness and user interface of a website? Probably by diving right into it with a series of simple showcases— which is exactly what Fantasy does on their case study page for the Metropolitan Museum of Art. They keep the page simple and clean, inviting you to review their redesign of the Met’s website feature-by-feature.

Each section is simple, showing a single piece of the new website's interface so that users aren’t overwhelmed with information and can focus on what matters most.

If you're more interested in text, you can read the objective for each feature. Fantasy understands that, as a potential customer, this is all you need to know. Scrolling further, you're greeted with a simple "Contact Us" CTA.

Key Learnings from the Fantasy Case Study Example

• You don’t have to write a ton of text to create a great case study. Focus on the solution you delivered itself.
• Include a CTA at the bottom inviting visitors to contact you.

7. " Rovio: How Rovio Grew Into a Gaming Superpower ," by App Annie

If your client had a lot of positive things to say about you, take a note from App Annie’s Rovio case study and open up with a quote from your client. The case study also closes with a quote, so that the case study doesn’t seem like a promotion written by your marketing team but a story that’s taken straight from your client’s mouth. It includes a photo of a Rovio employee, too.

Another thing this example does well? It immediately includes a link to the product that Rovio used (namely, App Annie Intelligence) at the top of the case study. The case study closes with a call-to-action button prompting users to book a demo.

Key Learnings from the App Annie Case Study Example

• Feature quotes from your client at the beginning and end of the case study.
• Include a mention of the product right at the beginning and prompt users to learn more about the product.

8. " Embracing first-party data: 3 success stories from HubSpot ," by Think with Google

Google takes a different approach to text-focused case studies by choosing three different companies to highlight.

The case study is clean and easily scannable. It has sections for each company, with quotes and headers that clarify the way these three distinct stories connect. The simple format also uses colors and text that align with the Google brand.

Another differentiator is the focus on data. This case study is less than a thousand words, but it's packed with useful data points. Data-driven insights quickly and clearly show how the value of leveraging first-party data while prioritizing consumer privacy.

Key Learnings from the Think with Google Case Study Example

• A case study doesn’t need to be long or complex to be powerful.
• Clear data points are a quick and effective way to prove value.

9. " In-Depth Performance Marketing Case Study ," by Switch

Switch is an international marketing agency based in Malta that knocks it out of the park with this case study. Its biggest challenge is effectively communicating what it did for its client without ever revealing the client’s name. It also effectively keeps non-marketers in the loop by including a glossary of terms on page 4.

The PDF case study reads like a compelling research article, including titles like "In-Depth Performance Marketing Case Study," "Scenario," and "Approach," so that readers get a high-level overview of what the client needed and why they approached Switch. It also includes a different page for each strategy. For instance, if you’d only be interested in hiring Switch for optimizing your Facebook ads, you can skip to page 10 to see how they did it.

The PDF is fourteen pages long but features big fonts and plenty of white space, so viewers can easily skim it in only a few minutes.

Key Learnings from the Switch Case Study Example

• If you want to go into specialized information, include a glossary of terms so that non-specialists can easily understand.
• Close with a CTA page in your case study PDF and include contact information for prospective clients.

10. " Gila River ," by OH Partners

Let pictures speak for you, like OH Partners did in this case study. While you’ll quickly come across a heading and some text when you land on this case study page, you’ll get the bulk of the case study through examples of actual work OH Partners did for its client. You will see OH Partners’ work in a billboard, magazine, and video. This communicates to website visitors that if they work with OH Partners, their business will be visible everywhere.

And like the other case studies here, it closes with a summary of what the firm achieved for its client in an eye-catching way.

Key Learnings from the OH Partners Case Study Example

• Let the visuals speak by including examples of the actual work you did for your client — which is especially useful for branding and marketing agencies.
• Always close out with your achievements and how they impacted your client.

11. " Facing a Hater ," by Digitas

Digitas' case study page for Sprite’s #ILOVEYOUHATER campaign keeps it brief while communicating the key facts of Digitas’ work for the popular soda brand. The page opens with an impactful image of a hundred people facing a single man. It turns out, that man is the biggest "bully" in Argentina, and the people facing him are those whom he’s bullied before.

Scrolling down, it's obvious that Digitas kept Sprite at the forefront of their strategy, but more than that, they used real people as their focal point. They leveraged the Twitter API to pull data from Tweets that people had actually tweeted to find the identity of the biggest "hater" in the country. That turned out to be @AguanteElCofler, a Twitter user who has since been suspended.

Key Learnings from the Digitas Case Study Example

• If a video was part of your work for your client, be sure to include the most impactful screenshot as the heading.
• Don’t be afraid to provide details on how you helped your client achieve their goals, including the tools you leveraged.

12. " Better Experiences for All ," by HermanMiller

HermanMiller sells sleek, utilitarian furniture with no frills and extreme functionality, and that ethos extends to its case study page for a hospital in Dubai.

What first attracted me to this case study was the beautiful video at the top and the clean user experience. User experience matters a lot in a case study. It determines whether users will keep reading or leave. Another notable aspect of this case study is that the video includes closed-captioning for greater accessibility, and users have the option of expanding the CC and searching through the text.

HermanMiller’s case study also offers an impressive amount of information packed in just a few short paragraphs for those wanting to understand the nuances of their strategy. It closes out with a quote from their client and, most importantly, the list of furniture products that the hospital purchased from the brand.

Key Learnings from the HermanMiller Case Study Example

• Close out with a list of products that users can buy after reading the case study.
• Include accessibility features such as closed captioning and night mode to make your case study more user-friendly.

13. " Capital One on AWS ," by Amazon

Do you work continuously with your clients? Consider structuring your case study page like Amazon did in this stellar case study example. Instead of just featuring one article about Capital One and how it benefited from using AWS, Amazon features a series of articles that you can then access if you’re interested in reading more. It goes all the way back to 2016, all with different stories that feature Capital One’s achievements using AWS.

This may look unattainable for a small firm, but you don’t have to go to extreme measures and do it for every single one of your clients. You could choose the one you most wish to focus on and establish a contact both on your side and your client’s for coming up with the content. Check in every year and write a new piece. These don’t have to be long, either — five hundred to eight hundred words will do.

Key Learnings from the Amazon AWS Case Study Example

• Write a new article each year featuring one of your clients, then include links to those articles in one big case study page.
• Consider including external articles as well that emphasize your client’s success in their industry.

14. " HackReactor teaches the world to code #withAsana ," by Asana

While Asana's case study design looks text-heavy, there's a good reason. It reads like a creative story, told entirely from the customer's perspective.

For instance, Asana knows you won't trust its word alone on why this product is useful. So, they let Tony Phillips, HackReactor CEO, tell you instead: "We take in a lot of information. Our brains are awful at storage but very good at thinking; you really start to want some third party to store your information so you can do something with it."

Asana features frequent quotes from Phillips to break up the wall of text and humanize the case study. It reads like an in-depth interview and captivates the reader through creative storytelling. Even more, Asana includes in-depth detail about how HackReactor uses Asana. This includes how they build templates and workflows:

"There's a huge differentiator between Asana and other tools, and that’s the very easy API access. Even if Asana isn’t the perfect fit for a workflow, someone like me— a relatively mediocre software engineer—can add functionality via the API to build a custom solution that helps a team get more done."

Key Learnings from the Asana Example

• Include quotes from your client throughout the case study.
• Provide extensive detail on how your client worked with you or used your product.

15. " Rips Sewed, Brand Love Reaped ," by Amp Agency

Amp Agency's Patagonia marketing strategy aimed to appeal to a new audience through guerrilla marketing efforts and a coast-to-coast road trip. Their case study page effectively conveys a voyager theme, complete with real photos of Patagonia customers from across the U.S., and a map of the expedition. I liked Amp Agency's storytelling approach best. It captures viewers' attention from start to finish simply because it's an intriguing and unique approach to marketing.

Key Learnings from the Amp Agency Example

• Open up with a summary that communicates who your client is and why they reached out to you.
• Like in the other case study examples, you’ll want to close out with a quantitative list of your achievements.

16. " NetApp ," by Evisort

Evisort opens up its NetApp case study with an at-a-glance overview of the client. It’s imperative to always focus on the client in your case study — not on your amazing product and equally amazing team. By opening up with a snapshot of the client’s company, Evisort places the focus on the client.

This case study example checks all the boxes for a great case study that’s informative, thorough, and compelling. It includes quotes from the client and details about the challenges NetApp faced during the COVID pandemic. It closes out with a quote from the client and with a link to download the case study in PDF format, which is incredibly important if you want your case study to be accessible in a wider variety of formats.

Key Learnings from the Evisort Example

• Place the focus immediately on your client by including a snapshot of their company.
• Mention challenging eras, such as a pandemic or recession, to show how your company can help your client succeed even during difficult times.

17. " Copernicus Land Monitoring – CLC+ Core ," by Cloudflight

Including highly specialized information in your case study is an effective way to show prospects that you’re not just trying to get their business. You’re deep within their industry, too, and willing to learn everything you need to learn to create a solution that works specifically for them.

Cloudflight does a splendid job at that in its Copernicus Land Monitoring case study. While the information may be difficult to read at first glance, it will capture the interest of prospects who are in the environmental industry. It thus shows Cloudflight’s value as a partner much more effectively than a general case study would.

The page is comprehensive and ends with a compelling call-to-action — "Looking for a solution that automates, and enhances your Big Data system? Are you struggling with large datasets and accessibility? We would be happy to advise and support you!" The clean, whitespace-heavy page is an effective example of using a case study to capture future leads.

Key Learnings from the Cloudflight Case Study Example

• Don’t be afraid to get technical in your explanation of what you did for your client.
• Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, like Cloudflight does.

18. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel

If you’re targeting large enterprises with a long purchasing cycle, you’ll want to include a wealth of information in an easily transferable format. That’s what Textel does here in its PDF case study for Valvoline. It greets the user with an eye-catching headline that shows the value of using Textel. Valvoline saw a significant return on investment from using the platform.

Another smart decision in this case study is highlighting the client’s quote by putting it in green font and doing the same thing for the client’s results because it helps the reader quickly connect the two pieces of information. If you’re in a hurry, you can also take a look at the "At a Glance" column to get the key facts of the case study, starting with information about Valvoline.

Key Learnings from the Textel Case Study Example

• Include your client’s ROI right in the title of the case study.
• Add an "At a Glance" column to your case study PDF to make it easy to get insights without needing to read all the text.

19. " Hunt Club and Happeo — a tech-enabled love story ," by Happeo

In this blog-post-like case study, Happeo opens with a quote from the client, then dives into a compelling heading: "Technology at the forefront of Hunt Club's strategy." Say you’re investigating Happeo as a solution and consider your firm to be technology-driven. This approach would spark your curiosity about why the client chose to work with Happeo. It also effectively communicates the software’s value proposition without sounding like it’s coming from an in-house marketing team.

Every paragraph is a quote written from the customer’s perspective. Later down the page, the case study also dives into "the features that changed the game for Hunt Club," giving Happeo a chance to highlight some of the platform’s most salient features.

Key Learnings from the Happeo Case Study Example

• Consider writing the entirety of the case study from the perspective of the customer.
• Include a list of the features that convinced your client to go with you.

20. " Red Sox Season Campaign ," by CTP Boston

What's great about CTP's case study page for their Red Sox Season Campaign is their combination of video, images, and text. A video automatically begins playing when you visit the page, and as you scroll, you'll see more embedded videos of Red Sox players, a compilation of print ads, and social media images you can click to enlarge.

At the bottom, it says "Find out how we can do something similar for your brand." The page is clean, cohesive, and aesthetically pleasing. It invites viewers to appreciate the well-roundedness of CTP's campaign for Boston's beloved baseball team.

Key Learnings from the CTP Case Study Example

• Include a video in the heading of the case study.
• Close with a call-to-action that makes leads want to turn into prospects.

21. " Acoustic ," by Genuine

Sometimes, simple is key. Genuine's case study for Acoustic is straightforward and minimal, with just a few short paragraphs, including "Reimagining the B2B website experience," "Speaking to marketers 1:1," and "Inventing Together." After the core of the case study, we then see a quote from Acoustic’s CMO and the results Genuine achieved for the company.

The simplicity of the page allows the reader to focus on both the visual aspects and the copy. The page displays Genuine's brand personality while offering the viewer all the necessary information they need.

• You don’t need to write a lot to create a great case study. Keep it simple.
• Always include quantifiable data to illustrate the results you achieved for your client.

22. " Using Apptio Targetprocess Automated Rules in Wargaming ," by Apptio

Apptio’s case study for Wargaming summarizes three key pieces of information right at the beginning: The goals, the obstacles, and the results.

Readers then have the opportunity to continue reading — or they can walk away right then with the information they need. This case study also excels in keeping the human interest factor by formatting the information like an interview.

The piece is well-organized and uses compelling headers to keep the reader engaged. Despite its length, Apptio's case study is appealing enough to keep the viewer's attention. Every Apptio case study ends with a "recommendation for other companies" section, where the client can give advice for other companies that are looking for a similar solution but aren’t sure how to get started.

Key Learnings from the Apptio Case Study Example

• Put your client in an advisory role by giving them the opportunity to give recommendations to other companies that are reading the case study.
• Include the takeaways from the case study right at the beginning so prospects quickly get what they need.

23. " Airbnb + Zendesk: building a powerful solution together ," by Zendesk

Zendesk's Airbnb case study reads like a blog post, and focuses equally on Zendesk and Airbnb, highlighting a true partnership between the companies. To captivate readers, it begins like this: "Halfway around the globe is a place to stay with your name on it. At least for a weekend."

The piece focuses on telling a good story and provides photographs of beautiful Airbnb locations. In a case study meant to highlight Zendesk's helpfulness, nothing could be more authentic than their decision to focus on Airbnb's service in such great detail.

Key Learnings from the Zendesk Case Study Example

• Include images of your client’s offerings — not necessarily of the service or product you provided. Notice how Zendesk doesn’t include screenshots of its product.
• Include a call-to-action right at the beginning of the case study. Zendesk gives you two options: to find a solution or start a trial.

24. " Biobot Customer Success Story: Rollins College, Winter Park, Florida ," by Biobot

Like some of the other top examples in this list, Biobot opens its case study with a quote from its client, which captures the value proposition of working with Biobot. It mentions the COVID pandemic and goes into detail about the challenges the client faced during this time.

This case study is structured more like a news article than a traditional case study. This format can work in more formal industries where decision-makers need to see in-depth information about the case. Be sure to test different methods and measure engagement .

Key Learnings from the Biobot Case Study Example

• Mention environmental, public health, or economic emergencies and how you helped your client get past such difficult times.
• Feel free to write the case study like a normal blog post, but be sure to test different methods to find the one that best works for you.

25. " Discovering Cost Savings With Efficient Decision Making ," by Gartner

You don't always need a ton of text or a video to convey your message — sometimes, you just need a few paragraphs and bullet points. Gartner does a fantastic job of quickly providing the fundamental statistics a potential customer would need to know, without boggling down their readers with dense paragraphs. The case study closes with a shaded box that summarizes the impact that Gartner had on its client. It includes a quote and a call-to-action to "Learn More."

Key Learnings from the Gartner Case Study Example

• Feel free to keep the case study short.
• Include a call-to-action at the bottom that takes the reader to a page that most relates to them.

26. " Bringing an Operator to the Game ," by Redapt

This case study example by Redapt is another great demonstration of the power of summarizing your case study’s takeaways right at the start of the study. Redapt includes three easy-to-scan columns: "The problem," "the solution," and "the outcome." But its most notable feature is a section titled "Moment of clarity," which shows why this particular project was difficult or challenging.

The section is shaded in green, making it impossible to miss. Redapt does the same thing for each case study. In the same way, you should highlight the "turning point" for both you and your client when you were working toward a solution.

Key Learnings from the Redapt Case Study Example

• Highlight the turning point for both you and your client during the solution-seeking process.
• Use the same structure (including the same headings) for your case studies to make them easy to scan and read.

27. " Virtual Call Center Sees 300% Boost In Contact Rate ," by Convoso

Convoso’s PDF case study for Digital Market Media immediately mentions the results that the client achieved and takes advantage of white space. On the second page, the case study presents more influential results. It’s colorful and engaging and closes with a spread that prompts readers to request a demo.

Key Learnings from the Convoso Case Study Example

• List the results of your work right at the beginning of the case study.
• Use color to differentiate your case study from others. Convoso’s example is one of the most colorful ones on this list.

28. " Ensuring quality of service during a pandemic ," by Ericsson

Ericsson’s case study page for Orange Spain is an excellent example of using diverse written and visual media — such as videos, graphs, and quotes — to showcase the success a client experienced. Throughout the case study, Ericsson provides links to product and service pages users might find relevant as they’re reading the study.

For instance, under the heading "Preloaded with the power of automation," Ericsson mentions its Ericsson Operations Engine product, then links to that product page. It closes the case study with a link to another product page.

Key Learnings from the Ericsson Case Study Example

• Link to product pages throughout the case study so that readers can learn more about the solution you offer.
• Use multimedia to engage users as they read the case study.

Start creating your case study.

Now that you've got a great list of examples of case studies, think about a topic you'd like to write about that highlights your company or work you did with a customer.

A customer’s success story is the most persuasive marketing material you could ever create. With a strong portfolio of case studies, you can ensure prospects know why they should give you their business.

Editor's note: This post was originally published in August 2018 and has been updated for comprehensiveness.

Don't forget to share this post!

Related articles.

How to Write a Case Study: Bookmarkable Guide & Template

How to Market an Ebook: 21 Ways to Promote Your Content Offers

7 Pieces of Content Your Audience Really Wants to See [New Data]

How to Write a Listicle [+ Examples and Ideas]

What Is a White Paper? [FAQs]

What is an Advertorial? 8 Examples to Help You Write One

How to Create Marketing Offers That Don't Fall Flat

20 Creative Ways To Repurpose Content

16 Important Ways to Use Case Studies in Your Marketing

11 Ways to Make Your Blog Post Interactive

Showcase your company's success using these free case study templates.

Marketing software that helps you drive revenue, save time and resources, and measure and optimize your investments — all on one easy-to-use platform

Create ready-to-rank articles in minutes with Surfer AI. Now only $19.

Research, write, and optimize across industries with the click of a button.

It’s better on top. ‍

Grow your business and drive organic traffic with a strategy—not a shot in the dark. Let Surfer light your way to smarter, simpler SEO growth.

Don’t miss out. Join 150k+ Agencies, Marketers, and SEOs.

How To Write A Case Study [Template plus 20+ Examples]

In an era where every niche seems completely saturated, learning how to write a case study is one of the most important time investments you can make in your business.

That’s because case studies help you present a compelling story of success to bottom-of–funnel decision makers. Do it right, and a solid case study can greatly increase your chances of closing new deals.

A 2023 study from the Content Marketing Institute found that 36% of B2B marketers consider case studies to be effective tools for converting prospects into customers.

In this article, I’ll show you step-by-step exactly how to write a case study that makes an impact. Along the way, I’ll highlight several stellar case studies that illustrate how to do it right.

What you will learn

• What a case study is and what it's not.
• How an effective case study can help establish you as an expert and land more clients.
• How to choose the right topic for your case study, taking into account client successes and broad appeal in your customer's industry.
• The essential parts of a good case study and how to write each one.
• Style and formatting points that will make your case study stand out for readers to understand.
• 4 tips for conducting an effective client interview.
• 6 real-life case studies that you can use as examples for creating your own customer stories.

What is a case study?

A case study is a detailed story about how your products or services helped a client overcome a challenge or meet a goal. Its main purpose is to prove to potential customers that you understand their problems and have the experience and expertise to help solve them.

But, even though a case study can help you attract and win customers, it's not just an advertisement for your offerings.

In truth, your company shouldn’t even be the main focus of a good case study.

Instead, a winning case study follows a successful business transformation from beginning to end and shows how you made it all possible for your client.

An example of a case study that conveys a strong customer story is the deep dive we did into how ClickUp used SurferSEO to boost their blog traffic by 85% in a year.

Why you should write a case study

The most obvious reason why you should write a case study is that it's a great way to show potential customers how others in their position have benefited from your product or service.

Here are a few of the key benefits of writing a case study, all of which can help you turn readers into customers.

Demonstrates expertise 

A well-written case study shows clearly how your company solved a complex problem or helped a particular customer make improvements using your solution.

This is the sort of expertise other potential clients will look for when they run into the same sort of issues.

For instance, one of CrowdStrike's case studies shows how they helped Vijilan scale its logging capacity so they could stop turning away business.

This positions CrowdStrike as experts in helping deal with log management issues.

Other companies dealing with their own logging problems will definitely find this to be a compelling story. And you can bet CrowdStrike will be on their short list of potential solution providers after reading this case study.

Educates potential customers 

You might have the best product on the market, but it won't do you any good if potential clients don't understand how it might help them.

A case study breaks down those barriers by showing real-life examples of your product in action, helping other customers solve their problems.

A good example is the Trello case study library .

Each story gives detailed examples showing how the customer uses Trello and includes actual screenshots from their workflows.

Here is an interesting snapshot from the BurgerFi example.

Here, you get a glimpse of a live Trello board that BurgerFi uses to manage their marketing assets.

By showing how existing clients use your product, you make it a lot easier for future customers to imagine how it might work for their needs, too.

Generates leads 

A strong case study is a valuable piece of content that provides insights and can help companies make decisions.

Many of them would be happy to give you their contact information in exchange for the chance to read about potential solutions to their problems.

That combination of valuable content and a hungry market makes case studies great tools for lead generation.

You can either gate part of your case study and leave the rest of it public, or require an email address and other contact information in order to download the full study.

That's the approach Pulsara took in detailing how their telehealth communication platform helped EvergreenHealth improve efficiency:

The names and addresses you collect with this approach will be about as warm as you could ever hope for since they probably have the same sort of problems you solved in your case study.

Along the same lines, case studies can be extremely effective in upselling or cross-selling other products to the decision-makers who read them.

And they are great tools for persuading a client to make a purchase with you.

Indeed, a great case study can often be the "final straw" that lands you a client considering your services.

A 2023 survey by Uplift Content , for example, found that 39% of SaaS marketers ranked case studies as being very effective for increasing sales.

That made it their #1 tactic for the second year in a row.

Builds trust 

Potential clients want to know that they can trust you to handle their business with care and to deliver on your promises.

A case study is the perfect vehicle to show that you can do just that.

Take advantage of that opportunity to present statistics, client testimonials, graphics, and any other proof that you can get results.

For example, in their case study about helping a law firm uncover critical data for a tricky case, Kroll shows us just how much they were able to cut through the noise:

Any law firm staring at its own pile of documents to search through would love to have that haystack reduced by a factor of 32.5x, too.

And Sodexo makes good use of customer testimonials in their case studies, like this quote from the procurement lead for a Montana mining company.

Having existing customers tell the world that they count on you is powerful free advertising and builds trust with your readers. That can help transform them into customers down the road.

Provides social proof 

You can also use your case study to show that your product or service works in a specific industry.

Real-world examples of customer success stories position you as someone their peers and competitors can turn to, too.

For instance, Stericycle details how they helped seven children's hospitals get a handle on their "sharps" management:

They also include glowing quotes from hospital leaders in the same study.

Other hospitals looking for help in disposing of their hazardous waste will know right away after reading this study that Stericycle understands their needs.

This is the type of social proof that can really help establish you as a go-to solution for the industries you serve.

How to choose a subject for your case study

In order to get the most bang for your buck from your case study, you need to make sure you pick a topic that resonates with your target audience. And one that can make your solution look its best.

Below are 4 ways to select the best subject for your case study.

1. Choose a popular topic

Make sure the topic you tackle in your case study is one that most of your potential clients are searching for.

You may be tempted to highlight an unusual project that you find especially interesting. But that usually won't have the same sort of selling power as a topic with more broad appeal.

For instance, Aruba Networks has helped colleges and universities with all sorts of networking projects. Some of those involve really fascinating edge cases like research labs, esports arenas, and other innovative solutions.

But what most schools are looking for in a network upgrade is improving connectivity across campus while enhancing security and saving money.

Those are exactly the outcomes Aruba focuses on in its Doane University case study .

Remember that your case study is likely to be read by decision-makers at the bottom of the sales funnel who are ready to buy.

Your content needs to resonate with them and address the questions they want answered in order to make their decision.

Aruba tackles their customers' concerns head-on throughout the Doane study, as you can see from their section headings:

• "Realizing a hyper-connected vision"
• "10X throughput eliminates academic barriers"
• "More secure with less effort"
• "Greener and more resilient at better insurance rates"

College administrators can see at a glance that Aruba understands their needs and has helped other institutions with similar problems.

2. Consider relevance and attractiveness

Although you want to choose a popular subject for your case study (as discussed above), it's also important to make sure it's relevant to your target audience.

For instance, if you provide design services, a one-off project you did to help a local company set up its website might have taught you a lot. But most of your potential readers will be much more interested in reading about how your designs helped that client improve brand perception.

It’s also best to choose a situation where your product or service is used in a way that you expect most potential users to adopt. 

For example, Allegion's Mount Holyoke case study (PDF) details how one campus used their products to move to contactless and mobile entry systems.

Students today demand more control over their physical security than ever before. And the administrative overhead of managing thousands of doors and physical keys on a college campus is enormous.

As a result, most schools are interested in using technology to enable their students and reduce staffing costs.

Allegion hits those points dead-on with this case study.

An added benefit of choosing a topic with broad appeal among your target client base is that you can use the content in your normal distribution channels.

For example, you can publish all or part of it as a blog post, include it in your newsletter, or use it as the basis for a YouTube video. Wherever your audience is, that's probably a good place to promote your case study.

3. Identify a 5 star use case

A case study is like a sales executive for your company.

It needs to show your product or service in the best possible light and highlight its features and benefits while distinguishing it from other products.

Choose a client example that really makes your solution look like a superstar and showcases its most outstanding attributes.

You should also avoid showing your product or service being used in a novel or completely innovative way. While that can provide some solid insight, you risk alienating your typical client who needs to know that you can solve their specific problem.

Instead, your case study should demonstrate how your solution took on a common industry problem and delivered stellar results.

A great example is Beckman Coulter's case study that details their work with Alverno Labs.

The objective was to reduce the time it took Alverno to deliver lab test results while reducing operating costs, which are common goals for many testing labs.

The case study presents a detailed description of how Beckman Coulter implemented a continuous improvement process for Alverno. They enhance the discussion with several meaty visuals like this project roadmap:

They also include plenty of tangible data to prove their success.

And of course, include direct client testimonials:

From top to bottom, this case study proves that Beckman Coulter understands their customers business needs and can offer top-notch solutions.

4. Find a satisfied customer

You're going to need input from your client in order to build the most complete and accurate case study that you can.

So when you're trying to choose a customer story to use, look for a client who is happy to share their positive experience working with you.

Try to find one who seems genuinely eager to talk so that they will be timely with their responses to your questions.

If you have a customer who is willing to sit down for an actual interview with you, they're a great candidate. You'll get answers quickly, and the client is obviously comfortable enough with your relationship to talk with you directly.

A good example that focuses on a satisfied client comes from Aerofloat, an Australian wastewater treatment company.

In their Norco Food Case Study , Aerofloat reports that Norco hired them for additional projects as a result of their successful prior engagement:

It's always good to show prospective clients that your existing customers stick with you.

So try to pick a case study done in collaboration with a current client, not one from the past.

Aerofloat also highlights their ongoing relationship with Norco by also including them in the customer list on their About page:

How to write a case study

Now that we’ve covered the benefits of writing a case study and figured out how to pick the best topic for your situation, it’s time to get down to the business of writing.

Below is a rundown of the sections that make up the structure of a typical case study. For each piece, I’ll show you what types of content you should include and give you an example of a study that does it right.

Here are 8 tips to writing a case study.

1. Attention grabbing title

The title of your case study needs to grab potential readers attention and convince them that this is a valuable piece of content.

Make your title catchy, concise, and descriptive, just like you would for a good blog post. But you also need to make sure you give your readers a clear idea of what the case study is about.

Offer them at least a hint of the type of results you were able to deliver, too.

It’s a good idea to use numbers here – the higher, the better. It's especially effective if you can show how quickly you got results and how much money your client saved or made as a result of working with you.

Our ClickUp case study that I mentioned earlier is a good example. The full title is

SurferSEO Helps ClickUp Publish 150+ Articles And Achieve Blog Traffic Growth of 85% in 12 Months.

Here are some other case studies that make effective use of numbers in their titles:

• Healthcare Administrative Partners Increases Online Patient Payments by 20% in Two Months
• Case Study: Taylor Kotwa, Sprinter, Increases FTP 7% in 4 months
• Case Study: Lakeview Farms Reduced Downtime by 36% in 6 Months
• CASELY case study: Improved first response time by 10x while experiencing 16,954% growth

This type of headline gives potential clients a sense that you will work with urgency to improve their bottom-line results.

2. Hook readers in your introduction

The introduction of your case study should set the stage for the comprehensive narrative that follows.

Give a brief description of the problem for context and quickly introduce the customer's story. Touch on the results you helped them achieve, but don't go overboard on details.

Overall, the introduction should give your reader just enough information to keep them engaged and ready to move into the heart of the case study.

It should also establish that they're in the right place and that you are the right person to be telling this story.

This case study about the cybersecurity program at Investors Bank includes a solid example of an effective introduction:

3. Highlight the challenge

This section should clearly outline the problem or challenge that your customer is facing.

Help your readers understand why a solution was necessary, and why that specific pain point was bothering the client. 

And, since this is the entire motivation for the project in the first place, don't skimp on details.

For instance, one of Verkada's case studies explains why maintaining security cameras is a huge challenge for Crystal Mountain Resort in Washington state. They start off with a direct quote from the resort's IT director:

The elevation tops out at a little over 7,000 feet, so the weather conditions can get extreme. We needed durable cameras capable of handling everything from snowstorms to 100 MPH winds.

That makes it crystal clear what sort of problem Crystal Mountain was facing.

The case study then adds more detail with separate subsections about hardware durability, image quality, and cumbersome footage retrieval.

By the time they finish reading this section, your readers should have no doubt about what the problem is and why a solution is needed.

4. Solve their problem

The solution section is one of the most important parts of a case study.

This is your chance to describe how your product or service provided a solution to the problem or challenge your client was having.

It's where you can really start to make a connection with potential new clients by showing them that you understand the issue at hand.

First, provide some details about how you analyzed the situation. The Kroll case study on handling critical legal data mentioned earlier does a great job of this with bullet points describing their research process.

This type of analysis helps build confidence that you take a thorough approach to your engagements and are looking out for your clients best interests.

Now you can move on to describe the solution you and your client chose based on your investigation.

In their legal case study, Kroll determined that the best solution involved digitizing thousands of paper documents and using AI to analyze more than a million documents.

Kroll describes in detail how they used their RelativityOne system to achieve those goals:

This level of detail helps prospective customers better understand the root cause of their problems and positions you as the right company to solve them.

5. Showcase your results

The results section is all about proving that you can actually deliver on the promise of your proposed solution. Go heavy on the details here, too, and make sure your readers understand the results you achieved.

Wherever possible, use specific numbers and data points to show exactly how effective your solution was for your client.

A good example is this BetterBricks case study showing how they helped an aerospace company slash energy costs.

They distilled their bottom line results into a simple table:

The text of the study then goes into more detail about what these numbers mean, but this quick graphic lets readers know right away the scope of the results achieved.

Here is a sampling of BetterBrick’s more detailed explanation of their results in this case:

This is your place to really crow about the success you achieved with your client, so make it as obvious as possible just how impactful you were.

6. Use multimedia well

One way to make a lasting impression on potential clients is to include relevant visuals throughout your case study.

Graphs, screenshots, and product photos help break up the text and make your study more engaging overall.

But they can also add details to your story and make a memorable visual impact beyond what mere words can accomplish.

We got a taste of that with the table of results in the BetterBricks example above, but that's just the start.

Inrix is a good example of a company that loads up its case studies with insightful and engaging media to tell a better story.

For instance, in their breakdown of a collaboration with the Pennsylvania Department of Transportation (DOT), Inrix uses charts, tables, and graphs throughout.

One innovative example is this diagram about crash distances:

This really brings the idea to life in a way that words alone can't, and it's likely to stick with readers long after they've clicked off the case study.

Other types of media that companies use to good effect in their case studies include pictures of key client stakeholders, interactive charts, tables, and simple graphs.

You can see in this high-level overview that Inrix includes most of these in their Pennsylvania DOT case study:

You can even use video to demonstrate your solution or to share a client testimonial.

If possible, include direct quotes from your client to add authenticity to the case study.

This will show potential customers that you and your existing client have a good relationship and that they value your work.

It’s pretty compelling stuff to have a ringing endorsement like this one from an EnergyCAP case study , to show your readers:

You can place customer quotes throughout the case study to highlight important points, and you should definitely try to include at least one that shows overall customer satisfaction.

Chances are you have some of these quotes already in the form of testimonials or as part of the customer interview you conducted in preparing for your case study (more on that later).

You can use those quotes here if they fit the context of your case study.

That will save time and red tape for both you and your client since they'll be reviewing your final case study before it goes live anyway.

8. Conclusion

The conclusion should summarize the key points of the case study and reinforce the success of the solution. It could also include a call to action, encouraging readers to try your product or service or to get in touch for more information.

You might also include information about future plans with the client to reinforce the idea that your relationship is strong and ongoing.

That's the approach that Gravitate Design used in their case study about helping GoBeyond with their bounce rates and time on page:

Like the introduction, the conclusion section of a case study should be short and sweet, giving just enough detail to make the reader want to hear more from you.

Checklist for case studies

Beyond the story that you want to tell in your case study, you also need to pay attention to several other factors. Indeed, the layout and format of your study can have a big impact on how effective it is at keeping your readers engaged and delivering your message.

Here is a quick checklist for creating case studies.

Break up the text with headings and subheadings

Big blocks of text can be intimidating and make it tough for your audience to stay on track.

In contrast, a case study with clear headings and subheadings throughout breaks up the story and gives readers visual clues about what's coming.

This also makes the case study easier for readers to scan and helps you keep each section focused on a single idea.

Use bullet points for lists or key points

Along the same lines, bullet points let you present important information in small bits that are easy for readers to digest.

Some of the best uses of bullet points include:

• A series of facts or tips
• A list of product features or benefits
• A quick summary of results
• Steps in a how-to procedure
• A rundown of multiple statistics

For these bite-sized hunks of detail, bullets often make for a much cleaner and readable list than jamming all the information into a single paragraph. 

Bullet point lists also make great quick references for readers to come back to later.

Highlight key points with bold or italic text

Bold and italic text draws the reader’s eyes to the words you highlight, which lets you really drive home key ideas in your case study.

You can use this technique to introduce new terms, place emphasis on a sentence, and showcase important parts of your approach or results.

Like bullet points, bold and italic text also give readers a visual anchor for reference as they’re working through your document.

Make paragraphs short and to-the-point

Aim for 3-4 sentences per paragraph to keep the text readable and engaging. Each paragraph should focus on one main idea to support the subject of the section it’s in.

Using short paragraphs tells readers at a glance that there are break points throughout your case study and helps keep them engaged.

Keep consistent length across the case study 

Throughout all parts of your case study, try to cover your main points in detail without overwhelming the reader.

Your potential clients are there to find a possible solution to their problems, not to read a novel.

Give them an inviting document structure and then lead them through each section with clear explanations and no fluff.

Adjust the length based on the complexity of the subject 

The flip side of the tip above about keeping your case study tight and focused is that you need to make sure you cover your topic in detail.

Very complex topics will require more explanation and longer overall case studies than simpler subjects.

For example, a case study about paving a church parking lot might be pretty short.

But a story about implementing a comprehensive information security program for a state government will likely be much longer and more detailed.

Include a summary with some takeaways 

At the end of your case study, summarize the key takeaways and results to reinforce the message you’re trying to get across.

Briefly recap the problem your client was facing, the solution you came up with, and the results you achieved. Think of this as an executive summary that gives business leaders the TL;DR version of your customer’s success story.

Content Snare includes an eye-catching summary in the case study detailing their efforts to grow their email list:

The overall goal is to leave potential clients with a good last impression and invite them to contact you with questions.

Use visuals to break up text and illustrate points

As we saw in the "How to write a case study" section above, graphs, charts, or images can make your case study more engaging and help illustrate key ideas or results. They also add visual variety and help break up the monotony of text-heavy studies.

Use these types of visuals to help keep your readers interested and make your story more complete.

Below is a high-level view of a portion of Advanced HPC’s Philips case study , which does a great job of incorporating the points in this section. It pulls together all the visual elements to create a very appealing reader experience.

4 tips to create an effective case study

You’re going to need your customer’s input in order to craft the most effective case study possible. It’s their story, after all, and they’re the ones who know what it was like to work with you throughout the process.

They also hold key details that you probably don’t know.

So, once you have their permission to write about the project, you’ll need to talk to them about the specifics. But you also want to respect their time.

Here are 4 tips on how to conduct an interview for your case study.

Prepare questions in advance

Know what information you need and prepare questions to pull that information from your client.

Doing this in advance will help you formulate the questions and sequence them properly to avoid bias and wasting time.

Have a few follow-up or emergency questions ready, too, in case you run into a dead end. 

Record the interview

With your client’s permission, record the interview to ensure accuracy and so you can come back to listen to important points again.

This helps you avoid bothering your clients with follow-up questions and also gives you more freedom to let the interview evolve in a natural conversational manner. 

Make the interviewee comfortable

Explain the interview process to your client, why you're asking them to talk, and how the information will be used. Remember that you are the one who “needs” the case study, not them. 

So you go the extra mile to ensure that your guest is as comfortable as possible.

That also means being flexible with the format of your interview.

If your client doesn’t have time for calls, offer to trade voice notes. Or give them a shared Google document for trading questions and answers.

And if you do end up conducting a live interview, agree to meet at a time that’s best for them.

No matter how you end up conducting your interview, make it clear that your client will be able to review the final version before you make it live.

Give them veto power over any of the information you put together.

Ask open-ended questions

Even though you’ll start out with a series of questions you need answered, don’t limit yourself to those. Instead, encourage your interviewee to share their story in their own words. 

Leave some room to ask open-ended questions and let the conversation evolve naturally.

Here are a few examples of the types of questions for discussion:

• What would you do differently if you were starting this project again?
• What do you think about XYZ emerging technology in relation to your industry's challenges?
• What sorts of other projects do you think Acme's solution might help with?
• How do your company's day-to-day operations and needs from how the relevant theories describe the industry?

Especially if you’re recording the interview, as suggested above, you can go back later and put things in a logical order.

Once you have all of the raw material, then you can curate the information and edit it to come up with your final product.

6 case study examples to follow

Now that you know what makes a great case study and how to write one, let's finish up with a few more top-notch business case study examples.

Each of the case studies below hits many of the points in this article, but they all take a different approach. Use them for inspiration or when you need a little refresher on how to write a case study.

This case study provides a detailed account of how Monograph, a B2B SaaS company, improved its marketing projects and reporting using Databox.

It's a pretty straightforward example of the best practices we've discussed in this article, with an introduction followed by background information on the company (Monograph) and the challenges they faced with manual tracking of each data point.

It describes the solution that Databox helped put in place and then shows clear evidence of the results their customer achieved:

Case studies don't come much more textbook than this one, which makes it a great example to follow.

Growth Design on Airbnb

Growth Design takes a totally unique approach to case studies, each one is an online comic book!

Read through their case study about Airbnb , though, and you'll see that it meets all the criteria for a complete case study even if the setup is a little different than most.

Here is a look at the landing page for this beauty of a study.

The author starts out with a problem: the need to book a place to stay in a foreign country in a hurry. So he heads to Airbnb but ends up overwhelmed by choices and bounces to Google Maps to make his reservation.

He concludes that Airbnb was not the full solution for him in this case and suggests several places they could make improvements.

It's a pretty neat dive into a well-known user experience, and it's also a great lesson in how to use visuals to keep your readers engaged in your case study.

This case study about how Grubhub used Webflow to build a viral marketing campaign hits you with stunning results right off the bat.

From there, the study tells the full story of how they achieved these results. Even though the author doesn't explicitly break out the problem, solution, and results sections, she still takes the reader through that journey.

It's a concise but complete story broken up by a few choice graphics.

This case study dives into how Employment Hero uses Slack to keep their remote employees engaged and productive as the company grows.

It details how Employee Hero continuously reevaluates its app usage to identify possible solutions to issues that arise and how Slack consistently helps meet the challenges.

This case study is a great example of picking a use case that is relevant to most of Slack's user base -- improving communication and productivity among remote employees.

Slack also makes effective use of quotes from the decision makers at Employment Hero.

We already talked about our ClickUp case study a little earlier in this article, but it's worth a deeper look as an example to help guide your writing.

As you would expect, this case study hits main points we've covered here: problem statement, solution, and results.

But there are a couple of "extras" that make this one stand out.

For starters, it doesn't just present a single solution. It presents three , each one addressing a different aspect of ClickUp's objectives and each one showcasing a different Surfer feature set. 

For example, solution #1 describes how ClickUp improved their on-page SEO with the help of Surfer’s Content Editor . 

This case study also provides a high-level view of ClickUp’s project management processes and describes how they incorporated Surfer into their content workflows.

It’s a really instructive example of how you can use a case study to help prospective clients envision how your product might fit their situation.

Zoom’s library

This one isn't a single case study at all but a library full of case studies designed to help potential clients understand how Zoom can benefit them.

Here you'll find stories about how very recognizable organizations like Capital One, Vox Media, and the University of Miami are using Zoom to boost connectivity and productivity among remote workers.

There are plenty of good examples here that you can consult when you get stuck writing your own case study.

And the entire library is a great example of using case studies to demonstrate expertise with the help of social proof:

The Zoom case study library also makes liberal use of video, which might give you some good ideas about how you can, too.

Key takeaways

• Case studies are one of the best ways to generate leads and convert readers into customers.
• By showcasing the success you've had helping previous customers, case studies position you as an expert in your field.
• Good case studies can be the final push businesses need in their decision making process to buy your products or services.
• Pick a use case for your study that has broad appeal in your industry and that showcases your products and services in the best light possible.
• Effective case studies follow a predictable format: introduction, problem statement, solution, results, and conclusion.
• Make your case studies as readable as possible by including visual elements like graphs and images, and by breaking up the text into smaller sections, subsections, and concise paragraphs.
• Be as thorough and accurate as possible by conducting client interviews to gather background information for your case studies.
• Follow top-notch case studies for inspiration and ideas about how to make your own case studies as good as possible.

A well-written case study shines a light on your products and services like nothing else and helps position you as an expert in your field.

By showing that you understand their problems and have helped others overcome similar issues, you can prove to prospective clients that you are well-suited to help them, too.

Use the step-by-step instructions in this article to craft a case study that helps you and your company stand out from the competition.

https://surferseo.com/blog/write-case-study/

7-Day Free Trial

Choose a plan that fits your needs and try Surfer out for yourself. Click below to sign up!

We use essential cookies to make Venngage work. By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.

Manage Cookies

Cookies and similar technologies collect certain information about how you’re using our website. Some of them are essential, and without them you wouldn’t be able to use Venngage. But others are optional, and you get to choose whether we use them or not.

Strictly Necessary Cookies

These cookies are always on, as they’re essential for making Venngage work, and making it safe. Without these cookies, services you’ve asked for can’t be provided.

Show cookie providers

• Google Login

Functionality Cookies

These cookies help us provide enhanced functionality and personalisation, and remember your settings. They may be set by us or by third party providers.

Performance Cookies

These cookies help us analyze how many people are using Venngage, where they come from and how they're using it. If you opt out of these cookies, we can’t get feedback to make Venngage better for you and all our users.

• Google Analytics

Targeting Cookies

These cookies are set by our advertising partners to track your activity and show you relevant Venngage ads on other sites as you browse the internet.

• Google Tag Manager
• Infographics
• Daily Infographics
• Graphic Design
• Graphs and Charts
• Data Visualization
• Human Resources
• Training and Development
• Beginner Guides

Blog Case Study

How to Present a Case Study like a Pro (With Examples)

By Danesh Ramuthi , Sep 07, 2023

Okay, let’s get real: case studies can be kinda snooze-worthy. But guess what? They don’t have to be!

In this article, I will cover every element that transforms a mere report into a compelling case study, from selecting the right metrics to using persuasive narrative techniques.

And if you’re feeling a little lost, don’t worry! There are cool tools like Venngage’s Case Study Creator to help you whip up something awesome, even if you’re short on time. Plus, the pre-designed case study templates are like instant polish because let’s be honest, everyone loves a shortcut.

Click to jump ahead: 

What is a case study presentation?

What is the purpose of presenting a case study, how to structure a case study presentation, how long should a case study presentation be, 5 case study presentation examples with templates, 6 tips for delivering an effective case study presentation, 5 common mistakes to avoid in a case study presentation, how to present a case study faqs.

A case study presentation involves a comprehensive examination of a specific subject, which could range from an individual, group, location, event, organization or phenomenon.

They’re like puzzles you get to solve with the audience, all while making you think outside the box.

Unlike a basic report or whitepaper, the purpose of a case study presentation is to stimulate critical thinking among the viewers. 

The primary objective of a case study is to provide an extensive and profound comprehension of the chosen topic. You don’t just throw numbers at your audience. You use examples and real-life cases to make you think and see things from different angles.

The primary purpose of presenting a case study is to offer a comprehensive, evidence-based argument that informs, persuades and engages your audience.

Here’s the juicy part: presenting that case study can be your secret weapon. Whether you’re pitching a groundbreaking idea to a room full of suits or trying to impress your professor with your A-game, a well-crafted case study can be the magic dust that sprinkles brilliance over your words.

Think of it like digging into a puzzle you can’t quite crack . A case study lets you explore every piece, turn it over and see how it fits together. This close-up look helps you understand the whole picture, not just a blurry snapshot.

It’s also your chance to showcase how you analyze things, step by step, until you reach a conclusion. It’s all about being open and honest about how you got there.

Besides, presenting a case study gives you an opportunity to connect data and real-world scenarios in a compelling narrative. It helps to make your argument more relatable and accessible, increasing its impact on your audience.

One of the contexts where case studies can be very helpful is during the job interview. In some job interviews, you as candidates may be asked to present a case study as part of the selection process.

Having a case study presentation prepared allows the candidate to demonstrate their ability to understand complex issues, formulate strategies and communicate their ideas effectively.

The way you present a case study can make all the difference in how it’s received. A well-structured presentation not only holds the attention of your audience but also ensures that your key points are communicated clearly and effectively.

In this section, let’s go through the key steps that’ll help you structure your case study presentation for maximum impact.

Let’s get into it. 

Open with an introductory overview 

Start by introducing the subject of your case study and its relevance. Explain why this case study is important and who would benefit from the insights gained. This is your opportunity to grab your audience’s attention.

Explain the problem in question

Dive into the problem or challenge that the case study focuses on. Provide enough background information for the audience to understand the issue. If possible, quantify the problem using data or metrics to show the magnitude or severity.

Detail the solutions to solve the problem

After outlining the problem, describe the steps taken to find a solution. This could include the methodology, any experiments or tests performed and the options that were considered. Make sure to elaborate on why the final solution was chosen over the others.

Key stakeholders Involved

Talk about the individuals, groups or organizations that were directly impacted by or involved in the problem and its solution. 

Stakeholders may experience a range of outcomes—some may benefit, while others could face setbacks.

For example, in a business transformation case study, employees could face job relocations or changes in work culture, while shareholders might be looking at potential gains or losses.

Discuss the key results & outcomes

Discuss the results of implementing the solution. Use data and metrics to back up your statements. Did the solution meet its objectives? What impact did it have on the stakeholders? Be honest about any setbacks or areas for improvement as well.

Include visuals to support your analysis

Visual aids can be incredibly effective in helping your audience grasp complex issues. Utilize charts, graphs, images or video clips to supplement your points. Make sure to explain each visual and how it contributes to your overall argument.

Pie charts illustrate the proportion of different components within a whole, useful for visualizing market share, budget allocation or user demographics.

This is particularly useful especially if you’re displaying survey results in your case study presentation.

Stacked charts on the other hand are perfect for visualizing composition and trends. This is great for analyzing things like customer demographics, product breakdowns or budget allocation in your case study.

Consider this example of a stacked bar chart template. It provides a straightforward summary of the top-selling cake flavors across various locations, offering a quick and comprehensive view of the data.

Not the chart you’re looking for? Browse Venngage’s gallery of chart templates to find the perfect one that’ll captivate your audience and level up your data storytelling.

Recommendations and next steps

Wrap up by providing recommendations based on the case study findings. Outline the next steps that stakeholders should take to either expand on the success of the project or address any remaining challenges.

Acknowledgments and references

Thank the people who contributed to the case study and helped in the problem-solving process. Cite any external resources, reports or data sets that contributed to your analysis.

Feedback & Q&A session

Open the floor for questions and feedback from your audience. This allows for further discussion and can provide additional insights that may not have been considered previously.

Closing remarks

Conclude the presentation by summarizing the key points and emphasizing the takeaways. Thank your audience for their time and participation and express your willingness to engage in further discussions or collaborations on the subject.

Well, the length of a case study presentation can vary depending on the complexity of the topic and the needs of your audience. However, a typical business or academic presentation often lasts between 15 to 30 minutes. 

This time frame usually allows for a thorough explanation of the case while maintaining audience engagement. However, always consider leaving a few minutes at the end for a Q&A session to address any questions or clarify points made during the presentation.

When it comes to presenting a compelling case study, having a well-structured template can be a game-changer. 

It helps you organize your thoughts, data and findings in a coherent and visually pleasing manner. 

Not all case studies are created equal and different scenarios require distinct approaches for maximum impact. 

To save you time and effort, I have curated a list of 5 versatile case study presentation templates, each designed for specific needs and audiences. 

Here are some best case study presentation examples that showcase effective strategies for engaging your audience and conveying complex information clearly.

1 . Lab report case study template

Ever feel like your research gets lost in a world of endless numbers and jargon? Lab case studies are your way out!

Think of it as building a bridge between your cool experiment and everyone else. It’s more than just reporting results – it’s explaining the “why” and “how” in a way that grabs attention and makes sense.

This lap report template acts as a blueprint for your report, guiding you through each essential section (introduction, methods, results, etc.) in a logical order.

Want to present your research like a pro? Browse our research presentation template gallery for creative inspiration!

2. Product case study template

It’s time you ditch those boring slideshows and bullet points because I’ve got a better way to win over clients: product case study templates.

Instead of just listing features and benefits, you get to create a clear and concise story that shows potential clients exactly what your product can do for them. It’s like painting a picture they can easily visualize, helping them understand the value your product brings to the table.

Grab the template below, fill in the details, and watch as your product’s impact comes to life!

3. Content marketing case study template

In digital marketing, showcasing your accomplishments is as vital as achieving them. 

A well-crafted case study not only acts as a testament to your successes but can also serve as an instructional tool for others. 

With this coral content marketing case study template—a perfect blend of vibrant design and structured documentation, you can narrate your marketing triumphs effectively.

4. Case study psychology template

Understanding how people tick is one of psychology’s biggest quests and case studies are like magnifying glasses for the mind. They offer in-depth looks at real-life behaviors, emotions and thought processes, revealing fascinating insights into what makes us human.

Writing a top-notch case study, though, can be a challenge. It requires careful organization, clear presentation and meticulous attention to detail. That’s where a good case study psychology template comes in handy.

Think of it as a helpful guide, taking care of formatting and structure while you focus on the juicy content. No more wrestling with layouts or margins – just pour your research magic into crafting a compelling narrative.

5. Lead generation case study template

Lead generation can be a real head-scratcher. But here’s a little help: a lead generation case study.

Think of it like a friendly handshake and a confident resume all rolled into one. It’s your chance to showcase your expertise, share real-world successes and offer valuable insights. Potential clients get to see your track record, understand your approach and decide if you’re the right fit.

No need to start from scratch, though. This lead generation case study template guides you step-by-step through crafting a clear, compelling narrative that highlights your wins and offers actionable tips for others. Fill in the gaps with your specific data and strategies, and voilà! You’ve got a powerful tool to attract new customers.

Related: 15+ Professional Case Study Examples [Design Tips + Templates]

So, you’ve spent hours crafting the perfect case study and are now tasked with presenting it. Crafting the case study is only half the battle; delivering it effectively is equally important. 

Whether you’re facing a room of executives, academics or potential clients, how you present your findings can make a significant difference in how your work is received. 

Forget boring reports and snooze-inducing presentations! Let’s make your case study sing. Here are some key pointers to turn information into an engaging and persuasive performance:

• Know your audience : Tailor your presentation to the knowledge level and interests of your audience. Remember to use language and examples that resonate with them.
• Rehearse : Rehearsing your case study presentation is the key to a smooth delivery and for ensuring that you stay within the allotted time. Practice helps you fine-tune your pacing, hone your speaking skills with good word pronunciations and become comfortable with the material, leading to a more confident, conversational and effective presentation.
• Start strong : Open with a compelling introduction that grabs your audience’s attention. You might want to use an interesting statistic, a provocative question or a brief story that sets the stage for your case study.
• Be clear and concise : Avoid jargon and overly complex sentences. Get to the point quickly and stay focused on your objectives.
• Use visual aids : Incorporate slides with graphics, charts or videos to supplement your verbal presentation. Make sure they are easy to read and understand.
• Tell a story : Use storytelling techniques to make the case study more engaging. A well-told narrative can help you make complex data more relatable and easier to digest.

Ditching the dry reports and slide decks? Venngage’s case study templates let you wow customers with your solutions and gain insights to improve your business plan. Pre-built templates, visual magic and customer captivation – all just a click away. Go tell your story and watch them say “wow!”

Nailed your case study, but want to make your presentation even stronger? Avoid these common mistakes to ensure your audience gets the most out of it:

Overloading with information

A case study is not an encyclopedia. Overloading your presentation with excessive data, text or jargon can make it cumbersome and difficult for the audience to digest the key points. Stick to what’s essential and impactful. Need help making your data clear and impactful? Our data presentation templates can help! Find clear and engaging visuals to showcase your findings.

Lack of structure

Jumping haphazardly between points or topics can confuse your audience. A well-structured presentation, with a logical flow from introduction to conclusion, is crucial for effective communication.

Ignoring the audience

Different audiences have different needs and levels of understanding. Failing to adapt your presentation to your audience can result in a disconnect and a less impactful presentation.

Poor visual elements

While content is king, poor design or lack of visual elements can make your case study dull or hard to follow. Make sure you use high-quality images, graphs and other visual aids to support your narrative.

Not focusing on results

A case study aims to showcase a problem and its solution, but what most people care about are the results. Failing to highlight or adequately explain the outcomes can make your presentation fall flat.

How to start a case study presentation?

Starting a case study presentation effectively involves a few key steps:

• Grab attention : Open with a hook—an intriguing statistic, a provocative question or a compelling visual—to engage your audience from the get-go.
• Set the stage : Briefly introduce the subject, context and relevance of the case study to give your audience an idea of what to expect.
• Outline objectives : Clearly state what the case study aims to achieve. Are you solving a problem, proving a point or showcasing a success?
• Agenda : Give a quick outline of the key sections or topics you’ll cover to help the audience follow along.
• Set expectations : Let your audience know what you want them to take away from the presentation, whether it’s knowledge, inspiration or a call to action.

How to present a case study on PowerPoint and on Google Slides?

Presenting a case study on PowerPoint and Google Slides involves a structured approach for clarity and impact using presentation slides :

• Title slide : Start with a title slide that includes the name of the case study, your name and any relevant institutional affiliations.
• Introduction : Follow with a slide that outlines the problem or situation your case study addresses. Include a hook to engage the audience.
• Objectives : Clearly state the goals of the case study in a dedicated slide.
• Findings : Use charts, graphs and bullet points to present your findings succinctly.
• Analysis : Discuss what the findings mean, drawing on supporting data or secondary research as necessary.
• Conclusion : Summarize key takeaways and results.
• Q&A : End with a slide inviting questions from the audience.

What’s the role of analysis in a case study presentation?

The role of analysis in a case study presentation is to interpret the data and findings, providing context and meaning to them. 

It helps your audience understand the implications of the case study, connects the dots between the problem and the solution and may offer recommendations for future action.

Is it important to include real data and results in the presentation?

Yes, including real data and results in a case study presentation is crucial to show experience,  credibility and impact. Authentic data lends weight to your findings and conclusions, enabling the audience to trust your analysis and take your recommendations more seriously

How do I conclude a case study presentation effectively?

To conclude a case study presentation effectively, summarize the key findings, insights and recommendations in a clear and concise manner. 

End with a strong call-to-action or a thought-provoking question to leave a lasting impression on your audience.

What’s the best way to showcase data in a case study presentation ?

The best way to showcase data in a case study presentation is through visual aids like charts, graphs and infographics which make complex information easily digestible, engaging and creative. 

Don’t just report results, visualize them! This template for example lets you transform your social media case study into a captivating infographic that sparks conversation.

Choose the type of visual that best represents the data you’re showing; for example, use bar charts for comparisons or pie charts for parts of a whole. 

Ensure that the visuals are high-quality and clearly labeled, so the audience can quickly grasp the key points. 

Keep the design consistent and simple, avoiding clutter or overly complex visuals that could distract from the message.

Choose a template that perfectly suits your case study where you can utilize different visual aids for maximum impact. 

Need more inspiration on how to turn numbers into impact with the help of infographics? Our ready-to-use infographic templates take the guesswork out of creating visual impact for your case studies with just a few clicks.

Related: 10+ Case Study Infographic Templates That Convert

Congrats on mastering the art of compelling case study presentations! This guide has equipped you with all the essentials, from structure and nuances to avoiding common pitfalls. You’re ready to impress any audience, whether in the boardroom, the classroom or beyond.

And remember, you’re not alone in this journey. Venngage’s Case Study Creator is your trusty companion, ready to elevate your presentations from ordinary to extraordinary. So, let your confidence shine, leverage your newly acquired skills and prepare to deliver presentations that truly resonate.

Go forth and make a lasting impact!

GatherContent is becoming Content Workflow by Bynder. Read More

12 great case study examples (plus case study writing tips)

GatherContent Contributor, Writer

5 minute read.

Interviewed by:

Table of contents

Lead with Content

How to put content at the centre of digital transformation.

Padma Gillen

Digital Content Consultant

This long-form content style is also becoming more common as more marketers discover its value. According to Hubspot’s 2021 State of Marketing report , more than 30% of marketers use case studies as a primary marketing media—up from 13% in 2020.

If you’re new to the world of case studies, we’ll be diving into what case studies are, why they’re important, and how to create your own. We’ll also highlight some compelling case study examples that you can learn from.

What is a case study?

A good case study highlights customer stories showing the following:

• The problems the business faced before using a product or service
• How the product or service proposed to solve the problems
• The before and after of using a product or service
• The measurable positive impact of the product or service on metrics such as click-through rate, website traffic, or sales

While case studies are most often product or service-focused, sometimes businesses use them to share their brand or founder story.

These types of case studies typically focus on organizational progress, such as how they grew their revenue or website traffic. One example is this Outfunnel case study on how the team saved over 80% of its time with user onboarding.

Why are case studies important?

They may not suit every business. But case studies are beneficial, for example, for helping SaaS brands reach future customers.

If they make sense for your industry, case studies should be an important part of your content marketing strategy for many reasons.

Three reasons you should incorporate them as soon as possible are:

• To provide value to your audience: At its core, the best marketing doesn’t just drive sales; it serves its audience. Case studies are a brilliant way to teach your audience tips they can incorporate into their businesses. It can also serve as research for industry experts to quote.
• To show off your expertise: A great case study is a perfect blend of data and storytelling. It showcases your expertise to your target audience, most likely dealing with similar issues. By telling a good story in your case studies, you’re essentially saying, “Look how we made everything better for X client—we can do that for you, too.”
• As social proof: Because case studies are available to the public, they’re undeniable social proof—better than hard-to-believe testimonials with client initials. This makes them extra valuable as MOFU and BOFU content ; they can drive sales at the click of a button.

Good to Know: Not sure how to use case studies? They work well as lead magnets, landing pages, repurposed blog posts, and, if you have the capacity, even video content!

12 real-life case study examples to bookmark

Reading about the mechanics of case studies is more straightforward than writing case studies from scratch.

That’s why we’ve gathered 12 real-life marketing case study examples you can review before you embark on creating yours.

1. GatherContent | University of Edinburgh

What works: In this great case study, GatherContent includes quotes from the client (the University of Edinburgh) about how their software has improved their content workflow. This adds a human element and will help readers with the same issues identify with the client.

View more GatherContent case studies .

2. Omniscient Digital | AppSumo

What works: Omniscient Digital includes client feedback in video format and shares the results they achieved in a digestible bullet point format.

3. Bit.ly | Vissla

What works: Besides hosting this case study on their website, Bit.ly provides a PDF link that can both be viewed online or downloaded. Plus, the PDF is visually appealing and easy to read.

4. Asana | Autodesk

What works: Asana leads with their impact and includes basic information about their client to the right of the page so the reader immediately gets bite-sized background information.

5. Shopify | Bombas

What works: Shopify includes a video in their case study, as well as multiple eye-catching images of Bombas products. This ensures that the case study serves both companies, possibly generating customer interest in Bombas socks.

6. Outfunnel | Alight Analytics

What works: Outfunnel has repurposed its case study into a blog post, which increases its visibility. The study is also full of client quotes, which adds valuable social proof.

7. Sapling | Zapier

What works: Sapling also shares quick preliminary information about Zapier on the left panel and includes several screenshots to show the impact of their product on the company’s processes.

8. BigCommerce | Skullcandy

What works: The quick metrics in bold hit readers quickly and highlight BigCommerce expertise to potential customers even before they read the entire case study.

9. Google Ads | L’Oreal

What works: Video format. Few things beat hearing the client praise the service and explain the process and results of the campaign in their own words.

10. ActiveCampaign | Your Therapy Source

What works: ActiveCampaign efficiently showcases the problems and solutions before delving into how they helped the client achieve desired results.

11. Intuit | Xenex Healthcare

What works: The main benefit is highlighted on the first page of the PDF and the rest of the study delves into the process and the nitty-gritty of the product’s impact.

12. Grayscale | Upwork

What works: This page features minimal text. It focuses on quotes from decision-makers at Upwork and ends with a call-to-action that will likely drive conversions.

How to write your own case study

How can you write engaging, effective case studies like the examples above? Here are six steps.

1. Identify a worthy case

Think of projects—either for yourself or for clients—that got outstanding results. Then, whittle it down to the cases that your target audience is most likely to relate to , perhaps because they experience the same problem or have the same goal as in the case.

2. Reflect on your chosen case

Once you’ve decided on the case you’ll start with, do some deeper reflection on the details. What was the project goal? What challenges did you encounter along the way? How did you overcome them to reach your goal?

3. Think about differentiation

Take the last step even further and think of anything you did differently than others might. Did you an experimental tactic or strategy or create a custom solution? If so, use those details to subtly show potential customers why they should be interested in what you have to offer.

4. Gather quotes

Next, get hard-hitting quotes from project stakeholders or clients. Having their thoughts on goals, project obstacles, the solutions provided, and the outcomes will make your description of the case more credible.

5. Draft your case study

Time to turn the details you’ve compiled into a case study draft. How? We’ll talk about the best format for case studies shortly.

6. Add visuals

Next, create visuals that will reinforce the main points of your case study. These could include:

• Charts or screenshots to show the change in metrics before and after the project
• An infographic to give a brief visual overview of the case
• Pictures of deliverables (e.g. a web design agency might show a picture of the new site it designed for a client)
• Product images such as screenshots from within your software that was used on the project

After any designated reviewers and approvers give their stamp of approval on the case study, it’s ready to be published and promoted!

What’s the best case study format?

We’ve seen A+ examples of case studies and gotten some more context on how to create them for your brand or organization. Now, it's time to get to work. As you do, remember to include the following vital sections in your case study format:

• Client name and profile
• The problem
• Your solution (and screenshots!)
• Before and after ( real results with data)
• Appealing visuals, photos, illustrations, infographics, charts, and graphs
• A memorable CTA

Ready to get started? Thankfully, you don’t have to go it alone.

GatherContent—a powerful tool for case study creation

GatherContent makes it possible to keep track of all your case study research —even while working with your marketing team. You don’t have to guess what stage the piece is at or consult another tool to know when your part is due or who to pass the torch to.

GatherContent is a content hub that helps you keep all your content creation in one place , whether you’re writing blog posts, email newsletters, social media posts, or case studies. With content modeling features like Components , you can effortlessly maintain brand identity throughout all your case studies.

Read more customer success stories here to learn more!

Techniques for collaboratively prioritising content

Learn six collaborative methods for prioritising content so your team can be aligned and have confidence in the content being published..

About the author

Related posts you might like, platform features.

• Content Hub
• Content Project Management
• Content Planning
• Content Templates
• Content Style Guides
• Content Management
• Content Workflow
• Content Calendar
• Content Creation & Collaboration
• Beta Features
• What's New
• Productivity
• Integrations
• What is ContentOps?
• Resources and Events
• Our Partners
• Customer Advisory Board
• Join our team
• Security & Backups
• Terms of Service Data Processing Agreement
• Terms of Website Use
• Global Privacy Policy
• Cookie Policy
• Help Centre
• API Documentation

Sign up to our weekly newsletter

Free Case Study Templates

By Kate Eby | February 28, 2024

• Share on Facebook
• Share on LinkedIn

Link copied

We've collected free marketing case study templates for marketing managers, project coordinators, business strategists, and sales teams. Use these templates to organize and showcase your case studies for problem-solving and data analysis.

Simple Case Study Template

Download a Sample Simple Case Study Template for  Microsoft Word | Adobe PDF | Google Docs  

Download a Blank Simple Case Study Template for  Microsoft Word | Adobe PDF | Google Docs  

When to Use This Template:  This simple case study template available with or without sample copy has a straightforward, user-friendly format. It's ideal for junior marketers or entry-level associates who are just starting to write case studies. This template is also perfect for situations that require a quick, clear understanding of the basics.

Notable Template Features:  This simple case study template sports an easy-to-follow structure, focusing on the essentials without overwhelming the user with complex details. It features fundamental sections such as  Introduction, Challenge, Solution, and  Results , laid out in an intuitive, no-frills manner. 

While a marketing case study template showcases strategy outcomes, a  business case template evaluates broader business impacts.

Single-Slide Case Study Presentation Template

Download a Sample Single-Slide Case Study Presentation Template for  PowerPoint | Google Slides  

Download a Blank Single-Slide Case Study Presentation Template for PowerPoint | Google Slides  

When to Use This Template:   Ideal for sales representatives and quick-paced meetings, use  this single-slide case study presentation template to deliver a concise yet impactful presentation.

Notable Template Features:  The standout feature of this template is its ability to condense the entire case study into one slide. If you want some guidance on formatting, download the template with sample copy. This template differs from more elaborate versions by focusing on essential elements such as the problem, solution, and results.

Case Study Report Template

Download a Sample Case Study Report Template for  Microsoft Word | Google Docs  

Download a Blank Case Study Report Template for  Microsoft Word | Google Docs  

When to Use This Template:  Choose this case study report template when you need to create an in-depth, detailed analysis of a marketing case. It's especially useful for marketing managers and product managers who need to delve into extensive data analysis and provide a thorough overview of their findings. 

Notable Template Features:  The defining feature of this template — available with or without sample copy — is its detailed and comprehensive structure, which sets it apart from simpler formats. It facilitates an examination of complex cases, providing ample space for data presentation, detailed analyses, and in-depth discussions. This template is ideal for producing clear, professional, and exhaustive reports that cover every aspect of the case study in depth.

Data-Driven Case Study Template

Download a Sample Data-Driven Case Study Template for  Excel | Microsoft Word | Google Docs  

Download a Blank Data-Driven Case Study Template for  Excel | Microsoft Word | Google Docs  

When to Use This Template:  Utilize the data-driven case study template — available with or without example copy — to showcase the measurable outcomes and analytics of a case study. The template is ideal for marketers and analysts who want to emphasize the quantitative results and data-backed aspects of their strategies and campaigns. 

Notable Template Features:  This template emphasizes data visualization and metrics. It incorporates graphs, charts, and tables to present for a clear and detailed presentation of statistical information. Its strength lies in transforming complex data sets into understandable, visually engaging formats.

Marketing Case Study Template

Download a Sample Marketing Case Study Template for  Microsoft Word | Google Docs  

Download a Blank Marketing Case Study Template for  Microsoft Word | Google Docs 

When to Use This Template:  Turn to this marketing case study template to showcase marketing strategies, campaigns, and their outcomes. It’s particularly well suited for marketing managers, sales representatives, and content creators who aim to clearly illustrate the impact and success of their marketing efforts. 

Notable Template Features:  What sets this template apart is its focus on the storytelling aspects of marketing. Download the version with sample data to see how to structure the section on your company details, the challenge, and the solution.

One-Page Case Study Template

Download a Sample One-Page Case Study Template for  Microsoft Word | Google Docs

Download a Blank One-Page Case Study Template for  Microsoft Word | Google Docs

When to Use This Template:  Choose this one-page case study template to deliver a powerful message quickly and succinctly. The template is ideal for sales representatives and marketing managers who need to present a compelling, brief summary of a case study when time is limited and the impact is crucial, such as in sales pitches or high-stakes meetings.

Notable Template Features:  The hallmark of this template is its streamlined, one-page format, which sets it apart from more extensive options. Download the version with example text to see how it distills the case study into key highlights and results, presented in an easy-to-digest format. 

Check out this  article featuring free Google Docs case study templates for more options.

Problem-Solution-Impact Case Study Template

Download a Sample Problem-Solution-Impact Case Study Template for  Microsoft Word | PowerPoint | Google Docs

Download a Blank Problem-Solution-Impact Case Study Template for  Microsoft Word | PowerPoint | Google Docs  

When to Use This Template:  This problem-solution-impact case study template is effective for projects where you need to delineate a specific problem, outline the applied solutions, and discuss the subsequent effects. Download the version with sample text to see how to use the template to craft a case study with a logical flow and clear outcome. 

Notable Template Features:  This template's distinctive feature is its structured approach, dividing the case study into  Problem, Solution,  and Impact  sections. Unlike templates that might blend these elements together, this one provides a distinct, sequential framework.

In-Depth Analysis Case Study Template

Download a Sample In-Depth Analysis Case Study Template for  Microsoft Word | Adobe PDF | Google Docs  

Download an Blank In-Depth Analysis Case Study Template for  Microsoft Word | Adobe PDF | Google Docs  

When to Use This Template:  Deploy this in-depth analysis case study template and delve into a complex case study. It's perfect for situations where a thorough understanding and comprehensive analysis of all aspects of the case are needed, such as in research-heavy projects, detailed marketing strategy reviews, or complex product development scenarios.

Notable Template Features:  This template — available with or without sample data — has an expansive and detailed structure. Use the  In-Depth Analysis section to thoroughly explore the various facets of the case, including situation analysis, stakeholder analysis, and a deep dive into relevant data and evidence. Unlike simpler templates, this one offers a platform for comprehensive dissection and examination of intricate case studies, providing space for a detailed problem-specific analysis (such as  SWOT or PESTLE).

Testimonial-Based Case Study Template

Download a Sample Testimonial-Based Case Study Template for Microsoft Word | Adobe PDF | Google Docs  

Download a Blank Testimonial-Based Case Study Template for Microsoft Word | Adobe PDF | Google Docs  

When to Use This Template:  Utilize this testimonial-based case study template to emphasize the real-world impact and customer satisfaction of your service or product, especially in scenarios where customer experiences and endorsements are crucial. This template is ideal when you have strong, positive feedback from clients that can illustrate the benefits of your offerings. 

Notable Template Features:  This template focuses on customer testimonials. Unlike other case study formats, this one dedicates a significant portion to showcasing direct quotes and stories from clients. The sample-text version includes real-life examples and endorsements, demonstrating the practical benefits and satisfaction of your clients.

Key Elements in a Case Study Template

The key elements in a case study template include a clear title, executive summary, background information, and problem statement. They also cover objectives, solutions, results, and lessons learned to help you create a complete, engaging story of a project's success.  

The following elements help to structure a case study:   

• Title:  Add a concise and informative title that captures the essence of the case study. 
• Executive Summary:  Provide a brief overview of the case study, summarizing the problem, solution, and results. 
• Background Information: Include detailed context about the company, situation, or environment relevant to the case study. 
• Problem Statement:  Clearly define the challenge or issue addressed.
• Objectives: Outline what the case study aims to achieve or resolve. 
• Methodology or Approach: Describe the methods or strategies used to address the problem. 
• Solution: Detail the specific actions taken or solutions implemented to solve the problem. 
• Results: Provide quantifiable outcomes and data showing the impact of the solution.
• Analysis: Write a critical examination of the solution's effectiveness and the achieved results. 
• Visuals (Charts, Graphs, Images): These visuals should help viewers understand complex data and break up text-heavy content. 
• Testimonials/Quotes: Add credibility with direct quotes from clients, customers, or team members involved. 
• Challenges and Limitations: Discuss any obstacles faced during the project and how they were overcome. 
• Lessons Learned: Include any insights or knowledge gained from the experience. 
• Conclusion:  Summarize the main points, and restate the significance of the case study. 
• Call to Action (CTA):  Add content to encourage the audience to take a specific action, such as contacting the company or learning more about a service.

Types of Case Study Templates

Case study templates include single-slide overviews for quick summaries, in-depth analysis for detailed exploration, and customer testimonial templates that track the user's experience. Others focus on comparing strategies, showcasing data-driven results, and more. 

Here’s a list of case study templates:   

• Single-Slide Overview Case Study Template: Ideal for quick summaries, this template condenses the entire case study onto one slide, highlighting the problem, solution, and results. 
• In-Depth Analysis Case Study Template: Designed for detailed exploration, this template type has sections for background, market analysis, strategy implementation, and results. 
• Problem-Solution-Results Case Study Template: Structured around identifying a challenge, detailing the solution, and showcasing the outcomes, use this template when you want to take a narrative approach. 
• Data-Driven Case Study Template: Use this template to emphasize quantitative results and include charts and graphs to illustrate key metrics and successes.
• Testimonial-Based Case Study Template: This option uses customer reviews and testimonials to highlight real-world applications and satisfaction.

Streamline and Collect All the Elements Needed for a Case Study with Smartsheet

Empower your people to go above and beyond with a flexible platform designed to match the needs of your team — and adapt as those needs change. 

The Smartsheet platform makes it easy to plan, capture, manage, and report on work from anywhere, helping your team be more effective and get more done. Report on key metrics and get real-time visibility into work as it happens with roll-up reports, dashboards, and automated workflows built to keep your team connected and informed. 

When teams have clarity into the work getting done, there’s no telling how much more they can accomplish in the same amount of time.  Try Smartsheet for free, today.

Discover why over 90% of Fortune 100 companies trust Smartsheet to get work done.

17 Brilliant Case Study Examples To Be Inspired By

Lead generation is complex, which means that your best bet is to have multiple touchpoints on different channels designed to capture as many leads as possible.

While you’re setting up your lead generation funnel , remember that you need to have different touchpoints on your site itself, too. It’s not enough, after all, that they’ve landed on your site on their own; you need to convince them to convert as a lead or even as a customer once they’re there.

Case studies can help with this, allowing you to prove what kind of results your brand, product, or service can offer to real clients. You can back up what you’re promising, and show the how, what, who, and why questions that customers may have. They can help generate more leads and accelerate revenue quickly.

We’ve got some great resources on how to get the information on how to conduct great case study interviews and what makes case studies valuable , but today we’re going to look at 17 individual and diverse case study examples and talk about how to write great B2B case studies.

These examples all do something exceptional and approach their case studies a little differently, but they all have outstanding final results. 

Ready to get inspired and get some actionable tips to write your own B2B case studies? Let’s get started.

How to Write Great B2B Case Studies 

Before we start looking at different B2B case study examples, we want to first talk about what makes B2B case studies valuable and effective.

What All Great B2B Case Studies Accomplish 

Case studies are most often used to build trust by proving that you’ve gotten a specific result for clients and that you can do the same for your existing leads. In many cases, case studies should:

• Establish a persona or audience segment that the client fits into (which, in many cases, leads will relate to)
• Explain what the client’s problem was before they started working with your brand
• Detail what solution you offered to help the client (which should include some level of detail regarding the strategies, products, or tactics that you used)
• Share the results, ideally the more specific (and numerical) the better; statistics that show improvements are golden 
• Feature a client impact statement or a testimonial if possible 

You can use this as a guide post (or almost like a template) of how to get started with the content that you need to cover in your case study. 

B2B Case Study Best Practices 

When writing B2B case studies, you always want to follow these best practices:

• Try to stick to a consistent template, that way as you create a fleshed-out case study section on your site, it will be scannable and familiar to leads 
• Tell a story, using a client’s problems and pain points to connect with potential leads and highlighting how you can help; think of the problem as the beginning of the story, the solution as the climax, and the results section as the resolution of the story 
• Be as detailed as you need to be, but as brief as possible; while B2B case studies can certainly trend much longer in length than most B2C case studies, you also want to make sure you’re offering value because if it goes too long, your customers will lose interest 
• Always include hard facts. Statistics, tactical solutions, and quantifiable data reign supreme here. They carry a case study, and they give you a nice impressive title to draw in the clicks, too.
• Rely on great formatting. Do not write a case study that’s nothing more than a giant block of text. Use great formatting to keep the entire case study scannable and easy to read. Break it up with visuals whenever possible. 

1. Breadcrumbs

Breadcrumbs has a number of content-based case studies on our site, and you know we had to feature these case studies first! 

These case studies both accomplish everything we’ve discussed above; they detail a client’s problem and pain points, explain the solution, and share the results and client testimonials. All the major boxes are checked.

What these case studies do differently than most, however, is they use a content-focused approach. The case studies aren’t just boasting about the amazing results our clients have seen, but they actually share enough actionable information for other clients to replicate their success, too. 

Let’s look at our case study, How to Reduce Your SLA by 99% . It discussed how a single client did reduce their SLA by 99%, but it also gives enough information that other users can discover how to use lead scoring to reduce SLA successfully themselves. 

The case study is downloadable, which a “Download” button at the top of the page next to “Request Demo” and “Start Free” CTAs. It also features a well-formatted “What you’ll learn” section to engage users and assure them that they won’t just be reading about a client story, but they’ll walk away with something helpful.

One other thing to note here is that some B2B case studies can feel, for lack of a better word, a little cold. The client’s business name is mentioned, but pain points are relatively clinical and the tone is dull. That’s not the case with the Breadcrumbs case studies, where individual client contacts are referred to by first name and are written in a more conversational tone. It feels much more personal, and at the end of the day, we’re not just selling to businesses—we’re selling to the people who work for businesses. 

2. AdEspresso

Want to turn your case study into a lead magnet? This case study example from AdEspresso is an excellent demonstration of how to use case studies not only to pique users’ but to actually convert them to leads.

Here’s how it works:

• People go to the case study part of the site, find it through organic search, or are referred there by email, paid social ads, or blog posts
• They read the title and the description, which mentions the company name, what was accomplished, a brief explanation of how (here, it’s split testing, targeting new and existing audiences, and AdEspresso)
• The description gives a concrete result–“GlobeIn doubled its revenue”
• They encourage users to download the PDF 

While most of the case studies that we’re looking at are published on their brands’ sites, this one works as a lead magnet. When users click the “Download PDF” CTA, they’re taken to a landing page with a lead form. 

The landing page touches more on what results were achieved, but still requires users to download the PDF to find out exactly which strategies were used. This works because the case study isn’t just stating “our tool gets more results,” it also offers strategic insights similar to a blog post that readers can leverage to improve their own campaigns. 

If you create case studies that get strategic and are heavily content-based instead of just sharing results, they can act as a different kind of touchpoint in the digital sales funnel .

3. Freshbooks

Most businesses have multiple different buyer personas and audience segments that they’re targeting at any given point in time. When you want your case studies to really be effective, publishing diverse content that really speaks to each of those segments is crucial.

Freshbooks ’ case study examples really showcase how you can do that well. Their case studies feature brief customer stories from “relatable” small businesses (aka not mega CEOs of Fortune 500 companies, who are not Freshbook’s core Facebook target audience) talking about how their business used the tools to benefit.

You can see the different personas represented here. One is an agency that wanted to scale quickly; one case study example featured a growing franchise. Another was for a small business that needed help with tax prep, and the last pictured here is a freelancer who uses the invoicing software’s time tracking features to measure productivity and assess rates. 

These are four very different types of businesses, and it shows potential leads in each audience segment that there’s a reason they should use this tool. By highlighting different use cases, it can increase lead generation for all high-value audiences by appealing to their specific needs instead of just highlighting general stories that would appeal to all.

4. Disruptive Digital

Disruptive Digital is a paid social agency while a high-level holistic approach to advertising. Instead of looking at “general best practices” that you could find on ten other blogs in five seconds or less, they offer strategic insights that showcases how they really get their customers result. They make case study examples a central part of a large number of their blog posts.

They’ll write a blog post about a high-level topic like “how to calculate your target ROAS,” and then show a case study with real client data to walk you through the process. This is more powerful than hypotheticals when you’re talking about data-driven PPC campaigns, and they always use it to back up their arguments as well as teach a strategy. 

While these case study examples aren’t on a dedicated landing page, they work by appealing to users more towards the top of the funnel . It helps to build trust and establish credibility early while setting their blog posts apart. It’s good for their content marketing and lead generation efforts. 

5. CoSchedule

CoSchedule is a well-known SaaS content and social media planning and organization tool, and their case studies are phenomenal. 

They do a few things well. The first is by featuring different types of clients in their case studies. In the case study example below, they’re showcasing not a brand, but a University alumni group. 

Their formatting is also great. The first thing you see is “This 5-Person Marketing Team Managed 12x More Work While Working Remotely” in bright blue across the top of the page. They’ve also got a quick-reference, quick-facts bar on the side of the case study that lists the brand name, the brand’s site, the industry, company size, and marketing team size. Here, you can download a PDF of the case study, and immediately under there is a CTA to request a demo (also in blue, ideally to have the eye go from the headline to the CTA).

The case study itself is well written, and you can read the full study here . It breaks things down by sharing the challenge, the solution, and the results. As you can see below, they have a graph in bright colors to showcase exactly how impactful those results were, with the results in bolded text underneath it. They finish it off with a quote from a key team member to really drive it home.

As far as case study examples go, this one is pretty perfect. The design is excellent, with quick-reference data, important facts highlighted, great design elements to draw the users’ eye and attention where you want it, and a customer quote. They also have a strong CTA to get in touch, which can get the process moving quickly, or the option to download the case study (turning it into valuable content and a lead magnet) if the customer chooses.

6. ONESOURCE

ONESOURCE  is a tax preparation product from Thomas Reuter’s, and the site features the below case study of The Cheesecake Factory—a major American brand—to help showcase value and generate sales. 

As far as design goes, this case study is clean, organized, and condensed. It’s like a digital brochure, with all the information cleanly broken down into bullet points, key quotes and statements, and subheadings. 

They share only the core information that’s needed (including what products were used, what was accomplished, and data about the Cheesecake factory’s tax department) and nothing that isn’t. It’s to the point and highly effective.

Slack is one of the most popular instant communication chat tools available right now, and especially after everyone had to work from home during the pandemic, we’re guessing a large number of readers are familiar with the platform.

Their case studies are, as you’d expect, strong and well-written. They’re longer and read almost more like a story-driven blog post than studies like CoSchedule’s fast-facts, brief-and-to-the-point content. But this works for this brand; storytelling is powerful, after all, and it’s memorable and relatable.

In this case study, they use storytelling to really highlight the company’s pain points, focusing on how shopping habits changed and impacted businesses during COVID-19. They focus on Shipt, a grocery-delivery company that was thrust into high demand quickly. 

The case study talked about how Shipt had been using Slack for years, but how they really embraced advanced features and integrations during COVID to get the most out of the platform. They then share how the company uses it, and share data and statistics about usage . 

There’s a quote from the director of IT in there, too, to stress the importance, and you’ll see they have a “quick facts” tab on the side with a powerful quote that highlights the value, key integrations that were featured, and a CTA to both contact the sales team and to try Slack for free. 

They have a full page of case studies available, all of which state what Slack helped accomplish in a storytelling format as opposed to going hard with the data upfront. This feels more casual, but is just as powerful.

8. Culture Amp

We’re going meta. We just looked at case study examples from Slack, and now we’re going to look at a case study example about Slack. 

Culture Amp helps brands maintain and facilitate their desired communication culture through feedback and communication response.

This case study features my favorite quick facts tab, sharing the brand name featured in the case study, a sentence each about the challenge, solution, and result. And there is, of course, that “request demo” CTA. 

The case study does a few things that you don’t see a lot. They introduce two of the key figures in the Slack department who worked directly with Culture Amp, giving it a more personal touch and adding more credibility to the study.

It’s also well-written and engaging to read. Sentences like “Company culture is Slack’s North Star” aren’t your standard technical and almost clinical “just the facts, ma’am” approach to case studies. The case study is longer than some others, but the creative writing can keep you hooked, and it thoroughly explains how the single brand used the product and services to excel.

9. KlientBoost 

We’ve already looked at one case study from a marketing agency, but the way KlientBoost has their case studies set up, it’s well worth taking a look at another.

Their numerous case studies are found under the “Results” tab on their site, making them all readily visible and easy to locate. It also increases the odds that users will stumble across the case studies on their own, even if they weren’t intentionally looking for them.

And one thing worth noting: They’ve got a sorting feature to “show me clients who” meet certain qualities like “are worth billions, “got acquired,” “have small budgets,” and “have crazy complex offerings.” 

This is an easy way to tell all of their potential clients that “yes, we take clients like you and get results!” while making it simple for them to find proof. 

The case study itself is of course well-written and designed, too. You’ve got a bold, color-contrasting header at the top in large text that lays out core benefits (x results in just three months), with more detailed results visible on the side.

They also break down the different advanced advertising features they used, a customer quote, and an image of what the ads looked like to bring the whole thing together. This shows prospective clients exactly what they can expect when working with the agency, and it builds a massive amount of trust. 

10. Omnivore 

Omnivore.io is a menu management tool designed specifically for restaurants that integrate with other tools to streamline the guest experience.

The content we’re going to look at is a great example of case study creation for hyper-niche industries that have specific needs. 

It’s presented as a standard blog post, but the H1 title says exactly what benefits the company achieved, and they still have a “more seating options, more problems” header to present the challenge in a creative way. 

They then explain how the TableUp app works with Omnivore’s tech and other integrations to be able to offer additional services to customers like adding their party to a restaurant’s waitlist, joining email lists for points, making to-go orders, and more. 

They also shared an example of how a real client (Budweiser) used the feature, and included a blurb about the integrating tool. 

You’ll notice that this case study looks a little different from others that we’ve looked at. It doesn’t have a lot of hard numbers or super detailed examples, but it works because it showcases a specific integration and details specific uses. 

This is, in many cases, going to be an audience focused on use case value more than just statistics; if the tool can do what’s needed, that’s what they’re going to care most about. So this formatting works. 

11. Pepperi

We’re on a food-themed case study roll right now! Next, we’re going to look at a case study of how Chex Finer Foods worked with the Pepperi omnichannel B2B Commerce. 

This case study is long . It’s much longer than the others that we’re looking at, with 6 total pages of content (though some are heavily dominated by images). See the entire case study by clicking above. 

Here’s why it works though: They keep the “Challenges” brief and the client breakdown visible right upfront to show users why they should care. 

The solutions section is also brief, explaining how Pepperi solved the company’s challenges. That all happens within the first page of the case study. 

The rest of the study has five pages that look like this, showing visuals that highlight the exact product that users received when working with Pepperi. There’s no hypothetical mock-up; you get to see the mobile app, the site, the home page here. Other pages show how search results work for brands with extensive inventories, along with features like analytics, multi-product views, and more. 

For customers who really want to understand what they’re getting and why they should choose this particular service, there’s no doubt. They can see what the interface looks like, and what real clients’ platforms offer. 

12. DOTVOX 

DOTVOX sells hosted VoIP business lines to their clients.

There are a few reasons I really liked this particular case study.

First, they do a great job showcasing how their specific technology can benefit a specific type of client: a multi-site company that needs help with business communications. This is niche enough that some other tools may not be able to help (or that may be a concern that some customers have). 

They also focused the case study on a business in the financial industry, letting other clients in that niche know that they offer secure communication options suited for banks, mortgage lenders, and more. These are high-value clients, so it’s a solid choice. 

Later on in the case study, they break down the individual results, services, and solutions achieved. The “Feature-rich” part is my favorite; they detail unique features that other tools may not offer and explain briefly how they work. 

Potential leads reading this can get a good idea of what’s possible. 

13. PortaFab 

Last but not least, we’ve got this case study from PortaFab . 

The reason I really wanted to look at this particular case study is that it’s not selling a service or a SaaS tool; it’s a physical product being sold to businesses. That automatically changes things up a bit. 

They, of course, have a brief overview of what the project entailed, but it’s organized a bit differently. They featured the challenge on the right side of the case study and the project overview and benefits provided on the left. 

Underneath this, however, they’ve got their solution featured, along with an extensive photo gallery showing the finished project. 

Allowing customers to easily visualize the end result is important for physical goods, so this was a smart call. 

14. Strands Retail

Strands Retail sells personalization and product recommendation software to eCommerce brands. Their case study below features the work they did for mega-brand Chewy.

Featuring this particular client was smart. Chewy is highly regarded for the exceptional customer service experiences they provide, so linking themselves to the brand is a good move. It’s also a massive company, and since the case study focuses on the fact that Chewy needed a solution that scaled with their brand, it gives them outstanding credibility in terms of the potential to serve enterprise-grade clients.

The case study is visually solid and well-designed, too. Since not all leads want to read the details and just want a few quick stats, featuring a few impressive key stats at the top in contrasting colors or with graphics (which they do here) can get the point across quickly and really exemplify how beneficial the product was. 

15. Codeless.io 

Like Breadcrumbs, Codeless.io takes a content-heavy approach to the case studies they feature on their site. 

They don’t just want to show results (which are crucial for a content marketing agency to do in order to leverage trust), but they want to prove that it wasn’t just luck. They got their clients real, sustainable results with careful processes, and they can do the same for you, too. 

Let’s look at an example. Their Loomly case study boasts an impressive 827% increase in CTR by updating the client’s existing content. This is smart, because it highlights a service many agencies may not offer and demonstrates the value of the service to clients who may be reluctant to spend on updating existing content. 

The case study itself is written and formatted almost like a blog post and case study hybrid. You’ve got the essential details about the company listed off to the side, but there’s also an entire H2 section that details more about the business in question. 

They also are incredibly transparent in the processes they used to help their client obtain impressive results, and this is something you won’t see many agencies do because they don’t want to “give away their secrets.” This builds trust, however, because clients can see that there is an actual strategy and that the company can help them, too. Everyone walks away from the case study without a doubt that Codeless was responsible for these results, not luck. 

16. WizeHire 

WizeHire is a hiring platform that helps businesses find the types of applicants they’re looking for, and their case studies do an outstanding job showcasing exactly how their products work and how they impact clients.

This case study , in particular—which features their client over at Mazda—is a great case study example to look at.

Their formatting is a little different than some of the others on this list, but it’s still undeniably effective. Towards the top of the case study, they have a “How We Helped” section. It introduces the point of contact, the client’s past pain points, and basic “before and after” points to highlight the value of the tool. This is a great quick overview to introduce readers to high-value concepts quickly. 

They also use multiple media here, including images, video, and diverse text formatting. This makes the case study visually appealing and more engaging. If you want to just skim quickly through bullet points you can, but there’s also a video where the client raves about their experience.

And, of course, you’ve got a detailed results section highlighting how the client received long-term value from the product, featuring great statistics and a strong client testimonial. 

Kosli is a highly technical tool for software developers and dev ops teams, and their case studies are a great example of how to discuss extraordinarily technical topics in an approachable way.  

Let’s look at this case study , which promotes how their client Firi delivered over 100,000 changes without worrying about compliance. The case study itself is relatively short, but that’s okay, because it doesn’t need to be long to be effective.

It efficiently stresses that Firi operates in Norway, which has some of the most demanding sets of regulatory standards across the globe. That automatically assures customers that no matter where they’re based, this tool can help, making this client selection for the case study a great choice. They also explain the value upfront—100,000 changes and a proven audit trail if needed. 

The formatting of this case study is smart, cleanly listing common challenges and then solutions. They had a “counterpart” solution, if you will, for each challenge listed, showing how they were able to help the client directly. 

And while there isn’t a long list of statistics or improved performance in this case study, that’s okay, too; not every case study absolutely needs that. Instead, they have an explanation from their client (a CTO of the company), who explained why the software was so invaluable for their needs. 

Final Thoughts

Case studies can be powerful tools used to generate and convert leads, boosting your overall revenue. And as you can see above, there’s no one-size-fits-all requirement for what an effective case study looks like or even where it should appear on your website . Take some time to think about what information you want to present and how it would be most effectively portrayed to your leads. This is a good starting point, and make sure to remember to get your design team’s input, too, so it looks and reads well. 

Ready to get more conversions from the case studies you’re creating? Make sure your sales team is ready to nurture incoming leads with lead scoring! Book your free demo of Breadcrumbs today.

A Marketing Guide to Gamifying B2B Lead Generation

Have you noticed how rarely we’re bored nowadays? Every moment of our lives is filled.…

4 Tips to Get Quality Leads from Facebook Ads

You can be the best advertiser, but if the quality of leads you receive is…

Demand Generation Tactics: 5 Ways to Create and Capture Demand

Want to know how to create and capture demand? You’re in the right place! Use…

Leave a Comment Cancel reply

Save my name, email, and website in this browser for the next time I comment.

10 Best Case Study Examples for Marketers

• Written by: Rishabh Pugalia
• Updated: January 2, 2024

Did I miss any points? Let’s connect on LinkedIn .

Popular Searches:

• Testimonial Video Templates
• SaaS Case Study
• Testimonial Video Examples
• Video Testimonial Services
• Video Testimonial Tool
• Customer Video Testimonials

Case studies give confidence to the ICP in their purchasing decisions . Shared as marketing collateral, the best case study examples carry strong social proof of how businesses or people have benefitted from a product.

The studies take a closer look at what works and how. They are especially useful for testing out the successes of SaaS products for their specialized nature. The ICP is not just reassured but also helped with a step-by-step solutions guide to boot.

Customer stories and a user reports-based b2b example of a case study get prospects to think – “If they can do it, why can’t I?”. This triggers a FOMO reaction, nudging prospects to move faster along the sales funnel.

It’s no coincidence that 73% of the most successful content marketers today use case studies. Further, nearly 50% of SaaS companies say case study in content marketing has improved their sales. ( Forbes , Sept 2022)

Here’s what some marketers think are benchmarks for product case study examples to stand out:

Today, there are many ready-to-use DIY apps for creating strong content. You can sign up for a free account with most of them. Check out:

• Figma and ClickUp for customer story and report templates .
• Videopeel for video feedback sharing.
• Flourish for interactive data visualization and more.

To be honest, currently, there are way too many apps in the content creator’s toolkit. It can easily get overwhelming and lead to messy workflows. That’s why we find so many case studies ending up in the “white noise” of content marketing.

The result? Fancy graphics and meaningless fluff fill up the pages. BUT marketers fail to tell the world what kind of problems their products have solved and how.

We will assess some content examples later in this article to see which features stand out in case studies for marketing use cases.

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

What Is a Case Study?

A case study in marketing is a narrative on how a product/service solved a real-life challenge for a customer. The study is backed by results, documentary assurances (like a customer video testimonial), and data .

Case studies are good for attracting new buyers. You can see how prospects are constantly interested in learning about various products. They find it doubly interesting when their queries are not addressed from a sales perspective.

Reason? Fact-based content like case studies seem less salesy and, thus, more authentic.

In many particularly good case study examples, storytelling formats are used to introduce a customer. From there, the customer starts narrating the product story, not the brand.

Here is what such a format can capture:

• Introduction to the customer:  He/she is a relatable profile for the ICP.
• A brief rundown of the problems: Talks about the pain points set in real-life situations.
• Various product touch points: Sheds light on the buyer journey. Beginning from the customer’s first encounter with the product to the consultation and, finally, the big buy.
• The product as the solution: Elaborates how the product simplifies tasks, followed by the delivery of measurable results.
• Resolution process: Breaks down a product’s resolution process into stages – this helps measure the buyer journey against a timeline.
• Concrete outcomes: Many specific outcomes are listed in the conclusion.

FURTHER READING

• Build trust using Remote Video Testimonials
• 15 Video Testimonial Questions to Ask Your Customers

Types of Case Study

A marketing strategy matures by developing a full-funnel scope. Meaning — it guides the buyer journey from the top to the bottom of the marketing funnel stages. It begins with Awareness then comes Interest, then Desire, and finally Action – covering the entire AIDA spectrum.

So, should case studies be part of your round-the-funnel toolkit?

We’ve noted a few style formats to help you understand.

1. Problem Solution

This one makes your customer the key individual on a hero’s journey . They face various challenges but overcome them and ultimately succeed with the help of your product. It’s like your product is the wise guide, like Mr. Miyagi in ‘Karate Kid,’ helping them along the way.

We studied case study examples in the problem-solution format. They are custom-suited for prospects taking an interest. If they find a viable solution in your product, there is a good chance they will convert.

• The customer is introduced to an adverse situation
• The problem statement is delivered in the customer’s own words
• A solution is explored through your offering
• Measurable data is given to back claims of success
• Impact statement (again, delivered in the client’s own words)
• The best examples of case studies call for readers/viewers to experience similar success

Check out the Amazon customer story mentioned below of how Scenario used AWS Generative AI to produce 100,000 images daily.

It scaled their productivity within 2 months – and that’s a great story!

OUTSOURCING VIDEO TESTIMONIAL SERVICES

Click here to learn how to choose the best provider.

2. Before/After

So, your product makes a difference. How about making that visible?

Before/after case studies rope in visual learners present across the funnel stages. Here’s what they do:

• Product is vividly shown: Raises awareness level by several notches
• Parks viewer interest: Prospects’ doubts are answered with FAQs and visuals indicating solid outcomes
• Assures with market and social proof: Triggers conversions

Consider this Salesforce case study example.

It builds a story around Spotify coming to grips with personalized marketing at scale (propped by data silos). Soon, Salesforce’s Marketing Cloud transformed the scenario.

We know how to sell your story using your product UI

3. Success Story

People make emotional decisions (not necessarily all bad ones), even in business! Marketers are largely in the practice of using emotion to their selling advantage. See below:

Many branding case study examples that we studied (of Gong, Ramp, Asana, Shopify, and more) use the format of a customer’s success story. By telling the story of a challenge overcome, these brands anchor mainly on their prospects’ mental state . It covers people’s deeply felt wishes and aspirations.

There are ways to get your ICP’s attention with emotional appeal in all varieties of content. One particular example of case study which we studied showed how that is possible for factual content types as well.

• Build a case study on a theme of struggle anyone can empathize with (migration, recession, gender inequality)
• Let the story build up to a point where the customer’s quality of life improves when your product solves a particular problem
• Give data to support your claims
• End with an empathic call to action: “Need help with something similar? Chat with us.”

Remember, empathy prompts knee-jerk reactions and pushes forward buying decisions for prospects still in doubt.

4. Interview Style

The Q&A style is aptly called the “ Crisco ” of content marketing. In case studies, an interview-style Q&A smoothens the creases in introducing a problem. Next, it goes on to deliver nuanced views on the problem.

Here’s what makes a Q&A case study so convincing:

• Unfiltered user perspectives
• Two or more viewpoints shared (depending on the number of users participating)
• Pinpointed questions, bringing out specific outcomes of the product

The spontaneity of video case study examples in the interview style is hard to top in any other format. It also gives businesses the perfect opportunity to use information shared by users through their questionnaires (check this OliverWyman sample).

10 Best Case Study Examples

In product marketing, case studies strengthen the resolve of prospective buyers about their purchase. We discovered that particularly great case study examples offer facts and customer stories that prospects can trust.

The studies also help set realistic expectations before people decide to finally buy something. We have put together 10 case studies with special features. Reproducing certain specifics, as highlighted in the samples below, will increase the chances of getting your ICP’s attention on your content.

1. Content Beta

Type: B2B Journey Summary: A creative design company handled the end-to-end video production process for a software firm. They also solved brand alignment and scaling problems by offering a CaaS (creative as a service) solution. What we Liked: Before/After comparative diagrams and business impact quantified with data

Category: Collection of customer stories Summary: An app for managing corporate expenses saves time and worries What We Liked: The video of a customer speaking of their journey, the minimalist design, collection of customer stories as a case study

Category: Success Story

Summary: Efficiency for a team increases significantly with a remote work management solution

What we Liked: Creatively featured quotes to create scroll-stopping points

Summary: A revenue intelligence platform optimized sales pipeline

What we Liked: Multimedia embedding, light interface, and stylish use of different fonts

Category: Customer Experience

Summary: A web3 marketplace increases visibility for an art project

What we Liked: Showcase of finished creatives, bright layout, and use of GIFs creating a playful aesthetic

Category: Customer Story Gallery

Summary: An eCommerce company lists case studies about the many ways it has helped small businesses sell their products

What we Liked: These company case study examples can be filtered according to industry, product, region, use case, and others

Category: Interview-style

Summary: A homestay marketplace presents the opportunity for ‘experience hosting’

What we Liked: Use of candid conversation in interview style, personal storytelling

Category: Problem Solution

Summary: A conversational marketing company helps increase market-qualified leads for a search-as-a-service platform

What we Liked: This example of a case study has a forward approach with a comment on future plans

9. Biteable

Summary: An on-brand video maker helps make professional-looking videos quicker

What we Liked: Clear metrics and video marketing tips shared at the end

Category: Experience Story

Summary: An e-commerce company focused on handmade goods and craft supplies helps build a curated vintage article shop

What we Liked: An aptly placed CTA, in this case study example, deepens the curiosity that the title creates for the reader

Case Study Format

As the curated examples suggest, case studies for marketing can take inspiration from different creative styles. Brands today experiment with — multimedia embedding, first-person narrated user-generated content, visuals-centric skimmable forms , etc, to create their case studies.

Regardless, the underlying bare-bones structure of a case study needs to remain constant. Only then can you bring out the distinct flavor of this content type.

Our survey of different business case study examples reveals a format like this:

• Introduction: Gives background to the customer and the challenge scenario.
• Problem: Studies the main difficulty the customer was facing.
• Resolution: Gives an overview of the product or service the customer comes in contact with.
• Advantage: Summarizes the top benefits of the solution – why it was the appropriate selection.
• Outcome: The affirmative business result stems from the solution and advantages.

Having a standard structure is useful for many reasons. It allows the creative team working on a case study to understand exactly which pieces of information and assets to look for. At the same time, there is flexibility to highlight the USP of your business.

How to Write a Case Study

Case studies are factual and data-oriented . Research papers are quite the same. Only, they don’t tell a story.

When we placed some product case study examples under the scanner, different storytelling frameworks were found. Some were structured as a “hero’s journey,” while others were mindblowing success stories. We noticed all of them had a clear beginning, middle, and end corresponding to:

• Scenario and problem
• Product and solution
• Results and Quantifiable Outcomes

Our close reading of the case studies also gave us insights into writing them for the desired effect on prospects. Here is a process breakdown:

• Give the study a title indicating the problem your product has solved:  This will create an instant connection with your ICP, who are trying to solve similar challenges.
• Introduce the customer with the background:  This Freshbooks case study example focuses on a client who is a young mother surviving a recession while trying to run a business. The scope here for creating an emotional connection with the ICP is strong.
• Present the problem and tie it to the product:  This is the core of your content. Many B2B case study examples we came across had this part as the lengthiest segment. You may show how the customer tried other ways of dealing with the problem before discovering your product.
• Bring out the solution: Deliver a vicarious experience for your ICP by going into the details of the customer’s journey. Trace it from product purchase to onboarding and use the solution for one or more use cases.
• Demonstrate the results: Plug data in to support the positive outcomes from your solution. Here, data covers more than numbers. Customer quotes, polls, and reviews found on business after product use count as data, too.
• End with a CTA: Invite prospects to experience the explained product benefits themselves. Instead of a buy button, try lead nurturing with a demo request or a ‘learn more’ CTA. Gives you more time to strengthen the lead before attempting to convert them.

Why Choose Content Beta?

If you are running a company with a small crew, surfing case study examples of multiple delivery format options, narrative styles, and new design elements can slow down your workflows. Yet, competitor research and the continuous creation of case studies remain essential for the marketing strategy of any Saas product.

This is where the Content Beta’s skilled design team can add value.

Get Content Beta’s Creative as a Service for a video (in case you want to make a video case study) and the design team on standby for a fixed monthly cost.

We are a 4.5+ rated team on TrustPilot with a proven track record of delivering well-researched case studies on time. Our team makes content creation a thoroughly collaborative process with these cutting-edge functionalities in our work portal:

• Credits Roll Over: Unused credits are transferred to the next cycle, so you don’t have to pay for anything extra. Learn more about our pricing .
• Quick Revisions: Add your comments to a creative in the making.
• Cloud Storage: Upload all brand assets you want the case study to feature.
• Collaboration: Invite your team to collaborate on the project

Schedule a call with us today!

We take inspiration from as many case study examples as possible when creating one for our brand (or our clients). Surfing through different samples increases our options for creative storytelling and gives insight into what other businesses are doing.

The range of innovative elements found in case study design examples on the web is multiplying by the day . Think – animations, UGC snippets, AR and VR segments, microlearning modules, and more.

Keeping an inventory of curated examples just helps you find relevant materials quickly.

The key elements of a marketing case study are:

• The problem statement or scenario,
• The product as the solution,
• Quantitative results.

The best practices for writing a marketing study are:

• Quoting excerpts of customer-speak about your product and brand
• Giving data to support statements
• Presenting in a skimmable and visually rich format
• Placing a CTA to progress lead nurturing

The common mistakes to avoid in case study writing for marketing are:

• Not focusing enough on customer experience
• Writing in a jargon-heavy language that buyers cannot understand
• Not providing data to back claims of success for your product

+1-(707)-240-8320 [email protected]

484 Virginia Pine TER, Sunnyvale 94086, CA, US

Flinders House, Bear Point, 2 E Parkside, London SE10 0FQ, UK

B702, Bharat Ark, Andheri, Mumbai 400053. IN

Video Portfolio Design Portfolio Case Studies About Us Services Pricing Guides Sign-in FAQ Join our team Partner with us Schedule a call

Privacy Policy Terms of Service Sitemap

Product Demo Video Remote Video Testimonials Social Media Videos Presentation Design Service Creative-as-a-Service Product Launch Content Onboarding Video Explainer Video App Demo Sales Video Video Ad Go-to-Market Bundle Product Marketing Video Video Course Editing Product Training Video Podcast Editing Service Convert Docs to Videos

Podcast with SaaS Leaders The B2B Creative SaaS Academy Directory The Product Marketing Show New Things in Customer Education

Sales Enablement Playbook Go-To-Market Playbook Marketing Trends Mega Swipe File Product Demo Testimonial Video Product Training YouTube Analysis

All rights reserved.

Content Marketing Case Studies: 18 Content Strategy Examples

How would you like to read the best content marketing case studies ever published?

More importantly, how would you like to copy the best practices for a good content strategy that are based on real-world examples and not just theory.

If that sounds, good then you’ll get a lot of value out of this post.

Below, you’ll find a list of the top 21 content marketing case studies along with the results and key findings from each example. By studying these content marketing case study examples and applying the lessons learned in your own content strategy, you can hopefully achieve similar results to increase your return on investment (ROI).

When you’re done reading these content marketing success case studies, make sure to check out my other SEO case study page to find data on improving organic search engine optimization, this PPC case study for paid search examples, email marketing case study examples, social media marketing case study page, digital marketing case study list, and this affiliate marketing case study page for expert data on that type of business.

Table of Contents

Content Marketing Case Studies

Appsumo grew organic traffic 843% & revenue 340% – omniscient digital content marketing case study.

Learn how Omniscient Digital used a four-part approach to grow AppSumo’s organic website traffic by 843% and the revenue from that traffic by 340$. Includes details on the research process, content strategy development, content production, and building backlinks to those web pages.

50% of Sales Come from Weekly Emails for Your Therapy Source – Active Campaign Content Marketing Case Study

In this case study, you’ll learn how the owner of Your Therapy Source made a simple change in how she approached her content marketing strategy with email. And set up basic abandoned cart automation to recapture lost sales for her digital products. Overall, the owner experienced these gains: 2,000% return on investment for her Active Campaign subscription, 30% revenue from the automation sequence, and 50% sales from weekly emails.

40,000 Social Shares & 40% Increase In Traffic for Busbud – Fractl Content Marketing Case Study

The top goals for this content marketing case study were to gain the attention of more local publishers and increase website traffic. To do that, Fractl used Instagram for the content strategy by pulling data from Instagram’s API to identify places where people take the most photos. The agency then turned that data into a series of infographic charts and shared some of the best Instagram photos in the published article. This resulted in around 40,000 social shares, a 40% increase in organic search traffic, and 300 story placements on local and national websites like Yahoo, AOL, Business Insider, Fast Company, NBC News, Pop Sugar, The Daily Mail, Today, Boston.com, the Chicago Sun-Times, The Palm Beach Post, and the Houston Chronicle. You can see the example content here: The Most Instagrammed Locations .

From 0 to 100,000 Visitors Per Month – Optimist Content Marketing Case Study

In this case study, you’ll learn how Optimist took a startup called College Raptor from 0 to 100,000 organic sessions per month. It focuses on the big-picture strategy that was used to achieve that result and explains why it worked. You’ll learn what successful content creation and promotion for startups look like in this example.

American Kennel Club Increased Traffic by 30% – Contently Content Marketing Case Study

If you’re in the pet niche and looking for content marketing case studies that can help you grow your animal website, then this article by Contently can help. Inside, you’ll learn how the company used a content strategy to increase website traffic by 30% for the American Kennel Club to attract both new puppy owners and seasoned dog-lovers which resulted in $26.6 million in content value.

eLearning Experience 77% Growth In Visitors – Influence&Co Content Marketing Case Study

In this content strategy case study, you’ll discover how eLearning Industry worked with Influence&Co to develop a guest posting strategy for SEO that increased website traffic by 77% and year-over-year growth of 227%.

3,532 New Beta Users for alwaysAI – Beacons Point Content Marketing Case Study

Beacons Point partners with B2B companies in software and technology to execute results-driven content campaigns. Here, you’ll learn how this company discerned the right market for alwaysAI software company, target those people with the content they wanted, and transform the audience into an avid user base using a well-researched strategy and content planning process. In the end, alwaysAI got 3,532 new beta users, 20,000 monthly website sessions, and a 2,021% increase in traffic in 10 months.

AEB Sees a 22% Improvement in SEO Traffic – Rise Interactive Content Marketing Case Study

Check out this case study to find out how the American Egg Board (AEB) worked with Rise Interactive to develop a content-based strategy involving a site-wide keyword strategy and website architecture to maximize the brand’s search engine rankings. As a result, the AEB had a 22% improvement in website traffic, an 87% increase in mobile traffic, and a 39% rise in recipe sharing.

Integrated Content Marketing Strategy Drives 452% Increase in Organic Traffic – Top Rank Case Study

In this case study, you’ll learn how Top Rank Marketing used a combination of several marketing resources (e.g., content, SEO, social media, and influencers) to help Introhive get more organic traffic to its site to create a higher demand for its SaaS product and improve the brand’s overall digital visibility. This campaign generated an increase in 452% organic search traffic and an uplift of the average session duration by 155%.

2 eBooks Improved Monster Supplement’s Search Visibility – Click Consult Content Marketing Case Study

This shows the power of using eBooks in your content strategy to increase SEO search visibility and produce strong, shareable content that improves brand awareness.

Client Case Studies – Proximity Marketing Content Marketing Case Study

Proximity Marketing is a digital marketing agency that helps clients gain new customers, generate new sales leads, and increase brand exposure online. This page includes a list of the top content marketing case studies along with the approach and key results from each campaign.

B2B Content Strategy Case Studies – Madison Mile Media Content Marketing Case Study

This is another case study examples page with B2B business results from Madison Mile Media. It includes in-depth details for all types of content marketing for brands like Texas Instruments, Aventis Systems, Barron Designs, U.S. Dermatology Partners, and more.

350,000 Unique Visitors & 1.8 Million Shares – ContentGrip Content Marketing Case Study

This is one of the best content marketing case studies available online that shows the true power of using the storytelling approach using owned media rather than paid marketing channels. In this case study, you’ll discover how Capgemini used customer-centric content to based on a simple solution: answering customers’ questions in a way that was also enjoyable to read. The results? A microsite that attracted more than 350,000 unique visitors who stayed for an average of 4 minutes and more than 1.8 million content shares on LinkedIn.

Small Business Success with Blogging – Mark Shaefer Content Marketing Case Study

This is a powerful content strategy case study for local businesses. It was published by Pet Sitters Ireland on Mark Shaefer’s blog. By using a basic blogging content strategy to answer common questions pet owners in Ireland had several times per week, this business reached more than 10,000 website visitors per month in 18 months and developed a Facebook following of more than 30,000 fans.

1,230,000 Total Visits Using Content – Foundation Content Marketing Case Study

This is a short case study that reveals how Foundation helped a CRM company generate 1,230,000 total visits from content alone. Other interesting statistics include gaining more than 4,500 links from DA40+ sites and increasing monthly organic search traffic from 92,000 to 322,000 per month.

Helping Ridester Grow 487.1% – Intergrowth Content Marketing Case Study

Ridester is a B2C website that provides in-depth guides on the rideshare and delivery industry. The competition was increasing and their online growth was staggering, so Intergrowth used a three-pronged approach to improve the business. Learn about those data-backed strategies that were based on SEO, new content ideation, updating old articles, and building backlinks.

$50,000+ From A Single Blog Post – Apollo Digital Content Marketing Case Study

As the title of this content strategy case study suggests, Apollo Digital walks you through the entire process of how this digital marketing agency earned $50,000 from a single blog post. Inside, you’ll learn how to create epic content, everything it did to promote the article, and get a copy of the 10+ step content promotion checklist.

Creating a Remarkable Brand with Starbucks – CoSchedule Content Marketing Case Study

Inside this case study, you’ll find out core principles behind the Starbucks marketing strategy that nearly any brand can borrow and implement. Includes tips on the effectiveness of branding, content, and consistency.

What Is a Content Marketing Case Study?

A content marketing case study explains the process a business went through with a client to help them achieve specific results. Content marketing case studies provide a detailed examination of a particular content strategy within a real-world context to prove how effective it was for the client.

Are Case Studies Good for Content Marketing?

Case studies are good for content marketing because you can learn how to do content marketing in a more effective way. Instead of just studying the theory of content marketing, you can learn from real content strategy campaigns to find out what methods deliver a higher return on investment.

Content Marketing Case Study Examples Summary

I hope you enjoyed this list of the best content marketing case studies that are based on real-world results and not just theory.

As you discovered, the content marketing case study examples above demonstrated many different ways to implement an effective content strategy. By studying the key findings from these examples, and applying the methods learned to your own business and website, you can hopefully achieve the same positive outcome with your content marketing efforts.

New content strategy success case studies are being published every month and I’ll continue to update this list as they become available. So keep checking back to read the current sources of information on content marketing.

Log in using your username and password

• Search More Search for this keyword Advanced search
• Latest content
• For authors
• Browse by collection
• BMJ Journals More You are viewing from: Google Indexer

You are here

• Volume 14, Issue 4
• Chronic loneliness and chronic social isolation among older adults: a study protocol for a systematic review, meta-analysis and meta-regression
• Article Text
• Article info
• Citation Tools
• Rapid Responses
• Article metrics

• http://orcid.org/0000-0002-6886-2745 André Hajek ,
• Giuliana Posi ,
• http://orcid.org/0000-0001-5711-6862 Hans-Helmut König
• Department of Health Economics and Health Services Research , University Medical Center Hamburg-Eppendorf , Hamburg , Germany
• Correspondence to Dr André Hajek; a.hajek{at}uke.de

Introduction There are around 20 studies identifying the prevalence of chronic loneliness and chronic social isolation in older adults. However, there is an absence of a systematic review, meta-analysis and meta-regression that consolidates the available observational studies. Therefore, our objective was to address this knowledge gap. Here, we present the study protocol for this upcoming work. Such knowledge can help in addressing older individuals at risk for chronic loneliness and chronic social isolation.

Methods and analysis Established electronic databases will be searched. Observational studies reporting the prevalence of chronic loneliness and chronic social isolation among individuals aged 60 years and over will be included. Disease-specific samples will be excluded. The focus of data extraction will be on methods, sample characteristics and key findings. The Joanna Briggs Institute (JBI) standardised critical appraisal instrument for prevalence studies will be used for assessing the quality of the studies. Two reviewers will be responsible for carrying out the study selection, data extraction and assessment of study quality. The results will be presented through the use of figures, tables, narrative summaries and a meta-analysis and meta-regression.

Ethics and dissemination No primary data will be collected. Thus, there is no need for approval from an ethics committee. We intend to share our results through publication in a peer-reviewed journal.

• Social Interaction
• Social Support

This is an open access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited, appropriate credit is given, any changes made indicated, and the use is non-commercial. See:  http://creativecommons.org/licenses/by-nc/4.0/ .

https://doi.org/10.1136/bmjopen-2023-080399

Statistics from Altmetric.com

Request permissions.

If you wish to reuse any or all of this article please use the link below which will take you to the Copyright Clearance Center’s RightsLink service. You will be able to get a quick price and instant permission to reuse the content in many different ways.

STRENGTHS AND LIMITATIONS OF THIS STUDY

First work: aimed to identify the prevalence and factors associated with chronic loneliness and chronic social isolation in older adults.

Study quality will be evaluated.

Key stages (such as study selection, data extraction and assessment of study quality) will be undertaken by two reviewers.

Meta-analysis and meta-regression are planned.

Search focused on peer-reviewed articles.

Introduction

In late life, individuals often encounter various challenges. Among these challenges, chronic loneliness and chronic social isolation emerge as significant concerns. With the progression of age, individuals may experience a reduction in their social relationships, influenced by factors such as retirement, the loss of close friends and family members, or physical limitations. 1 These transformations can contribute to (chronic) loneliness and social isolation 1 which can have detrimental impacts on mental as well as physical health and longevity among older adults. 2 More precisely, a previous review and meta-analysis showed medium-to-large effects of loneliness on different health outcomes such as physical health, general health, sleep, cognition or mental health—whereby the largest effects of loneliness were found for mental health outcomes. 3 Another systematic review of systematic reviews (ie, a systematic overview) also revealed (1) an association between social isolation and cardiovascular diseases and (2) an association between social isolation and all-cause mortality. 4 Moreover, particularly such chronic feelings (compared with temporary feelings of loneliness) can have harmful effects for health. 5 6

Chronic loneliness among older adults is more than a temporary feeling of solitude; it reflects an enduring and distressing emotional state of dissatisfaction with one’s own social connection. 7 It can be characterised as a deficiency in meaningful social interactions, companionship in their lives or emotional support. 8 Factors such as living alone, loss of spouse or friends, restricted access to transportation or a decreased social engagement can contribute to chronic loneliness. 9

Chronic social isolation, although connected, establishes itself as a distinct concept apart from chronic loneliness. It indicates a situation in which older adults have restricted interactions with social networks and sustain a persistent lack of involvement in social activities. 10 A previous study also showed that chronic social isolation is associated with higher subsequent depression scores. 11

Thus far, numerous studies have examined (temporary) loneliness and social isolation in old age (as an overview, see Refs. 1 2 ). Considerably fewer studies have investigated the prevalence and determinants of chronic loneliness and social isolation in old age. 12–15 To date, a systematic review, meta-analysis and meta-regression is missing exploring the prevalence of chronic loneliness and chronic social isolation—and the factors associated with them. Identifying the prevalence of chronic loneliness and chronic social isolation is of great importance, especially in light of the ongoing rise in the population of individuals aged 60 and above. Furthermore, our upcoming work aimed to examine the factors associated with chronic loneliness and chronic social isolation in this specific age group. This can assist in addressing individuals at risk for chronic loneliness and chronic social isolation. This in turn can help to sustain health and can contribute to successful ageing. 16 17 Overall, addressing chronic loneliness and chronic social isolation is important for policy-makers, healthcare providers and society as a whole. Additionally, this future work has the potential to identify research gaps and thus to guide future research in this area.

Methods and analysis

The methodology for this review adheres to the guidelines outlined in the Preferred Reporting Items for Systematic Reviews and Meta-Analysis Protocols. 18 Additionally, it is registered by the International Prospective Register of Systematic Reviews (PROSPERO, ID: CRD42023467646). This work began on mid-November 2023 (search) and we anticipate that it will be completed by 30 April 2024.

Eligibility criteria

Prior to establishing the final eligibility criteria, a preliminary examination was carried out involving the screening of 100 titles/abstracts. No adjustments to the criteria were made following this pretest. Detailed inclusion and exclusion criteria are shown in the subsequent sections.

Inclusion criteria

Final inclusion criteria were as follows:

Cross-sectional and longitudinal observational studies centred on chronic loneliness or chronic social isolation prevalence within individuals aged 60 years and above.

Validated instruments for evaluating loneliness/social isolation.

Studies accessible in either English or German and released in peer-reviewed scientific journals.

Exclusion criteria

The final exclusion criteria were as follows:

Studies solely focused on samples with particular conditions, such as samples only including individuals with cognitive or mental disorders.

Studies involving such disease-specific samples were excluded as it is unclear to what extent they can be generalised to the older population in general. However, it should be emphasised that samples are not excluded if they include people with diseases (as long as these studies are not purely disease-specific).

We focused on observational studies (and therefore excluded other designs such as randomised controlled trials so that respondents would not be influenced by any interventions). Moreover, it is important to highlight that the appropriateness of the instruments follows closely the criteria outlined in the COSMIN (COnsensus-based Standards for the selection of health Measurement INstruments) guidelines. 19 With regard to chronicity of loneliness (and social isolation), it will be based on the definition in the papers. We assume that the great majority of studies assume chronicity when loneliness (or social isolation) exists for several consecutive waves.

The electronic databases include PubMed, PsycInfo, CINAHL and Web of Science. The final search strategy for PubMed is displayed in table 1 (for the other databases: see online supplemental file 1 ). No restrictions will be applied in terms of time or location. Furthermore, two reviewers will manually explore the reference lists of studies that meet our ultimate inclusion criteria.

Supplemental material

• View inline

Search strategy (PubMed)

Data management

We will use Endnote V.20, developed by Clarivate Analytics (Philadelphia, Pennsylvania, USA), for importing the data. Additionally, Stata V.18.0 (StataCorp) will be employed to conduct a potential meta-analysis and meta-regression if feasible (ie, when the studies are not too different in their design, methods or sample to be combined statistically).

Study selection process

On completing the search, two reviewers (AH and GP) will assess the titles/abstracts to determine their potential inclusion based on the eligibility criteria. Following this, the full texts will be evaluated by these aforementioned two reviewers. If differences of opinions are present, discussions will be held to reach a consensus. If an agreement cannot be reached, a third party (H-HK) will be consulted.

Data collection process and data items

Data extraction will be carried out by two reviewers (AH and GP). The first reviewer (GP) will initially extract the data, and then the second reviewer (AH) will cross-verify it. In instances where clarification is needed, a third party (H-HK) will be engaged. Additionally, if necessary, communication with study authors via email will be initiated. Data extraction will encompass various elements such as study design, definition/assessment of key variables (ie, chronic loneliness and chronic social isolation), sample characteristics (if reported: sample size, mean age and proportion of female individuals), statistical analysis and key findings (prevalence of chronic loneliness and prevalence of chronic social isolation; also stratified by sex, if reported; correlates of chronic loneliness or chronic social isolation).

Regarding meta-analysis, random-effect models will be used to pool proportion across studies included in this upcoming work (since we assume heterogeneity across studies). We will use forest plots to display aggregated estimates and illustrate the degree of variation among the included studies. The Higgin’s I² statistic will be employed to evaluate the heterogeneity among the studies using the following categorisation: (1) 25%–50%, indicating low heterogeneity; (2) 50%–75%, and (3) 75%–100%, representing high heterogeneity. 20 If possible, subgroup analysis will be conducted based on, for example, sex or living arrangement (community-dwelling vs institutionalised settings). We will use funnel plots and conduct the Egger test to investigate the presence of publication bias. If possible, we will conduct meta-regressions to investigate the origins of heterogeneity (eg, tool used to quantify chronic loneliness, proportion of women, average age or country of origin).

Assessment of study quality/risk of bias

The Joanna Briggs Institute standardised critical appraisal instrument for prevalence studies 21 will be used for assessing the quality of the studies. Two independent reviewers (AH and GP) will individually evaluate the study quality. If necessary, discussions will be conducted until a consensus is achieved. In cases where consensus remains elusive, a third party (H-HK) will be consulted.

Data synthesis

On completion of the screening process, a Preferred Reporting Items for Systematic Reviews and Meta-Analyses flow diagram will be generated to illustrate the study selection procedure. In a narrative synthesis, we will present the most important findings. Similar to recent reviews and books, 1 2 our intention is to categorise the correlates into: socioeconomic factors (eg, sex, age, education or income), lifestyle-related factors (eg, physical activity, smoking, alcohol intake) and health-related factors (eg, self-rated health). If possible, we will conduct a meta-analysis and meta-regression.

Patient and public involvement statement

The present review protocol did not involve individual patients or public agencies.

A bulk of studies examined loneliness and social isolation in old age. However, there are far less studies focusing on chronic loneliness and chronic social isolation. Thus, the aim of our upcoming systematic review, meta-analysis and meta-regression will be to give an overview of observational studies examining the prevalence and (ideally) the correlates of chronic loneliness and chronic social isolation. In addition, we will assess the quality of the studies included. Our upcoming work could enhance discussions surrounding loneliness and social isolation in old age (and in other age groups). This may contribute to maintaining general health in later life and successful ageing.

Our upcoming systematic review, meta-analysis and meta-regression have the potential to uncover gaps in research. For example, it may be the case that more studies exist focusing on the prevalence of chronic loneliness rather than chronic social isolation among older adults. It may also be the case that the existing longitudinal studies only use data from only a few years (rather than decades). Additionally, we assume that there is an imbalance between the countries studied so far. For example, many studies could come from North America, Europe and Asia. The prevalence could also depend on variables such as the proportion of women, the tool used to quantify chronic loneliness/chronic social isolation or the geographical region.

Strengths and limitations

This will be the first systematic review, meta-analysis and meta-regression regarding the prevalence and correlates of chronic loneliness and chronic isolation among older adults. The upcoming work engages two reviewers in various tasks, such as study selection and quality assessment. It is intended to do a meta-analysis and meta-regression. It should be noted that our work is restricted to peer-reviewed studies published in English or German language which may exclude potential relevant articles. Moreover, the exclusive focus on peer-reviewed articles may exclude some studies which may be relevant. However, this choice ensures a certain quality of included studies.

Ethics and dissemination

No primary data will be collected. Therefore, approval by an ethics committee is not required. Our findings are planned to be published in a peer-reviewed journal.

Ethics statements

Patient consent for publication.

Not applicable.

• Ishii K , et al
• Riedel-Heller SG ,
• Gill H , et al
• Leigh-Hunt N ,
• Bagguley D ,
• Bash K , et al
• Martín-María N ,
• Caballero FF ,
• Miret M , et al
• Lara E , et al
• Heinrich LM ,
• Bessaha M ,
• Persaud U ,
• Asfe R , et al
• Newall NEG ,
• Chipperfield JG ,
• Xin Z , et al
• Manera KE ,
• Owen KB , et al
• Matovic S ,
• Vasiliadis H-M , et al
• Panes Lundmark V ,
• Josefsson M ,
• Rieckmann A
• Jones RN , et al
• Shamseer L ,
• Clarke M , et al
• Prinsen CAC ,
• Mokkink LB ,
• Bouter LM , et al
• Higgins JPT ,
• Thompson SG ,
• Deeks JJ , et al
• Tufanaru C , et al

Supplementary materials

Supplementary data.

This web only file has been produced by the BMJ Publishing Group from an electronic file supplied by the author(s) and has not been edited for content.

• Data supplement 1

Contributors The study concept was developed by AH and H-HK. The manuscript of the protocol was drafted by AH and critically revised by GP and H-HK. The search strategy was developed by AH and H-HK. Study selection, data extraction and quality assessment will be performed by AH and GP, with HH-K as a third party in case of disagreements. All authors have approved the final version of the manuscript.

Funding We acknowledge financial support from the Open Access Publication Fund of UKE - Universitätsklinikum Hamburg-Eppendorf.

Competing interests None declared.

Patient and public involvement Patients and/or the public were not involved in the design, or conduct, or reporting, or dissemination plans of this research.

Provenance and peer review Not commissioned; externally peer reviewed.

Supplemental material This content has been supplied by the author(s). It has not been vetted by BMJ Publishing Group Limited (BMJ) and may not have been peer-reviewed. Any opinions or recommendations discussed are solely those of the author(s) and are not endorsed by BMJ. BMJ disclaims all liability and responsibility arising from any reliance placed on the content. Where the content includes any translated material, BMJ does not warrant the accuracy and reliability of the translations (including but not limited to local regulations, clinical guidelines, terminology, drug names and drug dosages), and is not responsible for any error and/or omissions arising from translation and adaptation or otherwise.

Read the full text or download the PDF:

Multiple samples

Case study: the Spock consipracy trial

Sums of squares

Case study A: does diet affect longevity?

One-way anova model: generalization of two-sample, model details.

Data: \(Y_{ij}, 1 \leq i \leq n_j, j \in {\tt [lopro, N/N85, N/R40, N/R50, NP, R/R50]}\)

Model: \(Y_{ij} \sim N(\mu_j, \sigma^2)\) (Note: assumed equal variance here!)

Null: \(H_0\) no difference: \(\mu_{\tt lopro}=\dots=\mu_{\tt R/R50}\)

Alternative: \(H_a\) model holds for some values \(\mu_{\tt lopro},\dots,\mu_{\tt R/R50}\)

Fitting the model

Comparing the models, how much better a fit is model then model0 , extra sum of squares, \(f\) -statistic, convert “extra” sum of squares to unitless quantity, using anova, comparing two groups: n/n85 vs n/r50, confidence interval, comparing two groups: r/r50 vs n/r50, case study b: is the jury pool representative, any differences between judges, how about spock’s judge vs. others, how about variation only among others, summarizing all 3 models, some diagnostic plots, residual vs. fitted.

Avelo Airlines continues to soar with PayPal’s strategic solutions

PayPal Editorial Staff

April 8, 2024

On April 28, 2021, Avelo Airlines took flight for the first time — ushering in a new era of convenient, affordable, and reliable air travel. 1 Their mission statement is to “inspire travel” and they accomplish this by reducing as much friction as possible for their customers. Avelo never charges a cancellation or change fee. Ever.

They serve over 48 destinations across the United States with an average ticket price of $100. Flying out of smaller, more convenient airports, saves their customers time and money so that they can fly easily and more often.

We spoke to Avelo’s Head of Finance and CFO Hunter Keay, and Chief Digital Officer, Sumit Goyal, to discuss their experience with PayPal Braintree, Pay Later, and Fraud Protection Advanced.

Success metrics

• 3% increase in approval rates. 3
• 22% higher AOV with Pay Later. 4
• 15.5% reduction in chargebacks. 5

The opportunity – Avelo wanted to simplify and streamline the checkout process to reduce friction for their customers.

Creating a seamless travel experience is paramount for Avelo Airlines. However, they encountered challenges with their prior processor and felt that they were not being heard. As a result, Avelo decided to explore other processing solutions, via a request for proposal (RFP). Their goal was to align with an innovative company that shared their vision for putting the customer first and minimizing friction. Avelo also wanted to offer their customers flexible payment options to help them easily budget their travel. And, to ensure that they were approving as many customers as possible, they wanted an adaptive machine-learning solution, to help protect them against evolving fraud. Innovation, reliability, scalability, and responsiveness were key factors in their decision-making process. Ultimately, Avelo Airlines chose PayPal.

Said Keay regarding the RFP process, “We spoke to a lot of really, good emerging fintech companies who provided compelling economics and value propositions. But PayPal was really the only one from a top to bottom perspective, from IT, economics, overall support, and collaboration. PayPal differentiated itself from the start.”

The solution – Avelo integrated PayPal Braintree’s platform to elevate their offerings and decrease turbulence.

With the integration of PayPal Braintree as their processor, Avelo has access to PayPal checkout, Venmo , Pay Later , Fraud Protection Advanced (FPA) , and much more. “The PayPal Braintree integration was our single biggest IT success story that we’ve ever had at this company,” said Keay. “Not just through the speed of integration but through the partnership and collaboration.”

And there are so many components to this collaboration. Avelo customers are adopting PayPal Checkout at rates that have exceeded Avelo’s key performance indicators (KPI’s). Keay explained that “We have better data when the customer books through PayPal and a greater ability to track the demographics, and to better know our customers.”

Knowing that their customers were interested in flexible ways to pay for their flights, Avelo integrated dynamic messaging for PayPal’s Pay Later solutions. Customers can choose between Pay in 4, a short-term, interest-free offer for purchases between $30-$1,500, or, Pay Monthly, a longer-term, interest-bearing offer for purchases between $199-$10,000. 2 By messaging the Pay Later solutions early in the checkout process, customers are aware of these options.

“Quite frankly Pay Later is delivering above and beyond our expectations,” said Keay. “We use dynamic messaging for Pay Later because it drives higher conversion, and it’s a beautifully simplistic product.”

FPA is like a traffic controller, providing Avelo with critical insights and control relating to the customers on their site. With PayPal’s advanced machine learning and analytics, FPA helps Avelo manage fraud and ensure that as many credit worthy customers as possible are being approved.

“The ability to adjust the filters in Fraud Protection Advanced has been exciting for us. The PayPal team confirmed that our fraud filters are optimized and that is evident in our conversion rates,” said Keay.

Collectively, these PayPal products provide Avelo with an integrated payments solution that delivers scalability, security, flexibility, and innovation, ensuring their customers a seamless checkout.

The impact – PayPal helps deliver higher approval and conversion rates, and rich data intelligence to help manage fraud.

The strong collaboration between Avelo and PayPal has been developed with exceptional care and attentiveness, yielding impressive results. Avelo has seen a 3% increase in overall approval rates since integrating PayPal Braintree. 3 According to Keay, “That increase is huge. And that means we are increasing the number of customers who are able to successfully checkout.”

PayPal Pay Later messaging assures customers that Avelo offers the most trusted brand in payments at checkout even if they choose to pay in full. “With Pay Later, we actually experienced a 22% increase in the average order value,” noted Keay. 4

“Fraud Protection Advanced (FPA) is working brilliantly as well,” said Keay. FPA helps streamline the checkout experience for trusted travelers by creating frictionless customer journeys that help increase conversion rates, reduce good customer declines, and increase customer lifetime value. FPA has helped Avelo to reduce their overall chargeback rate by 15.5%. 5

As Avelo Airlines continues to strive to make travel easier for their customers, PayPal’s solutions align with that goal. The strong collaboration and communication have proven instrumental in streamlining the customer checkout experience. PayPal’s strategic offerings help Avelo fuel growth to deliver convenient, nonstop flights so their customers can fly more, for less.

Avelo Case Study (PDF)

Was this content helpful?

Related content

Sign up to stay informed.

Share your email to receive the latest enterprise updates, top stories, and industry reports.

*Required fields

I consent to PayPal contacting me by phone or by email, and to sending me product or industry information relevant to my query. I know I can unsubscribe at any time.

We use cookies to improve your experience on our site. May we use marketing cookies to show you personalized ads? Manage all cookies

• Case report
• Open access
• Published: 04 April 2024

Expression analysis of zinc-metabolizing enzymes in the saliva as a new method of evaluating zinc content in the body: two case reports and a review of the literature

• Ken-ichiro Sakata 1 ,
• Ayako Hashimoto 2 ,
• Taiho Kambe 3 ,
• Jun Sato 1 ,
• Noritaka Ohga 1 ,
• Yutaka Yamazaki 4 ,
• Masahide Koyachi 5 ,
• Itagaki Tatsuki 1 ,
• Mai Okada 1 ,
• Okura Taro 1 ,
• Hiroshi Hikasa 1 &
• Yoshimasa Kitagawa 1  

Journal of Medical Case Reports volume  18 , Article number:  198 ( 2024 ) Cite this article

92 Accesses

1 Altmetric

Metrics details

The activity level of alkaline phosphatase, a zinc-requiring enzyme in the serum, is used to indicate zinc nutritional status; however, it does not correlate with serum zinc levels or subjective symptoms of taste disorder in many cases. Hence, this study focused on the total activity of alkaline phosphatase, a zinc-requiring enzyme. The total alkaline phosphatasa activity level in the saliva was measured before and after zinc supplementation, and the results were compared with serum zinc levels.

Case presentation

This study included patients with hypozincemia, specifically a patient with zinc-deficient taste disorder (patient 1: a 69-year-old Japanese woman) and a patient with glossodynia with zinc deficiency (patient 2: an 82-year-old Japanese woman). Saliva samples were collected, and blood tests were performed before and after zinc supplementation. Subjective symptoms and serum zinc levels were simultaneously evaluated. Zinc supplementation was performed using zinc acetate hydrate or Polaprezinc.

Conclusions

Total alkaline phosphatase activity levels were found to be associated with serum zinc levels and subjective symptoms. A further study with a higher number of patients is necessary to confirm whether total alkaline phosphatase activity levels more accurately reflect the amounts of zinc in the body than serum zinc levels.

Peer Review reports

Zinc deficiency in humans was recognized for the first time in 1961 [ 1 ]. Studies have reported that zinc deficiency is associated with taste disorder and glossodynia [ 2 , 3 , 4 ]. There are several other symptoms, such as bedsores, skin symptoms, delayed wound healing, fetal growth restriction, chronic diarrhea, anemia, and altered mental status [ 5 ]. The Zincage Project (research on the relationship between health/aging and zinc), an epidemiological survey in Europe, has shown that health status of older adults is positively associated with the amount of zinc in the body [ 6 ]. In the basic research field, zinc is considered an essential trace metal element, with approximately 2 g being present in the body. Zinc plays a role as the active center of 3000 types of enzymes and bioactive substances [ 7 ]. Recent human genome decoding projects have indicated that approximately 10% of genes have zinc-binding domains. Hence, researchers have focused their attention on the relationship between zinc and diverse physiological functions, including zinc transporters and zinc signals [ 8 ]. Sequelae of oral diseases caused by zinc deficiency lead to a frailty cycle. This cycle stems from appetite loss and decreased food consumption, causing undernutrition. This state results in weight loss and sarcopenia onset (Fig.  1 ).

Hypozincemia leads to frailty

To address this issue, accurate measurement of the zinc content in the body is required in clinical practice, highlighting the need to develop a method for accurate and rapid diagnosis of zinc deficiency. Zinc deficiency is known as the main factor contributing to taste disorder [ 9 ]. However, it is not well known that zinc deficiency can also cause several oral diseases, such as mouth ulcers and glossodynia, posing a diagnostic and treatment challenge in many cases [ 10 ]. Serum zinc levels are a commonly used indicator of zinc assessment in clinical practice. However, they do not accurately reflect the zinc content in the body, because they account for only less than 0.1% of the total zinc in the body [ 3 ]. Furthermore, they exhibit circadian rhythms and are easily influenced by several conditions. Owing to such disadvantages, they are not considered an absolute indicator [ 11 ]. In this study, we attempted to identify an indicator other than serum zinc levels for accurately measuring the amount of zinc in the body, focusing our attention on zinc-requiring enzymes, which show zinc-dependent activity. Zinc-requiring enzymes are activated after binding to zinc. The activity level of alkaline phosphatase (ALP), a zinc-requiring enzyme in the serum, is used as an indicator of zinc nutritional status; however, it does not correlate with serum zinc levels or subjective symptoms of taste disorder in many cases. To accurately evaluate the zinc nutritional status, we shifted our focus from serum ALP to total alkaline phosphatase [ 12 , 13 ]. Four ALP isozymes are  broadly expressed in various cells (Table  1 ). Previous studies using cultured cells and animals have shown that ALP, an enzyme that is activated by coordinating zinc at the active center, plays a role in suppressing inflammation by hydrolyzing adenosine triphosphate (ATP), which serves as a danger signal extracellularly, into adenosine. The results demonstrate that ALP is a zinc-requiring enzyme (zinc marker enzyme), enabling the accurate measurement of zinc content in the body [ 14 ].

Objective: Intervention is required to break the frailty cycle; however, the following questions remain unsolved: “Which indicators should be used for zinc supplementation?”, “How long should zinc supplementation be continued?”, and “How much zinc is required for the supplementation?” We raised the possibility of conducting translational research in which basic scientific findings are translated into clinical practice, with the aim of attaining a society where “older adults can enjoy meals.” This study aimed to evaluate total ALP activity levels in the saliva, serum zinc levels, and subjective symptoms before and after zinc supplementation in patients with oral diseases caused by zinc deficiency.

Patients and methods

Saliva samples were used because they can be collected repeatedly in a noninvasive manner. They were collected before and after zinc supplementation, and subjective symptoms of taste disorder and serum zinc levels were simultaneously evaluated. Saliva sample collection and blood tests were performed only in the morning. The gustatory testing (whole mouth) results are as follows: Four types of taste solutions [sucrose (S), sodium chloride (NaCl; N), tartaric acid (T), and quinine hydrochloride dihydrate (Q)] were dropped on the dorsum of the tongue at the following concentrations (No. 1: 2.9 μmol, No. 1.5: 5.8 μmol, No. 2: 8.8 μmol, No. 2.5: 17.5 μmol, No. 3: 29.2 μmol, No. 4: 58.4 μmol, and No. 5: 2337 μmol), and cognitive thresholds were tested by tasting the samples within 2–3 seconds. Taste perception threshold testing followed the criteria in the table below, and when No. 5 could not be recognized, it was considered taste loss. The efficacy of zinc supplementation in patients with taste disorder and those with burning mouth syndrome (BMS) was evaluated using the Visual Analog Scale [ 15 ] and Numerical Rating Scale [ 16 ], respectively. Zinc content was measured using ACCURAS AUTO Zn (Shino-Test Corporation, Osaka, Japan).

Zinc was measured using the Acurus Auto Zn (Shino-Test Corporation, Tokyo, Japan) based on the colorimetric method using an automated analyzer (Hitachi 7700 series; Hitachi High-technology Corporation, Tokyo, Japan). Measurement of ALP activity in saliva was performed as follows: 5 µl of saliva was used to measure ALP activity. A total of 100 μl of substrate solution [2 mg/ml disodium  p -nitrophenylphosphate hexahydrate ( p NPP); Wako Pure Chemicals in 1 M diethanolamine buffer pH 9.8 containing 0.5 mM MgCl 2 ] was added and incubated at 37 ℃ for 1 hour. The released  p -nitrophenol product was quantified by measuring the absorbance at 405 nm.

Calf intestinal ALP (Promega) was used to generate a standard curve. This study was approved by the Hokkaido University Hospital Independent Clinical Research Review Committee (Approval No. 019-0337) and approved by the Ethics Committee of Kyoto, University Graduate School and Faculty of Medicine (Approval No. R3275).

All study procedures were performed in accordance with the principles of the Declaration of Helsinki. Written informed consent was obtained from all participants.

Two patients experiencing hypozincemia were included. Patient 1 was a 69-year-old Japanese woman (Fig.  2 ). The patient presented to the Dentistry Center, Hokkaido University Hospital, with the chief complaint of hypogeusia. In addition to routine intraoral examination, the patient received gustatory testing, oral bacteria testing, blood tests, and chewing gum test. Intraoral examination showed mild xerostomia and tongue coating. The results of gustatory testing (whole mouth) were sweet (2.5), salty (4), sour (2), and bitter (2), indicating hypogeusia. Oral bacteria testing was unremarkable. The volume of saliva collected using the chewing gum test was 17.8 mL. Blood tests at the initial visit showed a serum zinc level of 65.6 μg/dL. Based on this low serum zinc level, the patient was diagnosed with zinc-deficient taste disorder. The total ALP activity level was 0.072 mU/5 μL. Zinc supplementation was continued for 2 months using zinc acetate hydrate. After the patient orally took zinc acetate hydrate 50 mg for 1 month, the serum zinc level improved to 115.3 μg/dL, and the total ALP activity level increased to 0.102 mU/5 μL. After the zinc acetate hydrate dose was reduced to 25 mg, the serum zinc level slightly decreased to 86 μg/dL. However, the total ALP activity level remained almost the same at 0.1 mU/5 μL.

69-year-old woman with taste disorder

Patient 2 was an 82-year-old Japanese woman (Fig.  3 ). The patient presented to the Dentistry Center, Hokkaido University Hospital, with the chief complaint of glossodynia. In addition to routine intraoral examination, she received gustatory testing, oral bacteria testing, and blood tests. Intraoral examination showed mild tongue coating. The results of gustatory testing (whole mouth) were sweet (1.5), salty (2.5), sour (2.5), and bitter (2), indicating hypogeusia. Results of oral bacteria testing were positive for Candida albicans . Administration of amphotericin B gargles eradicated C. albicans . However, glossodynia persisted after the eradication; therefore, the patient was diagnosed with BMS secondary to zinc deficiency. Blood tests at the initial visit showed a serum zinc level of 51.9 μg/dL. On the basis of this low serum zinc level, the patient was diagnosed with BMS secondary to zinc deficiency. The total ALP activity level was 0.045 mU/5 μL. Zinc supplementation was continued for 5 months using zinc acetate hydrate. After the patient orally took zinc acetate hydrate 50 mg for 1 month, the serum zinc level improved to 113.3 μg/dL, and the total ALP activity level increased to 0.05 mU/5 μL. The patient received a reduced zinc acetate hydrate dose of 25 mg for the subsequent month of zinc supplementation, and the serum zinc level and total ALP activity level 2 months after treatment initiation were 126.6 μg/dL and 0.03 mU/5 μL, respectively. Zinc acetate hydrate 25 mg was administered every other day over the third and fourth months after the initiation of zinc supplementation. Serum zinc and total ALP activity levels 4 months after treatment initiation were 71.3 μg/dL and 0.049 mU/5 μL, respectively. Zinc acetate hydrate 50 mg was administered for the fifth month after the initiation of zinc supplementation. Serum zinc and total ALP activity level 5 months after treatment initiation were 116.6 μg/dL and 0.056 mU/5 μL, respectively. The serum zinc level decreased transiently, but the total ALP activity level remained almost the same.

An 82-year-old woman with glossodynia

Discussion and conclusions

Unstable serum zinc levels.

Currently, zinc supplementation is performed on patients with taste disorder and glossodynia due to zinc deficiency based on serum zinc levels. Our previous study showed that the mean serum zinc level was 72 μg/dL in the taste disorder group and 74 μg/dL in the control group, with no relationship between taste disorder and serum zinc levels [ 17 ]. The proportion of patients with zinc deficiency in the taste disorder group was significantly higher ( p  < 0.05) only when a serum zinc level of < 60 μg/dL (that is, severe zinc deficiency) was used to identify patients with zinc deficiency. Possible explanations for the absence of an association between clinical symptoms and serum zinc levels include: (1) Serum zinc levels do not accurately reflect the zinc content in the body; (2) serum zinc levels exhibit a large fluctuation of circadian rhythms and are easily influenced by meals, stress, and hormone conditions, therefore making them problematic as an indicator of zinc deficiency; and (3) differences in serum zinc levels between laboratories (serum zinc levels tend to show a higher value in outsourcing examination than in-hospital examination owing to hemolysis). These disadvantages suggest that serum zinc levels may not reflect the bioavailability of zinc in the body in some cases. Thus, selecting an appropriate sample and developing a method to analyze the sample are important issues.

Taste disorder and zinc

The relationship between taste disorder and zinc deficiency plays an important role in regenerating taste bud cells. Taste buds, or taste sensors, are actively regenerated approximately every 10 days. Normal regeneration of taste bud cells is required to correctly recognize different tastes. Insufficient regeneration of taste bud cells due to zinc deficiency is associated with a decrease in the number of these cells, causing impairment of taste sensor function. Zinc plays an important role in protein formation that is required for cell regeneration and transmission of genetic information.

Glossodynia and zinc

Glossodynia is a traditionally well-known symptom of hypozincemia in clinical practice; however, its evident cause is unknown [ 18 ]. Zinc exerts analgesic effects when administered locally to the spinal nerves or peripheral nerves or systemically in patients with chronic pain in areas other than in the oral area, renal dysfunction, anemia, and itchy sensation on the skin [ 19 , 20 ]. The mechanism of this analgesic effect was reported in a study in 2011 [ 21 ]. In the said study, increased sensitivity to pain was observed in knockout mice whose zinc ion binding to the NMDA-type glutamate receptor was inactivated. The authors reported that C fibers were particularly affected as compared with Aδ fibers, resulting in difficulty in suppressing chronic pain. Chronic glossodynia signals are transmitted to the brain mainly via C fibers, suggesting that the association between hypozincemia and glossodynia may be mediated by NMDA receptors, although the details remain to be clarified.

Total ALP activity levels

Both patients experienced a transient decrease in serum zinc levels, but total ALP activity levels did not change. Total ALP activity is involved in the dephosphorylation of various physiological substrates and has vital physiological functions, including extraskeletal functions such as neuronal development, detoxification of lipopolysaccharide, an anti-inflammatory role, bile pH regulation, and maintenance of the blood–brain barrier. Total ALP activity has also been reported to be involved in cardiovascular calcification, chronic kidney disease, and type 2 diabetes [ 22 ]. In particular, it is a logical clinical target to attenuate vascular calcification. Total ALP activity has gained attention as a clinical marker in several diseases. The relationship between total ALP activity levels and changes in zinc content in the body has been evaluated only in studies using cultured cells and animals. Thus, this is the first study to report the relationship in humans. Furthermore, this study used saliva samples; therefore, the results are extremely useful because these samples can be collected repeatedly in a noninvasive manner. Further cross-sectional or cohort studies are required to clarify the relationship between serum zinc levels and zinc-requiring enzymes, including total ALP activity, to interrupt the disease cycle due to zinc deficiency and improve the health status. This study suggests that total ALP activity may be a new diagnostic marker alternative to serum zinc levels. Furthermore, it may be used as an indicator when assessing the efficacy of zinc supplementation.

Availability of data and materials

No new data were created or analyzed in this study. Data sharing is not applicable to this article.

Abbreviations

Alkaline phosphatase

Prasad AS, Halsted JA, Nadimi M. Syndrome of iron deficiency anemia, hepatosplenomegaly, hypogonadism, dwarfism and geophagia. Am J Med. 1961;31:532–46.

Article   CAS   PubMed   Google Scholar  

Sakata KI, Hato H, Sato J, Iori T, Ohga N, Watanabe H, et al . Ethyl loflazepate as a treatment for patients with idiopathic and psychogenic taste disorder. Biopsychosoc Med. 2022;16:16.

Article   PubMed   PubMed Central   Google Scholar  

Yutaka Y, Ken-Ichiro S, Jun S, Manabu O, Hironobu H, Atsushi M. Clinical study of 210 cases of taste disorder. J Jpn Stomatol Soc. 2013;62:247–53.

Google Scholar  

Ohga N, Yamazaki Y, Sato J, Hata H, Murata T, Sakata K, et al . Dose escalation effectiveness and tolerability of paroxetine in patients with burning mouth syndrome and depressive conditions. J Oral Maxillofac Surg Med Pathol. 2015;27:402–6.

Article   Google Scholar  

Ogawa Y, Kinoshita M, Shimada S, Kawamura T. Zinc and skin disorders. Nutrients. 2018;10:199.

Haase H, Mocchegiani E, Rink L. Correlation between zinc status and immune function in the elderly. Biogerontology. 2006;7:421–8.

Andreini C, Banci L, Bertini I, Rosato A. Zinc through the three domains of life. J Proteome Res. 2006;5:3173–8.

Kambe T, Taylor KM, Fu D. Zinc transporters and their functional integration in mammalian cells. J Biol Chem. 2021;296: 100320.

Article   CAS   PubMed   PubMed Central   Google Scholar  

Nin T, Tsuzuki K. Diagnosis and treatment of taste disorders in Japan. Auris Nasus Larynx. 2023. https://doi.org/10.1016/j.anl.2023.04.002 .

Article   PubMed   Google Scholar  

Hewlings S, Kalman D. A review of zinc-L-carnosine and its positive effects on oral mucositis, taste disorders, and gastrointestinal disorders. Nutrients. 2020;12:665.

Sakata K, Yamazaki Y, Sato J, Hata H, Mizutani A, Oouchi M, et al . Study on association between subjective symptoms of the taste disorder and serum zinc level. J Jpn Oral Med. 2012;18:39–43.

Rocha ÉD, de Brito NJ, Dantas MM, Silva A, Almeida Md, Brandão-Neto J. Effect of zinc supplementation on GH, IGF1, IGFBP3, OCN, and ALP in non-zinc-deficient children. J Am Coll Nutr. 2015;34:290–9.

Sato M, Saitoh I, Kiyokawa Y, Iwase Y, Kubota N, Ibano N, et al . Tissue-nonspecific alkaline phosphatase, a possible mediator of cell maturation: towards a new paradigm. Cells. 2021;10:3338.

Hashimoto A, Nakagawa M, Tsujimura N, Miyazaki S, Kizu K, Goto T, et al . Properties of Zip4 accumulation during zinc deficiency and its usefulness to evaluate zinc status: a study of the effects of zinc deficiency during lactation. Am J Physiol Regul Integr Comp Physiol. 2016;310:R459–68.

McCormack HM, Horne DJ, Sheather S. Clinical applications of visual analogue scales: a critical review. Psychol Med. 1988;18:1007–19.

Wikström L, Nilsson M, Broström A, Eriksson K. Patients’ self-reported nausea: validation of the numerical rating scale and of a daily summary of repeated numerical rating scale scores. J Clin Nurs. 2019;28:959–68.

Sakata KI, Yamazaki Y, Sato J, Hata H, Mizutani A, Oouchi M. Yoshimasa Kitagawa study on association between subjective symptoms of the taste disorder and serum zinc. J Jpn Oral Med. 2012;18:39–43.

Cho GS, Han MW, Lee B, Roh JL, Choi SH, Cho KJ, et al . Zinc deficiency may be a cause of burning mouth syndrome as zinc replacement therapy has therapeutic effects. J Oral Pathol Med. 2010;39:722–7.

Larson AA, Kitto KF. Manipulations of zinc in the spinal cord, by intrathecal injection of zinc chloride, disodium-calcium-EDTA, or dipicolinic acid, alter nociceptive activity in mice. J Pharmacol Exp Ther. 1997;282:1319–25.

CAS   PubMed   Google Scholar  

Liu T, Walker JS, Tracey DJ. Zinc alleviates thermal hyperalgesia due to partial nerve injury. NeuroReport. 1999;10:1619–23.

Nozaki C, Vergnano AM, Filliol D, Ouagazzal AM, Le Goff AL, Carvalho S, et al . Zinc alleviates pain through high-affinity binding to the NMDA receptor NR2A subunit. Nat Neurosci. 2011;14:1017–22.

Sekaran S, Vimalraj S, Thangavelu L. The physiological and pathological role of tissue nonspecific alkaline phosphatase beyond mineralization. Biomolecules. 2021;11:1564.

Download references

Acknowledgements

I would like to give my heartfelt thanks to Prof. Kitagawa whose comments and suggestions were immeasurably valuable throughout the course of my study. I am also in debt to Prof. Yamazaki whose meticulous comments were enormously helpful. I would like to express my gratitude to Mr. Taiho Kambe and Ayako Hashimoto, for the valuable advice for evaluating zinc content in the body. I would also like to thank my family for their moral support and warm encouragement.

This study was partially supported by Lotte Co., Ltd., Tokyo, Japan.

Author information

Authors and affiliations.

Department of Oral Diagnosis and Medicine, Division of Oral Pathobiological Science, Faculty of Dental Medicine and Graduate School of Dental Medicine, Hokkaido University, Sapporo, Japan

Ken-ichiro Sakata, Jun Sato, Noritaka Ohga, Itagaki Tatsuki, Mai Okada, Okura Taro, Hiroshi Hikasa & Yoshimasa Kitagawa

Department of Food and Nutrition, Faculty of Home Economics, Kyoto Women’s University, Kyoto, Japan

Ayako Hashimoto

Department of Applied Molecular Biology, Division of Integrated Life Science, Graduate School of Biostudies, Kyoto University, Kyoto, Japan

Taiho Kambe

Department of Gerodontology, Division of Oral Health Science, Faculty of Dental Medicine and Graduate School of Dental Medicine, Hokkaido University, Sapporo, Japan

Yutaka Yamazaki

Department of Oral Pathobiological Science and Surgery, Tokyo Dental College, Tokyo, Japan

Masahide Koyachi

You can also search for this author in PubMed   Google Scholar

Contributions

Conceptualization: KS and JS. Methodology/formal analysis: AH and TK. Investigation: OT and TI. Resources: KS and NP. Data curation: KS. Writing—original draft preparation: KS. Writing—review and editing: YY. Visualization: NO, MO, and HH. Supervision: YK. Project administration: KM. All authors have read and agreed to the published version of the manuscript.

Corresponding author

Correspondence to Ken-ichiro Sakata .

Ethics declarations

Ethics approval and consent to participate.

In this report, we anonymized personal information and ensured the protection of privacy. This study was approved by the Hokkaido University Hospital Independent Clinical Research Review Committee (Approval No. 019–0337) and approved by the Ethics Committee of Kyoto, University Graduate School and Faculty of Medicine (Approval No. R3275). Written informed consent was obtained from all participants.

Consent for publication

Written informed consent was obtained from the patients for  publication of this case report and any accompanying images. A copy of the written consent is available for review by the Editor-in-Chief of this journal.

Competing interests

The authors declare no competing interests.

Additional information

Publisher’s note.

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ . The Creative Commons Public Domain Dedication waiver ( http://creativecommons.org/publicdomain/zero/1.0/ ) applies to the data made available in this article, unless otherwise stated in a credit line to the data.

Reprints and permissions

About this article

Cite this article.

Sakata, Ki., Hashimoto, A., Kambe, T. et al. Expression analysis of zinc-metabolizing enzymes in the saliva as a new method of evaluating zinc content in the body: two case reports and a review of the literature. J Med Case Reports 18 , 198 (2024). https://doi.org/10.1186/s13256-024-04463-w

Download citation

Received : 20 November 2023

Accepted : 16 February 2024

Published : 04 April 2024

DOI : https://doi.org/10.1186/s13256-024-04463-w

Share this article

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Zinc-metabolizing enzymes
• Total ALP activity

Journal of Medical Case Reports

ISSN: 1752-1947

• Submission enquiries: Access here and click Contact Us
• General enquiries: [email protected]

The importance of social media and brand trust to promote tourism brands: case study in Ho Chi Minh City

• Published: 06 April 2024

Cite this article

• Nguyen Phuc Hung   ORCID: orcid.org/0000-0002-0687-4898 1  

The field of marketing through social media has gained increasing popularity among tourist companies. The study aims to determine the factors on social media sites that affect customers’ trust in tourism business brands. The purpose of the survey is to test a linear structural model, in which, customers’ trust in the brand is affected by factors such as Online User Awareness, Handling online Interactions, Online Information Content, Online Communication Team and Online Communication Platform. The results of a quantitative survey carried out with a sample size of 298 subjects are also mentioned in this paper. The research results provide evidence of the factors contributing to Brand Trust through Social Media Sites. Current studies show that all factors have a positive impact, so the proposed research model is completely suitable. The theoretical and practical implications were discussed and applied to brand marketing and business.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price includes VAT (Russian Federation)

Instant access to the full article PDF.

Rent this article via DeepDyve

Institutional subscriptions

Alzoubi, H., Alshurideh, M., Kurdi, B., Akour, I., Aziz, R.: Does BLE technology contribute towards improving marketing strategies, customers’ satisfaction and loyalty? The role of open innovation. Int. J. Data Netw. Sci. 6 (2), 449–460 (2022). https://doi.org/10.5267/j.ijdns.2021.12.009

Article   Google Scholar  

Ashghar, S.A., Nurlatifah, H.: Analisis pengaruh perceived ease of use, perceived usefulness, dan perceived risk terhadap keinginan membeli kembali melalui e-trust dan s-satisfaction (Studi kasus pengguna Gopay pada transaksi UMKM). J. Al Azhar Indonesia Seri Ilmu Sosial 1 (1), 40–52 (2020). https://doi.org/10.36722/jaiss.v1i1.459

Assaker, G.: Age and gender differences in online travel reviews and user-generatedcontent (UGC) adoption: extending the technology acceptance model (TAM) with Credibility Theory. J. Hosp. Mark. Manag. (2019). https://doi.org/10.1080/19368623.2019.1653807

Bakir, V., McStay, A.: Fake news and the economy of Emotions. Digit. J. 6 , 154–175 (2018a). https://doi.org/10.1080/21670811.2017.1345645

Bakir, V., McStay, A.: Fake news and the economy of emotions: problems, causes, solutions. Digit. J. 6 (2), 154–175 (2018b). https://doi.org/10.1080/21670811.2017.1345645

Banerjee, S., Chua, Y.K.: A theoretical framework to identify authentic online reviews. Online Inf. Rev. 38 (5), 634–649 (2014). https://doi.org/10.1108/OIR-02-2014-0047

Berhanu, K., Raj, S.: The trustworthiness of travel and tourism information sources of social media: perspectives of international tourists visiting Ethiopia. Heliyon 6 (3), e03439 (2020). https://doi.org/10.1016/j.heliyon.2020.e03439

Bernarto, I., Berlianto, M.P., Palupi, Y.F.C., Meilani, M., Masman, R.R., Suryawan, I.N.: The influence of brand awareness, brand image, and brand trust on brand loyalty. J. Manaj. 3 (2), 23–28 (2020). https://doi.org/10.24912/jm.v24i3.676

Cheng, X., Fu, S., Sun, J., Bilgihan, A., Okumus, F.: An investigation on online reviews in sharing economy driven hospitality platforms: a viewpoint of trust. Tour. Manag. 71 , 366–377 (2019). https://doi.org/10.1016/j.tourman.2018.10.020

Cox, C., Burgess, S., Sellitto, C., Buultjens, J.: The role of user-generated content in tourists’ travel planning behavior. J. Hosp. Market. Manag. 18 (8), 743–764 (2009). https://doi.org/10.1080/19368620903235753

Di Bernardo, I., Ruggiero, A., Mele, C.: Social network sites and ageing: roles of facebook to enhance seniors’ well-being. Sinerg. Ital. J. Manag. 40 (3), 83–103 (2022)

Duradoni, M., Collodi, S., Perfumi, S.C., Guazzini, A.: Reviewing stranger on the internet: the role of identifiability through “reputation” in online decision making. Futur. Internet 13 , 110 (2021). https://doi.org/10.3390/fi13050110

Ebrahim, R.S.: The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. J. Relatsh. Mark. 19 (4), 287–308 (2020). https://doi.org/10.1080/15332667.2019.1705742

Escobar-Rodríguez, T., Carvajal-Trujillo, E.: Online purchasing tickets for low cost carriers: an application of the unified theory of acceptance and use of technology (UTAUT) model. Tour. Manag. 43 , 70–88 (2014). https://doi.org/10.1016/j.tourman.2014.01.017

Fidell, S., Tabachnick, B., Mestre, V., Fidell, L.: Aircraft noise-induced awakenings are more reasonably predicted from relative than from absolute sound exposure levels. J Acoust Soc Am 134 (5), 3645–3653 (2013)

Fornell, C., Larcker, D.F.: Evaluating structural equation models with unobservable variables and measurement error. J Mark Res 18 (1), 39–50 (1981)

Franciska, C.: Analisis Pengaruh Attitude, Subjective Norms, Perceived Behavioral Control, Trust, Corporate Image, Perceived Risk dan Saving Habits terhadap Intention to Savings pada Generasi Millennials dalam Program Tabungan Emas di Pegadaian (Doctoral dissertation, Universitas Multimedia Nusantara). (2020)

Ghansah, N.E., Ghansah, B., Benuwa, B.B., Ocquaye, E.N.N.: Using social media as a marketing tool in tertiary institutions: a case study of data link university, Ghana. Int. J. Eng. Res. Afr. 20 , 218–232 (2016). https://doi.org/10.4028/www.scientific.net/JERA.20.218

Green, D.W.E.: 1991 AM. Int. Astron. Union Circ. 5178 , 2 (1991)

Google Scholar  

Gunawan, H., Ayuningtiyas, K.: Pengaruh Kepercayaan, Kemudahan Dan Kualitas Informasi Terhadap Keputusan Pembelian Daring Di Aplikasi Bukalapak Pada Mahasiswa Politeknik Negeri Batam. J. Appl. Bus. Adm. 2 (1), 152–165 (2018). https://doi.org/10.30871/jaba.v2i1.763

Hair, J.F., Tatham, R.L., Anderson, R.E., Black, W.: Multivariate data analysis, 5th edn. Prentice Hall, New Jersey (1998)

Hair, J.F., Black, W.C., Babin, B.J., et al.: Multivariate data analysis, 7th edn. Pearson Prentice Hall, Upper Saddle River, NJ (2010)

Hamzah, Z.L., Johari, A.: Enhancing customer-brand interaction: customer engagement on brand pages of social networking sites. In: The Palgrave Handbook of Interactive Marketing, pp. 475–498. Springer International Publishing, Cham (2023)

Chapter   Google Scholar  

Han, M., Hu, J., Lu, P., Cao, H., Yu, C., Li, X., Qian, X., Yang, X., Yang, Y., Han, N., Dong, H.: Exosome-transmitted miR-567 reverses trastuzumab resistance by inhibiting ATG5 in breast cancer. Cell Death Dis. 11 (1), 1–15 (2020)

Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y., Prasetio, T., Pitaloka, E., Wijoyo, H., Yonata, H., Koho, I., Cahyon, Y.: The effect of social media marketing on brand trust, brand equity and brand loyalty. Int. J. Data Netw. Sci. 6 (3), 961–972 (2022)

Hollebeek, L., Glynn, M., Brodie, R.: Consumer brand engagement in social media: conceptualization, scale development and validation. J. Interact. Mark. 28 (2), 149–165 (2014)

Hossain, S., Sakib, M.N.: The impact of social media marketing on university students’ brand loyalty. Int. J. Mark. Bus. Commun. 5 (3), 1–7 (2016)

Huang, L., Mou, J., See-To, E.W., Kim, J.: Consumer perceived value preferences for mobile marketing in China: a mixed method approach. J. Retail. Consum. Serv. 48 , 70–86 (2019). https://doi.org/10.1016/j.jretconser.2019.02.007

Imaya, M.G.: Impact of social media in wooden furniture industry in India-A study. Disconnect Connect 247 (2019)

Infante, A., Mardikaningsih, R.: The potential of social media as a means of online business promotion. J. Soc. Sci. Stud. (JOS3) 2 (2), 45–49 (2022). https://doi.org/10.56348/jos3.v2i2.26

Juliana, J., Nagoya, R., Bangkara, B., Purba, J., Fachrurazi, F.: The role of supply chain on the competitiveness and the performance of restaurants. Uncertain Supply Chain Manag. 10 (2), 445–452 (2022). https://doi.org/10.5267/j.uscm.2021.12.007

Kayumovich, K.O., Kamalovna, S.F.: Social media-marketing-a forceful tool for tourism industry. Eur. Sci. 7 (49), 41–43 (2019)

Kim, Y., Chen, H.T.: Social media and online political participation: the mediating role of exposure to cross-cutting and like-minded perspectives. Telemat. Inf. 33 (2), 320–330 (2016). https://doi.org/10.1016/j.tele.2015.08.008

Kim, J., Fiore, A.M., Lee, H.H.: Influences of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behavior towards an online retailer. J. Retail. Consum. Serv. 14 (2), 95–107 (2007). https://doi.org/10.1016/j.jretconser.2006.05.001

Kurniawan, G.W., Basbeth, F., Leonnard Ong, S.E., Comm, M. Marketing budgeting, marketing activities, and distributor loyalty: the mediating effect of brand equity. In Conference Series, Vol. 3, No. 1, pp. 722–737. (2020)

Kusumasondjaja, S., Shanka, T., Marchegiani, C.: Credibility of online reviews and initial online trust in hotel services: the roles of similarity and review quality. In Proceedings of Australian and New Zealand Marketing Academy conference. Australian and New Zealand Marketing Academy, (2011)

Lien, C.H., Cao, Y.: Examining WeChat users’ motivations, trust, attitudes, and positive word-of-mouth: evidence from China. Comput. Hum. Behav. 41 , 104–111 (2014). https://doi.org/10.1016/j.chb.2014.08.013

Liu, L., Lee, M.K., Liu, R., Chen, J.: Trust transfer in social media brand communities: the role of consumer engagement. Int. J. Inf. Manag. 41 , 1–13 (2018). https://doi.org/10.1016/j.ijinfomgt.2018.02.006

Lo, I.S., McKercher, B., Lo, A., Cheung, C., Law, R.: Tourism and online photography. Tour. Manag. 32 (4), 725–731 (2011). https://doi.org/10.1016/j.tourman.2010.06.001

López, M., Sicilia, M., Verlegh, P.W.: How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives. J. Res. Interact. Mark. 16 (1), 154–171 (2022). https://doi.org/10.1108/JRIM-03-2020-0059

Malhotra, N.K.: Marketing Research: An Applied Orientation, 6th edn. Pearson Prentice Hall, Upper Saddle River (2010)

Book   Google Scholar  

Moslehpour, M., Dadvari, A., Nugroho, W., Do, B.R.: The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services. Asia Pac. J. Mark. Logist. 33 (2), 561–583 (2021). https://doi.org/10.1108/APJML-07-2019-0442

Myers, N.D., Ahn, S., Jin, Y.: Sample size and power estimates for a confirmatory factor analytic model in exercise and sport: a Monte Carlo approach. Res. Q. Exer. Sport 82 (3), 412–423 (2011)

Nofrialdi, R.: Online shopping behavior model: determining the factors affecting repurchase intention. J. Law Polit. Human. 1 (2), 88–97 (2021)

Nunnally, J.C.: An overview of psychological measurement. Clin. Diagnos. Ment. Disord. (1978). https://doi.org/10.1007/978-1-4684-2490-4_4

Nunnally, J.C., Bernstein, I.H.: Psychometric theory. McGraw-Hill, New York (1994)

Obermayer, N., Kővári, E., Leinonen, J., Bak, G., Valeri, M.: How social media practices shape family business performance: the wine industry case study. Eur. Manag. J. 40 (3), 360–371 (2022). https://doi.org/10.1016/j.emj.2021.08.003

Oliveira, J.S., Ifie, K., Sykora, M., Tsougkou, E., Castro, V., Elayan, S.: The effect of emotional positivity of brand-generated social media messages on consumer attention and information sharing. J. Bus. Res. 140 , 49–61 (2022). https://doi.org/10.1016/j.jbusres.2021.11.063

Olteanu, A., Kıcıman, E., Castillo, C.: A critical review of online social data: Biases, methodological pitfalls, and ethical boundaries. In Proceedings of the Eleventh ACM International Conference on Web Search and Data Mining, pp. 785–786. (2018). https://doi.org/10.1145/3159652.3162004

Pop, R.A., Săplăcan, Z., Dabija, D.C., Alt, M.A.: The impact of social media influencers on travel decisions: the role of trust in consumer decision journey. Curr. Issue Tour. 25 (5), 823–843 (2022). https://doi.org/10.1080/13683500.2021.1895729

Rachmawati, D., Shukri, S., Azam, S., Khatibi, A.: Factors influencing customers’ purchase decision of residential property in Selangor Malaysia. Manag. Sci. Lett. 9 (9), 1341–1348 (2019). https://doi.org/10.5267/j.msl.2019.5.016

Rivaldo, E.G., Montagner, A., Nary, H., da Fontoura Frasca, L.C., Brånemark, P.I.: Assessment of rehabilitation in edentulous patients treated with an immediately loaded complete fixed mandibular prosthesis supported by three implants. Int J Oral & Maxillofac Implant 27 (3) (2012)

Rizkallah, B.: Organizational Knowledge Sharing on Enterprise Social Media: Leveraging the Motivation Factors (Doctoral dissertation, University of Maryland University College). (2021)

Russell, B.: An Inquiry Into Meaning and Truth. Routledge (2013)

Saputra, A.S., Setyoko, P.I., Kurniasih, D.: The role of social media, innovation and branding capabilities on hospital marketing performance during the Covid-19 pandemic and industry revolution 4.0 Era. J. Ind. Eng. Manag. Res. 3 (5), 100–111 (2022). https://doi.org/10.7777/jiemar.v3i5.404

Schau, J.H., Muniz, M.A., Arnould, J.E.: How brand community practices create value. J. Mark. 73 (5), 30–51 (2009). https://doi.org/10.1509/jmkg.73.5.30

Sharma, R., Alavi, S., Ahuja, V.: Generation of trust using social networking sites: a comparative analysis of online apparel brands across social media platforms. Int. J. Manag. Pract. 12 (4), 405–425 (2019). https://doi.org/10.1504/IJMP.2019.102532

Shearer, E., Matsa, K.E.: News Use across Social Media Platforms. Pew Research Center, Washington (2018)

Shu, K., Sliva, A., Wang, S., Tang, J., Liu, H.: Fake news detection on social media: A data mining perspective. ACM SIGKDD Explorations Newsletter 19 (1), 22–36 (2017)

Siamagka, N.-T., Christodoulides, G., Michaelidou, N., Valvi, A.: Determinants of social media adoption by B2B organizations. Ind. Mark. Manage. 51 , 89–99 (2015). https://doi.org/10.1016/j.indmarman.2015.05.005

Tien, N.H., Hung, N.T., Tien, N.V.: The role of brand and brand management in creating business value-case of Facebook Vietnam. Int. J. Res. Mark. Manag. Sales 1 (2), 124–128 (2019)

Voramontri, D., Klieb, L.: Impact of social media on consumer behaviour. Int. J. Inf. Decis. Sci. 11 (3), 209–233 (2019). https://doi.org/10.1504/IJIDS.2019.101994

Wang, X., Tajvidi, M., Lin, X., Hajli, N.: Towards an ethical and trustworthy social commerce community for brand value co-creation: a trust-commitment perspective. J. Bus. Ethics 167 (1), 137–152 (2020). https://doi.org/10.1007/s10551-019-04182-z

Weber, L.: Marketing to the Social Web: How Digital Customer Communities Buil Your Business. Wiley, Hoboken (2007)

Wellman, B., Gulia, M.: The network basis of social support: a network is more than the sum of its ties. In: Networks in the Global Village, pp. 83–118. Routledge (2018)

Wu, H.C., Cheng, C.C., Ai, C.H., Chen, G.: Relationships between restaurant attachment, experiential relationship quality and experiential relationship intentions: the case of single friendly restaurants in Taiwan. J. Hosp. Tour. Manag. 40 , 50–66 (2019). https://doi.org/10.1016/j.jhtm.2019.06.002

Yang, B., Lester, D.: Gender differences in e-commerce. Appl. Econ. 37 (18), 2077–2089 (2005). https://doi.org/10.1080/00036840500293292

Zeng, B., Gerritsen, R.: What do we know about social media in tourism? A review. Tour. Manag. Perspect. 10 , 27–36 (2014). https://doi.org/10.1016/j.tmp.2014.01.001

Zhang, X., Wang, T.: Understanding purchase intention in O 2 O E-commerce: the effects of trust transfer and online contents. J. Theor. Appl. Electron. Commer. Res. 16 (2), 101–115 (2021). https://doi.org/10.4067/S0718-18762021000200107

Zhang, M., Xu, P., Ye, Y.: Trust in social media brands and perceived media values: a survey study in China. Comput. Hum. Behav. 127 , 107024 (2022). https://doi.org/10.1016/j.tourman.2015.11.014

Download references

The authors have not disclosed any funding.

Author information

Authors and affiliations.

Factually of Tourism and Hospitality Management, Hung Vuong University of Ho Chi Minh City, Ho Chi Minh City, Vietnam

Nguyen Phuc Hung

You can also search for this author in PubMed   Google Scholar

Corresponding author

Correspondence to Nguyen Phuc Hung .

Ethics declarations

Conflict of interest.

The authors have not disclosed any competing interests.

Additional information

Publisher's note.

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.

Reprints and permissions

About this article

Hung, N.P. The importance of social media and brand trust to promote tourism brands: case study in Ho Chi Minh City. Qual Quant (2024). https://doi.org/10.1007/s11135-024-01863-4

Download citation

Accepted : 19 February 2024

Published : 06 April 2024

DOI : https://doi.org/10.1007/s11135-024-01863-4

Share this article

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Social media
• Brand trust
• Social media sites
• Tourism business
• Find a journal
• Publish with us
• Track your research

Log in using your username and password

• Search More Search for this keyword Advanced search
• Latest content
• Current issue
• BMJ Journals More You are viewing from: Google Indexer

You are here

• Online First
• Altered serum metabolome as an indicator of paraneoplasia or concomitant cancer in patients with rheumatic disease
• Article Text
• Article info
• Citation Tools
• Rapid Responses
• Article metrics

• Karolina Gente 1 ,
• Manuel Feisst 2 ,
• Dorothea Marx 1 ,
• Karel D Klika 3 ,
• Petros Christopoulos 4 ,
• Jürgen Graf 5 ,
• Julia Will 1 ,
• Thomas Luft 1 ,
• Jessica C Hassel 6 ,
• Carsten Müller-Tidow 1 ,
• Rui A Carvalho 7 ,
• http://orcid.org/0000-0001-8197-8681 Hanns-Martin Lorenz 1 ,
• http://orcid.org/0000-0001-6923-0590 M Margarida Souto-Carneiro 1
• 1 Medical Clinic 5. Hematology, Oncology, Rheumatology , Heidelberg University, Heildelberg University Hospital , Heidelberg , Baden-Württemberg , Germany
• 2 Institute of Medical Biometry (IMBI) , Heidelberg University, Heidelberg University Hospital , Heidelberg , Baden-Württemberg , Germany
• 3 Molecular and Structural Biology , German Cancer Research Centre , Heidelberg , Baden-Württemberg , Germany
• 4 Department of Thoracic Oncology and National Center for Tumor Diseases (NCT) , Heidelberg University, Heidelberg University Hospital , Heidelberg , Baden-Württemberg , Germany
• 5 Institute of Organic Chemistry , Heidelberg University , Heidelberg , Baden-Württemberg , Germany
• 6 Department of Dermatology and National Center for Tumor Diseases (NCT) , Heidelberg University, Heidelberg University Hospital , Heidelberg , Baden-Württemberg , Germany
• 7 Department of Life Sciences, Faculty of Sciences and Technology , University of Coimbra , Coimbra , Portugal
• Correspondence to PD Dr M Margarida Souto-Carneiro, Medizin 5, Hämatologie, Onkologie und Rheumatologie, Heidelberg University, Heidelberg University Hospital, Heidelberg, Germany; margarida.souto-carneiro{at}med.uni-heidelberg.de

Objectives A timely diagnosis is imperative for curing cancer. However, in patients with rheumatic musculoskeletal diseases (RMDs) or paraneoplastic syndromes, misleading symptoms frequently delay cancer diagnosis. As metabolic remodelling characterises both cancer and RMD, we analysed if a metabolic signature can indicate paraneoplasia (PN) or reveal concomitant cancer in patients with RMD.

Methods Metabolic alterations in the sera of rheumatoid arthritis (RA) patients with (n=56) or without (n=52) a history of invasive cancer were quantified by nuclear magnetic resonance analysis. Metabolites indicative of cancer were determined by multivariable regression analyses. Two independent RA and spondyloarthritis (SpA) cohorts with or without a history of invasive cancer were used for blinded validation. Samples from patients with active cancer or cancer treatment, pulmonary and lymphoid type cancers, paraneoplastic syndromes, non-invasive (NI) precancerous lesions and non-melanoma skin cancer and systemic lupus erythematosus and samples prior to the development of malignancy were used to test the model performance.

Results Based on the concentrations of acetate, creatine, glycine, formate and the lipid ratio L1/L6, a diagnostic model yielded a high sensitivity and specificity for cancer diagnosis with AUC=0.995 in the model cohort, AUC=0.940 in the blinded RA validation cohort and AUC=0.928 in the mixed RA/SpA cohort. It was equally capable of identifying cancer in patients with PN. The model was insensitive to common demographic or clinical confounders or the presence of NI malignancy like non-melanoma skin cancer.

Conclusions This new set of metabolic markers reliably predicts the presence of cancer in arthritis or PN patients with high sensitivity and specificity and has the potential to facilitate a rapid and correct diagnosis of malignancy.

• Rheumatoid Arthritis
• Machine Learning
• Spondylitis, Ankylosing

Data availability statement

Data are available upon reasonable request. All data relevant to the study are included in the article or uploaded as supplementary information.

This is an open access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited, appropriate credit is given, any changes made indicated, and the use is non-commercial. See:  http://creativecommons.org/licenses/by-nc/4.0/ .

https://doi.org/10.1136/ard-2023-224839

Statistics from Altmetric.com

Request permissions.

If you wish to reuse any or all of this article please use the link below which will take you to the Copyright Clearance Center’s RightsLink service. You will be able to get a quick price and instant permission to reuse the content in many different ways.

WHAT IS ALREADY KNOWN ON THIS TOPIC

Both cancer and rheumatic musculoskeletal diseases (RMDs) lead to quantifiable remodelling of metabolism at the cellular, tissue and systemic levels.

Differences in the serum metabolomic and lipidomic profiles have previously been used as potential biomarkers in clinically challenging situations for both cancer and RMDs.

Since any delay in the correct diagnosis and treatment of cancer is associated with an unfavourable prognosis, there is a strong clinical need for cancer biomarkers.

WHAT THIS STUDY ADDS

We formulated a multivariate model from the analysis of a set of common metabolic markers that predicts the presence of malignant disease in patients with rheumatoid arthritis and spondyloarthritis as well as paraneoplastic syndromes.

Based on the concentrations of acetate, creatine, glycine and formate and the lipid ratio L1/L6, our diagnostic model yielded a high sensitivity and specificity of cancer diagnosis.

HOW THIS STUDY MIGHT AFFECT RESEARCH, PRACTICE OR POLICY

This limited-invasive assay offers a first diagnostic model that can support differential diagnosis in unclear clinical courses in patients with RMD and thus accelerate cancer diagnosis and treatment.

With high performance validated in larger, multiethnic cohorts, the model could aid considerably the diagnosis of suspected paraneoplasia or be used as an active surveillance tool in high-risk patients for cancer development.

Introduction

Both rheumatic musculoskeletal diseases (RMDs) and cancer occur frequently in the general population and these diseases can either arise simultaneously or consecutively in affected patients. Given an RMD prevalence of ~2% and a cancer lifetime risk of ~45%–50% in European countries, in addition to the tumour-promoting effects of chronic inflammation and certain therapeutic regimens, differential diagnosis poses a relevant clinical question. 1–3 Additionally, rheumatic symptoms can develop as misleading paraneoplastic manifestations of malignancy. 4 5 While the timely diagnosis of cancer is imperative for favourable prognosis, it may pose a considerable challenge in unclear clinical courses in patients with rheumatic diseases.

Both disease entities are associated with a dysregulated systemic immune response. As such, they lead to quantifiable remodelling of metabolism at the cellular, tissue and systemic levels. Several studies, using either 1 H nuclear magnetic resonance (NMR) spectroscopy or mass spectrometry to quantify metabolomic changes, have highlighted their clinical potential in cancer management for (1) differentiation between malignant and benign lesions; (2) identification of ‘risk profiles’ to aid early diagnosis; (3) classification of different cancer subtypes and stages; and prediction of (4) treatment response in and, importantly, (5) overall survival in lung and gastrointestinal cancers, for example. 6 7 Metabolomic profiling has also been applied to various autoimmune and autoinflammatory RMDs to define biomarkers for (early) diagnosis, refine classification, predict drug response or prognosis 8–11 and differentiate selected neoplasms from RMD. 12 13 Moreover, we have recently demonstrated a shared ‘autoimmunity’ signature in cancer patients with rheumatic immune-related adverse events (irAE) due to immune checkpoint inhibitor (ICI) therapy or concomitant RMD distinct from both cancer-free patients with RMD as well as irAE-free, ICI-treated patients with various cancers. 14

In general, metabolomic studies focus on a single cancer type. However, an in vitro study and a neuronal network analysis of metabolic profiles in a large-scale population study suggest that metabolic profiles depend on the cancer entity. 15 16 It has not yet been explored whether a metabolic signature can be used to detect cancer burden in general, particularly if patients have simultaneously have other chronic diseases like RMD. To date, a reliable universal biomarker sensitive and specific for any type of invasive cancer is not yet available for use in daily clinical practice. Thus, here we investigate whether an altered serum metabolome profile can serve as a potential biomarker of cancer in patients with RMD. If this can be demonstrated, it would facilitate early differential diagnosis of non-specific inflammatory symptoms as paraneoplastic versus RMD associated and thus speed up cancer diagnosis and treatment.

Materials and methods

Patient recruitment and sample collection.

Patients included in the study suffered from either rheumatoid arthritis (RA) (by 2010 American College of Rheumatology (ACR)/European Alliance of Associations for Rheumatology (EULAR) classification criteria), 17 psoriatic arthritis (PsA, by Classification criteria for psoriatic arthritis (CASPAR) criteria), 18 other spondyloarthritis (SpA) subtypes (by Assessment of Spondylosrthritis International Society (ASAS) criteria) 19 or systemic lupus erythematosus (SLE) (by 2019 EULAR/ACR criteria). 20 Patients with PsA and other SpA subtypes were merged into a joint group due to their shared pathogenetic mechanisms. Serum samples were collected within the MalheuR project, a local registry-based study for patients with concomitant rheumatic and malignant diseases, or previously stored samples from intrainstitutional biobanks or other projects were used. The serum samples from RA, PsA/SpA and SLE patients with a history of early-stage, metastatic or cured invasive malignancies or obligatory solid precancerous lesions (mRA, mSpA and mSLE groups) and respective controls (cRA, cSpA and cSLE groups) were analysed in the main cohorts. Control samples were matched by RMD diagnosis and age. All patients were recruited at scheduled rheumatological on-site evaluations and non-fasted serum samples were obtained during routine blood collections. Treatment of RMD and concurrent malignancy followed existing guidelines and recommendations and was not influenced by study participation. A blinded validation cohort (VC) was formed by samples from seven patients with and nine patients without invasive malignancy not included in the main cohort. We tested model performance in study populations of special interest with active cancer or cancer treatment (n=66 and n=41, respectively, not featured in mRA, mSpA or VC cohorts), pulmonary type cancers (n=22) and lymphoid type cancers (n=18). Furthermore, samples from 8 patients with paraneoplasia (PN), 10 patients with facultative solid precancerous lesions and non-invasive (NI) precancerous lesions of the skin or non-melanoma skin cancer and 7 precancer (PC) samples from patients who developed systemic malignancy later after sample collection were included in the analysis. Exclusion criteria were either rheumatic diagnoses other than RA, SpA or SLE or monoclonal gammopathy of undetermined significance as malignant diagnosis without the presence of other cancer types. Patients with NI and non-melanoma skin cancers were only included in the NI cohort and not in any of the other cohorts.

NMR spectroscopic analysis

Details on sample acquisition, data processing and analysis can be found in online supplemental file 1 .

Supplemental material

Statistical analysis.

Cohorts were described using appropriate measures of the empirical distributions. Differences were considered statistically different for p<0.05 in a descriptive sense. All analyses were performed using R V.>4.00.0 and SPSS (Build V.29.0.0.0 (241), IBM Corporation).

Univariate analysis

Details on the statistical tests used for the univariate analysis between groups can be found in online supplemental file 1 .

Multivariate analysis

Multivariate diagnostic model.

In order to identify the combination of metabolites with the best predictive performance, logistic regression comprising forward selection was performed on subsampling 63.2% of the cohort 1000 times. 21 Finally, five variables were selected to be part of the final model. Area under the receiver operating curve (AUC) was selected as the main parameter to describe the goodness of fit of the model.

Cross-validation

To get an unbiased estimated of the AUC fit index, 10-fold cross-validation was performed in triplicate.

Validation and further disease cohorts

To describe the diagnostic performance of the multivariate diagnostic model on additional cohorts, AUC values, accuracies, sensitivities and specificities were reported with respect to various probability cut-offs.

Patient characteristics

Demographic data and clinical characteristics of the model cohort consisting of RA patients with (mRA, n=56) or without a history of early-stage, metastatic or cured invasive cancer (cRA, n=52) are summarised in table 1 . Major differences were the higher age (69.9±9.7 vs 56.1±12.0) and the larger proportion of women (76.8% vs 57.7%) in the mRA cohort. Mean rheumatic disease duration was >10 years in both cohorts (12.9±10.9 vs 10.25±8.08). Breast cancer (39.3%) followed by urogenital cancers (17.9%) and melanoma (12.5%) were the most frequent malignancies. The mean time since cancer diagnosis was 13.9±10.8 years with <1 year in 2 (3.6%), 1 to <5 years in 10 (17.9%) and >5 years in 78.6% of patients with mRA. 75.0% of patients only had only low stages (0–II) of malignancy and 96.4% had recorded complete remission (CR) at last staging. 12.5% of patients had received cancer treatment within six months of sample collection, while another 8.9% of patients were still receiving cancer treatment. While glucocorticoid (GC) use at blood sampling did not differ significantly between the groups, fewer patients with mRA received conventional synthetic disease-modifying antirheumatic drugs (csDMARDs) (66.1% vs 86.5%). The prescription of biological DMARD was comparable but with a more frequent use of tumour necrosis factor inhibitors in the cRA group (21.4% vs 30.8%). Interestingly, targeted synthetic DMARDs or abatacept were prescribed for only three patients with mRA (5.4% each) and not at all for patients with cRA. Altogether, more patients with mRA were in remission from rheumatic disease at sample collection as assessed by Disease Activity Score (includes tenderness and/or swelling of 28 joints, patient global assessment and C reactive protein) (70.4% vs 55.8%).

• View inline

Clinical and demographic characteristics of the study participants in the RA model cohort

A blinded VC was formed from newly recruited RA patients with (n=7) and without (n=9) a history of invasive malignancy (individual details in online supplemental table 1 ). A second VC included patients with SpA (mSpA, n=33; cSpA, n=75; table 2 ). As for the model cohort, patients with mSpA were older at blood sampling than controls (63.6±13.7 vs 51.9±11.8). Urogenital cancers (30.3%) and melanoma (21.2%) were more frequent, probably due to the higher proportion of man in the SpA model cohort compared with the RA model cohort. Malignancy characteristics regarding disease duration (10.5±9.4 years; <1 year: 2 (6.1%), 1 to <5 years: 8 (24.2%) and >5 years: 23 (69.7%)), initial stage (63.6% stage 0–II) and treatment (12.1% <6 months at sampling) were comparable to the RA model cohort. However, the proportion of CRs (81.8%) was lower for patients with mSpA compared with patients with mRA. GC treatment was applied more often for patients with mSpA than for patients with cSpA (39.4% vs 26.7%). The use of other DMARDs and clinical remission as determined by the physician did not significantly differ. Of note, a larger proportion of SpA than of patients with RA showed inflammatory disease activity at sample collection.

Clinical and demographic characteristics of the study participants in the SpA cohort

Additionally, the metabolic prediction model was tested for cohorts of RA and SpA patients with active cancer cohort and/or treatment (ACC), pulmonary cancer cohort (PCC) and lymphoid cancer cohort (LCC), PN, NI cancer and PC samples from patients with a later cancer diagnosis and a cohort of patients with SLE with individual data listed in online supplemental tables 2-7 and 11 .

Univariate analysis and metabolic pathway correlation

We analysed serum lipids and metabolites to identify differences in metabolism between RMDs with and without concurrent malignancy. The serum lipids and 28 low-molecular weight metabolites were identified and quantified using one-dimensional NOESY and Carr-Purcell-Meiboom-Gill (CPMG) 1 H NMR spectra as previously described ( online supplemental figure 1A ). 9 Differences in the concentrations of individual metabolites between mRA and cRA groups were determined by univariate analysis. Out of 28 metabolites and 5 lipid ratios, significant differences were found in the serum concentrations of glucose, various amino acids (A, R+K, N, D, H, I, L, P, T and V), various carboxylic acids (acetate, citrate, creatine, isobutyrate, pyruvate and succinate) and the normalised lipid moieties (L4+L5)/L1, L6/L1 and L7/L1 ( figure 1A and table 3 ). These differences remained even after the patients with mRA were stratified according to whether the cancer was still active at the time of blood collection, they had been under therapy for more than 6 months or were in remission and considered cured for over 5 years ( online supplemental figure 1B,C ). Acetate, histidine and valine rendered area under the curve (AUC) values>0.90 in receiver operating characteristic (ROC) analyses, while 10 other metabolites yielded AUC>0.80 ( table 3 ).

• Download figure
• Open in new tab
• Download powerpoint

Metabolite concentrations and lipids ratios differ between rheumatoid arthritis (RA) patients with or without a history of invasive malignancy. (A) The volcano plot indicates fold changes and adjusted p values of metabolite concentrations and lipid ratios between the two patient groups. The horizontal dotted line indicates an false discovery rate (FDR)<0.05. (B) Summary of quantitative metabolic pathway enrichment analysis showing the changes between mRA and cRA metabolomes. (C) Correlograms showing Spearman correlation coefficients between the continuous clinical/demographic variables and the metabolites for the mRA and cRA groups. *p<0.05, **p<0.001 and ***p<0.0001. cRA, RA without cancer; mRA, RA with a history of invasive cancer.

Univariate analysis results for the metabolites and lipid ratios

Specific metabolic pathways involving pyruvate, carbohydrate and amino acid metabolism were increased in the cRA group in comparison to the mRA group ( figure 1B ). The influence of clinical, therapeutical or demographic parameters on metabolome profiles was tested using multivariate analysis of variance (MANOVA), but for the majority, significant correlations with metabolite concentrations or lipid ratios were not evident ( figure 1C and online supplemental table 8 ). Since cachexia is considered a cancer syndrome, we tested by partial least squares-differential analysis (PLS-DA) whether differences in body mass index (BMI) could result in different metabolomic profiles. However, PLS-DA could not separate the metabolome of underweight patients from the others ( online supplemental figure 1D ). Additionally, a PLS-DA with up to five principal components based on the type of cancer of the mRA group did not show a significant separation between patients (maximum accuracy: 39.7%; R 2 =0.215; Q 2 =−0.170; online supplemental figures 1E,F ).

Despite acceptable ROC values for certain metabolites or normalised lipid moieties, we considered that univariate analysis may be prone to interference in the complex clinical situation of cancer burden and treatment in a long-term-treated inflammatory disease. Therefore, to increase diagnostic accuracy and robustness for clinical application, we applied multivariable, logistic regression modelling on the metabolomic and lipidomic profile together with the clinical and demographic data. The stepwise forward selection subsampling algorithm resulted in the following parameters as predictors in the diagnostic model: the concentrations of acetate, creatine, formate and glycine and the L1/L6 ratio. The coefficient estimates are presented in table 4 .

Coefficient estimates for the model

To classify patients into the two diagnosis groups, a cut-off value for the predicted probabilities was applied. Using the default cut-off value of 0.5 initially, a subject was classified with a malignancy if the estimated probability is >0.5 and thus cancer diagnosis more likely. ROC analysis of the diagnostic model for patients with RA yielded an excellent AUC=0.995 ( figure 2A ), and 10-fold cross-validation (performed in triplicate) resulted in an AUC=0.987 with a sensitivity of 0.932 and a specificity of 0.946.

The multivariate diagnostic model performs well on an independent validation cohort (VC). (A) Receiver operating characteristic (ROC) curve for the modelled probability of invasive cancer burden in the model cohort. (B) ROC curve for the modelled probability of invasive cancer burden in the blinded VC. (C) Heatmap comparing the metabolite expression levels between the model (rheumatoid arthritis (RA) without cancer (cRA) and RA with a history of invasive cancer (mRA)) and the validation (validation for RA without cancer (cVC) and validation for RA with a history of invasive cancer (mVC)) cohorts. (D) Dot plots comparing the concentrations of the metabolites and the L1/L6 ratio used in the diagnostic model between the model (cRA and mRA) and the validation (cVC and mVC) cohorts.

For validation of the model, a blinded cohort of seven new RA patients with a history of invasive malignancy and nine new patients without cancer was collected (VC, online supplemental table 1 ). Applying the diagnostic model, 14 of 16 patients (87.5%) were correctly classified ( online supplemental table 9 ) and ROC analysis rendered an AUC of 0.937 with a sensitivity of 0.889 and a specificity of 0.857 ( figure 2B ). Overall, most metabolite expressions were comparable between the model and VCs for the corresponding categories ( figure 2C ). Importantly, the concentrations of the metabolites and the L1/L6 ratio used in the diagnostic model were comparable between the model and the VCs for the corresponding categories ( figure 2D ). Moreover, except for the difference in glycine concentration between female and male patients with mRA, clinical and demographic variables did not seem to influence the concentrations of the selected metabolites ( online supplemental figure 2A-F ).

Transfer to other diseases

To assess if the diagnostic model can be transferred and universally applied to other RMDs, we first tested it on an SpA cohort of 55 malignancy (mSpA) and 75 control (cSpA) patients. ROC analysis of the diagnostic model yielded an AUC=0.912 ( figure 3A ). Using a default cut-off value of 0.5, 104 of 130 (80.0%) SpA samples were correctly assigned, with a sensitivity of 0.964 and a specificity of 0.680. There were some differences for a number of the metabolites between the RA model cohort and the SpA cohort ( figure 3B ). Importantly, the concentrations of the metabolites and the L1/L6 ratio used in the diagnostic model were comparable between the RA model and the SpA cohorts for the corresponding categories ( online supplemental figure 3 ). As for the RA model cohort, a MANOVA confounder analysis did not suffer any significant influence from the clinical and demographic variables in the metabolome differences observed between the cSpA and mSpA groups, especially for those metabolites used in the model ( online supplemental table 10 ). Also, differences between the groups were detectable irrespective of the SpA disease activity ( figure 3C ). Additionally, we explored the effects of cancer treatment type as a possible confounder of the metabolic signature in patients with RA and SpA. Importantly, we have not observed significant differences between patients treated by any type of antineoplastic drug or radiation compared with those who only underwent surgery or were untreated for their cancer at the time of sample collection ( figure 3B ).

The high performance of the multivariate diagnostic model persists in the SpA cohort with higher probability cut-offs. (A) Receiver operating characteristic (ROC) curve for the modelled probability of cancer burden in the SpA cohort. (B) Heatmap comparing the metabolite expression between the model (cRA and mRA) and the SpA (cSPA and mSPA) cohorts. Both cancer cohorts were stratified according to whether patients were treated with any type of antineoplastic drug or radiation (T) compared with those who only underwent a surgery or were untreated for their cancer at the time of sample collection (NT). (C) Heatmap comparing the metabolite expression in the SpA cohort (cSPA and mSPA) subdivided into rheumatic disease activity: high (H) or low (L) active and remission (R). Predicted probabilities of control (CNT) and malignancy (MAL) patients in the merged RA/SpA cohort summarised in a box plot graph (D) and a frequency plot (E). RA, rheumatoid arthritis; SpA, spondyloarthritis.

Patients with active cancer, pulmonary or lymphoid cancer types are subpopulations of special interest for daily rheumatology practice. In the ACC ( online supplemental table 2 ), the diagnostic model accurately assigned cancer diagnosis in 14/15 untreated patients with active cancer (the one patient not recognised correctly was already included in the blinded VC in online supplemental table 1 ), all 24 patients with active cancer with previous (eg, due to progression or a history of another cancer) or current cancer treatment and all 43 patients with current cancer treatment irrespective of remission status at sample collection. Furthermore, all 22 patients in PCC ( online supplemental table 3 ) and 17/18 patients in the LCC ( online supplemental table 4 ) were correctly classified as cancer by the model.

We next assessed if the diagnostic model was also suitable for oncological settings other than verified early-stage, metastatic or cured invasive cancer. The diagnostic model accurately assigned cancer diagnosis for all patients (8/8) with PN ( online supplemental table 5 ), out of which 5 were not previously treated for their cancer at sample collection. In contrast, only 50% (5/10) of patients with NI or in situ precancerous lesions and non-melanoma skin cancers (NI, online supplemental table 6 ) were correctly classified, though two melanoma in situ patients with a high risk of progression to an invasive cancer stage were correctly classified. Finally, the model classified all (7/7) patients (PC, online supplemental table 7 ) as cancer free who were diagnosed with an invasive malignancy only long after (5–56 months) sample collection. Consequently, while use of the diagnostic model can correctly identify cases of systemic cancer forms already present in a patient—irrespective of whether or not they have been diagnosed at sample collection – it is not able to identify patients at risk of later invasive cancer development.

To achieve higher sensitivity or specificity, we tested cut-off values other than 0.5 for the model. Preferably, the diagnosis of a malignancy should only be assigned if the probability of it is very high (cut-off≥0.9) or, conversely, malignancy should ideally only be ruled out if its probability is very low (cut-off≤0.1). Samples from a merged RA and SpA cohort consisting of patients from the cSpA, mSpA, VC, ACC, PCC, LCC, PN, NI and PC cohorts, but not from the model RA cohort initially used for model formulation, were used for these considerations. The model rendered an AUC=0.927 for the merged cohort. For a 0.5 cut-off, 84.0% of samples were classified correctly with an excellent sensitivity of 0.958 but with a lower specificity of 0.717. Using a 0.9 cut-off, the accuracy of malignancy diagnosis was increased to 86.1% with a sensitivity of 0.916 and a specificity of 0.804. A 0.1 cut-off had only a low accuracy of 78.1%, with a comparably high sensitivity of 0.968 but with a lower specificity of 0.587 for cancer diagnosis ( table 5 ).

Comparison of the model performance for the merged RA/SpA cohort with different cut-off values 0.9, 0.5 and 0.1

Two aspects become apparent from the distribution of the model value read outs for control and malignancy patients ( figure 3D, E ): the superiority of a higher cut-off for group separation is indicated by more than 75% of the predicted probabilities for control patients located from 0 up to approximately 0.8. Three malignancy patients, including one incorrectly classified patient in the blinded VC, were not detected by any cut-off value>0.1 and one patient with lymphoma was not detected by cut-off values>0.5. A clinical re-evaluation of these cases shows that all three failed diagnoses (two with renal carcinoma and one with melanoma) had low-grade tumours in the tumour, node, metastases classification and two had their cancer diagnosis and permanent treatment by excision more than 10 years before sample collection. The stage II lymphoma patient with a low model readout (0.26) was diagnosed 8 years earlier and in complete therapy-free remission for more than 5 years at sample collection. The model was, nevertheless, able to classify other patients with low-grade renal carcinoma and/or melanoma correctly (n=6) even if diagnosis had been made several (4.9–25.8) years previously.

Finally, we tested the model for SLE as a rheumatic disease with a fundamentally different pathogenic mechanism. Using samples from 10 patients with mSLE and 32 patients with cSLE, the model rendered an AUC=0.656 with only 38.1% accurately classified by the model, though with a high specificity (0.800) but with a very poor sensitivity (0.250) at a cut-off of 0.9 ( online supplemental tables 11 and 12 and online supplemental figure 4A ). Since RA and SLE are clinically distinct, it was not surprising that the concentrations of the metabolites and lipid ratios differed between the cRA and cSLE groups and between the mRA and mSLE groups ( online supplemental figure 4B ).

A timely diagnosis of cancer is imperative for successful therapy. In patients with an ongoing autoimmune condition, cancer diagnosis can be delayed due to the similarity of symptoms. In this study, we discovered a set of biomarkers that predict the presence of malignant disease in arthritis or PN patients with high sensitivity. This limited-invasive assay can expedite up cancer diagnosis and might be especially applicable for patients with a high risk for cancer development such as lymphoma in RA. 22 To our knowledge, the coincidence of cancer and other chronic diseases has not been included in the scope of metabolome research thus far, despite the proven value of NMR spectroscopic and mass spectrometric analyses to identify biomarker candidates separately in both disease entities. 6–9 12 13 16 Here, we show for the first time that despite the systemic remodelling driven by both conditions, a common serum metabolic signature of cancer can be detected and differentiated from cancer-free profiles in patients simultaneously suffering from chronic autoimmune arthritis.

Metabolic pathway enrichment analysis revealed differences between patients with cRA and mRA in several pathways associated with nutrient oxidation and interconversion of metabolic intermediates to supply biosynthetic demands. Among such metabolic pathways, those associated with amino acids (eg, ammonia recycling, the urea cycle and multiple other amino acid metabolic pathways) and carbohydrates (eg, glycolysis and amino sugar metabolism) appear to have been particularly enriched in patients with cRA. Several serum metabolome analyses have reported a systemic glycolytic signature in RA. 9 However, similar metabolomic studies on patients with cancer did not identify glycolysis as a significantly enriched metabolic pathway even though a wide variety of tumour cells are markedly glycolytic. 16 23 24 It is likely that the coexistence of the two pathologies in patients with mRA results in a significant reduction in glucose plasma levels but without a concomitant elevation of plasma lactate levels. This may be explained by the finding that in tumours, lactate produced by cells in the markedly hypoxic environments feeds the oxidative metabolism of cells under normoxia. 25 Additionally, the high biosynthetic rates associated with tumour growth may contribute to a more pronounced depletion of amino acid plasma pools in patients with mRA compared with patients with cRA. In such circumstances, the tricarboxylic acid (TCA) cycle in tumours assumes a marked anabolic character allowing the interconversion of TCA cycle intermediates to feed important biosynthetic requirements. 26 Recent studies identified positive roles for arginine in preventing inflammation and osteoclastogenesis in arthritis and measured higher serum levels of arginine and ornithine in patients with RA. 27 28 Unfortunately, one limitation of using NMR metabolomics is that the resonances used to identify arginine in 1 H NMR spectra overlap with those from lysine. 29 Therefore, we could not specifically quantify the serum concentration of arginine.

Although significant differences were detectable for 20 metabolites and lipid ratios by univariate analysis, we consider that the use of single parameters as biomarkers in such a complex clinical situation may be extremely prone to interference by demographic and disease-associated and treatment-associated factors. 30 Hence, metabolomic and lipidomic profiles of the model cohort were subjected to multivariate logistic regression analysis to achieve robustness and high diagnostic accuracy in clinical settings. Counterintuitively, none of the top-ranked univariate parameters and no clinical variables were included in the five variables selected for the final diagnostic model (age and gender were only selected in the sixth and seventh positions, respectively). ROC analysis of the model based on the concentrations of four metabolites and one lipid ratio combined with respective coefficient estimates yielded an excellent AUC. Importantly, the high diagnostic performance persisted in the blinded VC of newly recruited patients with RA, in the SpA cohort and in study populations of special interest with active and even untreated cancer, active cancer treatment, pulmonary and lymphoid type cancers with even higher probability cut-offs indicating that the metabolite patterns could indeed serve as a diagnostic tool in arthritides. The model did not identify three early-stage, low-grade tumours and was not reliable for NI facultative precancerous lesions and non-melanoma skin cancers. The limited invasiveness at sampling can be a potential reason for this. However, these cancer types pose a less serious threat compared with the ones that the model picked up with high sensitivity. Most notably, in the NI cohort, two melanoma in situ cases associated with a high inherent risk of later-course metastatic spread were correctly classified by the model.

Even in the high-risk population studied by Buergel et al , 16 the metabolomic state did not provide predictive information for the six cancer types analysed. We hypothesise that significant alterations in an individual’s systemic metabolome only occurs when cancerogenesis trespasses from in situ to the systemic level and does not present a common prominent risk signature ahead of this timepoint. Once cancerogenesis has reached the systemic level by its invasiveness, our diagnostic model can aid differential diagnosis, particularly for non-specific symptoms like fever, night sweat, weight loss or suspected PN. The atypical manifestation of the latter often mislead physicians and the resulting delay in cancer diagnosis and treatment is associated with an unfavourable prognosis. 4 5 The potential to facilitate a rapid and correct diagnosis of malignancy in rheumatic paraneoplastic syndromes or the presentation of new symptoms suspicious of concomitant cancer in patients with RA and SpA is a major success of our model.

Collectively, the applicability of the current model encompasses around two thirds of RMD cases. 1 Given the poor AUC performance and markedly different metabolomic profile of the SLE cohort, the current model is unsuitable for universal application in more systemic RMD entities. Unfortunately, the limited number of mSLE samples in our study did not allow us to clarify whether a different diagnostic model performs better at recognising cancer burden in SLE.

A major strength of our model is its insensitivity to common demographic and clinical confounders such as age, BMI, disease activity of both cancer and RMD as well as treatment type and status, making it reliably applicable in a very heterogenous study population. Furthermore, its coverage of a large spectrum of invasive cancer types at different stages also adds to its robustness in heterogenous clinical cohorts.

Before translation into clinical practice, our diagnostic model still requires validation in a larger multinational and multiethnic cohort to engender reliability for genetically heterogenous populations. Thereafter, this limited-invasive assay has considerable potential of high clinical value to facilitate timely diagnosis of cancer in paraneoplastic rheumatic syndromes as well as become a valuable active surveillance tool in RA and SpA patients with a high risk of developing cancer.

Ethics statements

Patient consent for publication.

Not applicable.

Ethics approval

This study involves human participants and was approved by ethics committee of the University of Heidelberg (ethic references: S-391/2018, 272/2006, S-686/2018, S-096/2016). Participants gave informed consent to participate in the study before taking part.

Acknowledgments

The authors would like to thank the physicians and nursing teams of Skin Cancer Center, National Center for Tumor Diseases, University Hospital Heidelberg, and the nursing team of the blood collection unit of the Medical Clinic, University Hospital Heidelberg. The authors also acknowledge the staff at the NMR facility at EMBL, Heidelberg, for technical support.

• Crowson CS ,
• Matteson EL ,
• Myasoedova E , et al
• Ormiston-Smith N ,
• Wang K , et al
• Pelosof LC ,
• Martins R ,
• Pires AS , et al
• Nannini G ,
• Amedei A , et al
• Tiziani S ,
• Firestein GS
• Souto-Carneiro M ,
• Behnisch R , et al
• Guleria A , et al
• Bengtsson AA ,
• Wuttge DM , et al
• Wu Z , et al
• Sandås EM ,
• Elgstøen KBP , et al
• Benesova K ,
• Carvalho RA , et al
• Zhao H , et al
• Buergel T ,
• Steinfeldt J ,
• Ruyoga G , et al
• Upchurch KS
• Orbai A-M , et al
• Rudwaleit M ,
• van der Heijde D ,
• Landewé R , et al
• Wallisch C ,
• Dunkler D ,
• Rauch G , et al
• Thompson A ,
• Gandhi KK , et al
• Christofk HR ,
• Vander Heiden MG ,
• Harris MH , et al
• Yan L , et al
• McGuirk S ,
• Audet-Delage Y ,
• St-Pierre J
• Song R , et al
• Brunner JS ,
• Vulliard L ,
• Hofmann M , et al
• Nicholson JK ,
• Foxall PJ ,
• Spraul M , et al
• Garcia-Perez I ,
• Ebbels TMD , et al

Supplementary materials

Supplementary data.

This web only file has been produced by the BMJ Publishing Group from an electronic file supplied by the author(s) and has not been edited for content.

• Data supplement 1
• Data supplement 2
• Data supplement 3
• Data supplement 4
• Data supplement 5

Handling editor Josef S Smolen

Contributors KG, DM, H-ML, JCH, JW, TL and PC: patient selection and recruitment; KDK, JG, RAC and MMS-C: experimental design; DM, JW, JG and KDK: data collection; MF, KG, DM, RAC and MMS-C: data analysis; KG, MF, RAC, KDK, PC, JCH, JW, JG, TL, CM-T, H-ML and MMS-C: manuscript writing and revision; and KG, H-ML and MMS-C: funding. Guarantor: MMS-C

Funding This work was funded by the unrestricted investigator-initiated grant from the Foundation Commission of the Medical Faculty, University of Heidelberg (KG and MMS-C). The funding body did not have any influence on the study design or on the data acquisition, analysis and interpretation. KG was also supported by the Olympia Morata Programme of the Medical Faculty, Heidelberg University. PC was supported by the German Center for Lung Research (DZL).

Competing interests None declared.

Patient and public involvement Patients and/or the public were not involved in the design, or conduct, or reporting, or dissemination plans of this research.

Provenance and peer review Not commissioned; externally peer reviewed.

Supplemental material This content has been supplied by the author(s). It has not been vetted by BMJ Publishing Group Limited (BMJ) and may not have been peer-reviewed. Any opinions or recommendations discussed are solely those of the author(s) and are not endorsed by BMJ. BMJ disclaims all liability and responsibility arising from any reliance placed on the content. Where the content includes any translated material, BMJ does not warrant the accuracy and reliability of the translations (including but not limited to local regulations, clinical guidelines, terminology, drug names and drug dosages), and is not responsible for any error and/or omissions arising from translation and adaptation or otherwise.

Read the full text or download the PDF:

Owen Graham

Ibm cloud computing case study.

Movius Case Study

The Movius company is a great firm that successfully enabled a better and smarter communication platform that helps diverse business needs. Some advantages within these Cloud computing companies include the pricing and how it is reasonable and fair, The flexibility with these companies is another advantage. They are dependent across all time zones and all locations. Some disadvantages include security concerns and that Cloud computing needs the internet to work which makes it difficult for some users. I would agree with the IBM Cloud solution if I were working at Movius. I think that the advantages outweigh the disadvantages and that the expansion of the company would be beneficial for everyone including the firm and its customers.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.