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How to Create Great Case Studies (including AI Prompts and Templates)

how to structure a case study

Case studies are one of the most powerful tools in the marketer’s toolkit: they show how real-life customers have been helped using your product or service. In this guide, we’ll give you AI prompts you can use to quickly draft great case studies, along with FAQs and best practices.

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First, Generate Your Marketing Overview

Paste the following prompt into ChatGPT or a similar AI tool:

Hello! I’m a busy marketing manager who wants to create a concise marketing overview for my business. I need your assistance in this process. Please ask the following ten questions, one at a time.– What is the name of your business?

– Please provide a link to your website.

– What industry does your business operate in?

– What products or services does your business offer?

– Who is your target audience or customer base?

– What is their pain point?

– What is the unique value proposition or key differentiator of your business?

– How long has your business been operating?

– What are the main goals and objectives of your business?

– Are there any specific marketing channels or strategies that you have used in the past?

Based on my answers, please generate a marketing overview to serve as a primer for future AI prompts. Leverage the 24 VIA character strengths where appropriate. Then, let’s check the marketing overview for accuracy, asking any clarifying follow-up questions if needed.

Then, Generate Your Case Study Layout

In the same chat session, paste the following prompt:

Based on this marketing overview, I want to create a case study layout for my business. Please ask the following questions, one at a time, allowing me to skip questions I don’t know.

  • What specific marketing challenge or problem did your business face that led to this case study?
  • Can you share quantifiable metrics or KPIs highlighting an area needing improvement (e.g., declining sales, low website traffic)?
  • What was the specific solution or initiative you implemented to address this challenge?
  • How did you arrive at this solution? Did you consider other alternatives?
  • What were the results or outcomes after implementing the solution, quantitative (e.g., increase in sales) and qualitative (e.g., improved brand perception)?
  • Were any unexpected obstacles or issues during the implementation phase, and how were they addressed?
  • Can you provide any testimonials or feedback from stakeholders, customers, or team members regarding the initiative?
  • How has this case study influenced your future marketing strategies or business decisions?
  • Can you provide any supplementary data, visuals, or research to support the case study’s narrative?
  • Are there any confidentiality concerns or specific elements you wish to omit or emphasize in the case study format?

Please generate a draft detailing the case study formatting based on my answers. Leverage the 24 VIA character strengths where appropriate. Then, let’s check the generated draft for accuracy, asking any clarifying follow-up questions if needed.

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More AI Prompts for Creating Case Studies

After you’ve drafted a case study, here are additional AI prompts to help you polish and perfect it.

  1. Refine Language:
    “Adjust the vocabulary to suit a [specific industry/audience], making it more technical/simple.”
  2. Map the Journey:
    “Visualize the customer’s journey from recognizing the problem to the solution.”
  3. Be Consistent:
    “Ensure the narrative follows a consistent tone and voice throughout the document.”
  4. Highlight Achievements:
    “Spotlight the top three successes from this case study in a visually appealing manner.”
  5. Incorporate Data:
    “Integrate relevant data points or statistics to strengthen the narrative.”
  6. Add Personal Touch:
    “Introduce quotes or testimonials to add authenticity to the story.”
  7. Clarify Goals:
    “Detail the primary objectives at the project’s outset and measure them against the results.”
  8. Optimize for Digital:
    “Format the case study for optimal readability on digital platforms, including mobile.”
  9. Strengthen Visual Appeal:
    “Suggest graphical elements or visuals to accompany the case study narrative.”
  10. Engage the Audience:
    “Craft an engaging opening hook to captivate the reader’s attention immediately.”

Examples of an AI-Generated Case Study

NexaPoint Tech Case Study: Revolutionizing Network Security with NexaShield Dashboard

Background and Challenge

NexaPoint Tech, a leading SaaS provider of network management and security products, faced a significant challenge. Despite offering top-tier services, the company observed a 15% decline in new subscriptions over six months and a noticeable decrease in website traffic.

Quantifiable Metrics

  • 15% decrease in new subscriptions.
  • 20% decline in website traffic.
  • Customer feedback indicated a need for more intuitive security solutions.

Solution Implemented

NexaPoint Tech decided to launch a new product, the NexaShield Dashboard, a network SIEM dashboard. This decision was made after carefully considering alternatives, including updating existing products. The company introduced the NexaShield Dashboard for its innovative features and user-friendly interface.

Strategy Development

The solution was to implement a multi-pronged marketing strategy:

  • A 60-second educational and inviting video aimed at IT decision-makers.
  • An omnichannel marketing campaign across YouTube, social media, and the company website.
  • A focus on highlighting the ease of use and comprehensive nature of NexaShield Dashboard.

Results and Outcomes

  • 25% increase in new subscriptions within three months post-launch.
  • 35% increase in overall website traffic.
  • Positive feedback from customers, noting the dashboard’s simplicity and effectiveness.
  • Improved brand perception as an innovator in network security solutions.

Challenges During Implementation

The initial challenge was creating a buzz in an already crowded market. This was overcome by leveraging unique video content and targeted social media campaigns.

Influence on Future Strategies

This success has encouraged NexaPoint Tech to innovate and focus on user-friendly, cutting-edge solutions. Future strategies will include more direct engagement with potential clients through digital channels and continued investment in educational content.

Supplementary Data

  • User engagement statistics on the NexaShield Dashboard.
  • Website traffic reports pre and post-campaign.

Confidentiality Concerns

The case study will focus on the positives while maintaining confidentiality regarding specific financial data and client identities.

Case Study Format

  • Introduction: Overview of NexaPoint Tech and the challenges faced.
  • Situation Analysis: Detailed look at the problems and metrics.
  • Solution: Description of NexaShield Dashboard and its launch.
  • Implementation: Outline of the marketing strategy.
  • Results: Quantitative and qualitative results post-implementation.
  • Testimonials and Feedback: Real-world impact and customer insights.
  • Conclusion: Future implications and learnings.

Best Practices for Case Studies

  1. Lead Strongly: Begin with a compelling hook or headline to grab attention.
  2. Map the Journey: Clearly outline the problem, solution, and results chronology.
  3. Be Consistent: Maintain a uniform tone, style, and voice throughout.
  4. Highlight Metrics: Showcase quantifiable results to validate success stories.
  5. Make it Personal: Incorporate real testimonials or stakeholder quotes.
  6. Keep Copy Concise: Use short, impactful sentences for easy reading.
  7. Optimize Visuals: Integrate relevant images, charts, or infographics.
  8. End Memorably: Conclude with actionable insights or next steps.

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case study produced with ai

10 Frequently Asked Questions About Case Studies


What's the ideal length for a case study?

Most case studies range from 1-4 pages, prioritizing conciseness and clarity while ensuring all essential details are covered.


Should the case study focus more on the problem or the solution?

Balance is key; dedicate equal attention to the problem and its solution to provide a complete narrative.


How many visuals should be incorporated into a case study?

Use 2-3 impactful visuals like charts, infographics, or photos to enhance the message without cluttering the layout.


Is it necessary to have a client testimonial in the case study?

While not mandatory, client testimonials add credibility and authenticity to the narrative.


How often should case studies be updated?

Update case studies whenever there's new data or results, ensuring they remain relevant and impactful.


In which section should the key results be highlighted?

Introduce key results at the beginning for a strong start, and delve deeper into them towards the end.


Can case studies be used for multiple marketing channels?

Case studies can be repurposed for blogs, presentations, social media, and other channels with formatting adjustments.


How should I format the headers and subheaders in a case study?

Use bold, larger fonts for main headers and distinguish subheaders with either italics or slightly smaller font sizes to create a clear information hierarchy.


What's the best way to position visuals within the case study layout?

Place visuals close to the relevant text, ensuring they're integrated seamlessly without breaking the flow; consider using sidebars or call-out boxes for added emphasis.


Should the case study layout be single or multi-column?

A single-column layout is more mobile-friendly for digital platforms, while print versions can benefit from multi-column layouts to maximize space and readability.


10 Protips for Case Studies That Drive Results

  1. Format Flexibility: Adapt across platforms. Ensure your case study is readable and engaging on desktop and mobile devices.
  2. Narrative Flow: Craft compelling stories. Start with a challenge, transition to the solution, and conclude with results for a cohesive narrative.
  3. Visual Impact: Optimize graphic elements. Use high-quality images and infographics to illustrate data and enhance understanding.
  4. Credibility Boost: Showcase testimonials. Incorporate genuine client feedback to add authenticity and build trust.
  5. Data Presentation: Highlight measurable results. Use clear charts or graphs to represent success metrics visually.
  6. Engaging Hook: Capture attention early. Start with a striking fact, quote, or statistic to immediately engage readers.
  7. Clear Call-to-Action: Guide the reader’s next step. Conclude with an explicit, compelling action for readers, whether contacting your business or reading more.
  8. Consistent Branding: Reflect your brand identity. Ensure the case study’s design, tone, and language align with your broader brand guidelines.
  9. SEO Optimization: Rank higher in search. Incorporate relevant keywords naturally within the text to improve search engine visibility.
  10. Relevance Check: Stay up-to-date. Regularly update your case study to reflect new data, testimonials, or results, ensuring it remains pertinent and powerful.

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