case study sales interview

100 Best Case Study Questions for Your Next Customer Spotlight

Published: November 29, 2022

Case studies and testimonials are helpful to have in your arsenal. But to build an effective library, you need to ask the right case study questions. You also need to know how to write a case study .

Case studies are customers' stories that your sales team can use to share relevant content with prospects . Not only that, but case studies help you earn a prospect's trust, show them what life would be like as your customer, and validate that your product or service works for your clients.

Before you start building your library of case studies, check out our list of 100 case study questions to ask your clients. With this helpful guide, you'll have the know-how to build your narrative using the " Problem-Agitate-Solve " Method.

What makes a good case study questionnaire?

The ultimate list of case study questions, how to ask your customer for a case study, creating an effective case study.

Certain key elements make up a good case study questionnaire.

A questionnaire should never feel like an interrogation. Instead, aim to structure your case study questions like a conversation. Some of the essential things that your questionnaire should cover include:

• The problem faced by the client before choosing your organization.
• Why they chose your company.
• How your product solved the problem clients faced.
• The measurable results of the service provided.
• Data and metrics that prove the success of your service or product, if possible.

You can adapt these considerations based on how your customers use your product and the specific answers or quotes that you want to receive.

What makes a good case study question?

A good case study question delivers a powerful message to leads in the decision stage of your prospective buyer's journey.

Since your client has agreed to participate in a case study, they're likely enthusiastic about the service you provide. Thus, a good case study question hands the reins over to the client and opens a conversation.

Try asking open-ended questions to encourage your client to talk about the excellent service or product you provide.

Free Case Study Templates

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Categories for the Best Case Study Questions

• Case study questions about the customer's business
• Case study questions about the environment before the purchase
• Case study questions about the decision process
• Case study questions about the customer's business case
• Case study questions about the buying team and internal advocates
• Case study questions about customer success
• Case study questions about product feedback
• Case study questions about willingness to make referrals
• Case study question to prompt quote-worthy feedback
• Case study questions about the customers' future goals

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.

Case Study Interview Questions About the Customer's Business

Knowing the customer's business is an excellent way of setting the tone for a case study.

Use these questions to get some background information about the company and its business goals. This information can be used to introduce the business at the beginning of the case study — plus, future prospects might resonate with their stories and become leads for you.

• Would you give me a quick overview of [company]? This is an opportunity for the client to describe their business in their own words. You'll get useful background information and it's an easy prompt to get the client talking.
• Can you describe your role? This will give you a better idea of the responsibilities they are subject to.
• How do your role and team fit into the company and its goals? Knowing how the team functions to achieve company goals will help you formulate how your solution involves all stakeholders.
• How long has your company been in business? Getting this information will help the reader gauge if pain points are specific to a startup or new company vs. a veteran company.
• How many employees do you have? Another great descriptor for readers to have. They can compare the featured company size with their own.
• Is your company revenue available? If so, what is it? This will give your readers background information on the featured company's gross sales.
• Who is your target customer? Knowing who the target audience is will help you provide a better overview of their market for your case study readers.
• How does our product help your team or company achieve its objectives? This is one of the most important questions because it is the basis of the case study. Get specifics on how your product provided a solution for your client. You want to be able to say "X company implemented our solution and achieved Y. "
• How are our companies aligned (mission, strategy, culture, etc.)? If any attributes of your company's mission or culture appealed to the client, call it out.

How many people are on your team? What are their roles? This will help describe key players within the organization and their impact on the implementation of your solution.

Case Study Interview Questions About the Environment Before the Purchase

A good case study is designed to build trust. Ask clients to describe the tools and processes they used before your product or service. These kinds of case study questions will highlight the business' need they had to fulfill and appeal to future clients.

• What was your team's process prior to using our product? This will give the reader a baseline to compare the results for your company's product.
• Were there any costs associated with the process prior to using our product? Was it more expensive? Was it worth the cost? How did the product affect the client's bottom line? This will be a useful metric to disclose if your company saved the client money or was more cost-efficient.
• What were the major pain points of your process prior to using our product? Describe these obstacles in detail. You want the reader to get as much information on the problem as possible as it sets up the reasoning for why your company's solution was implemented.
• Did our product replace a similar tool or is this the first time your team is using a product like this? Were they using a similar product? If so, having this information may give readers a reason to choose your brand over the competition.
• What other challenges were you and your team experiencing prior to using our product? The more details you can give readers regarding the client's struggles, the better. You want to paint a full picture of the challenges the client faced and how your company resolved them.
• Were there any concerns about how your customers would be impacted by using our product? Getting answers to this question will illustrate to readers the client's concerns about switching to your service. Your readers may have similar concerns and reading how your client worked through this process will be helpful.
• Why didn't you buy our product or a similar product earlier? Have the client describe any hesitations they had using your product. Their concerns may be relatable to potential leads.
• Were there any "dealbreakers" involved in your decision to become a customer? Describing how your company was able to provide a solution that worked within those parameters demonstrates how accommodating your brand is and how you put the customer first. It's also great to illustrate any unique challenges the client had. This better explains their situation to the reader.
• Did you have to make any changes you weren't anticipating once you became a customer? Readers of your case study can learn how switching to your product came with some unexpected changes (good or bad) and how they navigated them. If you helped your client with troubleshooting, ask them to explain that here.

How has your perception of the product changed since you've become a customer? Get the interviewee to describe how your product changed how they do business. This includes how your product accomplished what they previously thought was impossible.

Case Study Interview Questions About the Decision Process

Readers of the case study will be interested in which factors influenced the decision-making process for the client. If they can relate to that process, there's a bigger chance they'll buy your product.

The answers to these questions will help potential customers through their decision-making process.

• How did you hear about our product? If the client chose to work with you based on a recommendation or another positive case study, include that. It will demonstrate that you are a trusted brand with an established reputation for delivering results.
• How long had you been looking for a solution to this problem? This will add to the reader's understanding of how these particular challenges impacted the company before choosing your product.
• Were you comparing alternative solutions? Which ones? This will demonstrate to readers that the client explored other options before choosing your company.
• Would you describe a few of the reasons you decided to buy our product? Ask the interviewee to describe why they chose your product over the competition and any benefits your company offered that made you stand out.
• What were the criteria you used when deciding to buy our product? This will give readers more background insight into the factors that impacted their decision-making process.
• Were there any high-level initiatives or goals that prompted the decision to buy? For example, was this decision motivated by a company-wide vision? Prompt your clients to discuss what lead to the decision to work with you and how you're the obvious choice.
• What was the buying process like? Did you notice anything exceptional or any points of friction? This is an opportunity for the client to comment on how seamless and easy you make the buying process. Get them to describe what went well from start to finish.
• How would you have changed the buying process, if at all? This is an opportunity for you to fine-tune your process to accommodate future buyers.
• Who on your team was involved in the buying process? This will give readers more background on the key players involved from executives to project managers. With this information, readers can see who they may potentially need to involve in the decision-making process on their teams.

Case Study Interview Questions About the Customer's Business Case

Your case study questions should ask about your product or solution's impact on the customer's employees, teams, metrics, and goals. These questions allow the client to praise the value of your service and tell others exactly what benefits they derived from it.

When readers review your product or service's impact on the client, it enforces the belief that the case study is credible.

• How long have you been using our product? This will help readers gauge how long it took to see results and your overall satisfaction with the product or service.
• How many different people at your company use our product? This will help readers gauge how they can adapt the product to their teams if similar in size.
• Are there multiple departments or teams using our product? This will demonstrate how great of an impact your product has made across departments.
• How do you and your team currently use the product? What types of goals or tasks are you using the product to accomplish? Get specifics on how the product actively helps the client achieve their goals.
• If other teams or departments are using our product, do you know how they're using it? With this information, leads can picture how they can use your product across their teams and how it may improve their workflow and metrics.
• What was the most obvious advantage you felt our product offered during the sales process? The interviewee should explain the benefits they've gained from using your product or service. This is important for convincing other leads you are better than the competition.
• Were there any other advantages you discovered after using the product more regularly? Your interviewee may have experienced some additional benefits from using your product. Have them describe in detail what these advantages are and how they've helped the company improve.
• Are there any metrics or KPIs you track with our product? What are they? The more numbers and data the client can provide, the better.
• Were you tracking any metrics prior to using our product? What were they? This will allow readers to get a clear, before-and-after comparison of using your product.
• How has our product impacted your core metrics? This is an opportunity for your clients to drive home how your product assisted them in hitting their metrics and goals.

Case Study Interview Questions About the Buying Team and Internal Advocates

See if there are any individuals at the customer's company who are advocates for your product.

• Are there any additional team members you consider to be advocates for our product? For example, does anyone stick out as a "power user" or product expert on your team? You may want to interview and include these power users in your case study as well. Consider asking them for tips on using your service or product.
• Is there anyone else on your team you think we should talk to? Again, the more people can share their experience using your product, the better.
• Are there any team members who you think might not be the biggest fans of our product or who might need more training? Providing extra support to those struggling with your product may improve their user experience and turn into an opportunity to not only learn about their obstacles but turn them into a product fan
• Would you share some details about how your team implemented our product? Get as much information as possible about the rollout. Hopefully, they'll gush about how seamless the process was.
• Who from your company was involved in implementing our product? This will give readers more insight into who needs to be involved for a successful rollout of their own.
• Were there any internal risks or additional costs involved with implementing our product? If so, how did you address them? This will give insight into the client's process and rollout and this case study question will likely provide tips on what potential leads should be on the lookout for.
• Is there a training process in place for your team's use of our product? If so, what does it look like? If your company provided support and training to the client, have them describe that experience.
• About how long does it take a new team member to get up to speed with our product? This will help leads determine how much time it will take to onboard an employee to your using your product. If a new user can quickly get started seamlessly, it bodes well for you.
• What was your main concern about rolling this product out to your company? Describing their challenges in detail will provide readers with useful insight.

Case Study Interview Questions About Customer Success

Has the customer found success with your product? Ask these questions to learn more.

• By using our product can you measure any reduced costs? If it has, you'll want to emphasize those savings in your case study.
• By using our product can you measure any improvements in productivity or time savings? Any metrics or specific stories your interviewee can provide will help demonstrate the value of your product.
• By using our product can you measure any increases in revenue or growth? Again, say it with numbers and data whenever possible.
• Are you likely to recommend our product to a friend or colleague? Recommendations from existing customers are some of the best marketing you can get.
• How has our product impacted your success? Your team's success? Getting the interviewee to describe how your product played an integral role in solving their challenges will show leads that they can also have success using your product.
• In the beginning, you had XYZ concerns; how do you feel about them now? Let them explain how working with your company eliminated those concerns.
• I noticed your team is currently doing XYZ with our product. Tell me more about how that helps your business. Illustrate to your readers how current customers are using your product to solve additional challenges. It will convey how versatile your product is.
• Have you thought about using our product for a new use case with your team or at your company? The more examples of use cases the client can provide, the better.
• How do you measure the value our product provides? Have the interviewee illustrate what metrics they use to gauge the product's success and how. Data is helpful, but you should go beyond the numbers. Maybe your product improved company morale and how teams work together.

Case Study Interview Questions About Product Feedback

Ask the customer if they'd recommend your product to others. A strong recommendation will help potential clients be more open to purchasing your product.

• How do other companies in this industry solve the problems you had before you purchased our product? This will give you insight into how other companies may be functioning without your product and how you can assist them.
• Have you ever talked about our product to any of your clients or peers? What did you say? This can provide you with more leads and a chance to get a referral.
• Why would you recommend our product to a friend or client? Be sure they pinpoint which features they would highlight in a recommendation.
• Can you think of any use cases your customers might have for our product? Similar industries may have similar issues that need solutions. Your interviewee may be able to provide a use case you haven't come up with.
• What is your advice for other teams or companies who are tackling problems similar to those you had before you purchased our product? This is another opportunity for your client to talk up your product or service.
• Do you know someone in X industry who has similar problems to the ones you had prior to using our product? The client can make an introduction so you can interview them about their experience as well.
• I noticed you work with Company Y. Do you know if they are having any pain points with these processes? This will help you learn how your product has impacted your client's customers and gain insight into what can be improved.
• Does your company participate in any partner or referral programs? Having a strong referral program will help you increase leads and improve customer retention.
• Can I send you a referral kit as a thank-you for making a referral and give you the tools to refer someone to us? This is a great strategy to request a referral while rewarding your existing customers.
• Are you interested in working with us to produce additional marketing content? The more opportunities you can showcase happy customers, the better.

Case Study Interview Questions About Willingness to Make Referrals

• How likely are you to recommend our product to a friend or client? Ideally, they would definitely refer your product to someone they know.
• Can you think of any use cases your customers might have for our product? Again, your interviewee is a great source for more leads. Similar industries may have similar issues that need solutions. They may be able to provide a use case you haven't come up with.
• I noticed you work with Company Y; do you know if they are having any pain points with these processes? This will help you learn how your product has impacted your client's customers and gain insight into what can be improved.

Case Study Interview Questions to Prompt Quote-Worthy Feedback

Enhance your case study with quotable soundbites from the customer. By asking these questions, prospects have more insight into other clients and their success with your product — which helps build trust.

• How would you describe your process in one sentence prior to using our product? Ideally, this sentence would quickly and descriptively sum up the most prominent pain point or challenge with the previous process.
• What is your advice to others who might be considering our product? Readers can learn from your customer's experience.
• What would your team's workflow or process be like without our product? This will drive home the value your product provides and how essential it is to their business.
• Do you think the investment in our product was worthwhile? Why? Have your customer make the case for the value you provide.
• What would you say if we told you our product would soon be unavailable? What would this mean to you? Again, this illustrates how integral your product is to their business.
• How would you describe our product if you were explaining it to a friend? Your customers can often distill the value of your product to their friends better than you can.
• What do you love about your job? Your company? This gives the reader more background on your customer and their industry.
• What was the worst part of your process before you started using our product? Ideally, they'd reiterate how your product helped solve this challenge.
• What do you love about our product? Another great way to get the customer's opinion about what makes your product worth it.
• Why do you do business with us? Hopefully, your interviewee will share how wonderful your business relationship is.

Case Study Interview Questions About the Customers' Future Goals

Ask the customer about their goals, challenges, and plans for the future. This will provide insight into how a business can grow with your product.

• What are the biggest challenges on the horizon for your industry? Chances are potential leads within the same industry will have similar challenges.
• What are your goals for the next three months? Knowing their short-term goals will enable your company to get some quick wins for the client.
• How would you like to use our product to meet those challenges and goals? This will help potential leads understand that your product can help their business as they scale and grow.
• Is there anything we can do to help you and your team meet your goals? If you haven't covered it already, this will allow your interviewee to express how you can better assist them.
• Do you think you will buy more, less, or about the same amount of our product next year? This can help you gauge how your product is used and why.
• What are the growth plans for your company this year? Your team? This will help you gain insight into how your product can help them achieve future goals.
• How can we help you meet your long-term goals? Getting specifics on the needs of your clients will help you create a unique solution designed for their needs.
• What is the long-term impact of using our product? Get their feedback on how your product has created a lasting impact.
• Are there any initiatives that you personally would like to achieve that our product or team can help with? Again, you want to continue to provide products that help your customers excel.
• What will you need from us in the future? This will help you anticipate the customer's business needs.
• Is there anything we can do to improve our product or process for working together in the future? The more feedback you can get about what is and isn't working, the better.

Before you can start putting together your case study, you need to ask your customer's permission.

If you have a customer who's seen success with your product, reach out to them. Use this template to get started:

Thank you & quick request

Hi [customer name],

Thanks again for your business — working with you to [solve X, launch Y, take advantage of Z opportunity] has been extremely rewarding, and I'm looking forward to more collaboration in the future.

[Name of your company] is building a library of case studies to include on our site. We're looking for successful companies using [product] to solve interesting challenges, and your team immediately came to mind. Are you open to [customer company name] being featured?

It should be a lightweight process — [I, a product marketer] will ask you roughly [10, 15, 20] questions via email or phone about your experience and results. This case study will include a blurb about your company and a link to your homepage (which hopefully will make your SEO team happy!)

In any case, thank you again for the chance to work with you, and I hope you have a great week.

[Your name]

If one of your customers has recently passed along some praise (to you, their account manager, your boss; on an online forum; to another potential customer; etc.), then send them a version of this email:

Hey [customer name],

Thanks for the great feedback — I'm really glad to hear [product] is working well for you and that [customer company name] is getting the results you're looking for.

My team is actually in the process of building out our library of case studies, and I'd love to include your story. Happy to provide more details if you're potentially interested.

Either way, thank you again, and I look forward to getting more updates on your progress.

You can also find potential case study customers by usage or product data. For instance, maybe you see a company you sold to 10 months ago just bought eight more seats or upgraded to a new tier. Clearly, they're happy with the solution. Try this template:

I saw you just [invested in our X product; added Y more users; achieved Z product milestone]. Congratulations! I'd love to share your story using [product] with the world -- I think it's a great example of how our product + a dedicated team and a good strategy can achieve awesome results.

Are you open to being featured? If so, I'll send along more details.

Case Study Benefits

• Case studies are a form of customer advocacy.
• Case studies provide a joint-promotion opportunity.
• Case studies are easily sharable.
• Case studies build rapport with your customers.
• Case studies are less opinionated than customer reviews.

1. Case studies are a form of customer advocacy.

If you haven't noticed, customers aren't always quick to trust a brand's advertisements and sales strategies.

With every other brand claiming to be the best in the business, it's hard to sort exaggeration from reality.

This is the most important reason why case studies are effective. They are testimonials from your customers of your service. If someone is considering your business, a case study is a much more convincing piece of marketing or sales material than traditional advertising.

2. Case studies provide a joint-promotion opportunity.

Your business isn't the only one that benefits from a case study. Customers participating in case studies benefit, too.

Think about it. Case studies are free advertisements for your customers, not to mention the SEO factor, too. While they're not promoting their products or services, they're still getting the word out about their business. And, the case study highlights how successful their business is — showing interested leads that they're on the up and up.

3. Case studies are easily sharable.

No matter your role on the sales team, case studies are great to have on hand. You can easily share them with leads, prospects, and clients.

Whether you embed them on your website or save them as a PDF, you can simply send a link to share your case study with others. They can share that link with their peers and colleagues, and so on.

Case studies can also be useful during a sales pitch. In sales, timing is everything. If a customer is explaining a problem that was solved and discussed in your case study, you can quickly find the document and share it with them.

4. Case studies build rapport with your customers.

While case studies are very useful, they do require some back and forth with your customers to obtain the exact feedback you're looking for.

Even though time is involved, the good news is this builds rapport with your most loyal customers. You get to know them on a personal level, and they'll become more than just your most valuable clients.

And, the better the rapport you have with them, the more likely they'll be to recommend your business, products, or services to others.

5. Case studies are less opinionated than customer reviews.

Data is the difference between a case study and a review. Customer reviews are typically based on the customer's opinion of your brand. While they might write a glowing review, it's completely subjective and there's rarely empirical evidence supporting their claim.

Case studies, on the other hand, are more data-driven. While they'll still talk about how great your brand is, they support this claim with quantitative data that's relevant to the reader. It's hard to argue with data.

An effective case study must be genuine and credible. Your case study should explain why certain customers are the right fit for your business and how your company can help meet their specific needs. That way, someone in a similar situation can use your case study as a testimonial for why they should choose your business.

Use the case study questions above to create an ideal customer case study questionnaire. By asking your customers the right questions, you can obtain valuable feedback that can be shared with potential leads and convert them into loyal customers.

Editor’s Note: This article was originally published in June 2021 and has been updated for comprehensiveness.

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47 case interview examples (from McKinsey, BCG, Bain, etc.)

One of the best ways to prepare for   case interviews  at firms like McKinsey, BCG, or Bain, is by studying case interview examples. 

There are a lot of free sample cases out there, but it's really hard to know where to start. So in this article, we have listed all the best free case examples available, in one place.

The below list of resources includes interactive case interview samples provided by consulting firms, video case interview demonstrations, case books, and materials developed by the team here at IGotAnOffer. Let's continue to the list.

• McKinsey examples
• BCG examples
• Bain examples
• Deloitte examples
• Other firms' examples
• Case books from consulting clubs
• Case interview preparation

Click here to practise 1-on-1 with MBB ex-interviewers

1. mckinsey case interview examples.

• Beautify case interview (McKinsey website)
• Diconsa case interview (McKinsey website)
• Electro-light case interview (McKinsey website)
• GlobaPharm case interview (McKinsey website)
• National Education case interview (McKinsey website)
• Talbot Trucks case interview (McKinsey website)
• Shops Corporation case interview (McKinsey website)
• Conservation Forever case interview (McKinsey website)
• McKinsey case interview guide (by IGotAnOffer)
• McKinsey live case interview extract (by IGotAnOffer) - See below

2. BCG case interview examples

• Foods Inc and GenCo case samples  (BCG website)
• Chateau Boomerang written case interview  (BCG website)
• BCG case interview guide (by IGotAnOffer)
• Written cases guide (by IGotAnOffer)
• BCG live case interview with notes (by IGotAnOffer)
• BCG mock case interview with ex-BCG associate director - Public sector case (by IGotAnOffer)
• BCG mock case interview: Revenue problem case (by IGotAnOffer) - See below

3. Bain case interview examples

• CoffeeCo practice case (Bain website)
• FashionCo practice case (Bain website)
• Associate Consultant mock interview video (Bain website)
• Consultant mock interview video (Bain website)
• Written case interview tips (Bain website)
• Bain case interview guide   (by IGotAnOffer)
• Digital transformation case with ex-Bain consultant
• Bain case mock interview with ex-Bain manager (below)

4. Deloitte case interview examples

• Engagement Strategy practice case (Deloitte website)
• Recreation Unlimited practice case (Deloitte website)
• Strategic Vision practice case (Deloitte website)
• Retail Strategy practice case  (Deloitte website)
• Finance Strategy practice case  (Deloitte website)
• Talent Management practice case (Deloitte website)
• Enterprise Resource Management practice case (Deloitte website)
• Footloose written case  (by Deloitte)
• Deloitte case interview guide (by IGotAnOffer)

5. Accenture case interview examples

• Case interview workbook (by Accenture)
• Accenture case interview guide (by IGotAnOffer)

6. OC&C case interview examples

• Leisure Club case example (by OC&C)
• Imported Spirits case example (by OC&C)

7. Oliver Wyman case interview examples

• Wumbleworld case sample (Oliver Wyman website)
• Aqualine case sample (Oliver Wyman website)
• Oliver Wyman case interview guide (by IGotAnOffer)

8. A.T. Kearney case interview examples

• Promotion planning case question (A.T. Kearney website)
• Consulting case book and examples (by A.T. Kearney)
• AT Kearney case interview guide (by IGotAnOffer)

9. Strategy& / PWC case interview examples

• Presentation overview with sample questions (by Strategy& / PWC)
• Strategy& / PWC case interview guide (by IGotAnOffer)

10. L.E.K. Consulting case interview examples

• Case interview example video walkthrough   (L.E.K. website)
• Market sizing case example video walkthrough  (L.E.K. website)

11. Roland Berger case interview examples

• Transit oriented development case webinar part 1  (Roland Berger website)
• Transit oriented development case webinar part 2   (Roland Berger website)
• 3D printed hip implants case webinar part 1   (Roland Berger website)
• 3D printed hip implants case webinar part 2   (Roland Berger website)
• Roland Berger case interview guide   (by IGotAnOffer)

12. Capital One case interview examples

• Case interview example video walkthrough  (Capital One website)
• Capital One case interview guide (by IGotAnOffer)

13. Consulting clubs case interview examples

• Berkeley case book (2006)
• Columbia case book (2006)
• Darden case book (2012)
• Darden case book (2018)
• Duke case book (2010)
• Duke case book (2014)
• ESADE case book (2011)
• Goizueta case book (2006)
• Illinois case book (2015)
• LBS case book (2006)
• MIT case book (2001)
• Notre Dame case book (2017)
• Ross case book (2010)
• Wharton case book (2010)

Practice with experts

Using case interview examples is a key part of your interview preparation, but it isn’t enough.

At some point you’ll want to practise with friends or family who can give some useful feedback. However, if you really want the best possible preparation for your case interview, you'll also want to work with ex-consultants who have experience running interviews at McKinsey, Bain, BCG, etc.

If you know anyone who fits that description, fantastic! But for most of us, it's tough to find the right connections to make this happen. And it might also be difficult to practice multiple hours with that person unless you know them really well.

Here's the good news. We've already made the connections for you. We’ve created a coaching service where you can do mock case interviews 1-on-1 with ex-interviewers from MBB firms . Start scheduling sessions today!

The IGotAnOffer team

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How to Conduct a High-Value Case Study Interview (And 4 Mistakes To Avoid)

Let’s talk about case study interviews.

Case studies allow brands to demonstrate exactly how they can help resolve specific pain points, how customers are using their products or tools, and an exact example of what kind of results people can expect. 

This is important because plenty of businesses make big claims, trying to outshine their competition. There isn’t a marketing agency out there that won’t promise to get you more reach or a law firm that doesn’t like to appear confident in their ability to win cases.

Every brand will proclaim that they can best solve their customer’s needs, but those claims on their own rarely mean much. They want to know that you can live up to what you promise, and seeing case studies from existing clients can win them over.

To create high-value case studies that can help you attract and convert customers, it only makes sense that you’ll need to start with a killer interview.

In this post, we’re going to look at how to conduct a case study interview that will help you create high-value case studies to draw attention and quality leads to your business.

Why Interviewing Clients Directly for Case Studies Is So Important 

We’re all busy, so it can be tempting to put off case studies or relegate the case study interviews to a quick Google form that asks specific questions.

While you can create basic case studies off of this information, especially if you only want to showcase quick results, it won’t be nearly as impactful as case studies created off of more in-depth interviews.

These interviews can take place by email, phone, Zoom, or in person, but the idea is that there is plenty of room for open discussion. Actual interviews can help you go beyond basic information so that you can get to the story and the pain points of how your clients have been impacted. 

There’s also a great chance that they’ll share more during an open conversation that can be a crucial component to the case study that they may not have thought to share on a form because you may not have thought to ask. 

Strong case study interviews are an essential part of creating dynamic, engaging content that can actually convince your target audience that you’re the right business to purchase from.

How to Prepare for Case Study Interviews 

Conducting a rocking case study interview all comes down to great preparation, so let’s take a look at how to do exactly this. 

Think About Your Target Audience’s Pain Points 

Before you start formulating your case study interview questions, you want to think about what you want your case studies to convey. 

Case studies allow you to go beyond sharing simple results (which are powerful enough on their own and should still be an important part of the content), allowing you to dive into more nuance to address the pain points of potential leads fully. 

For example, a virtual phone line company may want to consider going beyond stressing their 99% service uptimes and touch on additional features they offer. Emphasizing that offer call scheduling to give business owners more of their time back on an automated basis, for example. 

This case study from AdEspresso is an excellent example of what to look at when considering your audience’s pain points. There’s a client who ran highly seasonal campaigns who didn’t want to leverage discounts to drive sales to keep it fair for pre-order customers. It discusses her specific challenges and pain points and addresses the overall solution instead of simply listing results. 

As pain points can be a crucial part of writing compelling case studies , break down your audience’s niches and different needs that they may have. You can ask your interviewee questions that can help you tap into the pain points for the case study. We’ll look at specific questions for how to tackle this in a moment.

Expect Interviewee Objections 

When you first reach out to a potential case study subject and start discussing the idea of featuring their brand, know that you may encounter objections from the subject themselves.

They may be alright with you using some part of their story, strategy, or results while still being concerned about protecting their own or their business’s privacy. 

As a content marketer, for example, I know exactly how many of my posts are performing across some of my client sites, how much they drive in revenue, how much traffic they’re getting, and what’s bringing them there. 

A client may be okay with me talking about working with them or sharing samples but might be less than thrilled about me divulging information about their specific site pattern trends, the custom-for-them strategy we used, or their revenue. For example, the case study from SEMRush below is extremel y specific; not all clients may be comfortable with this.

Be prepared for this before you reach out, and consider what you can do to accommodate requests. These objections may arise before the case study interview, but they may pop up during as well.

Here are a few examples of common workarounds: 

• Instead of saying that my post for Bob’s Blog helped the site go from $100 in revenue to $200, I can say that it doubled the revenue or doubled conversion rates (whatever is accurate).
• Maybe I can share the general strategy I used for Bob’s blog without actually naming them and omitting key identifying details, like the keywords used. 
• They may be alright with you sharing the detailed strategy and general results (2x conversion rate instead of 5.6% conversion rate) and the brand name , OR they may only be okay with sharing their story and results. 

Each client is different and comfortable with sharing different information. While it is typically most beneficial to be able to name the client’s brand name, if this isn’t an option consider settling for a more specific industry tag like “a client in the women’s sustainable fashion industry” instead.

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Ready Your Case Study Interview Questions 

After you’ve thought about potential objections and any key notes you really want to focus on with your case study, you can put together your case study interview questions.

We’ll discuss specific case study interview questions and templates a bit later on, but prepare these in advance. Ideally, research each individual case study subject in advance and try to ask questions that will be relevant to them. 

This is important- write your questions down, even if you’ll be having a phone call. Organize them with the natural progression you expect the call or conversation to take so you don’t lose your train of thought, and check back before the call is over to make sure you’ve asked everything you need to.

At the end of the interview, ask if there’s anything else they’d like to share. Don’t forget this: some of the best parts of case studies can surprise the interviewer at the time!

Look for a Story 

When you’re putting together your questions and interviewing the case study subject, keep your eyes open for a “story.” 

Stories don’t have to be long and complex; they should center your brand whenever possible. 

If your automation software helps a business owner save time, that’s an appealing benefit. But if they’re happy to share that it meant that they could put more time into expanding their business or that they could be at home more with their newborn child, that takes a simple fact and makes it more emotionally compelling. 

You can build an entire case study around a great story, and you can see exactly how effective this is with the headline of this case study from Freshbooks , reading “How Freshbooks Helped Marc Keep His New Year’s Resolution.

4 Case Study Interview Mistakes to Avoid

When you’re preparing for and conducting case study interviews, there are a few common mistakes that you’ll want to avoid. These can cause you to miss out on potential interviews or lessen the impact of the interviews themselves.

Make sure to avoid the following mistakes:

• Using a single form that’s emailed to case study subjects. Whenever possible, back-and-forth conversations can typically yield much more dynamic case studies. While some clients may firmly want to stick to email, try to opt for zoom calls or at least several emails if you can. 
• Not being clear on what information you can use in the case study. Make sure they know that you’ll publish it on your site, and get their permission in writing (email is fine!) to feature them and their results. It’s considered a good practice to let the client review the case study before you publish it if they’re concerned. 
• Trying to shoehorn a client into a predetermined story. I once worked with another content writer on a case study project, and during the interview, it was so clear they were trying to fit a subject’s experience into this perfect story the writer had concocted. This typically doesn’t work, however, and it can prevent you from finding the great and unique parts of each individual’s story and success. Go in with an open mind if you can. 
• Skipping small talk. If you go in all-business, the case study subject may be more likely to answer only what’s asked. When you start on the basis of enjoying the conversation, however, they’ll share more, and that can be where the magic happens.

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Case Study Interview Examples: What This May Look Like 

Need a case study interview template with plenty of questions to draw inspiration from? What you ask will vary depending on your industry, your client, and the type of case study you want to create, but there are some set questions you should ask across the board.

It’s good to break these down into different sections while asking open-ended questions so that there’s plenty of room for the subject to share more. 

Start by asking about the brand with questions like the following:

• “Can you tell me about your brand and what you do?”
• “Is there anything you’d like us to make sure our readers know about your brand?”

Then move on to asking about how they use the product and their challenges. Some case study interview questions for this may include:

• “Why did you decide to use our brand/product/service? What feature made you choose us?”
• “What pain points and challenges did you have before coming to us?”
• “Have you tried other solutions before? If so, why did you decide to come to us?”

Next, focus on process and results:

• “Can you tell us how you’ve used our product/service and how it’s helped your business?”
• “What results did you get? Did it speed up your team/improve efficiency/drive more results/improve health/ insert use case here?”
• How long were you able to maintain these results, and how did the results help you?

Final Thoughts 

A case study interview can seem like a daunting task, but with a little bit of research ahead of time, it can be a smooth process that can yield exceptional information for outstanding case studies. Remember that case studies can only be as strong as the information you have, so the importance of a great interview can’t be overstated.

For best results, take a look at a few case studies online that you liked as a customer, and think about what you’d need to ask in order to get that information. That can help you cover your bases and ensure that you’re asking everything you need to.

Interested in identifying and converting potential high-value leads? Breadcrumbs can help. Start for free today!

2 thoughts on “How to Conduct a High-Value Case Study Interview (And 4 Mistakes To Avoid)”

Very insightful tips on how to make case study interviews. Case studies can be crucial when it comes to testimonials of your product’s success and it can be tricky to ask the right questions – and avoid mistakes!

I’ve been researching about this topic for a while – thanks for the detailed plan you set out in this article about how to conduct case study interviews. Not only mistakes to avoid but also a communications plan to explain the benefits to clients giving interviews for case studies.

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20+ Best Case Study Questions for Customer Interviews

Updated April 2023 : Case studies are a critical element of most SaaS marketing strategies. But what case study questions do you ask in the interview to ensure you elicit an authentic and compelling story?

In research we conducted this year, SaaS marketers ranked case studies the #1 most effective marketing tactic to increase sales—ahead of general website content, SEO, blog posts, social media and other marketing tactics.

Gathering the insights, data and customer quotes that make a case study resonate, however, takes some savvy when coming up with relevant case study questions for interviews with customers.

In this post, we’ll explore the best case study questions to ask at your next customer interview. 

Prepare your case study questions in advance

The best case study questions for interviews with customers, find a convenient time for the interview, send the case study questions ahead of time, an email interview won’t cut it, take notes and record the interview, watch out for these 4 common interview mistakes.

20+ Best Case Study Questions for Customer Interviews is the 4th post in a 7-part series on best practices for case studies .

You’ll probably have just 20 or 30 minutes to capture your customer’s story so be thoroughly prepared before you even schedule the case study interview. Case study questions generally fall into these categories:

• who your customer is (background)
• what their pain is (challenge)
• why they chose your solution (solution)
• what results they experienced (results)

Usually, the most logical way to structure your case study questions is chronologically—it’s helpful to think of the case study as a story with a natural narrative arc:

• beginning (background and challenge)
• middle (solution, including implementation)
• end (results)

Do you need help with your case studies? Partner with Uplift to drive more sales with case studies that convert .

Use the 4 categories below to craft a list of case study interview questions you’ll want to ask your customers:

• Tell me a little about your company.
• What do you love about working there?
• Tell me a bit about your role.
• What are your goals? Your company’s?
• What business challenges were you facing that caused you to look for a solution?
• Why were these challenges such a big problem for your company? For you?
• What were you hoping to achieve with a new solution?
• What criteria did the new solution need to meet?
• How were you planning to meaure the success of the new solution?
• What solutions did you try before you came to us? 
• How did you discover us?
• What did the vetting process look like?
• Why, specifically, did you choose to work with us?
• What services are we providing for you?
• What challenges do those services solve for you?
• Tell me a bit about the implementation process. 
• How are we supporting you when you need it?
• How has our solution impacted or benefited your end users?
• How has our solution impacted or benefited your company as a whole?
• Do you have any measurable data you can share around the impact or benefits of our solution?
• Overall, what’s it like working with us?
• What’s next for your company and us?
• What advice would you have for others considering our solution?

Tailor these case study questions to suit the person you’re talking to. Eliminate any that seem repetitive or irrelevant—and highlight 1 or 2 from each category that are most important. Leave space and time for follow-up questions.

Learn how to write a SaaS case study in 9 steps.

Your customers are busy—and they’re doing you a big favor by participating in the case study—so be as flexible as possible when you’re scheduling the case study interview. And while you’ll likely want to talk to them for hours, be respectful of their time and ask for 30 minutes.

Some people worry that sending case study questions in advance will result in less candid and honest responses. Not true. You want your customer to be at ease during your case study interview, and you want them to have all the information and data they need at their fingertips.

Providing the case study questions for interviews with customers ahead of time will lead to a more informative and useful interview. It also helps ensure that you have enough time to cover all the important points. During the interview, you can jump in with follow-up questions to dive deeper into certain areas if needed.

9 components your case studies need to include.

Don’t settle for a case study interview done by email. Not only are people more candid in conversation, but you’ll also be able to ask spur-of-the-moment questions and explore ideas as they’re presented.

Here are the 4 best ways you can conduct your case study interview:

• face-to-face (this is the best and most personable choice; try to arrange this if your customer is in your region)
• phone interview
• repurposing webinar

A recording and transcription of the case study interview will ensure accuracy and give you peace of mind. Down the road, you can also use the transcript for other marketing activities, such as grabbing testimonials and pull quotes, writing blog posts and more.

Use an app to record phone calls, or use Zoom or Google Meet to record video calls. Make sure you have permission to record the conversation.

1 . Using yes/no questions

Does your list have any yes/no questions? If so, be ready with follow-up questions. Better yet, revise the question so it’s open-ended to elicit a more thoughtful response.

2 . Not pushing for numbers

Don’t be afraid to ask for numbers, concrete examples or more information. You need these for a quality case study and this is your chance to get them. Don’t be afraid to repeat case study questions or rephrase them to make sure you get what you need.

3 . Not allowing the conversation to flow

You don’t need to be rigid about asking every single question on your list. The best insights are often unexpected so allow the conversation to flow a little—but don’t get too far off-topic or you’ll run out of time.

4 . Not listening to your customer

Don’t think you already have all the answers. Go into the case study interview with an open mind and be ready to listen.

Get help with your case studies

As a  SaaS content marketing agency , we write case studies, ebooks and blog posts for high-growth SaaS companies like ClickUp, WalkMe and Lean Data.  Check out our case study writing service .

21 Interview Questions to Help You Uncover Case Study Gold Get the powerful questions we use when conducting a case study interview, plus 7 interviewing dos and don'ts.

As the founder of Uplift Content, Emily leads her team in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies like ClickUp, Calendly and WalkMe. Connect with Emily on Linkedin

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Hacking the Case Interview

If you are interviewing for a consulting firm or marketing firm, expect to be given several case interviews or case study interviews during your interview process. You’ll need to ace every one of your case interviews in order to land a job offer.

If you have an upcoming marketing case interview, don’t worry because we have you covered. In this comprehensive article, we’ll cover:

• What is a marketing case interview?
• The 7 steps to solve any marketing case interview
• Marketing case interview framework
• Marketing case interview examples
• Recommended marketing case interview resources

If you’re looking for a step-by-step shortcut to learn case interviews quickly, enroll in our case interview course . These insider strategies from a former Bain interviewer helped 30,000+ land consulting offers while saving hundreds of hours of prep time.

What is a Marketing Case Interview?

Case interviews are a special type of interview that every single consulting firm uses. They are almost exclusively used by consulting firms, although some companies with ex-consultants may also use them.

A case interview, also known as a “case” for short, is a 30 to 45-minute exercise in which you and the interviewer work together to develop a recommendation or answer to a business problem.

For marketing case interviews, you’ll be given a business problem that has to do with designing or selling a product. Examples of the types of marketing case interview questions you could be given include:  

• How would you market [product X] to [customer segment X]?
• How would you decide what product to design for [customer segment X]?
• How would you decide which customer segment to target for [product X]?

Case interviews are used by consulting firms because they are the best way for firms to predict which candidates will make the best consultants. Case interviews do not predict this perfectly, but they come quite close.

Since case interviews simulate the consulting job by placing you in a hypothetical business situation, interviewers use case interviews to see how you would perform as a hypothetical consultant.

Many of the skills and qualities needed to successfully complete a case interview are the same skills and qualities needed to successfully finish a consulting case project. These skills and qualities include:

• Logical, structured thinking : Consultants need to be organized and methodical in order to work efficiently.
• Analytical problem solving : Consultants work with a tremendous amount of data and information in order to develop recommendations to complex problems.
• Business acumen : A strong business instinct helps consultants make the right decisions and develop the right recommendations.
• Communication skills : Consultants need strong communication skills to collaborate with teammates and clients effectively.
• Personality and cultural fit : Consultants spend a lot of time working closely in small teams. Having a personality and attitude that fits with the team makes the whole team work better together.

Case interviews also give you a sense of whether you would like the consulting job. If you find case interviews interesting and exciting, you’ll likely enjoy consulting. If you find case interviews dull and boring, consulting may not be the best profession for you.

The 7 Steps to Solve Any Marketing Case Interview

Although you cannot predict the exact case interview question or business situation you’ll be given, almost all case interviews follow a similar structure or flow. Therefore, you can follow these seven steps to solve any marketing case interview.

1. Understand the case background information

The case interview will start with the interviewer explaining the case background information. Make sure that you are taking notes while the interviewer is speaking. You’ll want to focus specifically on understanding the context, the company, and the objective of the case.

The most important part of the case interview is to make sure you understand the business issue and objective of the case. Addressing the wrong business problem is the quickest way to fail a case interview.

2. Ask clarifying questions

Once the interviewer has finished giving you the case information, you’ll have an opportunity to ask questions. 

While you can ask any question that you want, try to prioritize asking questions that help you better understand the situation and problem. You want to avoid asking questions that are too specific or not relevant to understanding the case situation. 

Most candidates ask between one to three questions. You’ll be able to ask more questions later in the case interview if you need to.

3. Summarize the information and verify the objective

Once you have finished asking your immediate questions, summarize all of the major case information and verify that you understand the objective correctly.

In this step, many candidates make the mistake of stating every fact of the case verbatim. Instead, you should summarize the case concisely and clearly in your own words. This demonstrates that you can synthesize information effectively.

4. Develop a framework

The next step is to structure a framework to help guide you through the case.

A case interview framework is a tool that helps you structure and break down a complex problem into simpler, smaller components. Think of a framework as brainstorming different ideas and organizing them into different categories.

To develop a framework, ask yourself what are the three to four major questions that you need to answer in order to make a confident recommendation?

Many candidates make the mistake of using memorized frameworks and applying them to their case interviews. Interviewers can tell when you are using a memorized framework because not all of the elements of the framework will be relevant to the case.

Using a memorized framework reflects poorly on your capabilities because it shows that you cannot think critically for yourself. Therefore, practice creating unique and tailored frameworks for each case that you get.

We’ll go over how to create outstanding marketing case interview frameworks in the next section of this article.

When creating your framework, it is acceptable to ask the interviewer for a few minutes of silence to collect your thoughts. Afterwards, present your framework to the interviewer.

5. Kick off the case

Once you have finished presenting your framework, the interviewer may agree with your approach or may provide some feedback or suggestions. Afterwards, it is time to start solving the case.

How the case investigation will start depends on whether your case is a candidate-led or interviewer-led case . Most cases are candidate-led.

Candidate-led case : In this type of case, you will be expected to drive the direction of the case. You will be suggesting what areas to explore, what analyses to do, and what the next step should be. So, pick an area of your framework to start analyzing. There is no right or wrong area to pick as long as it is relevant to solving the case.

Interviewer-led case : In this type of case, the interviewer will be leading the direction of the case. They will be asking you specific questions that you will answer. After each question, they’ll direct you to the next question. For interviewer-led cases, the interviewer will typically kick off the case by asking you a question after you finish presenting your framework.

6. Answer quantitative and qualitative questions

The majority of the interview will be spent answering a mix of quantitative and qualitative questions.

Quantitative questions may have you estimate the size of a particular market, perform some calculations to determine profitability, or interpret various charts and graphs.

When solving quantitative problems, make sure that you walk the interviewer through your approach before you begin doing any math. When performing calculations, make sure to talk through your steps out loud so that it is easy for the interviewer to follow your work.

Qualitative questions may ask you to brainstorm potential ideas or ask for your judgment on an open-ended business question. When answering these questions, try to structure your answer as much as possible.

After answering each question, make sure that you take your answer and connect it back to the overall case objective. How does your answer help you solve the case? How does your answer impact your potential recommendation?

7. Deliver a recommendation

At the end of the case, the interviewer will ask you to prepare an overall recommendation. It is acceptable to ask the interviewer for a minute to look through your notes before you give your recommendation.

Based on the quantitative and qualitative questions you have answered, what recommendation do they collectively support?

Structure your recommendation in the following way:

• State your recommendation
• Provide the two to three reasons that support your recommendation
• Propose next steps that you would take if you had more time

After you deliver your recommendation, the interviewer will conclude the case interview. If the case interview was based on a real life project, the interviewer may explain what actually happened in the case.

Don’t worry if your recommendation does not match what actually happened during the project. For case interviews, you are not assessed on your answer, but on your process.

Marketing Case Interview Framework

The only framework you need to know for marketing case interviews is the 5C’s + STP + 4P’s framework. Although this is the only marketing framework you need to know, we do not recommend that you simply memorize this framework and use it in every single marketing case interview.

Instead, we recommend that you fully understand each of the individual elements in this framework such that you can use specific elements here and there to piece together your own unique framework. We’ll have examples of how exactly to do this in the next section of the article.

At a high level, here’s how the 5C’s + STP + 4P’s framework is organized:

• 5 C’s : Helps analyze the business situation before making any marketing decisions
• STP : Helps identify which customer segment to target
• 4 P’s : Helps develop a strategy to implement marketing decisions

Let’s go through each of these components to understand the specific elements in each.

The goal of the 5 C’s framework is to collect and gather all of the relevant and necessary background information in order to make an informed marketing decision. 5 C’s stands for: company, collaborators, customers, competitors, and context.

• What products does the company have?
• What competitive advantages does the company have?
• What are the company’s goals?
• What is the company’s brand image?

Collaborators

• Who are the company’s suppliers and distributors?
• Who are the company’s investors?
• Who has the company partnered with?
• What other relationships does the company have with third parties?
• Who are the company’s customers?
• What are customer needs and preferences?
• What are customer purchasing habits or behaviors?
• What are customer perceptions of the company?

Competitors

• Who are the company’s competitors?
• What are competitors’ strengths and weaknesses?
• What are competitors’ strategies and tactics?
• Who are the new potential threats?
• What are the laws and regulations in this industry?
• What are the economic trends?
• What are the new emerging technologies?
• What are social or behavioral trends?

Having knowledge of these five elements will help you with the next part of the framework, STP.

The goal of STP is to help you identify which customer segment to target or focus on. There are three steps to STP: segmentation, targeting, and positioning.

Segmentation

The first step is to understand how the market is segmented. Customers have a wide variety of needs and preferences. Therefore, a broad marketing strategy targeting every customer will not be as effective as a tailored marketing strategy focused on a specific customer segment.

You will need to decide what type of segmentation makes the most sense for your product. You can segment customers on needs, use cases, or various demographics, such as age, geography, income, lifestyle, and attitudes.

At the end of this step, you should have a list of the different customer segments.

The next step is to evaluate the attractiveness of each segment and choose a target segment to focus on. There are many different factors to consider when selecting a target segment:  

• Which segment is the largest?
• Which segment is growing the quickest?
• What segment is the most profitable?
• Which segment is the most accessible?
• Which segment is the best fit for your product?
• Which segment has the potential for the most improvement?
• Which segment is the most influenced by marketing?

Once you have selected a customer segment to focus on, you can move onto the next step, developing a positioning statement.

Positioning

In this final step, you will determine how to position and communicate the product to potential customers.

Your positioning and communication of the product should be tailored to the specific needs and preferences of the customer segment you have decided to focus on. In determining how to position the product, ask yourself the following questions:

• What makes this customer segment different from others?
• What does this customer segment value?
• What are the attitudes or beliefs of this customer segment?

Below are a few examples of positioning statements from well-known companies:

• Amazon : For customers who want to purchase a wide variety of products online, Amazon offers a one-stop shopping experience
• Apple : For technology users who want a seamless experience, Apple leads the industry with the most innovative and easy-to-use products
• Disney : For consumers looking for unique entertainment, Disney provides magical memories and experiences

Having a positioning statement will help you decide the best way to market the product. To do that, you will move onto the next framework, the 4 P’s.

The goal of the 4 P’s is to develop an actionable strategy to market the product to the targeted customer segment. 4 P’s stands for product, place, promotion, and price.

If there are multiple products or different versions of a product, you will need to decide which product to market. To do this, you will need to fully understand the benefits and points of differentiation of each product.

Select the product that best fits customer needs and the positioning statement you developed for the segment you are focusing on.

You will need to decide where the product will be sold to customers. Different customer segments have different purchasing habits and behaviors. Therefore, some distribution channels will be more effective than others.

Should the product be sold directly to the customer online? Should the product be sold in the company’s stores? Should the product be sold through retail partners instead?

You will need to decide how to spread information about the product to customers. Different customer segments have different media consumption habits and preferences. Therefore, some promotional strategies will be more effective than others.

Promotional techniques and strategies include advertising, social media marketing, email marketing, search engine marketing, video marketing, and public relations. Select the strategies and techniques that will be the most effective.

You will need to decide how to price the product. Pricing is important because it determines the profits and the quantity of units sold. Pricing can also communicate information on the quality or value of the product.

If you price the product too high, you may be pricing the product above your customer segment’s willingness to pay. This would lead to lost sales.

If you price the product too low, you may be losing potential profit from customers who were willing to pay a higher price. You may also be losing profits from customers who perceive the product as low-quality due to a low price point.

In deciding on a price, you can consider the costs to produce the product, the prices of other similar products, and the value that you are providing to customers.

Marketing Case Interview Examples

By now, you should understand the components and elements of the only marketing case interview framework that you need to know. We’ll go through a few examples of how to use specific elements of the 5 C’s + STP + 4 P’s to create unique and tailored frameworks to marketing case interview questions.

Example #1: How would you market [product X] to [customer segment Y]?

How to answer: In order to decide how to best market a product, you need to first understand what the customers’ needs are. Next, you’d need to develop a positioning statement or value proposition for your product that addresses these needs. Finally, there are specific implementation decisions you would need to make that include how much to sell the product for and where to sell the product.

Therefore, your framework could look like the following:

• Customer needs: What are customer needs and preferences? What pain points or problems do they face?
• Value proposition: What is the positioning statement for the product? What value will it add to customers?
• Implementation: What should the optimal price be? How should the product be advertised? Where should the product be sold?

Example #2: How would you decide what product to design for [customer segment X]?

How to answer: For this question, you’ll need to understand the customer segment’s needs, preferences, behaviors, and purchasing habits. You’ll likely also need to look at competitors to see what kinds of products they offer. Finally, you can then decide on product features or characteristics based on this information.

• Competition: Who are the major competitors to the product that you’d be designing? What are their strengths and weaknesses?
• Product design: What product qualities and features are lacking in competitors’ products that customers have a need for?

Example #3: How would you decide which customer segment to target for [product X]?

How to answer: For this question, you’ll first need to understand what are the different customer segments and the characteristics of each customer segment that make them different from one another. You’ll also need to better understand the product to see which customer segment the product fits best with. Finally, you’ll likely need to calculate expected profitability of targeting each customer segment to see which is most attractive.

Therefore, your framework could look like the following:  

• Customer segment attractiveness: What are the different customer segments? What are the characteristics or behaviors of each segment? What are their needs or preferences?
• Product qualities: What are the characteristics of the product? What pain points or problems does the product solve for?
• Profitability: What are the expected revenues of targeting each customer segment? What are the expected costs? What are the expected profits?

More marketing case interview examples and practice

For more practice, check out our article on 23 MBA consulting casebooks with 700+ free practice cases .

In addition to marketing case interviews, we also have additional step-by-step guides to: profitability case interviews , market entry case interviews , growth strategy case interviews , M&A case interviews , pricing case interviews , operations case interviews , and private equity case interviews .

Recommended Marketing Case Interview Resources

Here are the resources we recommend to learn the most robust, effective case interview strategies in the least time-consuming way:

• Comprehensive Case Interview Course (our #1 recommendation): The only resource you need. Whether you have no business background, rusty math skills, or are short on time, this step-by-step course will transform you into a top 1% caser that lands multiple consulting offers.
• Hacking the Case Interview Book   (available on Amazon): Perfect for beginners that are short on time. Transform yourself from a stressed-out case interview newbie to a confident intermediate in under a week. Some readers finish this book in a day and can already tackle tough cases.
• The Ultimate Case Interview Workbook (available on Amazon): Perfect for intermediates struggling with frameworks, case math, or generating business insights. No need to find a case partner – these drills, practice problems, and full-length cases can all be done by yourself.
• Case Interview Coaching : Personalized, one-on-one coaching with former consulting interviewers
• Behavioral & Fit Interview Course : Be prepared for 98% of behavioral and fit questions in just a few hours. We'll teach you exactly how to draft answers that will impress your interviewer
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Top 50 Sales Interview Questions (Example Answers Included)

Mike Simpson 0 Comments

By Mike Simpson

Updated 6/3/2022.

There’s no question that sales job interviews (and the sales interview questions you will be asked) are some of the toughest types of interviews out there. First, an estimated 13 million people work in the field, creating a lot of potential competition. Second, when you sit down with a hiring manager, you’re not just highlighting your skills and qualifications; you have to sell yourself, which isn’t always easy.

Fortunately, you can nail it with a bit of preparation. Here’s a look at how to tackle interview questions for sales reps.

The Critical Components of Sales Interviews

The job seekers who fill sales positions are the ones who nail three key components in a sales interview:

• Highlighting their relevant qualifications
• Using those qualifications to sell themselves to the interviewer
• Closing the deal (getting hired!)

All three of these are critical parts of landing a sales job and require a bit of prep and some pre-strategy before the interview, starting with identifying exactly what characteristics are common to a sales interview.

Unlike other jobs where much of what you are hired for can be highlighted in a resume through bulleted descriptions of technical skills and abilities, sales interviews require the interviewee to clearly demonstrate their sales skills and abilities through concrete examples and anecdotes from past work history.

When going into a sales interview, be prepared for not only traditional questions but behavioral and situational as well.

In fact we wanted to let you know that we created an amazing free cheat sheet that will give you word-for-word answers for some of the toughest interview questions you are going to face in your upcoming interview. After all, hiring managers will often ask you more generalized interview questions along with their admin assistant specific questions!

Click below to get your free PDF now:

Get Our Job Interview Questions & Answers Cheat Sheet!

FREE BONUS PDF CHEAT SHEET: Get our " Job Interview Questions & Answers PDF Cheat Sheet " that gives you " word-word sample answers to the most common job interview questions you'll face at your next interview .

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How to Answer Sales Interview Questions

At their core, almost all sales interview questions can be answered using the STAR method . We’ve covered the STAR method before, but to quickly recap, STAR stands for Situation , Task , Action , and Result . That means nearly every answer you give should include sales success stories and achievements from your own past.

You want to make sure you give the hiring manager the situation you were in, the task you were assigned, any challenges you faced, the action you took, and the result of that action. Ideally, you also want to quantify the details, as numbers often speak louder than words in the world of sales.

How to Answer Sales Interview Questions with No Experience

This is a question that we get asked often, especially when the STAR method is concerned. Since the STAR method draws upon examples from your past, “those of you that haven’t had a job before often panic because there is no work history to pull from.

This can be an even bigger pain point when one considers the nature of sales interview questions. Sales interviews often lean on work history more than any other type of interview, and for simple reasons. Generally, hiring managers like to see examples of you being able to sell and sell well.

However, one thing working in your favor is the sales industry often employs people with no or limited experience more than any other industry. This is for many different reasons, but two of the main ones are:

• Compensation is often based on commission, which prioritizes results and not your credentials. Either you sell, or you don’t. And because you are being paid by commission, you generally won’t be negotiating salary, which usually focuses on the amount of experience (or tenure) you have.
• Companies like to hire individuals with a “clean slate” that haven’t had a career of picking up bad habits. They can mold and refine you and turn you into the specific type of seller they want.

So having said this, there is an easy way to answer a behavioral question in a sales interview, and that is to draw upon your non-work-related experience. This may include extra-curricular activities, your academic history, any athletic experiences you’ve had, or perhaps some charitable work you have volunteered for.

The hiring manager will already know what your work experience is (at this stage, they’ve already read your resume), so what they are really looking for is for you to think critically. Demonstrate that you understand the question they are asking and that you have the qualities they are looking for, even though you haven’t been in the workforce.

Top 3 Sales Interview Questions and Answers

Now is the moment you’ve been waiting for: the top three sales interview questions and answers. Use these as inspiration, ensuring you’ll be ready for your next interview.

1. Sell me this pen

“Sell me this pen” is a classic in the world of sales interviews. It’s challenging because a pen is a pretty mundane item with few clear features. Plus, you’re usually handed a pen you aren’t overly familiar with, upping the difficulty.

As the good folks at Indeed point out, “the interviewer is not trying to confuse you. Instead, they are trying to learn how well you gather, respond and deliver information about the pen, and how well you are able to conclude the pitch with a persuasive statement.” By keeping that in mind, you can craft your own amazing answer, not unlike the one below.

EXAMPLE ANSWER:

“As a manager, I’m sure you’re busy. That’s why you need a pen you can count on. Whether you’re writing notes during a critical meeting or signing contracts to secure must-have services, you need a pen that’s reliable, offering a dependable experience day in and day out. That’s precisely what this pen provides. The ink flows smoothly, leaving even script. But it’s reserved enough that it doesn’t glob, preventing smudges. Plus, it’s evenly weighted and the perfect balance between slim and substantial, giving it an exceptional feel in hand. I’m sure you’d agree there’s nothing more you could need from a pen. So, should I put you down for ten boxes?”

2. How do you establish lasting relationships with clients?

Sales isn’t just about the short-term; it’s also about cultivating relationships with clients, allowing you to secure repeat business and maintain a positive reputation. Hiring managers ask questions like this to see how you approach building those connections that turn into low-maintenance repeat sales.

“In my last position, I found a particularly effective approach that allowed me to build lasting relationships with clients. Communication was ultimately the key. After an initial sale, I schedule follow-ups in my calendar. When I reach out again, it’s not about soliciting more business. Instead, I ask about their experience, see if they’re struggling with a learning curve, or offer tips to get the most out of the product or service. I position myself as an ally that goes the extra mile to ensure both their happiness and success. If there’s an issue, I learn about it proactively, allowing me to solve it quickly. If they’re happy, I’m still showing that I care about their views of the experience. In the end, that leads to a strong foundation, one where future follow-up continues to build goodwill and, ultimately, leads to more sales.”

3. If a client isn’t fully satisfied and tries to demand a discount or refund, what do you do?

While most sales professionals hope that the product or service they support always meets customer expectations, that isn’t how it usually plays out. Since that’s the case, the hiring manager wants to know how you’ll handle it when the inevitable occurs.

“If a client demands a discount or refund based on a poor experience, my first step is to use my active listening skills to find out more about the issue. Are they struggling with a feature? Was a direction about how to use the product or service unclear? Did they receive a defective product? Is it buyer’s remorse? Did the purchase unexpectedly strain their budget?

“By finding out the cause of the dissatisfaction, I can identify viable solutions that make sense for the situation. For example, if a product arrived damaged or defective, I may offer to arrange for a free repair or replacement. If they’re struggling with using the product or service, providing helpful documentation, offering training, or similar steps may remedy the issue.

“My goal is to focus on creating a satisfied customer, so I’ll explore every available avenue. While I’ll aim to avoid discounts or refunds whenever possible, if one is legitimately the best choice – and the move aligns with company policy – I’ll follow the approved procedure to handle the issue.”

47 More Sales Interview Questions

Here are 47 more interview questions for sales professionals:

• Why did you choose a career in sales (or why are you interested in a sales position?)
• Why are you interested in working for our company?
• How do you keep yourself motivated?
• How do you handle rejection?
• At what point do you stop working with a potential client?
• How comfortable are you with making cold calls?
• How do you view collaboration within a sales team?
• Tell me about a mistake you’ve made in sales and what you’ve learned from that mistake.
• What do you like the least about sales?
• What do you think is more important: new clients or long-term clients?
• Can you describe your sales philosophy?
• Which of your skills makes you particularly adept at sales?
• Are there any training or educational opportunities that you feel would make you a better salesperson?
• Describe the sales process from start to finish.
• If you’re given a lead that you were told was qualified, but it actually wasn’t, how would you proceed?
• If you received a call from a person that involved questions about an upcoming – but not yet released – product or service, how would you handle the conversation?
• Tell me about a time when you felt a colleague stole a sale from you. What happened, and how did you react?
• Have you ever taken a sale away from a colleague?
• How would your last manager describe your sales skills? What about your teamwork skills?
• Do you think your former coworkers would view you as a competitive or cooperative sales team member?
• Is there any aspect of our product or service that you think is hard to sell? What is it, and why do you feel that way?
• How do marketing and sales relate?
• Do you think our most recent ad campaign makes it easier or harder for our sales team to secure sales?
• What’s your philosophy regarding client complaints?
• What do you do to relieve stress after a particularly challenging call?
• Have you ever snapped at a prospective customer who became aggressive or insulting?
• How do you determine if a prospect is a good fit?
• Tell me about a time you missed a sale target. What happened, and how did you recover?
• Describe a time when you lost an opportunity. What occurred, and what did you learn from the experience?
• Have you ever sold a product or service you didn’t believe in?
• How do you respond to constructive criticism?
• What do you do if you get negative feedback about the product or service you sell?
• How do you showcase product or service differentiators to secure sales?
• Pitch me our flagship product or service.
• If I asked you to, would you jump on a sales call right now?
• If you had to choose between a guaranteed $9,000 sale or a chance at a $50,000 deal, which would you go after and why?
• What do you think is more important, hitting sales numbers or maintaining top-notch customer satisfaction scores?
• Tell me about your biggest sales achievement.
• Describe a time when you turned a repeat “no” into a “yes.”
• What do you enjoy most about sales?
• If you weren’t working in sales, what would you do instead?
• Did you intentionally start a career in sales, or did it happen incidentally?
• How do you stay informed about your target audience?
• Do you track upcoming releases from competitors? If so, how do you use the information to your advantage?
• If a potential customer confused our product with a competitor’s, would you move forward with the sale even though they believe they’re getting something else?
• Tell me about a time you collaborated with a cross-departmental team.
• What CRM solutions have you used before? 

Questions to Ask in a Sales Interview

Now that we’ve covered common sales job interview questions, it’s time to focus on the questions you should be asking the hiring manager. Remember, it’s a chance to determine if this job is the right fit for you, so it’s an opportunity worth seizing!

Here are ten example questions to ask in a sales interview:

• Is there travel associated with this position, and if so, how much?
• Can you explain the commission structure for this position to me?
• Are there bonuses for sales?
• When it comes to negotiating with a customer, how much flexibility does the salesperson have?
• How does the company motivate the sales team?
• Would you describe the sales team as cooperative or competitive?
• How does a typical day in this position unfold?
• What do your top performers have in common?
• How do you measure success in this position?
• If you could give a new sales professional in this role one piece of advice, what would it be and why?

NOTE: For more great questions to ask in an interview, check out our article !

Putting It All Together

Again, sales interviews are some of the toughest in the job market, but they don’t have to be impossible. Just make sure you do your research on the company ahead of time, target your answers to the position you’re applying for, and review sales interview questions in advance. That way, you’ll be ready to shine.

Now…go get ‘em!

And as always…good luck!

FREE : Job Interview Questions & Answers PDF Cheat Sheet!

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• What Is Your Greatest Weakness?
• What Is Your Greatest Strength?
• Tell Me About Yourself
• Why Should We Hire You?

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Co-Founder and CEO of TheInterviewGuys.com. Mike is a job interview and career expert and the head writer at TheInterviewGuys.com.

His advice and insights have been shared and featured by publications such as Forbes , Entrepreneur , CNBC and more as well as educational institutions such as the University of Michigan , Penn State , Northeastern and others.

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Mike simpson.

Co-Founder and CEO of TheInterviewGuys.com. Mike is a job interview and career expert and the head writer at TheInterviewGuys.com. His advice and insights have been shared and featured by publications such as Forbes , Entrepreneur , CNBC and more as well as educational institutions such as the University of Michigan , Penn State , Northeastern and others. Learn more about The Interview Guys on our About Us page .

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Case Interview Types: Master Common Ones Before Your Interview

• Last Updated January, 2024

Rebecca Smith-Allen

Former McKinsey Engagement Manager

On Case Study Preparation , we described what a case interview question is and how you should approach answering one. You can think about that page as your Consulting Case Interview 101 course.

But if we could tell you how to ace your consulting case interview in just one page, Bain, BCG, McKinsey, and other top consulting firms would give out a lot more offers than they do every year.

On this page, we discuss the most common types of case study interview questions . We’ll take your understanding of how to answer these to the next level by outlining the key issues to consider when structuring your answer.

Let’s get started!

Here are the types of cases you might come across during your case interview :

• Profitability Cases 1.1 Profit Optimization 1.2 Revenue Growth 1.3 Pricing Optimization 1.4 Market Entry 1.5 M&A 1.6 Cost Optimization 1.7 Startup / Early-Stage Venture
• Non-Profitability Cases 2.1   Lives Affected 2.2 Retention 2.3 Industry Landscape and Competitive Dynamics
• Market Sizing Questions (also called dinner conversation cases)
• Case Interview Math (also known as consulting math) 4.1 Consulting Math Example 4.2 Summary of Key Things to Remember on Consulting Math Questions

How To Make the Most of Case Interview Practice Time

Help with case study interview preparation.

Nail the case & fit interview with strategies from former MBB Interviewers that have helped 89.6% of our clients pass the case interview.

Profitability Cases

On this page , we discussed case interview  frameworks   that can help you structure your answers to case study interview questions, we introduced the profitability equation. It’s 1 of 2 basic business frameworks you can use to answer any type of case question. 

This formula can help ensure you address all the key aspects of straightforward profitability cases like the following:

A sports apparel retailer has experienced declining sales in its stores over the past year and declining profits. How would you recommend they address their profitability problem?

A cell phone manufacturer is experiencing declining profitability despite strong sales. What should they do to improve their bottom line?

For more detail on the components in this formula and an example of how to use it to solve a case interview question, see our  Case Interview Frameworks  page . Below, we’ll discuss types of profitability problems that go beyond the basics.

Profit Optimization

Perhaps a company is profitable… just not profitable enough . 

Maybe its margins are lower than those of an industry rival. 

Maybe they’ve dipped below its own prior-year performance. 

Perhaps management sees an opportunity to launch a new product, leapfrogging the competition, but needs to generate more cash to invest in development. 

Any of these can be reasons to improve the performance of an already profitable company. 

Sample questions:

A nationwide fast-food chain failed to meet Wall Street expectations on its latest investor call and as a result, its stock price fell significantly. Management wants help identifying opportunities to improve the bottom line.

The CEO of a regional hospital chain is concerned that his company’s profitability is half that of the market leader. How can the company grow its net income?

Use the Profitability Equation

In structuring your analysis of a profit optimization case, you should touch on all 4 components of the profitability equation to understand what the company is doing well and where things have taken a turn for the worse. 

But the underlying problem in this type of case may be more subtle than in a basic profitability question. 

Instead of a big jump in costs or the loss of a large customer wiping out a significant chunk of revenue, the company may be experiencing a couple of small problems that add up to bad news for the bottom line. 

Benchmark Relative to Competition of Past Performance

For example, if our client is a TV manufacturer and we find out that our cost of producing a TV has increased overtime while our prices have remained the same, we can see that rising costs is the reason for our profits declining. 

To turn around the situation, we could look into what the competition is doing to reduce costs. For example, if a competitor is sourcing the same materials as us but from a cheaper supplier, we want to see if we can lower our cost by sourcing from the same supplier.

Benchmark One Business Segment to Another

Another way consultants benchmark performance on revenue and cost levers is by comparing the performance in one business segment or type of end-customer to another . 

Continuing with our TV manufacturing example, we might find that the client has seen costs rise on components in its high-end models but remain constant for its low-end models. 

We can look into what is being done differently in the low-end product group: low-cost sourcing, process improvement, etc. to find opportunities to improve the cost position in the high-end segment.

Use Key Performance Indicators (KPIs)

The company may also need more disciplined business processes and a system for measuring key performance indicators . 

Our TV manufacturer might institute a system for measuring cost per unit on a weekly or monthly basis in order to ensure they have an early warning system to monitor if costs are getting out of line.

To go with these KPIs, a regular process for reviewing the costs and taking necessary action could be instituted. Disciplined processes and performance indicators will help to fine-tune operations over time, taking them from good to best-in-class.

Key concepts to consider when addressing a profit optimization case:

The profitability equation including all its components,

• Benchmarks of cost and/or revenue relative to best-in-class competition and prior year performance.  
• Benchmark the company’s performance segmented by product or type of customer .
• Opportunities for business process improvement and key performance indicators that will allow management to monitor profitability more closely. 

Revenue Growth

Revenue growth case questions focus on companies that, while already profitable, still want to grow. 

They can do this by increasing market share, by selling their existing products to new markets, by selling new products to their existing customers, or by pursuing a combination of these opportunities. 

They can also capture more revenue by increasing prices.

A national chain of fitness centers wants to leverage its brand equity by selling additional products and services to its client base. What incremental products and services can profitably grow revenue?

The president of a printer and ink manufacturer thinks there is an opportunity to provide after-sale service to its customer base. What might be the impact on revenue from entering this market?

Capture Additional Market Share

As its name suggests, this type of case study focuses on the first half of the profitability equation — revenue = price x quantity of units sold. in examining units sold, you should consider the company’s ability to capture additional market share for existing products in the markets it already serves. , what is the company’s current share of the market that of its largest competitor what would it take to capture additional share product improvements a shift in marketing and promotion.

If a chain of fitness centers was our client, for example, we’d look at whether the primary competition was 1 or 2 large chains or a number of small, single-location gyms and tailor our strategy to increase market share accordingly. 

If the competition was single-location gyms, we could promote flexibility for members to use our facilities in multiple locations to bring in new customers. We could also leverage the client’s greater size to outspend the small gyms on advertising.

Branch into New Products or Markets

Also, consider the new products and/or markets the company could branch into . What products do competitors sell that the company doesn’t? Does the company have capabilities that would help them  succeed in other markets?

Our fitness center client could consider selling new products like fitness apparel or vitamins. They could expand into new markets, such as towns and cities adjacent to ones currently served.

Offer Services to Existing Customers

In addition, consider  services that can be sold to existing customers . Post-sales support for equipment, for example. Or consumables used with their products, like ink for a printer manufacturer. Our fitness center client could look into providing personal fitness coaching services to members.

Review Pricing

Lastly, consider the company’s  flexibility to raise prices . Where do their prices stand relative to competitive products or services? Do their products or services have higher quality or value-added capabilities that would command a higher price?

For more examples of revenue growth case interviews, see our  Revenue Growth Case article. 

Pricing Optimization

A company must have a solid product or service offering to be able to take a price increase without seeing a significant loss of sales to competitors. 

If their products or services are strong, then optimizing price can be an important lever to grow revenue.

A manufacturer of kitchen knives sells a range of products, from low-end to professional, to customers at different price points. They’ve developed a new line of knives in collaboration with a celebrity chef and would like help setting the prices for these products.

The airline industry has experienced significant changes in its pricing model over the past few years, with some airlines charging separately for checked baggage, meals, and beverages. A global carrier has asked us to help optimize the pricing of the additional services it provides to customers who fly with them.

Elasticity of Demand

When prices rise, demand for a product goes down and when prices fall, demand rises. You’ll remember this from Economics 101, or perhaps just from common sense. Pricing optimization is all about how much . 

If you can raise prices with demand going down just a little, you can improve a company’s revenues by raising price. If a change in price has a big impact on demand, then raising price could be a big mistake.

The term for this is Price Elasticity of Demand . If demand for a product or service changes a lot in response to a change in price, it’s said to have price elasticity. Products with many substitutes or ones that consumers can easily do without are the most sensitive to price changes. 

For example, if McDonald’s raised the price of the Big Mac, more customers might go to Burger King, Taco Bell, or just eat lunch at home. McDonald’s hamburger sales would fall dramatically.

Substitutes

For some products, demand is relatively insensitive to changes in price. This can be the case for luxury goods, for products that have few substitutes , or for when there are large switching costs. When the cost of home heating oil rises, some customers consider switching to natural gas to heat their homes. But if doing so will require buying a new furnace to run on gas or paying for pipes from their house to the gas distribution network, they won’t make the change unless the change in price is dramatic and/or expected to persist for a number of years. 

3 Methods for Setting Prices

Competitive-based pricing — Setting prices based on the prices of other similar products in the market. This is the simplest method for setting prices. Companies who use competitive-based pricing are price takers.

Cost-based pricing —Setting prices as a function of the cost to provide a good or service plus a profit margin. Cost alone can’t be used to set pricing because if a company’s costs are out of line with its competitors, it may price itself out of the market.

Value-based pricing — Setting prices based on the value provided to customers. Luxury goods are priced well above the cost of their production because customers of these products value association with the prestigious image the product conveys. Products that provide significant value to customers in terms of saving time or providing features not found in other products can be priced higher because they are worth more to customers.

Value-based pricing the best pricing method but it can only be used for products and services that are sufficiently differentiated in the eyes of the customer that they will not change their buying behavior in response to higher prices.

Market Entry

Significant start-up costs will be incurred to develop and manufacture a new product, to launch the marketing campaign, or to build the sales force needed to find customers. 

To ensure that spending money on start-up costs are worthwhile, due diligence needs to be done to estimate the size of the market being considered and the cost of successfully entering it.

A teen fashion retailer has seen its sales boom in the North American market for the past 5 years. They’re considering expansion into international markets. They’d like help identifying which markets provide the best opportunities for their line of clothing.

A not-for-profit organization has been successful at hiring the long-term unemployed to manufacturer furniture made from pallets and other recycled items. They’ve not only designed and created beautiful pieces of indoor and outdoor furniture, but also helped to improve the lives of individuals in one city. They’d like to expand to other products and potentially to other cities and have asked for our help in assessing their options.

There are  4 parts to any market entry case : market size, market attractiveness, costs of entry and capabilities required. Let’s look at each.

Market size

Market sizing is sometimes used as a case interview question on its own. See below for more details . It’s also usually the first part of a market entry case. It addresses how large a market is in terms of annual revenue, number of units sold, or both. The underlying issue is whether there is enough opportunity in a market to make it worth the up-front cost.

To determine whether the amount of sales revenue or unit volume is “enough,” estimate the size of the market based on the information provided by your interviewer or by using factors you can reasonably estimate about the market. You can then consider profit margins and what portion of the market the company must capture to break even.

Market attractiveness

The market a company is thinking about entering may be huge, but it can still be unattractive. Key questions include: What is the profit margin for companies already in the market?  What does the competition in the market look like? Large firms with huge marketing budgets or small companies? 

Costs of entry

Will new technology, equipment, sales staff, or something else be required to succeed in the new market? If so, what will it cost? The greater the investment required to enter a market, the more difficult it will be to recoup the initial investment.

Capabilities

Does the firm being discussed have what it takes to succeed in the new market? In some markets, the key to success is marketing expertise and distribution. In others, it’s low costs and disciplined business processes. Identify the key attributes of success in the market and whether the company possesses those attributes.

To learn how you can structure and break down a case such as these, visit the  Case Interview Frameworks  page can help you think through important factors in this type of consulting case interview question.

Above, we looked at how to analyze a market entry case. 

If a market is attractive but the client does not have all the capabilities required to succeed in it, it may decide to buy the right capabilities through a merger or acquisition (M&A). 

They could also consider M&A opportunities if they need to enter the market fast rather than build capabilities over time.

The number 3 competitor in the cellular phone services market is at a disadvantage relative to its larger competitors. Providing cellular phone service has high fixed costs—for the equipment that transmits calls, the retail stores that sell phones and provide in-person customer support, and the marketing spend that is key to customer attraction and retention. The CEO is considering acquiring a smaller competitor in order to gain market share. He would like our help thinking through this decision.

The president of a national drug-store chain is considering acquiring a large, national health insurance provider. The merger would combine one company’s network of pharmacies and pharmacy management business with the health insurance operations of the other, vertically integrating the companies. He would like our help analyzing the potential benefits to customers and shareholders.

When you get this type of case, ask your interviewer why the company is considering the merger or acquisition. They may provide key information on the size and attractiveness of the market the target company is in. Assuming the target company is in a large, attractive market and has the critical capabilities required to succeed in that market, then you should consider whether it is better to build the new business internally or undertake a merger or acquisition. 

If two companies are considering a merger, they still have to persuade their shareholders that the 2 companies would be more valuable working together than on their own. The value the companies can create by working together is called  synergy .

Synergies from a merger or acquisition can be on the cost side, the revenue side, or both. Cost synergies include leveraging fixed costs across more business or cutting costs duplicated in both firms’ operations. Revenue side synergies include selling a broader range of products through the existing sales force or distribution channel. 

The synergies created by the merger or acquisition must be greater than the premium that must be paid to secure the deal in order for the transaction to make sense.

Integration

Mergers and acquisitions are large and complicated transactions. They require  integrating  the talent, systems, policies, and processes of the 2 organizations. Synergies that look good on PowerPoint slides do not always accrue in real life. In addition, key employees may quit during the disruption and uncertainty the M&A activity causes. Even if substantial synergies are identified, a company should consider whether it can successfully undertake the integration.

Regulatory Approval

Lastly, mergers of large companies in regulated markets (financial services, telecommunications) and concentrated markets (ones with only a few large competitors) can require government approval . The possibility of the government blocking the merger or acquisition should be considered in this type of case.

Cost Optimization

A top-3 home improvement retailer has seen price increases from several of its vendors, squeezing its bottom line. The company wants to know how it can cut costs to restore its margins to their previous levels.

The head of an automobile manufacturer has seen its production costs rise over the last several years. She wants your help in turning around this trend.

The most important thing to understand when addressing this type of case is what is going on with fixed costs and variable costs . The costs can be broken down and compared to competitors’ costs or costs in prior years to identify opportunities for improvement.

As a reminder, here are the definitions of fixed and variable costs:

Fixed Costs

Costs that you incur just because you are in business regardless of how many units you sell. Examples: factory rent, equipment depreciation, compensation for salaried employees, and property taxes. A way to think about fixed costs is that a cost that does not change over the short-term, even if a business experiences increases or decreases in its sales volume.

Variable Costs

Costs that only incur when you begin to produce units (if you sell nothing you have no variable costs). Examples: sales commissions, credit card transaction costs, and sales taxes. A way to think about variable costs is that a cost that does change over the short-term. More sales volume will mean more variable costs.

Startup / Early-Stage Venture

Startup and early-stage venture cases have some similarities to market entry cases. 

Ensuring that the market the company is going after is big enough and has high enough margins to be attractive is important, as is understanding their competition. 

Startups are small, nimble companies with only a handful of key employees and limited access to cash. These factors need to be taken into account.

A student from Iceland studying in the U.S. has determined there’s a big opportunity to bring Icelandic-style yogurt to this market. How would you recommend he proceed?

A software company has developed video technology that can be used to quickly and easily create short videos that can be sent to a colleague in place of typing a long email. This disruptive technology will take advantage of the cameras built into cell phones and laptops as well as consumers’ preference for watching a video rather than reading text. The company has a small number of beta customers and is looking for advice on how to ramp up their product to attract a wider audience.

When answering this type of case, focus on the key things that help these small, fast-growth ventures move with agility as they search for the product and business model that will attract customers and investors. 

The Right People

They need the right people —ones with product savvy, marketing savvy and investor savvy to make it. 

A Minimum Viable Product

They need a minimum viable product . This is an initial version of their product offering that will attract paying customers, allowing them earn money and to collect feedback that can be used to improve the product. It will also serve as a proof-of-concept to investors. 

A Business Plan

Start-up and early stage venture also need an initial business plan addressing how they will bring their product to market.

Non-Profitability Cases

Some might focus on charitable organization. Others might focus on businesses issues that don’t relate directly to profits, such as employee retention or understanding the competitive dynamics in an industry. 

An overview of how to approach non-profitability cases is found on this page .

This section focuses on key concepts to address in a few common types of non-profitability cases.

Lives Affected

Government agencies and charitable organizations don’t aim to maximize profits. Nonetheless, they do important work that affects many lives. 

They might hire a consulting company to help them improve their effectiveness, or a consulting firm might take on an important project for a charitable organization on a pro-bono basis. 

The state agency that administers the free summer lunch program for children of families under a certain income threshold wants to increase the reach of its program. How would you advise they approach this? 

Malaria is a devastating disease, affecting hundreds of millions of individuals each year. It’s transferred to humans by mosquitoes, with most of the cases occurring in South Asia and Sub-Saharan Africa. Though drugs to treat the disease exist, many in the affected regions don’t have access to or can’t afford these drugs. The disease is a strain on the economies of several nations, perpetuating the cycle of poverty. What can be done to alleviate this disease and its adverse economic effects?

Key Performance Indicators (KPIs)

A detailed example of how to approach a lives affected case is provided  here .  As discussed in that case, the key to answering this type of question is to find the key performance indicator (KPI) the organization is trying to improve. In the case of the first sample question above, this is the number of free lunches served to needy children. 

Benchmarking

Once you’ve established the KPI, the case can be answered in the same way you’d answer any case question on business improvement. You can benchmark the organization’s performance by looking at trends in the KPI over time or comparing the growth of the organization’s KPI to that of other organizations serving the same target population to assess whether the agency is doing a good job meeting their mandate or falling behind. If they are falling behind, drill down into the factors that might be causing them to do so.

Cases focused on employee retention are not directly about profits, though the loss of key skills when employees depart and the cost of training new hires require hurts the profitability of organizations with high turnover. 

A fast-food chain is experiencing an increase in the already-high rate of employee turnover typical in its industry. It’s also experiencing trouble attracting qualified new employees. What would you suggest?

The school system in a middle-class suburban town is experiencing higher-than-normal rates of teacher attrition. With a tight budget, they are unable to simply raise salaries to hold onto experienced teachers. What options does the school system have for increasing teacher retention?

Conducting retention interviews —interviews with departing employees to find out why they’re leaving the organization—is a standard practice in most organizations. Because of this, there should be data available on what employees like about their jobs, don’t like about their jobs, why they looked for new opportunities and what new job they’re taking. Ask your interviewer for this information, as well as survey data on the job satisfaction of all employees. It can be used to develop a multi-pronged approach to improving employee retention.

• Look for opportunities to enhance aspects of the job that appeal to employees and change the negative aspects of working for the organization. For instance: What about the job is appealing? 
• Do employees see the work of the organization positively impacting the broader community? 
• Do employees like their colleagues, recognition they receive from management, the financial package provided? 

Industry Landscape and Competitive Dynamics

Cases focused on the landscape of an industry and its competitive dynamics are about the big-picture strategic issues that must be taken into account to compete effectively in that industry.

The traditional newspaper industry is facing heavy pressure from free online news organizations that don’t face the cost of printing a traditional newspaper and are able to leverage Internet ads as a source of revenue. The publisher of an award-winning regional paper would like your help in assessing and responding to this new threat.

The food and beverage industry faces disruption to their traditional brands as organic and small-batch products gain favor with consumers. How should companies in this industry respond to this new of competitive threat?

When analyzing this kind of case, first look for what is changing in the industry —consumer preferences, brand loyalty, barriers to entering the market, regulation, the industry’s cost structure, etc. Ensure you know what the source of change is before you begin to look for a strategy to help the client succeed in the new marketplace. 

For tips on structuring a case like these, visit the  Business Frameworks page . SWOT analysis and other frameworks include some factors to consider in this type of consulting case interview question.

Market Sizing Questions (Also Called Dinner Conversation Cases)

Market sizing cases are focused on establishing the size of a market in terms of annual revenue or the number of units sold rather than determining how to compete successfully in the market. 

Consulting firms often ask market sizing questions early in the consulting interview process or in interviews of undergraduate students who may not have a deep business background. 

They can also be one component of complicated, multi-step cases in later-round interviews. Market sizing questions focus on making logical estimates, showing creativity, and doing basic math.  

What is the size of the market for organic toothpaste in the United States?

How many golf balls would fit inside the Empire State building?

What Are Consulting Interviewers Looking for on Market Sizing Cases?

With case interview questions of this type, you’re not expected to know the answer, but instead to show a logical way of deducing it. Committing a few key facts to memory would serve you well. For example, knowing the population of the United States (or the country you live in) would give you a good place to start as you think through the size of the market for various retail goods. Gross domestic product can help with sizing industrial markets.

Key Statistics to Know for Market Sizing Case Questions:

The Population of the United States 2019 – 329 million according to the US Census Bureau .

World population in 2015 – 7.4 billion according to the United Nations DESA / Populations Division .

2018 Gross Domestic Product of the United States – $20.5 trillion according to the Bureau of Economic Analysis of the U.S. Department of Commerce .

Statistics like these give you a good foundation to start your market size analysis. For instance, you could begin estimating the size of the U.S. market for organic toothpaste with the US population. From there, make logical assumptions:

• How many times a day does the average American brushes their teeth?
• How many toothpaste applications are in the average tube of toothpaste?
• How much does the average tube of toothpaste cost?

These assumptions will allow you to calculate the size of the overall toothpaste market in terms of annual revenue. To get to the annual revenue of organic toothpaste you’ll also need to estimate:

• What portion of toothpaste consumers prefers organic toothpaste?

You can (and should) bring paper and a pen into consulting interviews. Use these to keep track of your assumptions as you work through them and to do the basic math required to come to a conclusion.

 Our Market Sizing Questions article has a list of the 7 steps to answering this type of question.

Key Things to Remember When Answering a Market Sizing Question:

• Ask clarifying questions. Does the interviewer want the market size in terms of dollars or units? For the United States, North America, the world?
• Use round numbers for simplicity. For instance, using $20 trillion for U.S. GDP rather than $20.5 would be fine.
• Creativity in your approach to approximating the market is important, but so is good sense. Don’t be so creative that your answer lacks credibility.
• Practice case math so you can do it quickly and correctly even under the stress of an interview.
• Give your answer a sniff-test at the end. Does it make sense? This will both show that you are careful in your analysis and give you the chance to fix an arithmetic mistake if you find you’re way off. 

Case Interview Math (also known as consulting math)

Management consulting interviewers screen candidates to ensure that they can do basic math. 

Don’t worry if you didn’t ace multivariate calculus, the math is usually basic arithmetic—addition, subtraction, multiplication, division and fractions/percentages. You may also be asked to extract data from charts and convert from one unit of measure to another.

As mentioned in the discussion of market-sizing case questions above, you can and should bring a paper and pen into the interview. It’s fine to write out your calculations.

Consulting Math Example

In each step, we’ll provide a sense of how we are making the estimate so that the interviewer knows we’re not just grabbing a number out of the air. We want our answer to be as grounded in fact as possible. 

The population of the United States: 329 million. We’ll round to 330 million for simplicity.

The number of times the average American brushes their teeth – 2 times per day. Some people brush at lunchtime too, but that’s probably offset by people who only brush once a day.

330 million people brushing 2x’s per day gives us 660 million toothpaste applications/day.

To get to an annual number of toothpaste applications, we need to multiply by 365. That’s 241 billion toothpaste applications. We’ll round to 240 billion for simplicity.

A tube of toothpaste usually lasts me about 2 months. That means we need to divide by 120 toothpaste applications per tube to come up with the number of tubes sold annually (2 months x 30 days/month x 2 applications/day). 240 billion toothpaste applications / 120 applications per tube = 2 billion tubes of toothpaste sold in the U.S. every year.

The cost of toothpaste ranges from $1 for inexpensive brands to $4 for expensive brands, but the average cost is probably about $2. This means the total revenue for toothpaste sold in the U.S. is 2 billion tubes x $2 or $4 billion.

The percent of the toothpaste market that’s organic is a little tricky to estimate. In the grocery store I shop in, there’s 1 aisle of organic goods in a store that has 20 aisles – that means organic products make up 5% of shelf space (and presumably also of sales). 

I think that people would be less likely to buy organic toothpaste than organic food, because you eat organic food, but you spit organic toothpaste out into the sink. Organic products always cost more and organic toothpaste doesn’t seem quite as important to your health. 

Conclusion: Based on that, I’ll say that 1% of the market for toothpaste is organic, so if $4 billion in toothpaste is sold in the U.S. every year, $40 million of it is organic toothpaste.

Is our answer right? 

Probably not exactly. There are different sizes of toothpaste tubes, a complication that we did not consider in this analysis. There might be some people who don’t brush their teeth every day. That would mean that we overestimated consumption. 

But our estimate of the market size for organic toothpaste is reasonable and grounded in logical assumptions. We could sniff-test our answer by comparing it to a market size we know, or to GDP, one of the facts we suggested having in your back pocket for market sizing case questions. 

U.S. GDP was about $20 trillion in 2018. Our estimations suggest that the overall toothpaste market is $4 billion. That means toothpaste is 1/5,000 of the U.S. economy, and the market for organic toothpaste is 1% of that. 

That sounds plausible. If your answer showed that the market for organic toothpaste was larger than U.S. GDP, it would be a clear indication that you made a mistake somewhere along the way.

For the 4 types of math problems you’ll be asked to compute as part of case studies, read Case Interview Math.

Above, we’ve provided you with 11 different types of case interview questions you might be asked during your consulting interviews. We’ve also told you that you need to get great at doing case math. 

Overwhelming? It can be.

But it doesn’t have to be.

The best way to prepare for your consulting case interviews is NOT to spend hundreds of hours reading every case study question and answer you can get your hands on. Instead, see our page on Case Interview Practice  to find out how to make the most of your interview prep time. In addition, check out this video where Davis Nguyen, Founder of My Consulting Offer, talks about how mastering the case interview is made easier when you focus on the most common types of cases. 

Here in an online workshop he conducted for  Columbia University, NYU, and Cornell students, you can see why this approach is so effective:

After studying the information on this page, you have an in-depth understanding of the types of cases you could be asked to analyze in consulting interviews. From Davis’s video, you know why this is so important to focus on the main types of cases. You’re well prepared to find a case study practice partner and begin practicing.

As you prepare for case interviews, you should use this page in conjunction with  Case Interview Examples , where you’ll find links to sample case study questions and their answers. Remember that while it is important to discuss all the appropriate aspects of a business case, it’s important to structure your analysis and your answer. Refer back to our page on  Case Interview Frameworks   to ensure that you’re not just practicing more cases, but doing them better.

If you still have questions, leave them in the comments below. We’ll ask our My Consulting Offer coaches and get back to you with answers.

• Market Sizing Questions
• Cost Reduction Case Interview
• Case Interview Workshop Video
• Written Case Interviews
• Market Sizing Cases
• M&A Case Study
• Revenue Growth Case Interview
• Pricing Case Interview
• Financial Services Cases
• The Healthcare Consulting Case Interview
• Supply Chain Cases
• The Social Impact Case Interview
• Case Interview Formulas

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3 Top Strategies to Master the Case Interview in Under a Week

We are sharing our powerful strategies to pass the case interview even if you have no business background, zero casing experience, or only have a week to prepare.

No thanks, I don't want free strategies to get into consulting.

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Case Study Interview Examples: Questions and Answers

• What would be your approach for introducing a product into a foreign market? What are the risks and benefits to consider i.e. producing in your own country vs producing in the new country, etc?
• Company ABC is struggling, should it be restructured? Identify the three main problems it's facing. What is the most important problem the company is facing? How would you recommend the company address this problem? How would you turn this company around? Provide your reasoning for your recommendation(s).
• A toy company has been experiencing decline sales for the last two seasons. Research suggests that introducing several new product lines is the solution. Develop a marketing strategy for the company's largest product line, including pricing, product packing, etc.
• A large chain of retail clothing stores is struggling with profitability. Bases on your review fo the company's financial statements, what problems can you identify? Can this company be turned arounds? How would you go about deciding?
• A new Eddie Bauer Store is being opened up in London. Discuss all the marketing issues regarding the opening of this new location.
• Take in information quickly and remember what you hear.
• Identify key issues, prioritize and logically solve problems.
• Make quick, yet accurate, decisions.
• Manage time efficiently.
• Perform under pressure.
• Be aware of resource constraints.
• Identify customer needs.
• Be original and creative.
• Please provide the total weight of a fully loaded Jumbo Jet at the time of take off.
• How many light bulbs are there in the United States?
• How many photocopies are taken in the United Kingdom each year?
• How much beer is consumed in the city of New York on Fridays?
• How many people sell AMWAY products in the United States?
• If there are 7,492 people participating in a tournament, how many games must be played to find a winner?
• How many golf balls will fit in the Empire State Building?
• How many car tire are sold in Canada each year?
• Given thhe numbers 5 and 2000, what is the minimum number of guesses required to find a specific number if the only hint you're given is "higher" and "lower" for each guess made?
• How do you determine the weight of a blue whale without using a scale?
• Take time to think before you answer the question.
• If given a pen and paper, take notes and write down key information. Use the paper to make calculations, write down ideas and structure your answer.
• Ask additional questions if you feel you are missing information. The interviewer is often expecting you to ask to find missing information.
• Use lateral thinking and be creative. There isn't always just one right answer. Just make sure your answer is backed up by sound logic and numbers that make sense.
• Make sure you know your math. At minimum you'll need to perform some basic arithmetic or mathematical calculations.
• These quesitons are often used to test your ability to structure, as well as your ability to think laterallly, make logical links and communicate clearly.
• Make mental calculations quickly by making sensible estimates and rounding numbers up or down.
• Does your answer make sense? If you're answer doesn't make sense, chances are you've made a bad assumpation, estimate or calculation. Go back and carefully check your work and provide a new answer.
• You can use business frameworks (SWOT, Porter's Five forces, etc.) or mind mapping to support your analysis and answers, as long as it makes sense.
• Many market sizing questions revolve around issues being faced by an organization or industry. Commercial awareness can be very important to answering market sizing questions.
• How would you work with a subordinate who is underperforming?
• You're consulting with a large pharmacy with stores in multiple states. This company has improved sales but experienced a decrease in revenue. As a result, it is contemplating store closings. Explain how you'd advise this client?
• You are working directly with a company's management team. It is organizing a project designed to significantly increase revenue. If you were provided with data and asked to supervise the project, what steps would you take to ensure it's successful?
• You have been assigned to work with a small company that manufactures a popular product. However, a competitor begins selling a very similar product which incorporates state of the art technology. What would you advise your client to do?
• You have been assigned to advise a company with a large Western European market. Company management wants to open the Chinese market. What advice do you have for this company?
• The firm has assigned you to consult a company intending to drop a product or expand into new markets in order to increase revenue. What steps would you take to help this company achieve its objective?
• You have been assigned to consult a shoe retailer with stores throughout the nation. Since its revenue is dropping, the company has proposed to sell food at its stores. How would you advise this client?
• Vault Guide to the Case Interview
• Vault Career Guide to Consulting
• Case in Point: Complete Case Interview Preparation
• Mastering the Case Interview
• Ace Your Case! Consulting Interviews (series 1-5)
• Caseinterview.com
• Bain Case Interview Preparation
• BCG - Interactive Case
• Cornerstone Research Cases
• Deloitte - Case Interview Preparation
• Gotham Consulting Case Studies
• McKinsey Interview Prep
• Mercer Case Study
• Oliver Wyman - Practice Case Studies
• pwc Case Studies

Blog – Writing Tips for B2B SaaS Firms

How to Conduct a B2B Case Study Interview (+ sample questions)

You’ve decided to write a Business-to-Business (B2B) case study, and you have the ideal client in mind. Maybe, you’ve even reached out to a contact at the company and she’s agreed to talk with you. Time will be limited so you need to be prepared. You want to conduct an engaging B2B case study interview, capture the company’s story, and ultimately create to a valuable content asset.

You’re feeling pretty swell until…

Your mind starts to run that subtle doubt ritual. You don’t have any experience doing these interviews. What if you’re not good at them? What if you can’t get your contact talking? What if it’s a big waste of time?

If you’re a marketing and sales professional, who’s just getting started with case studies, don’t sweat it. The first couple interviews can be unsettling. Recognize that the stress you’re feeling is positive. It’s how all of us feel when learning a new skill: clumsy and uncomfortable.

Remind yourself to keep a relaxed perspective. This isn’t a job interview. It’s a conversation with someone your company has helped. You contact is going to be excited to share, and you’re going to be enthusiastic to hear the company’s perspective about the experience.

Obviously, the more times you conduct these interviews, the better you’ll get.

In this article, we share a framework to make the interview less painful, more fun, and to help you nail it right out of the gate.

Table of Contents

The importance of b2b case studies, pick a fan, not just a client, preparing to conduct a case study interview, marketing case study interview questions, how do you conduct a case study interview, sales case study interview best practices, how do you write a b2b case study, let’s get interviewing.

Companies selling B2B products and services should make developing case studies a core component of their overall content strategy. If you invest in this process, you’ll be creating a valuable set marketing and sales assets that pay long-term dividends over time. But why?

Here are some reasons:

When prospective customers are considering your product or service, they’re trying to figure out if you can solve their problems, and what that process might look like. They’re very interested in knowing if you’ve helped other individuals or companies who “are just like them.”

Case studies are excellent research tools because they demonstrate what problems you solve, and how you bring those solutions into existence.

Case studies are the top content type for buyers , with 78% accessing this format type when researching purchases in the past 12 months (vs. 72% in 2016) 2017 Content Preferences Survey – Demand Gen Report

Business buyers want content featuring your customer–their peers–who share experiences, pain points, and success stories. Buyers say industry or peer case studies are the most valuable type of content when exploring and making buying decisions. Forrester Blog

If a prospect visits your company’s website and he gets the feeling your product can deliver, the next thing he wants to know is, “What would the experience be like if I did buy? Can I get some assurance that when the product has been launched, I’ll be better off, my problem will be solved, and I’ll feel satisfied with the experience?”

Case studies walk prospective customers through a start-to-finish buying journey. This has a powerful and influencing effect on motivating them to take the next steps with your firm.

In the B2B setting, events help generate the most leads, while case studies help convert and accelerate the most leads. Marketing Charts, 2018

Let’s also not forget that most people really enjoy a great story!

The case study interview process starts by selecting a company and a contact who will participate. We recommend scheduling a meeting with different members of your own team, to brainstorm a list of clients who’ve really succeeded with your solution, and who rave about your company.

Ask your teammates

The following departments should be able to contribute:

• Sales and Marketing : These teams usually have a list of references who might be interested.
• Implementation, Technical Support, or Training : Reach out internally to any employees who work directly with clients. Ask them to suggest customers who they’ve gone above-and-beyond for, or who speak highly of their experiences with your firm
• Client Community or User Group : If you offer an online forum where your customers share information and feedback with each other, this is a great place to find client advocates.

One of your long-term goals should be to build a library of case studies about clients who:

• Represent different industries
• Overcame different problems
• Achieved measurable results.

Consider your target prospects

Also, when choosing a case study client, keep your target prospects in mind. What story do you want to communicate to them? What problems do you want them to recognize, that you can solve?

As an example, let’s say your sales team is routinely hearing from prospects that they spend hours performing certain manual, repetitive tasks. If you’ve helped a client solve similar problems, that organization is an ideal case study candidate.

Another prime candidate would be any company that your team helped, that converted from a competitor’s solution, or is well known in your industry.

When’s the best time to ask a client?

The time to ask clients to participate in a case study is after they’ve realized beneficial results from working with you. Don’t be hesitant about reaching out; many clients will be interested and will like the attention.

Your contact at the company doesn’t have to be the CEO, CFO or other executive. Any person who has direct knowledge and experience with your product or service is worth interviewing. They may not realize it at first but case studies present a unique way for line staff to share their accomplishments up the totem pole with their management.

If you need to sweeten the pot, consider offering an incentive:

• Discount on a future service or product
• Company swag

Reach out to your Client

Call the contact on the phone. If you don’t reach the person, leave a message and send a follow up e-mail with your request.

If you don’t hear anything, don’t worry. People are busy. Reach back at least once a month until you get a “yes” or a “no.”

Sample e-mail invitation

Here’s a sample e-mail invitation:

Hi [Contact Name]-

We are interested in writing a case study about your experiences with our company related to the [project]. I was wondering if you’d be willing to participate?

Our plan is to conduct a short (30-45 mins.) phone interview and ask you some questions. We’ll write up a document and send it to you for review and approval.

You can make any changes you see fit, and we won’t release the case study until you’ve signed off.

If this is of interest, would you have some time in the next 1-2 weeks? Please let me know a date and time that’s convenient.

Thanks for considering,

[Your name]

Every success story requires you to establish context for the reader. Before conducting the interview, make sure you have a solid understanding of the company and your contact’s background.

Company background

Learning the following information will help you introduce the company to your readers:

• Headquarters and other locations they operate from
• Years in business
• # of employees, customers, installations, etc.
• Annual revenues
• The firm’s target customer.

Contact background

Learning about your interviewee and her position within the company is helpful:

• Title or position
• # of years with the company
• What roles and responsibilities does the person have?

Schedule an internal pow-wow

Prior to the interview, check in with members of your own team who have direct experience with the customer. Be sure to discuss:

• What initial problems they were facing?
• What product or service did they purchase?
• How did your company help the client?
• Are there any outstanding support issues? NOTE : You would hate to go into an interview without knowing that the client was experiencing problems with your firm. If there are any existing situations, be prepared to deal with them head-on.

Now that you’ve done your prep work, it’s time to plan the interview and script a list of questions. Use these questions as a guide to support you during the call. Write more questions than you think you’ll need, but don’t feel like you have to use all of them.

As your contact responds during the interview, use her responses to ask secondary questions that take the discussion even deeper.

Most case study interviews will be conducted on the phone. We recommend recording the call and getting permission from your contact to do so.

If you’re calling from a landline, consider using a recording app on your cell phone to capture the call. If you’re calling from a cell phone, consider using an application on your computer. For example, there’s an Android app and a Windows 10 program called “Voice Recorder” that works well. Be sure to test the quality of the recording process prior to the interview.

1. Shake hands “virtually” and introduce yourself

To grease the conversation skids, recap the purpose of the call and confirm the amount of time your contact can talk (30-45 mins. is preferable).

Use a timer to track the call length so you’re respectful of your contact’s time. This will also allow you to reorder your questions in the event time runs short.

Start with the basics:

• Where is your company located?
• How many employees work at your company?
• How long have you been in business?
• Can you provide a quick overview of what your company is trying to accomplish?
• What is your position and title?
• How long have you worked for your company?
• What do you like best about your job?

2. Client’s initial situation

• Describe the situation at your company before engaging with us?
• When did you realize you had to take some action?
• What solutions did you try?
• Why did those solutions fall short?

3. What problems and challenges was the client experiencing?

• Describe problems or challenges your company was facing?
• How serious were the problems?
• How did those problems impact your business?

4. What solutions did you provide the client?

• What products/services did the client buy? Why?
• How did those solutions solve the client’s problems?
• Did the customer purchase any ancillary products or services such as training, customizations, etc.?

5. How did the implementation go?

• What level of work effort was required by your team?
• Were there any hiccups or situations that you wished you would have known about going into the project?
• If training was part of the project, how did it go?

6. What results were achieved?

• When did you start seeing improvements?
• What were those improvements?
• How has our solution helped your organization?
• Any success measures, statistics, or specific numbers you can share?

7. Why did you choose our company?

• How did you first hear about our company/product?
• What process did you go through to make a purchase?
• Who was involved in the purchase decision?
• What made our product standout?
• If they issued an RFP, how did our product match up to competitors?
• Were any parts of the buying process problematic?

8. Were there any surprises along the way?

• Did anything unexpected happen during the engagement?
• What suggestions would you give to others considering a solution like ours?
• What did your team like best about working with us?
• What are 2-3 reasons your company might recommend our solution/company? Why?

9. How can we improve?

Case study interviews provide an excellent opportunity to solicit honest feedback. Whatever your client shares, be a friendly sport. Don’t react negatively and don’t try to justify a reason for the problems they describe.

If you’ve ever been to a restaurant where a waitress or waiter asks you, “Is everything great?” You’ve experienced a fake request for feedback. While this half-baked tactic appears to be a standard part of restaurant customer service training, it doesn’t work.

If you ask for feedback, have thick skin and be prepared to listen intently.

• We’re always looking to improve. Are there features/functions you wish our product offered?
• Are there any parts of our solution you wished worked differently or better?
• Is there anything we could have done differently that would have made the overall experience of working with us better?

If you wind up using the contact’s feedback to make a change in your company’s products or processes, be sure to circle back and let the person know. This is a surefire way to demonstrate that your company actually listens to clients and then follows up with action. Everyone appreciates that characteristic!

10. Download this B2B Case Study Questionnaire (PDF)

To support your case study interview process, here’s a downloadable Case Study Questionnaire ( PDF ) that you can tailor for your business.

A case study is most effective when it tells your customer’s story. Make your client the hero. You simply offer a supporting role.

Here are a few interview best practices:

• Be a curious and attentive listener
• Ask open-ended questions
• Ask for clarification if you don’t understand a response
• If you don’t feel the client understood one of your questions, ask it again later in the interview
• Rephrasing a question in a slightly different way can sometimes lead to a better answer
• Silence after you ask a question is ok. Give your contact time to formulate their responses
• Listen for memorable testimonials and quotes
• When you ask for measurable data or objective stats, provide an example
• Try to wrap-up your interview with a few minutes to spare so you can ask your contact if he has anything important to add
• At the end of the interview, thank your contact and get her mailing address. Be sure to send a hand-written thank you card. It’s thoughtful and sets you apart from other vendors.

To learn how to write a compelling B2B case study, check out this post .

You may have started this article wondering whether or not you could conduct a productive and engaging case study interview. Hopefully, after reviewing the steps above, you feel more informed and confident. The interview process is fun and rewarding, and you can master this skill.

Now keep your momentum going. Meet with your team, select a few client candidates, and reach out. Challenge yourself to schedule an interview within the next 2-4 weeks. Prep for your call and get your contact on the phone.

When you’ve completed the interview, start the writing process immediately. Push yourself to complete a written document in a few days. With some focused effort, you’ll be well on your way to creating a series of valuable content assets.

B2B Software Case Study Writing Services

If you need help conducting a case study interview and/or writing a B2B customer success story, let’s talk .

Other Resources

Here are some other useful articles for conducing a B2B case study interview and writing a finished document:

Questions to Ask for a B2B Case Study

Nailing the B2B Case Study Interview

Creating a Great B2B Customer Case Study: 16 Tips for Marketing + Sales Enablement

100+ Case Study Examples for Sales and Marketing

Browse through a wide range of case study templates from various industries.

Imagine you come home after a long, tiring week of work, and you decide to satiate your taste buds by ordering a delicious, exotic dish. What would be your further course of action? Let us guess - you pull out your phone, log in to your favourite on-demand food delivery platform, search for the dish you're looking for, and hit the order button. Oh, wait! We missed out a crucial action that most of us perform while ordering a palate from a new food outlet – Rating & reviews!  

The first instinct that each one of us has when we subscribe to a new product or service is to get validation or proof from others.

In this post, we talk about one such crucial marketing collateral that provides  proof  to your prospects – Case Studies.

What is a Case Study?

Case studies are an indispensable tool for providing proof of quality and utility. They help demonstrate exactly what you have done to help other customers or clients attain their goals. They're sure to draw potential clients because they establish the factor of faith in the ability of your products or services.

To some, case studies may seem dull and boring, but it remains an integral part of a content marketing strategy for almost every B2B company. A content marketing report states that 70% of B2B marketers believe case studies are an effective tool for the content marketing mix.

How long should your case study be? 

If you type this query into the Google search bar, the answer that pops up on your screen is 500 to 1500 words. Although this is fairly ideal, it is important to note that there is no hard and fast rule for the word limit of a case study. Like everything else in Marketing, the answer is - it depends. 

Depends on various factors like the industry you’re writing the case study for, the narrative you’re building, the audience you’ll cater to and the like. 

Case studies are primarily built to generate an in-depth understanding of why exactly prospects should choose your product. In today’s world, where all content consumers have an attention span of roughly 7 seconds (if not lesser) - getting them to read a case study that’s nothing less than 500 words requires skill, to say the least. 

The length of a case study depends on the following factors :

Target audience

Identifying the target audience for your case study is the first and foremost step of the writing process. Who will be reading this case study and how do you tailor it to fit their flow of reading? It’s no big secret that everyone’s attention span varies. (We hear you. Do people even have an attention span these days?) 

Thanks to the myriad of visual content available in abundance, going through a 50-word post, let alone a 500-word case study, might be an arduous task for most people. However, this massively depends on the target audience and the industry your client belongs to. 

Case studies provide deep insight into your product/service and give potential customers one, if not more, solid reasons to get onboard. 

Formulating your case study based on these parameters will result in the best outcomes. 

For example, if your product caters directly to the general public (B2C) , then your case studies have to be short, precise and to the point. It has to provide just the right amount of information to put forth about your company, the services you offer, its features and benefits. Hence, these case studies can be anywhere between 100-300 words. 

On the other hand, formulating a case study for a B2B audience will require more detailed insights, examples, solution-oriented steps, and overall contain highly compelling research. This is solely because the individuals reading our case studies will be established business professionals looking to invest a good amount in your product . These case studies can extend up to 1500 words . 

Purpose of the case study 

The second factor/question to keep in mind is, “Why are we writing this case study?”. Here we cannot help but think of the famous quote - “You can’t understand someone until you’ve walked a mile in their shoes.” 

It’s safe to say that this quote is applicable to almost every situation in life. Especially while selling a product. Or, attempting to do so. In this stage, you need to take into consideration 3 very important factors :  

At which point of the sales process are we sending out this case study?

For starters, case study content changes according to the various points of the sales process it is being sent out during. The content required for a case study at the beginning of the sales process differs from the content required for a case study when the deal is about to be closed. 

Case studies sent out at the beginning of the sales process focus on the following :

• Recognition of your company/brand  
• An insight into your company & what you do 
• A generic overview of what your product offers 

Hence, these case studies can range anywhere from 300-500 words.

Case studies sent out at the end of the sales process focus on the following :

• Presenting a precise problem faced by a client
• Presenting how your company provided a solution for the same 
• The process
• Use-case specific insights

Hence, the sky’s the (word) limit with these case studies. The length that narrates to your prospect that your company is the best solution is the length you stop at. 

What do we want our readers to take away from this case study?

The length of your case study also majorly depends on the point you want to put forth in your case study. Are you trying to simply establish brand identity? Are you talking about a new campaign run by your company? Or is it a case study showcasing the work you did for a specific client? 

What medium are we sending the case study via? 

The medium through which your case study is being sent is a key point while determining the length of your case study. 

Let us throw in a quick example here. We are in the midst of our relentless online shopping phase and our package has finally arrived. Obviously, we can’t wait to go through the contents of the package (Because which order even is this?) - Doesn’t it make the unpacking process much easier when the packaging is precise and easy to open? Who wants loads of duct tape and clunky wrapping? It instantly puts us off, and we might even decide to open it later.  Similarly, the medium via which you send your case study and the presentation of it matters a lot. 

Here are some of the methods through which you can send your case study :

A good ol’ fashioned e-mail

“I’ll send across an email” is a phrase most of us have probably used more than our names. And, that’s fine. 

Sending your case studies and other documents through email has unmistakably been the go-to method for the longest time. Even so, sending your documents and case studies via email have its pros and cons. 

If you include a number of attachments, your prospects might have a hard time going back and forth between the document and email to open it up. The best option, in this case, is to include a single case study and make it crisp & concise in order to avoid shuffling between tabs. So, we’d say a single case study, about 500 words. 

A personalized storyboard

Personalized. Pretty. Extremely easy to go through. Nothing against emails, but imagine sending your case studies in a personalized collection that is exclusive to your reader, gives them a binge-worthy experience with your case studies, enables them to pick up exactly where they left off and much more. 

With a presentation like this, we’re sure the length of your case study isn’t going to stop readers from going through the contents of your case study.

Types of Case Studies

Case studies can be broadly classified into the following categories:

1. Third-Person Case Studies

An external agency primarily publishes this type of case study. This external research & consulting firm validates the solution provided by your company to your customers and publishes the same on its website.

2. Explanatory Case Studies

Explanatory case studies are primarily descriptive studies. They typically use one or two instances of a phenomenon or event to show the existing solution. Explanatory case studies primarily exist to familiarize the unfamiliar situation to prospects and give them a brief overview of the subject.

3. Instrumental Case Study

To gain insight into a phenomenon, an instrumental case study is deployed. The focus of this type of case study is not on the results but on the phenomenon. It tries to make the prospects discern the relationship between the phenomenon and its solution.

4. Implementation Case Study

This is perhaps the most important type of case study for a content marketer. It encompasses how your business went about executing the solution of a customer's challenge.

Case studies are the best example of marketing collateral used during the consideration stage and are used to showcase the success stories of your company. They can be written as single-page or multi-page documents.

Steps to writing a case study solution

Crafting the headline.

Headlines are the hellos in the world of writing. Just as a simple hello can help gain surface-level insight into a person, a headline establishes just that about a piece of written content. 

The first step to drafting a case study is also to pick a suitable headline. 

The headline of a case study has to include the following elements :

• The name of the company
• The use case
• The results
• Quantitative data (all about the numbers)

Let’s go with a fictional take on this - 

Let’s say you have a company, “Mattleberg Associates."

Mattleberg Associates offer consultative tools and guidance to understand, buy and adopt marketing technology tools for an enterprise. If Mattleberg Associates is to write a case study on how their product benefited a client of theirs, Acme Corporation , and upped their sales turnover by 70% , 

This is how the case study should ideally be titled : 

Acme Corp’s Sales Turnover Increased by 70% - Meet the Mattleberg MarTech Tool that made it possible. 

By glancing at this case study title, the reader gets an insight into the company (Mattleberg), the client (Acme Corp), the use case (Increasing sales turnover), the industry (Sales and Marketing) and the outcome (A 70% increase). 

Highlighting the challenge/situation 

In this part of the case study, the problem is made aware to the reader. This is where we let the reader know that “Hey, there was a grave situation taking place, and this is how it played out.”. 

In this part, you have to mention : 

• The challenge that was present
• The root cause of the problem 
• Statistics about the same 

Arriving at the solution

This part of your case study has to be your company’s stellar introduction.

In this part of the case study, you will include :

• How the client arrived at your company 
• The process of how the client fixed on your company (yay!)
• The executives involved in the process 

Behold! The results

Quantitative results .

This indicates the end of the case study. This is the part you indicate that Happily Ever After was made possible. Here is where you include all of the magical numbers that were a result of your company’s product/service, the remarkable results of the process and the outcome. 

Qualitative results

Remember when Spotify allowed 6500 of their employees to work from anywhere in the world? 

Now, fast forward to a year later; Spotify has released a statement saying their turnover rate dropped and they’re doing great! 

Here’s another example of how a qualitative result approach can be included in your case studies. This is the tie between quantitative and qualitative results. They go hand in hand. 

Tying this back to the topic, while writing a case study and mentioning the end results, it is important to also mention how the process eased the lives of the team, resulting in joy in the workplace and so on. This, in return, can directly result in quantitative results. :)

Best Practices to implement while writing a Case Study

More often than not, content marketers find it a herculean task to create a case study that is intriguing for their prospects. Here are 5 easy tips to make your case studies less boring, and more engaging.

1. Incorporate visuals in your case study

Multimedia can make your case studies more engaging and provide you with a means to connect with auditory and visual learners. Here are two ways in which you can incorporate multimedia in your case study:

• Include pictures, charts, and infographics to interpret a story out of the content-heavy data.
• Incorporate videos in your case studies and use them throughout your integrated marketing communication.

2. Prioritize firsthand knowledge over second-hand evidence

Case studies are stories. And stories can be narrated aptly only when you get real firsthand insights from the customer. Hence, to write a good case study, all you need is an excellent customer interview. Refrain from writing case studies based on resources such as testimonial quotes, videos, email, and so on.

It will only make your case studies time-consuming and difficult (or dare we say boring?).

3. Use slide-in call-to-action in lieu of pop-ups

Huge pop-ups can be annoying to the readers. Hence, marketers should try to use slide-in call-to-action that does the same job without distracting your prospects.

4. Don't be keen on listing the problem statement/challenge

Get into the shoes of your prospects while writing the challenge section. Most businesses often commit the mistake of writing the problem of a case study that caters to a narrow audience. To effectively hook a broader target audience , you should address the problem by considering the perspective of different prospects and write a detailed and compelling challenge . Your case study's first sentence should always address a broad business issue, and provide the reader with context.

5. Improve the tone of the customer quotes

Being a case study writer, you should not be transfixed on strictly reproducing all the customer quotes as it is - that is what a reporter does. As a case study writer, you should embellish the customer quotes in a way that makes their point effective. However, the altered quote should not drift away from the actual customer quote and should live up to the spirit of the customer's statement.

Examples of Case Studies

Here is a list of the finest examples of case studies across each sector with our commentary on a handpicked few to further ease your process of writing a case study.

To give you a holistic understanding of different types of case studies, we have collated the best templates from each industry.

• Aviation and Defense 
• Banking, Financial Services and Insurance (BFSI)
• Energy & Utility
• Healthcare and Life Sciences
• Manufacturing
• Technology and Services
• Telecommunications

Best Case Study Examples for Aviation, Aerospace & Defense Sector

While there are over 10+ example case studies that have been handpicked for the Aviation, Aerospace and Defence sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. Electromagnetic Solutions | Leonardo

Type of case study : Explanatory

Leonardo, first, defined their electromagnetic solutions and then furnished an explanatory case study to further enlighten their target audience to the solution they offer. They provided their prospects with a lucid explanation of the phenomenon with their solution in this case study.

2. Indira Gandhi International Airport | Collins Aerospace

Type of case study: Implementation

This case study is one of the best templates you will find in the aviation & defence sector. Two reasons make it exceptional. First, Collins has tailored the case study in a way that it can collaborate with direct marketing efforts . The case study is brief, yet gives a clear explanation of how it went about executing the solution. Also, the testimonial Collins took from Delhi International Airport Ltd., explained in a nutshell, the outstanding results they produced.

Best Case Study Examples for BFSI Sector

While there are over 10+ example case studies that have been handpicked for the BFSI sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. Implementing a Complete Target-Date Fund Solution |  JPMorgan Chase

Type of case study: Explanatory

Writing a case study in the sector of financial services is tricky, to say the least. If you are looking to benchmark a case study, this should undoubtedly be the one. JPMorgan deep-dived to explain the needs of the client and listed out the top investment priorities. After that, the cast study introduced the unique solution offered to give their prospects a gist of the same. 

2. Global Inventory Management | Broadridge

Broadridge created a stellar case study by incorporating a testimonial, visuals, and an elaborate solution together. The cast study went one step ahead by talking about how it will utilize this opportunity to build Broadridge's future solutions.

Best Case Study Examples for Energy & utilites Sector

While there are over 10+ example case studies that have been handpicked for the Energy & Utilities sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. Creating Value through Technology and Innovation | Canadian Natural Resources Limited (CNRL)

Type of case study: Instrumental

This case study focuses more on the different technologies offered by CNRL. What makes this case study unique is that the brand has included various collaborations for each technology and clearly demarcated the status of each technique. The usage of visuals and quantifiable results is spot on!

2. City of Monterey Park | Engie

Engie has produced a phenomenal template for a case study in the energy sector. Prospects could better relate to this kind of a case study because it includes multiple testimonials alongside the images of the solution which can serve as the best catalyst for prospects in the consideration stage of the buyer journey.

Best Case Study Examples for Healthcare & Life Sciences Sector

While there are over 10+ example case studies that have been handpicked for the Healthcare and Life-sciences sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. BD Vacutainer | Becton Dickinson and Company

BD did a fantastic job of quantifying its success in solid numbers. They have incorporated the same in their headline to make it a worthy read for a prospect. Furthermore, they included a separate "results" section which listed out the benefits and illustrated the same using a bar graph. These best practices help a prospect digest text-heavy content easily.

2. Helping Biopharma Companies Unravel the Many Facets of the Oncology Market | McKesson Corporation

This template is an excellent example of an instrumental case study in the healthcare sector. McKesson takes the onus on them to educate the healthcare industry on the oncology market. It provides vital insights into how the biopharma industry can leverage McKesson's resources and excel in oncology.

Best Case Study Examples for Logistics Sector

While there are over 10+ example case studies that have been handpicked for the Logistics sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. Inventory Optimization Case Study | Neovia Logistics

Type of case study: Third-Person

This case study serves as a great template of collaboration with other organizations to deliver a customized solution for your customer. Neovia Logistics and SAP Service Parts Planning worked in unison to provide a top-notch solution for inventory management. This template makes a brilliant usage of coloured theme and an engaging dashboard to display the results lucidly.

2. Building a better distribution model to accommodate rapid growth | FedEx Corporation

FedEx adopts a customer-centric approach in this case study and explains the challenges faced by the customer in detail. It elaborately explains how the problems of temperature-sensitive products of the clients were dealt with. This type of case study can prove to be very useful as a marketing communication  for a client dealing in a similar sector.

Best Case Study Examples for Manufacturing Sector

While there are over 10+ example case studies that have been handpicked for the Manufacturing sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. Twilight River Cruises | Mitsubishi Electric

The testimonial and the embedded hyperlinks (that redirects to their product range) make this case study stand apart from others. Mitsubishi Electric has ensured that the client furnishes a well-crafted testimonial that makes the prospects acquire faith in their prowess.

2. Danfoss' Digital Journey and Strategic Approach to MES | Siemens

This is, by far, the best template we have discovered in the manufacturing sector. It ticks all the boxes for writing a stellar case study – slide-in CTAs (call-to-action), integration with social media, an excellent testimonial, captivating visuals, and a consistent theme. You do not want to miss this out!

Best Case Study Examples for Technology & Services Sector

While there are over 10+ example case studies that have been handpicked for the Technology & Services sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. FreshDesk - Case Study | Chargebee

The best thing about this case study is that Chargebee incorporated testimonials from different departments and individuals. The case study uses crisp headlines and explains the challenge in detail before jumping the gun to mention the results.

2. Aspire Systems Provides Data Integration Services  | Aspire Systems

For a technical product/software, it is important to know where to use technical keywords and where to use plain, simple language. Aspire Systems did a fantastic job of creating different sections for a summary (in plain language) and a tech snapshot (where they mention the suite of data management products). It also included an image of the system architecture to educate their prospects on the process and solutions.

Best Case Study Examples for Telecommunications Sector

While there are over 10+ example case studies that have been handpicked for the Telecommunications sector, we are highlighting only about 2 of them for a quick reference on why it works and most importantly, we like them.

1. Managed Network Services | Telkomtelstra

Incorporating video testimonials in the case study is one of the best practices to be followed to create a compelling case study; and, Telkomtelstra has done that precisely. The practice of integrating social media in your overall content marketing strategy never fails to fetch you brownie points!

2. Supporting the community with a mobilized workforce | Rogers Communications Inc.

Rogers Communications has adopted the strategy of assigning a dedicated page for case studies. It has also integrated social media and slide-in CTAs buttons, in this case study, for enhanced engagement. A unique practice that Rogers embraced in this case study was to mention the details of the current services with that particular client. You may want to consider this strategy while writing your upcoming case study!

Strategies to leverage the power of Case Studies 

On the same lines, let us now deep-dive into how content marketers can leverage the power of case studies to their full potential. Mentioned below are some of the strategies you can use to incorporate case studies into your organization's overall integrated marketing communications strategy.

1. Highlight the case studies on a dedicated page

When B2B customers search online for your goods and services, they will search for your company's websites as well as your rivals' websites. So make sure the case studies on your website are easy to find. Refrain from categorizing them in the section of "downloads" or "resources" list, or hiding them so profoundly that visitors need to find them on your search facility.

Offer multiple paths that will lead them directly to the stories of customers that most interest them. Feature your homepage with a recent case study. Ask your webmaster to set up a display that will generate a different case study each time the visitor clicks on a new page or returns to a given page.

Be sure to provide a link where more case studies can be found by the visitor, in case the story does not match the interests of the visitor.

2. Include case studies in white papers

Do you have a case study showing how a client used your product or service to solve a widespread problem in the industry? If so, you have the building blocks for an effective white paper . Case studies and effective white papers share the same basic structure: challenge/solution.

You will need to develop the problem section further, examine previous solutions and why they are not working, and present your solution as part of a generic class.

However, once you have described your solution, you can introduce your particular product by means of an abbreviated version of your case study.

3. Include case studies in press releases

The company press releases are the perfect platform to share customer stories with prospects, customers, partners, and employees. The case studies in your prospect press releases allow you to highlight your solutions and the different verticals that you represent.

This helps to develop trust over time. In addition, case studies are great for keeping partners informed about how customers use your solutions. You'll support their sales efforts by providing customers with new ideas that they can present. You'll also keep them excited about your partnership, as well as about your products and services.

4. Collaborate your direct marketing efforts with case studies

Many of the most popular all-time direct mail promotions start with a story. Stories are enthralling. They promise entertainment and news. Of course, they gain our attention. Hence, a well-written case study for a newsletter or a direct mail campaign can be an excellent lead material.

Moreover, with a lead drawn from a recent case study, you'll not only get the attention of your prospects right away but also establish credibility with a real-world illustration of what your company has done for others already.

5. Consolidate your SEO strategy with case studies

Case studies can be among the best content types to attract attention from search engines. Phrases of keywords are the SEO currency . And if well-written, it is most likely that your case studies will include several instances of keywords and phrases relevant to the product or service they feature.

Make sure you incorporate the links and meta tags to boost the search engine rankings. Google attaches great importance to links, so be sure to link back to your case studies from press releases, blog posts, and discussion forums that refer to them. Encourage your clients to link your website to their success stories.

Even meta tags can improve your search rankings. Ensure that the title and description tags are used well by including your target keywords in them.

6. Collaborate your case studies with your social media marketing strategy

Social media provides a range of platforms to distribute case studies to your target audience. You can post a link to your latest case studies on Twitter, LinkedIn, and other platforms. Forums are another excellent platform way to promote your customer success.

Trade associations and LinkedIn Groups provide thousands of tightly focused discussions across the entire spectrum of interests in the industry. And most of these forums will let you post links, making it easy to reach specific audiences.

Case studies are vital building blocks for your brand’s social currency. With the right balance between data and a compelling narrative, case studies go a long way in positioning your brand as the ideal choice in the minds of your prospects.

So before you rule out this collateral as mundane and boring, ask yourself again - would you order from a restaurant that is not backed by good reviews and ratings?

Other interesting blogs that might help bolster your content marketing strategy:

100+ Best Examples of Press Release Templates

100+ Brochure Examples for Sales and Marketing

100+ Testimonial Examples for Sales and Marketing

The Best White Paper Examples for B2B Marketers      

• Case Study Templates
• Case Studies
• Marketing Collateral
• Content Marketing

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35 Case Interviews Examples from MBB / Big Four Firms

Studying case interview examples is one of the first steps in preparing for the  management consulting  recruitment process. If you don’t want to spend hours searching the web, this article presents a comprehensive and convenient list for you – with 35 example cases, 16 case books, along with a case video accompanied by detailed feedback on tips and techniques.

A clear understanding of “what is a case interview” is essential for effective use of these examples. I suggest reading our  Case Interview 101  guide, if you haven’t done so.

McKinsey case interview examples

Mckinsey practice cases.

• Diconsa Case
• Electro-Light Case
• GlobaPharm Case
• National Education Case

What should I know about McKinsey Case interviews?

At McKinsey, case interviews often follow the interviewer-led format , where the interviewer asks you multiple questions for you to answer with short pitches.

How do you nail these cases? Since the questions can be grouped into predictable types, an efficient approach is to master each question type. However, do that after you’ve mastered the case interview fundamentals!

For a detailed guide on interviewer-led cases, check out our article on McKinsey Case Interview .

BCG & Bain case interview examples

Bcg practice cases.

• BCG – Written Case – Chateau Boomerang

Bain practice cases

• Bain – Coffee Shop Co.
• Bain – Fashion Co.
• Bain – Mock Interview – Associate Consultant
• Bain – Mock Interview – Consultant

What should I know about BCG & Bain case interviews?

Unlike McKinsey, BCG and Bain case interviews typically follow the candidate-led format – which is the opposite of interviewer-led, with the candidate driving the case progress by actively breaking down problems in their own way.

The key to acing candidate-led cases is to master the case interview fundamental concepts as well as the frameworks.

Some BCG and Bain offices also utilize written case interviews – you have to go through a pile of data slides, select the most relevant ones to answer a set of interviewer questions, then deliver those answers in a presentation.

For a detailed guide on candidate-led cases, check out our article on BCG & Bain Case Interview .

Deloitte case interview examples

Deloitte practice cases.

Undergrad Cases

• Human Capital – Technology Institute
• Human Capital – Agency V
• Strategy – Federal Benefits Provider
• Strategy – Extreme Athletes
• Technology – Green Apron
• Technology – Big Bucks Bank
• Technology – Top Engine
• Technology – Finance Agency

Advanced Cases

• Human Capital – Civil Cargo Bureau
• Human Capital – Capital Airlines
• Strategy – Club Co
• Strategy – Health Agency
• Technology – Waste Management
• Technology – Bank of Zurich
• Technology – Galaxy Fitness

What should I know about Deloitte case interviews?

Case interviews at Deloitte also lean towards the candidate-led format like BCG and Bain.

The Deloitte consultant recruitment process also features group case interviews , which not only test analytical skills but also place a great deal on interpersonal handling.

Accenture case interview examples

Accenture divides its cases into three types with very cool-sounding names.

Sorted in descending order of popularity, they are:

These are similar to candidate-led cases at Bain and BCG. albeit shorter – the key is to develop a suitable framework and ask the right questions to extract data from the interviewer.

These are similar to the market-sizing and guesstimate questions asked in interviewer-led cases – demonstrate your calculations in structured, clear-cut, logical steps and you’ll nail the case.

These cases have you sort through a deluge of data to draw solutions; however, this type of case is rare.

Capital One case interview examples

Capital One is the odd one on this list – it is a bank-holding company. Nonetheless, this being one of the biggest banks in America, it’s interesting to see how its cases differ from the consulting ones.

Having gone through Capital One’s guide to its cases, I can’t help but notice the less-MECE structure of the sample answers. Additionally, there seems to be a greater focus on the numbers.

Nonetheless, having a solid knowledge of the basics of case interviews will not hurt you – if anything, your presentation will be much more in-depth, comprehensive, and understandable!

See Capital One Business Analyst Case Interview for an example case and answers.

Other firms case interview examples

Besides the leading ones, we have some examples from other major consulting firms as well.

• Oliver Wyman – Wumbleworld
• Oliver Wyman – Aqualine
• LEK – Cinema
• LEK – Market Sizing
• Kearney – Promotional Planning
• OC&C – Imported Spirits
• OC&C – Leisure Clubs

Consulting clubs case books

In addition to official cases, here are a few case books you can use as learning materials.

Do keep in mind: don’t base your study on frameworks and individual case types, but master the fundamentals so you can tackle any kind of case.

• Wharton Consulting Club Case Book
• Tuck Consulting Club Case Book
• MIT Sloan Consulting Club Case Book
• LBS Consulting Club Case Book
• Kellogg Consulting Club Case Book
• INSEAD Consulting Club Case Book
• Harvard Consulting Club Case Book
• ESADE Consulting Club Case Book
• Darden Consulting Club Case Book
• Berkeley Consulting Club Case Book
• Notre-Dame Consulting Club Case Book
• Illinois Consulting Club Case Book
• Columbia Consulting Club Case Book
• Duke Consulting Club Case Book
• Ross Consulting Club Case Book
• Kearney Case Book

Case interview example – Case video

The limitation of most official case interview examples is that they are either too short and vague, or in text format, or both.

To solve that problem for you, we’ve extracted a 30-minute-long, feedback-rich case sample from our Case Interview End-to-End Secrets Program .

This is a candidate-led, profitability case on an internet music broadcasting company called Pandora.

In 30 minutes, this candidate demonstrates the exact kind of shortcoming that most candidates suffer during real case interviews – they come in with sharp business senses, then hurt their own chances with inadequate techniques.

Here are seven notable areas where the candidate (and you) can improve:

Thanking Throughout the case, as especially in the opening, he should have shown more appreciation for the time the interviewer spent with him.

Structured opening The candidate’s opening of the case feels unstructured. He could have improved it by not mixing the playback and clarification parts. You can learn to nail the case in a 3-minute start through this video on How to Open Any Case Perfectly .

Explicitness A lot of the candidate’s thought process remains in his head; in a case interview, it’s better to be as explicit as possible – draw your issue tree out and point to it as you speak; state your hypothesis when you move into a branch; when you receive data, acknowledge it out loud.

Avoiding silence The silence in his case performance is too long, including his timeout and various gaps in his speech; either ask for timeout (and keep it as short as possible) or think out loud to fill those gaps.

Proactivity The candidate relies too much on the interviewer (e.g: asking for data when it can easily be calculated); you don’t want to appear lazy before your interviewer, so avoid this.

Avoiding repeating mistakes Making one mistake twice is a big no-no in consulting interviews; one key part of the consulting skill set is the ability to learn, and repeating your mistakes (especially if the interviewer has pointed it out) makes you look like someone who doesn’t learn.

Note-taking Given the mistakes this candidate makes, he’s probably not taking his notes well. I can show you how to get it right if you watch this video on Case Interview Note-Taking .

Nonetheless, there are three good points you can learn from the candidate:

The candidate sums up what he’s covered and announces his upcoming approach at the start and at key points in the case – this is a very good habit that gives you a sense of direction and shows that you’re an organized person.

The candidate performs a “reality check” on whether his actions match the issue tree; in a case interview it’s easy to lose track of what you’re doing, so remember to do this every once in a while.

The candidate prompts the interviewer to give out more data than he asked for; if anything, this actually matches a habit of real consultants, and if you’re lucky, your interviewer may actually give out important pieces you haven’t thought of.

These are only part of the “ninja tips” taught In our Case Interview E2E Secrets Program – besides the math and business intuition for long-term development, a key feature is the instant-result tips and techniques for case interviews.

Once you’ve mastered them, you can nail any case they throw at you!

For more “quality” practice, let’s have a mock case interview with former consultants from McKinsey, BCG, Bain, Oliver Wyman, Strategy& and many other consulting firms. They will help you identify your problem areas and give you actionable feedback, making your preparation much easier and faster.

Hi! This is Kim and welcome to another performance in the Tips & Techniques part of our amazing End-to-end program. You are about to hear a really interesting performance.

There is a common Myth that Profitability cases are easier. Well, for beginners, that’s may make sense, but I would argue that Profitability cases can be really tricky and candidates without good foundation will make about the same level of mistakes regardless of type of cases given.

The profitability case we are about to watch will show that. It’s a very unconventional

Profitability. It started out like a typical one but getting more and more tricky toward the end.

The candidate is fairly good in term of business intuition, but the Tips & Techniques aspect needs a lot of fine tune! Now let’s go ahead and get started! 

It’s actually a little better to playback the case information and ask clarifications. The candidate does not distinguish between the two and do both at a same time. Also, the candidate was asking these clarifications in an unorganized and unstructured fashion. This is not something terrible, but could have been better, especially when this is the very first part of the case, where the crucial first impression is being formed.

My pitch would sound like this:

“That’s a very interesting problem and I am happy to get the chance to solve it. First of all let me tell you my understanding of the case context and key objectives. Then I would like to ask a few clarifying questions regarding a few terminology and concepts. Both of these are to make sure that I will be solving the right problem.

So here is my understanding of the case: The client is ABC. Here are some DEF facts about the situation we just talked about. And the key case question is XYZ.

Does that correctly and adequately summarize the case?”

Once the interviewer confirms, I would move to the clarification part as follows: “Now I would like to ask a few clarification questions. There are three of them: No 1, … No 2, … and No 3, …”

You may see above pitch as obvious but that’s a perfect example of how you should open any cases. Every details matters. We will point out those details in just a second. But before we do that, it’s actually very helpful if you can go back, listen carefully to the above pitch, and try to point out the great components yourselves. Only after that, go back to this point and learn it all together.

Alright, let’s break down the perfect opening.

First of all, you hear me say: “That’s a very interesting problem and I am happy to get a chance to solve it”. This seems trivial but very beneficial in multiple ways:

1. I bought myself a couple of seconds to calm down and get focused. 2. By nature, we as human unconsciously like those who give us compliments. Nothing better than opening the case with a modest compliment to the interviewer.

And (c) I showed my great attitude towards the case, which the interviewer would assume is the same for real future consulting business problems.

You should do that in your interviews too. Say it and accompany it with the best smile you can give. It shows that you are not afraid of any problems. In fact, you love them and you are always ready for them.

Secondly, I did what I refer to as the “map habit”, which is to always say what you are about to do and then do it. Just like somebody in the car showing the drivers the route before cruising on the road. The driver would love it. This is where I said: “Let me tell you my understanding of the case context and key objectives. Then ABC…”.

Third, right at the beginning of the case, I try to be crystal clear and easy to follow. I don’t let the interviewer confused between playing the case vs. asking clarification questions. I distinguish between the two really carefully. This habit probably doesn’t change the outcome of how the case goes that much, but it certainly significantly changes the impression the interviewer has of me.

Fourth, in playing back the case, each person would have a different way to re-phrase. But there are three buckets to always include:

1. Who is the client 2. The facts regarding the client and the situation and (c) The key question and the objective of the case.

Fifth, after playing the case context and objectives, I pause for a second and ALIGN with the interviewer: “Does it correctly and adequately summarize the case?”. This is a habit that every consulting manager loves for young consultants to do. Nobody wants first-year folks to spend weeks of passion and hard-work building an excel model that the team can’t use. This habit is extensively taught at McKinsey, Bain and BCG, so therefore interviewers would love somebody that exhibits this habit often in case interview.

Lastly, when asking clarification questions, you hear me number them very carefully to create the strong impression that I am very organized and structured. I said I have three clarifying questions. Then I number them as I go through each. No.1, No.2, and No.3.

Sometimes, during interviews it’s hard to know exactly how many items you are going to get. One way is to take timeout often to carefully plan your pitch. If this is not possible in certain situations, you may skip telling how many items you have; but you should definitely still number your question: No.1, No.2; and so on. 

Just a moment ago, the candidate actually exhibited a good habit. After going through his clarification questions, the candidate ended by asking the “is there anything else” question. In this case, I actually give out an important piece of data.

Though this is not very common as not every interviewer is that generous in giving out data. But this is a habit management consultants have to have every day when talking to experts, clients, or key stakeholders. The key is to get the most data and insights out of every interview and this is the type of open-ended question every consultant asks several times a day.

To show of this habit in a case interview is very good!

There are three things I would like you to pay attention to:

First, it took the candidate up to 72 seconds to “gather his thoughts”. This is a little too long in a case interview. I intentionally leave the 72 seconds of silence in the recording so you get an idea of how long that is in real situations. But it’s worth-noting here is not only that. While in some very complicated and weird cases, it’s ok to take that long to really think and gather ideas. In this case, the approach as proposed by the candidate is very simple. For this very approach, I think no more than 15 to 20 seconds should be used.

No.2, with that said, I have told I really like the fact that this candidate exhibits the “map” habit. Before going straight to the approach he draws the overall approach first.

No.3. You also see here that the candidate tried to align the approach with me by asking my thoughts on it. As I just said on the previous comment, this is a great habit to have. Not only does it help reduce chance of going into the wrong direction in case interviews, but it also creates a good impression. Consulting interviewers love people doing it often!

Here we see a not-really-bad response that for sure could be much better. The candidate was going into the first branch of the analysis which is Revenue. I would fix this in 3 aspects:

First, even though we just talked about the overall approach, it’s still better to briefly set up the issue tree first then clearly note that you are going into one branch.

Second, this is not a must, but I always try to make my hypothesis as explicitly clear as possible. Here the candidate just implicitly made a hypothesis that the problem is on the revenue side. The best way to show our hypothesis-driven mindset is to explicitly say it.

Third, you hear this a ton of times in our End-to-End program but I am going to repeat it again and again. It is better to show the habit of aligning here too. Don’t just go into revenue, before doing that, give the interviewer a chance to agree or to actually guide you to Cost.

So, summarizing the above insights, my pitch would sound something like this:

“So as we just discussed, a profit problem is either caused by revenue or by cost. Unless you would like to go into cost first, let’s hypothesize that the problem is on revenue side. I would like to look deeper into Revenue. Do we have any data on the revenue?”

And while saying this, you should literally draw an issue tree and point to each as you speak.

There is an interesting case interview tip I want to point out here. Notice how the candidate responds after receiving two data points from me. He went straight into the next question without at least acknowledging the data received and also without briefly analyzing it.

I am glad that the candidate makes this mistakes… well, not glad for him but for the greater audience of this program. I would like to introduce to you the perfect habit of what you should react and do every time you have any piece of data during case interviews. So three things you need to do:

Step 1: Say … that’s an interesting piece of data. This helps the interviewer acknowledge that you have received and understand the data. This also buys you a little time. And furthermore, it’s always a good thing to give out modest compliments to the interviewer.

Step 2: Describe the data, how it looks, is there any special noteworthy trend? In this case, we should point out that revenue actually grew by more than 50%.

Also notice here that I immediately quantified the difference in specific quantitative measurement (in this case, percentage). Saying revenue went up is good, but it’s great to be able to say revenue went up by more than 50%.

Step 3: Link the trend identified back to the original case question and the hypothesis you have. Does it prove, disprove, or open up new investigation to really test the hypothesis? In this case, this data piece actually opened up new investigating areas to test the hypothesis that the bottleneck is within revenue.

My sample pitch for this step 3 would sound like this: “It’s interesting that revenue went up quite a bit. However, to be able to fully reject our hypothesis on the revenue, I would like to compare our revenue to that of the competitors as well.”

Then only at this point, after going through 3 steps above, I ask for the competitors’ revenue like the candidate did.

Notice here that I ended up asking the same question the candidate did. This shows that the candidate does have a good intuition and thought process. It’s just that he did all of these implicitly on his head.

In consulting case interview, it’s always good to do everything as explicitly as possible. Not only is it easier to follow but it helps show your great thought process.

… the rest of the transcript is available in our End To End Case Interview

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One of the loveliest ways to ease yourself fully out of the post-winter blahs and into springtime is to quit being a wallflower and instead surround yourself with living, blooming plants.

From botanical gardens to plant sales and garden tours, it’s time to make like the Scarecrow in “The Wizard of Oz” and while away the hours, conferring with flowers.

The waterfall at Coastal Maine Botanical Gardens in Boothbay. Photo by Tory Paxson, Courtesy of Coastal Maine Botanical Gardens

TOTALLY BOTANICAL

Coastal Maine Botanical Gardens in Boothbay is open for the season, daily from 9 a.m. to 5 p.m. Maine Days are May 31 to June 2, when anyone with a Maine driver’s license or state ID gets in for free. Ditto for dads/father figures on Father’s Day (June 16). Advance registration is required. With more than 300 acres of gardens and natural spaces, including a waterfall, there will be plenty to see, smell and bask in the scenery.

Here are more things to do in Boothbay

A tour group walks on the boardwalk at Viles Arboretum in Augusta. Joe Phelan/Kennebec Journal

Viles Arboretum is a botanical garden in Augusta with 6 miles of trails and more than 20 botanical collections. It’s open daily from sunrise to sunset, and admission is free. There are 224 acres with all sorts of flora and fauna to discover. Leashed dogs are welcome, and the visitor center is open from 10:30 a.m. to 4:30 p.m. Wednesday through Saturday.

Viles Arboretum offers medicinal plant walks, and although the May 18 session is full, you can still register for the June 15 and Sept. 14 events, lead by herbalist, homeopath and flower essence practitioner Debra Bluth. Tickets are $25. Advertisement

The Mount Desert Land & Garden Preserve has four areas to explore on its property in Northeast Harbor: the Asticou Azelea Garden (dawn to dusk daily), the Abby Aldrich Rockefeller Garden (noon to 4 p.m. Tuesday through Sunday from July 9 to Sept. 8, reservations required), Thuya Garden (dawn to dusk daily, June 15 to Oct. 14) and Little Long Pond Natural Lands (hiking trails and carriage roads open dawn to dusk daily). On June 26, at the Wildflowers of Little Long Pond event, participants can wander around the garden’s fields and forest, spotting wildflowers along the way while practicing how to identify them.

Joyce Saltman, right, and Beth Anisbeck embrace a tree for 60 seconds during a tree hugging event sponsored by Portland Parks and Recreation, at Deering Oaks Park last year. Carl D. Walsh/Staff Photographer

TOURS AND MORE

2nd Annual Tree Hugging 11 a.m. to 1 p.m. Saturday. Deering Oaks Park, Portland. portlandmaine.gov The tree hugging is a family-friendly community gathering to celebrate Portland’s many trees. Park ranger Liz Collado will lead a sensory awakening and forest bathing session. Along with tree hugging, there will be a storytime, and you can touch a forestry truck and meet naturalist Noah Querido and Portland city arborist Mark Reiland. Just down the road, you’ll find Fessenden Park, on the corner of Brighton and Deering Avenues. The tulips have arrived, and it’s worth a visit to see them.

McLaughlin Garden Lilac Festival 10 a.m. to 4 p.m. May 24. McLaughlin Garden and Homestead, 97 Main St., South Paris, $5. mclaughlingardens.org You’ll find more than 125 varieties of lilacs at the McLaughlin Garden Lilac Festival. Explore on your own or take a guided tour led by a horticulturist. There will also be family-friendly activities, and you can shop for native and unusual plants.

4th annual Woodfords Community Garden Tour 1-4 p.m. June 8. Woodfords Corner Community in Back Cove, Deering Highlands, Oakdale and Deering Center, $20 suggested donation. woodfordscorner.org Presented by Friends of Woodfords Corner, this self-guided tour features at least 10 gardens. As you make your way down the list, you’ll find yourself pleasantly surprised by all of the hidden havens bursting with flowers, plants and impressive yardscaping elements.

Peony Society of Maine 23rd annual Garden Tour 10 a.m. to 3 p.m. June 8 and 15. Both tours start at 1348 Ohio St., Bangor, $5 donation. peonysocietyofmaine.net You’ll visit multiple gardens in Bangor, Winterport, Ripley and St. Albans, and your senses will be filled with countless peonies. A peony plant will be raffled off at the end of each tour. Advertisement

Hidden Gardens of Historic Bath 10 a.m. to 2 p.m. June 22. Sagadahoc Preservation Inc., 880 Washington St., Bath, $40. sagadahocpreservation.org The Hidden Gardens of Historic Bath house and garden tour features several homes in North Bath. Every stop on the tour will be a treat for your senses and may motivate you to make some of your own magic when you get back home.

Garden Conservancy Open Garden Days 10 a.m. to 4 p.m. June 29. Beckett Castle Rose Garden, Singles Road, Cape Elizabeth, $10. gardenconservancy.org You’ll see plenty of roses as well as ocean views at Beckett Castle, which sits right on the water, with views of five lighthouses. The castle was built in 1871, and its rose garden features more than 70 varieties of heirloom roses. A 50-foot stone tower doubles as the rose arbor entrance to the castle.

PICK A PLANT SALE

Tate House Museum’s Annual Plant and Herb Sale 9 a.m. to 1 p.m. May 18. Tate House Museum, 1267 Westbrook St., Portland, 207-774-6177.  tatehouse.org The wide selection includes perennials divided from the museum’s 18th century reproduction garden. Visitors can also make their own “seed bombs” and get a sneak peak at a new installation by artist Ashley Page from 10 a.m. to noon.

Animal Refuge League of Greater Portland Spring Plant S ale 9 a.m. to 11 a.m. May 18, Animal Refuge League of Greater Portland, 217 Landing Road, Westbrook, 207-854-9771.  arlgp.org   Perennials, house plants and more will be on sale, and plants that don’t have specific pricing are “name your own fee.” Anyone interested in donating plants or pots to the sale should send a message to [email protected] .

Taking Root Plant Sale 9 a.m. to 1 p.m. June 1, Tom Settlemire Community Garden, Maurice Drive, Brunswick, 207-729-7694.  btlt.org This annual sale is organized by the Brunswick-Topsham Land Trust. Proceeds benefit the Common Good Garden, which provides food and gardening education for the Mid Coast Hunger Prevention Program. Master gardeners will be on hand to help shoppers choose their best options.

Scarborough Land Trust Native Plant Sale and Spring Festival 9 a.m. to 1 p.m. June 1, Broadturn Farm, 388 Broadturn Road, Scarborough, 207-289-1199.  scarboroughlandtrust.org Visitors will find native plants, food vendors, local artisans, guided nature walks and activities for kids. To preorder plants, visit the Scarborough Land Trust website.

Maine Audubon Society Native Plants Sale and Festival 9 a.m. to 3 p.m., June 8, Gilsland Farm Audubon Center, 20 Gilsland Farm Road, Falmouth, 207-781-2330.  maineaudubon.org More than 75 species of native wildflowers, shrubs and tree seedlings will be available, along with workshops, info tables and experts.

Staff writer Megan Gray contributed to this report.

Related Headlines

Headed to Coastal Maine Botanical Gardens? Here’s what else to check out in Boothbay

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