60 Case Study Questions for Customer and Client Interviews

Alaina Bradenburger
Kassidy Vavra
Published: Apr 26, 2024
Last Updated:
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Prospective customers respond to proof. You make a stronger case when you can show concrete results. This is where a case study comes in. A case study strengthens your sales pitch by telling a firsthand story of how you successfully provided solutions to your customer’s problems. The benefits of case studies are tangible, as they can serve as the final push from consideration to sale. Case studies should be a core component of your marketing strategy. 

Boost your case studies by interviewing previous customers and asking them to share how they benefited from your business. Interview your loyal customers using the following questions to build convincing case studies you can share with new prospective clients.

two women speaking at a table near a large window

What Are the Key Elements of a Good Case Study Questionnaire? 

A good case study clearly outlines common problems and walks the reader through the steps you took to solve it. It should focus on the solutions and tell the client's story in a relatable way by exploring your customer’s experience. Specific outcomes can strengthen your sales pitch, so interview past customers who have experienced measurable results. 

An effective interview requires thoughtful, specific questions to avoid getting multiple versions of the same answer, which won't give you what you need to build your case study. Vary your question types to cover a wide range of topics and get more valuable feedback. Ask questions that will likely result in quotes you can use within your case study.

It's also important to remember that, even if you start off with a list of questions, your interview may end up turning into a conversation. Although it's useful to prepare questions ahead of time, don’t get too stuck on your questionnaire. Let the conversation flow where it will and ask follow-up questions when warranted. 

By having a conversation, you can focus on commonalities with your clients and make them feel more comfortable giving the interview. To get a feel for the process, try conducting a mock interview with one of your colleagues and ask them to give you feedback on your interview style. 

How to Write Great Case Study Interview Questions

Case studies are an excellent resource for highlighting happy customers, but some people have trouble articulating their stories. Perfecting your case study questions and brushing up on your interview skills gives you the foundation for a compelling case study.

First, identify why you're writing your case study to outline the major problems you intend to highlight. Then draft your questions. 

Seasoned B2B marketing leader, Jehan Lalkaka, offers the following insight: “A great case study question starts with being genuinely curious about your interviewee’s challenges and how they overcame them. Pre-planned questions are nice to have, but they just open the door. Rich client stories come from asking follow-up questions, by listening to a client’s initial response and knowing when to dig deeper. Look for nuggets of insight that your client can bring to life, and at the same time, will resonate with future clients who may be on the same journey."

You don't need to follow up on every answer, but if your client says something unexpected or something you think will impact your target audience, probe further. Your interview outline should serve as a guide to start the conversation. 

Start With a Backstory of Your Customer’s Business

When interviewing your clients, you'll want to introduce them to your audience by sharing some background information on their company. Then, set up the case study by presenting the initial problem.

  • Tell me a little bit about your business and its history.
  • Who are your target customers?
  • What value proposition does your business offer your customers?
  • Describe your role at the company.
  • What are some common challenges faced by businesses in your industry?
  • What problems or challenges were you facing that led you to seek out our product/service?
  • Why was this specific challenge a priority?
  • How was this problem impacting your business?
  • What other potential solutions had you tried before?
  • Why weren’t other potential solutions working?

Include Questions About Your Customer’s Decision Process

Since case studies are essentially marketing tools that help you close sales with people in the decision stage, you want potential customers to understand what makes you stand out from the competition. Exploring a happy customer’s decision-making process can give you insight into your unique selling proposition without being overt about why you’re the best. 

  • What challenges were you experiencing when you decided to evaluate our product/service? 
  • What were you looking for in your ideal solution? 
  • What trends were you seeing that made you contact us? 
  • Why didn’t you seek out a solution sooner? 
  • Which factors weighed most heavily in your decision? 
  • What risks did you consider? 
  • What goals did you intend to meet with our product or service? 
  • Describe your decision-making process. 
  • How do you vet potential vendors? 
  • How would you change the buying process? 

Establish Your Relationship

After setting up the problem and why it was significant to your customer, ask them to define their relationship with your brand.

If you are interviewing repeat customers, ask them how they discovered your business, why you were their chosen solution, and what's kept them coming back. If you are interviewing a first-time client, ask what drew them to your business over another.

  • Which teams or departments were involved in selecting our product?
  • How were you included in the decision-making process? 
  • How long have you been a customer with us?
  • How did you first hear about our business?
  • What made you choose our company over competitors?
  • What was your first impression of our business? 
  • How was your experience during the onboarding process? 
  • How did you envision using our product or service to drive your solution?
  • How does our company’s mission align with your company’s mission?

Have Them Demonstrate Your Product and Provide Feedback

Now it's time to dive into the details of the actual case study. Ask specific questions about how your client used your product or service.

Be detailed. These answers will help you draft a case study that resonates with prospective buyers who are facing the same issue. Don't be afraid to ask clarifying questions here or ask for examples.

  • How did you use our product or service to create your solution?
  • Which features of the product did you find most beneficial?
  • What unexpected benefits or challenges occurred during implementation? 
  • Was this product a replacement for a similar tool you had used in the past?
  • If so, how did it compare to your previous tool? 
  • How many people at your company use our product?
  • How did you navigate change with your staff? 
  • What are the advantages of using our product over another similar one?
  • How was the setup and implementation process?
  • What was your main concern about rolling out our product or service? 
  • Did you contact the customer service team any time during the process?
  • If so, how was your customer service experience?
  • How was the rollout process?
  • What types of feedback have you received from employees about our product?
  • Are any of your team members using our product in unexpected ways? 
  • How has our product changed daily life for your team? 

Outline the Product’s Benefits and Contributions to Success

This section of your interview will delve into the actual solution and its results. Use this section to ask about specific outcomes and metrics the company used to track successes.

  • How did our product address your specific challenges?
  • What kinds of measurable results did you see?
  • How were your customers impacted by the change?
  • What kinds of feedback have you gotten from customers since implementing our product?
  • Which key performance indicators (KPIs) or metrics did you measure to determine whether our product successfully solved your problem?
  • How has your business changed since you deployed our product or service?
  • How is your initial problem currently impacting your business? Is it still an issue, or has it been resolved?
  • How would you recommend other customers use our product to get the best results?

Wrap Up the Interview and Include Referral Questions

At the end of your marketing case study interview, ask some general questions about customer satisfaction and relationship management. You can use these to conclude the case study. This section of the interview is also likely to generate some potential customer quotes you can use in your marketing materials.

  • Have you referred us to your friends or clients?
  • How likely are you to work with us again?
  • How can we improve our product to best meet your future needs?
  • What are the top five reasons you would recommend us? 
  • In which other instances can you see our product providing a viable solution?
  • Is there anyone else I can talk to for more information?
  • How do you see our business relationship going forward? 

How to Ask Your Clients for Case Study Interviews

If you have been in business for a while, you probably know your best advocates. Think about your top customers, and start by asking those who are the most likely to promote your business.

If you know a client who often refers customers to you, ask them for a specific example of how your company helped them solve a problem. When in doubt, talk to your sales team or your project managers to see if they know of any potential customers who would be happy to share their success stories.

Consider your customers’ time. Don’t approach them for an interview in the middle of a busy season or if they have had a recent issue with your company. Get familiar with your selected clients and how they intend to use your product before implementing it so you have some background information before starting the interview.

Finally, write a personalized request. Don’t send out a form email requesting case studies. Make your requests relevant to each potential interviewee so they know they are valued customers.

Sample Case Study Questions and Answers

These sample case study questions and answers demonstrate how to extract information from your interview and turn it into an engaging business case study that is interesting and informative.


This case study from Switch, a digital marketing agency, details how the company was able to help a client improve its return on investment (ROI) on search and Facebook ad campaigns by moving them from their in-house marketing team.

The digital marketing case study starts with an impressive statistic — the company improved its ROI on search ads from 1.2x to 19x in a short time. The case study breaks this statistic down for potential leads who might not be familiar with marketing terminology, indicating that its client was able to increase sales without spending more on search engine ads.

To appeal to readers with a short attention span, Switch added a short summary of the case study up front under the header TL;DR which is text speak for “too long, didn’t read.” If your potential customers are pressed for time, consider adding a short summary up front. 

While the actual case study interview is not published, a sample question and answer that would have generated this data could be:

Q: How did shifting the development of search engine ad campaigns to Switch impact ad performance?

A: The Switch team was able to change our approach. Before, we used a single strategy on our search and Facebook ads. Their team was able to create split campaigns targeted to different audiences and run A/B tests to refine the messages. In a couple of months, our ROI on search ads went from 1.2x to 19x.”

This case study goes into detail about how Switch worked with its clients to refine the Facebook and search ad strategy, ending with impressive results.

Compose.ly’s MailChimp Case Study

In the digital landscape, every company is fighting to stand atop the search engine rankings. This was Mailchimp’s goal when they sought out Compose.ly to help with their content strategy.

Even well-known brands need quality content to grow their web presence and move ahead of the competition. MailChimp commissioned 41 articles over eight months targeting relevant keywords and phrases while telling a compelling story. Compose.ly writers contributed about five long-form articles per month, and within four months, MailChimp saw a major improvement in their search engine rankings.

Compose.ly's MailChimp case study outlines the impact that strategic content marketing and effective SEO has had on MailChimp's business.

This study focused on outcomes generated by specific articles and search terms. It highlights the value of being specific with your line of questioning. MailChimp's case study showcases a brand with strong recognition that wasn't getting traction in search results. The client chose to highlight how Compose.ly helped boost results for established services and new services that were in their early stages. 

This case study also offered detailed insight into the process. Instead of just stating that Compose.ly used technical writers to work on SEO-optimized content, the case study breaks down how MailChimp decided where to focus. 

When interviewing clients for your case study, ask your clients to go in-depth. Potential customers will be interested in the process. They may also want to know what to expect from you before committing to your product or service. By exploring your past client's process in detail, you can answer prospect questions. You can also use these process-oriented case studies to address objections a prospect may have. 

The conclusion of the MailChimp case study showcases specific outcomes, particularly that they started seeing results before the project was complete. Highlighting successes can make your prospects excited about what you can potentially do for them. When you're structuring your customer interview questions, ask for timelines and other numbers that show how you got results. 

Best Practices for Conducting A Business Case Study Interview

When you’ve found client advocates who are willing to talk to you about how your company led them to success, draft your interview questions. Keep these best practices in mind.

Be Prepared

Being well-prepared for your interview is the best way to ensure its success. Before meeting with your client, learn what you can about the client so you can flesh out the case study. Conduct a mock interview to prepare. Talk to your sales team or the client’s specific project manager for details to better understand the client and what they were facing when they hired your company or purchased a product.

Ask Open-Ended Questions

Structure your questions so the interviewee has to give detailed answers. If you limit your interview to "yes" or "no" questions, it can be hard to gather enough information to write your case study. Open-ended questions let your client get into the specifics surrounding the study.

Do a Deep Dive

One reason you should record your interviews and transcribe them later is so you can focus on the client’s answers. Often, information will come up in an answer to one question that will prompt you to ask a follow-up question. Recording your interview lets you deviate from your prepared questions to get a more robust analysis of the case.

Create Effective Case Studies With Compose.ly

Case studies are an effective tool marketing teams can use to convince buyers in the consideration stage and the decision-making stage. But they require a skilled touch to successfully articulate the client’s problems and your solutions in a convincing way. 

Compose.ly's case study writing service will take care of the interview, the writing, and the approval process. Work with our team of expert writers to turn past client successes into future sales. 

Get in touch today and start building the content you need to push your business forward.


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