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14 Market Research Examples

This article was originally published in the MarketingSherpa email newsletter .

Example #1: National bank’s A/B testing

You can learn what customers want by conducting experiments on real-life customer decisions using A/B testing. When you ensure your tests do not have any validity threats, the information you garner can offer very reliable insights into customer behavior.

Here’s an example from Flint McGlaughlin, CEO of MarketingSherpa and MECLABS Institute, and the creator of its  online marketing course .

A national bank was working with MECLABS to discover how to increase the number of sign-ups for new checking accounts.

Customers who were interested in checking accounts could click on an “Open in Minutes” link on the bank’s homepage.

Creative Sample #1: Anonymized bank homepage

After clicking on the homepage link, visitors were taken to a four-question checking account selector tool.

Creative Sample #2: Original checking account landing page — account recommendation selector tool

After filling out the selector tool, visitors were taken to a results page that included a suggested package (“Best Choice”) along with a secondary option (“Second Choice”). The results page had several calls to action (CTAs). Website visitors were able to select an account and begin pre-registration (“Open Now”) or find out more information about the account (“Learn More”), go back and change their answers (“Go back and change answers”), or manually browse other checking options (“Other Checking Options”).

Creative Sample #3: Original checking account landing page — account recommendation selector tool results page

After going through the experience, the MECLABS team hypothesized that the selector tool wasn’t really delivering on the expectation the customer had after clicking on the “Open in Minutes” CTA. They created two treatments (new versions) and tested them against the control experience.

In the first treatment, the checking selector tool was removed, and instead, customers were directly presented with three account options in tabs from which customers could select.

Creative Sample #4: Checking account landing page Treatment #1

The second treatment’s landing page focused on a single product and had only one CTA. The call-to-action was similar to the CTA customers clicked on the homepage to get to this page — “Open Now.”

Creative Sample #5: Checking account landing page Treatment #2

Both treatments increased account applications compared to the control landing page experience, with Treatment #2 generating 65% more applicants at a 98% level of confidence.

Creative Sample #6: Results of bank experiment that used A/B testing

You’ll note the Level of Confidence in the results. With any research tactic or tool you use to learn about customers, you have to consider whether the information you’re getting really represents most customers, or if you’re just seeing outliers or random chance.

With a high Level of Confidence like this, it is more likely the results actually represent a true difference between the control and treatment landing pages and that the results aren’t just a random event.

The other factor to consider is — testing in and of itself will not produce results. You have to use testing as research to actually learn about the customer and then make changes to better serve the customer.

In the video How to Discover Exactly What the Customer Wants to See on the Next Click: 3 critical skills every marketer must master , McGlaughlin discussed this national bank experiment and explained how to use prioritization, identification and deduction to discover what your customers want.

This example was originally published in Marketing Research: 5 examples of discovering what customers want .

Example #2: Consumer Reports’ market intelligence research from third-party sources

The first example covers A/B testing. But keep in mind, ill-informed A/B testing isn’t market research, it’s just hoping for insights from random guesses.

In other words, A/B testing in a vacuum does not provide valuable information about customers. What you are testing is crucial, and then A/B testing is a means to help better understand whether insights you have about the customer are either validated or refuted by actual customer behavior. So it’s important to start with some research into potential customers and competitors to inform your A/B tests.

For example, when MECLABS and MarketingExperiments (sister publisher to MarketingSherpa) worked with Consumer Reports on a public, crowdsourced A/B test, we provided a market intelligence report to our audience to help inform their test suggestions.

Every successful marketing test should confirm or deny an assumption about the customer. You need enough knowledge about the customer to create marketing messages you think will be effective.

For this public experiment to help marketers improve their split testing abilities, we had a real customer to work with — donors to Consumer Reports.

To help our audience better understand the customer, the MECLABS Marketing Intelligence team created the 26-page ConsumerReports Market Intelligence Research document (which you can see for yourself at that link).

This example was originally published in Calling All Writers and Marketers: Write the most effective copy for this Consumer Reports email and win a MarketingSherpa Summit package and Consumer Reports Value Proposition Test: What you can learn from a 29% drop in clickthrough .

Example #3: Virtual event company’s conversation

What if you don’t have the budget for A/B testing? Or any of the other tactics in this article?

Well, if you’re like most people you likely have some relationships with other human beings. A significant other, friends, family, neighbors, co-workers, customers, a nemesis (“Newman!”). While conducting market research by talking to these people has several validity threats, it at least helps you get out of your own head and identify some of your blind spots.

WebBabyShower.com’s lead magnet is a PDF download of a baby shower thank you card ‘swipe file’ plus some extras. “Women want to print it out and have it where they are writing cards, not have a laptop open constantly,” said Kurt Perschke, owner, WebBabyShower.com.

That is not a throwaway quote from Perschke. That is a brilliant insight, so I want to make sure we don’t overlook it. By better understanding customer behavior, you can better serve customers and increase results.

However, you are not your customer. So you must bridge the gap between you and them.

Often you hear marketers or business leaders review an ad or discuss a marketing campaign and say, “Well, I would never read that entire ad” or “I would not be interested in that promotion.” To which I say … who cares? Who cares what you would do? If you are not in the ideal customer set, sorry to dent your ego, but you really don’t matter. Only the customer does.

Perschke is one step ahead of many marketers and business leaders because he readily understands this. “Owning a business whose customers are 95% women has been a great education for me,” he said.

So I had to ask him, how did he get this insight into his customers’ behavior? Frankly, it didn’t take complex market research. He was just aware of this disconnect he had with the customer, and he was alert for ways to bridge the gap. “To be honest, I first saw that with my wife. Then we asked a few customers, and they confirmed it’s what they did also. Writing notes by hand is viewed as a ‘non-digital’ activity and reading from a laptop kinda spoils the mood apparently,” he said.

Back to WebBabyShower. “We've seen a [more than] 100% increase in email signups using this method, which was both inexpensive and evergreen,” Perschke said.

This example was originally published in Digital Marketing: Six specific examples of incentives that worked .

Example #4: Spiceworks Ziff Davis’ research-informed content marketing

Marketing research isn’t just to inform products and advertising messages. Market research can also give your brand a leg up in another highly competitive space – content marketing.

Don’t just jump in and create content expecting it to be successful just because it’s “free.” Conducting research beforehand can help you understand what your potential audience already receives and where they might need help but are currently being served.

When Spiceworks Ziff Davis (SWZD) published its annual State of IT report, it invested months in conducting primary market research, analyzing year-over-year trends, and finally producing the actual report.

“Before getting into the nuts and bolts of writing an asset, look at market shifts and gaps that complement your business and marketing objectives. Then, you can begin to plan, research, write, review and finalize an asset,” said Priscilla Meisel, Content Marketing Director, SWZD.

This example was originally published in Marketing Writing: 3 simple tips that can help any marketer improve results (even if you’re not a copywriter) .

Example #5: Business travel company’s guerilla research

There are many established, expensive tactics you can use to better understand customers.

But if you don’t have the budget for those tactics, and don’t know any potential customers, you might want to brainstorm creative ways you can get valuable information from the right customer target set.

Here’s an example from a former client of Mitch McCasland, Founding Partner and Director, Brand Inquiry Partners. The company sold a product related to frequent business flyers and was interested in finding out information on people who travel for a living. They needed consumer feedback right away.

“I suggested that they go out to the airport with a bunch of 20-dollar bills and wait outside a gate for passengers to come off their flight,” McCasland said. When people came off the flight, they were politely asked if they would answer a few questions in exchange for the incentive (the $20). By targeting the first people off the flight they had a high likelihood of reaching the first-class passengers.

This example was originally published in Guerrilla Market Research Expert Mitch McCasland Tells How You Can Conduct Quick (and Cheap) Research .

Example #6: Intel’s market research database

When conducting market research, it is crucial to organize your data in a way that allows you to easily and quickly report on it. This is especially important for qualitative studies where you are trying to do more than just quantify the data, but need to manage it so it is easier to analyze.

Anne McClard, Senior Researcher, Doxus worked with Shauna Pettit-Brown of Intel on a research project to understand the needs of mobile application developers throughout the world.

Intel needed to be able to analyze the data from several different angles, including segment and geography, a daunting task complicated by the number of interviews, interviewers, and world languages.

“The interviews were about an hour long, and pretty substantial,” McClard says. So, she needed to build a database to organize the transcripts in a way that made sense.

Different types of data are useful for different departments within a company; once your database is organized you can sort it by various threads.

The Intel study had three different internal sponsors. "When it came to doing the analysis, we ended up creating multiple versions of the presentation targeted to individual audiences," Pettit-Brown says.

The organized database enabled her to go back into the data set to answer questions specific to the interests of the three different groups.

This example was originally published in 4 Steps to Building a Qualitative Market Research Database That Works Better .

Example #7: National security survey’s priming

When conducting market research surveys, the way you word your questions can affect customers’ response. Even the way you word previous questions can put customers in a certain mindset that will skew their answers.

For example, when people were asked if they thought the U.S. government should spend money on an anti-missile shield, the results appeared fairly conclusive. Sixty-four percent of those surveyed thought the country should and only six percent were unsure, according to Opinion Makers: An Insider Exposes the Truth Behind the Polls .

But when pollsters added the option, "...or are you unsure?" the level of uncertainty leaped from six percent to 33 percent. When they asked whether respondents would be upset if the government took the opposite course of action from their selection, 59 percent either didn’t have an opinion or didn’t mind if the government did something differently.

This is an example of how the way you word questions can change a survey’s results. You want survey answers to reflect customer’s actual sentiments that are as free of your company’s previously held biases as possible.

This example was originally published in Are Surveys Misleading? 7 Questions for Better Market Research .

Example #8: Visa USA’s approach to getting an accurate answer

As mentioned in the previous example, the way you ask customers questions can skew their responses with your own biases.

However, the way you ask questions to potential customers can also illuminate your understanding of them. Which is why companies field surveys to begin with.

“One thing you learn over time is how to structure questions so you have a greater likelihood of getting an accurate answer. For example, when we want to find out if people are paying off their bills, we'll ask them to think about the card they use most often. We then ask what the balance was on their last bill after they paid it,” said Michael Marx, VP Research Services, Visa USA.

This example was originally published in Tips from Visa USA's Market Research Expert Michael Marx .

Example #9: Hallmark’s private members-only community

Online communities are a way to interact with and learn from customers. Hallmark created a private members-only community called Idea Exchange (an idea you could replicate with a Facebook or LinkedIn Group).

The community helped the greeting cards company learn the customer’s language.

“Communities…let consumers describe issues in their own terms,” explained Tom Brailsford, Manager of Advancing Capabilities, Hallmark Cards. “Lots of times companies use jargon internally.”

At Hallmark they used to talk internally about “channels” of distribution. But consumers talk about stores, not channels. It is much clearer to ask consumers about the stores they shop in than what channels they shop.

For example, Brailsford clarified, “We say we want to nurture, inspire, and lift one’s spirits. We use those terms, and the communities have defined those terms for us. So we have learned how those things play out in their lives. It gives us a much richer vocabulary to talk about these things.”

This example was originally published in Third Year Results from Hallmark's Online Market Research Experiment .

Example #10: L'Oréal’s social media listening

If you don’t want the long-term responsibility that comes with creating an online community, you can use social media listening to understand how customers talking about your products and industry in their own language.

In 2019, L'Oréal felt the need to upgrade one of its top makeup products – L'Oréal Paris Alliance Perfect foundation. Both the formula and the product communication were outdated – multiple ingredients had emerged on the market along with competitive products made from those ingredients.

These new ingredients and products were overwhelming consumers. After implementing new formulas, the competitor brands would advertise their ingredients as the best on the market, providing almost magical results.

So the team at L'Oréal decided to research their consumers’ expectations instead of simply crafting a new formula on their own. The idea was to understand not only which active ingredients are credible among the audience, but also which particular words they use while speaking about foundations in general.

The marketing team decided to combine two research methods: social media listening and traditional questionnaires.

“For the most part, we conduct social media listening research when we need to find out what our customers say about our brand/product/topic and which words they use to do it. We do conduct traditional research as well and ask questions directly. These surveys are different because we provide a variety of readymade answers that respondents choose from. Thus, we limit them in terms of statements and their wording,” says Marina Tarandiuk, marketing research specialist, L'Oréal Ukraine.

“The key value of social media listening (SML) for us is the opportunity to collect people’s opinions that are as ‘natural’ as possible. When someone leaves a review online, they are in a comfortable environment, they use their ‘own’ language to express themselves, there is no interviewer standing next to them and potentially causing shame for their answer. The analytics of ‘natural’ and honest opinions of our customers enables us to implement the results in our communication and use the same language as them,” Tarandiuk said.

The team worked with a social media listening tool vendor to identify the most popular, in-demand ingredients discussed online and detect the most commonly used words and phrases to create a “consumer glossary.”

Questionnaires had to confirm all the hypotheses and insights found while monitoring social media. This part was performed in-house with the dedicated team. They created custom questionnaires aiming to narrow down all the data to a maximum of three variants that could become the base for the whole product line.

“One of our recent studies had a goal to find out which words our clients used to describe positive and negative qualities of [the] foundation. Due to a change in [the] product’s formula, we also decided to change its communication. Based on the opinions of our customers, we can consolidate the existing positive ideas that our clients have about the product,” Tarandiuk said.

To find the related mentions, the team monitored not only the products made by L'Oréal but also the overall category. “The search query contained both brand names and general words like foundation, texture, smell, skin, pores, etc. The problem was that this approach ended up collecting thousands of mentions, not all of which were relevant to the topic,” said Elena Teselko, content marketing manager, YouScan (L'Oréal’s social media listening tool).

So the team used artificial intelligence-based tagging that divided mentions according to the category, features, or product type.

This approach helped the team discover that customers valued such foundation features as not clogging pores, a light texture, and not spreading. Meanwhile, the most discussed and appreciated cosmetics component was hyaluronic acid.

These exact phrases, found with the help of social media monitoring, were later used for marketing communication.

Creative Sample #7: Marketing communicating for personal care company with messaging based on discoveries from market research

“Doing research and detecting audience’s interests BEFORE starting a campaign is an approach that dramatically lowers any risks and increases chances that the campaign would be appreciated by customers,” Teselko said.

This example was originally published in B2C Branding: 3 quick case studies of enhancing the brand with a better customer experience .

Example #11: Levi’s ethnographic research

In a focus group or survey, you are asking customers to explain something they may not even truly understand. Could be why they bought a product. Or what they think of your competitor.

Ethnographic research is a type of anthropology in which you go into customers’ homes or places of business and observe their actual behavior, behavior they may not understand well enough to explain to you.

While cost prohibitive to many brands, and simply unfeasible for others, it can elicit new insights into your customers.

Michael Perman, Senior Director Cultural Insights, Levi Strauss & Co. uses both quantitative and qualitative research on a broad spectrum, but when it comes to gathering consumer insight, he focuses on in-depth ethnographic research provided by partners who specialize in getting deep into the “nooks and crannies of consumer life in America and around the world.” For example, his team spends time in consumers’ homes and in their closets. They shop with consumers, looking for the reality of a consumer’s life and identifying themes that will enable designers and merchandisers to better understand and anticipate consumer needs.

Perman then puts together multi-sensory presentations that illustrate the findings of research. For example, “we might recreate a teenager’s bedroom and show what a teenage girl might have on her dresser.”

This example was originally published in How to Get Your Company to Pay Attention to Market Research Results: Tips from Levi Strauss .

Example #12: eBags’ ethnographic research

Ethnographic research isn’t confined to a physical goods brand like Levi’s. Digital brands can engage in this form of anthropology as well.

While usability testing in a lab is useful, it does miss some of the real-world environmental factors that play a part in the success of a website. Usability testing alone didn’t create a clear enough picture for Gregory Casey, User Experience Designer and Architect, eBags.

“After we had designed our mobile and tablet experience, I wanted to run some contextual user research, which basically meant seeing how people used it in the wild, seeing how people are using it in their homes. So that’s exactly what I did,” Gregory said.

He found consumers willing to open their home to him and be tested in their normal environment. This meant factors like the television, phone calls and other family members played a part in how they experienced the eBags mobile site.

“During these interview sessions, a lot of times we were interrupted by, say, a child coming over and the mother having to do something for the kid … The experience isn’t sovereign. It’s not something where they just sit down, work through a particular user flow and complete their interaction,” Gregory said.

By watching users work through the site as they would in their everyday life, Gregory got to see what parts of the site they actually use.

This example was originally published in Mobile Marketing: 4 takeaways on how to improve your mobile shopping experience beyond just responsive design .

Example #13: John Deere’s shift from product-centric market research to consumer-centric research

One of the major benefits of market research is to overcome company blind spots. However, if you start with your blind spots – i.e., a product focus – you will blunt the effectiveness of your market research.

In the past, “they’d say, Here’s the product, find out how people feel about it,” explained David van Nostrand, Manager, John Deere's Global Market Research. “A lot of companies do that.” Instead, they should be saying, “Let's start with the customers: what do they want, what do they need?”

The solution? A new in-house program called “Category Experts” brings the product-group employees over as full team members working on specific research projects with van Nostrand’s team.

These staffers handle items that don’t require a research background: scheduling, meetings, logistics, communication and vendor management. The actual task they handle is less important than the fact that they serve as human cross-pollinators, bringing consumer-centric sensibility back to their product- focused groups.

For example, if van Nostrand’s team is doing research about a vehicle, they bring in staffers from the Vehicles product groups. “The information about vehicle consumers needs to be out there in the vehicle marketing groups, not locked in here in the heads of the researchers.”

This example was originally published in How John Deere Increased Mass Consumer Market Share by Revamping its Market Research Tactics .

Example #14: LeapFrog’s market research involvement throughout product development (not just at the beginning and the end)

Market research is sometimes thought of as a practice that can either inform the development of a product, or research consumer attitudes about developed products. But what about the middle?

Once the creative people begin working on product designs, the LeapFrog research department stays involved.

They have a lab onsite where they bring moms and kids from the San Francisco Bay area to test preliminary versions of the products. “We do a lot of hands-on, informal qualitative work with kids,” said Craig Spitzer, VP Marketing Research, LeapFrog. “Can they do what they need to do to work the product? Do they go from step A to B to C, or do they go from A to C to B?”

When designing the LeapPad Learning System, for example, the prototype went through the lab “a dozen times or so,” he says.

A key challenge for the research department is keeping and building the list of thousands of families who have agreed to be on call for testing. “We've done everything from recruiting on the Internet to putting out fliers in local schools, working through employees whose kids are in schools, and milking every connection we have,” Spitzer says.

Kids who test products at the lab are compensated with a free, existing product rather than a promise of the getting the product they're testing when it is released in the future.

This example was originally published in How LeapFrog Uses Marketing Research to Launch New Products .

Related resources

The Marketer’s Blind Spot: 3 ways to overcome the marketer’s greatest obstacle to effective messaging

Get Your Free Test Discovery Tool to Help Log all the Results and Discoveries from Your Company’s Marketing Tests

Marketing Research: 5 examples of discovering what customers want

Online Marketing Tests: How do you know you’re really learning anything?

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10 Marketing Case Study Examples: Learn How to Master Them in Your Campaigns

There are millions of blog posts, articles, and videos across the internet that try to give you advice about marketing. According to Google, at least 7,050,000 unique content pieces include the phrase “marketing tips.”

But with plenty of outdated and filler content creation to just build out a website, it’s hard to find applicable advice that actually works online.

In this article, you’ll learn from marketing case study examples that demonstrate what it takes to master channels like social media, email marketing , and PPC, as well as how to use case studies in your own campaigns.

Don’t rely on empty words. Learn powerful marketing best practices that are backed up with examples and data.

What is a marketing case study?

In marketing, a case study is an in-depth study of the effectiveness of a certain tool, tactic, or strategy. It focuses on measurable outcomes, like an increase in sales, visitors, or production hours.

Typically, it includes a few key elements:

• Introduction to the customer/client
• The problem the client needed to solve (should align with problems prospective clients also need to solve)
• The solution (and context of why your company/software was the right fit)
• Data from before and after implementing the solution

In a sense, a case study documents the journey of working with your company. And it gives potential future customers a reason to trust your company.

What are the different types of case studies in marketing?

In marketing, three main types of case studies are commonly used:

1. Third-person or client case studies: These highlight the experience of a specific client working with your company or using your product.

2. Explanatory case studies: These case studies explore the impact of a phenomenon or tactic, such as the company’s marketing strategy, and how it impacted its growth. In this case, it’s not based on first-hand experience, but rather observation and inference.

3. Implementation case studies: An implementation case study takes the average client case study a bit further, focusing on the actual implementation and covering it in detail.

You can also divide the case studies further by the type of medium they use — video or text.

And in 2024, video case studies are becoming more and more popular. Many companies even use them as remarketing ads to address potential objections.

Why should you use case studies?

Case studies are a powerful way to prove that your products or services work, showcase your expertise, and build trust with potential customers.

It’s a way to transition away from just “telling” your customers and instead start “showing” them through examples. There’s a reason the old copywriting maxim goes, “Show, don’t tell.”

Consumers’ trust in companies to tell the truth in advertising materials is lower than ever. In 2020, only 14% of consumers said they trust advertising to be honest about a product or service.

But that doesn’t mean you can’t generate trust with your company’s website.

Consumers trust third-party reviews, testimonials, and data. In fact, 91% of 18–34-year-olds trust online reviews as much as personal recommendations.

So you need social proof. And client case studies — especially those that interview the current clients — are the best of both worlds. You get to highlight data while getting powerful social proof that shows that your product works.

When just adding a simple customer testimonial to your website can increase conversion rates by up to 34% , imagine what a detailed, compelling case study can do.

1. Email marketing case study: Your Therapy Source

If you think that email is a marketing medium of the past, think again. At ActiveCampaign, we have hundreds of recent case studies that prove the opposite.

For example, Your Therapy Source receives a 2000% return on investment (ROI) from our campaigns simply by taking advantage of basic marketing automation .

In particular, a basic abandoned cart email represents around 30% of all revenue generated by automations.

With ActiveCampaign, that’s incredibly easy to set up. You can take advantage of our integrations with key e-commerce platforms like WooCommerce , Shopify , and more.

Because the case study goes into detail about exactly how the company achieved the results, it’s a combination of an implementation case study and a regular third-person case study.

2. Instagram marketing case study: Converse

If you look at all the top Instagram accounts in clothing, Converse has a much higher engagement rate than its competitors.

At 1.79%, their social media posts have an organic engagement rate over 15 times higher than Nike.

Why is that?

Let’s take a closer look at how they achieve these numbers:

When looking at Converse’s top Instagram posts, you quickly notice a trend. Collaborations with influential creators and artists — lately Tyler, the Creator — get a different level of engagement.

The post promoting their new collaboration shoe got over 183,000 likes in a few weeks. Converse even took it a step further and produced a short film with Tyler.

If you want to reach a wider number of people, combining audiences is a great strategy.

This is an example of an explanatory case study.

First, we worked backward from Converse’s powerful Instagram results. Then, we identified tactics that contribute to their high levels of engagement.

Because we didn’t work directly with Converse, and we’re only observing as an outsider, this is an explanatory case study.

3. Content marketing case study: porch.com

Fractl is a content marketing agency that worked with porch.com for over a year to earn 931 unique domain links, 23,000 monthly organic visits, and more.

The case study focuses on results over method — that means it’s a typical third-person case study.

They’re showcasing the results the company generated for a specific outside client without getting into the how-to.

These types of case studies are most useful for persuading hesitant potential customers to get on board. Showing that you’ve generated results for similar companies or people in the past is the best way to prove your skill set.

Depending on your target audience, going into detail with an implementation case study may be a better option.

4. SEO case study: Zapier study by Ryan Berg

This in-depth case study by Ryan Berg is a perfect example of how you can use explanatory case studies in your marketing.

It breaks down Zapier’s SEO strategy and how they created over 25,000 unique landing pages to improve their search rankings for different search terms.

Zapier’s main strategy revolves around targeting relevant long-tail keywords like “app A + app B integration.” That’s the key they used to generate serious organic traffic over the long term.

By breaking down industry leaders and how they rose to success, you can borrow some of their brand power and credibility.

You can use these kinds of case studies if your current clients don’t allow you to go into detail about the tactics you use to grow their online presence.

These case studies demonstrate to potential clients that you know what you’re talking about and have the expertise needed to help them succeed in their industry.

5. PPC case study: Google Ads and Saraf Furniture

When it comes to pay-per-click (PPC) advertising, Google was one of the earliest innovators. And in 2021, it’s still the largest digital advertiser globally, with $146.92 billion in ad revenue in 2020.

You might not think they need any more credibility, but Google still uses case studies, especially in emerging markets like India.

This case study shows how Google Ads helped Saraf Furniture generate 10 times more inbound leads each month and hire 1,500 new carpenters as a result.

Without going into details about the methods, it’s another typical third-person case study designed to build trust.

6. Video marketing case study: L’Oréal and YouTube

In this case study, various members of L’Oréal’s global marketing team break down exactly how they used YouTube ads to launch a new product.

As a result of the campaign, they were able to establish their new product as the No. 2 in its category and earn 34% of all mass sales across a network of online retailers.

The case study breaks down how they used YouTube for different stages — from awareness to loyalty. It’s another example of a third-person implementation case study.

7. Remarketing case study: AdRoll and Yoga Democracy

AdRoll is a remarketing platform that tracks your visitors and lets you show them targeted ads across the internet.

Their case study with Yoga Democracy perfectly showcases the power of the platform.

Look at these highlights:

• 200% increase in conversions
• 50% reduction in CPA
• 19% of total revenue attributed to AdRoll

These are metrics you’d love to show any potential customer. The case study goes into detail about how they built an effective remarketing campaign, including cart recovery emails and ads.

Because of the detail, you can classify this as an implementation case study.

8. Influencer marketing case study: Trend and WarbyParker

This influencer marketing case study from Warby Parker and Trend showcases how you can use influencer marketing even with a limited budget.

The “Wearing Warby” campaign was centered around showcasing influencers wearing Warby Parker glasses in their everyday life.

From mundane tasks like eating breakfast to artists creating a new masterpiece — it showcased Warby Parker’s products in use and made the brand more approachable for influencers’ followers.

This is another third-person case study, as it doesn’t go into much detail beyond the results.

9. Customer experience case study: App Annie and Coca-Cola

In this case study, Greg Chambers, the director of innovation for Coca-Cola, explains what App Annie brings to the table.

Instead of specific numbers and metrics, it focuses on the big-picture benefits that App Annie has on Coca-Cola’s customer experience.

The video interview format is also perfect for driving trust with potential customers.

Again, this is a typical third-person case study that you see a lot in the marketing world.

10. SaaS case study: Asana and Carta

Of course, it’s not just agencies and advertising platforms that need to master the use of case studies in digital marketing.

Let’s explore an example of a case study outside the marketing industry, in this case specifically for B2B marketers.

Asana is a project management platform that helps companies make their workflows more efficient.

It’s a good example of a case study that focuses more on the lived experience and less on the metrics.

This is a third-person case study that is closer to a client interview or testimonial, which is a good option if it’s hard to quantify improvements with metrics.

Best practices: How to use case studies in your own marketing campaigns

In this section, you’ll learn best practices to help you maximize the value of case studies in your own marketing campaigns.

Let’s look at four steps you can take to effectively use case studies.

Include a dedicated case study/customer stories page on your website

Most companies with a successful online presence have one of these pages. Emulate the top competitors in your industry by creating an improved version of their pages.

You can also add a case studies section to your resources page or blog.

Build CTAs into your case study pages

The chances are low that a random Googler will make it to your case studies. Most likely, it’s someone who thinks they might need your product.

So don’t be afraid to include calls to action throughout your case study pages.

Share case studies as part of your email marketing campaigns

Email marketing is hands-down the best channel for nurturing potential needs . That means you should always use case studies and customer success stories in your campaigns.

But it’s important that it doesn’t feel too promotional. Instead, share the unique steps they took to ensure success to deliver value, not just pitch.

Use case study video ads to overcome objections

When you’re thinking about buying a product, it’s easy to talk yourself out of it.

“It’s too expensive.” “It won’t work for me.” There are a lot of excuses and objections out there.

A case study video can be a powerful tool to overcome these objections in potential buyers.

Don’t overlook case studies when you’re planning your next marketing campaign. Towards the bottom end of the funnel, in stages like decision and action, they’re a powerful marketing tool.

When used right, case studies will help you fill your sales pipeline and provide your sales team with qualified leads.

Hopefully, the examples in this article taught you how you can use case studies in social media, email, and content marketing strategy to further your business goals.

You should also have learned how to use case studies to sell your company’s expertise.

If you want to grow your business, it’s crucial to learn from the people who have gone before you. In marketing, trying to learn all principles from scratch through trial and error would be a costly mistake.

If you’re ready to take advantage of marketing automation and email marketing tools that help similar businesses generate ROIs of 20x or higher, start your ActiveCampaign trial today .

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Marketing Research

40 case studies in branding.

[Apple: Innovation and Design as Brand Identity]

[Nike: Building a Global Brand Through Storytelling and Innovation]

[Tesla: Revolutionizing the Automotive Industry Through Innovation and Sustainability]

[Amazon: Transforming Retail and Beyond]

[Zoom: Connecting the World Through Video Communications]

[Beyond Meat: A Plant-Based Revolution]

[TikTok: A Dance with Global Success]

[Coca-Cola: Quenching the World’s Thirst for Over a Century]

[Netflix: Redefining the Future of Entertainment]

[Airbnb: Disrupting the Hospitality Industry]

[Starbucks: Brewing Success Through Innovation and Responsibility]

[The Walt Disney Company: A Kingdom of Creativity and Innovation]

[McDonald’s: Serving Success with a Side of Innovation]

[Dove (Unilever): Crafting Beauty and Confidence]

[IKEA: A Symphony of Design, Affordability, and Sustainability]

[LEGO: Building Blocks of Innovation and Success]

[Slack: Revolutionizing Workplace Communication]

[Patagonia: A Case Study in Sustainable Business Practices]

[Spotify: Transitioning from music sales to subscription streaming]

[Warby Parker: Disrupting the traditional eyewear market with an online-first approach]

[Allbirds: A Case Study in Sustainable Footwear Innovation]

40.1 Apple : Innovation and Design as Brand Identity

• Introduction:

Apple Inc., known for its revolutionary technology and design, has built its brand on innovation and a unique user experience. What began as a garage startup in 1976 has become one of the world’s most valuable companies. Let’s explore how Apple achieved this success.

• Background:

Founding and Early Years: Founded by Steve Jobs, Steve Wozniak, and Ronald Wayne, Apple started as a computer manufacturer. The launch of the Apple I computer in 1976 marked the company’s debut, and the subsequent Apple II became a significant success.

Rise to Prominence: With the introduction of the Macintosh in 1984, Apple emphasized graphical user interface, leading the way in user-friendly computing. The iPod, iPhone, iPad, and MacBook line have since become iconic products.

• Product Development: Regularly updating products to include the latest technology.
• Software Ecosystem: Creating a seamless software environment that ties different Apple products together.
• Aesthetic Appeal: Sleek and modern design across all products.
• User Experience: Emphasizing intuitive interfaces.
• Apple Ecosystem: The interoperability of products encourages customers to stay within the Apple brand.
• Customer Service: Apple’s customer support, including the Genius Bar in Apple Stores, provides personalized service.
• Store Design: Apple Stores are known for their minimalist design and layout.
• In-Store Experience: Offering hands-on experience with products and one-on-one customer service.
• High Pricing Strategy: Apple’s premium pricing limits accessibility for many consumers.
• Dependence on Key Products: A significant reliance on the iPhone, which generates a large portion of revenue.
• Manufacturing Practices: Criticisms regarding working conditions in factories.
• Environmental Concerns: Issues related to recycling and waste management.
• Cultural Impact and Legacy:

Apple’s marketing has not only sold products but also shaped culture.

Think Different Campaign: This campaign emphasized Apple’s image as a company for creative and unconventional thinkers.

Influence on Music Industry: With the iPod and iTunes, Apple changed how people buy and listen to music.

Smartphone Revolution: The iPhone transformed mobile communication.

• Conclusion:

Apple’s brand is more than just a logo; it’s a symbol of innovation, quality, and a unique customer experience. By consistently focusing on design and innovation, Apple has maintained a strong brand identity that resonates with consumers globally. Its success offers essential insights into how a focus on innovation, design, and customer experience can build a powerful and enduring brand. The company’s challenges and criticisms also provide a nuanced understanding of the complexities of operating at the forefront of technology.

• Further Exploration:

Apple’s Advertising: Analyzing various Apple advertising campaigns over the years.

Competitor Analysis: Understanding how Apple’s branding strategies compare with competitors like Samsung, Google, and Microsoft.

Future Outlook: Speculating on Apple’s future in an ever-changing technology landscape.

This extended case study provides a comprehensive view of Apple’s branding, suitable for students who want to delve deeply into branding’s multifaceted nature. It includes various aspects of branding, marketing, challenges, and impact, allowing for a rich understanding of how a brand can shape not only a company’s success but also influence broader culture and industry trends.

40.2 Nike: Building a Global Brand Through Storytelling and Innovation

Nike, Inc. is a household name synonymous with athleticism, performance, and innovation. Through its creative marketing strategies and commitment to design, Nike has become a leader in the sports apparel industry. This case study will explore Nike’s rise to prominence and the branding strategies that have kept it at the forefront of the sports industry.

• Founding and Early Years: Founded as Blue Ribbon Sports in 1964 by Bill Bowerman and Phil Knight, the company changed its name to Nike, Inc. in 1971. The famous swoosh logo and the “Just Do It” slogan became integral parts of the brand’s identity.
• Growth and Expansion: With an initial focus on running shoes, Nike expanded into various sports, including basketball, soccer, and golf, becoming a multi-sport brand.
• Historical Partnerships: Nike’s collaboration with athletes like Michael Jordan led to the creation of the Air Jordan line.
• Global Ambassadors: Associating with top athletes like Serena Williams, Cristiano Ronaldo, and LeBron James.
• Emotional Connection: Creating ads that resonate emotionally with consumers, such as the “Find Your Greatness” campaign.
• Social Commentary: Engaging in cultural conversations, like the Colin Kaepernick campaign.
• Technological Advancements: Such as Nike Air cushioning technology and Flyknit fabric.
• Customization: Allowing consumers to personalize products through the NIKEiD platform.
• Nike Run Clubs: Building a community around the brand through running clubs and apps.
• Sustainability Initiatives: Such as the “Move to Zero” campaign focusing on reducing environmental impact.
• Market Competition: Competition from brands like Adidas and Under Armour.
• Pricing Strategies: Balancing premium pricing with accessibility for a broader audience.
• Labor Practices: Historical criticisms regarding factory working conditions.
• Sustainability Challenges: Managing environmental impacts across the supply chain.

Nike’s influence goes beyond sports apparel.

Influence on Streetwear: Collaborations with designers like Virgil Abloh have made Nike relevant in fashion circles.

Promotion of Women’s Sports: Marketing campaigns focusing on female athletes.

Global Reach: Establishing a presence in various global markets and sports.

Nike’s brand success lies in its ability to intertwine sports, culture, and personal aspiration. Its collaborations with athletes, investment in storytelling, and commitment to innovation have made it a leader in the sports apparel industry. The challenges and criticisms it has faced provide insight into the complexities of maintaining a global brand. Understanding Nike’s branding strategies offers an exciting exploration into how a brand can connect with consumers on multiple levels and across diverse markets.

Analyzing Advertising Campaigns: Students may explore various campaigns to understand how Nike connects with different demographics.

Competitor Analysis: Comparing Nike’s strategies with competitors to understand market dynamics.

Future of Sports Branding: Speculating on the future of branding in the sports industry and how Nike may continue to innovate.

This comprehensive case study provides a deep understanding of Nike’s branding strategies and allows students to appreciate the multifaceted nature of branding in the modern market. The connections between sports, culture, innovation, and marketing weave together to create a compelling story that offers valuable insights for anyone interested in branding, marketing, or the sports industry.

40.3 Tesla: Revolutionizing the Automotive Industry Through Innovation and Sustainability

Tesla, Inc. is not just a car manufacturer; it’s a technology company with a mission to accelerate the world’s transition to sustainable energy. Founded by a group of engineers, including Elon Musk, who became the public face of the company, Tesla has become a symbol of innovation and environmental responsibility. This case study explores how Tesla achieved this status.

• Founding and Early Years: Founded in 2003 by Martin Eberhard and Marc Tarpenning, and later joined by Elon Musk, JB Straubel, and Ian Wright, Tesla started with a vision to create electric cars that didn’t compromise on performance.
• Road to Success: The launch of the Tesla Roadster in 2008 proved that electric cars could be both stylish and powerful. Subsequent models, including the Model S, Model X, Model 3, and Model Y, diversified the product line.
• Autopilot: Developing self-driving technology.
• Battery Technology: Pioneering advancements in battery efficiency and lifespan.
• Clean Energy Products: Including solar panels and the Powerwall for energy storage.
• Sustainable Manufacturing: Efforts to minimize environmental impact in production.
• Online Sales: Bypassing traditional dealerships, selling directly to consumers online.
• Customer Experience: Creating unique showrooms and offering test drives.
• Elon Musk’s Twitter Presence: Utilizing social media to promote and defend the brand.
• Product Launches: Hosting grand events to unveil new products.
• Production Challenges: Meeting demand and managing quality control.
• Market Competition: Growing competition from traditional automakers entering the EV market.
• Labor Practices: Controversies related to factory conditions.
• Autopilot Safety Concerns: Debates over the safety of Tesla’s self-driving technology.

Changing Automotive Industry: Pushing the entire automotive industry towards electric vehicles.

Energy Conversation: Shaping dialogues about renewable energy and climate change.

Stock Market Phenomenon: Tesla’s unique position in the stock market as a technology/automotive company.

Tesla’s brand represents a fusion of technology, sustainability, and luxury. Through innovative products, a focus on environmental responsibility, and disruptive sales models, Tesla has not only built a successful brand but has also changed the landscape of the automotive industry. Analyzing Tesla’s strategies, challenges, and impacts provides valuable insights into how a brand can be a catalyst for industry-wide change.

Comparative Analysis: Understanding how Tesla’s branding strategies differ from traditional automotive brands.

Future of Mobility: Speculating on the future of electric vehicles, autonomous driving, and Tesla’s role in shaping that future.

Global Expansion: Exploring Tesla’s efforts to expand into various global markets, such as China and Europe.

40.4 Amazon: Transforming Retail and Beyond

Amazon, founded by Jeff Bezos in 1994, started as an online bookstore and quickly expanded into a vast e-commerce platform that sells virtually everything. Beyond retail, Amazon has also entered cloud computing, entertainment, and even healthcare. This case study will explore Amazon’s diverse business activities and how they’ve contributed to its colossal success.

• Early Years: Started in a garage, focusing on books, before expanding into other categories.
• Global Expansion: Rapid growth into international markets and diversified product offerings.
• Customer Experience: One-click ordering, personalized recommendations, and fast shipping.
• Amazon Prime: Subscription model offering free shipping, video streaming, and more.
• Amazon Marketplace: Allowing third-party sellers to reach Amazon’s vast customer base.
• Amazon Web Services (AWS): A leading provider of cloud computing services.
• Voice Technology: Introduction of Alexa and Echo smart speakers.
• Amazon Studios: Producing and distributing original content.
• Twitch Acquisition: Engaging the gaming community.
• Whole Foods Acquisition: Entering the brick-and-mortar retail space.
• Amazon Pharmacy: Expanding into the healthcare sector.
• Market Power: Criticisms related to monopolistic practices.
• Tax Practices: Scrutiny over tax strategies and contributions.
• Working Conditions: Concerns over conditions in warehouses and treatment of employees.
• Environmental Impact: Criticisms related to packaging and carbon footprint.
• Changing Retail Landscape: Influencing consumer expectations and competitors’ strategies.
• Innovation Leader: Setting standards in technology, logistics, and customer service.

Amazon’s success story is a testament to innovation, diversification, and relentless focus on customer experience. By continuously expanding into new areas, Amazon has not only transformed retail but also various other industries. Examining Amazon’s strategies, challenges, and cultural impact provides a deep understanding of modern business dynamics and the role of branding in shaping industry landscapes.

Competitive Analysis: Understanding Amazon’s position among global tech giants.

Future Projections: Exploring potential new markets and technologies for Amazon.

Regulatory Landscape: Analyzing potential legal and regulatory challenges.

This extensive case study offers students a multifaceted exploration of one of the world’s most impactful brands. From e-commerce to entertainment, Amazon’s influence is felt across multiple sectors. Understanding its success and challenges provides insights into innovation, strategy, ethics, and the complex dynamics of modern business environments.

40.5 Zoom: Connecting the World Through Video Communications

Zoom Video Communications, known simply as Zoom, played a pivotal role in connecting people during a time of global upheaval. Founded by Eric Yuan in 2011, Zoom quickly rose to prominence as a leading platform for video conferencing, webinars, and collaboration. This case study explores Zoom’s exponential growth, the strategies that propelled it, and the challenges it faced along the way.

• Founding Vision: Eric Yuan, a former Cisco executive, founded Zoom with a mission to make video communication frictionless and reliable.
• Early Growth: Despite entering a competitive market, Zoom differentiated itself through ease of use and robust performance.
• Ease of Use: Simple interface, quick setup, and no user account required for joining meetings.
• Quality and Reliability: Consistent video and audio quality across various devices and internet connections.
• Business and Enterprise Solutions: Offering scalable solutions for organizations of all sizes.
• Education Sector: Customized features for virtual classrooms and administrative meetings.
• Healthcare Integration: Compliance with healthcare regulations for telemedicine use.
• Localization: Tailoring offerings to different regions and languages.
• Strategic Partnerships: Collaborating with hardware vendors and integrators for seamless user experience.
• Free Access for Schools: Providing free access to educational institutions during lockdowns.
• Scaling Infrastructure: Rapidly expanding server capacity to handle surging demand.
• Security Enhancements: Addressing early security concerns with significant updates and transparency.
• “Zoombombing” Incidents: Unwanted intrusions into meetings raised questions about security.
• Data Privacy Concerns: Scrutiny over encryption and data handling practices.
• Competing Platforms: Navigating competition from established players like Microsoft and new entrants like Google.
• Sustaining Growth: Challenges in maintaining growth rates as restrictions lift and in-person meetings resume.
• Changing Work Culture: Enabling remote work, hybrid models, and global collaboration.
• Social Connections: Facilitating social interactions, virtual family gatherings, and online events.
• Redefining Communication: Setting new standards for video communication and online engagement.

Zoom’s journey is a compelling study in understanding customer needs, agile adaptation, and effective scaling. From a startup competing against tech giants to becoming a household name, Zoom’s story offers valuable lessons in innovation, strategic planning, crisis management, and ethical considerations. Analyzing Zoom’s branding, growth strategies, challenges, and cultural impact provides rich insights into the dynamics of technology-driven market disruption and the responsibilities that come with rapid success.

Competitive Landscape Analysis: Understanding Zoom’s position in a fast-evolving market.

Ethical and Regulatory Considerations: Analyzing Zoom’s response to security and privacy concerns.

Long-term Strategy and Sustainability: Evaluating Zoom’s plans to sustain growth and diversify offerings.

40.6 Beyond Meat: A Plant-Based Revolution

Beyond Meat has become a synonym for the plant-based food movement, leading the way in creating meat alternatives that cater to a growing global demand for sustainable and ethical eating. This case study explores the company’s journey, its innovative products, market strategies, and the broader impact on the food industry.

• Founding Vision: Established by Ethan Brown in 2009, Beyond Meat aimed to address environmental, health, and ethical concerns related to animal agriculture.
• Product Innovation: The development of plant-based meat substitutes that mimic the taste, texture, and appearance of traditional meat.
• Not Just for Vegetarians: Positioning products to appeal to meat-eaters looking to reduce meat consumption.
• Retail and Food Service Partnerships: Collaborations with supermarkets, fast-food chains, and restaurants.
• Celebrity Endorsements: Engaging well-known advocates of plant-based diets, such as Bill Gates and Leonardo DiCaprio.
• Sustainability Messaging: Emphasizing the environmental and health benefits of plant-based foods.
• Adaptation to Local Tastes: Developing products tailored to various global markets and cuisines.
• Regulatory Compliance: Navigating complex food regulations in different countries.
• Rising Competitors: Facing competition from both traditional food companies and new entrants in the plant-based sector.
• Product Differentiation: Striving to stand out in an increasingly crowded market.
• Taste and Texture Expectations: Meeting consumer expectations for flavors and textures similar to traditional meat.
• Price Barriers: Addressing price competitiveness with animal-based products.
• Transparency in Ingredients: Providing clear information about ingredients and processing methods.
• Life Cycle Analysis: Assessing the full environmental impact of products, from production to consumption.
• Changing Consumer Habits: Influencing a shift in dietary preferences towards plant-based options.
• Industry Collaboration: Collaborations with traditional meat producers and food service providers.
• Impact on Animal Agriculture: Contributing to debates about the sustainability and ethics of conventional meat production.

Beyond Meat’s story represents a transformative moment in the food industry, reflecting a broader cultural shift towards sustainability and conscious consumption. By analyzing Beyond Meat’s product innovation, market strategies, challenges, and cultural impact, students can gain insights into how a company can both lead and adapt to changing consumer values and industry dynamics. This case encourages critical thinking about innovation, branding, competition, ethics, and the interplay between business and societal needs.

Comparative Analysis with Competitors: Examining strategies and approaches of other players in the plant-based food market.

Consumer Behavior Study: Investigating consumer attitudes towards plant-based alternatives.

Sustainability Assessment: Conducting a comprehensive analysis of the sustainability aspects of plant-based foods.

40.7 TikTok: A Dance with Global Success

TikTok, a social media app developed by Chinese tech company ByteDance, has quickly become a sensation, particularly among younger users. This case study examines TikTok’s rapid growth, innovative content delivery, competition, and the complex regulatory landscape it navigates.

• Launch and Growth: TikTok was launched in 2016 and merged with Musical.ly in 2018 to expand its reach in the U.S. market.
• Algorithm Magic: TikTok’s unique algorithm offers personalized content, leading to higher engagement and user retention.
• Short Video Format: Users create engaging 15-second videos with a wide array of editing tools.
• Personalized Feed: The “For You Page” algorithm provides a customized content feed, enhancing user experience.
• Hashtag Challenges: Promoting user-generated content through viral challenges.
• Collaborations and Duets: Enabling collaboration between users to foster community.
• Music and Dance Focus: Strong emphasis on music and dance-related content.
• Influencer Partnerships: Collaborating with youth influencers to drive adoption.
• Local Content Adaptation: Encouraging content that resonates with local cultures and trends.
• Strategic Advertising: Utilizing in-app advertising and partnerships with brands.
• Data Security Issues: Ongoing debates over data privacy and national security.
• Regulatory Scrutiny: Challenges related to compliance with international regulations.
• Competing for Attention: A battle with platforms like Instagram, Snapchat, and YouTube.
• Intellectual Property Concerns: Issues related to copyright and content ownership.
• Democratizing Content Creation: Empowering individuals to become content creators.
• Cultural Influence: Fostering global cultural exchange and trends.

TikTok’s story is a fascinating example of how a social media platform can become a global phenomenon through innovative technology, strategic targeting, community engagement, and adaptability to local cultures. This case allows students to explore various aspects of social media business, including algorithms, user engagement, competition, regulation, and cultural impact.

Algorithm Analysis: Delve into how TikTok’s algorithm works and compare it with other platforms.

Regulatory Compliance Study: Investigate TikTok’s compliance with different countries’ regulatory frameworks.

Cultural Impact Research: Explore how TikTok influences and reflects cultural trends across the globe.

40.8 Coca-Cola: Quenching the World’s Thirst for Over a Century

Coca-Cola, founded in 1886, has grown to become one of the world’s leading beverage companies. This case study explores Coca-Cola’s brand legacy, marketing innovations, product diversity, sustainability initiatives, and the challenges and opportunities in an ever-changing global beverage market.

• Founding and Early Years: From a pharmacy concoction to a global brand.
• Iconic Advertising Campaigns: A look at some of Coca-Cola’s most memorable marketing efforts.
• Logo and Packaging: The evolution of Coca-Cola’s iconic logo and bottle design.
• Sponsorships and Partnerships: Coca-Cola’s association with sports events, entertainment, and charities.
• Local Market Adaptation: Customizing products and campaigns to fit regional tastes and cultures.
• Digital Engagement: Leveraging social media and technology for customer engagement.
• Beverage Portfolio: Introduction to Coca-Cola’s diverse product line, including soft drinks, water, and juices.
• Health-Conscious Offerings: Response to changing consumer preferences towards healthier options.
• Water Stewardship: Initiatives to reduce water usage and support community water projects.
• Recycling and Packaging: Commitment to reducing plastic waste through recycling and innovative packaging.
• Market Competition: An overview of competitors like PepsiCo and changing consumer tastes.
• Health and Regulatory Scrutiny: Challenges related to sugar content and obesity concerns.
• Emerging Markets: Strategies and challenges in entering and thriving in new markets.
• Economic Sensitivities: How global economic fluctuations affect sales and operations.

Coca-Cola’s story offers an inspiring journey into the world of branding, marketing, innovation, and corporate responsibility. The brand’s ability to adapt, innovate, and remain socially responsible provides valuable insights for anyone interested in business, marketing, and sustainability.

Marketing Analysis: Investigate how Coca-Cola has maintained its brand appeal over time.

Sustainability Evaluation: Examine Coca-Cola’s efforts in promoting environmental stewardship.

Global Business Study: Analyze Coca-Cola’s strategies in adapting to different cultures and markets.

This student version of the Coca-Cola case study serves as an engaging educational resource for courses related to business, marketing, branding, sustainability, and global commerce. Through exploration, discussion, and critical analysis, students can uncover the multifaceted dynamics that have shaped Coca-Cola’s success and its continued relevance in today’s competitive and evolving marketplace. It invites learners to reflect on the power of branding, the importance of innovation, the challenges of global expansion, and the growing significance of corporate social responsibility in modern business.

40.9 Netflix: Redefining the Future of Entertainment

Netflix, founded in 1997, has transformed from a DVD rental service to a global streaming giant. With over 200 million subscribers worldwide, Netflix has redefined the way people consume entertainment. This case study explores Netflix’s growth, innovation, content strategy, and the challenges it faces in a competitive market.

• Founding and Early Growth: From a mail-order DVD service to streaming pioneer.
• Subscription Model: Introduction of the subscription model that revolutionized content consumption.
• Streaming Technology: Development of cutting-edge streaming technology to deliver content seamlessly.
• Personalized Recommendations: Utilization of algorithms to tailor content suggestions to individual viewers.
• Original Content Creation: Investment in exclusive shows and movies to differentiate from competitors.
• Content Licensing: Acquiring rights to popular shows and movies to broaden the content library.
• Localization Strategy: Adapting content to suit diverse cultural tastes and regulatory requirements.
• Emerging Markets Growth: Expanding into developing regions with unique pricing and content strategies.
• Streaming Wars: Competition with other streaming platforms like Amazon Prime, Disney+, and HBO Max.
• Regulatory and Legal Hurdles: Navigating complex international laws and content regulations.
• Content Piracy Concerns: Efforts to combat unauthorized sharing and illegal streaming of content.

Netflix’s story is a testament to innovation, adaptability, and the power of a customer-centric approach. The lessons drawn from Netflix’s success and ongoing challenges provide valuable insights for those interested in technology, media, marketing, and global business strategy.

Technology Analysis: Investigate how Netflix’s technological advancements have shaped its success.

Content Strategy Evaluation: Examine how Netflix’s original content creation has redefined the entertainment industry.

Global Business Study: Analyze Netflix’s strategies for entering and thriving in diverse global markets.

40.10 Airbnb: Disrupting the Hospitality Industry

Airbnb, established in 2008, has emerged as a disruptive force in the global hospitality industry. This platform connects hosts and travelers, providing unique accommodations and experiences. This case study examines Airbnb’s innovation, growth, and the challenges it faces, providing comprehensive insights for students interested in entrepreneurship, technology, law, and global business.

• Founding Story: How an idea to rent air mattresses turned into a revolutionary business concept.
• Peer-to-Peer Model: Airbnb’s model of connecting hosts with travelers and its impact on traditional lodging.
• Platform Design: Exploration of the user-friendly design, including search functionality, booking process, and communication between hosts and guests.
• Trust and Community Building: Methods of establishing trust through reviews, verification processes, host education, community guidelines, and conflict resolution.
• Revenue Model: Understanding Airbnb’s commission-based revenue model, pricing strategies, and value proposition for hosts and guests.
• Global Growth Strategy: Airbnb’s rapid expansion into various cities and countries, including marketing strategies, partnerships, and local engagement.
• Experiences and Diversification: Introduction of Airbnb Experiences, business travel accommodations, and other extensions of the platform.
• Challenges in Scaling: Examination of the obstacles faced during rapid growth, including maintaining quality, customer support, and local adaptation.
• Local Regulations and Compliance: Encounters with legal issues, zoning laws, city ordinances, and ongoing battles with regulators and the traditional hotel industry.
• Impact on Housing Markets: Exploration of criticisms and studies on Airbnb’s effect on local housing prices, availability, gentrification, and neighborhood dynamics.
• Safety and Liability Concerns: Analysis of safety measures, insurance policies, host responsibilities, and incidents that have raised concerns.
• Sustainable Travel Initiatives: Airbnb’s efforts to promote eco-friendly travel practices, partnerships with local communities, and support for responsible hosting.
• Community Outreach and Disaster Response: Airbnb’s involvement in community development and providing emergency accommodations during natural disasters or crises.
• Brand Identity and Positioning: Examination of Airbnb’s brand evolution, advertising campaigns, social media presence, and efforts to differentiate itself from competitors.
• Customer Segmentation and Personalization: Strategies for targeting different customer segments and personalizing the user experience through algorithms and data analysis.

Airbnb’s transformation of the hospitality industry offers an in-depth look into technology-driven disruption, entrepreneurial innovation, community engagement, legal complexities, and social impact. The multifaceted nature of Airbnb’s journey provides a rich context for exploring diverse business concepts.

• Further Exploration and Assignments:

Platform Analysis Project: Students analyze Airbnb’s platform functionality, user experience, and technological innovations.

Regulatory Environment Study: Research and debates on the legal and ethical aspects of Airbnb’s operations in different regions.

Global Strategy Simulation: Group exercise to plan Airbnb’s entry into a new market, considering cultural, legal, and market dynamics.

Social Impact Assessment: Critical evaluation of Airbnb’s social responsibility efforts, community impact, and sustainability initiatives.

40.11 Starbucks: Brewing Success Through Innovation and Responsibility

Starbucks, founded in 1971 in Seattle, Washington, has become a global coffee icon, known for its premium quality coffee, unique store ambiance, and commitment to social responsibility. This case study examines Starbucks’ journey from a single store to an international chain, focusing on its strategic decisions, marketing practices, innovations, and challenges.

• Founding and Early Years: How Starbucks transformed from a single store selling quality coffee beans into a global coffeehouse chain.
• Mission and Vision: An examination of Starbucks’ commitment to inspiring and nurturing the human spirit, one cup at a time.
• Retail Innovation: An exploration of Starbucks’ unique store designs, customer experience, and the introduction of the “third place” concept.
• Product Diversification: Starbucks’ expansion into various products, including specialty beverages, food, packaged products, and even non-coffee items.
• Global Expansion: Strategies and challenges in entering new markets across different continents.
• Brand Building and Positioning: How Starbucks built a strong brand that emphasizes quality, community, and ethical sourcing.
• Loyalty Programs: The impact and success of Starbucks’ rewards program in enhancing customer loyalty and retention.
• Digital Engagement: Utilizing mobile apps, social media, and digital marketing to engage customers.
• Ethical Sourcing: Commitment to sourcing ethically produced coffee through fair trade practices and farmer support.
• Environmental Initiatives: Efforts in reducing waste, conserving energy, and promoting reusable products.
• Community Engagement: Investing in local communities through education, volunteerism, and support for local causes.
• Market Saturation: The challenge of maintaining growth amid increasing competition and market saturation.
• Cultural Sensitivity: Navigating cultural differences in global markets and occasional backlashes.
• Economic Factors: Responding to economic downturns and changes in consumer spending habits.
• Mobile Ordering: Implementing mobile ordering and payment systems to enhance convenience.
• Data Analytics: Leveraging data to personalize marketing and enhance customer experiences.
• Partnerships with Technology Companies: Collaborations to expand reach and offer new products.

Starbucks’ story offers valuable insights into brand building, global expansion, innovation, social responsibility, and resilience in the face of challenges. Its journey from a single store to a global chain showcases the importance of strategic decision-making, adaptability, and commitment to core values.

Supply Chain Analysis: Investigate Starbucks’ complex supply chain and its approach to ensuring quality and ethical practices.

Competitive Landscape Study: Analyze Starbucks’ competitive positioning and the dynamics of the coffeehouse industry.

Crisis Management Review: Examine Starbucks’ response to various challenges and crises over the years.

40.12 The Walt Disney Company: A Kingdom of Creativity and Innovation

The Walt Disney Company, founded in 1923 by Walt and Roy O. Disney, has grown from a small animation studio to a global entertainment conglomerate. This case study delves into Disney’s storied history, business diversification, technological leadership, and strategies that have made it a symbol of creativity and imagination.

• Founding and Early Success: The birth of Mickey Mouse, the creation of the first synchronized sound and full-color cartoons, and the groundbreaking “Snow White and the Seven Dwarfs.”
• Expanding the Magic Kingdom: Disney’s foray into theme parks, beginning with Disneyland in 1955 and followed by a global expansion.
• Diversification: Exploration of Disney’s diversification into various entertainment sectors, including movies, television, theme parks, merchandise, and media networks.
• Content Creation and Distribution: Examination of Disney’s strategies in producing and distributing content through various channels, including streaming services like Disney+.
• Global Expansion: Analysis of Disney’s strategies to enter and thrive in international markets, including China and Europe.
• Brand Building: How Disney built a universally loved brand based on storytelling, characters, and immersive experiences.
• Synergy: Understanding how Disney leverages its characters and stories across multiple business segments.
• Digital Engagement: Exploration of Disney’s digital marketing efforts, social media presence, and engagement with younger audiences.
• Revolutionizing Animation: Disney’s pioneering role in animation technology, including the introduction of CGI.
• Immersive Experiences: The integration of technology in theme parks for personalized and interactive experiences.
• Strategic Acquisitions: Insight into Disney’s acquisitions, including Pixar, Marvel, Lucasfilm, and 21st Century Fox.
• Collaborations and Partnerships: Exploration of Disney’s collaborations with other companies to enhance its product offerings and reach.
• Corporate Social Responsibility (CSR): Disney’s efforts in environmental conservation, community support, and ethical sourcing.
• Content and Cultural Sensitivity: Balancing storytelling with cultural respect and inclusiveness.
• Market Saturation and Competition: Navigating an increasingly competitive media and entertainment landscape.
• Regulatory and Legal Challenges: Adhering to varying regulations across global markets.
• Pandemic Response: Adaptation and response to the COVID-19 pandemic’s impact on various business segments.

The Walt Disney Company’s journey offers a captivating exploration of creativity, innovation, strategic thinking, and adaptability. From pioneering animation to building global theme parks, launching streaming services, and acquiring leading entertainment brands, Disney’s story is a rich lesson in entrepreneurship, marketing, technology, and global business strategies.

Leadership Analysis: Investigate Disney’s leadership strategies and the role of key leaders in shaping the company.

Competitive Landscape Study: Analyze Disney’s competitive positioning and the dynamics of the entertainment industry.

Crisis Management Review: Examine Disney’s response to various challenges, including economic downturns and unexpected crises.

40.13 McDonald’s: Serving Success with a Side of Innovation

McDonald’s is more than just a fast-food chain; it’s a global phenomenon that has shaped the way people eat around the world. Founded in 1940 by Richard and Maurice McDonald, the company has since evolved into a multi-billion-dollar giant with thousands of locations worldwide. This case study examines the key ingredients behind McDonald’s success.

• Founding and Early Growth: A look at McDonald’s beginnings, from a single drive-in to the creation of the Speedee Service System, a precursor to the modern fast-food restaurant.
• Global Expansion: How McDonald’s turned the Golden Arches into an international symbol, adapting to various cultures and tastes.
• Franchising: Exploration of McDonald’s franchising model and how it fueled the company’s rapid growth.
• Menu Innovation: How McDonald’s constantly innovates its menu to meet consumer demands and local preferences.
• Supply Chain Management: Examination of McDonald’s logistical prowess in sourcing and distributing ingredients across the globe.
• Sustainability Efforts: An insight into McDonald’s initiatives to reduce environmental impact and promote sustainable practices.
• Iconic Branding: Understanding how the Golden Arches and characters like Ronald McDonald became global icons.
• Advertising and Promotions: A review of memorable ad campaigns and marketing strategies that resonate with various demographics.
• Customer Experience: How McDonald’s focuses on customer satisfaction through services like McDelivery and the recent digital transformation.
• Digital Ordering and Mobile Apps: Exploration of McDonald’s embrace of technology to enhance customer convenience.
• Smart Restaurants: How technology is changing the in-store experience, from kiosks to AI-powered drive-thrus.
• Health Concerns: Analysis of criticisms regarding the nutritional content of McDonald’s food and the company’s response.
• Labor Practices: Discussion of challenges related to employee wages, benefits, and working conditions.
• Competitive Landscape: Examination of the fast-food market competition and how McDonald’s maintains its edge.
• Adaptation to Changing Consumer Preferences: The shift towards healthier options and how McDonald’s is responding.
• Investments in Technology: Future technological innovations that may shape the McDonald’s experience.
• Sustainability Goals: Long-term objectives in minimizing environmental impact and promoting social responsibility.

McDonald’s journey offers a multifaceted case study in entrepreneurship, innovation, marketing, global expansion, and adaptability. From flipping burgers in a single location to flipping the script on fast food worldwide, the company continues to evolve, facing new challenges and seizing opportunities.

40.14 Dove (Unilever): Crafting Beauty and Confidence

Dove, a personal care brand owned by Unilever, has become synonymous with beauty and self-esteem through its innovative products and socially conscious campaigns. This case study invites you to explore Dove’s journey and its commitment to promoting a more inclusive and positive depiction of beauty.

• Dove’s Inception: A look at the brand’s origins in 1957 with the launch of the Dove Beauty Bar.
• Product Portfolio: Overview of Dove’s wide range of personal care products, including body wash, hair care, and skincare.
• The “Real Beauty” Campaign: Examination of Dove’s groundbreaking campaign that challenged conventional beauty standards.
• Customer Engagement: Insights into Dove’s interaction with customers through social media, events, and community outreach.
• Global Expansion: Strategies behind Dove’s growth into various international markets and adaptation to different cultures.
• Research and Development: A look at how Dove constantly innovates its product line through scientific research and consumer insights.
• Sustainability Initiatives: Understanding Dove’s efforts in reducing environmental impact and promoting ethical sourcing.
• Promoting Self-Esteem: Analysis of Dove’s initiatives to enhance self-esteem, particularly among young women, through education and advertising.
• Partnerships and Collaborations: How Dove collaborates with NGOs, influencers, and other stakeholders to amplify social messages.
• Market Competition: Assessment of the competitive landscape and how Dove differentiates itself.
• Advertising Backlash: Discussion of certain advertising missteps and how the brand managed the fallout.
• Trend Adaptation: Exploration of how Dove aligns with emerging beauty and wellness trends.
• Technology Integration: How Dove leverages technology, including AI and data analytics, for product development and personalized experiences.
• Sustainability Goals: Examination of Dove’s long-term commitment to environmental sustainability and ethical practices.

Dove’s journey presents an engaging case study that goes beyond products and marketing to encompass social values, consumer connection, innovation, and global reach. The brand’s commitment to challenging beauty norms and promoting self-esteem has set it apart in a crowded market.

40.15 IKEA: A Symphony of Design, Affordability, and Sustainability

• Founding and Mission: Founded in Sweden in 1943 by Ingvar Kamprad, IKEA’s mission is to “create a better everyday life for many people.” It emphasizes affordability, design, and functionality.
• Overview of Offerings: IKEA offers a wide range of home furnishings, including furniture, kitchen appliances, decor, and accessories.
• Global Presence: With over 400 stores in 50 countries, IKEA has become a global leader in the home furnishing industry.
• Product Design and Development: IKEA’s products are known for minimalist design, functionality, and ease of assembly. Collaboration with designers worldwide keeps its offerings fresh and innovative.
• Supply Chain and Manufacturing: A well-integrated supply chain with close relationships to over 1,000 suppliers allows IKEA to maintain low costs while ensuring quality and sustainability.
• Retail Experience: The IKEA in-store experience is distinctive with showrooms, self-service warehouses, and in-store restaurants offering Swedish cuisine.
• Pricing Strategy: IKEA’s cost-conscious approach means designing products from the price tag up, ensuring affordability without compromising on quality.
• Digitalization and E-commerce: With a strong online presence, IKEA provides customers with online shopping options, planning tools, and virtual product previews.
• Advertising Campaigns: IKEA uses creative and often humorous advertising to appeal to a broad customer base, focusing on life improvement and solutions.
• Online Engagement: Digital catalogs, apps, and social media keep IKEA’s audience engaged and provide valuable customer insights.
• In-store Promotions: Seasonal displays and in-store events promote new products and encourage customer interaction.
• Brand Identity and Values: IKEA’s brand emphasizes sustainability, inclusiveness, and accessibility.
• Environmental Practices: Commitment to sustainable sourcing, waste reduction, and energy efficiency are core to IKEA’s operations.
• Renewable Energy Projects: IKEA invests in wind and solar energy, aiming to produce as much renewable energy as it consumes in its operations by 2030.
• Social Responsibility: The IKEA Foundation supports initiatives related to children’s education, refugee support, and climate change.
• Sustainable Product Lines: IKEA offers products that promote sustainable living, from energy-efficient appliances to recycled materials.
• Cultural Adaptation: IKEA adapts its product lines and marketing to reflect local tastes, customs, and living conditions.
• Market Entry Strategies: IKEA studies each market carefully, adapting its store format and product selection to local needs.
• Challenges in Different Markets: Navigating regulations, cultural differences, and local competition has posed challenges in some markets.
• Competition and Market Pressures: IKEA faces competition from both traditional furniture stores and online platforms.
• Cultural Missteps: Some global marketing campaigns have been criticized for insensitivity to local cultures.
• Quality Concerns: IKEA’s emphasis on low cost has sometimes led to perceived quality issues.
• Emerging Markets: Expansion into new markets like India and South America presents opportunities and challenges.
• Technological Innovations: IKEA is exploring augmented reality, artificial intelligence, and smart home technologies.
• Sustainability Goals: Commitment to further sustainability through its entire value chain.
• Collaborations and Partnerships: IKEA’s collaboration with designers, tech companies, and even other retailers fuels innovation.

IKEA’s unique blend of design, affordability, sustainability, and global reach has made it a standout brand in the home furnishing industry. The company’s multifaceted approach offers a rich study of modern retail, branding, international business, and corporate responsibility. The complexities and successes of IKEA’s model provide invaluable insights and inspiration for students across various disciplines.

40.16 LEGO: Building Blocks of Innovation and Success

• Founding and History: LEGO was founded in 1932 by Ole Kirk Christiansen in Billund, Denmark. The LEGO brick, as we know it today, was launched in 1958.
• Product Portfolio: Beyond the iconic bricks, LEGO’s products include themed sets, video games, movies, and educational tools.
• Mission and Values: LEGO’s mission is to “Inspire and develop the builders of tomorrow” through creative play and learning.
• Innovation in Design: LEGO constantly innovates its product line, incorporating new themes and licensed partnerships (e.g., Star Wars, Marvel).
• Quality and Precision: The manufacturing process emphasizes precision and quality, ensuring compatibility across generations of LEGO bricks.
• Digital Expansion: LEGO has embraced digital gaming and augmented reality experiences, extending the brand into the digital realm.
• Brand Building: LEGO’s brand revolves around creativity, imagination, learning, and fun.
• Advertising and Promotion: Utilizing various channels, LEGO engages customers through inventive advertising campaigns and social media.
• Community Engagement: LEGO Ideas invites fans to submit and vote on new product ideas. The LEGO community is actively engaged in product development, events, and online forums.
• Retail Experience: LEGO stores offer hands-on experiences with play areas, workshops, and exclusive products.
• Online Shopping: The online store provides an extensive product selection, customization options, and exclusive membership benefits.
• Global Distribution: LEGO products are available in more than 140 countries through various retail channels.
• LEGO Education: Through LEGO Education, the company offers learning solutions that encourage hands-on, playful learning in schools.
• Charitable Activities: The LEGO Foundation supports children’s development and learning through various global initiatives.
• Environmental Sustainability: LEGO is committed to reducing its environmental impact, including the goal to produce all products and packaging with sustainable materials by 2030.
• Market Pressures: Facing competition from both traditional toys and digital games, LEGO has had to continuously innovate and adapt.
• Intellectual Property Issues: LEGO has faced legal challenges around patents and copyrights, particularly concerning the design of its bricks.
• Economic Fluctuations: Economic downturns and shifts in consumer behavior have influenced LEGO’s sales and growth strategies.
• Adaptation to Local Markets: LEGO tailors its marketing and product strategies to different cultures and consumer preferences.
• Challenges in Emerging Markets: Entering new markets such as China has presented both opportunities and challenges, including issues related to counterfeiting.
• Technological Innovation: LEGO continues to explore new technologies, such as 3D printing and artificial intelligence.
• Collaborations and Licensing: Partnerships with entertainment franchises and designers fuel creativity and market reach.
• Focus on Adult Fans: LEGO has been expanding its appeal to adult fans through complex sets and themes that cater to various interests.

LEGO’s journey from a small carpentry shop to a global brand is a study in innovation, adaptability, community engagement, and brand stewardship. Its commitment to quality, creativity, and social responsibility offers a multifaceted case study with insights into product development, marketing, sustainability, global business strategy, and more. The story of LEGO inspires aspiring entrepreneurs, marketers, designers, and leaders to think creatively and act with purpose and integrity.

40.17 Slack: Revolutionizing Workplace Communication

• Founding and Background: Launched in 2013 by Stewart Butterfield, Eric Costello, Cal Henderson, and Serguei Mourachov, Slack has quickly become one of the leading tools for team communication.
• Business Model: Slack offers a freemium model where basic features are free, with paid plans for more functionality.
• Key Features: Slack provides channels, direct messaging, file sharing, integrations with other tools, and more to enhance team communication.
• Innovation and Updates: Continual updates and feature enhancements have kept Slack at the forefront of workplace communication tools.
• User-Centric Design: Slack’s interface is designed for ease of use and collaboration, reducing email overload.
• Target Audience: Primarily targeting businesses, both small and large, Slack has also found usage in communities and other groups.
• Growth Strategies: Referral programs, partnerships, and effective content marketing have contributed to Slack’s rapid adoption.
• Customer Engagement: Slack has utilized community engagement, feedback, and customer support to foster loyalty and improve its product.
• Competitors: Major competitors include Microsoft Teams, Zoom, and others offering communication and collaboration tools.
• Differentiation: Slack’s integrations, customization, and user experience have been key differentiators.
• Security Concerns: As with many digital platforms, security and privacy have been challenges, and Slack has implemented measures to ensure data protection.
• Freemium to Premium: The free version attracts users, while additional features and support drive customers to paid plans.
• Enterprise Solutions: Slack’s Enterprise Grid offers solutions tailored to large organizations, including advanced security and administrative features.
• Localization and Cultural Adaptation: Slack has localized its product for various markets and cultures to drive global adoption.
• Challenges in Emerging Markets: Issues such as local compliance, competition, and connectivity can present challenges in various regions.
• Pandemic Response: The shift to remote work during the COVID-19 pandemic led to a surge in Slack usage, adapting to new work patterns.
• Long-term Trends: Remote and hybrid work trends may shape Slack’s future development and market positioning.
• Strategic Acquisitions: Acquiring companies like Rimeto added capabilities to Slack’s portfolio.
• Partnerships: Collaborations with companies like Google, Salesforce, and others have extended Slack’s functionality.
• Salesforce Acquisition: The pending acquisition by Salesforce as of the cut-off knowledge date may significantly shape Slack’s future direction.
• Continued Innovation: Slack continues to explore new features, integrations, and market opportunities.

Slack’s story offers insights into the fast-paced world of technology startups, product development, global expansion, and market competition. Its response to changing work patterns and its strategic acquisitions and partnerships make it a rich subject for study. The lessons from Slack’s journey are relevant to aspiring entrepreneurs, product managers, marketers, and others interested in technology, innovation, and the future of work.

40.18 Patagonia: A Case Study in Sustainable Business Practices

• Background: Patagonia, founded in 1973 by Yvon Chouinard, is an outdoor clothing and gear retailer known for its commitment to environmental sustainability.
• Mission: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
• Innovation: Patagonia has been a leader in developing sustainable fabrics and materials.
• Quality & Durability: Emphasizing long-lasting products to reduce consumerism.
• Recycling & Repairing: Offering repair services and encouraging recycling of products through programs like “Worn Wear.”
• Transparency: Publicly sharing supply chain information and environmental impacts.
• Activism Marketing: Taking strong stances on environmental and social issues.
• Community Engagement: Collaborating with NGOs and community organizations.
• Supply Chain: Focusing on ethical production, fair labor practices, and organic materials.
• Environmental Activism: Regularly donating to environmental causes and supporting conservation efforts.
• B Corp Certification: Patagonia is a certified B Corporation, aligning profit with purpose.
• Profit vs. Purpose: Balancing strong financial growth with a commitment to environmental and social responsibility.
• Investing in Sustainability: Reinvesting profits in sustainable initiatives and environmental causes.
• Market Competition: Navigating a competitive market while maintaining ethical standards.
• Scale and Growth: Balancing growth and scalability with sustainability commitments.
• Greenwashing Accusations: Managing perceptions and criticisms related to authenticity and impact.
• International Expansion: Adapting sustainable practices across diverse markets and cultures.
• Global Partnerships: Collaborating with global organizations to expand environmental initiatives.
• Employee Engagement: Fostering a workplace culture that aligns with company values.
• Leadership and Governance: Maintaining leadership that embodies the brand’s ethos.
• Influencing Other Brands: Patagonia’s practices have influenced other companies to consider sustainability.
• Industry Collaboration: Working with competitors on common goals such as responsible sourcing.
• Adaptation to Climate Change: Developing strategies to mitigate and adapt to the impacts of climate change.
• New Market Opportunities: Exploring new product lines and markets while adhering to core values.

Patagonia serves as a compelling example of a company that has successfully integrated sustainability, ethical considerations, and environmental activism into every aspect of its business. From innovative product development to bold marketing strategies and influential industry leadership, Patagonia’s case study offers valuable insights for those interested in business ethics, environmental stewardship, social entrepreneurship, and innovative brand management. The brand’s ongoing challenges and successes provide rich material for analysis and reflection on the future of sustainable business practices.

40.19 Spotify: Transitioning from music sales to subscription streaming

• Background: Spotify, founded in 2006 by Daniel Ek and Martin Lorentzon, transformed the way people access and enjoy music.
• Mission: “To unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.”
• Streaming Model: Spotify’s on-demand streaming model allows users to access millions of songs and podcasts.
• Algorithm & Personalization: The use of algorithms to create personalized playlists and recommendations.
• Freemium Model: Free, ad-supported tier alongside premium subscriptions.
• Revenue Streams: Subscriptions, advertising, and partnerships.
• User Engagement: Innovative playlists like “Discover Weekly” engage users.
• Collaborations: Partnerships with artists, labels, and other brands.
• International Reach: Spotify has expanded to numerous countries, adapting to various markets and regulations.
• Localized Content: Offering content that resonates with local cultures and tastes.
• Market Competitors: Facing competitors like Apple Music, Amazon Music, and YouTube Music.
• Royalty Disputes: Navigating complex relationships with labels, artists, and rights holders.
• Environmental Footprint: Efforts to reduce carbon footprint and promote sustainable practices.
• Supporting Artists: Initiatives to support emerging artists and creatives.
• New Features: Continual innovation in features and user experience.
• Podcasts and Original Content: Investing in podcasts and original content to diversify offerings.
• Technology Investments: Exploring technologies like AI to enhance user experience.
• Changing Consumer Behavior: Transforming the way people consume and interact with music.
• Influence on the Music Industry: Affecting record labels, artists, and music distribution.

Spotify’s rise as a leading music streaming platform offers a multifaceted case study encompassing technology innovation, marketing strategies, global expansion, and industry impact. From navigating complex licensing agreements to crafting personalized user experiences, Spotify’s journey provides valuable insights into digital transformation, competitive strategy, customer engagement, and the future of entertainment. It serves as a valuable example for understanding modern business dynamics in the digital age, including the ongoing challenges and opportunities of operating in a rapidly evolving industry.

40.20 Warby Parker: Disrupting the traditional eyewear market with an online-first approach

• Background: Founded in 2010, Warby Parker aimed to offer designer eyewear at a fraction of the price through a direct-to-consumer model.
• Mission: “To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.”
• Design: In-house design leading to unique and affordable eyewear.
• Home Try-On: A free program allowing customers to try on glasses at home before purchasing.
• Direct-to-Consumer: Selling directly to customers through e-commerce and physical stores, cutting out intermediaries.
• Social Responsibility: “Buy a Pair, Give a Pair” program donates glasses to those in need.
• Digital Marketing: Effective use of social media and content marketing.
• Community Engagement: Building brand loyalty through community events and collaborations.
• Physical Stores: Combining e-commerce with brick-and-mortar stores for an omnichannel experience.
• International Growth: Expanding to Canada and other markets, adapting to local regulations and preferences.
• Traditional Competitors: Competition with traditional eyewear brands and retailers.
• Copycat Brands: Managing competition from similar direct-to-consumer eyewear startups.
• Environmentally Conscious Manufacturing: Commitment to using sustainable materials.
• Carbon Neutrality: Efforts to reduce and offset carbon emissions.
• Virtual Try-On: Use of augmented reality for virtual try-ons via mobile app.
• Telehealth Services: Offering eye exams and prescriptions through telehealth technology.
• Disrupting Traditional Retail: Changing the way people shop for glasses.
• Promoting Social Responsibility: Encouraging other brands to adopt socially responsible practices.

Warby Parker’s innovative approach to eyewear retail has not only disrupted traditional industry practices but also set new standards in customer experience, social responsibility, and sustainability. Through its unique business model, commitment to social causes, and use of technology, Warby Parker has carved out a unique position in the market. The case study of Warby Parker offers valuable insights into how innovative thinking, customer-centric approaches, and ethical business practices can create a strong brand identity and successful business in today’s competitive retail landscape. It’s an exemplary story for understanding modern entrepreneurship, retail strategies, marketing, and social entrepreneurship.

40.21 Allbirds: A Case Study in Sustainable Footwear Innovation

• Background: Allbirds, founded in 2016 by Tim Brown and Joey Zwillinger, aimed to create comfortable and sustainable footwear.
• Mission: “To tread lighter on the planet while making better things people love to wear.”
• Sustainable Materials: Allbirds uses renewable materials like merino wool and eucalyptus fiber.
• Comfort and Design: Combining sustainable materials with comfortable and aesthetically appealing design.
• Direct-to-Consumer: Selling directly to customers to reduce costs and improve accessibility.
• Ethical Sourcing: Ensuring the ethical treatment of animals and workers in the supply chain.
• Storytelling: Emphasizing the brand’s commitment to sustainability and innovative materials.
• Word-of-Mouth: Leveraging satisfied customers as brand advocates.
• International Presence: Expanding into international markets while staying true to the brand’s values.
• Localized Initiatives: Tailoring products and marketing to suit local preferences.
• Market Competitors: Competing with established footwear brands and other sustainable startups.
• Scale and Sustainability: Balancing growth with maintaining eco-friendly practices.
• Carbon Footprint: Measuring and reducing the brand’s carbon footprint.
• Circular Economy: Exploring ways to make footwear more recyclable and sustainable.
• Transparency: Sharing information about the supply chain and material sources.
• Community Engagement: Partnering with organizations for social and environmental causes.
• Research and Development: Continuing to innovate with new materials and product lines.
• Market Expansion: Exploring new markets and consumer segments.
• Changing Consumer Behavior: Influencing the way consumers think about sustainable products.
• Inspiring Competitors: Encouraging other brands to prioritize sustainability.

Allbirds’ unique approach to footwear production, blending innovation, comfort, and sustainability, has positioned it as a leader in the sustainable fashion movement. The Allbirds case study provides a valuable window into the world of sustainable business, marketing, and product innovation. By exploring Allbirds’ strategies and challenges, students can gain insights into how a commitment to ethical practices, environmental consciousness, and customer satisfaction can drive success in today’s competitive market. The case offers lessons for those interested in entrepreneurship, sustainable business practices, and ethical consumerism.

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      

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Here’s a collection of our client work across many industries. Each study demonstrates our thoughtful response to particular research needs and how our approach made a difference.

Green Marketing

Does 'yummy' play a role in profitability of this alternative-protein source.

Our client was excited about a new plant-based protein that could be marketed to clients. But the “yum” factor played a big part in the demand for it.

Do U.S. consumers believe a tire company can be "green"?

Global tire manufacturer needed to understand sustainability views of their existing U.S. consumer market segments so they could fully develop their green marketing strategy focused on a circular economy.

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Applying an integrated qual-quant approach to unravel the why behind member termination.

Business Challenge A well-known, dominant health insurance company asked TRC for research help to gain clarity as to why members were canceling insurance, despite a history of positive experiences with the plan. Prior research demonstrated that t...

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Defining and refining a beverage category.

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How to Mix 100+ Product Lines of House Paint

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Van Westendorp Technique and Price Points

With more than 40,000 auto dealer clients, this service provider needed us to help identify potential, optimal price points for their online vehicle remarketing services.

Price Laddering Sized the Market Potential

A pharma company asked: "what price would be the highest price?" at which a consumer would no longer ask about their new drug? Why price laddering worked.

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A major healthcare provider asked us: "evaluate the price sensitivity of 200+ procedural codes" to understand if the fees aligned to patient perceptions.

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Best Combination of Medicare Plans

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Designing a Credit Card for High-End Travelers

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Improving Radisson's Guest Satisfaction

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Medical Devices

Medical device firm going international.

Discrete-choice conjoint helped Covidien medical device company expand globally with very tough target.

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Three Short Marketing Analytics Case Studies to Inspire You to Love Data

Written by Anna Sonnenberg

Published Feb. 28 2022

Table of Contents

From engagement statistics to content analytics to conversion metrics, data is a big part of most social media managers’ responsibilities. But that doesn’t necessarily mean you enjoy processing marketing data or drawing conclusions from it.

If data isn’t exactly your favorite part of the job, these marketing analytics case studies may change your mind.

Find out how marketing analytics helped three major brands grow their businesses—and you might develop a whole new appreciation for marketing data in the process.

What Is Marketing Analytics?

Marketing analytics is the process of collecting and evaluating metrics to understand how much value marketing efforts generate. With analytics, you can assess the return on investment (ROI) of anything from social media posts and ad campaigns to landing pages and native platform features.

For many organizations and their marketing team, marketing analytics are essential for improving offerings and driving growth.

Here are common goals you can achieve with marketing analytics.

Improving marketing campaigns

Some social media marketing campaigns are more successful than others. Analytics can help your organization pinpoint exactly what works. By analyzing metrics like engagement, click-through rate (CTR), conversions, and ROI, you can determine what resonates best with its audience. By using data science, you can craft a marketing strategy that gets you better results from your campaigns.

Decreasing expenses

Ineffective marketing campaigns, usability issues, and poorly optimized algorithms can all lead to dissatisfied customers and unnecessarily high retention costs.

By investing in marketing analytics, your organization can take steps to identify points of friction and reduce expenses.

Forecasting results

Reviewing past outcomes is useful, but forecasting the results your campaigns are likely to generate is even more valuable. With marketing analytics, you can model results and get a better sense of how marketing initiatives can impact growth over time.

Marketing Analytics Case Studies: Progressive Insurance

In the early 2000s, Progressive’s website was routinely considered one of the best in the insurance industry. When the insurance provider’s customers began switching to mobile devices a decade later, the organization aimed to develop a mobile app as effective as its desktop site.

But what did that mean exactly? And what was the insurance provider’s mobile app missing?

To determine what would make the mobile app more successful, Progressive pursued an in-depth analysis of the organization’s marketing data.

As Progressive Data & Analytics Business Leader Pawan Divakarla explains , the insurance provider’s analytics team has always sought insight into how customers are using the company’s tools.

In his words, “At Progressive, we sell insurance. But if you think about it, our product is actually data.”

After launching the mobile app, Progressive began looking for ways to optimize the user experience. As this Progressive case study explains, the organization aimed to streamline the login process and improve user satisfaction to meet its ultimate goals of increasing customer loyalty and new customer acquisition.

Because Progressive’s mobile app generated so much information, the organization needed data visualization tools for collection and processing. To analyze customers’ experiences and actions, the company opted to use a combination of Google Analytics 360 and Google Tag Manager 360.

This choice was a relatively simple one for Progressive because the company already used these tools to run A/B tests and optimize its website.

Using Google’s analytical tools to review the company’s mobile app would allow Progressive to understand what features to test and how to optimize the user experience across countless mobile devices and operating systems.

Progressive used the two Google tools for separate yet complementary functions:

• With Google Analytics 360, Progressive could track user sessions and demographics. The company integrated BigQuery for more insight into user behaviors.
• With Google Tag Manager 360, Progressive could easily implement tracking tags to measure various actions, conversions, and navigation patterns.

To get the insights the company needed to improve its mobile app, Progressive took a three-pronged approach:

User device data

First, Progressive aimed to identify which devices and operating systems were most common among the app’s user base. With this information, the company would be able to develop more effective tests for its mobile app.

App crash data

Next, Progressive wanted to analyze app crash data. The company planned to use Google Analytics 360 and BigQuery data to understand the cause for the crash and how users reacted when the app stopped working abruptly.

Login and security data

Finally, Progressive aimed to learn how users responded when failed login attempts locked them out of the app. The company planned to use Google Analytics 360 and BigQuery to see what actions users took. It planned to then test new prompts that would guide users more effectively.

Outcome of this marketing analytics case study

Using marketing analytics tools , Progressive was able to process customer behavior, identify appropriate tests, and implement successful solutions.

Here’s how each of the three approaches generated useful results that helped Progressive reach its ultimate acquisition and loyalty goals.

First, Progressive developed session-based reports that reflected the most common mobile devices and operating systems for the app’s user base. With those insights, the company identified which device and operating system combinations to prioritize for its mobile app tests.

As a result, the company reduced testing time by 20% for its mobile app—allowing the organization to find solutions much more quickly than its typical timeline would have allowed.

Next, Progressive reviewed the actions customers took right before the app crashed. The company pinpointed a server issue as the cause of a major crash that disrupted countless mobile app sessions.

Using this data, Progressive could address the server issue and prevent it from happening again.

Finally, Progressive created a custom funnel in Google Analytics 360 to evaluate users’ typical login path. After learning that many users who became locked out of their accounts never attempted to log in again, the company developed a workflow that provided better guidance.

The new workflow sends users to a Forgot Password page, which has increased logins by 30%.

Marketing Analytics Case Studies: Netflix

When companies take a digital-first approach to customer loyalty, they can collect an incredible amount of user data. With these marketing analytics, companies can improve their products, build better marketing campaigns, and drive more revenue.

As this Netflix case study shows, the online content streaming platform has leveraged its user data in a variety of helpful ways.

By using data to improve its content recommendation engine, develop original content, and increase its customer retention rate, Netflix has positioned itself far ahead of the competition.

With so much data to leverage, Netflix had wide-ranging goals for the company’s marketing analytics. However, all of the organization’s goals contributed to the company’s larger business objectives—which focus on customer retention.

Netflix aimed to go beyond basic user demographics and understand what customers want from a streaming platform—and what was likely to convince them to stay. With this knowledge, Netflix could create better products and services for happier customers.

Access issues, service outages, and platform flaws can all lead to unhappy customers and negative sentiment—which can cause customers to seek out an alternative solution.

By identifying problems early through marketing analytics, Netflix could improve its products and continue to innovate.

To work toward its customer retention objective, Netflix collected data from virtually every interaction with its 150+ million subscribers. The company then used marketing analytics tools to process this native data and evaluate everything from how customers navigate the platform to what they watch.

By creating such detailed customer profiles, Netflix could make much more personalized recommendations for each user. The more data the company collected, the more it could tailor its algorithm to suggest the ideal content to each individual viewer.

To better understand the platform’s users, Netflix collected such data as:

• The devices viewers used to stream content
• Day of week and time of day when users viewed content
• Number of serial episodes viewers watched in a row
• Whether viewers paused and resumed content
• Number and type of searches users performed

Netflix also welcomed user feedback on content . The company incorporated these content ratings into their analysis to better understand viewer preferences.

According to the streaming platform, the Netflix algorithm is responsible for about 80% of viewer activity . The company has successfully collected relevant data and used marketing analytics to generate recommendations that encourage viewers to continue watching and subscribing.

The revenue metrics suggest that Netflix’s focus on marketing analytics has been hugely beneficial to the company. The company estimates that its algorithm generates $1 billion in value every year, largely due to customer retention.

In recent years, Netflix’s customer retention rate has far surpassed competitors like Hulu and Amazon Prime. Netflix has an impressive 90% retention rate , meaning the vast majority of viewers continue to subscribe to the service month after month. (In contrast, Amazon Prime’s retention rate is 75%, and Hulu’s is 64%.)

For Netflix, customer retention means more than happy viewers. It also means more data, a continually improving algorithm, and substantial business growth.

Netflix has emerged as the world’s most highly valued company, with a total valuation of over $160 billion. Netflix can continue to increase this valuation. It leverages its data by producing original media and recommending the ideal content to viewers every time they access the streaming platform.

Marketing Analytics Case Studies: Allrecipes

As the world’s biggest digital food brand, Allrecipes has 18 websites and more than 85 million users. But the brand also has plenty of competition from other food-focused apps and websites.

To stay ahead of other recipe sites and ensure that it continues to provide all the solutions that users want, Allrecipes relies on marketing analytics.

With marketing analytics, the digital brand can better understand the customer journey and analyze trends as they emerge. As this Allrecipes case study explains, the brand can expand its audience and attract even more lucrative demographics using these insights.

To continue to gain ground as the world’s top digital food brand, Allrecipes established several wide-ranging goals.

Some of the brand’s primary objectives included the following.

Improve user experience

With more than a billion and a half visitors across the brand’s sites every year, Allrecipes generates a ton of traffic. But the company needed a way to understand how visitors were using the site, so it could improve the user experience and gauge the health of the sites.

Increase video engagement

To take advantage of a demand for video content, Allrecipes had decided to invest heavily in video. However, the video production team needed strategic guidance. The brand needed to know what types of content would drive the most engagement.

Drive mobile engagement

To continue to meet the needs of its user base, Allrecipes had to look beyond its websites. As more and more people began using mobile devices to access the brand’s content, Allrecipes realized that the company needed to optimize its mobile app.

Inform product strategy

To promote new features and integrations or pursue partner programs, Allrecipes needed to know what its community wanted. Had they adopted the new integrations yet? Did they need new features to use the site or app more effectively?

Expand user base

Cooking and dining trends come and go, and Allrecipes needed a simple yet effective way to identify these developments.

By responding quickly to trends, the brand would be able to capture a larger user base, including elusive millennials.

Grow advertising revenue

Like many digital brands, Allrecipes has a native advertising program that allows the company to monetize its website. The company aimed to increase its advertising revenue, yet the organization didn’t want to compromise the user experience. To find the right partners to grow this program, Allrecipes needed deeper insights into its audience.

Although the brand’s goals were varied, the approach was relatively straightforward. To process marketing analytics from a wide range of channels, the brand opted to use Tableau, a business intelligence platform.

With Tableau, Allrecipes could establish a single platform for visualizing data from Adobe Marketing Cloud, Hitwise, and comScore. By linking Adobe Marketing Cloud to Tableau, the brand could pull in all of its website and marketing analytics. By linking Hitwise and comScore, the brand could source demographic data.

Using Tableau allowed Allrecipes to build custom dashboards and develop tailored reports to answer all of the brand’s questions. This tool also allowed the brand to pursue collaboration options across the organization.

In fact, departments ranging from marketing and design to product and finance contributed to the tool. Teams used Tableau Server to publish dashboards, creating a single space where stakeholders could visualize or analyze data.

With Tableau, Allrecipes was able to visualize the brand’s data successfully, enabling smarter decisions and making progress toward key goals. Here’s what the brand accomplished using marketing analytics:

Using insights from Tableau, Allrecipes was able to see how visitors typically used the site—including how they submit recipes, share content, and post links on social media channels. The organization then used this data to devise a plan for improving the site.

Knowing how visitors were already engaging with the site allowed the brand to make data-driven, goal-focused decisions.

With Tableau’s marketing analytics, Allrecipes found that out of all types of recipes, dessert typically generated more views and attracted more comments and photos. As a result, the brand opted to focus on this highly engaging niche, creating a separate video hub for dessert recipes.

To increase engagement on mobile devices, Allrecipes devised an A/B test that displayed the brand’s mobile site on all devices. Then the organization used the analytics to identify what drove interactions on mobile. The brand then used insights to improve the mobile site, including optimizing content and encouraging photo uploads.

Tableau’s data visualizations helped Allrecipes understand trends in its user community and respond to preferences more efficiently. Using these insights, the brand was able to promote integrations and features while gathering data for future product enhancements.

By using Tableau’s insights to process trends, Allrecipes was able to segment audiences for various recipe types, ultimately identifying millennial users’ interests and preferences. The brand was then able to create more content geared toward this growing user base—likely responding much more quickly than competitors could.

By tapping into real-time marketing analytics, Allrecipes was able to share popular recipe searches and trending content with its advertising partners during a recent holiday season. Advertisers could then create ads tailored to these interests, generating a better ROI and creating a more appealing experience for users.

What We Learned From These Marketing Analytics Case Studies

As these marketing analytics case studies show, data can tell you a lot about what your customers want—and where your organization succeeds or has room for improvement. Using insights from marketing analytics, a digital marketer can make data-driven decisions to cultivate customer loyalty, generate more revenue, and ultimately grow your business.

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Coca-Cola Marketing Case Study

From the star ‘Coca-Cola’ drink to Inca Kola in North and South America, Vita in Africa, and Thumbs up in India, The Coca-Cola Company owns a product portfolio of more than 3500 products . With the presence in more than 200 countries and the daily average servings to 1.9 billion people, Coca-Cola Company has been listed as the world’s most valuable brand with 94% of the world’s population recognizing the red and white Coca-Cola brand Logo . Moreover, 3.1% of all beverages consumed around the world are Coca-Cola products. All this because of its great marketing strategy which we’ll discuss in this article on Coca-Cola Marketing Strategy .

Coca-Cola –

• has a Market capitalization of $192.8 Billion (as of May 2016).
• had 53 years of consecutive annual dividend increases.
• with the revenue of over $44.29 billion, is not just a company but an ECONOMY.

The world knows and has tasted the coca cola products. In fact, out of the 55 billion servings of all kinds of beverages drunk each day (other than water), 1.7 billion are Coca-Cola trademarked/licensed drinks.

Marketing history

Market research in the beginning.

It all started 130 years ago, in 1886, when a Confederate colonel in the Civil War, John Pemberton, wanted to create his own version of coca wine (cola with alcohol and cocaine) and sent his nephew Lewis Newman to conduct a market research with the samples to a local pharmacy (Jacobs pharmacy). This wasn’t a new idea back then. The original idea of Coca wines was discovered by a Parisian chemist named Angelo Mariani.

Pemberton’s sample was sold for 5 cents a glass and the feedback of the customers was relayed to him by his nephew. Hence, by the end of the year, Pemberton was ready with a unique recipe that was tailored to the customers taste.

Marketing Strategy In The Beginning

Pemberton soon had to make it non-alcoholic because of the laws prevailing in Atlanta. Once the product was launched, it was marketed by Pemberton as a “Brain Tonic” and “temperance drink” (anti-alcohol), claiming that it cured headaches, anxiety, depression, indigestion, and addiction. Cocaine was removed from Coke in 1903.

The name and the original (current) Trademark logo was the idea of Pemberton’s accountant Frank Robinson, who designed the logo in his own writing. Not changing the logo till date is the best strategy adopted by Coca-cola.

Soon after the formula was sold to Asa G Candler (in 1889), who converted it into a soda drink, the real marketing began.

Candler was a marketer. He distributed thousands of complimentary coca-cola glass coupons, along with souvenir calendars, clocks, etc. all depicting the trademark and made sure that the coca cola trademark was visible everywhere .

He also painted the syrup barrels red to differentiate Coca-Cola from others.

Various syrup manufacturing plants outside Atlanta were opened and in 1895, Candler announced about Coca-Cola being drunk in every state & territory in the US.

The Idea Of The Bottle

During Candler’s era, Coca-Cola was sold only through soda fountains. But two innovative minds, Benjamin F. Thomas and Joseph B. Whitehead, secured from Candler exclusive rights (at just $1) for bottled coca cola sales.

But Coca-Cola was so famous in the US that it was subjected to imitations. Early advertising campaigns like “Demand the genuine” and “Accept no substitutes” helped the brand somewhat but there was a dire need to differentiate. Hence, in 1916, the unique bottle of Coca-Cola was designed by the Root Glass Company of Terre Haute, Indiana. The trademark bottle design hasn’t been changed until now.

Coca-Cola Worldwide

In 1919, Candler sold the company to Robert Woodruff whose aim was to make Coca-Cola available to anyone, anytime and anyplace. Bottling plants were set up all over the world & coca cola became first truly global brand.

Robert Woodruff had some other strategies too. He was focused on maintaining a standard of excellence as the company scaled. He wanted to position Coca-Cola as a premium product that was worthy of more attention than any of its competitors. And he succeeded in it.  Coca-Cola grew rapidly throughout the world.

Coca-Cola Marketing Strategies

The worldwide popularity of Coca-Cola was a result of simple yet groundbreaking marketing strategies like –

Consistency

Consistency can be seen from the logo to the bottle design & the price of the drink (the price was 5 cents from 1886 to 1959). Coca-Cola has kept it simple with every slogan revolving around the two terms ‘Enjoy’ and ‘happiness’.

From the star bottle to the calendars, watches and other unrelated products, Candler started the trend to make Coca-Cola visible everywhere. The company has followed the same branding strategy till now. Coca-Cola is everywhere and hence has the world’s most renowned logo.

Positioning

Coca-Cola didn’t position itself as a product. It was and it is an ‘Experience’ of happiness and joy.

Franchise model

The bottling rights were sold to different local entrepreneurs , which is continued till now. Hence, Coca-cola isn’t one giant company, it’s a system of many small companies reporting to one giant company.

Personalization & Socialization

Unlike other big companies, Coca-Cola has maintained its positioning as a social brand. It talks to the users. Coca-Cola isn’t a company anymore. It’s a part of us now. With its iconic advertising ideas which include “I’d Like to Buy the World a Coke” & “Share a Coke”, it has maintained a special spot in the heart of its users.

Diversification

Coca-Cola, after marking its presence all over the world, took its first step towards diversifying its portfolio in 1960 by buying Minute Maid. It now operates in all but 2 countries worldwide with a portfolio of more than 3500 brands.

Coca-Cola Marketing Facts

• Logo & bottle design hasn’t changed since the start.
• During its first year, Coca-Cola sold an average of 9 drinks a day.
• Norman Rockwell created art for Coke ads.
• Coke has had a huge role in shaping our image of Santa Clause.
• In the 1980s, the company attempted a “Coke in the Morning” campaign to try to win over coffee drinkers.
• In 1923, the company began selling bottles in packages of six, which became common practice in the beverage industry.
• Recently, it was in the news that Verizon acquired Yahoo for around $5 billion which is more or less the same amount the Coca-Cola Company spends on its advertisements.
• The number of employees working with the Coca-Cola Company (123,200 to be exact) is more than the population of many countries.

Go On, Tell Us What You Think!

Did we miss something?  Come on! Tell us what you think about Coca Cola Marketing Case Study  in the comment section.

A startup consultant, digital marketer, traveller, and philomath. Aashish has worked with over 20 startups and successfully helped them ideate, raise money, and succeed. When not working, he can be found hiking, camping, and stargazing.

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Journal of Marketing Research & Case Studies (JMRCS) is an international peer reviewed and applied research journal that include case studies, best practices, and experiences on Marketing field

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9 Marketing Research Methods to Refine Your Marketing Strategy

11 min read

What are the different marketing research methods product marketing teams can use to inform their strategies?

This is the main question the article answers.

You will also learn about different types of market research and how to conduct it step by step.

Let’s dive right in.

Market research is the process of gathering, analyzing, and interpreting information about a target market, competitors, and customers.

• Its goal is to help make informed decisions about product development , marketing strategies, pricing, and customer acquisition in SaaS companies.
• Conducting market research offers numerous benefits, including a better understanding of customer needs and market trends.
• Teams can leverage the insights to guide product development for better customer satisfaction and to get ahead of competitors. They also enable targeted user engagement and improve the effectiveness of marketing campaigns.
• The main types of market research include primary research (original data collection), secondary research (using existing data), quantitative research (using measurable data), qualitative research (gathering exploratory insights), and competitor research (analyzing the competitive landscape).

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Nine effective market marketing research methods include:

• Survey research : Email and in-app surveys to collect quantitative and qualitative data.
• User interviews : One-on-one conversations for qualitative insights.
• Focus groups : Sessions leveraging group dynamics to extract diverse insights.
• Observational research : Watching users engage with the product, e.g., through session recordings.
• Social listening : Monitors what existing and prospective customers say online about you and your competitors.
• A/B testing : Testing two versions of the product or marketing collateral side-by-side.
• Heatmaps : Color-coded UI overlays indicating areas of high engagement.
• Exploratory research : Qualitative research without any pre-defined focus.
• Public databases : Secondary sources, excellent at initial research stages.
• The market research process involves defining clear goals , identifying and segmenting the target market, choosing relevant research methods, collecting data using appropriate tools, and analyzing the data to extract actionable insights .
• A wide range of tools are available for market research, including Userpilot for in-app surveys and user behavior analysis , SurveyMonkey for email surveys, Hotjar for user interviews and heatmaps, and Google Analytics for web analytics.
• Book the demo to learn how Userpilot can help your team with market research!

What is market research?

Such research helps SaaS companies make informed decisions about product development , marketing strategies, pricing, and customer acquisition.

The benefits of conducting market research

Let’s face it: market research requires time and resources. However, the investment is fully justified for a number of reasons:

• Market research helps you better understand your customers’ pain points , needs, and desires. Such insights are essential to building products that solve genuine problems and quickly achieve product-market fit .
• By understanding what your customers want, you can continuously improve your offerings and enhance customer satisfaction . This translates into higher customer retention and, ultimately, better business performance.
• Keeping a pulse on your market allows you to spot emerging trends and unmet needs. Such insights drive innovation to give you a competitive advantage.
• Understanding your competitors’ strengths and weaknesses can help you define your unique selling proposition.
• Whether you’re launching a new product or entering a new market, market research can help you test the waters before diving in and potentially save you from costly mistakes.
• With insights from market research, you can create more targeted, effective marketing campaigns that resonate with your audience.
• Market research provides solid data to back up your business decisions – so no more guesswork and acting on hunches.

Different types of market research to gather valuable insights

Market researchers rely on different kinds of research to obtain the necessary insights.

Let’s unpack the main ones.

Primary market research

Primary research is the original data you gather yourself. It’s tailor-made for your specific needs and usually involves direct interaction with your target audience , for example, through interviews or surveys .

Such research can provide up-to-date and highly relevant insights but is time-consuming and costly.

Secondary market research

Secondary research recycles information that already exists, for example, from industry benchmark reports or academic studies.

Data obtained in this way isn’t 100% relevant to your circumstances but can give you a good understanding of the trends in your niche. And it’s quicker and more cost-effective than primary market research.

Quantitative research

Quantitative market research deals with data that can be measured and statistically analyzed. In SaaS, this could be data from web and product analytics or quantitative survey questions, like NPS.

If conducted on a large enough sample, such research is very objective and allows you to identify trends and patterns over time.

However, it may not offer you the answers as to why users behave in a particular way.

Qualitative research

Qualitative market research complements quantitative insights by helping you explain the ‘why’ behind the numbers.

For practical reasons, it involves smaller customer samples than quantitative studies and uses techniques like interviews, focus groups, surveys , and session recordings.

Competitor research

Competitive research helps you understand your position in the competitive landscape.

It gives you an understanding of your competitors’ strategies, strengths, and weaknesses and allows you to identify market gaps and new opportunities.

Competitive analysis uses primary and secondary research to obtain qualitative and quantitative data.

9 marketing research methods to execute

Let’s look a bit closer at market research techniques that you can use for each type of research.

1. Customer surveys

Customer surveys are the bread and butter of market research. They’re easy to administer, and you use them to gather both quantitative and qualitative data at scale. They can help you gauge customer satisfaction , gather product feedback, or understand market trends.

When collecting feedback from existing users, in-app surveys are particularly effective and have higher response rates than email surveys.

With tools like Userpilot , you can launch an in-app survey within minutes.

Pick a template from the library, tweak the question , select the audience, and set how to send the survey. You can either pick a specific date and time or use event-based triggering to gather contextual feedback.

What if you don’t have users yet?

Tools like SurveyMonkey give you access to respondent pools you can target based on hundreds of criteria.

2. User interviews

User interviews are more time-consuming and resource-intensive, so conducting them at scale is difficult. However, nothing beats a one-to-one conversation when you’re after deep, nuanced insights .

That’s because they give you the flexibility to drill down on interviewees’ ideas.

It doesn’t mean that they’re completely unstructured.

To get the most out of the interview, they need to have a clear focus.

Here’s a template you can use to prepare for them.

How do you recruit interview participants? You can send in-app invites to your customers who meet the criteria or, again, lean into an interviewee pool available in tools like Hotjar.

3. Focus groups

A focus group brings together a small number of people, usually 6-10, from your target audience to discuss your product.

The interaction between participants can spark conversations and ideas that might not come up in individual interviews. And can reveal shared experiences, pain points , and desires that individual interviews might miss.

However, to get the most out of them, bring in a skilled moderator to guide the discussion and ensure all voices are heard and key topics are covered.

Otherwise, dominant personalities or groupthink can skew the results.

4. Observational research

Observational research involves watching how users interact with your product or service in their natural environment. This could be in-person observation or through tools like session recordings for digital products.

Why bother?

Because what people do is often more revealing than what they say. Observing customers can highlight discrepancies between reported and actual behavior or offer insights that users themselves might not be aware of or able to articulate.

This method can uncover usability issues, reveal unexpected use cases, and is particularly valuable for understanding the context in which your product is used.

Session recordings are coming to Userpilot soon to allow you to observe how users interact with your product.

5. Social listening

Social listening involves monitoring social media platforms for mentions of your brand, products, competitors, or industry. It can help you track sentiment , identify emerging trends, manage your online reputation, and even find potential customers or brand advocates .

How do you do it?

Monitor your social media accounts and review sites, and use tools like Hootsuite, Sprout Social, or Brand24 to monitor the broader expanses of the internet.

But don’t focus just on your online presence. Follow what users have to say about your competitor, too.

6. A/B testing

If you can’t decide on a version of your webpage, email, or product feature, A/B test them.

A/B testing involves comparing two options side by side to see which performs better.

This method is particularly useful for optimizing digital experiences . You can test everything from button colors to pricing structures, using real user behavior to guide your decisions.

What if you have more versions to test? Run multivariate tests .

Userpilot allows you to run both types of tests on your onboarding flows to determine if there are statistically significant differences in their performance.

7. Heatmaps

Heatmaps provide a visual representation of user behavior on your website or app. Using color coding, they show areas of high and low engagement.

They are particularly useful for understanding how users interact with your digital interfaces. It can reveal usability issues, help optimize page layouts, and show which elements are successful or unsuccessful at grabbing user attention.

With Userpilot, you can generate heatmaps of your user in-app engagement – all their clicks , hovers, and text inputs.

8. Exploratory research

When you’re venturing into new territory, exploratory research helps you establish a foothold.

This kind of research is often qualitative and can involve literature reviews, expert interviews, or case studies . It’s particularly useful in the early stages of product development or when entering new markets.

The goal is to define problems more precisely, develop hypotheses, or establish research priorities. It may not provide definitive answers but can point you in the right direction for further, more focused research.

The secret to its success?

Asking open-ended questions and being receptive to unexpected findings.

9. Public databases

Public databases, government reports, industry associations, and academic studies offer a wealth of information.

They can provide valuable context, market size estimates, demographic information, and trend data, which is a cost-effective way to get a broad overview of your market or industry.

Useful sources include:

• U.S. Census Bureau (or regional equivalents).
• Crunchbase.
• Product Hunt (to see what kinds of products get good traction).

While this data isn’t tailored to your specific needs, it can provide a solid foundation for your research and help you identify areas for further primary research.

A step-by-step process on how to conduct market research

Let’s wrap up by exploring the market research process, one step at a time.

Define your market research goals

The process starts by setting clear goals for your market research project. They will determine what data you gather and how.

The goals will differ depending on your product maturity and high-level business goals.

Early on, your goals may be to identify underserved user needs or validate a product idea . And when you’re expanding into new markets, it could be to gauge the demand and potential customers’ willingness to pay .

Whatever your focus, make your goals specific. Use a framework like SMART if you’re only starting.

Identify the target market to research on

Knowing who to research is just as important as knowing what to research. So, the next step is defining your target market as precisely as possible.

If you already have a product in place, use your current customer base for clues. Who are your best customers ? What traits do they share?

If not, start defining the target market with basic demographics like age, gender, location, and income.

Don’t stop there. Dig deeper into psychographics like interests, values, and lifestyle.

As you’re discovering more and more about your customers, segment them based on their needs and behaviors. Identifying these segments will help tailor further research and later – your products or marketing campaigns.

Use this information to create detailed customer personas .

Choose relevant market research methods

With your goals set and the target market defined, it’s time to select your research methods that are aligned with your objectives and audience.

Usually, a mix of methods provides the most comprehensive view.

For example, start with surveys and user behavior analysis and zero in on the key insights with interviews and focus groups. Or the other way round – use surveys to validate insights from an interview.

Of course, the choice of research methods depends. Balance the depth of insights you need with the resources available.

Don’t forget about your audience’s preferences. If your target audience is tech-savvy, they will happily take part in online surveys. Surveys won’t be very helpful when getting insights from my dad – a phone call might, though.

Collect data using the right tools

Time to put your research machine into motion and start collecting data using the right tools.

I’ve already mentioned a few options before, but here’s a more comprehensive list that can help you conduct effective market research:

• Email surveys: Typeform, MonkeySurvey, and HubSpot.
• In-app surveys : Userpilot.
• A/B Testing : Optimizely, VWO, and Userpilot
• Interviews: Hotjar and Fullstory.
• Heatmaps : Userpilot, Hotjar, and Mouseflow.
• Session recordings: Fullstory, Hotjar, and Userpilot soon.
• User behavior analysis: Userpilot, Google Analytics, Amplitude , and Mixpanel.
• Social listening: Hootsuite, Sprout Social, Brand24, and Mention.

Apart from the obvious things like pricing, functionality, or intuitive UI, pay attention to integrations so that you can seamlessly sync the data and analyze it in one place.

Analyze the data collected for valuable insights

Collecting market research data is only half the battle – the real value comes from analysis. The goal isn’t just to summarize what you found but to extract actionable insights that can drive business decisions.

Start by organizing your data. Clean it up, removing any duplicates or irrelevant information.

Use data visualization tools to help spot trends. Graphs, charts , and word clouds can make patterns more apparent. Leverage AI to extract insights from qualitative data, like survey responses.

In your analysis, look for patterns and trends . What common themes emerge from interviews? What correlations appear in your survey data?

Top tip: Make it a team sport. Bring in team members from different departments to get diverse perspectives on what the data might mean for your business.

The choice of market research methods isn’t as challenging as it might initially seem as long as you have a clear idea of what you want to achieve.

The success of the research process depends a lot on the tools that you have available. A well-integrated tech stack will help you collect the necessary data from the right customers and extract actionable insights.

If you’d like to learn how Userpilot can help you with your market research, book the demo!

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Case Studies In Marketing Research

2011, Journal of Business Case Studies (JBCS)

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• 11 min read

What is Marketing Research? 8 Failed Case Studies

Introduction.

Marketing research is the process of gathering information related to your market, competitors, and any other factor, either internal or external, affecting the dynamics of them.

It consists of different techniques that focus on understanding your audience, the various competitors, and other factors that influence how well a product or service will perform.

Table of Contents

What is Marketing Research?

Why is Marketing Research important?

Benefits of Conducting Marketing Research

Understanding the reasons behind consumers' actions

Predicting Future Trends

Monitoring Competitive Environment

8 Marketing Research Failed Case Studies

New Coke - Coca-Cola

What could Coca-Cola have done to avoid this mistake?

Hotness comes in all sizes - Levi’s

What could Levi's have done to avoid this mistake?

Heineken - “Sometimes, lighter is better”

What could Heineken have done to avoid this mistake?

Mansplaining - University of Adelaide

What could the University of Adelaide have done to avoid this mistake?

DiGiorno Pizza: WhyIStayed

What could DiGiorno Pizza have done to avoid this mistake?

Jeopardizing relations with China - Marriott International

What could Marriot have done to avoid this mistake?

The diet chips - Frito Lay's chips

What could Frito Lay's have done to avoid this failure?

Love letters? More like stalker letters - Fiat

What could Fiat have done to avoid this mistake?

1. What is Marketing Research?

Marketing research provides a clear understanding of who your target audience is and how they would react to a new offering in the market.

The goal of market researchers is to replace any assumptions with hard facts and to provide a clear plan based on the findings.

By following a fact-based plan, marketers develop activities grounded in factual evidence that will make your outcomes more accurate and predictable.

Companies or agencies that have the technological tools together with the expertise can make better and more informed decisions, thus minimizing the risk of failure.

2. Why is Marketing Research important?

This article aims to prevent you from joining the marketing failure club.

In some cases, even multinational brands have conducted marketing campaigns that failed and cost them millions of dollars.

Sometimes companies decide to invest a large amount into an idea without properly testing it out, only later taking it down after negative branding and public media rejection.

This situation can be even more dramatic for small-scale companies, like start-ups, that don’t have the financial means to bounce back after an unsuccessful branding campaign.

Depending on the magnitude of the failed marketing stunt, such companies are forced to shut down completely.

To avoid any major marketing failures that could ruin your company, it is important to conduct thorough marketing research.

Especially when you are launching a new product or entering a new market, you should do your homework beforehand to avoid unwanted surprises.

The next paragraphs explain what marketing research is and why it is important for your branding .

Additionally, there are also examples of what can happen when companies don’t do their research and launch campaigns that are doomed to fail in marketing.

3. Benefits of conducting Marketing Research

A. understanding the reasons behind consumers’ actions.

Marketing research gives you a more in-depth analysis of your results. It reveals the reason why your customers are performing a certain action.

For example, while analytics can show you how many people left the shopping cart in the last stage, marketing research finds out that people think that step is too confusing and they get frustrated by it.

It is key to understand why people do certain actions because only then you can replicate your success.

b. Predicting Future Trends

By following the developments of your target market you gain an understanding of which direction it is going.

Researching your target audience makes it possible to forecast future scenarios allowing you to plan different strategies.

By predicting prospective revenue sources, you can focus on adapting your production to meet future demand.

c. Monitoring Competitive Environment

Conducting high-quality market research on competitors gives you information about their actions.

Understanding your field of competition makes it easier for you to react quickly and effectively.

For example, when other companies are having a very successful quarter, performing market research on competitors allows you to determine how they did it.

Then you can adapt this to your situation to replicate their success.

4. 8 Marketing Research Failed Case Studies

A. new coke - coca-cola.

In 1985, when Coca-Cola felt the need to reinvent its formula, the market researchers conducted extensive research on what the flavor of the new Coca-Cola should be.

By then, Coca-Cola’s branding campaigns already existed for 99 years without having changed the famous recipe once.

Market research on competitors resulted in the following facts:

While Coca-Cola poured in $34.6 million to promote their new Coke , their competitor Pepsi spent $22.4 million during the same period.

However, the public reaction to the new soda was so negative that the company decided to bring back the classic Coke after only 2 months.

Coca-Cola realized after this huge branding campaign blunder that their market researchers didn’t consider the brand position when making this decision.

The marketing research at Coca-Cola tunnel-visioned having only the flavor of the revised Coke in mind.

People bought the brand because they grew up with it and had an emotional connection with Coca-Cola’s strategy.

Pepsi was quick to react because of their market research on competitors, shortly after, releasing an ad that was mocking Coca-Cola’s decision, and encouraging people to change brands.

i. What could Coca-Cola have done to avoid this mistake?

This example shows how important it is to know your target audience and what they want.

Coca-Cola failed to recognize the emotional importance of its brand to its customers.

Intangible concepts like this one are one of the biggest factors influencing our buying behavior.

While conducting marketing research for the new product, the company could have taken more variables into consideration to avoid costly surprises like this one.

b. Hotness comes in all sizes - Levi’s

In their branding campaign "Hotness Comes In All Shapes and Sizes", the fashion brand Levi Strauss wanted to appeal to a broader audience of women.

The branding idea was to use models with different body sizes to show that anyone can fit in their jeans.

This would have been the end of the story, however, the models that Levi’s used in their ads were well below the average body size of American women, which is between 14 and 16.

One of the ads titled "All asses were not created equal" shows a range of models with similar-looking curves which received a lot of backlashes.

i. What could Levi's have done to avoid this mistake?

Companies in the fashion industry cater to different target audiences with not the same type of bodies and shapes.

If Levi Strauss had put more work into their marketing research efforts, their market researchers would have avoided the criticism and effectively reached the goal of the branding campaign.

Using their current customer database, Levi's could have immediately recognized the types of individuals who buy their items, preventing this shaming marketing mistake and saving millions of dollars in the process.

c. Heineken - “Sometimes, lighter is better”

In a recent incident from 2018, the beer company Heineken removed a new branding campaign from television that advertised a low-calorie version of their beer.

The reason was that the slogan the market researchers used ”Sometimes, lighter is better” was misinterpreted to promote fair-skinned people over dark-skinned people.

The ad shows a bartender sliding a Heineken beer down the table.

On the way, the bottle passes by multiple black people until it stops at the white-skinned woman who drinks it.

The commercial received so much backlash that Heineken had to stop the branding campaign and apologize.

Especially in the 21st century, it is more important than ever to be politically correct, even for commercial branding.

Consumers are closely looking at the brands they purchase because they want to be represented by a brand that fits their morals and values.

i. What could Heineken have done to avoid this mistake?

This could have been prevented by having a more diverse research team.

It is not difficult to spot such a critical point in an ad if a mixed variety of people would have critically observed the ad before publishing it.

d. Mansplaining - University of Adelaide

Universities and other higher education institutions have a very sensitive nose when it comes to their public image as they want to attract the best prospective students from all over the world.

To advertise the University of Adelaide, the institution created a billboard outside of the Royal Adelaide Hospital.

The hoardings show five women standing around a sitting man who seems to be explaining something by using hand gestures.

Passersby criticized the branding campaign in which the man seems to hold a lecture for the female student body.

Some people on social media used the term 'mansplaining' to describe “a man explaining something to a woman in a way that is considered patronizing, arrogant or condescending”.

Later a spokesperson from the university explained in a statement that the photo wasn’t provided by them and that it didn't represent real students:

"The photo of the hoarding has been deliberately angled and cropped to suggest that the image is directly related to the university, which it is not"

i. What could the University of Adelaide have done to prevent this Marketing Fail?

Marketing research is key to preventing such inconsistencies regarding the messaging of a company or institution.

A small mistake like the one from the University of Adelaide can portray a wrong image to the customer base.

Higher education institutions want to be associated with positive change and diversity in the world.

If market researchers had compared the ad with the brand image of the university, the marketers would have noticed a mismatch and replaced the branding campaign with a more suitable picture.

As the progressive bodies of most societies, the communication of higher education institutions has to reflect their forward-thinking values, as it is one of their key identity aspects.

e. DiGiorno Pizza: WhyIStayed

In this case, the frozen pizza chain DiGiorno Pizza wanted to join the trending hashtag WhyIStayed without researching what it stands for.

WhyIStayed was first used by Beverly Gooden to express her experiences of being held hostage by her abusive partner. The hashtag became a symbol for other abusive relationship victims to share their reasons why they were forced to stay in their relationship.

However, DiGiorno Pizza tweeted a post saying “ WhyIStayed You had pizza.” The author of the tweet was not aware of the origin behind the hashtag and assumed it was just an innocent hashtag mentioning reasons why people stay inside.

i. What could DiGiorno Pizza have done to prevent this Marketing Fail?

If the author of that message had searched for the meaning of the hashtag, he could have prevented a major misunderstanding that damaged the pizza chain's brand.

Another aspect of marketing research is being up to date on current events and trends. To avoid following the wrong trend, brands should thoroughly research the context in which they intend to sell themselves.

f. Jeopardizing relations with China - Marriott International

Marriott International is one of the world's largest hotel chains with over 7000+ properties across 131 countries .

One would think that such a global brand has no issues when dealing with foreign politics, however, this example proves that even Marriott makes mistakes in its relationship with other nations.

In 2018, they sent out a questionnaire for the members of their reward program in which they listed Hong Kong, Macao, Tibet, and Taiwan as separate countries from mainland China.

In China, it is a highly sensitive topic in which the country has a strict view that the mentioned regions are part of the country.

Stating otherwise would mean rejecting their political viewpoint and questioning China’s sovereignty over these regions.

The situation was further worsened when the official Twitter account of Marriott liked a post in which the pro-Tibetan independence group thanked the hotel chain for recognizing Tibet with the other regions as independent countries.

The result was that the Marriott and Starwood websites as well as their apps went offline for one week in China, negatively impacting the operations of over 350 hotels.

The market researcher who was responsible for the questionnaire and liked the post explained later that he didn’t receive any training related to doing business in the Chinese market

i. What could Marriott have done to prevent this Marketing Fail?

Hotels look after their reputation as one of the most important aspects and their employees know that a minor mistake could severely harm the brand.

You have to manage a healthy relationship with your customers as well as understand sensitive local topics.

In this case, marketing research would have helped to prevent this mistake from happening.

g. The diet chips - Frito Lay's chips

In 1998 the company producing Lays, Doritos, and Ruffles introduced a new version of their chips.

They were called Wow Chips and contained no fat, which made them ideal for branding campaigns towards people who wanted to consume their guilty pleasure and not gain weight.

The secret was to replace fat with olestra, which is a molecule with the same taste as fat.

However, it was too good to be true and consumers noticed some side effects when eating too many of them. The magical ingredient olestra was responsible for it.

Because the molecule was not absorbed and processed by the human body it was immediately passed down to be excreted again.

This made it have properties of a laxative and people experienced stomach cramps and diarrhea when eating more than one ounce.

After the Frito Lay company had a successful launch bringing in $347 million that year.

The media caught on to the common side effects and the sales dropped to $200 million by the year 2000.

i. What could Frito Lay's have done to prevent this Marketing Failure?

This case shows that it is important to do extensive testing before launching a new product.

The chips company didn’t do enough marketing research regarding product safety because the side effects of olestra went unnoticed until the product was launched to the customers.

Especially, when you are experimenting with new ingredients you should double-check to be sure they are not harmful.

If the market researcher had known the side effects, they probably wouldn't have launched the product, since the branding campaign would negatively impact the company.

By eliminating every unknown variable you can prevent uncomfortable surprises like the one from the sliced potato firm.

Innovation should always be analyzed from every possible angle to achieve the desired impact on the market.

In the end, the market researchers changed the name of the Wow Chips to ‘Light’ and also changed the formula again.

h. Love letters? More like stalker letters - Fiat

In 1994, the Italian car manufacturer came up with a creative marketing campaign.

Fiat would send out 50.000 love letters to women all over Spain.

The letters would say:

"We met again on the street yesterday and I noticed how you glanced interestedly in my direction." or “I only have to be with you a few minutes and, even if it doesn’t work between us, I promise you won’t forget our experience

together” .

It was clear that the letters had good intentions, however, sometimes that is not enough.

The letters were sent anonymously to the women who got confused and thought they came from a stalker who brought the letters to the police.

In some examples, it resulted in starting fights between couples when the woman received such a letter.

The idea from Fiat was to release the writer’s identity after 4 to 6 days of the campaign.

They stopped the campaign prematurely and apologized for the confusion.

The car company had to pay a fine for sending the letters and also financially compensate the woman who sued them.

i. What could Fiat have done to prevent this Marketing Fail?

This is another example where a company didn’t know its target audience enough and didn’t test (enough) the idea beforehand.

As the spokesperson of Fiat explained:

"We thought it was a fun branding campaign aimed at the independent, modern working woman" , the company had the wrong idea of who the people were sending the letters to.

They could have tested this branding campaign on a smaller scale to see if it could have been done without any issues.

This helps to get to know more variables and perspectives that could influence the outcome of the branding campaign.

Because Fiat didn’t have the complete picture of their target audience, the marketing team could not accurately predict the outcome which is why starting with clear marketing research is key to avoid costly and embarrassing branding campaigns.

When companies invest huge sums of money without properly testing or minimizing risks, it will cost you more than just the initial investment.

Having to take down the branding campaign, to deal with negative branding, public and media rejection can be prevented with thorough marketing research.

Marketing research consists of different techniques that focus on understanding your audience, the various market research on competitors, and other factors that influence how well a new product will perform and be received by your target market.

The technological tools provided these days can help market researchers understand the reasons behind consumers’ actions, predict future trends, and monitor the competitive environment.

With thorough analysis done by market researchers, we prevent marketing fails.

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Evaluating the effectiveness of online destination marketing campaigns from a sustainability and resilience viewpoint: the case of “this is athens & partners” in greece.

1. Introduction

2. literature review, advertising tracking research, 3. study approach, 3.1. case study: this is athens & partners, 3.1.1. setting the scene, 3.1.2. detecting the suitable metrics, 3.1.3. the marketing campaign, 3.1.4. the measuring instrument.

• Yes—I have already booked and traveled to Athens;
• Yes—I have already booked and I will be traveling in the next 12 months;
• No—but we plan to visit Athens in the next 12 months;
• No—and we do not have any plans to visit Athens in the next 12 months.

3.1.5. Data Collection

4. data analysis, 4.1. descriptive statistics, 4.2. logistic regression attempting to describe the probability of being intendent to visit athens in the next 12 months when exposed to the specific campaign, 4.3. a taxonomy of reactions to the destination advertising, 4.4. the relationship among the specific campaign, the general advertising effect, and the intention to visit to visit athens, 5. discussion and further research, 6. conclusions, 7. practical implications to be considered by destination managers, 8. limitations, author contributions, institutional review board statement, informed consent statement, data availability statement, acknowledgments, conflicts of interest.

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Vlassi, E.; Papatheodorou, A.; Karachalis, N. Evaluating the Effectiveness of Online Destination Marketing Campaigns from a Sustainability and Resilience Viewpoint: The Case of “This Is Athens & Partners” in Greece. Sustainability 2024 , 16 , 7649. https://doi.org/10.3390/su16177649

Vlassi E, Papatheodorou A, Karachalis N. Evaluating the Effectiveness of Online Destination Marketing Campaigns from a Sustainability and Resilience Viewpoint: The Case of “This Is Athens & Partners” in Greece. Sustainability . 2024; 16(17):7649. https://doi.org/10.3390/su16177649

Vlassi, Eirini, Andreas Papatheodorou, and Nicholas Karachalis. 2024. "Evaluating the Effectiveness of Online Destination Marketing Campaigns from a Sustainability and Resilience Viewpoint: The Case of “This Is Athens & Partners” in Greece" Sustainability 16, no. 17: 7649. https://doi.org/10.3390/su16177649

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HBR’s Most-Read Articles of 2024 (So Far)

• Kelsey Hansen

The five stories that have resonated most with our readers this year.

HBR’s top five most popular articles of 2024 (so far), present an opportunity to reflect on the work you’ve done in the preceding months, and chart any necessary course changes. The list includes a case study of how Starbucks lost its way (and how it could pivot); a guide to how to shift your leadership style based on situation; and a playbook for assessing the quality of the questions you ask at work.

The waning days of summer present a prime opportunity to step back and reflect on the paths you’ve taken so far this year, whether they’re personal or professional, and ask yourself: Am I growing in the right direction? What are my blind spots? Where could I be doing better?

• Kelsey Hansen is the senior associate editor for audience engagement at Harvard Business Review.

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Aligning Education with Market Demands: A Case Study of Marketing Graduates from Daffodil International University

This study conducted a comprehensive tracer analysis of 197 graduates from Daffodil International University’s Marketing bachelor program between 2019 and 2022. The main objective was to evaluate the program's alignment with labor market requirements and its effectiveness in equipping students with the necessary skills to navigate the complexities of the global market. A cross-sectional descriptive design was employed, utilizing a survey questionnaire as the primary data collection instrument. The target population consisted of graduates of the marketing program, selected through purposive sampling to ensure the inclusion of individuals with relevant experience. Data were analyzed using descriptive statistics to identify trends and percentages. Key findings revealed a significant gender disparity, with more male graduates than female, and high unemployment rates, which highlighted ongoing employment difficulties. While 75.5% of graduates affirmed the curriculum’s relevance to their professional roles, a gap was noted between the theoretical knowledge imparted and its practical application. The study suggests integrating comprehensive career preparation and extensive networking opportunities into the curriculum to mitigate employment barriers. Additionally, enhancing the curriculum to support entrepreneurial ventures is recommended. The findings emphasize the importance of ongoing curriculum revisions and the development of dynamic career support services to improve graduate employability and adapt to the evolving demands of the marketing profession. This research provides valuable insights for policymakers, curriculum developers, and educational researchers to enhance the relevance of higher education to the workforce, facilitating successful transitions into the labor market.

https://doi.org/10.26803/ijlter.23.8.8

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Chukwuedo, S. O., & Ementa, C. N. (2022). Students’ work placement learning and employability nexus: Reflections from experiential learning and social cognitive career theories. Industry and Higher Education, 36(6). https://doi.org/10.1177/09504222221099198

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Dawaton, G. C. (2021). Tracer study of Bachelor of Science in entrepreneurship graduates of Kalinga State University. Journal of Advanced Research in Social Sciences and Humanities, 6(2), 86–96. https://dx.doi.org/10.26500/JARSSH-06-2021-0205

Díaz-Garcia, V., Montero-Navarro, A., Rodríguez-Sánchez, J. L., & Gallego-Losada, R. (2023). Managing digital transformation: A case study in a higher education institution. Electronics, 12(11), Article 2522. https://doi.org/10.3390/electronics12112522

Fakir, M. S. I. (2019). Curriculum gaps of Bachelor’s Business Education in universities of Bangladesh: An analysis. International Journal of Vocational Education and Training Research, 5(1), 16–22. https://doi.org/10.11648/j.ijvetr.20190501.13

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Ganiera, G. P., Jaya, M., Dapiton, E. M. B., Trongcoso, J. A., & Rebote, M. V. M. (2024). A tracer study of the graduates of Bachelor of Science in Office Administration major in Office Management covering the academic years 2018, 2019, 2022, & 2023 of the Kapalong College of Agriculture, Sciences and Technology. EPRA International Journal of Multidisciplinary Research, 10(5), 603–617. https://doi.org/10.36713/epra17023

Gerland, P., Raftery, A. E., Sevcikova, H., Li, N., Gu, D., Spoorenberg, T., Alkema, L., Fosdick, B. K., Chunn, J., Lalic, N., Bay, G., Buettner, T., Heilig, G. K., & Wilmoth, J. (2014). World population stabilization unlikely this century. Science, 346(6206), 234–237. https://doi.org/10.1126/science.1257469

Ghazy, R. M., Ellakany, W. I., Badr, M. M., Taktak, N. E. M., Elhadad, H., Abdo, S. M., Hagag, A., Hussein, A. R., & Tahoun, M. M. (2022). Determinants of schistosoma mansoni transmission in hotspots at the late stage of elimination in Egypt. Infectious Diseases of Poverty, 11(1). https://doi.org/10.1186/s40249-022-01026-3

Haghanikar, T. M. (2019). Diversifying our curriculum: Values and intercultural experiences through educational technology. Journal of Educational Technology Systems, 48(2), 213–224. https://doi.org/10.1177/0047239519875735

Hasibuan, A. F., Silaban, S. M., Lubis, F., & Prayogo, R. R. (2022, January). Tracer study exploration of Medan State University graduates [Conference session]. Proceedings of the 2nd International Conference of Strategic Issues on Economics, Business and, Education (ICoSIEBE 2021) (pp. 77–83). Atlantis Press. https://doi.org/10.2991/aebmr.k.220104.011

Huang, X., Cao, J., Zhao, G., Long, Z., Han, G., & Cai, X. (2022). The employability and career development of finance and trade college graduates. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.719336

De, J. T. (2024). Beyond the Degree: Gendered Outcomes for BSBA Marketing Management Graduates. INTERNATIONAL JOURNAL of MULTIDISCIPLINARY RESEARCH and ANALYSIS, 07(03). https://doi.org/10.47191/ijmra/v7-i03-66

ITCILO. (2024). Tracer Studies: measuring impact of vocational training. International Training Centre of the International Labour Organization; ITCILO. https://www.itcilo.org/courses/tracer-studies-measuring-impact-vocational-training

Jiang, L., Chen, Z., & Lei, C. (2023). Current college graduates’ employability factors based on university graduates in Shaanxi province, China. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1042243

Kalaw, M. (2019). Tracer study of Bachelor of Science in Mathematics. International Journal of Evaluation and Research in Education (IJERE), 8(3), 537–548. https://doi.org/10.11591/ijere.v8i3.17343

Khan, Md. A. I., & Mojkury, Md. A. H. (2021). Curricula and employability: An empirical study on tertiary level students of Bangladesh. Asian Journal of Education and Social Studies, 1–10. https://doi.org/10.9734/ajess/2021/v17i230415

Khan, W. S. (2023). Academic curriculum and labor market mismatch: A study on university graduates in Bangladesh. International Journal for Multidisciplinary Research, 5(1). https://doi.org/10.36948/ijfmr.2023.v05i01.1774 Lopena, G. L., & Madrigal, D. V. (2023). A tracer study of the business graduate programs of a Catholic university in the Philippines. International Education Studies, 16(2), 76–89. https://doi.org/10.5539/ies.v16n2p76

BBS, (2023). Labour Force Survey 2022, Bangladesh Bureau of Statistics, (p75) https://bbs.gov.bd/site/page/111d09ce-718a-4ae6-8188-f7d938ada348

McDermott, M., Gullekson, N., Kiersch, C., & Tempski, D. (2021). Improving mastery of principles of marketing concepts through interdisciplinary learning and integrated business projects. Marketing Education Review, 31(2), 183–189. https://doi.org/10.1080/10528008.2021.1908834

Micabalo, K., Poliquit, W. M., Ibanez, E., Cartalla, K. F., & Calimpong, R. (2021). Accounting skills in practice and their impact on employability: A curriculum review in an autonomous Philippine university. JPAIR Institutional Research, 17(1), 76–94. https://doi.org/10.7719/irj.v17i1.817

Morris, G., & Reid, F. (2020). Making an impact: Transforming undergraduate business education. In E. Sengupta, P. Blesinger, & C. Mahoney (Ed.), International perspectives on policies, practices & pedagogies for promoting social responsibility in higher education (Innovations in higher education teaching and learning (Vol. 32; 39?51), Emerald Publishing Limited. https://doi.org/10.1108/s2055-364120200000032004

Nevhudoli, N. D., & Netshandama, V. O. (2023). What do Bachelor of Indigenous Knowledge Systems graduates say about their curriculum? A qualitative tracer study at the University of Venda. Journal of Curriculum Studies Research, 5(1), 141?158. https://doi.org/10.46303/jcsr.2023.11

Padgett, R. C., & Donald, W. E. (2022). Enhancing self-perceived employability via a curriculum intervention: A case of “The global marketing professional” module. Higher Education, Skills and Work-Based Learning, 13(1), 22–35. https://doi.org/10.1108/HESWBL-03-2022-0073

Patay, A. S. (2023). Factors affecting graduates’ employability of business-related programs: A tracer study. Sprin Journal of Arts, Humanities and Social Sciences, 2(05), 01–11. https://doi.org/10.55559/sjahss.v2i05.100

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Where it pays to get choosy: A case study in stock selection

• Ibrahim Kanan
• Tony DeSpirito

The healthcare sector offers a compelling mix of defensive characteristics and growth potential driven by innovation. It also features ample dispersion that presents stock pickers with an opportunity to parse potential leaders and laggards in pursuit of above-market return.

As active equity investors , we’re not content to accept what the market has to offer. Our mission is to assess companies on their underlying fundamentals to target those stocks that we believe have the potential to outperform the broad market over a three- to five-year time horizon.

This mission takes on greater significance in what we see as a new era of more normalized interest rates and volatility ― an environment in which a rising tide no longer lifts all boats and stock selection becomes more important to portfolio outcomes.

While attractive opportunities are on offer across all sectors and industries, our daily work as stock pickers has revealed that the opportunity for selectivity is more prominent in some areas of the market ― a function of greater dispersion and industry-level nuance that can be concealed at the broad index level. Case in point: The tech sector led the market in the first half of this year, but the lion’s share of that return came from semiconductors ― the not-so-secret sauce to enabling AI.

More surprising may be the importance of selection in the healthcare sector. As shown in the chart below, healthcare ranks among the top three sectors for return differentiation across individual stocks. This suggests greater opportunity to apply fundamental research to parse potential winners and losers in pursuit of index-beating returns.

Healthy stock-picking opportunities Average return dispersion across selected sectors, 2003-2023

Source: BlackRock Fundamental Equities, with data from Refinitiv, Dec. 31, 2003-Dec. 31, 2023. Chart shows the average dispersion of annual return across the noted sectors in the Russell 1000 Index. Dispersion is defined as interdecile range, or the difference between the 10th (top) and 90th percentile of stock returns within each sector. “Remaining sectors” include energy, comms services, financials, materials, industrials, consumer staples, real estate and utilities.

We have felt this firsthand in our work analyzing stocks for inclusion in the BlackRock Equity Dividend Fund and BlackRock Large Cap Value ETF , where healthcare was the second-largest sector exposure and a top contributor to return despite relatively muted performance at the index level in 2023. (Healthcare returned 2% in 2023 versus an S&P 500 return of 26%.)

Parsing the opportunity in healthcare

The big picture around healthcare makes it an appealing sector for long-term investors. It tends to do relatively well no matter the economic backdrop, given that healthcare needs do not change with GDP. It benefits from the secular tailwind of aging populations, as age begets greater healthcare needs and associated increases in health-related spending. It’s also a diverse sector that is rife with innovation. And despite all of this, the healthcare sector has been trading at an attractive valuation that is below the broad market average.

Importantly, however, not all healthcare stocks offer the same appeal, and investing at the index level could expose portfolios to big risk. The reason: U.S. healthcare benchmarks include heavy weightings in mature pharmaceutical companies ― and these face an onslaught of revenue-busting patent expirations that could weigh on their performance, as well as that of the healthcare indexes.

What’s ailing U.S. pharma

When drug patents expire and cheaper generics come to market, drug maker revenues inevitably decline. Our analysis shows several major U.S. pharma companies losing patent protection on up to 70% of their revenue by 2030.

These companies’ profits are also at risk of disproportionate decline, as it’s usually the oldest and highest-margin products that are losing patent protection. This is because drug makers tend to increase prices incrementally each year after a new product launch. Their manufacturing costs, however, remain stable ― allowing gross margins to rise. Companies also spend less on marketing as a drug matures and gains popular recognition. By the time these drugs hit patent expiration and fall off a company’s line-up, they typically have grown to become the highest-margin products.

Another complicating factor: When a drug patent expires, the same sales force is selling one less product, rendering the business less productive. Companies must find something new to sell to justify the fixed cost of their sales force, or otherwise shrink their business. The options here are limited:

1) Spend more on research and development (R&D) of new products. The rub: Returns on R&D have been declining and the process requires substantial time.

2) Negotiate a deal to buy a (hopefully) blockbuster drug. The rub: Companies typically overpay on high expectations for an essentially unknown, never-marketed product.

At the same time, the Inflation Reduction Act (IRA) imposes further price pressure by giving Medicare the authority to negotiate prices on select drugs. That process is underway, with results (and potential price reductions) due in September.

Given all of the above, valuations of many U.S. pharma companies require close scrutiny. Pricing that underestimates the pending impact of the patent cliff can make some of these stocks “value traps” ― sporting a low price-to-earnings multiple that is actually much higher when accounting for their patent expirations and the associated earnings impact.

A “remedy” in active selection

Active stock pickers can seek to avert much of the risk at the index level by avoiding those companies most exposed and directing their investments to more interesting pockets of healthcare. Among them:

European pharmaceutical companies. In general, these companies face a much less severe patent issue and have better drug pipelines, offering greater return potential and quality on a par with U.S. counterparts.

Makers of GLP-1 “diabesity” drugs. GLP-1s are a notable exception to our U.S. pharma aversion. We believe these promising new therapies for diabetes and weight loss have ample runway as they just begin their success journey.

Drug distributors. The patent cliff can be a boon for drug distributors in that they are able to distribute generic alternatives, which usually offer higher profit margins than branded products. Plus, volumes are higher as more generics become available once patent protection lapses.

The above case study is just one example of how active stock selection can help to achieve alpha, or above-market return, through a deep understanding of sector-level dynamics. We believe the ability to parse potential winners and losers based on underlying company fundamentals and observations of the industry environment should bring increasing value to portfolios, especially against a backdrop of heightened market dispersion.

Insights from our Global CIO

Taking Stock: U.S. Equity Market Outlook

What’s next for markets? Tony DeSpirito, Global CIO of Fundamental Equities, shares insights on U.S. equities with a quarterly market recap and look ahead.

Equity investing for a new era: The return of alpha

When it comes to stocks, a rising tide is no longer lifting all boats. The era of easy money has ended, and the age of selectivity is on. Tony DeSpirito discusses how alpha, or above-market return, is poised to become a bigger driver of outcomes.

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How the 3D Printing Medical Devices Market is Transforming Healthcare?

Sep 2, 2024

Blog Information Technology How the 3D Printing Medical Devices Market is Transforming Healthcare?

The 3D printing medical devices market is rapidly evolving, with innovations that are transforming the healthcare sector. This technology, also known as additive manufacturing, is no longer merely a tool for rapid prototyping; it has become a critical part of medical device production, enabling the creation of highly personalized, complex, and cost-effective solutions for patients and healthcare providers alike.

Here, we'll dive into the market growth, explore key applications and technologies, share expert insights, and examine leading companies and future trends shaping the 3D printing medical devices market.

Market Growth Outlook

The global 3D printing medical devices market is expected to increase significantly in the coming years. BCC Research estimates that the market will reach $4.5 billion by the end of 2029 from $2.2 billion in 2024, having grown from $2.1 billion in 2023 at a compound annual growth rate (CAGR) of 14.7%. This growth is driven by advancements in 3D printing technologies, increasing demand for personalized medical solutions, and the rising adoption of these devices across multiple healthcare sectors.

Applications and Technologies in 3D Printing for Medical Devices

3D printing technology is being applied across a broad range of medical devices, including implants, prosthetics, surgical instruments, and anatomical models. Here’s how these applications are shaping the industry:

• Customized Implants and Prosthetics: 3D printing allows for the production of implants and prosthetics that are precisely customized to the exact anatomical specifications of patients. This level of customization leads to better fit, comfort, and functionality, significantly improving patient outcomes.
• Surgical Instruments: 3D printing is being used to create custom surgical tools that are designed to meet the specific needs of individual surgeries. These devices are often lighter, more ergonomic, and can be produced quickly, improving surgical precision and efficiency.
• Anatomical Models for Pre-Surgical Planning: Surgeons are increasingly using 3D-printed models of organs and bones to plan complex surgeries. These models, based on patient-specific data, provide a detailed visual and tactile representation of the patient’s anatomy, resulting in more accurate and successful surgeries.
• Bioprinting and Regenerative Medicine: One of the most exciting areas of 3D printing is bioprinting, which uses living cells to print tissues and potentially organs. While this technology is still in its early stages, it has the potential to revolutionize regenerative medicine and transplantation.

3D Printing Medical Devices: Global Markets

The global market for 3D printing medical devices reached $2.1 billion in 2023. The market is estimated to grow from $2.2 billion in 2024 to $4.5 billion by the end of 2029, at a compound annual growth rate (CAGR) of 14.7% from 2024 to 2029.

Expert Insights and Case Studies

• Scott Hollister, University of Michigan

Dr. Scott Hollister, a pioneer in the field of 3D-printed medical implants, emphasizes the transformative potential of 3D printing in personalized medicine. “The ability to create custom implants that perfectly match a patient’s anatomy is a significant leap forward in medical care. We’re not just talking about improving comfort—we’re talking about devices that can significantly enhance the quality of life for patients.”

• Case Study: Jaw Reconstruction with 3D-Printed Implants

A cancer patient who underwent jaw reconstruction surgery received a 3D-printed titanium implant, custom-designed to fit his unique anatomy. The implant was a perfect match, resulting in a faster recovery and better functional outcomes than traditional methods would have provided.

Key Companies in the 3D Printing Medical Device Industry

• Stratasys : Stratasys is a global leader in 3D printing technology that has made important contributions to the medical industry. The company’s 3D printers are used to generate surgical models, medical devices, and custom implants, helping to improve patient outcomes and streamline medical processes.
• Materialise NV : Based in Belgium, Materialise specializes in 3D printing software and services. The company is well-known for its innovative medical solutions, such as patient-specific implants and surgical guides, which improve surgical precision and efficacy.
• 3D Systems Corporation : A pioneer in 3D printing, 3D Systems provides various solutions for the healthcare industry, including the production of surgical guides, implants, and anatomical models. Their technology is widely used in hospitals and research institutions around the world.
• Stryker : This global leader in medical technology has incorporated 3D printing into its production of custom implants, particularly in orthopedics. Stryker’s 3D-printed titanium implants are renowned for their precision and quality.
• Renishaw : Renishaw is at the forefront of 3D-printed metal implants, particularly in the dental and cranial sectors. Their expertise in additive manufacturing and metrology has set them apart in the industry.

Future Trends in 3D Printing Medical Devices

Looking ahead, several trends are poised to shape the future of the 3D printing medical devices market:

• Advancements in Bioprinting: As bioprinting technology advances, we should expect to see more complex tissues and potentially organs being printed for transplantation, revolutionizing regenerative medicine.
• Increased Integration with AI: The usage of artificial intelligence in 3D printing is likely to grow, with AI helping to optimize designs, predict material behavior, and automate the production process.
• Greater Focus on Sustainability: As healthcare shifts towards more sustainable practices, 3D printing’s ability to reduce waste and use fewer materials will become increasingly important.
• Expansion into New Medical Fields: 3D printing is expected to expand beyond implants and prosthetics into new areas such as drug delivery systems and personalized medicine.
• Regulatory Developments: As the technology matures, regulatory bodies are expected to develop more comprehensive guidelines for 3D-printed medical devices to ensure their safety and efficacy.

The 3D printing medical devices market is poised for significant growth, driven by technological advancements and rising demand for personalized healthcare solutions. This technology is not only revolutionizing how medical devices are made but also improving patient outcomes and making healthcare more accessible. As 3D printing continues to evolve, it will play an increasingly vital role in the future of medicine, providing endless possibilities for innovation and improvement in patient care.

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