Putting your customers first is smart business, and asking the right case study questions helps you do that. 

Customer-centric brands see 60% higher profits. Businesses can boost their cross-selling and upselling rates by up to 20% by collecting and analyzing customer feedback. 

We’ve compiled 25 key case study questions to ask your top customers during case study interviews. These case study interview questions will help you better understand what makes your product stand out. At the same time, you’ll create quality content for your sales and marketing team to use as part of your customer reference program. 

How Should Customer Reference Managers Prepare for a Case Study Interview? 

Customers must prepare for a case study interview to get meaningful results. Here’s how to prepare case study questions that help build customer references you can rely on.

1. Research Your Customer

Know your customers well. This means understanding their businesses, how your solutions have helped, and when they started using them.

Tailor your case study questions to their experience and focus on what they do well. Before conducting customer interviews, have a clear understanding of your customer base.  

It also means knowing if your customer is involved in peer-to-peer selling. This insight can help you ask more focused case study interview questions that support your customer reference program.

2. Prepare Your Customer Pre-Interview

Touch base with your customer before the case study interview. During the interview, try to gather key statistics, get an overview of their buyer’s journey, and confirm what information can be shared. This helps you avoid surprises and ensure everyone is on the same page. 

3. Keep It Casual

While being prepared is important, keep the case study interview relaxed and conversational. This will make it easier for your customers to share honest feedback and insights.

4. Promise to Protect Private Information

Assure your customer that any private or sensitive information will be kept confidential. This builds trust and encourages them to share more during the interview. Your case study and questions need to respect their privacy while still gathering insights. 

5. Be Mindful and Think About Questions to Ask

Plan your study case questions ahead of time to highlight how your solution has made a difference. By steering the conversation, you can ensure the case study presents your product in the best possible light.

It also helps strengthen your customer reference program, which is key to building trust with future clients.

5 Questions to Ask Yourself Before You Talk to Your Customers  

Before you talk to your customers, ensure you understand what you’re trying to solve. Good case studies focus on how your solution drives growth by tackling key issues.

1. Does the case study show your solution meets a customer’s need? 

Ask case study questions that show how your solution solves the customer’s problem. This makes it more relatable and useful for potential clients who face similar problems.

2. How common is this challenge? 

Knowing how common the challenge is can help you understand the case study’s broader relevance. If it’s something many people face, your case study will likely appeal to a wider audience.

3. How relevant is this challenge in its industry? 

Check if the challenge is significant within the industry. If it is, your case study will resonate more with others in the same field.

4. Are prospects talking about it?  

If your prospects are talking about this challenge, they’ll likely pay more attention to your case study. So, when you craft your questions for case study research, tie them to what’s trending now to keep your content relevant and engaging.

What are the Four Most Important Parts of a Case Study? 

Putting together case study questions? Focus on these four key parts to ensure your analysis is clear and effective.

1. Introduction: Point out the main problems and issues to give case study readers a clear understanding of what’s coming next.
2. Background: Share the important facts and context so case study readers get the full picture.
3. Case Breakdown: Break down the main elements, focusing on the key issues.
4. Solutions/Changes: Offer practical solutions or changes to tackle the problems.

These steps are essential for writing the right questions.  Find out what’s working well, what needs workarounds, and what you might want to adjust.

Top Case Study Questions to Ask Your Best Customers 

Case study interviews (or customer interviews) are a great way to improve key metrics and boost engagement. They can help you gather valuable Voice of Customer (VoC) data to strengthen your messaging. 

By asking open-ended questions, you can get insights into what matters to your existing customers and how to appeal to potential customers.

What Questions Should I Ask for a Case Study?

Here are some case study questions to use in your client interviews. They’ll help you gather useful data and social proof to attract future customers. A good case study interview focuses on collecting insights that highlight real growth.

1. What is your role in your organization?

Ask your customers about their roles to find out how they contribute to their team. Instead of just stating their job title, they should explain how they take the initiative and support their team’s success. Their response will also show what they value most in their work.

2. Can you describe your company’s operations (size, scope, markets, competitors)?

Understanding the size and scope of your customer’s operations helps you see the bigger picture. It gives you a sense of their challenges and any additional challenges that might crop up. These details also help you fine-tune your messaging for your target audience.

3. How many people are on your team? What are their roles? What do you love about working there?

Asking your client about team size and roles helps you understand how the team works together. It also allows customers to share what they enjoy about their workplace.

This info helps you connect your solution to the daily experiences of similar teams. Understanding what they value most in their work environment can also guide how you improve their customer experience.

 

4. Who are your customers?

Knowing your customer’s customers helps you see the broader impact of your product. This question identifies the key players in their value chain. 

It shows how your product benefits both your customer and their customers. This insight helps you align your offerings with the needs of these end-users.

5. What problems were you facing before you chose to work with us?

This case study question uncovers the specific challenges that led the customer to seek your solution. Understanding these pain points helps you position your product as the perfect solution. Pay close attention to their wording; it might reveal deeper priorities and concerns.

6. How did you hear about our product? What made you reach out to us? Why now?

This question helps you understand what brought the customer to your product. Knowing how and why they reached out gives insight into their decision-making process. Their response might also reveal what they prioritize, like quality, price, or customer service.

7. Would you describe some reasons you decided to buy our product? What were your main criteria?

Understanding why your client picked your product helps show what makes it stand out. This question identifies the key selling points.

It also gathers VoC data that can help your sales and marketing teams in the future. Their criteria give you insight into what drives their decision-making process and what they value most.

8. How did these challenges and business objectives affect day-to-day operations?

This question looks at how your customers’ challenges affect their daily work. Understanding these impacts shows the benefits of your solution and how it improved their everyday tasks. Consider how these challenges shaped their priorities and how your product solved them.

9. Have you tried other solutions before? If so, what were they, and why did they fail to meet your needs?

Case study questions like this highlight your product’s advantage by exploring why other companies’ possible solutions didn’t work. Understanding these experiences can also provide valuable insights for improving your product and messaging.

It also reveals what your client looks for in a product and what might cause them to switch. Great case studies look at the whole picture – including what other companies offered and why those solutions didn’t work out.

10. How else did you try to overcome this challenge?

Asking about other attempts to solve the problem gives you insight into the customer’s journey. This question reveals how stubborn the issue was and why your solution worked when others didn’t.

Remember, a big problem often requires a unique solution, and this question helps highlight why your product stood out while others fell short. It also highlights your product’s unique value and what features or benefits matter most to them.

11. What is the challenge’s impact on the company’s long-term goals?

A good case study question connects the challenge to the customer’s bigger picture, and this one does just that. It shows that your product isn’t just a quick fix but a key tool for future success. Their response can also help you understand what they prioritize in a long-term partnership.

12. Were there any concerns about how your customers would be impacted by using our product?

Addressing potential concerns in your case study interview questions helps reassure prospects about your product. This question looks into your customer’s risks and worries and explains how you handled them.

It adds credibility to your case study by showing how these concerns were overcome. Consider how these concerns might reflect the values or expectations of their customers.

13. How did our solution help you overcome your challenge? What can you do now that you couldn’t before?

This case study question captures the real benefits your solution provides. It focuses on your customers’ achievements after using your product, reinforcing your thought leadership to readers.

Highlighting these success stories can show the real impact of your solution. Their feedback can also provide insight into which features of your product delivered the most value.

14. What is your favorite feature? Was there a feature that made you want to go with our product, and is that still the case today?

Understanding which features customers value most can help shape future development and marketing. This case study question lets you see if the key selling points are still important over time.

It also gives insight into which parts of your product connect most with users. The way your client describes these features can reveal the deeper needs your product meets.

15. How did you find the implementation process? What process did you follow? Did we provide the right support?

Implementation is a key phase, and this question checks how smoothly it went and measures the support your team provided during the process.

Positive client feedback here can show how easy it is to adopt your solution, which is key for convincing new potential customers. When choosing a company, consider how the implementation process aligns with what matters most to them.

16. Could you share any qualitative and quantitative benefits that the solution has already brought or is expected to bring to your organization (money or time saved)?

Quantifiable results are essential in case studies, and this is one of the study case questions that helps you obtain them. Understanding both the tangible and intangible benefits strengthens your product’s case.

These real-world outcomes connect with customers who want solid proof. Their answers can show what they value most, like cost-effectiveness or efficiency.

17. How has our solution helped future business plans?

This case study question examines how your solution adds long-term value and how it fits into the customer’s decision-making stage and plans.

Understanding this helps position your solution as essential for long-term success and shows how well it aligns with their future goals.

18. How has our solution impacted or benefited your customers?

This is one of the case study interview questions that help you understand the broader effects of your product. It shows how your solution benefits not only your direct customer but also their client base.

Highlighting these impacts can add depth to your case study and appeal to a wider audience. Their feedback can also indicate how well your product meets the needs of its end-users.

19. Did you need any help using our product/solution, and how did you get help?

This case study interview question checks how well your customer support worked and how easy it was to use your product. It shows how your team responded when help was needed, which builds trust with prospects.

Since 80% of customers value the experience as much as the product, their feedback highlights what matters most in customer service.

20. What surprised you about our product or support?

Unexpected positive outcomes can be a powerful addition to your case study. For example, this question helps your account manager know if the client had any pleasant surprises.

Their response can also show what they care about most– reliability, innovation, or customer service.

21. If other teams or departments are using our product, do you know how they're using it?

This case study interview question shows how your solution works across different parts of the customer’s organization. Understanding this broader use helps you highlight your product’s versatility and value.

Your case study questions must offer insights into how your product can benefit other teams in similar organizations, giving you a clearer picture of how it meets various user needs.

22. How else do you want to use our product or service in the future?

Looking ahead, this is one of the questions that explore how your product might be used in the future. It shows that the customer finds ongoing value in your solution and sees growth potential. Their plans can also give you a sense of what they want in a long-term business relationship.

Remember, questions for case study research should examine past wins and future plans, giving you a clear idea of how your product can continue adding value.

23. What are the three biggest things you love about our partnership?

Your case study interview questions should help you pinpoint the reasons your client is satisfied, and this does just that. Emphasizing these points can strengthen your relationship and expand on the value of your product.

It also clearly summarizes what makes your partnership work. Consider how these reasons align with what they value most in a company or service.

24. What would you say to other people considering us? Any advice?

A customer recommendation is one of the best endorsements you can get. This question lets your customer advocate for your product, which is persuasive.

Remember that 90% of people trust recommended brands, even from strangers, and 88% trust brands recommended by friends or family. Their feedback also gives insights into what makes your product stand out and solidifies your case studies.

25. What’s next for our partnership?

This question helps end the interview on a positive note. It shows that the relationship is moving forward with more opportunities to come. Understanding your customer’s plans can also help you align your offerings with their needs as they grow and change. 

Asking a mix of open-ended questions encourages your customers to share more insights. This makes it easier to build case studies that clearly show the impact your product is making. It also helps build better relationships and stories that resonate with future clients. 

Overall, good case study interview questions encourage detailed answers tailored to the customer’s experience, showing the real value your product brings.

Manage Case Studies and Customer References with Upland RO Innovation 

Asking great case study questions is just the start. With the right tool, you can build case studies that show your product’s value and drive sales.

Upland RO Innovation makes managing customer references easy by automating updates and keeping your data accurate. Build compelling case studies with ready-to-go customer references. Quickly find the customer references you need and the customers to contact for your case study. 

Get testimonials from top customers without overwhelming them, so your best quotes and case studies are always ready to impress. Want to make your case studies work harder for you? Let’s chat.