16 POWERFUL CASE STUDY
INTERVIEW QUESTIONS
To write an interesting and effective case study, you need to ask the right questions. So here are my
secret sauce questions for a fantastic interview.
Remember to always ask open-ended questions. You’re trying to avoid “yes or no” answers. Your goal is to encourage your
interviewee to open up and expand on their answers.
The following questions should help you tell a good customer success story with believable, interesting and relatable
results.
PRO TIP
If you want to probe deeper as you go along, you can ask
questions like:
Don’t forget to capture the exact words and phrases of your
interviewee, it will make your case study more believable and
credible.
• Tell me more about that.
• Why was that surprising?
• Who benefits most from this?
SUGGESTED QUESTIONS TO ASK YOUR CASE STUDY INTERVIEWEE
1. What’s your name, job title, and can you tell us a bit about your background?
2. What were you using before the product/service?
3. Please summarise three points of frustration you faced.
4. What was the big a-ha moment when you decided you needed to try something new?
5. What were the top reasons you selected this product/service?
6. How easy or hard was it to get started with this product/service?
7. How has it helped you to overcome the challenges you had before?
8. How is it different than other alternatives you’ve tried?
9. What is your favourite feature and why?
10. Tell me about the most positive experience you’ve had using this product/service. (Ask for specifics)
11. How did it meet (or exceed) your expectations?
12. How has this product/service helped you achieve your business or personal goals?
13. Can you provide any statistics or data to back up your case study? For instance time or money saved?
(You may need to follow up to get these.)
14. Have any other departments or stakeholders commented on how this solution has solved challenges/made
improvements?
15. Do you have advice for other people using this product or service?
16. What is the single biggest reason you would recommend the product/service?