Introduction
We would like to share how your team worked with us, in your own words. Nothing goes public until you have reviewed the final text.
Sales & MarketingForms
Case study questionnaire: collect a story the customer will approve
A case study questionnaire asks a customer to describe the problem they had, what changed after working with you, and a result they can confirm. It also records, in writing, what they agree to have published, including their name, company, logo and quotes. The key judgement is to leave out any result the customer cannot verify, because a case study is only as strong as the approval behind it.
Words for the respondent
Words that make the request easy to answer
Confirmation
Thank you. We will send you a draft to review before anything is published.
What result can you confirm?
Use numbers only if your team measured them. Estimates are fine when you label them as estimates.
May we publish your name and company?
Choose the option you are comfortable with. You can ask us to change it later.
Quote you are happy to have credited
One or two sentences in your own words is enough.
Field blueprint
Questions that build a story a reader can trust
| Field | Type | Required | Why you ask it |
|---|---|---|---|
About you | Section header | Tells the editor who to contact about the draft and who has the authority to approve it. | |
Your name | Short text | Required | The person who approves the draft. Their name appears in the story only if the permission question allows it. |
Your job title | Short text | Required | Readers judge a case study by the role of the person speaking. A job title is usually enough; leave out the department. |
Company | Short text | Required | Needed for the credit line. Confirm the spelling of the company's public name before it goes anywhere. |
Work email | Required | Where the draft goes for approval. Confirm the address by reply before you send anything, because a wrong address delays the whole story. | |
The story | Section header | Separates the approval questions from the questions about the work itself. | |
What problem were you trying to solve?Describe the situation before you started. | Long text | Required | A clear before-state is what makes the result believable. |
What did your team change in how it works? | Long text | Required | The steps the customer took, not a list of features. Readers want to know what the team did differently. |
What result can you confirm? | Long text | Optional | Only results the customer can check or has already measured. A blank answer is better than a result nobody can stand behind. |
Measured result, if you have one (number only) | Number | Optional | Use a number only when it was measured. Put the unit in the label, for example hours per month, so the figure has a meaning on its own. |
A quote you are happy to have credited | Long text | Optional | One or two sentences in the customer's own words. Show them the exact wording before publication. |
Permission | Section header | Makes the publishing choices visible before the form ends, so no one assumes permission was given. | |
May we publish your name and company?Yes, name and companyCompany name onlyNo, do not publish my name or company | Single choice | Required | Permission has to be explicit. Each option changes the credit line, so each one needs to be clear to the person choosing it. |
Link to your logo, if you agree to its use | Short text | Optional | Logo files cannot be sent through this form, so ask for a link to the current version instead. |
Try it
Preview the questionnaire as the customer will see it
After a response arrives
What the team does with the answers
Answers are saved first, then a scheduled job handles them
New answers wait for the scheduled job, which runs hourly in production. The creator is notified after that run, so a draft will not be ready the moment someone submits.
Draft in the customer's words and check each figure
Turn the answers into a short draft, keep the customer's phrasing where you can, and check every number against your records. Remove any claim the customer did not confirm.
Get the approval in writing before anything goes live
Send the full draft to the approver, record their written approval, and keep it with the case study file. Confirm the approval covers the exact name, logo and quotes you plan to use.
Track each request until the story is settled
The submissions grid lists every response, and a CSV export gives you a record of who has answered. Turn on Customer Care for stories that need an owner and a follow-up date.
Mistakes to avoid
Four ways a customer story loses credibility
Filling the result field with an invented number
A blank result is more honest than a figure nobody measured. Readers can notice rounded-up numbers, and the customer may be asked to stand behind the figure in public.
Writing the story before anyone has approved it
Ask for permission when the questionnaire opens, then again before publication. A story published without written approval creates a problem for the customer as well as for you.
Publishing a logo nobody confirmed
Logos carry their own rules and often change. Ask for a link to the current logo, and confirm with the customer that it is the version they want to use.
Quoting a sentence out of its context
A line cut from a longer answer can reverse its meaning. Show the customer the full answer and the sentence you plan to quote, so they can approve both.
Frequently asked questions
What questions should a case study questionnaire ask?
Ask about the situation before the customer started, what they changed, the result they can confirm and the permissions for publishing. Leave out questions about the customer's wider strategy, because they can make the story harder to approve without making it more useful.
Do I need the customer's permission to publish a case study?
Yes. Ask for permission to use the name, company, logo and quotes, and let the customer review the final text before it goes live. Keep the written approval with the story.
How long should a customer story be?
Length follows the structure rather than a word count: the problem, what changed, a result the customer can confirm, and a quote. A short story that is accurate is more useful than a long one that stretches a single result.
Can a customer send a logo or photo through the form?
No. This form type does not accept file uploads, so ask for a link to the logo or photo, or request the file by email once the customer has agreed to it.
Browse by category
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How to build it
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