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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 Case Study: Crucial Insights for Business

Gale de Ocampo

Author & Editor

Content Strategist

Published on: Oct 6, 2023 Updated on: May 31, 2024

Invest 5 Minutes a Week to Grow Your Brand.

Get reliable marketing ideas and tactics that drive digital differently from top minds in the digital space.

Transforming insights into actionable strategies has become a vital point in creating a marketing research case study. This unravels the intricate connection between market dynamics and consumer behavior, which provides a roadmap for organizations to navigate the complexities of the current business world.

When conducting marketing research, you meticulously gather data on consumer habits, competitors’ movements, emerging trends, and other marketing aspects. It serves as a bridge between abstract insights and real-world action, offering tangible examples of how businesses have harnessed data to create informed decisions.

Through a market research example, you will witness how companies have successfully adapted their products, marketing campaigns, and business strategies to stay ahead of the competition. So dive into marketing research case studies in digital marketing and discover how you can apply it to your business.

Mastering the dilemma of balancing insights and action

In the ever-changing business scene, finding a balance between knowing what to do and actually doing it can be a challenge. However, in this journey, you will unravel the secrets of this dilemma using a marketing case study that helps bridge the gap between knowledge and implementation, thereby guiding your business to thrive.

• Generalization vs. specificity - Since case studies can have generalized findings, not everything may be applicable to one’s own situation. You need to rely on a combination of case study data and your own research to create strategies tailored to your business concerns. It is important to cross-reference the insights with the industry’s current trends and the target audience’s preferences to strike a balance between general principles and specific actions.
• Resource constraints - Sometimes case studies show strategies requiring significant resources that may not be aligned with your budget or capabilities. To address this, you can find case studies that share cost-effective strategies that suit your budget or consider phased implementation. Start with smaller-scale versions of successful case study tactics and slowly scale up, as you see further results.
• Evolving consumer behavior - Consumer behavior is dynamic, and what worked in a case study years ago may not apply today. One way to solve this problem is to remain updated with the latest consumer behavior trends through industry reports and market research. This will help you be ahead of the market and become agile in your marketing approach.
• Competitive landscape - Case studies often do not consider competitors and some strategies may not yield the same results. Conduct your own competitor analysis to gain a deeper understanding of your competitor’s strengths and weaknesses, as well as your industry’s opportunities and threats. This allows the formulation of better strategies.
• Implementation barriers - At times, the gap between theory and practice can be challenging. A cross-functional team must be built that includes decision-makers and implementers so that there is a dedicated team to make clear implementation plans, allocate resources, set measurable goals, and effectively monitor the progress of execution.

In conclusion, applying marketing research to case study insights requires a thoughtful approach. By tackling these common struggles with a blend of research, adaptability, and teamwork, one can capitalize on these insights in practical marketing scenarios. Keep in mind that It is a dynamic process involving learning and adjustment along the way.

Unlocking the potential of marketing research case studies

Ever wondered how businesses seem to hit the marketing bullseye every single time? It is the power of marketing research case studies . Such a marketing research case study example can guide you toward strategies that work. In this section, you are able to walk through how it can be your secret sauce for making informed and effective marketing decisions.

What is a marketing case study and its practical values?

A marketing case study is a detailed examination of specific marketing strategies, campaigns, or challenges faced by businesses. It provides a comprehensive analysis of data, statistics, and qualitative insights. Its practical value lies in several ways.

• Case studies provide insightful lessons about the tactics and strategies that can lead to success. This can pave the path to success by showcasing real-life examples of what has worked in diverse contexts.
• It gives practical solutions to real marketing issues. By studying how others have talked about similar challenges, you can get insights into effective strategies and approaches.
• It delves into consumer behavior and preferences as this helps you understand your customers and tailor your marketing efforts accordingly.
• It can spark your creativity by exhibiting innovative campaigns and out-of-the-box ways of thinking.
• It provides you with evidence-backed solutions that can help you make informed choices.

Consequently, marketing research studies are your go-to toolkit for navigating the marketing scene with confidence. They serve as practical roadmaps that help you achieve your marketing goals.

How case studies aid in adapting to the dynamic nature of digital platforms

Case studies play a key role in helping adapt to the dynamic nature of digital platforms. Thus, it can serve as a valuable tool.

• Learning from evolving strategies. With the help of technology, case studies can be easily updated with the latest trends and newly discovered knowledge to further develop new insights that businesses can use.
• Testing and optimization . Digital platforms require continuous testing and optimization to be effective. Case studies can cover marketing experiments , such as A/B tests and pay-per-click ads, which can lead to improved results. These insights can be used to tune one’s own strategies.
• Keeping pace with the algorithm changes. Search engine algorithms are well-known for their frequent updates. Case studies that focus on search engine optimization (SEO) can help to understand how different strategies cope with algorithm changes. This knowledge is valuable for maintaining the visibility and traffic on your website.
• Adapting to new technologies. Technologies such as artificial intelligence and chatbots are reshaping digital marketing . Case studies highlight innovative ways in which businesses can incorporate these into their strategies. By studying these, one can explore how to effectively leverage new tools.
• Managing crisis. Digital platforms are susceptible to crises. Case studies of crisis management provide insights into how brands can effectively navigate these challenges. Learning from these can help prepare to respond to such problems.
• Integrating cross-platforms. The digital ecosystem includes platforms such as social media, email marketing, and pay-per-click advertising , among others. Case studies that show successful cross-platform integration can help adapt to the complexity of managing multiple digital channels.

In essence, case studies allow one to adapt digital marketing strategies to the changing digital world. By learning from others’ experiences, one can stay ahead of the game, experiment with new approaches, and thrive in this dynamic environment.

Case study: Revolutionizing social media engagement

Social media marketing has become an evident approach in conducting a short case study on marketing research. It helps businesses understand their target audience better, identify their needs, and create visually appealing content that resonates with them. Therefore, it is necessary to determine how cost-effective it is to reach potential customers.

One example of a case study is Starbucks, which highlights its enhancement of social media engagement . Through this case study, you will understand how it helped the brand survive in the digital era through innovative strategies.

The company

Starbucks is a global coffeehouse chain founded in Seattle, Washington in 1971. Over the years, they have grown their coffee empire to 35,711 stores worldwide . They are not only known for their signature coffee but also for the unique experience that they offer to their customers, such as a cozy ambiance and personalized service.

The challenge

Despite Starbucks’ global popularity, it still needs to maintain a strong social media presence to connect with its diverse and loyal customer base and increase its sales. They acknowledged that customers are increasingly turning to social media to share their coffee experiences and seek suggestions. So, they aimed to enhance their social media engagement to promote a more vibrant online community.

The research insights

Starbucks understood that the key to success is to leverage digital marketing to enhance social media engagement. Here are some insights that you should know.

• Customer-generated content - Starbucks effectively used user-generated content . They encouraged their customers to post and share their moments using unique hashtags. This not only showed customer loyalty but also served as free, authentic advertising.
• Customer engagement - Starbucks was successful in creating a strong relationship with its customers through social media. They regularly responded to customer queries and complaints, which has helped them in building trust and loyalty among their customers.
• Community building - Starbucks saw social media as a means of building a coffee-loving community. They immediately answered customer comments and messages, making their customers feel heard and valued.
• Influencer marketing - Starbucks collaborated with various influencers and celebrities to promote its products on social media. This helped increase the company’s reach and attract new customers.

Starbucks’ journey to enhance social media engagement was grounded in understanding its audience and leveraging the visual and interactive nature of various social media platforms. They used research insights to create a vibrant, interactive, community-driven online community.

Execution of strategy and outcomes

Now, it is time to take a deeper look into how Starbucks has enhanced its social media engagement through a strategic action plan, its implementation process, and the positive outcomes achieved.

Action plan for enhancing Starbucks’ social media engagement

In today’s digital age, enhancing social media engagement has become paramount for businesses seeking to connect with and engage with their customers. This action plan allows us to explore strategic steps that elevate Starbucks’ impressive social media presence and foster a dynamic and interactive online community.

• Research and analysis - Starbucks initiated an action plan by creating thorough research and analysis of its social media presence. They assess which platforms their audiences frequented the most, and recognize trends and customer preferences.
• Platform selection - Based on Starbucks' research, they selected Instagram , X , Facebook , and Pinterest to focus their efforts.
• Content strategy - Starbucks has developed a content strategy for each platform. They highlighted visual storytelling on Instagram, interactive polls and quizzes on X, a combination of engaging content on Facebook, and visually appealing mood boards on Pinterest.
• User-generated content (UGC) - Starbucks encouraged customers to share their moments with dedicated hashtags. They actively engaged with shared UGCs, which turned their loyal customers into brand ambassadors.

The action plan outlined here serves as a roadmap for Starbucks to enhance its engagement with social media. Taking this into account, they created a dynamic online presence that resonated with its diverse audience.

Implementation process

The implementation process for enhancing Starbucks’ social media engagement was a carefully orchestrated strategy that harnessed thriving online coffee communities on different digital platforms.

Through tailored content, active community engagement, and prioritized timely and customer-centric interactions, it has evolved its social media presence into a hub for coffee enthusiasts. Without further ado, here is how they created a strategic plan that drives meaningful connections and strengthens brand loyalty in the digital era.

• Content calendar and visual content creation - They created a content calendar outlining the types of posts, themes, and frequency of updates on each platform. By doing this, it is easier to visualize the content, assuring that everything is on the brand, has the same theme, and is streamlined. However, for the actual content creation, they used strong and visually appealing photos and videos that represent the overall branding.
• Interactive strategies and community engagement - They launched interactive content such as polls, question and answer portions, and contests on their platforms, particularly Twitter to encourage engagement with their followers. To further deepen the connection, they actively responded to comments, messages, and mentions that fostered the formation of a community.

Similarly, Starbucks’ implementation process is a testament to the power of customer-centric digital marketing. Through these, they transformed their social media platforms into vibrant places of connection and brand loyalty.

Positive outcomes achieved

The positive outcomes resulting from Starbucks’ endeavors to enhance social media engagement have been remarkable. Through strategic efforts and a deep understanding of their audience, they achieved so much that guaranteed them to reach social media success. So, here are the things you should learn about.

• Increased engagement - Starbucks experienced a notable boost in social media engagement on their social media platforms. Their strategy of making visually appealing content, running interactive campaigns , and actively answering customer comments resulted in more likes, shares, comments, and interactions.
• Enhanced brand visibility - Through engaging content and community building, they have expanded brand visibility on social media. Their use of UGC, trendy hashtags, and timely posts has attracted a wider audience and reinforced brand recognition. This makes them more prominent on social media.
• Improved customer loyalty - Starbucks’ active engagement with customers and promotion of UGC created a loyal online community . Customers felt heard and valued, leading to increased loyalty.
• Increased conversions - Interactive strategies employed on social media, such as sharing customers’ coffee experiences through hashtags, have contributed to increased conversions . Engaged customers were more likely to visit their stores or make online purchases after interacting with their content.

Starbucks’ efforts to enhance social media engagement not only increased its online interactions but also had tangible impacts on its brand itself. Their case study served as an example of how efficacious social media engagement can positively influence a brand’s digital presence.

Insights gained

Starbucks has recognized the need to stay at the forefront of social media interactions. Through meticulous research, strategic planning, and a relentless commitment to customer-centricity, they have achieved exceptional results in boosting social media engagement.

In this exploration, you are able to delve into key takeaways and lessons that can serve as a guide for businesses seeking to harness the full potential of social media in connecting with their audience and building brand loyalty.

Applying lessons to other digital marketing campaigns

Valuable insights can be obtained from successful case studies, similar to Starbucks. This provides lessons that can be applied to a wide variety of digital campaigns. Learn more about how these lessons can help businesses thrive.

• Prioritize community building . Create content and engagement strategies that have a sense of belonging and connection among the audience. In addition, they should be encouraged to create user-generated content and participate in various discussions that will boost engagement and gain advocates who can promote their products or services.
• Create platform-specific strategies. Understand the specific dynamics of each platform so that you can craft your various specific approaches. Create content that resonates with its user base and engages with it effectively.
• Build active engagement and responsiveness . You need to actively engage with your audience and participate in conversations to build brand loyalty by incorporating social media monitoring and response strategies into campaigns.

The Starbucks case study teaches us that building a thriving online community, in addition to products and promotions, is necessary for digital marketing success. By prioritizing this, businesses can create lasting connections, boost engagement, and achieve their marketing goals. These lessons can be applied to boost digital marketing campaigns.

Conquering the hurdles of digital marketing

Overcoming challenges in digital marketing is essential for achieving success in the online world. From changing algorithms to data privacy concerns, navigating its complexities can be daunting. In this part of the article, you will discover more about the problems and strategies that drive meaningful results.

• Constant algorithm changes - Search engine algorithms, particularly Google’s, make it challenging for marketers to maintain high rankings and visibility. To keep up with these constant changes, you need to learn how to emphasize user-focused content . You should invest in creating comprehensive, evergreen content that provides value and answers user inquiries.
• Content creation and quality - Creating engaging, high-quality content is an important challenge. Searching for topics, maintaining a content calendar, and guaranteeing the content resonates with the target audience can be demanding. A solution is to use keyword research, competitive analysis, and editorial planning.
• Data privacy and compliance - With growing concerns about data privacy, adhering to regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) can be difficult as marketers must collect data to learn more about their target market while also respecting their privacy rights. Implement a clear opt-in process and data handling procedures to comply with regulations.
• Ad blockers and ad fatigue - With the rise of ad blockers and consumer ad fatigue , marketers must look for various ways to reach and engage with their users. Create informative, and creative content that provides more value to your audience.
• Measuring return on investment and attribution - Determining the ROI for digital marketing efforts through digital analytics can be tricky due to multiple touchpoints in the customer journey. Attribution models must be accurate to effectively allocate resources.

Overcoming hurdles is not just a necessity but also an opportunity for growth and innovation. By adapting to strategies, staying informed, and embracing changes, businesses can navigate the complex ground of digital marketing with confidence.

Key takeaways

Applying marketing research case studies to businesses can be a game changer. This study provides valuable insights into and strategies for driving growth and success. The key takeaways are as follows.

• Identify relevant case studies for the industry. Begin by investigating and choosing case studies relevant to the industry, target audience, and goals. Look for studies that address similar challenges or opportunities faced by your business.
• Apply insights into your unique situation. While case studies provide valuable guidance, it is important to adapt their insights to the business, industry, and target audience. Tailor strategies to align with goals, resources, and market situations. Use case studies as inspiration and foundation to create customized marketing strategies that suit business needs.
• Continuously test and iterate. Case studies showcase strategies that worked at a specific point in time. Recognize that the digital scene is constantly evolving. Implement a culture of continuous testing and iteration. Regularly evaluate the performance of your marketing efforts, gather data, and make adjustments based on consumer behaviors and trends. This approach will help you stay competitive and relevant in digital marketing.

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Lessons from the Field: Analyzing Successful Marketing Case Studies

Discover valuable insights and strategies from real-life marketing case studies in this informative article.

In the ever-evolving world of marketing, success stories serve as valuable lessons. Case studies, in particular, provide real-world examples and insights that can shape marketing strategies, campaigns, and tactics. They offer a window into the strategies employed by successful brands, allowing marketers to extract valuable insights and apply them to their own endeavors. In this article, we will delve into the importance of case studies in marketing, identify key elements of successful case studies, explore how to extract valuable insights from them, and discuss the application of those insights to improve marketing strategies.

Understanding the Importance of Case Studies in Marketing

Case studies play a vital role in the development of marketing strategy. They provide marketers with evidence of what works in real-world scenarios, allowing them to learn from others' successes and avoid their mistakes. Additionally, case studies offer an opportunity to understand the challenges faced by various organizations and how they overcame them.

The role of case studies in marketing strategy development

Case studies serve as a foundation for marketing strategy development. By analyzing successful marketing case studies, marketers can gain a deeper understanding of the tactics and approaches that have proven effective in the past. This knowledge enables them to make informed decisions and craft strategies that are more likely to succeed.

For example, let's consider a case study on a popular clothing brand that successfully launched a new product line. By examining the marketing strategies employed, such as influencer collaborations and targeted social media campaigns, marketers can draw valuable insights. They can learn about the importance of creating a buzz around the launch, leveraging the power of social media influencers, and engaging with their target audience in a meaningful way.

Furthermore, case studies provide marketers with a comprehensive view of the marketing landscape. They showcase different industries, markets, and target audiences, allowing marketers to broaden their perspective. This exposure to diverse case studies helps marketers identify innovative strategies and adapt them to their specific business needs.

How case studies provide real-world examples and insights

Case studies bring marketing theories and concepts to life by showcasing their application in real-world scenarios. They provide concrete examples of marketing strategies, tactics, and campaigns that have achieved measurable success. Whether it's a social media campaign that went viral or a targeted content marketing strategy, case studies offer a wealth of insights into what works and how it can be replicated.

Let's delve into a case study on a startup that successfully disrupted the market with a unique marketing approach. This case study highlights the importance of thinking outside the box and taking calculated risks. By analyzing the strategies employed by the startup, marketers can gain valuable insights into unconventional marketing methods that can create a buzz and differentiate their brand from competitors.

Furthermore, case studies provide an opportunity to learn from failures as well. By examining unsuccessful marketing campaigns, marketers can identify pitfalls to avoid and gain a deeper understanding of what does not work in certain contexts. This knowledge is invaluable in refining marketing strategies and avoiding costly mistakes.

Moreover, case studies offer a glimpse into the ever-evolving digital landscape. With the rapid advancement of technology, marketers need to stay updated on the latest trends and tools. By studying case studies that showcase successful digital marketing campaigns, marketers can gain insights into emerging platforms, innovative techniques, and effective ways to engage with digitally-savvy consumers.

In conclusion, case studies are an essential tool for marketers to enhance their understanding of successful marketing strategies and gain insights into real-world examples. By analyzing case studies, marketers can make informed decisions, craft effective marketing strategies, and stay ahead in the dynamic and competitive marketing landscape.

Identifying Key Elements of Successful Marketing Case Studies

To truly benefit from analyzing case studies, it is essential to identify their key elements. By understanding what makes a case study successful, marketers can find valuable lessons and apply them to their own marketing initiatives.

Case studies are a powerful tool for marketers to gain insights and learn from the successes of others. They provide a real-life example of how a marketing strategy was implemented and the results that were achieved. However, not all case studies are created equal. Some are more effective than others in conveying the key lessons and inspiring marketers to take action.

Defining the objectives and target audience of the case study

Successful case studies clearly define their objectives and target audience. These two factors shape the entire narrative of the case study, ensuring that it aligns with the intended lessons and resonates with the readers who can benefit from it.

When defining the objectives of a case study, marketers should consider what specific insights they want to gain and what actions they hope to inspire. This clarity of purpose will guide the selection of case study subjects and the analysis of their strategies.

Similarly, identifying the target audience is crucial for crafting a case study that speaks directly to the right people. Marketers should consider who will benefit the most from the lessons shared in the case study and tailor the language, examples, and recommendations accordingly.

Selecting the right case study subjects for analysis

The choice of case study subjects is crucial. Marketers should select case studies that closely align with their industry, target market, or specific marketing challenges they face. By analyzing case studies that are relevant and relatable, marketers can extract insights that are directly applicable to their own marketing strategies.

When selecting case study subjects, marketers should consider not only the industry or market segment but also the specific challenges or goals they are facing. For example, if a marketer is struggling with social media engagement, analyzing a case study of a successful social media campaign can provide valuable insights and inspiration.

Furthermore, it is important to consider the credibility and reliability of the case study subjects. Marketers should look for case studies that have been well-documented and have credible sources of information. This ensures that the insights gained from the analysis are based on accurate and trustworthy data.

Analyzing the structure and format of successful case studies

Case studies have a distinct structure and format. Successful case studies often follow a storytelling approach, clearly outlining the problem, the strategy employed, the tactics used, and the results achieved. Analyzing the structure and format of successful case studies can help marketers present their own strategies in a compelling and engaging manner.

When analyzing the structure and format of successful case studies, marketers should pay attention to the flow of the narrative. Is the story easy to follow? Does it build tension and create anticipation? Is the resolution satisfying? These elements contribute to the overall impact of the case study and can make it more memorable and persuasive.

In addition, marketers should consider the use of visuals and supporting data in successful case studies. Visuals such as charts, graphs, and images can help illustrate key points and make the case study more visually appealing. Supporting data, such as statistics and metrics, can add credibility and provide evidence of the effectiveness of the strategies employed.

By analyzing the structure and format of successful case studies, marketers can gain insights into how to present their own strategies in a way that captures the attention of their audience and effectively communicates the key lessons.

Extracting Valuable Insights from Marketing Case Studies

Once marketers have identified successful case studies, the next step is to extract valuable insights that can inform their own marketing initiatives. This involves examining the strategies employed, understanding the impact of market research and data analysis, and learning from innovative and creative marketing campaigns.

Identifying successful marketing strategies and tactics

Case studies provide an opportunity to identify successful marketing strategies and tactics that have proven effective in specific scenarios. By analyzing these strategies, marketers can gain inspiration and adapt them to their own campaigns to achieve similar results.

Understanding the impact of market research and data analysis

Market research and data analysis play a crucial role in successful marketing case studies. These studies often highlight the importance of gathering and analyzing relevant data to inform marketing decisions. By understanding how market research and data analysis contribute to successful marketing, marketers can leverage these tools to enhance their own strategies.

Learning from innovative and creative marketing campaigns

Successful case studies often showcase innovative and creative marketing campaigns that have captured audience attention. By analyzing these campaigns, marketers can learn valuable lessons about creativity, resourcefulness, and out-of-the-box thinking. These insights can then be applied to their own marketing initiatives to create impact and differentiate their brands.

Applying Lessons Learned to Improve Marketing Strategies

Deriving insights from case studies is only valuable if they can be effectively applied to improve marketing strategies. This involves implementing successful case study findings into marketing plans, adapting strategies to fit different industries and target markets, and measuring the effectiveness of marketing strategies based on case study insights.

Implementing successful case study findings into marketing plans

Successful case study findings should not remain mere insights but should be transformed into actionable plans. Marketers should incorporate these findings into their marketing strategies and campaigns, adapting them to suit their own unique circumstances. By implementing successful case study findings, marketers can increase the likelihood of achieving desirable outcomes.

Adapting strategies to fit different industries and target markets

While case studies provide valuable insights, it's crucial to adapt them to fit different industries and target markets. What works for one brand may not necessarily work for another. Marketers should carefully consider the nuances of their own industry and target market and tailor strategies accordingly. By intelligently integrating case study learnings with industry context, marketers can maximize effectiveness.

Measuring the effectiveness of marketing strategies based on case study insights

An effective marketing strategy is one that can be measured and evaluated. Once marketers have applied case study insights to their own strategies, they should establish clear metrics to assess their effectiveness. By measuring the impact of their strategies, marketers can continuously refine and optimize their marketing efforts based on the lessons learned from the case studies they have analyzed.

Storing Templates in the HIVO Platform

In addition to analyzing case studies for insights, marketers can also streamline their marketing processes by utilizing digital asset management platforms like HIVO. One valuable feature of HIVO is the ability to store templates.

Templates provide marketers with a consistent and efficient way to execute marketing campaigns. With HIVO, marketing teams can easily access and use pre-designed templates for various marketing materials, such as landing pages, social media ads, email campaigns, and more.

By storing templates in the HIVO platform, marketers can ensure brand consistency, save time on design iterations, and maintain quality control over the marketing materials. The ability to store templates simplifies the marketing workflow, enhances collaboration among team members, and allows for better scalability in marketing campaigns.

In conclusion, analyzing successful marketing case studies is a valuable practice for marketers seeking to improve their strategies. By understanding the importance of case studies, identifying key elements of successful case studies, extracting valuable insights, and applying those lessons learned, marketers can enhance their marketing outcomes and drive success in their campaigns. Additionally, leveraging digital asset management platforms like HIVO, with features such as template storage, can further streamline marketing processes and improve efficiency.

15 Marketing Case Study Examples With Standout Success Stories

Some marketing campaigns leave a lasting impression. We’ve gathered insights from CEOs and marketing leaders to share one standout marketing case study that resonates with them.

Tomas Laurinavicius

Table of Contents

Dove’s real beauty campaign impact, oatly’s bold brand strategy, rockervox’s tax credit success, local bookstore’s community engagement, coca-cola’s personalized brand experience, dropbox’s viral referral program, authentic influencer marketing for cpg brand, airbnb’s “we accept” social impact, amul’s topical and humorous campaigns, axe’s “find your magic” brand refresh, squatty potty’s humorous viral video, old spice’s viral humor campaign, red bull stratos’s high-flying publicity, maple dental’s seo success story, dollar shave club’s viral launch video.

Some marketing campaigns leave a lasting impression.

We’ve gathered insights from CEOs and marketing leaders to share one standout marketing case study that resonates with them.

From Dove’s Real Beauty Campaign’s impact to Dollar Shave Club’s viral launch video, explore fifteen memorable marketing triumphs that these experts can’t forget.

• AXE’s ‘Find Your Magic’ Brand Refresh

One marketing case study that has always stayed with me is the Dove Real Beauty Campaign. It really struck a chord when it launched in 2004, challenging the beauty standards and celebrating women’s diversity. What made it stand out was the “Real Beauty Sketches” video, where women described themselves to a sketch artist. Seeing the stark contrast between their self-perceptions and how others saw them was incredibly eye-opening and touching.

What I found so compelling about this campaign was its message of self-acceptance and empowerment. Dove didn’t just try to sell products; they took a stand for something much bigger, and it resonated deeply with people. Using video storytelling was a genius move as it made the message more impactful and shareable. I believe Dove showed how brands can make a real difference by addressing important social issues in an authentic and meaningful way.

Nicole Dunn , CEO, PR and Marketing Expert, Dunn Pellier Media

As a content and brand marketer, Oatly’s brand strategy always inspires me. They are a textbook example of comprehensive brand-building.

Their visual style is instantly recognizable—bold, disruptive, and often filled with humor, making oat milk a statement and something you’d be proud to display on your shelves or socials.

Their tone of voice is witty, sometimes cheeky. They’ve even printed negative feedback on their packaging, which really just shows how they court controversy to spark conversations and enhance their brand’s visibility.

And there’s a strong story behind Oatly, too. They promote sustainability and aren’t shy about their environmental impact, which has simply helped them grow an enthusiastic community of environmental advocates. Clever in endless ways, such that tons of oat milk brands have followed suit.

Wisia Neo , Content Marketing Manager, ViB

One standout marketing case study that sticks with me is the implementation of our RockerVox Restaurant Bundle, aimed at optimizing cash flow through targeted use of employer-based tax credits. The power of this case study lies in its immediate financial impact on the client, a local restaurant chain that was struggling to keep its doors open in the wake of the pandemic.

By integrating the Work Opportunity Tax Credit (WOTC) and other relevant tax schemes into their payroll setup, we enabled the restaurant to reclaim a significant amount in tax credits. The real game-changer was not just the financial relief but also how it was achieved. We combined this with StaffedUp’s Applicant Tracking System, which improved their hiring processes and decreased employee turnover. This holistic approach led to a sustainable improvement in their operations and cash flow.

What made this case study so great was its tangible results. The restaurant saw a cash flow improvement of over 100%. This wasn’t just a number on a report—it meant being able to invest back into the business, enhance their services, and ultimately, keep their community fed and employed. This approach of integrating technology with financial strategy can be adapted by other businesses striving for similar resilience and growth, especially in times of economic difficulty.

Philip Wentworth, Jr , Co-Founder and CEO, Rockerbox

Certainly, one particularly impactful marketing strategy I led at FireRock Marketing involved a small local bookstore that was facing steep competition from online retailers. Our challenge was to increase foot traffic and reinforce the store’s brand presence in a highly digitalized market.

We initiated a campaign called “Local Pages, Local Stages,” where we leveraged digital marketing alongside community engagement. The bookstore held monthly events featuring local authors and artists, which we promoted heavily through targeted social media ads, email marketing, and local influencer partnerships. This multifaceted approach tapped into the community’s growing interest in supporting local ventures, enhancing visibility significantly.

The outcomes were remarkable. Over the campaign’s six-month duration, in-store sales increased by 40%, and the bookstore saw a 65% rise in attendance at events, which also boosted ancillary revenue from merchandise and cafe sales. Additionally, social media engagement metrics increased by over 150%, reflecting greater brand awareness.

This case study sticks with me because it exemplifies the power of combining digital strategies with community-based marketing to create a sustainable growth model. It shows how businesses can use holistic, integrated approaches to effectively adapt to new consumer behaviors and competitive landscapes.

Ryan Esco , Chief Marketing Officer, FireRock Marketing

A memorable marketing case study is the “Share a Coke” campaign by Coca-Cola. Initially launched in Australia in 2011, this campaign personalized the Coke experience by replacing the iconic Coca-Cola logo on bottles with common first names.

The idea was to encourage people to find bottles with their names or those of their friends and family, creating a more personal connection to the brand. The campaign was an enormous hit and was quickly rolled out worldwide, incorporating more names and even terms of endearment in different languages.

The brilliance of this campaign lay in its use of personalization, which tapped directly into the social media trend of sharing personal moments. People enthusiastically shared their personalized Coke bottles on various social media platforms, significantly amplifying the campaign’s reach beyond traditional advertising media.

This strategy boosted sales and reinforced Coca-Cola’s position as a fun and innovative brand. The “Share a Coke” campaign is a powerful example of how traditional products can be revitalized through creative marketing strategies that engage consumers personally.

Sahil Kakkar , CEO and Founder, RankWatch

For me, a standout marketing case study that really sticks with me is Dropbox’s referral program strategy back in their early days. By offering free storage space for every successful referral, they incentivized existing users to spread the word organically, resulting in exponential growth at virtually no acquisition cost.

What made this case study so brilliant was how elegantly it aligned product experience with viral sharing. Users had a vested interest in sharing Dropbox since it directly expanded their own cloud storage. This created a self-perpetuating cycle where better product engagement fueled more referrals, which then improved engagement further.

It was an ingenious lever that capitalized on the inherent sharing dynamics of their service to ignite explosive growth. The simplicity and potency of this growth hack is what truly resonates as a paragon of effective guerrilla marketing.

Ben Walker , Founder and CEO, Ditto Transcripts

One marketing case study that has always stuck with me was a campaign I led for a major CPG brand a few years back. The goal was to increase awareness and trial of their new line of organic snacks among millennial moms in a crowded market.

We developed an influencer seeding strategy focused on relatable mom micro-influencers on Instagram. Instead of just sending products, we worked with the influencers to develop authentic content that told real stories about the role of snacking and nutrition in busy family life. The photos and videos felt genuine, not overly polished or promotional.

Engagement was through the roof—the content resonated so strongly with the target audience. By the end of the 3-month campaign, we increased awareness by 45% and trial by over 20%. The CPG brand was thrilled, and the case study became an example we still reference today of the power of influencer marketing done right. Authenticity wins.

Gert Kulla , CEO, RedBat.Agency

One marketing case study that stuck with me was the Airbnb “We Accept” campaign, launched in 2017, focusing on social impact. This response to the global refugee crisis aimed to promote inclusivity, diversity, and acceptance within communities worldwide.

What made this case study remarkable was its ability to leverage the Airbnb platform to facilitate connections between hosts and displaced persons, providing them with temporary housing and support.

Airbnb demonstrated its commitment to using its platform for social good and making a tangible difference in the lives of those in need. This aligned with its mission to create a world where anyone can belong anywhere.

At the end of the day, Airbnb’s “We Accept” campaign was a compelling case study showing brands how to address social issues, promote inclusivity, and drive positive change in communities worldwide.

Peter Bryla , Community Manager, ResumeLab

One standout marketing case study that sticks with me is the “Amul” marketing campaigns by Amul, the iconic Indian dairy cooperative, make for excellent and impactful case studies as well. Here’s why Amul’s marketing stands out:

The Amul Girl – The mascot of a mischievous, friendly butter girl has become one of India’s most recognizable brand icons since her inception in 1966. Her presence on topical ads commenting on the latest news and pop culture trends has made Amul’s billboards a long-standing source of joy and relevance.

Topicality – Amul’s billboards and newspaper ads are renowned for their topicality and ability to humorously comment on major events, celebrity happenings, and political developments within hours. This real-time marketing has kept the brand part of daily conversations for decades.

Humor – The not-so-secret sauce is the brilliant use of puns, wordplay, and satirical humor that Amul consistently delivers through the eyes of the Amul Girl. The healthy, inoffensive jokes have earned a cult following.

Longevity – Very few brands can boast an equally iconic and successful campaign running for over 50 years, still keeping audiences engaged across multiple generations. The long-running property itself has become a case study in sustaining relevance.

Local Connect – While achieving pan-India recognition, the puns often play on regional language nuances, striking a chord with Amul’s Gujarati roots and building a personal connection with local consumers.

The impact of Amul’s long-running topical billboard campaign is unmatched—it has not only strengthened brand recognition and loyalty but has also made the cooperative a beloved part of India’s popular culture and daily life. Creativity, agility, and contextual marketing at its best!

Yash Gangwal , Founder, Urban Monkey

Axe (Lynx in the UK) had created a problematic brand image from past marketing efforts. Their focus on ‘attraction is connected to conquest’ hadn’t dissuaded men from buying their deodorants, but had a toxic effect on perceptions of women. Research conducted on brand equity showed that brand equity was declining, with this perception of the brand aging poorly and desperately needing a refresh to continue allowing the brand to be relevant for the future.

That led to a superb partnership with creative agency 72andSunny Amsterdam. Unilever was able to tap into an entirely new philosophy for its brand:

Empower men to be the most attractive man they could be – themselves.

With that idea in mind, 2016 saw the launch of the AXE ‘Find Your Magic’ commercial, a stunning celebration of the diversity of modern masculinity. The campaign also saw the release of a new range of premium grooming products and a supporting influencer marketing campaign featuring brand ambassadors, including John Legend.

While not all parts of the creative were successful, the campaign drove more than 39 million views and 4 billion media impressions in the first quarter after the launch. But most critically, AXE saw a 30+% increase in positive perception of their brand.

This campaign will stand the test of time because it combines several important and brave initiatives:

• A forward-thinking mentality that the brand image you have today may not be suited for a future world
• A broader understanding of what your customer base looks like – women also play a big role in men’s choice of deodorant
• A big and bold attempt to change the way your brand is perceived – and succeeding with flying colors.

Yannis Dimitroulas , SEO and Digital Marketing Specialist, Front & Centre

One standout marketing case study that sticks with me is the campaign for Squatty Potty. The brand created a humorous video featuring a unicorn pooping rainbow ice cream to demonstrate the benefits of using their product. This unconventional approach garnered widespread attention and went viral, generating millions of views and shares on social media platforms.

The success of this campaign can be attributed to its creative storytelling, humor, and shock value, which made it memorable and engaging for viewers. By thinking outside the box and taking a risk with their messaging, Squatty Potty was able to create a unique and effective marketing strategy that resonated with consumers.

This case study serves as a reminder that creativity and originality can set a brand apart in a crowded marketplace, ultimately leading to increased brand awareness and customer engagement.

Carly Hill , Operations Manager, Virtual Holiday Party

The Old Spice ‘The Man Your Man Could Smell Like’ campaign remains etched in my memory. Its brilliance lies in its humor and creativity. By featuring a charismatic spokesperson and employing absurd scenarios, it captured viewers’ attention and went viral.

The campaign seamlessly integrated across platforms, from TV to social media, maximizing its reach. Its cleverness and entertainment value made it unforgettable, setting a benchmark for engaging marketing strategies. The case study showcases the importance of storytelling and humor in capturing audience interest and driving brand awareness.

Dan Ponomarenko , CEO, Webvizio

A marketing case study that has made a lasting impression on me is the Red Bull Stratos Jump. This campaign was for Felix Baumgartner’s record-breaking jump from the edge of space, sponsored by Red Bull. The goal of this campaign was to create buzz and generate brand awareness through this extreme event.

The reason why this case study stands out to me is because of its successful execution in capturing the attention and interest of not just extreme sports enthusiasts, but also the general public.

The live broadcast of Baumgartner’s jump on various channels and social media platforms garnered over 52 million views, making it one of the most-watched live events ever. Red Bull’s strategic use of real-time marketing, storytelling, and high-quality visuals made this campaign a huge success, resulting in a significant increase in sales and brand recognition for the company.

This case study serves as a great example of how a well-planned and executed marketing campaign can effectively reach and engage with a wide audience.

Brian Hemmerle , Founder and CEO, Kentucky Sell Now

One standout marketing case study that resonates with me is the SEO transformation for Maple Dental. This campaign dramatically improved their local online visibility, leading to a substantial increase in new patient appointments. The integration of Google Maps SEO proved to be a game-changer, emphasizing the power of local search optimization in attracting nearby clients.

What made this case study exceptional was the measurable impact on the clinic’s business. For instance, the campaign led to a 230% increase in phone calls and a 223% increase in website visits. Such clear, quantifiable results showcased a direct contribution to business growth. These metrics are vital for demonstrating the return on investment in digital marketing efforts.

Additionally, the use of a targeted approach to enhance Google Maps visibility was particularly compelling. By optimizing their presence on Google Maps, Maple Dental saw a 250% increase in monthly maps impressions, which directly correlated with increased patient inquiries and visits.

Ihor Lavrenenko , CEO, Dental SEO Expert

One case study that always comes to mind is Dollar Shave Club’s launch video in 2012. It was called “Our Blades Are F*cking Great,” and let’s just say it got people talking! This video was hilarious and totally different from those fancy shaving commercials we were used to seeing. It spoke directly to guys, poked fun at expensive razor prices, and offered a way to get awesome blades for much less.

Additionally, it told everyone to check out their website. It was short, catchy, and made a huge impact. This is a perfect example of how a creative and funny video can grab attention, make people remember your brand, and get them to become customers.

Perry Zheng , Founder and CEO, Pallas

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How to Do Market Research: The Complete Guide

Learn how to do market research with this step-by-step guide, complete with templates, tools and real-world examples.

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Market research is the systematic process of gathering, analyzing and interpreting information about a specific market or industry.

What are your customers’ needs? How does your product compare to the competition? What are the emerging trends and opportunities in your industry? If these questions keep you up at night, it’s time to conduct market research.

Market research plays a pivotal role in your ability to stay competitive and relevant, helping you anticipate shifts in consumer behavior and industry dynamics. It involves gathering these insights using a wide range of techniques, from surveys and interviews to data analysis and observational studies.

In this guide, we’ll explore why market research is crucial, the various types of market research, the methods used in data collection, and how to effectively conduct market research to drive informed decision-making and success.

What is market research?

The purpose of market research is to offer valuable insight into the preferences and behaviors of your target audience, and anticipate shifts in market trends and the competitive landscape. This information helps you make data-driven decisions, develop effective strategies for your business, and maximize your chances of long-term growth.

Why is market research important? 

By understanding the significance of market research, you can make sure you’re asking the right questions and using the process to your advantage. Some of the benefits of market research include:

• Informed decision-making: Market research provides you with the data and insights you need to make smart decisions for your business. It helps you identify opportunities, assess risks and tailor your strategies to meet the demands of the market. Without market research, decisions are often based on assumptions or guesswork, leading to costly mistakes.
• Customer-centric approach: A cornerstone of market research involves developing a deep understanding of customer needs and preferences. This gives you valuable insights into your target audience, helping you develop products, services and marketing campaigns that resonate with your customers.
• Competitive advantage: By conducting market research, you’ll gain a competitive edge. You’ll be able to identify gaps in the market, analyze competitor strengths and weaknesses, and position your business strategically. This enables you to create unique value propositions, differentiate yourself from competitors, and seize opportunities that others may overlook.
• Risk mitigation: Market research helps you anticipate market shifts and potential challenges. By identifying threats early, you can proactively adjust their strategies to mitigate risks and respond effectively to changing circumstances. This proactive approach is particularly valuable in volatile industries.
• Resource optimization: Conducting market research allows organizations to allocate their time, money and resources more efficiently. It ensures that investments are made in areas with the highest potential return on investment, reducing wasted resources and improving overall business performance.
• Adaptation to market trends: Markets evolve rapidly, driven by technological advancements, cultural shifts and changing consumer attitudes. Market research ensures that you stay ahead of these trends and adapt your offerings accordingly so you can avoid becoming obsolete. 

As you can see, market research empowers businesses to make data-driven decisions, cater to customer needs, outperform competitors, mitigate risks, optimize resources and stay agile in a dynamic marketplace. These benefits make it a huge industry; the global market research services market is expected to grow from $76.37 billion in 2021 to $108.57 billion in 2026 . Now, let’s dig into the different types of market research that can help you achieve these benefits.

Types of market research 

• Qualitative research
• Quantitative research
• Exploratory research
• Descriptive research
• Causal research
• Cross-sectional research
• Longitudinal research

Despite its advantages, 23% of organizations don’t have a clear market research strategy. Part of developing a strategy involves choosing the right type of market research for your business goals. The most commonly used approaches include:

1. Qualitative research

Qualitative research focuses on understanding the underlying motivations, attitudes and perceptions of individuals or groups. It is typically conducted through techniques like in-depth interviews, focus groups and content analysis — methods we’ll discuss further in the sections below. Qualitative research provides rich, nuanced insights that can inform product development, marketing strategies and brand positioning.

2. Quantitative research

Quantitative research, in contrast to qualitative research, involves the collection and analysis of numerical data, often through surveys, experiments and structured questionnaires. This approach allows for statistical analysis and the measurement of trends, making it suitable for large-scale market studies and hypothesis testing. While it’s worthwhile using a mix of qualitative and quantitative research, most businesses prioritize the latter because it is scientific, measurable and easily replicated across different experiments.

3. Exploratory research

Whether you’re conducting qualitative or quantitative research or a mix of both, exploratory research is often the first step. Its primary goal is to help you understand a market or problem so you can gain insights and identify potential issues or opportunities. This type of market research is less structured and is typically conducted through open-ended interviews, focus groups or secondary data analysis. Exploratory research is valuable when entering new markets or exploring new product ideas.

4. Descriptive research

As its name implies, descriptive research seeks to describe a market, population or phenomenon in detail. It involves collecting and summarizing data to answer questions about audience demographics and behaviors, market size, and current trends. Surveys, observational studies and content analysis are common methods used in descriptive research. 

5. Causal research

Causal research aims to establish cause-and-effect relationships between variables. It investigates whether changes in one variable result in changes in another. Experimental designs, A/B testing and regression analysis are common causal research methods. This sheds light on how specific marketing strategies or product changes impact consumer behavior.

6. Cross-sectional research

Cross-sectional market research involves collecting data from a sample of the population at a single point in time. It is used to analyze differences, relationships or trends among various groups within a population. Cross-sectional studies are helpful for market segmentation, identifying target audiences and assessing market trends at a specific moment.

7. Longitudinal research

Longitudinal research, in contrast to cross-sectional research, collects data from the same subjects over an extended period. This allows for the analysis of trends, changes and developments over time. Longitudinal studies are useful for tracking long-term developments in consumer preferences, brand loyalty and market dynamics.

Each type of market research has its strengths and weaknesses, and the method you choose depends on your specific research goals and the depth of understanding you’re aiming to achieve. In the following sections, we’ll delve into primary and secondary research approaches and specific research methods.

Primary vs. secondary market research

Market research of all types can be broadly categorized into two main approaches: primary research and secondary research. By understanding the differences between these approaches, you can better determine the most appropriate research method for your specific goals.

Primary market research 

Primary research involves the collection of original data straight from the source. Typically, this involves communicating directly with your target audience — through surveys, interviews, focus groups and more — to gather information. Here are some key attributes of primary market research:

• Customized data: Primary research provides data that is tailored to your research needs. You design a custom research study and gather information specific to your goals.
• Up-to-date insights: Because primary research involves communicating with customers, the data you collect reflects the most current market conditions and consumer behaviors.
• Time-consuming and resource-intensive: Despite its advantages, primary research can be labor-intensive and costly, especially when dealing with large sample sizes or complex study designs. Whether you hire a market research consultant, agency or use an in-house team, primary research studies consume a large amount of resources and time.

Secondary market research 

Secondary research, on the other hand, involves analyzing data that has already been compiled by third-party sources, such as online research tools, databases, news sites, industry reports and academic studies.

Here are the main characteristics of secondary market research:

• Cost-effective: Secondary research is generally more cost-effective than primary research since it doesn’t require building a research plan from scratch. You and your team can look at databases, websites and publications on an ongoing basis, without needing to design a custom experiment or hire a consultant. 
• Leverages multiple sources: Data tools and software extract data from multiple places across the web, and then consolidate that information within a single platform. This means you’ll get a greater amount of data and a wider scope from secondary research.
• Quick to access: You can access a wide range of information rapidly — often in seconds — if you’re using online research tools and databases. Because of this, you can act on insights sooner, rather than taking the time to develop an experiment. 

So, when should you use primary vs. secondary research? In practice, many market research projects incorporate both primary and secondary research to take advantage of the strengths of each approach.

One rule of thumb is to focus on secondary research to obtain background information, market trends or industry benchmarks. It is especially valuable for conducting preliminary research, competitor analysis, or when time and budget constraints are tight. Then, if you still have knowledge gaps or need to answer specific questions unique to your business model, use primary research to create a custom experiment. 

Market research methods

• Surveys and questionnaires
• Focus groups
• Observational research
• Online research tools
• Experiments
• Content analysis
• Ethnographic research

How do primary and secondary research approaches translate into specific research methods? Let’s take a look at the different ways you can gather data: 

1. Surveys and questionnaires

Surveys and questionnaires are popular methods for collecting structured data from a large number of respondents. They involve a set of predetermined questions that participants answer. Surveys can be conducted through various channels, including online tools, telephone interviews and in-person or online questionnaires. They are useful for gathering quantitative data and assessing customer demographics, opinions, preferences and needs. On average, customer surveys have a 33% response rate , so keep that in mind as you consider your sample size.

2. Interviews

Interviews are in-depth conversations with individuals or groups to gather qualitative insights. They can be structured (with predefined questions) or unstructured (with open-ended discussions). Interviews are valuable for exploring complex topics, uncovering motivations and obtaining detailed feedback. 

3. Focus groups

The most common primary research methods are in-depth webcam interviews and focus groups. Focus groups are a small gathering of participants who discuss a specific topic or product under the guidance of a moderator. These discussions are valuable for primary market research because they reveal insights into consumer attitudes, perceptions and emotions. Focus groups are especially useful for idea generation, concept testing and understanding group dynamics within your target audience.

4. Observational research

Observational research involves observing and recording participant behavior in a natural setting. This method is particularly valuable when studying consumer behavior in physical spaces, such as retail stores or public places. In some types of observational research, participants are aware you’re watching them; in other cases, you discreetly watch consumers without their knowledge, as they use your product. Either way, observational research provides firsthand insights into how people interact with products or environments.

5. Online research tools

You and your team can do your own secondary market research using online tools. These tools include data prospecting platforms and databases, as well as online surveys, social media listening, web analytics and sentiment analysis platforms. They help you gather data from online sources, monitor industry trends, track competitors, understand consumer preferences and keep tabs on online behavior. We’ll talk more about choosing the right market research tools in the sections that follow.

6. Experiments

Market research experiments are controlled tests of variables to determine causal relationships. While experiments are often associated with scientific research, they are also used in market research to assess the impact of specific marketing strategies, product features, or pricing and packaging changes.

7. Content analysis

Content analysis involves the systematic examination of textual, visual or audio content to identify patterns, themes and trends. It’s commonly applied to customer reviews, social media posts and other forms of online content to analyze consumer opinions and sentiments.

8. Ethnographic research

Ethnographic research immerses researchers into the daily lives of consumers to understand their behavior and culture. This method is particularly valuable when studying niche markets or exploring the cultural context of consumer choices.

How to do market research

• Set clear objectives
• Identify your target audience
• Choose your research methods
• Use the right market research tools
• Collect data
• Analyze data 
• Interpret your findings
• Identify opportunities and challenges
• Make informed business decisions
• Monitor and adapt

Now that you have gained insights into the various market research methods at your disposal, let’s delve into the practical aspects of how to conduct market research effectively. Here’s a quick step-by-step overview, from defining objectives to monitoring market shifts.

1. Set clear objectives

When you set clear and specific goals, you’re essentially creating a compass to guide your research questions and methodology. Start by precisely defining what you want to achieve. Are you launching a new product and want to understand its viability in the market? Are you evaluating customer satisfaction with a product redesign? 

Start by creating SMART goals — objectives that are specific, measurable, achievable, relevant and time-bound. Not only will this clarify your research focus from the outset, but it will also help you track progress and benchmark your success throughout the process. 

You should also consult with key stakeholders and team members to ensure alignment on your research objectives before diving into data collecting. This will help you gain diverse perspectives and insights that will shape your research approach.

2. Identify your target audience

Next, you’ll need to pinpoint your target audience to determine who should be included in your research. Begin by creating detailed buyer personas or stakeholder profiles. Consider demographic factors like age, gender, income and location, but also delve into psychographics, such as interests, values and pain points.

The more specific your target audience, the more accurate and actionable your research will be. Additionally, segment your audience if your research objectives involve studying different groups, such as current customers and potential leads.

If you already have existing customers, you can also hold conversations with them to better understand your target market. From there, you can refine your buyer personas and tailor your research methods accordingly.

3. Choose your research methods

Selecting the right research methods is crucial for gathering high-quality data. Start by considering the nature of your research objectives. If you’re exploring consumer preferences, surveys and interviews can provide valuable insights. For in-depth understanding, focus groups or observational research might be suitable. Consider using a mix of quantitative and qualitative methods to gain a well-rounded perspective. 

You’ll also need to consider your budget. Think about what you can realistically achieve using the time and resources available to you. If you have a fairly generous budget, you may want to try a mix of primary and secondary research approaches. If you’re doing market research for a startup , on the other hand, chances are your budget is somewhat limited. If that’s the case, try addressing your goals with secondary research tools before investing time and effort in a primary research study. 

4. Use the right market research tools

Whether you’re conducting primary or secondary research, you’ll need to choose the right tools. These can help you do anything from sending surveys to customers to monitoring trends and analyzing data. Here are some examples of popular market research tools:

• Market research software: Crunchbase is a platform that provides best-in-class company data, making it valuable for market research on growing companies and industries. You can use Crunchbase to access trusted, first-party funding data, revenue data, news and firmographics, enabling you to monitor industry trends and understand customer needs.

• Survey and questionnaire tools: SurveyMonkey is a widely used online survey platform that allows you to create, distribute and analyze surveys. Google Forms is a free tool that lets you create surveys and collect responses through Google Drive.
• Data analysis software: Microsoft Excel and Google Sheets are useful for conducting statistical analyses. SPSS is a powerful statistical analysis software used for data processing, analysis and reporting.
• Social listening tools: Brandwatch is a social listening and analytics platform that helps you monitor social media conversations, track sentiment and analyze trends. Mention is a media monitoring tool that allows you to track mentions of your brand, competitors and keywords across various online sources.
• Data visualization platforms: Tableau is a data visualization tool that helps you create interactive and shareable dashboards and reports. Power BI by Microsoft is a business analytics tool for creating interactive visualizations and reports.

5. Collect data

There’s an infinite amount of data you could be collecting using these tools, so you’ll need to be intentional about going after the data that aligns with your research goals. Implement your chosen research methods, whether it’s distributing surveys, conducting interviews or pulling from secondary research platforms. Pay close attention to data quality and accuracy, and stick to a standardized process to streamline data capture and reduce errors. 

6. Analyze data

Once data is collected, you’ll need to analyze it systematically. Use statistical software or analysis tools to identify patterns, trends and correlations. For qualitative data, employ thematic analysis to extract common themes and insights. Visualize your findings with charts, graphs and tables to make complex data more understandable.

If you’re not proficient in data analysis, consider outsourcing or collaborating with a data analyst who can assist in processing and interpreting your data accurately.

7. Interpret your findings

Interpreting your market research findings involves understanding what the data means in the context of your objectives. Are there significant trends that uncover the answers to your initial research questions? Consider the implications of your findings on your business strategy. It’s essential to move beyond raw data and extract actionable insights that inform decision-making.

Hold a cross-functional meeting or workshop with relevant team members to collectively interpret the findings. Different perspectives can lead to more comprehensive insights and innovative solutions.

8. Identify opportunities and challenges

Use your research findings to identify potential growth opportunities and challenges within your market. What segments of your audience are underserved or overlooked? Are there emerging trends you can capitalize on? Conversely, what obstacles or competitors could hinder your progress?

Lay out this information in a clear and organized way by conducting a SWOT analysis, which stands for strengths, weaknesses, opportunities and threats. Jot down notes for each of these areas to provide a structured overview of gaps and hurdles in the market.

9. Make informed business decisions

Market research is only valuable if it leads to informed decisions for your company. Based on your insights, devise actionable strategies and initiatives that align with your research objectives. Whether it’s refining your product, targeting new customer segments or adjusting pricing, ensure your decisions are rooted in the data.

At this point, it’s also crucial to keep your team aligned and accountable. Create an action plan that outlines specific steps, responsibilities and timelines for implementing the recommendations derived from your research. 

10. Monitor and adapt

Market research isn’t a one-time activity; it’s an ongoing process. Continuously monitor market conditions, customer behaviors and industry trends. Set up mechanisms to collect real-time data and feedback. As you gather new information, be prepared to adapt your strategies and tactics accordingly. Regularly revisiting your research ensures your business remains agile and reflects changing market dynamics and consumer preferences.

Online market research sources

As you go through the steps above, you’ll want to turn to trusted, reputable sources to gather your data. Here’s a list to get you started:

• Crunchbase: As mentioned above, Crunchbase is an online platform with an extensive dataset, allowing you to access in-depth insights on market trends, consumer behavior and competitive analysis. You can also customize your search options to tailor your research to specific industries, geographic regions or customer personas.

• Academic databases: Academic databases, such as ProQuest and JSTOR , are treasure troves of scholarly research papers, studies and academic journals. They offer in-depth analyses of various subjects, including market trends, consumer preferences and industry-specific insights. Researchers can access a wealth of peer-reviewed publications to gain a deeper understanding of their research topics.
• Government and NGO databases: Government agencies, nongovernmental organizations and other institutions frequently maintain databases containing valuable economic, demographic and industry-related data. These sources offer credible statistics and reports on a wide range of topics, making them essential for market researchers. Examples include the U.S. Census Bureau , the Bureau of Labor Statistics and the Pew Research Center .
• Industry reports: Industry reports and market studies are comprehensive documents prepared by research firms, industry associations and consulting companies. They provide in-depth insights into specific markets, including market size, trends, competitive analysis and consumer behavior. You can find this information by looking at relevant industry association databases; examples include the American Marketing Association and the National Retail Federation .
• Social media and online communities: Social media platforms like LinkedIn or Twitter (X) , forums such as Reddit and Quora , and review platforms such as G2 can provide real-time insights into consumer sentiment, opinions and trends. 

Market research examples

At this point, you have market research tools and data sources — but how do you act on the data you gather? Let’s go over some real-world examples that illustrate the practical application of market research across various industries. These examples showcase how market research can lead to smart decision-making and successful business decisions.

Example 1: Apple’s iPhone launch

Apple ’s iconic iPhone launch in 2007 serves as a prime example of market research driving product innovation in tech. Before the iPhone’s release, Apple conducted extensive market research to understand consumer preferences, pain points and unmet needs in the mobile phone industry. This research led to the development of a touchscreen smartphone with a user-friendly interface, addressing consumer demands for a more intuitive and versatile device. The result was a revolutionary product that disrupted the market and redefined the smartphone industry.

Example 2: McDonald’s global expansion

McDonald’s successful global expansion strategy demonstrates the importance of market research when expanding into new territories. Before entering a new market, McDonald’s conducts thorough research to understand local tastes, preferences and cultural nuances. This research informs menu customization, marketing strategies and store design. For instance, in India, McDonald’s offers a menu tailored to local preferences, including vegetarian options. This market-specific approach has enabled McDonald’s to adapt and thrive in diverse global markets.

Example 3: Organic and sustainable farming

The shift toward organic and sustainable farming practices in the food industry is driven by market research that indicates increased consumer demand for healthier and environmentally friendly food options. As a result, food producers and retailers invest in sustainable sourcing and organic product lines — such as with these sustainable seafood startups — to align with this shift in consumer values. 

The bottom line? Market research has multiple use cases and is a critical practice for any industry. Whether it’s launching groundbreaking products, entering new markets or responding to changing consumer preferences, you can use market research to shape successful strategies and outcomes.

Market research templates

You finally have a strong understanding of how to do market research and apply it in the real world. Before we wrap up, here are some market research templates that you can use as a starting point for your projects:

• Smartsheet competitive analysis templates : These spreadsheets can serve as a framework for gathering information about the competitive landscape and obtaining valuable lessons to apply to your business strategy.
• SurveyMonkey product survey template : Customize the questions on this survey based on what you want to learn from your target customers.
• HubSpot templates : HubSpot offers a wide range of free templates you can use for market research, business planning and more.
• SCORE templates : SCORE is a nonprofit organization that provides templates for business plans, market analysis and financial projections.
• SBA.gov : The U.S. Small Business Administration offers templates for every aspect of your business, including market research, and is particularly valuable for new startups. 

Strengthen your business with market research

When conducted effectively, market research is like a guiding star. Equipped with the right tools and techniques, you can uncover valuable insights, stay competitive, foster innovation and navigate the complexities of your industry.

Throughout this guide, we’ve discussed the definition of market research, different research methods, and how to conduct it effectively. We’ve also explored various types of market research and shared practical insights and templates for getting started. 

Now, it’s time to start the research process. Trust in data, listen to the market and make informed decisions that guide your company toward lasting success.

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From Idea to Insight: A 7-Step Market Research Guide

• by Alice Ananian
• September 4, 2024

In today’s fast-paced business world, guesswork is a luxury no one can afford. Enter market research: your secret weapon for making bold, informed decisions that propel your business forward. Whether you’re an ambitious entrepreneur, a savvy small business owner, or a cutting-edge marketing professional, mastering the market research process is the key to unlocking unprecedented growth and staying ahead of the competition.

Ready to transform raw data into golden opportunities? This guide will walk you through seven essential steps that turn the complex art of market research into a streamlined, powerful tool for success. From defining laser-focused objectives to leveraging cutting-edge AI analysis, you’re about to embark on a journey that will reshape how you understand your market, your customers, and your business potential.

The 7-Step Market Research Process: An Overview

Before diving into the details, let’s take a quick look at the seven steps that comprise an effective market research process:

• Define Your Research Objectives
• Develop Your Research Plan
• Collect Relevant Data
• Analyze and Interpret the Data
• Present Your Findings
• Make Informed Decisions
• Monitor and Iterate

Following this structured approach ensures that your market research is comprehensive, focused, and yields valuable insights. It’s worth noting that modern tools, such as AI-powered market research platforms like Prelaunch.com’s AI Market Research feature , can significantly streamline this process, making it more efficient and accessible for businesses of all sizes.

Now, let’s explore each step in detail.

Step 1: Define Your Research Objectives

The first and perhaps most crucial step in the market research process is defining your research objectives. This step sets the foundation for your entire research effort and ensures that you’re asking the right questions to get the information you need.

Identifying the problem or opportunity

Start by clearly articulating the business problem you’re trying to solve or the opportunity you’re looking to explore. Are you considering launching a new product? Trying to understand why sales are declining? Or perhaps you’re looking to enter a new market? Clearly defining the issue at hand will help focus your research efforts.

Setting clear, measurable goals

Once you’ve identified the problem or opportunity, set specific, measurable, achievable, relevant, and time-bound (SMART) goals for your research. For example, instead of a vague goal like “understand customer preferences,” you might set a goal to “identify the top three features that 70% of our target market considers essential in a new product within the next two months.”

Formulating research questions

Based on your goals, develop a set of research questions that will guide your data collection efforts. These questions should be specific and directly related to your objectives. For instance, if your goal is to understand customer preferences, you might ask questions like:

• What features do customers value most in similar products?
• How much are customers willing to pay for these features?
• What unmet needs exist in the current market?

By clearly defining your research objectives, you’ll ensure that your market research efforts are focused and yield the insights you need to make informed business decisions.

Step 2: Develop Your Research Plan

With your objectives clearly defined, the next step is to develop a comprehensive research plan. This plan will serve as your roadmap, outlining how you’ll gather the information needed to answer your research questions.

Choosing research methodologies

Decide whether qualitative research, quantitative research, or a combination of both will best serve your objectives:

• Qualitative research : This method explores the “why” and “how” of consumer behavior through in-depth interviews, focus groups, or observational studies. It’s excellent for gaining deep insights into customer motivations and perceptions.
• Quantitative research : This approach focuses on numerical data and statistical analysis. Surveys and polls are common quantitative methods that can provide measurable data on consumer preferences and behaviors.

Often, a mixed-method approach combining both qualitative and quantitative research can provide the most comprehensive insights.

Determining your target audience

Identify the specific group of people from whom you need to gather information. This could be based on demographics, psychographics, or behavioral characteristics. The more precisely you define your target audience, the more relevant and valuable your research findings will be.

Selecting appropriate data collection methods

Choose the most suitable methods for collecting data from your target audience. Some options include:

• Surveys (online, phone, or in-person)
• Interviews (structured or unstructured)
• Focus groups
• Observational studies
• Secondary data analysis

Consider factors such as cost, time constraints, and the type of information you need when selecting your methods. AI-powered tools like Prelaunch.com’s AI Market Research feature can be particularly helpful in this stage, offering efficient ways to gather and analyze data from various sources.

By developing a thorough research plan, you’ll ensure that your data collection efforts are efficient, targeted, and aligned with your research objectives.

Step 3: Collect Relevant Data

With your research plan in place, it’s time to gather the data that will form the basis of your insights. This step involves implementing the data collection methods you’ve chosen and ensuring that you’re gathering high-quality, relevant information.

Primary research methods

Primary research involves collecting original data directly from your target audience. This can include:

• Conducting surveys: Use online platforms, email, or in-person methods to gather quantitative data from a large sample of your target audience.
• Performing interviews: Engage in one-on-one conversations with key individuals to gain in-depth qualitative insights.
• Organizing focus groups : Bring together small groups of people to discuss your research topics in a moderated setting.
• Observational studies: Watch and record how people interact with products or services in real-world settings.

Secondary research sources

Secondary research involves analyzing existing data from various sources. This can be a cost-effective way to gather background information and supplement your primary research. Sources may include:

• Industry reports and market studies
• Government databases and publications
• Academic research papers
• Competitor websites and annual reports
• Trade association publications

Leveraging AI for efficient data collection

Modern AI-powered tools can significantly enhance your data collection efforts. These tools can:

• Automate the process of gathering and organizing secondary research data
• Analyze large datasets quickly to identify trends and patterns
• Generate survey questions based on your research objectives
• Provide real-time insights as data is collected

By leveraging both traditional methods and advanced AI tools, you can ensure that you’re collecting a comprehensive and diverse set of data to inform your market research.

Step 4: Analyze and Interpret the Data

Once you’ve collected your data, the next crucial step is to analyze and interpret it. This process involves transforming raw data into actionable insights that can guide your business decisions.

Data cleaning and preparation

Before analysis can begin, it’s essential to clean and prepare your data:

• Remove any duplicate or irrelevant entries
• Check for and correct any errors or inconsistencies
• Standardize data formats for easier analysis
• Organize data into a structure that facilitates analysis

Statistical analysis techniques

Depending on the type of data you’ve collected and your research objectives, you may employ various statistical analysis techniques :

• Descriptive statistics: Calculate means, medians, modes, and standard deviations to summarize your data.
• Inferential statistics: Use techniques like hypothesis testing and regression analysis to draw conclusions about larger populations based on your sample data.
• Correlation analysis: Identify relationships between different variables in your dataset.
• Segmentation analysis: Group your data into meaningful segments based on shared characteristics.

Identifying patterns and trends

As you analyze your data, look for patterns, trends, and insights that address your research objectives:

• Compare results across different demographic groups or market segments
• Identify common themes in qualitative data
• Look for unexpected or surprising findings that challenge your assumptions
• Consider how different data points relate to each other and what story they tell together

Remember that the goal of this step is not just to summarize data, but to derive meaningful insights that can inform your business strategy. Be open to unexpected findings and be prepared to dig deeper into areas that seem particularly relevant or intriguing.

Step 5: Present Your Findings

After analyzing your data, it’s time to communicate your findings effectively to stakeholders. The way you present your research can significantly impact how it’s received and acted upon.

Creating clear and visually appealing reports

• Organize your findings logically, starting with an executive summary of key insights
• Use charts, graphs, and infographics to visualize data and make it easier to understand
• Include relevant quotes or case studies from qualitative research to bring your data to life
• Ensure your report is well-structured with clear headings and subheadings

Tailoring presentations to different stakeholders

• Consider the specific interests and needs of your audience (e.g., executives, marketing team, product developers)
• Adjust the level of detail and technical language based on your audience’s expertise
• Focus on the findings most relevant to each stakeholder group

Highlighting key insights and actionable recommendations

• Clearly state the main takeaways from your research
• Connect your findings directly to your initial research objectives
• Provide specific, actionable recommendations based on your insights
• Include potential implications of your findings for different areas of the business

Remember, the goal is not just to share information, but to tell a compelling story with your data that motivates action and informs strategy.

Step 6: Make Informed Decisions

The true value of market research lies in its ability to inform better business decisions. This step is where you translate your research findings into strategic action.

Connecting research findings to business objectives

• Revisit your initial research objectives and evaluate how your findings address them
• Identify which insights are most critical for achieving your business goals
• Consider both the opportunities and potential risks highlighted by your research

Assessing risks and opportunities

• Use your research to evaluate the potential success of new products, services, or marketing strategies
• Identify potential obstacles or challenges that your research has uncovered
• Consider how your findings might impact different scenarios or future market conditions

Developing data-driven strategies

• Create action plans based on your research insights
• Set specific, measurable goals for implementing changes or new initiatives
• Assign responsibilities and timelines for acting on your research findings
• Ensure that all strategic decisions are directly supported by your research data

Remember that while your research should guide your decisions, it’s also important to balance data with experience, intuition, and other business considerations.

Step 7: Monitor and Iterate

The market research process doesn’t end with implementation. Continuous monitoring and iteration are crucial for long-term success.

Implementing decisions based on research

• Put your data-driven strategies into action
• Ensure that all team members understand the research findings and their role in implementing changes

Tracking results and KPIs

• Set up systems to monitor the impact of your decisions
• Track relevant key performance indicators (KPIs) that align with your research objectives
• Regularly review performance against your goals and expectations

Conducting follow-up research for continuous improvement

• Plan for periodic follow-up research to assess the effectiveness of your strategies
• Be prepared to adjust your approach based on new data and changing market conditions
• Consider implementing ongoing research methods, such as customer feedback loops or regular market surveys

By viewing market research as an ongoing process rather than a one-time event, you can ensure that your business remains agile and responsive to market changes.

Mastering the market research process is essential for making informed business decisions in today’s competitive landscape. By following these 7 steps – defining objectives, developing a plan, collecting data, analyzing results, presenting findings, making decisions, and monitoring outcomes – you can gain valuable insights that drive business growth and innovation.

As markets evolve and consumer preferences change, ongoing market research will be key to staying ahead. Embrace this process as a fundamental part of your business strategy, and you’ll be well-equipped to make decisions that resonate with your target audience and drive your business forward.

Alice Ananian

Alice has over 8 years experience as a strong communicator and creative thinker. She enjoys helping companies refine their branding, deepen their values, and reach their intended audiences through language.

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16 Important Ways to Use Case Studies in Your Marketing

Updated: September 08, 2020

Published: July 30, 2020

When you're thinking about investing in a product or service, what's the first thing you do?

Usually, it’s one or both of the following: You'll likely ask your friends whether they've tried the product or service, and if they have, whether they would recommend it. You'll also probably do some online research to see what others are saying about said product or service. Nowadays, 90% of consumers used the internet to find a local business in the last year , and 82% of consumers read online reviews. This shows that the majority of people are looking to peers to make a purchasing decision. Most customers know that a little online research could spare them from a bad experience and poor investment of your budget.

What Is a Marketing Case Study?

A case study is the analysis of a particular instance (or "case") of something to demonstrate quantifiable results as a result of the application of something. In marketing, case studies are used as social proof — to provide buyers with the context to determine whether they're making a good choice.

A marketing case study aims to persuade that a process, product, or service can solve a problem. Why? Because it has done so in the past. By including the quantitative and qualitative outcomes of the study, it appeals to logic while painting a picture of what success looks like for the buyer. Both of which can be powerful motivators and objection removers.

Why Use Case Studies?

In essence, case studies are an invaluable asset when it comes to establishing proof that what you're offering is valuable and of good quality.

According to HubSpot's State of Marketing Report 2020 , 13% of marketers name case studies as one of the primary forms of media used within their content strategy. This makes them the fifth most popular type of content, outshined only by visual content, blogs, and ebooks.

Okay, so you know case studies work. The question is, how  do they work? And how can you squeeze the most value out of them? 

When to Use a Case Study

Here are the ways you can market your case studies to get the most out of them.

As a Marketing or Sales Asset

1. use a case study template to create pdfs for email or downloads . .

Do not underestimate the value of providing social proof at just the right time in order to add value and earn their business. Case studies are extremely effective in the consideration stage of the buyer's journey when they are actively comparing solutions and providers to solve a problem they're experiencing. 

For this reason, case studies in an independent PDF format can be helpful in both marketing and sales. Marketers can use these PDFs as downloads in web content or email campaigns. Sales reps can utilize these assets in demonstrations, in a follow-up, or to overcome objections. 

The easiest way to create PDF case studies is by using a case study template . Doing so can decrease the amount of time you spend creating and designing your case study without sacrificing aesthetics. In addition, you can ensure that all your case studies follow a similar branded format. 

We've created a great case study template (and kit!) that's already locked and loaded for you to use. All you have to do is input your own text and change the fonts and colors to fit your brand. You can download it here .

On Your Website

2. have a dedicated case studies page..

You should have a webpage exclusively for housing your case studies. Whether you call this page "Case Studies, "Success Studies," or "Examples of Our Work," be sure it's easy for visitors to find.

Structure on that page is key: Initial challenges are clear for each case, as well as the goals, process, and results.

Get Inspired:  Google’s Think With Google is an example of a really well structured case study page. The copy is engaging, as are the goals, approach, and results.

3. Put case studies on your home page.

Give website visitors every chance you can to stumble upon evidence of happy customers. Your home page is the perfect place to do this.

There are a number of ways you can include case studies on your homepage. Here are a few examples:

• Customer quotes/testimonials
• A call-to-action (CTA) to view specific case studies
• A slide-in CTA that links to a case study
• A CTA leading to your case studies page

Get Inspired: Theresumator.com incorporates testimonials onto their homepage to strengthen their value proposition.

Bonus Tip: Get personal.

Marketing gurus across the world agree that personalised marketing is the future . You can make your case studies more powerful if you find ways to make them “match” the website visitors that are important to you.

People react to familiarity -- for instance, presenting someone from London with a case study from New York may not resonate as well as if you displayed a case study from the U.K. Or you could choose to tailor case studies by industry or company size to the visitor. At HubSpot, we call this "smart content."

Get Inspired: To help explain smart content, have a look at the example below. Here, we wanted to test whether including testimonials on landing pages influenced conversion rates in the U.K. The landing page on the left is the default landing page shown to visitors from non-U.K. IP addresses. For the landing page on the right, we used smart content to show testimonials to visitors coming from U.K. IP addresses.

4. Implement slide-in CTAs.

Pop-ups have a reputation for being annoying, but there are ways to implement that that won't irk your website visitors. These CTAs don't have to be huge, glaring pop-ups -- instead, relevant but discreet slide-in CTAs can work really well.

For example, why not test out a slide-in CTA on one of your product pages, with a link to a case study that profiles a customer who's seen great results using that product?

Get Inspired:  If you need some help on creating sliders for your website, check out this tutorial on creating slide-in CTAs .

5. Write blog posts about your case studies.

Once you publish a case study, the next logical step would be to write a blog post about it to expose your audience to it. The trick is to write about the case study in a way that identifies with your audience’s needs. So rather than titling your post “Company X: A Case Study," you might write about a specific hurdle, issue, or challenge the company overcame, and then use that company's case study to illustrate how the issues were addressed. It's important not  to center the blog post around your company, product, or service -- instead, the customer’s challenges and how they were overcome should take centre stage.

For example, if we had a case study that showed how one customer generated twice as many leads as a result of our marketing automation tool, our blog post might be something along the lines of: "How to Double Lead Flow With Marketing Automation [Case Study]." The blog post would then comprise of a mix of stats, practical tips, as well as some illustrative examples from our case study.

Get Inspired:   Check out this great example of a blog post from Moz , titled "How to Build Links to Your Blog – A Case Study."

6. Create videos from case studies.

Internet services are improving all the time, and as a result, people are consuming more and more video content. Prospects could be more likely to watch a video than they are to read a lengthy case study. If you have the budget, creating videos of your case studies is a really powerful way to communicate your value proposition.

Get Inspired: Check out one of our many video testimonials for some ideas on how to approach your own videos.

7. Use case studies on relevant landing pages.

Once you complete a case study, you'll have a bank of quotes and results you can pull from. Including quotes on product pages is especially interesting. If website visitors are reading your product pages, they are in a "consideration" mindset, meaning they are actively researching your products, perhaps with an intent to buy. Having customer quotes placed strategically on these pages is a great way to push them over the line and further down the funnel.

These quotes should be measured, results-based snippets, such as, “XX resulted in a 70% increase in blog subscribers in less an 6 months” rather than, “We are proud to be customers of XX, they really look after us."

Get Inspired: I really like the way HR Software company Workday incorporates video and testimonials into its solutions pages.

Off Your Website

8. post about case studies on social media..

Case studies make for perfect social sharing material. Here are a few examples of how you can leverage them on social:

• Share a link to a case study and tag the customer in the post. The trick here is to post your case studies in a way that attracts the right people to click through, rather than just a generic message like, “New Case Study ->> LINK." Make sure your status communicates clearly the challenge that was overcome or the goal that was achieved. It's also wise to include the main stats associated with the case study; for example, "2x lead flow," "125% increase in X," and so on.
• Update your cover image on Twitter/Facebook showing a happy customer. Our social media cover photo templates should help you with this!
• Add your case study to your list of publications on LinkedIn.
• Share your case studies in relevant LinkedIn Groups.
• Target your new case studies to relevant people on Facebook using dark posts. ( Learn about dark posts here. )

Get Inspired: MaRS Discovery District posts case studies on Twitter to push people towards a desired action.

9. Use case studies in your email marketing.

Case studies are particularly suited to email marketing when you have an industry-segmentable list. For example, if you have a case study from a client in the insurance industry, emailing your case study to your base of insurance-related contacts can be a really relevant addition to a lead nurturing campaign.

Case studies can also be very effective when used in product-specific lead nurture workflows in reactivating opportunities that have gone cold. They can be useful for re-engaging leads that have gone quiet and who were looking at specific areas of your product that the case study relates to.

Get Inspired: It's important that your lead nurture workflow content includes the appropriate content for where prospects are in the sales cycle. If you need help on how to do this, check out our post on how to map lead nurturing content to each stage in sales cycle .

Pro tip: When sending emails, don't forget about the impact a good email signature can make. Create your own using our free Email Signature Generator .

10. Incorporate case studies into your newsletters.

This idea is as good for your client relations as it is for gaining the attention of your prospects. Customers and clients love feeling as though they're part of a community. It’s human nature. Prospects warm to companies that look after their customers; companies whose customers are happy and proud to be part of something. Also, whether we are willing to admit it or not, people love to show off!

Get Inspired: Newsletters become stale over time. Give your newsletters a new lease of life with our guide on how to create newsletters that don't suck .

11. Equip your sales team with case studies.

Tailored content has become increasingly important to sales reps as they look to provide value on the sales call. It's estimated that consumers go through 70-90% of the buyer's journey before contacting a vendor. This means that the consumer is more knowledgeable than ever before. Sales reps no longer need to spend an entire call talking about the features and benefits. Sales has become more complex, and reps now need to be armed with content that addresses each stage of the buyer’s process. Case studies can be really useful when it comes to showing prospects how successful other people within a similar industry has benefited from your product or service.

Get Inspired: Case studies are just one type of content that helps your sales team sell. They don't always work by themselves, though. Check out our list of content types that help sales close more deals .

12. Sneak a case study into your email signature.

Include a link to a recent case study in your email signature. This is particularly useful for salespeople. Here's what my email signature looks like:

Get Inspired: Did you know that there are lots more ways you can use your email signature to support your marketing? Here are 10 clever suggestions for how you can do this.

13. Use case studies in training.

Having customer case studies is an invaluable asset to have when onboarding new employees. It aids developing their buy-in, belief in, and understanding of your offering.

Get Inspired: Have you completed our Inbound Certification course yet? During our classes, we use case studies to show how inbound marketing is applied in real life.

In Lead-Gen Content

14. include case studies in your lead gen efforts..

There are a number of offers you can create based off of your case studies, in the form of ebooks, templates, and more. For example you could put together an ebook titled “A step-by-step guide to reaching 10,000 blog subscribers in 3 months…just like XX did.” You could create a more in-depth version of the case study with access to detailed statistics as an offer. (And don’t forget, you can also u se quotes and statistics from case studies on the landing page promoting the ebook, which adds credibility and could increase your conversion rates.) Or, you could create a template based on your customer's approach to success.

Get Inspired:   If you think you need to be an awesome designer put together beautiful ebooks, think again. Create ebooks easily using these customisable ebook templates .

You can also use case studies to frame webinars that document how to be successful with X. Using case studies in webinars is great middle-of-the-funnel content and can really help move your leads further down the funnel towards becoming sales qualified leads.

Get Inspired: Webinars are really effective as part of a lead nurturing workflow. Make sure your next webinar is spot on by following these simple webinar tips.

15. Create a bank of evergreen presentations.

It’s important to build up a bank of evergreen content that employees across your organisation can use during presentations or demos. Case studies are perfect for this.

Put together a few slides on the highlights of the case study to stir people’s interest, and then make them available to your sales and customer-facing teams. It's helpful if the marketer who created the presentation is the one who presents it to anyone who might use them in the future. This ensures they can explain the presentation clearly and answer any questions that might arise.

Get Inspired: What to create presentations people want to use? Here's a list of tools to make your presentations great.

16. Create SlideShares based on case studies.

Following on from a few short slides, you could also put together a more detailed presentation of the case study and upload it to SlideShare. After all, not only is SlideShare SEO-friendly (because Google indexes each presentation), but there is a huge pre-existing audience on SlideShare of over 60 million users you can tap into. SlideShare presentations are also easy to embed and share, and allow you to capture leads directly from the slides via a lead capture form.

Get Inspired:   Want to generate more leads with SlideShare, but not sure how to get started? Check out this blog post .

Now that you understand the value of a marketing case study and the different ways that they can be used in your content marketing (and even sales) strategy, your next step is to think about what would convince your target audience to do business with you. 

Have you recently accomplished something big for a client? Do you have a process or product with demonstrable results? What do your potential clients hope that you'll do for them? 

The answers to those questions will help you craft compelling content for your case study. Then, all that's left is putting it into your audience's hands in formats they want to consume.

Editor's note: This post was originally published in January 2015 and has been updated for comprehensiveness.

Don't forget to share this post!

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Blog Graphic Design 15+ Case Study Examples for Business, Marketing & Sales

15+ Case Study Examples for Business, Marketing & Sales

Written by: Alice Corner Jan 12, 2023

Have you ever bought something — within the last 10 years or so — without reading its reviews or without a recommendation or prior experience of using it?

If the answer is no — or at least, rarely — you get my point.

Positive reviews matter for selling to regular customers, and for B2B or SaaS businesses, detailed case studies are important too.

Wondering how to craft a compelling case study ? No worries—I’ve got you covered with 15 marketing case study templates , helpful tips, and examples to ensure your case study converts effectively.

Click to jump ahead:

What is a case study?

What to include in a professional case study, business case study examples, simple case study examples, marketing case study examples, sales case study examples.

• Case study FAQs

A case study is an in-depth, detailed analysis of a specific real-world situation. For example, a case study can be about an individual, group, event, organization, or phenomenon. The purpose of a case study is to understand its complexities and gain insights into a particular instance or situation.

In the context of a business, however, case studies take customer success stories and explore how they use your product to help them achieve their business goals.

As well as being valuable marketing tools , case studies are a good way to evaluate your product as it allows you to objectively examine how others are using it.

It’s also a good way to interview your customers about why they work with you.

Related: What is a Case Study? [+6 Types of Case Studies]

A professional case study showcases how your product or services helped potential clients achieve their business goals. You can also create case studies of internal, successful marketing projects. A professional case study typically includes:

• Company background and history
• The challenge
• How you helped
• Specific actions taken
• Visuals or Data
• Client testimonials

Here’s an example of a case study template:

Whether you’re a B2B or B2C company, business case studies can be a powerful resource to help with your sales, marketing, and even internal departmental awareness.

Business and business management case studies should encompass strategic insights alongside anecdotal and qualitative findings, like in the business case study examples below.

Conduct a B2B case study by researching the company holistically

When it comes to writing a case study, make sure you approach the company holistically and analyze everything from their social media to their sales.

Think about every avenue your product or service has been of use to your case study company, and ask them about the impact this has had on their wider company goals.

In business case study examples like the one above, we can see that the company has been thought about holistically simply by the use of icons.

By combining social media icons with icons that show in-person communication we know that this is a well-researched and thorough case study.

This case study report example could also be used within an annual or end-of-year report.

Highlight the key takeaway from your marketing case study

To create a compelling case study, identify the key takeaways from your research. Use catchy language to sum up this information in a sentence, and present this sentence at the top of your page.

This is “at a glance” information and it allows people to gain a top-level understanding of the content immediately. 

You can use a large, bold, contrasting font to help this information stand out from the page and provide interest.

Learn  how to choose fonts  effectively with our Venngage guide and once you’ve done that.

Upload your fonts and  brand colors  to Venngage using the  My Brand Kit  tool and see them automatically applied to your designs.

The heading is the ideal place to put the most impactful information, as this is the first thing that people will read.

In this example, the stat of “Increase[d] lead quality by 90%” is used as the header. It makes customers want to read more to find out how exactly lead quality was increased by such a massive amount.

If you’re conducting an in-person interview, you could highlight a direct quote or insight provided by your interview subject.

Pick out a catchy sentence or phrase, or the key piece of information your interview subject provided and use that as a way to draw a potential customer in.

Use charts to visualize data in your business case studies

Charts are an excellent way to visualize data and to bring statistics and information to life. Charts make information easier to understand and to illustrate trends or patterns.

Making charts is even easier with Venngage.

In this consulting case study example, we can see that a chart has been used to demonstrate the difference in lead value within the Lead Elves case study.

Adding a chart here helps break up the information and add visual value to the case study. 

Using charts in your case study can also be useful if you’re creating a project management case study.

You could use a Gantt chart or a project timeline to show how you have managed the project successfully.

Use direct quotes to build trust in your marketing case study

To add an extra layer of authenticity you can include a direct quote from your customer within your case study.

According to research from Nielsen , 92% of people will trust a recommendation from a peer and 70% trust recommendations even if they’re from somebody they don’t know.

So if you have a customer or client who can’t stop singing your praises, make sure you get a direct quote from them and include it in your case study.

You can either lift part of the conversation or interview, or you can specifically request a quote. Make sure to ask for permission before using the quote.

This design uses a bright contrasting speech bubble to show that it includes a direct quote, and helps the quote stand out from the rest of the text.

This will help draw the customer’s attention directly to the quote, in turn influencing them to use your product or service.

Less is often more, and this is especially true when it comes to creating designs. Whilst you want to create a professional-looking, well-written and design case study – there’s no need to overcomplicate things.

These simple case study examples show that smart clean designs and informative content can be an effective way to showcase your successes.

Use colors and fonts to create a professional-looking case study

Business case studies shouldn’t be boring. In fact, they should be beautifully and professionally designed.

This means the normal rules of design apply. Use fonts, colors, and icons to create an interesting and visually appealing case study.

In this case study example, we can see how multiple fonts have been used to help differentiate between the headers and content, as well as complementary colors and eye-catching icons.

Marketing case studies are incredibly useful for showing your marketing successes. Every successful marketing campaign relies on influencing a consumer’s behavior, and a great case study can be a great way to spotlight your biggest wins.

In the marketing case study examples below, a variety of designs and techniques to create impactful and effective case studies.

Show off impressive results with a bold marketing case study

Case studies are meant to show off your successes, so make sure you feature your positive results prominently. Using bold and bright colors as well as contrasting shapes, large bold fonts, and simple icons is a great way to highlight your wins.

In well-written case study examples like the one below, the big wins are highlighted on the second page with a bright orange color and are highlighted in circles.

Making the important data stand out is especially important when attracting a prospective customer with marketing case studies.

Use a simple but clear layout in your case study

Using a simple layout in your case study can be incredibly effective, like in the example of a case study below.

Keeping a clean white background, and using slim lines to help separate the sections is an easy way to format your case study.

Making the information clear helps draw attention to the important results, and it helps improve the  accessibility of the design .

Business case study examples like this would sit nicely within a larger report, with a consistent layout throughout.

Use visuals and icons to create an engaging and branded business case study

Nobody wants to read pages and pages of text — and that’s why Venngage wants to help you communicate your ideas visually.

Using icons, graphics, photos, or patterns helps create a much more engaging design. 

With this Blue Cap case study icons, colors, and impactful pattern designs have been used to create an engaging design that catches your eye.

Use a monochromatic color palette to create a professional and clean case study

Let your research shine by using a monochromatic and minimalistic color palette.

By sticking to one color, and leaving lots of blank space you can ensure your design doesn’t distract a potential customer from your case study content.

In this case study on Polygon Media, the design is simple and professional, and the layout allows the prospective customer to follow the flow of information.

The gradient effect on the left-hand column helps break up the white background and adds an interesting visual effect.

Did you know you can generate an accessible color palette with Venngage? Try our free accessible color palette generator today and create a case study that delivers and looks pleasant to the eye:

Add long term goals in your case study

When creating a case study it’s a great idea to look at both the short term and the long term goals of the company to gain the best understanding possible of the insights they provide.

Short-term goals will be what the company or person hopes to achieve in the next few months, and long-term goals are what the company hopes to achieve in the next few years.

Check out this modern pattern design example of a case study below:

In this case study example, the short and long-term goals are clearly distinguished by light blue boxes and placed side by side so that they are easy to compare.

Use a strong introductory paragraph to outline the overall strategy and goals before outlining the specific short-term and long-term goals to help with clarity.

This strategy can also be handy when creating a consulting case study.

Use data to make concrete points about your sales and successes

When conducting any sort of research stats, facts, and figures are like gold dust (aka, really valuable).

Being able to quantify your findings is important to help understand the information fully. Saying sales increased 10% is much more effective than saying sales increased.

While sales dashboards generally tend it make it all about the numbers and charts, in sales case study examples, like this one, the key data and findings can be presented with icons. This contributes to the potential customer’s better understanding of the report.

They can clearly comprehend the information and it shows that the case study has been well researched.

Use emotive, persuasive, or action based language in your marketing case study

Create a compelling case study by using emotive, persuasive and action-based language when customizing your case study template.

In this well-written case study example, we can see that phrases such as “Results that Speak Volumes” and “Drive Sales” have been used.

Using persuasive language like you would in a blog post. It helps inspire potential customers to take action now.

Keep your potential customers in mind when creating a customer case study for marketing

82% of marketers use case studies in their marketing  because it’s such an effective tool to help quickly gain customers’ trust and to showcase the potential of your product.

Why are case studies such an important tool in content marketing?

By writing a case study you’re telling potential customers that they can trust you because you’re showing them that other people do.

Not only that, but if you have a SaaS product, business case studies are a great way to show how other people are effectively using your product in their company.

In this case study, Network is demonstrating how their product has been used by Vortex Co. with great success; instantly showing other potential customers that their tool works and is worth using.

Related: 10+ Case Study Infographic Templates That Convert

Case studies are particularly effective as a sales technique.

A sales case study is like an extended customer testimonial, not only sharing opinions of your product – but showcasing the results you helped your customer achieve.

Make impactful statistics pop in your sales case study

Writing a case study doesn’t mean using text as the only medium for sharing results.

You should use icons to highlight areas of your research that are particularly interesting or relevant, like in this example of a case study:

Icons are a great way to help summarize information quickly and can act as visual cues to help draw the customer’s attention to certain areas of the page.

In some of the business case study examples above, icons are used to represent the impressive areas of growth and are presented in a way that grabs your attention.

Use high contrast shapes and colors to draw attention to key information in your sales case study

Help the key information stand out within your case study by using high contrast shapes and colors.

Use a complementary or contrasting color, or use a shape such as a rectangle or a circle for maximum impact.

This design has used dark blue rectangles to help separate the information and make it easier to read.

Coupled with icons and strong statistics, this information stands out on the page and is easily digestible and retainable for a potential customer.

Case study examples summary

Once you have created your case study, it’s best practice to update your examples on a regular basis to include up-to-date statistics, data, and information.

You should update your business case study examples often if you are sharing them on your website .

It’s also important that your case study sits within your brand guidelines – find out how Venngage’s My Brand Kit tool can help you create consistently branded case study templates.

Case studies are important marketing tools – but they shouldn’t be the only tool in your toolbox. Content marketing is also a valuable way to earn consumer trust.

Case study FAQ s

Why should you write a case study.

Case studies are an effective marketing technique to engage potential customers and help build trust.

By producing case studies featuring your current clients or customers, you are showcasing how your tool or product can be used. You’re also showing that other people endorse your product.

In addition to being a good way to gather positive testimonials from existing customers, business case studies are good educational resources and can be shared amongst your company or team, and used as a reference for future projects.

How should you write a case study?

To create a great case study, you should think strategically. The first step, before starting your case study research, is to think about what you aim to learn or what you aim to prove.

You might be aiming to learn how a company makes sales or develops a new product. If this is the case, base your questions around this.

You can learn more about writing a case study  from our extensive guide.

Related: How to Present a Case Study like a Pro (With Examples)

Some good questions you could ask would be:

• Why do you use our tool or service?
• How often do you use our tool or service?
• What does the process of using our product look like to you?
• If our product didn’t exist, what would you be doing instead?
• What is the number one benefit you’ve found from using our tool?

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How to Do Market Research on Amazon: Seller Case Study

  We talked to experienced seller Travis Fleming who’s been on Amazon since 2014. Travis lives in Canada and currently makes a living copywriting. Travis always had an entrepreneurial spirit. Ever since college graduation he'd tried different business opportunities. Some worked while others didn’t, but he'd learned something from every venture he started. Travis was working as a Marketing Specialist in the tourism industry, but he was still looking to start his own business.

In 2014, Travis discovered selling on Amazon as a viable option for people to make some extra money and possibly start a business of their own. Over the years, Travis has learned how to sell and grown a great deal as an Amazon seller and eventually became very successful. Some of the most important lessons he has learned have come from the failure of his first product.

Amazon FBA was a very new concept in 2014, and from the start, it was obvious that it was a revolutionary concept. The fact that you could sell your items online without having to store and ship them yourself was very attractive and not a lot of people were aware of it yet. Also, other eCommerce business models, like dropshipping, weren’t nearly as common or as prominent as they are now. Even in the early stages of this revolutionary concept, Travis discovered in time the necessity of Amazon market research.

Product research

In 2014, there were no sophisticated product research tools around, so you had to get by with what you could deduce yourself by browsing Amazon. This primitive form of amazon market research was quite a challenge for beginners back then. Travis checked the bestseller pages, and he got some product ideas based on basic criteria that he had in mind.

However, since there was no way to access accurate data about what was going on in the market, in terms of average monthly sales, fees, and trends, problems were to be expected. While you can never be in a position where you can be absolutely certain that any product will bring you success, the more you know, the less of a risk you are taking.

Finding the “right product”

After extensive amazon market research of browsing, Travis eventually settled on tie clips as his first product to sell on Amazon. This seemed like a good idea for a beginner wanting to get started in eCommerce.Tie clips are small and light, and you can design them so that your product stands out. This was not a bad route to take, and the criteria that Travis used were valid ones. However, his list of criteria to apply to the decision was incomplete.

The main stumbling block for Travis was profit margin. Travis was excited about the tie clips since they were really cheap to manufacture at only about $5 per unit. Since they were so small and light, the shipping costs were decent too. He was previously considering selling an inflatable punching bag but gave up due to high shipping costs. This is why tie clips seemed so attractive in comparison.

Travis was hoping to sell the tie clips for $12 - $15 per unit, which would provide him with a decent profit margin (or a margin that he found acceptable). It turns out that he was wrong with these calculations.  

Finding a supplier

Once Travis had decided on selling tie clips, he went to Alibaba and started contacting suppliers. This is another unskippable step for any eCommerce seller, and as far as this part of the process is concerned, he did everything right. He asked for price quotes and various quantities. Travis ended up narrowing down his list to three possible suppliers.

He proceeded to order samples from all three. After receiving the samples, Travis selected the supplier that he wanted to work with. This is the part of the process that he got right. Sellers often make the mistake of only ordering samples from one supplier. This means that they have already basically made their supplier choice before they even receive the product samples. The fact that Travis had the foresight to get samples from several suppliers ensured that he ended up with a product that met his quality and design criteria.

Travis ended up being very satisfied with both the product and the supplier he was working with. Unfortunately, that wasn’t enough to ensure his success.

Product promotion

To launch his tie clips, Travis decided to give away a number of them for free in exchange for reviews. This worked in the sense that the reviews started coming in, but it didn’t improve his ranking. Keep in mind that this was 2014 and that exchanging products for positive reviews is strictly forbidden now. Amazon removed all unverified reviews from the platform several years ago and now strictly enforces its rules to ensure that every review received is legitimate.

Giveaways are not effective. The seller loses stock to “get the ball rolling”, but there are better ways to make that happen. Travis should have done proper keyword research and committed to using PPC to rise in the rankings.

Even if there were no proper keyword research tools available in 2014, a seller could start with AUTO campaigns, then extract precise keywords and phrases from the report and proceed to target them aggressively. Amazon treats PPC sales just like organic sales, and if you constantly get sales on a keyword, you will start to show up higher and higher organically. If you have a strong product listing and you construct a decent PPC structure, you will be able to make sales even with 0 reviews. This is assuming that you are selling a product that people want to buy.

The difficulties

The tie clips became a failed product for Travis because of the margins. He was not able to sell them in the $12 to $15 range. After trying to sell them at that original price, Travis had to reduce his price and sell them at a break-even level just to cut his losses. He ended up not losing too much money, but he did lose time.

However, through this process, he learned a lot that helped him find success with his future products. Overall, it was a valuable experience. After the experience Travis was wiser and was able to make better decisions in the future, so here are a few tips from a seller that had a failed product so you don’t have to make the same mistake.  

The takeaways

1.   use market intelligence software.

Unfortunately, access to advanced software like the AMZScout Pro Extension wasn’t an option for Travis in 2014. Today, you can leverage every piece of available information. Now, you can view data such as sales volume, sales and BSR history, margins, listing quality, and other invaluable points of data. This information can help you to determine the advantages and shortcomings of selling any product. You will most likely never find any product that is a perfect home run. This is why you should understand the sort of challenges that you face by attempting to sell any product before committing to it as a seller.

When determining the best go-to-market strategy for a new product or product idea, having simplistic advanced software to determine the best messaging that will spark your target market on Amazon is essential. Travis lost money in the long run, due to not conducting adequate market research. Market intelligence software is used by competitors across all industries, not utilizing them will decrease your chances of beating the competition.

2.   Sales Price and margins

The tie clips were not cost-efficient enough at a low selling price, resulting in no profits. It is hard to earn a decent profit on a low-cost item, which is why it’s smarter to find potential products that can sell for at least $25. Margins are another really important factor. A seller needs to calculate the cost of manufacturing, shipping, and the 3 Amazon FBA fees: Referral, Storage, and Fulfillment. There are free calculator tools for this purpose, and most Amazon market research tools will give you this breakdown as well.

3.   Use proper keyword research and PPC

What Travis did in 2014 was not wrong, since, in the early days of FBA, giveaways were a common tactic. There were circumstances where the cost of offering giveaways was justified. These days, this is no longer an option. Now that Amazon has become so strict about the way that any product listing gets reviews, it’s more and more common to see products with a very small number of reviews getting good sales.

Previously, it was almost a given that you would have to spend some money or find a way to get at least those first 5 to 20 reviews. Now, it’s a more even playing field. With a proper PPC setup and understanding of how it works, you can do well. Use keyword research software, identify the most related keywords, and build your PPC structure around them. If you have a good product, it is bound to start growing in sales.

4.   Prioritize Customer Feedback

Every business across all industries understands they need to increase positive reviews and manage poor reviews for the business, but reputation management on Amazon is different. Its very strict platform enables no gray area or spammy reviews added on its site. How can one increase positive reviews naturally without being penalized?

All eligible business prime memberships of Amazon can decrease negative feedback and increase positive reviews free of charge with the Amazon/Qualtrics integration . The following results will unfold from this feature:

• Access to enhanced channels; email, web, mobile, apps so you can follow up and collect positive feedback from your please customers.
• Automated reporting and dashboards to pinpoint what the customers love and hate about your products
• Translate data into results through segmentation, viewing trends, and organized performance metrics.
• Close feedback loops by connecting to other software and CRM platforms that help sell your Amazon products such as Slack, Zendesk, Stripe, Salesforce, HubSpot, and many more

Imagine how Travis could have changed his negative outcome into a positive. He could not reach his margins because his target audience was not willing to pay at the price value you needed. If he could have received proper customer feedback, he would have known what advances/features needed to be included to sell his clips at the price he wanted. His clips could have been bestsellers because he offered his target audience what they wanted that competitors were unaware of due to his advanced market research.

The Bottom Line to Amazon Market Research

In conclusion, learning how to conduct general Amazon market research is the key to finding the right product. You should not rush the process. Especially as a beginner you should think carefully about what your criteria are and make sure that you get all of the information you can access about any niche that you are considering selling in.

Also, make sure that you set a decent selling price and that people are willing to pay that price for your product. Calculate your margins carefully by deducting all of the associated costs from the selling price. You have every tool available to you in 2021 to avoid making critical errors. With today's tools, you can ensure that your Amazon business succeeds.

Milos Culafic // Amazon Advertising PPC/SEO expert

Milos is an Amazon Advertising PPC / SEO expert and freelance copywriter. He shares his own experience through guides, for new and advanced marketers and Amazon sellers.

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Edexcel A Level Business Case Studies 1.1.2 Market research

Subject: Business and finance

Age range: 16+

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7 September 2024

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A series of 5 case studies for Edexcel A Level Business studies 1.1.2 Market research covering: a) Product and market orientation b) Primary and secondary market research data (quantitative and qualitative) used to: o identify and anticipate customer needs and wants o quantify likely demand o gain insight into consumer behaviour c) Limitations of market research, sample size and bias d) Use of ICT to support market research: o websites o social networking o databases e) Market segmentation

Businesses included are: Unilever McDonald’s Coca-Cola Nike Apple

Case studies include key points for discussion, markscheme and answer structure following the PeCAN-PiE and AJIM models.

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FDA initiating independent review of tampon ingredients after study found many contain toxic metals

The U.S. Food and Drug Administration is taking a closer look into tampon ingredients after a study in July found toxic metals in a wide variety of the menstrual products.

On Thursday, Washington Democratic Sen. Patty Murray, who is also the chair of the Senate Appropriations Committee, announced that a letter she had sent the FDA in July after the study's release had now received a response, with the FDA saying it has initiated both an independent review of the literature and an internal lab study of the metals the researchers found in tampons.

The FDA's review will also more precisely determine the proportion of metals that the products may release in normal use and how much risk that poses to the consumer. This will also allow researchers to understand any possible adverse health effects that may be linked to tampon use.

"These are products millions of women are using on any given day, so it's important we absolutely put to rest any concerns about their safety — so I'm pleased that FDA is taking action to help us better understand the issue of metals in tampons, and I am going to keep pushing to make sure we are taking all the steps we need to keep women safe and healthy," Sen. Murray said in announcing the FDA's response.

RELATED STORY | Are your tampons harming you? Study finds 16 metals in widely available brands

Sen. Murray is one of many lawmakers and consumers alike who were sent into a frenzy of questions and concerns once researchers from Columbia University, the University of California Berkeley and Michigan State University published their study about metals in tampons in the Environment International journal .

Presumed to be the first to measure metals in tampons, the study detected the presence of each of the 16 metals it tested for in 30 tampons from 14 different brands and 18 product lines. This included toxic metals like lead — which researchers said has no "safe" exposure level — elevated mean concentrations of arsenic and cadmium, and the presence of various other metals, including barium, calcium, cobalt, chromium, copper, iron, manganese, mercury, nickel, selenium, strontium, vanadium and zinc.

The study said that future research was needed to determine whether the metals that the tampons could absorb during the agricultural or manufacturing process were then being absorbed by the vagina's absorptive tissue.

In a comment to Scripps News at the time, the FDA said while it was reviewing the study, it did have limitations, such as not assessing whether the metals are released from the tampons and subsequently into the bloodstream. It also said that any tampons must undergo a "premarket review" to ensure their safety and effectiveness before being sold in the U.S.

Still, lawmakers like Murray had questions. Her July letter to the FDA asked, among other questions, whether the agency's initial review requires testing of tampons for metals or toxins and if additional authority is needed for the FDA to institute more safeguards against ingredient contamination and appropriate labeling.

RELATED STORY | Nonprofits struggle with rising cost of pads and tampons

And the day Murray announced the FDA had responded to her letter, another group of lawmakers — members of the Democratic Women's Caucus — sent their own.

"It's unconscionable to think that women could be putting their health and lives at risk simply by using basic, essential hygiene products like tampons," said Congresswoman Pressley, DWC policy co-chair. "In light of this alarming report, we're calling on the FDA to take urgent action to ensure the safety of these products, protect the health of those who depend on them, and give women the peace of mind that they can use them without putting themselves at risk."

Between 52% to 86% of menstruating people in the U.S. use tampons, the study said, and if each contains high levels of heavy metals, continued exposure can cause adverse health effects.

Signs and symptoms depend on the type of metal and level of exposure, according to Cleveland Clinic , but abdominal pain, dehydration, nausea and vomiting are some. More severe symptoms can include anemia, kidney or liver damage, higher cancer risk and brain damage.

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• Published: 05 September 2024

Detecting rare earth elements using EnMAP hyperspectral satellite data: a case study from Mountain Pass, California

• Saeid Asadzadeh 1 ,
• Nicole Koellner 1 &
• Sabine Chabrillat 1 , 2  

Scientific Reports volume  14 , Article number:  20766 ( 2024 ) Cite this article

Metrics details

• Economic geology

Rare earth elements (REEs) exhibit diagnostic absorption features in the visible-near infrared region, enabling their detection and identification via spectroscopic methods. Satellite-based remote sensing mapping of REEs, however, has not been attainable so far due to the necessity for high-quality hyperspectral data to resolve their narrow absorption features. This research leverages EnMAP hyperspectral satellite data to map REEs in Mountain Pass, California—a mining area known to host bastnaesite-Ce ore in sövite and beforsite carbonatites. By employing a polynomial fitting technique to characterize the diagnostic absorption features of Neodymium (Nd) at ∼ 740 and ∼ 800 nm, the surface occurrence of Nd was successfully mapped at a 30m pixel resolution. The relative abundance of Nd was represented using the continuum-removed area of the 800 nm feature. The resulting map, highlighting hundreds of anomalous pixels, was validated through laboratory spectroscopy, surface geology, and high-resolution satellite imagery. This study marks a major advancement in REE exploration, demonstrating for the first time, the possibility of directly detecting Nd in geologic environments using the EnMAP hyperspectral satellite data. This capability can offer a fast and cost-effective method for screening Earth’s surfaces for REE signature, complementing the existing exploration portfolio and facilitating the discovery of new resources.

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Introduction.

Rare Earth Elements (REEs) are essential to many modern technologies, including electric vehicles, wind turbines, and smartphones 1 , 2 , 3 . This broad range of applications, combined with increasing demands and disruptions in the supply chain, has transformed REEs into strategic commodities and critical raw materials 4 . REEs are a group of metallic elements with similar chemical properties comprising the lanthanides (atomic number 57 to 71) plus Y (39), commonly divided into light (LREE) and heavy (HREE) subgroups, comprising La to Eu and Gd to Lu + Y, respectively 5 .

REEs naturally occur in a diverse array of minerals, including carbonates, phosphates, silicates, and oxides of which carbonates and phosphates constitute the most abundant and economically valuable minerals 2 . The REE carbonates include the fluorocarbonate minerals bastnaesite, synchysite, and parisite 6 . The RE 2 O 3  content of these minerals is exceptionally high, reaching up to 75 wt.% in bastnaesite 7 . LREEs typically concentrate in carbonates (i.e., bastnaesite; (Ce,La)(CO 3 )F) and phosphates (i.e., monazite; (Ce,La,Nd,Th)PO 4 ), whereas HREEs are commonly hosted by oxides and, partly, by phosphates, including xenotime ((HREE,Y)PO 4 ). Due to chemical similarity (ionic radii and oxidation states), REEs often substitute for one another and co-occur within the same mineral species 5 .

Contrary to their name, REEs are relatively abundant in the Earth's crust, though economically viable deposits are uncommon. Several deposit classes are recognized to host REEs 2 , with carbonatites being the predominant sources, accounting for more than 70% of global REO (Rare Earth Oxides) production. Two notable examples of such deposits are the Bayan Obo mine in China and the Mountain Pass in the US 8 . Carbonatites are defined as rocks with > 50% primary magmatic carbonates. Geologically, they occur in continental settings and based on their mineralogy and petrographic texture are divided into three distinct classes: calcitic (also referred to as sövite), dolomitic (beforsite), and ankeritic (ferrocarbonatite) 2 , 5 . Carbonatites predominantly host LREEs such as La, Ce, Pr, and Nd, with bastnaesite being the primary mineral exploited in many related deposits 5 , 7 .

The technique of reflectance spectroscopy has recently emerged as a fast and cost-effective analytic tool for detecting and quantifying REEs. Several REEs, including Nd 3+ , Pr 3+ , Sm 3+ , Dy 3+ , Er 3+ , Ho 3+ , and potentially Eu 3+ and Tm 3+ exhibit diagnostic absorption features in the visible-near-infrared (VNIR; 400–1000 nm) and partly in the shortwave-infrared (SWIR; 1000–2500 nm) wavelengths, allowing them to be detected via spectroscopic methods 6 , 9 , 10 , 11 , 12 , 13 , 14 , 15 , 16 . The narrow absorption bands of REEs observed in the VNIR, as exemplified in Fig.  1 , are attributed to 4f-4f intra-configurational electron transitions 6 , 11 , 15 .

Spectral signature of the rare-earth mineral bastnaesite in the VNIR–SWIR range. The spectrum of monazite is shown for comparison—data sourced from the USGS spectral library 21 . The key absorption features of Nd in the VNIR range are bolded. The inset graph provides a closer view of bastnaesite’s absorbing bands between 700 and 910 nm (marked by the solid bar), covering three diagnostic absorption features. The gray columns represent the spectral ranges used for polynomial fitting and remote sensing mapping of Nd in the study area.

Despite the effective shielding of the 4f orbitals by the 5s and 5p closed shells, the corresponding energy levels in the mineralogic phases are not fixed and rather undergo subtle changes, depending on the ligand type, coordination number, and polyhedron asymmetry. This variability leads to shifts in the position of absorbing bands within mineral phases, typically on the order of ∼ 10 nm in the VNIR range 6 , 15 , 17 . In other words, while the absorbing bands arise from REE ions, the host mineralogy plays an important role in determining the exact position of the absorption features and their intensities. The spectral behaviors of rare-earth minerals are already cataloged in several specialized spectral libraries 6 , 18 , 19 , 20 , 21 .

A growing number of studies have shown that Nd is the most spectrally active and readily detectable REE via spectroscopic methods 9 , 12 , 14 , 22 . The identification of Nd typically relies on the characterization of its most prominent and defining absorption features at ∼ 580, ∼ 740, ∼ 800, and ∼ 865 nm (see Fig. 1 ). By leveraging these distinctive features, the hyperspectral imaging technology has been able to detect Nd across various scales and conditions, spanning from close-range scanning of thin sections 23 and hand specimens in laboratory settings 6 , 24 to the mapping of vertical outcrops on the ground 25 , 26 and open-pit mines from airborne platforms 27 , 28 . More recently, Unmanned Aerial Vehicle (UAV)-based imaging systems have been employed to map REE-rich veins and outcrops at very high spatial resolutions 29 .

In contrast, direct detection of REEs by spaceborne satellite systems, such as ASTER and WorldView-3 multispectral instruments, has been unachievable, mainly due to the coarse spectral resolutions of multispectral datasets, rendering them unable to resolve the sharp yet narrow absorption features of REEs (Fig.  1 ), regardless of their spatial resolution 28 , 30 . While previous laboratory-based spectral simulations have demonstrated the potential of hyperspectral instruments, including the EnMAP satellite system, for direct REE detection 9 , the capability of the corresponding dataset has remained untested in real-world conditions.

This paper aims to bridge this gap and pave the way for further research by analyzing the EnMAP imaging spectroscopic data collected over the Mountain Pass REE mine in California, USA. Our study aims to prove the concept and recognize the potentials and limitations of spaceborne hyperspectral datasets for the direct detection and mapping of REEs. This is accomplished by studying the well-exposed, high-grade REE mine of the Mountain Pass area using the EnMAP imaging data at 30 m spatial resolution. Furthermore, the study seeks to evaluate the effectiveness of spectroscopic-based processing methods for REE detection aiming to provide a reliable site-independent mapping technique applicable to EnMAP and analogous hyperspectral remote sensing datasets.

Geology of the Mountain Pass area

Mountain Pass is located in southeastern California, approximately 65 km southwest of Las Vegas, in the Mojave Desert. Geologically, the area comprises a collection of Mesoproterozoic alkaline silicate intrusions (ca. 1.41 Ga) ranging in composition from mafic (shonkinite) through syenite to alkali granite. This suite is associated with a series of contemporaneous carbonatite dikes and intrusions 31 . The northern and eastern parts of the area consist of Proterozoic schists and gneisses, granitoids, and minor carbonatite intrusions. In contrast, the south and southeast are characterized by Paleozoic limestone, dolostone, and sandstone intruded by Jurassic granitic rocks and Cretaceous granodiorites 28 . The central and western parts are covered by folded, thrust-faulted Paleozoic carbonate and quartzose rocks 28 . A more detailed description of the area’s geology can be found in Castor 32 , Mars 30 , Mariano and Mariano 33 , and Watts, et al. 31 .

The carbonatites and the associated alkaline plutons constitute a suite of roughly tabular to lenticular, moderately west-dipping intrusions trending north-northwest within the ultrapotassic intrusive rocks 32 . The largest body, known as the Sulphide Queen carbonatite, is located in the center of the area, measuring 700 m in width and up to 150 m in thickness 10 and hosting the largest REE deposit in the US 7 , 31 . The Sulphide Queen carbonatite primarily consists of bastnaesite-barite sövite (calcitic) and bastnaesite-barite-dolomite (beforsite), or a mixture of both (dolomitic sövite), with the dolomitic carbonatite being more prevalent 32 .

Although the size of the Sulphide Queen carbonatite is modest, the orebody is highly enriched in LREE. The ore, which is recognized to be of igneous origin, typically contains 10–15% bastnaesite-Ce, 65% calcite/dolomite, and 20–25% barite. The bastnaesite mineral crystals are coarse-grained, typically measuring 300 µm in diameter with an average REE composition of 45.50% Ce, 15.82% Nd, 4.65% Pr, and 1.83% Sm, with lower quantities of Eu, Gd, Dy, Ho, and Er 32 . Other LREE-bearing accessory minerals are parisite, synchysite, monazite, and, less often, allanite 33 . Mining activities in the Sulphide Queen stock started in 1952 and ceased by 2002, leaving a reserve of > 20 million metric tons of ore at an average grade of 8.9% REO in place 34 . By 2007, the extraction of selected REE commodities from stockpiles resumed, and since 2018, the mine has been reactivated in response to the increased demand for REEs and geopolitical forces 31 .

Besides the main carbonatite body, there are numerous steeply inclined carbonatite dikes in the area, with the majority occurring in the vicinity of the Sulphide Queen orebody. Several of these dikes, particularly those adjacent to the mine, are known to contain bastnaesite, although most have low REO contents. A fenitized zone approximately 4 km southeast of the mine is also reported to host REE prospects containing allanite and bastnaesite minerals 32 .

The target area has been the focus of several remote sensing studies, primarily aimed at lithologic mapping using different multi- and hyperspectral datasets 28 , 30 , 35 . Based on field observations, vegetation covers between 10 to 30% of the surface, making it suitable for remote sensing studies.

The EnMAP data successfully resolved the REE- and carbonate-related features in the VNIR and SWIR ranges (Fig.  2 ). In the VNIR, it identified four diagnostic absorption features at ∼ 580, ∼ 740, ∼ 800, and ∼ 870 nm (Fig. 2 a). Within the SWIR range, it detected a deep carbonate feature at 2335 nm and two characteristics features related to bastnaesite at 2255 and 2316 nm (Fig.  2 b). The contained carbonate was identified as calcium carbonate, distinguished by a pronounced absorption feature at 2335 nm and the absence of a ferrous iron feature in the VNIR.

Continuum-removed reflectance spectra from EnMAP (in black) over the Sulphide Queen Mine compared to the laboratory-based spectrum of bastnaesite-rich ore from the mine site. The spectra are plotted in the VNIR ( a ) and SWIR ( b ) spectral ranges in native resolution. The laboratory spectrum, acquired using an ASD spectrometer, is sourced from the datasets published by Neave, et al. 9 . The vertical gray column in ( a ) highlights the EnMAP band affected by oxygen’s residual absorption feature at 760 nm. The minimum wavelengths were calculated by the polynomial fitting technique described in section " Processing methodology ". Note that the two graphs have different Y-axis scales.

The representative pixel spectrum over the open-pit mine shows good agreement with the laboratory spectroscopy of the orebody. Both datasets exhibit a comparable spectral pattern with the same number of absorption features and intensities across the VNIR and SWIR ranges, following continuum removal (Fig.  2 ). Notably, the positions of absorption minimums for the 580, 740, and 800 nm features are nearly identical in both datasets and for the characteristic features of bastnaesite, the difference is in the order of 1–2 nm (2255 vs. 2254 nm and 2216 vs. 2218 nm). However, the minimum wavelength differences for the 870 and 2330 nm features are significant. In the EnMAP data, the Nd feature occurs at a slightly longer wavelength (871 vs. 865 nm), and the carbonate feature appears at a shorter wavelength (2335 vs. 2342 nm) (Fig.  2 ). The latter is likely due to the spectral mixture of calcic carbonate with bastnaesite absorption features at the EnMAP ground sampling distance of 30 m. It is noteworthy that the bastnaesite spectrum depicted in Fig.  1 exhibits a different pattern compared to the laboratory plot in Fig.  2 b. The features at 2254, 2318, and 2342 nm appear respectively at 2249, 2314, and 2327 nm in Fig.  1 , possibly due to the complex/mixed mineralogy of the sample from the Mountain Pass. The 2255 nm feature observed in Fig.  2 b is speculated to arise from the hydroxyl bond in bastnaesite 6 .

Further distinctions include variations in the width of absorption features, which tend to be broader in the EnMAP data. Additionally, the right side of the 740 nm absorption feature in the EnMAP data is affected by a widespread residual O 2 absorption feature (Fig.  2 a). EnMAP also resolves an additional feature at 2200 nm, likely linked to clay minerals (Fig.  2 b). It is worth noting that the laboratory spectrum of this study closely resembles the spectral plot (published in Mars 30 i.e., Spectrum A in Fig. 7).

The distribution and relative abundance of Nd across the Mountain Pass area is illustrated in Fig.  3 a. Here, the spectral signature of Nd was mapped not only over the open-pit mine but also over the stockpiles, tailings storages, evaporation ponds, the crusher site, and the concentrator facilities (Fig.  3 b). The anomalies detected over the concentrator facility are probably the result of REE-bearing dust being transported westward from the mine crusher by the prevailing wind direction in the Mojave Desert. The Nd signature was also detected in several localities beyond the mining site, including at the edge of the Colosseum mine northward (Fig.  3 c) and over carbonate rocks in the west and southwest of the study area (Fig.  3 d–f). However, unlike the anomalies observed in the mining area, which form clusters of connected pixels, the peripheral anomalies are generally limited to a few pixels. In total, 740 pixels encompassing an area of 880,000 m 2 were identified to exhibit Nd features. The most prominent absorption feature was observed over the evaporation ponds, while the faintest was detected above the tailing storages (Fig.  3 b). The mapping method detected no anomalies over the fenitized zone southeast of the mining area (Fig.  3 a).

The spatial distribution and relative abundance of REEs in the Mountain Pass area, California. ( a ) Nd anomaly map (blue-red) yielded from spectral analysis of EnMAP hyperspectral data overlaid on enhanced albedo imagery. The area of the 800 nm absorption feature is used to indicate the relative abundance of Nd in the mapped pixels. The relative abundance of iron oxide and carbonate minerals are depicted in the background by orange and purple-red colors, respectively. ( b – f ) The same Nd anomalies from ( a ) overlaid on high-resolution satellite imagery of the area available on Google Earth. The data are from 29 th March 2021 at a ground sampling distance of ∼ 1 m. White rectangles in ( a ) define the outline of the images shown in ( b ) to ( f ). Major faults are shown by solid/dashed black lines.

In Fig.  3 a, the relative abundance of iron oxide minerals (i.e., hematite and goethite) and carbonates (i.e., calcite and dolomite) are depicted in orange and purple-red colors, respectively. Iron oxides are predominantly found in the NW to SE of the area, whereas carbonates are more abundant westward.

The statistical relationships between different spectral parameters within the mapped pixels are summarized in the scatterplots of Fig.  4 . During the spectral processing, it was noted that the minimum wavelengths of the 740 and 800 nm features vary within the ranges of 735–755 and 793–805 nm, respectively. These features exhibit a strong correlation in terms of absorption depth (R 2  = 0.88; Fig.  4 a), with the 800 nm feature appearing to be slightly deeper (see also Fig.  2 a). The interfering effect of residual O 2 absorption (Fig.  2 a) seems to be largely mitigated after excluding the corresponding band from the calculations.

Scatterplots of the spectral parameters of the Nd-bearing pixels derived from EnMAP data over the Mountain Pass area. ( a ) plot of the absorption depth at ∼ 740 nm (740D) against 800D. ( b ) plot of the absorption area at ∼ 740 nm (740A) against 580A. ( c ) plot of the absorption depth at ∼ 740 nm (740D) against 865D. ( d ) Plot of the minimum wavelength of the carbonate absorption feature against its depth for the pixels containing REE absorption features. The plotted data corresponds to the Nd anomalies mapped in Fig.  3 a. The solid red and dashed gray lines depict the best-fitted line to the data and the 1-to-1 line, respectively.

In contrast, the less prominent Nd feature at ∼ 580 nm (Fig. 2 a), while visually discernible in several Nd-bearing pixels, was found unsuitable for Nd mapping. This is primarily due to significant interferences from other scene components comprising green vegetation, causing noticeable shifts in the feature’s minimum wavelength making it difficult to track the via processing method. Nevertheless, the area of this feature correlates well with the area of the 740 nm feature (R 2  = 0.74; Fig.  4 b) and the 800 nm feature (R 2  = 0.66; not shown). The feature at ∼ 865 nm, although noticeable in some pixels over the orebody (Fig. 2 a), was not well-developed and therefore not resolvable in the EnMAP data. Statistically, it shows a weak correlation (R 2  = 0.36) with the depths of the absorption features at ∼ 740 and ∼ 800 nm (Fig. 4 c).

Figure  4 d depicts the plot of carbonate minimum wavelength against its depth for the pixels mapped in Fig.  3 a. In this plot, pixels from over the mining area and orebody exhibit wavelengths ranging from 2335 to 2350 nm and a relatively shallow carbonate absorption, typical of bastnaesite-rich calcic carbonatite. Pixels with similar absorption depths but shorter wavelength ranges (2310 to 2330 nm) were interpreted to arise from REE-bearing dolomitic carbonatite. The third cluster in Fig.  4 d represents isolated pixels mapped at the periphery of the mining area over carbonate rocks (highlighted in Fig. 3 d–f). These pixels are characterized by very shallow features at ∼ 740 and ∼ 800 nm but a deeper carbonate feature at wavelengths ranges between 2320 to 2340 nm. Verifying the presence of REEs/Nd in these pixels would indeed require ground truthing.

For reliable detection of REEs using spectral remote sensing data, it is essential to resolve multiple absorption features within the dataset. While some studies have successfully used three and occasionally four of the diagnostic absorption features of Nd 23 , 24 , 36 , many others have shown that not all the distinctive absorption features in the VNIR range, particularly those at ∼ 580 and ∼ 870 nm (refer to Figs. 1 and 2 a), are consistently present and resolvable in spectral data, even under optimal laboratory conditions 12 , 14 , 18 , 22 , 37 . Consequently, it is not surprising that the EnMAP data can only resolve the most prominent absorption features of Nd at ∼ 740 and ∼ 800 nm. This is consistent with the results of other remote sensing studies conducted to map REEs under open-air conditions using a UAV platform 29 . Conversely, relying solely on a single absorption feature can introduce large uncertainty in Nd detection 12 .

As demonstrated in this study, the minimum wavelength of the absorption features is as important and informative as the feature depth for REE detection. However, the minimum wavelengths of the absorption features are highly variable in spectral data. In laboratory studies, the minimum wavelengths of the 580, 740, and 800 nm features have been reported to vary from 575 to 590 nm, 740 to 747 nm, and 799 to 805 nm, respectively 9 . The variations retrieved from the EnMAP data, however, cover a wider range varying from 581 to 597 nm, 735 to 755 nm, and 793 to 805 nm, respectively. This wide range could be attributed to various factors, including intrinsic variations in the minimum wavelength of bastnaesite (typically on the order of ∼ 10 nm, as stated in the introduction), the co-occurrences of other REE-bearing minerals such as parisite, synchysite, and monazite inside the pixel footprint, the intimate/areal mixture of rare-earth minerals with other lithologic/background constituents (see below), the uncertainty of the retrieval method, and above all, limitations in the spectral sampling interval of EnMAP (i.e., 6.5 nm) compared to laboratory data.

It is important to note that each of these absorption features results from the superposition of several absorbing bands. For instance, the pronounced absorption feature at ∼ 740 nm is the result of at least six narrow absorbing bands centered at 733, 738, 741, 749, 755, and 762 nm (see the inset plot in Fig. 1 ), of which only four (i.e., at 734, 741, 747, and 757 nm) are discernible in the laboratory data of Fig.  2 a. A thorough analysis of these features can help characterize the mineralogical state of REEs and potentially unravel the presence of other REEs beyond Nd in spectral data.

In general, the ability to detect REEs spectrally could be affected by the following factors:

The overall albedo of the target and the contrast of the REE host with its background constituents . High proportions of opaque minerals such as magnetite (and allanite in non-carbonatite deposits) have been observed to dampen the spectral signal, contributing to low reflectance levels from the samples/surfaces and thus difficulty in REE detection 9 , 14 . In contrast, brighter backgrounds, exemplified here by the dominance of calcic carbonatite, can facilitate the detection of REEs.

The relative proportion of ferric (Fe 3 + ) iron minerals . The broad and intense absorption features of iron oxide minerals (i.e., hematite and goethite) in the VNIR region are reported to suppress the REE features significantly 10 , 12 , 22 , 25 . Simulated experiments have shown that even 1 wt.% of iron oxides can attenuate REE-related features, with the 580 and 870 nm features being particularly susceptible to suppression. In the range of 2 to 5 wt.%, iron minerals can readily dampen the features arising from 0.5 wt.% Nd, and at the 10 wt.% level, the REE features disappear entirely due to the dominance of ferric iron absorptions in the VNIR range 13 , 22 . As a general rule, the two weaker absorptions at ∼ 580 and ∼ 870 nm are more vulnerable and often go undetected in many spectral measurements (Todd Hoefen, personal communication). In the Mountain Pass area, although iron oxides are scarce over the open-pit mine, they are prevalent in the surrounding area, particularly over the alkaline intrusions eastward of the major fault lines (Fig. 3 a), contributing to the suppression of potential Nd features.

The fraction of vegetation cover . The presence of the green peak and chlorophyll absorption, respectively at ∼ 550 and ∼ 590 nm can undermine the REE feature at 580 nm. Presumably, the interference from vegetation in this area has impeded the mapping of the 580 nm feature in the EnMAP data, despite its existence and reasonable correlation with the 740 nm feature (Fig. 4 b). This is supported by the observation that pixels with the highest incidence of false-positives when using only the 580 nm feature for Nd mapping, are spatially associated with the highest Normalized Difference Vegetation Index (NDVI) values calculated from the same data. The interference from chlorophyll absorption may also explain the shift in the minimum wavelength of the 580 nm feature towards longer wavelengths (581 to 597 nm in EnMAP vs 575 to 590 nm in laboratory data). Further studies are required to understand the sensitivity of REE features to vegetation coverage/fraction.

The atmospheric correction effects . As illustrated in Fig.  2 a, the distinct O 2 -related absorption at 760 nm can interfere with the 740 nm feature of Nd. When the 740 nm feature surpasses the residual O 2 absorption, excluding the corresponding band from calculations, as demonstrated in this study, offers a simple yet effective solution to the problem. However, in situations where the feature is weakly developed and oxygen’s residual absorption predominates, excluding the band may not resolve the issue and could potentially lead to miscalculations of the spectral parameters, affecting the Nd mapping results. In contrast to O 2 , the residual water vapor effect appears as noise beyond 890 nm suppressing the 870 nm feature of Nd. While it is likely that the 870 nm feature may not be well-developed in the first place, the impact of water vapor residuals in weakening this feature within the EnMAP data needs to be considered. A more robust atmospheric correction procedure could certainly lead to better retrieval of REE signatures from EnMAP data.

The grain size effect. The size of REE-bearing grains is another factor affecting the intensity of Nd absorption features and, consequently, its detectability. Larger grain sizes absorb more light, leading to deeper absorption features 9 . In the Mountain Pass area, the relatively large bastnaesite grains, with an average diameter of 300 μm 32 , could be the reason behind the increased depth and width of absorption features in the EnMAP data (Fig.  2 a). However, variability in Nd grade and the scale effect (30 m image pixel vs point-scale ASD data) may have also played a role in this behavior.

The proportion of Nd (and total REEs) . Since the intensity of absorption features is proportional to the concentration of Nd in a sample/pixel, a higher concentration results in more pronounced absorption features, thereby facilitating spectral detection 9 , 12 , 14 , 17 . Based on this premise, while the exceptionally high concentration of Nd in the Mountain Pass area appears to have facilitated the remote sensing mapping, it is noteworthy that Nd was also detected over the tailings and waste storage sites (Fig.  3 b), indicating the detectability of lower grades of Nd via EnMAP data. In contrast, EnMAP was unsuccessful in mapping any Nd signatures over the fenitized zone and the adjacent areas (encircled in Fig.  3 a). This can be attributed to the small size of the carbonatite veins in this zone, the low content of REEs (Nd), as reported by Castor 32 , and the prevalence of iron oxides (see Fig.  3 a). Similarly, no carbonate signatures were detected over these veins using EnMAP's SWIR bands.

It's important to note that the depth of Nd's absorption features is reportedly influenced by the Nd to ΣREE (total REE) proportion, with higher ratios resulting in more pronounced absorption features 29 . The smallest REE-bearing target detectable at the 30 m pixel size of EnMAP, as well as the lowest level of Nd detectable spectrally (corresponding to the detection limit of EnMAP data), is currently unknown and should be addressed in future studies considering the noted factors. However, since reflectance spectroscopy has demonstrated a relatively low detection limit for Nd, ranging from 1000 to < 200 ppm 9 , 10 , 12 , 29 , it can be expected that under optimal environmental conditions, the EnMAP instrument will be sensitive to low grades of Nd/REEs in a pixel (see below).

The sensor effects. While EnMAP data exhibits excellent quality in both the VNIR and SWIR ranges, it is acknowledged that the bands at the longer wavelength end of the VNIR detector display erratic nonlinear behavior due to the fringing effect (EnMAP's unpublished internal report). The challenges faced by EnMAP in resolving the 870 nm feature may, in part, be attributed to this phenomenon, particularly beyond 900 nm, where the right shoulder of the feature is located.

Comparing the outcomes of this study with the analysis conducted by Mars 30 using WorldView-3 data underscores the significance of spectral resolution over spatial resolution in mapping REEs. Because despite WorldView-3's exceptional spatial resolution, it could not map Nd occurrences in the area. In contrast, EnMAP, with a spatial resolution of 30 m, succeeded due to its high spectral resolution and calibration accuracy. Certainly, high spatial resolution hyperspectral data can enable the detection and mapping of meter-scale veins in geologic outcrops. However, for spaceborne remote sensing data with restrictions in spatial resolution, enhancing the SNR and spectral resolution can increase their sensitivity and utility for REEs.

The spectral processing method. After testing various spectral processing methods, which included multiple target detection algorithms, similarity measures, feature fitting algorithms, and a support vector machine classifier 38 , it was observed that the choice of processing method has implications for successful Nd detection. Remarkably, none of the tested methods were able to generate results comparable to the map shown in Fig.  3 a (using the mapped pixels as endmembers/training data), highlighting the superiority of the absorption feature analysis and polynomial fitting technique for REE detection. This may explain why prior attempts to map REEs in the area using airborne data e.g., 28 , 35 were not very successful. The main advantage of the approach employed in this paper is that it does not require a priori knowledge about REE occurrences in a given area and rather it relies on the spectroscopic knowledge of rare-earth minerals for remote sensing mapping.

In summary, the ability to detect REEs using hyperspectral remote sensing data depends on geological and instrumental constraints. Geologically, it depends on the size of the target, its exposure level, the contained level of REEs, and the composition of accompanying minerals. Instrumentally, it primarily depends on the imaging system's SNR and spectral resolution, followed by spatial resolution, and the quality of atmospheric correction and processing methods.

While in this study, hundreds of pixels were identified to contain Nd, in similar remote sensing studies in the future, the detection of REE signatures, even in a single image pixel, should be considered promising for subsequent field studies. While identifying the rare-earth mineralogic host, as achieved here, may not be always practical or necessary for remote sensing studies, detecting the carbonate signature (via SWIR bands) in a carbonatite host 39 , 40 could further support the presence of REE in a target. It is important to note that as a remote sensing method, our methodology can only detect REE signatures at the surface without the ability to penetrate to depth.

This study demonstrated that EnMAP hyperspectral satellite data can directly and efficiently detect REEs in geological environments. EnMAP successfully resolved the distinctive absorption features of Nd at 740 and 800 nm arising from the Nd-rich bastnaesite ore in the Mountain Pass area. While EnMAP could resolve the feature at ∼ 580 nm, the feature was not suitable for REE mapping due to its low intensity and interference with iron oxides and the chlorophyll absorption feature occurring at ∼ 590 nm. EnMAP data was unable to confidently resolve the feature at ∼ 870 nm. The absorption feature analysis and polynomial fitting technique proved to be a superior and effective processing method for characterizing the prominent REE absorption features and mapping the occurrences and relative abundances of Nd in imaging spectroscopic data.

Detecting the spectral signature of REEs by spaceborne imaging spectroscopic data can take exploration activities for REEs to another level. Conventionally, carbonatite bodies, as the primary hosts of LREEs, have been explored through geophysical methods relying on airborne magnetic and radiometric surveys 41 . Introducing a remote sensing approach capable of detecting the contained REEs directly and mapping the underlying host mineralogy and alteration aureoles can complement the existing exploration portfolio, facilitating the discovery of new carbonatite bodies and REEs resources.

The EnMAP satellite data with its global coverage can be used to screen large areas for REE signatures. However, given its 30 m spatial resolution, it is expected to mainly detect well-exposed targets of sufficient Nd quantities/sizes in arid to semi-arid regions of the world. Advancements in atmospheric correction procedures and processing methods can aid in detecting lower grades and smaller Nd-bearing targets. Because REEs are often associated with each other, and because the host mineralogy does not highly modify the REE-related absorption features, remote sensing mapping of Nd should serve as an exploration pathfinder for light (and potentially heavy) REEs, irrespective of their deposit types.

Future work will involve establishing quantitative relationships between Nd grade and spectral signatures and testing the methodology across a diverse range of REE-rich deposits/prospects with varying levels of light/heavy REEs, outcrop exposures, geologic /conditions, and vegetation coverage. This could help to better understand the spectral behavior of REEs at EnMAP resolution and determine the instrument’s full capability in detecting and mapping REEs occurrences remotely.

Materials and methods

Enmap hyperspectral data.

The EnMAP (Environmental Mapping and Analysis Program) hyperspectral satellite system was launched into orbit on April 1, 2022, and since November 2022 has been in routine operation 42 . EnMAP is a German satellite mission designed and operated by the German Aerospace Center (DLR) and funded by the Federal Ministry for Economic Affairs and Climate Action (BMWK) of Germany 43 , 44 .

The EnMAP data of the study area, collected on July 7th, 2022 at 18:47:54.75 UTC (11:47 local time) was obtained from the EOWEB® portal. The data was ordered using the following settings: Level 2A data with ozone and terrain corrections enabled, with no spectral interpolation, resampled by the nearest neighbor method. The data was processed using the March 2023 version of the EnMAP processor. The Level 2A orthorectified surface reflectance data of EnMAP comprises 224 spectral bands at 30-m spatial resolution. The VNIR bands used in this study cover the spectral range between 420 and 1000 nm at a spectral sampling interval of 6.5 nm and a spectral bandwidth of 8.1 nm. The VNIR bands maintain a signal-to-noise ratio (SNR) exceeding 400:1 and spectral stability better than 0.5 nm thanks to the instrument’s onboard calibration assembly 45 . These attributes render the EnMAP data an excellent choice for remote sensing mapping of REEs.

Processing methodology

We applied a curve-fitting technique using a 4th-order polynomial 46 to detect and map REEs within the L2A data product. This technique enabled us to characterize the main absorption features of Nd at ∼ 580, ∼ 740, ∼ 800, and ∼ 865 nm (depicted in Fig. 1 ), as well as the carbonate feature between 2330 to 2340 nm. To achieve this, the local continuum was first removed between 520 to 900 nm for the VNIR and between 2230 to 2400 nm for the SWIR bands. Then, separate polynomials were fitted to the continuum-removed spectra within the ranges of 720–778, 770–825, 565–605, 825–895, and 2305–2365 nm (Fig.  1 ). Subsequently, the (real) root of the explicit first derivative was used to determine the wavelength of minimum reflectance (minimum wavelength). The coefficients of the fitted polynomial were also used to retrieve the depth, area, and width of the diagnostic absorption features. To eliminate the interfering effects of O 2 , the EnMAP band corresponding to oxygen’s residual absorption feature at 764 nm (band 62) was omitted from the calculations.

The retrieved spectral parameters then were subsequently employed in a stepwise decision-making process to identify Nd-bearing pixels. Initially, the pixels meeting the following criteria were isolated:

where λW and λD are the minimum wavelength and depth of the absorption feature centered at wavelength λ (nm). These results were further refined by retaining only the pixels that were linearly aligned in the scatterplot of 740D against 800D. Subsequently, the area of the 800 nm feature was used to represent the relative abundance of Nd in the mapped pixels. The relative abundance of carbonate rocks in the area was mapped based on the carbonate feature at ∼ 2340 nm (D > 0.13). The distribution of iron oxides was also mapped using \(\frac{{\lambda }_{690(nm)}}{{\lambda }_{450(nm)}}>\) 2.5. Finally, to better understand the spectral and statistical variability of the mapped pixels, 2D scatterplots were prepared from the retrieved spectral parameters. All these processes were applied to a spatial subset of the mosaicked EnMAP data covering the Sulphide Queen mine and the surrounding areas.

The obtained results were validated in three ways: (i) by comparing the EnMAP spectra to laboratory-based spectral measurements of a hand specimen collected from the Sulphide Queen mine, (ii) by superimposing the yielded anomalies over high-resolution satellite images of the area, available on Google Earth, and (iii) by matching the anomalies with local geologic data. The reflectance spectral data was collated from the datasets published by Neave, et al. 9 . The corresponding specimen (CR36), containing 30,848 ppm ( ∼ 3%) Nd, has been measured using an ASD Field-Spec Pro FR spectroradiometer, with sampling intervals of 1.4 and 2 nm between 350–1000 and 1000–2500 nm, respectively. The final spectrum has resulted from averaging tens of evenly spaced repeat measurements taken from across the sample surface so that the 1σ of the spectrum was < 0.5% relative 9 .

Data availability

All EnMAP data are freely available through the EnMAP data access portal at the following link: https://www.enmap.org/data_access/ . The EnMAP data are licensed products of DLR [2022], all rights reserved.

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Acknowledgements

This study was supported by the EnMAP science program (grant numbers 50EE1923 and 50EE2401) from the DLR Space Agency.

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Asadzadeh, S., Koellner, N. & Chabrillat, S. Detecting rare earth elements using EnMAP hyperspectral satellite data: a case study from Mountain Pass, California. Sci Rep 14 , 20766 (2024). https://doi.org/10.1038/s41598-024-71395-2

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All Articles

Decentralised Perpetuals Market

This report looks into the decentralised perpetuals landscape with Hyperliquid as a case study.

Research Disclaimer

Crypto.com Research and Insights disclaimer for research reports

Executive Summary

• The perpetuals market dominates the overall derivatives trading in both centralised and decentralised exchanges. In particular, the decentralised perpetuals market accumulated a trading volume of US$1.4 trillion in the past year.
• The market has witnessed a shift in market landscape in the past two years. The top players by trading volume currently are Hyperliquid and dYdX.
• Existing decentralised perpetual platforms differ by their operating models: order book, Automated Market Maker (AMM), and oracle pricing model, and major players run an order book model. The protocols are also deployed on various blockchains. The top players — Hyperliquid and dYdX — developed their own blockchains.
• On-chain order book and matching, which enables transparency in transaction execution and redundancy in case of single-party failure.
• Operates its own Layer-1 (L1) with a customised HyperBFT consensus mechanism to improve confirmation latency and currently supports 100,000 orders/second. The blockchain will also support EVM, which would allow for interoperability between EVM chains and its L1.
• Launch protocol and user vaults to provide yields for users (10-15% for Hyperliquidity Provider (HLP) vault in August) and, at the same time, aid in market making.
• Fulcrom Finance is a decentralised perpetual exchange launched on Cronos, zkSync Era and Cronos zkEVM. Fulcrom Finance’s trades are supported by a multi-asset liquidity pool, Fulcrom Liquidity Pool (FLP), which acts as a counterparty to the transactions. The year-to-date TVL increases by 11%.
• The market landscape can shift quickly in the cryptocurrency space. However, we believe innovation and user experience remain as key  factors in successful decentralised exchanges (DEXs). With Hyperliquid’s anticipated token generation event (TGE) and upcoming L1 developments, we see the potential for this protocol to remain as a strong competitor in the space.

1. Market Overview

Decentralised perpetuals refer to trading futures contracts without an expiry date on DEXs. A unique type of contract in the crypto space, the perpetuals market dominates the overall derivatives trading in both centralised and decentralised exchanges. This report looks into the landscape of decentralised perpetuals and Hyperliquid as a case study.

Trading volume of perpetual futures on DEXs was $1.4 trillion in the past year and $134 billion in the past month, according to Artemis.

Since 2023, there has been a market share shift in the decentralised perpetuals market. dYdX and GMX were the top 2 players in 2023, taking up 55% and 10% market share, respectively, by trading volume. In 2024 YTD, dYdX (v3+v4) remained the top player with a 27% market share, followed by Hyperliquid (23%) and RabbitX (10%). Based on the past three months’ data, Hyperliquid has already exceeded dYdX, taking the lead in the market with a 25% market share. 

2. Players Overview

One of the major differentiations amongst existing decentralised perpetual platforms is the operating model — which mainly includes the order book, Automated Market Maker (AMM), and oracle pricing model.  

• Order book: Arranges buyers and sellers by price and matches transactions based on supply and demand.
• AMM: Uses algorithms to determine asset prices based on supply and demand, rather than relying on order books. AMMs allow users to trade against liquidity pools. 
• Oracle pricing model: Uses external data for pricing, reducing slippage risks.

The order book model is generally regarded as a more efficient model for liquid markets, as it reduces slippage and supports various types of orders (e.g., limit orders, stop loss). It is noted that, out of the major players in the decentralised perpetuals market listed below, most run an order book model.  

In addition, the top two players, Hyperliquid and dYdX, developed their own blockchains for perpetuals trading. This gives them flexibility to customise the consensus algorithms and build up the ecosystem beyond a perpetual DEX. 

Ensuring liquidity in the DEX is important. We note that it is common for market players to launch vaults or liquidity pools to encourage users to deposit in return for yields. By depositing cryptocurrencies (e.g., USDC) into the vault, the protocol can use the funds in market making. At the same time, users will earn yield through trading fees and sharing the profit-and-loss on the vault’s positions. Examples include Hyperliquid’s Hyperliquidity Provider (HLP) vault, which has $248 million in total value locked (TVL).

3. Hyperliquid

Launched in late 2022, Hyperliquid is a decentralised perpetuals protocol operating on its own L1 blockchain. It utilises an order book model and uses oracles to match asset prices. 

Hyperliquid has seen a massive uptick in trading volume in 2024. This has coincided with the team’s continuous launch of new features, including the support of spot trading and native token deployment. 

3.1 Protocol Design

One of the differentiations of Hyperliquid is that the order book and matching are on-chain. In comparison, other players, including dYdX and RabbitX, have an off-chain order book. The benefits of Hyperliquid’s model are transparency of transaction execution and redundancy in case of single-party failure. This is also in line with the general value proposition of DEXs.

In addition, Hyperliquid operates its own L1 to optimise the trading experience. Initially built on Tendermint , the Hyperliquid chain is performant to operate the whole exchange: every order, cancellation, trade, and liquidation happens transparently on-chain with block latency less than one second. The chain currently supports 20,000 orders/second.

In May 2024, Hyperliquid announced its plans to transition to a customised HyperBFT consensus mechanism , which will improve confirmation latency and currently supports 100,000 orders/second .

Furthermore, Hyperliquid announced that its L1 will support the Ethereum Virtual Machine (EVM). This is significant, as it would allow for interoperability between other EVM chains and the Hyperliquid L1. In particular, HIP-1 (Hyperliquid’s native token standard) assets will feature an atomic transfer with their corresponding ERC-20 contracts, which is a strong attraction point for launching and trading tokens. Builders will also be able to deploy smart contracts with EVM tools and benefit from Hyperliquid’s DEX for trading on the same blockchain. Moreover, this is expected to unlock more user applications (e.g., borrowing and lending protocols built into the EVM). 

It is impressive to see that Hyperliquid has achieved its success today without raising money from external investors; the team adopts a community-oriented approach when running the protocol (for example, it didn’t collect any fees from its protocol vaults). 

3.2 Hyperliquidity Provider (HLP)

Hyperliquid was one of the pioneers in democratising market making by introducing protocol and user vaults. The protocol vault — for example, the Hyperliquidity Provider (HLP) — runs market making strategies on the protocol, and depositors share the profit and loss of the vault from market making and fees. It is fully community-owned, and vault owners do not share additional profits. HLP provides 10% to 15% APR in August, and has been generally higher than GMX in the past year. 

On the other hand, user vaults are user-generated, which users can either create or choose to deposit into in order to automatically copy trades performed by the vault’s manager. APR varies depending on the vault, and the vault owners share 10% of the profit. This is a distinguishing feature because Hyperliquid enables all users to participate in market making by depositing USDC. Unlike platforms where market making is generally reserved for the team or large market makers, Hyperliquid democratises market making . 

4. Fulcrom Finance

Launched in 2023, Fulcrom Finance is a decentralised perpetual exchange launched on Cronos, zkSync Era and Cronos zkEVM. Different from Hyperliquid which runs a orderbook model, Fulcrom Finance’s trades are supported by a multi-asset liquidity pool named the Fulcrom Liquidity Pool (FLP), which acts as a counterparty to the transactions. 

FLP consists of more than 10 tokens including BTC, ETH, SOL, NEAR etc and 38.8% stablecoins at the time of writing. It is the native liquidity token on the platform and its value partially derives from the price of its underlying assets. Users can choose to deposit any of the supported tokens in exchange for FLP and earn yields. FLP holders share 60% of fees paid by traders on the platform. On the other hand, FUL is the native governance token of Fulcrom and can be staked to earn rewards and protocol revenue. 

In addition to the yield-generation opportunities mentioned above, Fulcrom Finance supports up to 100x leverage on certain trades, and introduced stop loss and take profit orders for appropriate risk management. 

The platform launched on Cronos zkEVM in August 2024, which enables users to bridge assets from Ethereum to Cronos zkEVM. Amongst the bridged assets, zkCRO can be used to pay fees on the platform while vETH and vUSD can be used in trading and staking. This expands the platform’s reach and enhances user experience. 

5. Conclusion

The decentralised perpetuals market has witnessed a shift in market landscape in the past two years. The current top players are Hyperliquid and dYdX, which have their own app chains for a purpose-built solution and operate with an order book model to reduce slippage and facilitate liquidity for trading. 

Hyperliquid, in particular, came in as a new player and has amassed attention within the market. Its success can be attributed to factors including its innovative protocol and user vaults, which aid in market making and providing liquidity. In addition, Hyperliquid has its own L1 blockchain, which provides the speed and scalability required for its perpetual DEX. All of these continuously support Hyperliquid in its ambition to be the place where financial applications are hosted.

Different from Hyperliquid’s order book model, Fulcrom Finance runs a multi-asset liquidity pool which supports more than ten tokens and provides yield-generation opportunities for users. Fulcrom provides cross-chain support across Cronos, zkSync Era and Cronos zkEVM. 

The market landscape can shift quickly in the cryptocurrency space, driven by reasons like the entrance of new competitors, launch of new popular features, or simply, a shift in sentiment. However, we believe innovation and user experience remain as some of the key factors in successful DEXs, which can bootstrap liquidity and, in turn, attract users. The Hyperliquid team has demonstrated tenacity reflected from its performance this year. We see the potential for Hyperliquid to remain as a strong competitor in the space with its anticipated TGE and upcoming L1 developments.

Read the full report: Decentralised Perpetuals Market

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