Are you looking forward to improving your marketing game with new advertising techniques? Or do you want to start a business and think about how to advertise your products/ services most efficiently? Whatever the question, the answer is that you should learn about the differences between a testimonial vs. a case study and how to use both of them most efficiently.

With that being said, in this article, you will learn the following:

  • What testimonials are;
  • What case studies are;
  • Testimonial vs Case study.

What testimonials are?

A testimonial is extremely well explained in this article, and it says that testimonials “are comments from happy customers that confirm the quality of a product or service.”

Testimonials can take many forms, such as quotes directly on a website, social media posts, and third-party websites like Yelp, Facebook, or Google.

Testimonial Example
Testimonial Example

These are an important component of a successful marketing plan. They are frequently involved in the decision-making process for individuals debating whether or not to buy a product or service from a business.

Benefits of testinomials

Business owners and marketers are using testimonials for multiple benefits. Down below, I listed just a few of them:

  • The relationship with customers is improved Asking customers for feedback, and then asking if it can be published, is valuable to the firm in more than one way. Customers who believe their ideas are appreciated gain a social media status and are more inclined to support up their position with more future recommendations.
  • Customers who wrote a testimonial are more likely to make another purchase Even if not all the feedback results to the public testimonial page, the process keeps the person and encourages referrals.
  • Build social trust Customers can examine any number of indicators provided by a successful company – accreditations, awards, years in the industry, and so on – yet still be skeptical. Customer testimonials can be used to back up your claims. They establish a higher degree of trust in the company, which supports everything else.

Examples of testimonials

As mentioned above, there are multiple types of testimonials that serve the same purpose. Each type serves differently, but all of them help you increase profits, build trust, and improve SEO. Here is an article that explains all types of testimonials and how to use them. Beneath, you will find a list with all types of testimonials:

  • Quote Testimonials;
  • Social Testimonials;
  • Video Testimonials;
  • Interview Testimonials;
  • Mashup Testimonials;
  • Peer Testimonials;
  • Influencer Testimonials;
  • Successful Story Testimonials;
  • Documentaries Series Testimonials;
  • Long-Form Testimonials.

What case studies are?

A case study is a detailed description of a project your business accomplished. It begins with a discussion of a conflict. After that, it continues with an explanation of what happened. Next, it concludes with an explanation of how the business solved or improved on something. A good case study will typically include data and statistics to back up claims about a project’s outcomes.

Case Study Example

There haven’t been any reasons not to use case studies in the marketing strategies for a long time because they are effective. Still, case studies have a few drawbacks. Let’s take a look at them:

Benefits of a case study

  • Engage through storytelling A testimonial is just having consumers tell the audience that your product is fantastic. It isn’t really fascinating or engaging. Case studies are more interested in telling the customer’s narrative. The client is the hero, the conflict is their problem, and the resolution is your brand’s answer. The use of storytelling can assist a business become more approachable by allowing your audience to understand how you met a customer’s demand at each stage of the buying process.
  • Build brand trust Because case studies represent the perspective of your prior consumers, they are highly helpful in creating trust. You’re letting your consumers tell your audience how amazing your brand is and how successful your products or services are, rather than you telling them. Possible clients  trust other consumers more than corporations, and by allowing former customers to express their experiences, they are effectively supporting your brand, giving your company more credibility.
  • Assist your sales team Having a variety of case studies on your website can be extremely helpful to your sales team. This is because they can lead prospects to case studies of prior customers who might have similar problems.

Examples of case studies

Whether a case study is filmed or written, the structure is the same. It starts with an introduction where the stage is set by providing context for the situation, After that, a challenge is presented, and the key problem that the customer was facing is discussed. Followed by a solution that is a basic overview of the product or service the customer used. The benefit recaps the solution’s advantages and presents why it was the right choice. And finally, the result is the positive business outcome arising from the solution and benefits.

This structure allows you to showcase the essential aspects of your company, the client you’re showing, and the solution.

At the same time, it guarantees that your team knows exactly what data they’ll need to collect in the future to create case studies.

It also acts as a logical trail for your targeted reader.

This article from Blueadz gives 20 amazing examples of case studies that help boost sales.

Can a testimonial act as a case study?

The answer is: it depends. But depends on what? Let’s say that at your request, a happy client writes a comprehensive feedback about the product, the services, and your brand, all at the same time. It looks like a perfect review. You are so happy about the testimonial and about that satisfied client that the following question inevitably comes into your mind: how to do a case study based on a testimonial?

Firstly, you should ask for permission from your client to use it publically. After that, you should tell them your intentions and what you are going to do. If they agree and are willing to get involved, start working on it! Follow the structure presented above, and all should be good.

Testimonial vs Case Study

Case studies and customer testimonials are frequently used as the final information before a potential client purchases a product or service. But the difference between a case study and a testimonial resides in the degree of detail and data source.

A case study will offer the facts that a client needs to know to pay about a product and the possible return on investment at a high degree of detail. On the other hand, a customer testimonial does not give the same amount of detail because it is a brief comment on what the product accomplished for them and how it has changed their method of doing things.

When it comes to the source of information, a testimonial is typically written by a satisfied customer who has voluntarily written a review to promote a company’s product. In contrast, the company creates a case study to demonstrate how it can help someone solve a specific problem or challenge.


Now that we learned about testimonials, case studies and their differences, we can finish this “testimonial vs. case study” battle. In a few last words, we can say that even though the purpose is the same, both are different in terms of structure.

Usually, the company writes case studies and gives a lot of information about a specific topic or product. On the other hand, happy clients are the ones who write testimonials. It’s all about their positive experience with your business or about a product’s quality.