Case study form: ask a happy customer for their story

A happy customer says lovely things on a call, and then nothing reaches your site. Case studies stall because asking is awkward and interviews take time. I would rather send a short form they can fill in when it suits them.

Before you send it

Pick someone you have already helped, and tell them why you ask. Add a line to the form description about what you will do with their answers. Nobody likes to guess where their words will end up.

While they fill it in

They describe the problem, what they tried, why they chose you, how they use it and what changed, in their own words. A customer's AI would ask "What was the problem before you started?" Then "What has changed since?" Then "How may we use your words?" It shows the answers and sends only after a yes. Read about agent-fillable forms.

After it arrives

Turn the answers into a draft and send it back for approval. Use only what the permission answer allows. Never invent a figure. Use the key number only if they gave one.

Find more in forms for agencies and forms for SaaS teams. A website feedback form shows how visitors read the story. A market research survey reaches people who are not customers yet.

Questions

Can I use the quote without approval?

Use only what the permission answer allows, and show the finished text to the customer first. The form records their choice, but approving the final wording is your own step.

What if a customer will not give numbers?

The key figure field is optional. Ask on a call if they are happy to talk. A clear story with no number beats a number you cannot back up.

How do I get a logo from the customer?

Ask for a link to a logo file in the last fields. The form has no uploads. Tick the logo permission first, so you know you may use it.

Or paste the JSON

Give this to your AI. It needs the AI Form API MCP server or an API key. It makes the form and sends you the link.

text

Create this form with the AI Form API create_form tool (or POST https://aiformapi.com/v1/forms with my API key). Then reply with the public_url.

{
  "title": "Tell us your story",
  "description": "Thank you for working with us. Answer in your own words, and choose below how we may use them.",
  "fields": [
    {
      "id": "customer_name",
      "label": "Your name",
      "type": "short_text",
      "required": true,
      "max_length": 120
    },
    {
      "id": "customer_role",
      "label": "Your job title",
      "type": "short_text",
      "max_length": 120
    },
    {
      "id": "company_name",
      "label": "Company",
      "type": "short_text",
      "required": true,
      "max_length": 150
    },
    {
      "id": "company_site",
      "label": "Company website",
      "type": "url"
    },
    {
      "id": "company_size",
      "label": "How big is your company?",
      "type": "single_choice",
      "options": [
        "Just me",
        "A small team",
        "A mid-sized company",
        "A large company"
      ]
    },
    {
      "id": "problem_before",
      "label": "What was the problem before you started?",
      "type": "long_text",
      "required": true,
      "max_length": 2000
    },
    {
      "id": "tried_before",
      "label": "What had you tried before us?",
      "type": "long_text",
      "max_length": 1500
    },
    {
      "id": "why_chose_us",
      "label": "Why did you choose us?",
      "type": "multi_choice",
      "options": [
        "A recommendation",
        "Price",
        "Features",
        "Support",
        "Speed",
        "Trust in the team"
      ]
    },
    {
      "id": "how_you_use_us",
      "label": "How do you use us today?",
      "type": "long_text",
      "max_length": 1500
    },
    {
      "id": "results_in_words",
      "label": "What has changed since you started?",
      "type": "long_text",
      "required": true,
      "help": "Numbers help if you have them.",
      "max_length": 2000
    },
    {
      "id": "one_figure",
      "label": "One number you are happy for us to share",
      "type": "short_text",
      "max_length": 150
    },
    {
      "id": "satisfaction",
      "label": "How happy are you overall?",
      "type": "rating",
      "min": 1,
      "max": 5
    },
    {
      "id": "how_to_credit",
      "label": "How may we use your words?",
      "type": "single_choice",
      "required": true,
      "options": [
        "Name, role and company",
        "Company name only",
        "As an anonymous quote",
        "Please do not publish"
      ]
    },
    {
      "id": "logo_ok",
      "label": "You may show our logo",
      "type": "checkbox"
    },
    {
      "id": "logo_link",
      "label": "Link to your logo, if you agree",
      "type": "url"
    },
    {
      "id": "call_ok",
      "label": "I am happy to have a short call to add detail",
      "type": "checkbox"
    }
  ]
}

Or call the API

bash

curl -X POST https://aiformapi.com/v1/forms \
  -H "Authorization: Bearer $AIFORMAPI_KEY" \
  -H "Content-Type: application/json" \
  -d '{"title":"Tell us your story","description":"Thank you for working with us. Answer in your own words, and choose below how we may use them.","fields":[{"id":"customer_name","label":"Your name","type":"short_text","required":true,"max_length":120},{"id":"customer_role","label":"Your job title","type":"short_text","max_length":120},{"id":"company_name","label":"Company","type":"short_text","required":true,"max_length":150},{"id":"company_site","label":"Company website","type":"url"},{"id":"company_size","label":"How big is your company?","type":"single_choice","options":["Just me","A small team","A mid-sized company","A large company"]},{"id":"problem_before","label":"What was the problem before you started?","type":"long_text","required":true,"max_length":2000},{"id":"tried_before","label":"What had you tried before us?","type":"long_text","max_length":1500},{"id":"why_chose_us","label":"Why did you choose us?","type":"multi_choice","options":["A recommendation","Price","Features","Support","Speed","Trust in the team"]},{"id":"how_you_use_us","label":"How do you use us today?","type":"long_text","max_length":1500},{"id":"results_in_words","label":"What has changed since you started?","type":"long_text","required":true,"help":"Numbers help if you have them.","max_length":2000},{"id":"one_figure","label":"One number you are happy for us to share","type":"short_text","max_length":150},{"id":"satisfaction","label":"How happy are you overall?","type":"rating","min":1,"max":5},{"id":"how_to_credit","label":"How may we use your words?","type":"single_choice","required":true,"options":["Name, role and company","Company name only","As an anonymous quote","Please do not publish"]},{"id":"logo_ok","label":"You may show our logo","type":"checkbox"},{"id":"logo_link","label":"Link to your logo, if you agree","type":"url"},{"id":"call_ok","label":"I am happy to have a short call to add detail","type":"checkbox"}]}'

JSON definition

json

{
  "title": "Tell us your story",
  "description": "Thank you for working with us. Answer in your own words, and choose below how we may use them.",
  "fields": [
    {
      "id": "customer_name",
      "label": "Your name",
      "type": "short_text",
      "required": true,
      "max_length": 120
    },
    {
      "id": "customer_role",
      "label": "Your job title",
      "type": "short_text",
      "max_length": 120
    },
    {
      "id": "company_name",
      "label": "Company",
      "type": "short_text",
      "required": true,
      "max_length": 150
    },
    {
      "id": "company_site",
      "label": "Company website",
      "type": "url"
    },
    {
      "id": "company_size",
      "label": "How big is your company?",
      "type": "single_choice",
      "options": [
        "Just me",
        "A small team",
        "A mid-sized company",
        "A large company"
      ]
    },
    {
      "id": "problem_before",
      "label": "What was the problem before you started?",
      "type": "long_text",
      "required": true,
      "max_length": 2000
    },
    {
      "id": "tried_before",
      "label": "What had you tried before us?",
      "type": "long_text",
      "max_length": 1500
    },
    {
      "id": "why_chose_us",
      "label": "Why did you choose us?",
      "type": "multi_choice",
      "options": [
        "A recommendation",
        "Price",
        "Features",
        "Support",
        "Speed",
        "Trust in the team"
      ]
    },
    {
      "id": "how_you_use_us",
      "label": "How do you use us today?",
      "type": "long_text",
      "max_length": 1500
    },
    {
      "id": "results_in_words",
      "label": "What has changed since you started?",
      "type": "long_text",
      "required": true,
      "help": "Numbers help if you have them.",
      "max_length": 2000
    },
    {
      "id": "one_figure",
      "label": "One number you are happy for us to share",
      "type": "short_text",
      "max_length": 150
    },
    {
      "id": "satisfaction",
      "label": "How happy are you overall?",
      "type": "rating",
      "min": 1,
      "max": 5
    },
    {
      "id": "how_to_credit",
      "label": "How may we use your words?",
      "type": "single_choice",
      "required": true,
      "options": [
        "Name, role and company",
        "Company name only",
        "As an anonymous quote",
        "Please do not publish"
      ]
    },
    {
      "id": "logo_ok",
      "label": "You may show our logo",
      "type": "checkbox"
    },
    {
      "id": "logo_link",
      "label": "Link to your logo, if you agree",
      "type": "url"
    },
    {
      "id": "call_ok",
      "label": "I am happy to have a short call to add detail",
      "type": "checkbox"
    }
  ]
}

Case study form for a story the customer is happy to share