Unlocking Customer Insight at Scale with Dovetail

Dovetail has been adopted organically across teams as the go-to space for capturing, organising, and sharing customer feedback. What started with Research team members rolling it out, has grown into our wider R&D org, enableding us to effectively democratise the ability to deliver to high-quality research.



Business Problems It Solves




Teams can access insights easily resulting in higher impact on product and customer.

Customer feedback used to live in disconnected places — documents, Slack threads, private notes. Dovetail allows us to bring those insights together in one structured, searchable place.



Missed patterns and duplication with organic, decentralised research happening, it was easy to lose track of what others had learned. Dovetail helps surface what’s already known and lets us build on existing insight instead of starting from scratch.



Increasingly, it’s becoming a shared memory of customer insights, helping us make better, faster decisions grounded in real experiences.

One of the standout benefits of using Dovetail is its AI-powered analysis, which provides an excellent first pass at tagging, summarising, and identifying themes across transcripts.


For dedicated researchers, this can cut analysis time by up to 50%.


For non-researchers (PMs, designers, CX leads) who are doing research alongside other responsibilities, it can save up to 80% of their time — freeing them to focus on insight synthesis, storytelling, and decision-making.


That said, while the AI-generated themes are helpful, they’re not always contextual to your product or project. The summaries can miss nuance or frame things too generically — which is why we still see AI as a jumping-off point, not a replacement for thoughtful human analysis.

In 2024, using Dovetail helped us increase our People Who Do Research (PWDR) count at Dext from 9 to 21.
This growth wasn’t driven by hiring more researchers — it came from empowering more cross-functional team members (PMs, designers, customer-facing roles) to conduct, synthesise, and share research themselves.
Dovetail made this possible by offering:


A low-friction entry point for non-researchers to upload and tag conversations


AI summarisation that saves time and builds confidence


A central repository that encourages transparency and collaboration