Dovetail: Pioneering Customer Understanding in AI-Driven Insights

In the age of digital transformation, understanding customers isn’t just an advantage—it’s a necessity. Companies that fail to grasp customer needs and behaviors risk falling behind. Enter Dovetail, a company that is changing the way businesses extract, analyze, and act on customer insights. By leveraging AI-driven research tools, Dovetail empowers teams to make data-backed decisions that drive product innovation and customer satisfaction.

With a rapidly growing customer base that includes industry leaders like Atlassian, Shopify, and Deloitte, Dovetail is at the forefront of AI-powered research and insights management. But what makes them stand out? Let’s take a closer look at their journey, their expertise, and how they are reshaping the way organizations turn raw customer data into meaningful action.

Company Overview

Founded in 2017 by Benjamin Humphrey and Bradley Ayers, both former Atlassian employees, Dovetail was created to solve a problem many businesses face—how to make sense of qualitative customer data. While numbers and dashboards dominate corporate decision-making, the real stories behind customer behavior often get lost. Dovetail’s platform helps businesses collect, analyze, and share qualitative insights, ensuring that teams truly understand their users beyond just metrics.

Based in Sydney, Australia, Dovetail has expanded globally, serving over 3,200 customers and growing. The company’s mission is simple but impactful:

“To improve the quality of products and services through better customer understanding.”

Dovetail’s platform has become a go-to solution for researchers, designers, and product teams looking to organize, tag, and analyze customer feedback, interviews, surveys, and usability studies in one central hub.

How Dovetail is Transforming Research & Insights

1. AI-Powered Customer Research

Dovetail has taken customer research to the next level with its AI-driven insights platform. By integrating machine learning and automation, the software extracts patterns, highlights key themes, and surfaces insights from massive amounts of qualitative data.

• Automated Data Aggregation: Pulls customer data from interviews, surveys, and support tickets.

• Smart Tagging & Categorization: AI identifies trends and organizes information without manual input.

• Real-Time Collaboration: Teams can work together on research projects, ensuring insights don’t get siloed.

2. Lightning-Fast AI Development & Deployment

Dovetail’s innovation speed is unmatched. Thanks to Amazon Bedrock, Dovetail’s engineering team can prototype new AI features in a single day and deploy them in just two weeks—a feat that most companies take months to accomplish. This rapid iteration cycle ensures that customers always have access to cutting-edge technology.

“With Amazon Bedrock, we can move faster than ever, pushing AI-powered features to market in record time.”
— Benjamin Humphrey, Co-founder & CEO of Dovetail

What Makes Dovetail Stand Out?

With so many customer research platforms available, why do leading companies choose Dovetail?

1. An Intuitive, User-Centric Experience

Unlike clunky research tools that require extensive training, Dovetail is designed with simplicity in mind. The platform’s clean UI/UX makes it easy for teams to upload, organize, and analyze data without technical expertise.

• Drag-and-drop functionality for seamless data management

• Interactive dashboards that visualize trends

• Built-in collaboration tools to share findings across teams

2. Industry-Wide Adoption by Market Leaders

Dovetail is trusted by some of the biggest brands in tech, healthcare, and finance, including:

• Atlassian – Uses Dovetail to collect and analyze customer interviews for product improvements.

• Shopify – Integrates Dovetail to streamline user research for e-commerce innovations.

• Deloitte – Leverages Dovetail’s platform for deep-dive qualitative analysis.

Real-World Impact: Success Stories

Danone US

Danone US implemented Dovetail’s HR Service Delivery platform, resulting in nearly 100% positive feedback from employees. The key benefits included:
✔ Faster resolution of HR cases
✔ Improved employee communication
✔ Data-driven decision-making

Northside Hospital

This major healthcare provider leveraged Dovetail to reduce HR workload and streamline case management, leading to:
✔ 40% fewer duplicate cases
✔ Faster response times
✔ Better employee engagement

Breakthru Beverage Group

As a remote-first company, Breakthru faced challenges in managing HR requests and employee feedback. After switching to Dovetail:
✔ Productivity increased across HR teams
✔ Employee engagement scores improved
✔ HR decisions became more data-driven

Looking Ahead: The Future of AI-Driven Insights

As AI continues to revolutionize research and data analysis, Dovetail remains at the forefront of innovation. The company is rapidly expanding its AI capabilities, ensuring that businesses can quickly surface insights and make informed decisions in real time.

With a growing customer base, cutting-edge AI tools, and a relentless focus on user experience, Dovetail is poised to shape the future of customer understanding.

Final Thoughts

Dovetail is more than just a research platform—it’s a game-changer in customer understanding. Their AI-powered tools, intuitive design, and industry-leading innovation have made them a must-have for businesses looking to truly understand their customers.

To learn more about Dovetail and how they can transform your business insights, visit Dovetail.com.