Independent Study Reveals 236% ROI with Dovetail's AI-First Customer Intelligence Platform
Total Economic Impact™ study highlights significant cost savings, faster time-to-insight, and productivity gains for organizations using Dovetail
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SAN FRANCISCO & SYDNEY — A newly commissioned study conducted by Forrester Consulting on behalf of Dovetail has found that organizations using Dovetail's AI-first customer intelligence platform achieved a 236% return on investment (ROI) over three years, with payback occurring within under six months.
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Released in April 2025, the Total Economic Impact™ of Dovetail study examines the financial and operational benefits of using Dovetail to unify, analyze, and act on customer insights. Based on interviews with Dovetail customers, combined to form a composite organization model, the study found that businesses:
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Realized over $1.05 million in productivity gains through streamlined workflows
Generated $507,000 in additional profit by increasing primary user capacity by 30%, enabling faster product iterations
Saved 36,000 hours over three years on manual research processes such as transcript checks and cross-video analysis
Saved $416,000 over three years by retiring legacy research tools, transcription services, and repositories
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'Instead of taking days to analyze the results, you get it almost instantly per session,' said the Head of Research and Insights at a healthcare organization featured in the study. 'Now, the production time alone of saving three days or more is significant to speed to market. The sooner you capture value in the market, the sooner you get a return on investment. So that alone I would say speeds [projects] up by at least 30%.'
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A Design Research Lead at an IT services company added: 'Without Dovetail, we would either need more researchers, or we would just have to accept poor quality. We would probably be talking about an additional five to 10 researchers, which is 30% more. Using Dovetail early in the product lifecycle has enabled us to support more projects, including several with seven-figure outcomes.'
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Customers also cited improved collaboration across departments, stronger alignment on customer needs, and greater agility in product development and strategic planning.
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'The fastest-growing companies today aren't just shipping fast, they're shipping the right things,' said Benjamin Humphrey, CEO and co-founder of Dovetail. 'We believe this study validates what our customers experience every day: when teams are aligned around real customer intelligence, they move faster, waste less, and build with confidence. We're proud to partner with forward-thinking teams who are proving that better customer understanding drives better outcomes.'
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