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Overview

This resource is for teams working on building out their new workspace from the ground-up and aiding them in the creation of their global taxonomy (aka data classification).

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Pre-Workshop Preparation

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Send out a pre-workshop survey

This helps participants get their minds in the right place + gives you some additional details ahead of time.

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Survey Questions:

  • What types of research will you upload to Dovetail? (interviews, surveys, support tickets, etc.)
  • How do you plan to use Dovetail’s features? (real-time note-taking, bulk uploads, video analysis, repository of past research)
  • What insights do you need to surface regularly?
  • Who will consume your Dovetail insights?
  • What tools do they currently use?
  • How do you and your team currently organize your data and work?

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Sample Workshop Structure

You can amend the below based on your team’s individual needs, but these are components we have seen utilized in the past by our customers.

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Opening

  • Review Dovetail structure/set-up (recommend a quick demo here)
  • Define relationships between data, fields, tags, highlights, insights, folders (recommend an emphasis on fields vs tags)

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Research Workflow Analysis

Individual Work

Map current research workflow
  • What data do you need to import? Where is it from?
  • What system of tagging/organization/synthesis do you use today?
  • What tags do you use on a regular basis?
  • How do you share your findings?

Group Share

Each person shares their workflow
  • Identify common tagging needs
  • Discuss project structure requirements (and access)
  • Determine how reports will be stored/shared in Dovetail

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Building the Global Taxonomy

Individual Brainstorm: Have participants think about what information/tags they would need/want to accomplish their work. Here are some category groups to get you started:

Metadata Categories (aka Fields)

  • Data type (interview, survey, etc.)
  • Date/timeframe
  • User segments/ personas
  • Demographics
  • Product

Content Analysis Categories (aka Tags)

  • Features
  • Problem spaces
  • User needs
  • Sentiment
  • Feedback Type
Group Collaboration
  • Step 1: Group similar tags and define scope
    • Group similar tags together
    • Define what is needed on a global level (ie. many/most projects) vs a project level
    • Establish naming conventions
  • Step 2: Determine workspace structure based on your organization_
    • Use these examples to guide your decisions on single vs. multiple workspace elements

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Post-Workshop

Review findings from workshop and finalize game plan based on learnings Dovetail Setup
  • Create workspace tag board(s) based on your organization’s structure and needs
  • Create workspace fields
  • Configure project templates w/ both to make it easy for team’s to get started on new projects
  • Set user permissions (if there are team requirements to do so )
Documentation
  • Tag definitions and usage guidelines
  • Project naming conventions
  • Workspace structure rationale and usage guide

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Guiding Questions for Workshop Facilitation

  1. “What types of research do you conduct regularly?”
    • Follow-up: “How frequently do you conduct each type?”
    • Probe for: User interviews, surveys, usability tests, support tickets, etc.
  2. “How do you currently document your research?”
    • Follow-up: “What information do you always need to capture?”
    • Probe for: Note-taking methods, recording preferences, data formats
  3. “What research metadata is crucial for your work?”
    • Follow-up: “What do you need to know about each research session?”
    • Probe for: Participant details, session context, project association

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Real-World Examples

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Tips & Tricks

Use Shared Workspace Elements When:
  • Teams work on the same product/customers
  • Cross-organizational filtering is important
  • You want consistent analysis across the organization
Use distinct workspace elements when:
  • Business lines are truly distinct in what they analyze
  • Teams have minimal cross-functional analysis needs
  • Tag boards would become too large and unwieldy with everything combined
Consider Adding workspace field groups and tag boards when:
  • Teams need more granular project-level filtering
  • Specific domains require specialized terminology
  • Regional differences create distinct analytical needs

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Software Company

Single product, distinct teams

Top Level Folders

  • Product
  • Research
  • Design
  • Sales
  • Customer Success
  • Marketing

Shared Workspace Fields

  • Customer Segment: Enterprise, Mid-Market, SMB
  • User Role: Admin, End User, Decision Maker
  • Data Type: Interview, Survey, Usability Test, Support Ticket

Shared Workspace Tags

  • Feedback Type: Feature Request, Bug Report, Usability Issue, Performance, Recommendations, Best Practice
  • Sentiment: Positive, Negative, Neutral
  • Product Areas/ Feature: Navigation, Dashboard, Reporting, User Management
  • User Journey: Onboarding, Daily Use, Advanced Features, Integration Setup
  • Purchasing Habits: In-store, Online, One-Time, Returnee, Subscription

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Financial Services

Distinct business units with different customers

Top Level Folders

  • Personal Banking
  • Commercial Banking
  • Investment Services
  • Insurance Products

Shared Workspace Fields

Optional: Additional workspace field groups for each product line if teams need more granular filtering
  • Customer Type: Individual, Small Business, Corporate, Institutional
  • Geographic Region: Northeast, Southeast, West, Midwest, International
  • Data Type: Interview, Survey, Focus Group
  • Customer Lifecycle: Prospect, New Customer, Existing, At-Risk, Former
  • Compliance: GDPR, SEC

Unique Workspace Tags Per Business Unit

Personal Banking Tag Board:
  • Account Types: Checking, Savings, Credit Card, Mortgage, Personal Loan
  • Life Events: First Job, Home Purchase, Retirement Planning, Debt Management
  • Channel Preferences: Branch, ATM, Mobile App, Online, Phone
  • Pain Points: Fees, Wait Times, Digital Experience, In-Person Experience, Product Complexity, Customer Support, Security
Investment Services Tag Board:
  • Investment Types: Stocks, Bonds, Mutual Funds, ETFs, Retirement Accounts
  • Investor Profile: Conservative, Moderate, Aggressive, Day Trader
  • Research Needs: Market Analysis, Portfolio Performance, Risk Assessment
  • Service Channels: Financial Advisor, Self-Service Platform, Research Tools
…..etc

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Automotive Company

Different technical domains with distinct user needs

Top Level Folders

  • Hardware Systems
  • Software Systems

Shared Workspace Fields

  • Vehicle Type: Sedan, SUV, Truck, Electric, Hybrid
  • User Type: Owner, Dealer, Service Tech, Fleet Manager
  • Research Phase: Concept, Development, Testing, Post-Launch
  • Geographic Market: North America, Europe, Asia, Global
  • Data Source: Interview, Survey, Telemetry, Service Records
  • Feature Release: Launch Q1 2026, Next Gen Model, Software Update 3.0

Domain Specific Workspace Tags

Hardware Systems Tag Board:
  • Physical Features: Interior Design, Exterior Styling, Storage, Comfort
  • Performance: Acceleration, Handling, Fuel Economy, Towing Capacity
  • Safety: Crash Protection, Visibility, Driver Assistance, Reliability
  • Manufacturing: Quality Issues, Assembly, Materials, Cost
  • Competitor: Ford, Toyota, Tesla, BMW
Software Systems Tag Board:
  • User Interface: Infotainment, Navigation, Voice Commands, Mobile Integration
  • Connectivity: Bluetooth, WiFi, Cellular, Cloud Services
  • Autonomous Features: Adaptive Cruise, Lane Keeping, Parking Assist, Self-Driving
  • Software Issues: Bugs, Updates, Performance, Compatibility
  • Competitor: Ford, Toyota, Tesla, BMW

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Health Services

Multiple customer types and touch points with some shared and distinct needs

Top Level Folders

  • Pharmacy
  • Patient Care
  • Provider Tools
  • iOS/Android Application
  • Online Services

Shared Workspace Fields

  • Customer Type: Patient, Provider, Pharmacist, Administrator
  • Service Line: Pharmacy, Primary Care, Specialist, Emergency, Telehealth
  • Research Method: Interview, Survey, Observation, Claims Analysis
  • Demographics: Age Group, Insurance Type, Geographic Region

Shared + Specialized Workspace Tag Boards

Shared Workspace Tag Board:
  • Experience Quality: Positive, Negative, Mixed, Neutral
  • Access Issues: Scheduling, Wait Times, Availability, Location
  • Communication: Clear, Confusing, Helpful, Insufficient
  • Technology: Easy to Use, Difficult, Helpful, Problematic
Pharmacy-Specific Tag Board:
  • Medication Topics: Prescription Filling, Insurance Coverage, Side Effects, Adherence
  • Service Types: Drive-through, In-Store, Delivery, Consultation
  • Pharmacy Operations: Inventory, Staff Knowledge, Wait Times, Accuracy
  • Billing: Out of pocket, Insurance, Co-pay, Deductible
Patient Care Tag Board:
  • Care Types: Preventive, Acute, Chronic, Emergency, Follow-up
  • Provider Interactions: Bedside Manner, Expertise, Availability, Coordination
  • Patient Journey: Scheduling, Check-In, Consultation, Treatment, Post-Care
Provider Tools Tag Board:
  • Clinical Workflows: Documentation, Order Entry, Decision Support, Reporting
  • System Integration: EHR Compatibility, Data Sharing, Interoperability
  • Efficiency: Time Savings, Workflow Disruption, Learning Curve, Automation

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Retail Company

Same customers across different touch-points

Top Level Folders

  • In-Store Experience
  • E-Commerce Website
  • Customer Service
  • Marketing & Branding

Shared Workspace Fields

  • Customer Segment: New, Returning, VIP, Seasonal
  • Channel: In-Store, Website, Mobile App, Phone, Social
  • Product Category(ies): Electronics, Clothing, Home, Beauty, Sports
  • Purchase Stage: Browsing, Comparing, Purchasing, Post-Purchase
  • Data Type: Interview, Survey, Observation

Shared Workspace Tags

May need additional tag boards if this becomes too large or if teams need channel-specific analysis
  • Customer Journey: Product Discovery, Comparison Shopping, Added to Cart Purchase Decision, Fulfillment, Returns
  • Experience Quality: Seamless, Frustrating, Confusing, Helpful, Slow
  • Channel Preferences: Online Research + Store Purchase, Pure Digital, Store Only, Omnichannel
  • Product Feedback: Quality, Price, Selection, Availability, Recommendations
  • Service Interactions: Staff Knowledge, Checkout Speed, Problem Resolution, Support Quality
  • Purchasing Habits: In-store, Online, One-Time, Returnee, Subscription
  • Competitor Mentioned: Amazon, Wal-Mart, Target

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Global Company

Regional independence with minimal overlap and low need for cross-regional analysis

Top Level Folders

  • North America
  • EMEA
  • APAC
  • Latin America
  • Global Initiatives

Unique Workspace Field Groups by Region

North America Workspace Fields:
  • Customer Size: SMB, Mid-Market, Enterprise
  • Industry: Technology, Healthcare, Finance, Manufacturing, Retail
  • User Role: Admin, End User, IT Manager, C-Level
  • Implementation Stage: Trial, Onboarding, Active, Expansion, Renewal
EMEA, APAC, Latin America would have similar but regionally-tailored versions reflecting local market conditions, competitors, and customer needs

Unique Workspace Tags by Region

North America Workspace Tag Board:
  • Feature Requests: Integration, Reporting, Security, Mobile, API
  • Pain Points: Performance, Complexity, Training, Support, Pricing
  • Use Cases: Team Collaboration, Project Management, Data Analysis, Compliance
  • Positive Outcome: Growth, Time Saved, ROI
  • Competitor mention: competitor names for region
EMEA, APAC, Latin America would have similar but regionally-tailored versions reflecting local market conditions, competitors, and customer needs