Greatest Hits – Ethnography in Action: How Lindsey Goodman Turns Observation Into Innovation
Update: 2025-10-14
Description
Some conversations stay with you long after they end, and this one with Lindsey Goodman, Consumer Insights Leader at Wolverine Worldwide, is one of them.
In this Greatest Hits episode of The Curiosity Current, hosts Stephanie and Matt revisit a timeless discussion about the art and impact of ethnographic research. Lindsey takes us inside the work of uncovering human truths that shape powerful brand decisions. showing how empathy, observation, and curiosity can bridge the gap between data and meaning. From trail runners who run for donuts to mobile ethnography during global disruption, Lindsey shows how simple observations can become brand-defining insights. She also explores why the 50-plus market is an overlooked growth engine for forward-thinking brands. Whether you work in research, strategy, or creative, this conversation is a masterclass in making data human and curiosity actionable.
What You'll Learn:
- How the Hindsight–Insight–Foresight framework creates a full picture of the consumer journey
- Why ethnography uncovers meaning beyond traditional research methods
- The 4D process (Define, Discover, Dream, Design) for building empathy into innovation
- How to democratize insights and involve cross-functional teams early
- The power of mobile ethnography to track real-time lifestyle shifts
- Why authentic stories like Converse’s “Made By You,” turn consumers into co-creators
- How the 50-plus segment opens new possibilities for brand storytelling
Episode Resources:
- Lindsey Goodman on LinkedIn
- Wolverine Worldwide on LinkedIn
- Wolverine Worldwide Website
- Stephanie Vance on LinkedIn
- Matt Mahan on LinkedIn
- The Curiosity Current: A Market Research Podcast on Apple Podcasts
- The Curiosity Current: A Market Research Podcast on Spotify
- The Curiosity Current: A Market Research Podcast on YouTube
The Curiosity Current: A Market Research Podcast is handcrafted by our friends over at: fame.so
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