Ethnography in Action: How Lindsey Goodman Turns Observation Into Innovation
June 17, 2025
Ethnographic research emerges as a powerful tool for uncovering deep consumer insights, revealing the human stories and unexpected truths that drive successful brand strategies.
In this episode of The Curiosity Current, hosts Stephanie and Matt speak with Lindsey Goodman, Consumer Insights Leader at Wolverine Worldwide, about how ethnographic research uncovers hidden consumer insights and drives innovation across major footwear and apparel brands.
What if you could unlock deeper consumer insights through the power of ethnographic research? In this episode of Curiosity Current, hosts Stephanie and Matt sit down with Lindsey Goodman, Consumer Insights Leader at Wolverine Worldwide, to explore why ethnography remains crucial for understanding consumer behavior, how brands can democratize insights across organizations, and strategies for uncovering hidden consumer truths. Whether you're a market researcher, brand strategist, or insights professional, this conversation is packed with real-world examples from iconic brands like Converse, Merrell, and Saucony. Tune in to discover how combining hindsight, insight, and foresight can transform your approach to consumer understanding.
What You'll Learn:
- How to use the "Hindsight, Insight, Foresight" framework to build comprehensive consumer understanding
- Why ethnography reveals insights that surveys and focus groups can't capture
- The "Four D" process (Define, Discover, Dream, Design) for embedding empathy into innovation
- How to democratize consumer insights across organizations through storytelling and shared experiences
- The power of mobile ethnography for maintaining deep consumer connections during disruptive periods
- Why involving cross-functional teams in ethnographic research creates lasting organizational impact
- How authentic consumer stories, like Converse's "Made By You" campaign, can drive powerful brand narratives
- Why the 50+ consumer segment represents an overlooked opportunity for brands to reinvent marketing approaches
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
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