Greatest Hits – Ethnography in Action: How Lindsey Goodman Turns Observation Into Innovation

We’re bringing back one of the most insightful conversations from The Curiosity Current, featuring Lindsey Goodman, Consumer Insights Leader at Wolverine Worldwide. In this episode of The Curiosity Current, Lindsey shares how ethnography brings human truth back into research, turning observation into innovation and data into action. From trail runners who run for donuts to a framework that connects Hindsight, Insight, and Foresight, she shows how empathy and curiosity can reshape products, messaging, and the culture of research itself. If you missed it the first time, now’s your chance to rediscover why this episode became a listener favorite.

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