Ethnography in Action: How Lindsey Goodman Turns Observation Into Innovation

Episode notes

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.