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

Episode notes

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.