Greatest Hits – Ethnography in Action: How Lindsey Goodman Turns Observation Into Innovation скачать в хорошем качестве

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

Some insights stay relevant because they remind us what real understanding looks like. In this Greatest Hits episode, Lindsey Goodman, Consumer Insights Leader at Wolverine Worldwide, returns with timeless lessons on how ethnography connects empathy, culture, and business growth. From field studies that uncovered why trail runners run for joy (and donuts) to the Hindsight–Insight–Foresight framework that guides brand strategy, Lindsey shares a playbook for turning curiosity into action. 🎧 In this episode: -The moment ethnography changed how teams at Wolverine read consumer behaviour -Why “I run, but I’m not a runner” reshaped brand messaging -The 4D process, ‘Define, Discover, Dream, Design’, for building empathy into innovation -How mobile ethnography captured shifting lifestyles during disruption -Why the 50+ market is ready for a new kind of story Chapters: [00:00] Welcome Back: The Episode That Changed How We See Research [01:19] Why Ethnography Still Matters [03:46] The Donuts and Data Moment [06:40] The Hindsight–Insight–Foresight Model [13:25] The 4D Process: Define, Discover, Dream, Design [18:17] Converse and the Power of Story [20:12] Mobile Ethnography in Motion [25:40] Empathy as a Competitive Edge [27:33] Rethinking the 50+ Consumer [29:45] Closing Reflections: Curiosity in Action Episode Resources: Lindsey Goodman on LinkedIn - https://tinyurl.com/733zms6v Wolverin Worldwide Website - https://tinyurl.com/mr3u9m4c Steph on LinkedIn - https://tinyurl.com/4psj9ru6 aytm on LinkedIn - https://tinyurl.com/z67trrje aytm Website - https://tinyurl.com/2d5a8uh4