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

Ethnography in Action: How Lindsey Goodman Turns Observation Into Innovation

Some insights you can only feel. In this episode, Lindsey Goodman of Wolverine Worldwide shares how her team uncovers deeply human truths using ethnography, and how those insights drive real product and brand innovation. From iconic collaborations to redefining consumer identity, Lindsey walks us through a practical, powerful playbook for making research matter—across teams, categories, and cultures. 🎧 In this episode: -Why runners hate the word “runner” -How donuts led to a best-selling shoe -The “4D” process for shared insight ownership -Hindsight, Insight, and Foresight—explained -Why the 50+ consumer deserves a rebrand Chapters: [00:00] Intro: Observing What People Do, Not Just What They Say [02:12] The Power of Ethnographic Research in Consumer Insights [07:26] Inside the Saucony x Dunkin' Collaboration Story [10:28] The Hindsight, Insight, Foresight Framework for Consumer Understanding [19:35] The Four D Process: Making Research More Collaborative [26:11] How Ethnography Shaped Converse's "Made By You" Campaign [28:58] Adapting Research Methods During COVID-19 [33:27] The Future of Consumer Research: Real-Time Insights & Co-Creation [35:36] The Undercurrent: Exploring the 50+ Consumer Opportunity [42:53] Key Takeaways & Closing Thoughts Episode Resources: Lindsey Goodman on LinkedIn: https://tinyurl.com/733zms6v Wolverine Worldwide on LinkedIn: https://tinyurl.com/mrxjrtsv Wolverine Worldwide Website: https://tinyurl.com/mr3u9m4c Steph on LinkedIn - https://tinyurl.com/4psj9ru6 Matt on LinkedIn - https://tinyurl.com/eub7yymk