Lindsey Goodman

Head of Consumer Insights and Market Intelligence, Wolverine Worldwide · Brand-side

Topics Lindsey shaped

Democratizing insights means removing gatekeeping so that anyone in the organization — product, marketing, finance, sales — can connect with the consumer; you cannot build a consumer-centric culture if only a handful of people ever meet their consumer. — Ep. 13 · 05:33 · cl-lindsey-goodman-004
The 4D process — Define, Discover, Dream, Design — embeds empathy into innovation by uncovering insights with cross-functional stakeholders rather than presenting insights to them, producing shared ownership that converts colleagues into champions. — Ep. 13 · 13:45 · cl-lindsey-goodman-009
Triangulating hindsight, insight, and foresight at Saucony — equity in trail running, ethnographic evidence of burnout on overbuilt shoes, and foresight signals about life-fluidity and personalization — produced two product franchises that became the brand's best-performing trail lines. — Ep. 13 · 08:00 · cl-lindsey-goodman-006
Surveys are limited to the questions you thought to pose and tend to surface-level answers; focus groups fall victim to groupthink and dominant voices; ethnography strips ego and structure, leaving the human connection that uncovers what direct questions cannot. — Ep. 13 · 09:28 · cl-lindsey-goodman-007

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