In this episode of the Badlands Podcast, our new host Damian talks with Mark Ratcliff, a qualitative researcher for nearly 3 decades, exploring the evolving landscape of qualitative research in the age of AI. They discuss the importance of nuance, intuition, and cultural context in understanding consumer behavior, as well as the challenges posed by the increasing reliance on AI in research methodologies. Through many a personal anecdote and case studies about many of the UKs most well known ads, they highlight the significance of ethnographic research and the need for a balanced approach that values human insight alongside technological advancements. We hope you enjoy.

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