The Badlands - Damian + Mark Ratcliff

About this episode

Damian interviews Mark Ratcliff about the impact of AI on qualitative research and the importance of human insight.

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.

People in this episode

Host: Damian

Guest: Mark Ratcliff

Topics covered

• qualitative research
• AI in research
• consumer behavior
• ethnographic research
• human insight
• technological advancements

Keywords

• qualitative research
• AI
• consumer behavior
• ethnographic research
• human insight
• cultural context
• research methodologies

Mentioned in this episode

Organizations: UK

More episodes of The Badlands

• The Badlands - Damian + Matt Bagwell · October 30, 2025 · 1h 8m
• The Badlands - Carly Osman Holme · July 3, 2025 · 41 min
• The Badlands - A new James Bond / Postman Pat · June 12, 2025 · 1h 18m
• The Badlands - Marina Love · April 17, 2025 · 1h 1m
• The Badlands - Will MacNeil · April 3, 2025 · 55 min
• The Badlands - Neema Shah · March 13, 2025 · 46 min