Everybody has an opinion on everything. It’s human nature and just a matter of fact. Even the people who say they have no bias will ultimately have some bias. This is fine and makes us all individuals as a species. However, when it comes to the impact on user research, it can be… tricky. Look at what happens when someone thrusts their agenda on a poor unsuspecting user…
User research is an essential part of UX design and Product. It helps to understand the needs, desires, and motivations of your users so that you can create a product or service that meets their needs. Research gathers information from users which helps designers make better about how to design products and services. Without user research, it would be near impossible to create a successful product. We would create things based on our own opinions, interpretations, and bias without external input from users and customers.
However, even with the best of intentions, we can also let these impact us when we DO complete user research. There is unlimited potential for bias to seep into the research process, leading to incorrect results or an inaccurate understanding of user needs. The worst bit is that we don’t know it’s happening.
Even working in teams, while each member is different, there will be some shared experience from working within that team. This can lead to them thinking similarly, despite their individual backgrounds.
There is hope, though! Being aware of bias is often half the battle. We can often self-check before we get too far down the process by tooling ourselves with knowledge of the most common biases (and some of the lesser devilish ones!).😈😈
While it’s always good to get multiple viewpoints into the mix, here we will list biases that can impact user research and the clues on what to look out for.
By the end of this, you’ll be savvy as heck, and you will also be able to refer back to this guide (and send it to any smug colleagues as well!)
The ULTIMATE Guide To User Research Bias Busting
Glossary of Common Biases in User Research
What Is Confirmation Bias?
Confirmation bias is when we look for information that confirms our existing beliefs.
It’s the classic bias—when we’re on a mission to find info that backs up our beliefs like a detective in a comedy flick! You see, we’ve got this habit of chasing evidence that supports our pre-existing notions while giving the cold shoulder to anything that dares to contradict them.
So, how do we catch this sneaky bias red-handed?
Keep your eyes peeled during user research for language packed with assumptions and clichés, or if users keep parroting the same answers like a chorus line of comical characters. If you spot these telltale signs, you know something’s up in the land of bias!
What is Selection Bias?
Selection bias refers to the tendency to select or recruit participants in a way not representative of the target population, which can result in a biased sample.
Well, hello there! Meet Selection Bias, the mischievous trickster who loves playing games with your sample. It’s when we cherry-pick participants like we’re choosing the finest chocolates in a box, but uh-oh! We end up with a group that’s not quite the picture-perfect representation of our target population. And just like that, we’ve got a biased sample!
How to Become a Selection Bias Sleuth
Watch for these red flags to catch selection bias in action. Consider whether your participants are too similar. You might have a biased sample if your group looks more like a clone army than a diverse cast of characters.
Stay vigilant and always be on the lookout for this cunning bias lurking in the shadows!
What is Cultural Bias?
Cultural bias refers to the tendency to interpret or judge information based on one’s own cultural values or beliefs, which can lead to misunderstandings or misinterpretations.
Enter Cultural Bias, the international traveler of the little world! This suave character saunters in and casually imposes its own cultural values and beliefs on others, causing confusion and misinterpretations like a clumsy tourist trying to navigate a foreign language menu.
How to spot Cultural Bias, the jet-setting rascal
To catch this sly bias in action, keep an eye out for moments when you make sweeping generalizations about entire cultures or jump to conclusions faster than a kangaroo in the Outback.
Be mindful of language barriers because if something’s lost in translation, it might be Cultural Bias sneaking in, like a cheeky chameleon blending into its surroundings.
Cultural bias may be a smooth operator, but you can catch it with a keen eye and an open mind before it wreaks havoc on your research!
What is Recency Bias?
Recency bias tends to give more importance or weight to recent events or experiences, leading to skewed judgments or decision-making.
Introducing Recency Bias, the time-travelling trickster of the cognitive world! This sneaky bias loves to spotlight the latest and greatest events, making older experiences fade into the background like a forgotten one-hit wonder.
How to outsmart Recency Bias, the temporal prankster
To take on this chronological con artist, start by reminding yourself that older experiences and events still have value, even if they’re not fresh in your memory, like today’s lunch special. Try to consider all relevant information equally, regardless of when it happened. It’s like creating a mental playlist of all your favourite tunes, not just the latest chart-toppers.
Recency Bias may be a master of time manipulation, but with a balanced perspective and a keen awareness of your own cognitive quirks, you can keep this crafty bias from warping your judgments!
What is the Hawthorne Effect?
The tendency for participants to alter their behavior in response to being observed or studied can result in inaccurate or skewed data.
Introducing the Hawthorne Effect, the ultimate stage fright of biases! This sly character has a knack for turning user research into a Broadway performance, making participants change their behaviour just because they know they’re being observed. The result? A dramatic rendition of data that’s less genuine than we’d like it to be.
How to spot the Hawthorne Effect in action
Pay attention to any signs that participants might be overly conscious of being observed to unmask this theatrical bias. Are they hesitating or overthinking their actions? Are they unnaturally focused on pleasing the researcher or acing the tasks?
The key to catching the Hawthorne Effect is to stay alert and maintain a keen sense of observation, as if you’re the director of this outstanding performance, seeking authenticity in every act!
What is Social Desirability Bias?
The tendency for participants to respond in a manner that they believe will be viewed favourably by others, which can lead to distorted or inaccurate data.
Say hello to Social Desirability Bias, the people-pleasing performer of the biased world! This charismatic charlatan has a way of turning research participants into smooth operators, eager to give the “right” answers to impress researchers and fellow participants alike. The result? A polished set of data that’s more focused on looking good than providing genuine insights.
How to spot Social Desirability Bias, the slick schmoozer, in action
To catch this charming imposter, watch out for participants who seem more interested in providing politically correct or socially acceptable answers than sharing their thoughts and experiences. Are they trying to paint a rosy picture or avoid expressing potentially controversial opinions?
Uncovering Social Desirability Bias is all about nurturing an environment where the truth can shine and the bias’s dazzling facade fades away!
What is Availability Bias?
The tendency to rely on easily accessible or memorable information rather than seeking out more comprehensive or representative information.
Meet Availability Bias, the lazy lounger of the cognitive world! This couch-potato bias prefers to kick back and snack on whatever information is within arm’s reach rather than working up a sweat to dig up more comprehensive or representative data. The result? A half-baked analysis that’s as satisfying as a diet of potato chips and soda.
How to spot Availability Bias, the information moocher, in action
To sniff out this indolent imposter, watch for situations where participants or researchers are leaning too heavily on information that’s easily accessible or top of mind. Are they regurgitating headlines or relying on anecdotal evidence as if it’s the gospel truth? Are memorable events, both good and bad, casting a disproportionate shadow on the evaluation process?
Availability Bias may be a master of taking the easy way out. Still, with perseverance and an appetite for comprehensive knowledge, you can keep this lazy bias from dictating your research outcomes!
What is Anchoring Bias?
The tendency to rely too heavily on the first piece of information encountered when making decisions can lead to biased judgments and inaccurate conclusions.
Introducing Anchoring Bias, the one-trick pony of the decision-making world! This stubborn bias latches onto the first morsel of information it comes across like a dog with a bone, refusing to let go or consider any other facts that might be even juicier. The result? A lopsided analysis that’s as off-kilter as a unicycle on a tightrope.
How to spot Anchoring Bias, the stage-hogging solo act, in action
To expose this single-minded swindler, be on the lookout for situations where participants or researchers seem fixated on one piece of information to the exclusion of all else. Are they clinging to a particular statistic, experience, or anecdote like it’s the last lifeboat on the Titanic?
Anchoring Bias may be a scene stealer, but with a healthy dose of scepticism and an open mind, you can prevent this narrow-minded bias from steering your research off course!
What is Cognitive Bias?
A systematic error in thinking or judgment occurs when people process and interpret information in the world around them, leading to distorted perceptions, inaccurate beliefs, or illogical reasoning.
Introducing the grand mastermind behind all those sneaky biases: Cognitive Bias! This puppet master of thought loves to pull the strings of our perceptions, bending and twisting our judgments like a skilled contortionist until we’re left with a funhouse mirror view of the world.
How to unmask Cognitive Bias, the crafty ringleader, in action
To catch this wily trickster at work, develop a keen awareness of your thought processes. Are you jumping to conclusions or assuming things without evidence? Are you letting emotions or personal experiences cloud your judgment like a dense fog rolling in?
Cognitive bias may be the grand architect of distorted thinking. Still, with self-awareness, curiosity, and a healthy dose of skepticism, you can prevent this devious scheme from controlling your perceptions and decisions!
What Is Age Bias?
The tendency to hold preconceived notions or discriminate against individuals based on their age can lead to unfair treatment or assumptions.
Ah, Age Bias, the time-obsessed troublemaker that loves to judge people by the number of candles on their birthday cake. This ageist antagonist has a knack for pigeonholing folks based on age, leading to assumptions and discrimination that are as outdated as a rotary phone.
To spot Age Bias, this calendar-focused culprit, in action
Keep an eye out for assumptions about a person’s abilities, preferences, or qualities based on age. Are you overgeneralizing or expecting someone to act a certain way because they’re “too young” or “too old”?
To counter Age Bias, embrace the full spectrum of human experience and appreciate individuals for who they are, not how many years they’ve been on this planet.
What Is Power Bias?
The tendency to give more importance or credibility to individuals with greater authority or power can lead to distorted judgments or decision-making.
OMG! It’s Power Bias, the star-struck fanboy of the cognitive world! This awe-struck admirer swoons over people with authority or power, giving them more importance and credibility than others, even if they don’t deserve it. The result? A biased view that’s as unbalanced as a seesaw with a sumo wrestler on one end.
How to spot Power Bias, the authority-loving sycophant, in action
To catch this extra offender, be aware of situations where you’re giving more weight to someone’s opinion or ideas just because they have a fancy title or a commanding presence. Are you overlooking valuable contributions from others who might have different power or status?
To tackle Power Bias, consider all perspectives equally, and don’t let power dynamics cloud your judgment.
What Is Sampling Bias?
A bias occurs when a sample does not represent the intended population, leading to inaccurate conclusions or generalizations.
It’s Sampling Bias, the statistical saboteur that loves to mess with your data! This deceptive data fiend gets its kicks from skewing samples, making them unrepresentative of the population they’re supposed to represent and leaving you with conclusions that are as reliable as a weather forecast from a groundhog.
How to spot Sampling Bias, the number-crunching rogue, in action
To catch this numerical ne’er-do-well, scrutinize your sample to ensure it represents your target population. Are there any groups that are underrepresented or overrepresented? Are you drawing conclusions from a sample more like an exclusive club than a diverse gathering?
To combat Sampling Bias, make sure your sample is diverse and well-rounded, and always approach your data with a critical eye.
What Is Experimenter Bias?
The tendency to perceive or interpret information in a way that aligns with one’s pre-existing expectations or beliefs can lead to distorted judgments or conclusions.
Expectancy Bias, the fortune-telling fraudster of the cognitive world! This predictive pretender loves to make your data confirm its prophecies, bending and twisting information until it matches your pre-existing beliefs like a mental origami artist. The result? A distorted view that’s as twisted as a pretzel.
How to spot Expectancy Bias, the self-fulfilling swindler, in action
To expose this prophetic con artist of a UX bias, be aware of situations where you interpret information to fit your expectations or beliefs. Are you selectively focusing on evidence that supports your hypothesis while ignoring contradicting data?
To counter Expectancy Bias, approach your data with an open mind and a willingness to accept unexpected outcomes. Remember, sometimes life’s surprises are the most enlightening!
What Is Halo Effect Bias?
The tendency to perceive an individual more positively due to one positive trait or accomplishment can lead to biased judgments or decision-making.
Cue the angelic chorus; it’s the Halo Effect Bias. The rose-coloured glasses of the cognitive world! This starry-eyed sweetheart can turn one positive trait or accomplishment into a dazzling halo, making everything about a person seem like pure gold. The result? A biased view that’s as one-dimensional as a stick figure.
How to spot the Halo Effect Bias, the infatuated idealist, in action
To catch this lovestruck illusionist, be aware of situations where you evaluate someone based on just one positive trait or accomplishment. Are you overlooking their flaws or giving them more credit than they deserve?
To combat the Halo Effect Bias, remember that everyone has a mix of strengths and weaknesses, and it’s essential to consider the whole picture when making judgments or decisions.
What Is Horns Effect Bias?
The tendency to perceive an individual more negatively due to one negative trait or event can lead to biased judgments or decision-making.
Enter the Horns Effect Bias, the doom-and-gloom sibling of the Halo Effect Bias! This pessimistic party pooper turns one negative trait or event into a pair of devilish horns, casting a shadow over everything about a person. The result? A biased view that’s as dark and gloomy as a rain cloud on a summer day.
How to spot the Horns Effect Bias, the judgmental pessimist, in action
To unmask this dour deceiver, be aware of situations where you evaluate someone based on just one negative trait or event. Are you focusing solely on their shortcomings or defining them by a single mistake?
To counter the Horns Effect Bias, remember that people are complex and multidimensional, and it’s crucial to consider their real character when making judgments or decisions.
What Is Attribution Substitution Bias?
The tendency to rely on readily available information or simplified heuristics when making judgments or decisions can lead to biased or inaccurate conclusions.
Attribution Substitution Bias, the fast-food junkie of the cognitive world! This impatient imposter gobbles up information, relying on simplified heuristics and mental shortcuts like a ravenous diner devouring a drive-thru meal. The result? A hasty, half-baked conclusion that leaves you hungry for more.
How to spot Attribution Substitution Bias, the shortcut-loving speedster, in action
To catch this speedy scammer, be aware of situations where you’re making snap judgments or relying on simplified heuristics. Are you jumping to conclusions without digging deeper or considering the complexity of a situation?
To counter Attribution Substitution Bias, take your time, and dig into the details. Remember, the tastiest intellectual meals require extra effort and careful consideration!
What Is Status Quo Bias?
The tendency to prefer the current state of affairs or resist change can lead to biased decision-making and resistance to new ideas or innovations.
Rocking all over the world is the Status Quo Bias, the stick-in-the-mud of the cognitive world! This stubborn stickler clings to the familiar like a nostalgic hoarder, resisting change and new ideas with the tenacity of a barnacle on a ship’s hull. The result? A stagnant perspective that’s as stale as last week’s bread.
How to spot Status Quo Bias, the change-averse curmudgeon, in action
To expose this old-fashioned fuddy-duddy, be aware of situations where you resist change or new ideas simply because they’re unfamiliar. Are you clinging to the “way things have always been” out of habit or fear?
To combat Status Quo Bias, embrace change and keep an open mind. Remember, progress and innovation often require stepping outside your comfort zone!
What Is the Curse of Knowledge Bias?
The tendency for experts or highly knowledgeable individuals to struggle to consider a problem or concept from a less-informed perspective can lead to miscommunication or misunderstanding.
Curse of Knowledge Bias is the smarty-pants of the cognitive world!
This well-spoken elitist makes experts forget what it’s like to be a mere mortal, causing them to struggle when explaining concepts or ideas to those with less expertise. The result? A communication breakdown that’s as frustrating as trying to assemble a puzzle with missing pieces.
How to spot the Curse of Knowledge Bias, the know-it-all that forgot, in action
To catch this brainy blunderer, be aware of situations where you have difficulty explaining concepts or ideas to others. Are you using jargon or complex language that’s leaving your audience in the dust?
To counter the Curse of Knowledge Bias, practice empathy and put yourself in your audience’s shoes. Remember, effective communication often requires simplifying and translating your expertise into a language everyone can understand!
What Is Planning Fallacy Bias?
The tendency to underestimate the time, resources, or effort required to complete a task or project can lead to unrealistic expectations and poor decision-making.
With the best intentions is the Planning Fallacy Bias, the overly-optimistic daydreamer of the cognitive world! This starry-eyed schemer is prone to underestimate the time, resources, or effort needed to complete a task, resulting in unrealistic expectations and projects that spiral out of control. The result? A last-minute scramble that’s as chaotic as a three-ring circus.
How to spot Planning Fallacy Bias, the rosy-eyed rascal, in action
To catch this lofty dreamer, be aware of situations where you consistently underestimate the resources needed for a task or project. Are you setting yourself up for failure with overly ambitious deadlines or budgets?
To counter Planning Fallacy Bias, practice grounding your expectations in reality and building in buffers for potential obstacles. Remember, it’s better to be pleasantly surprised than constantly disappointed!
What Is Sunk Cost Bias?
The tendency to continue investing time, effort, or resources into a decision or project based on the amount already invested can lead to poor decision-making and an inability to cut losses.
Meet Sunk Cost Bias, the gambler that just can’t walk away! This stubborn high-roller keeps doubling down on a losing hand, unable to accept defeat or cut its losses. The result? A never-ending cycle of poor decision-making that’s as draining as a broken slot machine.
How to spot Sunk Cost Bias, the relentless risk-taker, in action
To catch this compulsive gambler, be aware of situations where you continue investing time, effort, or resources into a decision or project based solely on what’s already been invested. Are you throwing good money after bad or sticking with a losing strategy out of sheer stubbornness?
To counter Sunk Cost Bias, learn to recognize when to cut your losses and move on. Remember, sometimes the best decision is to walk away and live to fight another day!
What Is Illusory Correlation Bias?
The tendency to perceive a relationship or correlation between variables or events when none exists can lead to false beliefs and flawed decision-making.
Say hello to Illusory Correlation Bias, the imaginative matchmaker of the cognitive world! This fanciful fabricator loves to play Cupid, connecting unrelated variables and events like a starry-eyed romantic. The result? A tangle of false beliefs and flawed decision-making that’s as messy as a blind date gone wrong.
How to spot Illusory Correlation Bias, the misguided matchmaker, in action
To catch this deluded lovebird, be aware of situations where you perceive connections or relationships between variables that aren’t actually related. Are you jumping to conclusions or creating patterns where none exist?
To counter Illusory Correlation Bias, practice critical thinking and carefully examine the evidence before drawing conclusions. Remember, not every connection is a match made in heaven!
What Is False Memory Bias?
The tendency to remember events or experiences inaccurately or create false memories can lead to distorted beliefs and flawed decision-making.
I think.. yes, I’m sure this is False Memory Bias, the imaginative storyteller of the cognitive world! This creative raconteur loves embellishing, twisting, and downright fabricating memories like a tall tale spinner spinning yarns around a campfire. The result? A collection of distorted beliefs and flawed decision-making that’s as tangled as a ball of knotted string.
How to spot False Memory Bias, the creative fabulist, in action
To catch this inventive fibber, be aware of situations where your memories of events or experiences are distorted or inaccurate. Are you embellishing details, misremembering facts, or even creating memories that never happened?
To counter False Memory Bias, practice critical thinking and consider seeking corroborating evidence or cross-referencing your memories with those of others. Remember, the truth is often stranger (and more accurate) than fiction!
What Is Order Bias?
Order Bias is the tendency to prefer options or make decisions based on the order in which information is presented. This can lead to biased decision-making, as people may give greater weight to information presented first or last rather than considering all the information equally.
Ah, Order Bias, the master manipulator of menus and timelines! This sly character loves to give a standing ovation to information that appears first or last, leaving everything else in the dust like a forgotten middle child. The result? A biased decision-making process that’s about as balanced as a tightrope walker with an inner ear infection.
How to spot Order Bias, the sneaky sequence saboteur, in action
To catch this cunning chronological con artist, start by paying attention to whether you’re giving undue importance to the first or last piece of information you encounter. Are you letting the appetizers or desserts on the menu steal the show while ignoring the equally delicious main courses?
Remember, a well-rounded decision requires savouring every course, not just the bookends. Keep an eye out for this sneaky bias and ensure you’re considering all the information on the table, not just the headliners!
What Is Priming Bias?
Priming Bias occurs when exposure to a stimulus influences a person’s subsequent thoughts, feelings, or actions, even if the stimulus is seemingly unrelated. Priming can lead to biased decision-making, as people may be unconsciously influenced by prior experiences or external cues.
Meet Priming Bias, the invisible influencer pulling the strings behind the scenes! This subtle trickster loves to play with your thoughts, feelings, and actions by tapping into your past experiences or external cues, even if they seem completely unrelated. The result? A biased decision-making process that’s under the spell of an unseen force, like a hypnotized stage volunteer.
How to spot Priming Bias, the mind magician, in action
To unmask this elusive illusionist, reflect on whether you’re being swayed by subtle cues or past experiences. Are you letting the mood lighting at a restaurant influence your choice of dish, or are you making decisions based on a fleeting memory that popped into your head?
Becoming more mindful of your decision-making process and the factors influencing it is critical to spotting Priming Bias in action. By staying aware and questioning your choices, you can pull back the curtain on this hidden manipulator and take control of your decisions!
What Is Framing Bias?
Framing Bias is the tendency to make decisions based on how information is presented or framed rather than objective facts or data. This can result in biased decision-making, as people may be influenced by how a question or problem is posed rather than considering the underlying facts.
Say hello to Framing Bias, the master of media spin that can make any story fit its narrative! This crafty character knows how to present information in ways that influence your decisions, luring you into focusing on how a question or problem is framed rather than examining the underlying facts or data.
How to spot Framing Bias, the headline hijacker, in action
To catch this smooth operator at work, pay close attention to the language used and how information is presented. Are certain aspects being emphasized or downplayed to fit a particular narrative? Is framing a question or issue nudging you toward a specific viewpoint?
By staying alert and critically evaluating how information is presented, you can keep Framing Bias from hijacking your decision-making process and ensure you make choices based on facts, not cleverly crafted spin.
What Is Expectancy Bias?
Expectancy Bias is the tendency to perceive, interpret, or recall information in a way that confirms one’s pre-existing expectations or beliefs. This can lead to biased decision-making, as people may selectively focus on information that supports their expectations and ignore contradictory evidence.
Say hello to Expectancy Bias, Aunt Edna’s favourite way of seeing the world! This optimistic bias has a knack for focusing on information confirming pre-existing expectations while conveniently ignoring anything contradicting them. Basically its one big nostalgia obsession.
How To Spot Expectancy Bias, the misty-eyed nostalgia trip, in action
Keep an eye out for situations where you’re overlooking contradictory evidence or interpreting information in a way that supports your expectations, just like Aunt Edna reminiscing about the “good old days.”
But don’t worry; you can avoid the trap of selective vision by keeping an open mind and questioning your assumptions. Taking a more objective approach can prevent Aunt Edna’s Expectancy Bias from clouding your judgment and ensure you’re making decisions based on a balanced view of the facts.
What Is Observer Bias?
Observer Bias, also known as experimenter bias or researcher bias, occurs when the expectations or beliefs of the observer or researcher influence the interpretation of data or observations. This can lead to biased results and conclusions, as the observer may unconsciously skew their observations or data collection to align with their expectations.
Observer Bias is like having a personal cheering squad ready to applaud and confirm your every move. This bias happens when the expectations or beliefs of the observer or researcher influence the interpretation of data or observations. It’s like having a voice telling you what you want to hear rather than what’s happening around you.
How To spot Observer Bias, your own personal cheer squad, in action
Watch for moments when the observer or researcher seems too invested in a particular outcome or interpretation of the data. Are they selectively interpreting the results to fit their pre-existing beliefs? Are they overlooking alternative explanations or possibilities?
By staying objective and open to different perspectives, you can keep Observer Bias from hijacking your research and ensure that your observations and conclusions are grounded in reality, not wishful thinking.
What Is False-Consensus Bias?
False-Consensus Bias is the tendency to overestimate the extent to which others share our beliefs, opinions, or behaviours. This can result in biased decision-making and a lack of empathy for differing perspectives, as people may assume that their views are more widely held than they actually are.
Meet False-Consensus Bias, the self-centred sibling of biases that always thinks they’re right! This egocentric bias tends to believe everyone shares their beliefs, opinions, or behaviors, leading to a skewed perception of reality.
How to spot False-Consensus Bias, the presumptuous sibling, in action
To catch this presumptuous bias at work, consider situations where you assume everyone else shares your perspective without considering alternative viewpoints. Are you guilty of thinking, “Well, everyone thinks like me,” or “I’m sure they’ll all agree with me”? If so, you may be under the influence of False-Consensus Bias.
By actively seeking out and considering diverse perspectives, you can keep False-Consensus Bias from clouding your judgment and ensure that you make informed decisions based on a well-rounded view of the world.
What Is Gender Bias?
Gender Bias is the tendency to prefer, judge, or treat individuals differently based on gender, often resulting from stereotypes or preconceived notions about gender roles. This can lead to discrimination, unequal opportunities, and biased decision-making, as people may be unfairly advantaged or disadvantaged based on their gender.
Gender Bias is the old-fashioned relic of the little world! This archaic character can’t shake off the outdated belief that certain genders are more suited to specific roles or traits than others. It’s like a dusty attic filled with cobwebbed boxes of preconceived notions that have long outlived usefulness.
How to spot Gender Bias, the antique artefact, in action
To expose this outdated bias, watch out for moments when individuals are treated differently based on their gender or when assumptions are made about their capabilities, interests, or behavior based on their gender. Are women and men given equal opportunities and treated with the same respect and consideration? Are stereotypes and gender roles being perpetuated without question?
By challenging gender stereotypes and promoting inclusivity and diversity, we can keep Gender Bias from holding us back and create a more equitable and just society for all.
Top tips to overcome biases in user research
Now that we know about some of the biases (and my, my, there are a lot of them aren’t there!), we can put steps into place to prevent them impact research.
While no system or team will get it right every single time, some steps can be taken to help reduce bias as much as possible when conducting user research.
Have a Clear Objective
Before embarking on any user research project, it’s essential to clearly define the study’s objective. Hence, everyone involved is on the same page, and clear expectations are set from the start. The objective should be as specific and measurable as possible to help prevent any bias that could creep in during the research process.
Use a Variety of Data Sources
Collecting data from multiple sources can help reduce bias since it gives you a more holistic view of the situation. Using surveys, interviews, observations, and other methods (such as analytics data) can help you understand the full scope of a situation and make better decisions.
Choose Your Participants Carefully
Choosing the right participants for user research is vital to ensuring that you get accurate, unbiased study results. Ensure you’re selecting participants who fit your target demographic and have relevant experience with the task or product.
Use Controlled Experiments
It’s best to conduct user research in a controlled environment where you can adjust variables and measure results accurately. This helps eliminate bias that may be present when data is collected in uncontrolled conditions.
Ask Open-Ended Questions
Open-ended questions are more likely to elicit unbiased responses than closed-ended ones. This is because open-ended questions allow people to provide honest opinions without choosing from a limited set of predefined options. A great way to ensure your questions are nailing is to check out the Mom Test.
Watch for Unconscious Biases
Even when you put all the above steps into place, it’s still possible to slip into unconscious bias. To prevent this, be aware of your biases and keep an open mind when collecting and interpreting data. Make sure to read over the glossary above and keep it in mind when you feel like you’re making an assumption or coming to a solid conclusion.
Seek Out Multiple Perspectives
Make sure you are considering multiple perspectives in your research. Talk to people with different backgrounds and experiences to better understand how different people think and feel about the product or task at hand.
Speak to your colleagues
No single person should be in charge of ALL the user research. Open up the conversation and get different perspectives from other colleagues. This will help you to notice any blind spots or missed opportunities.
Document EVERYTHING
Keeping accurate records of your data collection process is essential for reducing bias (and keeping organized in general!).
Documenting everything, including who was interviewed, what questions were asked, and how the results were interpreted, helps ensure that the user research process is as unbiased and accurate as possible.
One of the best ways of doing this is by utilizing tl;dv.
As an intelligent AI-meeting assistant and Google Meet and Zoom video recorder, you can document every conference call with customers, internal meetings, and more. All that data is in a centralized UX repository, perfect for quick reference and searchable by keyword. In addition, every meeting is automatically summarized super fast, meaning that you can get the facts and the context without having to wade through a transcript (although tl;dv automatically does these, too, AND can be translated into multiple languages!)
Remember, when collecting unbiased customer information, the key is to emphasize its overall importance to the end product. Ensure everyone involved in the research process recognizes why their findings must remain unbiased and authentic. Encourage colleagues to challenge their assumptions and consider different perspectives when forming their conclusions. Highlight the importance of speaking with various stakeholders, and remind team members to document their research processes.
Bias Busting: Achievement Unlocked
There you have it! We’ve taken a whirlwind tour through the wacky world of biases in user research, leaving no stone unturned in our quest to expose the quirks of the human mind. It’s been a riot uncovering the hilarious ways our brains can lead us astray, but now it’s time to wrap up this uproarious journey.
In conclusion, our extensive (and entertaining) list of biases above highlights the mind-boggling ways our judgment can be clouded.
But fear not, intrepid readers, for with awareness comes the power to combat these mental gremlins.
Keep this cognitive comedy close at hand (in other words, bookmark it!), and you’ll be well-equipped to navigate the labyrinth of human decision-making with a smile and a chuckle in your heart.
Whenever you are undertaking some user research, have a click through and check yourself!
So, next time you encounter a decision-making dilemma, just remember: a spoonful of humour helps the biases go down. Happy bias-busting, folks!
