Day 25 - Confirmation Bias
““Confirmation bias is a cognitive error that occurs when people pursue or analyze information in a way that directly conforms with their existing beliefs or preconceptions.””
That is, people prefer information that confirms their existing beliefs and ignore information that challenges their beliefs.
Ways to prevent confirmation bias in UX Research
Conduct research to discover unknown things rather than validating assumptions.
Conduct research early in the design process. The less time and energy spent in design, the less biased interpretation of research data.
Avoid asking leading questions in the interviews.
Involve people with no prior assumption about the context to get a neutral perspective.
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