User Experience
Bias
Plain English
When something unfairly influences results or decisions.
Definition
Bias is a systematic distortion in thinking or glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term that affects the accuracy of serviceUser ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service or glossaryPrioritisationPrioritisation is the process of ranking tasks, features, or initiatives based on their importance, impact, and effort.Open glossary term.
In practice
Appears in serviceUser ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service design, questioning, analysis, and interpretation of results.
The reality
Bias is unavoidable but can be reduced with awareness and structured methods.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is bias in UX and research?
It is anything that distorts results or influences outcomes unfairly.
Why is bias a problem?
It glossaryLeadA lead is a potential customer who has shown interest in a product or service, typically by providing contact information or engaging with content.Open glossary term to inaccurate glossaryInsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term and poor decisions.
Can bias be removed completely?
No, but it can be reduced with good practices.
How do you reduce bias?
Use structured methods, neutral questions, and diverse perspectives.
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