User Experience
Bias
Plain English
When something unfairly influences results or decisions.
Definition
Bias is a systematic distortion in thinking or glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.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 decision-making.
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.
In context
It cannot be removed, only managed. The practical defences are having someone else review your questions and writing down what you expect to find before you start.
The reality
Bias is unavoidable but can be reduced with awareness and structured methods.
Compared with
Bias vs Error
An error is random and averages out with more glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term. Bias is systematic and does not. More data makes a biased result more precise and no less wrong. That is why glossarySample SizeSample size refers to the number of participants included in a study or test.Open glossary term cannot fix a glossarySamplingSampling is the process of selecting a subset of data or users to represent a larger population.Open glossary term problem.
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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