User Experience
Confirmation Bias
Plain English
Looking for proof you’re right instead of the truth.
Definition
Confirmation glossaryBiasBias is a systematic distortion in thinking or data that affects the accuracy of research or decision-making.Open glossary term is the tendency to favour information that supports existing beliefs while ignoring contradictory evidence.
In practice
Seen when teams interpret 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 to validate assumptions instead of challenging them.
In context
It does most of its damage in analysis. The quote that supports the plan makes the deck; the three that complicate it stay in the notes.
The reality
It is one of the most common and dangerous glossaryBiasBias is a systematic distortion in thinking or data that affects the accuracy of research or decision-making.Open glossary term in product and serviceUser ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service work.
Compared with
Confirmation Bias vs Interview Bias
Confirmation glossaryBiasBias is a systematic distortion in thinking or data that affects the accuracy of research or decision-making.Open glossary term shapes what you notice and report from the evidence you have. glossaryInterview BiasInterview bias occurs when the way questions are asked or interactions are handled influences participant responses.Open glossary term shapes what evidence you collect. The first can ruin a perfectly conducted study.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is confirmation bias?
It is favouring information that supports existing beliefs.
Why is confirmation bias dangerous?
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 poor decisions based on incomplete or skewed 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.
Where does it commonly appear?
In serviceUser ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service analysis, glossaryStakeholderA stakeholder is any individual or group with an interest in a product, project, or outcome, including internal teams and external parties.Open glossary term decisions, and testing.
How do you avoid it?
Actively look for evidence that challenges your assumptions.
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