In this article, we will explore five common types of biases that may arise during UX research and provide practical tips to overcome them. By addressing these biases head-on, researchers can ensure more reliable and insightful outcomes.

Conducting and observing interviews with complete impartiality is an unattainable goal. Every individual possesses their own inherent biases that inevitably influence their interactions. However, recognizing these personal biases is crucial when conducting research, such as interviews. Why is this important? The aim of a UX designer is to prioritize the user at all times, which requires gaining authentic and accurate insights into how users truly think and feel. Only by understanding their genuine perspectives can designers create solutions that effectively cater to their needs.

Let’s have a look at the five most common types of biases and how they can be tackled effectively.

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1. Confirmation Bias: The Pitfall of Preconceived Notions

Confirmation bias refers to the inclination to focus on information that aligns with pre-existing beliefs. Have you ever found yourself seeking evidence solely to support a hypothesis you already hold? If so, you have experienced confirmation bias firsthand. It is essential to acknowledge that personal preferences can unconsciously infiltrate research. Here are a couple of tips to combat confirmation bias effectively:

• Recruit an appropriate sample size → In real-world scenarios, many UX researchers opt for five to eight participants during usability studies. Research indicates that this sample size is sufficient for obtaining valuable feedback, with diminishing returns observed beyond eight participants. Interviewing the right number of participants and gathering diverse perspectives can help mitigate confirmation bias.
• Prioritize open-mindedness → It is crucial to remain receptive to findings that challenge your initial hypotheses. Embrace contradictory ideas shared by participants, as they may illuminate the need for further exploration and open doors to new insights.

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2. Leading Questions: Guiding Answers or Uncovering Truth?

Leading questions are deliberately framed to steer participants toward specific responses. Consider the following example: How might participants answer differently when asked, “How did you locate the product you wanted to buy?” compared to “Is having the product you wanted to buy under the blue tab easy to find?” The first question is open-ended, encouraging interviewees to share their own thoughts, while the second question leads participants to support the design choice of a blue tab. To avoid leading questions in your research, consider these tips:

• Encourage thinking aloud: Request that participants share their thoughts openly as they interact with a product. This approach ensures that the information collected stems from participants’ genuine experiences rather than conforming to researchers’ expectations. After each question or task, provide ample time for participants to express additional thoughts.
• Limit personal responses: During the research process, refrain from offering personal opinions that may influence participants’ answers. Steer clear of remarks like, “Yes! That’s true. I totally agree,” as such feedback can shape responses, potentially leading to an inaccurate representation of participants’ true desires and needs.

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3. Friendliness Bias: The Temptation to Please

Friendliness bias describes the tendency of individuals to agree with those they like, ultimately preserving a non-confrontational conversation. In other words, participants may be inclined to share what they believe the researcher wants to hear. Additionally, agreeable responses expedite the interview process. This phenomenon is sometimes referred to as “the principle of least effort,” as individuals often seek to avoid resistance when completing tasks. To mitigate the impact of friendliness bias during interviews, consider the following tips:

• Prioritize honesty: Before commencing the study, emphasize to participants the importance of their honesty and assure them that their responses will not be met with judgment or offense.
• Maintain consistent engagement: As a researcher, consistently exhibit curiosity and practice active listening throughout the entire interview, regardless of the positive or negative feedback shared by participants.

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4. Social Desirability Bias: Seeking Popularity Over Authenticity

Social desirability bias occurs when individuals respond to questions in a manner they believe will be viewed favorably by others. This bias arises when research participants provide answers based on what they perceive as popular, rather than their genuine beliefs. Participants may focus on the positive aspects of their experience with a product while downplaying any negative aspects. To combat social desirability bias, bear in mind the following tips:

• Conduct 1:1 interviews: Group settings are more susceptible to social desirability bias, as participants may shape their responses to align with what they believe will be well-received by other participants. Individual interviews allow for diverse perspectives to emerge, as participants are more likely to express their authentic opinions.
• Ensure confidentiality: Prior to initiating the research study, remind participants that their perspectives on the product will remain confidential. Assure them that their identities will not be disclosed, and any negative feedback they provide will not be made public.

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5. The Hawthorne Effect: Behaving Under Observation

The Hawthorne effect describes how individuals alter their behavior when they know they are being observed. People often exert more effort or perform better when they are aware of their participation in a research study or experiment. This effect is evident in documentaries or reality TV shows, where everything changes once the cameras start rolling. In research, informing participants that the interview will be recorded or that stakeholders are observing from behind a mirror can lead to unintended alterations in participant behavior. To minimize the Hawthorne effect during research, consider these tips:

• Foster a non-threatening environment: Assure participants that there are no right or wrong answers and allow them time to feel comfortable within the research environment before delving into interview questions.
• Establish rapport: Participants are more likely to share honest opinions when they feel at ease with the interviewer. Address them by name throughout the conversation to create a personalized experience and engage in small talk before commencing the research study.

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As aspiring UX designers venture into the professional world, it is vital to recognize and actively address biases during research endeavors. By taking deliberate steps to overcome biases, researchers can attain more accurate and actionable findings. Ultimately, understanding users’ authentic perspectives is crucial for designing products that genuinely cater to their needs.

As we wrap up, I want to thank you for your support and engagement. I hope you found this article informative and thought-provoking. Stay tuned for more exciting content in the future. Until next time! 👋🏻

— Carina