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• Brain & Bias Fundamentals

• Creates mental shortcuts from patterns
• Everyone has biases naturally
• “Being able to recognize and prevent them from affecting work is what matters”

• Key Research Biases & Prevention

• Word Choice & Framing Effect

  Avoid leading words that guide user responses Bad: “Do you like the improved layout?” Good: “Explain how you feel about the layout”

• Bandwagon Effect

  Group opinion influence on individual thoughts Prevention: Have participants write thoughts before group discussion

• Confirmation Bias in Surveys

  Avoid limiting answer options Use measurable questions (quantitative data) Allow for open-ended responses

• False Consensus Prevention

  Let users follow their own paths Don’t interrupt their flow Ask them to narrate their journey

• Body Language & Social Biases

  Implicit Bias

  • Watch for mixed signals
  • Ask clarifying questions
  • Make participants comfortable

  Social Desirability Bias

  • Users may answer to please researcher
  • Reassure that honest opinions wanted
  • Control your own reactions

• Time-Related Biases

  Availability Bias

  • Don’t rush recruitment
  • Maintain proper user screening

  Memory Biases

  • Primacy: Over-remembering first user
  • Recency: Over-remembering last user
  • Prevention:
    • Space out interviews
    • Include colleagues
    • Take detailed notes