People tend to prefer information that confirms their existing beliefs and to undervalue information that contradicts their beliefs.

<aside> ℹ️ Confirmation bias is a cognitive error that occurs when people pursue or analyze information in a way that directly conforms with their existing beliefs or preconceptions. Confirmation bias will lead people to discard information that contradicts their existing beliefs, even if the information is factual.

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It is considered a significant obstacle in critical thinking and decision-making, often leading us to ignore or discredit information that contradicts our beliefs. Overcoming confirmation bias requires conscious effort, open-mindedness, and a willingness to question our assumptions.

With the appropriate research methods, the confirmation bias can be recognized and avoided in UX design. Being aware of confirmation bias is the first step in avoiding it. Here are a few ways in which UX researchers and designers can prevent confirmation bias:

• Research, Don't Validate: Focus on testing hypotheses instead of confirming assumptions. Stay open-minded and be ready to adjust course based on findings.
• Early Data Collection: Obtain empirical data from users early to reduce bias when interpreting observations and acting on findings.
• Ask Neutral Questions: Avoid leading questions that hint at desired responses. Participants may try to please the researcher, so ensure questions don't suggest a particular answer.
• Use Multiple Sources (Triangulation): Combine data from various sources like user testing, analytics, and qualitative studies. This approach makes it harder to twist findings to fit preconceived ideas.
• Fresh Perspectives: Involve colleagues not directly involved in the project during research planning and analysis. Their neutral viewpoint can help identify and counteract confirmation bias effects.

Resources

Confirmation Bias – It’s Not What We Think We Know That Counts

Confirmation Bias in UX

Confirmation Bias And the Power of Disconfirming Evidence

Why you think you're right, even if you're wrong

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