User Research

Avoiding Bias in Customer Research: 9 Cognitive Biases You Need to Know

Authored by Rachel Kador

As researchers, bias is our ever-present colleague. We are constantly working to remain vigilant and head off bias before it sets in. We know from running thousands of customer interviews and analyzing tens of thousands of hours of video footage that bias can creep in in unexpected ways.

As the saying goes, an ounce of prevention beats a pound of cure. So here are nine of the most prevalent cognitive biases that affect both researchers and research participants. Our hope is that by understanding which biases are the biggest threats, you’ll be able to prepare and plan accordingly.

Good luck — and if you need to extra expertise, get in touch!

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