Bias in User Research
In user research, bias refers to prejudices or tendencies in researchers’ and participants’ ways of thinking that can lead to inaccurate or skewed results.
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In user research, bias refers to prejudices or tendencies in researchers’ and participants’ ways of thinking that can lead to inaccurate or skewed results.
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To obtain accurate, useful data, researchers must be aware of their own biases. Researchers can also work to prevent participants from displaying common biases by strategically designing their studies. When analyzing results, researchers should consider how bias may have impacted the data, especially if the data is self-reported.
Following are the various types of bias that might be encountered:
The tendency to agree with the interviewer.
The tendency for researchers to interpret data in a way that supports their opinions and beliefs.
A change in how a user answers questions due to the knowledge that they are part of a research study.
Occurs when select the more positivly worded option.
Bias due to the way a participant percieves the interviewer.
The tendency to consciously or subconsciously provide inaccurate information due to the nature of self-reporting.
A tendency to provide answers that align with characteristics or viewpoints that the participant views as socially desirable.