The Researcher's Blind Spot: Ways in which lurking biases can undermine your research findings.

Friday 10:00am to 11:00am
Grand Foyer

During the research process, there are potential biases lurking everywhere.  Most often, the industry has focused on ways in which interviewer bias can affect a participant’s responses during a usability testing session. Here, we take a step back and examine ways in which bias can occur throughout the entire span of the research process. We draw upon experimental psychology research to highlight various ways in which unconscious biases can affect the recruitment process, feedback and testing sessions, and the reporting of research findings.


  • Sampling Bias: Recruiting Super-Users
  • Expectancy Bias: Language in Recruitment Materials

User Feedback & Testing

  • Anchoring Bias: Testing Multiple Designs
  • Availability Heuristic: Reporting Frequency of Product Use
  • Social Desirability Bias: Asking Users to Tell More Than They Can Know

Reporting Findings

  • Knew-it-all-along Bias: Presenting Findings to Stake Holders
  • Blind Spot Bias: Being Aware of Our Own Biases

Session Details

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