The researcher’s blind spot: 6 cognitive biases we shouldn’t ignore in research UX New Zealand 2016 Ruth Ellison, Principal User Researcher, PwC’s Experience Centre @RuthEllison
Hi :) 2 @RuthEllison
$10 $20 Free! $7 @RuthEllison
$10 $20 $1 $8 @RuthEllison
The Zero Price Effect is a Cognitive Bias @RuthEllison
What is a cognitive bias ? Mental shortcut @RuthEllison
You can buy a copy of this poster from: https://www.designhacks.co/products/cognitive-bias- @RuthEllison codex-poster
We are all human 8 Photo available under a CC by 2.0 licence https://www.flickr.com/photos/yellowbookltd/14907364551/ @RuthEllison
@RuthEllison Image source: http://www.businessinsider.com.au/w hat-new-coke-looked-like-in-1985-2013- 3
Applying it to design research Preparing Running Analysing @RuthEllison
Preparing for research @RuthEllison
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Selection bias @RuthEllison
Multiple channels - mix of recruitment companies, social media, trusted networks Avoid professional respondents Careful screeners Behavioural based recruitment @RuthEllison
Running research sessions Photo available under a CC by 2.0 licence: https://www.flickr.com/photos/gdsteam/20649386153 @RuthEllison
Observer-Expectancy effect @RuthEllison
Source: https://medium.com/@userfocus/the-7-deadly-sins-of-user-r esearch-22857c5a971b#.xb38ukdtr 17 @RuthEllison
The way we frame our questions matter @RuthEllison
About how fast were the cars going when they smashed into each other? Loftus, E. F., & Palmer, J. C. Reconstruction of automobile destruction: An example of the interaction between language and memory. Journal of Verbal Learning and Verbal Behavior, 1974, 13, 585-589. McLeod, S. A. (2014). Loftus and Palmer. Retrieved from www.simplypsychology.org/loftus-palmer.html @RuthEllison
About how fast were the cars going when they smashed into each other? About how fast were the cars going when they collided into each other? About how fast were the cars going when they bumped into each other? About how fast were the cars going when they contacted into each other? @RuthEllison
Triangulate research Use observational methods Keeping positive-neutral body language, watch the tone of your voice Avoid leading questions @RuthEllison
I need a couple of volunteers please 22 @RuthEllison
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What’s going on?
Confirmation bias @RuthEllison
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Take the opposing view 27
Analysis of Competing Hypotheses (ACH) Don’t just confirm your hypothesis, see if you can prove it wrong 28
List assumptions Be skeptical, especially if everyone agrees with you Remain open Consider all evidence equally Multiple user researchers Leave your ego by the door. @RuthEllison @RuthEllison from PwC’s Digital Services
Groupthink & the Bandwagon effect @RuthEllison
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Triangulate with other research methods (e.g. observational) Use a mixture of individual and group exercises Avoid stating preferences and expectations at start Give someone the devil’s advocate role to question assumptions @RuthEllison
Anchoring bias @RuthEllison
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35 https://www.flickr.com/photos/naotakem/17105160150/
Consider the order of questions and designs carefully Open ended questions Alternate order in which participants are shown concept or design versions Show version A first 1 3 5 Show version B first 2 4 6 @RuthEllison
Analysing @RuthEllison
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Apophenia 39 @RuthEllison Source: https://au.pinterest.com/pin/249738741807276910/
Clustering illusion & reporting bias @RuthEllison
Sample sizes – it’s about the WHY Consider evidence equally – not just the ones that confirm your belief/assumption Collaborative analysis sessions Strive for objectivity @RuthEllison
How vulnerable are you to these biases? 42 @RuthEllison
What percentage of the population will be more biased than the average person? @RuthEllison
Are you more biased than the average person? @RuthEllison
Blind spot bias @RuthEllison
Become more rational, but less rationalising Continuous learning Listen with an open Always assess your method, mind your analysis and yourself for bias 46 @RuthEllison
We are all human 47 @RuthEllison
Image source: https://en.wikipedia.org/wiki/Twenty_Questions#/media/File:20_questions _1954.JPG @RuthEllison
Thank you :) Say hello @RuthEllison
Further reading List of cognitive biases You are not so smart: a celebration of self delusion 9 Biases In Usability Testing 50 @RuthEllison
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