The researchers blind spot: 6 cognitive biases we shouldnt ignore in - - PowerPoint PPT Presentation

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The researchers blind spot: 6 cognitive biases we shouldnt ignore in - - PowerPoint PPT Presentation

Jan 14, 2023 22 likes •525 views

The researchers blind spot: 6 cognitive biases we shouldnt ignore in research UX New Zealand 2016 Ruth Ellison, Principal User Researcher, PwCs Experience Centre @RuthEllison Hi :) 2 @RuthEllison $10 $20 Free! $7 @RuthEllison

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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

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@RuthEllison

Hi

:)

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@RuthEllison

Free!

$10

$7

$20

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@RuthEllison

$1

$10

$8

$20

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@RuthEllison

The Zero Price Effect is a Cognitive Bias

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@RuthEllison

What is a cognitive bias?

Mental shortcut

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@RuthEllison You can buy a copy of this poster from: https://www.designhacks.co/products/cognitive-bias- codex-poster

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We are all human

Photo available under a CC by 2.0 licence https://www.flickr.com/photos/yellowbookltd/14907364551/

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@RuthEllison

Image source: http://www.businessinsider.com.au/w hat-new-coke-looked-like-in-1985-2013- 3

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Applying it to design research

Preparing Running Analysing

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Preparing for research

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@RuthEllison

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Selection bias

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Multiple channels - mix of recruitment companies, social media, trusted networks Avoid professional respondents Careful screeners Behavioural based recruitment

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Running research sessions

Photo available under a CC by 2.0 licence: https://www.flickr.com/photos/gdsteam/20649386153

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Observer-Expectancy effect

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Source: https://medium.com/@userfocus/the-7-deadly-sins-of-user-r esearch-22857c5a971b#.xb38ukdtr

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@RuthEllison

The way we frame our questions matter

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@RuthEllison

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

About how fast were the cars going when they smashed into each

  • ther?
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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? About how fast were the cars going when they smashed into each other?

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Triangulate research Use observational methods Keeping positive-neutral body language, watch the tone of your voice Avoid leading questions

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I need a couple of volunteers please

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2 4 8

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What’s going on?

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Confirmation bias

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Take the opposing view

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Don’t just confirm your hypothesis, see if you can prove it wrong

Analysis of Competing Hypotheses (ACH)

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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 from PwC’s Digital Services

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Groupthink & the Bandwagon effect

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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

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Anchoring bias

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35 https://www.flickr.com/photos/naotakem/17105160150/

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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 2 4 6 Show version B first

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Analysing

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Apophenia

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Source: https://au.pinterest.com/pin/249738741807276910/

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Clustering illusion & reporting bias

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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

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How vulnerable are you to these biases?

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What percentage of the population will be more biased than the average person?

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Are you more biased than the average person?

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Blind spot bias

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Listen with an open mind Become more rational, but less rationalising Continuous learning

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Always assess your method, your analysis and yourself for bias

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We are all human

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@RuthEllison Image source: https://en.wikipedia.org/wiki/Twenty_Questions#/media/File:20_questions _1954.JPG

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Thank you :)

Say hello @RuthEllison

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Further reading List of cognitive biases You are not so smart: a celebration

  • f self delusion

9 Biases In Usability Testing

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