User Experience
Confirmation Bias
Definition
Confirmation glossaryBiasBias is a systematic distortion in thinking or data that affects the accuracy of research or decision-making.Open glossary term is the tendency to favour information that supports existing beliefs while ignoring contradictory evidence.
In practice
Seen when teams interpret glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term to validate assumptions instead of challenging them.
The reality
It is one of the most common and dangerous glossaryBiasBias is a systematic distortion in thinking or data that affects the accuracy of research or decision-making.Open glossary term in product and serviceUser ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service work.
Plain English
Looking for proof you’re right instead of the truth.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is confirmation bias?
It is favouring information that supports existing beliefs.
Why is confirmation bias dangerous?
It glossaryLeadA lead is a potential customer who has shown interest in a product or service, typically by providing contact information or engaging with content.Open glossary term to poor decisions based on incomplete or skewed glossaryDataData is raw information collected and stored for analysis, processing, or decision-making.Open glossary term.
Where does it commonly appear?
In serviceUser ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service analysis, glossaryStakeholderA stakeholder is any individual or group with an interest in a product, project, or outcome, including internal teams and external parties.Open glossary term decisions, and testing.
How do you avoid it?
Actively look for evidence that challenges your assumptions.
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