Cognitive Biases: Hypothesis Evaluation Family

Confirmation Bias

Also known as Hypothesis Confirmation Bias

Definition:

We give greater importance to information that confirms our hypotheses, prejudices, or beliefs, at the expense of information that contradicts them. This selection is made without paying attention to the relevance or accuracy of the available information.

Example:

This bias can manifest during the research phase, where we tend to prioritize data that reinforces our preconceived ideas about users.

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Congruence Bias

Definition:

We tend to test only one hypothesis, without considering alternatives, until it is refuted.

Example:

The use of A/B testing can lead to a focus on a specific element at the expense of other issues that are not being evaluated.

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Belief Bias

Definition:

We form hypotheses and interpret results based on what we imagine and desire, to the detriment of rational and realistic arguments that contradict our beliefs.

Example:

It is necessary to involve the target users when designing a product or service. This helps avoid relying on our beliefs rather than real usage and needs.

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Information Bias

Definition:

We believe that the more information we have to make a decision, the better it will be, even if some additional information is not relevant.

Example:

One might think that conducting more user tests will uncover more problems, whereas according to Nielsen and Landauer's curve, 8 to 10 user tests can identify over 90% of usability problems. Therefore, it may not always be useful to conduct more tests as they may not necessarily provide more information.

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Illusory Correlation Bias

Also known as False Correlation Bias, Misleading Correlation Bias

Definition:

When two events or pieces of information are presented together, we tend to overestimate their correlation or see a correlation that does not exist in reality.

Example:

In focus groups with different user profiles, the issues raised in one focus group may not be solely related to the user profiles participating in it. It could also be due to lack of representativeness or the direction the discussion took.

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Homophily Bias

Definition:

We prefer to associate and trust people who are similar to us. The predominant factors of similarity are ethnicity, age, religion, education, profession, and gender.

Example:

In a brand's communication process, it is important to include people and/or ways of expression that match the target audience.

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