Tactics for mitigating bias


#1

How do you get around the fact that users aren’t always completely honest when providing feedback for fear of offending you?


#2

You can’t completely avoid social desirability bias. Interestingly, the effect is even stronger when face-to-face, so simply being aware of the bias is very important.

  • Let the participant know that you want honest feedback. When you first brief them, say something along the lines of: “don’t worry about our feelings, we want your hear your honest reactions”.

  • Actions don’t lie. The actions that they take and the manner in which they react non-verbally are rarely padded or fake.

  • Phrase your questions carefully. If the participant senses that there is a desired positive reply, they will want to give that to you.

  • Emphasize the usefulness of “negative” feedback when the participant gives it. This will make them more comfortable with scrutiny.