Biases and are they important
Biases distort research. Spot key ones like confirmation bias, stay flexible, ask open questions, and embrace being wrong as part of learning.
From the science of behaviour design and consumer psychology to hands-on tips for conducting user interviews, we explore the tools and mindsets that help you design better experiences, for users and for yourself. If you're curious about how people think and how you can bring consumer behaviour into your product, team or business, you're in the right place.

Biases distort research. Spot key ones like confirmation bias, stay flexible, ask open questions, and embrace being wrong as part of learning.
“It’s not what they drive that counts but what drives them.”
Gary van Broekhoven
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