Confirmation bias describes our human tendency to seek out answers and information that match what we already believe to be true.
It doesn’t happen consciously. But we tend to listen a little more closely to the things that confirm we’re right.
And that’s a problem when it comes to making decisions.
Here’s what confirmation bias looks like in practice
There are three common ways this bias shows up in our behavior:
- Biased searching – we look for information that supports what we already believe.
- Biased interpretation – we skew the meaning of neutral information to fit our existing beliefs.
- Biased memory – we remember the things that support our own perspective and forget the rest.
What you need to keep in mind when designing products
Confirmation bias affects both your ability to make good product decisions and your users’ experience of the product.
For example, you might completely miss your target audience if you base design decisions solely on your own worldview.
At the same time, users will naturally favor solutions that align with their own beliefs and expectations.