The Assembly 2025
A One North Event
May 14-16, 2025
baby-lobstah
Ancient Brains: Leveraging Behavioral Bias Through Research
Zach Schloss and Kathy Grunditz remind us of the human tendency to make illogical and contradictory decisions. To avoid these behavioral biases in research, they discuss the red flags to watch out for — and how a well-rounded approach combines testing, surveys, and observable patterns to draw out actionable observations.
Key Ideas
Bias is Everywhere
People often default to what they already know or believe. Bias — like confirmation bias, overconfidence, or social desirability — can quietly derail research and design unless it’s identified and addressed.
Observe, Don’t Assume
To get closer to the truth, watch what people do — not just what they say. A well-rounded research approach blends observation, surveys, and found data to surface actual behavior, not just opinions.
Design for Real People
User research isn’t about validating what you already think. It’s about getting out of your own perspective. As Don Norman says, “You are not the user.” That idea should guide every decision we make.