This refers to the natural human tendency to only notice, recall and believe information that supports pre-existing understanding, biases and hypotheses. It is important to avoid this bias when considering research findings – especially for junior researchers who, keen to please clients, are more likely to fall into this trap. Brands can also find themselves drawn into this dangerous territory. Setting out to disprove rather than prove a hypothesis is a simple way of avoiding confirmation bias as it forces you to see the gaps in the information or flaws in the logic.
What is Confirmation Bias?