Confirmation bias is the tendency to seek out and prefer information that supports our preexisting

beliefs, while ignoring or rejecting information that contradicts them. Confirmation bias can affect

the validity and reliability of user feedback, as it can lead to biased questions, selective

interpretation, and skewed results. To avoid confirmation bias in user feedback, Cloud Kicks can

follow these two strategies:

Interview users about the intended use of the product to support the questionnaire creation. This

can help Cloud Kicks to understand the user needs, expectations, and goals, and to design questions

that are relevant, clear, and unbiased. By interviewing users, Cloud Kicks can also avoid making

assumptions about the user behavior, p

, and pain points, and instead base their questions

on real user data and insights 1.

Diversify feedback by ensuring it features as many unique perspectives as possible. This can help

Cloud Kicks to reduce the risk of sampling bias, which occurs when the feedback is collected from a

group of users that is not representative of the target population. By diversifying feedback, Cloud

Kicks can capture a wider range of user opinions, experiences, and feedback, and avoid overlooking

or dismissing important user segments or viewpoints 2.

Reference: [How to Avoid Confirmation Bias in UX Research]

(https://www.smashingmagazine.com/2017/10/avoid-bias-ux-feedback/), [How to Avoid Sampling

Bias in User Research] (https://bing.com/search?q=confirmation+bias+in+user+feedback)