Research & reasoning · Business & strategy
Confirmation bias.
A tendency to favor evidence that supports an existing belief and discount evidence that challenges it.
Useful when reviewing a conclusion you already want to be true.
“Check this recommendation for confirmation bias; look for evidence against our preferred explanation.”
A closer look
A preferred conclusion can influence what evidence people search for, notice, and interpret. Deliberately seek plausible alternatives and disconfirming observations. Finding one contrary example is not automatically decisive; assess its quality and relevance alongside the supporting evidence.
Put it to work
“Include dissatisfied customers when summarizing feedback on the new workflow.”
A useful distinction
Disagreeing with a conclusion does not demonstrate that it is biased. Examine how the evidence was selected and weighed.