AIM Archives - Tag: confirmation bias

Validating hypotheses with customers distorts your entire new product development process.

121 Distorted Viewpoint

Confirmation bias is the “tendency for people to favor information that confirms their preconceptions or hypotheses, regardless of whether the information is true.” It’s what happens when you take your lovely new-product hypotheses to customers. This systematically distorts data on customer needs… and that can’t be good for innovation, right?

More in article, Give your Hypothesis the “Silent Treatment” (Originally published in B2B Organic Growth).

Validating hypotheses with customers may have been OK once. When fedoras were worn.

103 Fedora

In many areas of life, there’s the “old way” and the “new way.” Does your company still develop “hypotheses” internally, and then meet with customers to validate them? This can lead to confirmation bias for you and stifled yawns for your customers. In the “new way,” you start by uncovering customer needs, not by internally “ideating” your solutions.

More in article, Give your Hypothesis the “Silent Treatment” (Originally published in B2B Organic Growth newsletter).

If you like confirmation bias, you’ll love “validating hypotheses.”

5-Confirmation-Bias

Think you can validate your new product concept with customers and avoid confirmation bias? In your last performance review, did you disagree with your boss’s praise more than his criticism? If not, you may not have mastered confirmation bias quite yet. So stop leading the witness in interviews. Let them lead you to what really matters… to them.

More in newsletter, Give your Hypothesis the “Silent Treatment” (Nov-Dec, 2014)