post

Footer About

Footer Get Involved

Footer Links

Mind the Product

General

Product Unplugged Episode 3 with Pierce Healy

Product Unplugged Episode 2 with Lorilyn McCue

Product Strategy

Building Product Teams

Diversity and Inclusion

Digital Transformation

Artificial Intelligence (AI) & Machine Learning (ML)

Product Leadership

Product Management Career

Product Ethics

Minimum Viable Product

Enterprise Product Management

OKRs

Customer Research

Hypothesis and Testing

Business Strategy

User Research

👩‍🚀🚀   Live now for MTP members: <a href="https://mtp2017stg.wpengine.com/membership/#events" style="color:#FFFFFF;text-decoration:underline;">Driving Innovation AMA with Tendayi Viki</a>

Roadmaps: Break the rules without breaking the principles

Got questions about your product career?

Product roadmaps vs data – Jeremy Levy on The Product Experience

From engineering to product management at Google

Mind the Product joins Pendo

Emily brings nearly 15 years of product management experience to her role as Managing Director for Mind the Product. While she has worked across a variety of industries, she will always have a soft spot for the travel industry where she spent most of her early career building software for airlines and developing a leading consumer travel app, TripCase. Emily is passionate about the craft of product management and loves talking about new ways to make products people love.

Managing Director

Emily Tate

<p>No one is immune to cognitive biases. <a href="https://twitter.com/cindyalvarez" target="_blank" rel="noopener">Cindy Alvarez</a>, Principle Researcher at Microsoft and Author of <em>Lean Customer Development</em> wants us to recognize this fact. Because while we can’t avoid bias altogether, she has some advice for us on how to work around bias and reduce the impact it has in our research. </p>
<blockquote><p>You are all an incredibly smart audience, and it doesn’t actually matter, because cognitive biases are really going to screw up what you do anyways. <cite>Cindy Alvarez</cite></p></blockquote>
<p>Our brains are not very good at making nuanced decisions. So cognitive bias creeps in and impacts the questions we ask, what people tell us in response, and how we interpret what we have heard. Cindy talks us through several common biases, how they manifest themselves in our work, and what questions we should be asking instead.</p>
<p><img loading="lazy" decoding="async" src="https://mtp2017stg.wpengine.com/wp-content/uploads/2018/08/cindy-alvarez-mtpcon-speaker.jpg" alt="Cindy Alvarez at mtpcon" width="2048" height="1365" class="alignnone size-full wp-image-13642" srcset="/wp-content/uploads/2018/08/cindy-alvarez-mtpcon-speaker.jpg 2048w, /wp-content/uploads/2018/08/cindy-alvarez-mtpcon-speaker-300x200.jpg 300w, /wp-content/uploads/2018/08/cindy-alvarez-mtpcon-speaker-768x512.jpg 768w, /wp-content/uploads/2018/08/cindy-alvarez-mtpcon-speaker-1024x683.jpg 1024w" sizes="auto, (max-width: 2048px) 100vw, 2048px" /></p>
<h2>Types of Bias</h2>
<h3>Confirmation Bias</h3>
<p>With confirmation bias, we look for evidence that proves us right, and avoid or ignore evidence that contradicts our beliefs. We don’t do this on purpose, but it happens. Instead of asking <em>“How likely would you be to use (a solution)?”</em>, ask <em>“Tell me about what you’re currently doing in (a situation).”</em> Hearing people’s stories is better way to discover what they really need and what they really care about. </p>
<h3>Cognitive Dissonance</h3>
<p>Cognitive dissonance is the feeling when we’re trying to hold two contradicting views at the same time. When research is not proving what we thought it would, it is tempting to ask, <em>“Are we sure we’re talking to the right customers?”</em> This helps us feel better by saying it’s the users fault, not ours, but it’s not solving the right problem. </p>
<p><img loading="lazy" decoding="async" src="https://mtp2017stg.wpengine.com/wp-content/uploads/2018/08/cindy-alvarez-mtpcon-right-customers-question.jpg" alt="Cindy Alvarez tells us not to ask Are you sure we're talking to the right customers?" width="2048" height="1366" class="alignnone size-full wp-image-13641" srcset="/wp-content/uploads/2018/08/cindy-alvarez-mtpcon-right-customers-question.jpg 2048w, /wp-content/uploads/2018/08/cindy-alvarez-mtpcon-right-customers-question-300x200.jpg 300w, /wp-content/uploads/2018/08/cindy-alvarez-mtpcon-right-customers-question-768x512.jpg 768w, /wp-content/uploads/2018/08/cindy-alvarez-mtpcon-right-customers-question-1024x683.jpg 1024w" sizes="auto, (max-width: 2048px) 100vw, 2048px" /></p>
<p>Instead, start by saying, <em>“Let’s assume (an undesirable belief) is true. Now what?”</em> Just the semantic break of pretending something is true lets our brains release and helps us get to a different answer.</p>
<h3>Survivorship Bias</h3>
<p>We want to talk to happy customers because it makes us feel good. This is the heart of survivorship bias, or “Happy Customer Bias.” But your happiest customers are not typically the best representation of what needs to change in your product. </p>
<p>Instead, talk to churned customers, low-usage customers, or non-customers using competitor products. Talk about what drove them away or why they’re not using it. Ask them questions like, <em>“If you HAD to change one thing…”</em>, <em>“Which tasks do you put off doing?”</em>, or <em>“How have you done (a task) differently in the past?”</em></p>
<h3>The Curse of Knowledge</h3>
<p>Once we have a fact or skill, we cannot remember what it was like to not have that fact or skill. So the people who have used your product for a long time don’t know what it was like before they started. We’ll often ask <em>“How hard was it to get started with (a solution)?”</em> and you’ll hear people say, “It wasn’t that hard. I figured it out.” </p>
<p>Instead ask, <em>“Suppose you had a new coworker join your team &#8211; what advice would you give them to get started?”</em> People will immediately start telling you all of the difficulties and workarounds they have to implement to use your app.  When you ask in this way, people don’t feel like they’re criticizing you, they feel like they’re helping a friend.  </p>
<p><img loading="lazy" decoding="async" src="https://mtp2017stg.wpengine.com/wp-content/uploads/2018/08/29688389668_4b31e465d0_k.jpg" alt="Cindy Alvarez talks about social desirability bias at mtpcon" width="2048" height="1365" class="alignnone size-full wp-image-13640" srcset="/wp-content/uploads/2018/08/29688389668_4b31e465d0_k.jpg 2048w, /wp-content/uploads/2018/08/29688389668_4b31e465d0_k-300x200.jpg 300w, /wp-content/uploads/2018/08/29688389668_4b31e465d0_k-768x512.jpg 768w, /wp-content/uploads/2018/08/29688389668_4b31e465d0_k-1024x683.jpg 1024w" sizes="auto, (max-width: 2048px) 100vw, 2048px" /></p>
<h3>Social Desirability Bias</h3>
<p>When you ask people, “How often do you go to the gym?”, many will say 5 or 7 days a week with a straight face even if they only wish they exercised that often. This is social desirability bias &#8211; we (unconsciously) edit what we say to make ourselves look good. So think about if your questions have a socially-preferable answer that might bias your results. For example, <em>“Do you have a hard time meeting deadlines?”</em> Who wants to say yes to that? </p>
<p>You would get more honest information by asking, <em>“In the past month, tell me about a time when you got something done later than you originally promised.”</em> We give people permission to admit to faults, which helps us see problems to solve.</p>
<h3>Backfire Effect</h3>
<p>The backfire effect &#8211; presenting rational evidence against our beliefs can make us reject it, and believe in our original thought even more strongly. Or put simply: you can’t fight feelings with facts. If a customer thinks they need a feature, you can’t convince them otherwise. </p>
<p>To manage the backfire effect, don’t tell someone <em>“You’re wrong.&#8221;</em> Say, <em>“You’re right &#8211; and…”</em> Nothing deflates a fight better than “you’re right” or “I’m sorry.” </p>
<p><img loading="lazy" decoding="async" src="https://mtp2017stg.wpengine.com/wp-content/uploads/2018/08/cindy-alvarez-on-mtpcon-stage.jpg" alt="Cindy Alvarez at mtpcon" width="2048" height="1366" class="alignnone size-full wp-image-13639" srcset="/wp-content/uploads/2018/08/cindy-alvarez-on-mtpcon-stage.jpg 2048w, /wp-content/uploads/2018/08/cindy-alvarez-on-mtpcon-stage-300x200.jpg 300w, /wp-content/uploads/2018/08/cindy-alvarez-on-mtpcon-stage-768x512.jpg 768w, /wp-content/uploads/2018/08/cindy-alvarez-on-mtpcon-stage-1024x683.jpg 1024w" sizes="auto, (max-width: 2048px) 100vw, 2048px" /></p>
<h2>Get to the Real Answers</h2>
<p>Cindy wraps up by talking us through an example of asking questions in the right way to avoid common biases. She gave us some key questions that will help you understand if your customers truly need what they are asking for:</p>
<ul>
<li>“Just to be sure I’m clear &#8211; if you had that already, how would it make your job/life easier?”</li>
<li>“Since you don’t have it today, what is your current workaround?”</li>
<li>“In the last 6 months, how often has that happened?”</li>
<li>“You’re right, (our competitor) does offer this feature. I’d love to hear your impression of the solution.”</li>
<li>“You mentioned it might come in handy in the future. How are you anticipating your needs changing?”</li>
<li>“If you could wave a magic wand and change anything about (a situation), it doesn’t have to be possible, what would it be?”</li>
</ul>
<p>These types of questions help you understand if there are actually problems to be solved and if the features your customers are asking for are really needed, or if they are just things that are nice-to-haves that can be removed from your roadmap. Asking questions in the right way will help you avoid biases, understand your customers better, and build the things that are really needed to solve problems.</p>
<div class="g g-21"><div class="g-single a-77"><a class="gofollow" data-track="NzcsMjEsMSw2MA==" href="https://mtp2017stg.wpengine.com/product-management-training/public-workshops/"><img decoding="async" src="https://mtp2017stg.wpengine.com/wp-content/uploads/2021/10/General-Training-Next-Level-FOOTER-scaled.jpg" /></a></div></div>

core/freeform

Prioritised Fireside Chat: Make better product decisions with JTBD

Connecting to your customers in a remote world by Anna Lee Anda

MTP Panel: Using discovery and research to influence key product decisions

Capturing Customer Context for Cross-Channel Experiences by Cheryl Platz

Here Be Dragons – Product and Discovery, by Randy Silver

Iterating Your Voice Product, by Lisa Vigar

Qualitative Intelligence by Mitchell Gillespie

Building Consumer-Grade Experiences for the Enterprise By Ciara Peter

Imaginary Research – How to Design More Human Stuff by Kate Nightingale

Using Research in Material Design by Elizabeth Churchill

Cognitive Biases & The Questions you Shouldn’t be Asking by Cindy Alvarez

ProductTank Columbus

ProductTank Tauranga

ProductTank Edinburgh

Prioritised Member AMA - Perfecting product roadmaps

ProductTank San Diego

Navigating difficult relationships panel

ProductTank Philadelphia

ProductTank Bucharest

ProductTank NoVa

Remote Training Workshops

ProductTank London

ProductTank Birmingham

ProductTank Oslo

ProductTank Astana

ProductTank NoVA

ProductTank Tokyo

ProductTank Belgrade

ProductTank Madrid

ProductTank Leeds

ProductTank Zürich

ProductTank Perth

ProductTank Chicago

ProductTank Auckland

ProductTank Richmond

ProductTank Charlotte

ProductTank Reston

ProductTank Washington

ProductTank Sofia

ProductTank Raleigh

ProductTank Ljubljana

ProductTank Kraków

ProductTank Barcelona

ProductTank Dublin

ProductTank Montréal

ProductTank Bogotá

ProductTank Seattle

ProductTank Madison

ProductTank Singapore

ProductTank Portland

ProductTank Budapest

ProductTank Porto

ProductTank Austin

ProductTank Los Angeles

ProductTank Norwich

ProductTank Des Moines

ProductTank San Francisco

ProductTank Helsinki

ProductTank Reading

ProductTank Brighton

ProductTank Valencia

ProductTank Bielefeld

ProductTank Malmö

ProductTank Canberra

ProductTank Paris

ProductTank Manchester

#mtpcon SF+Americas 2022 Conference

#mtpEngage Hamburg 2022 Leadership Forum

#mtpEngage Hamburg 2022 Workshops

#mtpEngage Hamburg 2022 Conference

#mtpcon London+EMEA 2022 Conference