The temptation to form premature theories upon insufficient data is the bane of our profession. – Sherlock Holmes, fictional detective
Think back to a time you looked at your monthly sales or engagement numbers and wondered how they could be improved. You probably looked at some metrics or some customer feedback – then in a regularly scheduled meeting you discussed how you might improve them with your team.
Read more about 5 tips for avoiding confirmation bias in UX research at http://blog.fluidui.com/5-tips-for-avoiding-confirmation-bias-in-ux-research/?ref=ginktage