Bias is a tendency to prefer and favor one option over another. It is an inevitable part of our human psyche.

Bias is often built into the language we use. For example, you might ask, "How difficult is this product to use?" without a second thought. However, this phrasing subtly pushes the reader towards the idea of difficulty and is considered a leading question. Some other things that can create bias are question and answer order, survey sampling, and unbalanced scales.

As UX researchers, our goal is to minimize bias as much as possible as we try to get maximally objective information.