Implicit bias

Implicit bias is an attitude or stereotype we have subconsciously about certain groups of people, usually of a different race, gender, social status, education level, or sexual orientation.

Like all people, UX researchers also have preconceived notions and generalizations and may treat people in diverse groups differently. For example, UX practitioners can talk more slowly or louder to older people during the study, assuming they all have hearing or cognitive disabilities. This can make your participants feel discriminated against and impede them from being honest when answering your questions.^[1]

Before the session, list all your assumptions about this certain group of participants and skeptically reflect on them. Your main goal should not be to prove your ideas but to find what is actually going on inside users’ minds.