Represent findings accurately

UX designers are humans, too, and may have biases about users' behaviors, thoughts, and needs. That's why we need user research — to prove our assumptions right or wrong.

When you conduct a research session, avoid asking leading questions to verify your assumptions. Listen to what users actually say or do. Research findings will be insightful only if you observe users instead of trying to reinforce the desired outcome.

When you analyze findings or present them, be honest and accurate about what you've learned during the study even if the data disappoints your team or stakeholders.

The most effective way to communicate your research findings is to use direct quotes. They speak louder than facts and have a stronger effect. However, quotes are only powerful when you support them by the number of participants sharing the same views. Without the numbers backing them, quotes are just opinions of individuals.