How to overcome social desirability bias in your research?

Social Desirability Bias example image
  • Empathize with participants– Try to build a rapport to make participants as comfortable as possible. They may feel nervous in lab settings. Make it very clear that the data is anonymous and confidential.
  • Ask indirect questions — Instead of asking how the user feels about a feature, you can ask “How do you think an average user would interact with this feature?”. This way, they won’t feel the urge to appear as nice and friendly.
  • Give space to participants– Ask the researcher to turn away or leave the room when the participant fills out the automated or paper survey. So, the researcher does not see the post-test responses until after the participant has left.
  • Anonymity- Making the anonymous survey may elicit an honest reaction. This can be achieved by assigning numbers to participants.
  • Take-home survey– Ask participants in a usability test to complete the post-test survey after they get back to their office or home. Ask them to acknowledge once they complete the surveys and then researchers can send the rewards. The only drawback is that researchers may have some dropoffs in surveys.
  • Follow-ups – Use conflicting questions as follow-ups to verify the legitimacy of the participant’s responses.

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Research Hub Launch Announcement | User Interviews

Research Hub Launch Announcement | User Interviews

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The Research Hub Story

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