No. #38

Clustering Illusion
- Seeing Patterns in Randomness

The clustering illusion is the tendency to see patterns in random data. This can affect how data is interpreted in user behavior analytics, leading to incorrect conclusions about user preferences or behaviors.

Read more on Wikipedia

Product example

A product team may incorrectly identify 'trends' in user feature usage that are actually random variations, leading to misguided product developments.

Empathy tips


Statistical Analysis

Employ rigorous statistical methods to differentiate between actual patterns and random noise.


Seek Expert Insight

Consult with data scientists or statisticians when interpreting user data.


Longitudinal Studies

Conduct long-term studies to confirm if observed patterns persist over time.


Educate Teams

Educate product teams on the nature of randomness and pattern recognition.

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