No. #57

Out-group Homogeneity
- 'They Are All the Same'

The out-group homogeneity effect is the perception that members of an out-group are more similar to each other than they actually are, leading to stereotyping. This can affect how user groups are perceived and targeted in marketing and product design.

Read more on Wikipedia

Product example

A product team might assume that all users in a foreign market have identical preferences, missing the nuance and diversity within the group.

Empathy tips


Recognize Diversity Within Groups

Acknowledge and research the diversity within target user groups.


Segmentation and Personalization

Use segmentation and personalization to address the diverse needs of users.


Cultural Competence Training

Provide training on cultural competence and the importance of recognizing individual differences.


User Research Expansion

Expand user research efforts to include diverse perspectives within out-groups.

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Anna Lundqvist
UX Designer and AI Ethics Strategist guiding innovative product development and educational workshops
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Eddy Salzmann
Design lead and team culture enthusiast driving products and design processes
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Founder of MethodKit who has a passion for organisations and seeing the big picture
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