No. #96

Social Desirability Bias
- Favoring Socially Acceptable Responses

Social desirability bias is the tendency of respondents to answer questions in a manner that will be viewed favorably by others. This can significantly affect user feedback and survey responses, potentially skewing product research and user testing results.

Read more on Wikipedia

Product example

Users may overreport positive behaviors, such as exercising or healthy eating, in a wellness app's feedback form, leading to inaccurate data on app usage.

Empathy tips


Anonymous Feedback

Encourage anonymous feedback to reduce social pressure.


Direct Observation

Where possible, complement surveys with direct observation of user behavior.


Clarify No Right or Wrong Answers

Emphasize in surveys that there are no right or wrong answers, encouraging honesty.


Diverse Data Collection Methods

Use a variety of data collection methods to mitigate the impact of social desirability bias.

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