A product built through biased research will die a painful death from poor adoption.
Cognitive biases are among the imperfections that make us human, but they are bad news for product marketers. A bias, simply put, is an idea or prejudice that the respondent or the researcher brings to the research process and that can distort research findings.
Biases can affect all phases of customer development, from survey design to data collection and analysis. Unless the product marketer is aware of these biases and takes steps to reduce their impact, the results of customer discovery may become misleading.