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· 每个人都有偏见。偏见可以表现为有意识的偏见，或者无意识的假设，它们能左右调研结果。
· 避免仅因为某些用户好接触，是专家，或对产品很忠诚等因素，而将一组特殊的用户群体作为调研对象。
· 可以设置假设，但要明确假设的内容及目的。
· 分析假设。我们自以为的已知和实际上真的已知是有区别的。
你的调研是否陷入了模糊茫然，掉入了产出或方法的陷阱？
[1] Emily Pronin et al.,“People Claim Objectivity After Knowingly Using Biased Strategies,” Personalityand Social Psychology Bulletin 40, no.6 (2014): 691-699, http://psp.sagepub.com/content/early/2014/02/20/0146167214523476.
[2] Matthew D.Lieberman et al.,“Breaking Bias Updated: The SEEDS Model ® ,” NeuroLeadershipJournal (November 24, 2015), https://neuroleadership.com/portfolioitems/breaking-bias-updated-the-seeds-model-2.
[3] Mark Wilson,“Segway, the Most Hyped Invention Since the Macintosh, Ends Production,”Fast Company (June 23, 2020), https://www.fastcompany.com/90517971/exclusive-segway-the-most-hyped-invention-since-the-macintosh-to-end-production.
[4] Will Leitch,“The Segway Was Meant to Be Much More than a Sight Gag,”The New York Times (June 26, 2020), https://www.nytimes.com/2020/06/26/opinion/segway-technology.html.
[5] Steve Kemper,“Steve Jobs and Jeff Bezos Meet‘Ginger, ’”Working Knowledge (June 16, 2003), https://hbswk.hbs.edu/archive/steve-jobs-and-jeff-bezos-meet-ginger.
[6] Dan Fletcher,“The 50 Worst Inventions:Segway,”Time (May 27, 2010), http://content.time.com/time/specials/packages/article/0,28804,1991915_1991909_1991902,00.html.
[7] David C.Brown,“Assumptions in Design and in Design Rationale”(2006), http://web.cs.wpi.edu/～dcb/Papers/DCC06-DR-wkshp.pdf.