How to Make Objective Decisions
Imagine that you're researching a potential product. You think that
the market is growing, and, as part of your research, you find
information that supports this belief.
As a result, you decide that the product will do well, and you launch it, backed by a major marketing campaign.
However, the product fails. The market hasn't expanded, so there are
fewer customers than you expected. You can't sell enough of your
products to cover their costs, and you make a loss.
In this scenario, your decision was affected by
confirmation bias.
With this, you interpret market information in a way that confirms your
preconceptions – instead of seeing it objectively – and you make wrong
decisions as a result.
Confirmation bias is one of many psychological biases to which we're
all susceptible when we make decisions. In this article, we'll look at
common types of bias, and we'll outline what you can do to avoid them.
Psychological Bias
Psychological bias – also known as cognitive bias – is the tendency
to make decisions or take action in an illogical way. For example, you
might subconsciously make selective use of data, or you might feel
pressured to make a decision by powerful colleagues.
Psychological bias is the opposite of common sense and clear,
measured judgment. It can lead to missed opportunities and poor decision
making.