What's the point of UX research if it doesn't accurately reflect user needs and is filled with biases?

Not much…even the most creative marketing can't save a badly designed site, app, or product if it doesn't meet user needs.

How could research designed to understand user needs miss the mark?

At the end of the day, all users want to be seen. Annie Jean-BaptisteDirector of Product Inclusion & Equity at Google

Even well-conducted research with diverse participants can be skewed by unconscious researcher bias. This bias can lead to overlooking prejudices (confirmation bias), misinterpreting data (expectation bias), or even prioritizing personal preferences in the research process.

This is where ethical participant management comes in - ensuring unbiased data collection and analysis.

Ethical participant management