How the Framing Effect Alters User Research
Why the wording of a question changes the answer
In Daily Life
Our friend Jordan is extremely particular about proper grammar and punctuation. You might call him the grammar police. Alternatively, this behavior could be described as high attention to detail. Both phrases are descriptive of Jordan’s behavior. The former frames the characteristic as irritating. The latter frames the trait as a positive attribute.
This is the framing effect at work, and it can have implications on user research and subsequent product decisions.
In Practice
When speaking with users, you might talk about plans to remove a specific feature as “dropping support.” This phrasing encourages users to feel as if they are losing something. Presenting it as a “simplification of the user experience” will illicit entirely different reactions.
Framing questions in different lights will alter responses. For example, “What parts of the interface drive you up the wall?” will encourage an entirely different set of responses than “If you could change anything about your workflow, what would you change?” Removing the negative, colorful framing of a question will make for responses ground in reality and not emotion.
Reframe to Remove Bias
In the same vein as mitigating the confirmation bias and refraining from asking leading questions, designers must be conscientious about how we frame questions and interactions with our users.
Start Biased and Iterate
Use tactics like our 3-column method to prepare for an interview. Give yourself space to write questions that are biased — it’s important to just get the question written down. Then edit away bias.
Peer Review
Work with your teammates to review your questions beforehand. Having a second party check your work can uncover new ways to phrase questions that are less likely to bias the results.
Listen Back
Record every user research session. Listen to how you deviated from your planned phrasing and if it may have biased the user’s response. Highlight questions you struggle saying as a way to remind you to be more careful next time.
Highlight Adjectives
Use a tool like IA Writer to highlight all the adjectives and adverbs in your research questions. Questions with heavy adjective use will be most swayed by the framing effect. Read some Earnest Hemingway and simplify your wording.
Impact
When you control for your own flawed thinking you can better trust your research results. No research will be perfectly unbiased, and that’s okay! Continuing to be mindful of these mental traps will result in cleaner data and better design decisions.
Quintin Carlson researches and designs for Flexport — a company that manages iconic supply chains and keeps freight moving around the globe.
Every week, the Flexport design team checks in to talk research, design culture, and building great experiences. Want to tackle design problems that impact the world economy? Join our team!
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