How to avoid confirmation bias

Bias, like beauty, is often in the eye of the beholder. Facts are your firewall against bias. [Tom Brokar]

How often do you use google or an equivalent search engine?

I know that for me this has become a quick and effective means of getting information and a great immediate gratifier, but how often do you consider the accuracy of this information?

Think about when you do a google search, how do you frame your question?
Do you ask, “Is Toyota more reliable than Ford?”
Or do you ask, “What are the pros and cons of Toyota and Ford?

Depending on how you ask a question, the search engine will give you different information. The more objective answer will be the answer to the second question, as the way you phrase the question slants the information given. Subconsciously we will tend to ask a question in a way that gives us the answer we really want.  

This is what is known as ‘confirmation bias’.  A bias can be both intentional and unintentional and is a lack of objectivity when looking at something.

What is confirmation bias?

Confirmation Bias is the tendency of people’s minds to seek out information that supports the views they already hold and dismiss or minimize that which does not align with their views.

When confronted with new information, our tendency is to do one of two things. 

1. If the information confirms what we already believe, we accept it as true, accurate, and unbiased. We accept it and are happy to have been shown it. Even if it has some problems, we dismiss or brush over these and incorporate this new information into our beliefs. We are also more likely to recall this information later, to substantiate our belief. 
2. If this new information contradicts what we believe, we tend to respond differently. We may become critical and defensive, nitpicking any possible flaw in the information, even though the same flaw would be ignored if the information confirmed our beliefs. We also tend to forget it quicker.

What makes us susceptible to confirmation bias?

• Confirmation Bias is subconscious and is a cognitive shortcut our brains use when interpreting information. Our brains are naturally lazy and look for short cuts, patterns, and associations to make it more efficient. Biologically, our brains are designed to perform these judgments quickly and unconsciously. Bias is how our minds quickly streamline thinking to make sense of the world vs evaluating data which takes more time and energy.
• Confirmation bias also protects our self-esteem, as we don’t like to be wrong! 
• Our experiences and social conditioning can also play a role.

As a result, we look for information that supports rather than disproves our existing beliefs and because we do this subconsciously, we are unaware of its influence on our decision making.

Confirmation bias also impacts our interpersonal relationships.

Often we create a first impression of someone which then causes us to see any future interactions with this person through our ‘first impression’ filter or lens, ie. we only notice what we expect to see, and we become close minded. This can easily happen in group contexts as well where we expect to see certain behaviors from certain groups of people – it could be gender based, age, ethnicity, nationality etc.

The more we become entrenched in our preconceptions, the greater influence confirmation bias has on our behavior and often on the people we choose to socialize with, employ, listen to, etc.

Unlike the scientific methodology that actively tries to disprove ideas or hypothesis to test validity, we try to find information that supports and proves our beliefs, which can result in us missing or ignoring contradictory evidence.

Left unchallenged, confirmation bias can lead to us becoming narrow-minded and short-sighted and over time it will get worse, making it less likely that we will listen to any sort of critical thought or opposing view. One of the biggest problems is that we’re all susceptible to it.

Confirmation bias is particularly present in the news and media.

While it is evident that people prefer sources that support their political orientation, confirmation bias can also influence how news is reported. Journalists and media outlets are often selective with their sources, what they choose to present, and how that information is conveyed. The media and their leanings can have a strong influence on consumers’ knowledge, beliefs, and even voting patterns.

Websites also have an algorithm that predicts the content and information that a user wants to see and as such filters out information to show you what it believes you will prefer. This is known as ‘the filter bubble effect’.

How can we avoid confirmation bias?

1. We need to start by being more mindful and self-aware, ie. recognise it exists! 
2. Don’t be afraid to challenge your beliefs – engage with people who hold opposing views and actively listen to them to gain a different perspective. Remember that Divergence is essential for successful teamwork. 
3. Be open-minded and gain more information, look for the facts, even when they don’t support your belief, and ask open-ended questions. 
4. Be aware of how you phrase your questions, particularly on search engines. 
5. To avoid confirmation bias in relationships, avoid making assumptions by practicing empathy. Listen actively, without judgment, put yourself in their shoes and seek to understand. 
6. Be aware of cultural differences.

Remember, if you have a brain, you have a bias!

The way to start curbing this bias is to start being aware you have it.