‘Confirmation bias’ often trips us up in decision-making, as we tend to seek out data that fits with what we already believe. This can really get in the way of truly understanding our customers’ needs and forming genuine connections with them. Even though many companies do customer research to tackle this bias, it often turns into a tick-box exercise instead of a real effort to deepen our understanding of customers. This type of bias is the biggest challenge for internal customer advocates to overcome.
To beat confirmation bias, we need to mix things up by gathering all sorts of data signals and putting it together like a puzzle. This practice, called data triangulation, helps us see things from our customers’ perspectives. Otherwise, we might just grab the pieces that support what we already think.
Smart decision-makers don’t rely on just one source of information. They use triangulation to gather insights from different places and pay attention to various signals. They listen closely to what customers say, watch what they do, and try to understand how they feel. But here’s the thing: what customers say might not always match up with their actions or emotions. That’s why we need to dig deeper than just listening to their words during interviews or surveys. We need to watch how they interact with our products or content to really understand what they want. At Emozo, in addition to surveys, we capture customers responses when they view or interact with any type of digital content. We even collect emotional data, giving us another layer of insight.
In the end, success in the marketplace comes down to connecting with customers, providing value, and building long-term loyalty. That’s where Emozo’s Trifecta Advantage comes in. It simplifies the process of overcoming confirmation bias by giving you three different data signals to work with. This makes it easier to analyze and report on customer insights, giving you the rich, credible data you need to truly understand your customers—all in one convenient platform.
