Friendliness Bias

The tendency of people to agree with those they like in order to maintain a non-confrontational conversation

Why it matters

It is why user interviews glow and launches flop: someone you have been kind to for thirty minutes will not tell you your idea is bad. Ask about their behaviour and their past — never their opinion of your thing.

The numbers

Ask about the past — behaviour resists politeness; predictions do not

Related terms

Social desirability bias
Implicit Bias

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