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The Mistake That Almost Half of Product Managers Make

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Nov 21, 2022

Nobody knows better than product managers that user behavior is a fickle thing. Whatever kind of product it is that you’re building, it’s a given that users will behave in unexpected ways: they’ll fall prey to cognitive biases, contradict their own stated preferences, and so on. That’s why data and user testing are the bread and butter of product design.

But after countless engagements spent infusing behavioral insights into digital products, I’ve noticed that product managers themselves are just as prone to cognitive errors. 

In fact, when TDL looked into this question recently, we found that four out of ten product managers make the same irrational choice about how to interpret user testing data.

What choice would that be? Read on…

References

  1. Cowles, M., & Davis, C. (1982). On the origins of the .05 level of statistical significance. American Psychologist, 37(5), 553-558. https://doi.org/10.1037/0003-066x.37.5.553
  2. Mussweiler, T., Strack, F., & Pfeiffer, T. (2000). Overcoming the Inevitable Anchoring Effect: Considering the Opposite Compensates for Selective Accessibility. Personality and Social Psychology Bulletin, 26(9), 1142–1150. https://doi.org/10.1177/01461672002611010
  3. Zenko, M. (2018, October 19). Leaders Can Make Really Dumb Decisions. This Exercise Can Fix That. Fortune. https://fortune.com/2018/10/19/red-teams-decision-making-leadership/amp/ 

About the Author

A person stands against a brick wall, wearing a dark suit jacket over a white button-up shirt, looking directly ahead.

Turney McKee

Turney McKee is a Director at The Decision Lab. He holds a Masters of Science in Cellular Biology and Bachelors of Science in Pharmacology, both from McGill University. He is interested in international healthcare systems and public policy. Before joining The Decision Lab, Turney worked as a competitive and business intelligence analyst in the healthcare and technology sectors.

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I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.

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