Guide
6 places self-selection bias hides in product research
Feedback channels where people choose themselves into the data
A list of six everyday product research channels where participants choose themselves into the data: feature request boards, optional in-app surveys, NPS and CSAT, open calls for interviews, beta programmes and churn surveys. For each, it notes who tends to answer and who goes missing. Use it to sanity-check feedback before treating it as representative. Koji helps by letting you invite everyone on a list with personal interview links and see who hasn't answered.
Where this appears
What's in this guide
- Feature request boards: Dominated by power users and the loudest accounts.
- Optional in-app surveys: Answered by the engaged and the annoyed. People in a hurry skip them.
- NPS and CSAT: Low response rates, and people with strong feelings answer most.
- Open calls for interviews: Volunteers tend to be confident, talkative and short on other plans.
- Beta programmes: Early adopters forgive rough edges your mainstream users won't.
- Churn and exit surveys: Angry leavers fill them in. Quiet drifters, often the bigger group, don't.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/self-selection-bias-product-research-sources"><img src="https://www.koji.so/visuals/self-selection-bias-product-research-sources/self-selection-bias-product-research-sources.png" alt="List of six common places self-selection bias hides in product research, from feature request boards to churn surveys" width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/self-selection-bias-product-research-sources">6 places self-selection bias hides in product research</a>, Koji</p>
