Cognitive biases are errors in reasoning, memory or other cognitive processes that result from holding onto existing beliefs regardless of contrary information.

There are more than 100 documented cognitive biases, commonly categorized in four categories: biases that arise from too much information, not enough meaning, the need to act quickly, and the limits of memory.

Cognitive biases are particularly important to be aware of while conducting research, as a way of arriving at truer findings instead of relying on personal preferences.

Example: Designer Bob loves minimalist design, and exhibits confirmation bias when he decides to approach his new UI project with an ultra-minimalist approach.