The Bias of Data Collection

Not all bias is intentional or designed to deliberately disenfranchise uh have a colleague of mine who works for a large scientific organization here in Australia and he said to me not that long ago that they had a bias in their data. You know imagine a user what's the user they're really imagining and how do you push enough on that conversation to be able to get to a degree of specificity? Often unintentionally that user has a very particular set of characteristics that are not globally shared.