This is a guest post by Dave Hemprich-Bennett.

In academia and science we pride ourselves in being evidence-led. Our research stems from countless hours of painstaking work, yet when we give advice or plan our futures we fall back onto ‘common sense’, conventional wisdom and personal experience. However it is important to realise that we are not perfectly rational actors and so often fall afoul of basic logical errors, one of which is forgetting how unrepresentative we and our peers are of those we seek to help.