A marketing team wants to know whether Design A or Design B is more appealing to users. The user experience researchers decide to run a study and want all participants to see both designs. Some participants are randomly assigned to be shown Design A first, report on how much they like it, then are shown Design B next, and then report on how much they like Design B. Other participants are randomly assigned to be shown Design B first, report on how much they like it, are shown Design A next, and then report on how much they like Design A. This is an example of: Matched groups O Order effects A confound O Counterbalancing