Selection Bias in Strong Coupling Experiments

The strong coupling of light and molecules offers a potential new pathway to modify the properties of photonic modes and molecules. There are many reasons to be optimistic about the prospects of strong coupling; however, progress in this field is currently hindered by challenges in reproducibility, problems associated with differentiating between strong coupling and other effects, and the lack of a clear theoretical model to describe the reported effects. Concerning the question of differentiating between strong coupling and other possible mechanisms when examining experimental data, here, we show how cognitive bias can lead us to place undue emphasis on a given interpretation of unsystematic experimental data. We hope that this Viewpoint will, where appropriate, help readers to plan strong coupling experiments more carefully and evaluate the significance of the data obtained from them.