Fundamental attribution error impacts how we interpret things that we observe people doing. Specifically we have a tendency to focus on attributes or intentions of the person themselves versus the situation or the environment when explaining a person’s behavior. Where this comes into play in analytics is often in the process of translating analytical observations into strategies and tactics for action. If we misinterpret why and how customers behave, we may end up taking action that is ineffective or counterproductive. At Analytic Scientist, we give people the benefit of the doubt and the focus on the structures we create for them in identifying problems and solutions. This helps avoid attribution error.