Paco Underhill

Paco Underhill is the founder and Managing Director of Envirosell, a behavioural market research and consulting company. He is also the author of the international best selling book, Why We Buy: The Science of Shopping, which has been published in 27 foreign languages. In the book, Underhill dissects the behaviour of everyday consumers in a most informative and entertaining fashion. His latest book, What Women Want, was published in July 2010. In it, he reviews how the changing status of women is affecting the physical world we live in.

After a career in urban land use planning, Underhill formed Environmental Analysis & Planning Consultants in 1979 and began to apply his research methodologies to issues in retail environments. The firm changed its name in 1989 to Envirosell, Inc. Envirosell is a leading research and consulting agency for stores, banks, restaurants, and consumer product manufacturers.

The firm specializes in analyzing the interaction between people and products, and people and commercial spaces. Its Fortune 500 client list includes: The Gap, Ann Taylor, CompUSA, Unilever, Gillette, Hewlett Packard, Microsoft, McDonalds, Starbucks, Citibank, and NationsBank. The firm’s clients also include e-commerce ventures like Yahoo and innovative developers like The Rouse Company.

Envirosell’s work has been profiled in The New Yorker, Smithsonian Magazine, Fortune, and Fast Company Magazine. The New Yorker piece published in 1996 and written by Malcolm Gladwell has been one of the most reprinted articles in The New Yorker’s history. Envirosell started its offshore practice in 1987 and now operates offices in Milan and Sao Paolo, Brazil.

Paco is never dull, often funny, and always on target.

• 1. The Science of Shopping 101: How Store Planning Affects Store Performance

• 2. Signage and Merchandising: Making In-Store Communication Work

• 3. The Future of Category Management

• 4. The State of Retail and Industry Trends

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