Paco Underhill

Paco Underhill is a renowned expert in consumer behavior and shopping research with over 25 years of experience.

As the founder of Envirosell, he has pioneered studies on retail environments and consumer motivations.

Underhill's work focuses on factors influencing shopping behavior, including gender, sensory experiences, and human anatomy.

He is a sought-after speaker and has been featured in major publications and media outlets.

Underhill has authored several books, including the bestseller "Why We Buy: The Science of Shopping," which has been translated into 26 languages.

His research and insights continue to shape the retail industry and our understanding of consumer behavior.