Paco Underhill

Paco Underhill, a trailblazing environmental psychologist, stands as the visionary founder and CEO of Envirosell, a pioneering research consultancy. Renowned for his transformative insights into consumer behavior, Underhill gained international acclaim with his bestselling book, “Why We Buy: The Science of Shopping.” This seminal work has become a cornerstone in design schools, retail training programs, and MBA curricula worldwide. Notably, his prolific contributions extend beyond print, as his articles have been integrated into ESL textbooks published by National Geographic and Oxford University Press.

A sought-after presenter and keynote speaker, Underhill has captivated audiences in over 50 countries. His engagements range from educational institutions to government agencies, hospital groups, merchants, bankers, and marketers. As a columnist for Design:Retail Magazine and The Robin Report, he continues to share his expertise with the wider community. His media presence extends to radio and television appearances globally.

In 1986, Underhill founded Envirosell as a testing agency for prototype stores, banks, and restaurants, evolving it into a research consultancy that has collaborated with over 50% of the Fortune 50 list across nearly 50 countries. Envirosell’s contemporary focus lies in partnering with technology companies to understand consumer behavior in home settings. With branch offices in key global cities, including Shanghai, Mexico City, Seoul, London, Milan, Sao Paulo, and Tokyo, Envirosell has become a formidable force in decoding global consumer trends.

Underhill’s literary repertoire expands beyond “Why We Buy” to include “Call of the Mall: The Geography of Shopping” and “What Women Want: The Global Marketplace Turns Female Friendly.” His upcoming book, tentatively titled “The Future of Eating and Drinking,” is scheduled for publication by Simon & Schuster in 2021, promising further insights into the evolving consumer landscape.