Paco Underhill

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Paco Underhill is the founder and Managing Director of Envirosell, a behavioral market research and consulting company. He is also the author of the international best-selling book, Why We Buy: The Science of Shopping. His book, published in North America by Simon & Schuster, is now out in eleven foreign editions. In it he dissects the behavior of everyday consumers in a most informative and entertaining fashion.

After a career in urban land use planning, in 1979, Mr. Underhill formed Environmental Analysis & Planning Consultants 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. It's 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 includes e-commerce ventures like Yahoo, and innovative developers like the Rouse Company.

The firm's work has been profiled in the New Yorker, Smithsonian Magazine, Fortune and Fast Company. The New Yorker piece published in 1996 and written by Malcolm Gladwell has been one of the most re-printed articles in the New Yorker's history.

Envirosell started its offshore practice in 1987 and now operates offices in Milan and São Paolo, Brazil.

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

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