Biography
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Paco Underhill is the founder and Managing Director of Envirosell. He has 21 years of experience in research and consulting.
Paco grew up as the son of an American Diplomat, living in Eastern Europe and Southeast Asia. He attended Ehwa University (Seoul, Korea), and graduated from Vassar College in 1975. In 1975, he was a staff member of Project for Public Spaces, the New York based firm specializing in land use planning and management. In 1977 and 1978, he taught courses in fieldwork in the Doctoral Program in Environmental Psychology at City University.
In 1979, Paco Underhill began to apply the research methodologies he had developed to issues in retail environments. The company he formed to do this behavioral research is known today as Envirosell.
Paco 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, has been published in fifteen international editions. In it, he dissects the behavior of everyday consumers in a most informative and entertaining fashion.
Paco is a frequent speaker for trade associations and professional groups around the world. He has written for many trade and professional journals.
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