Author
Paco Underhill
Global. Funny. Visionary. And more. Paco is the son of an American Diplomat. He grew up in Southeast Asia and Eastern Europe, before returning to the U.S. for high school. He attended Columbia University and Ehwa University, in Seoul, Korea before getting his undergraduate degree from Vassar College. He has spent the past 40 years as an inventor of tools to understand human behavior and predict the future.
More
Here’s even more. Founder and former CEO of Envirosell Inc. for 34 years a Behavioral Research and Consulting firm based in New York City with global offices. Paco’s expertise is in the meeting point of the physical and digital worlds, including stores, banks, airports, libraries, museums, shopping malls, offices, cruise ships, model homes, and websites. His  work has been profiled in The New Yorker Magazine, Smithsonian Magazine, and others.
Paco is author of multiple global bestselling books – including Why We Buy: The Science of Shopping published in 27 languages and used in design schools and MBA programs all over the world. Other books include Call of the Mall, What Women Want, and How We Eat – The Brave New World of Food and Drink.
The Feel Better Store
Field Report from the Frontiers of Shopping
Why Women Buy Lingerie
The Fall of the Berlin Wall, Redux
Walmart POV Updated
The Science of Shopping
Urban Icons in Transition
