Paco Underhill has spent more than 25 years conducting research on the different aspects of shopping behavior, earning his status as a leading expert and pioneer in the field. Paco Underhill helps companies understand what motivates the behaviors of today's consumer. His research shows how today's retail world is ruled by factors such as gender, "trial and touch" and human anatomy.
Paco Underhill is an insightful and captivating speaker, who frequently presents to trade associations and professional groups about the methodology and findings of his research.
Paco Underhill and his company have been profiled by major publications, such as, The New Yorker, Fortune, Fast Company, Business Week and Smithsonian Magazine, and have been featured on ABC's 20/20, and CBS's 48 Hours. Paco Underhill is a regular contributor to NPR and BBC Radio. Underhill's columns and editorials have appeared in the New York Times, London Times, Wall Street Journal, and the Christian Science Monitor. His first book, Why We Buy: The Science of Shopping has been published in twenty-six languages, and has sold more copies than any other retail book in history. His second book is entitled Call of the Mall: The Geography of Shopping.