Paco Underhill is Founder, CEO and President of Envirosell, a New York based research and consulting firm with offices around the world. 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 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. He is an insightful and captivating speaker, who frequently presents to trade associations, corporations and professional groups about the methodology and findings of his research.


   Paco Underhill has 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 is a regular contributor to NPR and BBC Radio. His columns and editorials have appeared in the New York Times, London Times, Wall Street Journal, and the Christian Science Monitor. 

   Paco's newest book (summer 2010) is What Women Want. In it, he reviews how the changing status of women is affecting the physical world we live in, especially the commercial/consumer realms. His first book, Why We Buy: The Science of Shopping has been published in 30 languages, and has sold more copies than any other retail book in history. His second book, entitled Call of the Mall: The Geography of Shopping, was released in February 2004 by Simon & Schuster. 

   Paco is the only foreigner ever to serve on the Board of Advisors at Hakuhodo – Japan's second largest Advertising Agency. With Hakuhodo, he has collaborated on manga-based retail guides, available in Japanese, Korean and Chinese.

    Paco is a captivating speaker who has presented in dozens of countries on 6 continents. His speaking topics are related to consumption and modern life. Whether talking about global markets or online retail, or our ever-evolving consumer culture, his insightful and entertaining presentations are packed with surprising details, anecdotes, important lessons, and insider observations on shopping and corporate behavior.