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About Paco

Inspired by the methodologies of urbanist William H. Whyte, and having lived in a multitude of cities around the world as the son of a Diplomat, Paco Underhill founded the first iteration of Envirosell, the New York-based behavioral research and consultancy, in 1977. His strong environmental planning background, paired with his experience working for non-profit group Project for Public Spaces, supported his lofty goal—to optimize the environments in which we live.

His first book, Why We Buy: The Science of Shopping was an internationally recognized bestseller and has been published in 27 languages. The success of Why We Buy and his retail insight makes him a highly sought after resource for columns and editorials have appeared in The New York Times, Money Magazine, The Washington Post and The Wall Street Journal, among others.

A highly regarded speaker, Paco has delivered keynote speeches at conferences, universities and corporations spanning the globe for over a decade. From buying behavior to consumerism in the modern world, Paco's "insightful" and "entertaining" presentations have been lauded worldwide. Packed with surprising details, anecdotes, important lessons and groundbreaking observations on shopping and corporate behavior, Paco's speeches give those in attendance a peek into the mind that set a new standard in the industry nearly 30 years ago, and who is the guiding visionary for Envirosell and its approach to research.

Paco's new book, What Women Want focuses on how the changing status of women affects the physical world we live in.

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