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Retail psychology & shopping expert

Paco Underhill

Decode consumer behavior and drive smarter commercial decisions with Paco Underhill, world-leading authority on retail psychology and shopping anthropology. For over four decades, Paco has partnered with global brands to decode how customers move, choose, and buy across both physical and digital retail environments. His consulting firm has worked with over a third of the Fortune 100 across 53 countries.

Trusted by Google, Samsung, National Park Service

Paco Underhill, Speaker | Retail Anthropologist
Paco Underhill

Paco Underhill

New York City, United States

Typical fee range

$11k–25k

This is an estimated fee range for local in-person events. Location and format affect the final fee.

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New York City, United States

Starting from

$11k–25k

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+44 203 835 2929

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Paco Underhill's biography

At a glance

  • Founder of global consumer behavior consultancy Envirosell Inc.
  • Author of Why We Buy, translated into 27 languages and used in MBA programs
  • Pioneer in retail science and shopping behavior research
Paco Underhill is regarded as the godfather of retail anthropology. The son of a diplomat who grew up around the world, Paco brings a unique global perspective to his work which has transformed how we understand consumer behavior today. Paco founded Envirosell Inc. in 1986, growing it into a consultancy that has worked across 53 countries and with more than a third of the Fortune 100. His recent client roster includes Google, Samsung, and other major technology companies, reflecting his continued relevance at the cutting edge of retail and consumer science. He is the author of Why We Buy: The Science of Shopping, published in 27 languages and used in MBA and retail training programs worldwide. His most recent book, How We Eat, reveals the changing ways we produce, get, and consume our food. Drawing on over four decades of fieldwork inside stores, restaurants, airports, and homes, Paco translates raw consumer data into decisions that move the needle. His work spans retail and banking through to healthcare, professional sports, and technology, and he is currently undertaking a series of audits for the National Park Service, assessing points of service, signage, and gift stores across Western parks for diverse visitor types. Audiences who attend Paco's sessions leave with a clearer picture of how physical and digital environments shape purchasing decisions, practical tools for applying consumer behavior research to their own markets, and methods for reading customer intent that have been tested across cultures and industries. He also offers retail tours as a practical follow-up to his keynotes. Paco has delivered presentations in over 50 countries using his signature "edutainment" style, making audiences laugh in order to make them think. His track record of turning complex behavioral research into actionable strategies, tailored for different cultures and markets, makes him one of the most consistently in-demand voices in retail and consumer science.

Paco's showreel and videos

Why we recommend booking Paco

Paco Underhill brings over four decades of fieldwork across 53 countries and direct consultancy with a third of the Fortune 100, translating consumer behavior into commercial strategy that works across sectors. His frameworks help leadership teams decode purchasing intent in physical and digital environments — indispensable for any organisation reimagining their customer journey or preparing for retail's next chapter.

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Trusted by Google, Samsung, National Park Service

Testimonials

I had the honor to have him speak to my Business Of Fashion graduate students at Rutgers Business School. His session has transformed how students look at retail shop and think differently on how to create a better environment for people to buy.

Ginger King

Rutgers University

Featured Projects

Paco Underhill - Why We Buy book cover
Paco Underhill - How We Eat book cover
Paco Underhill - Call of the Mall book cover

frequently asked questions

Something we've not covered here?

How do I book Paco Underhill for my next event?

What is Paco Underhill's speaking style like?

Paco Underhill structures his sessions around four decades of direct fieldwork — observational research conducted inside stores, restaurants, airports, and homes across 53 countries — translating that raw consumer data into decisions relevant to the audience's specific market or industry.

What topics does Paco Underhill specialise in?

Paco Underhill speaks on retail anthropology, consumer behaviour in physical and digital environments, and the science of shopping across global markets, with additional work covering food production and consumption. He is the author of Why We Buy, translated into 27 languages and used in MBA and retail training programmes worldwide, and founded Envirosell Inc., a consultancy that has operated across 53 countries and worked with more than a third of the Fortune 100.

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