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.
New York City, United States
Enquire Now
Send us your event details
.svg){kind=icon}
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 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.
Topics, Sessions And Talks
Paco Underhill shares insights on retaining evolving customers and attracting new ones based on his bestselling book, Why We Buy. He shares fresh observations from the forefront of retail, highlighting both successful strategies and common pitfalls. In his talk, Paco emphasizes how every online retailer, from iTunes to Amazon, can enhance their customer service, leaving teams with actionable strategies to improve their customer engagement and retail success.
Paco Underhill discusses the evolving landscape of retail, emphasizing the importance of having a solid base today to allow for adaptability in our rapidly changing world. He highlights key trends, including shifts in consumer behavior, communication styles, leadership challenges, and innovative retail tools. Attendees will gain insights into how to stay ahead in the retail sector and navigate future changes effectively, ensuring a strong foundation for sustainable success.
Looking for a custom keynote or workshop designed around your company’s goals and culture? The expert will create a tailored, interactive session that aligns with your objectives, values, and strategic priorities. From leadership and innovation to wellbeing and collaboration, each experience is built from the ground up to deliver measurable impact and lasting change.
Featured Projects
.svg)
Book
.svg)
.svg)
Frequently Asked Questions
Everything you need to know about booking an expert speaker, facilitator, host or entertainment for your event.
- If you'd like to book one of our expert speakers, email us at hello@peptalk.com, send us a chat message or give us a call, and we’ll help you out.
- We’ll take your event details — topic, audience, budget, date, and location — and create a custom speaker proposal for you within 48 hours.
- If you already have someone in mind, that’s okay too; just let us know their name! Even if they aren't listed publicly on our website, we have a huge network and work with almost everyone.
- Once you've reviewed our speaker propsal and have selected and expert shortlist, we'll double check availability and fees with your chosen expert.
- You're welcome to have a chemistry call with the speaker before making the final decision, too.
- Next, we'll send out contracts to confirm the booking. One of our experienced event producers will liase with both you and the talent on the finer details, and arrange travel if necessary, taking the stress off your plate.
Not necessarily. While the speakers listed on our website may not have worked with PepTalk in the past, they are recognized professionals in the industry and known to engage in similar events and engagements. We work with a wide variety of speaker agents and talent agencies to ensure we have the best selection of speakers, hosts, comedians and entertainers available.
We do not accommodate requests for birthday messages or any other personal, non-commercial contact with the speakers, comedians or entertainers.
We work with speakers across a variety of fee ranges, giving you the flexibility to choose someone who fits your event's needs. Virtual keynote fees in the UK and Europe typically start at £2,000, while in-person top-tier speakers can reach £25,000. In the US, virtual in-person fees range from $5,000 to over $100,000, depending on the speaker and format, such as after-dinner talks, conference keynotes, Q&As, or podcasts. Comedians generally start at £1,500 or $2,000 for a 20-minute set.
Our goal is to help you find the speaker who best matches your event’s goals and budget. We take the time to understand your event, objectives, and audience to recommend the right fit. The most expensive option isn’t always the best one, and our priority is finding the ideal speaker or expert for your needs; not the highest-priced one.
Reach out for personalised recommendations and detailed information on specific speaker fees. We’re here to offer a tailored service and are always happy to discuss your unique requirements!
There’s no additional cost for our services beyond the speaker fee — simply contact us to find the right speaker for your next business or team event. We can also work with your corporate procurement team to negotiate favourable long-term rates, simply email hello@getapeptalk.com for more information.
Partnering with PepTalk means elevating your events with our curated roster of top motivational speakers, industry experts, delivering punchy keynotes that leave a lasting impact. From talent selection, to contracts and logistics, we handle it all. We have global expert network, with over 3000 speakers from over 33 countries on our line-up.
We also provide a full range of talent, from event hosts and moderators to interviewers and corporate entertainment, ensuring your event’s success from start to finish.
PepTalk workshops are interactive learning experiences for leaders at all levels, blending theory with practical insights from industry experts. These programs, led by experienced facilitators, are designed to drive real mindset changes and equip participants with actionable skills. Workshops can be customised to meet your organisation's specific needs. Explore our workshop examples and contact us today to learn how your team can benefit.
If you notice something that needs attention or have any queries regarding an expert speaker profile, feel free to email us at experts@getapeptalk.com, and we’ll be happy to assist.