Paco Underhill
January 1, 1950
Paco Underhill is a pioneer and leading expert on consumer behavior, dedicating over 25 years to researching the nuances of shopping. His work illuminates the motivations behind today's consumer actions, revealing how factors like gender, tactile experience, and human anatomy shape the retail landscape. An insightful and captivating speaker, he frequently shares his research findings with professional groups, offering a deep dive into the science and psychology of our purchasing decisions.
