Author

Paco Underhill

Global. Funny. Visionary. And more. Paco is the son of an American Diplomat. He grew up in Southeast Asia and Eastern Europe, before returning to the U.S. for high school. He attended Columbia University and Ehwa University, in Seoul, Korea before getting his undergraduate degree from Vassar College. He has spent the past 40 years as an inventor of tools to understand human behavior and predict the future.

Here’s even more. Founder and former CEO of Envirosell Inc. for 34 years a Behavioral Research and Consulting firm based in New York City with global offices. Paco’s expertise is in the meeting point of the physical and digital worlds, including stores, banks, airports, libraries, museums, shopping malls, offices, cruise ships, model homes, and websites.  His  work has been profiled in The New Yorker Magazine, Smithsonian Magazine, and others.

Paco is author of multiple global bestselling books – including Why We Buy:  The Science of Shopping published in 27 languages and used in design schools and MBA programs all over the world.  Other books include Call of the Mall, What Women Want, and How We Eat – The Brave New World of Food and Drink.

Paco Underhill - Cash or Credit - The Robin Report

Cash or Credit?

New York City recently voted to ban retail businesses from credit card-only operations. City Government has stated that it is discrimination against New Yorkers who ...
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Nordstrom 57th Street Opening Night

A cast of thousands mostly well-dressed New Yorkers poured into Nordstrom\’s on 57th Street and Broadway on opening night to celebrate and examine the new ...
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Retail as Supporting Cast

At 7:00 AM on a Monday morning, 70 percent of the almost five thousand slot machines at this Indian Casino in South California are occupied. ...
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What Women Want

It is very dangerous in the 21st century for an aging man to talk about the changing status of women. A few years ago, I ...
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The Last Analog 50 Feet of Our Digital World

It started with another miserable Friday night at LaGuardia Airport. The flight from Atlanta was delayed. A 20-minute wait in a taxi line and an ...
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Throwing Rocks Over the Shopping Mall Fence

It\’s hard to sit on the sidelines and read the dialogue about Hudson Yards and the recent Wall Street Journal story about declining traffic to ...
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A Tale of Two Cities…or Homes

RH (AKA Restoration Hardware) opened its new flagship this fall in an architecturally spectacular space in NYC\’s Meat Market across from the Gansevoort Hotel around ...
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The Future is in the Heartland

Columbia, Missouri is halfway between St. Louis and Kansas City right smack in the middle of the state. Home to the University of Missouri, staid ...
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