Paco Underhill: podcast appearances and interviews

Paco Underhill is an environmental psychologist and the founder of the market research and consulting company Envirosell. He is best known as the author of the bestselling book Why We Buy and is recognized as the Godfather of Retail Behavioral Research. Underhill applies principles of environmental psychology, which explores how surroundings influence human behavior, to develop strategies for structuring retail environments that enhance consumer engagement and sales. His work focuses on understanding how the design of physical spaces affects customer behavior and decision-making within retail settings.