Hear Paco Underhill, explain the research and ideas behind his best-selling books, “Why We Buy” and “Call of the Mall.” In his books, Paco applies his research methodologies to the retail environment where he dissects the behavior of everyday consumers and how people live, work, play and spend. Paco has over 21 years of experience in behavioral research and consulting. His international consulting company, Envirosell, has established its reputation as an innovator in commercial research and as an advocate for consumer friendly shopping environments and packaging. Some of his clients include ExxonMobil, The Gap, MCI, Anheuser-Busch, Phillip Morris, Revlon, J. Walter Thompson and other top companies.
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