Paco Underhill

Paco Underhill is an environmental psychologist and the founder of Envirosell, a research firm that pioneered the study of in-store behavior. His expertise lies in decoding the subtle cues that shape how people interact with physical spaces. For decades, he has worked with major global retailers, helping them redesign their environments through behavioral observation rather than guesswork.

Underhill is known for blending science with storytelling. His books combine academic insight with accessible examples from real stores around the world. His work has reshaped modern retail design, influencing everything from grocery stores and malls to luxury boutiques and airports. Through his research, he has demonstrated that understanding human behavior is the most powerful tool in retail—and that every store can become more successful by simply observing the people who walk through its doors.