Paco Underhill on the Importance of Observing and Understanding the Customer Experience

Is observational research still effective in today’s modern world of big data and analytics? What’s the best way to learn what customers really want? What is the best way for students to gain experience in the ever-evolving retail space? Today on the “It’s a Customer’s World” podcast, host Andy Murray interviews Paco Underhill, who founded Envirosell in 1986 as a testing agency for prototype stores. Envirosell has worked in 46 countries, with more than half of the companies on the Fortune 50 list. Paco is the bestselling author of “How We Buy,” which is available in 28 languages and used in both higher education and career training programs. In this episode, Paco and Andy discuss the importance of observation and understanding the customer experience, knowledge that can be gained by visiting other countries, and more!