Thirty years ago, Paco Underhill had an idea: let’s study the way people behave in stores. This concept hatched a whole new industry. We’re still ahead of the curve: innovating methodologies, pioneering insights, and mapping customer journeys from beginning to end.
We guide retail strategies for some of the top Fortune 100 companies. We’re active in the evolution of retail and services across channels and categories. As your marketplace realities change, we’re right there with stakeholders, through each step of the process.
907 Broadway New York, NY 10010 - (212) 673-9100
- Paco UnderhillCEO and FounderPaco UnderhillCEO and Founder
Paco’s first book, Why We Buy: The Science of Shopping, is an internationally recognized bestseller and has been published in 27 languages. His columns and editorials have appeared in The New York Times, Money Magazine and The Wall Street Journal, among others. Paco spends most of his days on the road, as a featured and keynote speaker on six continents. Today he is known as one of our era’s forefront retail anthropologists.
To learn more about Paco, please visit pacounderhill.com.
- Diana DawsonVice President of ConsultingDiana DawsonVice President of Consulting
As Envirosell’s VP of Consulting, Diana collaborates with organizations to improve the customer journey, from concept to implementation. Diana advises on a range of issues to create optimal shopper experiences and improve store performance. Drawing from her experience as an MFA in Theatre Arts, Diana facilitates role playing, focus groups, and fast iteration with design firms.
Since 2002, Diana has made a career of observing and analyzing shopping behavior and the influence of store environments on that behavior. Her expertise includes store design, interactive engagements, and communication hierarchies. In Envirosell’s global headquarters, Diana serves as a mentor and supervisor to multiple departments. At home, she is the mother of two teenagers, which gives her the real-world experience to empathize with a crucial customer base.
Diana has worked with hundreds of retailers and service providers, including:
- Best Buy
- Estée Lauder Companies
- Lennar Homes
- Under Armour
An engaging presenter, Diana was the Keynote Speaker at the Sony Global Conference and has spoken at many events, including Vanity Fair’s Consumer & Shopper Insights Forum and Healthcare Design Magazine’s Design Forum.
- Liam O'ConnellProject DirectorLiam O'ConnellProject Director
Liam joined the Envirosell team in 2008 after graduating from Tulane University. Since then he has studied consumer behavior across the world, from Johannesburg South Africa to Ivanovo Russia. In his spare time he enjoys reading, hockey and travel.
- Adam KavettDirector of Environmental StrategyAdam KavettDirector of Environmental Strategy
Adam draws on strong expertise in human-centered design and cognitive ergonomics to deliver powerful guidance to refine and reimagine experiences. Adam leads project teams and consults across a variety of industries, leading Envirosell's exploration into non-traditional and unique space types.
Since joining Envirosell in 2011, Adam has led over 100 custom research and consulting projects in 17 countries across 4 continents. His client list includes some of the biggest names in retail and consumer packaged goods.
Outside of retail, Adam has worked on the development of major transit hubs, cultural and educational institutions, and large-scale workplaces for real-estate brokerage firms. He is also Envirosell's in-house expert on wine, beer, and spirits categories.
Adam graduated from Cornell University with a B.S. in Design and Environmental Analysis, concentrating in Human Factors & Ergonomics. He spends most of his free time divided between obsessing over his garden and foraging in specialty grocery stores.
- Larissa HuntDirector Of Data & MethodologyLarissa HuntDirector Of Data & Methodology
From applying and optimizing project-specific methodologies to assuring the quality of output, Larissa oversees all things data at Envirosell's Global Headquarters in NYC. Larissa works with other departments and her staff to filter client needs into projects with useful, reliable results. Larissa is also the liaison for 3rd party vendors, including focus groups, moderators, and transcription/translation.
A member of design:retail's 2018 class of 40 under 40, Larissa has worked her way from data intern to Director of Data & Methodology over the course of less than a decade. She received her Master's of Science in Social Research in 2010.
- Madeleine BerenyiProject ManagerMadeleine BerenyiProject Manager
Madeleine comes to us from Melbourne, Australia. With a strong background in consumer behavior research and psychology - and a natural love of all things retail - Envirosell suits her to a T. When she’s not at work, you can find her exploring different NYC neighborhoods, and sampling the seemingly endless variety of cuisines available.
- Tom MosemanSenior Vice PresidentTom MosemanSenior Vice President
Having spent almost half his life working at Envirosell, Tom is considered a “lifer”. His first career was in the theatre where he worked as an actor, director and producer. He believes this was perfect training: theatre creates an external expression of the psychological world; Envirosell examines the behavioral world to reveal the psychological one.
- Preetika GuptaProject ManagerPreetika GuptaProject Manager
Preetika is an energetic, outgoing, innovative and creative person. Her deep interest in people and places across the world naturally contributes to her profession. In her free time she enjoys cooking, reading and spending time with close friends and family.
- Brett BarndtSenior Director of Client Services and Business DevelopmentBrett BarndtSenior Director of Client Services and Business Development
Brett brings years of expertise on the client side. Starting in traditional strategy jobs in finance, he found a knack for doing qualitative research for new product development, and contributed to game-changing financial innovations. Early on, Brett recognized that strategy is executed through people and was drawn to helping multi-functional teams work together in new ways, building expertise in change & coaching, collaboration, and design thinking. He has setup and led launch and change programs in large corporates engaging hundreds of participants around the world.
His perspective ranges from traditional corporate strategy, new product innovation, branding and marketing, to selling products at retail. He easily supports clients from traditional strategy to hands-on activation.
At Envirosell, he works with clients to design research proposals to meet their needs, and has been instrumental in introducing new methods and approaches, integrating a belief in the value of change management and design thinking into our process and culture. He leads new partnerships to bring Envirosell’s human-centered and evidence-based design performance practices to AI for sensors in retail.
With a traditional quant management MS after a BFA in Drawing & Design, Brett teaches at Parson’s School of Design in the MS in Strategic Design & Management that mixes B-school and D-school, giving graduates strategy and creative skills for today’s wicked problems. He is also a PhD candidate studying action research for social change with The Taos Institute.
- Nicole PinedaData AnalystNicole PinedaData Analyst
Nicole has worked at Envirosell for almost 4 years and currently holds the role of Data Analyst. During her time at Envirosell, she has explored other roles, including Field Interviewer and Researcher, Eye Tracking Technician, and Data Analyst Assistant.
She graduated from CUNY Hunter College with a BA in Sociology and as a Yalow Scholar (students recognized in pursing a career in scientific research).
- Ravi JhaResearch AssociateRavi JhaResearch Associate
After working with Envirosell’s unique set of research methodologies to grasp the intricate details of data collection and processing, Ravi joined the Project Team to help transform research findings into actionable insights for retail clients.
Ravi started working in Envirosell’s data department while completing a B.A in Psychology and Politics from NYU.
In his spare time, Ravi is an avid runner. He completed the New York City marathon in November 2018.
- Joe ParisiData AnalystJoe ParisiData Analyst
Joseph works on all things data at the Envirosell NYC Office. When he is not computing deliverables and collaborating with project staff, Joseph can be found developing new data analysis systems for the team. He graduated from Cornell University with a BA in Physics. Outside of the office, Joseph is a passionate creative writer, baseball fan, and national park goer.
- Safiya MitchellSr. Research AssociateSafiya MitchellSr. Research Associate
Safiya started at Envirosell as a field researcher. She was on her way to visiting all 50 states before joining the NYC office as a research associate. She holds a B.A. in sociology from Cornell University and is passionate about creating intuitive environments where people can thrive. When she’s not talking about human centered design, she’s trying to remedy her over-packing problem. Who knows when she might need need a tennis racquet?
- Craig ChildressChief Operating OfficerCraig ChildressChief Operating Officer
Craig’s history with Envirosell since 1990 includes having served as a Project Director and later V.P. of Research. He holds a B.A. in environmental psychology, and an M.A. in English from the University of California at Davis, as well as an M.F.A. from the University of Iowa. Originally from Texas and California, Craig managed to drop his Texas accent immediately upon arriving in the Big Apple. He lives in Manhattan with his wife, daughter, and son.
- Benjamin GoodheartDirector of MediaBenjamin GoodheartDirector of Media
Benjamin has been working on video projects ever since he was a teenager and took that passion to task when he studied film at Quinnipiac University. When editing, he’s privy to the equally absurd and mundane footage the research cameras catch in the field. When he’s not wielding tools in Premiere, Benjamin can be found digging through record crates.
- Patricia MaltezAccountantPatricia MaltezAccountant
Patricia loves numbers, so she switched from personal assistant to Accounting. Having joined Envirosell in 2004, she balances her work with her hobbies, including watching futbol (soccer), sewing, knitting and reading spy fiction thriller books. Patricia has the most “favorites” in life out of anyone in the office. Two examples are her favorites TV shows: Castle, Bones and NCIS. And her favorite footballer: “Messi”.
- Roni WeissCommunications ManagerRoni WeissCommunications Manager
As Communications Manager, Roni's helps craft Envirosell's PR and social media strategy, along with streamlining internal processes for the NYC office and its relationships with global offices.
Outside of Envirosell, Roni works with Travel Unity, a 501(c)(3) focused on increasing diversity and inclusion in the world of travel.
He lives in Westchester County with his partner, Lauren, and their four children.
- Paul KellyField CoordinatorPaul KellyField Coordinator
Paul has worked for Envirosell for over 13 years now, and is an expert in all aspects of fieldwork. He has been team leader on hundreds of retail projects with clients in various industries, traveling globally to cities such as Moscow, Shanghai, and Guatemala City, among others, to team-lead research and teach Envirosell’s methodology to team members. Paul is also a film actor, and has taught public speaking workshops to Law Students at Hofstra University.
- Michael BunchSenior Team LeaderMichael BunchSenior Team Leader
Michael began working with Envirosell after more than 15 years working in healthcare administration. He was initially drawn to this work through his interest in psychology as it relates to human behavior. After traveling the world with Envirosell, he has not only worked for a variety of clients but also for a variety of roles within the company. He specializes in methodology training and in-field problem solving.
- Clelia GironTeam LeaderClelia GironTeam Leader
Clelia is a lifelong New Jersey resident and has been with the company for 10 years working on over 130 projects. She currently specializes in eye-tracking and shop-alongs while also team-leading. She has a BA from Denison University in Communication and Spanish. In her spare time, Clelia enjoys traveling, meeting new people and immersing herself in different cultures and languages.
- Timothy BushTeam LeaderTimothy BushTeam Leader
Timothy has been a Team Leader for 15+ years, during which he has researched for some of the largest clients in Envirosell’s history, and is the creator of most of our concept illustrations for our clients’ ideation sessions and reports. Outside of Envirosell, Tim has authored and/or illustrated more than 25 children’s books, including the long-running ‘Capital Mysteries’ series published by Random House, with two others optioned as feature films.
- John EngleTeam LeaderJohn EngleTeam Leader
John has been part of the field staff for over 15 years. A lifelong New Yorker, he received his BA in Cultural Studies from SUNY Empire State College. He taught in NYC public and private elementary schools and still tutors math to children. He has worked on hundreds of Envirosell jobs, touring the world team-leading in-store research for clients in varying industries. Outside of Envirosell, he toured the world as the guitarist in the band Codeine.
- Silva MateosianTeam LeaderSilva MateosianTeam Leader
Silva is a self-professed product junkie who counts cosmetics research among her favorite jobs in her 15+ years at Envirosell. She moved to NYC when she was 18 to attend AMDA and has worked professionally in theatre all her life. She believes that she uses the same tools for research that she does to create a role onstage and that her experience in both fields has many parallels.
- Maria Cristina (Kita) MastopietroDirectorMaria Cristina (Kita) MastopietroDirector
Kita has a BA in Sociology and a Master of Arts degree in Psychology from Stanford University, and taught Social Psychology at the University of São Paulo. She founded and headed Sense since 1990, and joined the Envirosell family in 1988. In addition, she runs an educational non-profit organization for at-risk teens. She is married, has 3 cats and a dog.
- Keyla Priscilla dos Reis de AlmeidaProject ManagerKeyla Priscilla dos Reis de AlmeidaProject Manager
In her personal life, Keyla loves to travel, to read and to spend time with her parents. In the professional world, she is focused on always learning new things, and enjoys being engaged and stimulated by the next challenge.
Room 1008, Tower A Finance, Bund Square No 818 LongHua Road East, Huangpu District Shanghai China 200023 - 8621 5318 8689
- Raymond LiangFounderRaymond LiangFounder
Raymond Liang has more than 20 years market research experience in China, now is the key member of research team designated to manage both international and national key clients
Raymond has extensive marketing research experience in China. He has spent over 20 years in the market research profession since graduation. Raymond has focused on the client development and possessed very hands-on experience in diverse sectors including consumer packaged goods, technology, automotive, etc, and this in both quantitative and qualitative disciplines and across various consumer segments for both international and local clients.
Thus, Raymond accumulated rich knowledge of the Chinese market with its local cultural characteristics spanning across various business and marketing issues, at the same time, he keeps very good relationship with lots of international clients and domestic clients. Raymond has built up sound experience after moderation over 800 groups.
In his last position he was key contact person with research shopper agency and traveled to United States to enhance shopper knowledge expertise and learn about new research methods in this field.
- Rebecca ChenSenior Research DirectorRebecca ChenSenior Research Director
Rebecca Chen has over 10 years working experience in market research. She is good at using a variety of consumer insight exploration tools to provide effective and value-added marketing solutions. She has rich experience in both qualitative and quantitative research. She is skilled in moderation with good logicality and approachability, especially in shop along interviews, home-visit, and creative workshop.
Rebecca graduated from Sun Yat-sen University with Master Degree of Technical Economy and Management, and has worked for TNS, Amway and Consumer Search Group. In 2017, on behalf of INI, she gave a speech on ”Discovering optimal consumer experience via design research principals “ in ESOMA global conference.
- Kristal CaiSenior Research ExecutiveKristal CaiSenior Research Executive
Kristal Cai graduated from University of Leeds with a B.A Management with marketing, which allows her to better understand customer behavior and Market research skill. Kristal major in Entrepreneurship and Innovation Management Loughborough University, concentrating in Marketing skill and businesses innovation.
Since joining INI in 2018, Kristal has participated in a dozen of customer behavior researches in travelling, cosmetic, fashion, 3C (Computer, Communication and Consumer Electronic) and home appliances industry where she was responsible for market analysis, general project management, quantitative and qualitative questionnaire and data analysis.
- Thea ZhaoResearcherThea ZhaoResearcher
Thea Zhao, from ISCTE-IUL university – Lisbon, graduated with master degree of business administration. She focused subjects are marketing, data analysis, and negotiation. During school She put her great efforts on different marketing projects, and with excellent result.
After joining INI, Thea’s research across different industries such as FMCG and Real Estate. She is skilled to explore user's experience and seek improvement using research method includes customer insight, customer behavior study.
Beside above experience she also committed to learn different research methods and strengthen herself expertise.
Via Eustachi, 31 20129 Milano, Italy - 39.02.29405764
- Giusi ScandroglioManaging DirectorGiusi ScandroglioManaging Director
Giusi has more than two decades of experience in market research and shopper marketing. While Envirosell Italy is functional throughout Italy and greater Europe, her industry experience also includes working in both North America and Asia. She earned her master's degree in psychology from the University of Padova in Padova, Italy.
Tokyo Opera City Tower 24F 3-20-2 Nishishinjuku Shinjuku-ku Tokyo 163-1424 Japan - 81.3.6859.2267
- Koji FukutaRepresentative DirectorKoji FukutaRepresentative Director
As the author of Shopper Marketing, Fukuta-san is considered the leading expert of shopper research in Japan. He has extensive experience in delivering store planning workshops and consulting services for commercial store planning in the global market.
- Shuho NirasawaProject ManagerShuho NirasawaProject Manager
Nirasawa-san has been in market research for six years. His experience includes conducting research vending machine beverages as well as beverages in convenience stores. Recent projects include a measurement survey on effects of laundry detergent shelf changes in a drugstore.
Homero 223, 5th Floor Polanco, 11560 Mexico City, MX. - T: +52 (55) 2155-9911
- Pamela RodríguezKey Account ManagerPamela RodríguezKey Account Manager
- Gilberto HernandezDirectorGilberto HernandezDirector
Envirosell South Korea
2-7 10th Floor, H-Tower 102-19 Nonhyun-dong, Gangnam-ku 135-836 Seoul, Korea - 82 2.3014.1000
- Jin Man NamExecutive DirectorJin Man NamExecutive Director
Jin Man launched Envirosell Korea in 2002 but has been in the market research world since 1995. He has held several client seminars and published Envirosell Korea Newsletters. Jin Man holds a B.A. in Business Administration from the Korea University in Seoul. He lives in Seoul with his wife and two daughters.
- Angela KimTeam ManagerAngela KimTeam Manager
Angela Kim has been a part of Envirosell Korea since 2012. She a background that includes years of on-trade studies with clients in the Beer and RTD industries as well as other retail-related projects. At Envirosell, she manages incoming projects and is a main communicator with the Envirosell family. She is a mother of a lovely 2-year old daughter.
- Tina KimProject ManagerTina KimProject Manager
Tina Kim is the project manager of Envirosell Korea. As a founding member of Envirosell Korea, Tina has conducted store planning projects from electronics to the airport, focused on the understanding of Korean shopping behavior. She holds a B.A. in Journalism from Sungkyunkwan University in Seoul. She loves traveling- especially if there is beautiful nature to be seen.