Why We Buy: Paco Underhill

Why We Buy has offered a lot of information thus far (about halfway through the book) that I never truly realized were oppurtunities or factors that effect the consumer. The power of observation and understanding the consumer are two elements in Underhills writing thus far that have been the main points of his science. Underhill developed a comprehensive checklist that is utilized in every job to help the observer become more concsious of the surroundings of the consumer and how that consumer interacts. By doing this Underhill is able to analyze and propose methods to improve profitablity for one rack of goods to the whole store. I think the key for an architect/designer is to be able to observe how people interact in there environment and be able to apply those methods and solutions into design work-refering back to his mentor, Holly Whyte. The other topic that seems to resonate throughout his writing so far is understanding the consumer. He gives several examples throughout the opening chapters, everything from the consumer to being comfortable (i.e. the butt graze or adding a chair) to being able to market products appropirately (i.e. the dog/cat toys being lowered for children). The importance of understanding a client proves to be the most important aspect of business relationship therefore stronger projects.
Interesting quote: "That teaches us something about rules-you have to either follow them or break them with gusto. Just ignoring a rule or bending it a little is usually the worst thing you can do." (Underhill 49).