If you were Gap and about to design a store to open in London, how would you design a study to verify Paco Underhill’s conclusions and left-hand dominance?
World retailers collect and subscribe to numerous data sources, but they need knowledge from the data to craft their merchandising, staffing, and pro- motion strategies, as well as their store designs. Retail giants (e.g., The Gap, Limited, Starbucks, Radio Shack, McDonald’s) turn to consultant Paco Underhill when they want to know how consum- ers buy what they do and what barriers prevent or discourage buying. Underhill describes himself as a “commercial researcher, which
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