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Starts out slow but eventually becomes a great read
on October 5, 2011
What Women Want by Paco Underhill is a fascinating read after you get past the boring first couple of chapters. The introduction the book is extremely interesting as it gives facts and figures about women in college, the workplace, and their domestic life. He uses this section of the book to lead into some rather boring chapters. Paco talks in the first couple of chapters about domestic changes and how women are affected by it. I found this sections (about kitchens, home offices, home layouts) rather boring but I may be the only one.
The book really picks up when Paco begins to discuss the relationship between women consumers, stores, and the executives making the decisions. He points out a lot of things that could be changed to make stores feel more inviting to women. He gives examples of certain things that women want and/or do while in a store and how that affects their shopping experience. He breaks the book down by type of store and goes through them with a fine tooth comb.
A great read for anyone interested in Paco's work, just dont give up after the first couple of chapters.