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Florian Bauer

Florian Bauer


Florian Bauer studied Psychology and Economics at the Technical University in Darmstadt, at MIT, and at Harvard University. He devoted himself to research into behavioral economics and the psychology of pricing, which were also the subject of his doctorate. Starting his career as a strategy consultant at Booz, Allen & Hamilton 1996, he joined with two colleagues in founding Vocatus AG in Munich in 1999, a pricing research and consulting company that now employs about 80 consultants. In 2014 Vocatus was voted to be one of the world’s top 20 innovators in marketing research. In 2016 and 2017 Vocatus was voted “Best Consultant” by ‘brandeins’ a prestigious German business magazine.  

Beyond his work as a pricing consultant, Florian regularly teaches as a visiting professor at several universities in Germany. He is a well-known author of business and academic papers on pricing, a high in demand keynote speaker and one of the global thought leaders in pricing. ‘Dinero’, a leading Latin American business magazine, called him the “guru mundial” in psychological pricing. 

In 2005 and 2010 he won the ‘German Market Research Award‘ for the ‘Study of the Year‘ for which Vocatus was also nominated in 2008, 2011 and 2012. In 2010 he won the ‘Best Methodological Paper Award’ at the ESOMAR Congress. In 2006 he was nominated for the ‘Fernanda Monti Award’. In 2007 and 2011 he was again nominated for the ESOMAR ‘Excellence Award’. 2012 and 2013 he won the ESOMAR “Research Effectiveness Award”.