Prof. Dr. Florian Bauer

Career

Florian Bauer studied psychology and economics at TU Darmstadt, the Massachusetts Institute of Technology (MIT) and Harvard University, before completing his doctorate at TU Darmstadt. After four years as a strategy consultant at Booz, Allen & Hamilton, he and two partners founded the international strategy consulting firm Vocatus AG in 1999, which became part of Accenture Strategy in 2024.

Florian Bauer is a sought-after expert on pricing psychology and behavioral pricing and the author of numerous articles and books on pricing strategy and pricing research. He has been holding seminars at TUM since 2014, supervises theses and, together with the university, researches how predictable irrational decision-making behaviour can be understood and how pricing strategies can be optimized on this basis.

Functions

• Managing Director Accenture Strategy (2024-heute)
• Founder and Member of the Executive Board of Vocatus AG (1999 - 2024)
• Board member of the Berufsverband Deutscher Markt- und Sozialforscher (BVM e.V.) (2012 - 2014)
• Strategy consultant Booz, Allen & Hamilton (1996 - 2000) 

Awards

• BrandEins „Beste Beratung“ (Vocatus: 2016-2024)
• KressPro Top 25 Medienberater (2020, 2023)
• ESOMAR „Research Effectiveness Award“ (2013, 2012)
• ESOMAR „Best Methodological Paper Award” (2010)
• BVM Award by the Deutschen Marktforschung „Beste Stude“ (2005, 2010)