Skip to main content
Preisarchitekten Bild: P. Lüer

Dr. Patricia Lüer

Since Feb 2026 Managing Director, Preisarchitekten
By founding the research and consulting company Preisarchitekten, Patricia Lüer consistently continues her path as a consultant and market researcher. Building on more than 30 years of professional experience across a wide range of industries – from industrial goods manufacturers and providers of IT/telecommunications services to pharmaceutical companies, insurers, and banks – she pursues her ambition to advise companies sustainably in product development, pricing, and sales.
Her aim is to make customers’ decision-making processes transparent for companies. This enables companies to better understand, anticipate, and influence customer choices. To do so, she specifically leverages insights from behavioral economics to analyze human behavior that is irrational yet not erratic, and to translate these insights into pragmatic, actionable recommendations.
Preisarchitekten Bild: P. Lüer

09/2023 – 01/2026
Horváth & Partner AG, Zurich

Senior Project Manager
Horváth is an international, independent management consultancy with more than 1,400 employees at locations across Europe, the USA, and other global markets. As a leading consultancy for transformation, performance management, and digitalization, it guides companies and public organizations to sustainable success and long-term value creation – as an enabler, pathfinder, and companion on the road to sustainable value.

03/2021 – 07/2023
intervista AG, Bern / Zurich

Director
intervista is a full-service institute for high-quality, customized market research solutions with a focus on quantitative and qualitative online research. End-to-end solutions from a single source provide reliable decision foundations based on long-standing experience, strong methodological expertise, and the use of modern technologies.

02/2014 – 02/2021
Vocatus AG, Munich / Cologne

Member of the Management Board
Vocatus is an internationally leading research and consulting company focusing on pricing and sales strategies. Its offering centers on customer-oriented pricing, marketing, and sales strategies in B2C and B2B. A key differentiator is the seamless integration of classical consulting methods with insights from behavioral economics. Since 2024, Vocatus has been part of Accenture.

02/2013 – 01/2014
YouGov Germany, Cologne

Team Lead, Financial Services
YouGov is an international data and analytics group. It operates proprietary panels in more than 55 countries with more than 29 million members worldwide. From this continuous data stream – combined with broad research expertise and industry experience – YouGov has developed a systematic research and marketing platform. In Custom Research, highly individualized market research is offered.

Further professional experience

Senior Market Research Manager, Zurich Financial Services (Zurich)

Analyst, Jupiter MMXI (London / Munich)

Senior Associate, Booz Allen & Hamilton (Dusseldorf / Munich)

Education

Certificate Program: Artificial Intelligence – Implications for Business Strategy (MIT Sloan)

Training as a Systemic Coach (St. Gallen Model)

PhD in Business Administration, Catholic University of Eichstätt-Ingolstadt (Dr. rer. pol., summa cum laude)

Research assistant and teaching assistant at the Catholic University of Eichstätt-Ingolstadt, Chair of Business Administration / Marketing

Studies in Business Administration (Marketing / Market Research; Organizational Psychology), University of Bayreuth, Germany

Studies at the University for Foreigners of Siena, Italy

Preisarchitekten Bild: P. Lüer
Asterix: Hinweis

“I am firmly convinced that many companies underestimate their customers’ price acceptance and overestimate the relevance of price in the decision context. Instead of assumptions, I rely on empirically grounded insights.

I specifically bring the company’s first customer – sales –on board. This enables organizations to achieve healthy margins with satisfied customers.”