Ian Hersberger

Luca is our expert in behavioral economics and has been advising companies and institutions for around 15 years on how to successfully assess value among their target groups and influence behavior. He brings his extensive experience in evidence-based positioning and the practical application of behavioral economics insights to drive preference, loyalty, and willingness to pay.

Prior to his role as Executive Advisor, Luca worked at FehrAdvice & Partners for over a decade, most recently as CEO and Managing Partner. There, he led the operational management and advised leading international companies in the banking, retail, and insurance sectors, as well as public institutions.

With his solid academic background in economics, history, and political science, which he acquired at the University of Zurich, Luca combines academic depth with practical consulting. His keen sense for strategic issues, coupled with strong leadership and consulting skills, makes him a valued partner in the development of successful and differentiated solutions.