Kai-Markus Mueller is Director of Pricing Research at the international consumer neuroscience agency Neurensics in Amsterdam. He is also Professor of Consumer Behavior at HFU Business School in Schwenningen, Germany. His core areas of expertise and research are the impact of psychology and neuroscience on pricing decisions and the perception of prices. Kai masterminded the development of NeuroPricing™, a research tool ultimately acquired by Neurensics that uses EEG brain scans to analyse a consumer's willingness to pay. Previously, he worked for several years as a start-up entrepreneur, as a pricing consultant with global management advisors Simon-Kucher & Partners, and as a neurophysiologist at the National Institute of Health in Bethesda, MD. He holds a PhD in neuroscience.

Gabriele Rehbock has over 30 years of experience in industrial sales, marketing, and management. As a top executive in the fragrance division of the Firmenich Group, one the leaders in the fragrance and flavour industry, she worked closely with a variety of customers – from multinationals to mid-size companies – in the United States, Europe, and Asia. The account teams she personally recruited and trained have earned numerous industry awards for outstanding performance. The very nature of this industry confronts salespeople with a major challenge: how to sell a product that the customer cannot see or touch, only smell. Her experiences gave her a nuanced understanding of the cultural differences that influence negotiations. As a consultant for B2B sales strategies, she now shares her expertise worldwide with clients in diverse industries.