About the Founder

Founder of MINDING LUXURY

Dr. Caroline Grauel

Dr. Caroline Grauel is a leading expert in neuroeconomics, consumer behavior, and brand strategy, with a strong focus on the luxury goods and tourism industries. She supports companies in uncovering the neural and psychological mechanisms behind purchase decisions, helping them apply these insights to create more effective brand positioning, marketing strategies, and customer experiences.

Her work emphasizes building strong brand perception in the consumer’s
brain, achieving brand congruence, and fostering long-term brand loyalty.

Caroline completed her PhD in consumer behavior and the sustainability preferences of luxury consumers at the University of Bremen, deepening her scientific expertise at the intersection of sustainability and high-end branding.

She began her career at TUI AG, supporting strategic projects in the Hotels & Resorts and Cruises divisions as an executive assistant. She then gained valuable experience in management consulting, while completing her Master of Science in Global Management & Governance, with a focus on consumer psychology and neuromarketing.

From 2022 to 2025, she was part of the Deloitte Neuroscience Institute,
where she led projects at the intersection of strategic brand consulting and
applied neuroscience. She worked with clients across industries to better
understand the drivers of consumer behavior and translate those insights
into brand innovation, UX, and customer-centric strategies.

Today, Caroline Grauel brings this experience into her own company, MINDING LUXURY, where she merges neuroscience, strategy, and luxury market expertise to help brands thrive in a fast-evolving, emotionally driven consumer landscape.