THE ACADEMY OF CONSUMER BEHAVIOUR
Discover What Drives Your Customers (Hint, it's not just discounts).
Practical tools, clever techniques, and easy-to-follow frameworks from the world of behavioural science and consumer psychology. Less effort, more insights.
100% Practical
9.4 Satisfaction score
Backed by science
27+ years' experience
2800+ Students
We humans are a curious bunch.
We spend ages deciding what to binge-watch next, yet barely a moment choosing which brand to trust. Strange, isn't it? Welcome to the fascinating quirks of consumer psychology.
At What Drives Them, we've sussed out exactly what's going on inside your customers' heads. By mixing our own proprietary tools with tried-and-tested techniques, loved and used daily by thousands of marketers, product managers, entrepreneurs, and designers, you'll turn head-scratching confusion into eyebrow-raising clarity.
No more endless meetings trying to figure out customer behaviour. No more expensive gambles. Just simple, proven techniques that make understanding your customers feel like a walk in the park.
Whether you're looking for a lively masterclass, an engaging workshop, or a self-paced course, our methods gives you an unfair advantage. (That AI can't give you).
Ready to upgrade your insights and boost your bottom line?
Check out our masterclasses, browse our courses, or just drop us a line. Understanding customers isn't rocket science, but the rewards can certainly feel astronomical.
Begin Your Journey Here!
Whether you're a marketer tired of vague personas or a designer craving clear insights, you won’t find death-by-PowerPoint here. Our lessons are lively, practical, and packed with the kind of "aha!" moments that'll make you annoyingly interesting at dinner parties.
Popular Starting Point
Masterclasses
Bite size Consumer Psychology and Behavioural Design.
Gain practical skills that give you a competitive edge in your industry.
See how this highly desirable skillset can enhance your career and become a leader in your field.
Become Brilliant at Understanding What Makes Your Users Tick!
Get instant access to clever, practical strategies, simple frameworks, and easy-to-follow techniques to nail insightful interviews, decode user behaviours, and effortlessly design habits your customers actually want.
Consumer Psychology and Behaviour Design: Live Online Courses
Know their WHY, Design their HOW – Change The World Edition!
Want to stand out as a behavioural expert, without the dull lectures? Join our popular live cohort sessions, designed specifically for professionals who love clear insights and practical skills. You'll quickly master powerful frameworks and proprietary techniques alongside likeminded peers, turning deep conversations into real-world results.
Next Cohort on the 27th of May 2025
Empowering the team?
Imagine your teams effortlessly speaking your customers’ language, equipped with simple, powerful frameworks to shift behaviours, smash silos, and transform experiences—not just for your customers, but for your whole workplace too. (Warning: might actually make Mondays enjoyable.)
Trusted by TEAMS AT
“The next big thing is not AI, it’s the understanding of people.”
Don Norman
Companies that use behavioural science outperform their peers by 85% - Gallup Analytics
Our training and courses are designed to bring as much real-world application for everyone who wants to get a deeper understanding of how customers, users, staff, patients etc. make decisions and how we can help them achieve better behavioural outcomes.
These courses are designed to be fun, easy to grasp and immediately applicable.
Designed for:
CXO’s
Marketers
Innovators
Researchers
Service Designers
Product Managers
User Experience Designers
Founders, CEO’s and Executives
Customer & Employee Experience Professionals
Gary van Broekhoven - 27 years started with an unexpected twist
My career in consumer psychology and behaviour design began with an unexpected twist: designing gambling machines, unknowingly for the French Mafia. This unique start fuelled a journey of over 25 years, leading me to uncover the depths of consumer behaviour mixed with both design and marketing. Along the way, I've transformed insights into actionable successes for global brands and leading consultancies in a wide range of industries.
Now, I'm turning my focus to teams and individuals.
Through bespoke training, I'm sharing the same advanced techniques that I do with students at prestigious universities such as ESADE, IESE, and Harbour Space.
My goal? To equip you with the knowledge about your users and the tools to deliver exciting customer experiences, solidifying your competitive edge and propelling your business and your career forward.
What clients and students say
Maria Victoria - Head of CX and Behavioural Psychologist
A passionate professional, Gary's “learning by doing” approach transforms any working session into a continuous learning experience for both coworkers and clients. His ability to apply real life examples to tackle different challenges, along with his extensive understanding of tools and processes, gives him the ability to effortlessly transform raw data into actionable insights and innovative solutions. An inspiring mentor to learn from and fantastic person to work with!
David - Head of Design
Gary is, without a doubt, one of the people I learned the most from in my entire design career. I worked with Gary for multiple years now in different capacities, not only leading together digital transformation and innovation-driven initiatives for global clients but also leading cross-functional, cross-location teams together.
Lillian - UX Designer
Gary is definitely one of the best professors I’ve had in my academic career. I feel like his passion and energy made the experience beyond enjoyable. Wish he’d have more classes. Gosh I can’t remember listening so actively to anyone that wasn’t an actor in Game of Thrones. He’s a star!
What previous clients say
Maite - Design Strategy
Not only the content was very interesting and applicable, but the session itself had a super clear and engaging structure.
In fact, it is so applicable that I have already absorbed the content and used it in a Design Sprint session with the team.
Simon - Experience Lead
Gary's GRAMS framework- a structured and rapid way of running and decoding user interviews has become the de facto standard within our office
Olga - UX researcher
I would like to thank you for today's lecture. Not only was the theory very interesting and clearly presented, but the opportunity to try it out immediately with afterward's commentary was extremely beneficial! I could openly tell you that it was the most interesting lecture I've seen throughout the year.
“ It’s not what they drive that counts but what drives them.”
Gary van Broekhoven
What Drives Them
Roc Boronat 117
Barcelona, Spain 08011
garyvb @ what drives them . com
Hours
Monday - Friday
10am - 6 pm
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