THE ACADEMY OF CONSUMER BEHAVIOUR & Innovation
Innovation fails internally long before it reaches the market.
We coach innovation teams to work across silos, reduce rework, and make defensible customer decisions together.
The Real Reason Innovation Slows Down
Most smart teams don’t struggle because they lack ideas.
They struggle because:
Time is always short.
Innovation feels risky.
Teams are boxed into silos.
There’s no shared process for how to innovate well. Challenging assumptions feels unsafe.
Staying in your lane feels sensible.
So, decisions slow down and Innovation becomes incremental at best. The true cost isn’t obvious at first.
Brands lose relevance because they move too slowly. Talented people disengage because they know they could do better work elsewhere. Some leave quietly. Others leave for good. By the time this shows up in the numbers, it’s already dangerously expensive.
Empowering Teams at
Our work is used by innovation consultancies and organisations where decisions carry real risk, talent is hard to replace, and guessing is expensive.
100% Practical
9.4 Satisfaction score
Backed by science
27+ years' experience
2800+ Students
We work with the teams doing the innovation.
We coach them to collaborate across silos, use the right process for the right problem, without slowing delivery, and make clearer customer decisions under real constraints.
The result isn’t noise or theatre.
It’s about reducing risk, better alignment, and teams confident enough to move beyond incremental improvements.
This work is grounded in 25+ years of hands-on experience with innovation teams, fine-tuned by consumer psychology and behavioural science.
It focuses on how people actually think, decide, and behave, inside organisations and in the market.
This thinking is also shaped by ongoing university-level teaching.
Most people come to this work in one of two ways.
For organisations and teams
When innovation feels slow, political, or stuck, we work directly with teams to improve how decisions get made.
This work is developed for the organisation and focused on real, live challenges.
For individual professionals
Sometimes the organisation isn’t ready yet.
The individual is!
Our online courses introduce the same thinking used with innovation teams, for professionals who want more clarity, confidence, and credibility in innovation conversations.
Changing Careers & Companies with Consumer Psychology - Blog
When Product Owners and leadership know it's time to change.
Product teams stuck reopening decisions? Use this 10-point KTC diagnostic to spot decision loops, reduce rework, and make roadmap decisions stick. ...more
Behaviour Design ,Consumer Psychology &Customer Discovery
February 03, 2026•5 min read
4 Consumer Psychology Insights for Qualitative Interviews
How do you extract customer insights from your user interviews and easily navigate the conversation without having to follow a script? ...more
Interviewing for insights
August 25, 2025•6 min read
25 Smart Questions to Ask in Interviews in 2025!
Discover 25 smart interview questions using the GRAMS Method™. Get scripts, tips & techniques to impress hiring managers and land your dream job in 2025. ...more
Interviewing for insights
July 24, 2025•10 min read
Why This Programme Works in Real Organisations
We understand the challenge of driving meaningful change in complex organisations, where the talent is there, but time, structure and clarity are not.
For over 25 years, Gary van Broekhoven has helped large organisations understand how people actually behave under real pressure, reducing risk and improving the quality of decisions that shape strategy and innovation.
His background is in behaviour design where outcomes are immediate and assumptions are tested fast, including early work designing gambling machines, where only what truly drives behaviour survives. He now applies that same rigour to help organisations unlock their people’s potential and respond effectively when markets shift.
This programme brings that experience into a practical, structured approach that works without disrupting the business.
What clients and current innovators say
The GRAMS framework is gold. It strips out the noise and focuses on what really matters in user interviews. Gary doesn’t just teach; he translates complexity into action. Super sharp, super helpful.
Never going back! Gary ran a workshop at our EO retreat and his GRAMS framework was extremely insightful to decode the customer experience for the Startups. Multiple founders are now using his GRAMS framework and are seeing impressive results!
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.
“ It’s not what they drive that counts but what drives them.”
Gary van Broekhoven
Want to know why 5000+ readers love receiving tips and latest research in the world of Consumer Psychology
Copyrights 2025 | WhatDrivesThem™ | Terms & Conditions