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The academy of customer centricity

Understand What Drives People—and Design Better Products, Services, and Experiences

Master the science of human behaviour to create solutions that resonate, engage, and stick.

Unlock the science of Consumer Psychology and Behavioral Design. Gain the skills to understand your users on a deeper level, design experiences that matter, and de-risk decision-making by grounding your strategies in proven principles of human behavior.


Transform guesswork into confidence. Whether you’re designing, building, marketing, or researching, this flagship course equips you with actionable frameworks to make smarter, more informed decisions that drive results.

Ready to future-proof your career and elevate your impact?

Valued at 1750€

27+

Years of Experience

2800+

Global Students

9.8/10

Verified Score

Trusted by teams at

What Recent Students Say

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

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.

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.

"If you don’t ask, you don’t get. The best insights often come from the simplest questions. User research is not about answers, it's about discovering the right questions."

Erika Hall

Who Will Benefit from This Course?

  • Designers:
    Create user experiences that resonate deeply by applying proven psychological principles while reducing the risk of design decisions that miss the mark.

  • Product Managers:
    Make smarter, data-driven product decisions with confidence by understanding what truly motivates your users, de-risking feature prioritization and development.

  • Marketers:
    Craft campaigns that connect emotionally and drive action, ensuring your marketing efforts hit the right notes and reduce wasted resources.

  • Researchers:
    Decode user behavior with precision and uncover the "why" behind the data, enabling more impactful insights and confident stakeholder recommendations.

  • Innovators and Entrepreneurs:
    Design products and services that people love, ensuring long-term success, loyalty, and a reduced risk of costly missteps.


Ready to future-proof your career and elevate your impact?

Valued at 1750€

What will you gain?

Interviewing Users

  • Understand the key psychological principles that drive human behavior and decision-making.

  • Master frameworks to uncover and address the real motivations behind user actions.

  • Learn practical techniques to predict and influence customer behavior with confidence.

  • Design experiences, products, and services that align with natural human tendencies.

  • Gain tools to de-risk decision-making by applying proven behavioral insights.

  • Build a deep connection with your audience, ensuring your work resonates and creates impact.

  • Confidently analyze and decode behavioral data to uncover actionable insights.

Valued at 1750€

TRY IT RISK FREE

100% Money Back Guarantee

Remember, you do not have to say YES right now. You only have to say MAYBE.

Start the course and if you decide it´s not for you at any time, no problem.

You can refund yourself anytime. No phone calls, no hassle. Just Send us an email, and we will refund you right away

Meet Your Coach

Gary van Broekhoven

Recently, I was honoured with a nomination for the 2024 Master Teacher of the Year Award by Harbour Space University!

But..

When I first ventured into research, I’ll admit, I wasn’t very good. I believed that conducting customer interviews was all about rigidly following the process and "walking in their shoes" without much deeper insight.

My “soft skills” were more like blunt instruments, lacking finesse.

However, during my 27 years as a consumer psychologist and behavioural designer, interviewing people from all walks of life, I’ve discovered what consistently works.

I’ve led global teams across multiple industries including healthcare, finance, transport and the toy industry, completing over 200 projects for major brands like NASA, Disney, and American Express.

Today my GRAMS and NOREX frameworks have become benchmarks in academic and innovation circles, and now I’m eager to share with you everything I know that get's you actionable insights from your interviews!

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!

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!

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.

When you Access The Course Now!

What is included when you sign up:

Self-paced, 20 hours

  • Recorded Training: All the digital self-paced videos in consumer behaviour helping you decode your users WHY in new ways, de-risking your decision making and giving you a leading edge in the market. As well as videos in behaviour design helping you design your users HOW based on the latest in behavioural science, de-risking your decision-making and giving you a leading edge in the market.
    Value: €500

  • Fully decked: Complete set of documented frameworks with explanations, history and step by step guided templates. - Both modules
    Value: €250

  • One consultancy session: 1 Live online where we can discuss any topic making sure you are confident in your new skills and that is stays relevant to your industry.
    Value: €250

  • BONUS #1 - Access to the Recordings for 1 Year : Meaning you keep your access for one full year.
    Value: €250

  • BONUS #2 - No FOMO: The industry is evolving but we don't want you to miss a beat, for a limited time only, we are offering you 12 months of future online video trainings (and there's a lot in the pipeline), stay updated on the latest movements in Consumer Behaviour
    Value: €500

Valued at 1750€

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9.8 Satisfaction rate

Prefer Live sessions!

Join the waitlist for our next cohort in consumer psychology & behaviour design

where you will also get

  • Live and interactive online group classes 2x per week Where we go into much more detail into each topic and framework.

  • Community: One of the things students love is all the break-out room sessions helping them meet fellow ambitious peers

  • Consultancy sessions: Live online 1x per week where we can discuss any topic making sure you are confident in your new skills and that is stays relevant to your industry.

  • Never miss out: All classes are recorded, so you can catch up anytime.

Please notify me as soon as the course dates are released! - You can unsubscribe at any time.

“The next big thing is not technology. It’s the understanding of people.”

Don Norman

What our students say

I learnt that it is very important to gain a psychological and sociological perspective at the beginning of the entrepreneurial path. Gary did not leave any point unclear. It was a great and effective course in a compact way.

This class has been my favorite since I started studying ever. I loved everything about it, and I feel sad that it's over. I would've loved it if all classes were this enjoyable and instructive. Truly, one of my best experiences ever.

Gary is a phenomenal instructor, the way he utilizes human behavior to manage his class is great, the stories about his past clients and how other businesses use consumer behavior to understand their consumers and how they behave. This was by far the most interesting class I have ever taken.

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!

The class is important for most of us who worked in marketing since we were taught how to use psychology in marketing. The course is interesting and sort of lays the foundations for many more to come.

Gary is great, and the way he delivers the class is fun and easy to follow. He clearly understands and is able to guide all students. I love his class!

Inspiring teacher that make his students love to attend and participate in his class.

Gary was very good at explaining consumer behavior in the simplest way possible.

Gary makes the topic interesting, and he makes sure everyone fully understands it. While trying to make the class as interactive as possible. It is one of the best courses I have taken throughout my education.

I love the practical examples that the course exposed us to. Gary really touched a lot of things when explaining the course, the examples he gave us were awesome and I learnt a lot.

The way Gary presented the subject is very clear and made me understand the concepts easily. I liked learning about each of the theories.

Gary truly cares about his profession. He is so knowledgeable, very kind and always there to answer all of our questions. I would like to thank him for such a wonderful module.

Recalling my past knowledge about consumer behaviors and psychology lessons... now Gary matched them up, mixing all the materials to hit a bigger target in analysing how consumers react, purchase, and response from those aspects.

Very interesting concepts that are important for us to understand consumer (and our own) psychology and behavioural patterns better. Gary focuses less on textual learning and more on class participation and discussions.

I liked that the theories are used in our daily life practise. The course was eye-opening regarding how marketing strategies strongly leverage the behaviours of the consumers, and it is really helpful.

I am glad this course focuses on the learning process and rather the understanding of how relevant it is to your work while discussing how you apply it to our own cadence.

Frequently Asked Questions

Certifications?

Yes, for those who submit a project, a certificate of Mastery is available.

Time commitment?

Expect to invest 20 hours on the recorded video, we also advice that you take the time for each topic and try to apply to a real-life project that you are working on.

Course Work?

No mandatory coursework or final exams. We recommend applying lessons directly to your projects for personalised feedback.

Is there a final exam or deliverable?

No exam, but it’s important that you really get the most from this investment in yourself. Students enjoy and get more out of it by applying the lessons directly to their work, or personal project. They then hand that in and I can give better feedback. - this is what we highly recommend.

Previous Knowledge in Psychology?

No prior psychology knowledge is required, making this course suitable for all levels.

If I chose one of the courses, and decide that I want to join the other one as well, can I claim a discount offer?

Yes, you can! You can contact us and we will give a special code, to purchase the other course at a discount to match the discounted offer.

If I sign up today, when can I start?

You can access all the videos and training material right-away.

What happens after I pay?

After you pay you receive your invoice, as well as your login instructions, where you are able to access the course instantly

Can this be passed as business expense?

As a registered company, we provide invoices, allowing you to claim this as a business expense.

Support and resources?

The course includes a pack with all necessary frameworks in digital and downloadable formats. As well as one consultancy session that we recommend you book after you have watched all the materials, so you can ask any questions you might have.

Any plans for companies?

Custom plans are available for companies and teams. Contact [email protected] for details.

If I start it and decide that it's not for me?

We offer a 100% refund policy if the course doesn’t meet your expectations.

Still not sure?

Questions? Or perhaps you just want to get to know your professor, no problem, just click on the link on this page to hop on a zoom call and we can answer all your questions.

“ It’s not what they drive that counts but what drives them.”

Gary van Broekhoven

What Drives Them

C/Valencia 127

Barcelona, 08011

Email


garyvb @ what drives them . com

Hours

Monday - Friday

10am - 6 pm

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