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Consumer Psychology and Behaviour Design

Mastering User Research: A Light-Hearted Guide to Understanding What People Really Want

Mastering User Research: A Light-Hearted Guide to Understanding What People Really Want

Mastering User Research: A Light-Hearted Guide to Understanding What People Really WantGary van Broekhoven
Published on: 01/05/2025

A conversational, practical guide to mastering user research, from interviews to insights, tailored for designers, product folks, and marketers. Learn how to do it right (and enjoy the process).

Behaviour DesignConsumer PsychologyCustomer Discovery
Understanding the Basics of Grounded Theory

Understanding the Basics of Grounded Theory

Understanding the Basics of Grounded TheoryGary van Broekhoven
Published on: 28/04/2025

Learn the basics of Grounded Theory and how to apply it to UX, service design, product ownership, and marketing. Uncover real insights by letting your users’ stories shape your strategy.

Consumer PsychologyCustomer Discovery
How to Make Focus Groups Actually Work

How to Make Focus Groups Actually Work

How to Make Focus Groups Actually WorkGary van Broekhoven
Published on: 25/04/2025

Learn how to make focus groups work for user research. Discover the pros, cons, and practical tips to gather rich insights and design better experiences.

Behaviour DesignConsumer PsychologyCustomer Discovery
Stop Walking in Your Users’ Shoes

Stop Walking in Your Users’ Shoes

Stop Walking in Your Users’ ShoesGary van Broekhoven
Published on: 24/04/2025

Empathy matters in UX, but is walking in your users’ shoes enough? Discover why behavioural design, psychology, and AI can take your UX strategy from decent to truly insightful.

Behaviour DesignConsumer PsychologyCustomer Discovery

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

Gary van Broekhoven

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