FROM THE ACADEMY OF CUSTOMER CENTRICITY
Become a leader in Consumer Behaviour
Learn the techniques and frameworks used by the world's leading brands to gain an unfair advantage in both Product and Marketing.
Join us in our upcoming live online courses on consumer psychology and behaviour design and learn how to decode user behaviour and design experiences based on behavioural science.
Trusted by teams at
“Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.”
Don Norman
Introducing Our Consumer Psychology & Behaviour Design Courses
Whether you are in Product or Marketing, I'm going to share with you the exact frameworks and techniques I've been using over
the last 27 years with global brands and innovation consultancies to give them a competitive advantage. This know-how has significantly helped them de-risk their decision-making and create more meaningful experiences. Each module focuses on a core topic area, Consumer Psychology - Decode their WHY, and Behaviour Design - Design their HOW.
Find out which is best for you.
27+
Years of Experience
2800+
Global Students
9.8/10
Verified Score
Consumer Psychology Course
Consumer psychology focuses on understanding the why behind customer actions, what drives their decisions, emotions, and preferences.
By mastering these principles, you'll gain insights into the deeper motivations and barriers that shape consumer behaviour.
This knowledge equips you to guide your team in de-risking your decisions, making sure that they align with customer needs, improving product-market fit and strategic impact.
Behaviour Design Course
Behaviour design is about the how, the practical application of psychological principles to influence and shape user actions.
It's a toolkit for crafting interventions, habits, and experiences that drive desired outcomes, from increasing user engagement to improving service flow.
With this expertise, you'll lead your team in implementing actionable strategies that not only meet goals but also create seamless, meaningful user experiences.
Combined Consumer Behaviour - Digital Self-paced Course
For those of you who can't wait to get stuck in and benefit from all the frameworks and techniques to understanding consumer behaviour and designing better experiences.
This is the same course as the others except without the live classes or consulting sessions.
*If you later decide you want to join the live cohort, just send us an email and we'll help you.
Find out which course is right for you
What Previous Students Say
Shun Lai - Digital Marketing
As a digital marketer, I’ve learned how important it is to understand why people make certain choices.
Whether you’re in marketing or design, knowing a bit of psychology helps you connect better with your audience.
Thank you, Gary, for your kindness and support. You are truly an energetic teacher, and I’ve learned so much from you!
Khoon Sint May - Entrepreneur
I want to extend my sincere gratitude to Gary for his engaging lessons on consumer behavior in Module 4. His expertise in psychology and the intriguing world of consumer decision-making has truly enhanced our learning experience. Thank you for your kindness and support throughout this journey!
Nyi Myat -Communications Consultant
What I learned wasn’t just for marketing. It’s impacted my personal life and how I design my courses as an instructor too. Everything I've learned is installed in my brain and will flow through me to others!
Thank you, Gary! Learning from you about what drives people has left me with only one question to answer: What drives me as a person?
Meet Your Coach
Gary van Broekhoven
Consumer Psychologist and Behaviour Designer.
Nominated for the Master Teacher of the Year Award 2024 Harbour Space University.
Behaviour Designer, Consumer Psychologist, and University Lecturer, Gary has an extensive portfolio with 200+ projects across various sectors, including NASA, American Express, and Disney and has spent many years working in healthcare and with innovation consultancies.
His innovative GRAMS framework is now a benchmark in academic circles and consultancies.
Gary is devoted to imparting his expertise to individuals and teams, enabling others to create truly valuable experiences.
What Clients Say About Gary
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.
“The human mind does not run on logic no more than a horse runs on petrol.”
Rory Sutherland
Putting you in the top 1%
DESIGNED FOR
Researchers
Marketers
Innovators
Service Designers
Product Managers
User Experience Designers
Founders, CEO's & Executives
Customer & Employee Experience Professionals
These courses are designed to bring as much real-world application for everyone who wants to gain 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.
When you're ready, book a call and find your best match!
Find out which is best for you
Consumer Psychology and
Behaviour Design Package
These courses blend self-paced lessons with LIVE online group tutorials.
Youll learn the core principles that shape all user behaviour and develop new skills in building psychology-driven products and campaigns.
Find Your Match!
Consumer Psychology & Behaviour Design Combo
All-in
8 weeks + bonuses!
Starting 14th of January
Included as standard: All the digital self-paced videos in Consumer Psychology & Behaviour Design.
Fully decked: Complete set of documented frameworks with explanations, history and step by step guided templates. - Both modules.
Nothing Like YouTube or AI: 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
Never miss out: All classes are recorded, so you can catch up anytime.
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. Value: 2000€
Bonus 01 - When life throws you lemons: Sometimes life gets in the way and you need to take a pause. now you can freeze at any point along the module and re-join where you left off but in the next cohort, guaranteeing you get the max out of your investment.
Bonus 02 - 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 Psychology and Behaviour Design - 1000€
Bonus 03 - Limited time offer: This is the big one! Extended +11 months (12 months in total) live weekly group consulting, join our Wednesday consulting group sessions as many times as you want, where you can ask specific questions making sure your new knowledge stays fresh and relevant. Value 10,000€
Complete package value 17,500€
For the low price of 3,750€
Consumer Psychology
Decode their WHY
4 weeks + bonuses!
Starting 14th of January
Included as standard: All the digital self-paced videos in Consumer Psychology helping you decode your users WHY in new ways, de-risking your decision making and giving you a leading edge in the market.
Fully decked: Complete set of documented frameworks with explanations, history and step by step guided templates.
Nothing Like YouTube or AI: 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
Never miss out: All classes are recorded, so you can catch up anytime.
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. Value: 2000€
Bonus 01 - When life throws you lemons: Sometimes life gets in the way and you need to take a pause. now you can freeze at any point along the module and re-join where you left off but in the next cohort, guaranteeing you get the max out of your investment.
Bonus 02 - 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 Psychology - 500€
Bonus 03 - Limited time offer: This is the big one! Extended +11 months (12 months in total) live weekly group consulting, join our Wednesday consulting group sessions as many times as you want, where you can ask specific questions making sure your new knowledge stays fresh and relevant. Value 10,000€
Complete package value 14,000€
For the low price of 2,500€
Behaviour Design
Design their HOW
4 weeks + bonuses!
Starting 11th of February
Included as standard: All the digital self-paced 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.
Fully decked: Complete set of documented frameworks with explanations, history and step by step guided templates. - Both modules.
Nothing Like YouTube or AI: 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
Never miss out: All classes are recorded, so you can catch up anytime.
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. Value: 2000€
Bonus 01 - When life throws you lemons: Sometimes life gets in the way and you need to take a pause. now you can freeze at any point along the module and re-join where you left off but in the next cohort, guaranteeing you get the max out of your investment.
Bonus 02 - 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 Behaviour Design - 500€
Bonus 03 - Limited time offer: This is the big one! Extended +11 months (12 months in total) live weekly group consulting, join our Wednesday consulting group sessions as many times as you want, where you can ask specific questions making sure your new knowledge stays fresh and relevant. Value 10,000€
Complete package value 14,000€
For the low price of 2,500€
Digital Combo
I want it now, Self-paced, 20 hours
For those who can't wait to get stuck in and benefit from the frameworks and techniques to understanding Consumer Behaviour and designing better experiences. This is the same course as the others except without the live classes or consulting sessions. if you later decide you want to join those, just send us an email and we'll see what we can do to help :)
Fully decked: Complete set of documented frameworks with explanations, history and step by step guided templates.
Bonus 01 - 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 - 1000€
Instant Access value 1000€
For the low price of 500€
Find out which course is best for you
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, no problem. You can get a refund anytime.
No phone calls, no hassle. Just Send us an email, and we will refund you right away
What Previous Students Say
Mariam - UX Researcher
This course 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, I have learnt a lot
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.
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.
What's The Alternative?
Your other options.
If you’re thinking of joining but still evaluating other options, here are some of the closest alternatives:
Psychology Books
We’re all for reading, but with countless psychology books out there, it could take years just to cover the basics. The catch? Most of them leave you stuck trying to bridge the gap between theory and practice.
Psychology Degree
Education is valuable, but let’s face it—it’s often costly and time-consuming. Most degrees take 2+ years and fall short when it comes to real-world, practical skills. Some of our students already have psychology degrees! (It's not a requirement).
Consultant / Agency
Some consultants can give your business a quick boost, but it’s a short-term fix. Empowering your team with consumer psychology & behaviour design skills delivers lasting impact at a fraction of the cost.
Workshops
Workshops have gained popularity over the past decade, but their brevity often limits depth and psychology-focused insights. You might walk away with a nice certificate, but you’re left with generic tactics that barely scratch the surface.
Find out which course is best for you
STILL NOT SURE?
Frequently Asked Questions
Certifications?
Yes, upon completing the course and live sessions, you will receive a certificate of completion. For those who submit a project, a certificate of Mastery is available.
Time commitment?
Expect to invest 4-5 hours per week, with flexibility in how you distribute your time. Most students complete the course within the 6-7 weeks.
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, personal project or university 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 the 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 on the day the course starts, this allows everyone to start in the same place. Once it has started, you can go at your own pace, although the live sessions will prioritised the subjects of that week.
Support and resources?
The course includes a pack with all necessary frameworks in digital and downloadable formats, live weekly Q&A sessions, and additional resources for continuous support.
Can this be passed as business expense?
As a registered company, we provide invoices, allowing you to claim this as a business expense.
Any plans for companies?
Custom plans are available for companies and teams. Contact [email protected] for details.
What´s the difference between the 2 certificates?
Completion is focused on completing the recorded lessons and having attended the live sessions. Mastery is delivering a project (can be work, university or personal project) and we spend time going through it and discussing your decisions.
What happens after I pay?
After you pay you receive your invoice, as well as your login instructions, and Calendar invite where you will have all the timings for the class and consultancy hours.
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
garyvb @ what drives them . com
Hours
Monday - Friday
10am - 6 pm
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