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The academy of customer centricity

Master the Art of Decoding Users to Uncover What Truly Drives Their Behaviour

Transform how you decode users and master the art of understanding their behaviours and motivations. Learn proven frameworks and practical techniques developed through 27 years of experience, empowering you to uncover insights that drive meaningful and impactful design.

Valued at 500€

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

Is this for you?

Decoding Users

  • Have you ever struggled to understand why users behave the way they do and what truly drives their decisions?

  • Do you find it challenging to uncover the deeper motivations and needs behind user actions from your research?

  • Have you wondered why some products deeply resonate with users while others fail to engage, despite the data you've gathered?

  • Do you feel stuck when trying to decode interview results or synthesise your findings into actionable insights?

  • Have you ever looked at all the data from your research and wondered, “What does this all mean?”

  • Does making sense of complex user behaviour and creating impactful, data-driven experiences feel like a puzzle you're eager to solve?

If you said YES to any of these questions, this course is for you! Whether you’re just starting or have years of experience decoding user behavior, the right frameworks can help you uncover deeper insights and elevate your approach.

By the end of this course, you’ll have the skills to interpret user data with confidence, identify motivations driving behavior, and design experiences that resonate, leading to meaningful and lasting impact.

Valued at 500€

What will you gain?

Designing Habits

  • Learn how to decode user behaviours and motivations, guiding them naturally toward positive changes that stick.

  • Gain a framework to understand and align with your users' actions, uncovering insights that create stronger connections.

  • Discover techniques to navigate behavioural challenges and steer users toward better outcomes effectively.

  • Master simple yet powerful methods to uncover the deeper "WHY" behind user decisions and actions.

  • Unlock ways to present behavioural insights compellingly, driving meaningful actions and impactful change.

Valued at 500€

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:

  • Recorded Training: The frameworks and the advanced techniques including active listening, rapport and dealing with difficult interviews, everything to master insightful interviews.
    Value: €250

  • The Decoding user sheets and Manual: All the tips, techniques and frameworks, checklists, tech stack, plus other further readings to take your level even higher.
    Value: €50

  • The BJ Fogg Framework + Method: Upgrade traditional approaches to help users adapt to better habits, design effective behavior change strategies, and present actionable insights that drive meaningful results!
    Value: €100

  • BONUS #1 - Access to the Recordings for 1 Year : Meaning you keep your access for one full year plus you get instant access to any new videos we upload to the course, keeping you up to date with all the latest advancements.
    Value: €50

  • BONUS #2 - Decoding Users Certification: One of the most desired skills is the ability to have insightful conversations with people, let your efforts stand out with certification. (You must hop on a short call to receive the certification).
    Value: €50

Valued at 500€

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9.8 Satisfaction rate

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

Don Norman

Ready to Go Beyond the Basics?

Master the psychology behind behavior and decision-making with our Consumer Psychology and Behavioral Design online course.

Combined Consumer Behaviour - Digital Self-paced Course

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€

STILL NOT SURE?

Frequently Asked Questions

Certifications?

Yes, upon completing the course you can book a call with us to make sure you understood everything, and we will get you certified right away.

Time commitment?

This course is only 12 recorded videos, that varies from 5 to 7 minutes each.

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. And we would love to hear how it improved your interviews

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 the day you purchase it and go at it on your own pace.

Support and resources?

The course includes a pack with all necessary frameworks in digital and downloadable formats.

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 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

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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