The academy of customer centricity
Master Insightful Interviewing Technqiues with Users and Stakeholders
Transform how you conduct interviews and master the art of insightful, actionable conversations with users and stakeholders. Learn the proven frameworks and effective techniques developed over 27 years of field experience, taking your user interviewing skills to the next level.
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?
Interviewing Users
Before an interview, have you ever found yourself wondering what to ask to get the best insights?
Do you find yourself writing long lists of questions and lucky to have even half of them answered?
When the interviewee speaks, do you find yourself looking for the next question instead of actively listening?
Have you had an awkward or difficult moment in the interview and wondered what to do next?
Ever ran out of time and missed one of the really important questions?
Every looked at all your data and wondered - What does it all mean?
If you have said YES to any of the questions, then this is for you! - It doesn't matter how many years you've been interviewing customers, the right frameworks can upgrade your game.
By the end of this course, you will finally get the answers you need to Establish Rapport, know what to ask next and be able to make sense of your data quickly and easily.
Valued at 500€
What will you gain?
Interviewing Users
Learn how to quickly create an atmosphere where the interviewee feels comfortable to speak openly.
Have the framework to know what to ask both before and during the interviews.
Learn the techniques to control the interview, even things don't go to plan.
Master some powerful yet simple techniques and questions that uncover the deep "WHY".
Uncover one of the most powerful ways to synthesise and present your insights making it more meaningful and memorable.
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: €250The Interviewing + Decoding Manual: All the tips, techniques and frameworks, checklists, tech stack, plus other further readings to take your level even higher.
Value: €50The GRAMS Framework + Method: Upgrading outdated industry frameworks helping you to better plan and run your interviews, interview guides and also decoding and presenting your insights!
Value: €100BONUS #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: €50BONUS #2 - GRAMS Certification: One of the most desired skills is the ability to have insightful conversations with people, let your efforts stand out with certification from the creators of the GRAMS Method. (You must hop on a short call to receive the certification).
Value: €50
Valued at 500€
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
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
garyvb @ what drives them . com
Hours
Monday - Friday
10am - 6 pm
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