What Drives them Logo

Transform How You Understand and Influence Behaviour

Empowering you to decode, understand, and design for customers—on their terms.

The Academy of Customer Centricity

Learn the proven strategies and tools that professionals in UX, product design, and marketing use to drive meaningful results. Master the art of consumer psychology and behaviour design to create experiences that truly resonate with your audience.

Ready to take the leap?

Start with our flagship course in Consumer Psychology and Behaviour Design – a complete, immersive journey that will empower you to make a real impact.

Not Ready for the Full Course? Start Small.

Interviewing Users: Master the art of insightful conversations.

Decoding Users: Uncover the "why" behind user actions.

Behavioral Personas: Build user personas based on behaviours and motivations—not demographics.

Designing Habits: Craft behaviours that stick, using the power of habit formation.

Start building customer-centric skills today.

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

Choose your journey

Dive into the flagship course for a complete transformation.

Consumer Psychology & Behaviour Design Course

26 recorded lessons - 20 hrs of immersive learning

  • Have you ever wondered why some products thrive while others struggle, despite similar features?

  • Do you find yourself creating solutions without fully understanding what truly drives user behaviour?

  • Have you struggled to connect the dots between user actions and their deeper motivations?

  • Ever felt like you’re guessing when designing for impact rather than following proven strategies?

  • Do you wish you had a reliable framework to decode behaviour and create solutions that resonate?

  • Have you looked at your product’s performance and thought –

    How can I make this more meaningful to my users?

OR

Start small with a mini-course that fits your immediate needs.

Interviewing Users

12 recorded lessons

  • Unsure what to ask for the best insights?

  • Missed key questions or ran out of time?

  • Struggle with awkward moments or active listening?

  • Overwhelmed by your data with no clear meaning?

Decoding Users

  • Struggle to understand the “why” behind decisions?

  • Feel like you’re missing what truly drives users?

  • Need tools to uncover hidden behaviours and motivations?

Behavioural Personas

  • Tired of generic user personas that lack depth?

  • Want to focus on behaviours, not just demographics?

  • Need to map motivations that drive real action?

Habits by Design

  • Want to build habits that truly stick?

  • Struggle to spot why habits fail or succeed?

  • Need practical steps to design habits for lasting change?

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

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

Don Norman

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.

“ 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

Copyrights 2024 | WhatDrivesThem™ | Terms & Conditions