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.
Start with our flagship course in Consumer Psychology and Behaviour Design – a complete, immersive journey that will empower you to make a real impact.
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.
In fact, it is so applicable that I have already absorbed the content and used it in a Design Sprint session with the team.
Erika Hall
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?
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?
Struggle to understand the “why” behind decisions?
Feel like you’re missing what truly drives users?
Need tools to uncover hidden behaviours and motivations?
Tired of generic user personas that lack depth?
Want to focus on behaviours, not just demographics?
Need to map motivations that drive real action?
Want to build habits that truly stick?
Struggle to spot why habits fail or succeed?
Need practical steps to design habits for lasting change?
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
Don Norman
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!
“ 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
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Monday - Friday
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