The academy of customer centricity

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

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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

Who Will Benefit from This Course?

Designers:
Create user experiences that understand the underlying motivations and behaviors, ensuring your designs resonate with users and drive lasting transformation.
Product Managers:
Make confident, data-driven decisions by decoding the habits and behaviors behind user actions, ensuring the right features and changes are prioritized for maximum impact.
Marketers:
Craft campaigns that tap into the deeper motivations of users, driving habit formation and customer loyalty, while optimising marketing spend and effectiveness.
Researchers:
Decode the core behaviors and habits of your users to uncover insights that inform better decisions and future product development, making your research more impactful.
Innovators and Entrepreneurs:
Develop products and services that nurture long-term user habits, setting the stage for sustainable success, loyal customers, and reduced risks.

Ready to future-proof your career and elevate your impact?

What will you gain?

Decoding Users

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.

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 Users 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

9.8 Satisfaction rate

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

Don Norman

What our students say

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.

Frequently Asked Questions

Certifications?

Yes, for those who submit a project, a certificate of Mastery is available.

Time commitment?

Expect to invest 20 hours on the recorded video, we also advice that you take the time for each topic and try to apply to a real-life project that you are working on.

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, or personal 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 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 right-away.

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

Can this be passed as business expense?

As a registered company, we provide invoices, allowing you to claim this as a business expense.

Support and resources?

The course includes a pack with all necessary frameworks in digital and downloadable formats. As well as one consultancy session that we recommend you book after you have watched all the materials, so you can ask any questions you might have.

Any plans for companies?

Custom plans are available for companies and teams. Contact [email protected] for details.

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.”