Several images of professionals applying what they have taken in the diploma in their work spaces

UNIQUELY COMBINING CONSUMER PSYCHOLOGY AND BEHAVIOURAL DESIGN INTO ONE COURSE

Know What Drives Your Customers And How To Ethically Change Their Behaviour

  • Advance your career in Product or Marketing

  • Stand out as a leader in innovation by knowing more about your users than your competitors do

  • In a world of AI, have the missing skill to make better decisions and create meaningful experiences for your customers

9.4 Satisfaction rate

Combined Course In Consumer Psychology and Behaviour Design

Is This For You?

Employers want it, the market needs it but few have it!

The course is designed to bring as much real-world application for everyone who wants to get a deeper understanding of how customers, users, staff, patients etc. make decisions and how we can help them achieve better behavioural outcomes.

These courses are designed to be fun, easy to grasp and immediately applicable.

Designed for:

  • CXO’s

  • Marketers

  • Innovators

  • Researchers

  • Service Designers

  • Product Managers

  • User Experience Designers

  • Founders, CEO’s and Executives

  • Customer & Employee Experience Professionals

Trusted by teams at

What Fellow Students Say

★★★★★

  • 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.

  • 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.

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Consumer Psychology and Behaviour Design Course

This course blends self-paced lessons with LIVE online group sessions.

You'll learn the core principles that shape all user behaviour and develop new skills in building psychology-driven products and campaigns.

Course Overview

Consumer Psychology & Behaviour Design Course

A Professional woman and Man, discussing together their findings to build better products/campaigns

What You Will Learn

UNDERSTAND THEIR WHY, DESIGN THEIR HOW

Gain insights into what drives your customers' choices and how to leverage this knowledge to enhance your strategies

Decode Consumer Behaviour

  • Master techniques to understand and predict customer choices.

  • Apply advanced segmentation methods to target your audience with precision.

Create Emotionally Engaging Experiences

  • Design experiences that build deep emotional connections, driving engagement and loyalty.

  • Implement proven methods from successful applications to influence behaviour.

Master Behaviour Change Ingredients

  • Dive into proven theories of motivation and dispel the ones that don´t!

  • Understand cognitive processes to design compelling products.

Habit Formation Techniques

  • Develop products that naturally encourage positive habits.

  • Understand how to hack routines helping your users achieve the desired results.

Embed Into Your Business

  • Prioritise user well-being with ethical design practices.

  • Integrate these methods seamlessly into your current processes.

Enhance Research Skills

  • Conduct user interviews and consumer research to discover critical insights.

  • Develop detailed consumer behavioural personas based on psychological drivers.

Course Structure

Live Sessions are every Tuesday and Thursday 90 minutes each.

Start date: Tuesday 16th July 2024

Schedule

  • Week 1: Why We Buy, Culture, Research Methods,

  • The process and how to adapt to your existing processes

  • Week 2: Qualitative Research, Decoding Insights,

  • Behavioural Persona Mapping.

  • Week 3: Behaviourism, Motivation,

  • Evolutionary Psychology + Consumerism

  • Week 4: Principles of persuasive design,

  • Presenting Insights, Stakeholder Management

  • Week 5: Behavioural Economics,

  • Designing Habits

  • Week 6: Ethics, Gamification,

  • Deceptive Design

Course Package

What’s Included

  • 10 Hours of on-demand Consumer Psychology lessons

  • 18 Hours of on-demand Behaviour Design lessons

  • 6 Weeks of live group training

  • Comprehensive workbook and templates

  • Personal feedback from Gary van Broekhoven

  • Community support and Certificates of Completion/Mastery

Bonus

  • One-on-one mentoring sessions to tackle any challenges relating to understanding and designing user behaviour.

  • Went on holiday and need to catch up. The opportunity to do the missing classes in the next cohort making sure you get the course.

  • All video classes and class recordings are available for the next 12 months.

What’s It Like to Take This Course?

Imagine an engaging learning experience where theory meets real-world practice. This course isn’t about endless PowerPoint slides; it’s dynamic and interactive. You’ll dive into hands-on activities, debates, and role-playing, making the concepts come alive.

Real Experiences

I share personal stories from my work with various industries, ensuring you learn techniques that work in real scenarios. This practical insight is invaluable for your projects.

Fun and Engaging

Our sessions are designed to be enjoyable and engaging. We use break-out rooms for collaborative projects, creating a safe space for experimentation and exploration.

Up-to-Date Content

You’ll learn the latest, most effective frameworks, tailored to your role, whether in marketing, design, or research. We focus on what’s relevant and proven in the industry.

Beyond Videos

This course is an immersive experience where you actively participate and see real results. It’s about becoming an industry leader with practical skills and knowledge that go beyond just reading books.

Check out people’s reviews either here or on LinkedIn

“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, I have learnt a lot”
— Mariam - UX Research
“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!”
— Lillian - Digital Marketing

Meet Your Coach

Gary van Broekhoven

Consumer Psychologist and Behaviour Designer at What Drives Them

Nominated for the Master Teacher of the Year Award 2024 by Harbour Space University, I've certainly travelled a long path from designing gambling machines, and toys for Disney, being a researcher in a university hospital then to making significant strides in healthcare and advising top global brands with some of the leading innovation consultancies in the world.

Studying consumer psychology and behaviour design including Dr. BJ Fogg at Stanford University truly transformed my career, I realised that those innovation books were all about process and what made a difference was people not just process.

These insights sparked the creation of several of my own frameworks making innovation easier and more impactful for my students.

Now, I'm on a mission: to equip as many CX professionals as possible with these skills. My vision is to not only turn you into industry leaders but also to improve the lives of millions of users globally. By sharing my expertise, I aim to inspire and enable you to design experiences that genuinely make the world a better place.

Remember, you do not have to say YES right now. You only have to say MAYBE. Do the course and if you decide it´s not for you at any time, no problem.

You can refund yourself anytime with one click. No phone calls, no hassle. Just reach out through our refund form for a full, friendly, fast refund.

100% Risk Free!

Start Date 16th of July ONLY 2 spaces left

Enrolment

It’s a big leap and a big investment. We want it to be the best investment you make this year and for your career.

These are small groups for quality purposes. To see if this is for you, please fill out the form and we can confirm.

Corporate Coaching

Combines the entire course plus weekly 1:1 coaching sessions adapted to your company needs and team during 6 weeks.

5000€ + Tax if aplicable

OR

For All Students

The complete self-paced video course

+ Live online group sessions

+ Class recordings

+ Office hours (mentoring sessions)

+ Bonus recordings on interviewing techniques

+ Double Certification

2500€ If you signed up previously for one of our Masterclasses, you can access the 50% discount.

*Discount offer expires on 12th July 2024. Once full, we will close the doors.

Fill out the form to lock in your discount and reserve your space.

2500€ - 50% = 1250€

* Your local taxes may apply.

Need your company to pay?

We can help, just fill out the form and we will send you a brochure summarising the benefits and activities etc. so you can share it with them.

Apply For The Course

Only suitable candidates will be accepted

Students Frequently Ask: FAQ

  • Yes, upon completing the course and live sessions, you will receive a certificate of completion. For those who submit a project, a certificate of Mastery is available.

  • Expect to invest 4-5 hours per week, with flexibility in how you distribute your time. Most students complete the course within the6-7 weeks.

  • No mandatory coursework or final exams. We recommend applying lessons directly to your projects for personalised feedback.

  • 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, personal project or university project.

    They then hand that in and I can give better feedback. - this is what we highly recommend.

  • No prior psychology knowledge is required, making this course suitable for all levels.

  • You can access all the videos and training material on the day the course starts, this allows everyone to start in the same place. Once it has stated, you can go at your own pace, although the live sessions will prioritised the subjects of that week.

  • The course includes a pack with all necessary frameworks in digital and downloadable formats, live weekly Q&A sessions, and additional resources for continuous support.

  • Custom plans are available for companies and teams. Contact garyvb@whatdrivesthem.com for details.

  • Completion is focussed on completing the recorded lessons and having attended the live sessions.
    Mastery is delivering a project (can be work, university or personal project) and we spend time going through it and discussing your decisions.

  • We offer a 100% refund policy if the course doesn’t meet your expectations.

  • 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.

What over 2,000+ students worldwide loved about the classes!

  • 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 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!

  • 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!

  • 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.

“It’s not what they drive that counts but what drives them.”

Gary van Broekhoven