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

COURSE IN CONSUMER PSYCHOLOGY AND BEHAVIOUR DESIGN

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

Stand out as a leader in your field by understanding what makes your customers tick.

This course gives you the tools to decode user data, enhance your customer experience, and outsmart the competition.

9.4 Satisfaction rate

Trusted by teams at

Is This For You?

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.

Designed for:

  • CXO’s

  • Marketers

  • Innovators

  • Researchers

  • Service Designers

  • Product Managers

  • User Experience Designers

  • Founders, CEO’s and Executives

  • Customer & Employee Experience Professionals

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

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

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.

  • Rachita - Senior Service Designer

    I truly enjoyed learning throughout as I realised I might have used elements of it in the past but it always helps to have a framework to guide you. :) I used it on two interviews I had to conduct post the workshop and I saw myself getting meaty data in a significantly lesser amount of time. Thanks again!

  • Brandon - Freelance Digital Designer

    I loved the session and it has changed my perspective on how I conduct interviews. It makes conversations run easy and you can get all the info you want. It’s definitely something I’ll use in my career. Also thanks for taking your time and providing me with the opportunity to learn. Much appreciated!

  • Simon, Experience Lead - Electrolux

    Simon, Experience Lead - Electrolux

    “His GRAMS framework- a structured and rapid way of running and decoding user interviews has become the de facto standard within our office.”

  • Yash - UX Researcher

    I recently had the opportunity to attend a workshop hosted by Gary van Broekhoven. He introduced the group to his innovative GRAMS methodology to better articulate research questions. The GRAMS method helps give an encompassing view of demystifying user behaviour to further unearth patterns.

    The workshop gave real time to-dos to support the universal axiom - 'The easiest way to design is to ask the right questions'.

  • Maria Victoria, Head of CX and Behavioural Psychologist - Atomic

    Maria Victoria, Head of CX and Behavioural Psychologist - Atomic

    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!

  • Akshay - Design Consultant

    Thankyou so much Gary! I think this is a fantastic framework but can involve some metrics to judge the outcome of the interview!

  • Eric - Product Lead

    I found the framework interesting to have in mind when defining research goals and approaching a new project. What I highlight the most is the meaning section, and how the positive -positive and negative-negative questions can allow us to go deeper into the participants' mindsets

Hey, did you know?

We also have a FREE Live online Masterclass coming up!

Why don’t you try it, meet the teacher, ask any questions you might have and get a taste of what you could learn.

We will cover the Behaviour Design Process

Discuss how to avoid becoming obsolete in an AI-everything world

And how Consumer Psychology and Behaviour Design are quickly becoming one of the most valuable skills for anyone in Product and Marketing.

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

Course Overview

Consumer Psychology & Behaviour Design Course

UNDERSTAND THEIR WHY, DESIGN THEIR HOW

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

Who Is This Course For?

Designed for UX designers, marketers, and professionals who want to stand out as leaders in their field by understanding consumer psychology.

What You Will Learn

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.

Uncover Deep Consumer Drivers

  • Grasp the psychological foundations of consumer decisions.

  • Navigate cultural dynamics to excel in global markets.

Enhance Research Skills

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

  • Develop detailed consumer behavioural personas based on psychological drivers.

Consumer Psychology and Behaviour Design Package

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

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

Course Structure

Live Sessions are every Tuesday and Thursday 90 minutes each.

Start date: TBA

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

  • 12 Hours of on-demand Consumer Psychology lessons

  • 12 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 videos classes 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!

Behaviour Designer, Consumer Psychologist, and University Lecturer, Gary has an extensive portfolio with 200+ projects across various sectors, including NASA, American Express, and Disney. His innovative GRAMS framework is now a benchmark in academic circles and consultancies.

Gary is devoted to imparting his expertise to individuals and teams, enabling others to create truly valuable experiences.

100% Risk Free!

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.

ONLY 20 spaces

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.

5000€ - Corporate Coaching

combining the entire course plus 1:1 coaching sessions adapted to your company.

OR

2500€ - For All Students

The complete self paced + Live online group sessions + material + recordings.

(local taxes may apply)

*If you are booking for a team, contact us directly as you might need to run in a separate class.

Conclusion

By enrolling in this course, you'll not only master consumer psychology but also apply these insights directly to your projects, enhancing your market fit and appeal. With expert guidance and community support, you will become a leader in understanding and influencing consumer behaviour.

Prefer to have a quick call? No problem, we like to meet our students beforehand too! Book your Zoom call here.

Apply For The Course Waitlist

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 focused 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