Master the method to influence behaviour and shape choices

If you know how people make decisions, you can shape their behaviour. Add the missing layer of behavioural psychology to your strategies, policies or ideas to turn them into a success.


transformative know-how

the best trainers

certificate of recognition

personal attention

100% practical

When join this training?

Whether you have a brilliant new business idea, are selling a product or service, or have been working on an organisational change or policy you need people to embrace. If you need to move people to the desired choices or behaviour and want to learn how this is the right program for you.

What do you get?

A two-day training taught by a senior practitioner followed up by FREE access to our Follow Through Program with of six months  of weekly digital lessons. You’ll learn the latest know-how in behavioural psychology, and will acquire 100% actionable skills to influence choices and behaviour right away.

What is the investment?

Our Fundamentals training is a fixed investment per participant of 1.490,- excluding VAT. This includes FREE access to our six-month Follow Through Program.

Download our brochure

Maybe you recognise this?

  • You have great ideas, but you cannot always convince people of them
  • You need to sell more, but cannot always persuade people to buy more
  • You truly want to put your clients first, but don’t understand what they want
  • You need your policy, product or business to be a success, but want more certainty
  • You want people to behave in a certain way, but don’t know how to get them to act
  • You feel you’ve got little control over the decisions people make
  • You need to put things in motion, but bump into people that rather not move
  • You have wasted time & money on ideas that people turned out not liking
  • You want to help people, but don’t know how to help people make better choices
  • You’ve scrum teams now, but they’re not creative, agile or human-centred yet
Download our Brochure

Then Behavioural Design Academy is right for you!

Understand behaviour. Be successful.

After just two days of training you will

  • Know how human-decision making works
  • Understand which forces shape behaviour
  • Master the art of influencing choices
  • Know how to unlock valuable human insights
  • Discover opportunities to change behaviour
  • Be able to create ideas that people will embrace
  • Learn how to prototype and validate these quickly
  • Get people to buy your ideas or products
  • Understand how to pitch ideas to win

Upcoming courses

Fundamentals open editie
2 & 3 September 2021, 09.00 - 17.00hrs
Enrollment Open

Behavioural Design Fundamentals

Two day Fundamentals Course in Amsterdam & 6 months of Continuous Learning
Only 10 seats left
Investment 1990,- 1490,-
10 September 2021 9.00 - 15.00hrs
Enrollment Open

Masterclass How to Make Sustainability Simple

One day masterclass
Only 10 seats left
Investment 899,- 699,-
Advanced open edition
13/09, 27/09, 4/10, 18/10 & 25/10 09.00 - 17.00hrs
Enrollment Open

Behavioural Design Advanced Course

Advanced Course September & October 2021
Only 6 seats left
Investment 3790,- 3490,-

“Going from pushing creative ideas to clients to actually listening to humans, fall in love with their problems and then come to better ideas is a mindblowing paradigm shift. “

Mathieu Hermans
Strategy Director & Partner Zuid Creatives

“By a personal approach, you gain insight into the decision-making behaviour of humans (instead of clients). The theory really comes to life by the use of practical examples and by the exercises you work on.”

Jurriaan Rang
CEO Felix Werkt

What will you learn?

You will master the SUE | Behavioural Design Method™ consisting of three steps. You'll learn how human decision-making works, how to unlock the forces that stand between the undesired and desired behaviour, and how to come up with strategies and ideas that will influence choice and shape behaviour. And you'll learn how to be influential.

Four Core Learning Modules


You’ll understand human decision making, and will grasp why people do things or why they don't. You'll know where to start from if you want to change or influence behaviour.


You’ll learn how to research people’s behaviour and to reveal new opportunities by identifying your users’ pains, gains, habits, and anxieties.


You’ll learn how you can come up with ideas that will effectively change behaviour even if you're not creative, and you’ll know how to develop strategies people will embrace.


You’ll learn how to test, analyse and improve the strategies and ideas you came up with. And how to convince others of your working ideas and strategy.

The Program Breakdown

Start: Foundation

Every truly transformative learning experience is built on a strong foundation. In this module, we’ll start by teaching you the fundamentals you’ll need to master to predictably influence choice and design behaviour. We’ll start by giving you some clarification of the buzzwords you’re surrounded with right now, like design thinking, human-centred thinking, and behavioural design. So, you won’t be puzzled by that anymore and will be in the know.

Next, we’ll reveal the importance of behavioural design in the world. We’ll show you the impact it can make and how you can make this impact too. We’ll illustrate this with real-life examples.

We’ll continue this module by teaching you the fundamental need-to-knows of the science of human psychology. What are the breakthrough insights in this field? What do you need to know about human decision-making? Which forces influence human behaviour? How can you reveal those forces and how can you make them work for you? Why do people do things or don’t do things? How can you spot opportunities that help you come up with ideas, products or policies that people want to embrace? You will gain a deep understanding of human psychology, and you’ll be able to spot a behavioural design problem and opportunity in every challenge you’ve to solve.

Finally, we’ll bring this together in a very hands-on tool that we’ve developed, called the SUE | Influence Framework™ that will connect the dots of the acquired insights in a very logical and practical way. And you’ll learn to work with the model in an interactive workshop working on a case that you’ll be working on with team-mates during the two days. So, you’ll be learning by doing right from the start.

Step 1: Insight

In this module, we’ll deep dive into the first step of the SUE | Behavioural Design Method™: Insight. There’s no strong idea that doesn’t start with strong insight, but the problem is that most research doesn’t come up with groundbreaking insights. Or even insights that are in any way meaningful. That’s because most research doesn’t start at behaviour or is researching the wrong behaviour. People are filled with good intentions and will tell you in interviews that they’ll do something – like using your product or complying with your policy – but in practice, they’ll end up not doing it. Proper behavioural research – or we even prefer calling it behavioural analysis – can save you expensive and timely mistakes and will give you real insights that will lead to predictable behaviour.

In this module, we’ll teach you how you can accurately unlock behavioural insights. To be exact: how to research past behaviour, the only truth out there, as this happened. We’ll start by showing you which barriers people may have in interviewing; we’ll teach you interview-techniques, we’ll give you tips and pointers on how to set-up a useful interview script and then you’ll put it in practice in an interactive workshop.

Insights are kinda worthless if you a) analyse them wrongly and b) not use them correctly (or at all for that fact: how often are research reports not genuinely used in strategy or idea development). A key pillar of the success of our Behavioural Design Method™ is that the different phases – research/ideation/prototyping – are intertwined and therefore build upon each other. That’s why we’ll end this module with a practical tool again: the SUE | Behavioural Design Canvas™. We’ll teach you how to map interview insights on the canvas and how to define opportunities that will lead to the behaviour you desire. Again you practice with this tool in the program case, so you’ll know how to use it when we’re not around anymore.

Step 2: Ideation

In the Insight module, you’ll have acquired the behavioural insights needed and now is the time we’ll teach you the behavioural design tools and techniques to come up with ideas that will change behaviour. You’ll be introduced to the very elegant and the easy-to-use SWAC model. We’ll teach you about motivation, ability, and triggers. We’ll also teach you a technique that will make sure the best creativity comes out of a diverse group. You’ll start practising with this tool right away in your workshop, creating ideas for the case you’ll be working on. You’ll be amazed by the quantity and quality of the ideas you’ll come up with within the limited time available. Whether you’re already a creative or a creative newbie: we’ll rock your world on creativity can come to be.

Step 3: Influence

We now reach the final step of the SUE | Behavioural Design Method™: Influence. We’ll start by explaining to you how rapid prototyping beats predicting and planning and will help you to minimise your risks to fail big. We’ll not only tell you about the importance of prototyping, but we’ll also show you what prototypes are and how to make them. In an interactive workshop, you’ll start making prototypes for the ideas you and your team came up with in the Ideation module.

We then move into a workshop that will bring the whole Behavioural Design Method™ together so that you can experience the magic of the model working as a whole. You’ll bring the skills you acquired in the Insight module into practice. You’ll be testing your ideas via prototypes by interviewing your peers. You’ll get feedback (using your skills from the Insight module to spot new behavioural insights).

Next up in this module will be teaching you how you can use behavioural psychology to convince other people of your working strategies and ideas. We’ll hand you our Behavioural Bias Overview™, which gives you very hands-on tools to pitch your ideas to win. And we’ll teach you how to set-up the ultimate 5-minute pitch. We’ll end this module – and our two-day program – with a presentation. Together with your teammates, you’ll be doing a 5-minute pitch to convince a jury and your fellow students of your solution for the behavioural design challenge you’ve been working on.

We’ll end this module with an official graduation and graduation drink. Did you know you get an official certificate of recognition and if you’re a NIMA student, you’ll get accredited 15 NIMA points? We’re one of the highest accredited NIMA education. By the end of this module, you’re ready to take on the wicked problems of your organisation (or the world) using behavioural psychology.

We are in the business of mastery

We are not simply in the business of knowledge transfer, are goal is mastery. We want every participant to be able to apply Behavioural Design in daily practice. That's why we won't let you go after the two days of training and we offer follow-up training.

By participating in the Fundamentals Course, you will take an essential step in mastering Behavioural Design, or in other words, the ability to design choice and behaviour by using behavioural psychology. The crucial insights from behavioural economics will be part of the training, but foremost they will be made very practical: how can you use theory in daily work life? It, therefore, builds on any knowledge you might already have about behavioural psychology. However, previous know-how in this field is not needed.

You are in good company!

The last few years we have had the privilege to train account managers, HR professionals, entrepreneurs, (UX) designers, policy makers, health care professionals, product owners, marketing directors, CEOs, creatives, managing directors, financial consultants, copywriters, business owners and many more.

By mastering the SUE | Behavioural Design Method they have:

  • Built meaningful relationships with clients
  • Boosted sales and conversion rates
  • Optimised their consumer journeys
  • Developed successful innovations or product introductions
  • Made teams more creative, agile and human-centred
  • Unlocked strong behavioural insights and new opportunities
  • Made their communication and marketing more persuasive
  • Installed a strong company culture with good habits
  • Got policies or organisational change embraced
Please make sure to check out their reviews

How will you learn?

After the two days of live training you’ll unlock FREE access to our Follow Through Program with six months of weekly digital lessons.
To make sure the course will get you the success you are looking for.

2 days

Masterclasses & Workshops

In a combination of high-end masterclasses and interactive workshops, you’ll learn how human decision making works and how you can translate this knowledge into working strategies and ideas.

6 months

Follow Through Program

You will gain FREE access to six months digital training. Every week you’ll receive a new lesson in your email with mini masterclasses, new tools or practical tips that will deepen and advance your skills and knowledge.

life time

Personal Growth & Success

To apply what you’ve learned is hard when daily reality kicks in again. The success formula of the BDA is that after the two days, we guide you for six more months to help you use the method you’ve mastered.

“This program makes you realise that there is so much untapped potential within your company. You just need to have the BDA system to unleash it fully.”

Pieter Meijer
CEO – Pervorm

“The combination of theory and practice really pulls you out of your comfort zone. Always a plus the teachers are enthusiastic and engaging. I’m going to use it for personal and work. You can do so much with what I learned!”

Kari-Anne Fygi

How to convince your boss

Maybe you want to join the Academy, but you still need to convince your manager or boss.

astrid groenewegen

To us that’s just another Behavioural Design Challenge.

That’s why we’ve made this free download. To help you apply seven behavioural design techniques to influence your boss.

Hope to see you soon at SUE | Behavioural Design Academy, can’t wait to meet you!

These books are covered in the two-day course

We'll teach you the essential insights from the latest and best books on behavioural and human psychology.

Did you know we're an official educational institution? We're accredited by both NIMA and the CRKBO based on our curriculum, our method of teaching and our general conditions.

This is included in the tuition fee


Two days of live masterclasses and FREE access to our Follow Through Program with six months of digital learning. This mixed learning formula will boost the success rate of your new skills mastery.


All course presentations, materials and tools for you to download and use as many times as you like, accessible 24/7 and updated regularly.

Alumni extra’s

Access to the exclusive online alumni community and to Alumni Days to keep the learning and contact with like-minded peers going.


You’ll receive a certificate of recognition of having participated in the Behavioural Design masterclass.


Breakfast, snacks, lunch, graduation drink, help with finding a hotel, Amsterdam insider tips, it’s all included.


Fundamentals Course alumni get access to the advanced courses and can visit our events for a discounted alumni fee.

We help people from organisations across industries to make the transition from being strictly product oriented, towards being service oriented and human-centred.

What kind of people

join the course?

People who join are all experienced like-minded professionals who have to influence people in one way or the other, but all feel their missing link to succeed is gaining a deep understanding of human psychology and behaviour. We’ve had marketers join who want to convince clients of their products. HR managers who need people to embrace change. Entrepreneurs who have to convince investors. Governmental advisors who need people to follow policies.




Government & Non-Profit

“The SUE BDA is a rollercoaster of information, experience and practices in human behaviour in a top setting. Full of depth, new insights and very actionable. A recommendation for everyone who wants to know more about human behaviour and how to influence this. I highly recommend it!”

Jolanda Brontsema
Teacher – Hogeschool van Amsterdam

“Everybody sees the world through a pair of glasses that are coloured by everything they know and experienced. After today I have a new pair of glasses. Thank you!”

Serge Haelterman
Concept Developer

About your teachers and why we picked them

Astrid Groenewegen

  • Founder SUE | Behavioural Design
  • Social Scientist
  • Behavioural Designer
  • Speaker & Columnist

Tom de Bruyne

  • Founder SUE | Behavioural Design
  • Psychologist
  • Popular Keynote speaker
  • Fellow University Leuven

Jorn Craeghs

  • Teacher Academy
  • Certified Scrum-master
  • Insights Lead
  • Guest lecturer & speaker

We've been teaching Behavioural Design at

Why you will learn more from live lessons with workshops


As behavioural designers, we wanted to create a learning experience that works. By submerging yourself for two days in live masterclasses and integrating theory into workshops with practical assignments (and not as homework or self-study), you do a behavioural intervention. You make your desired behaviour easier. You will actually make time for learning and will apply the acquired skills right away.

Our Fundamentals Course has a completion rate of 98%


We make sure we don’t let you go after the two days. It’s difficult to prioritise learning over urgent items on your to-do list or fight of colleagues and pressing home matters. Our two-day program has a completion rate of 98%, meaning the number of people who are there for 100% during the two days. The follow up with six months of digital learning makes sure you truly master the theory and skills. We’re confident this format will do that.

Small groups for a maximum learning curve

Learning by doing, 100% actionable skills

The Academy is located in Amsterdam City Centre

A recognised human-centred training

  • Taught in both Dutch and English
  • Suited for people in profit and non-profit organisations
  • Suited for people working outside communication or marketing
  • Official educational institution
  • Small groups, a maximum learning curve
  • Two full-days; including breakfast, lunch, drinks, graduation drink
  • 100% actionable skills, learning by doing
  • Rare chance to learn from the frontrunners in the industry
  • No former experience in psychology or design needed

“Very intensive. A lot of things you know and don’t know brought together in a very pragmatic way. Strategy ready to go!”

Karen Corrigan
CEO/Founder – Happiness Brussels

“In two days, I got an excellent and concrete overview of Behavioural Design and especially learned how to apply this. In a nice tempo, I got a solid theoretical basis, and I was especially challenged in the assignments to use this know-how. With this foundation and these insights, I am out to optimise my consumer journey from A to Z.”

Frank Heuts
Sr. Communication Advisor – Obvion Mortgages

Some frequently asked questions

Simply browse through the carousel to find the answers.

Want to know more?

Download our two-day course brochure. It comes with a free mini training!