Learn how to apply behavioural science in practice
In this course you learn a practical method to decode unconscious human decision-making and you will master principles from behavioural science to translate these into compelling products, services, campaigns or policies that will influence choice and shape behaviours.
Join our most popular training: Behavioural Design Fundamentals
Why most smart ideas never lead to action
“People say they get it, but nothing changes.”
You’ve built something valuable — a campaign, a proposal, a new approach. But when it reaches your audience, the response is flat. People agree in theory… and do nothing in practice. You’re left wondering: what’s the real blocker?
“I keep running into resistance I can’t explain.”
You’re trying to lead change, improve outcomes, or influence decisions — but the usual arguments don’t land. Teams stall. Customers hesitate. Stakeholders say “interesting” and move on. It’s frustrating, especially when you know your idea has merit.
“I need a smarter way to get people onboard.”
You’re done pushing. You want a method that helps you understand what truly drives people — and how to work with that reality, not against it. You don’t need more theory. You need tools that help you design for real behaviour, right now.
Choose the learning experience that's right for you.
3 Ways of Attending
Live at our location
Prefer to learn in a vibrant setting with other professionals? Join one of our in-person editions to experience two high-energy days of practical training led by one of our expert trainers, and connect with a driven peer group. Choose a date that suits you best.
See all Dates
Self-Paced Online
Looking for more flexibility? Enjoy the Fundamentals Course from the comfort of your own home or on your commute. Taught by our founder Astrid Groenewegen. No travel, no adjustments needed, just high-impact, practical learning at your own pace.
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Team-Training
Want to train your entire team? Learn with your team how to use the psychology of influence to develop products, services, campaigns or policies that will be embraced. Tailor-made to meet the needs of your team or organisation.
What makes us different from all other training facilities is that everything we teach you is firmly rooted in practice. We are a unique combination of a Behavioural Design Academy and Behavioural Design Consultancy. Everything we learn in our work with clients is injected into our training. That's how you can be sure that the know-how is up to date and relevant. Your trainers are also 100% practitioners.
What You Will Learn
Understand how people make decisions
Gain insights into decision-making psychology.
Discover why people people do what they do (or not)
Uncover motivations behind everyday actions.
Unlock the psychological forces that shape behaviour
Learn what drives and blocks change.
Identify opportunities for effective influence
Spot key moments to shape behaviour.
Learn quickly what works (and what doesn’t)
Master rapid prototyping, test and adapt strategies with ease.
Master proven principles from behavioural science
Master the groundbreaking principles of behavioural science to drive change.
Subscribe to our newsletter '1.5 Minutes on Influence' and learn the art of influence.
Course Overview
You gain a clear understanding of why Behavioural Design is the missing layer that can give you an edge in your work. You’ll discover why Behavioural Design is the overlooked layer that gives you a head start – and a real advantage – in your work.
You’ll uncover which psychological forces steer behaviour and where to spot influence opportunities. You’ll gain insight into the psychological forces that shape behaviour and learn how to identify opportunities for effective influence.
Learn to use the SUE | Influence Framework to analyse and predict human behaviour with a simple, structured model.
You’ll learn how to set up and conduct behavioural interviews and be able to uncover insights into people’s unconscious decision-making.
You’ll learn to recognise the moments where behavioural interventions have the most effect, and to develop the skill to step in at exactly the right moment - when it matters most.
You’ll learn a practical model to systematically turn insights into effective interventions.
You’ll discover science-backed influence techniques that make behaviour easier—without relying on willpower.
You’ll learn how to boost motivation without pressure or manipulation.
You’ll understand how to promote repetition and habit formation.
You’ll present a solution to a behavioural challenge you’ve worked on. This is your final step to receive your official certificate.
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Our Courses
We are an official training institute recognised by EQAC and offer both open-edition training courses and team training courses.
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In-Person Edition
Join the Fundamentals Course (2 full days) in our fully equipped training location in Amsterdam. Get up-to-speed with the latest in Behavioural Design while enjoying views of the historical centre of Amsterdam and being pampered with delicious food.
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Self-Paced Edition
Looking for more flexibility? Enjoy the Fundamentals Course from the comfort of your own home, your office, or even on your commute. Taught by our founder Astrid Groenewegen. No travel needed, just high-impact, practical learning at your own pace.
Book A Call With Us
Upcoming Open Edition Courses
2 days of live training (9.00 - 17.30 hrs) & 6 months of digital learning
2 days of live training (9.00 - 17.30 hrs) & 6 months of digital learning
2 days of live training (9.00 - 17.30 hrs) & 6 months of digital learning
2 days of live training (9.00 - 17.30 hrs) & 6 months of digital learning
Customer Testimonials
Sylvia Rozenberg
Customer Experience Consultant – ABN AMRO
“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 mind-blowing paradigm shift. “
Elke van Leerberghe
Consultant – Moodfactory
"As from the start I could come up with so many opportunities to apply this methodology. It’s very hands-on practical."
Margriet Schoemaker
Teamleader - Rabobank
"Two enormously inspiring days with fun people with totally different backgrounds. Suitable for everybody who wants to know more about influencing behaviour and wants to learn about the tools to do this. "
The SUE Learning Experience
Learn
In sharp, energising masterclasses, you’ll gain the key foundations of behavioural psychology and influence. You’ll get ready-to-use models, insights, and tools to better understand and guide behaviour.
Internalise
After the training, you become a member of the exclusive SUE | Behavioural Design Club. Through webinars, Q&As, hackathons and networking events, you keep learning, get support applying the method, and grow alongside a like-minded community.
Try
Each piece of theory is immediately followed by a hands-on work session. You’ll apply what you’ve learned to a real behavioural challenge using practical templates and cheat cards you can keep using after the training.
Optimise
You’ll develop and test different approaches, sharpen your ideas, and get expert feedback. This is where you turn theory into interventions that actually work in practice.
Frequently Asked Questions
You can join the course live at our academy in Amsterdam over two inspiring days, or follow it online at your own pace with our flexible self-study option. We also offer custom team training.
The course runs over two full days, from 9:00 to 16:00, at our Academy in the heart of Amsterdam. We provide everything you need on-site — from materials to meals — so you can fully focus on learning.
No prep needed. We’ll walk you through the method step by step. You’ll receive all materials and templates during the training — and they’re yours to keep using after the course.
No prerequisites are required; this course is designed for beginners.
Yes. After completing the course, you’ll receive a certificate recognising your foundational mastery of the SUE | Influence Framework© and core Behavioural Design skills.
Still have questions?
The SUE Team is happy to help!
We are accredited by the EQAC.
Meet Your Instructors
Kirsten Kremer
Astrid Groenewegen
Birgitta Vrins
Thijs Perquin
Some of the organisations we worked with.
We have trained people from both national and international clients. Ranging from non-profits, corporates, governments to scale-ups and health professionals.
If you want to know how they experienced Behavioural Design Academy, please check out their reviews.
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Want to train your entire team?
Struggling with resistance, misalignment, or slow adoption? It’s not a strategy problem—it’s behavioural. Our team training helps you uncover what really drives (or blocks) behaviour, using the SUE | Influence Framework©. Give your team the tools to design change that sticks—together.
Learn how to apply the psychology of influence in practice.
Download the Behavioural Design Fundamentals Course brochure and discover how you can master the Behavioural Design Method© that will help you use insights and principles from the psychology of influence to help you create products, services, campaigns, or policies people will embrace, use, and love. Join over 5.000 forward-thinking professionals from over 45 countries who have already graduated from this training.
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