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 certification 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 behaviour and want to learn how this program is right for you.

What do you get?

A two-day training taught by senior practitioners followed up by 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 foundation training is a fixed investment per participant of 1.490,- excluding VAT.

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 c
reate 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 two-day courses

Foundation Course open edition
21 & 22 November 2019
Sold out

Behavioural Design Fundamentals

2-day Foundation Course in Amsterdam & 6 months of Continuous Learning
Sold Out
Investment 1990,- 1490,-
Foundation Course open edition
19 & 20 December 2019
Enrollment Open

Behavioural Design Fundamentals

2-day Foundation Course in Amsterdam & 6 months of Continuous Learning
Only 12 seats left
Investment 1990,- 1490,-
Foundation Course open edition
23 & 24 January 2020
Enrollment Open

Behavioural Design Fundamentals

2-day Foundation Course in Amsterdam & 6 months of Continuous Learning
Only 16 seats left
Investment 1990,- 1490,-

“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 Behavioural Design Method™ consisting of three steps. You'll learn how human decision-making works, how to unlock the forces that stand between current and desired behaviour, and how to come up with strategies and ideas that will shape behaviour. And how to prototype them fast.

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 become a successful behavioural designer. 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 or products 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 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 Behavioural Design Method™: Research. 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 research behaviour. 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 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 Behavior Model of BJ Fogg. 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 your in-company business challenge 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: Prototyping

We now reach the final step of The Behavioural Design Method™: Prototyping. We’ll start by explaining to you how prototyping beats predicting and planning and will help you to minimize 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 Inisght 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 and if you’re a NIMA student, you’ll get accredited 15 NIMA points? We’re one of the highest accredited NIMA educations. By the end of this module, you’re an official behavioural designer, ready to take on the wicked problems of your organization (or the world) using behavioural psychology.

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 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?

We combine two days of live training, with six months of weekly digital lessons.
To make sure the training will get you the success you are looking for.

2 days

Master Classes & Workshops

In a combination of high-end master classes 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

Continuous Learning

This is followed-up by six months of digital training. Every week you’ll receive a new lesson in your email with mini master classes, 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 our 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 master classes and 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 as Behavioural Designer, worth 15 NIMA points.


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


Foundation Course alumni get access to discounted alumni fees for all other BDA master classes and events.

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 master classes 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 Foundation 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 certified human-centred leadership 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 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!