Looking for tailor-made in-company training?

Europe’s no. 1 Behavioural Design Academy

Book free, non-binding SIXTY minutes with SUE. We can discuss your company training needs and give you custom advice. No strings attached.


100% practical tailor-made training certified backed by science top notch trainers years of experience

Understand behaviour. Be successful.

Company success is all about behaviour. Whether you want your clients to buy, recommend, return, donate or use your product.
Or you want your teams to be more creative, agile, customer-centric. It’s all behaviour.
At Behavioural Design Academy we teach how you can design behaviour using practical easy-to-use tools.

Turn customer centricity into a success story

If you know how your customers or employees make decisions, you can do a better job at influencing their behaviour.

  • Turn agile into smart agile by making sure your teams come up with ideas that trigger the desired behaviour.
  • Turn deep understanding of the customers’ choice psychology in creating better customer journeys and better experiences.
  • Improve acquisition, activation and retention strategies with Behavioural Design.
  • Install a culture with positive habits.
  • Get teams in constant improvement modus through rapid prototyping.
  • Become obsessed with creating value that customers are willing to pay for.
  • Give your teams a shared language and method to effectively work together and come up with integrated customer-centric ideas across company disciplines.

How can Behavioural Design work for organisations?

What kind of training do we offer?

Foundation Course: our three-day certification program teaching the fundamental know-how of the science of influence and mastering the Behavioural Design Method to come up with ideas and strategies that change behaviour. And learning how to rapid prototype. Working on a real company case. Learning by doing.
Influence Framework™ and Ideation master classes: one-day master classes teaching our two models. The first master class teaches the Influence Framework™, an elegant but very effective model to unlock human insights that drive behaviour. The second master class teaches how to come up with strategies and ideas that change behaviour.
Behavioural Design Lead: one-day master class to learn how to facilitate and run a Behavioural Design Sprint in which teams apply the Behavioural Design Method to come up with strategies and ideas that change behaviour at the speed of light. This makes you as a company independent from external agencies to run sprints.
Customised add-ons: Do you need recap days to internalise the skills? More in-depth skill training in e.g. interviewing or prototyping? Specialised training for the leadership teams? Half-day coaching helping your teams to make progress on projects their working on? We set-up tailor-made training fit to your needs.

The Behavioural Design Academy master classes hand you the latest insights in persuasive marketing. Thanks to practical models you can start working with them right away. Really useful and absolutely worth the time and money.

Lissy Kenema
Lead Marketing Manager Rabobank

“It was so great to see how theories and examples came together in a practical, hands-on method. I got insight into the essential principles quickly and learned how these could be applied in practice (and actually also into our own mutual practice).

Ingrid Vrieling
Project Manager Tempo Team

Want some free advice?

Book a Sixty with SUE

We’ve got master classes, and our Foundation Course is the most popular in-company training so far. But what is it? And is it the training that you fits you like a glove? Or are you’re looking for a different set-up? Every organisation is distinctive and has various needs. That’s why we believe in tailor-made training solutions. Book a no strings attached Sixty minutes with SUE, so we can look for the perfect match for you.

100% free 100% non-binding 100% dedication

Our most popular training: three-day Foundation Course

In the Foundation Course, your teams will get up to speed with the latest know-how in behavioural psychology and master The Behavioural Design Method™ while working on a relevant company case and getting real work done.

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 a 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. We’ll start by teaching your teams the fundamentals they’ll need to master to influence choice and change behaviour successfully. We’ll start by giving them some clarification of the buzzwords they’re surrounded with right now, like design thinking, human-centred thinking, and behavioural design. So, they 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 them the impact it can make and how they can make this impact too. We’ll illustrate this with real-life examples.
We’ll continue this step by teaching them the fundamental need-to-knows of the science of human psychology. What are the breakthrough insights in this field? What do they need to know about human decision-making? Which forces influence human behaviour? How can they reveal those forces and how can they make them work for the company? Why do people do things or don’t do things? How can they spot opportunities that help them come up with ideas or products that people want to embrace? Your teams will gain a deep understanding of human psychology, and they’ll be able to spot a behavioural design problem and opportunity in every challenge they’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 they’ll learn to work with the model in an interactive workshop working on a company case that they’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

Now, 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 your teams how they 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 them which barriers people may have in interviewing; we’ll teach them interview-techniques, we’ll give them tips and pointers on how to set-up a useful interview script and then you’ll put it in practice in an by going out in the field and doing some interviews themselves with the people we’re trying to influence in the company case they’re working on.

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 – insight/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 your teams how to map interview insights on the canvas and how to define opportunities that will lead to the behaviour your organisation desires. Again they practice with this tool in the program case, so they’ll know how to use it when we’re not around anymore.

Step 2: Ideation

In the Insight phase, your teams will have acquired the behavioural insights needed and now is the time we’ll teach them the behavioural design tools and techniques to come up with ideas that will change behaviour. They’ll be introduced to the very elegant and the easy-to-use Behavior Model of BJ Fogg. We’ll teach them about motivation, ability, and triggers. We’ll also teach them a technique that will make sure the best creativity comes out of a diverse group. They’ll start practicing 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 they’ll come up with within the limited time available. Whether they’re already a creative or a creative newbie: we’ll rock their world on creativity can come to be.

Ideas are one thing, but getting them to the right people and getting them excited about them is another. We’ll end this module by teaching them our Flow Model™. With this model, they’ll know how to set up a smart campaign that leads to the desired behaviour, and you’ll know how to create working strategies. It helps to convert strangers to visitors, visitors to contacts, contacts to users and users to ambassadors. This model gives your teams a very clear and straightforward overview of how to set up a conversion path to the desired behaviour you need or want. Therefore, the model is also valuable for both internal and external campaigns. It shows how they should build up their messaging to make them useful.

We’ll end this module by an interactive workshop. They’ll be playing around with the Flow Model™ and apply it to the company case, so you’ll get the feel how the model works and come up with ideas fast.

Step 3: Prototyping

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

We then move into a workshop that will bring the whole Behavioural Design Method™ together so that they can experience the magic of the model working as a whole. They’ll bring the skills they acquired in the Insight module into practice. They’ll be testing Their ideas via prototypes by interviewing their peers.

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

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

How will your teams learn?

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

3 days

Master Classes & Workshops

In a combination of high-end master classes and interactive workshops, everyone will 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 everyone receives a new lesson in their inbox with mini master classes, new tools or practical tips that will deepen and advance their skills and knowledge.

life time

Personal Growth & Success

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

This is included in the tuition fee

The in-company Foundation Course starts at 8 people and has a fixed investment of € 1790 per person excluding VAT.


Three days of live master classes and six months of digital learning. This mixed learning formula will boost the success rate of your team’s new skills mastery.


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

Alumni extra’s

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


Everyone will 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.


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

Organisations we've already trained

Sportcity Logo
ABN Amro

The key to influencing people is becoming radically human-centred.

Download the Foundation Course brochure

In just two days your team 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 present ideas to win

All our in-company trainings are tailor-made

All our in-company trainings are customised to meet the specific training needs of the organisation.

Company Case

All theory is always applied to an actual company case. Learning by doing.


The in-company trainings can be held at our offices with all hospitality included or we’re also happy to come to you.

Design thinking


All our trainings can be tailor-made by add-ons such as Refreshment Days or master classes.


A kick-off briefing meeting is included to make sure the training is tailored to a relevant company challenge.

“If you take yourself seriously as a marketing communication ‘specialist’ you need to take this course.”

Lamber Korsten
Head Global Branding Robeco

“Very good training! Lots of theory to which examples from practice are being used as illustration and there’ve been always been clear answers to questions about situations in daily work life. Next to that continuously pampered with good food. Fascinating trainers that don’t bore you for one minute.”

Jan-Daan Kelder
Product Owner Customer Communication | KPN

Want some free advice?

Book a Sixty with SUE

Sportcity/Fit For Free hired us to shape their new value proposition and train and coach their staff and leadership to redesign the customer experience from marketing to the gym. The human-centric team at Randstad trains, inspires and helps the business to innovate. Their team had an electrifying deep-dive with SUE to become radically human centric. We’ve trained ABN AMRO, Marktplaats, KPN, iChoosr, ING, Rabobank, Postcode Loterij, Happiness Brussels, Ebay, Iglo and many more. But their needs are not your needs. Book 60 minutes with SUE and we’ll discuss how we can set-up the perfect training for your organisation.

100% free 100% non-binding 100% dedication

BDA is right for your company if you want to...

  • Learn how to become truly customer-centric
  • Increase your impact with human-first strategies and ideas
  • Make your marketing & communication persuasive
  • Create irresistible products and services
  • Increase your sales & optimise your conversions
  • Get truly excited customers/users
  • Improve your consumer decision journeys
  • Unleash your creativity
  • Convince people, win arguments and pitch ideas to win

BDA is not right for your company if you want to...

  • Get theoretical knowledge only, not learning by doing
  • Be primarily brand focussed not human focussed
  • Avoid transforming knowledge that challenge paradigms
  • To train less than five people, we have an open edition

“BDA knocks down some of the innate ideas on marketing and communication completely. And replaces them with well-founded and easy to apply alternatives.”

Twan Timmermans
Head of Communication Municipality Apeldoorn

“A very nice curriculum that provides an excellent balance between theory and practice in which you learn how to apply the power of psychological techniques in your daily practice.”

Jildert Huitema
Manager Marketing | Digital Intelligence – Randstad

These books are covered our trainings

We’ll teach your teams 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.

About our trainers and why we picked them

Astrid Groenewegen

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

Tom de Bruyne

  • Co-Founder SUE | Behavioural Design
  • Psychologist
  • Behavioural Designer
  • Fellow University Leuven

Jorn Craeghs

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

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 companies join?

People from the companies 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.

Financial & service organisations

HR & internal change professionals

Creative and marketing agencies

Governmental & Non-Profit

We've been teaching Behavioural Design at

Why your teams will learn more from live lessons with workshops

As behavioural designers, we wanted to create a learning experience that works. By submerging your team for three days in live master classes and integrating theory into workshops with practical assignments (and not as homework or self-study), we do a behavioural intervention. We make the desired behaviour of your team easier. They will make time for learning and will apply the acquired skills right away. The included six-month follow-up and optional refreshment days & implementation workshops will ensure this training sticks.

Our Foundation Course has a completion rate of 98%

We make sure we don’t let your team go after the two days. It’s difficult to prioritize learning over urgent items on their to-do list or fight of colleagues and pressing home matters. Our two-day course 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 your team members truly master the theory and skills. As Behavioural Designers we’ve designed the program in that way, that we’ll make sure your team will do things differently.

Small groups for a maximum learning curve

Learning by doing, 100% actionable skills

The Academy is located in Amsterdam City Centre

Get in touch!

Book a no strings attached Sixty minutes with SUE and you can tell us all about the training you’re looking for and we will give you some free of charge advice. We’d love to meet you!

100% free 100% non-binding 100% dedication