Turn your teams into high-performance teams

Add the missing layer of behavioural psychology to strategies, ideas or experiences. Your team(s) will master a method to predictably influence choice and shape behaviour giving them far more control over successful outcomes.


Overview of our in-company training

Fundamentals Course

100% practical

tailor-made training


backed by science

backed by science

years of experience

Why book this training?

Whether your team needs to influence customer, user, citizen, stakeholder or colleague behaviour, often a vital skill that is missing is insight in behavioural psychology. In this training, your team will learn how people come to decisions and how they can predictably shape choices and behaviour using techniques and insights from behavioural science. Giving them far more control over successful outcomes.

What do you get?

A customised 2 day training tailored to an organisational, team or project challenge to get your teams(s) up-to-speed with the essential principles and techniques of behavioural psychology. They will master the SUE | Behavioural Design Method™ that helps them put theory into practice right away. This is followed up by six months of digital learning to stimulate further mastery and practice of Behavioural Design in their daily work.

What is the investment?

Our in-company Fundamentals training is a fixed investment of € 1.490 per participant. This includes two full days of training, location, catering and six months of follow-up training. We also have a three-day edition with the same training but your team will work on an actual team or project case. This edition is a fixed investment of € 1.790 per participant. Would you like some more information? We’re here to help you!

Download the brochure

“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

This is right for you if you want teams to...

  • Learn the ‘how’ of becoming genuinely customer-centric
  • Increase impact by gaining deep understanding of choice psychology
  • Make your marketing & communication truly persuasive
  • Get skilled in creating human value delivering ROI
  • Improve acquisition, activation and retention strategies
  • Give your teams a shared method to effectively work together
  • Improve consumer decision journeys and experiences
  • Get teams in constant improvement modus through rapid prototyping
  • Make sure team ideas will trigger the desired behaviour

This is not right for you if you want teams to...

  • Get theoretical knowledge only, not learning by doing
  • Be primarily brand focussed not human focussed
  • Avoid transforming knowledge that will challenge paradigms
  • Train less than eight people (please check out our open edition)

Understand behaviour. Be successful.

In just two days your team(s) will

  • Know how human-decision making works
  • Understand which forces shape behaviour
  • Master the skills of influencing choice
  • Know how to unlock valuable human insights
  • Discover opportunities to change behaviour
  • Can 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 convince

What will your teams learn?

Your team(s) will master the SUE | Behavioural Design Method™ consisting of three steps. They will 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 they will learn how to be more influential themselves.

Four Core Learning Modules


Your team understands human decision making, and will grasp why people do things or why they don't. They'll know where to start from if they want to change or influence behaviour.


Your team will learn how to research people’s behaviour and to reveal new opportunities by identifying your users’ pains, gains, comforts, and anxieties.


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


Your team learns how to test, analyse and improve the strategies and ideas they came up with. And how to convince others of their 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 your team the fundamentals they’ll need to master to predictably influence choice and design behaviour. 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 your team 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 module by teaching your team 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 themselves? Why do people do things or don’t do things? How can they spot opportunities that help them come up with ideas, products or policies that people want to embrace? Your team will gain a deep understanding of human psychology, and will be able to spot a behavioural design problem and opportunity in every challenge they have 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 they will learn to work with the model in an interactive workshop working on a company case that they will be working on with team-mates during the two days. So, your team will 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 your team real insights that will lead to predictable behaviour.

In this module, we’ll teach your team how they 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 your team 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 they’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 your team how to map interview insights on the canvas and how to define opportunities that will lead to the behaviour you desire. Again your team practices 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 module, 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 will be introduced to the very elegant and the easy-to-use SWAC model. We’ll teach your team about motivation, ability, and triggers. We’ll also teach your team a technique that will make sure the best creativity comes out of a diverse group. They’ll start practising with this tool right away in a workshop, creating ideas for the company case they’ll be working on. You’ll be amazed by the quantity and quality of the ideas your team come up with within the limited time available. Whether they are already a creative or a creative newbie: we’ll rock their 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 your team how rapid prototyping beats predicting and planning and will help your team to minimise their risks to fail big. We’ll not only tell them about the importance of prototyping, but we’ll also show your team what prototypes are and how to make them. In an interactive workshop, they’ll start making prototypes for the ideas 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 your team 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. They’ll get feedback (using your skills from the Insight module to spot new behavioural insights).

Next up in this module will be teaching your team how they can use behavioural psychology to convince other people of their working strategies and ideas. We’ll hand your team our Behavioural Bias Overview™, which gives them a very hands-on tool to pitch their ideas to win. And we’ll teach your team how to set-up the ultimate 5-minute pitch. We’ll end this module – and our two-day program – with a presentation. Together with their teammates, your team members will be doing a 5-minute pitch to convince a jury and their fellow colleagues of their solution for the behavioural design challenge they’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 one of your team members is a NIMA student, they’ll get accredited 15 NIMA points? We’re one of the highest accredited NIMA education. By the end of this module, they’re ready to take on the wicked problems of your organisation (or the world) using behavioural psychology.

Book a free 'Sixty minutes with SUE'

Do you wish to learn more about the in-company Fundamentals Course? Or are you looking for a different set-up? All training should be adding value to your daily work practice. That’s why all our in-company training is tailor-made. Book a no-strings-attached ‘Sixty minutes with SUE’, so we can together look for the perfect training match for your organisation or team.

100% free

100% non-binding

100% dedication

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 your team members go after the two days of training and we offer follow-up training.

By participating in the Fundamentals Course, your team(s) 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 your team(s) use theory in daily work life? It, therefore, builds on any knowledge team members might already have about behavioural psychology. However, previous know-how in this field is not needed.

How will your team(s) learn?

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

2 days

Masterclasses & Workshops

In a combination of high-end master classes and interactive workshops, everyone will learn how human decision making works and how they 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 masterclasses, 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 two days, we’ll guide your teams for six more months to help them use the method they’ve mastered.

SUE | Behavioural Design Academy

In-company training is tailor-made

The difference between the open edition and the in-company edition of the Fundamentals Course is
that the in-company training is customised.

Company Case

During the 2 days, the theory is applied to an actual company case. Learning by doing.


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


Team members who want to deepen their Behavioural Design skills can access the Advanced Course after finishing the Fundamentals Course.


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

This is all inclusive in the tuition fee


Two days of live masterclasses and 6 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 of having succesfully particpated in a Behavioural Design masterclass, worth 15 NIMA points.


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


All Fundamentals Course alumni get access to all other BDA masterclasses and events.

“You guys provided an easy to use framework in which you can apply a massive amount of scientific insights. The hands-on workshop style really helped to see how I can use the knowledge in everyday work. It will help make my job more fun. Thanks!”

Bart Hoogendoorn
Marketing Intelligence Consultant ANWB

“Behavioural Design Academy ensures that your view of the world has changed. After 7,500 working days, I learned how you could influence behaviour in just two days. Afterwards, you can initiate change where you have never previously considered to start a change. It is a start of a journey in which you should be prepared to invest otherwise it is not worth starting. If you want to be meaningful in this world, you should follow the academy.”

Harold van Puijenbroek
Managing Director Eluced

Book a free 'Sixty minutes with SUE'

Sportcity/Fit For Free uses Behavioural Design 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 joined our training to inspire and help the business to innovate. 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 a ‘Sixty 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

These books are covered in the course

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 teachers and why we picked them

Astrid Groenewegen

  • Founder Behavioural Design Academy
  • Social Scientist
  • Behavioural Designer
  • Speaker & Columnist

Tom de Bruyne

  • Founder SUE Amsterdam
  • Psychologist
  • Popular Keynote speaker
  • Fellow University Leuven

Jorn Craeghs

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

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 teached 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 two days in live masterclasses 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 will ensure this training sticks.

Our Fundamentals 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 prioritise learning over urgent items on their 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 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

Learn how to grasp the human behind your client

  • 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

Do you want to find out more?

Download our in-company workshop product sheet. Would you rather like to talk to us in person? No problem whatsoever: Please contact us and will get back to you as soon as possible.