MASTER THE BEHAVIOURAL DESIGN METHOD©

Drive Engagement, Reduce Churn, Build Loyalty

Your customers aren’t just leaving because of better prices or flashier ads—they’re leaving because they don’t feel understood. They want to trust that your brand genuinely recognises their challenges and is committed to solving them. That’s where behavioural design comes in. SUE’s proven framework helps you uncover what truly drives customer decisions, identify hidden barriers to trust, and create strategies that resonate deeply.

Join our most popular training: Behavioural Design Fundamentals

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It's absolutely free, no strings attached!

 
Sony
ABN AMRO
Adyen
European Commission
Medtronic
Achmea
KPN
UNHCR
ebay
 

100% practical 9,7 satisfaction score backed by science officially accredited education proven method

Uncovering the 'Trust Gap' with your customers

Your marketing team works tirelessly to craft campaigns that connect, but something’s still not landing.
Here’s why:

Customers Don’t Feel Seen

Without a genuine understanding of their challenges, customers doubt your brand’s intentions. They need to feel assured that their needs and goals are recognised and prioritised.

Loyalty is Slipping

When customers stop seeing your solutions as the right fit, they feel unheard and undervalued. This erodes trust, creates frustration, and opens the door for competitors who seem to understand them better. Loyalty fades when alignment is lost.

Churn is Rising

Customers don’t just leave because of price or competition—they leave when they stop feeling valued, understood, and in control. When trust fades, frustration grows. If they feel ignored, misled, or like just another number, they’ll take their loyalty elsewhere. And when they go, so do your growth and budget.

How Behavioural Design solves the problem

At the heart of your challenge is the need to truly understand human behaviour—and behavioural design is the solution. With the SUE | Influence Framework©, you’ll learn the 6 power skills of influence:

POWER SKILL 1

Understanding Decision-Making

Skill: You will understand how people really make decisions and why they take action or not. By knowing how people make automatic decisions, you can gain more control over shaping their minds and behaviours. This insight allows you to influence choices more effectively and drive desired outcomes.

POWER SKILL 2

Revealing the Forces that Drive Behaviour

Skill: Unlock the forces that drive behaviour with our SUE Influence Framework. Learn how to decode and harness the unconscious drivers behind people’s actions. Identify the hidden anxieties, pains, and motivations that influence your customers’ decisions. By revealing behavioural insights using the SUE Influence Framework, you’ll gain a powerful tool to shape decisions and behaviours, enabling you to create impactful change and achieve your goals more effectively.

POWER SKILL 3

Unlocking Behavioural Insights

Skill: Learn how to conduct interviews that unlock deep insights into choices and behaviour. Discover techniques to reveal the underlying motivations and unconscious drivers behind people’s actions. By mastering behavioural analysis, you’ll gain the ability to understand and influence decisions, providing you with a valuable tool to drive effective change.

POWER SKILL 4

Spotting Opportunities for Influence

Skill: Discover how to spot opportunities from behavioural analysis. Learn to identify key insights and patterns that reveal underlying motivations and behaviours. Proactively tackle concerns that prevent customers from fully engaging with your brand. By mastering these techniques, you’ll be equipped to uncover hidden opportunities, drive innovation, and create strategies that effectively influence and shape positive outcomes.

POWER SKILL 5

Design Resonant Campaigns

Skill: Master the art of creating behavioural interventions with our SWAC Tool. Craft messages that speak directly to your audience’s needs and values. Create products, services, and campaigns that align with the emotional and practical goals of your customers. We teach you to design targeted strategies that influence actions and decisions. By leveraging the SWAC Tool, you’ll be able to develop effective interventions that drive behavioural change, enhance engagement, and achieve your desired outcomes.

POWER SKILL 6

Strengthen Loyalty Through Actionable Insights

Skill: Move beyond guesswork to develop strategies that build long-term trust and loyalty. Learn how to rapidly prototype your interventions. Gain hands-on experience in quickly developing and testing behavioural strategies, allowing you to iterate and refine your approaches in real-time. By mastering rapid prototyping, you’ll be able to create effective, evidence-based interventions that drive immediate and impactful behavioural change.

Why this will work for you

Building trust isn’t just a short-term win—it’s the foundation for long-term success. Here’s why it matters:

STEP 1

Loyalty That Lasts

When customers feel heard and valued, they’ll stay loyal—even when competitors come knocking.

STEP 2

Higher Retention and Resilience

Addressing concerns proactively reduces churn and creates relationships that withstand challenges.

STEP 3

A Reputation That Stands Out

Your brand becomes known as empathetic, reliable, and genuinely customer-focused, setting you apart from the competition.

Influence: The Essential Skill for Professional Success

According to Forbes Magazine and the World Economic Forum, “Influence” is globally recognized by industry leaders as one of the top three most in-demand power skills.

Influence is the power skill that sets professionals apart in today’s fast-paced world. Imagine being able to steer conversations, shape decisions, and inspire action without force or authority. That’s the magic of influence. It’s not just about persuasion—it’s about creating connections and trust that make people want to listen and follow your lead. In a landscape where competition is fierce, those who master influence rise above the noise. They can rally teams, win clients, and drive change effortlessly. This skill isn’t just a nice-to-have; it’s the secret skill that can transform your career and amplify your impact.

Why Choose SUE?

SUE guides forward-thinking professionals worldwide in designing behaviour and engaging people in change. Our Behavioural Design Certification Courses are heavily inspired by the research and consulting work of our sister company, SUE & The Alchemists. We have supported leadership and change teams at companies such as Roche (Switzerland), Newcold, the European Parliament, Aramco, Pfizer, and many more. Participants give us a 4,9 out of 5 Google rating and a 9,7 out of 10 satisfaction rating. We have trained over 5,000 individuals and teams worldwide from over 45 countries. Read what past attendees have to say and learn more about us here.

We Wrote a #1 Bestseller

In the course, you’ll learn the exact methods outlined in our number one bestseller, The Art of Designing Behaviour, by our founder, Astrid Groenewegen. This insightful guide delves into the science of human behaviour, offering practical strategies to influence and shape actions. It combines cutting-edge research with real-world examples to reveal how to create impactful products, services, and policies. , equipping you with the tools to understand and harness the drivers of behaviour. Whether you’re a marketer, designer, or leader, our course, paired with Groenewegen’s book, provides the comprehensive knowledge to craft interventions that lead to meaningful change. Unlock the secrets of behavioural design and elevate your ability to drive positive outcomes by mastering The Art of Designing Behaviour in our in-depth training.

Some Facts About The Behavioural Design Certification

  • The EQAC officially accredits us
  • You will receive a course certificate
  • We have already trained over 5,000 professionals
  • From over 45 countries worldwide
  • We have a 9,7 satisfaction rating
  • Bestselling authors of ‘The Art of Designing Behaviour’
  • We are firmly rooted in practice with our consultancy
  • Our team is at your service, with two offices in The Netherlands
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Behavioural Design is about designing choices. Understanding how people make decisions and how you can influence their behaviour is the missing layer to increase the success of your products, services, campaigns, or policies.

Some of the organisations we've worked with

We have trained people from national and international clients, ranging from non-profits, corporations, and governments to scale-ups and health professionals. We have trained leadership teams, management teams, and (cross-functional) project teams. Check out some of our cases.

We are Accredited by the EQAC

We are an official training programme recognised and globally accredited by the Education Quality Accreditation Commission (EQAC). The EQAC’s mission is to ensure high-quality standards in education by recognising programmes that meet exceptional quality levels and guiding individuals in finding excellent education within a complex array of offerings. To achieve our accreditation, our curriculum, trainers, teaching methods, delivery methods, and terms of service were rigorously evaluated. This ensures that you are guaranteed the highest quality training with us.

Do you have any questions?

We’d love to hear from you! Feel free to reach out to the SUE Team with any questions you may have.
You can contact us by email or call us at +31 20 223 46 26 (CET).
Our team is ready to assist you in English, French, or Dutch. We promise to get back to you as soon as possible!

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