The Academy of Customer Centricity
Putting The Power Of Consumer Psychology & Behaviour Design In Your Hands
Decode your customer behaviour
De-risk your investments and decision making
Design experiences built on behavioural science.
9.8 Satisfaction rate
Trusted by teams at
What Previous Students Say
Simon - Experience Lead
Gary's GRAMS framework- a structured and rapid way of running and decoding user interviews has become the de facto standard within our office
Maite - Design Strategy
Not only the content was very interesting and applicable, but the session itself had a super clear and engaging structure.
In fact, it is so applicable that I have already absorbed the content and used it in a Design Sprint session with the team.
Olga - UX researcher
I would like to thank you for today's lecture. Not only was the theory very interesting and clearly presented, but the opportunity to try it out immediately with afterward's commentary was extremely beneficial! I could openly tell you that it was the most interesting lecture I've seen throughout the year.
Where your journey begins!
Consumer Psychology & Behaviour Design
Know their WHY, Design their HOW!
Stand out as a leader in consumer behaviour with live, online group classes. Join a small group of likeminded professionals, getting deep learning and great conversations about consumer psychology and behaviour design.
14th January Cohort Full – Join the Waitlist Now!
Self-paced Training
Master the Art of Understanding and Designing for Your Users!
Learn advanced strategies, frameworks, and techniques to conduct insightful interviews, decode behaviours, craft behavioural personas, and design habits that drive meaningful results.
Popular Starting Point
Masterclasses
Bite size Consumer Psychology and Behavioural Design.
Gain fresh insights and practical skills that give professionals in Research, Service, UX and Product Owners a competitive edge in their industry.
See how this highly desirable skillset can enhance your career, become a leader in your field.
Want to empower your team?
Accelerate your customer-centricity by having your teams speak the same language of the customer, break down silos and transform their skills together.
Is This For You?
Our training and courses are designed to bring as much real-world application for everyone who wants to get a deeper understanding of how customers, users, staff, patients etc. make decisions and how we can help them achieve better behavioural outcomes.
These courses are designed to be fun, easy to grasp and immediately applicable.
Designed for:
CXO’s
Marketers
Innovators
Researchers
Service Designers
Product Managers
User Experience Designers
Founders, CEO’s and Executives
Customer & Employee Experience Professionals
25+ Years In The Field
Gary van Broekhoven
My career in consumer psychology and behaviour design began with an unexpected twist: designing gambling machines, unknowingly for the French Mafia. This unique start fuelled a journey of over 25 years, leading me to uncover the depths of consumer behaviour mixed with both design and marketing. Along the way, I've transformed insights into actionable successes for global brands and leading consultancies in a wide range of industries.
Now, I'm turning my focus to teams and individuals.
Through bespoke training, I will share the same advanced techniques that I do with students at prestigious universities such as ESADE, IESE, and Harbour Space.
My goal? To equip you with the knowledge about your users and the tools to deliver exciting customer experiences, solidifying your competitive edge and propelling your business and your career forward.
Ready to learn What Drives Them?
What Our Clients Says about Gary
Maria Victoria - Head of CX and Behavioural Psychologist
A passionate professional, Gary's “learning by doing” approach transforms any working session into a continuous learning experience for both coworkers and clients. His ability to apply real life examples to tackle different challenges, along with his extensive understanding of tools and processes, gives him the ability to effortlessly transform raw data into actionable insights and innovative solutions. An inspiring mentor to learn from and fantastic person to work with!
Lillian - UX Designer
Gary is definitely one of the best professors I’ve had in my academic career. I feel like his passion and energy made the experience beyond enjoyable. Wish he’d have more classes. Gosh I can’t remember listening so actively to anyone that wasn’t an actor in Game of Thrones. He’s a star!
David - Head of Design
Gary is, without a doubt, one of the people I learned the most from in my entire design career. I worked with Gary for multiple years now in different capacities, not only leading together digital transformation and innovation-driven initiatives for global clients but also leading cross-functional, cross-location teams together.
I learnt that it is very important to gain a psychological and sociological perspective at the beginning of the entrepreneurial path. Gary did not leave any point unclear. It was a great and effective course in a compact way.
This class has been my favorite since I started studying ever. I loved everything about it, and I feel sad that it's over. I would've loved it if all classes were this enjoyable and instructive. Truly, one of my best experiences ever.
Gary is a phenomenal instructor, the way he utilizes human behavior to manage his class is great, the stories about his past clients and how other businesses use consumer behavior to understand their consumers and how they behave. This was by far the most interesting class I have ever taken.
Gary is definitely one of the best professors I've had in my academic career. I feel like his passion and energy made the experience beyond enjoyable. Wish he'd have more classes. Gosh I can't remember listening so actively to anyone that wasn't an actor in Game of Thrones. He's a star!
The class is important for most of us who worked in marketing since we were taught how to use psychology in marketing. The course is interesting and sort of lays the foundations for many more to come.
Gary is great, and the way he delivers the class is fun and easy to follow. He clearly understands and is able to guide all students. I love his class!
Inspiring teacher that make his students love to attend and participate in his class.
Gary was very good at explaining consumer behavior in the simplest way possible.
Gary makes the topic interesting, and he makes sure everyone fully understands it. While trying to make the class as interactive as possible. It is one of the best courses I have taken throughout my education.
I love the practical examples that the course exposed us to. Gary really touched a lot of things when explaining the course, the examples he gave us were awesome and I learnt a lot.
The way Gary presented the subject is very clear and made me understand the concepts easily. I liked learning about each of the theories.
Gary truly cares about his profession. He is so knowledgeable, very kind and always there to answer all of our questions. I would like to thank him for such a wonderful module.
Recalling my past knowledge about consumer behaviors and psychology lessons... now Gary matched them up, mixing all the materials to hit a bigger target in analysing how consumers react, purchase, and response from those aspects.
Very interesting concepts that are important for us to understand consumer (and our own) psychology and behavioural patterns better. Gary focuses less on textual learning and more on class participation and discussions.
I liked that the theories are used in our daily life practise. The course was eye-opening regarding how marketing strategies strongly leverage the behaviours of the consumers, and it is really helpful.
I am glad this course focuses on the learning process and rather the understanding of how relevant it is to your work while discussing how you apply it to our own cadence.
“ It’s not what they drive that counts but what drives them.”
Gary van Broekhoven
What Drives Them
C/Valencia 127
Barcelona, 08011
garyvb @ what drives them . com
Hours
Monday - Friday
10am - 6 pm
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