WHAT DRIVES THEM?

The Academy Of Consumer Behaviour

About What Drives Them?

At What Drives Them, we empower businesses to deeply understand and influence consumer behaviour through practical behavioural science and consumer psychology. Our mission is simple yet powerful: we equip changemakers—like you—with proven tools, insightful frameworks, and actionable skills that drive meaningful outcomes.

Our signature GRAMS Method helps UX professionals, service designers, and innovation teams rapidly uncover deep insights from meaningful conversations with users and stakeholders. By clearly defining Goals, Reality, Alternatives, Motivations, and Struggles, GRAMS transforms complexity into clarity, turning interviews into strategic advantages.

From interactive online masterclasses to tailored corporate training programmes, our approach is hands-on, ethically grounded, and designed to yield real-world results. We have partnered successfully with industry leaders such as NatWest and American Express, helping them unlock customer-centric innovation.

The outcome of our training is clear: you’ll de-risk your decisions, create lasting impact, enhance customer lifetime value (LTV), and stand out by mastering an increasingly vital skillset in the AI-driven marketplace.

Whether you're a UX researcher, service designer, product manager, or sustainability leader, What Drives Them gives you the edge you need to create positive, lasting behavioural change. Because when you understand what truly drives people, you can design solutions that not only succeed but also make the world a better place.

Ready to dive deeper? Explore our courses, discover our method, and join our community of insightful changemakers.

Trusted by TEAMS AT

Meet Your Instructor

Gary van Broekhoven

University Lecturer, Consumer Psychologist + Behavioural Architect

Honoured as a 2024 Master Teacher of the Year nominee and ex VP of Innovation at DMI, I’ve spent 27 years helping global teams decode game-changing insights and design for behaviour change through powerful frameworks like GRAMS and NOREX, now recognised in academia and innovation.

I’ve worked on projects in patient adherence with doctors across Europe, partnered with brands like Springer and Sanofi, and supported founder networks like EO and YPO. I’ve also collaborated with world-class consultancies like IDEO, Designit, and Fjord.

Now, as part of my mid-life crisis, I've decided to take a year off and share all the frameworks I know first-hand that work in a wide range of situations and sectors. I've seen enough damage done to this world - it’s time to empower the right people!

While you're here, why not download our framework? It's helped thousands of professionals worldwide transform their interviews into valuable insights, quickly and easily

Still undecided but want a taster of all the techniques you'll learn?

Grab this GRAMS Method PDF (which is good, but the course is way better!)

GRAMS Method™ Guide

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What They 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

Emiel - EO

Gary ran a workshop at our EO retreat and his GRAMS framework was extremely insightful to decode the customer experience for the Startups. Multiple founders are now using his GRAMS framework and are seeing impressive results!