We help organisations become truly
customer-centric.
What Drives Them exists to make customer-centricity simple, repeatable, and scalable. Not as a slogan. Not as a “mindset”. But as a set of skills and tools, you and your team can learn and use every week.
Our unfair advantage is
that we build customer-centricity as a system, not a one-off service. We combine behavioural science + consumer psychology + practical frameworks into products that work for:
you as an individual learning on your own
your team working on real product decisions
your organisation building long-term innovation capability
Most companies have bits and pieces: training without real application, research that doesn’t change decisions, frameworks that nobody uses, AI outputs with no judgement behind them. You end up doing the work, but still making the call based on instinct.
We build the full system.
TRUSTED BY TEAMS AT
What we believe
We’re not here to help you “understand customers better”. We’re here to help you decide better, because you understand customer behaviour properly.
Customer-centricity only matters if it changes decisions. Insight only matters if it changes direction. Innovation only works when customer insights are stronger than internal opinion.
What we build
You might come to us at different stages of innovation maturity. That’s why we built products that fit different needs and levels of experience. Each product works alone, but together they create a simple progression:
Learn → Apply → Standardise → Scale
self-paced courses
If you want to build your skills (or your team’s skills) without waiting for a workshop date, our self-paced courses teach consumer psychology, behavioural design, and advanced customer interviewing techniques in a practical way you can use immediately.
These courses are not theory libraries. They are transformative skill builders.
Scout Builder
The Scout builder is our system for turning talent into elite innovators. Your people learn to explore, test, and bring back customer evidence strong enough to guide decisions.
If you’re trying to level up a team, not just one person, this is the pathway.
Honeycomb Builder
The Honeycomb Builder is for organisations that want customer-centricity embedded across teams, as part of daily work.
It creates shared standards and language, gives practical customer frameworks, reduces silos, and fits into existing processes like Six Sigma.
This is where customer-centricity becomes culture: common language, consistent methods, and decisions that don’t depend on who shouts loudest.
Who we are
We are behavioural designers, consumer psychologists, and innovation practitioners.
We work where these areas meet: human behaviour, product development and service design, innovation, and decision-making. Because that’s where customer-centricity either becomes real.
If you’re tired of “insight” that never survives stakeholder debate, you’ll feel at home here.
Who leads it
Gary van Broekhoven
Consumer psychologist. Innovation Strategist. University lecturer.
Gary has spent 28+ years helping teams make better decisions at the early stage of innovation, when the risk is high, and the evidence is usually weak.
He built What Drives Them after seeing the same pattern again and again: smart teams, good intentions, but unclear evidence… and, therefore, slow decisions and endless costly rework.
So he built an agile system that makes behavioural insight usable under real-world pressure.
Client List
Sanofi
Nasa
Disney
Vodafone
Fjord
Innocent Drinks
AstraZeneca
Bombardier
ICU Medical
DMI
AXA
Virgin
Roca
SEAT
Leo Pharma
B.GRIMM
American Express
ESADE
Reckitt Benckiser
Startup Bootcamp
Takeda Pharmaceutical
Wipro
Zurich Insurance
Hospital Clinic
Staples
NatWest
IDEO
JLL
YPO
EO
What makes us different
We don’t sell:
workshops that fade after two weeks
Research reports that arrive too late
courses that never get applied
AI outputs that replace thinking
We build:
skills you and your team actually use
frameworks that become habits
evidence that gets stakeholder alignment
customer-centricity that counts
That’s the difference.
If any of this might align, why not either send us an email or book an assessment call and we can learn about your current situation and answer any questions.
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
Wana - Founder of Ullabelle
Gary led a workshop on his proprietary customer research techniques for our group and my mind was blown. he has immense knowledge on how to get to the core of your customers problems and work towards creating a solution.
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!
GRAMS Method™ Guide
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!)
Fill in your details to receive your FREE PDF guide
Changing Careers & Companies with
Consumer Psychology - Blog
4 Consumer Psychology Insights for Qualitative Interviews
How do you extract customer insights from your user interviews and easily navigate the conversation without having to follow a script? ...more
Interviewing for insights
August 25, 2025•6 min read
25 Smart Questions to Ask in Interviews in 2025!
Discover 25 smart interview questions using the GRAMS Method™. Get scripts, tips & techniques to impress hiring managers and land your dream job in 2025. ...more
Interviewing for insights
July 24, 2025•10 min read
Understanding Your Customers Starts With Getting Them to Open Up
Most interviews fail because customers don't feel safe enough to open up. Learn how trust and psychological safety unlock game-changing insights. ...more
Consumer Psychology ,Customer Discovery
June 30, 2025•3 min read
“ It’s not what they drive that counts but what drives them.”
Gary van Broekhoven
Join 5000+ readers receiving tips, edu-bites and latest research in the world of Consumer Psychology
Copyrights 2025 | WhatDrivesThem™ | Terms & Conditions