WHAT DRIVES THEM?

At What Drives Them, everything starts with the GRAMS Method™. It is a simple but powerful framework for asking better questions and uncovering what really drives people. Originally built for UX research, GRAMS is now used far beyond product design, from job seekers preparing for interviews to sales teams prospecting clients. Wherever conversations matter, GRAMS delivers clarity.

But GRAMS is just the entry point. Our work sits at the intersection of consumer psychology and behavioural design. We translate the science of human decision-making into tools you can apply immediately, whether you are shaping a new product, designing a service, or trying to influence change inside your organisation.

That is why we partner with global brands and leading consultancies, and why our programmes run in universities as well as inside companies. From Disney to American Express, and from master’s classrooms to corporate boardrooms, our focus is always the same: making behavioural science practical, ethical, and useful.

The result is professionals who can de-risk decisions, unlock customer-centric innovation, and stand out with skills that matter in an AI-driven marketplace.

If you are a UX researcher, service designer, product manager, sustainability leader, or simply someone who needs sharper insight into people, What Drives Them gives you the tools to move from assumption to action. Once you understand what drives people, you can create solutions that not only succeed but also make a difference.