The Academy of Consumer Behaviour
WHAT DRIVES THEM?
How We Make Behavioural Science Usable at Scale
At What Drives Them, our work is built around a simple principle: organisations make better decisions when they understand what truly drives people.
At the core of our approach is the GRAMS Method™, a practical framework that helps teams ask better questions, cut through assumptions, and focus on what actually influences behaviour. Originally developed for UX research, GRAMS is now used across functions wherever clarity, alignment and sound judgement matter.
GRAMS is the entry point, not the end goal. Our work sits at the intersection of consumer psychology and behavioural design, translating rigorous science into tools teams can apply immediately, whether they are shaping strategy, designing services, or navigating change inside complex organisations.
That is why global brands, consultancies and universities work with us. Across boardrooms, project teams and executive programmes, our focus remains the same: making behavioural insight practical, ethical and commercially relevant.
The result is teams who can de-risk decisions, align faster, and respond more confidently when the market shifts.
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!
Organisations Gary Has Worked With
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
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
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
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!
“ It’s not what they drive that counts but what drives them.”
Gary van Broekhoven
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