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 upgrade your customer-centric process.
TRUSTED BY TEAMS AT
Our Reputation
We’re not just here to help you “understand customers better”. We’re here to help you decide better, because you understand consumer behaviour accurately.
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.
KTC Programme
Is our unique "Know-The-Customer" (KTC) programme that embeds consumer psychology, advanced interviewing and insights decoding skills throughout your next sprint or project, so your team produces decision-grade customer evidence leaders can align around.
If you’re trying to level up a team, not just one person, this is your next step.
Honeycomb Builder
The Honeycomb Builder is for organisations that want customer-centricity embedded across multiple teams, as part of daily work.
This transformation creates shared standards and language, provides practical customer frameworks, reduces silos, and integrates into existing processes, such as Six Sigma.
This is where customer-centricity becomes culture.
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.
Who makes the magic Happen
Maria Victoria - Consumer Psychologist & Innovation Strategist
Mariam Tawfik - Innovation Manager
Marta Muñoz - Project Manager
Patricia Quilon - Marketing Manager
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 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!
What makes us different
We don’t sell:
workshops that fade after two weeks
courses that never get applied
AI outputs that replace thinking
We build:
skills you and your team actually use
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.
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.
KTC Programme
Is our unique "Know-The-Customer" (KTC) programme that embeds consumer psychology, advanced interviewing and insights decoding skills throughout your next sprint or project, so your team produces decision-grade customer evidence leaders can align around.
If you’re trying to level up a team, not just one person, this is your next step.
Honeycomb Builder
The Honeycomb Builder is for organisations that want customer-centricity embedded across multiple teams, as part of daily work.
This transformation creates shared standards and language, provides practical customer frameworks, reduces silos, and integrates into existing processes, such as Six Sigma.
This is where customer-centricity becomes culture.
Changing Careers & Companies with
Consumer Psychology - Blog
The Not Invented Here Problem: Behavioural Design Around External Innovation
Your team rejects external ideas automatically. It is not arrogance. It is a predictable behavioural pattern. Here is how to design around it. ...more
Behaviour Design ,Customer Discovery &Embedding Innovation
April 13, 2026•undefined
Innovation Governance Without Bureaucracy: Just Enough Structure
Governance should enable innovation, not prevent it. Discover how to design distributed decision-making, transparent criteria, and experiment protocols. ...more
Behaviour Design ,Embedding Innovation
April 10, 2026•undefined
Circular Economy Myths and Reality: What Actually Works
Beyond the buzzword: cutting through misconceptions to understand what the circular economy actually means and how organisations can implement real solutions. ...more
Behaviour Design ,Sustainability
April 09, 2026•4 min read
“ It’s not what they drive that counts but what drives them.”
Gary van Broekhoven
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