Consumer Psychology + Behaviour Design Courses

THE ACADEMY OF CUSTOMER CENTRICITY

COURSES IN CONSUMER PSYCHOLOGY AND BEHAVIOUR DESIGN

Know What Drives Your Customers And

How To Ethically Change Their Behaviour

Join our upcoming Consumer Psychology & Behavioural Design course and learn practical tools to turn insights into actions.

Understand exactly why your customers behave as they do.

Master proven methods to ethically influence behaviour.

Increase conversions and create stronger customer connections.

Enhance your strategic thinking with actionable frameworks.

Next group of live online classes and self-paced tutroials TBA!

4-Week Course, Live Online & Self-Paced Sessions

Join the waitlist to be notified about our next cohort

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100% Practical

9.4 Satisfaction score

Backed by science

27+ years' experience

2800+ Students

Introducing Our Consumer Psychology & Behaviour Design Course

Whether you are in Product or Marketing, I'm going to share with you the exact frameworks and techniques I've been using over the last 27 years with global brands and innovation consultancies to give them a competitive advantage.

This know-how has significantly helped them de-risk their decision-making and create more meaningful experiences. Each module focuses on a core topic area, Consumer Psychology - Decode their WHY, and Behaviour Design - Design their HOW.

What previous clients say

Trusted by TEAMS AT

“Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.”

- Don Norman

Meet Your Coach

Gary van Broekhoven

Nominated for the Masters Degree Teacher of the Year Award 2024!

Harbour Space University

Behaviour Designer, Consumer Psychologist and University Lecturer, I've been fortunate to have learnt and worked with some incredible people in companies and sectors including NASA, American Express, and Disney, IDEO, Fjord and Designit.

The GRAMS and NOREX frameworks is now a benchmark in academic circles and consultancies.

I'm devoted to empower the CX community by imparting my expertise of 27 years, to individuals and teams, enabling others to create truly valuable experiences for their customers.

What clients and students say

Maria Victoria - Head of CX and Behavioural Psychologist

A passionate professional, Gary's “learning by doing” approach transforms any working session into a continuous learning experience for both coworkers and clients. His ability to apply real life examples to tackle different challenges, along with his extensive understanding of tools and processes, gives him the ability to effortlessly transform raw data into actionable insights and innovative solutions. An inspiring mentor to learn from and fantastic person to work with!

David - Head of Design

Gary is, without a doubt, one of the people I learned the most from in my entire design career. I worked with Gary for multiple years now in different capacities, not only leading together digital transformation and innovation-driven initiatives for global clients but also leading cross-functional, cross-location teams together.

Lillian - UX Designer

Gary is definitely one of the best professors I’ve had in my academic career. I feel like his passion and energy made the experience beyond enjoyable. Wish he’d have more classes. Gosh I can’t remember listening so actively to anyone that wasn’t an actor in Game of Thrones. He’s a star!

What Makes These Courses Truly Unique

DESIGNED SPECIFICALLY FOR:

Researchers
Marketers
Innovators
Service Designers
Product Managers
User Experience Designers
Founders, CEO's & Executives
Customer & Employee Experience Professionals

These courses are designed to bring as much real-world application for everyone who wants to get a deeper understanding of how customers, users, staff, patients etc. make decisions and how we can help them achieve better behavioural outcomes.

These courses are designed to be fun, easy to grasp and immediately applicable.

Be notified on the dates for next cohort

Which Level Is right for you?

Consumer Behaviour Fundamentals

(4 weeks) Next cohort starts: TBA

Perfect for beginners in consumer psychology and behaviour design looking to build their core skills. You'll quickly master the essentials of consumer psychology and behavioural design fundamentals.

You’ll learn:

The real reasons customers behave the way they do.
Practical methods to ethically guide user behaviour.
Essential behavioural frameworks you can apply immediately!

Ideal for:

Marketing professionals, UX and Service designers and researcher, and entrepreneurs keen to dive into consumer psychology.
Anyone needing a strong foundation in behavioural design.

Advanced Behavioural Design Mastery

(4 weeks) Next cohort starts TBA

Ready for the next step? This advanced course is for those who know the basics, and want to deepen their understanding, refine their approach, and become true masters.

You’ll master:

Advanced insights from cutting-edge consumer psychology.
Sophisticated behavioural design frameworks and strategies.
Practical applications of behavioural science that deliver measurable results.

Ideal for:

Experienced marketing strategists, senior UX professionals, innovation leaders, and behavioural design enthusiasts looking to sharpen their skills further.
If you already have a degree in psychology and want to learn how to apply it to innovation, then this is for you.

What's Included in Each Course

Interactive Online Classes: 2 live sessions per week, each lasting 2 hours.
Engaging, Practical Learning: No fluff or filler, just skills you'll actually use.
'Ask Me Anything' Fridays: A weekly session for 6 months post-course, diving deeper into the week's theme to fine-tune your skills and keep them razor-sharp.
Exclusive Bonuses: Comprehensive documentation, actionable templates, and case studies to support ongoing learning.

What Previous Students Say

Mariam - UX Researcher

This course has been my favorite since I started studying ever. I loved everything about it, and I feel sad that it’s over. I would’ve loved it if all classes were this enjoyable and instructive. Truly, one of my best experiences ever, I have learnt a lot

Maite - Design Strategy

Not only the content was very interesting and applicable, but the session itself had a super clear and engaging structure.

In fact, it is so applicable that I have already absorbed the content and used it in a Design Sprint session with the team.

Olga - UX researcher

I would like to thank you for today's lecture. Not only was the theory very interesting and clearly presented, but the opportunity to try it out immediately with afterward's commentary was extremely beneficial! I could openly tell you that it was the most interesting lecture I've seen throughout the year.

Consumer Psychology and

Behaviour Design Package

The courses blend self-paced lessons with LIVE online group tutorials.

You'll learn the essential principles that shape all user behaviour and develop new skills in building psychology-driven products and campaigns.

TRY IT RISK FREE

100% Money Back Guarantee

Remember, you do not have to say YES right now. You only have to say MAYBE.

Start the course and if you decide it´s not for you at any time, no problem.

You can refund yourself anytime. No phone calls, no hassle. Just Send us an email, and we will refund you right away

The courses include!

Consumer Behaviour: Psychology & Behaviour Design Combo

All-in

4 weeks + bonuses!

Starting TBA - Fundamentals

TBA - Advanced/Mastery

Included as standard: All the digital self-paced videos in consumer behaviour helping you decode your users WHY in new ways, de-risking your decision making and giving you a leading edge in the market & Behaviour Design helping you design your users HOW based on the latest in behavioural science, de-risking your decision-making and giving you a leading edge in the market.
Fully decked: Complete set of documented frameworks with explanations, history and step by step guided templates. - Both modules.
Nothing Like YouTube or AI: Live and interactive online group classes 2x per week Where we go into much more detail into each topic and framework.
Community: One of the things students love is all the break-out room sessions helping them meet fellow ambitious peers
Never miss out: All classes are recorded, so you can catch up anytime.
Consultancy sessions: Live online 1x per week where we can discuss any topic making sure you are confident in your new skills and that is stays relevant to your industry. Value: 2000€
Bonus 01 - When life throws you lemons: Sometimes life gets in the way and you need to take a pause. now you can freeze at any point along the module and re-join where you left off but in the next cohort, guaranteeing you get the max out of your investment.
Bonus 02 - No FOMO: The industry is evolving but we don't want you to miss a beat, for a limited time only, we are offering you 12 months of future online video trainings (and there's a lot in the pipeline), stay updated on the latest movements in Consumer Psychology and Behaviour Design - 1000€
Bonus 03 - Limited time offer: This is the big one! Extended +5 months (6 months in total) live weekly group AMA-Ask me anything. Join our Friday group sessions, where you can ask specific questions making sure your new knowledge stays fresh and relevant. Value 5,000€

Complete package value 12,500€

Yours for 1,500€

Don't want to wait

Access the self-paced online course Now!

Combined Consumer Behaviour - Digital Self-paced Course

For those of you who can't wait to get stuck in and benefit from all the frameworks and techniques to understanding consumer behaviour and designing better experiences.

This is the same course as the others except without the live classes and only one consulting session.

*If you later decide you want to join the live cohort, just send us an email and we'll help you.

Special Beta Launch Price 75€Valued at 1200€ - Priced fixed until May 2025

What's The Alternative?

Your other options.

If you’re thinking of joining but still evaluating other options, here are some of the closest alternatives:

Psychology Books

We’re all for reading, but with countless psychology books out there, it could take years just to cover the basics. The catch? Most of them leave you stuck trying to bridge the gap between theory and practice.

Psychology Degree

Education is valuable, but let’s face it—it’s often costly and time-consuming. Most degrees take 2+ years and fall short when it comes to real-world, practical skills. Some of our students already have psychology degrees! (It's not a requirement).

Consultant / Agency

Some consultants can give your business a quick boost, but it’s a short-term fix. Empowering your team with consumer psychology & behaviour design skills delivers lasting impact at a fraction of the cost.

Workshops

Workshops have gained popularity over the past decade, but their brevity often limits depth and psychology-focused insights. You might walk away with a nice certificate, but you’re left with generic tactics that barely scratch the surface.

STILL NOT SURE?

Frequently Asked Questions

Will I gain a recognised certification?

Yes, upon completing the course, you will receive a certificate of completion. For those who submit a project in the advanced level, a certificate of Mastery is issued. All certificates have a unique ID code and can be uploaded to LinkedIn etc.

How much time commitment is there?

For self-paced, you can obviously go well, at your own pace. For the live groups, Expect to invest 4-5 hours per week, with flexibility in how you distribute your time. All class sessions will also be recorded if you want to catch-up.

Do I have to do course work?

No mandatory coursework or final exams. The course is designed in a typical innovation project format (Design Thinking), We've designed each class to be immediately applicable to your own projects.

Is there a final exam or deliverable?

No exam, but it’s important that you really get the most from this investment in yourself. Students enjoy and get more out of it by applying the lessons directly to their work, personal project or university project. If you chose to do your own project, then you can hand that in and I can give feedback.

Do I need previous knowledge in psychology?

Even though we regularly have students with degrees in psychology who want to learn the application side, no prior psychology knowledge is expected or required, making this course suitable for all levels.

If I chose one of the courses, and decide that I want to join an other one as well, can I claim a discount offer?

We want to reward loyalty, contact us and we'll see how we can help.

If I sign up today, how soon can I start?

If self-paced, then you'll immediately receive an email with your login details etc, and you can start. If you are joining a live cohort, you can access all the videos and training material on the day the course starts, this allows everyone to start in the same place. Once it has started, you can go at your own pace.

Support and resources?

The course includes a pack (200+ pages!) with all necessary frameworks in digital and downloadable formats, live weekly Q&A sessions, and additional resources for continuous support, don't worry, we have you covered.

Can this be passed as business expense?

Yes- you can claim this as a business expense. If you are outside of Spain, then you will be excempt of VAT/IVA/Tax. Just send us an email and we will prepare your receipt accordingly.

Any plans for companies?

Custom plans are available for companies and teams. Contact [email protected] for specific details.

Does this include lifetime access?

Absolutely, you paid, it's yours, plus, for a limited time, you'll get all the latest industry methods included, (once I've recorded them).

If I start it and decide that it's not for me?

We offer a 100% refund policy if the course doesn’t meet your expectations.

Who are you and why should I learn from you?

I started my career designing gambling machines, but I've also worked in a wide range of sectors from healthcare to financial institutions to transport and even toys for Disney. My experience is pure hands on, learning what really works vs what looks good on paper, and I'm only here to show you what is proven to work time and time again in a wide range of industries.

Still not sure?

Questions? Or perhaps you just want to get to know your professor, no problem, just click on the link to book a zoom call and we can answer all your questions. Also, you are welcome to check out our masterclasses as a taster.

Free Download of the Infamous GRAMS Method Guide

Taught to over 1500 professionals in sales, design and research,

who want to have truly insightful and meaningful conversations

with their customers and stakeholders with ease.

- Who to interview

- Know what to ask

- How to make sense of it all

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More reviews from clients

Shun Lai - Digital Marketing

As a digital marketer, I’ve learned how important it is to understand why people make certain choices.

Whether you’re in marketing or design, knowing a bit of psychology helps you connect better with your audience.

Thank you, Gary, for your kindness and support. You are truly an energetic teacher, and I’ve learned so much from you!

Khoon Sint May - Entrepreneur

I want to extend my sincere gratitude to Gary for his engaging lessons on consumer behavior in Module 4. His expertise in psychology and the intriguing world of consumer decision-making has truly enhanced our learning experience. Thank you for your kindness and support throughout this journey!

Nyi Myat -Communications Consultant

What I learned wasn’t just for marketing. It’s impacted my personal life and how I design my courses as an instructor too. Everything I've learned is installed in my brain and will flow through me to others!

Thank you, Gary! Learning from you about what drives people has left me with only one question to answer: What drives me as a person?

“ It’s not what they drive that counts but what drives them.”