Innovation that leads to real behaviour change
Add a behavioural lens to your innovation work so good ideas don’t stop at alignment, but translate into action, better decisions, and credibility that stands out.
Empowering Teams at
Our work is used by innovation consultancies and organisations where decisions carry real risk, talent is hard to replace, and guessing is expensive.
100% Practical
9.4 Satisfaction score
Backed by science
27+ years' experience
2800+ Students
For professionals who already know the frameworks
You’ve learned the methods.
You’ve done the workshops.
You talk the talk of innovation.
And yet, when pressure rises:
customer insight still feels thin
behaviour doesn’t always change
decisions slip back to opinion
great ideas collect dust in the cloud somewhere
This isn’t a failure of process.
It’s a gap in behavioural understanding.
That’s the gap these courses focus on.
What these courses add to your practice
These courses don’t replace design thinking or other innovation frameworks.
They sharpen them.
They help you:
understand why users actually behave as they do
design for behaviour change that holds up in reality
choose the right methods for the situation
bring more weight and credibility into decision-making conversations
stand out as someone who understands users at a deeper level
This is the layer that turns good process into real outcomes.
How this approach is different
The material is grounded in:
over 25 years leading and supporting global innovation teams
real consumer psychology and behavioural science
practical tools refined through actual client work
ongoing university-level teaching
The focus is not learning more models.
It’s developing better judgement.
Knowing which tools matter, and when, is what makes the difference.
Choose you course
Consumer Psychology
Radically change how you understand customers
Go beyond traditional personas and superficial insights. Learn how motivation, perception, and context shape real decisions, so you can challenge assumptions with confidence.
Good if you want to:
strengthen the quality of customer insight
bring more weight to strategy discussions
reduce opinion-led decision-making
Interviewing Customers & Users with the GRAMS Method
Turn interviews into insights you can
actually use
Learn a structured way to run conversations that surface goals, trade-offs, and deep motivations, not just opinions or post-rational answers.
Good if you want to:
improve the quality of research conversations
master body language and rapport with your users and stakeholders
feel more confident in interviews
get insight you can act on
The Behavioural Science Behind Habits
Master your own habits with clarity, not willpower
Understand how habits really form and why they fail, so you can design changes to your own behaviour that last.
This course can be used both for personal and professional situations.
Good if you want to:
stop relying on motivation alone
understand why past habit attempts failed
apply behavioural science to your own life (or that of others)
Special Edition!
Mastering the Job Interview
People have been using some of our methods to nail their job interviews, so we’ve made a special pack to help you win that job!
This can be used by either interviewers or interviewees.
Learn how to ask the right questions and articulate your thoughts and experience in interviews, without overselling or underselling yourself.
Good if you want to:
stand out in senior or specialist roles
communicate clearly under pressure
learn advanced interviewing techniques
be more memorable
Masterclasses
Bite-sized introductions to consumer psychology and behavioural decision-making.
Learn how innovation decisions break down internally, and how better questions, shared language, and behavioural insight reduce risk before work reaches the market.
Walk away with clearer ways to frame problems, challenge assumptions, and cut through noise in innovation conversations.
A practical investment in your development
All courses are:
fully self-paced
designed for experienced professionals
practical from the first session
Many participants later get reimbursement through learning budgets.
Some organisations buy multiple seats as a lighter alternative to team training.
Either way, the new skills stay with you.
Not sure where to start?
If you want to add the most immediate depth to your work, start with either Consumer Psychology or GRAMS, both are really popular.
“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