THE ACADEMY OF CUSTOMER CENTRICITY PRESENTS
Become a Leader in Consumer Behaviour
Employers want it, customers demand it, only 1% have it!
Whether you're new to consumer psychology or already have a knack for behavioural design, our practical, hands-on courses give you the skills to drive real-world results.
Forget jargon-heavy lectures and boring theory. Welcome to engaging classes that equip you to decode user behaviour and design experiences that actually work (promise!).
Find out which is best for you.
100% Practical
9.4 Satisfaction score
Backed by science
27+ years' experience
2800+ Students
Which Level Is right for you?
Consumer Behaviour Fundamentals
(4 weeks) Next cohort starts: 29nd April 2025
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 May 27th 2025
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.
Find out which course is best for you
“Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.”
Don Norman
Trusted by TEAMS AT
What previous clients 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!
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!
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.
Meet Your Coach
Gary van Broekhoven
Consumer Psychologist and Behaviour Designer.
Nominated for the Master Teacher of the Year Award 2024 Harbour Space University.
Behaviour Designer, Consumer Psychologist, and University Lecturer, Gary has an extensive portfolio with 200+ projects across various sectors, including NASA, American Express, and Disney and has spent many years working in healthcare and with innovation consultancies.
His innovative GRAMS Method is now a benchmark in academic circles and consultancies.
Gary is devoted to imparting his expertise to individuals and teams, enabling others to create truly valuable experiences.
“The human mind does not run on logic no more than a horse runs on petrol.”
Rory Sutherland
Putting you in the top 1%
DESIGNED 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 gain 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.
When you're ready, book a call and find your best match!
Find out which is best for you
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 22nd of April 2025 - Fundamentals
20th May 2025 - 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 1,900€
Find out if you qualify for our course!
What Previous Clients & 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.
I learnt that it is very important to gain a psychological and sociological perspective at the beginning of the entrepreneurial path. Gary did not leave any point unclear. It was a great and effective course in a compact way.
This class 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.
Gary is a phenomenal instructor, the way he utilizes human behavior to manage his class is great, the stories about his past clients and how other businesses use consumer behavior to understand their consumers and how they behave. This was by far the most interesting class I have ever taken.
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!
The class is important for most of us who worked in marketing since we were taught how to use psychology in marketing. The course is interesting and sort of lays the foundations for many more to come.
Gary is great, and the way he delivers the class is fun and easy to follow. He clearly understands and is able to guide all students. I love his class!
Inspiring teacher that make his students love to attend and participate in his class.
Gary was very good at explaining consumer behavior in the simplest way possible.
Gary makes the topic interesting, and he makes sure everyone fully understands it. While trying to make the class as interactive as possible. It is one of the best courses I have taken throughout my education.
I love the practical examples that the course exposed us to. Gary really touched a lot of things when explaining the course, the examples he gave us were awesome and I learnt a lot.
The way Gary presented the subject is very clear and made me understand the concepts easily. I liked learning about each of the theories.
Gary truly cares about his profession. He is so knowledgeable, very kind and always there to answer all of our questions. I would like to thank him for such a wonderful module.
Recalling my past knowledge about consumer behaviors and psychology lessons... now Gary matched them up, mixing all the materials to hit a bigger target in analysing how consumers react, purchase, and response from those aspects.
Very interesting concepts that are important for us to understand consumer (and our own) psychology and behavioural patterns better. Gary focuses less on textual learning and more on class participation and discussions.
I liked that the theories are used in our daily life practise. The course was eye-opening regarding how marketing strategies strongly leverage the behaviours of the consumers, and it is really helpful.
I am glad this course focuses on the learning process and rather the understanding of how relevant it is to your work while discussing how you apply it to our own cadence.
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, I know, I've read many of them too! The catch? Some are great, but most 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 risk falling 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 by doing the work for you, but it’s a short-term fix. Our course empowers your team with consumer psychology & behaviour design skills delivering lasting impact at a fraction of the cost.
Bootcamps
Bootcamps 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. *If we design a Bootcamp for your team, it would be laser focussed on a very specific skill, nothing generic here.
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.
Find out which course is best for you
Recent 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?
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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“ It’s not what they drive that counts but what drives them.”
Gary van Broekhoven
What Drives Them
Roc Boronat 117
Barcelona, Spain 08011
garyvb @ what drives them . com
Hours
Monday - Friday
10am - 6 pm
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