Be the Transformational Leader,
you wish to work with
Learn the psychology behind behaviour so you can communicate clearly,
innovate effectively, and guide others with certainty.
100% Practical
9.8 Satisfaction score
Backed by science
25+ Years of experience
2500+ Students
It’s frustrating to know so much
yet still struggle to use it.
Miscommunication with customers and teams makes everything harder. You try to influence decisions but feel unheard. You’ve gathered so much knowledge, yet applying it in real situations still feels unclear, and that leaves you doubting yourself, even though you’re genuinely trying to do your best.
People shouldn’t have to guess how to communicate or make decisions, they deserve the tools to understand human behaviour and use it for good.
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
We understand how it feels,
and we've helped thousands overcome it.
We’ve been there wanting to do better, wanting our work to matter, absorbing every book and insight… yet still not knowing how to turn it into confident action.
For more than 25 years, we’ve helped companies understand people better, building behavioural frameworks that reduce risk, sharpen decisions, and save millions in wasted effort. We’ve worked with industry-leading brands you’ll recognise from our website.
And before all that, we learned behaviour design the hard way, designing gambling machines where every small detail had to work in real life, not just in theory. That experience showed us what truly influences behaviour. We then reinvented ourselves to use that same expertise for positive impact, helping people and organisations create change that actually serves them.
Who we help
Whether you're an entrepreneur, marketer, product manager, researcher, or designer.
Our courses transform confusion into clarity and provides you confidence and authority in your decisions.
Masterclasses
Bite size Consumer Psychology and Behavioural Design.
Walk away with skills that make you the person in the room who can cut through noise and point to what really matters
Empowering Your Team
Our training and 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 descisions and how we can help them achieve better behavioural outcomes.
These trainings are designed to be fun, easy to grasp and immediately applicable.
Designed for:
CXO's & Innovators
Marketeers
Researchers & Designers
Product Managers & Owners
Founders, CEO's & Executives
Learning & Development Professionals
Companies that use behavioural Science outperform their peers by 85% - Gallup Analytics
"The next big thing is not AI, it's the understanding of people."
Don Norman
What Previous Students 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
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!
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.
Mariam - Brand Strategist
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.
Changing Careers & Companies with Consumer Psychology - Blog
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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!
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
Gary van Broekhoven
"It's not what they drive that counts, but what drives them"
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