Ask BETTER Questions
Confidently know what to ask, whether in a job interview, sales prospecting or talking with your team or users.
The GRAMS Method™ provides a clear, structured framework to ask powerful questions, build trust, and turn interviews into insightful conversations.
What oTHERS ARE SayING
Tanya - founder - aisheets.app
The GRAMS framework is gold. It strips out the noise and focuses on what really matters in user interviews. Gary doesn’t just teach; he translates complexity into action. Super sharp, super helpful.
Emiel - EO member + Entrepreneur
Never going back!
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.
"The revelations were plenty in my own experience and how you can apply it"
Amy - UX Designer - UK
"I have got a couple of books on behaviour design, but the curation of this programme brings more depth and building connection to real life application"
Dominik - Lead Product Designer - Denmark
"I appreciate the dynamic and support. I also find that GRAMS framework can be applied even in my personal life."
Amy - Product Manager - Thailand
Maite - Design Strategy - Glovo
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.
Simon - Experience Lead - Electrolux
Gary's GRAMS framework- a structured and rapid way of running and decoding user interviews has become the de facto standard within our office
Olga - UX researcher - Freelance
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.
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 - Volvo
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 - Freelance
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!
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!
We stopped guessing and built exactly what customers wanted - for once!
Our whole team relies on GRAMS, it's incredibly effective. - thanks Gary!
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.
Master the GRAMS method™
In less than two hours from now you'll...
know exactly what questions to ask, build genuine trust, and upgrade your communication skills forever!
UNCOVER CLEAR INSIGHTS
Discover actionable truths your competitors won't see.
Create Relevant solutions
Deeply understand customer needs to improve products and services
Speak with confidence,
Turn awkward silences into easy-going, productive conversations.
QUICKLY VALIDATE YOUR IDEAS
Stop guessing and gain clear direction.
Relaxed CONVERSATIONS
not tense police style interrogations.
Stay in control,
Effortlessly manage tricky or uncooperative conversations.
And, make key conversations easy and enjoyable
-imagine that!
Fun
Fact
People tell me GRAMS also works wonders during job interviews, awkward family meals, and even first dates! (Their words, not mine!)
2000+
Entrepreneurs, innovators, marketers and designers use the GRAMS Method™
Let's face it,
interviews can feel
awkward
We’ve all felt those uncomfortable silences or worried if we're asking the right questions. The pressure is real; your team is relying on you for insights and direction. Getting it wrong is a nightmare that compounds into much bigger problems down the road.
Hi,
If we haven't met before,
I'm Gary van Broekhoven
As a consumer psychologist and innovation coach, I've spent 27 years talking to people from all walks of life, in every imaginable situation. The textbooks left me stranded and wasting a lot of time and effort, so I created the GRAMS Method™ for myself, initially just to survive tough interviews. When I shared GRAMS with my university students, I discovered its magic: a surprisingly simple yet incredibly powerful tool that anyone can quickly master. I continue to share it with students and brands around the world, but now, I'm sharing it with you.
GRAMS isn't just
another framework.
It replaces tools like the empathy map and goes deeper than
the value proposition canvas, giving you a clear advantage
without extra complexity.
When you're ready to upgrade one of the most important skills of your career,
why not invest just two hours now and save months of stress, risk and guesswork.
"Guessing is expensive and failing fast still means you've failed!"
The GRAMS Method™ – a deceptively simple, deeply powerful way
to get under the skin of what really drives your customers.
Just Some Of the Many Brands Now using grams
Old Risky Methods
Unfocused and awkward interviews with little actionable insights where you are focused more on selling rather than learning
Not sure if you're asking the right questions and overly rely on interview scripts that make the interview feel clinical
Difficult to steer the interview back on track when they deviate from your script
Biases and opinions lead the way to product development meaning risks are high!
Difficult to get them to open up and feel relaxed so you waste half the time on "ice-breakers."
New GRAMS Method™
Interviews that feel like natural conversations with you in total control
Whether with users or senior stakeholders, you'll gain deep insights, helping you make better product decisions
Structured, repeatable interview process that works with every type of customer in every type of situation
How leaders stand out, get quality consumer insights,
de-risk decisions, validate their ideas.
Complete
Step-by-step Training
The frameworks and the advanced techniques including active listening, rapport and dealing with difficult interviews.
Value: 150€
Real-Life Conversation Examples
Watch and learn from realistic, unscripted and relatable scenarios.
The GRAMS Method™
e-book
All the tips, techniques and frameworks, checklists, tech stack, plus other further readings to take your level even higher.
Access to the Recordings
for 12 months
Meaning you keep your access for one full year and access to any updates.
BONUS
NOREX Framework
A practical guide to deciding exactly who to interview and how many people you need from each group.
Lifetime Skill
Master GRAMS once, confidently lead conversations forever, in job interviews, with senior stakeholders and with work colleagues.
Total Value - Priceless (of course)
Your 100% Money-Back Guarantee
My Promise To You
You don't have time to waste, I get it.
If you start the course and decide it´s not for you, no problem.
Just email us within 14 days and we'll refund you plus you get to keep the e-book.
"Asking customers the right questions is the difference between a successful product and a painful lesson.”
Frequently Asked Questions
"Is this really worth paying for?"
100% of my students think so. If you're not satisfied, you'll get a 100% refund. Question is, can your business afford not to?
"I’m not a researcher. Can I still use this?"
Absolutely! GRAMS is designed specifically for entrepreneurs, product managers, designers etc. Simple, clear and effective.
"Do I have time for this?"
It's self-paced. Invest a couple of hours and reap the rewards - forever!
"Can't I just ask GPT?"
Sure, we do, but that's desktop research, it's useful, but sadly, it's superficial, outdated, and exactly what your competitors use. GRAMS brings real-time human insights, shows you what people are talking about in amazon reviews etc., giving you that unfair advantage.
“ It’s not what they drive that counts but what drives them.”
Gary van Broekhoven
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garyvb @ whatdrivesthem .com
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