THE ACADEMY OF CUSTOMER CENTRICITY

Consumer Psychology & Behavioural Design Masterclasses

At What Drives Them, our masterclasses skip the theory overload and go straight to practical, usable strategies. Each session equips you with powerful tools to decode customer psychology and apply behavioural design techniques immediately.

Free-live Masterclass

Intro to Behaviour Design

From Consumer Psychologist and Behavioural Designer Gary van Broekhoven

Learn how behavioural design is the missing piece in product and marketing.

The 3 ingredients to all "User" behaviour

On hold (check next one) - 60 mins + Q&A

9AM EST | 2PM London | 15h Barcelona |5PM Dubai

Master Customer Interviewing Techniques

GRAMS Method + Advance Interviewing Techniques Online Workshop

Tired of guessing what to ask your users to get juicy actionable insights?

Want to have an easy and reliable structure to build your interviews on?

Learn how to actively listen
Structure your interviews for insights
Establish rapport quickly
Improve your body language reading skills
Gain insights from even the most challenging of interviewees.

Changing Careers & Companies with Consumer Psychology - Blog

Your Product Team Has Not Spoken to a Customer in Months. That Is Your Innovation Problem. — Embedding Innovation Series: Part 5

You cannot innovate from inside the building. Learn why most customer research fails to change what gets built, and how to design a sustained, structured approach to customer and market insight. ...more

Consumer Psychology ,Customer Discovery &Embedding Innovation

April 26, 2026•3 min read

The Future of Sustainable Business Models: Beyond the ESG Checkbox

Current ESG and sustainability models are breaking down. Discover three emerging business model innovations that will define profitable, sustainable growth in the coming decade. ...more

Consumer Psychology ,Sustainability

March 27, 2026•4 min read

The value-action gap: why people say they care about the planet but do not change what they buy

That mismatch between what people want to do and what they end up doing and why this makes sustainability so hard. (And what to do about it). ...more

Behaviour Design ,Consumer Psychology &Sustainability

March 27, 2026•3 min read

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Intro to Behaviour Design

User Interviewing Techniques

Please notify me as soon as the Masterclass dates are released! And share with me the occasional tips in Consumer Psychology so I can make better experiences for my users. - *You can easily unsubscribe :)