Master Behavioural Science with Actionable, Self-Paced Training
Gain the in-demand skills to influence behaviour, design better experiences, and advance your career.
100% Practical
9.4 Satisfaction score
Backed by science
27+ years' experience
2800+ Students
What recent clients say
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.
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
Olga - UX researcher
I would like to thank you for the lectures. 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.
Let's go!
Can’t wait to dig in and start applying what you learn? Get straight to the good stuff with practical behavioural science skills you can use right away.
Start building customer-centric skills today.
The 7-Minute Interview: Mastering User & Stakeholder Conversations with the GRAMS method™
Uncover deep insights from users and stakeholders with the GRAMS Method. Learn how to ask the right questions, handle tricky conversations, actively listen and get the answers that truly drive better decisions.
Consumer Behaviour Essentials: Decode the WHY, Design the HOW
Go beyond surface-level insights and understand why people act the way they do. This course gives you the tools to decode motivation, predict behaviour, and design experiences that shape real decisions.
Habits by Design: Build Lasting Behaviours for Yourself and Your Users
Learn the science of habit formation and how to design behaviours that stick. Whether you’re improving your own habits or shaping user actions, this course helps you turn intention into lasting change.
Behavioural Persona Maps: A New Approach To Presenting Insights
Ditch generic personas and start using a behavioural science-backed approach that makes personas actionable, insightful, and memorable for the whole team. Learn how to map customer behaviours in a way that drives real decisions and better design.
Trusted by TEAMS AT
Are these for you?
Compressing 27 years in consumer psychology and innovation, I've designed these courses for
curious professionals who want to apply behavioural science to real-world challenges. Whether you're shaping user experiences, influencing decisions, or driving product growth, you’ll learn practical skills you can use right away.
Ideal for:
UX & Product Professionals – Create experiences that align with real human behaviour.
Marketers & Growth Specialists – Design messages and strategies that truly influence.
Researchers & Strategists – Decode motivations and uncover deeper insights.
Entrepreneurs & Innovators – Build products and services that drive lasting engagement.
Meet Your Coach
Gary van Broekhoven
I’ve spent 27 years working in behavioural science, consumer psychology, and design, helping some of the world’s leading companies, like NASA, Disney, and American Express, understand and apply the science of human behaviour.
My frameworks, GRAMS and NOREX, are now used by professionals across industries to get better insights and make smarter decisions. I also teach behavioural science at university level, so everything I share is grounded in research but designed to be practical and easy to use.
These courses aren’t just theory. They’re built to give you real, hands-on skills that you can start applying in your work right away.
“The next big thing is not technology. It’s the understanding of people.”
Don Norman
Certificate of Completion
Every course comes with an official certificate of completion, so you’ll have something to show for the skills you’ve gained.
Use it to update your CV, add it to LinkedIn, or just have proof that you know how to apply behavioural science in the real world. It’s a great way to stand out and show you’re serious about mastering these skills.
Our RISK-FREE Promise
100% Money Back Guarantee
If you start one of the courses and if you decide it's not for you at any time, no problem.
You can request a refund, no hassle, just send us an email, and we will refund you right away
What clients and students 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.
“ 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
Connect
Copyrights 2025 | WhatDrivesThem™ | Terms & Conditions