Lead Change and Innovation in Your Organisation.
Learn how to apply cutting-edge behavioural science to real-world challenges, gaining the confidence to design impactful solutions that drive transformation.
The training for people navigating growth or change.
Ready to lead with real influence?
“I know what needs to change — but I’m struggling to get people to act.”
You’re leading teams, projects, or transformation efforts. But even with clear logic and strong ideas, you face resistance, slow adoption, or disengagement. You want a smarter way to influence behaviour. One rooted in psychology, not guesswork.
“I’m done with trial and error. I want a method that works.”
You’ve read books, followed trends, and tried different approaches to change, communication, or innovation. But what you’re missing is a practical, proven system to understand behaviour and turn that into action. You want tools that give clarity and confidence — not more theory.
“I want to grow — and I want to do it with the best.”
You’re ready to seriously invest in yourself. In this course, you’ll learn directly from the founders of SUE and be supported by expert coaches. You’ll join a small group of professionals who, like you, want to lead with insight, design change that sticks, and make behavioural thinking their competitive edge.
Choose the learning experience that's right for you.
3 Ways of Attending
Live at our location
Prefer to learn in a vibrant setting with other professionals? Join one of our in-person editions to experience two high-energy days of practical training led by one of our expert trainers, and connect with a driven peer group. Choose a date that suits you best.
See all Dates
Self-Paced Online
Looking for more flexibility? Enjoy the Fundamentals Course from the comfort of your own home or on your commute. Taught by our founder Astrid Groenewegen. No travel, no adjustments needed, just high-impact, practical learning at your own pace.
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Team-Training
Want to train your entire team? Learn with your team how to use the psychology of influence to develop products, services, campaigns or policies that will be embraced. Tailor-made to meet the needs of your team or organisation.
Behavioural Design is about designing choices. Understanding how people make decisions and how you can influence their behaviour is the missing layer to increase the success of your products, services, campaigns, or policies
The Six Power Skills of Influential Professionals
Understanding Decision-Making
Skill: You will understand how people really make decisions and why they take action or not. By knowing how people make automatic decisions, you can gain more control over shaping their minds and behaviours. This insight allows you to influence choices more effectively and drive desired outcomes.
Revealing the Forces that Drive Behaviour
Skill: Unlock the forces that drive behaviour with our SUE | Influence Framework. Learn how to decode and harness the unconscious drivers behind people’s actions. By revealing behavioural insights using the SUE | Influence Framework, you’ll gain a powerful tool to shape decisions and behaviours, enabling you to create impactful change and achieve your goals more effectively.
Unlocking Behavioural Insights
Skill: Learn how to conduct interviews that unlock deep insights into choices and behaviour. Discover techniques to reveal the underlying motivations and unconscious drivers behind people’s actions. By mastering behavioural analysis, you’ll gain the ability to understand and influence decisions, providing you with avaluable tool to drive effective change.
Spotting Opportunities for Influence
Skill: Discover how to spot opportunities from behavioural analysis. Learn to identify key insights and patterns that reveal underlying motivations and behaviours. By mastering these techniques, you’ll be equipped to uncover hidden opportunities, drive innovation, and create strategies that effectively influence and shape positive outcomes.
Creating Behavioural Interventions
Skill: Master the art of creating behavioural interventions with our SWAC Tool. We teach you to design targeted strategies that influence actions and decisions. By leveraging the SWAC Tool, you’ll be able to develop effective interventions that drive behavioural change, enhance engagement, and achieve your desired outcomes.
Testing What Works at an Early Stage
Skill: Learn how to rapidly prototype your interventions. Gain hands-on experience in quickly developing and testing behavioural strategies, allowing you to iterate and refine your approaches in real-time. By mastering rapid prototyping, you’ll be able to create effective, evidence-based interventions that drive immediate and impactful behavioural change.
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How Will You Learn
Day 1 offers a crash course in Behavioural Design, laying the foundation for your success. Through a mix of high-end masterclasses and interactive work sessions, you’ll dive deep into the intricacies of human decision-making. On Day 2, you’ll begin the Advanced Learning Programme, where you’ll learn to enhance the impact of your products, services, marketing, or policies using the Behavioural Design Method©.
Over the next 6 months, you’ll join 6 virtual half-day sessions combining masterclasses, work sessions, and personal coaching to deepen your Behavioural Design skills. Led by our senior Behavioural Design Sprint Leads, this hands-on course will guide you through the entire process of setting up and running a Behavioural Design project while working on your own case. You’ll gain access to new insights, tools, and templates to help you master every step.
You will become part of a vibrant community of like-minded, forward-thinking professionals, offering a dynamic space to share ideas, explore innovative solutions, and tackle challenges together. This community fosters peer-to-peer learning, where you can exchange feedback, gain fresh perspectives, and tap into the collective expertise of fellow participants. It’s an ongoing source of support and collaboration, allowing you to build lasting professional relationships that will continue to benefit you long after the course is complete.
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Our Courses
We are an official training institute recognised by EQAC and offer both open-edition training courses and team training courses.
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In-Person Edition
Join the Fundamentals Course (2 full days) in our fully equipped training location in Amsterdam. Get up-to-speed with the latest in Behavioural Design while enjoying views of the historical centre of Amsterdam and being pampered with delicious food.
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Self-Paced Edition
Looking for more flexibility? Enjoy the Fundamentals Course from the comfort of your own home, your office, or even on your commute. Taught by our founder Astrid Groenewegen. No travel needed, just high-impact, practical learning at your own pace.
Book A Call With Us
Upcoming Open Edition Courses
International Mastery Course, November 2025 start (6-month program)
Customer Testimonials
Mathieu Hermans
Director & Partner, Zuid Creatives
“Going from pushing creative ideas to clients to actually listening to humans, fall in love with their problems and then come to better ideas is a mind-blowing paradigm shift. “
Jurriaan Rang
CEO Felix Werkt
“By a personal approach, you gain insight into the decision-making behaviour of humans (instead of clients). The theory really comes to life by the use of practical examples and by the exercises you work on.”
Pieter Meijer
CEO – Pervorm
“This program makes you realise that there is so much untapped potential within your company. You just need to have the BDA system to unleash it fully.”
The SUE Learning Experience
Learn
In sharp, energising masterclasses, you’ll gain the key foundations of behavioural psychology and influence. You’ll get ready-to-use models, insights, and tools to better understand and guide behaviour.
Internalise
After the training, you become a member of the exclusive SUE | Behavioural Design Club. Through webinars, Q&As, hackathons and networking events, you keep learning, get support applying the method, and grow alongside a like-minded community.
Try
Each piece of theory is immediately followed by a hands-on work session. You’ll apply what you’ve learned to a real behavioural challenge using practical templates and cheat cards you can keep using after the training.
Optimise
You’ll develop and test different approaches, sharpen your ideas, and get expert feedback. This is where you turn theory into interventions that actually work in practice.
Frequently Asked Questions
The International Mastery Course runs over seven months and combines live training in Amsterdam with six virtual sessions. It starts with two intensive in-person days, followed by monthly expert sessions, 1:1 coaching, and continuous support — all designed to build real-world mastery without overwhelming your schedule.
Expect to spend around 4–6 hours per week. You’ll apply what you learn to a real behavioural challenge from your work, do interviews, and test your ideas. The course is spaced out to make this manageable, even with a full-time role.
Yes — and that’s where the magic happens. You’ll choose a behavioural challenge relevant to your team, customers, or organisation. Throughout the programme, you’ll apply behavioural design to this case, with expert feedback along the way.
You’ll become a certified Behavioural Design expert, equipped with a proven method, tested tools, and a validated solution to your own challenge. You’ll also gain the confidence to lead influence, strategy, and change initiatives — plus ongoing access to the SUE community.
Absolutely. You don’t need any prior experience. This course is built for professionals who want to master behavioural design from the ground up — using a clear, practical method to influence behaviour and lead change with confidence.
Still have questions?
The SUE Team is happy to help!
We are accredited by the EQAC.
Meet Your Instructors
Kirsten Kremer
Astrid Groenewegen
Birgitta Vrins
Thijs Perquin
Some of the organisations we worked with.
We have trained people from both national and international clients. Ranging from non-profits, corporates, governments to scale-ups and health professionals.
If you want to know how they experienced Behavioural Design Academy, please check out their reviews.
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Want to train your entire team?
Struggling with resistance, misalignment, or slow adoption? It’s not a strategy problem—it’s behavioural. Our team training helps you uncover what really drives (or blocks) behaviour, using the SUE | Influence Framework©. Give your team the tools to design change that sticks—together.
Learn how to apply the psychology of influence in practice.
Download the Behavioural Design Fundamentals Course brochure and discover how you can master the Behavioural Design Method© that will help you use insights and principles from the psychology of influence to help you create products, services, campaigns, or policies people will embrace, use, and love. Join over 5.000 forward-thinking professionals from over 45 countries who have already graduated from this training.
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