We are SUE

Understanding behaviour. Designing behaviour. That is how we change the world.

For over 15 years, we have been helping professionals, teams and organisations understand why people do what they do. And how to design behaviour that truly works - ethically, scientifically and full of energy.

Meet our team ↓ Send us a message →
SUE Behavioural Design Academy - our home base in Amsterdam
15+ years experience
10,000+ professionals trained
9.7 avg. rating
45+ countries
Google 4.8/5 rated Bloomville 5 stars Springest EQAC accredited
Our foundation

Five things we deeply believe in

These are not just values. This is what drives us, what we research, teach and put into practice every single day.

Belief 01

Influence is the most underrated skill

You can have the best ideas in the world. But without the ability to bring people along, nothing changes. Exercising influence is not manipulation - it is the core of every effective professional.

Belief 02

95% of decisions are unconscious

People do not think about their behaviour - they follow automatic patterns, emotions and social context. Those who understand this can predictably influence behaviour instead of just hoping for the best.

Belief 03

Science should be accessible to everyone

The best insights from behavioural science are locked away in academic papers. We translate them into concrete tools and methods you can apply tomorrow - regardless of your background.

Belief 04

There is a fundamental difference between influence and manipulation

Influence helps people make decisions that improve their lives. Manipulation only serves the interests of the influencer. Acting ethically is not a marketing choice for us - it is a non-negotiable principle.

Belief 05

Knalldrang: science plus energy changes the world

Knowledge without action is waste. We work from a boundless optimism and an almost unstoppable energy to share what we know - with everyone who wants to make the world a little better.

Belief 05 ½

The power of community

The best learning experience is learning with like-minded people who share knowledge and sharpen each other. That is why all academy alumni get lifelong access to the SUE Behavioural Design Club.

A Boy Named Sue - Johnny Cash Why the name SUE?

Named after a Johnny Cash song

It is about a father who gives his son a girl's name. Not to tease him. But out of love. He knew he would not always be there for his son - and that the boy would need a thick skin to survive in a tough world. So he gave him a name that would make his life a little harder every day. So that he would grow stronger.

The boy hated it. Until he understood.

That is exactly what the best interventions do. They are not always pleasant. They are designed with the right intention - to help people make better decisions, live a better life, or make the world a little better.

We believe in influence with the right intention. Never manipulation. Always in the interest of the other person. And we remind ourselves of that every day - through our name.

How do you do? My name is SUE.
The founders
Astrid Groenewegen, co-founder SUE Behavioural Design

Astrid Groenewegen

Co-founder & Principal Behavioural Designer

Astrid is the driving force behind the Academy. She is the person who, like no other, can translate complex behavioural science into insights you can apply that very evening. In her definitive work "De Kunst van Gedrag Ontwerpen" (Eng: The Art of Designing Behaviour) she has written out the SUE Behavioural Design Method in full detail and made it accessible. She is both the designer of the distinctive SUE brand identity and the product developer of the SUE Trainings.

With her new book "De Gelukscode" she applies the Behavioural Design method to the question: how do you design a happy life and a happy organisation? In it, she introduces a counterintuitive vision, inspired by the behavioural sciences, that we need to intervene much more in our environment to become happier, rather than in ourselves. Her keynote at the international Scaling Up congress received a 9+ rating.

Behavioural Designer Keynote Speaker Author Trainer
De Gelukscode
Latest book - 2026
De Gelukscode →
 De Kunst van Gedrag Ontwerpen
Definitive work - 2024
De Kunst van Gedrag Ontwerpen →

Tom de Bruyne

Co-founder & Behavioural Strategist

Tom de Bruyne is a behavioural psychologist and, besides co-founding SUE, also a partner at our sister company SUE & The Alchemists, the agency for perception, reputation and public support. He works with governments, businesses and non-profits on influencing perception and behaviour. He is a columnist at De Telegraaf, honorary fellow at the Faculty of Economics at KU Leuven, and in the podcast "Wat Gebeurt er Eigenlijk in je Hoofd" he analyses the weekly news through the lens of perception together with Klaas Dijkhoff and Bas Erlings.

His book Gamechangers explores why so many well-intentioned attempts at change get stuck, and how small interventions can spark real positive change in organisations and society.

Behavioural Strategist Keynote Speaker Author Trainer
Gamechangers
New book
Gamechangers →
Tom de Bruyne, co-founder SUE Behavioural Design
Our team

The people behind SUE

A small, passionate team of behavioural designers, trainers and facilitators. Each with their own expertise. Together with one shared goal: helping you design behaviour that works.

Marjan Krom
Marjan Krom
Hospitality & Office manager
marjan@sueamsterdam.com
Mirelle Janssen
Mirelle Janssen
Finance
mirelle@sueamsterdam.com
Rachel Guglietti
Rachel Guglietti
Marketing
rachel@sueamsterdam.com
Kirsten Kremer
Kirsten Kremer
Trainer
kirsten@sueamsterdam.com
Birgitta Vrins
Birgitta Vrins
Trainer
birgitta@sueamsterdam.com
Thijs Perquin
Thijs Perquin
Trainer
thijs@sueamsterdam.com
Mylene Samuels
Mylène Samuels
Trainer
mylene@sueamsterdam.com
Demmy Onink
Demmy Onink
Trainer
demmy@sueamsterdam.com
Astrid Groenewegen
Astrid Groenewegen
Co-founder & Principal Behavioural Designer
astrid@sueamsterdam.com
Tom de Bruyne
Tom de Bruyne
Co-founder & Behavioural Strategist
tom@sueamsterdam.com
SUE Behavioural Design team in action
Our method

The SUE Influence Framework

Behaviour does not change through persuasion or information. Behaviour changes when you understand the forces that drive it - and design the context that makes the desired behaviour logical and easy.

That is why we developed the SUE Influence Framework: a method to make the four behavioural forces - pains, gains, comforts and anxieties - visible and influence them strategically. It has become the most widely used Behavioural Design framework in the Benelux.

Read how it works → Learn it in a training
The SUE Influence Framework - Pains, Gains, Comforts and Anxieties mapped out
Our books

Three bestsellers. One mission.

Want to read up before you start? Or looking for a gift for the most curious colleague you know? These are the books at the foundation of everything we do.

De Kunst van Gedrag Ontwerpen (The Art of Designing Behaviour) Definitive work
De Kunst van Gedrag Ontwerpen
The complete handbook on Behavioural Design. From behavioural science insights to a step-by-step method you can apply immediately.
Astrid Groenewegen
More about this book →
De Gelukscode Bestseller 2026
De Gelukscode
How to design happiness at work and in your personal life — without having to fix yourself again. With four concrete contexts that allow happiness to emerge naturally.
Astrid Groenewegen
More about this book →
Gamechangers Nomination Management Book of the Year
Gamechangers
How you as an individual, team or organisation can drive real systemic change. The behavioural lens on transformation.
Tom de Bruyne
More about this book →
Ethics

Positive influence starts with honesty about your intentions

Behavioural Design is a powerful tool. That is precisely why we take our ethical responsibility seriously. We believe that behavioural design should always serve the person you are trying to influence - not just yourself.

That sounds obvious. But the line between influence and manipulation is thinner than people think. We have made our principles explicit and actively train our participants in them.

Influence always serves the interest of the person you want to influence
Transparency about methods and intentions is non-negotiable
Ethical reflection is built into every step of our design process
We do not participate in projects that harm or mislead people
Read our ethical guidelines →
Illustration of a heart-shaped key and lightbulb padlock — symbol for ethical behavioural design and genuine trust
The core
Positive influence helps people make decisions that improve their lives. Manipulation only serves the interests of the influencer. We always choose the former.
Discover how we put this into practice →
Proven in practice

From insight to results: how we worked with 200+ organisations

From tripling vaccination rates to increasing handwashing by 165%. From political campaigns to product launches at multinationals. Our approach works - and the numbers prove it.

200+ organisations
30+ sectors
15 years experience
View our cases →

30+ detailed case studies

Trusted by more than 200 organisations worldwide

ANWB Centraal Beheer Achmea Eneco Adyen KBC ASR Rijksoverheid Medtronic Roche Belfius eBay De Nederlandsche Bank DPG Media Amnesty International ANWB Centraal Beheer Achmea Eneco Adyen KBC ASR Rijksoverheid Medtronic Roche Belfius eBay De Nederlandsche Bank DPG Media Amnesty International
Your next step

Ready to get started?

Choose the path that fits you and your organisation.

Individual training
“I want to develop myself as a professional”

Open trainings in Amsterdam or online. From 1 day to 6 months. With certificate.

View trainings → Team training
“I want to make my team stronger at influencing”

In-company, on your own case. From 1 day to 6 months.

View team options → Learning journeys
“I need organisation-wide behavioural change”

For executives and management teams. Tailored programmes, measurable results.

Discuss the possibilities →

With certificate  |  Live and self-paced online  |  EQAC accredited  |  15 years experience