Frequently asked questions

Behavioural Design is the science and practice of understanding why people do what they do, designing environments that make desired behaviour easier. It combines insights from behavioural economics, psychology, and design thinking.

Our courses are for professionals who need to influence behaviour at work: communication professionals, marketers, HR advisors, managers, UX designers, change managers, product managers, and government professionals. No academic background required.

No. The Fundamentals Course is designed for all levels, no prior knowledge needed. The same goes for the Deep Dives. For the Advanced Course, we do expect you to know our core models. You can join the Advanced directly, but in that case there is an admissions test. It's free and non-committal.

The Fundamentals Course gives you a broad foundation in Behavioural Design, the best starting point if you're new. A Deep Dive goes deeper into one specific topic, such as behavioural marketing, HR, or AI. Deep Dives work as a standalone training or as a deepening after the Fundamentals.

The Fundamentals Course and Deep Dives have a maximum of 16 participants per group, for both open enrolment and in-company editions. The Advanced Course is even more intensive and has a maximum of 8 to 10 participants. We deliberately keep groups small to ensure personal attention, space for questions, and real depth.

All courses can be delivered in both Dutch and English. Most are in Dutch, but the Fundamentals Course is also offered in English. Check the course calendar for English-language dates. Our online self-paced courses are in English but subtitled in Dutch, English, German, Swedish, and Finnish. Coaching and guidance is available in both Dutch and English.

Yes. The Fundamentals Course is also available online via our Online Academy (33 lessons, self-paced, €1,190 ex VAT). Ideal if you prefer a flexible learning schedule. You'll also find specialist Deep Dives in the Online Academy, with new ones added every month. These cost €690 ex VAT.

Absolutely. In-company team training is actually a big part of what we do. Every training we offer is available in-company: the Fundamentals Course and all Deep Dives. All Deep Dives are already available as one-day in-company sessions. We also offer a Behavioural Design Sprint and bespoke Learning Journeys. See our full team training offering.

Yes. After completing the Fundamentals Course or the Advanced Course you receive both a physical and digital official certificate of participation. For all other trainings you receive a digital certificate that you can easily share on LinkedIn. The academy is certified by EQAC (European Quality Assurance Council).

Via the Online Academy you can currently enrol in the Behavioural Design Fundamentals Course, Designing the 9+ Customer Experience, and Leading Change & Transformation. New courses are added every month. You can already join the waitlist. See our individual training page for details.

The Fundamentals Course costs €1,190 ex VAT. The Deep Dives cost €690 ex VAT each. You get lifetime access after purchase. More programmes are currently in development. More information coming soon.

The online courses are fully self-paced: start whenever you like and work through the lessons at your own speed. The Fundamentals Course consists of 33 lessons built around the SUE Influence Framework method.

The content is the same: same method, same tools, same certificate. The difference is the experience. Live, you work intensively for two days with up to 16 professionals in Amsterdam. Online, you learn at your own pace with lifetime access to all materials.

Yes. After completing the online trainings you receive a digital certificate, just like live participants. You can easily share it on LinkedIn.

Our online self-paced courses are in English, with subtitles available in Dutch, English, German, Swedish and Finnish. Guidance is available in both Dutch and English.

Click the enrolment button on the relevant training page. You'll receive an email confirmation immediately. Payment is possible via invoice in the name of your company.

The Fundamentals Course costs €1,490 ex VAT (live, 2 days) or €1,190 ex VAT (online, self-paced). Deep Dive courses start from €690 ex VAT per person. Most in-company team trainings also have a fixed price, no unexpected surprises. You'll find these on the team training page. Learning Journeys are fully bespoke; feel free to schedule a no-obligation introductory call and we'll put together a proposal.

Yes. Many participants expense their training through their employer's learning budget. We issue an invoice in the name of your company. We can also provide a training brochure to support your reimbursement request.

Cancellation is free within 14 days of booking. After that, the following costs apply: more than 1 month before the start date 25%, more than 2 weeks before 50%, within 1 week 100% of the training fee. You may also send a substitute participant with SUE's approval. See the full terms and conditions.

Yes. If you're unable to attend, you can send a substitute participant subject to SUE's approval. Contact us at academy@sueamsterdam.com.

Check all upcoming dates on our course calendar. We run multiple rounds per year, including English-language editions.

We have a fantastic, easily accessible training space in Amsterdam, designed entirely to give you the best possible learning experience. It's warm, informal, and you'll be treated to great catering. So no training in cold meeting rooms with fluorescent lighting. The address is 's-Gravenhekje 1a, 1011 TG Amsterdam. Parking is available nearby and we're very easily accessible by public transport.

We always recommend in-company clients to have the training take place at our location, because participants are then truly removed from their daily routine and can fully focus on working together. That said: in-company trainings can always be delivered at your own location too, in the Netherlands or abroad. Do bear in mind that travel and accommodation costs will apply in that case.

You leave with the Influence Framework, the SWAC Tool, a Behavioural Design Toolkit with templates and cheat cards, the BD × AI Guru (available as a GPT, Claude Skill, Copilot Agent and Gemini Gem), an EQAC certificate, and lifetime membership of the BD Club.

Email us at academy@sueamsterdam.com or call (+31) 20 223 46 26. We respond as quickly as possible.