Behavioural Design for Marketers

From campaigns that reach people to marketing that changes behaviour.

You're reaching millions, your CTR is fine, your funnel's running. But people click, scroll, and carry on with their day. Learn how to design marketing campaigns that actually get people moving, with proven behavioural science and AI as your tools.

View next available date → Training for my team →

Fundamentals from €1,490 · EQAC-accredited · max. 16 participants

Marketers working together on a behaviour-led campaign strategy during a SUE training
9.7/10 Average rating
10,000+ Professionals trained
EQAC Accredited training
Heineken Sony eBay European Commission Amnesty International UNHCR Medtronic Randstad Roche Adyen ING IKEA Orange Naspers T-Mobile Aramco Heineken Sony eBay European Commission Amnesty International UNHCR Medtronic Randstad Roche Adyen ING IKEA Orange Naspers T-Mobile Aramco
Who is this for?
Marketers You design campaigns that reach people but don't convert, and you want to understand why your audience isn't moving.
Brand Managers You're building brand awareness, but behaviour change is still a black box. You're missing the scientific layer behind effective positioning.
CRO Specialists You optimise funnels on data, but you're missing the psychological layer behind click behaviour. You want to move from testing to understanding.
Growth Marketers You test and scale, but you want to move from trial and error to proven behavioural principles so every euro works harder.

Behavioural Design × AI: the combination that gives you the edge

You can write the best campaign content and put together the smartest funnels. But without an understanding of human behaviour, the output misses the mark. Not because you're doing it technically wrong, but because AI doesn't grasp how people actually make decisions. You will. Once you understand which psychological forces drive buying behaviour, you brief AI on the triggers that truly matter. The difference is never in the technology. It's in the people.

BD x AI Guru tool used for behaviour-led marketing training
Step 1
Understand why your audience isn't buying You learn to see the psychological forces that drive buying behaviour: which Jobs-to-be-Done people have, which fears hold them back, and which context is blocking the desired behaviour.
Step 2
A proven method to design marketing that works You learn the SUE Influence Framework: the scientific approach to analysing what motivates people and what holds them back, so you can design campaigns that tap into that.
Step 3
Embed behaviour change in your campaign strategy You apply the framework directly to your own marketing challenge. Not theory for theory's sake, but a fully developed campaign strategy with behaviour at its core.
Step 4
Become AI-native as a marketer You learn to brief AI with behavioural insights and get your own BD × AI Guru as a GPT, Claude Skill and Gemini Gem. AI generates campaigns that tap into real human motivations.
Behavioural science Behavioural science
+
Power of AI Power of AI
=
Marketing that converts Marketing that converts
How can you learn?

Choose the path that suits you

Individually, with your marketing team, or organisation-wide: there are several ways to learn.

What is Behavioural Design for marketers? Behavioural Design is the application of behavioural science to brand strategy and campaign design. Rather than assuming people respond rationally to messages, it teaches you to map the psychological forces that drive and block consumer behaviour, and design marketing that works with how people actually think and decide. The SUE Influence Framework gives you a proven, repeatable method for exactly that.

Marketer attending an individual Behavioural Design training in Amsterdam
For myself

Learn the fundamentals individually or go deeper. Live in Amsterdam or online at your own pace.

  • Fundamentals CourseLearn a method to understand, predict and influence behaviour
  • Advanced CourseDeepen your expertise in an intensive 6-month programme
  • Deep DivesChoose from 10+ specialisations for a focused deep dive
View individual courses →
Or view available dates directly →
Marketing team taking an in-company Behavioural Design team training
With my team

Train your marketing team together. In-company, at your location or at our place in Amsterdam.

  • Behavioural Design SprintApply behavioural thinking to your marketing cases across 6 sessions over three months
  • Fundamentals for TeamsLearn the method together in 2 intensive training days
  • Deep Dive Behaviour-Led MarketingA focused day on campaigns that change behaviour
  • Leadership TrackEmbed behavioural thinking in marketing strategy over 5 months
View team programmes →
Organisation embedding behavioural thinking via a Behavioural Design Learning Journey
For my organisation

Embed behavioural thinking in your marketing organisation with a bespoke multi-year learning and development programme.

  • Learning JourneysA fully bespoke programme of 4 to 8 months
  • ApproachDiagnosis → Co-creation → Coaching → Embedding
  • Topics includeBehaviour-led campaign strategy, customer understanding, AI adoption
View Learning Journeys →
See also: Sales Communication
Google 4.8/5 Bloomville 5 stars Springest 9.7 EQAC accredited
What the training gives you

What you do differently
after the training

Four shifts that marketers mention time and again after the training.

1

You design campaigns that actually convert

You understand which psychological forces drive buying behaviour and which barriers are holding your audience back. You design marketing that genuinely gets people moving, not just reaching them.

Campaigns that convert
2

You back marketing decisions with science

From gut feeling to proven behavioural principles. You have a framework that makes your choices defensible. Briefings become sharper, taste debates disappear and reviews move faster.

Backing marketing decisions
3

You evolve from campaign executor to strategist

You're no longer the person who executes the brief. You're the one who shapes it. Behavioural expertise turns marketing into a strategic discipline. That makes you a genuine conversation partner at senior level.

From executor to strategist
4

You combine behavioural science and AI for better work

With behavioural frameworks as your foundation, you brief AI precisely on the right triggers and barriers. You reach more compelling campaign output faster. AI genuinely amplifies your work.

Combining behavioural science and AI
Ready to get started?
View individual courses → View team programmes →
See also: Sales UX & Design Product Management
Results

What participants say about the Behavioural Design training

With SUE you don't do a regular design sprint, but you take a deep-dive into the brain to identify how you can nudge your clients to the desired behaviour. In just a week we've together with SUE taken the point-of-view of the user to find out how we could make our most important T-Mobile proposition simpler and more accessible by taking away human barriers. This is an addition to a 'normal' design sprint, as you learn how you can get people to do things, why they sometimes don't move and how you can solve this with small interventions in text, visual or content.

Viola Rijnsdorp
Viola Rijnsdorp
Senior Marketing Manager · T-Mobile
★★★★★

We've infused our briefing template with the behavioural design methodology to enforce marketers to think about pains, gains, anxieties and comforts, but also with the right target audience and JTBD in mind. This is now the standard briefing template for all our campaigns globally.

Dave Westerhof
Dave Westerhof
Global Marketing Director · BEAT
★★★★★

The academy places a valuable connection between marketing thinking and the importance of an equal interaction between organisation and ordinary people today. Outside-in takes on a new dimension by detaching it from customer behaviour and translating it to the needs and behaviours of people in everyday life. Astrid and Tom will never bore you. Knowledge, insight and exercises are brought to life with a pleasant self-mockery and humour. It should be mandatory for everyone in advertising.

Joris Nuiver
Joris Nuiver
Creative Strategist · Own Agency
★★★★★

The ultimate power of the programme is that it makes the abundance of insights practically applicable in a cohesive and systematic way. It was the ultimate 'connecting the dots' experience: both in knowledge and skills. That's an enormous gain. I was really glad the tempo was quite high, the other participants were experienced professionals too, and the teachers brought everything with so much energy, self-relativisation and speed.

Suzanne van Gompel
Suzanne van Gompel
Strategy Director · Stand Out From The Crowd
★★★★★

The course gives all the right insights, not only in a theoretical but also a practical way, into behavioural design. Through 'learning by doing' you get a deeper understanding of approaching your customers' problems and how to solve them in a unique and tailored way.

Julia Gloeckler
Julia Gloeckler
Channel Marketeer · Fairphone
★★★★★

I've learned many new insights that I can implement in our marketing strategies, but also in other areas like team building and the wider organisation. The BDA is perfect for anyone who wants to know what really moves people and customers, and how to tap into that knowledge to persuade others. Brilliant two-day experience. Thank you!

Karin Müller
Karin Müller
Co-Director · Ashoka
★★★★★

I had a great time during the BDA. The methodology framework ties everything together and provides you with concrete tools and best practices for applying behavioural design insights to your clients and their problems. This will bring me and my clients great value. Thanks.

Maria Xanthopoulos
Maria Xanthopoulos
International Account Manager · Republic M
★★★★★

You guys provided an easy-to-use framework that packs in a massive amount of scientific insights. The hands-on workshop style really helped me see how I can use the knowledge in everyday work. It'll make my job more fun. Thanks!

Bart Hoogendoorn
Bart Hoogendoorn
Marketing Intelligence Consultant · ANWB
★★★★★

Using the Influence Framework is like watching the puzzle pieces fall into place. This course is clear and practical. After this training, you can get started with the method straight away. And the SUE'ers are very interesting and great people!

Rik Groenland
Rik Groenland
Marketing · The Other Side of the Moon
★★★★★
For your manager

What your manager wants to know

Need to convince your manager? Here's what concretely changes when you or your marketing team learn Behavioural Design:

Higher conversion per euro of marketing budget

Campaigns designed on behavioural insight convert better than campaigns built on intuition. Your team makes better decisions, faster, with fewer iterations. Every euro works harder.

From taste debates to evidence-based choices

Feedback becomes more concrete when your team backs campaign decisions with behavioural science rather than personal preference. That speeds up reviews, raises quality and sharpens briefings.

A more strategic marketing team

A team that understands how people make decisions positions marketing not as an executional function but as a strategic discipline. That increases your influence at leadership level.

View available dates → Get in touch →
Last updated: March 2026
Frequently asked questions

We think you'll want to know this

Absolutely. The training is specifically designed for professionals who want to apply behavioural science in their work, without an academic background. You learn the relevant theory directly linked to marketing practice. Participants without a behavioural background often get the most out of it.

You'll learn the SUE Influence Framework: a method for analysing why your target audience is reached but doesn't act. During the training you work on your own marketing case (campaign, funnel, positioning or customer journey) and leave with a fully developed behavioural strategy you can apply right away.

Yes. Behavioural Design adds the psychological layer that most marketing courses miss. Experienced marketers learn to understand why successful campaigns work, and how to replicate that systematically. The AI module also brings new skills for every level of experience.

Groups have a maximum of 16 professionals, often a mix of marketers, communications specialists and other disciplines working with behaviour change. That diversity makes the exercises richer: you learn not just from the trainer but from each other's cases too.

Start with the Fundamentals Course if you're new to Behavioural Design. Two intensive days where you learn the full framework and apply it directly to your own marketing case. The Advanced Course is for people who've completed the Fundamentals and want to deepen their expertise to centre-of-excellence level.

Yes. We invoice to your company name and the training is EQAC-accredited, which makes expensing straightforward. The 'For your manager' section above gives you the business case arguments you can use in your request.

You leave with a complete Behavioural Design Toolkit: the SUE Influence Framework Canvas, the JTBD method, cheat cards for CAN, WANT and AGAIN interventions, the Behavioural Interview Guide, Behavioural Statement worksheet, System 1 and 2 guide and the Prototyping Guide. You also get lifetime access to the BD Club, the BD × AI Guru and an EQAC-accredited certificate.

Ready to transform your marketing campaigns with behavioural science?

View next available date → Ask a question →

Rated 9.7/10 · 10,000+ professionals trained · max. 16 participants per group

Free guide Biases in Marketing PDF · 23 pages
Free download

10 biases driving customer decisions (and how to use them)

95% of decisions are made unconsciously. Discover which cognitive biases drive your customers, and how to design your marketing to genuinely influence behaviour.

Download free ↓

PDF · 23 pages · no sign-up required

Further reading

Insights for marketers

Discover how to apply behavioural science in your marketing work. Practical insights you can use straight away in your campaigns.

Framework

The SUE Influence Framework explained

The scientific framework for analysing why people do what they do, and how to design campaigns that take advantage of that.

Tom De Bruyne Read more →
Behavioural principle

The Decoy Effect: how a third option steers choices

How to optimise your pricing and product presentation with this powerful marketing principle from behavioural science.

SUE Behavioural Design Read more →
Behavioural principle

The Framing Effect: how context changes your message

Same message, completely different effect. Learn how framing makes your marketing campaigns more powerful.

Astrid Groenewegen Read more →

Behavioural Design Fundamentals · limited places per group · 9.7/10

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