For who → Marketers

Behavioural Design for Marketers

Marketing is behaviour design. Every campaign, every word, every price point has only one goal.

As a marketer, you know how to capture attention. But attention isn't the same as action. Behavioural Design gives you the science behind the choice, so you don't just reach people, you move them.

View the Fundamentals Course → Does this sound familiar?

10.000+

trained

9.7/10

rating

EQAC

accredited

€1.190

from excl. VAT

Marketers working on campaign strategy during the Behavioural Design training at SUE Amsterdam

Familiar marketing challenges

"How do we make sure our campaign actually moves people, instead of just making an impression?"

The core of the problem

Does this sound familiar?

Click on a situation you recognise.

The campaign that stands out but doesn't convert

You hit the reach targets, the CPM looks good, the creative catches the eye. But the clicks and conversions aren't there. Awareness isn't the same as action.

The offer that makes rational sense but gets ignored anyway

20% off, limited time, available now. You can't understand why people leave it. They understand the offer, they just aren't moved by it.

The A/B test that wins but doesn't solve the problem

Variant B scores 12% better. You don't know why. The next test starts from zero again. Without a behavioural model, you're testing in the dark.

The audience you understand on paper but not in behaviour

You have personas, user research and data. But in the briefing, nobody knows exactly what the customer really wants to achieve, or what's holding them back.

The budget goes up but conversion goes down

More channels, more content, more personalisation. And yet people drop off at exactly the wrong moments in the customer journey.

Behavioural Design is the missing layer.

There's an explanation for this.

Behavioural Design for Marketing is the application of behavioural science to marketing challenges: from campaign strategy and copywriting to pricing and customer journey design. The method helps you understand why people do what they do, and how to design your marketing so that the desired behaviour becomes the easiest choice.

96% of purchasing decisions are automatic. Most campaigns speak to the conscious mind: features, benefits, arguments. The Behavioural Design Method teaches you to read the unconscious, and design for it.

Six forces determine every decision moment. Goals, fears, habits, context, barriers and triggers. The Behavioural Design Method teaches you to recognise and use them to increase conversion.

Behaviour is designable. The method gives you a step-by-step process: from diagnosis to intervention, so every marketing decision is built on insight into how people really choose.

Behavioural Design × AI

What makes you an indispensable marketer in the AI era?

Understanding, predicting and designing human behaviour is the skill AI amplifies, but cannot replace.

The context

AI is changing how marketers work, from copy to targeting to content creation.

But AI only makes you more effective if you understand how people really make decisions. Without that foundation, you're using AI to produce the wrong campaigns faster. The technology amplifies what you already understand, not what you haven't seen yet.

Behavioural Design × AI

AI gives you speed. Behavioural Design gives you direction.

The marketer who understands behaviour gets more from AI than the marketer who only knows AI. All SUE trainings include AI application as standard.

See our vision on Behavioural Design and AI →

Why the SUE Behavioural Design method

Behavioural science made practical for marketers who aren't behavioural economists.

Most knowledge about consumer behaviour is locked away in academic papers and consultancy reports. SUE built its own method, the Influence Framework, that translates that knowledge into a practical step-by-step process any marketer can apply, without a scientific background.

No academic theory, you work on your own marketing case and leave with a developed plan you can apply the next day

Built on Kahneman, Cialdini and Thaler, scientifically grounded but accessible for practitioners

Proprietary method, the Influence Framework is available nowhere else, described in the international bestseller The Art of Designing Behaviour

16 years of experience, from T-Mobile to Heineken to Centraal Beheer: the method is proven on the biggest marketing challenges

9.7/10

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4.8/5

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Certified by

What marketers say after the training

10.000+ professionals have taken a SUE Behavioural Design Training.

The marketers among them have one thing in common: afterwards, they look at their audience differently.

With SUE you don't do an ordinary design sprint, you dive deep into the brain to discover how to nudge your customers towards the desired behaviour. This is a genuine addition to how you create campaigns.

Viola Rijnsdorp

Sr. Marketing Manager · T-Mobile

★★★★★

We now infuse our briefing template with the Behavioural Design methodology, so marketers think about pains, gains and the right JTBD. This is now the standard template for all our campaigns worldwide.

Dave Westerhof

Global Marketing Director · BEAT

★★★★★

What a wonderful and insightful two days! The balance between theory and practice, examples and exercises. It has really helped me and I'm going to apply this straight away in the organisation and in our campaigns.

Lieke Resink

Sr. Marketer · Zorgdomein

★★★★★

We had to trust the process first before we could create an effective campaign. By gaining insights through interviews with the target group, we let the actual customer decide which type of campaign works best for them. It significantly increased our confidence in the campaign's effectiveness.

Wijnand van der Werff

Campaign Manager

★★★★★

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

Julia Gloeckler

Channel Marketeer

★★★★★

Using the Influence Framework is like the puzzle pieces falling into place. This course is clear and practical. After this training you can get started with the method straight away. Fantastic people and great examples throughout.

Rik Groenland

Marketing

★★★★★

Two super educational days. Many new insights through the theory and the examples. The great thing is that you immediately learn to apply them in practice through your own case. So you live through the theory. Full days, full of energy!

Martine van der Bend

Copywriter

★★★★★

A genuine recommendation for everyone who needs to influence behaviour. You offered a user-friendly framework in which you can apply an enormous amount of scientific insights. The hands-on workshop style really helped me see how to use the knowledge in everyday work.

Jan Has

Creative Strategy Planner · AboutBrands

★★★★★

In a short time I learned a great deal. Thanks to the perfect combination of theory and direct practical application, the information really stuck. Really inspiring trainers, great examples throughout the days. A genuine recommendation!

Pieter van der Krol

Marketing & Communication Lead

★★★★★

The best first step

Understanding behaviour is the skill that changes everything.

The Behavioural Design Fundamentals is the training that teaches you exactly that. In two days, or 33 online lessons, you learn the method that will change how you approach campaigns, briefings and customer journeys.

Behavioural Design Fundamentals

You learn the complete Influence Framework, the JTBD method and all core Behavioural Design tools. You work on your own marketing case and leave with a developed intervention plan you can apply the next day.

Three ways to participate

Live in Amsterdam, 2 intensive days, max 16 participants Online self-paced, 33 lessons at your own pace With your team, in-company, at your location or in Amsterdam

View the Fundamentals → See start dates

Want to explore which format suits you best first? Choose the format that fits →

After the training

What you do differently afterwards

Not abstract knowledge. Concrete changes in how you approach marketing challenges.

You analyse before you write the brief

You use the Influence Framework as your starting point: what drives your audience, what holds them back, what context helps them choose?

You design for conversion, not for awareness

You know how to shape the choice environment so that the desired behaviour becomes the easiest option, not the most heavily communicated one.

You work from behaviour, not assumptions

You have a shared framework with your team: goals, fears, habits, context, barriers, triggers. Marketing decisions become more concrete and better grounded.

Frequently asked questions

One more thing

Most participants start without prior knowledge. The training gives you the behavioural science you need, directly linked to your own marketing practice. No academic theory, just usable insights you can apply the next day in your campaigns, briefings and customer journeys.

You learn the SUE Influence Framework: a method for analysing why your audience isn't moving the way you want, and for designing marketing interventions that actually work. During the training you work on your own marketing case, a campaign, customer journey or conversion challenge, and leave with a developed strategy.

Especially for experienced marketers, this is most valuable. You have the practical experience. The training gives you the scientific framework that supports your intuition and strengthens your approach. Many participants say afterwards: I was already doing parts of this, but now I understand why some campaigns work and others don't.

Intentionally a mixed group: marketers, communications advisers, HR professionals, policymakers and managers together. Maximum 16 participants. That mix makes it valuable: you learn not just from the content, but also from how people in other fields deal with similar behavioural challenges.

Yes. We invoice to your company name and the training is EQAC-accredited, which makes expensing straightforward. Get in touch if you need a quote or additional information for your request.

Start with the Fundamentals. It gives you the complete Behavioural Design framework: the Influence Framework, the JTBD method and all core tools. The Deep Dive Behavioural Marketing builds on that with marketing-specific applications: conversion optimisation, behavioural copywriting and campaign design. Without the Fundamentals, the Deep Dive lacks its foundation.

Ready to take the step? View the next start date or ask your question.

View start dates → Ask a question

10.000+ professionals have gone before you · 9.7/10 rating · EQAC accredited

Marketing is behaviour design. Every campaign, every word, every price point has only one goal.

Does this sound familiar?

There's an explanation for this.

What makes you an indispensable marketer in the AI era?

AI is changing how marketers work, from copy to targeting to content creation.

AI gives you speed. Behavioural Design gives you direction.

Behavioural science made practical for marketers who aren't behavioural economists.

10.000+ professionals have taken a SUE Behavioural Design Training.

Understanding behaviour is the skill that changes everything.

Behavioural Design Fundamentals

Choose the format that suits you

What you do differently afterwards

You analyse before you write the brief

You design for conversion, not for awareness

You work from behaviour, not assumptions

One more thing

Insights for marketers: the most-read articles

1.5 minutes of Influence