BEHAVIOURAL DESIGN ADVANCED COURSE

Become the Behavioural Design expert who moves your organisation or client forward.

You work on a real behavioural challenge from your own organisation or practice, deepen your expertise and learn how to use AI for faster, sharper behavioural analyses. You complete the programme as a certified expert, ready to create impact independently.

Perfect for

Marketing Communications HR Leadership / Managers UX design Product management Government Sales Change management Sustainability
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View all five course days in detail ↓

Participants during the Behavioural Design Advanced Course in Amsterdam
Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Sony eBay CZ Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Sony eBay CZ
Is the Advanced Course right for you?

Does this sound familiar?

You want to apply the Behavioural Design method independently to real challenges, and know how to facilitate and guide that process.

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In the Advanced Course, you'll work on a real case from your own practice. Five intensive course days, with personal coaching in between. You'll leave with a proven method and the confidence to apply it.

You want to demonstrate that Behavioural Design works in your organisation, but you don't yet have your own success case to fall back on.

Flip over →

In the Advanced Course, you'll deliver a complete, proven case. Not hypothetical: your intervention, your insights, your results. That's your proof.

You want to be seen as the BD expert in your team or organisation, but you don't have a recognised title or track record to claim that role.

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In the Advanced Course, you'll earn the EQAC-accredited certificate and the official title Behavioural Designer. Recognised, visible and transferable to your CV and LinkedIn.

You want to understand what truly drives and holds people back, but you've never conducted qualitative behavioural research in practice.

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In the Advanced Course, you'll conduct six real behavioural interviews yourself. You'll learn to listen between the lines and translate insights into design criteria. That's the foundation of good Behavioural Design.

You want to confidently recommend interventions to stakeholders, but you don't know whether your ideas work before you roll them out.

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In the Advanced Course, you'll develop and test a lo-fi prototype with real respondents before rolling it out. You'll see what works and what doesn't, before it matters.

You want to embed Behavioural Design structurally in how your team works, but you don't know how to take on and make that role as an internal expert.

Flip over →

In the Advanced Course, you'll learn how to integrate the method into your daily work, and what your role as an internal BD expert looks like. You'll leave with a concrete implementation plan.

The Advanced Course isn't a course about Behavioural Design. It's an intensive programme in which you actually do it.

The Advanced Course isn't a course about Behavioural Design. It's an intensive programme in which you genuinely do it.

10,000+ Professionals trained
45+ Countries
9.7/10 Average rating
15 years Experience

The regular Advanced Course runs in Dutch, spread over several months. We are planning a special English Summer Edition, same proven programme, reimagined for international professionals.

Small group at work during the Advanced Course
LIVE IN AMSTERDAM MIXED WITH VIRTUAL LEARNING

You'll work over several months on a real behavioural challenge from your own organisation, guided by a senior Behavioural Design coach.

EXCLUSIVE COHORT

Maximum 12 participants per edition

You learn from each other, challenge each other and build a network of like-minded professionals.

1-ON-1 COACHING

Three personal sessions with a senior coach

Your case stays on track and you get the most out of the programme.

Your own case Real interviews Real respondents Real prototypes Real results Official certificate
€3,990 excl. VAT p.p.

Payment plan available in five equal instalments

Join the waitlist →
English Summer Edition, Coming Summer 2026

Advanced Course Summer Edition

The same proven programme, reimagined for international professionals. Intensive combined course days in Amsterdam, exclusive masterclasses and a dinner with the founders of SUE Behavioural Design.

Intensive combined format

Course days are combined into a concentrated summer programme, designed to fit international schedules without sacrificing depth.

Hybrid: live & virtual

Live sessions in Amsterdam combined with virtual coaching, so you can participate from anywhere in the world.

Masterclasses by the founders

Exclusive masterclasses by Astrid Groenewegen and Tom de Bruyne, the founders of SUE and the creators of the method you will master.

Dinner with the founders

An intimate dinner with Astrid and Tom to connect, exchange ideas and celebrate your growth as a Behavioural Designer.

Summer 2026, date to be announced

Join the waitlist and be the first to receive programme details and your personal invitation. No commitment, we won't enrol you automatically. This just makes sure you're first to know and can secure a spot.

Join the waitlist →
Google 4.8/5 Bloomville 5 stars Springest EQAC accredited
WHO IS THIS COURSE FOR?

The course for those who know the basics

IDEAL

THE FUNDAMENTALS COURSE AS BASIS

The Advanced Course is designed for professionals who've completed the Behavioural Design Fundamentals Course. You'll dive straight into the deep work without missing foundational knowledge.

NO FUNDAMENTALS?

THAT WORKS TOO

Haven't done the Fundamentals but do have practical experience with Behavioural Design? We do a short knowledge check beforehand to make sure you're ready. E-mail us for the admissions assessment.

The programme

After three months, you're a different professional

You'll go through five intensive course days: from behavioural research and analysis to intervention design, testing and certification. In between, you'll work independently on your own case, with personal coaching to keep you on track. At the end, you'll present a complete, proven case and receive the official Behavioural Designer certificate.

Certified Behavioural Designer
A proven success case of your own
Apply Behavioural Design independently
Tools you can implement immediately
Kick-off homework

Refresh and prepare: You refresh your knowledge of System 1 & 2, the Influence Framework and influence techniques. You prepare your case idea and formulate an initial behavioural question.

4 hours
Participants during the Advanced Course preparing behavioural interviews
Course day 1

Insights

You'll translate organisational goals into sharp behavioural questions. You'll learn what makes a good behavioural interview, how to select the right respondents and how to write an interview script that delivers real depth. You'll practise live with your fellow participants.

  • 01From organisational goal to behavioural question
  • 02What makes a good behavioural interview?
  • 03Selecting and recruiting respondents
  • 04Writing an interview script for your case
  • 05Practising interview techniques (live role play)
  • 06Influence Framework: deepening and application
9:00–16:00 · Full day
Homework

Recruiting respondents and conducting interviews: You recruit six respondents for your behavioural interviews, schedule the conversations and conduct them. You note your findings and bring them to day 2.

10–12 hours
Course day 2

Analysis

You'll bring your interview insights and learn how to analyse, cluster and translate them into the Influence Framework. You'll identify the biggest behavioural opportunities and the deepest barriers and formulate sharp How Might We questions as a springboard towards interventions.

  • 01Clustering and thematising insights
  • 02Completing the Influence Framework for your case
  • 03Identifying opportunity spaces and behavioural barriers
  • 04Formulating How Might We questions
  • 05Determining design criteria and behavioural goals
  • 06Peer feedback on each other's Influence Framework
9:00–16:00 · Full day
Participants clustering behavioural insights on the Influence Framework
Homework

Refining How Might We and preparing ideation: You refine your analysis, choose the most promising HMW questions and prepare for day 3 with background inspiration.

2–4 hours
Participants brainstorming about behavioural interventions with the SWAC model
Course day 3

Intervention

Creativity meets science. You'll learn various ideation techniques to arrive at effective behavioural interventions. With the SWAC model, you'll translate your insights into concrete interventions that get your target audience moving at the moment that matters.

  • 01Ideation techniques: analogies, SCAMPER and more
  • 02The SWAC model: Spark, Can, Want, Again
  • 03Intervention Laddering: from insight to solution
  • 04Prioritising interventions on feasibility and impact
  • 05Writing a prototype brief for your best intervention
  • 06Peer review on intervention designs
9:00–16:00 · Full day
Homework

Creating prototypes and recruiting respondents: You develop your intervention into a testable lo-fi prototype and recruit five respondents for your prototype test.

4–6 hours
Course day 4

Test & Impact

You'll learn how to test behavioural interventions quickly and cheaply before rolling them out: what lo-fi prototyping entails, how to collect meaningful feedback and how to measure impact from behavioural change to business result.

  • 01Prototyping strategy: lo-fi and rapid prototyping
  • 02Setting up and conducting user tests
  • 03Analysing feedback and iterating your prototype
  • 04Measuring impact: from behavioural indicators to KPIs
  • 05From test to recommendation: pitching to stakeholders
  • 06Preparing the final presentation
9:00–16:00 · Full day
Participants testing their prototype with real respondents
Homework

Testing prototypes with respondents and preparing final presentation: You test your prototype with five respondents, process the findings and prepare your 10-minute final presentation.

10–12 hours
Participants receiving their EQAC certificate as certified Behavioural Designer
Course day 5

Integrate & Certify

The conclusion of a remarkable journey. You'll present your complete Behavioural Design solution to the cohort and receive extensive feedback. You'll then learn how to integrate the method into your daily work and what role you can play as an internal BD expert. The day concludes with the certification and a graduation drinks reception.

  • 01Final presentations by all participants (10 min. per person)
  • 02Structured feedback from trainers and cohort
  • 03The BD Mindset: from project to way of working
  • 04Your role as an internal BD expert in your organisation
  • 05Integrating the method into teams and processes
  • 06Certification & graduation drinks
9:00–17:00 · Full day · Including certification drinks
Ready to start? View the dates and enrol →

In addition to the five course days, you'll receive 3 × 30 minutes of personal coaching with a senior Behavioural Design Lead, spread throughout the programme.

Brochure Behavioural Design Advanced Course
The programme in detail

Want to read through the full programme at your leisure?

Download our brochure for a detailed overview of all course days, including the methodology, practical information and alumni experiences. The brochure outlines the structure of our regular programme, the summer edition follows the same format, tailored to international participants.

You will receive the brochure immediately. No spam, unsubscribe at any time.

YOUR TRAINERS

Guided by experienced Behavioural Design experts

Astrid Groenewegen, founder SUE Behavioural Design

Astrid Groenewegen

Co-founder & Behavioural Design Expert

Co-creator of the SUE Behavioural Design Method and author of The Art of Designing Behaviour. Combines deep strategic thinking with a talent for making behavioural science immediately applicable.

Tom de Bruyne, co-founder SUE Behavioural Design

Tom de Bruyne

Co-founder & Behavioural Design Expert

Co-creator of the SUE Behavioural Design Method with a background in creative strategy and consumer psychology. Has trained thousands of professionals worldwide in applying behavioural science to real-world challenges.

Kirsten Kremer, trainer SUE Behavioural Design

Kirsten Kremer

Trainer & Consultant

Experienced trainer at the intersection of Behavioural Design, people & culture strategy and wellbeing programmes. Helps organisations understand human behaviour and steer it in a positive direction.

Thijs Perquin, trainer SUE Behavioural Design

Thijs Perquin

Product Designer & UX Strategist

Behaviour-focused innovator who translates behavioural science into smart, practical solutions. Helps teams innovate faster, smarter and more effectively.

WHAT ALUMNI SAY

These professionals became certified Behavioural Designers

1,500+ alumni have taken our courses. Here's what they say about the Advanced Course.

EQAC Certificaat Behavioural Designer

9.2/10 · EQAC Certified

The Advanced Course gives real depth. It makes you look at people, needs and behaviour in a completely different way. It gives you creative superpowers!
Joost Robben
Joost Robben
Creative Director • ZUID creators
★★★★★
Many interesting examples, perfect balance between working and relaxation. The theory feels very practical, I can't wait to get started with it.
Lily Mineur
Lily Mineur
Online Marketing • iChoosr
★★★★★
A wealth of inspiration and a practical framework to apply my knowledge of behavioural science. The possibilities are endless once you start working with it!
Miranda Zwartjens
Miranda Zwartjens
Innovation Lead • Unravels Consultancy
★★★★★
BDA Advanced is genuinely experiencing how you bring the method into practice. An indispensable instrument for everyone who wants to drive innovation.
Niels Groenewoud
Niels Groenewoud
Sr. Consultant • Category & Trade
★★★★★
IT'S MORE THAN A COURSE

Your practical Behavioural Design Toolkit

After the course, you'll go home with tools, frameworks and an AI expert that'll stay with you forever. Free for all participants.

BEHAVIOURAL DESIGN TOOLKIT

Frameworks, cheat cards & canvases

Immediately applicable to your work. The method, the tools and the practical shortcut cards to get results quickly.

Frameworks
Templates
Cheat Cards
Free for participants
Behavioural Design Toolkit materialen
Framework + Canvas

SUE Behavioural Design Canvas

The tool to surface the forces between current and desired behaviour.

SUE Influence Framework Influence Canvas
Cheat Card

CAN Interventions

Overview of the most effective interventions to make behaviour easier. Directly applicable to your behavioural challenges.

CAN Interventies deel 1 CAN Interventies deel 2
Cheat Card

WANT Interventions

Overview of the most effective interventions to increase motivation. Directly applicable to your behavioural challenges.

WANT Interventies deel 1 WANT Interventies deel 2
Cheat Card

AGAIN Principles

The principles for lasting behavioural change, compactly summarised. Including a worksheet to design AGAIN strategies for your case.

AGAIN Principes deel 1 AGAIN Principes deel 2
Canvas + Cheat Sheet

Jobs-to-be-Done Canvas + Cheat Sheet

Discover the real motivations behind choices. Map the functional, emotional and social 'jobs' of your target audience.

JTBD Canvas JTBD Cheat Sheet
Guide

Behavioural Interview Guide

Gather in-depth behavioural insights with the right questions. Step-by-step plan and question list for qualitative interviews with your target audience.

Interview Guide deel 1 Interview Guide deel 2
Cheat Sheet

Behavioural Statement

Formulate a sharp behavioural challenge as the basis for your intervention design. With cheat card and fill-in worksheet for immediate use.

Behavioural Statement deel 1 Behavioural Statement deel 2
Guide

Prototyping Guide

Test your behavioural interventions quickly and cheaply before rolling them out. Step-by-step plan for lo-fi prototyping based on the Behavioural Design method.

Prototyping Guide deel 1 Prototyping Guide deel 2
Worksheet

Influence Framework Worksheet

Two worksheets to translate your interview insights step by step into the Influence Framework on your own case.

IF Werkblad deel 1 IF Werkblad deel 2
Tool + Cheat Sheet

Interview Script Tool

Write an effective interview script with the right questions. With cheat sheet for the best follow-up techniques.

Interview Script Tool Interview Cheat Sheet
Guide

Behavioural Interview Guide (Advanced)

Conduct effective behavioural interviews with real respondents. Complete step-by-step plan, question list and tips to achieve real depth.

Gedragsinterview Gids deel 1 Gedragsinterview Gids deel 2
Tool

Opportunity Tool

Identify the biggest behavioural opportunities in your data. Translate your insights into concrete opportunity spaces and prioritise your interventions.

Opportunity Tool
Framework Tool

4C Tool

Map the four forces that drive behaviour: Costs, Comforts, Can't Do's and Context. The foundation for sharp interventions.

4C Tool 4C Tool preview
Checklist

Behavioural Design Checklist

Review your intervention design with this checklist. Avoid blind spots and ensure you've covered all key factors.

Checklist Gedragsontwerp
Tool

Practice Timers

Keep up the pace and make the most of every minute during your BD ideation.

Oefentimers
Community

BD Club, Lifetime membership

10,000+ behaviour professionals. Monthly case calls, active community and free access to new templates and updates.

BD Club
Certificate

EQAC-accredited certificate

Officially recognised by EQAC. Confirms your expertise in Behavioural Design. You also receive a digital version you can share on LinkedIn.

EQAC Certificaat
+
BD × AI GURU

The SUE Behavioural Design AI Guru, free and unlimited

After the course, you'll get unlimited free access to your own AI expert, trained on the complete Behavioural Design framework. Regardless of which AI platform you use, you've got a personal expert available 24/7 as:

Mentor Sparring partner Designer Researcher Tester Reviewer

“A total game changer for my daily work.”

“It's like suddenly getting magical superpowers.”

“I am blown away by the Guru every single day.”

SUE Behavioural Design AI Guru
ChatGPT GPT
Claude Skill
Copilot Agent
Gemini Gem
BD FRAMEWORK
×
AI PLATFORM
=
YOUR PROFESSIONAL EDGE
+
SUE | BEHAVIOURAL DESIGN CLUB

Keep growing in a club of impact makers

  • Monthly exclusive events: from expert sessions and workshops to hackathons and networking drinks
  • Ongoing deepening: Webinars, Q&As and masterclasses that keep your knowledge current
  • Professional network: connection with like-minded professionals from diverse sectors
  • Hands-on exchange: share cases, get feedback and learn from each other's experiences
  • Early access: be the first to access new tools and methodologies
SUE Behavioural Design Club event SUE Behavioural Design Club community SUE Behavioural Design Club virtueel
AUTOMATICALLY INCLUDED, FOR ALL ALUMNI, FOREVER, FREE
AN IMPRESSION OF THE ADVANCED COURSE

We hope to welcome you (again)!

Participants working with the SUE Behavioural Design Canvas
Participants working with the Influence Framework on their own case
Enthusiastic participant during the Advanced Course at SUE Academy
Trainer guiding a participant one-on-one in a small group
Intensive knowledge exchange in a small group at SUE Academy
Participant working on their case with the SUE Influence Flow Cheat Card
Participant presenting their work to the group at SUE Academy Amsterdam
Small group of professionals working together on a behavioural challenge
The venue of SUE Behavioural Design Academy in Amsterdam
FREQUENTLY ASKED QUESTIONS

This is probably what you still want to know

Yes, in principle. The course assumes you've got a grasp of the basics of the SUE Behavioural Design Method and speak the same 'language'.

A completed Fundamentals Course gives you direct access. If you haven't done it yet but do have extensive experience, you can take a special admissions assessment. Reading Astrid's book, The Art of Designing Behaviour, is then strongly recommended.

The course consists of five full-time course days (9:00–16:00, except the last day until 17:00), three 30-minute coaching sessions and homework spread over three months. In total it requires approximately 76 hours of commitment: 40 hours of course days, approximately 36 hours of homework, plus the time for recruiting respondents.

You choose your own case. It must be a real challenge from your work for which you can formulate a behavioural goal and where you have access to a target group for interviews. Your trainers and coach help you scope and refine it on course day 1.

Maximum 12 participants per edition. This guarantees personal attention, in-depth interaction and the opportunity to genuinely learn from each other's cases.

The investment is €3,990 excl. VAT. You can also use a payment plan to pay in five equal instalments. We provide an invoice in the company name. Most participants claim the course as professional development. Tip: download our brochure to support your request.

Upon successful completion you receive an EQAC-accredited certificate and the official title Behavioural Designer. The EQAC is an international accreditation committee that guarantees the quality of the programme, the trainers and the method. You also receive a digital version to share on LinkedIn.

At our venue in Amsterdam, within walking distance of Amsterdam Centraal. The atmospheric venue has everything you need for an intensive learning experience, including breakfast and lunch on all course days. The coaching sessions are virtual.

Yes, we offer the Advanced Course in-company as well. The course is then tailored to your organisation and you work on a real organisational challenge. Get in touch via academy@sueamsterdam.com for more information.

Become a certified Behavioural Designer after the Advanced Course
Ready for the next level?

Become a certified Behavioural Designer.

Enrol for the next edition and work on a real challenge from your own work, surrounded by a maximum of 12 like-minded professionals.

Join the waitlist → Get in touch
9.2/10 rating Max. 12 participants EQAC certified Mixed learning

English Summer Edition, Coming 2026

Join the waitlist