Team training with Behavioural Design

Give your team the edge. Behavioural Design, powered by AI.

Your training scores an eight out of ten. Three months later, nobody does anything differently. The teams that win tomorrow understand how people decide - and know how to use AI to act on it. Our team training, also known as in-company training, builds exactly that capability. From a single day to a three-month learning journey, fully tailored to your situation.

Book a no-obligation call → Browse programmes ↓
30 minutes · with a SUE partner · no sales pitch

Prefer to compare first? Request the team brochure

Google 4.8/5 Bloomville 5 stars Springest EQAC accredited
Behavioural Design team training at SUE
For your whole team
Team training →
Your own behavioural challenges, one team, one breakthrough. Programmes from 1 day to 5 months.
At their own pace
Online self-paced →
Strengthen your team with Behavioural Design at their own pace, 24/7, multiple specialisations.
Individual · 2 days
Live in Amsterdam →
Prefer to learn the method yourself first? Join the open edition of the Fundamentals Course.

Prefer to compare quietly or discuss it internally first? Request the team brochure, with the four programmes and what your team takes away from each.

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How it works

Always built around your own behavioural challenge

Whatever you choose, your team never works on a practice case: every training revolves around a real challenge from your own organisation. The only difference is the starting point.

Ready-made

Four proven packages, with your case as the working material

Masterclass (1 day), Sprint (2 days), Accelerator (3 months) or Leadership Track (5 months): fixed structure, fixed price, ready to schedule. And here too, your team works on your own behavioural challenge throughout.

See the programmes ↓
Fully bespoke

A training designed around your challenge

We design the programme around your behavioural challenge, from an intensive day to a learning journey spanning months. Format, depth and planning are decided together.

Book a no-obligation call →
Recognition

17 questions teams brought us

Royal FloraHolland “How do we design a culture where people feel safe to speak up?” Talk this through → Saudi Aramco “How do we make talent in the Middle East want to work for us?” Talk this through → Toyota “How do you design a 9+ customer experience at the moments that count?” Talk this through → Oxfam Novib “How do we build public support for development aid?” Talk this through → Roche “How do we shift the culture from compliance driven to entrepreneurial?” Talk this through → Levi9 “How do we design the ideal journey for attracting IT talent?” Talk this through → Swinkels Family Brewers “How do we design brand preference in the beer category?” Talk this through → European Parliament “How do we get citizens excited about the value of Europe?” Talk this through → Medtronic “How do we raise wellbeing at work?” Talk this through → Prosus “How do we design the ideal talent acquisition journey?” Talk this through → Henkel “How do we get product managers innovating from the customer rather than from the technology?” Talk this through → Natuur en Milieufederaties “How do we build support across politics, media and society for ambitious nature policy?” Talk this through → Newcold Logistics “How do we design a high performance leadership culture?” Talk this through → Rabobank “How do we get employees enthusiastic about our learning offer?” Talk this through → Lovingly “How do we optimise the online customer journey with behavioural insights?” Talk this through → Spaarne Gasthuis “How do we bring healthcare staff along in the transition of care?” Talk this through → Bencis “How do you convince an entrepreneur to partner with private equity?” Talk this through →

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Not seeing your question? Book half an hour with us online and we will talk it through. No strings attached.

How it works

From first conversation to trained team

No off-the-shelf programmes. Every journey starts with your challenge.

Get in touch

Choose below with the decision guide how you want to start. We'll connect you with the right person as quickly as possible.

Bespoke proposal

Based on your intake, we'll design a tailored programme - right format, content and timing. You choose what fits.

Programme & certificate

Your team learns, applies it to a real case, and leaves with EQAC-accredited expertise - plus a breakthrough on your own challenge.

Book a no-obligation call → or request a tailored quote →

Free 30-minute advice call · no obligation to request a quote

Decision Guide

Which programme suits your team?

Four routes, each tailored to where your team is now and what you want to achieve.

Swipe for all programmes →

Perfect startMasterclass Sprint Accelerator Influential Leadership
Your result A shared language and a concrete behavioural approach A tested intervention, ready to pilot Challenge solved and lasting behavioural expertise in the team An influential leadership team
Duration 1 day 2 days 3 months · 6 sessions 5 months
Group size Max 16 5–24 Max 16 Max 16
Best for Building shared language & first applications Focus on fully tackling one behavioural influence challenge Building lasting BD expertise Leaders who move people & shift culture
Perfect start

Start with one day with your own team

Most teams start with the Behavioural Design Masterclass. One day, your own challenge, the method applied straight away. By the end of the day everyone shares the same language and you know where the behaviour really gets stuck.

1 day · max 16 participants · in-company · €7,990 excl. VAT

See all masterclasses → Book a no-obligation call
Team in conversation during a Behavioural Design Masterclass

Or pick the theme you want to sharpen up on that day

Customer and marketing
Designing the 9+ Customer Experience
You learn to spot the moments in the customer journey that shape the feeling, and design them so customers recommend you.
View this masterclass →
Behavioural Marketing Foundations
You learn to build campaigns on what actually moves people, not on what they say they want.
View this masterclass →
Behavioural Marketing Advanced
You learn to combine behavioural principles into marketing that holds up when attention is short and competition is fierce.
View this masterclass →
Leadership and change
Leading Change and Transformation
You learn to read resistance as information and design change so people want to move themselves.
View this masterclass →
The Behavioural Advantage in Talent Management
You learn to design work and workplace so people stay, grow and do their best work.
View this masterclass →
Team Wellbeing and Employee Happiness
You learn to tackle wellbeing through the conditions people work in, not through yet another programme.
View this masterclass →
AI, research and persuasion
Behavioural AI
You learn to put AI to work with knowledge of behaviour, so you reach usable insights faster.
View this masterclass →
The Human Edge in AI Adoption
You learn why teams leave AI untouched and how to make it part of their daily work.
View this masterclass →
Navigating Conflict and Getting Buy-In
You learn to frame a stuck discussion so parties move towards each other and your proposal gets through.
View this masterclass →

These themes are available online too. Useful when your team works across locations: everyone plans their own time and picks what they want to go deeper into on a topic that matters for their work.

See the online academy →

All programmes explained

What you do in each programme, who it is for and what it gives your team.

In-depth programme · Behavioural Design Accelerator

Your team wants to crack a real challenge and build lasting expertise in behaviour change

Three months, six sessions, one real challenge from your own practice. The format for teams that want to build structural expertise and crack a concrete behavioural challenge.

View the full programme →

Book a no-obligation call →

Not sure yet? Start with a Behavioural Design Masterclass (€7,990, one day with your team). Decide about the Accelerator afterwards; that day counts towards the investment if you continue.

Behavioural Design Accelerator for teams
At a glance
Duration 6 sessions of 4 hours · 3 months
Group size Max 16 participants
Price €29,900 excl. VAT
Format In-company · hybrid
Certificate EQAC accredited

2-day sprint · Behavioural Design Sprint

Your actual challenge solved. In 2 intensive days.

A senior BD expert facilitates two days in which your team applies the method directly to a real challenge from your organisation. You leave with a validated intervention, ready to pilot. How does this differ from a Design Sprint? If you choose to continue with the Accelerator after the Sprint, your Sprint investment counts towards it.

Discover the 2-day sprint →

Book a no-obligation call →

Behavioural Design Sprint for teams
At a glance
Duration 2 days + follow-up
Group size 5 to 24 participants
Price From €11,900 excl. VAT · tiered by group size
Format Live on-site
Output Validated intervention, ready to pilot

Perfect start · Behavioural Design Masterclass

In one day, your team understands how customers, employees or citizens really make decisions

You bring the challenge, we bring the method. Your team learns the principles and frameworks of Behavioural Design by applying them directly to your own context. You leave with a shared language, concrete applications and the energy to act on them straight away.

Pick the topic that fits your work. Every Deep Dive specialisation, from behavioural interviews to behavioural AI and from customer experience to leadership, we also run as a masterclass for your own team.

More about the Behavioural Design Masterclass →

Book a no-obligation call →

Behavioural Design Masterclass team workshop
At a glance
Duration 1 day
Group size Max 16 participants
Price €7,990 excl. VAT
Format On-site or hybrid
Challenge Any influence challenge

Leadership & culture · Influential Leadership

Your leadership team wants leaders who genuinely move people

Five months of intensive development built around one insight: effective leadership is ultimately the ability to influence people. Your team, your clients, your stakeholders, your peers. Behavioural Design is the method that gives leaders exactly that.

View the leadership programme →

Book a no-obligation call →

Influential Leadership
At a glance
Duration 5 months
Group size Max 16 participants
Price €39,900 excl. VAT
Format In-company · hybrid
Facilitators Senior SUE consultants

At their own pace · Online academy

Our team is spread across locations and time zones and we never get everyone free on the same day

Everyone learns the same frameworks, just not at the same moment. Your colleagues follow the lessons whenever it suits them, keep lifetime access to the tools and templates, and get personal feedback from the SUE team. A practical run-up to a team programme, or a way to land the method across the organisation.

Explore the online academy →

Book a no-obligation call →

Team member following a Behavioural Design course in the SUE online learning environment
At a glance
Duration Own pace, 24/7
Group size Unlimited, per participant
Access Lifetime
Format Online · subtitled in 5 languages
Completion Certificate & 1-on-1 feedback
Who this is for

Built for teams like yours

HR & L&D

You need to translate boardroom priorities (AI adoption, employee vitality, culture change) from vision into behaviour. With bespoke learning journeys that teams across the organisation can actually follow.

Inzicht Team Leaders & Management

You want a team that uses AI smartly and understands how people really decide. Sharper choices, better customer insight, and an edge over organisations that rely on data alone, or gut feeling alone.

Kennis Directors & CEOs

You want leaders who don't just understand the strategy but can get their teams moving on AI adoption, customer focus and employee vitality. Leadership tracks that give them the tools for lasting behaviour change.

Suitable for teams from 8 people to organisation-wide

Google 4.8/5 Bloomville 5 stars Springest EQAC accredited
Included with every programme

Not just knowledge. Everything your team needs to make it work.

Every programme comes with tools, frameworks, an AI mentor that's always by your team's side, and membership of the SUE | Behavioural Design Club. Free for all participants.

Behavioural Design Toolkit

Frameworks, templates and cheat cards your team can use immediately

Kennis Frameworks
Inzicht Templates
Cheat Cards
Free for participants
Behavioural Design Toolkit materials
A complete toolkit with downloads and templates your team can use the next morning
+
BD × AI Mentor

Your team's personal AI expert - free and unlimited

After the programme, every team member gets unlimited free access to their own AI expert, trained on the complete Behavioural Design framework. Whatever AI platform your team uses - a personal expert available 24/7 as:

Mentor Sparring partner Designer Researcher Tester Reviewer

“A total game-changer for my day-to-day work.”

“It’s like suddenly having magical superpowers.”

“Every day the Mentor blows me away again.”

SUE Behavioural Design AI Mentor
ChatGPT GPT
Claude Skill
Copilot Agent
Gemini Gem
Kennis BD Framework
×
AI Platform
=
Inzicht Your team's professional edge
+
SUE | Behavioural Design Club

Don't just train once - keep your team growing in a club of impact makers

  • Monthly exclusive events, expert sessions, workshops, hackathons and networking drinks
  • Continuous learning, webinars, Q&As and masterclasses that keep knowledge sharp
  • Professional network, connect with like-minded professionals across sectors
  • Real-world exchange, share cases, get feedback and learn from each other
  • Early access, be the first to try new tools and methodologies
SUE Behavioural Design Club event SUE Behavioural Design Club community SUE Behavioural Design Club virtual
Automatically included for every alumnus, forever, free of charge
Testimonials

What teams say after the programme

From Rabobank to KPN, from large corporates to government agencies. This is what teams take away.

SUE Behavioural Design Certificate of Completion

Officially recognised certificate • EQAC accredited

I really liked the combination of design thinking and behavioural psychology and I am bringing back to Brazil new tools to grow my business and create more value for my clients.
Arthur Ranieri
Arthur Ranieri
Partner • Brazil
★★★★★
The learning environment was great, and the knowledge of the trainers was impeccable. I found the course thought provoking, enlightening, and of real value in my personal journey as a leader.
JM
Jon Miles
Leader • United Kingdom
★★★★★
Learning by doing gives you a much deeper understanding of approaching your customers' problems and how to solve them in a unique and tailor-made way.
Julia Gloeckler
Julia Gloeckler
Channel Marketeer • Fairphone
★★★★★

Does this work for our sector?

Your team works with a specific audience. Click on your sector and see how similar organisations use Behavioural Design.

Consumers
Voters
Donors
Employees
Professionals
Talent
Stakeholders
Citizens
Getting consumers moving

The shortest route to conversion runs through your customer’s brain.

A/B tests on button colours miss the point. Find the psychological barrier blocking the purchase, and you can design customer journeys that truly convert.

Behavioural Design
  • Identify purchase barriers at every touchpoint
  • design choice architecture that drives conversion
  • Build loyalty from behavioural patterns
Amplified with AI
  • AI identifies friction in your customer journey
  • AI generates nudge variants per touchpoint
  • AI tests with synthetic users before you go live
SUE Case spotlight

“How can we entice our customers to think about their energy challenges and arrange this through KBC?”

KBC Bank app
Getting voters moving

When 72% of voters decide in the final week, how do you influence that one decision?

The problem isn't motivation - it's the moment. Understand how voting behaviour really works, and you can design campaigns that get people to the ballot box.

Behavioural Design
  • Understand voting behaviour with the Influence Framework
  • design social commitment strategies
  • Remove barriers to action
Amplified with AI
  • AI analyses sentiment per target group
  • AI generates messages per voter segment
  • AI simulates campaign impact in advance
SUE Case spotlight

“How can we ensure that as many people as possible turn out to vote on European Election Day, regardless of their political preference?”

European elections
Getting donors moving

Between ‘this moves me’ and ‘I am transferring money’ there is a gap. That gap can be closed.

More emotion doesn't help. Find the psychological barriers holding donors back, and you can design concepts that actually convert.

Behavioural Design
  • Identify donation barriers
  • design interventions that make giving easy
  • Build commitment ladders for recurring donations
Amplified with AI
  • AI personalises donation proposals
  • AI tests messages with synthetic donors
  • AI optimises the donation journey per segment
SUE Case spotlight

“How do we convince high-net-worth individuals to give structurally to a problem that seems unsolvable?”

UNHCR refugee work
Getting employees moving

What works in Australia clashes in Brazil. How do you design culture that lands everywhere?

Engagement surveys change nothing. Understand how habits and context drive behaviour, and you can design workplaces where people actually want to perform.

Behavioural Design
  • Uncover behavioural drivers in teams
  • design leadership moments that shape culture
  • Embed new behaviour in daily routines
Amplified with AI
  • AI recognises patterns in team dynamics
  • AI personalises learning interventions per team
  • AI monitors behaviour change over time
SUE Case spotlight

“How do we design a shared leadership culture in an organisation scaling rapidly across 4 continents?”

NewCold warehouse
Getting professionals moving

A doctor has 12 minutes per patient. Your innovation needs to land in those 12 minutes.

Doctors, advisers, specialists - they don't decide at conferences or in meetings. They decide in the moment. Understand that moment, and you win.

Behavioural Design
  • Map the decision moments of professionals
  • design interventions that fit the workflow
  • Build adoption paths from Jobs to be Done
Amplified with AI
  • AI analyses adoption patterns in your data
  • AI generates touchpoints per professional profile
  • AI simulates adoption scenarios in advance
SUE Case spotlight

“How can we convince diabetes doctors, nurses and health insurers that our new subscription model is far better for patient, practitioner and payer?”

Medtronic diabetes platform
Getting talent moving

Top talent doesn't choose a company. They choose a mission they want to be part of.

The best people don't choose the best deal. They choose the story they want to belong to. Understand this, and you can design recruitment that attracts the right people.

Behavioural Design
  • Uncover talent’s real motivations
  • design application processes as a selection experience
  • Build employer branding from behavioural insight
Amplified with AI
  • AI segments talent by motivation, not by CV
  • AI personalises the candidate journey
  • AI tests employer brand messages in advance
SUE Case spotlight

“How do we entice Saudi Arabia’s brightest young engineers to choose us over a trendy tech start-up?”

Aramco recruitment
Getting stakeholders moving

Everyone is in favour of environmental policy. Until it affects their back garden or wallet.

Citizens, farmers, policymakers - they don't resist change. They resist loss. Understand this, and you can turn resistance into engagement.

Behavioural Design
  • Understand resistance patterns per stakeholder group
  • design framing that shifts perception
  • Build coalition strategies from shared interest
Amplified with AI
  • AI analyses sentiment per stakeholder group
  • AI generates frames per target group
  • AI simulates support scenarios
SUE Case spotlight

“How do we get farmers, citizens and policymakers aligned behind ambitious environmental policy?”

Nature and environment policy
Getting citizens moving

Good policy changes the rules. Smart policy changes the context.

Awareness campaigns don't work. Fines work even less. Understand how context drives behaviour, and you can design policy people actually follow.

Behavioural Design
  • Uncover behavioural barriers in policy contexts
  • design nudges and choice architecture
  • Test interventions before implementation
Amplified with AI
  • AI analyses compliance patterns
  • AI generates nudge variants per context
  • AI simulates policy impact on behaviour
SUE Case spotlight

“Why don’t people wash their hands at the office, even though they know they should and dispensers are everywhere?”

Ministry of Health, Welfare and Sport
Handwashing campaign
The atmosphere

What does a team programme look like?

Team training in action
Participants at work
Interactive session
Group discussion
Depth and reflection
Energetic learning environment
Collaborating during training
Presentation and explanation
Inspiring atmosphere
Frequently asked questions

What you probably want to know

In most cases we're up and running within two weeks of the introductory call. We always start with an intake to understand your organisation, team and challenge. We then tailor the programme and lock in the first session.

Always. Every programme starts with an intake where we get to understand your specific challenge, context and objectives. The examples, cases and exercises are fully tailored to your organisation. We've trained teams across a wide range of sectors - from financial services and government to FMCG, technology and healthcare.

All our team programmes are designed for groups of up to 16. That ensures plenty of interaction, depth and personal attention. Got more than 16, say 40 or 60 people? We run multiple Accelerator cohorts side by side, or design a bespoke Learning Journey that covers your whole organisation.

Yes, all our team programmes are available in both Dutch and English. We regularly work with international teams and teams with mixed language backgrounds. Just let us know your preferred language and we'll arrange it.

The Behavioural Design Sprint is output-driven: in two intensive days your team works on a current challenge and leaves with a validated intervention ready to pilot. The Behavioural Design Accelerator goes further: over three months, across six sessions, your team builds lasting BD expertise applied to your own cases. Choose the Sprint to solve a concrete problem fast; choose the Accelerator to turn your team into genuine BD practitioners. If you choose to continue with the Accelerator after the Sprint, your Sprint investment counts towards it.

The Fundamentals Course is an open, individual training over 2 days in Amsterdam, for anyone who wants to learn the method themselves. This team training is in-company: from day one, your team works together on your own behavioural challenge. Want to build your own experience first? Choose the Fundamentals Course. Want your whole team to build the same shared language and skill? Then team training is the right choice.

Yes. Team training, in-company training and corporate training all mean the same thing to us: a programme we design at your location around your own team and challenge, from a single day to a programme spanning several months. What sets it apart from a standard training course is the approach: no theory about behaviour, but an intervention you can apply directly to your own practice straight after the training.

Teams trained at organisations including

Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Rijkswaterstaat Sony eBay CZ Heineken ING Bank KPN Eneco ANWB Randstad Amnesty International Roche Adyen European Commission Centraal Beheer Achmea DPG Media Gemeente Amsterdam Rijkswaterstaat Sony eBay CZ
Request a proposal

Tell us your challenge and we'll send a proposal

Send us a message and we'll get you a bespoke proposal within a week. No obligations, no standard pitch. A concrete plan that matches your challenge.

  • Fully bespoke for your organisation
  • 10,000+ professionals trained
  • EQAC accredited

Request a proposal

A no-obligation conversation, no commitment to a proposal. We start by thinking along with your behavioural challenge.

Book a no-obligation call →

No obligation. You'll get a reply within 1 working day from our CEO Stephanie, not a sales department.

Behavioural Design for your team · From 1 day to 5 months

Request a quote Book a no-obligation call →