# SUE Behavioural Design

> Europe's leading Behavioural Design Academy and consultancy. Founded in 2009 in Amsterdam. 10,000+ professionals trained in 45+ countries. Specialised in applying behavioural science and AI to understand and change human behaviour.

## Academy — Individual Training (NL)

- [Behavioural Design Academy — Individuele Training](https://www.suebehaviouraldesign.com/nl/individuele-training/): Overview of all individual training options: Fundamentals (2-day live or 33 online lessons), Advanced track, and 10+ Deep Dives from €690 ex BTW.
- [Behavioural Design Fundamentals](https://www.suebehaviouraldesign.com/nl/trainingen/behavioural-design-fundamentals/): 2-day live course introducing the SUE Influence Framework and Behavioural Design methodology. Max 16 participants, €1.490 ex BTW. EQAC accredited.
- [Behavioural Design Sprint](https://www.suebehaviouraldesign.com/nl/trainingen/behavioural-design-sprint/): Intensive sprint training applying behavioural design to real organisational challenges.
- [Influential Leadership](https://www.suebehaviouraldesign.com/nl/trainingen/influential-leadership/): 5-month leadership track applying behavioural science to leadership challenges. €39.900 ex BTW, max 16 participants.
- [Trainingskalender](https://www.suebehaviouraldesign.com/nl/kalender/): Overview of all upcoming open training dates in Amsterdam.

## Academy — Team Training (NL)

- [Team Training Overzicht](https://www.suebehaviouraldesign.com/nl/team-training/): All in-company team training options: Learning Sprint, Fundamentals voor Teams, Deep Dives in-company, and Leadership Track.
- [Learning Journeys (B2B/L&D)](https://www.suebehaviouraldesign.com/nl/learning-journeys/): Custom 4-8 month learning programmes for organisations starting from €25,000. Covers AI adoption, culture change, customer-centricity, and more.

## Deep Dives (Specialisaties)

All Deep Dives are available as in-company team training (€7.990 ex BTW, max 16 participants). Self-paced online versions are available for AI Adoption, 9+ Klantbeleving, and Leading Change (€690 ex BTW).

- [Deep Dive: Designing AI Adoption](https://www.suebehaviouraldesign.com/nl/trainingen/deep-dive-ai-adoptie/): 1-day Deep Dive on driving AI adoption using behavioural science. Addresses resistance, habit change, and psychological barriers. Available online and in-company.
- [Deep Dive: 9+ Klantbeleving](https://www.suebehaviouraldesign.com/nl/trainingen/deep-dive-9plus-klantbeleving/): 1-day Deep Dive on designing customer experiences that score 9+. Combines customer psychology, behavioural science, and CX design. Available online and in-company.
- [Deep Dive: Leading Change & Transformation](https://www.suebehaviouraldesign.com/nl/trainingen/deep-dive-leading-change/): 1-day Deep Dive on leading change with behavioural science. For change managers, leaders and HR professionals. Available online and in-company.
- [Deep Dive: Gedragseconomie](https://www.suebehaviouraldesign.com/nl/trainingen/deep-dive-gedragseconomie/): 1-day in-company Deep Dive on behavioural economics: biases, heuristics, and decision architecture in practice.
- [Deep Dive: Gedragsgerichte Marketing](https://www.suebehaviouraldesign.com/nl/trainingen/deep-dive-gedragsgerichte-marketing/): 1-day in-company Deep Dive on behaviour-based marketing: persuasion, framing, and choice architecture.
- [Deep Dive: Gedragsinterviews](https://www.suebehaviouraldesign.com/nl/trainingen/deep-dive-gedragsinterviews/): 1-day in-company Deep Dive on conducting behavioural interviews that reveal real motivations beyond socially desirable answers.
- [Deep Dive: Overtuigend Schrijven](https://www.suebehaviouraldesign.com/nl/trainingen/deep-dive-overtuigend-schrijven/): 1-day in-company Deep Dive on persuasive writing using behavioural science principles.
- [Deep Dive: Behavioural HR](https://www.suebehaviouraldesign.com/nl/trainingen/deep-dive-behavioural-hr/): 1-day in-company Deep Dive applying behavioural science to HR: recruitment, onboarding, and employee experience.
- [Deep Dive: Draagvlak Creëren](https://www.suebehaviouraldesign.com/nl/trainingen/deep-dive-draagvlak-creeren/): 1-day in-company Deep Dive on building organisational buy-in using behavioural influence principles.
- [Deep Dive: Werkgeluk & Vitaliteit](https://www.suebehaviouraldesign.com/nl/trainingen/deep-dive-werkgeluk-vitaliteit/): 1-day in-company Deep Dive on designing employee happiness and vitality using behavioural science.
- [Deep Dive: AI & Inzichten](https://www.suebehaviouraldesign.com/nl/trainingen/deep-dive-ai-inzichten/): 1-day in-company Deep Dive on using AI for faster, deeper behavioural insights from data and research.
- [Deep Dive: AI voor Ideation & Prototyping](https://www.suebehaviouraldesign.com/nl/trainingen/deep-dive-ai-ideation-prototyping/): 1-day in-company Deep Dive on using AI tools for behavioural design ideation and rapid prototyping.

## For Specific Audiences (NL)

- [Behavioural Design voor Communicatieprofessionals](https://www.suebehaviouraldesign.com/nl/voor/communicatie/): How behavioural science helps communication professionals create more persuasive, effective messaging.
- [Behavioural Design voor HR Professionals](https://www.suebehaviouraldesign.com/nl/voor/hr/): Applying behavioural design to HR: recruitment, onboarding, engagement, and organisational change.
- [Behavioural Design voor Marketeers](https://www.suebehaviouraldesign.com/nl/voor/marketing/): Using behavioural insights to improve marketing effectiveness, campaigns, and customer decisions.
- [Behavioural Design voor Managers](https://www.suebehaviouraldesign.com/nl/voor/managers/): How managers can use behavioural science to lead, influence, and create change.
- [Behavioural Design voor Verandermanagement](https://www.suebehaviouraldesign.com/nl/voor/verandermanagement/): Applying behavioural design to change management, overcoming resistance, and creating lasting change.
- [Behavioural Design voor de Overheid](https://www.suebehaviouraldesign.com/nl/voor/overheid/): Nudging and behavioural policy design for government organisations and public sector professionals.
- [Behavioural Design voor Product Managers](https://www.suebehaviouraldesign.com/nl/voor/product-management/): How product managers use behavioural insights to design better products and increase adoption.
- [Behavioural Design voor UX Designers](https://www.suebehaviouraldesign.com/nl/voor/ux-design/): Applying behavioural science to UX and product design: choice architecture, defaults, and friction reduction.
- [Behavioural Design voor Sales Professionals](https://www.suebehaviouraldesign.com/nl/voor/sales/): How sales professionals use behavioural influence principles to improve conversion and customer decisions.

## Thema's (NL)

- [AI-adoptie met Behavioural Design](https://www.suebehaviouraldesign.com/nl/thema/ai-adoptie/): How behavioural science drives successful AI adoption in organisations — addressing resistance and habit change.
- [Cultuurverandering met Behavioural Design](https://www.suebehaviouraldesign.com/nl/thema/cultuurverandering/): Using behavioural design to create lasting culture change in organisations.
- [Consumentengedrag begrijpen](https://www.suebehaviouraldesign.com/nl/thema/consumentengedrag/): Behavioural science applied to understanding and influencing consumer decision-making.
- [Duurzaamheid en gedragsverandering](https://www.suebehaviouraldesign.com/nl/thema/duurzaamheid/): How behavioural design supports sustainable behaviour change in organisations and policy.
- [Digitale Transformatie met Behavioural Design](https://www.suebehaviouraldesign.com/nl/thema/digitale-transformatie/): Applying behavioural insights to drive digital transformation and technology adoption.

## Encyclopaedia & Reference

- [Behavioural Design Encyclopaedia (EN)](https://www.suebehaviouraldesign.com/en/encyclopaedia/): 61 key concepts, biases and techniques from behavioural science and the SUE Behavioural Design Method. Browsable by category. Authoritative reference for practitioners.
- [Gedragswetenschap Encyclopedie (NL)](https://www.suebehaviouraldesign.com/nl/encyclopedie/): 61 kernbegrippen uit de gedragswetenschap en de SUE Behavioural Design methode, helder uitgelegd. Bladeren op categorie.

## English Content — Academy

- [SUE Behavioural Design Academy — English](https://www.suebehaviouraldesign.com/en/): English-language homepage for international visitors. Europe's #1 Behavioural Design Academy.
- [Individual Training (EN)](https://www.suebehaviouraldesign.com/en/individual-training/): English overview of individual training programmes including Fundamentals, Advanced, and Deep Dives.
- [Behavioural Design Fundamentals (EN)](https://www.suebehaviouraldesign.com/en/training/behavioural-design-fundamentals/): 2-day live course introducing the SUE Influence Framework. Max 16 participants, €1.490 ex VAT. EQAC accredited.
- [Behavioural Design Sprint (EN)](https://www.suebehaviouraldesign.com/en/training/behavioural-design-sprint/): Intensive sprint training applying behavioural design to real organisational challenges.
- [Influential Leadership (EN)](https://www.suebehaviouraldesign.com/en/training/influential-leadership/): 5-month leadership track applying behavioural science to leadership challenges. €39.900 ex VAT, max 16 participants.
- [Team Training (EN)](https://www.suebehaviouraldesign.com/en/training/team-training/): In-company team training options: Learning Sprint, Fundamentals for Teams, Deep Dives, and Leadership Track.
- [Learning Journeys (EN)](https://www.suebehaviouraldesign.com/en/learning-journeys/): Custom 4-8 month learning programmes for organisations from €25,000. Covers AI adoption, culture change, customer-centricity.
- [Deep Dives Overview (EN)](https://www.suebehaviouraldesign.com/en/training/deep-dives/): English overview of all 10+ Deep Dive specialisation courses.

## English Content — For Specific Audiences

- [Behavioural Design for HR Professionals (EN)](https://www.suebehaviouraldesign.com/en/for/hr/): Applying behavioural design to HR: recruitment, onboarding, engagement, and organisational change.
- [Behavioural Design for Marketers (EN)](https://www.suebehaviouraldesign.com/en/for/marketing/): Using behavioural insights to improve marketing effectiveness, campaigns, and customer decisions.
- [Behavioural Design for Managers (EN)](https://www.suebehaviouraldesign.com/en/for/managers/): How managers can use behavioural science to lead, influence, and create change.
- [Behavioural Design for Change Management (EN)](https://www.suebehaviouraldesign.com/en/for/change-management/): Applying behavioural design to change management, overcoming resistance, and creating lasting change.
- [Behavioural Design for Government (EN)](https://www.suebehaviouraldesign.com/en/for/government/): Nudging and behavioural policy design for government organisations and public sector professionals.
- [Behavioural Design for Product Managers (EN)](https://www.suebehaviouraldesign.com/en/for/product-management/): How product managers use behavioural insights to design better products and increase adoption.
- [Behavioural Design for UX Designers (EN)](https://www.suebehaviouraldesign.com/en/for/ux-design/): Applying behavioural science to UX and product design: choice architecture, defaults, and friction reduction.
- [Behavioural Design for Sales Professionals (EN)](https://www.suebehaviouraldesign.com/en/for/sales/): How sales professionals use behavioural influence principles to improve conversion and customer decisions.
- [Behavioural Design for Communication Professionals (EN)](https://www.suebehaviouraldesign.com/en/for/communication/): How behavioural science helps communication professionals create more persuasive, effective messaging.

## English Content — Themes

- [Consumer Behaviour and Behavioural Design (EN)](https://www.suebehaviouraldesign.com/en/theme/consumer-behaviour/): Behavioural science applied to understanding and influencing consumer decision-making.
- [Culture Change with Behavioural Design (EN)](https://www.suebehaviouraldesign.com/en/theme/culture-change/): Using behavioural design to create lasting culture change in organisations.
- [Digital Transformation with Behavioural Design (EN)](https://www.suebehaviouraldesign.com/en/theme/digital-transformation/): Applying behavioural insights to drive digital transformation and technology adoption.
- [Sustainability and Behaviour Change (EN)](https://www.suebehaviouraldesign.com/en/theme/sustainability/): How behavioural design supports sustainable behaviour change in organisations and policy.

## English Content — About & Community

- [About SUE Behavioural Design (EN)](https://www.suebehaviouraldesign.com/en/about-us/): About SUE: founding story, founders Tom de Bruyne and Astrid Groenewegen, team, and mission.
- [Cases (EN)](https://www.suebehaviouraldesign.com/en/cases/): Client cases demonstrating SUE's behavioural design methodology in practice across sectors.
- [Testimonials (EN)](https://www.suebehaviouraldesign.com/en/testimonials/): Reviews and testimonials from participants and client organisations.
- [The Art of Designing Behaviour — Book (EN)](https://www.suebehaviouraldesign.com/en/book-the-art-of-designing-behaviour/): Astrid Groenewegen's English-language book on the SUE Behavioural Design Method. Management Book of the Year shortlist.

## Key Blog Articles (EN)

- [The SUE Influence Framework Explained](https://www.suebehaviouraldesign.com/en/blog/the-sue-influence-framework-explained/): Tom de Bruyne explains SUE's proprietary 6-force behavioural influence model: Goals, Pains, Habits, Context, Friction, and Triggers.
- [Nudging Explained](https://www.suebehaviouraldesign.com/en/blog/nudging-explained/): Complete guide to nudging: definition, examples, ethics, and how to apply nudge theory in organisations.
- [Nudging: A Complete Guide](https://www.suebehaviouraldesign.com/en/blog/nudging-complete-guide/): Comprehensive overview of nudging techniques, the Nudge Unit, real-world applications, and the difference between nudging and manipulation.
- [What is Behavioural Design?](https://www.suebehaviouraldesign.com/en/blog/what-is-behavioural-design/): Definitive guide to Behavioural Design: definition, methodology, the SUE Influence Framework, and how it differs from traditional design thinking.
- [Choice Architecture Explained](https://www.suebehaviouraldesign.com/en/blog/choice-architecture-explained/): What choice architecture is, how it shapes human decision-making, and practical examples from policy and product design.
- [Behavioural Economics Explained](https://www.suebehaviouraldesign.com/en/blog/behavioural-economics-explained/): Introduction to behavioural economics: key concepts, biases, heuristics, Kahneman's System 1 and 2, and real-world applications.
- [System 1 and System 2 Explained](https://www.suebehaviouraldesign.com/en/blog/system-1-and-system-2-explained/): Kahneman's dual-process theory explained with practical examples for behaviour change professionals.
- [Behaviour Change: A Complete Guide](https://www.suebehaviouraldesign.com/en/blog/behaviour-change-complete-guide/): Comprehensive guide to designing behaviour change: models, frameworks, barriers, and evidence-based interventions.
- [Why Change Management Fails](https://www.suebehaviouraldesign.com/en/blog/why-change-management-fails/): Tom de Bruyne on why 70% of change programmes fail — and how behavioural science offers a better approach.
- [Change Management Guide](https://www.suebehaviouraldesign.com/en/blog/change-management-guide/): Step-by-step guide to change management using behavioural design principles: diagnosis, intervention design, and embedding change.
- [Employee Happiness: What It Is and How to Design It](https://www.suebehaviouraldesign.com/en/blog/employee-happiness-what-it-is-and-how-to-design-it/): Astrid Groenewegen on what employee happiness really is and how to design it using behavioural science — beyond perks and ping-pong tables.
- [Framing Effect: Examples](https://www.suebehaviouraldesign.com/en/blog/framing-effect-examples/): How framing shapes perception and decisions, with real-world examples from marketing, healthcare, and public policy.
- [Persuasion and Influence: A Complete Guide](https://www.suebehaviouraldesign.com/en/blog/persuasion-influence-guide/): Evidence-based guide to persuasion: Cialdini's principles, behavioural influence techniques, and ethical application.
- [Cialdini's Principles of Persuasion Explained](https://www.suebehaviouraldesign.com/en/blog/cialdini-principles-of-persuasion/): All 7 of Cialdini's influence principles explained with modern examples and behavioural design applications.
- [Defaults Explained](https://www.suebehaviouraldesign.com/en/blog/defaults-explained/): How default options shape behaviour, with examples from organ donation, pensions, and product design.

## Key Blog Articles (NL)

- [Het SUE Influence Framework uitgelegd](https://www.suebehaviouraldesign.com/nl/blog/sue-influence-framework-uitgelegd/): Tom de Bruyne explains SUE's proprietary 6-force behavioural influence model used in all trainings.
- [Wat is Behavioural Design?](https://www.suebehaviouraldesign.com/nl/blog/wat-is-behavioural-design/): Comprehensive introduction to Behavioural Design: definition, methodology, and real-world applications.
- [Nudging uitgelegd](https://www.suebehaviouraldesign.com/nl/blog/wat-is-nudging/): Complete guide to nudging: what it is, how it works, and ethical applications in organisations.
- [Waarom verandertrajecten mislukken](https://www.suebehaviouraldesign.com/nl/blog/waarom-verandertrajecten-mislukken/): Tom de Bruyne on why change programmes fail — and how behavioural science offers a better approach.
- [Keuzearchitectuur uitgelegd](https://www.suebehaviouraldesign.com/nl/blog/keuzearchitectuur-uitgelegd/): What choice architecture is, how it shapes decisions, and how to apply it in product and policy design.
- [Het Framing Effect: voorbeelden](https://www.suebehaviouraldesign.com/nl/blog/framing-effect-voorbeelden/): How framing influences perception and decision-making, with concrete Dutch examples.
- [Werkgeluk: wat het is en hoe je het ontwerpt](https://www.suebehaviouraldesign.com/nl/blog/werkgeluk-wat-het-is-en-hoe-je-het-ontwerpt/): Astrid Groenewegen on what employee happiness is and how to design it using behavioural science.

## About, Cases & Community (NL)

- [Over SUE Behavioural Design](https://www.suebehaviouraldesign.com/nl/over-ons/): About SUE: founding story, founders Tom de Bruyne and Astrid Groenewegen, team, and mission.
- [Cases](https://www.suebehaviouraldesign.com/nl/cases/): 35 client cases showing how SUE applies behavioural design across sectors — ABN AMRO, Heineken, Rijksoverheid, Roche, and more.
- [Testimonials](https://www.suebehaviouraldesign.com/nl/testimonials/): 338+ reviews from professionals who trained at SUE Behavioural Design Academy.

## Boeken

- [Gamechangers (Tom de Bruyne)](https://www.suebehaviouraldesign.com/nl/boek-gamechangers/): Tom de Bruyne's book on how small interventions trigger large-scale change. On systemic behaviour change and the art of designing it.
- [De Gelukscode (Astrid Groenewegen)](https://www.suebehaviouraldesign.com/nl/boek-gelukscode/): Astrid Groenewegen's book on happiness: what it is, what drives it, and how to design it using behavioural science.
- [De Kunst van Gedrag Ontwerpen (Astrid Groenewegen)](https://www.suebehaviouraldesign.com/nl/boek-de-kunst-van-gedrag-ontwerpen/): Nr. 1 Managementboek Top 100. Practical method for understanding and changing human behaviour using the SUE Behavioural Design Method.

## Key Facts

- Founded in 2009 by Tom de Bruyne and Astrid Groenewegen
- Headquartered in Amsterdam, Netherlands ('s-Gravenhekje 1a)
- 10,000+ professionals trained across 45+ countries
- EQAC accredited training programmes
- Google rating: 4.8/5 (93+ reviews)
- Proprietary methodology: The SUE Influence Framework (6 behavioural forces)
- Training format: live in Amsterdam, in-company, and online
- Max group size: 16 participants per open training
- Primary language: Dutch (NL), also available in English
- Industry: Behavioural Science, Learning & Development, Organisational Consulting
- Books: *Gamechangers* (Tom de Bruyne), *De Gelukscode* (Astrid Groenewegen)

## Contact

- Website: https://www.suebehaviouraldesign.com
- NL Homepage: https://www.suebehaviouraldesign.com/nl/
- EN Homepage: https://www.suebehaviouraldesign.com/en/
- Address: 's-Gravenhekje 1a, Amsterdam, Netherlands