The Academy of Customer Centricity

Discover What Really Drives Your Customers

Master consumer psychology and behavioural design with practical tools that transform your user insights into powerful business results.

100% Practical

9.4 Satisfaction score

Backed by science

27+ years' experience

2800+ Students

We humans are a curious bunch.

We spend hours debating which takeaway to order but seconds choosing a new app. Irrational? Welcome to consumer psychology.

At What Drives Them, we help you decode those puzzling decisions. Using consumer psychology and behavioural design, we turn confusion and risk into clarity, and growth.

Whether you're launching a product, fine-tuning a service, or wondering why customers ghost your checkout page, our workshops and masterclasses quickly boost your team's behavioural smarts.

Sound useful?

Check out our masterclasses, courses, or get in touch. Understanding people isn't rocket science, but it certainly pays off.

Where Your Journey Begins!

Popular Starting Point

Masterclasses

Bite size Consumer Psychology and Behavioural Design.

Gain fresh insights and practical skills that give professionals in Research, Service, UX and Product Owners a competitive edge in their industry.
See how this highly desirable skillset can enhance your career, become a leader in your field.

Join a Masterclass

Self-paced training with instant access

Master the Art of Understanding and Designing for Your Users!

Learn advanced strategies, frameworks, and techniques to conduct insightful interviews, decode behaviours, craft behavioural personas, and design habits that drive meaningful results.

Access The Trainings

Consumer Psychology and Behaviour Design live online courses

Know their WHY, Design their HOW!

Stand out as a leader in consumer behaviour with live, online group classes. Join a small group of likeminded professionals, getting deep learning and great conversations about consumer psychology and behaviour design.

New Cohort on the 29^nd of April

Become an Expert

Empowering the team?

Accelerate your customer-centricity by having your teams speak the same language of the customer, break down silos and transform their skills together.

Discover How

Trusted by TEAMS AT

“The next big thing is not AI, it’s the understanding of people.”

Don Norman

Your Competitive Advantage

Our training and courses are designed to bring as much real-world application for everyone who wants to get a deeper understanding of how customers, users, staff, patients etc. make decisions and how we can help them achieve better behavioural outcomes.

These courses are designed to be fun, easy to grasp and immediately applicable.

Designed for:

CXO’s
Marketers
Innovators
Researchers
Service Designers
Product Managers
User Experience Designers
Founders, CEO’s and Executives
Customer & Employee Experience Professionals

Gary van Broekhoven - 27 years started with an unexpected twist

My career in consumer psychology and behaviour design began with an unexpected twist: designing gambling machines, unknowingly for the French Mafia. This unique start fuelled a journey of over 25 years, leading me to uncover the depths of consumer behaviour mixed with both design and marketing. Along the way, I've transformed insights into actionable successes for global brands and leading consultancies in a wide range of industries.

Now, I'm turning my focus to teams and individuals.

Through bespoke training, I'm sharing the same advanced techniques that I do with students at prestigious universities such as ESADE, IESE, and Harbour Space.

My goal? To equip you with the knowledge about your users and the tools to deliver exciting customer experiences, solidifying your competitive edge and propelling your business and your career forward.

What clients and students say

Maria Victoria - Head of CX and Behavioural Psychologist

A passionate professional, Gary's “learning by doing” approach transforms any working session into a continuous learning experience for both coworkers and clients. His ability to apply real life examples to tackle different challenges, along with his extensive understanding of tools and processes, gives him the ability to effortlessly transform raw data into actionable insights and innovative solutions. An inspiring mentor to learn from and fantastic person to work with!

Lillian - UX Designer

Gary is definitely one of the best professors I’ve had in my academic career. I feel like his passion and energy made the experience beyond enjoyable. Wish he’d have more classes. Gosh I can’t remember listening so actively to anyone that wasn’t an actor in Game of Thrones. He’s a star!

David - Head of Design

Gary is, without a doubt, one of the people I learned the most from in my entire design career. I worked with Gary for multiple years now in different capacities, not only leading together digital transformation and innovation-driven initiatives for global clients but also leading cross-functional, cross-location teams together.

The proprietary framework used by 1000's of professionals worldwide to get rich insights from their users and stakeholder interviews - quickly and easily.

Want a taster of all the techniques you'll learn if you join one of our courses?

Grab this GRAMS Method™ PDF (which is good, but the course is way better!)

GRAMS Method™ Guide

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