SUE Behavioural Design Academy — Campaign Landing Page

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Recommended Starting Point

Fundamentals Course:
Become better at influencing.

Why people don't do what they say

You get a lens that reveals how decisions are really made.

What holds people back and what moves them

You discover where the smartest opportunities for change or persuasion lie.

How to get a 'yes'

You learn to develop and strengthen ideas with behavioural science.

How you know it works

You learn to validate quickly so you can move forward with confidence.

With certificate

100% practical

Amsterdam or Online

9.7 rating

How do you want to learn?

The same depth, two ways to learn

Online Self-Paced

The same content, whenever it suits you

Start immediately after enrolment
Work at your own pace (approx. 16 hours)
Personal 1-on-1 feedback on your case
Toolbox with templates and cheat cards as PDF
Lifetime 24/7 access
Q&A support via the platform
With certificate
Behavioural Design × AI, the superpower your competition doesn't have

€1.190 excl. BTW

Start today

Intensive

Interactive group training in Amsterdam

Live in Amsterdam

Two days, intensive with peers

2 full days (9:00 – 17:30)
Maximum 16 participants per edition
Direct feedback from experienced trainer on your group case
Toolbox with templates and cheat cards
Network with like-minded professionals
6 months of weekly follow-up training by email
With certificate
Behavioural Design × AI, the superpower your competition doesn't have

€1.490 excl. BTW

Enrol now

Both formats contain exactly the same content and depth. Choose Online if you need flexibility. Choose Live if you want the energy of a group.

Upcoming live training dates

Small groups, maximum 16 participants per edition

12 & 13 February 2026

AmsterdamDutch

Almost full – Book now

5 & 6 March 2026

AmsterdamDutch

Book your spot

26 & 27 March 2026

AmsterdamDutch

Book your spot

View all dates and available spots (max. 16) →

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Want to train an entire team?

Every team has ideas. But the team that understands how people decide and uses AI to act on it, wins. No theory for later. You work on your own challenge from minute one.

One-Day Training

Deep Dive In-Company

One day that changes everything

Your team learns to think in Behavioural Design, tailored to your domain. Choose from 11 topics, from Fundamentals to Behavioural AI, from CX to Persuasive Communication.

1 day live, at your location or ours
Up to 16 participants per session
Choice of 11 topics (Dutch or English)
Behavioural Design Toolbox + certificate
Trainer is a senior SUE consultant
Behavioural Design × AI, the superpower your competition doesn't have

Deep Dives

Behavioural AI Behavioural Marketing Behavioural Finance: de psychologie van geld en waarde Leading Change & Transformation Behavioural Insights Team Wellbeing & Vitality Price Psychology Buy-in & Conflict Management Persuasive Writing 9+ Customer Experience Design Attracting & Retaining Talent

€6.900 excl. BTW

per team, up to 16 participants

Get in touch

Learning Journey

Behavioural Design Sprint

Learning by doing, on your challenge

You have a challenge you can't crack. We guide your team to solve that specific challenge with Behavioural Design, while they learn to apply it themselves. The ultimate combination of upgrading your team with new skills and applying them in practice.

Fundamentals training + guided application
Up to 16 participants per programme
Work on your real-world case
Senior SUE trainer-facilitator
3 programmes: Fluency / Practice / Edge
Behavioural Design × AI, the superpower your competition doesn't have

Ideal for

Marketing & Communications teams Leadership teams Product & UX teams Sales teams Innovation teams HR & People teams Customer Experience teams

v.a. €14.900 excl. BTW

per team, up to 16 participants

Get in touch

Prefer to take the training yourself first?

View open training dates

These organisations went before you

From corporates and governments to scale-ups and non-profits.

Whose behaviour do you need to change?

Every organisation wants to move people. Customers, employees, citizens, stakeholders: it doesn't matter who. What does matter: do you understand why they're not moving? We've trained 10,000+ professionals from 45+ countries in exactly that skill. Below are some of the clients we've helped.

Consumers

Voters

Donors

Employees

Professionals

Talent

Stakeholders

Citizens

←

Moving consumers

The shortest path to conversion runs through your customer's brain.

A/B testing button colours misses the point. Those who understand which psychological barrier blocks the purchase, design customer journeys that truly convert.

Behavioural Design

Recognise purchase barriers at every touchpoint
Design choice architecture that drives conversion
Build loyalty from behavioural patterns

AI identifies friction in your customer journey
AI generates nudge variants per touchpoint
AI tests with synthetic users before you go live

Featured case

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

Moving voters

If 72% of voters only decide in the last week, how do you influence that one decision?

The problem is never motivation, it's the moment. Those who understand how voting behaviour really works, design campaigns that bring people to the ballot box.

Behavioural Design

Understand voting behaviour with the Influence Framework
Design social commitment strategies
Remove barriers to action

AI analyses sentiment per target group
AI generates messages per voter segment
AI simulates campaign impact in advance

Featured case

“How can we ensure that as many people as possible come to vote on European election day, regardless of their political preference?”

Moving donors

Between 'this touches me' and 'I'll transfer money' lies a gap. You can close that gap.

More emotion doesn't help. Those who understand which psychological barriers hold donors back, design concepts that actually convert.

Behavioural Design

Identify donation barriers
Design interventions that make giving easy
Build commitment ladders for repeat donations

AI personalises donation proposals
AI tests messages with synthetic donors
AI optimises the donation journey per segment

Featured case

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

Moving employees

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

Engagement surveys change nothing. Those who understand how habits and context drive behaviour, design workplaces where people want to perform.

Behavioural Design

Uncover behavioural drivers in teams
Design leadership moments that shape culture
Anchor new behaviour in daily routines

AI recognises patterns in team dynamics
AI personalises learning interventions per team
AI monitors behavioural change over time

Featured case

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

Moving professionals

A doctor has 12 minutes per patient. In those 12 minutes, your innovation needs to land.

Doctors, consultants, specialists: they don't decide at conferences or in meetings. They decide in the moment. Whoever understands that moment, wins.

Behavioural Design

Map the decision moments of professionals
Design interventions that fit into the workflow
Build adoption paths from Jobs to be Done

AI analyses adoption patterns in your data
AI generates touchpoints per professional profile
AI simulates adoption scenarios in advance

Featured case

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

Moving talent

Top talent doesn't choose a company, but 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. Whoever understands that, designs recruitment that attracts the right people.

Behavioural Design