Hello there,
Welcome to SUE | Behavioural Design Academy! At SUE, we’re passionate about one thing: making the psychology of decision-making practical and actionable. We help professionals, teams, and organisations master the art and science of influencing behaviour—ethically, effectively, and with confidence.
We believe that understanding why people do what they do shouldn’t stay locked in academia. That’s why we’ve translated the most powerful behavioural science insights into a hands-on method—The SUE | Influence Framework©—to help you unlock influence in everyday challenges.
Our mission? To empower you to design smarter products, services, policies, and strategies by starting where it matters most: human behaviour.
SUE is more than just an academy. We’re a vibrant learning hub for professionals across industries—from marketing and HR to product development and public policy. Whether you’re trying to drive customer engagement, boost internal alignment, or overcome resistance to change, we give you the tools to make change happen.
Our approach is practical, engaging, and built around real-world challenges. Led by a team of seasoned practitioners—including our founder Astrid Groenewegen, author of the bestseller The Art of Designing Behaviour—we train you to apply behavioural insights with clarity and confidence.
What Makes Us Different
Over 5,500 professionals from 45+ countries have joined the SUE Academy to master influence and behaviour change. All our training is available in Dutch and English, both virtually and on location. Whether you're joining as an individual or enrolling your team, you'll be part of a growing global movement in behavioural design.
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Education & Inspiration
With immersive training formats—from our flagship Behavioural Design Fundamentals Course to advanced and on-demand learning—we help you master the tools to shape decisions and behaviour.
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Behavioural Research Expertise
Our training is rooted in real-world behavioural research. We bring the latest validated insights into our programmes to ensure you learn what actually works, not just what sounds good.
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A Practical Method That Sticks
Our SUE | Influence Framework© makes complex psychology accessible, helping you analyse behaviour, spot opportunities, and create change that lasts.
Meet the SUE Team
We have developed the SUE | Influence Framework©
The starting point of everything we do is to influence the irrational human being predictably. Our added value is that we give our clients insight into the human behind their target group; we unravel their decision-making process and the forces that shape their behaviour.
Our framework is firmly rooted in behavioural science, but its true power is that we have taken the most breakthrough insights and translated them into very practical steps. Our mission was to make behavioural science work for real-life challenges. Therefore, we have developed a hands-on tool that bridges the gap between science and practice. And helps our clients unlock behavioural science’s power to create next-generation, people-centred products, services, campaigns or policies.
Our work domains
Our Consultancy and Academy serve national and international clients all over the world. We have trained 1.500+ professionals from 45+ countries who attended our SUE | Behavioural Design Academy. We have led sprints in a.o. Australia, the United States, Belgium, Germany, Switzerland, Denmark, Brazil and South Africa. We have worked (and work) in the following domains:Health & WellbeingSustainability & EnergyFinancial Services & InsuranceCreative Services & ConsultancyGovernment & Non-ProfitHR & EmploymentEducation & Personal DevelopmentTechnology & MediaBusiness & InnovationRetail & FMCGFundraising & DevelopmentTransport & Urban DevelopmentHere you can find some of our success stories of the Consultancy or reviews of our former clients and participants from all the above-mentioned domains (you can filter the reviews by domain).All our work can be executed bilingual (Dutch and English). We offer open edition training and tailor-made in-company training. We both work from our head offices in Amsterdam, at client locations or 100% virtual.
Our bestseller
Our founder is the author of the number one bestseller ‘The Art of Designing Behaviour’, sold worldwide. Insights from this book are taught in the Behavioural Design Academy.
Our accreditation
We’re an official education acknowledged and globally accreditated by the Education Quality Accreditation Commission (EQAC). The EQAC is committed to promoting high standards of education, recognising professional excellence and providing an invaluable guide to education quality and recognition in the complex sector of worldwide education. To get this accreditation, we were evaluated on a quality code covering our curriculum, our method of teaching and our general conditions. All to make sure that you are guaranteed the best level of education
Why the name SUE?
SUE | Behavioural Design was named after the famous Johnny Cash song ‘A boy named SUE.’ If you don’t know it, you have got to listen to it. As in: listen to the words.Okay, we’ll save you the trouble (spoiler alert): it’s about a boy who is given a girls’ name by his father. The boy is not happy to say the least (probably had a hard time at cowboy school) and seeks revenge. And then he FIN-AL-LY meets his father. Introducing himself with famous words: How do you do? My name is SUE! He is ready to go in for the kill.His father completely down and out in the losing position explains to the boy it was for his good that he gave him a girls’ name: it would help him to toughen up. Which he knew the boy was going to need as he wouldn’t have him as a father around. It was a beautiful fatherly gift so to speak (reframing always works). Boy breaks. They do a man-hug thing. And it all ends well.We at SUE, truly love interventions that are done for the sake of good….and we are a sucker for man-hugs. So, there you go. Our name is SUE. How do you do?
Learn how to apply the psychology of influence in practice.
Download the Behavioural Design Fundamentals Course brochure and discover how you can master the Behavioural Design Method© that will help you use insights and principles from the psychology of influence to help you create products, services, campaigns, or policies people will embrace, use, and love. Join over 5.000 forward-thinking professionals from over 45 countries who have already graduated from this training.
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