Fundamentals Course

In this course you learn a practical method to decode unconscious human decision-making and you will master principles from behavioural science to translate these into compelling products, services, campaigns or policies that will influence choice and shape behaviours.

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Why most smart ideas never lead to action

“People say they understand, but nothing changes.”

You’ve built something valuable — a campaign, a proposal, a new approach. But when it reaches your audience, the response is flat. People agree in theory… and do nothing in practice. You’re left wondering: what’s the real blocker?

“I keep running into resistance I can’t explain.”

You’re trying to lead change, improve outcomes, or influence decisions — but the usual arguments don’t land. Teams stall. Customers hesitate. Stakeholders say “interesting” and move on. It’s frustrating, especially when you know your idea has merit.

“I need a smarter way to get people onboard.”

You’re done pushing. You want a method that helps you understand what truly drives people — and how to work with that reality, not against it. You don’t need more theory. You need tools that help you design for real behaviour, right now.

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mindshifting know-how

top-notch trainers

backed by science

officially accredited education

100% practical

What makes us different from all other training facilities is that everything we teach you is firmly rooted in practice. We are a unique combination of a Behavioural Design Academy and Behavioural Design Consultancy. Everything we learn in our work with clients is injected into our training. That's how you can be sure that the know-how is up to date and relevant. Your trainers are also 100% practitioners.

Behavioural Design Fundamentals

What You Will Learn

Understand how people make decisions

Gain insights into decision-making psychology.

Discover why people people do what they do (or not)

Uncover motivations behind everyday actions.

Unlock the psychological forces that shape behaviour

Learn what drives and blocks change.

Identify opportunities for effective influence

Spot key moments to shape behaviour.

Learn quickly what works (and what doesn’t)

Master rapid prototyping, test and adapt strategies with ease.

Master proven principles from behavioural science

Master the groundbreaking principles of behavioural science to drive change.

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Course Overview

Module 1 – What is Behavioural Design?

Learn why Behavioural Design is the missing link behind successful outcomes — and how it gives you a competitive edge in your work.

Module 2 – How do people really make decisions?

Understand the psychological mechanisms behind choice behaviour and discover where opportunities for influence exist.

Module 3 – What stands between current and desired behaviour?

Learn to use the SUE | Influence Framework to analyse human behaviour with a simple, structured model.

Module 4 – How do you uncover behavioural insights?

Get practical training in how to set up and conduct behavioural interviews that reveal subconscious decision drivers.

Module 5 – Where does behaviour shift most easily?

Recognise the ‘Moments that Matter’ — the high-impact touch points where behavioural interventions are most effective.

Our Courses

We are an official training institute recognised by EQAC and offer both open-edition training courses and team training courses.

In-Person Edition

Join the Fundamentals Course (2 full days) in our fully equipped training location in Amsterdam. Get up-to-speed with the latest in Behavioural Design while enjoying views of the historical centre of Amsterdam and being pampered with delicious food.

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Self-Paced Edition

Looking for more flexibility? Enjoy the Fundamentals Course from the comfort of your own home, your office, or even on your commute. Taught by our founder Astrid Groenewegen. No travel needed, just high-impact, practical learning at your own pace.

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Upcoming open edition courses

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Customer testimonials

Janneke Heezius

Communicatie specialist – Centraal Beheer

"Super valuable! The pace was fast, but because of that I learned a lot in 2 days. Many directly applicable insights. Will recommend the course to colleagues. A must if you work in marketing :)."

Alina Chakh

Change & Transformation Consultant - ABN AMRO

"At the Academy you learn a lot about behavioral change and how to apply it in a short period of time. The training flew by and was very well put together. Amazing how complicated material comes to life in a fun and interactive course! I am definitely going to apply it in my work and explore it further."

Chelsea Outshoven

People & Organization Development Consultant - Stork

"A fun, interactive and easy way to understand complex human behavior and decision making. For everyone who needs to pitch an idea or implement process or policy. "

The SUE Learning Experience

how our courses work

Learn

In sharp, energising masterclasses, you’ll gain the key foundations of behavioural psychology and influence. You’ll get ready-to-use models, insights, and tools to better understand and guide behaviour.

Internalise

After the training, you become a member of the exclusive SUE | Behavioural Design Club. Through webinars, Q&As, hackathons and networking events, you keep learning, get support applying the method, and grow alongside a like-minded community.

Try

Each piece of theory is immediately followed by a hands-on work session. You’ll apply what you’ve learned to a real behavioural challenge using practical templates and cheat cards you can keep using after the training.

Optimise

You’ll develop and test different approaches, sharpen your ideas, and get expert feedback. This is where you turn theory into interventions that actually work in practice.

The Program Breakdown

How long is the in-person course and where is it held?

The course runs over two full days, from 9:00 to 16:00, at our Academy in the heart of Amsterdam. We provide everything you need on-site — from materials to meals — so you can fully focus on learning.

Do I need to prepare anything beforehand?

No prep needed. We’ll walk you through the method step by step. You’ll receive all materials and templates during the training — and they’re yours to keep using after the course.

Are there any prerequisites?

No prerequisites are required; this course is designed for beginners.

Is there a certificate?

Yes. After completing the course, you’ll receive a certificate recognising your foundational mastery of the SUE | Influence Framework© and core Behavioural Design skills.

Still have questions?

Get in touch

We are accredited by the EQAC.

We’re an oﬃcial education acknowledged and globally accredited by the Education Quality Accreditation Commission (EQAC). The EQAC is committed to promoting high standards of education, recognizing 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.

Meet Your Instructors

Kirsten Kremer

Kirsten is an experienced trainer and consultant at the intersection of Behavioural Design, people & culture strategies, and wellbeing programmes. Drawing on her extensive real-world experience, she helps organisations truly understand and positively influence human behaviour. With a solid foundation in behavioural science and a sharp eye for workplace culture and happiness, Kirsten translates complex insights into practical solutions that work in the daily reality of teams and organisations. Whether it's behaviour change, culture develop mentor enhancing workplace wellbeing, Kirsten brings energy, depth, and actionable impact.

Astrid Groenewegen

Astrid is the founder of SUE | BehaviouralDesign and the driving force behind the SUE Academy. As a Behavioural Design expert, she helps organisations and professionals make behaviour change accessible, applicable, and impactful. With her sharp mind, experience in building behavioural strategies and passion for human behaviour, she inspires people to think, work, and change more effectively. Astrid combines science with creativity and always knows how to translate complex behavioural insights into practical tools that deliver immediate results.

Sarah van der Wiel

Sarah is a strategic organisational advisor with a keen focus on connecting customer experience and internal organisation. With a background in organisational anthropology, customer experience management, Behavioural Design, and systemic leadership, she helps organisations strengthen customer relationships—key to long-term growth and job satisfaction. With broad experience in complex, political-administrative environments, Sarah knows better than anyone how customer relationships are deeply tied to culture, structure and behaviour within organisations. Her approach leads to more loyalty, better collaboration, and commercial success.

Birgitta Vrins

With years of experience in the healthcare sector, Birgitta understands better than anyone how challenging behaviour change can be in complex organisations.She combines deep expertise in behavioural science with a passion for sustainability —creating lasting change at individual, organisational, and societal levels.Whether it's improving care processes or accelerating sustainable transitions, Birgitta blends scientific insight with hands-on experience in complex environments, turning it into concrete interventions that truly make an impact — both in the social and sustainability domains.

Thijs Perquin

Thijs is a behaviour-focused innovator, product designer, and UX strategist who translates behavioural science into smart, practical solutions. With a keen eye for user experience and behavioural change, he designs products, strategies, and interventions that not only work — but also make people smile. Thijs combines creativity with scientific insight to help teams innovate faster, smarter, and more effectively.

Some of the organisations we worked with.

We have trained people from both national and international clients. Ranging from non-profits, corporates, governments to scale-ups and health professionals.

If you want to know how they experienced Behavioural Design Academy, please check out their reviews.

Want to train your entire team?

Struggling with resistance, misalignment, or slow adoption? It’s not a strategy problem—it’s behavioural. Our team training helps you uncover what really drives (or blocks) behaviour, using the SUE | Influence Framework©. Give your team the tools to design change that sticks—together.

Download the team brochure Book a free consultation

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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‘s-Gravenhekje 1a
1011 TG Amsterdam
The Netherlands

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(+31) 20 223 46 26

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