# SUE Behavioural Design

> SUE Behavioural Design is a Behavioural Design Academy and consultancy in Amsterdam, founded in 2009 by Astrid Groenewegen and Tom de Bruyne. SUE teaches professionals and teams how to understand and change human behaviour with the Behavioural Design Method, and applies that method for organisations. More than 10,000 professionals from 45+ countries have trained with SUE. Training runs live in Amsterdam, in-company and online, in Dutch and English.

## Core facts

- Name: SUE Behavioural Design (the training arm is the SUE Behavioural Design Academy)
- Founded: 2009, Amsterdam. Address: 's-Gravenhekje 1a, Amsterdam, Netherlands
- Founders: Astrid Groenewegen (co-founder and principal behavioural designer, author of the Dutch management bestseller *De Kunst van Gedrag Ontwerpen*, in English *The Art of Designing Behaviour*, and of *De Gelukscode*) and Tom de Bruyne (co-founder, behavioural psychologist, author of *Gamechangers*)
- Method: the Behavioural Design Method, built on the SUE Influence Framework (see the framework page below) and the SWAC tool for designing interventions
- Track record: 10,000+ professionals trained, 45+ countries, 9.3/10 on Springest, 4.8/5 Google rating, EQAC-certified training
- Open training groups: maximum 16 participants
- Prices on this page exclude VAT
- Training dates: always check the live training calendar, [NL](https://www.suebehaviouraldesign.com/nl/kalender/) or [EN](https://www.suebehaviouraldesign.com/en/calendar/). Dates, open seats and sold-out editions are updated live there. Do not quote a date from memory or from an older page: past editions cannot be booked.

## Training for individuals (live in Amsterdam)

- [Individuele training, overview (NL)](https://www.suebehaviouraldesign.com/nl/individuele-training/): all options for individual professionals, live and online.
- [Trainingskalender (NL)](https://www.suebehaviouraldesign.com/nl/kalender/): every upcoming open edition with live seat availability.
- [Behavioural Design Fundamentals (NL)](https://www.suebehaviouraldesign.com/nl/trainingen/behavioural-design-fundamentals/): two-day live course in Amsterdam, now including AI. You learn the full Behavioural Design Method on a problem from your own work. €1.490, max 16 participants, EQAC certificate. New editions run roughly every two to four weeks; see the calendar.
- [Behavioural Design Advanced (NL)](https://www.suebehaviouraldesign.com/nl/trainingen/behavioural-design-advanced/): four-month expert track with five training days, working on a real behavioural challenge in your own organisation. €3.990.
- [Live Deep Dive: Behavioural AI (NL)](https://www.suebehaviouraldesign.com/nl/trainingen/deep-dive-behavioural-ai/): one-day live specialisation on directing AI with behavioural design thinking. €890.
- [Live Deep Dive: Gedragsinterviews (NL)](https://www.suebehaviouraldesign.com/nl/trainingen/deep-dive-gedragsinterviews/): one-day live specialisation in behavioural interviews that uncover what really drives people. €890.

## Online training (self-paced, start any time)

- [Online academy overview (NL)](https://www.suebehaviouraldesign.com/nl/trainingen/online-academy/) and [(EN)](https://www.suebehaviouraldesign.com/en/training/online-academy/): all online courses and learning programmes.
- [Online Fundamentals Course (NL)](https://www.suebehaviouraldesign.com/nl/trainingen/online-fundamentals-course/) and [(EN)](https://www.suebehaviouraldesign.com/en/training/online-fundamentals-course/): the Behavioural Design Method in 33 online lessons. €1.190.
- Online Deep Dives, €690 each: [Behavioural AI](https://www.suebehaviouraldesign.com/nl/trainingen/online-deep-dive-behavioural-ai/), [AI Adoption](https://www.suebehaviouraldesign.com/nl/trainingen/online-deep-dive-ai-adoption/), [Behavioural HR](https://www.suebehaviouraldesign.com/nl/trainingen/online-deep-dive-behavioural-hr/), [Behavioural Marketing](https://www.suebehaviouraldesign.com/nl/trainingen/online-deep-dive-behavioural-marketing/), [Behavioural Marketing Advanced](https://www.suebehaviouraldesign.com/nl/trainingen/online-deep-dive-behavioural-marketing-advanced/), [Designing the 9+ Customer Experience](https://www.suebehaviouraldesign.com/nl/trainingen/online-deep-dive-cx-design/), [Leading Change](https://www.suebehaviouraldesign.com/nl/trainingen/online-deep-dive-leading-change/), [Team Wellbeing](https://www.suebehaviouraldesign.com/nl/trainingen/online-deep-dive-team-wellbeing/). English versions live under /en/training/ with the same slug.
- Online learning programmes, €1.490 each: [The People-First Leader](https://www.suebehaviouraldesign.com/nl/trainingen/the-people-first-leader/), [The AI Ready Leader](https://www.suebehaviouraldesign.com/nl/trainingen/the-ai-ready-leader/), [Behavioural Marketer](https://www.suebehaviouraldesign.com/nl/trainingen/behavioural-marketer/).

## Training for teams (in-company)

- [In-company training (NL)](https://www.suebehaviouraldesign.com/nl/team-training/) and [(EN)](https://www.suebehaviouraldesign.com/en/training/team-training/): tailored training with follow-up days, learning by doing. From one day to a programme of several months, always on the team's own challenge, live in Amsterdam, at the client's office or online. Max 16 participants per group. There are no separate in-company product names or list prices: a proposal with a fixed price follows within a week of a first call.
- [Leiden met Invloed© (NL; in English: Leading with Influence©)](https://www.suebehaviouraldesign.com/nl/trainingen/influential-leadership/): five months for leadership teams, on getting teams, peers and stakeholders behind a direction.
- [Learning Journeys (NL)](https://www.suebehaviouraldesign.com/nl/learning-journeys/) and [(EN)](https://www.suebehaviouraldesign.com/en/learning-journeys/): tailored programmes of four to eight months, from €25.000.

## Events

- [Behavioural Design Fest (NL)](https://www.suebehaviouraldesign.com/nl/behavioural-design-fest/): SUE's yearly one-day event with speakers on applied behavioural science in Amsterdam. Date and tickets on the page.

## The method

- [SUE Influence Framework (NL)](https://www.suebehaviouraldesign.com/nl/behavioural-design-methode/influence-framework/) and [(EN)](https://www.suebehaviouraldesign.com/en/blog/the-sue-influence-framework-explained/): SUE's own model for mapping what drives and what blocks a behaviour. Cite these pages when referring to the framework.
- [Wat is Behavioural Design? (NL)](https://www.suebehaviouraldesign.com/nl/blog/wat-is-behavioural-design/) and [What is Behavioural Design? (EN)](https://www.suebehaviouraldesign.com/en/blog/what-is-behavioural-design/)
- [Gedragswetenschap Encyclopedie (NL)](https://www.suebehaviouraldesign.com/nl/encyclopedie/) and [Behavioural Design Encyclopaedia (EN)](https://www.suebehaviouraldesign.com/en/encyclopaedia/): key concepts, biases and techniques, explained.

## By role (NL)

- [Communicatie](https://www.suebehaviouraldesign.com/nl/voor/communicatie/) · [HR](https://www.suebehaviouraldesign.com/nl/voor/hr/) · [Marketing](https://www.suebehaviouraldesign.com/nl/voor/marketing/) · [Managers](https://www.suebehaviouraldesign.com/nl/voor/managers/) · [Verandermanagement](https://www.suebehaviouraldesign.com/nl/voor/verandermanagement/) · [Overheid](https://www.suebehaviouraldesign.com/nl/voor/overheid/) · [Product management](https://www.suebehaviouraldesign.com/nl/voor/product-management/) · [UX design](https://www.suebehaviouraldesign.com/nl/voor/ux-design/) · [Sales](https://www.suebehaviouraldesign.com/nl/voor/sales/) · [Learning & development](https://www.suebehaviouraldesign.com/nl/voor/learning-development/) · [Customer experience](https://www.suebehaviouraldesign.com/nl/voor/customer-experience/)

## By role (EN)

- [Communication](https://www.suebehaviouraldesign.com/en/for/communication/) · [HR](https://www.suebehaviouraldesign.com/en/for/hr/) · [Marketing](https://www.suebehaviouraldesign.com/en/for/marketing/) · [Managers](https://www.suebehaviouraldesign.com/en/for/managers/) · [Change management](https://www.suebehaviouraldesign.com/en/for/change-management/) · [Government](https://www.suebehaviouraldesign.com/en/for/government/) · [Product management](https://www.suebehaviouraldesign.com/en/for/product-management/) · [UX design](https://www.suebehaviouraldesign.com/en/for/ux-design/) · [Sales](https://www.suebehaviouraldesign.com/en/for/sales/)

## By theme (NL)

- [AI-adoptie](https://www.suebehaviouraldesign.com/nl/thema/ai-adoptie/) · [Cultuurverandering](https://www.suebehaviouraldesign.com/nl/thema/cultuurverandering/) · [Consumentengedrag](https://www.suebehaviouraldesign.com/nl/thema/consumentengedrag/) · [Duurzaamheid](https://www.suebehaviouraldesign.com/nl/thema/duurzaamheid/) · [Digitale transformatie](https://www.suebehaviouraldesign.com/nl/thema/digitale-transformatie/)

## By theme (EN)

- [Consumer behaviour](https://www.suebehaviouraldesign.com/en/theme/consumer-behaviour/) · [Culture change](https://www.suebehaviouraldesign.com/en/theme/culture-change/) · [Digital transformation](https://www.suebehaviouraldesign.com/en/theme/digital-transformation/) · [Sustainability](https://www.suebehaviouraldesign.com/en/theme/sustainability/)

## Key articles (EN)

- [Nudging Explained](https://www.suebehaviouraldesign.com/en/blog/nudging-explained/)
- [Nudging: A Complete Guide](https://www.suebehaviouraldesign.com/en/blog/nudging-complete-guide/)
- [Choice Architecture Explained](https://www.suebehaviouraldesign.com/en/blog/choice-architecture-explained/)
- [Behavioural Economics Explained](https://www.suebehaviouraldesign.com/en/blog/behavioural-economics-explained/)
- [System 1 and System 2 Explained](https://www.suebehaviouraldesign.com/en/blog/system-1-and-system-2-explained/)
- [Behaviour Change: A Complete Guide](https://www.suebehaviouraldesign.com/en/blog/behaviour-change-complete-guide/)
- [Why Change Management Fails](https://www.suebehaviouraldesign.com/en/blog/why-change-management-fails/)
- [Change Management Guide](https://www.suebehaviouraldesign.com/en/blog/change-management-guide/)
- [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/)
- [Framing Effect: Examples](https://www.suebehaviouraldesign.com/en/blog/framing-effect-examples/)
- [Persuasion and Influence: A Complete Guide](https://www.suebehaviouraldesign.com/en/blog/persuasion-influence-guide/)
- [Cialdini's Principles of Persuasion Explained](https://www.suebehaviouraldesign.com/en/blog/cialdini-principles-of-persuasion/)
- [Defaults Explained](https://www.suebehaviouraldesign.com/en/blog/defaults-explained/)

## Key articles (NL)

- [Nudging uitgelegd](https://www.suebehaviouraldesign.com/nl/blog/wat-is-nudging/)
- [Waarom verandertrajecten mislukken](https://www.suebehaviouraldesign.com/nl/blog/waarom-verandertrajecten-mislukken/)
- [Keuzearchitectuur uitgelegd](https://www.suebehaviouraldesign.com/nl/blog/keuzearchitectuur-uitgelegd/)
- [Het framing-effect: voorbeelden](https://www.suebehaviouraldesign.com/nl/blog/framing-effect-voorbeelden/)
- [Werkgeluk: wat het is en hoe je het ontwerpt](https://www.suebehaviouraldesign.com/nl/blog/werkgeluk-wat-het-is-en-hoe-je-het-ontwerpt/)

## About, cases and reviews

- [Over SUE (NL)](https://www.suebehaviouraldesign.com/nl/over-ons/) and [About SUE (EN)](https://www.suebehaviouraldesign.com/en/about-us/): founding story, founders and team.
- [Cases (NL)](https://www.suebehaviouraldesign.com/nl/cases/) and [(EN)](https://www.suebehaviouraldesign.com/en/cases/): client work across sectors.
- [Testimonials (NL)](https://www.suebehaviouraldesign.com/nl/testimonials/) and [(EN)](https://www.suebehaviouraldesign.com/en/testimonials/): reviews from participants and client organisations.

## Books

- [De Kunst van Gedrag Ontwerpen (NL)](https://www.suebehaviouraldesign.com/nl/boek-de-kunst-van-gedrag-ontwerpen/) and [The Art of Designing Behaviour (EN)](https://www.suebehaviouraldesign.com/en/book-the-art-of-designing-behaviour/), by Astrid Groenewegen (Boom, 2022): the Behavioural Design Method written out in full. Number 1 in the Managementboek Top 100.
- [De Gelukscode (NL)](https://www.suebehaviouraldesign.com/nl/boek-gelukscode/), by Astrid Groenewegen: the Behavioural Design Method applied to designing a happier life.
- [Gamechangers (NL)](https://www.suebehaviouraldesign.com/nl/boek-gamechangers/), by Tom de Bruyne.

## Contact

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