A PRACTICAL DEEP DIVE

AI Powered Behavior Change

This course teaches you how to use behavioural science x generative AI to get beyond “data” to human truth. Get the prompts, tools and ethical playbook to uncover real human insights, craft messages that shift perceptions, and design interventions to help you change decisions and move people to action, ethically.
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Why we created this course

Most people aren't short on data or output. They're short on human truth, the beliefs, perceptions, and context that actually drive decisions. AI can accelerate research and creation. But without behavioural science, it often produces confident noise. And without ethics, it scales the wrong kind of influence.
This course shows you how to use AI as a genuine thinking partner, to pressure-test assumptions, explore mental models, and craft interventions that actually work. AI is available to everyone. Behavioural frameworks aren't. That's your edge.
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For who is this

Anyone wanting to shift AI from information to wisdom level to shape minds and behaviour.

Accredited by

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 with certificate
 backed by science
 100% practical

You will get lifetime access to the course, learn at your own pace, forever.

Who Is This Course For?

This course is for professionals who want to turn AI from a fancy search engine into a genuine thinking partner, one that helps you understand human behaviour and design solutions that actually work.

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  • Product Managers & UX Designers who are tired of getting generic "improve the user experience" advice from AI and want to uncover the real psychological forces behind why people adopt, or abandon, your product.
  • Marketers & Communication Professionals who know their audience isn't as rational as their strategy documents assume, and need AI to help them craft messages that speak to how people actually decide.
  • Consultants & Strategists who want to move beyond surface-level recommendations and deliver behavioural insights that make clients say "I've never thought about it that way".
  • Change Managers & Transformation Leads who need to go beyond launch presentations and design interventions that address the real anxieties and comforts keeping people stuck in old patterns.
  • Founders & Innovation Leads who are already using AI daily but sense they're leaving insight on the table , and want frameworks that transform brainstorming sessions into breakthrough strategies.

The Curriculum

Our curriculum is enhanced with Behavioural Design to ensure you stay on track and have a learning experience
that sticks. You'll tackle your own behavioural challenge throughout the course. It's learning by doing.

It is behavioural science made practical for real life.

Introduction

THE FRAMEWORK ADVANTAGE: MAKING AI ACTUALLY WORK
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Why frameworks are your competitive advantage in the age of AI

Lesson 1

THE WISDOM GAP: WHY MOST AI PROMPTS FAIL
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How to move from generic AI output to genuine behavioural insight

Lesson 2

PROMPTING FOR TWO BRAINS: SYSTEM 1 AND 2
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How to design for the part of the brain that actually makes decisions

Lesson 3

AI-POWERED
PERSONA SYNTHESIS

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How to turn messy research into personas you can actually design for

Lesson 4

USING AI TO UNCOVER WHAT PEOPLE REALLY WANT 
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How to discover what people really want, not what they say they want

Lesson 5

MAPPING THE FOUR FORCES BEHIND EVERY DECISION WITH AI
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How to uncover the pains, gains, anxieties and comforts driving behaviour

Lesson 6

FROM INSIGHT TO INTERVENTION WITH AI AS YOUR SPARRING PARTNER

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How to design interventions grounded in psychology, not guesswork

Lesson 7

PROTOTYPING AT AI SPEED: FAIL FAST, LEARN FASTER
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How to test ten ideas in minutes instead of one idea in weeks

Lesson 8

AI-ROLEPLAY: FIND YOUR BLIND SPOTS BEFORE YOUR USERS DO
How to discover what users will hate before you build anything
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Lesson 9

BEYOND SINGLE FIXES: BUILDING AI-GUIDED BEHAVIOURAL STRATEGIES

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How to sequence interventions into strategies that stick

Lesson 10

YOUR TRANSFORMATION:
THE FINAL PROMPT

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How everything comes together, and proof that frameworks change everything
AI FOR BEHAVIOUR CHANGE

What Will You Get

FLEXIBLE
Self-Paced Edition

€ 499

  • 11 Videos in 5 Knowledge Modules
  • Learning-by-doing: Applying generative AI & behavioural science to your challenge
  • Downloadable Cheat Cards
  • Downloadable Templates
  • Extensive workbook to boost your success
  • Digital Certificate
  • Access to Vibrant Community
  • Self-paced Learning 24/7 Access
Testimonials

We've trained 5000+ teams and individuals

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I can directly apply the principles of behavioral change at work to effect changes in both clients and patients. Additionally, these strategies are versatile enough for everyday use, such as making decisions at home or in parenting. Therefore, the scope of these applications is quite broad.
This behavior design training has opened my eyes to different perspectives of the world. I am thrilled about the opportunity and look forward to applying these skills in my job.
Really well put together theory into a very useful framework for behaviour change.
The 'Behavioural Designs Fundamentals' course has given me a new set of smart tools and skills, allowing me to better understand how people make decisions and how I might best help them and myself achieve our goals. Life after retirement can be much more than sitting back and letting life flow past you. This course has helped me figure out how new ways to jump in and begin keep my head above water. Don't give up, life is for learning, and the challenge is welcome. 

Michial Buirs
ret RPF KingFisher Research
Telkwa, BC Canada
The Behavioural Design Academy (BDA) provided me with profound insights into human behavior, including those occurring in the workplace. It taught me to perceive situations from new angles and made me realize that even minor adjustments can significantly influence behavior. I highly recommend BDA to anyone interested in making impactful changes.

Course Features

What you will learn

You'll learn to use AI as a genuine thinking partner, one that helps you uncover human truth, not just generate content. You'll discover why some prompts produce breakthrough insights while others return confident noise, and gain practical frameworks to direct AI toward what actually matters.You'll master the art of prompting for real behaviour, designing for System 1 instincts rather than System 2 rationalisations. You'll synthesise research into personas you can actually design for, uncover the Jobs-To-Be-Done people won't tell you directly, and map the hidden forces of pain, gain, anxiety and comfort that shape every decision. You'll turn insights into interventions grounded in psychology, prototype and pressure-test ideas in minutes rather than months, and build complete strategies that create lasting change, not just one-time actions. And you'll do it all with AI as your sparring partner, knowing exactly what to ask and how to judge what you get back.

How you will learn

The course features practical video lessons and hands-on exercises you complete with your own AI tool. Each lesson includes ready-to-use prompt templates and worksheets so you can apply what you learn immediately, not someday, but that same day. You'll work on your own challenge throughout the course, building from insight to intervention to complete strategy. This isn't theory you file away, it's a transformation you experience first hand. Each module includes multiple-choice questions to test your understanding, and you'll finish with a final assignment that brings everything together. The course content is in English, but you can add Dutch subtitles and communicate in Dutch with the SUE team.

Who is your instructor

This course is led exclusively by our founder, Astrid Groenewegen, a trailblazer in translating cutting-edge insights from behavioural science into practical application. She is also the esteemed author of the #1 bestseller 'The Art of Designing Behaviour'.

How long does the course take

The course comprises 11 comprehensive video lessons, granting you unrestricted lifetime access to all materials 24/7. This flexible structure allows you ample time to complete the course at your own pace and convenience. Furthermore, all course downloads will remain accessible to you for a lifetime, ensuring continuous access to valuable resources beyond the duration of the program. 

Frequently Asked Questions

How does the self-paced training work?

Upon choosing your course, you gain access to its content, organised into modules. You'll have lifetime access to all course materials and tools, providing ample time for learning. Our courses feature a mix of videos, texts, and practical assignments, and we equip you with tools, templates, and e-books to enhance your learning journey. 

How do I access the downloadables of the courses?

During the course, we supply you with an array of resources including tools, frameworks, templates, and e-books, all downloadable in PDF format. These materials remain accessible to you indefinitely, ensuring you have lifelong support in your learning journey.

How does the course community work?

After finishing your course, you'll gain entry to our dynamic Behavioural Design community: the SUE | Behavioural Design Club. We'll supply you with the link and instructions after finishing your course. Within this community, you can connect with fellow professionals, exchange experiences, pose questions, and benefit from additional learning opportunities we provide.

Do I get a course certificate?

Yes, absolutely! Once you've completed all course modules and exams, you'll receive a course certificate. You can generate it online immediately after finishing your course and share it on platforms like LinkedIn.

Do I get personal assistance during my course?

Yes, our dedicated SUE team is always on standby to address any questions you may have. Additionally, throughout the course, we offer answer keys or personal feedback on your assignments. Our goal is to ensure you not only enjoy but also successfully complete your course. We are there when you need us.

I am not sure if the course is right for me, can you help me?

Absolutely! We're here to help you select the course that fits you perfectly and aligns with your specific goals. Feel free to reach out to us at academy@sueamsterdam.com for tailored advice. Generally, our Fundamentals Course provides a solid foundation in the breakthrough insights from the psychology of influence. It teaches you our renowned method and frameworks for practical application. From there, you can tailor your learning journey with our specialised deep-dive modules, such as this course. However, this course can also perfectly stand on its own. We regularly launch new modules, continuously enriching your professional skills.

Why SUE | Behavioural Design Academy?

we are the pioneers in making behavioural science practical and easy to use. We have developed user-friendly templates and tools, including our acclaimed SUE | Influence Framework, resources we've successfully applied to tackle challenges for clients across the globe. Our unique fusion as both an Academy and Consultancy ensures our courses aren't just theoretical but are proven in the field, continuously refreshed with insights from real-world client projects. Our unique fusion as an Academy and Consultancy ensures our courses are not just theoretical but are proven in the field, continuously refreshed with insights from real-world client projects. We're also the authors of the #1 bestseller 'The Art of Designing Behaviour'. If your aim is to master the application of Behavioural Design in real-life scenarios, look no further, we're your go-to resource.

Our courses help some of the world's
largest organisations

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OUR TRAINING FACILITIES

An Impression of our Academy

As you consider enrolling in our online academy, we want to show you photos of our live academy to give you a sense of the vibrant community and top-notch education we provide, which extends seamlessly into our online courses.