Behavioural Design Academy

Astrid Groenewegen

Behavioural Design Academy Instructor

After 20 years in advertising, Astrid jumped ship to Behavioural Design. As a Social Scientist she had always been intrigued by questions like: How do people make decisions? How can you nudge their behaviour? How can you help people make positive choices? From this standpoint she co-founded SUE Amsterdam and The Behavioural Design Academy, combining creativity, design thinking and behavioural economics to unlock the power of Behavioural Psychology to nudge people into making better decisions in work, life and play.

Tom de Bruyne

Behavioural Design Academy Instructor

Partner and creative director at the Amsterdam based campaign agency SUE. Expert in persuasion design, persuasion psychology, marketing, marketing strategy, brands, innovation and advertising.Tom has a clear view on marketing, branding and campaigns: designing behaviour, to seduce and persuade, to trigger and convert. To find matches between brand goals on the one hand and the opportunities of the web on the other hand. Tom is guest lecturer at Rotterdam Business School and an elected fellow at the University of Leuven.