Behavioural Design training for government
The policy is ready, and citizens still do not do what it intends.
How much effect your policy has depends on how much influence you have on the choices and behaviour of citizens. Fortunately, that can be learnt. In our two-day training you learn how to design policy that people actually follow.How much effect your policy has depends on how much influence you have on the choices and behaviour of citizens. Fortunately, that can be learnt. In our online course you learn how to design policy that people actually follow.
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€1,490 excl. VAT · 16 and 17 September 2027 · Amsterdam · max 16 participantsOnline · 33 lessons at your own pace · €1,190 excl. VAT
What you do differently on Monday.
Writing policy and influencing behaviour are two different crafts.
- You know why citizens do not do what the policy asks.You see the effort, the doubt and the distrust behind the behaviour that does not happen.
- You design policy around how people really decide.In the letter, the form and at the service desk.
- You can explain your choices to officials and politicians.With a method you can show and test.
10,000+ professionals trained, including people from
Inspiring and recognizable. Good to combine with service design projects. I want to use this knowledge to improve the service for civilians in Den Haag. The course is suitable for everybody with an interest in human behaviour. Good teacher, fine location and great service and lunch.
It was a great way to get up to speed with the latest behaviour change principles. I use the provided framework a lot and it totally changed the way I approach design challenges
The combination of theory and practice genuinely pulls you out of your comfort zone. Always a bonus: the teachers are inspiring and ethusiastic. I am going to use this in my private and work life. You can do so much with what I've learned!
The same two days they had. Then Monday, on your policy.The same method, online, at your own pace.
Day 1 is about one question: why does the citizen do what they do? You apply it straight away with the tools of the SUE Influence Framework©. Day 2 is about the fix. How do you make the behaviour the policy asks for the easiest choice? And how do you put AI to work on it? You go home with downloads and tools you use for your own policy, letter or service on Monday. People from marketing, HR and communications sit next to you. That is on purpose.Lesson by lesson you work on one question: why does the citizen do what they do? You apply it straight away with the tools of the SUE Influence Framework©. Then the fix: how do you make the behaviour the policy asks for the easiest choice, and how do you put AI to work on it? In 33 lessons at your own pace you collect downloads and tools you use for your own policy, letter or service on Monday.
Need to run it past your manager first?
Forward them the brochure: the programme for each day, what you take home and what it costs. It lands in your inbox within a few minutes.Programme, outcomes and price in one place, ready to forward.
How to get your employer on board
Most participants take the training on their employer’s budget or their own training budget. The VAT invoice goes to your organisation: €1,490 excl. VAT. Open the email below, fill in three things and send it to your manager.
Six questions every public sector professional recognises.
Why do citizens not do what the policy asks?
Policy assumes people read and weigh everything. In real life they choose what is easy and familiar.
More on policy design →Why does hardly anyone respond to our letter?
An official letter feels complicated or scary. Make the first step concrete and the tone human.
More on communication training →How do I build support for a measure?
People resist what they feel they will lose. Map that before you decide.
More on persuasion →Why do so few residents take part in consultation?
Taking part costs time, and people do not know whether it makes a difference. Make the first step small and show what happens with their input.
More on influencing →How do I use behavioural insights early in policy making?
Behaviour often only comes up when the policy is already finished. Ask what people will actually do at the first draft, and test it small.
More on theory of change →How do I get colleagues on board with a new way of working?
A new way of working does not land through a memo. Make the new work easier than the old.
More on making change land →What public sector professionals ask before they sign up.
I know nothing about behavioural science. Is this still right for me in government?
Most participants start without any prior knowledge. You learn exactly the behavioural science you need, and you apply it straight away to real-life examples. Afterwards you know how to use it in your policy, letters and services.
Is this not steering citizens without them noticing?
You learn to design choices that help people do what they want to do themselves. You work transparently and can explain every choice.
Who will I be in the group with?
A mixed group of up to 16 people: marketers, HR, communications, lawyers, policymakers and managers. The mix is on purpose. You see how someone from another sector wrestles with exactly the same kind of question.
Can I claim this back from my employer?
Yes. We invoice in your company’s name and the training is EQAC-accredited. That makes reimbursement easier. Need a quote or more information for your request? Get in touch.