Contact met SUE | Behavioural Design

Je bereikt het bureau via de eigen site of LinkedIn. Dit bureau ontvangt nog geen aanvragen via zijn profiel. Via de wizard kan het wel: staat SUE | Behavioural Design in je shortlist, dan krijgt het je aanvraag nadat een medewerker die heeft bekeken.

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Bij elk gegeven staat de bron in woorden. Hoe we lezen

Wat we over SUE | Behavioural Design weten, en van wie
GegevenWaardeBron
Werkt voorGezondheidszorg, Non-profit & overheid, Financiële dienstverlening, Telecom & utilities, Reizen & toerismeOnze afleiding, uit hun site
KvK-nummer54111757KvK
Opgericht2011KvK
Team11–20 medewerkersKvK
PlaatsAmsterdamKvK
ProvincieNoord-HollandKvK
Cases met klant of resultaat35Onze afleiding, uit openbare cases
WebsiteBezoek website (opent in nieuw tabblad)Openbare bron
Profiel bijgewerkt26-10-2026Profielbeheer

Specialismen

Strategie, Growth marketing, Branding, Content marketing

Onze afleiding, uit hun site

Cases

Deze cases documenteert het bureau zelf. Of het werk goed was, beoordelen wij niet. Wat je hier kunt controleren: 35 cases met een gelinkte openbare bron. Niet zichtbaar op deze pagina: de cijfers bij 3 cases, die tonen we hier pas als het bureau zijn profiel claimt.

Sectoren
Zorg & welzijn, Financiële dienstverlening, Overheid & semi-publiek
Specialismen
4
Recentste case
2015
In Amsterdam
1 van 355 bureaus

  • Zorg & welzijn

    Bristol-Myers Squibb — Pharma & Healthcare

    SUE researched what happens in the heads of dermatologists when they consider new treatments, giving Bristol-Myers Squibb unique insights into their target group's behaviour (Dennis Schoonderwoerd, Brand Lead Dermatology).

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Reizen, toerisme & recreatie

    Ardennes-étape — Leisure & Tourism

    SUE researched what makes people (not) go to the Ardennes for Ardennes-étape's tourism marketing, generating inspiration used across the client's company (Froukje Janssen, Marketing Project Officer).

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Essent — Energy & Sustainability

    SUE helped Essent create building blocks that generate the right brand associations to make SME customers want to stay, combining psychological behavioural insights into a coherent set (Caroline van Beijnen, Sr. Brand Manager).

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Overheid & semi-publiek

    Rijnland Water Board — Government & NGO

    SUE helped Rijnland Water Board get farmers to improve water quality by adjusting their own business operations, changing the way of working so that all monitored signals turned green (Manouk Sloothaak, Area Manager).

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Food, dranken & horeca

    Rodenbach — Food & Beverage

    SUE helped Rodenbach find the best value propositions and brand positioning for its beer brand, clarifying what works and why for the Global Marketing Director (Erik Soeteman).

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Financiële dienstverlening

    KBC Banking & Insurance — Finance & Insurance

    SUE helped KBC Banking & Insurance interest young clients in taking their first step towards investing, combining workshop facilitation, ideation, prototyping and copywriting in one sprint (Sofie Oliverio, Service Design Coach).

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Zorg & welzijn

    Bristol-Myers Squibb & Pfizer — Pharma & Healthcare

    SUE helped Bristol-Myers Squibb and Pfizer understand and facilitate GPs' decision-making process to switch treatments, identifying the pathway that makes the new behaviour easier and more logical for GPs (Paul Goossen, Customer Marketing Manager).

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Overheid & semi-publiek

    Ministry of Justice — Government & NGO

    SUE helped the Ministry of Justice's office employees form hand-washing habits; the behavioural interventions increased individual hand-washing by 165% (Majka van Doorn, Coordinator Behaviour Team, DG Society and Covid-19).

    Dit resultaat heeft cijfers. Zichtbaar zodra het bureau zijn profiel claimt.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Resultaat met cijfers, op hun eigen site.

  • Retail, e-commerce & consumentenmerken

    Gall & Gall — Food & Beverage

    SUE helped Gall & Gall understand client behaviour in the fast-changing drinks & beverage industry, delivering high-level quality output through close collaboration (Pieter Saman, CEO).

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • City of Antwerp — Government & NGO

    SUE helped the City of Antwerp support non-digital-native citizens in using public digital services, introducing a Jobs-to-be-Done approach to replace inside-out thinking (Lutgart Martens, Coordinator).

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • FrieslandCampina — Food & Beverage

    SUE helped FrieslandCampina get people aged 65+ to consume more protein and remain active, using innovative approaches to deepen behavioural frames (Stefanie Kremer, Cluster Leader Consumer Research & Behaviour Science).

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Zorg & welzijn

    Bristol Myers Squibb Belgium — Pharma & Healthcare

    SUE helped Bristol Myers Squibb Belgium learn how to approach and convince haematologists in a fundamentally different way, changing how physicians are engaged (Michaël Magagnin, Senior Product Manager).

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Tech, software & IT

    Beat — Tech & Digital

    SUE helped ride-hailing app Beat attract and retain riders and drivers in South America; behavioural design is now the standard briefing template for all of Beat's global campaigns (Dave Westerhoff, Global Marketing Director).

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Non-profit & goede doelen

    UNHCR — Government & NGO

    SUE helped UNHCR engage Australian female business leaders to support refugee women, prototyping and testing multiple propositions with the target group.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Non-profit & goede doelen

    Goed op Weg — Sustainable Mobility

    SUE helped Goed op Weg encourage car drivers to choose alternative mobility options by letting actual car drivers decide which campaign type works best for them, raising confidence in the approach (Wijnand van der Werf, Campaign Manager).

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Overheid & semi-publiek

    GGD Zeeland — Pharma & Healthcare

    SUE helped GGD Zeeland increase flu vaccination among healthcare employees; vaccination uptake increased up to threefold in participating organisations.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant bij naam en een concreet resultaat, op hun eigen site.

  • Tech, software & IT

    Prosus — Tech & Digital

    SUE helped Prosus improve its Talent Acquisition journey from vacancy to hire, supporting a team that pursues talent to build ventures into billion-dollar companies.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Retail, e-commerce & consumentenmerken

    Royal FloraHolland — Agriculture & Wholesale

    SUE helped Royal FloraHolland increase prosocial behaviour on the work floor; enthusiasm for the resulting campaign grew so fast that people had to be turned away from the photo shoot.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Financiële dienstverlening

    ABN AMRO — Finance & Insurance

    SUE helped ABN AMRO get mortgage owners to act on their debts before problems arise; the client reported a large uplift in the number of people taking the necessary steps regarding their mortgage debt.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Non-profit & goede doelen

    ANWB — Mobility & Consumer

    SUE helped ANWB design interventions to prevent people from touching their smartphone while driving, co-creating prototypes together with children.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Food, dranken & horeca

    Heineken — Food & Beverage

    SUE helped Heineken pursue zero waste during festivals and concerts; the sprint generated experiments that were rolled out in 5 markets.

    Dit resultaat heeft cijfers. Zichtbaar zodra het bureau zijn profiel claimt.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Resultaat met cijfers, op hun eigen site.

  • Reizen, toerisme & recreatie

    Sportcity & Fit For Free — Sport & Health

    SUE helped Sportcity and Fit For Free get people to build a lasting workout routine, putting a deep understanding of customer psychology at the heart of the client's approach (Sabine Kloos, CEO NIBS Holding).

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Zorg & welzijn

    Beweging 3.0 — Pharma & Healthcare

    SUE helped Beweging 3.0 attract and retain healthcare professionals without changing salary or workload, through a long-term process that put healthcare workers first.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Zorg & welzijn

    Roche — Pharma & Healthcare

    SUE helped Roche transform its way of working into a culture of genuine collaboration, running the project at Roche's HQ training venue in Switzerland.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Financiële dienstverlening

    Bovag & Bovemij — Mobility & Insurance

    SUE helped Bovag and Bovemij create a human-centred roadside-assistance product that dealers want to sell and drivers want to buy, combining three expert perspectives in one sprint.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • VVD — Government & NGO

    SUE helped the VVD develop a strategy to counter extremism and populism in the Netherlands ahead of national elections (Bas Erlings, Head of Strategy).

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Professional services

    Board of Innovation — Tech & Digital

    SUE partnered with consultancy Board of Innovation to activate mothers in Brazil and Mexico to get their children vaccinated against Dengue, combining two independent consultancies' expertise.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Overheid & semi-publiek

    Belgian Federal Government — Government & NGO

    SUE helped the Belgian Federal Government make social security more human-centric, addressing stress levels citizens experience during interactions with Social Security.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Food, dranken & horeca

    Swinkels Family Brewers — Food & Beverage

    SUE helped Swinkels Family Brewers get people to switch from alcoholic beer to Bavaria 0.0%, with the Swinkels family themselves participating in the sprint.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Tech, software & IT

    Osmosis — Tech & Digital

    SUE helped Osmosis get IT managers to embrace security-awareness services, assisting with an ideation sprint as part of The Security Factory project.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Financiële dienstverlening

    Centraal Beheer — Finance & Insurance

    SUE helped Centraal Beheer get people to contact them for more than just insurance; the resulting 'Klushulp' proposition became a massive success in the Netherlands.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Retail, e-commerce & consumentenmerken

    eBay & Marktplaats — Tech & Digital

    SUE helped eBay and Marktplaats increase customer engagement on their e-commerce platforms using the Psychology of Trade, training global teams in sessions held in Amsterdam, Berlin and Sydney.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Rotterdam The Hague Airport — Mobility & Transport

    SUE helped Rotterdam The Hague Airport design a smooth traveller journey during major renovations, working through one of the biggest storms to ever hit the Netherlands when all flights were cancelled.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Zorg & welzijn

    Medtronic — Pharma & Healthcare

    SUE helped Medtronic design a value proposition and customer-acquisition strategy for the Guardian Connect device, where research uncovered a supposed bug that turned out to be a valued feature.

    Openbare bron: suebehaviouraldesign.com/en/cases (opent in nieuw tabblad)

    Klant of resultaat genoemd, op hun eigen site.

  • Financiële dienstverlening, 2015

    How ING turned 3,500 employees into self-organising teams

    ING turned 3,500 employees into self-organising teams.

    Dit resultaat heeft cijfers. Zichtbaar zodra het bureau zijn profiel claimt.

    Openbare bron: suebehaviouraldesign.com/en/blog/case-studies (opent in nieuw tabblad)

    Resultaat met cijfers, op hun eigen site.

Wat wij op hun site lazen

Onze afleiding, uit hun website

SUE | Behavioural Design werkt sinds 2011 vanuit Amsterdam en werkte onder meer voor Bristol-Myers Squibb, Essent, KBC en het Ministry of Justice. Het bureau combineert gedragswetenschap met creativiteit en vertaalt inzicht in gedrag naar prototypes die je kunt testen. In Behavioural Design Sprints werk je aan een concrete uitdaging en zoek je naar geteste oplossingen. Via de Behavioural Design Academy leer je zelf gedrag te ontwerpen, onder meer in een intensief programma van twee dagen.

Waar je ze voor inzet

  • Behavioural Design Sprints

    Je werkt aan een concrete uitdaging en komt tot oplossingen die vooraf zijn getest.

  • Behavioural Design Academy

    Tweedaags programma waarin je een praktische methode leert om gedrag te beïnvloeden.

  • In-company training

    Trainingen voor teams in je eigen organisatie, gebaseerd op gedragspsychologie.

  • Strategie via rapid prototyping

    Mensgerichte strategieën die je snel uitprobeert voordat je ze breed uitrolt.

  • Campagnes en consumer journeys

    Proposities, campagnes en klantreizen ontwikkeld met inzichten uit gedragspsychologie.

Gelezen op hun pagina's: Homepage

Samenvatting afgeleid uit website-content via Bedrijfsdata.

Hoe ze werken

Onze lezing op drie kenmerken, laatst berekend op 8 oktober 2026. Het bureau kan dit betwisten, niet aanpassen.

Creatief of data-gedreven

  1. Creatief
  2. neigt naar creatief
  3. in evenwicht
  4. neigt naar data-gedreven
  5. Data-gedreven

Gebaseerd op: de tekst op hun site en hun KvK-gegevens.

Full-service of specialist

  1. Full-service
  2. neigt naar full-service
  3. in evenwicht
  4. neigt naar specialist
  5. Specialist

Gebaseerd op: hun diensten op de site en de branchecodes in de KvK.

Regisseur of uitvoerder

  1. Regisseur
  2. neigt naar regisseur
  3. in evenwicht
  4. neigt naar uitvoerder
  5. Uitvoerder

Gebaseerd op: de teamgrootte in de KvK en de tekst op hun site.

De toelichting per kenmerk verschijnt zodra het bureau zijn profiel claimt. Hoe we dit bepalen

Onze afleiding Afgeleid door onze software uit de tekst op hun website en hun gegevens bij de KvK. Het bureau vult dit niet zelf in. Klopt het niet, dan kan het bureau bezwaar maken in het dashboard. Hoe we dit bepalen

Waar SUE | Behavioural Design over schrijft

30 artikelen op de eigen site Openbare bron

19 artikelen over Strategie, 7 over Conversion Rate Optimization (CRO), 6 over Growth marketing. Onze afleiding

Veelgestelde vragen

Wie doet het werk?

Een team van 16 medewerkers in Amsterdam. Het bureau is opgericht in 2011.

Waarin is SUE | Behavioural Design gespecialiseerd?

SUE | Behavioural Design is gespecialiseerd in Branding, Content marketing, Strategie en Growth marketing.

Voor wie heeft SUE | Behavioural Design gewerkt?

SUE | Behavioural Design laat 35 cases zien. Klantsectoren die we in die cases lazen: Zorg & welzijn, Financiële dienstverlening en Overheid & semi-publiek. De meest recente case is uit 2015.

Waar schrijft SUE | Behavioural Design over?

Op de eigen site staan 19 artikelen over Strategie, 7 over Conversion Rate Optimization (CRO), 6 over Growth marketing. Het nieuwste artikel is van 12 juli 2026.

Hoe we profielen samenstellen en wat er niet op staat, lees je op de databank-methode.

Contact met SUE | Behavioural Design

Je bereikt het bureau via de eigen site of LinkedIn. Dit bureau ontvangt nog geen aanvragen via zijn profiel. Via de wizard kan het wel: staat SUE | Behavioural Design in je shortlist, dan krijgt het je aanvraag nadat een medewerker die heeft bekeken.

Nog aan het vergelijken?

8 vragen, ongeveer 3 minuten. Daarna zie je maximaal 3 bureaus, met bij elk bureau waarom het past.

Maak een shortlist

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Citeerbaar door AI: bekijk hoe een AI-assistent dit profiel leest
Zelfde inhoud · https://www.marketingburos.nl/bureau/sue-behavioural-design-541117.md
# SUE \| Behavioural Design

**Bijgewerkt:** 14 oktober 2026

## Feiten

- **Werkt voor:** Gezondheidszorg, Non-profit & overheid, Financiële dienstverlening, Telecom & utilities, Reizen & toerisme (Onze afleiding, uit hun site)
- **KvK-nummer:** 54111757 (KvK)
- **Opgericht:** 2011 (KvK)
- **Team:** 11–20 medewerkers (KvK)
- **Plaats:** Amsterdam (KvK)
- **Provincie:** Noord-Holland (KvK)
- **Cases met klant of resultaat:** 35 (Onze afleiding, uit openbare cases)
- **Website:** https://suebehaviouraldesign.com/ (Openbare bron)
- **Profiel bijgewerkt:** 26-10-2026 (Profielbeheer)

> Dit profiel is samengesteld uit publieke bronnen, niet door het bureau zelf.

## Pitch

Amsterdams strategie- en innovatiebureau dat gedragspsychologie inzet voor sprints, prototypes en trainingen, voor onder meer zorg, overheid en financiële klanten.

## Wat dit bureau doet

SUE \| Behavioural Design werkt sinds 2011 vanuit Amsterdam en werkte onder meer voor Bristol-Myers Squibb, Essent, KBC en het Ministry of Justice. Het bureau combineert gedragswetenschap met creativiteit en vertaalt inzicht in gedrag naar prototypes die je kunt testen. In Behavioural Design Sprints werk je aan een concrete uitdaging en zoek je naar geteste oplossingen. Via de Behavioural Design Academy leer je zelf gedrag te ontwerpen, onder meer in een intensief programma van twee dagen.

## Diensten

### Behavioural Design Sprints

Je werkt aan een concrete uitdaging en komt tot oplossingen die vooraf zijn getest.

### Behavioural Design Academy

Tweedaags programma waarin je een praktische methode leert om gedrag te beïnvloeden.

### In-company training

Trainingen voor teams in je eigen organisatie, gebaseerd op gedragspsychologie.

### Strategie via rapid prototyping

Mensgerichte strategieën die je snel uitprobeert voordat je ze breed uitrolt.

### Campagnes en consumer journeys

Proposities, campagnes en klantreizen ontwikkeld met inzichten uit gedragspsychologie.

## Bronnen

- https://suebehaviouraldesign.com/

## Doelgroep

- Gezondheidszorg
- Non-profit & overheid
- Financiële dienstverlening
- Telecom & utilities
- Reizen & toerisme

## Cultural-fit-profiel

| As | Score |
| --- | --- |
| data-driven of creatief | -0,10 |
| specialist of full-service | +0,50 |
| hands-on of orchestrator | +0,00 |

Afgeleid door onze software uit de tekst op hun website en hun gegevens bij de KvK. Het bureau vult dit niet zelf in. Klopt het niet, dan kan het bureau bezwaar maken in het dashboard.

## Specialismen

- Branding
- Content marketing
- Strategie
- Growth marketing

## Cases

Deze cases documenteert het bureau zelf. Of het werk goed was, beoordelen wij niet.

### Bristol-Myers Squibb — Pharma & Healthcare
*Zorg & welzijn*

SUE researched what happens in the heads of dermatologists when they consider new treatments, giving Bristol-Myers Squibb unique insights into their target group's behaviour \(Dennis Schoonderwoerd, Brand Lead Dermatology\).

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=0

### Ardennes-étape — Leisure & Tourism
*Reizen, toerisme & recreatie*

SUE researched what makes people \(not\) go to the Ardennes for Ardennes-étape's tourism marketing, generating inspiration used across the client's company \(Froukje Janssen, Marketing Project Officer\).

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=1

### Essent — Energy & Sustainability
SUE helped Essent create building blocks that generate the right brand associations to make SME customers want to stay, combining psychological behavioural insights into a coherent set \(Caroline van Beijnen, Sr. Brand Manager\).

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=2

### Rijnland Water Board — Government & NGO
*Overheid & semi-publiek*

SUE helped Rijnland Water Board get farmers to improve water quality by adjusting their own business operations, changing the way of working so that all monitored signals turned green \(Manouk Sloothaak, Area Manager\).

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=3

### Rodenbach — Food & Beverage
*Food, dranken & horeca*

SUE helped Rodenbach find the best value propositions and brand positioning for its beer brand, clarifying what works and why for the Global Marketing Director \(Erik Soeteman\).

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=4

### KBC Banking & Insurance — Finance & Insurance
*Financiële dienstverlening*

SUE helped KBC Banking & Insurance interest young clients in taking their first step towards investing, combining workshop facilitation, ideation, prototyping and copywriting in one sprint \(Sofie Oliverio, Service Design Coach\).

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=5

### Bristol-Myers Squibb & Pfizer — Pharma & Healthcare
*Zorg & welzijn*

SUE helped Bristol-Myers Squibb and Pfizer understand and facilitate GPs' decision-making process to switch treatments, identifying the pathway that makes the new behaviour easier and more logical for GPs \(Paul Goossen, Customer Marketing Manager\).

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=6

### Ministry of Justice — Government & NGO
*Overheid & semi-publiek*

SUE helped the Ministry of Justice's office employees form hand-washing habits; the behavioural interventions increased individual hand-washing by 165% \(Majka van Doorn, Coordinator Behaviour Team, DG Society and Covid-19\).

| KPI | Waarde | Periode |
| --- | --- | --- |
| increase in individual hand-washing | 165% |  |

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=7

### Gall & Gall — Food & Beverage
*Retail, e-commerce & consumentenmerken*

SUE helped Gall & Gall understand client behaviour in the fast-changing drinks & beverage industry, delivering high-level quality output through close collaboration \(Pieter Saman, CEO\).

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=8

### City of Antwerp — Government & NGO
SUE helped the City of Antwerp support non-digital-native citizens in using public digital services, introducing a Jobs-to-be-Done approach to replace inside-out thinking \(Lutgart Martens, Coordinator\).

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=9

### FrieslandCampina — Food & Beverage
SUE helped FrieslandCampina get people aged 65+ to consume more protein and remain active, using innovative approaches to deepen behavioural frames \(Stefanie Kremer, Cluster Leader Consumer Research & Behaviour Science\).

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=10

### Bristol Myers Squibb Belgium — Pharma & Healthcare
*Zorg & welzijn*

SUE helped Bristol Myers Squibb Belgium learn how to approach and convince haematologists in a fundamentally different way, changing how physicians are engaged \(Michaël Magagnin, Senior Product Manager\).

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=11

### Beat — Tech & Digital
*Tech, software & IT*

SUE helped ride-hailing app Beat attract and retain riders and drivers in South America; behavioural design is now the standard briefing template for all of Beat's global campaigns \(Dave Westerhoff, Global Marketing Director\).

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=12

### UNHCR — Government & NGO
*Non-profit & goede doelen*

SUE helped UNHCR engage Australian female business leaders to support refugee women, prototyping and testing multiple propositions with the target group.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=13

### Goed op Weg — Sustainable Mobility
*Non-profit & goede doelen*

SUE helped Goed op Weg encourage car drivers to choose alternative mobility options by letting actual car drivers decide which campaign type works best for them, raising confidence in the approach \(Wijnand van der Werf, Campaign Manager\).

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=14

### GGD Zeeland — Pharma & Healthcare
*Overheid & semi-publiek*

SUE helped GGD Zeeland increase flu vaccination among healthcare employees; vaccination uptake increased up to threefold in participating organisations.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=15

### Prosus — Tech & Digital
*Tech, software & IT*

SUE helped Prosus improve its Talent Acquisition journey from vacancy to hire, supporting a team that pursues talent to build ventures into billion-dollar companies.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=16

### Royal FloraHolland — Agriculture & Wholesale
*Retail, e-commerce & consumentenmerken*

SUE helped Royal FloraHolland increase prosocial behaviour on the work floor; enthusiasm for the resulting campaign grew so fast that people had to be turned away from the photo shoot.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=17

### ABN AMRO — Finance & Insurance
*Financiële dienstverlening*

SUE helped ABN AMRO get mortgage owners to act on their debts before problems arise; the client reported a large uplift in the number of people taking the necessary steps regarding their mortgage debt.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=18

### ANWB — Mobility & Consumer
*Non-profit & goede doelen*

SUE helped ANWB design interventions to prevent people from touching their smartphone while driving, co-creating prototypes together with children.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=19

### Heineken — Food & Beverage
*Food, dranken & horeca*

SUE helped Heineken pursue zero waste during festivals and concerts; the sprint generated experiments that were rolled out in 5 markets.

| KPI | Waarde | Periode |
| --- | --- | --- |
| markets with sprint-generated waste experiments | 5 |  |

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=20

### Sportcity & Fit For Free — Sport & Health
*Reizen, toerisme & recreatie*

SUE helped Sportcity and Fit For Free get people to build a lasting workout routine, putting a deep understanding of customer psychology at the heart of the client's approach \(Sabine Kloos, CEO NIBS Holding\).

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=21

### Beweging 3.0 — Pharma & Healthcare
*Zorg & welzijn*

SUE helped Beweging 3.0 attract and retain healthcare professionals without changing salary or workload, through a long-term process that put healthcare workers first.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=22

### Roche — Pharma & Healthcare
*Zorg & welzijn*

SUE helped Roche transform its way of working into a culture of genuine collaboration, running the project at Roche's HQ training venue in Switzerland.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=23

### Bovag & Bovemij — Mobility & Insurance
*Financiële dienstverlening*

SUE helped Bovag and Bovemij create a human-centred roadside-assistance product that dealers want to sell and drivers want to buy, combining three expert perspectives in one sprint.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=24

### VVD — Government & NGO
SUE helped the VVD develop a strategy to counter extremism and populism in the Netherlands ahead of national elections \(Bas Erlings, Head of Strategy\).

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=25

### Board of Innovation — Tech & Digital
*Professional services*

SUE partnered with consultancy Board of Innovation to activate mothers in Brazil and Mexico to get their children vaccinated against Dengue, combining two independent consultancies' expertise.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=26

### Belgian Federal Government — Government & NGO
*Overheid & semi-publiek*

SUE helped the Belgian Federal Government make social security more human-centric, addressing stress levels citizens experience during interactions with Social Security.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=27

### Swinkels Family Brewers — Food & Beverage
*Food, dranken & horeca*

SUE helped Swinkels Family Brewers get people to switch from alcoholic beer to Bavaria 0.0%, with the Swinkels family themselves participating in the sprint.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=28

### Osmosis — Tech & Digital
*Tech, software & IT*

SUE helped Osmosis get IT managers to embrace security-awareness services, assisting with an ideation sprint as part of The Security Factory project.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=29

### Centraal Beheer — Finance & Insurance
*Financiële dienstverlening*

SUE helped Centraal Beheer get people to contact them for more than just insurance; the resulting 'Klushulp' proposition became a massive success in the Netherlands.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=30

### eBay & Marktplaats — Tech & Digital
*Retail, e-commerce & consumentenmerken*

SUE helped eBay and Marktplaats increase customer engagement on their e-commerce platforms using the Psychology of Trade, training global teams in sessions held in Amsterdam, Berlin and Sydney.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=31

### Rotterdam The Hague Airport — Mobility & Transport
SUE helped Rotterdam The Hague Airport design a smooth traveller journey during major renovations, working through one of the biggest storms to ever hit the Netherlands when all flights were cancelled.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=32

### Medtronic — Pharma & Healthcare
*Zorg & welzijn*

SUE helped Medtronic design a value proposition and customer-acquisition strategy for the Guardian Connect device, where research uncovered a supposed bug that turned out to be a valued feature.

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=33

### How ING turned 3,500 employees into self-organising teams
*Financiële dienstverlening · 2015*

ING turned 3,500 employees into self-organising teams.

| KPI | Waarde | Periode |
| --- | --- | --- |
| Employees turned into self-organising teams | 3,500 |  |

Openbare bron: https://www.marketingburos.nl/api/bureau/sue-behavioural-design-541117/source?case=34

## Waar ze over schrijven

19 artikelen over Strategie, 7 over Conversion Rate Optimization \(CRO\), 6 over Growth marketing.

- [Behaviour change by the numbers: 8 research results \(2026\)](https://www.suebehaviouraldesign.com/en/blog/behaviour-change-by-the-numbers) (12 juli 2026)
- [AI Training for Employees: What Actually Works](https://www.suebehaviouraldesign.com/en/blog/ai-training-for-employees) (24 mei 2026)
- [How do you design a city where an eighty-year-old still feels they belong in public?](https://www.suebehaviouraldesign.com/en/blog/age-friendly-city-design) (17 april 2026)
- [How do you design an organisation where people dare to use AI?](https://www.suebehaviouraldesign.com/en/blog/ai-adoption-psychological-safety) (14 januari 2025)
- [Anchoring effect at work: how the first number decides everything](https://www.suebehaviouraldesign.com/en/blog/anchoring-effect-at-work)

## Bron

Canonical: https://www.marketingburos.nl/bureau/sue-behavioural-design-541117

Menselijke samenvatting

SUE | Behavioural Design

Amsterdams strategie- en innovatiebureau dat gedragspsychologie inzet voor sprints, prototypes en trainingen, voor onder meer zorg, overheid en financiële klanten.