# 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