SUE & The Alchemists

What SUE & The Alchemists does

SUE & The Alchemists is a Netherlands-based strategic consultancy that applies behavioural science and political campaign strategy to help organisations resolve problems where conventional approaches tend to stall: reputation under threat, eroding stakeholder support, behavioural resistance to change, and customer-centric innovation that fails to resonate. Founded in 2021 through the combination of behavioural-science firm SUE and VVD campaign strategists, the firm operates from Amsterdam and Breda with approximately 20 team members and serves government agencies, healthcare bodies, and corporate clients; named engagements span Hoogheemraadschap Rijnland (water management), DG Samenleving en Covid-19 (public-health hand-washing interventions, with reported 165% behavioural lift), and Bristol-Myers Squibb (general-practitioner treatment-decision support).

The firm's offerings are organised around four service pillars — Klantgericht Innoveren (customer-centric innovation), Gedrag Veranderen (behavioural change), Reputatie Beschermen (reputation management), and Draagvlak Creëren (stakeholder buy-in) — operationalised through the proprietary SATA Method (Gedragsonderzoek x Gedragsexpertise) that integrates behavioural research with strategic expertise, and via the Behavioural Design Sprint for rapid prototyping and testing of interventions. Adjacent productised assets include the CrowdRock platform (described as a data-science + behavioural-science testing environment for predicting campaign success), the SUE Behavioural Design Academy training programme, the Behavioural Design Fest annual event, and the founders' branded podcast and authored books.

The business model is professional-services-led and quote-based, with no publicly disclosed pricing: revenue derives from bespoke consulting engagements, Behavioural Design Sprints, in-company training, coaching, and long-term advisory retainers, with potential recurring revenue from CrowdRock platform access and Academy programmes. Distribution is direct-sales-driven through website contact forms, phone inquiries, and founder-led referrals, primarily within the Netherlands. No funding rounds, institutional investors, parent entities, or acquisition activity are disclosed, indicating a self-funded, founder-controlled operating model.

Name

SUE & The Alchemists

Legal name

SUE & The Alchemists

Website

https://wearesata.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

SUE & The Alchemists is a Netherlands-based strategic consultancy combining behavioural science and political campaign expertise to help organisations protect reputation, build stakeholder buy-in, change behaviour, and drive customer-centric innovation, serving Dutch government, healthcare, and corporate clients through bespoke engagements and proprietary methodologies.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Strategic Consultancy Services: The company provides bespoke consulting engagements covering behavioural research, strategy development, intervention design, and implementation support. Services include Behavioural Design Sprints, Ideation Sprints, coaching, in-company training, and long-term advisory relationships. Revenue is generated through project fees, retainer arrangements, and speaking/workshop engagements.
2. CrowdRock Platform Access: CrowdRock is described as a platform combining data science and behavioural science to help clients predict campaign and strategy success. This may represent a separate product line or premium service tier.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

SUE & The Alchemists is a Dutch strategic consultancy that helps organizations change the behaviour of target audiences, protect and build reputation, create societal support (draagvlak) for policies and transformations, and innovate around customers. Services are delivered through bespoke consulting engagements, Behavioural Design Sprints, Ideation Sprints, in-company training, coaching and long-term advisory relationships using the proprietary SATA (Behavioural Design) Method, supplemented by the CrowdRock data-and-behavioural-science testing platform.

Product overview

SUE & The Alchemists operates as a strategic consultancy specializing in behavioral psychology and brand/reputation management. Their portfolio consists of the CrowdRock platform (combining data science and behavioral science for predicting and influencing choices), supported by core service offerings including customer-oriented innovation, behavioral change interventions, reputation management, and stakeholder buy-in creation—all delivered through the proprietary SATA Method combining behavioral research with behavioral expertise. Additional offerings include the SUE Behavioural Design Academy (professional training), the 'Wat Gebeurt Er Eigenlijk In Je Hoofd' podcast hosted by founders, the Behavioural Design Fest annual event, and published works by founders including 'Gamechangers' and 'Het Spel van de Populist'.

Differentiator

Problem solved

Functional benefit

Brands

• CrowdRock: A platform where data science and behavioral science come together, helping clients gain control over their choices and increase the success of their strategy or campaign.

Products and services

• CrowdRock A platform combining data science and behavioural science that helps organizations predict success and make impactful decisions by discovering how to move target audiences in real-world contexts, rather than relying on stated preferences or expert intuition.
• Customer-oriented Innovation (Klantgericht Innoveren) Strategic customer journey transformation service that combines qualitative and quantitative psychological analyses of customer behaviour to develop winning customer strategies, reposition offerings and create narratives that resonate.
• Behavioural Change (Gedrag Veranderen) Behavioural design and intervention development service using evidence-based techniques such as nudging, framing and question substitution to stimulate desired behaviours among target audiences such as citizens, employees, customers or professional groups.
• Reputation Management (Reputatie Beschermen) Proactive and strategic reputation management service covering monitoring, crisis communication coaching, spokesperson coaching and the development of long-term reputation strategies for organizations facing reputational pressure or activist scrutiny.
• Creating Stakeholder Buy-in (Draagvlak Creëren) Stakeholder engagement service that uses framing strategies and campaigns designed around stakeholder values and motivations to build societal support (draagvlak) for policies, transformations or strategic decisions.
• SUE Behavioural Design Academy Professional training program in which participants learn the psychology of behavioural design and develop the skills to design targeted interventions for behaviour change within their own organizations.

Quantifiable outcome

• Hand washing among civil servants increased by 165% following behavioural interventions designed by SUE & The Alchemists

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• BEworks: Behavioural economics consulting firm helping organizations apply behavioural science to strategy, pricing, and policy. Direct competitor with similar B2B consulting model targeting enterprise clients.
• ideas42: Non-profit behavioural design consultancy using insights from behavioural science to design programs and policies. Direct competitor in the same niche of evidence-based behavioural interventions for social impact.
• Irrational Agency: Behavioural science and consumer psychology consultancy working at the intersection of marketing strategy and behavioural economics. Closely comparable to SATA's customer-innovation and framing offerings.
• The Behavioural Architects: Behavioural science consultancy focused on shopper, consumer, and citizen behaviour insights and intervention design. Overlaps directly with SATA's customer-oriented innovation and behavioural change services.
• Behavioral Insights Team (BIT): Global behavioural science consultancy applying nudges and behaviourally-informed design to government and enterprise problems. Closest direct peer to SATA's behavioural design and intervention testing work.

Regional players

• BVA Group: French-origin market research and consumer insights group with behavioural and brand offerings. Adjacent competitor serving European enterprise clients on insight-driven strategy and behaviour change.
• Reputations Group: Dutch-headquartered strategic communications and reputation management consultancy. Closest regional competitor for SATA's reputation protection and stakeholder buy-in services.

Broad incumbents

• McKinsey & Company: Global management consultancy with a Behavioural Science practice (BCG also has one). Competes for transformation, strategy, and customer-centric innovation mandates where behavioural framing is used.
• Kantar: Global market research and consumer insights giant with growing behavioural science practice. Competes with SATA on customer insight work but operates at vastly larger scale with broader portfolio.
• Nielsen: Global measurement and data analytics company with Nielsen Consumer Neuroscience offering behavioural and neuromarketing services. Broad incumbent serving overlapping enterprise clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCeLAhMTkuR8kpmUC6lvZz
• Facebookfacebook.com/SUEandtheAlchemists
• LinkedInlinkedin.com/company/sue-the-alchemists
• Instagraminstagram.com/wearesata

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SUE & The Alchemists