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Eigenaren veranderden hun gedrag niet. Toen we ons richtten op gedragsbeïnvloeding, bleek dat argumenten alleen niet werkten. Bij BIG'R zocht ik verdieping. Deze opleiding bood precies wat ik nodig had: specifieke kennis die je niet met alleen boerenverstand krijgt. Het is de opleiding met de meeste diepgang.",[840,858,943,968],{"variation":321,"version":322,"items":841,"primary":842,"id":856,"slice_type":857,"slice_label":5},[],{"title":843,"image":853,"has_margin_bottom":330},[844],{"type":327,"text":845,"spans":846,"direction":175},"Alumnus Mark over de Postacademische opleiding tot Gedragsveranderaar: 'Specifieke kennis die je niet met alleen boerenverstand krijgt'",[847,850],{"start":848,"end":849,"type":174},70,82,{"start":851,"end":852,"type":174},83,89,{"dimensions":854,"alt":825,"copyright":5,"url":826,"id":827,"edit":855},{"width":824,"height":824},{"x":147,"y":147,"zoom":148,"background":149},"wide_hero$15efc970-3136-4598-aaad-c2c14c3c2ea0","wide_hero",{"variation":321,"version":322,"items":859,"primary":860,"id":942,"slice_type":344,"slice_label":5},[],{"scroll_id":5,"content":861,"has_margin_top":32,"has_margin_bottom":330},[862,867,871,874,877,880,883,886,889,892,895,898,901,904,907,910,913,916,919,922,925,928,931],{"type":188,"text":863,"spans":864,"direction":175},"We geven alumnus Mark Kooijman, werkzaam bij Behavioural Insights Group Rotterdam (BIG'R), het woord.",[865],{"start":147,"end":866,"type":239},101,{"type":868,"text":869,"spans":870,"direction":175},"heading4","Waarom ben je de opleiding tot gedragsveranderaar gaan volgen? ",[],{"type":188,"text":872,"spans":873,"direction":175},"Ik werk sinds 2017 voor de Behavioural Insights Group Rotterdam en al veel langer voor Bouw- en Woningtoezicht (BWT). Als beleidsmedewerker van Bouw- en Woningtoezicht (BWT) raakte ik geïnteresseerd in gedragsbeïnvloeding.",[],{"type":188,"text":875,"spans":876,"direction":175},"BWT ziet o.a. toe op de staat van onderhoud van woningen. Als een huiseigenaar zijn woning laat vervallen, kan de overheid (BWT) hem dwingen de woning op te knappen. Zo werkte BWT al jaren en jaren.",[],{"type":188,"text":878,"spans":879,"direction":175},"Zo’n tien jaar geleden realiseerden we ons dat ons effect op deze manier maar heel beperkt was. Want na zo’n afgedwongen opknapbeurt verviel het huis al snel weer. Het gedrag van de eigenaren was immers niet veranderd. Ze hielden het onderhoud nog steeds niet bij.",[],{"type":188,"text":881,"spans":882,"direction":175},"We besloten ons toen op het gedrag van de eigenaren te richten. Ik was nauw betrokken bij deze verandering en heel naïef dacht ik de eigenaren te kunnen overtuigen met een vriendelijke brief met de goede argumenten. Al snel bleek dit niet te werken. Op zijn best beaamde een eigenaar dat we gelijk hadden, maar deed hij verder niets.",[],{"type":188,"text":884,"spans":885,"direction":175},"Zo ben ik in gedragsbeïnvloeding geïnteresseerd geraakt: als argumenten niet werken, hoe kun je gedrag dan wel beïnvloeden? Ik volgde diverse opleidingen, zoals een masterclass bij het CCV, interne social marketingopleidingen, een cursus van Behavior Change Group, etc.",[],{"type":868,"text":887,"spans":888,"direction":175},"Wat was echt de doorslaggevende factor om de opleiding bij ons te volgen?",[],{"type":188,"text":890,"spans":891,"direction":175},"De verandering bij BWT stond niet op zich. Zonder dat we hierin erg hadden toen we begonnen -niet bewust tenminste-, bleek gedragsbeïnvloeding ineens ‘hot’ te zijn.",[],{"type":188,"text":893,"spans":894,"direction":175},"Zo kwam in Rotterdam ‘naleving’ in de plaats van ‘handhaving’ uit uitgangspunt voor beleid en uitvoering en werd begin 2017 de Behavioural Insights Group Rotterdam (BIG’R) opgericht. BIG’R is  een samenwerking tussen de gemeente Rotterdam en de Erasmus Universiteit. BIG’R onderzoekt hoe wetenschappelijke gedragsinzichten kunnen helpen bij de oplossing van lastige problemen van de gemeente. Bij BIG’R ben ik van begin af aan betrokken. Ik wist wel een en ander van ‘gedrag’ maar had behoefte aan meer verdieping.",[],{"type":188,"text":896,"spans":897,"direction":175},"Na afloop van een conferentie in 2017 sprak ik Ap Dijksterhuis. Hij vertelde me over de Postmaster die net gestart was. De masteropleiding aan de Radboud Universiteit kende ik, en ik was al langer op zoek naar een soortgelijke opleiding voor niet-psychologen. Ik heb me nog dezelfde avond aangemeld, geloof ik.",[],{"type":868,"text":899,"spans":900,"direction":175},"Had je vooraf twijfels over het volgen van de opleiding, zo ja: welke? Wat zorgde ervoor dat je toch de opleiding bent gaan volgen?",[],{"type":188,"text":902,"spans":903,"direction":175},"Nee, niet echt. Dit was de opleiding waarnaar ik op zoek was.",[],{"type":868,"text":905,"spans":906,"direction":175},"Met welke casus ben je aan de slag gegaan in de opleiding? Ben je hier na de opleiding verder mee aan de slag gegaan?",[],{"type":188,"text":908,"spans":909,"direction":175},"BIG’R was gevraagd advies te geven op het Communicatieplan Maatschappelijk Verantwoord Inkopen (MVI). Deze casus heb ik gebruikt in de opleiding.",[],{"type":188,"text":911,"spans":912,"direction":175},"MVI gaat om ‘duurzaam’, ‘circulair’ en ‘social return en arbeidsvoorwaarden’. Dit betekent dat bij inkoop door de gemeente met deze criteria rekening gehouden moet worden. ‘Minimale kwaliteit tegen de laagste prijs’ is niet langer leidend. Het communicatieplan moest dit duidelijk maken en de inkopers van de gemeente (en dat zijn er heel veel) aanzetten bij hun inkoop de nieuwe criteria toe te passen. Om hen hierbij te helpen was een ‘intaketeam’ opgezet.",[],{"type":188,"text":914,"spans":915,"direction":175},"Dit was niet een voor BIG’R typische casus: meestal gaat het om de directe beïnvloeding van het gedrag van burgers. Hierbij ging het om de beïnvloeding van collega’s via communicatie. Ook bleek de groep inkopers zo diffuus en groot dat het advies heel algemeen moest blijven. Eind 2018 is het advies afgerond.",[],{"type":188,"text":917,"spans":918,"direction":175},"Andere casussen waarmee ik in mijn werk bezig ben of ben geweest: toepassing gedragsinzichten op het ontwerp van de entree van een zwembad en de herontwikkeling van een openbaar vervoer knooppunt; laadpaalklevers (hoe elektrische rijders ertoe bewegen dat ze hun auto verplaatsen zodra de accu vol is); acceptatie door huurders van aanbod verhuurder om gasaansluiting te vervangen door warmtenet; opleiding ‘energiecoaches’, zodat ze gedragsinzichten toepassen wanneer zij bewoners aanzetten tot energiebesparing.",[],{"type":868,"text":920,"spans":921,"direction":175},"Waarin onderscheidt deze opleiding zich ten opzichte van andere opties/alternatieven?",[],{"type":188,"text":923,"spans":924,"direction":175},"Bij mijn weten is dit de opleiding die de meeste verdieping biedt.",[],{"type":868,"text":926,"spans":927,"direction":175},"Waarom zou iemand volgens jou deze opleiding moeten volgen?",[],{"type":188,"text":929,"spans":930,"direction":175},"Gedragsbeïnvloeding vraagt om specifieke kennis en vaardigheden. Met je boerenverstand of op basis van algemene ontwikkeling of een willekeurige opleiding kom je er niet. De postmaster biedt een goede basis voor je werk als gedragsveranderaar en je verdere ontwikkeling.",[],{"type":188,"text":932,"spans":933,"direction":175},"Meer weten over de Postacademische opleiding tot Gedragsveranderaar? 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Lees hoe hij nu effectief gedrag verandert.",{"dimensions":1070,"alt":825,"copyright":5,"url":1073,"id":827,"edit":1074},{"width":1071,"height":1072},2400,1260,"https://images.prismic.io/behavior-change-group/aDCUNCdWJ-7kSgJX_mark.jpeg?auto=format%2Ccompress&rect=0%2C96%2C500%2C263&w=2400&h=1260",{"x":147,"y":1075,"zoom":148,"background":149},96,[1077],{"tag":5},"2025-12-03",1783324926625]