5D challenges ‘one-size-fits-all’ marketing with Choice Framing model

Strategic research consultancy 5D has launched Choice Framing, a framework designed to help marketers better understand how and why customers make decisions by category - and why universal theories of marketing effectiveness are failing.

Unlike standard models that assume purchase behaviour follows the same process regardless of category, Choice Framing argues that decisions are framed differently depending on the level of risk, emotional involvement and the heuristics people use to simplify choices.

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5D’s research identifies five key heuristics - motivation (need vs want), length of commitment, personal ambition, personal identity and principles alignment - which combine to drive either more rational, research-driven decision processes or more emotional, convenience-based behaviours.

“This is the first framework that explains the choices people make before making a choice,” said Lyndall Spooner, founder and CEO of 5D. “The question isn’t whether customer behaviour varies by category; it’s whether your marketing strategy is sophisticated enough to capitalise on these differences.” 

The findings suggest FMCG brands should prioritise mental availability and frequency, while service categories like finance and telco need to build rational equity and model brand choice rates. Luxury and identity-driven categories sit in between, requiring hybrid approaches.

Spooner said technology and AI are also reshaping decisions, with digital research creating “brand funnel disruption” in categories with longer-term commitments.

Andrew Slot, managing director of 5D Melbourne, said standardised brand tracking and metrics risk sabotaging growth. “Even brand tracking with AI integration is ineffective when it ignores category-specific buying behaviours. The one-size-fits-all approach forces identical thinking regardless of how customers actually behave.”

5D positions Choice Framing as a tool for marketers to focus on metrics that predict growth in their category, allocate resources more effectively, and move away from “spray-and-pray” marketing.