Decoding purchase intentions - Choice Framing removes the guesswork

5D has introduced a new marketing effectiveness model called Choice Framing, a framework designed to help marketers understand how and why consumers make purchasing decisions differently across categories.

The model shifts away from universal marketing theories and instead identifies how decision-making changes based on the category, whether it's a mortgage, mobile plan, or a box of cereal. It aims to provide precision for marketers navigating increasingly complex consumer landscapes.

“Every choice a person makes is a problem to be solved,” said Lyndall Spooner, Founder and Chief Executive Officer, 5D. “We don’t solve problems with a blank piece of paper. We start by framing the choice and understanding the nature of the problem.”

At the heart of the model are five heuristics: motivation (need vs want), length of commitment, personal ambition, personal identity, and principles alignment. These dimensions sit on a continuum between rational and emotional drivers, influencing whether a consumer’s decision process will be research-driven or convenience-led.

Spooner said: “This is the first framework that explains the choices people make before making a choice, and the extent to which personal identity, ambitions and principles drive purchase behaviours.”

According to 5D’s research, consumers in service-based categories like financial services and telecommunications tend to engage in deeply rational and comparative evaluation processes. Conversely, decisions in fast-moving consumer goods (FMCG) are often impulsive and guided by familiarity or convenience.

The model also accounts for “brand funnel disruption” caused by digital tools and AI. In high-commitment categories, technology is enabling more proactive consumer research and option exploration, challenging the linear paths predicted by older frameworks.

“While FMCG brands should concentrate on mental availability and purchase frequency, services companies need to model brand choice rates and build equity based on rational attributes directly linked to selection.” Spooner said.

Andrew Slot, 5D’s Melbourne Managing Director, warned against the use of standardised brand tracking across disparate categories. “The one-size-fits-all brand tracking and standard brand metrics are sabotaging growth. Even standardised brand tracking with AI integration is ineffective when it ignores category-specific buying behaviours.”

Slot said that Choice Framing provides a way to move from “spray-and-pray” to targeted, metrics-driven marketing that aligns with how customers actually make decisions—giving brands a chance to outperform competitors still relying on outdated models.

Founded in 2006, 5D is known for its work in brand strategy, marketing effectiveness, and experience design. The launch of Choice Framing reinforces its positioning as a leader in evidence-based marketing frameworks.

Top image: Lyndall Spooner & Andrew Slot

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