The Choice Factory

The Choice Factory is a research-based framework that explains how consumers make decisions. It identifies key psychological factors and biases—such as social influence, emotions, and habits—that influence choices. By understanding these mechanisms, marketers and businesses can design strategies to better align their offerings with consumer behavior, ultimately encouraging preferred decisions. Essentially, it provides a structured way to analyze and predict why people choose certain products or services, helping companies create more effective marketing and customer experiences.