This research offers new insights into the options available to individuals as they navigate an increasingly complex vocational education and training (VET) system. It explores the extent to which the consumer model of training, aimed at increasing student choice, is changing the dynamics between prospective students and registered training organisations (RTOs). The focus here is on examples from Victoria, the first state to initiate market reforms, by means of the Victorian Training Guarantee. Importantly, this study directly represents the voice of students, asking how their choices were made as they navigated these new policy settings, and whether their choice, if one existed in the first place, was sufficiently ‘informed’. It explores the drivers influencing student behaviour and their impact on choice of provider and course in a competitive training market. The way in which choice is restricted by the training available locally and labour market needs is also considered. The student voice is contrasted with recent literature and data on measures of choice. Implications for policy and practice are explored, as are strategies for improving and broadening choice.