This research offers insights into the options available to individuals as they navigate the VET market. Importantly, this study directly represents the voice of students, asking how their choices were made and whether their choice was sufficiently ‘informed’. 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. The focus here is on examples from Victoria, the first state to initiate market reforms, by means of the Victorian Training Guarantee.