The STAR Framework: Rewriting the Rules of Consumer Engagement

by David Chadderton

The STAR Rewriting the Rules of Consumer EngagementThe psychology-based system that replaces guesswork with human precision — and changes the game forever.

Forget everything they taught you.

Demographics are dead. Personalisation is broken. Funnels are a fantasy.
In a world drowning in data but starved of understanding, The STAR Framework offers something no other marketing book dares
A complete rewire of how brands connect, convert, and earn loyalty in the 21st century.

This isn’t a trend. It’s not a tactic. It’s a revolution in plain sight.

Built on the gold-standard Big Five personality model, STAR doesn’t just segment your audience — it gets inside their head.
It shows you the four mindsets that shape every decision your customers make — Socialiser, Thinker, Adventurer, Realist — and gives you the tools to speak their language with unshakable accuracy.

This book doesn’t help you keep up.
It helps you leave everyone else behind.

Inside, you’ll

Why campaigns fail not because of weak ideas, but because they speak to the wrong mindset

How to use IDEA to map the journeys your customers are actually on — and CARE to serve them like you know them personally

How brands like Apple, Spotify, Monzo, Duolingo and Patagonia are quietly deploying this mindset strategy to dominate markets

How to replace empty personas, broken segmentation and “spray and pray” tactics with something that actually works

Whether you’re building a brand, leading a team, launching a campaign or fixing what the last agency got wrong — The STAR Framework is your unfair advantage.

It’s not about marketing louder.
It’s about finally saying something that lands.

This is the book your strategy deck has been waiting for.
The one your CMO will pretend they discovered first.
And the one your competitors will read six months too late.

If you’re ready to stop guessing and start connecting — this is your moment.
Read it before everyone else does.

419 pages, Paperback

Published April 23, 2025

Reviews

[Katie Cosmo · Rating 5 out of 5]

A really insightful read, this book breaks down a concept of marketing to people rather than statistics, and explores the idea that two people of the same gender and age would not necessarily think the same when buying a product. That is just an example, the book of course dives deeper and looks at the STAR framework and how you can effectively apply this to marketing and design. A great, thorough read, I'll be looking out for more from this author :)

[Matthew Snowdon · Rating 5 out of 5]

The STAR Framework by David Chadderton is a must-read for anyone navigating the evolving world of consumer engagement. While the content itself is rich with innovative thinking and actionable strategies, it’s Chadderton’s writing style that truly elevates this book above the rest.

Chadderton has a rare ability to make complex concepts feel simple without ever dumbing them down. His prose is crisp, purposeful, and engaging—every chapter flows seamlessly, balancing sharp analysis with real-world examples that make the ideas immediately applicable. Whether you're a seasoned marketer or a newcomer to the field, you’ll appreciate how accessible and intelligent his voice is.

There’s no fluff here—just focused, thoughtful insights delivered with precision and a clear passion for the subject. Chadderton’s ability to communicate with such clarity makes The STAR Framework not just informative, but genuinely enjoyable to read.

If you're looking for a guide that’s as well-written as it is insightful, this book is it. Highly recommended.

[Constantinos Tassigiannis · Rating 5 out of 5]

What you know about marketing, creating personas, and targeting your audience is about to get turned upside down. I've always felt that the traditional approach was fundamentally flawed; grouping people by their birth year and then trying to market to everyone in that generation the same way. That's only gotten tougher with GDPR limiting the audience information available to you the last few years, leaving you with very little to work with.

The STAR Framework doesn't just redefine this outdated way of targeting audiences; it revolutionises it. The book dives deep with real-world examples, fantastic summaries, and actionable ways to put everything into practice. It has opened my eyes to new possibilities, fresh ideas, and an entirely different approach to marketing. I genuinely can't recommend it enough.

[Elaine Croker · Rating 5 out of 5]

I really enjoyed this book. It offers a refreshing take on moving beyond targeting people just based on demographics and actually understanding what drives their decisions. It was a real "of course" moment when he pointed out that just because two people share the same age, gender or have the same job title doesn’t mean they have the same interests or think the same way. The STAR framework was explained in a really practical, easy-to-apply way too. I’ve already bought Dear Algorithm, it's not me, it's you by the same author and I’m looking forward to reading that next. Definitely recommend this if you want insights you can actually put into practice in your marketing.

[Louise Cant · Rating 5 out of 5]

A must read for all Marketers- the marketing world has moved on and Star Marketing will get you on the right journey to connect with your customers‘Mindset’ . When you put Star Marketing into practice, you’ll achieve greater marketing results and you’ll know your customers a lot better than dated traditional demographics will ever give you.

[Khanika Raje · Rating 5 out of 5]

In The STAR Framework, David Chadderton introduces a refreshing and practical model for understanding different consumer personality types i.e. Socialiser, Thinker, Adventurer, and Realist and how brands can tailor their engagement strategies accordingly.
The STAR Framework is a valuable tool for anyone looking to build deeper, more effective connections with their audience.

[Libby Conroy · Rating 5 out of 5]

A great read for any creatives and marketers. With a deep dive into the STAR Framework, you'll learn how to apply it effectively to your everyday practice.