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Disconfirmation model (market research)
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Disconfirmation model (market research)
Positive disconfirmation: Performance exceeds expectations → customer is satisfied or delighted.
Zero disconfirmation: Performance meets expectations → customer is neutral or moderately satisfied.
Negative disconfirmation: Performance falls short of expectations → customer is dissatisfied.
Uses in market research:
Evaluating product launches or service delivery against customer expectations.
Understanding the drivers of satisfaction and dissatisfaction.
Informing service improvement and customer experience strategies.
Comparing different customer segments based on expectation-performance gaps.
DJS Research uses the disconfirmation model to analyse satisfaction in detail, helping clients identify where expectations are not being met and where there are opportunities to exceed customer expectations. This model is particularly useful for tracking satisfaction over time and linking it to business outcomes like loyalty, advocacy, and repeat purchase.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.
From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.
Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us
Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.
Contact us 
