Confirmatory Questions

Posted in Marketing and Strategy Terms, Total Reads: 1690

Definition: Confirmatory Questions

We use confirmatory questions to narrow down our options and to focus only on the optimal path. The answers to confirmatory questions should lead to resolution i.e. the right choice. Companies often use them to study customer satisfaction.

Confirmatory questions are used in secondary market research, focused group discussions, usability testing, etc. These come into play after a need for buying has been recognized.They evaluate a prior theory and are largely theory oriented. Some common confirmatory questions are ‘Is this the right choice?’, ‘What specific need will it satisfy?’ etc.


Eg – When a person is thirsty, he identifies a need to buy a product to quench his thirst. He now identifies the options that he has such as aerated drinks, fruit juices, water, etc. He now evaluates his options to come to a conclusion. He tries answering questions like ‘Will it quench my thirst?’, ‘What other benefits will it provide?’, etc. These are the confirmatory questions that he uses to narrow down his options and decide finally.


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