This paper investigates heterogeneity of preferences for disability services within the theoretical framework of consumption values. We conducted interviews with people with a disability and disability service providers to develop survey items, then conducted a survey with 2000 adult Australian residents who either had a disability or were carers of a person with a disability. After conducting descriptive analyses and data-driven market segmentation, findings revealed that, at the aggregate level, basic or functional benefits of disability services are most important. However, when accounting for heterogeneity, very distinct benefit patterns emerge, pointing to the substantial potential for improving disability services by catering to distinct market segment needs. These insights have the potential to improve disability service provision, thus maximally harvesting the opportunities from disability service models that now often include commercial providers, and enabling people with disabilities to make optimal choices in relation to both services and providers.