This paper seeks to analyze the male consumer viewpoint on primary healthcare services. The core objective is to find potential elements to underpin qualitative indicators of male user satisfaction. A qualitative approach involving semi-structured interviews with users was adopted, as well as studying medical records and ethnographic observation of three services in the municipality of Rio de Janeiro. The analysis was based on the method of interpretation of meanings, applying hermeneutic and dialectic principles. In general, users point to criteria to evaluate services positively, taking humanized care as a benchmark, based on communication and ability to offer swift care. The conclusion was that user recommendations involve demands primarily relating to failings in services to provide care specifically geared towards men.