MK-017 | Interpreting customers' core values
For a regular chat, upload packs/mk-017.md. It includes the shared rules, this method, and required references
Purpose
This skill delivers: What customers value and the original evidence for it
Hypotheses are useful but do not establish demographics or market share; do not fabricate interview content or customer experiences
Required inputs
Available raw records: actual choices and remarks, feasible alternatives, prices, delivery, quality, and availability at the time
Method Steps
- Preserve feasible alternatives, prices, delivery, quality, availability, actual choices, and remarks. First exclude unavailable options or those failing necessary conditions
- A choice supports a contextual value priority only when feasible alternatives involve a real trade-off. Buying a cheaper item when the premium one is unavailable does not establish price priority; paying more to meet a deadline may support timing priority
- When stated preference and behavior differ, inspect constraints rather than alleging dishonesty or inferring personality. Different tasks with different trade-offs remain separate conditions
- Translate supported trade-offs into observable signals and messaging, such as prioritizing delivery evidence when people ask about dates and pay more under comparable terms. Demographics alone leave a hypothesis; request one complete choice record
- Withdraw the value inference if no alternative was actually available or someone else made the decision. Opposite choices narrow the applicable context rather than changing a permanent personality label
Calculation and Interpretation
Deliver options/constraints, observed trade-off, supported contextual value, matching message, and a potentially contradicting record. Do not score values from income or age
Check example (hypothetical): choosing next-day delivery at 1,500 over five-day delivery at 1,200 supports timing priority for that purchase. Records showing both were next-day and the cheaper item was unavailable withdraw the timing inference from price
Decision rules authored by ThinkWithBlack, 2026-10-14; original course sources remain below
Required output fields
| Order | Field | How to complete |
|---|---|---|
| 1 | Hypothesized group | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 2 | Buying/using role | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 3 | Trigger situation | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 4 | Tasks and concerns | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 5 | Supporting clues | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 6 | Counterexamples | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 7 | Items to validate | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 8 | Suitable message | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
Verification cases
MK-017-C05 | An order contains maternity and baby products
Expected: Do not immediately identify the buyer as a mother; separate the buying and using roles
MK-017-C06 | Different clues support two situations
Expected: Keep both candidates and request the data that would distinguish them
Method sources
Source file: 行銷策略實戰學程Day1-小眾就是大眾 × 精準 Persona × 數位資產
Location: Persona
Source basis: extracted from course materials
Source URL: https://docs.google.com/presentation/d/11Jecvwonn6oA3y3zexPkNOv0iAJuL_7uqERiSNexjjw/edit
English translation of source excerpt:
Niches form the mass market × precise Personas × digital assets
