MK-019 | Customer pain-point inventory
For a regular chat, upload packs/mk-019.md. It includes the shared rules, this method, and required references
Purpose
This skill delivers: A list of customer problems, their impacts, and evidence
Hypotheses are useful but do not establish demographics or market share; do not fabricate interview content or customer experiences
Required inputs
Provide: Product facts, existing customer data, surveys, or customer-service records
Method
- Use Problem and Implication in SPIN to organize the problems that block a Persona during comparison/decision-making and the consequences of leaving them unresolved
- Make pain points specific to a situation and comparison point; avoid generic lines such as "Modern life is stressful"
- Pain points are only part of a value proposition; connect them back to Need-Payoff and the product's actual Benefit
Calculations and interpretation
Treat customer roles and motivations as hypotheses initially; do not establish someone's actual identity from a single purchase behavior
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-019-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-019-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
