MK-021 | Interpreting high and low willingness-to-pay clues
For a regular chat, upload packs/mk-021.md. It includes the shared rules, this method, and required references
Purpose
This skill delivers: Observable signals and questions to validate
Hypotheses are useful but do not establish demographics or market share; do not fabricate interview content or customer experiences
Required inputs
Available raw records: accepted and rejected quotes, actual available alternatives, price and delivery terms, and customer wording
Method Steps
- Organize quotes, available alternatives, actual acceptance/rejection, and remarks under the same product, quantity, delivery, support, and payment terms. Separate transactions, stated survey intentions, and demographics
- Accepting a fulfillable quote supports willingness to pay at least that amount in that context, not an exact maximum. Rejection due to delivery or size does not establish low willingness to pay
- Actual choices under comparable terms provide price-range clues. Repeated buyers explicitly concerned about cumulative cost support a bundle or quantity test; infrequent urgent buyers asking for credibility need evidence before a price change
- Age, income, or membership alone supports a value hypothesis to investigate, not a high/low willingness classification. Request one complete accepted and rejected quote and diagnose the difference from their terms
- Withdraw a low-price preference if the higher-priced option was unavailable. Split contradictory choices by usage context rather than assigning a permanent personality
Calculation and Interpretation
For each case, deliver accepted/rejected price, conditions, observed trade-off, quote or evidence action, and the record that would overturn it. Prices from different offers do not isolate price effects
Check example (hypothetical): a customer rejects 1,200 and buys a 900 option. Inspection shows the former ships in three weeks and the latter arrives tomorrow. Reclassify as a delivery-priority clue, not a maximum willingness to pay of 900
Decision rules authored by ThinkWithBlack, 2026-10-14; original course sources remain below
Required output fields
| Order | Field | How to complete |
|---|---|---|
| 1 | Original answer and source | Use the supplied source, calculation, or explicit unknown |
| 2 | Accepted and rejected prices | Use the supplied source, calculation, or explicit unknown |
| 3 | Product, time and context conditions | Use the supplied source, calculation, or explicit unknown |
| 4 | Actual trade-offs and alternatives | Use the supplied source, calculation, or explicit unknown |
| 5 | Willingness-to-pay hypothesis | Use the supplied source, calculation, or explicit unknown |
| 6 | Action or evidence needed | Use the supplied source, calculation, or explicit unknown |
| 7 | Contradictions and revised judgment | Use the supplied source, calculation, or explicit unknown |
Verification cases
MK-021-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-021-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
