Mk 018

---
name: mk-018
description: "Grouping purchase motivations. Use when the task requires groups with different motivations for buying the same product. Apply this method to the specified inputs and verify the deliverable"
---

# MK-018 | Grouping purchase motivations

For a regular chat, upload `packs/mk-018.md`. It includes the shared rules, this method, and required references

## Purpose

This skill delivers: **Groups with different motivations for buying the same product**

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

1. A purchase motivation is a specific trigger; separate it from underlying values
2. For each Persona, first list specific situations explaining "Why buy now?", then classify them as functional, social, or emotional jobs using JTBD
3. Translate values × purchase motivations into creative language; do not merge every motivation into the same message

## 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-018-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-018-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