Mk 021

---
name: mk-021
description: "Interpreting high and low willingness-to-pay clues. Use when the task requires observable signals and questions to validate. Apply this method to the specified inputs and verify the deliverable"
---

# 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

1. 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
2. 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
3. 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
4. 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
5. 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