From Empathy to Action: VCS’ Workshop on People-First Business Strategies

 

Written by: Sophia Alcaraz

 

Most of the time, we don’t think about why we choose a product or brand but for MSMEs, understanding these choices can unlock smarter strategies. This was exactly what the Design Thinking workshop set out to explore

#TeamVCS’ CCO Amrei Dizon and ACD Kat Torrefranca, ready to share insights on human-centered marketing

On November 19 at Ardenhills Suites, Diliman, #TeamVCS had the honor of sharing our insights on more holistic marketing models at the Design Thinking workshop organized by the QC Small Business and Cooperatives Development Promotions Office (QCSBCDPO).

Chief Creative Officer Amrei Dizon and Associate Creative Director Kat Torrefranca walked participants through tools that make business decisions easier to navigate by grounding them in real customer experiences.


With MSMEs facing concerns like reduced foot traffic and fast-changing digital expectations, the workshop introduced Design Thinking as an accessible framework to understand customers better and respond with intention, regardless of business size or resources.

Honored to receive recognition from QCSBCDPO for our workshop on human-centered business strategies.

 

The Mindset Shift We Introduced

Our ACD, Kat Torrefranca presents the power of empathy in driving better business decisions.

Design Thinking begins with the understanding that business challenges are rooted in human behavior. Instead of assuming what people want, it encourages entrepreneurs to listen closely, observe patterns, and define problems from the customer’s point of view. 

We walked participants through the five stages (Empathize, Define, Ideate, Prototype, and Test) and showed how each step can help clarify decisions and reduce guesswork. 

At VCS, we use our Creative By Design framework to keep projects focused, structured, and aligned with brand logic. This same approach guided the workshop activities, emphasizing collaboration, clarity, and designing solutions informed by customers rather than assumptions.

Our CCO, Amrei Dizon, walking participants through the 5 stages of Design Thinking.

 

How Participants Applied the Framework

Teams diving into ideation and creative problem-solving.

Attendees teamed up to ideate, create a prototype, and present their solutions, giving everyone the chance to explore new strategies for their businesses in real time.

One group developed a bundle-and-promo system aimed at helping customers save while allowing the business to manage excess inventory more efficiently. To explain their idea, they staged a short skit where each team member played a customer sharing their needs—a simple but effective way of showing how their solution took shape.

Group showcasing their breakthrough idea.

Other groups uncovered similarly thoughtful insights. One team working with a burger restaurant explored how a healthier variant could expand their reach to older customers without changing the brand’s identity. Another team, assigned to a low-calorie dessert business, suggested sampler boxes so customers could try different flavors without overspending or compromising dietary goals.

Despite coming from different industries and running very different kinds of businesses, the groups showed how the same methodology can lead to clear, grounded solutions based on what customers actually value.

 

How These Insights Translate to Daily Business Decisions

Sharing insights on human-centered marketing and why empathy drives better business decisions.

When businesses take time to understand real customer needs, it leads to clearer product improvements, more relevant services, and stronger customer loyalty. These were exactly the kinds of outcomes explored during the workshop, as groups walked us through the customer-centered concepts they created.

Groups walking us through the customer-centered concepts they created.

This is why empathy-based frameworks matter for MSMEs. They help entrepreneurs make thoughtful adjustments without needing massive budgets or advanced tools. They also encourage owners to stay connected with the people they serve—a quality that often shapes loyalty and repeat business.


Supporting MSME growth has always been central to our work at VCS. Starting as a small agency ourselves, we know what it’s like to juggle limited resources while trying to build something meaningful. This is why sessions like this matter: they create spaces for learning, shared insight, and peer support.

Celebrating a day of learning, ideas, and solving problems with compassion.

Being in the room offered a clear view of how varied and dedicated the participants were—from food entrepreneurs to service providers, each navigating challenges unique to their business. Yet they all arrived with a shared intention: to understand their customers better and refine the way they work.

Their willingness to learn from one another and build on each other’s ideas made the workshop especially meaningful. It showed how growth often comes from collaboration and open exchange, not just individual effort.

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Vitalstrats Creative Solutions (VCS) is a creative agency based in Quezon City, Philippines. VCS specializes in content marketing, advertising, and video production. We use strategic creativity to help our clients grow their brands.

 
 
Sophia Alcaraz