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How Video Surveys Could Help Apple Solve Remote Work

Posted 20 Jul 2021

Chad Reynolds

Every company is going through changes right now. We are breaking into the third quarter of 2021 and everyone is looking to innovate how their companies can move forward sustainably.

From how we work to the technology we use, the pandemic accelerated many of the trends shaping the business landscape and required many businesses to employ a company makeover—sometimes overnight.

The most valuable thing any company needs in the face of sweeping changes is continuous feedback loops that help navigate through the grey areas. Without it, sentiment shifts into the negative, turnover increases, and even though a business might be doing well, the framework that sustains it is in jeopardy.

Apple’s Strategic Shift

One powerful example? Apple’s recent shift in their remote work policy. Apple recently announced their plan to shift employees from the work-from-home model 2020 necessitated back to an office-focused model. In an internal memo, CEO Tim Cook outlined that this fall, most employees will be allowed to work from home two days a week and are expected in the office three days a week.

The interoffice message was instantly met with a severe, company-wide backlash of negative feedback. 

Employees Request a Company-wide Survey

While some companies have shifted to full remote models and flexible models, Apple’s team members didn’t hesitate to call them out for the shift. Citing concern over multiple employees already voluntarily leaving the company after the announcement, Apple team members responded to the announcement with a letter posted to an office Slack channel.

They called out a distinct divide between the way the executive team thinks about flexible work locations and what Apple employees really need. The biggest thing they requested in their response? A company-wide survey that would allow team members to actually pinpoint what they need.  

The Answer

At Vurvey, we’re on a mission to make feedback more human and we feel that starts with helping businesses be more human too. 

A decision like coming back to the office right now—even and especially at a large company like Apple—is complicated and requires vision on both sides of the fence to understand everything at play. This is near impossible from traditional surveys that collect hard data. Surveys lack the ability to meaningfully communicate soft data that typically drives people’s emotions and behavior. This is where Vurvey closes the gap. 


We identify greatly with the employees at Apple, especially as these shifts impact companies of all sizes. So, rather than just make empty suggestions, we took it one step further and created a Remote Work Vurvey that Apple can use today to gather real human feedback from their 150,000 employees worldwide about the changes the company faces in the last half of 2021.

Filled with video and multiple-choice questions, this would provide Apple with both qualitative and quantitative data to use in making their decision around remote work.


Are you asking the right question?

Every person has been affected differently by the pandemic. While surveys take their best shot at asking the right questions, they assume these are the topics that most people are thinking about – i.e. going into the office vs. working from home. Using multiple-choice + video questions, employees can express themselves through data (i.e. 89% of employees want X), as well as through video to share details to correct the question or really express what they are really thinking. This provides additional context into how employees might frame the problem, and in some cases, ask a completely different set of questions.


Are you actively listening?

So many important things in life go unsaid. Vurvey utilizes the power of video to say the important things and get them into the open. That’s where breakthrough happens and it’s powerful for any company, even Apple.

Vurvey makes feedback more human, and your employees want to be heard.

Chad Reynolds

About the author

Chad Reynolds is the Founder & CEO of Vurvey, an innovative co-creation platform that empowers companies to partner with consumers to build, test, and launch winning products. Chad is a serial tech entrepreneur, often speaking at industry events about human-centered design, co-creation, and disruptive innovation, as well as serving as a mentor and board member for high-growth start-ups.

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