The Hidden Disconnect: Why IT Staff Miss the Mark with Audio-Video Solutions
In the world of AV and IT consulting, I’ve noticed a recurring issue: IT professionals specifying equipment based solely on technical specs rather than truly understanding how end users need to use the technology. This disconnect between technical precision and user needs leads to solutions that often look great on paper but fall short in practice.
The Root Problem: Under-Diagnosing the Use Case
Imagine going to a doctor who prescribes medication without asking what’s really bothering you. They glance at your chart, note a few vital signs, and hand you a prescription. That’s how many IT staff approach AV installations—they focus on the numbers and specifications but rarely dig deeper into the symptoms the users are experiencing.
A projector with great brightness, top-tier microphones, and crystal-clear displays may all seem like the right choices based on specs. But unless you understand the context—how meetings are conducted, what types of content are typically shared, and how users interact with the technology—you’re likely to miss key insights that could lead to better decisions. Without truly diagnosing the need, you risk under or over prescribing, leaving end users frustrated and technology underutilized.
Sitting in the Seats of End Users
The best consultants don’t just ask about needs—they observe. There’s immense value in sitting through a few meetings in the room you’re designing for, watching how the technology is used (or misused), and asking probing questions. What’s causing frustration? Where do delays occur? Is the tech enhancing collaboration or creating barriers?
In many cases, the root of the problem lies not in the specs but in the user experience. Perhaps the AV system takes too long to set up, interrupting the flow of meetings. Maybe the microphones pick up too much ambient noise, or the displays don’t align with the sightlines of participants. These are insights you can’t glean from spec sheets alone.
Spec Sheets Can’t Tell the Full Story
There’s a certain comfort in focusing on technical specs—they’re concrete, measurable, and give a sense of control. But when those specs drive decisions without considering the practical realities of the space and user behaviors, they can do more harm than good.
For instance, a system with high-end audio equipment might seem ideal for a large conference room. However, if the room is primarily used for quick, impromptu meetings, the setup may be overly complex and intimidating for casual users, leading to a tech-averse culture.
By engaging in conversations with end users and observing how they interact with the environment, you’re not just specifying equipment—you’re solving problems. You’re ensuring that every dollar spent on technology actually delivers value in terms of productivity, ease of use, and satisfaction.
The Takeaway: Technology as a Tool, Not an Obstacle
For IT staff and AV consultants, the goal should always be to enhance the end user’s experience, not complicate it. And that requires a shift in thinking—from merely meeting technical requirements to truly understanding and addressing the goals of those who will be using the technology.
To those specifying AV systems: I challenge you to go beyond the spec sheets. Walk in the shoes of the end users. Understand their goals and the context in which they operate. Remember, under-diagnosing the need is akin to mis-prescribing the solution. Your role isn’t just to deliver the best equipment—it’s to deliver the right solution that empowers users to be more effective in their work. That starts with asking better questions and taking the time to truly see the space as they do.