It’s FINALLY time to unpack the results of our November Temperature Check. This survey focused on the role of audio quality in creating impactful experiences, the challenges faced in audio solution design, and the growing influence of immersive audio formats like Dolby Atmos. Let’s explore what the experts had to say — this one’s long overdue!

Survey results revealed that 52.9% of respondents rated audio quality as “extremely important.” But why is audio quality such a critical component in creating impactful experiences?

Mark Coxon, director of strategy and markets at XTG, AVI-SPL, explained that “for those that can hear, high-quality audio increases immersion and novelty, making experiences more memorable. It also boosts speech intelligibility, ensuring messages are understood, which can create a greater call to action,” he said.

He shared an example from Artè in Las Vegas, where high-quality audio was used to complement the visuals of infinite waterfalls. “We were careful not to overactivate the highly reflective space while adding a low-frequency rumble that mimics the feeling of a real waterfall,” he said.

Eric Horstmann, regional business development manager at Genelec, highlighted how clean, intelligible audio encourages both customer engagement and employee productivity. “Poor-quality audio can stifle conversations and social interactions, but clients are increasingly understanding its value.”

When asked about the challenges faced during audio integration, respondents listed room acoustics, architectural constraints, and undertrained staff as some of the most relevant ones.

“Space design, sound transfer, and reflectivity are critical factors,” Coxon said. “The only way to mitigate these challenges is by collaborating with the venue design team early in the process, as the laws of physics won’t change based on aesthetics.”

John Van Stipdonk, branch sales engineer at AVI Systems, believes that working with inexperienced staff is the hardest part. “The issue is designing complicated systems for users who may not have the necessary training,” he said.

Horstmann talked about the value of networked audio systems in overcoming budget constraints and installation challenges. “With Smart IP speakers, installation time can be halved, and the reduction in cabling costs is significant. These systems are also easily optimized for the acoustics of a space, even when audio is spec’d late in the process,” he said.

A third of survey respondents — 33.1% — preferred Dolby Atmos for immersive experiences, citing its ability to enhance spatial audio with multiple subwoofers and presence speakers. But how do experts determine the most suitable audio format for a project?

“Atmos is popular because it’s a familiar platform that many sound processors can decode by default,” said Coxon. “For bespoke experiences, customized formats may offer better results by using psychoacoustics to create the impression of sound coming from areas without speakers.”

Van Stipdonk brought up the importance of aligning audio formats with a client’s content and pre-established standards. Horstmann, on the other hand, praised Dolby Atmos and predicted a broader adoption of immersive soundscapes in AV projects. “The public is increasingly familiar with Atmos thanks to platforms like Netflix and Apple Music. This exposure will propel it further in the AV industry,” he said.”The genie is out of the bottle now.”

From leveraging networked audio systems to ensuring early involvement in project design, professionals are finding innovative ways to overcome challenges and deliver high-quality experiences.