Assessment is a major challenge and urgent imperative for academic libraries facing a pressing need to discover and use an expanded array of innovative data collection and analytical approaches. Many academic librarians are intrigued by qualitative techniques, yet lack of knowledge of possible applications and analytical tools, and perceptions of their subjective nature act as barriers to their use. This presentation explains the use of the focus group interview technique in academic libraries. It’s a great way to gather information about the nature of work done by librarians, for the evaluation of services and systems, for needs assessment and community analysis, and for identifying behaviors, i.e., how and why students and scholars get their information. Examples from research projects that utilize the focus group interview technique are the catalyst for discussing how to design a study, collect and analyze the data, and report the findings.