Many students, instructors, and librarians alike have long enjoyed the convenience and efficiency of chat reference. But are chat reference users getting the short end of the stick when it comes to quality? Librarians often rely on usage statistics and anecdotal evidence as assessment tools, but what happens when years of chat reference transcripts are examined, evaluated, and coded? Do our aspirations for and perceptions of the service we provide match reality? Learn about the advantages and challenges of utilizing qualitative data analysis techniques to assess and improve your library chat service.