This qualitative research study explored current reference models in academic libraries to determine what’s working well and what isn’t. Researchers conducted semi-structured interviews with 15 participants overseeing reference services at large, land-grant universities. The findings suggest that there is still perceived value in point-of-need, face-to-face research assistance provided by a librarian or professional staff member at a designated location, although most participating libraries are using a combination of approaches rather than relying solely on this traditional model. The data indicate that there is no one-size-fits-all solution; rather, solutions are context-dependent and develop through incremental changes, often in response to internal and/or external pressures.