This study explores institutions’ use of assessment data to address concerns about educational quality in research universities. As a starting point, this paper first analyses data use accounts from participating NSSE institutions, then uses interviews to explore the perspectives of leaders from research universities. Findings show that both NSSE participants and research institutions use institutional data for branding and competition as well as benchmarking with peers. Surveys and research data are also used for institutional assessment and improvement. Additionally, research universities take unique approaches to ensuring educational quality. First, research universities compare their data with data from equivalent institutions. Second, they triangulate data from different sources. Third, they also address problems and issues related to quality with a research approach, and they highlight the key role of faculty members in any practice.