The purpose of this study was to examine changes that have taken place in centre-based early childhood education (ECE) in the USA, Russia, and Finland between 1991 and 2014. The cross-culturally conducted study aimed to identify and contrast socio-cultural differences and similarities of the perceived changes in the context of the studied societies. The country-wise qualitative data were acquired using focus group discussions targeted at childcare centre directors. The directors interpreted the quantitative results of quality assessments collected as part of the larger research project from each context under review. This process was called the "Reflective Emic Analysis", with an aim to enhance the cultural aspects of the data. The results suggest that the field of ECE has faced significant changes in each society. Country-specific sub-categories from each discussion were merged and four main themes common to all countries were formulated: (1) the changed role of parents as customers, (2) the change in external factors and regulations affecting the services, (3) the change in the pedagogic orientation, and (4) the changed role of the director.