This article identifies characteristics of effective research done in cross-cultural environments; reviews the literature in the years following the publication of Oyserman, Coon, and Kemmelmeier's (2002) seminal article, challenging the basis for the description of cultures as individualistic or collectivistic; and summarizes major issues concerning research in a cross-cultural environment and outlines how cross-cultural research increases contextual understanding, shows sensitivity to language and culture, and takes a collaborative and flexible stance. How different research designs allow for greater inclusion of a variety of cultural perspectives and implications for practice are addressed.