We begin by defining a specific topic — such as leadership — and then identifying real-life situations in which that cultural trait is expressed. Our focus is always on lived interaction rather than abstract theory, allowing us to reveal the patterns that guide behavior.

For example, we examine leadership as it appears in the working relationship between leaders and their teams in government, comparing the German Chancellor and cabinet with the U.S. President and cabinet; in military contexts, contrasting the Bundeswehr with the U.S. armed forces; in business, analyzing CEO–board dynamics in Germany and the United States; or in team sports, by juxtaposing coach–player dynamics across soccer, football, basketball, and baseball.

We apply the same disciplined, eight-step approach to every topic. For instance, here is how we would approach leadership in Germany.

Step One is to identify multiple primary cultural sources — situations, contexts, and examples — where the target behavior can be clearly observed. These sources must be both representative of the wider culture and rich in observable, analyzable evidence.

Step Two is to gather data from these sources, remove what is irrelevant, and organize the remainder for systematic analysis.

In Step Three, we analyze the selected material to find patterns that appear consistently across diverse contexts. These commonalities reveal the inner logic of how the culture operates.

Step Four is to describe these findings in precise, concise, and unambiguous language.

In Step Five, we illustrate each statement with examples drawn from multiple sectors — government, military, business, sports — to ensure both breadth and validity.

In Step Six, we validate our interpretations by seeking critique from members of the culture under study as well as from foreign professionals with relevant experience in that culture.

Step Seven is to refine our conclusions based on this feedback, ensuring they align with lived experience.

Finally, Step Eight is to re-search. We revisit topics regularly and update our analyses in pursuit of truth and the correction of untruths.

Each country-topic project is carried out by a purpose-built research team. Members have extensive international experience and hold at least a master’s degree, with many pursuing doctorates in fields such as the humanities, sciences, and law. They are either native to the culture being studied or possess significant lived experience within it.

All are coachable, meticulous, and committed to evidence‑based analysis. Every project is completed under the direct supervision of John Magee, ensuring both methodological consistency and intellectual rigor. Our researchers work on a contract basis.

This disciplined process ensures that our cultural analyses are representative, evidence-based, validated through multiple perspectives, and directly applicable to real-world multinational settings. It is the foundation of the trust our clients place in UC’s work.

Read about John Magee’s First Research Project.