Brian McMahon is an internationally recognized expert in qualitative consumer research, with over two decades of experience leading global innovation, design strategy, and customer experience research across 50 countries. As the Founder of Segment International, he brings a unique interdisciplinary perspective—bridging design, engineering, marketing, and localization—to help the world’s leading brands deliver meaningful, culturally attuned experiences. 

Brian is the creator of the post-segmentation approach to cross-cultural design and communications research, a methodology that has informed global product and service strategies for clients including Apple, Disney, Microsoft, Amazon, Google, HBO, John Deere, Taco Bell, Facebook, and more. His expertise spans product and interface design, retail and service environments, consumer communications, and strategic innovation. 

Known for his leadership in complex, deadline-driven international initiatives, Brian has held executive roles on the supplier side, client side, in government, and with non-profits. He has also served on corporate Boards of Directors and in technology advisory roles, bringing strategic, financial, and risk management insight to organizations navigating transformation and growth. 

A proven business builder, Brian has founded two successful startups, led a new division launch, and executed two major organizational turnarounds. He is deeply experienced in global team leadership, remote operations, and mentoring self-sustaining customer-experience research teams for Fortune 500 firms. 

Brian holds an MSD in Industrial Design and an MBA, combining creative and analytical thinking to deliver high-impact results. He is a dual citizen of the U.S. and EU (Ireland), highly mobile, and fully equipped for remote global collaboration. 

When not at work, Brian can be found endlessly restoring his vintage competition sailboat at his art studio based near his home in Southern California.