Segment International was launched in 2010 as the first client-designed research company.

Previously, I had enjoyed many years of experience working closely with senior research executives and product development managers from major brands across the globe.  Together, we imagined a different kind of research offering that would overcome current shortcomings: an offering that valued long-term relationships over transactional projects, delivered senior-led execution and analysis instead of inexperienced junior teams, achieved simple and easily understood outputs, and brought true international and cross-cultural understanding to project design and analysis.

One major desire among senior execs (at brands that eventually became our first two clients) was to escape from the industry focus on segmentation – the differences between markets – to seek unifying characteristics that would lead to truly global offerings. Segment was created to be a different kind of research company, designed to provide clarity and guidance in a post-segmentation world. Our name — and our logo depicting a whole orange — represents our philosophy: all the segments are put back together into a single offer.

Disney Parks & Resorts and Apple Inc. were our very first two Segment projects, and we remain deeply grateful to the many clients/friends there (you know who you are!) who gave us the chance to forge a new way forward.

- Brian McMahon, Founder