James L. McQuivey, Ph.D.

Vice President, Principal Analyst serving CMO PROFESSIONALS

James serves CMOs. He is the foremost analyst tracking and defining the power and impact of digital disruption on traditional businesses. His consumer models identify the ways consumers have embraced digital experiences and platforms, and his strategy models help companies prepare to serve those consumers. Though he applies this knowledge to a wide variety of industries, he spends the majority of his consulting time with consumer media and consumer electronics companies that are at the forefront of dealing with digital disruption.In February of 2013, James published his book "Digital Disruption: Unleashing the Next Wave of Innovation."

Previously at Forrester, James served as a vice president and research director, running Consumer Technographics® North America, Forrester's unparalleled consumer research effort. Before that, he was a senior analyst and founding member of the online retail strategies practice at Forrester. In addition to keynoting at industry events and Forrester Forums, James is routinely sought after for comment by such publications as The New York Times and The Wall Street Journal. He also appears frequently on NPR and CNBC.

Previous Work Experience

James comes to Forrester most recently after teaching marketing research and media management at Boston University's top-rated College of Communication. In addition, he has served as research director at WGBH in Boston and as a graduate fellow at Syracuse University.

Education

James earned his Ph.D. in mass communication research at Syracuse University. He also holds an MBA with an emphasis in marketing.

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69 results in Reports

  • James L. McQuivey, Ph.D.
  • For CMO Professionals

    Report:Brief: Amazon Prime Music Reveals A Warning To Other Product Categories

    Music Is Now A Feature, Not A Product

    In June 2014, Amazon.com announced the arrival of its Prime Music service. Just like with the company's Prime Instant Video service, the music service is free to Prime members who have already chosen...

    • Downloads: 39
  • For CMO Professionals

    Report:Brief: Google's Nest Buys Dropcam To Disrupt Digital Lifestyle

    CMOs' Strategies Must Tackle Environmental Scanning

    As June 2014 drew to a close, the tech press assembled in San Francisco to cover announcements from the annual Google I/O developer's conference. But the media mostly missed a significant...

    • Downloads: 52
  • For CMO Professionals

    Report:How To Ride The Rise And Fall Of Digital Devices

    The eReader Case Study Illustrates How The Next Wave Of Gadgets Will Play Out

    Our digital era has witnessed the ascent and decline of a stunning number of new devices: The PDA, the digital camera, and the dedicated MP3 player have all risen to prominence only to collapse into...

    • Downloads: 143
  • For CMO Professionals

    Report:Brief: The Future Of Voice Control Goes Far Beyond Dictation

    A Case Study In Digital Platform Power

    Digital platform providers Amazon.com, Apple, Facebook, Google, and Microsoft are competing fiercely to find the next big method to grab more minutes of attention. One of the most important tools in...

    • Downloads: 138
  • For CMO Professionals

    Report:The Clash Of The Digital Platforms

    Why 2014 Will See A Flood Of Innovation From Platform Players And How You Can Profit From It

    We're only a month into the year and already the digital platforms so necessary to digital disruption are either flexing their muscles or reporting they have the power to do so. Google acquired Nest...

    • Downloads: 399
  • For CMO Professionals

    Report:Start To Build Your Ultimate Customer Relationship

    Digital Platforms Pave The Way For Others To Build Powerful Lifestyle-Enhancing Relationships

    Thanks to digital disruption, consumers have fully embraced a world where they use digital enablers to connect with companies more deeply than ever before. Digital platform providers like Amazon.com,...

    • Downloads: 384
  • For CMO Professionals

    Report:Organizing For Digital Disruption: Where And How To Ignite The Disruption You Need

    Forrester's surveys make it clear that executives believe in digital disruption; a majority of them are excited to put into practice the foundational tenets on which digital disruption must be built:...

    • Downloads: 508
  • For CMO Professionals

    Report:The Fight To Control The TV Becomes A Platform War

    The fight to control the TV is a battle for the more than 114 million TV households that, until now, have been under the quiet control of cable and satellite providers and the broadcast and cable...

    • Downloads: 995
  • For Marketing Leadership Professionals

    Report:Segmenting Customers By Technology Preference

    Making Technographics® Segmentation Work

    Consumers today have the choice of purchasing products and services from multiple brands, channels, and retailers. For that reason, understanding the underlying motivations and drivers that influence...

    • Downloads: 902
  • For CMO Professionals

    Report:The Disruptor's Handbook

    How To Innovate Your Products Before Someone Else Does

    Digital disruption is about to tear down and rebuild every product in every industry. Thanks to digital platforms, your customers live in a world of heightened expectations and abundant options; they...

    • Downloads: 1493
  • For CMO Professionals

    Report:What Netflix Should Do Next

    And Why All Product Strategists Should Care

    Netflix has made good on a decade-long promise to become the preeminent digital video distribution company in the US. While some have been surprised by what seems like a sudden rush of success, we...

    • Downloads: 572
  • For CMO Professionals

    Report:Innovating The Adjacent Possible

    How To Generate The Next Big Product Idea That Will Transform Your Industry

    Most product strategists proceed in an entirely reasonable fashion: They set proximate goals and move toward them in a linear mode, tweaking a product or service to fulfill the well-understood goals...

    • Downloads: 953
  • For CMO Professionals

    Report:The Digital Media Product Innovation Imperative

    Identifying Organizational Priorities For Creating New Digital Media Experiences

    The media meltdown continues its slow burn across the media industries. Yet, enlivened by new devices like the iPad and audience enthusiasm for the content that new technologies have generated, many...

    • Downloads: 971
  • For CMO Professionals

    Report:Online Video On TV Leads To Cord-Cutting By 2012

    A noteworthy 24.8 million US homes have watched online video on a TV set, most of it put there by Netflix with the help of dozens of different devices. Online video delivered over the top is so...

    • Downloads: 1417
  • For CMO Professionals

    Report:People Pay For Content; They Just Don't Own It

    Why Control Of Digital Subscriptions Is The New Media Battleground

    Contrary to the assertions of popular writers or influential hand-wringers, people still pay for content, spending an average of $81 per month to get their favorite media products. But how they pay...

    • Downloads: 901
  • For CMO Professionals

    Report:The Three Most Important Consumer Products Of 2010

    Lessons You Should Learn From The Leaders Of The Past Year

    The past year has been an unusual one for the consumer tech industry. In an era when the staples of the industry — the TV set and the PC — were relatively mature and incapable of...

    • Downloads: 618
  • For CMO Professionals

    Report:Build A Digital Relationship With Your Customer

    Why The Most Solid Thing In Your Product Strategy Is Virtual

    All consumer product strategists should sit up and take notice: There's a critical lesson to learn from the most recent changes in the media industry. While most in the business have obsessed over...

    • Downloads: 1011
  • For CMO Professionals

    Report:eBook Buying Is About To Spiral Upward

    US eBook Forecast, 2010 To 2015

    Since Amazon.com introduced the Kindle eReader in 2007, all of the industry's attention has focused on the rapid adoption and proliferation of eReaders. However, the success of the devices has been...

    • Downloads: 1135
  • For CMO Professionals

    Report:How To Prepare For The Era Of Experience

    Why Companies Must Adopt A Total Product Experience Approach

    New consumer product interface technologies will land in homes late in 2010 that will forever change the way humans and machines interact. Implementing such tools as facial recognition, voice...

    • Downloads: 1152
  • For CMO Professionals

    Report:How To Make Connected TVs The Future Of TV

    US Connected TV Forecast, 2010 To 2015

    Connected TVs are all the rage. Every TV maker features connectivity in the top half of their lineup, and major retailers have committed to only sell connected TVs by as soon as 2011. Despite this...

    • Downloads: 1433
  • For CMO Professionals

    Report:3D TV Fails To Inspire Consumers In 2010

    Most People Are Happy To Wait To Upgrade To 3D TV

    At the opening of 2010, the world's largest TV manufacturers came to the Consumer Electronics Show (CES) full of heady promises about the future of 3D TV. Despite the success of 3D films at the box...

    • Downloads: 515
  • For CMO Professionals

    Report:How eReaders Will Fare In A Tablet PC World

    US eReader Forecast, 2010 To 2015

    eReaders face a formidable challenge from the rise of tablet PCs. The iPad is already desired by more people than any single eReader, something we expect to only increase with time. However, with...

    • Downloads: 999
  • For CMO Professionals

    Report:Why Google TV Is Bigger Than You Think

    How TV Will Finally Become Interactive, At Scale

    Google made significant noise when it recently announced Google TV, the search giant's most recent attempt to influence the future of the TV experience. The news itself was overly complex, and Google...

    • Downloads: 1541
  • For CMO Professionals

    Report:Mapping Product Features To Consumer Needs

    How To Conduct A Needs-Based Product Feature Assessment

    Advances in technology combined with market efficiencies are making it possible — even necessary — for products to include feature upon feature to stand out from the pack or attract savvy...

    • Downloads: 696
  • For CMO Professionals

    Report:Casual Video Piracy Kept At Bay For Now

    Video Strategists Can Forestall Casual Piracy With Convenience

    Online video piracy is still a minority behavior. Just 7% of US online adults regularly engage in peer-to-peer (P2P) file sharing, and less than half of them use it for video files. Meanwhile, casual...

    • Downloads: 203