James L.  McQuivey

James L. McQuivey

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. He applies this knowledge to a wide variety of industries, from consumer media to consumer technology, from financial services to retail and consumer products. In February 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. 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 M.B.A. with an emphasis in marketing.

James L. McQuivey

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. He applies this knowledge to a wide variety of industries, from consumer media to consumer technology, from financial services to retail and consumer products. In February 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. 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 M.B.A. with an emphasis in marketing.

James L. McQuivey's Research

Most RecentMost Popular
  • For B2C Marketing Professionals

    REPORT: The Metropolitan Chinese Consumer Tech Stack

    Our 2018 Chinese Benchmark Data Overview Shows The Four Forces Of Adoption

    October 11, 2018James L. McQuivey, Reineke Reitsma

    Humans were born to embrace today's technologies. In 2018, Forrester has surveyed 110,460 online adults in 20 countries to see how people embrace technology, why they use it, and what that will mean for your business. Read this report to understand how and why metropolitan Chinese online adults adopt technology and how you can give these customers the technology-enabled, emotion-rich conversations they crave.

  • For B2C Marketing Professionals

    REPORT: The Australian Consumer Tech Stack

    Our 2018 Australian Benchmark Data Overview Shows The Four Forces Of Adoption

    October 9, 2018James L. McQuivey, Reineke Reitsma

    Humans were born to embrace today's technologies. In 2018, Forrester has surveyed 110,460 online adults in 20 countries to see how people embrace technology, why they use it, and what that will mean for your business. Read this report to understand why Australians adopt technology and how you can give your Australian customers the technology-enabled, emotion-rich conversations they crave.

  • For CMO Professionals

    REPORT: Nike Makes No Sacrifices

    A Consumer Energy Index Analysis

    September 21, 2018James L. McQuivey, Anjali Lai

    Nike unveiled its 30th anniversary "Just do It" ad campaign featuring its long-sponsored and controversial athlete Colin Kaepernick. Putting aside photos of disgruntled consumers setting Nike shoes on fire, we used Forrester's Consumer Energy Index to measure how well Nike attuned itself to the sentiments of its key customers and how that will stimulate their perceptions and behavior in the future. This makes it clear that Nike did the right thing for its customers and its brand. CMOs: Read this report to learn how to appeal with the right energy to the right customers.

  • For B2C Marketing Professionals

    REPORT: The European Consumer Tech Stack

    Our 2018 European Benchmark Data Overview Shows The Four Forces Of Adoption

    August 23, 2018James L. McQuivey, Reineke Reitsma

    Humans were born to embrace today's technologies. In 2018, Forrester has surveyed 110,460 online adults in 20 countries to see how people embrace technology, why they use it, and what that will mean for your business. Read this report to understand why Europeans adopt technology and how you can give your European customers the technology-enabled, emotion-rich conversations they crave.

  • For CMO Professionals

    REPORT: What To Learn From Apple's Coming Brawl With Amazon

    August 1, 2018James L. McQuivey

    Apple is the iconic brand of this century; soon, it will become the first trillion-dollar company. However, Apple is letting Amazon gradually take over its dominant role by focusing on its elegant, profitable products rather than building the entangled digital customer relationships that will define the future of marketing. CMOs: Learn from Apple's predicament because your brands also run the risk of becoming supporting players in Amazon's customer relationship. Read this report to learn how to compete with Amazon for your customer's attention.

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