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 CMO Professionals

    REPORT: Four Main Players Star In The Future Of Work

    The Multiplying Force Of Automation Can Make Them All Winners

    May 14, 2019James L. McQuivey, J. P. Gownder

    Politicians, pundits, and prognosticators have pounced on the topic of the future of work, pondering who will win and who will lose. Job losses will reach 29% by 2030, and the creation of equivalent jobs will total only 13%. But job losses and gains aren't the most pertinent issues. With an approach that puts humanity at the center of the story, four key players — customers, employees, leaders, and robots themselves — can all emerge as winners. In this report, CMOs and execs learn how they play a role in helping humans flourish in the future landscape.

  • For CMO Professionals

    REPORT: The 2020 Leader

    You Can't Give What You Don't Have

    April 24, 2019James L. McQuivey

    Achieving customer obsession makes your company better in every way, but customer obsession doesn't happen on its own. It requires leadership that puts the customer at the center of your organization's strategy and operations. Are you that kind of leader? You can't give your organization, your customers, and your shareholders what you don't have. Read this report to determine what you do and don't have. Then, assemble your own personal board of directors to grill and guide you to improve what you have so that you can give more of it.

  • For CMO Professionals

    REPORT: Introducing Forrester Future Fit

    Are You Fit Enough To Share In A World Of Intelligent Technologies?

    April 1, 2019James L. McQuivey

    The future is coming, full of AI, robotics, and machine intelligence. Some people are readier than others to enter the bold new world of intelligent technologies that are shaping our shared future, and those people will have such a profound effect on how our future evolves that we had to find out who they are. Derived from a powerful survey based on 20 years of advanced consumer science, Forrester Future Fit can tell us who is "future fit" and who isn't -- yet. Execs: You need to know the fitness of yourself, your teams, and your customers and how to improve it. Read this report to know what it means to be future fit and what to do about it.

  • For CMO Professionals

    REPORT: Emotions Fuel Your Brand Energy

    Business Case: The Brand Experience Playbook

    November 19, 2018 Dipanjan Chatterjee, James L. McQuivey, Juan Salazar

    Consumers are changing, experiences are changing, and brands must change with them. Existing brand measures are useful but insufficient in this environment of upheaval. Forrester has applied its unique understanding of technology, consumer hyperadoption, and the most recent developments in the science of emotion to create the brand energy framework, a powerful approach to measuring the power of brands in a world where brand and customer experience must work together to build future-ready companies. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2C Marketing Professionals

    REPORT: The Metropolitan Indian Consumer Tech Stack

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

    November 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 how and why metropolitan Indian online adults adopt technology and how you can give these customers the technology-enabled, emotion-rich conversations they crave.

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