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: Predictions 2018: The CMO Bar Rises With More Pressure For Growth

    Customer Obsession Disrupts Any Remaining CMO Complacency

    November 6, 2017 Keith Johnston, Dipanjan Chatterjee, James L. McQuivey, Drew Green

    Customer obsession is the foundation of organizational success in 2018. This sets the stage for CMOs to step up as a leader of growth or quietly cede influence to another C-suite member, such as a chief growth officer. With customers craving close connections, the data floodgates opening, and talent in constant short supply, CMOs will remodel their organizations and strategies to stimulate one thing in particular — growth.

  • For CMO Professionals

    REPORT: The CMO's Guide To Emotion

    Prepare Your Brand To Act On The New Science Of Emotion

    August 14, 2017James L. McQuivey

    Everybody knows emotion is important, marketers most of all. But most people's understanding of emotion is woefully outdated and inadequate. Consequently, most marketers use emotion as a blunt instrument for encouraging customer behavior or putting out customer experience fires. This report introduces CMOs to new findings in the science of emotion and explains how smart marketers will use emotion more purposefully, ultimately embedding specific target emotions in the customer's experience of the entire brand.

  • For CMO Professionals

    REPORT: Emotions Fuel Your Brand Energy

    Introducing Forrester's Brand Energy Framework

    June 27, 2017 Dipanjan Chatterjee, James L. McQuivey, Gina Fleming, Juan Salazar

    Consumers are changing, experiences are changing, and brands have to change with them. In this environment of upheaval, existing brand measures are useful but insufficient. 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 customer experience and brand must work together to build future-ready companies.

  • For CMO Professionals

    REPORT: The End Of Advertising As We Know It

    CMOs Should Shift Billions From Ad Interruptions To Branded Relationships

    May 2, 2017James L. McQuivey, Keith Johnston

    People love to hate advertising, yet this annoying feature of modern life has funded the global economy more effectively than any other source. But that's changing. Society doesn't need advertising like it used to. People have less time for interruption-driven media. At the same time, they are putting more trust in intelligent agents to guide their decisions. This report outlines how top CMOs will unravel the final threads of advertising as we know it, taking as much as $2.9 billion away from display advertising in the next year.

  • For CMO Professionals

    REPORT: Chevrolet CMO Tim Mahoney Foretells What CMOs Will Care About In 2017

    February 16, 2017James L. McQuivey

    For two days in November 2016, CMOs, CIOs, and other C-level executives from around the globe converged on Dana Point, California to participate in Forrester's invitation-only Age Of The Customer Executive Summit. Tim Mahoney joined us on stage to describe his energizing yet challenging situation as Chevrolet's CMO and General Motors' global marketing operations leader. His remarks, summarized and contextualized here, capture perfectly the issues we see CMOs facing as they enter 2017.

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