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James L.  McQuivey, PhD

James L. McQuivey, PhD

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 PhD in mass communication research at Syracuse University. He also holds an MBA with an emphasis in marketing.

James L. McQuivey, PhD

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 PhD in mass communication research at Syracuse University. He also holds an MBA with an emphasis in marketing.

James L. McQuivey, PhD's Research

Most RecentMost Popular
  • For CMO Professionals

    REPORT: The CEO's Guide To The Future Of Work

    Build The Adaptive Workforce That Succeeds, Despite Changes To How Work Gets Done

    June 8, 2020James L. McQuivey, PhD, J. P. Gownder, David K. Johnson, Mark Brandau, Katy Tynan

    Most pronouncements about the future of work miss the mark because they fail to account for what executives like you can see clearly in the here and now: how the shocks already reverberating through your ecosystem of work will drive, shape, and shake your current workforce vision, strategy, and execution. While there is no one-size-fits-all solution, there are specific tools you can make better use of, starting today. Read this report to assess your vulnerabilities and your opportunities to determine the steps you can take to manage them.

  • For CMO Professionals

    REPORT: The Future Of Work Starts Now

    Four Shocks Will Sort Out The Winners From The Losers In The 2020s

    April 14, 2020James L. McQuivey, PhD, J. P. Gownder, David K. Johnson, Mark Brandau

    The "roaring 2020s" have started with a force: a pandemic that will propel us into the future of work faster than expected. Like its namesake decade from the 20th century, the 2020s will be full of challenges. But this time, many of the forces that determine who will win (or lose) are already visible — and just got fast-tracked. Systemic risk, robots, employee data, and employee power are already causing shocks to your system. Not everything you hear about the future of work matters, but these four things will, so take note and prepare to shock-proof your organization.

  • For CMO Professionals

    REPORT: The Heated Streaming Wars Are About Relationships

    What Disney+ Teaches Marketers About Connecting With Customers

    January 31, 2020James L. McQuivey, PhD

    The media business has always been the canary in the digital disruption coalmine, teaching everyone what's coming next. The latest battle for digital dominance among video streamers is no exception. Amid all the focus on the rise of Disney+ as a rival to Netflix, what most observers will miss is that this isn't just about the future of TV: It's about the future of digital relationships. Read this report to learn how to create new relationships, extend old ones, and inject new life into stale ones. We call the winners and losers and teach you how to be more like the former.

  • For CMO Professionals

    REPORT: Three Lessons On Video Streamers

    A Research Overview For The Video Streaming Market

    January 31, 2020James L. McQuivey, PhD

    Disney+'s arrival into the video streaming market shines a spotlight on this increasingly crowded space. While the success of Disney+, Netflix, and Amazon remains assured, other services will struggle. However, CMOs at many media firms should learn three more general lessons from our recent research on the challenges of the video streaming market.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Impact Of Emerging Technology In 2030 On mCommerce Experiences In Media

    December 4, 2019 Julie A. Ask, James L. McQuivey, PhD, Martin Gill

    More than a quarter of US online adults prefer to use their smartphones to purchase digital or downloadable products. Consumers already regularly spend money on digital media like videogames on their mobile devices. Emerging technology will continue to fundamentally change how consumers buy and consume media. The accompanying PDF provides a closer look at the impact that emerging technologies will have on the media industry in the next decade. This report is part of a series on mCommerce in 2030 across industries.

View all of James L. McQuivey, PhD's Research

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