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

  • For CMO Professionals

    Report: Emotions Fuel Your Brand Energy

    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...

  • For CMO Professionals

    Report: The End Of Advertising As We Know It

    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 advertis...

  • For CMO Professionals

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

    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 Custome...

  • For CMO Professionals

    Report: Quick Take: Age Of The Customer Dynamics Upended The 2016 US Presidential Campaign

    While Forrester does not endorse any politician, we do offer advice to CMOs, CIOs, and other business leaders on how to respond to changing market and customer dynamics. The 2016 US presidential...

  • For CIOs

    Report: Quick Take: Age Of The Customer Dynamics Upended The 2016 US Presidential Campaign

    While Forrester does not endorse any politician, we do offer advice to CMOs, CIOs, and other business leaders on how to respond to changing market and customer dynamics. The 2016 US presidential...

  • For CMO Professionals

    Report: How Video Will Take Over The World

    TV is already the world's most powerful medium, yet it is about to evolve into a form that will be even more powerful, something Forrester calls OmniVideo. OmniVideo includes today's TV content ...

  • For CMO Professionals

    Report: The Disruptor's Handbook

    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;...

  • For CMO Professionals

    Report: The Future Of Apple Inc.

    Consumer product strategists frequently ask Forrester how Apple's product strategy will evolve: What will Apple's product portfolio look like five years from now, and how is Apple preparing for ...

  • For CMO Professionals

    Report: The End Of The Music Industry As We Know It

    The close of 2007 marked the end of a decade of decline for the music industry. Digital audio — first illegal and now legal — has permanently changed how people find, buy, and listen...

  • For CMO Professionals

    Report: What It Really Means To Watch TV Online

    The days of thinking of online video as mostly a YouTube phenomenon are officially over. Instead, the Internet-connected PC has become another TV set in people's lives, one that fulfills all the...

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