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

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  • For B2C Marketing Professionals

    REPORT: The Consumer Tech Stack

    Our 2018 US Benchmark Data Overview Reveals The Four Forces Of Adoption

    April 5, 2018James L. McQuivey, Gina Fleming

    Humans were born to embrace the technologies we track. Coming into 2018, Forrester surveyed 110,460 online adults in 20 countries to see how much people of every type embrace technology, why they use it, and what that will mean for your business. The data practically screams "Prepare for rich customer conversations!" Read this US-focused report not only to see the data but also to prepare to give your customers technology-enabled, emotion-rich conversations that help them get what they want, when they want it.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Amazon Invades Banking: Here's What You Should Do

    Banks Must Adapt To A Platform-Dominated World

    April 3, 2018 Oliwia Berdak, James L. McQuivey, Peter Wannemacher

    Amazon's power to disrupt is unprecedented: The company only needs to say it's thinking about offering a particular product or service, and existing market players start sweating. So when The Wall Street Journal recently reported that Amazon would start offering checking accounts, fears and wild predictions ran rampant through bank boardrooms. This report gives digital business strategy professionals at financial services firms advice on how to coexist with the most powerful customer relationship ecosphere ever built.

  • For CMO Professionals

    REPORT: Why The Home Depot Wins At Mobile Web

    March 5, 2018James L. McQuivey

    Most retailers embrace mobile, but currently many merely check the boxes on features and functionality. Few go to the next level, consciously constructing an experience that meets customers' explicit as well as implicit needs. The case of The Home Depot illustrates why paying extra attention to experience details makes all the difference. In this unique brief, Forrester presents a podcast-style interview with Prat Vemana, VP online at The Home Depot, offering senior executives a behind-the-scenes look at customer obsession from a proven leader.

  • For CMO Professionals

    REPORT: Amazon Will Own Your Customer In The Future

    February 8, 2018James L. McQuivey

    Amazon has built the most powerful customer relationship ever, carefully constructing an ecosphere around tens of millions of customers. With aggressive moves in 2017, including buying Whole Foods for $14 billion and quickly exploiting it to sell Amazon Echo devices, Amazon is a necessary partner for companies of all stripes. CMOs must learn from and even imitate Amazon where possible. But they must also stay tethered to their consumers as Amazon envelops their shared customers in a cozy cocoon that will influence their use of every possible service.

  • 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.

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