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  • James McQuivey, PhD

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As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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  • Report The CEO's Guide To The Future Of Work

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

    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...

  • Report The Future Of Work Starts Now

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

    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...

  • Webinar The Coronavirus And Consumer Sentiment

    How People Feel Will Affect Their Next Steps

    As the coronavirus spreads around the world, so do certain emotional responses that consumers have. At Forrester, we are carefully measuring how people go through various stages of understanding...

  • Webinar The Pandemic Employee Experience Journey: Best EX Practices

    Coronavirus disease 2019 (COVID-19) creates health challenges and business risks, all of which is important to focus on. But what is the effect on your employees, even if they aren't affected...

  • Report The Heated Streaming Wars Are About Relationships

    What Disney+ Teaches Marketers About Connecting With Customers
    January 31, 2020 | James 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...

  • Report Three Lessons On Video Streamers

    A Research Overview For The Video Streaming Market
    January 31, 2020 | James 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...

  • Report Predictions 2020: CMO

    CMOs Must Establish A Span Of Control Before Their Purpose And The CMO Title Itself Are Dissolved

    It's been 20 years since the digital era transformed the CMO role from a long-term brand-building growth captain to a quarter-disciplined and data-focused operator. This painful transition has...

  • Report Predictions 2020: The Customer In 2020

    Consumer Pressure To Put Idealistic Values Into Action Forces Brands To Evolve Their Purpose
    October 28, 2019 | James McQuivey, PhD, Anjali Lai

    CMOs have been racing to invent content and experiences that are novel, delightful, hyper-personalized, memorable (if not viral), and delivered at the perfect moment to consumers' ever-shrinking...

  • Report Improve Your Future Fitness Fast

    Boost Your Curiosity, Agility, And Risk For Rapid Fitness Gains
    October 16, 2019 | James McQuivey, PhD

    Forrester Future Fit is a simple tool for determining whether you get a high, medium, or low score for your fitness for adapting to the future. Behind the overall score lie nine attributes that...

  • Report Be Future Ready: Invest In Noncollege-Educated Workers

    Make Everyone Fit For The Future Of Work
    September 30, 2019 | James McQuivey, PhD

    Technology is changing the way we work; for some, it threatens their ability to work at all. There are 104.8 million workers in sectors that will lose more jobs than they will gain in the future...

  • Report Four Main Players Star In The Future Of Work

    The Multiplying Force Of Automation Can Make Them All Winners

    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...

  • Report The 2020 Leader

    You Can't Give What You Don't Have
    April 24, 2019 | James McQuivey, PhD

    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...

  • Webinar Are You Fit For The Future? You Can't Shape The Future With Tools You Don't Have

    April 23, 2019 | James McQuivey, PhD

    The future is coming, full of AI, robotics, and machine intelligence. Some are readier than others to partner with intelligent machines and shape our shared future, and they will have such a...

  • Report Introducing Forrester Future Fit

    Are You Fit Enough To Share In A World Of Intelligent Technologies?
    April 1, 2019 | James McQuivey, PhD

    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,...

  • Report Emotions Fuel Your Brand Energy

    Forrester's Framework For Building Brand
    November 19, 2018 | Dipanjan Chatterjee, James McQuivey, PhD, 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...

  • Report Predictions 2019: CMO

    Branding Brings Oomph To Differentiate CX

    Marketing needs a boost of energy, but it won't come from purely provocative ads or some cool new technology. In the age of the customer, the best source of energy for a brand is the customer. As...