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  • James L. McQuivey

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  • For CMO Professionals

    Report

    Report The CMO's Guide To Emotion

    Prepare Your Brand To Act On The New Science Of Emotion
    August 14, 2017 | James 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 But most people's understanding of emotion is woefully outdated and inadequate.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...

  • For CMO Professionals

    Report

    Report Emotions Fuel Your Brand Energy

    Introducing Forrester's Brand Energy Framework

    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

    Report The End Of Advertising As We Know It

    CMOs Should Shift Billions From Ad Interruptions To Branded Relationships

    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...

  • For CMO Professionals

    Report

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

    February 16, 2017 | James 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...

  • For CMO Professionals

    Report

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

    November 9, 2016 | James L. McQuivey, Matthew Guarini

    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 CIO Professionals

    Report

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

    November 9, 2016 | Matthew Guarini, James L. McQuivey

    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 CIO Professionals

    Report

    Report Chart Your Course To Customer Obsession

    November 1, 2016 | James L. McQuivey

    Customer obsession requires harnessing every employee, every customer data point, and every policy in the organization. Eventually, companies will have to assess and address six key operational...

  • For CMO Professionals

    Report

    Report Chart Your Course To Customer Obsession

    November 1, 2016 | James L. McQuivey

    Customer obsession requires harnessing every employee, every customer data point, and every policy in the organization. Eventually, companies will have to assess and address six key operational...

  • For CMO Professionals

    Report

    Report Predictions 2017: The Post-Digital CMO Appears

    How CMOs Will Develop Their Brands, Practices, And Skill Sets Toward Customer Obsession Next Year

    The arrival of 2017 will bring with it a post-digital climate in which customers feel disenfranchised and more interested in product usage than in ownership. In response to these trends, we expect...

  • For Customer Experience Professionals

    Report

    Report Brief: What CX Pros Can Learn From Pokémon Go

    Anticipatory CX Meets Augmented Reality In This Worldwide Smash Hit
    October 17, 2016 | Ryan Hart, James L. McQuivey

    The Pokémon Go phenomenon has washed across the globe like a tsunami, and while the pace at which it is subsiding is as rapid as its inundation, it leaves valuable customer experience (CX) lessons...

  • For CMO Professionals

    Report

    Report Brief: Amazon Makes Digital Relationships Pay, And So Should You

    October 11, 2016 | James L. McQuivey

    To win in the age of the customer, companies build convenient, lifestyle-enhancing digital relationships that span multiple touchpoints, channels, and transactions. Amazon is one of the most...

  • For B2C Marketing Professionals

    Report

    Report The Future Of Messaging Apps

    With Bots And Intelligent Agents, New Conversation Interfaces Will Change Your Relationship With Customers

    With more than 3 billion consumers spending a lot of time and sharing emotions on messaging apps, brands are facing a whole new set of marketing opportunities and challenges. Messaging apps like...

  • For CMO Professionals

    Report

    Report Quick Take: Amazon Extends Its Lead By Taking Alexa Intelligent Agent Global

    September 14, 2016 | James L. McQuivey

    On September 14, 2016, Amazon announced the availability of Amazon Echo outside the US in its two largest European markets — the UK and Germany. At the same time, Amazon announced a new version of...

  • For Customer Experience Professionals

    Report

    Report The Dawn Of Anticipatory CX

    Anticipation Is The Missing Link In Staying Ahead Of Rising Expectations
    July 12, 2016 | Ryan Hart, James L. McQuivey

    Welcome to the dawn of anticipatory CX. Customer expectations are rising faster than companies can evolve their value propositions, creating unprecedented urgency among business leaders. Customer...

  • For CIO Professionals

    Report

    Report Leadership In The Age Of The Customer

    Customer-Obsessed Leaders Do Five Things Right
    April 26, 2016 | James L. McQuivey

    Five years into the age of the customer, power is shifting from organizations to customers exactly as we predicted, driving more digital disruption, encouraging more consumer hyperadoption, and...

  • For CMO Professionals

    Report

    Report Leadership In The Age Of The Customer

    Customer-Obsessed Leaders Do Five Things Right
    April 26, 2016 | James L. McQuivey

    Five years into the age of the customer, power is shifting from organizations to customers exactly as we predicted, driving more digital disruption, encouraging more consumer hyperadoption, and...

  • For CMO Professionals

    Report

    Report Brief: Digital Winners Know That More Is More

    Uber, Financial Services, And The End Of Zero-Sum Thinking
    April 19, 2016 | James L. McQuivey

    Uber is the most prominent proof that a new economic model has changed how businesses succeed. The model, based on positive-sum thinking, rejects the age-old assumption of scarcity. This brief...

  • For CMO Professionals

    Report

    Report What Comes After The Unicorn Carnage?

    Smart CMOs Will Exploit The Slowdown To Catch Up With And Serve Customers
    March 30, 2016 | Ted Schadler, James L. McQuivey

    By the end of 2015, investors had given 152 tech startups "unicorn" valuations of more than $1 billion. But now, valuations are deflating for many private and public tech companies. Is this 2000...

  • For CMO Professionals

    Report

    Report Brief: Measuring Hyperadoption

    Adoption Readiness Is Five Times Higher Today Than A Decade Ago
    February 17, 2016 | James L. McQuivey

    We live in an age of consumer hyperadoption, a period defined by the rapid and unprecedented uptake of new devices and experiences. To measure the rise of hyperadoption, Forrester examined its...

  • For CMO Professionals

    Report

    Report Automakers Achieve Brand Resonance Today But Face Digital Disruption Soon

    Technographics® TRUE Brand Compass: Automaker Brands
    January 7, 2016 | James L. McQuivey

    Disrupters like Tesla and Uber are plotting against traditional automakers. To ensure that they avoid becoming commodity hardware brands, automakers must build brands that drive brand resonance....

  • For CMO Professionals

    Report

    Report Predictions 2016: The New Benchmark For Brand Management

    How Smart CMOs Will Embrace The Rise Of Customer Experience
    November 2, 2015 | Sheryl Pattek, James L. McQuivey, Sarah Sikowitz

    Few companies recognize that managing your brand is all about managing your customers' experiences, but in 2016, smart CMOs will change that — reshaping their teams, delivering connected brand...

  • For CMO Professionals

    Report

    Report Young TV Cord-Nevers Have Arrived And Are Here To Stay

    Experiment On Them Now To Serve Them Later
    October 6, 2015 | James L. McQuivey

    TV is as beloved as ever, even as today's TV distribution model faces a gradually increasing threat. In particular, 2015 marks the year that digital cord-nevers — the generation of viewers who...

  • For CMO Professionals

    Report

    Report Brief: Amazon Dash Buttons Are The Best Bad Idea Of 2015

    September 14, 2015 | James L. McQuivey

    Amazon's instant-buy Dash Buttons are now officially available to all Amazon Prime members in the US. Each button automatically orders products from specific replenishable brands like Cottonelle,...

  • For CMO Professionals

    Report

    Report Quick Take: Apple TV Continues To Follow Rather Than Lead

    September 11, 2015 | James L. McQuivey

    Apple TV is now eight years old and has had multiple refreshes. With each, market followers wonder whether it's the moment that Apple will finally do to TV what it has done to music, mobile, and...

  • For CMO Professionals

    Report

    Report Brief: Digital Intermediaries Rewrite Rules Of Business Again

    August 18, 2015 | James L. McQuivey

    Hyperadoptive consumers are signing up with new digital intermediaries like Foursquare, Magic, and Uber in an effort to get more of what they want. It wasn't supposed to be this way. The original...

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