James L. McQuivey

Vice President, Principal Analyst

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The Day Of The Machine Is Here: Are We Human Enough To Seize It?

James L. McQuivey October 5, 2018

You’re an executive, an employer, or maybe an up-and-comer in your organization, but either way, you have surveyed the moment and you know that big things are poised to happen. Unlike the big things of the past — the internet or mobile — the change won’t be the result of consumers embracing a shiny new object or buying into a […]

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The Day Of The Machine Is Here: Are We Human Enough To Seize It?

James L. McQuivey September 27, 2018

You’re an executive, an employer, or maybe an up-and-comer in your organization, but either way, you have surveyed the moment and you know that big things are poised to happen. Unlike the big things of the past — the internet or mobile — the change won’t be the result of consumers embracing a shiny new object or […]

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Digital Media Startup Success Plan: A Conversation With Annafi Wahed

James L. McQuivey September 25, 2018

Forrester isn’t a political organization, and we don’t cover political news, but it would be silly not to acknowledge the fact that today’s turbulent political environment affects us and our clients. It does, and it will continue to in ways that Forrester weighs in on when necessary. You may have recently seen our coverage of […]

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Nike Scores A Customer-Values Touchdown

James L. McQuivey September 21, 2018

Unless you were on the Appalachian Trail for a few weeks, you know what I’m talking about. I’ll start with this paragraph from our newly published analysis of Nike’s “Just Do It” campaign featuring Colin Kaepernick, called “Nike Makes No Sacrifices“: Judging Nike’s decision is difficult because there’s so much conflicting evidence. In concept, values-based appeals […]

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Apple's Earnings Are Amazing But Not Enough

James L. McQuivey August 1, 2018

Apple’s Tim Cook announced stellar earnings yesterday, exceeding analyst estimates but not surprising us at Forrester. We have predicted for a while that Apple was poised to become the world’s first trillion-dollar company (at the moment of this writing, the company’s market cap stands at $982 billion). Apple’s products are outstanding, and its revenue outlook […]

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Ready For The Future? Ask Your Body

James L. McQuivey July 27, 2018

Are you future-ready? Your body contains the secrets to your behavior, including future readiness. Though obvious, most of us fail to recognize this day to day. We think that our brains — our minds — make decisions about how we should feel and what we should do. But the decision of what to wear to work today, […]

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Understanding Share Of Life: A Chat With Sebastian Jespersen

James L. McQuivey July 11, 2018

In my line of work, I chat with some very smart people. Sometimes I think they’re smart because they disagree with me; sometimes they just see something I can’t. Today, I’m sharing parts of a conversation I recently had with someone who I think is smart rather immodestly, because he thinks like I do. The […]

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Evolution's Master Technology Enabler: Conversation

James L. McQuivey July 9, 2018

Welcome to the final post in a four-part series I have been working on for the past few months. This series summarizes something I call the four basic forces of consumer behavior: emotion, tools, coordination, and conversation. These forces have compelled consumers to build their consumer tech stacks, the devices and software services that they […]

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Evolution's Master Technology Enabler: Conversation

James L. McQuivey July 9, 2018

Welcome to the final post in a four-part series I have been working on for the past few months. This series summarizes something I call the four basic forces of consumer behavior: emotion, tools, coordination, and conversation. These forces have compelled consumers to build their consumer tech stacks, the devices and software services that they […]

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Why We Use Tech Tools: To Coordinate Tasks

James L. McQuivey June 13, 2018

This is an amazingly accelerated time to be alive. During my nearly 50 years on the planet, we have increased by many orders of magnitude the knowledge that we have about our own existence. Research into the ultimate origins and functions of things, ranging from life itself to skills and traits like language or culture, […]

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How USAA Differentiates In Mobile Banking

James L. McQuivey May 31, 2018

Take another not-so-random walk with me, this time as my colleague Peter Wannemacher and I explore what makes USAA a standout performer in our Mobile Banking Benchmark assessment. As we did before when exploring The Home Depot’s success in our “The Forrester Retail Wave: US Mobile Web, Q4 2017” report, we invited executives from USAA […]

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The Base Of The Consumer Tech Stack: Tools

James L. McQuivey May 17, 2018

Sounds obvious, doesn’t it? Consumer technology, and all the disruption it continues to cause, can’t happen without tools. True enough. But when I invoke the word “tools,” I am not referring to the tools themselves; I’m referring to our human habit of creating and using tools, even defining ourselves by those tools — the actual tools […]

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Four Forces Drive The Consumer's Tech Stack

James L. McQuivey April 5, 2018

Today I’m on stage in New York speaking to hundreds of marketing executives at our Consumer Marketing Forum 2018. I’m there to unveil the 2018 US Benchmark Data Overview, which for the first time ever we are making available to all Forrester clients. See the report here: The Consumer Tech Stack. The research is exciting. […]

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Why The Home Depot Wins At Mobile Web

James L. McQuivey March 5, 2018

Take a not-so-random walk with me and my colleagues Brendan Miller and Jennifer Wise as we go deep into the case study of The Home Depot. The company ranked at the top of our recent The Forrester Retail Wave™: US Mobile Web, Q4 2017 evaluation. Beyond reporting the scores, we also went in search of […]

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Amazon Will Own Your Customer And What To Do About It

James L. McQuivey February 8, 2018

From twenty years of trying, I know this about covering Amazon: It’s tricky. Our report process can take months during which we comb through our extensive Technographics data to find patterns or we interview executives. Not to mention the time it takes to write, edit, and produce our reports. During which time, the moving target […]

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A Random Walk Through Ikea With James McQuivey

James L. McQuivey September 13, 2017

Come with me on what I’m calling a random walk with James McQuivey. This walk is through Ikea. I went there in search of a simple question: What is it about this experience that gives Ikea one of the top performing Brand Energy scores in our recent Brand Energy Framework debut? One answer we already […]

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Facebook Knows Your Emotions, So What?

James L. McQuivey May 4, 2017

A minor ruckus ensued this week when major media reported that Facebook knows how its users feel. It appears that some believe that the world is therefore coming to a nefarious end. As in, "Lions, and tigers, and emotions, Oh my!" The specific incident involved an analysis that some of Facebook's team undertook in Australia, […]

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The End of Advertising, The Beginning of Relationships

James L. McQuivey May 2, 2017

Today my colleagues and I publish a bombshell of a report. Titled, “The End of Advertising As We Know It,” the report at first glance fits nicely into the current backlash against major publishers and ad networks, including Google and Facebook. Led by P&G Chief Brand Officer, Marc Pritchard, major advertisers like GE and JP […]

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Alexa Will See You Now: Why Echo Has A Camera

James L. McQuivey April 26, 2017

Today Amazon announced the latest addition to its Amazon Echo line of Alexa-enabled devices. The Echo Look is the first Echo device to include a camera. It will not be the last. Adding a camera is the smartest next move for Amazon even though it will trigger an "ick" response by people nervous about Amazon […]

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Go Ask Oprah: The 'O' Comes to Alexa

James L. McQuivey April 11, 2017

Hearst magazines announced last week that Amazon Alexa users could invite Oprah — or at least her voice — into their homes. Fans of the media personality, which includes just about everyone, can ask Alexa to play a quote recorded by Oprah from her 2014 book What I Know For Sure. A different quote will […]

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