James L. McQuivey

VP, Principal Analyst

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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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Computer: Tea, Earl Grey, Hot

James L. McQuivey March 28, 2017
With all due respect, Star Trek got the future wrong in this one important respect. Like millions of others, I have a fond spot in my aural memory for the voice of Patrick Stewart. With his enviably erudite accent, Stewart played Captain Jean-Luc Picard of the USS Enterprise D, and in the process resurrected the […]
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Google Home Gives In To Ad Interruptions

James L. McQuivey March 16, 2017
Today several users of Google Home — Google's competitor to Amazon Echo with its Alexa intelligent agent — reported that Google was inserting Beauty and the Beast movie promos into their conversations. Read The Verge's account of the details and see the tweet from user @brysonmeunier below: New Beauty & the Beast promo is one […]
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Have You Ever Really Loved A Brand?

James L. McQuivey March 13, 2017
I want to know who you love. I'm asking because love for a brand is actually a very hard thing to measure. At Forrester we've spent nearly a year trying to understand the emotional components of branding. Our colleagues in the customer experience (CX) team have years worth of data showing that emotion is the […]
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Beware the Word “Alignment”

James L. McQuivey March 10, 2017
Another Friday lesson on corporate-speak. Last week I shared how wrong it is to be "right?" and I hope you are secretly forwarding that note to every offender in your organization. Today, I'm here to save you from the equally egregious word "alignment." A seemingly simple word, one that baas like a gentle lamb on […]
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The Dawn Of The Multi-Billion Dollar Smartpet Market

James L. McQuivey March 7, 2017
This is the post in which I make the seemingly crazy claim that the "next big thing" for Apple — and for consumer tech — will be smart pets. Don't say I didn't warn you. 🙂 Trying to predict what Apple will do next or what Apple should do next (these are two different things) has fueled some of […]
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When It’s Wrong To Be “Right”

James L. McQuivey March 3, 2017
"This new initiative is amazing, right?"  – Just about every executive on the planet, pretty much every day This year marks the ten-year anniversary of my return to the analyst world of Forrester from academia where I had spent a wonderful, several-year break. Leaving teaching was a hard call to make. Teaching smart students is […]
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Today’s “Puzzling” Consumer

James L. McQuivey March 2, 2017
This week I was chatting with a client, explaining how today’s consumer has more power than ever before: More information, more choices, more flexibility for exercising preferences, and most especially, less risk associated with changing their behaviors. It’s a theme people are already bought into — Forrester calls it the age of the customer — […]
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