James L. McQuivey

Vice President, Principal Analyst

Forrester Bio

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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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YouTube Is The First Digital Platform To Take On Live TV

James L. McQuivey March 1, 2017

Watch out, cable TV. Today YouTube shared it's newest subscription service — YouTube TV — with a hundred or so journalists at a live event at the company's headquarters. This is different from YouTube Red, the subscription version of YouTube enjoyed by at least 1.5 million people and focuses mostly on ad-free access to short-form […]

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Spotify Loves Me; Spotify Hates Me: Serving Today's Demanding Customer

James L. McQuivey February 27, 2017

Welcome to the age of the customer, a time where consumers can get what they want, when, where, and how they want to. Or at least they expect to because that's how their life is panning out more often than not. But what happens when they don't get something that seems obvious? An example: Five […]

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Do You Dread, Tolerate, or Embrace Change?

James L. McQuivey February 17, 2017

Last November I sat down with Chevrolet CMO Tim Mahoney on stage at Forrester's Age of the Customer summit. We had a wide-ranging talk about disruption, change, and what Chevy executives are doing to anticipate and deal with that change. I just published a summary that conversation, what I might call Mahoney's top recommendations for […]

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Amazon Spends Big To Deepen Its Customer Relationships

James L. McQuivey October 28, 2016

Wall Street followers found much to be concerned about in Amazon's quarterly earnings. Shipping costs went up 43%, operating costs are up 29% overall and the company's operating margin fell to a ghastly 1.8% (down from 4.2% the quarter previous). In light of all this, the stock is down 6% in after-hours trading. Which makes […]

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Amazon's Customer Relationship is King: Will Yours Be a Prince or a Jester?

James L. McQuivey October 13, 2016

In 2010, I wrote: "There's a critical lesson to learn from the most recent changes in the media industry. … while most have been distracted by the form, price, and user experience of their new digital products, a few companies have quietly overhauled the media business by focusing on something else entirely; instead of digitizing the product, […]

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European Marketers Are More Likely To Model And Measure Customer-Obsessed Leadership

James L. McQuivey May 23, 2016

It's the age of the customer, and only the leaders who know how to lead their organizations to increased customer obsession will be able to keep up with hyperadoptive consumers. Those consumers already expect to get what they want, when, where, and how they want it. The only question will be who will give it […]

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Customer-Obsessed Leaders Do These Five Things: Do You?

James L. McQuivey May 11, 2016

Five years into the age of the customer and it's clear that we're just getting started. More technology is coming — Amazon Echo, anyone? — and that doesn't even begin to touch on the stuff that will hit closer to 2020 and beyond: virtual reality, augmented reality, self-driving cars, and robot assistants. I'm pleased to introduce […]

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Why More Is More

James L. McQuivey April 25, 2016

"Thank you for coming to this urgent, last-minute meeting today," I say to you and seven of our mutual colleagues. Pointing to a plate of 10 cookies on the table between us, I explain, "We're in luck, though. As a reward for your willingness to squeeze this meeting in, I have managed to sneak some […]

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By 2025, 50% Of Adults Under Age 32 Will Not Pay For TV

James L. McQuivey October 7, 2015

Title got your attention? It should. In a report I just published this week, I use our Forrester Consumer Technographics® data to identify the 7% of adults who are digital cord-nevers — measured as people who have never paid for TV and who are under age 32. This is the worrisome group whose arrival TV-industry pros […]

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Building Direct Digital Relationships In A Sea Of Rising Intermediaries

James L. McQuivey September 17, 2015

There is a fundamental division at the heart of the digital economy. Digital tools make it possible for any company to build a direct relationship with its customers. At the same time, new digital intermediaries can use the same digital tools to create unprecedented intermediary roles. Torn between two lovers, anyone? We’re in the age […]

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Will People Really Do That? Hyperadoption Says Yes

James L. McQuivey April 27, 2015

Two weeks ago, I stood on Forrester's mainstage at its 2015 Forum For Marketing Leaders in New York (see a few minutes of the speech below). There, I told an audience of hundreds of our clients about hyperadoption, a term that I'm amazed no one has coined before now. Get used to the word. Because […]

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Change The Interface, Change The World: Microsoft HoloLens Takes Computing’s Next Giant Leap

James L. McQuivey January 21, 2015

Windows 10 comes with holographic computing built into it. And to prove that it’s serious about holography, the company announced Microsoft HoloLens, a headset that lets people interact with holograms in the real world. Wait, what? I know what you’re thinking. Microsoft has a credibility problem when it comes to launches of future tech. Remember […]

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Sony Should Fight Fire With Fire And Post "The Interview" Online For Free

James L. McQuivey December 18, 2014

Late last night, Sony revealed that it would pull The Interview from its release schedule. This decision was made in response to the step taken by the major theater chains, all agreeing that they would not screen the movie on its release day. The unprecedented decision is causing consternation among entertainment media types who feel […]

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