James L. McQuivey, Ph.D.

Vice President, Principal Analyst serving Consumer Product Strategy PROFESSIONALS

James serves Consumer Product Strategy Professionals. He is the foremost analyst tracking and defining the power and impact of digital disruption on traditional businesses. His consumer models identify the ways consumers have embraced digital experiences and platforms, and his strategy models help companies prepare to serve those consumers. Though he applies this knowledge to a wide variety of industries, he spends the majority of his consulting time with consumer media and consumer electronics companies that are at the forefront of dealing with digital disruption.

Previously at Forrester, James served as a vice president and research director, running Consumer Technographics® North America, Forrester's unparalleled consumer research effort. Before that, he was a senior analyst and founding member of the online retail strategies practice at Forrester. In addition to keynoting at industry events and Forrester Forums, James is routinely sought after for comment by such publications as The New York Times and The Wall Street Journal. He also appears frequently on NPR and CNBC.

Previous Work Experience

James comes to Forrester most recently after teaching marketing research and media management at Boston University's top-rated College of Communication. In addition, he has served as research director at WGBH in Boston and as a graduate fellow at Syracuse University.


James earned his Ph.D. in mass communication research at Syracuse University. He also holds an MBA with an emphasis in marketing.

James L. McQuivey, Ph.D.'s Research

  • For Consumer Product Strategy Professionals

    Report: The Fight To Control The TV Becomes A Platform War

    The fight to control the TV is a battle for the more than 114 million TV households that, until now, have been under the quiet control of cable and satellite providers and the broadcast and cabl...

    • For Market Insights Professionals

      Report: Segmenting Customers By Technology Preference

      Consumers today have the choice of purchasing products and services from multiple brands, channels, and retailers. For that reason, understanding the underlying motivations and drivers that infl...

      • For Consumer Product Strategy Professionals

        Report: The Disruptor's Handbook

        Digital disruption is about to tear down and rebuild every product in every industry. Thanks to digital platforms, your customers live in a world of heightened expectations and abundant options;...

        • For Consumer Product Strategy Professionals

          Report: What Netflix Should Do Next

          Netflix has made good on a decade-long promise to become the preeminent digital video distribution company in the US. While some have been surprised by what seems like a sudden rush of success, ...

          • For Consumer Product Strategy Professionals

            Report: Innovating The Adjacent Possible

            Most product strategists proceed in an entirely reasonable fashion: They set proximate goals and move toward them in a linear mode, tweaking a product or service to fulfill the well-understood g...

            • For Consumer Product Strategy Professionals

              Report: How To Rebuild The Media Industries

              We have proclaimed the death of the music industry, the decline of print journalism, and the radical overhaul of the TV and movie business. And while each industry is being remade in its own uni...

              • For Consumer Product Strategy Professionals

                Report: The Year Of The Connected TV

                In the midst of a global recession, while most vendors were pushing their value-priced wares at the January 2009 International Consumer Electronics Show (CES) in Las Vegas, a small but significa...

                • For Consumer Product Strategy Professionals

                  Report: Online Video Syndicator Hulu.com Overperforms At Beta Launch

                  Today Hulu.com, the NBC Universal and News Corp. online video joint venture, launched a private beta test that beats our expectations of what the company would achieve. It syndicates video, enab...

                  • For Consumer Product Strategy Professionals

                    Report: The Hard Road Ahead Of Blu-ray

                    In February, Toshiba officially threw in the towel and gave up its efforts to establish HD-DVD as the HD disc format of the future. To the victor — Blu-ray — go the spoils of this ug...

                    • For Consumer Product Strategy Professionals

                      Report: Cracking The Convenience Code

                      Why do the products with the most desirable features fail as often as they succeed? Diligent consumer product strategists work tirelessly to figure out how their products will fare in the market...

                      View all of James L. McQuivey, Ph.D.'s Research

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