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Aaron Paquette

Member since May 2013Contact Aaron

Aaron Paquette has more than two decades of media research experience, spanning both client-side (CBS, Sony Pictures TV) as well as vendor-side (OTX, Nielsen, Vision Critical, MARU). Aaron's specialties include content testing, brand health and rebranding studies, ad sales research and consumer insights/trends.

Articles by Aaron All articles by Aaron

  • Five Below Goes Far Above For Teens in Marketing Insider on 01/12/2018

    It turns out "brick and mortar" isn't as dead as everybody thought. Walmart stock is trading at an all-time high of around $100 a share. Kohl's reported sharply higher sales over the holidays. Amazon purchased Whole Foods, and some analysts speculate it will take over Target to further grow its footprint. Now, the popular catchphrase is "omnichannel retail."

  • Teens Make Over Market Research in Marketing Insider on 12/14/2017

    For decades, market researchers administered surveys over the phone, or in person with a paper and pencil. About 15 years ago, survey-taking started moving online, revolutionizing market research. Today, online platforms dominate as a means of collecting data. However, much of the research being done online hasn't evolved over the last 15 years.

  • Amazon Revolutionizes Teen Allowances in Marketing Insider on 11/09/2017

    In a world gone digital, one thing seemed a safe bet to remain analog: the allowances that teens get from their parents for doing chores, getting good grades or as their weekly "walking-around money." However, thanks to Amazon, even these cash payments are poised to move online.

  • Teens Make 'It' A Hit in Marketing Insider on 10/11/2017

    In a year when moviegoing is down and many high-profile films have disappointed at the box office, "It" has become a monster hit. After five weeks in release, it still ranks as the third-highest-grossing film in the nation, with total revenue of over $300 million in the U.S., and nearly the same internationally, for a total gross of over $600 million and counting. And all of this despite (or perhaps because of) a cast of largely unknown talent, and source material more than three decades old.

  • Teens Say Goodbye To Romance in Engage:Teens on 09/14/2017

    Remember dating in your youth? Asking out a crush to dinner and a movie? Getting there and back in a car you, your date or someone's parents owned? These are all milestones of adolescence, strong memories that trigger powerful emotions ... and antiquated relics that Gen Z is increasingly consigning to the dustbin of history.

  • Teens 'Think Pink' As They Return To School  in Engage:Teens on 08/10/2017

    For today's teens, August is the new September. Schools are increasingly going back into session in mid-summer, sometimes even in late July. Mid-to-late August has become the new standard in many communities, including mine in Fort Worth. Now, the outliers are the areas where students don't go back to school until early September, sometimes due to the political clout of the tourism industry in those regions.

  • Teens Revolutionize Market Research in Engage:Teens on 07/20/2017

    In market research, you typically don't start a business until well into your 30s or 40s, after you've got a decade or two of experience under your belt. However, that's just another rule that Gen Z is breaking. They think that if you're going to do research on teens, you should hire teens to do it.

  • Gen Z Changes Rules For Teen Employment in Engage:Teens on 07/13/2017

    Many of us have fond memories of summer jobs from our youth: working at sleep-away camps, amusement parks, public pools, etc. However, for today's teens, employment looks a lot different. The current issue of Time laments the end of "summer jobs" as we remember them. This phenomenon is complex and has many causes, but one of them is the rise of Gen Z and their specialized needs.

  • Keep 'The Streak' Going With Teens in Engage:Teens on 06/07/2017

    Trying to convert teens from being occasional users into becoming dedicated regulars? It's not that hard if you provide a small prize, or appeal to their sense of pride or friendly competition.

  • Go 'Extreme' To Reach Today's Teens in Engage:Teens on 05/11/2017

    If you're launching a new product aimed at young consumers, "evolutionary" isn't good enough. Your new product has to be so groundbreaking, so shocking and so unexpected that it breaks the Internet. With today's teens and young adults more distracted than ever and likely to tune out paid ads, your product has to be something that they hear about repeatedly across earned media - something that their friends buzz about, and influencers make jokes and spread memes about.

Comments by Aaron All comments by Aaron

  • For Teens, 'It's A Mall World' No Longer by Aaron Paquette (Engage:Teens on 01/12/2017)

    Funny you should mention that! In my first draft, I also included teen-focused retailers, but had to cut that due to length. Sadly, most teen-focused retailers are also struggling, including A&F and Aeropostale. I do think the department stores still get a fair share of teen traffic and dollars, driven by back-to-school and holiday sales, gift cards and trips with parents. But I don't see the teen-focused brands (or even the major department stores) having the budget to come up with a true omnichannel shopping experience, and see this being the province of a deep-pocketed Amazon, Apple or Walmart. I do see the potential for small stores to retool to draw teens, but more with dining, entertainment and experiential offerings, vs. retail purchases that they can make online. Perhaps they'll be hybrids...come in for a snack, get a makeover, leave with some new makeup, accessories and clothing!

  • The 'Today' Show Vs. Amy Adams: They Both Handled It Wrong by Adam Buckman (TVBlog on 12/23/2014)

    Good points, but one correction...Big Eyes is not a Sony movie. It's a Weinstein Company release (with no Sony involvement I could find on IMDB). So her only link to the Sony hacking scandal is that there was a pay disparity on a previous movie she made for Sony, and that's kind of a tenuous link. Why not ask her about the Bill Cosby controversy, too? I see Today's point that it's a news program that doesn't agree to withhold questions (though I wonder how much that's really enforced), but I also see her point that she has nothing to do with the Sony hack, so why put her on the spot to answer questions about something controversial, contentious and potentially life-threatening that she had no involvement in?

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