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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

  • Teens Turn To Trades To Turn A Dollar in Marketing Insider on 04/12/2018

    Today's trend-setting teens are ditching the debt load of a four-year college degree in favor of learning trades and earning technical degrees. According to a recent Wall Street Journal article, they're questioning the expense of a college education, as well as the earnings advantage that it traditionally granted. In an economy with unemployment at record lows, jobs in the trades are once again in high demand, and command premium wages.

  • How Brands Can Help Build Better Boys in Marketing Insider on 03/08/2018

    Last month's Parkland tragedy has sparked a much-needed debate about gun control. But it's also renewed another debate: whether teen masculinity is in crisis, and whether that crisis could be a contributing factor to violence in schools.

  • How Brands Can Combat Teen Smartphone Addiction in Marketing Insider on 02/09/2018

    Teens are increasingly addicted to their smartphones, and parents, psychologists and even investors are increasingly concerned about it. Last month, researchers published a study showing that a longstanding rise in teen happiness and satisfaction reversed itself in 2012, probably due to smartphones and social media reaching a critical mass around that time.

  • 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.

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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