PROFILE

Joan Treistman

President, The Treistman Group LLC

Joan Treistman built upon her more than 30 years of experience on both the client and supplier side when she founded The Treistman Group in 2008.

Through her extensive work in brand communications, package design, website optimization, advertising, direct mail and new product development, Joan has earned the respect of her clients and colleagues and become an admired leader in the marketing research industry.

The firm reflects Joan’s creative instincts, impassioned style and expertise in developing methodologies that deliver decisive and timely information. Joan brings a deep understanding of consumer behavior and provides valuable insights for some of the world’s most successful brands.

As an industry leader, Joan has a strong commitment to the growth and evolution of marketing research and to mentoring young marketing research professionals.

  • She is an active member in a number of industry organizations including the American Marketing Association where she is a member of the Market Research Council, served as the Committee Chair for the 2005 Annual Marketing Research Conference and was President of the New York Chapter. Most recently Joan served on the AMA committee which redefined marketing for the industry as well as the committee for Ethics.
  • She has served on the Boards of the Advertising Research Foundation and the Council of American Survey Research Organizations (CASRO), and is formerly a member of the Professional Chapters Committee (PCC) of the AMA. She was President of the Market Research Council which selects the annual recipients of the Market Research Hall of Fame and a member of Advertising Women of New York where she has served on the Good, Bad and Ugly Awards committee along with other activities.

Until January, 2008, Joan was Executive Vice President of M/A/R/C where she formed a new qualitative division and developed the OptiMARC tool. Joan’s earlier positions include Senior Vice President at Gfk/NOP World, President of Treistman & Stark Marketing, and Founding Partner of Perception Research Services. She began her career as a Research Manager at Quaker Oats. Joan holds a Bachelor of Arts degree from the City College of New York and an MBA from the University Of Chicago Graduate School Of Business.

Joan lives in the New York area with husband Norman, and is best friends with her daughters, Eva and Michelle.

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  • Posted on: 12/14/2017

    Will chatbots replace customer service reps?

    It is possible that chatbots will know more about how to resolve a problem than humans. I’ve had too many experiences lately where humans didn’t know how to do the simplest of tasks and wasted hours of my time.But I think I’ll have to be trained as to what words will be most time efficient in getting me the information I need or the action I need. Perhaps someone will develop a glossary of terms most appropriate for chatbot interactions.
  • Posted on: 12/13/2017

    Will late deliveries mess up Christmas?

    Others on this thread have itemized the various barriers and consequences related to delayed deliveries. I agree that setting expectations is about the only way to minimize the wrath of disappointed customers.One approach is to indicate to customers as they order that whereas typically a firm date can be set, there’s been a deluge of holiday orders and now it’s more of a delivery date range. People see ranges all the time, but it can be emphasized for last-minute and close to the last minute orders.Retailers should provide a range and if possible indicate the last date for an order where a shipment can be guaranteed. If a delivery is guaranteed and doesn’t arrive on time I think customers would be pleased to hear from the retailer and receive some sort of token gift/coupon. And with that gift there should be a note that says, we’re working on this with our partners so that we can improve shipping and delivery times.It’s common knowledge among shoppers that online sales are increasing year to year and shipping logistics and prices are changing as well.I believe you can’t satisfy all the people all the time. But you can convey that you empathize, show you care and are doing something pro-active. That can go a long way in strengthening relationships.
  • Posted on: 12/12/2017

    Why are so many brand categories woefully bad at word-of-mouth?

    I agree with others about the tech category. I’ll add that consumers acknowledge greater risk with tech products and wish to mitigate that risk. It’s not just about the actual dollars spent but also the desire to learn more about how the product will benefit the customer. There are so many aspects of a tech product to discuss and digest so it makes perfect sense to me that they would rank highest with regard to offline and word of mouth.I think food products, unless revolutionary and contributing to a person’s overall health or appearance, are not that risky for purchase, trial and consumption. So yes, I think there are categories that are not as likely as others to generate WOM.My experience with online conversation makes me skeptical. And I’m interested in the experience of others. One of the first clients who asked me to use their “fans” for a survey led me to people who were fans but were not users/buyers in the category. It was a disaster. So I’m reluctant to think of those who are associated with an online conversation about products as necessarily being purchasers, but more importantly potential purchasers.
  • Posted on: 12/11/2017

    Will last-minute pickup payoff for Walmart?

    Walmart is delivering an additional message that they are constantly adding services to help their customers have great shopping experiences. That reinforces and possibly enhances their brand equity. The fact that in-store pick up is not unique and probably a requirement going forward doesn’t change the fact that Walmart is talking directly to its customers about another positive Walmart experience.This year December 23rd and Christmas Eve are Saturday and Sunday, i.e. a weekend and I don’t think that was overlooked by Walmart. More customers available both days for online shopping and in-store pickups.
  • Posted on: 11/14/2017

    Walmart’s online prices drive customers to its supercenters

    In some sense this approach constitutes a dialog with customers. Walmart is not hiding its price differences. It’s sharing the strategy and rationale with customers so that it becomes their choice to buy in the store or online. Instead of traveling between one website and another shoppers may toggle between the Walmart’s store and its website.Getting people into the store offers Walmart another revenue opportunity while helping reinforce the “deal” consumers receive. I don’t think other retailers could pull it off as well as Walmart, because others’ price points and diversity of inventory don’t have the same legacy.
  • Posted on: 11/13/2017

    Lowe’s and Macy’s join rivals chasing smart home opportunity

    Retailers have a finite period of time to convince customers that they are the destination for smart home devices. Consumers expect the newest technology to be available through particular stores and not necessarily Lowe’s and Macy’s. Making the experience comfortable, convenient and impressive will catapult the less likely of retailers to the forefront. But maintaining that advantage will be the question. This is a fast-moving category and having sales staff up to the moment on what is available and efficient is just another barrier for a retailer that is new to the technology fast lane.
  • Posted on: 10/30/2017

    What would acquiring Aetna mean for CVS retail?

    I’m more skeptical than some. Aetna is a life insurance company, a pension benefits company and a provider of drug benefits for Medicare Part D insurance. The drug benefits direct consumers to purchase at particular retailers like CVS as well as by mail order. Walgreens and Duane Reade will no longer be a preferred (less cost) source for Aetna. Hmmm.While there may be nothing nefarious in the change regarding 2018 sources for drugs, it raises the question of whether there could be in the future. Control like that can result in higher prices.Amazon and Whole Foods has resulted in lower prices at Whole Foods stores. Combining CVS and Aetna is guaranteed to result in changes. We just don’t know the direction of those changes.
  • Posted on: 10/16/2017

    Should Coach Inc. have changed its name?

    If Coach continues to market its leather goods and related accessories with the Coach name intact, then I see no downside to the corporate name changes. There will be no change for consumers to see and therefore no particular impact. Retailers and other business partners have to be assured that Tapestry will maintain positive relationships it has established and improve sales for all the brands in the conglomerate. Changing the corporate identity to Tapestry opens the way to consolidation of in-house operations and perhaps greater profitability overall.
  • Posted on: 09/19/2017

    Does aggressive seasonal hiring portend a merry retailing Christmas?

    What a balancing act for retailers as consumers navigate between stores and websites. It’s not likely that the job expansion for the Christmas season will last beyond the holiday. I agree that over-hiring for the positive in-store experience is an investment to bring shoppers back for more. Convenience and in-store experience have to be prominent on the minds of retailers for every season and every channel they offer consumers.
  • Posted on: 09/18/2017

    Did this startup make a big mistake calling itself Bodega?

    The “Bodega” concept holds a lot of promise. I don’t see any serious pitfalls other than the name. But we’ve learned that insensitivity is not necessarily followed by repercussions.It seems there was no research or even just asking friends and family about possible downsides using a name associated with an existing entity that is deeply entrenched among consumer segments that could be offended. Every name evaluation asks respondents about possible negative associations. I’m guessing that there would have been enough suggestions about backlash to warrant an alternative. But then again, I’m just guessing and haven’t done the research.
  • Posted on: 08/25/2017

    What’s delaying BTS selling?

    The prevalent factors as stated above are price deals, scattered school schedules, heat and waiting to see fashion trends. I’m wondering if those fashion and school equipment trends are not changing as dramatically year to year as they did some time ago.What’s in the BTS basket? Could it be that there is no need to buy as much as there was in the past? It’s hard to imagine kids (of a certain age, maybe all ages) not wanting something “new.” And of course, clothing sizes changes as children grow. But what about the other stuff?I’d love to hear about this from the folks responding to this article. Thanks in advance.
  • Posted on: 08/24/2017

    Will chatbots lead consumers to more purchases?

    I admit I had to look up "chatbot." Now that I have the definition I realize that my Amazon Echo is training me as to how to engage with a chatbot. Therefore, I’m one of those shoppers who can be engaged with chatbot technology. Yay me. And in turn with the right strategy my engagement can be turned into sales.There are those, I think they’re younger and/or more technologically grounded, who are more aware and apt to turn to chatbots quickly and easily. But the rest of us (I think there are more than just me) will get there quickly and offer great opportunities for retailers. If retailers recognize the questions customers are asking themselves, the knowledge can be easily transferred to chatbots that are ready and willing and able to answer those shopper questions -- in the aisle, at home or on the way to the store or the website. That facilitates transactions and that in turn means more revenue.
  • Posted on: 08/23/2017

    Will TJX’s Homesense repeat the success of HomeGoods?

    I agree with Tom. Shoppers know that there are similar items in T.J. Maxx, HomeGoods and Marshalls. Adding Homesense to the “rotation” adds to the fun and excitement of discovery. I’m not sure it will increase the revenue without some new entries into inventory.
  • Posted on: 08/22/2017

    Will a former eBay and Home Depot exec help Macy’s get turned around?

    I’m not optimistic.It could be that I don’t think e-commerce is a cure-all for overcoming merchandising challenges. Hal Lawton’s hiring suggests that Macy’s omnichannel asset will be directed to emphasize e-commerce.With private label declining in so many sectors, I wonder why Macy’s would want to place so much of its future into the promise of private label growth. How well does private label work via e-commerce?
  • Posted on: 08/21/2017

    Where did Applebee’s go wrong with Millennials?

    I agree that most marketers are looking to attract Millennials. As others have stated they are often misled thinking that Millennials can be targeted by age, overlooking life stage and cultural context.Applebee’s seems to have made the mistake of thinking (let me know if I’m wrong) that test marketing or a soft roll out was not necessary. Theoretically that could have prevented such a huge disaster.Many of my clients want in on Millennials, even when their current consumers average 70 years of age. I believe that it takes a little bit of humility to step back and take a broader look at the particular marketplace. Yes there are some general principles about authenticity and customization, but category specification and credibility have to be addressed as well. Maybe Millennials can’t be a target audience for every business.

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