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: 04/27/2017

    Is Trump’s tax plan right for retailers and their customers?

    It’s surprising to me that there isn’t more RetailWire team support for this proposal. I have many of the same concerns.Importantly, the red flags go up for me when I hear an advocate of yesterday’s tax proposal use a phrase like “will probably.” Uhm, strikes me that there are too many guesses, no clear-cut answers regarding positive outcomes for the economy overall and individuals, but a whole lot of posturing.I’m happy about tax cuts, but it would help to have a few illustrations with numbers for let’s say a business of 50 employees and $10,000,000 in revenue, a family of four with a household income of $75,000, etc. There’s nothing like an informed understanding with an informed opinion to start the discussion.
  • Posted on: 04/25/2017

    Would Albertsons and Whole Foods make a good match?

    There are many definitions for success. Albertsons is probably not looking to expand its image to encompass an expensive, albeit quality product grocery chain.Whole Foods seems to have not yet defined their sense of self. If they’re depending on data analytics/dunnhumby to understand shoppers, they will continue to miss the understanding they truly need to maintain their constituency and expand to other shoppers. I can’t imagine that Albertsons will provide the answer for Whole Foods.
  • Posted on: 04/24/2017

    What customer service lessons can be learned from United Airlines?

    I can’t help but wonder why United and American don’t reinforce the concept of the golden rule: “Do unto others as you would have them to do unto you” mixed with empowerment to do just that and guidelines on limits related to passenger safety. It’s hard for me to imagine those employees coming to the rescue of anyone they see in need of help on the street. These individuals would not be the good Samaritans we read about and sometimes experience.Just last night I was stunned by the lack of training exhibited by a waiter who asked the three of us at dinner how we liked our food. Two of us did not and our almost full dinner plates showed as much. He merely cleaned the table in response. He made no comment at all.For some people showing regard, empathy, respect, helpfulness is not intuitive or natural. Even in ten hours of training it would be easy enough to showcase some of these characteristics with role playing.I agree with those who say that retail staff is not the crucial factor in the trend to online sales. It’s about getting what you want and/or need in the most time convenient and cost effective way.In some cases, getting what you want requires going out to the store to see what’s available within the context of having a 3D experience. Retailers have to tap into that a bit more to get the most out of that need and perhaps prop it up with more training of retail staff.But just as manufacturing jobs are being threatened by robots and other forms of automation, the world of retail has changed and threats to brick and mortar have to be faced head on.
  • Posted on: 04/17/2017

    Should retail employees have board representation?

    If the board is sincere in its desire to have and understand the workers’ perspective then it will access more than one voice and it doesn’t require an employee on the board without voting power. Worker representation on the board seems like staging for public relations. I can’t imagine board members selected for corporate and other board experience and also often paid to be on the board minding what the “worker” has to say. And can you imagine the employee offering a contrasting point of view and not backing down ... without fear of repercussions?
  • Posted on: 03/27/2017

    Will ‘ambitious store redesign’ lift Target to new heights?

    I’m in agreement with the skeptics who commented before me. Here’s another related thought. Most people use the path of least resistance. Why would we expect shoppers to “get” the two-door option?Experimenting with the store design before making a store-wide commitment is sensible of course and it provides an opportunity to see any potential flaws. However, it won’t tell Target how good is good, i.e., will the return be worth the investment?
  • Posted on: 03/14/2017

    Are Old Navy’s ads more effective sans celebrities?

    The concept behind the use of social media to generate sales is “influence.” Mentioning a good experience with a brand can impact a consumer’s purchase decision. Product categories that are ripe for social media influence vary and those who can influence vary accordingly, i.e. celebrity mentions, friend mentions, mom mentions, mentions from DIYers, etc.Celebrities have always been risky business. The person who is groundbreaking and well thought-of today can be demonized tomorrow. With social media that downfall can happen in hours and the retailer/advertiser may not recover quickly from how that celebrity tarnishes the brand.Advertisers who can avoid the risks associated with celebrity endorsements and establish influence through effective communication and shopper-populated social media have more peace of mind. And they may also have a longer cycle for growing business -- without needing to jump in and save the day.
  • Posted on: 03/13/2017

    Will ‘Fearless Girl’ lead to more women on retail company boards?

    Of course, there is no simple answer or simple remedy. But I’ll share one observation at a graduate school reunion that surprised me, but didn’t shock me.Women are still dealing with the some of the same self-defeating challenges today that they (I) did when I earned my MBA, when women were definitely a minority in the graduating class. Some of these obstacles are tactical, some strategic. Women are still questioning how to balance career and family, asking for a raise, how to be perceived as assertive and not pushy, how to envision themselves in a top leadership role, how not to disappear in the sidelines instead of insisting upon a voice and so on. This graduate school reunion with recent grads had programs and panel discussions about these very topics with some suggestions as to how to overcome the challenges. I was surprised, but not shocked.It’s probably why we see women heading into entrepreneurial directions rather than dealing head on with corporations not of their own making. If this is part of a woman’s perspective, it’s easy to understand that it’s also imparted to her male colleagues. Ultimately women and men need to embrace the strengths and business savvy of women to insure the ultimate success of their companies.For some corporations it will have to be decreed, because their bottom-line depends on it. For other companies, it will be more nuanced. I suppose that “slow but steady” progress is what I ultimately see happening.
  • Posted on: 03/10/2017

    Do consumers want AI and AR in their mobile apps?

    I think Stephen Needel uncovered the undermining facts. The people interviewed represent a small segment of the retail customer population and even among these folks interest in AI and AR is low. And without knowing the revenue these shoppers represent I wouldn’t feel secure even considering a new technology/app investment.
  • Posted on: 03/09/2017

    Are free returns a good way to drive online sales?

    I agree that free returns have become a cost of doing business. It’s incumbent on the retailer to analyze sales and returns to determine how to minimize returns. Customers enjoy the flexibility of shopping online until they get what they want. It’s not going away. So learning how to work with it, strategize to reduce its ultimate cost and leverage its attraction makes sense to me.
  • Posted on: 03/08/2017

    Is the sole proprietor toast?

    To a great extent, it’s related to product category. Not all mom and pop retailers can effectively compete when their product category doesn’t allow for customer service to wow the shopper. Think of specialized shoes and boots. We can shop online and find great prices, but we can’t always get the fit we want or need. If the retailer offers the service to insure satisfaction with the purchase, then that retailer has a good chance of building a base and expanding it. But it’s not viable for every category, e.g. books.
  • Posted on: 03/07/2017

    Will the joking stop now that IKEA furniture can be assembled in minutes?

    It was always a major victory for my husband when he correctly assembled IKEA furniture. Making their furniture easier to assemble is a major victory for IKEA. Lots of victory dances in their future among prospective consumers, too. Bravo!
  • Posted on: 02/10/2017

    Will in-home consults give Amazon the keys to the smart home market?

    In-home consultation is one service that can help increase sales and usability. There’s another opportunity. Setting up home-like environments in stores or pop-ups (like Bose has done for their in-home entertainment products) where trained staff shows consumers how to use and offer help on installation can cover the gap of those who are concerned about privacy or don’t have the time or location for a visit. Skype can also help with the final touches or instructions when customers are at home and need assistance to maximize in-home usage of devices and apps.Undoubtedly Amazon.com will be offering all of these. Oh yeah, Amazon will be the dominant player in any space they choose (and explore for viability).
  • Posted on: 01/31/2017

    Will free two-day shipping give Walmart an edge over Amazon?

    For sure the free two-day shipping offer brings Walmart into the consideration set for online purchases. But I think long-term it can bring people into the store, those who otherwise wouldn’t go there. With a good shopping experience comes a more positive image and the reduction of a negative stereotype for Walmart or its customers, especially if you now are a customer.
  • Posted on: 01/25/2017

    How soon before digital technologies reinvent food shopping?

    I found the concept so exciting I wanted to know how well it’s doing. Turns out the one store was opened on Dec 15, 2016, just about a month ago. So it’s too soon to measure success in dollars.I believe that the digitization of the supermarket can make a positive difference for the shopper experience and retailer’s revenue if that experience is fast and easy. Shoppers still want to get in and out in the least amount of time possible. However, there is an interest in upping the quality of food purchases. So the screens can support that objective.I’m less optimistic about the alignment of the in-store mobile activity because of what we’ve talked about before in these posts, i.e., the reluctance on the part of consumers to use their smartphones in-store for in-store shopping.But what Coop Italia exhibited in 2015 and built in 2016 contains much of what retail shoppers want for their personal in-store experience. I hope we track its progress.
  • Posted on: 01/13/2017

    Will its massive jobs announcement change public perceptions of Amazon?

    Amazon had become a significant recruiter at business schools like Booth at the U of Chicago. If it’s investing in technology and product development, it should be no surprise it’s also preparing to invest in staff overall. Amazon has been laying the ground work for a successful future of growth for the company and US labor without the encouragement of any administration. They’re just smart and strategic on their own.

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