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: 07/28/2017

    Have men become the primary grocery shoppers in America?

    Are grocery products gender targeted? Chicken for guys; lamb for women? Balsamic vinaigrette dressing for women; Russian dressing for men?I remember working on packaging for Hunt’s Manwich and the need to simultaneously convey heartiness for men, but still attract the attention of women at the shelf. The message for men had to be understood by women, since they were more likely to be the person in the store. As more men are the shoppers, the same challenge exists, i.e. convey messages that appeal to the designated “user” and attract the attention of the actual buyer (possibly the same person; maybe not).For those in the trenches I believe the challenge with more men in the store is to better understand how they navigate the aisles and shelves and leverage that knowledge. That’s the way to insure there is an opportunity for brands to get attention from both sexes.
  • Posted on: 07/27/2017

    Will ‘doubling down’ on tech help McD’s disrupt the fast food business?

    Using technology makes sense as long as customers use the technology and maintain or increase purchases. The option of interacting with a human at McDonald’s is a valuable safety net as the tech solutions are rolled out. I agree with the others who suggest this is not a disrupter, but rather a natural step in exploring potential enhancement to business.
  • Posted on: 07/26/2017

    Can in-store experiences save retail?

    Call me old-fashioned, but numbers alone are not the answer. A good store experience is one where customers are glad they are in the store and don’t hesitate to come back. What does it take to make that happen? Well, find out where shoppers are glad and where they’re not, where it matters and where it doesn’t.Yes the answers can be in the data, but the kind you gather from speaking with customers and non-customers, not from previous transactions alone. It’s a blending of what information you have and what you still need to get the understanding that contributes to effective strategy and tactics.Yes in some cases, like the quick in-and-out purchase, it seems unlikely that the “store experience” matters ... unless the experience focuses on helping the shopper get in and out quickly.
  • Posted on: 07/25/2017

    Will dropping prices on cosmetics drive traffic to department stores?

    Shoppers who want reduced prices for what they buy will find it, perhaps online, maybe in a store -- but somewhere. Going to the mall or large department store for that lower price in cosmetics doesn’t seem like a motivation that can be sustained. If discounted cosmetics brings someone into a store, there’s little to prod the person further in and up the escalator. Finally, with fewer employees in the store, the shopping experience (for cosmetics) won’t be as satisfactory as that in a Sephora, for example. I don’t see how this can be a successful initiative for mall anchors.
  • Posted on: 07/24/2017

    Do mini makeup studios make sense for Sephora?

    Sephora is tapping into women’s want for looking good ... now. There are hair salons that simply offer wash and blow out, because women want to look their best and don’t rely on themselves and/or don’t have the time. Experienced hairdressers can help with know-how and convenience. Sephora’s studios can offer the same concept of helping women look their best ... now. The products used to make that happen become a natural shopping list.To maximize the return on investment for the studios, Sephora studio staff needs to encourage an immediate purchase as brand name cosmetics are available in stores and online. I do have one worry. The number of studios over the long term may hire employees that disappoint rather than exceed expectations. That could jeopardize Sephora’s standing overall.
  • Posted on: 07/13/2017

    How will the Supreme Court’s decision on Trump’s travel ban affect retailers?

    I applaud the companies that are re-assuring and supporting their employees with services and statements. An old but relevant saying answers the questions that start with “how.” Where there is a will, there is a way.
  • Posted on: 07/10/2017

    Will consumers ever feel better about sharing their data?

    Until retailers subscribe to protecting their networks from hacking and involuntary exposure of consumer data, perceptions of confidentiality are just that. It’s expensive and time consuming for retailers to audit and maintain secure and impenetrable networks.I get the discussion about uses of the data that are helpful to retailers and possibly consumers. But I can’t get over the fact that there are very few companies, retailers included, that have programs fully adhered to that keep data safe and secure.No matter what retailers promise to help me feel better about sharing personal data, I feel vulnerable. Ultimately for me it’s a matter of potential rewards over probable risk.
  • Posted on: 06/30/2017

    Did Walgreens and Rite Aid just work out a better deal for their businesses?

    As retail sales challenges increase, real estate holdings come into focus. With this deal Walgreens increases its foot print. The added coverage should increase revenue overall and offset the purchase price long-term.At the same time, in this deal with Walgreens Rite Aid is giving itself a financial cushion to implement a business plan that will bring greater profitability. For the time being CVS and other drug store-type retailers have less to fear with Rite Aid. But if Rite Aid invests wisely they will move into a more competitive position.It’s Walgreens that offers the greater threat to what are now considered traditional drug stores. I believe that grocery store chains with pharmacies have less to fear. But if Walgreens keeps growing the categories that are parallel to Target and big box stores the competition explodes simply because of its sheer presence -- here, there, everywhere.
  • Posted on: 06/28/2017

    Will AI make better hiring decisions than humans?

    In the past there have been services that ask a prospective employee to complete a paper survey populated with questions to determine if the prospect would be a good fit. Importantly, the job criteria were identified and the corporate culture addressed to some extent. The analysis, provided at a cost of course, would identify the pros and cons of hiring that individual. And all along there have been psychologists and sociologists who would review candidates for a corporate position.So that was then. Now it’s online with all the efficiencies and comprehensiveness the selection process requires. I don’t think any company would forgo the in-person visit. At the very least you’d want to make sure you weren’t hiring a robot.
  • Posted on: 06/27/2017

    What happens when you put a c-store on wheels?

    I’ll add to Lyle’s throwback thought -- ice cream trucks. I can see the Moby Mart going from neighborhood to neighborhood, honking its horn or ringing a bell. Residents could come out (are lured out) and buy whatever impulse item suits them. That to me is the opportunity to generate even more revenue. But in this scenario, I think there would have to be an attendant for the Moby Mart. Yes, I know that ice cream trucks are still around. All the more reason why my scenario seems viable to me.
  • Posted on: 06/26/2017

    Will putting a spotlight on associates help boost Kroger’s business?

    At first, I thought like chicken soup, Kroger’s strategy can’t hurt. That’s not entirely true. If they put strategy and dollars behind ineffective communications, i.e. an execution that doesn’t engage and doesn’t make shoppers more committed to Kroger, then it’s just out there with no impact. A compelling story aka message is not sufficient. It must be heard, seen and generates a more positive relationship with Kroger’s. So, I caution Kroger’s to invest in the execution and not just rely on having found a differentiating and feel good message.
  • Posted on: 06/22/2017

    Does Costco need to significantly undercut Amazon’s prices?

    Without question lower prices are essential to remaining competitive. It’s the necessary but not sufficient part of the equation. Right now, Costco has the "c’mon in and explore" allure for typical grocery shoppers. But there is still that entrepreneur who depends on those quantity purchases that control profits. In both cases great prices are primary objectives and benefits, be they real or imagined.I’ve seen products in Costco that are not competitively priced. But if you’re there and you believe you’re achieving overall savings, even if one or two items are not a real cost savings but always at least comparable to other retailers -- it’s OK.Finally, I think there’s something to walking around, picking up your groceries, etc. and putting them in your cart. It can feel more efficient than scrolling and clicking, and more satisfying. But that satisfaction will dissipate without the expected competitive pricing.
  • Posted on: 06/02/2017

    Can Walmart workers deliver better last mile results on their way home from work?

    My gut reaction is that there are too many landmines in this initiative for it to have a happy ending. First, I don’t see this as an equal opportunity for employees, especially the ones who don’t own a car or drive to work. It won’t work for bus riders.There are too many pitfalls in an unstructured approach to delivery. On the way home is probably in the evening. Un-uniformed citizens showing up on streets, walking up to homes with packages sounds like an invitation for “see something, say something” false alarms. Does that put the employee at risk?What else can go wrong? The package gets delivered to an incorrect address. It gets lost. The product is broken on the way. The car is in an accident and the delivery is delayed, maybe forever. How do you track package whereabouts?Does the employee shoulder the responsibility for correct and on-time delivery?Further, I don’t see the long-term upside for Walmart. Uneven delivery streams will lead to scattered successes and failures. Shoppers will remember and hold Walmart accountable for the failures.I worry about the negative impact on employees.
  • Posted on: 06/01/2017

    Retail mash-up: What if Macy’s and Disney had a baby?

    I don’t see how the Macy’s/Disney baby would have a chance to succeed in this world unless it combines strengths to create something entirely new, different and desirable (of course). We know that alone there are many challenges for each of the retailers. And there’s information about how Disney's business performs in J.C. Penney. Uniqlo includes merchandise from MOMA. So, there’s some further information available about how a store like Uniqlo can co-habitate with a “brand” that represents another perspective or experience.Disney has a strong brand equity and undoubtedly consumers would have more tolerance and be forgiving if a Macy's/Disney baby were unsuccessful. And I don’t see a large risk factor in terms of brand equity for either.But for the life of me I can’t figure out the upside -- unless there is a vision that goes beyond the products we associate with both retailers. If it’s another department in a store offering products that compete with other products in the store I don’t think it can work.
  • Posted on: 05/31/2017

    Will customers try Kohler showers before they buy?

    One of the greatest advantages of Kohler’s initiative is that it overcomes a sales staff problem. If you can see for yourself, you don’t have to rely on a sales person who offers no concrete help as you try to determine if this particular item is for you. Seeing is believing, but “using” adds an infinite amount of credibility. Sometimes stepping in the shower, sitting in the tub or on the toilet tells you this product is or is not for you, i.e., it does or does not fit your personal needs and wants. I think it’s a great idea to know the answer before buying and installing -- after which it is too late to do anything about a bad decision. I think this is an important experience, just like test driving a car.

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