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: 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.
  • Posted on: 01/11/2017

    What does giving up alcohol say about Starbucks?

    As others did, I agree that Starbucks actually took a prudent (and financially responsible) approach by giving the beer/wine concept a good chance to succeed. But it didn’t and Starbucks shut it down. If you don’t try out ideas that you think are viable, you just don’t know if they truly are.I think evening-hours business has to be considered within the framework of store locations. Undoubtedly there’s a difference in who shows up after dark between campus and near-campus locations and the Starbucks off the highway in a rural area. Can Starbucks ever bring both up to the same level of evening business? I don’t think so.Perhaps the demographics and life stage of the population around those locations with less evening business yield an answer to why. From there, new hypotheses about what can draw customers in begin to develop. Is it a place for quiet groups to be invited like the knitting club, a sketching class, etc.? Anyway, it’s a “think local” approach that I believe has the potential for building evening-hours business.
  • Posted on: 01/10/2017

    Do healthy foods have a price perception issue?

    It’s still a worry to some marketers that "healthy for you" means it doesn’t taste as good. That’s just another confounding ingredient in this issue that relates to consumer assessments at the point of sale. I believe it is a matter of value for the money for me and my family as it intersects with taste and a significant difference in what we consume.For stores to help consumers evaluate prices and value related to “healthy” choices they will have to show the continuum from where it matters a lot to where it hardly matters at all. That may be difficult to convey, but it would sure go the distance in helping shoppers who want more information to make their decisions.
  • Posted on: 01/09/2017

    What do Millennials want in store design?

    From time to time there’s mention of research results that may not accurately cover what the retailer wanted to learn. And here’s an example. The proof is in the shopping.Having respondents react to pictures is hardly the same as having the Millennials actually shop the store.This is easy enough to achieve while using eye tracking glasses to capture what is seen and overlooked as the shopper goes through the various sections with a goal or no goal, i.e., instructions to buy something or just to decide if the store had something for them. Well, I’m not going to construct the research methodology here (too boring, right?).In this article, it’s clear that the researchers considered the context and absolute need to expose the retail environment. However, a two-dimensional version of the stimulus is not sufficient.We can get thrown off by what looks “good,” but not get to understand what “works well.”
  • Posted on: 12/12/2016

    Is in-store videoconferencing omnichannel’s logical next step?

    I’m inclined to agree with the previous posts pointing out the obstacles to the success of in-store associates videoconferencing. Many efficient associates multi-task when helping shoppers, i.e., they help several shoppers and other associates simultaneously, find products, research inventory, etc. Videoconferencing will eliminate this flexibility. Hence there will be less productivity and more associate frustration, especially when commissions are part of compensation. Adding this to what was mentioned above reveals a huge barrier to the success of this initiative.

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