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.

  • VIEW ARTICLES
  • VIEW COMMENTS
  • 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.
  • Posted on: 12/05/2016

    Can facial-recognition assist in gift giving?

    EBay is saying that facial expressions uncovered what resonated most with the buyer. However, the idea is to buy a gift that resonates with the recipient. So the validity of facial expression metrics in this case is moot.
  • Posted on: 11/29/2016

    The RetailWire Christmas Commercial Challenge: Amazon.com vs. Jet.com

    The Amazon ad is better in so many ways. It builds brand equity among users and non-users in a very subtle way while supporting its position of easily and quickly delivering what you need or want for yourself and others.Jet’s commercial may help generate awareness of their offerings and related pricing, but the execution won’t hold the viewer’s attention or engage as well as the Amazon commercial. So, its ROI is much more limited than Amazon’s.
  • Posted on: 11/22/2016

    The RetailWire Christmas Commercial Challenge: J.C. Penney vs. Kohl’s

    I like J.C.Penney’s commercial because its story was relatable ... to me. If I could deliver the kind of joy that man expressed, I would gladly do so.On the other hand, the Kohl’s ad is more effective in reaching a larger audience, both adults and kids, promoting a warm-hearted message and illustrating the availability of some unexpected (at Kohl’s) products.
  • Posted on: 11/18/2016

    Are Neiman Marcus and Rent the Runway meant for each other?

    Brilliant idea to enhance the scope of Rent the Runway and Neiman Marcus simultaneously. There are so many possibilities of new customers, increased sales, enhancement of brand awareness for the items offered for rent — and on it goes. Finally, I think it’s another destination within the store that generates engagement while providing a great shopper experience, whether they’re in that section to rent or not. Bravo!
  • Posted on: 11/17/2016

    Do consumers now expect two-day delivery?

    The article and comments bring to mind our impatience when our smartphones, tablets, laptops or desktops take “too long” to boot up. How frustrating if there’s a 30 second delay. And yet there was a time when a few minutes was expected and acceptable. There are more examples of how our behavior and expectations are shaped.The comments and observations above call attention to directly competing with Amazon on fast delivery. However, there may be a more effective approach if retailers consider how they spin their own delivery policy and philosophy to the satisfaction of customers. There may be others, but of course “free” shipping is one approach that can overcome an extra day or two ... or maybe more. And free shipping for returns could be the deal maker.
  • Posted on: 11/16/2016

    The RetailWire Christmas Commercial Challenge: Kmart vs. Walmart

    I don’t see either ad as compelling. Walmart’s helpers would better characterize helpfulness if they were shown doing more than pointing out the shortest line. By the way, I think the kid is more startled than happy to receive the candy cane. His look suggested that his parents strong advised him not to accept candy from strangers.Kmart is demonstrating how much they have in the way of Christmas gift merchandise, but I think the execution of the ad is rather flat. They appear more two dimensional in what should have been a more exciting, i.e. Wow! Look what Santa is buying.
  • Posted on: 11/07/2016

    Will a national loyalty program yield rewards for Whole Foods?

    I just don’t see Whole Foods customers motivated by a rewards program. Brand equity for Whole Foods is based on the quality of goods and the types of products offered. That’s the association for their shoppers.If Whole Foods maintains its array of products and merchandising I think the rewards program will be a ho-hum initiative. People may sign up for it, but will they go to Whole Foods more often and/or buy more at Whole Foods? I don’t think so.If Whole Foods changes its inventory and merchandising to support a rewards program (instead of the other way around) I think it will undermine their image and customer loyalty. It won’t entice new shoppers.Bottom-line, I don’t think a rewards program is a good fit for Whole Foods. The downside risks seem greater than any upside value.
  • Posted on: 11/03/2016

    Are moms too busy for in-store ads?

    I am a believer in context. What’s going on around the shopper when shopping? This article settles in on kids as a distraction. But of course, so are shopping cart ads, i.e., a distraction from the task at hand ... buying stuff. So they are often overlooked entirely or glanced at without any processing.The most important context for purchase decisions in-store is the merchandising, i.e., packages on shelves and other displays of product. Typically, that display of product identifies the brand and the price. Effective package designs, marketing and advertising strategies provide instant recognition and on-sight communication at the point of sale. That’s probably enough information for a shopper (mom with kids and everyone else) in-store to make a decision.When thinking about the context at home, consider consumers who look at a newspaper insert to check out coupons. They are viewing the coupons because they are interested in using coupons. It’s another specific context that can influence shopping behavior. And the fabulous characteristic for marketers when it comes to inserts and coupons is that these shoppers are all opting in.
  • Posted on: 11/01/2016

    Will Patagonia win Election Day by sending its workers to the polls?

    I think we should all do what we can to encourage people to vote on election day. Questioning Patagonia’s motives undermines the positive energy of their policy. I agree with Naomi Shapiro in that anything that makes it easier for people to vote should be supported and encouraged. I don’t expect all retailers to follow suit. But I’m hopeful it will give them pause to consider at the least a few hours off in the morning or evening to encourage employees to vote. It’s hard to agree across the board that it’s OK for employers to recommend what or who to vote for.
  • Posted on: 10/17/2016

    Smartphones drive increased e-mail usage

    Over time it becomes easy enough to identify the sender of unwanted messages, the subject lines of messages that aren’t worth reading and so on. Marketers need to meet the challenge of messages that are considered worthwhile, subject lines that are compelling and a sender address that doesn’t send up a red flag, “avoid, avoid, avoid.”Call me old fashioned but it’s reminiscent of how over the years we’ve described effective print advertising that is successful. Print advertising works when it attracts attention, engages its target audience and stimulates action (perhaps purchase).Headlines and visuals have been the inroads to attention; now subject lines and sender addresses are. Messages that are quick and easy to understand can convey the intended information to a wider audience. Nuanced content that aligns with consumer wants and needs and motivates an action is ultimately the most effective tool.

Contact Joan