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: 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.
  • Posted on: 05/30/2017

    Why is Target investing in a mattress direct seller?

    I see this investment as an opportunity for Target to capture a unique and yet unacquired audience. While others have posted valid observations about enhancement of channel differentiation, another perspective may ultimately focus on the potential for increasing the consumer base. There seem to be an increasing number of mattress shoppers, maybe younger and more urban, willing to experiment with less traditional products that are promoted and delivered in ways that suit their lifestyle and home environment. Ultimately it makes Target a more formidable competitor, but it happens organically.
  • Posted on: 05/26/2017

    Can Walmart’s sweepstakes game teach the unbanked to ‘bank’ their money?

    I see the Vault as a wonderful aid for consumers who are mystified when it comes to managing their personal cash flow. It’s a self-rewarding initiative for the customer and a great loyalty initiative for Walmart. For those of us who remember students’ Christmas Club bank accounts (something actually started by banks for adults in the Depression), we can appreciate that the Vault can prove to be a “wow” experience for those who never realized they could actually save money with an extremely tight budget.
  • Posted on: 05/02/2017

    Will consumers finally pay for service?

    Whoops, we’re back at the cost/value ratio. The variables are supplied by the retailer but the interpretation belongs to the consumer. There are only a few categories where retailers can get away with providing low-cost only.Deftly described by Dick Seesel, shopper expectations create guidelines for what retailers have to provide if customers are to feel satisfied about their experience. For most retailers relying only on lower cost to secure and retain customers is not sustainable. There is a point of no return visits.
  • Posted on: 05/01/2017

    Should Amazon’s third-party sellers worry about Amazon?

    For any business, it makes sense to understand the potential threats in the marketplace. Typically, we talk about it in terms of conducting a SWOT analysis: Strengths, Weaknesses, Opportunities and Threats. Understanding where Amazon fits into that analysis (maybe in all four sectors) will help the business plan for the future (duh).Third-party sellers have an obligation to themselves to understand what barriers they face now and in the future. Diversification may be an answer in the long term, but it should not be an initiative without a plan.Diversification of retail channels may be an important solution. But how will it impact the business overall? It may very well be that a small business does not have the financial fortitude for major initiatives, and so it must prepare other “for now” and “just in case” plans. Returning to the SWOT analysis and adjusting from time to time as the marketplace/Amazon changes will help the plan and process be more effective.
  • Posted on: 04/28/2017

    Will Amazon’s Echo Look be a clothes selling machine?

    I’m inclined to think this new device will do just fine. It seems like the answer to those of us who wish we had a personal shopper to help make apparel decisions. Privacy concerns can be a deterrent but I’m thinking that a tea cozy type of coverlet may be the remedy and I can buy it on Amazon.Populating the content and algorithm that supplies the “opinions” is hazy to me. Brands that want to grow awareness among potential users can possibly buy into the process or not. Is this where Amazon enjoys another larger revenue stream?
  • 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.

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