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.

  • Posted on: 03/05/2021

    Will Walmart make a sizable impact with its latest ‘Made in USA’ commitments?

    Walmart’s history in supporting U.S. manufacturing is better known among retail marketers than consumers. Since the impact of trade wars and “made in America” promotions have created more awareness among consumers, Walmart has a good chance of developing a competitive edge. In this transparent atmosphere, they will have to deliver what they promise and communicate it well. Walmart has the muscle to accomplish those goals. And the U.S. economy will benefit from the initiative.
  • Posted on: 03/04/2021

    EQ is the special ingredient to feed entrepreneurial success

    Many high-level jobs require the intelligence that IQ typically suggests. And there may be some specific education involved, e.g., lawyers. Including entrepreneurial success and leadership as a consequence of EQ or IQ blurs the skills. EQ is often gauged by gut decisions made (and of course some decisions made with more thought), whether it’s about people hired and promoted or products/services supported or let go. You need a certain IQ score for education and skill acquisition. And being a successful lawyer is one occupation where I see an illustration of that combination. You can be successful on your own or within or running a practice. But let’s say you decide to open a gym, a restaurant or a flower shop. To be successful reliance on EQ will be more critical in the long run than IQ. People who are considered leaders in for profit and nonprofit organizations have attained that acknowledgement because of their EQ.
  • Posted on: 03/01/2021

    Do rivals need to follow Costco’s minimum wage lead right now?

    Employees are not only workers but ambassadors for the company and reinforce its brand equity. Smart retailers will follow for sure. There is enough data to suggest good wages and affordable benefits result in higher productivity and happier employees. That seems like a desirable outcome for retailers who want to be competitive in the marketplace and in hiring.
  • Posted on: 02/05/2021

    Are retail customers liable to sign off on liability waivers?

    The downside of the indemnification approach is that it makes the customer wary of the products rather than the assembly of them. What if retailers started the dialog with “we guarantee our installation” and offer a related warranty if they take care of assembly and installation? That could encourage customers to buy installation services, a source of retailer revenue and a potential reduction of liability exposure without drawing attention to potential harm. I understand the need to reduce liability exposure. At the same time, I believe it’s the retailer’s responsibility to minimize potential harm to its customers.
  • Posted on: 02/02/2021

    Will Allure editors outdo other beauty merchandisers with a new store concept?

    This is the ultimate convergence of digital and physical retail space. Allure is not depending on either one alone. If there is a 2,900-square-foot store spanning two floors that feature the magazine’s recommendations, i.e., “around 300 makeup, hair-care and skin-care products,” it’s sure to deliver increased sales with potentially established and new customers. And with the in-store experience shoppers are going to see something they may have overlooked online but discover in-store and can try for themselves. Success will also be driven by the effectiveness of how the products are displayed and supported by staff. That’s one place where I see a potential weakness. But that should be easy to observe and remedy quickly.
  • Posted on: 02/01/2021

    What does GameStop’s wild stock ride mean for retail?

    I agree that what happened with GameStop has nothing to do with being in retail. I think the fallout will be focused on Robinhood and how it stopped trades for a while, knocking out the entire egalitarian perception (it was never egalitarian) of stock trading. I’m just praying that the newbie individual traders who think they made money last week actually take their money and run. While the hedge fund short sellers could handle the need to cover their investment, it would be so sad to see those who thought they made money not have anything to show for it in the end.
  • Posted on: 01/20/2021

    Is My Pillow being ‘cancelled’ or is its CEO trashing the business all on his own?

    Mike Lindell has inserted himself into a highly toxic political arena. The Better Business Bureau has received complaints about the product and its price promotions, but the My Pillow company doesn’t recognize the BBB as a legitimate organization. So what are retailers and consumers to do? The answer, it seems, is playing out in real time. As to the specific question about “what if” My Pillow items were top sellers for the retailers -- I don’t think it’s a big worry. There are many pillows options available in each of the retailers who want to drop the brand. And each store has many other items that are promoted as therapeutic, comfortable and providing a good night’s sleep. We’ll see the ultimate impact when we learn about sales curves for the brand at Amazon and Walmart. Will shoppers search out the brand or recalibrate their criteria for pillows?
  • Posted on: 01/04/2021

    Will Giant Food’s shelf labels with diversity call-outs drive sales?

    Calling out products made by minority-owned businesses can be more than a sales opportunity or a CSR initiative. It influences greater awareness among shoppers about diversity in the marketplace. The last few months have awakened many to the realization that advocating diversity isn’t just about saying you’re not racist. Being antiracist means doing something when you can. It would seem that Giant is doing that with their retail platform. I believe there will be more calling out in various forms as we move towards having a society characterized by inclusion and equality.
  • Posted on: 12/15/2020

    What if Barnes & Noble had produced ‘The Queen’s Gambit’?

    I agree with those who favor partnering over taking it all on. While creating successful films and shows is daunting and not for the feint of heart or those with limited purses, placing that big of a bet on a product makes the odds even worse. In the '70s my late husband developed, manufactured and promoted a unique chess game (Quadra Chess) that could be all the rage now. But it wasn’t successful for various retail, manufacturing and product reasons. In the last few years chess has seen more engagement, even before The Queen’s Gambit and the pandemic. However playing chess on a computer gives access to everyone. Selling the last of the left-over games from my husband’s intended gambit occurred decades after the game was produced and was applauded by Russian chess masters. I’m curious as to why there appears to be some websites offering the original game. LOL, I still have several originals from the '70s. As another side note Barnes & Noble had chess masters playing Quadra Chess in their store windows.
  • Posted on: 12/11/2020

    Are stores going to turn into ghost towns?

    If all the surveys are reporting about 50 percent in one direction and 50 percent in another direction, you can be assured that retailers are going to suffer. There could be about 50 percent of the population that show up at stores without a mask and/or disregards distancing requirements. The other 50 percent will avoid that risk or use that experience as a marker for how they will adjust their shopping behavior now and in the future. And that’s why there was a 49 percent drop in Black Friday weekend traffic. The studies reported in the article are showing percentages of percentages. I’m not questioning the data, simply what the results actually mean for store traffic. And let’s not forget that even with vaccinations coming, we have to accommodate the anti-vaxxers and the interval between now and when the country has established herd immunity via vaccines. We’ll still need to wear masks, distance and wash our hands. What percentage of the population will go along with CDC guidelines? People who don’t believe there is a pandemic or believe that it’s dangerous will be less likely, maybe unlikely, to accommodate those who heed warnings and protect themselves and others. That won’t make it any easier for retailers who would like to increase in-store shopping.
  • Posted on: 12/10/2020

    What will it take to get shoppers back into stores in 2021?

    I agree with everyone who stresses safe environment over discounts/coupons for bringing more shoppers into the store. But in this time of disinformation and general confusion, retailers have to be very clear in their communication of what they mean by safe and what the in-store experience will be like. I think a simple video showing a shopper shopping, how they navigate in the store and get to experience what they came for. I’m not suggesting this is an advertising execution (I leave that to the creatives), but more like a YouTube video that you would use for instructions. As for the coupon to be redeemed in-store only, that would be a turn-off to me. And it would make me question the sincerity of any other promotion the retailer offered.
  • Posted on: 12/07/2020

    Barnes & Noble counts on store managers running its business better

    Local autonomy is not sufficient if the managers don’t get the proper training and guidelines for advancing a local strategy. While there are currently limitations for in-store events it’s up to management to find ways to engage consumers in a more personalized way. Breaking through email and Facebook with B&N ads won’t do the trick. If customers are to feel their needs are being addressed and that they are part of a B&N community, advertising and targeted correspondence may bolster the relationship between Barnes & Noble and their customers. This is a component of marketing doesn’t yet have.
  • Posted on: 12/03/2020

    Have women permanently broken through retail’s glass ceiling?

    How do I say this delicately? Retailers have been marketing directly to women forever. Now they are realizing that women CEOs can be better at advancing the retailer’s position in the marketplace. Let’s say that’s an epiphany. I think that women CEOs can be excellent leaders in all industries. And of course CEOs, regardless of gender, and not because of gender, sometimes fail.
  • Posted on: 12/02/2020

    Will ending minimum purchases turn Walmart+ into a serious Amazon Prime rival?

    Currently consumers go directly to Amazon to check out product and brand availability. With Prime you can order on the spot. But sometimes you may be willing or think it makes sense to take your time (nanoseconds?) to compare prices, brand and quantities on various websites or simply type in the product/brand in Google. Hunkered down during the pandemic we’ve learned that we can have instant gratification. Over the months it’s become clear that instant isn’t always the best solution. Here’s where Walmart can make a dent very easily, i.e. offering an option for comparison. The more often shoppers see they have an advantage by choosing between sources, the more Walmart gains in stature as an Amazon, Target, etc. rival. Ultimately, it’s how well Walmart satisfies consumers' needs and wants and stays current as needs and wants morph. We know the demand is there.
  • Posted on: 11/13/2020

    Should C-suite execs keep their opinions to themselves on store visits?

    I do agree about the need to first establish trust. I also believe it’s important to identify the purpose of the visit if possible, but have a generally known policy that store visits will be followed by a summary of observations and perhaps recommendations. Let’s be clear. The CEO will always be evaluating. Staff knows this. But if it’s established that observations will be forthcoming along with recommendations, compliments, sharing of what other stores are doing or whatever else makes sense it takes the edge off. Make it know that this is a one stop/slice of life experience for the CEO and it’s expected that there will be comments some of which may be criticism. However it won’t be directed at any one individual unless there is something terribly egregious, unethical or illegal. OK, I’ve gone too far with the caveats, but I think you know what I intend to convey.

Contact Joan

  • Apply to be a BrainTrust Panelist

  • Please briefly describe your qualifications — specifically, your expertise and experience in the retail industry.
  • By submitting this form, I give you permission to forward my contact information to designated members of the RetailWire staff.

    See RetailWire's privacy policy for more information about what data we collect and how it is used.