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: 09/18/2019

    Are grocers falling short in selling better-for-you foods?

    Effective in-store signage explains what it is that the consumer is looking at so that an appropriate decision can be made. Let’s not overthink this. If customers are reading the information, they are selecting from it what they feel is most relevant to them ... right or wrong. Keeping staff up to date on what the store is stocking and why some products fall in the “better-for-you” category makes good sense, especially if customers ask any questions. One risk for grocery stores that don’t categorize their products is that shoppers won’t know what they have and look elsewhere for those better-for-you foods.
  • Posted on: 08/23/2019

    Will the next recession devastate mall-based retailers?

    While it’s important to understand the health of retail prior to the past recession, I believe it’s the consumer impact over the “recovery” that sets the stage for a next recession. Consumers learned how to constrict spending and that included going to malls less often as well as cutting back on gas to get there. Online sales have benefited from that learning. Of course, there is more to the success of online but lessons learned in the past recession impacted consumer behavior then and continue to influence shopping today. Anticipation of a new recession will reflect lessons learned and new shopping patterns.
  • Posted on: 08/22/2019

    Groupon hopes its rewards program engenders more loyalty

    The article doesn’t address the “why.” I’m recalling the years of cutting out coupons from Sunday paper inserts. And then loyalty programs began and then they had to be juiced and there was the discovery of limitations to juicing. Groupon is trying to juice up its active user base. How much can any one person buy or be incentivized to buy? Does someone on this thread have the answer?
  • Posted on: 08/21/2019

    Organizational culture shapes digital transformation

    It’s always about employees and turf. Paranoia sets in when change is looming. It’s worrying about how my role and status, not to mention employment, will be affected. I’m not into the layer cake analogy. Bakers are able to trim away the portion of cake or cakes that stick out or make the layer cake appear less uniform. I don’t advocate that approach for corporations, but it’s exactly that image that makes for employee anxiety and consequently resistance.
  • Posted on: 08/20/2019

    Is technology really making stores more like the web?

    When retailers try to make the in-store experience like shopping online they must be measured in their effort. Some shopping requires personal interface to be satisfying. The retailers who forget that open the door to competitors who provide customers personal interaction that supports and engenders a positive experience. The balance will be different for various categories but the ultimate goal is the same; satisfy the customer by giving them an experience that encourages them to think well of the retailer, speak well of the retailer and return to that retailer.
  • Posted on: 08/19/2019

    Kroger’s trucks roll into food deserts

    Like many others I hope this works well. But importantly, by partnering with like-minded organizations I believe there’s an opportunity to improve and expand. I’m sure that everyone who reads this article starts to smile and feel encouraged. To keep Kroger engaged I hope that they achieve marketing advantages as well.
  • Posted on: 07/26/2019

    Is DoorDash ‘doing the right thing’ for delivery people?

    Communication is tricky. It’s not necessarily what you say, it’s always about how it’s perceived. Controlling the narrative is therefore always challenging. Therefore “explaining” is insufficient because there’s no guarantee that the desired message comes through. The public understands the numbers associated with a fair wage. The public understands that tips are incremental to a wage, not the wage itself. And I’m with those who use cash for a tip, sometimes putting it in the hand of the waitstaff just to make sure the worker gets what I intended. Note how it is the employer we are trying to circumvent.
  • Posted on: 07/25/2019

    Does Tim Hortons need an innovation cafe?

    One of the great benefits of an innovation café is that you can quickly learn what won’t work. It’s the nay’s that save companies wasted dollars. As for the ideas that seem to have merit: How good is good? Well that takes a bit more investment. But at least there’s a reason to push forward.
  • Posted on: 07/23/2019

    ThirdLove brings digital bra-fitting to physical retail with its first store

    As they are coming of age women reach an intersection with regard to bras. How do I want to look? Which bra helps me look that way? Sometimes teenagers depend on the images they see and want to imitate. It doesn’t mean they will enjoy the self-image if they create it. Do they want to look sexy? Do they want to look trim? Do they want their breasts to take on a different shape, look fuller, look less full? Sometimes teenagers depend on someone else telling them how to look; their friends, the associate at the store where they shop. In the wide expanse of possible garments, it can be a real challenge just to determine which ones to bother trying on. This is all true for women of any age who wear bras. And it explains why shopping for a bra can be daunting. It’s when you look in the mirror with the new bra on and your clothing on top of the bra that you can actually determine if the fit is right for you. How do women get to the point of feeling good about that image and physically good (no discomfort caused by the bra)? I’m not convinced that technology alone is the remedy. Women wear shoes that hurt their feet because they want to look good, perhaps because the shoes are more fashionable, are from the popular brand, etc. Women (not all) will wear bras that don’t fit well and perhaps don’t flatter them for a variety of reasons. Technology can’t tackle all those pitfalls. But most of all I’m concerned that depending on technology takes away that self-determination of selecting garments that fit the way women want them to fit.
  • Posted on: 07/22/2019

    Should retailers hire more ex-cons?

    Retailers should definitely include ex-cons among their candidates. Hiring them is an important opportunity for the retailers and for those who have served their time. Retailers should treat them like other employees. My concern is that retailers would take advantage of them in terms of wages and perhaps other aspects of their job.
  • Posted on: 06/28/2019

    Digital brands find inclusivity is the ‘right thing’ to do for business results

    I’m confused. Is the article discussing multi-cultural marketing or marketing to one ethnicity at a time? I think the goal is to understand your target audience and then reach them with a message or messages that generates sales. You may uncover that you have several targets for whom you have different messages. I don’t think you can create a melting pot of messages for distinctive groups of consumers.
  • Posted on: 06/27/2019

    Is email still the place for conversions?

    It makes sense to effectively use email marketing, because more people engage with emails than with social media. And social media users can have a more restricted tolerance for marketing than those seeing your email. They’ve chosen social media (often) for reasons other than being recipients of promotional communication. Like all things in marketing, it’s important to know how your target engages with each medium. At the behest of clients, I’ve conducted surveys that leveraged their social media following only to discover the people on a particular site were not necessarily users of the category, much less the brand. So, I’m in favor of communicating with a broader base of potential consumers. Depending on the category it can simply be a numbers game.
  • Posted on: 06/26/2019

    Is complaining about customer service becoming America’s national pastime?

    Geez, I think the best response to a low star rating, review or post is an honest effort to remedy the problem. Too often the stock response or representative’s script, “...sorry for your inconvenience” is the end of the road. I agree with those who say don’t call it a national pastime, but recognize that customer service is lacking. Retailers will suffer the consequences when their competitors pick up the gauntlet they’ve dropped.
  • Posted on: 06/25/2019

    Are airports now the sweet spot for luxury retail?

    In addition to the comments above, I’d like to suggest that brands and products at airport terminals are able to stand out because they are indeed typically more “luxury” in nature. For the traveler with wait time, it’s worth looking at what’s available at another price point. And for some of us the words “duty free” conjure up a bargain and who doesn’t love a bargain? I just noticed an airport vending machine for the cosmetic brand Benefit and was surprised to see that one brand use that approach, right next to a Best Buy vending machine which houses several brands. I guess they’re thinking that frequent travelers may not have the time to replenish supplies. I think Benefit is a niche brand in a stand-alone space along the path between security, gates and restrooms. Maybe the sheer traffic volume will give them the revenue they’re looking for. It will be interesting to see how that works for Benefit.
  • Posted on: 06/24/2019

    How do consumers define cleanliness in grocery stores?

    Another way of thinking about this has to do with where the consumer spends his/her time. While bathroom cleanliness is extremely important, I would suggest the impressions made at the shelf and at the register are key. At the shelf merchandising (the appearance of full shelves with labels pointing outward) as well as cleanliness are satisfying. The register is where the (almost, besides parking lots) last impression is made. It’s where shoppers wrap up a good experience or get distracted by stuff and wet spots from other shoppers’ purchases.

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.