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: 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.
  • Posted on: 05/06/2019

    What companies need to know before using AI

    I think Nikki Baird expresses the real challenge of using AI. The user must first identify causal relationships and labels that are to be addressed. There are many failed attempts (perhaps outside that particular retailer’s context) that can be reviewed to help guide planning and development. But as many have suggested, AI is really a sexy buzzword and machine learning is often the actual product and not AI at all. Retailers should deal with the potential use of AI as with any major investment. First identify what you want it to do for you, determine if it can do it and who is accountable if it doesn’t fulfill the objectives.
  • Posted on: 05/03/2019

    Do urgency tactics used by online retailers amount to marketing deception?

    It will be interesting to see if anyone in this series of posts thinks there is something wrong with creating a sense of urgency. It’s called marketing or promotion or advertising. And by the way, the article does not mention that consumers can return what they regret purchasing. There is an off ramp!
  • Posted on: 05/02/2019

    Walgreens is training pharmacists to tackle mental health, opioid emergencies

    I think this is a wonderful initiative. We are constantly hearing about people whose symptoms of mental health issues are going unnoticed. It’s a daunting challenge for pharmacists and reference to the American Pharmacists Association collaboration is a strong testimonial for the program. Most of the time pharmacists are behind one or two barriers and don’t have regular interactions with customers. Consequently, it may ultimately be up to the cashier (aka other “team members” mentioned) in the pharmacy section to call attention to a potential need. That suggests more responsibility for those individuals along with the need for training them as well. I hope Walgreens succeeds and becomes a role model for other retailers who regularly interact with those in need.
  • Posted on: 05/01/2019

    Will Americans eat a direct-to-consumer cereal brand for breakfast?

    I can’t imagine Magic Spoon as a big hit when consumers are looking for good value among all food categories. We’re constantly comparing prices at Whole Foods to other grocery stores. How does Magic Spoon avoid that comparison?
  • Posted on: 04/30/2019

    McDonald’s teams with AARP on national campaign to recruit older workers

    Feeling relevant is an incredible self esteem booster. And I suspect that older workers will feel that boost working for McDonald’s. As companies acknowledge diversity in their training programs, they can include age (if they don’t yet) as part of the program. Millennials currently stand out as a major challenge for many employers. Now older workers can be part of the challenge. But then again creating a harmonious team is always a challenge. I think this will be a great learning experience for all involved, the staff and management. Who knows? Harmony may become a universal achievement for McDonald’s and other retailers as all ages are brought together in one working environment.
  • Posted on: 04/29/2019

    Why can’t Amazon convert Prime shoppers into Whole Foods shoppers?

    The reasons described in the article and the posts below it, cover most, if not all, of the reasons why more Prime members are not yet shopping at Whole Foods. But here’s another perspective. If you have been an Amazon Prime member and Whole Foods customer even before the two were connected, what would you say to your Prime member friend who wants you to provide a rationale for becoming a new customer of Whole Foods? Hard to come up with the justification.
  • Posted on: 04/11/2019

    What does it take to produce promos that pop?

    Promotional strategies, discounts included, are often more complex than marketers anticipate. We know that consumers don’t necessarily see offers the same way their creators intended. Promotions to bring shoppers into the store vs. in-store (once you get to the shelf) promotions generate different levels of enthusiasm and responses. The article suggests that this context or consumer perspective is not necessarily part of the development process. Getting shoppers to spend more in the store (once they are in the in the store) often relies on signage to communicate the offer and, of course, assumes the actual offer is relevant and perceived as a good value. Promotional signage can be “invisible” to consumers who focus on what they bought before so they can get out of the store quickly. Bottom line, execution of promotion communication can be the difference between it being effective and not working at all. The actual discount or other offer conveyed poorly has lost its opportunity to succeed.
  • Posted on: 04/05/2019

    Will Amazon, CVS or Walgreens win the speedy Rx delivery race?

    Speed of delivery is important in at least two scenarios, maybe more; the onset of an illness requiring medication that day, re-stocking medication that someone forgot to refill and has to be taken that day. While that seems limited from one perspective, I have no idea how often that scenario plays out each day at every pharmacy. Same-day free Rx delivery is still happening in New York City. As others have indicated an aging population ensures the demand for home delivery will grow. It’s likely that mail order prescriptions will continue to include the cost of shipping. I’m trying to figure out who will be willing to pay more for home delivery. This seems to be an opportunity for another service to step in and save the day for those who can’t afford that additional charge. It seems unlikely that with the high price of prescription drugs consumers will be willing to take on an additional cost. Workarounds are bound to occur.

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