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: 06/07/2021

    Walmart gives associates free phones and a mobile work app

    It’s not just about the app, it’s about Walmart giving its employees a 21st century device to use and keep. The software applications make the associates' on the job experience better and no doubt it will be a morale booster. Any manager knows that staff at one point or another are saying something to the effect of “If the boss would only do X, I could do a better job.” Often we don’t know what that missing thing is. Walmart is filling in the blanks and undoubtedly will be rewarded for it, with greater employee satisfaction, productivity, effectiveness and ultimately pleasing the customer. I don’t see a downside -- until every employee expects the same device. And by then Walmart should know if it’s worth that additional investment. I’m guessing it will be.
  • Posted on: 05/28/2021

    Should Amazon or rivals be more wary if it opens brick and mortar pharmacies?

    Clearly Amazon can set out to do whatever it wants to do and take its time to figure out how to do it right. During the pandemic I relied on a local (location, location, location) CVS for certain meds that could not be sent through the mail or delivered. I’m a caregiver for a family member and there are many of us who have to strategize trips to the pharmacy to align with available moments for getting things done outside of the home. Right now, the standalone and in-retail pharmacies offer the benefit people like me are looking for. They’re close by and it’s easy to get in and out. I don’t see how Amazon can compete with that in the near future. They can build up a brick-and-mortar omnipresence, however the brand equity will be fragmented between the names associated with the locations where the Amazon pharmacies reside, e.g., Whole Foods, Amazon Fresh. If prescriptions are seen as a commodity product the brand equity of the retailers may not matter. People may think a pharmacist is a pharmacist is a pharmacist regardless of where he or she is stationed. I think like that. At the same time, I prefer to deal with pharmacists who are associated with retailers that have a reputation for providing the service, knowledge and reliability needed in getting the right medicine, dosage, insurance coverage, refill initiative, etc. In other words, I trust them and rely on them. If other shoppers want the same things from their pharmacies, Amazon will have to overcome serious barriers to build up their brick-and- mortar pharmacy business.
  • Posted on: 05/25/2021

    Can retailers afford to keep paying associates less than $15 an hour?

    As the economy grows there will be new opportunities for workers to find employment that provides wages that they can live on. Working three jobs to barely, if at all, be able to afford necessities is no longer an enviable situation. People want to work and they want to afford what they need to stay healthy. Typically that means housing, food and medical costs. I think the pandemic has made many realize how close to the brink many citizens are. Look at the long lines at food banks, for example. As long as the media highlights how people can provide for themselves and their families through employment with companies that wish to sustain their own growth and efficiency, retailers and other companies will fall into line and learn how to be successful while offering their employees the opportunity to manage their life’s needs.
  • Posted on: 05/24/2021

    What are the greatest pain points for mobile checkout?

    There’s nothing like an objective evaluation to stray from the perception of the user that makes the decision to buy or not buy from that retailer. I’ll bet that users were willing to endure pain points to a greater degree when it came time to make a vaccination appointment than purchase a frying pan. What retailers should be assessing is how their current and potential shoppers consider pain points on their site. I’ve done research in this area over the years and it’s the shopper who determines what is tolerable and what is not. And for the mobile user, pain varies from one transaction goal to another. And the willingness to stick with a painful experience through checkout varies from one transaction goal to another. To provide a satisfactory checkout experience for the consumer requires first understanding the consumer’s experience.
  • Posted on: 05/04/2021

    Will CVS make a breakthrough as it expands in-store mental health services?

    On the one hand I believe that mental health services in pharmacies will help lessen the stigma around mental health issues and also facilitate helping people who need help to get it but don’t know how or where. However if the in-store providers are not expertly vetted or monitored this could be disastrous. If the concept is more like an in-person portal assisting access to the right professional it can be an incredible useful service. However if people are being treated on the spot, like getting a vaccination in-store, it’s could do more damage than good. Privacy is one of the hallmarks of therapy and the CVS concept flies in the face of that. Success in a pilot program is not defined in the article. And a pilot program is usually tightly controlled. Spreading out to additional regions puts strains on the management of the services. I do hope the initiative is successful for the reasons I stated at the outset. Eliminating the stigma of mental health needs allows more people to get the help they need. Seeing such services available at a retailer will help offset the stigma and encourage treatment.
  • 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.

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