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: 11/13/2018

    Do grocery stores have a customer engagement problem?

    Why does it just have to be “in stores”? Why isn’t the question about overall engagement, i.e. satisfying grocery needs through all channels? The bottom line for retailers takes into account all revenue streams. So, should strategies for customer engagement; keeping shoppers involved in the store and being the go-to website when online purchases are to be made. The tactics are different in each channel, but that’s the retail world of today. A combination of experience without sacrificing convenience is the goal in the store. A combination of easy website navigation without sacrificing value and quick delivery makes for happy shopping on line. In that case, customers may develop a habit of going to that grocer’s store and website on a regular basis.
  • Posted on: 11/12/2018

    Why do Millennials love private label groceries so much?

    One component of private label advances has to do with the ability to achieve brand equity across categories. It seems to me that once shoppers, albeit Millenials in particular, note that a private label brand offers great value and quality for salad dressings, peanut butter, cookies as well as household cleaners, etc. they’re likely to accept other products and categories from that private label. It wasn’t always like this with private label. Consumers would be inclined to exclude certain private label branded categories as not acceptable, e.g., snacks and especially cranberry sauce at Thanksgiving. That can explain why there’s a larger proportion of private label in Millennials’ shopping cart. Some retailers have been able to develop a private label that has become for their shoppers the go to brand for quality and value across many categories.
  • Posted on: 10/18/2018

    Where are market research and analytics falling short?

    Joel’s article is focused on one aspect of marketing research that means a lot to some research companies and their clients. There’s still some almost traditional research going on that fills the needs of many clients that want to make informed decisions as they introduce new products and try to maintain their competitive edge with effective marketing strategies. Thank goodness! We’ve said it before and it bears repeating. Before committing to research, whether it’s a long-term initiative or a short-term project, buyers of research should know what decisions they want to make and how the data provided will help them. Research dollars well spent are those that provide results which in a timely manner inform, guide and are actually used.
  • Posted on: 10/16/2018

    Does anyone pay the full retail price anymore?

    The numbers I’d like to see would tell me the percentage of retail revenue that represents discount shopping. If more and more shoppers are buying at discounted prices, that suggests there are more products available at those lower prices. That would feed into the argument of some that retailers can no longer rely on bringing in customers by offering “some” discounts but rather shifting to a “more/more/more” approach. I recall growing up in NYC and knowing I could find current clothing at discounted prices at the manufacturers in the garment center of Manhattan. When I moved to Chicago I was terribly disappointed that this opportunity was missing, except for the occasional sample sale in the Merchandise Mart. Fast forward to outlet malls and widespread sales in department stores and other retailers. It’s hard to avoid a sale these days. And who wants to? RetailWire has addressed this subject before. People would talk about going back to the time before the great discount took over shopping behavior. I can’t see going back. And I believe my last line in a previous discussion was something to the effect of “How ya gonna keep em down on the farm after they’ve seen Paree?”
  • Posted on: 10/15/2018

    Will J.C. Penney’s new private brand connect with Instagram-savvy moms?

    The emphasis for J.C. Penney should be on style. It appears they’re thinking if they’re at the right place at the right time, consumers will want to engage. Since communication on social media platforms focuses on visuals, what J.C. Penney offers in terms of their clothing line will either make or break their expectations.
  • Posted on: 08/30/2018

    Which market research tasks are likely to be taken over by AI?

    Don’t just give up and say AI will produce something new, perhaps good or bad for consumer insights, for jobs -- ARGH! I believe it’s worth a deep examination to see where AI can add value to the goals of research, i.e. for informed decisions with greater cost and time efficiencies. AI is a tool that can assist in data gathering and data analysis. I’m currently using AI to help reduce the time it takes to gather consumer insights by aggregating responses in real time during the course of an hour’s interview among a sample of 100 (or more) target respondents. It’s giving clients a chance to be on the front line with their consumers. That’s just one example. AI can add value to proven research procedures. And AI offers unique opportunities for new methodologies. If you think of it simply as “machine learning” you can lose the potential it offers because it can be intimidating. Instead consider the inroads AI can make in realizing broader and deeper consumer insights. It’s a context that will enhance market research procedures and results as well as opportunities for market researchers.
  • Posted on: 08/27/2018

    REI finds an audience for used gear

    REI’s lightly-used product program is just the right approach to attract Millennials especially, and others who feel that sustainability and “recycling” clothing, furniture, electronics, etc. is desirable. Eileen Fisher has a similar approach where they will pay customers for used clothing that they will clean and offer shoppers. The added incentive to bring in the used clothing is that some percentage of the sale will go to charity. These initiatives reinforce existing relationships and encourage new customers to try shopping at the retailer. I also think that the guilt associated with holding on to stuff that is not being used but that can still be used by others is another motivation for engaging shoppers. The brand equity each retailer builds is solid. They’ll find out soon enough if there is some cost they didn’t expect, but I believe that cost will be seen as an investment for long-term corporate reputation and sales growth.
  • Posted on: 08/23/2018

    Is Victoria’s Secret’s ‘buy 2, get 1 free’ promo the beginning of the end?

    Victoria’s Secret has always been about image. I think they should continue to focus on image, but a new image that is aligned with today. Women are still thinking about how they look and feel in their clothing. Comfort is more of a priority than it ever was. At the same time we still want to “look good.” It’s up to Victoria’s Secret to determine the definition of “look good” for its target audience and offer the products that fit that definition and their customers’ aspirations. I think it’s wrong to focus on being out of touch when how to be in touch is the goal.
  • Posted on: 08/20/2018

    Are stock-up grocery trips becoming a thing of the past?

    I’m not seeing any mention of consumer access to buying bulk items for less (paper towels, cases of bottled water and even smaller items like shampoo that last a long time) online. Shoppers can now avoid the stock-up nature of shopping trips to focus on what they need in the near future. It all plays into what current behavior looks like. We have to see beyond the numbers that simply highlight grocery store transactions before we can plan future strategies.
  • Posted on: 07/27/2018

    Can store associates do anything about rude customers?

    Of course training for store associates is key to dealing with shoppers. However, isn’t it time to come up with some new tactics to support store associates? Maybe associates could have a postcard or handy app that they offer the shopper on the spot to document their complaint and send it off to management. My expectation would be that this could mollify the shopper and retail management would know staff is being pro-active. As for being messy and stealing, I think that those should not require direct interaction between a non-security store associate and the shopper. Cleaning up messy fitting rooms have to be part of someone’s job. But shoppers can be encouraged to be neat. Perhaps they can “take a picture” of their clean fitting room and enter it in a store contest. I think that’s crazy, but it could motivate the shopper to be neat. Anyway, there are creative people to come up with better ideas. I just believe it’s time to come up with some additional tactics to help staff, shoppers and the retailer overall.
  • Posted on: 07/25/2018

    Kroger’s 90-day terms have CPG suppliers seeing red

    I’m with those who know that 90 days is the new normal. It was typical on an invoice to indicate 30 days with a fee associated for each day over 30 days. LOL. Manufacturers’ default has been 90 days for years. Recently I was asked if I could withstand 120 days. For a small company this is impossible, especially if there are costs that have to be paid to other vendors. You can expect an erosion of loyalty and quality. This is where banks come in as they have done for years in the garment industry. They will guarantee to pay immediately after the invoice has been approved. That’s what Kroger is offering. Each fee gets transferred to the next company in the chain. Or companies can just borrow in bulk to cover their cash flow. I don’t see any benefits but just a beating that businesses have to accept as part of the cost of doing business. And that cost is just going up.
  • Posted on: 07/24/2018

    Kellogg urges retailers to cater to ‘brick & order’ shoppers

    I’d like to know where brick and order is most prevalent. I live in New York City and wonder if my neighbors who don’t have cars are using brick and order the way my friends in suburbia order and pick up. When I go online to consider ordering household cleaners I’m shown the same brand across multiple retailers. Some don’t charge shipping some do. I’m instantly able to compare value and convenience and make my decision accordingly. While the article lists down-to-earth and practical suggestions for grocers, it still leaves me wondering about how location, location, location (of the shopper) should impact grocers’ brick and order strategies.
  • Posted on: 07/23/2018

    Retailers use brand ads to help pay for free delivery

    I think this can be a win/win for retailers and advertisers. Both have to monitor the impact on image as well as sales. But it seems like a small investment to reach known shoppers, especially those who are looking for in-home deliveries. For some advertisers, the results may be immediately measurable, if there is particular interval of time in which a purchase can be made, e.g. sale item, discount. This could be a way to test results before going to deep into the program.
  • Posted on: 06/29/2018

    Will Amazon’s PillPack acquisition disrupt the retail pharmacy business?

    The way I see it PillPack is not simply about delivering medication. It’s about making it simpler for people taking medication. Other retailers are competing within the context of convenience and price. But PillPack has recognized the challenge for those who are taking several medications to be compliant without the mess of open and unopened bottles and question marks about “did I or didn’t I take those pills? I was supposed to." Patients trying to stay on top of dosage use plastic boxes with a.m./p.m. and the days of the week imprinted. So PillPack comes around and takes that burden away. Amazon will heighten awareness of this innovative delivery system. Health insurers are on board. Local retailers will probably hold onto the “I need it now” prescriptions. Mail order systems will be compelled to consider what PillPack offers to stay competitive. Pharmaceutical manufacturers will probably benefit from more compliant patients who use their meds as frequently as they should -- as long as the prices are what consumers can manage. Yeah, I think Amazon is brilliant again.
  • Posted on: 06/28/2018

    Toy City pop-ups look to fill the gap left by Toys ‘R’ Us

    Offering an option for toys next to a pop-up Halloween store makes good sense because of the season. Right? Christmas comes earlier and earlier. Brick-and-mortar stores for toys rely on having the right toys at the right time. The selection and ordering process for retailers and marketers used to be tricky business. I don’t think this is a slam dunk for Party City in terms of revenue. But as long as they keep their costs low the first-year experiment will show them whether it's worth their while to continue.

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