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: 06/22/2022

    Study: Flexible scheduling challenges are keeping store managers up at night

    There is a serious lack of ways to make sure children in single or two parent households are well taken care of during work. It’s a dominant issue for deciding where to work and what hours are an option. Store associates probably know this and their managers have to integrate this reality into their work schedules.
  • Posted on: 06/20/2022

    Kroger CEO says customers are ‘rethinking their shopping’ habits

    The speed with which prices increased results in a bright flash of sticker shock. It’s shocking and obvious when you see the typically 99 cent yogurt or soft drink suddenly at $1.29. That makes people (me) sensitive to what else has jumped up in cost. And now it’s time to look around at other yogurt brands and soft drink options. And while I may not be as knowledgeable about all the grocery categories as a shopper, I suspect prices in every category are higher. This motivates me to scan each category in depth and deliberate what will keep my overall grocery costs as low as possible. Ultimately, it may change my choice of brands and introduce me to alternatives I may not have considered in the past. Furthermore, it’s hard to imagine reverting back to the old shopping behavior.
  • Posted on: 05/27/2022

    Can body neutrality messaging replace body positivity?

    The phrase “body neutrality” is new to me -- as is “body positivity.” Recently I have become aware of ads and online promotions of apparel that use models of various sizes and shapes. And I applaud that. I think it’s all in what brands and retailers do and not what they say. The concept (I suppose) of body positivity (unspoken phrase) has shaped the apparel market forever, while women and girls tried to measure up to what was highlighted as perfect. There was no statement, only the visuals. I trust that marketers will be smart enough not to emphasize either phrase and demonstrate their offerings on the bodies of all women. Then I will know they have me in mind and are not encouraging me to aspire to be anything but me. Using the phrase “body neutrality” is off putting -- and just another way of saying “not perfect.”
  • Posted on: 05/25/2022

    Nordstrom is staffed, stocked and ready to serve as store traffic increases

    Nordstrom continues to honor its customers by paying attention to their needs. It has brought them success for a long time and will carry through this current inflation. Shoppers have gotten more savvy over the past decade and especially during the pandemic when examining options for purchases is smack dab in the middle of their smartphone. At the same time the pleasure (for many) of in-store shopping has not gone away and Nordstrom knows how to maximize that experience.
  • Posted on: 05/23/2022

    Do consumers want highly-personalized fridges?

    I’m just in the process of buying a new condo and selling another. Customization of refrigerators would be another barrier to selling this home as it is the opposite of how you want to present the home -- without personalization. Add this to the other “cons” presented above.
  • Posted on: 04/01/2022

    Cashierless stores graduate to college campuses

    Campuses offer a great opportunity to test out technology and usage for autonomous grocers. The environment is defined and the population is mostly younger and more apt to successfully navigate the technology. Any hiccups will be worse in the general population.
  • Posted on: 03/31/2022

    Best Buy and others find great customer experiences start with data insights

    Data-driven vs. Consumer data-driven is the big difference in usefulness. Numbers alone are not sufficient, albeit necessary. Understanding the consumer experience comes from hearing what the shopper has to say and how they feel and what motivates them. That’s where qualitative data (well executed) comes in. I can’t imagine any retailer being successful without the use of at least “some” data.
  • Posted on: 03/30/2022

    Have people had their fill of contact-free retail?

    The consumer preferred contact-free service may have morphed from virus-free. I believe it’s going to depend on the context for the service, i.e., in a busy traffic environment vs a more leisure filled opportunity. So going to work (not working from home) is one situation where contact-free is a real advantage/convenience. As for the barista reaction about bad customers. I guess flight attendants would like to have a contact-free environment as well.
  • Posted on: 03/28/2022

    Has Backstage found its place inside of Macy’s?

    I don’t think that customers will note a difference between “Backstage” and any other section of Macy’s that offers discounts. Macy’s may think of it as a standalone concept, but inside the store it’s just another location for bargains.
  • Posted on: 03/04/2022

    Will try-on tech be the right fit for Walmart’s fashion business?

    I like the concept. Retailers and brands have been trying to make this happen for years. I’m not aware of any taking off. If the Walmart avatars can show what my behind looks like in those pants, I’ll give it a shot too!
  • Posted on: 03/02/2022

    Will Target keep its winning streak going for five more years?

    Target has gained the respect of the industry but more importantly, its customers. Getting to know them, getting to know all about them ensures that Target can focus on shopper needs and wants. And Target just keeps doing that...well.
  • Posted on: 02/28/2022

    Walmart wants to make deliveries for independent grocers

    If customers don’t see the Walmart name associated with the mid and small grocery delivery service, then retailers will trust Walmart and enjoy the benefits along with their customers. I understand the concern of Walmart having access to their competitors’ databases of customers, but they probably already do and beyond that have overlapping clientele.
  • Posted on: 02/04/2022

    Will Amazon’s customers go along with its Prime rate increase?

    Most Prime members will stay on board and not like the hike at the same time. As others have noted, the convenience of quick and free delivery, array of inventory and access to free return without packing/re-packing will soothe ruffled feathers.
  • Posted on: 02/02/2022

    Should retailers ‘tip’ customers to pick up orders?

    It comes down to perceived value and convenience. $3 for pizza, whether in the form of a coupon or not, offers a relatable value. It’s going to be more difficult for retailers with bigger ticket items to find that sweet spot. And let’s not forget about how much discounting is going on. So a percentage off a discounted item may cut the profit right out from under the retailer. No doubt retailers will have to be savvy about how to offset their staffing challenges with monetary incentives. But consumers expect retailers to offer convenience and mostly with no strings attached.
  • Posted on: 01/31/2022

    What’s fair vs. foul in managing negative reviews?

    Until I read all the comments related to this article, I had no idea how complex this situation is. Competitors positing negative reviews? Wow! I’ve always wondered about the retailer that responds to a negative review by saying “Thank you. We appreciate your remarks”, but doesn’t acknowledge the complaint. It seems to me there is no one answer and the idea of reducing negative online reviews starts to sound shady by nature of the phrase. If retailers state guidelines for posting positive and negative reviews they have a head start for a good reputation. They can identify their approach to negative reviews each time one shows up. Maybe something like this as a response to a negative review will be helpful and keep the narrative transparent on both sides. “Thank you for letting us know. We’ll try to resolve this issue on our end. If this involves products you’ve received, we’ll be in touch with you directly and see what we can do to turn this around. We’ll be asking you to post your reaction to how we resolve the matter and hope you’ll do so.”

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