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: 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.
  • Posted on: 12/10/2020

    What will it take to get shoppers back into stores in 2021?

    I agree with everyone who stresses safe environment over discounts/coupons for bringing more shoppers into the store. But in this time of disinformation and general confusion, retailers have to be very clear in their communication of what they mean by safe and what the in-store experience will be like. I think a simple video showing a shopper shopping, how they navigate in the store and get to experience what they came for. I’m not suggesting this is an advertising execution (I leave that to the creatives), but more like a YouTube video that you would use for instructions. As for the coupon to be redeemed in-store only, that would be a turn-off to me. And it would make me question the sincerity of any other promotion the retailer offered.
  • Posted on: 12/07/2020

    Barnes & Noble counts on store managers running its business better

    Local autonomy is not sufficient if the managers don’t get the proper training and guidelines for advancing a local strategy. While there are currently limitations for in-store events it’s up to management to find ways to engage consumers in a more personalized way. Breaking through email and Facebook with B&N ads won’t do the trick. If customers are to feel their needs are being addressed and that they are part of a B&N community, advertising and targeted correspondence may bolster the relationship between Barnes & Noble and their customers. This is a component of marketing Amazon.com doesn’t yet have.
  • Posted on: 12/03/2020

    Have women permanently broken through retail’s glass ceiling?

    How do I say this delicately? Retailers have been marketing directly to women forever. Now they are realizing that women CEOs can be better at advancing the retailer’s position in the marketplace. Let’s say that’s an epiphany. I think that women CEOs can be excellent leaders in all industries. And of course CEOs, regardless of gender, and not because of gender, sometimes fail.
  • Posted on: 12/02/2020

    Will ending minimum purchases turn Walmart+ into a serious Amazon Prime rival?

    Currently consumers go directly to Amazon to check out product and brand availability. With Prime you can order on the spot. But sometimes you may be willing or think it makes sense to take your time (nanoseconds?) to compare prices, brand and quantities on various websites or simply type in the product/brand in Google. Hunkered down during the pandemic we’ve learned that we can have instant gratification. Over the months it’s become clear that instant isn’t always the best solution. Here’s where Walmart can make a dent very easily, i.e. offering an option for comparison. The more often shoppers see they have an advantage by choosing between sources, the more Walmart gains in stature as an Amazon, Target, etc. rival. Ultimately, it’s how well Walmart satisfies consumers' needs and wants and stays current as needs and wants morph. We know the demand is there.
  • Posted on: 11/13/2020

    Should C-suite execs keep their opinions to themselves on store visits?

    I do agree about the need to first establish trust. I also believe it’s important to identify the purpose of the visit if possible, but have a generally known policy that store visits will be followed by a summary of observations and perhaps recommendations. Let’s be clear. The CEO will always be evaluating. Staff knows this. But if it’s established that observations will be forthcoming along with recommendations, compliments, sharing of what other stores are doing or whatever else makes sense it takes the edge off. Make it know that this is a one stop/slice of life experience for the CEO and it’s expected that there will be comments some of which may be criticism. However it won’t be directed at any one individual unless there is something terribly egregious, unethical or illegal. OK, I’ve gone too far with the caveats, but I think you know what I intend to convey.
  • Posted on: 11/12/2020

    Target reopens looted store as a symbol of its pledge to do better for Black communities

    My dad used to draw an imaginary line behind him to suggest that which we did wrong and the wrong done to us needs to be put in back of us and we should move forward in a positive direction. Target seems to be doing that in a comprehensive way, at least in Minneapolis. But the thought process has to be maintained throughout the organization and its stores. Being conscious of and using construction companies that are diverse is a sign that Target knows what is needed to promote equality, at least to some extent. Target should keep up the pressure for itself and the vendors it uses, while delivering services, products, pricing and environments that also promote equality for Target customers and staff.
  • Posted on: 11/11/2020

    Will self-driving, electric vehicles power Walmart’s contactless delivery future?

    One hurdle for customers using self-driving delivery services is taking the delivery from the vehicle. In the article there is reference to medical tests being delivered, but tests having to be returned via mail. I’d like the self-driving technology to pick up that test and see that it gets to where it is supposed to go for analysis. In general, I wonder how self-driving technology can work well for the infirm. Whenever I see reference to delivery on a driveway, I visualize a consumer walking out the door to retrieve whatever has been left on the driveway or possibly still in a vehicle waiting for the customer -- in a wheelchair, walker, on crutches? The delivery service would have to adjust to the nuances of various home styles, i.e. long driveway in front of the house, on the side and no driveway at all with the house on the edge of a sidewalk or roadway. Are the customers younger, older, disabled or healthy? There are a lot of boxes to check off to make self-driving delivery services effective, smooth functioning and useful for both customers and retailers. Once those hurdles are overcome urban dwellers will be jealous for such a service.
  • Posted on: 11/10/2020

    Moms will decide how much holiday cheer retailers enjoy this year

    Credit card debt has fallen during the pandemic. Consumers have carefully reduced their expenses. Optimism will play a big factor in holiday sales and may be that motivating force for shopping. Consumers could be willing to bet a bit on the future (using credit cards) to create a holiday atmosphere filled with renewed joy for their families and retailers. That will be especially possible if consumers see increases in employment and greater COVID-19 containment. A lot will have to happen in a short period of time. But the possibility of a vaccine from Pfizer and the Lilly remedies could help create the optimism needed.
  • Posted on: 11/09/2020

    What will President Joe Biden mean for retail?

    As the Biden administration prioritizes containing and ultimately preventing COVID-19 spread, the prevailing uncertainty that currently characterizes consumer behavior will be lifted. It has not served retailers well to “open” the economy with people afraid to go where it’s “open.” At the same time as there are battles in Congress about stimulus packages and funding economic growth consumers will venture out when health guidelines are more uniform and reliable. In turn more jobs will reappear as consumers will have to be served and encouraged. And let’s not ignore innovation and entrepreneurship that has been typical of America. In the context of more calm and certainty there will be investments and new products and services. That won’t be dependent on Congress. I’m not convinced Congress will fall in line with all of Biden’s plans, recommendations and budgets. But I am convinced there will be this consistent parallel (not universal) economic recovery and prosperity created by individuals and corporations. The status quo was disrupted by the pandemic. We’ve already adapted to new shopping behavior and retail resources. Ultimately, I believe that private enterprise won’t wait for Congress to support it, before moving ahead. And retail will benefit from this.
  • Posted on: 11/04/2020

    Grocery workers continue to be at a high risk from COVID-19

    Grocery retailers have to continuously assess their employee’s safety during the pandemic (and always). It’s unacceptable to say here’s a bonus for risking your life and at the same time not implement precautions to lower that risk. The study talks about the percentage of workers who test positive. The study that is most relevant, in my opinion, would identify what about the workplace induces that percentage. Then management with employee input can determine how best to mitigate the risk. Yes, the pandemic isn’t going away -- yet. In our private lives we’re trying to modify our behavior to avoid being infected. And as time has gone by, we’ve learned that there are some things we don’t have to worry about as much, e.g., groceries. I think grocers need to evaluate what they can modify to help their employees minimize the risk of COVID-19 and continue the bonus pay as long as there is a known risk.
  • Posted on: 11/12/2019

    What’s in store for retail in 2020?

    At the end of 2020 I think we’ll note that these five trends had similar and possibly little impact on retailing. However, it will be easy enough to have consumers galvanize around the environment. It’s a tangible concept for which they can have a binary reaction. Will it translate into retail dollars? Yes, on the part of retailers as they invest in promotion and sustainability. But I expect, to some degree, avoidance of commitment to purchase on the part of shoppers if they think the price tag is too high. That’s how it’s been for years.
  • Posted on: 11/11/2019

    Why is Trader Joe’s hiding stuffed animals in its stores?

    I agree that this game only works if you know it exists. But for those who do, it offers a purpose when the kids are in Trader Joe’s and potentially prevents unwanted boredom. And importantly it becomes a reason for kids to be agreeable rather than object when a parent says “we’re going to Trader Joe’s.”

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