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: 01/03/2023

    Can a hospitality bigwig bring new life to Under Armour?

    Excellent leadership is transferable from industry to industry, company to company. We’ve seen so many examples. She’ll need to have the support and confidence across all facets of Under Armour. I’d hate to see Ms. Linnartz limited to a younger female focus for the brand.
  • Posted on: 12/07/2022

    Is Macy’s leveling up its online fulfillment network?

    The goal for Macy’s is twofold: provide convenient delivery to customers and minimize the cost of doing so. It’s an acknowledgement of the importance fulfillment has for the retailer and that retailers can’t reduce the expectations of shoppers. They have to meet them where they live.
  • Posted on: 11/11/2022

    Is Trader Joe’s success formula becoming obsolete?

    The article didn’t mention any specifics on Trader Joe’s problems. The commentary is about “let’s make Trader Joe’s like every other grocer.” The business model Trader Joe’s works within may be just right for Trader Joe’s. Without knowing their particular goals it’s hard to say what is or isn’t working for them. But when I’m in their new store under the bridge on First Avenue in NYC, I see over 30 cashiers at work to keep the shoppers coming through at an even and comfortable pace. The store is bustling and has all the positive characteristics of inventory and staff mentioned in the commentary. The question is, can an outlier continue to be successful? There are lots of grocers with e-commerce, loyalty programs and discounts that aren’t having shoppers line up at more than three or four cashiers. That’s not a sign of success to me.
  • Posted on: 11/08/2022

    Chick-fil-A’s three-day workweek gives ‘the gift of time’ to associates

    I suspect it’s hard to near-impossible to change the attitude of certain restaurant and retail executives, i.e. get the most out of employees and see it in your bottom line. I've got to hand it to Justin Lindsey for recognizing that employees will be motivated by actions that attend to their needs. It’s a more reliable way to enhance the bottom line, develop devoted staff and loyal customers.
  • Posted on: 11/07/2022

    Is it time to shut down the free returns party?

    Customers use their personal criteria for going to particular retailers. Return policies are important to shoppers and can prohibit going to a retailer in the first place. There will be a loss in revenue for those retailers who create shopping barriers. Is that loss in revenue less than the cost of liberal return policies? I hope the retailers are doing the math.
  • Posted on: 10/13/2022

    Walmart is looking to bring apparel manufacturing back to the USA

    Just the other day I mentioned that before making a purchase I don’t check to see if my clothing or other products are made in China. If Walmart promotes its commitment to manufacturing in the USA, I think it can make a difference. Challenges related to quality and cost have to be mitigated for Walmart’s message to motivate shoppers for the long term. Hopefully 125 jobs will evolve into more and more future opportunities for those who have left the manufacturing work force.
  • Posted on: 10/12/2022

    Will a cheaper, faster Uniqlo catch on in the U.S.?

    As I recall, one of Uniqlo’s advantages at the outset was trendy fashion, quality manufacturing and low prices. Before coming to the states, they were so omnipresent in Japan they didn’t need a website. That changed in the U.S. Their success and continued growth are a testament to lessons learned. A single GU store with an online presence gives them the opportunity to observe and react. The impact of negative sentiment around fast fashion is dependent on awareness and concern. I’m still amazed at how so many of the products I buy, clothing and others, are made in China. I haven’t started to look before I buy. Have you?
  • Posted on: 10/11/2022

    Has McKinsey given the consulting industry a black eye?

    So, what do you think about public defenders selected by the courts? Their job is to defend those who otherwise might not afford attorneys -- and that includes those who are guilty of a crime. I think it’s impossible and not in the interest of free enterprise to set criteria for consulting companies. And for those companies, countries and agencies that are bad actors, there will always be those who assist them, whether they are grouped in the category of consultancies, foreign agents or those individuals who get paid to advise.
  • Posted on: 10/10/2022

    Will P.F. Chang’s members upgrade to its new subscription plan?

    Given the high awareness level of inflation and fear of recession, I think there will be appeal for any rewards program that looks like it’s saving money. I have no idea how often P.F. Chang’s frequent visitors visit. Probably not as often as those who frequent Taco Bell or Subway. But they can gauge how they are apt to do based on the existing Platinum Rewards program.
  • Posted on: 09/16/2022

    Dollar General plans to expand its selection of $1 items

    I’m pretty sure I’m not a typical Dollar Tree shopper. I love Dollar Tree. My daughter and I have been living in hotels while her apartment is turned into a wheelchair accessible apartment. (TMI) So I’ve been trying to help us minimize eating out. Mini fridges and microwaves help immensely. And all the supplies I needed came from Dollar Tree: sharp knives, microwavable bowls, real dishes, some cutlery (real and plastic), cleaning supplies and a wine glass for me. Everything was $1.25 and I thought it was a great value. I understand why their prices went up, but I see how their merchandising and inventory helps convince me it’s still a great place for value and quality (most of the time).
  • Posted on: 09/15/2022

    Will on-the-job training become a new norm in CEO succession planning?

    For sure there are more pros than cons to easing new leaders into their roles. The effectiveness of that strategy is up to the current CEO and the newbie. The current CEO must be committed to letting go of the reins and the newbie must strive to observe, listen and understand how the company is functioning today. But here’s the tricky part. Does the new CEO have to wait until the current CEO leaves before expressing and initiating plans? Someone referred to a “lame duck.” That could be the impression if the new CEO starts functioning as the CEO. But whatever they choose to do, it should be conveyed to the staff. The chain of command has to be clear or chaos ensues.
  • Posted on: 09/14/2022

    Walmart and other retailers are canceling billions of dollars in orders

    Even before moving to balance inventory, stores such as Walmart, TJMaxx, and Target have the feel of major out-of-stocks on their shelves. Going into Bed Bath & Beyond the out-of-stock level seems in line with news coverage of store closures and the demise of the chain. The perception created by the many empty shelves and store sections is another sense of what the COVID-19 pandemic has brought us. Consumers have to survive inflation and they’re changing buying behavior to accommodate it. Retailers have to do the same. There has always been a strategy regarding inventory. That strategy has to shift with the times. The downside for retailers encompasses revenue loss and relationships with their vendors as well as their customers. And for the shoppers it’s about navigating a complex reality imposed upon them. In these circumstances they might have the upper hand with choices in their control.
  • Posted on: 09/13/2022

    Is traditional advertising on the cusp of a comeback?

    Part of “traditional” advertising has been the FSI that consumers relied on for their grocery shopping deals and coupons. It’s gone digital but simultaneously retained paper distribution. That suggests to me there needs to be a strategic balance when the investment increases for other components of "traditional" advertising. The advantage of an FSI is that consumers who read it are looking for ads ... it’s all ads. Other media depend on attracting attention and generating involvement. It’s not just about an investment -- it’s dependent on the effectiveness of the advertising.
  • Posted on: 09/12/2022

    Kroger simplifies its budget private labels

    There are typically more advantages from simplification. As long as Kroger shoppers recognize the intended differences between the private label brands, Kroger will benefit along with its customers.
  • Posted on: 08/19/2022

    Pabst’s 1980s-themed motel is a throwback to way back

    I’m constantly amazed (shouldn’t be) that my daughters know so much of what was trending in the world before I was 21. Sit-coms, for example, old and new, bring that world into their lives. And of course, sci-fi that counts on the “olden days” for content fosters that as well. So, it’s not surprising that there are those who look at ‘80s or other themed motels, hotels, restaurants, etc. as nostalgia for times they never lived in. And then there are those like me for whom this is actually nostalgic and fun.

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