Joan Treistman is a seasoned marketing research professional specializing in both qualitative and quantitative research methodologies. With over 30 years of experience, her expertise includes communications research, eye-tracking, and T-Scope/flash exposures. She has served on various Boards including CASRO, NYAMA, ARF, and MRC/NY. Treistman is currently working on a research-on-research project, Foundations of Quality 2.0, with The Advertising Research Foundation. Her role involves integrating the efforts of 30 sponsors covering various initiatives to develop new standards for online research quality. Treistman is recognized for her skill in moderating focus groups and in-depth interviews and is also a facilitator for clients looking to develop long term marketing strategies and explore new tactical solutions.