Industry Expertise

Joe Derochowski

Joe Derochowski

Vice President, Industry Advisor - Home

Joe Derochowski is vice president and home industry advisor for The NPD Group. Joe has been following behavioral trends on a wide variety of categories, developing a unique perspective on what consumers do and why they do it. Driven by this insight and his own passion, Joe has been helping manufacturers and retailers identify opportunities for growth for the past 30 years, from product innovation to new marketing and merchandising opportunities. Joe’s background in all facets of business gives him the ability to connect the dots between the consumer and the marketplace, and help companies understand today’s trends while anticipating future demands.

In addition to working closely with manufacturers and retailers throughout the home industry, Joe is a frequent speaker at industry conferences where his combined consumer and industry-driven approach drives the insights he provides. He is also regularly quoted in both trade and national media publications, including The Wall Street Journal, The New York Times, Chicago Tribune, CNBC, HomeWorld Business, and HBS Dealer.

Joe received his undergraduate degree from GMI Engineering & Management Institute and an MBA from Michigan State University. In addition to his tenure at The NPD Group, he has experience working for General Motors Parts, AT&T, Procter & Gamble, and Nielsen. He has served on the Board of Directors of the Academy of Nutrition and Dietetics. Joe is married with two children and makes his home in Chicago, Illinois.

Recent Posts

Dec 2, 2019

Black Friday shopping methods have changed, but consumer intrigue remains. NPD’s industry advisors and analysts share their own shopping observations.

Jul 11, 2019

Amazon's Prime Day has evolved into a shopping holiday. Four of NPD's Industry Advisors share their insights and expectations for the future of this retail event.

Feb 11, 2019

The core consumer needs haven’t changed, but we need to find new ways to keep consumers engaged with housewares, appliances, and home textiles products.

Nov 19, 2018

Last year's momentum continues, and like Instant Pot, the hottest home products this holiday will center around convenience, entertaining, and innovation.

Jan 30, 2018

The home industry continues to travel along its growth trajectory, but 2018 may look a little different, merely because 2017 results took such a dramatic leap forward.

Nov 28, 2017

Home-related products will continue their hot streak during the 2017 holiday season.

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