Joe Derochowski

Vice President, Industry Advisor - Home

Joe Derochowski

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.


Upcoming Event


HIRI 2020 Virtual Summit

Presentation title: It’s Now About How Consumers Shop, Not Where
Presenter: Joe Derochowski, Vice President and Industry Advisor, U.S. Home
Location: Virtual
Date and Time: September 24, 2020 at 1 p.m.  ET
Description: Brick or click, consumer or professional, every side of retail will need to evolve. During this presentation, Joe Derochowski will share learnings from the shifts in purchase behavior that occurred across the retail landscape since the start of the pandemic. Through these insights, Joe will offer a deeper understanding of the impact of these changes and what it means for the home improvement industry, now and in the future.

Register Now

Recent Posts


Marketing to the Lingering Effects of Pandemic Lifestyle at Home

Marketing to the Lingering Effects of Pandemic Lifestyle at Home

Jul 29, 2020

The fall season will reinforce home-focused lifestyle changes cultivated by the pandemic, and consumers will look to solve a new set of food and beverage needs.

Now is the Time to Observe as Homebound Consumers Adjust

Now is the Time to Observe as Homebound Consumers Adjust

Apr 3, 2020

Consumers enter a mode of adjusted living as COVID-19 crisis continues. Necessity based DIYs drove sales growth of many home appliance categories in late March.

Black Friday Through the Eyes of NPD Industry Advisors and Analysts

Black Friday Through the Eyes of NPD Industry Advisors and Analysts

Dec 2, 2019

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

What Does the Future Hold for Amazon Prime Day?

What Does the Future Hold for Amazon Prime Day?

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.

Putting a Fresh Perspective on “More of the Same”

Putting a Fresh Perspective on “More of the Same”

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.

How Home Will Heat Up Holiday Again in 2018

How Home Will Heat Up Holiday Again in 2018

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.

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