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.


Recent Posts


2021 is About Forming a Foundation

2021 is About Forming a Foundation

Jan 12, 2021

Many consumer needs will remain amidst uncertainty and beyond, but the way they use products will evolve. The home industry must adapt in order to drive sales.

Home for the Holidays, Like Never Before

Home for the Holidays, Like Never Before

Oct 15, 2020

Appliance and housewares growth this holiday shopping season will be driven by consumers' increased time at home, and the resulting expansion of basic needs.

COVID Changed Retail. Will Prime Days Change Holiday?

COVID Changed Retail. Will Prime Days Change Holiday?

Oct 8, 2020

Prime Days are surrounded by completely different dynamics, and looking to make their mark on retail, and the 2020 holiday season in a new way.

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.

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