Executive Director, Industry Analyst - Home
Joe Derochowski is executive director and home industry analyst for The NPD Group. Joe has been following behavioral trends on a wide variety of categories for nearly 20 years. He has a unique perspective on what consumers do and why they do it, and a passion for bringing that insight to the industry to drive successful business decisions. Joe’s background in all facets of business, from creating the strategy to activating the strategy through the brand, innovation, and sales efforts, gives him the ability to connect the dots between the consumer and the marketplace. Also, with his extensive background in the food industry and exploring consumer trends, he is able to help better predict future trends for the home industry.
Previously, Joe worked closely with manufacturers, retailers, and operators in the food and beverage industry, consulting them on their path for growth, setting marketing and brand strategies, execution of tactics, and new product innovation. His creative approach also encouraged clients to reevaluate their go-to-market processes and think about their business differently. Joe has spoken at many food conferences and is quoted in leading periodicals and daily newspapers regarding how people eat, drink, and experiment with meal preparation, and their health and wellness thoughts and actions.
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.