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.
The general thinking around healthy-living has evolved. Instead of “going on a diet,” which is a short-term behavior, more people seem to be thinking of their diet in the broader sense and are focused on eating more healthfully, which for them is a longer-term proposition.