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Insights and Opinions From Analysts and Experts in More Than 20 Industries

Joe Derochowski

Executive Director - 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, 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

Jan 30, 2018
Home , Appliances
Home’s Biggest Challenge in 2018 – Beating 2017

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 , Appliances
Hot Home “Gifts” for Holiday 2017

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

Aug 8, 2017
Home , Appliances
The Power of a Back-to-College Connection

Excitement and happiness are present for many of today’s back-to-college shoppers, but they also report feeling stressed, anxious, and overwhelmed, especially as moving day gets closer.

Jun 8, 2017
Home , Appliances
A Long-Term Proposition

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.

Feb 9, 2017
Home , Appliances
Will a Holiday Hero be a 2017 Trailblazer?

When many key general merchandise categories struggled to meet holiday sales of the previous year, let alone beat them, home products categories proved to be a key component of retail sales success during Holiday 2016.

Nov 22, 2016
Home , Appliances
Market to the Moment, Not Just to Millennials

I often get asked, should I focus on Millennials or should I focus on Baby Boomers? My response is, “Why not both?” They are more alike than most people think.

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