Orchard announces appointment of Joe Corace as Chief Customer Officer

Company News • May 21, 2025 11:45:00 AM • Written by: Rashed Chowdhury

CHICAGO, IL – May 25, 2025

Orchard, a market research firm that uses the power of social media to answer brands’ biggest questions, today announced the appointment of Joe Corace as its new Chief Customer Officer.

This announcement comes on the heels of Orchard’s investment round aimed at accelerating innovation and growth.

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A seasoned consumer insights executive, Corace brings over 20 years of experience helping some of the world’s most respected brands make smarter, faster decisions. His background spans sectors including consumer packaged goods, alcohol and beverage, retail, financial services, and healthcare. Joe’s expertise in transforming insight into action and building enduring client partnerships will be central to Orchard’s next chapter of growth.

“I’m excited to join the Orchard team at such a pivotal time for the industry,” said Corace. “As brands face increasing pressure to deliver behavioral-based research with speed—without compromising scale or substance—Orchard stands out with a toolkit purpose-built to meet that challenge. I look forward to contributing to our continued innovation and impact.”

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Most recently, Corace served as Senior Vice President at Behaviorally, where he led the revitalization of the Midwest Region, turning it into a high-performing, multi-million-dollar business. Prior to that, he held key leadership roles at Kantar (Millward Brown), Nielsen (BASES), Maru/Matchbox, and Verve, consistently delivering commercial impact through customer-centric insights and forward-thinking strategy.

“Joe’s track record of commercial leadership and deep understanding of client needs make him the ideal person to lead our customer engagement strategy,” said Rashed Chowdhury, CEO and President of Orchard. “His experience aligns perfectly with Orchard’s mission to solve the “say-do-gap” that plagues traditional market research methods.”

This latest investment and strategic hire reinforce Orchard’s momentum as a trailblazer in the market research industry after recognition as the winner of the 2025 Greenbook Insight Innovation Competition.

About Orchard

Orchard was founded in 2018 and has become a leader in behavioral data and predictive analytics while helping guide brands like Procter & Gamble and Church & Dwight to better decision making.  By testing in the wild, brands are able to get as close to real consumer mindsets as possible and ultimately make product and marketing decisions with increased confidence at speed and scale.

For more information about Orchard, please visit orchard-insights.com.

Media Contact

Rashed Chowdhury
CEO & President
Orchard Insights, Inc
rashed@orchard-insights.com

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Rashed Chowdhury

Rashed is the CEO & President of Orchard, where he spearheads the mission to solve the “say-do-gap” that plagues traditional market research methods. With a deep background in strategy consulting, he has spent his career advising Fortune 100 leaders on creating tangible business value through disciplined and data driven decision-making. His expertise spans across a variety of business problems and multiple sectors, but with a consistent focus on leveraging granular fact-based data and analytics to reveal true customer needs and drivers of financial value. At Orchard, Rashed’s vision is to use behavioral data to transform market research into a more accurate predictor of in-market success. His goal is to empower innovators and marketers to make business decisions with increased confidence at speed and scale. He has partnered with senior leaders at global brands like Coca-Cola, Caterpillar, Clorox, P&G, Unilever, and Church & Dwight to name a few.