Orchard Hires Chief Customer Officer

In Chicago, social media-based product and message testing specialist Orchard has announced the appointment of former Behaviorally SVP Joe Corace as Chief Customer Officer.

Orchard was founded in 2018 and uses behavioral data and predictive analytics to guide clients. Its offer of 'testing in the wild' promises to get brands 'as close to real consumer mindsets as possible', for faster and more confident marketing decisions. At the end of last year it secured an unspecified amount of investment from Thornapple River Capital.

Corace brings more than twenty years of experience from sectors including CPG, alcohol and beverage, retail, financial services and healthcare. At Behaviorally he revitalized business in the Midwest Region. Earlier he worked in leadership roles at Kantar (Millward Brown), Nielsen (BASES), Maru/Matchbox and Verve.

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

The firm is online at www.orchard-insights.com .