Corace (pictured) was most recently senior vice-president at Behaviorally, where he worked in the Midwest region of the US.

Prior to his time at Behaviorally, Corace worked in leadership roles Kantar (Millward Brown), Nielsen (BASES), Maru/Matchbox and Verve and has experience in sectors including consumer packaged goods, alcohol and beverage, retail, financial services and healthcare.

Orchard was founded in 2018 and is based in Chicago, focusing on areas such as behavioural data and predictive analytics.

Rashed Chowdhury, chief executive and president at Orchard, said: “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.”