Roddy started his career at advertising agency CDP, reaching the parts that other beers couldn’t reach for Heineken. He then moved on to Schlackman Research, where he worked with industry luminaries Wendy Gordon and Bill Schlackman. In 1985, after a few years at another stellar advertising agency, BMP, he founded his own research company, SRG, which after 8 highly successful years he sold to Pearson.
Roddy now works as an independent qualitative researcher, consultant and educator. He has worked in many different sectors; recent clients include Shredded Wheat, EasyJet, World Vision, Magners, Werthers, Linwoods, Skandia, and Guardian Media Group.
Roddy is a Fellow of the Market Research Society and an Honorary Fellow of the IPA. He is not a Chelsea supporter, and believes that the activity of praying is more valuable than the certainty that God exists, particularly on Tuesdays.