In 2012 Roderick co-founded Braingineers, a neuro intelligence agency, together with Max van Kaathoven. Braingineers developed technology, based on neuroscience and AI, to make our subconscious experiences visible. The technology exposes bottlenecks on websites (online usability) and TV commercials but also measures the customer experience of products and services. This results in more effective communication, and an increase in conversion of touch points and campaigns.

Braingineers has helped clients such as T-Mobile, Achmea, Transavia, De Volksbank, Leaseplan en many others to gain a better insight into what their customers experience and how they make their decisions.