Professor Roy has led Competitive Design research at Cranfield for over sixteen years. He has advocated creative thinking in higher education and has started a number of new initiatives over last ten years, including setting up the Centre for Competitive Creative Design (C4D), a £5.5 million investment from HEFCE, Cranfield University, UAL and EEDA. In recognition of his leadership, organisational ability and international reputation, he is also elected President of the Association of Cost Engineers (ACostE) (2008-2010) and a Fellow of CIRP. Previously, Professor Roy worked in TELCO (now TATA Motors) for three years and was selected as the Best Graduate Engineer Trainee in 1990. He studied Production Engineering for BEng and MEng at Jadavpur University, Kolkata, India and MSc (Intelligent Systems) and PhD (Design Optimisation and Soft Computing) from University of Plymouth, UK.