Shifra Cook's Linkedin Analytics

I’m a serial entrepreneur and passionate advocate of innovation that’s rooted in deep human insight and understanding. At Ayda we’re solving a $1bn problem in consumer/user/medical research. Current stats estimate at least 30% of research data collection is wasted due to poor-quality candidates or fraud. A direct result of decades of malpractice with participants being treated as commodity rather than customer. Couple this with rising rates of fraud, we're at a point where the research industry could be brought to its knees. At Ayda we believe participant experience is fundamental to quality data. Trusted by over 300 users, from insight and advertising agencies to in-house teams in enterprise, we're on a mission to streamline and transform incentive payment into an interaction that enhances the participant experience and reduces fraud. My passion for innovation and insight started in my first ‘proper’ job as a planner at some of the world’s biggest agencies, advising brands on their customers and communications. There I was fortunate to be part of the teams that brought Vodafone PayAsYouGo, Sony Vaio, and Pandora jewellery to the UK. Ever curious and struggling to stay in my lane I left big agencies behind to join a small but dynamic business. There I was given free rein to create new revenue streams and devise intellectual property, which took the form of proprietary tools and services. After many years of hard work, growth and a lot of fun along the way, we ultimately sold the business to Havas. By the time both of my children were school age I could no longer avoid the pull of entrepreneurship. I quit my job and decided to bet on myself. My first company was a strategic insight agency. Starting with a blank slate, within a year my agency had won competitive pitches to deliver projects for Virgin Media, Channel 4, CNBC and Accenture. The work was exciting and fulfilling but ultimately, I knew that I didn’t want to build a business that was based on selling mine and the team’s expertise and time. Looking in my own backyard I saw a huge opportunity and problem to solve in the research ecosystem, that would ultimately encourage wider participation and support better quality output. And so, Ayda was born. See what businesses are saying about us: www.helloayda.com I’m always on the look out for exceptional talent, so if you’re interested in joining a dynamic team that’s always curious and interested in stretching their talents, drop us a note here: [email protected]