Shifra Cook is CEO and Founder of Ayda, the innovative Research Operations platform that streamlines ReOps tasks from participant management and communications, through to making direct-to-bank incentive payments.  

Curious about human behaviour, innovation and customer insight have been at the heart of her career even from a young age. From launching Vodafone Pay As You Go, and Sony Vaio as an agency planner, to advising brands including Virgin Media, Unilever, CNBC, Accenture and Channel 4 on innovation, to building  proprietary research platforms at the agency she sold to $3bn advertising giant Havas.