About Ayda

Why we're here

Where money goes, fraud follows. 

Our Founder/CEO - Shifra Cook - has experienced this first-hand.  

During her 20+ years in the MR and advertising space, she witnessed decades of malpractice where companies would treat research participants as commodities instead of customers. 

Payment methods were outdated and inefficient, using brown envelopes filled with cash, physical vouchers and online gift cards. Research candidates became frustrated with delayed payments and unwanted vouchers, and researchers were fed up of wasting time processing the whole thing.  
 
The outcome? A poor participant experience that has led to high churn, low research completion rates and a research sector being exploited by hackers and fraudsters cheating the system to claim monetary incentives. 

The impact? Declining data quality and integrity, poor business decisions based on unreliable results, time and money spent reviewing bad data and re-fielding research. And that’s to name just a few.  

It was this first-hand experience that inspired Shifra’s mission to ensure trustworthiness across the research ecosystem from recruitment to payment.  

By launching Ayda in 2021, she aimed to provide value to research professionals and participants by streamlining and safeguarding the ResOps journey.  
 
Read on to see how we do it.

What we do:

• Make direct-to-bank payments to 52 countries without collecting or storing participant bank details, as well as offer 1500+ popular vouchers 
• Identify fraudulent participants across different projects before inviting them to their research study 
• Effortless keep compliant, because Ayda handles sensitive data collection, retention and storage for them