Vidhya leads the Data and Insight function at YouView TV. She is responsible for ensuring that YouView's data is fit for purpose and creates value for a wide variety of stakeholders. This includes delivering timely and rigorous evidence from viewer behaviour data for better decision-making and viewer experiences. She started her career as a data scientist in 2009, did a PhD part-time and progressed to leading large customer experience-centric data programmes. She is an inventor on 24 patents and applications. She has won several national awards for her achievements and STEM community outreach activities. Vidhya is passionate about figuring out data solutions to business problems, working towards driving organisational culture change in data adoption across all parts of its lifecycle, from creation to exploitation.