In this episode, we're joined by Yara Abaza, founder of YA Graphix, a neuromarketing agency. Yara evolved from a solo freelance designer into the creator of Instinct Intelligence, a proprietary neuromarketing system currently being clinically tested at the University of Toronto.

Yara discusses the emerging field of neuromarketing, which is projected to grow significantly in the coming years. She explains how her agency utilizes neuroscience technology, including EEG brainwave data, eye tracking, and biometric feedback, to help brands optimize their marketing strategies with a 100% success rate in segmentation, targeting, and positioning. The conversation also covers her journey in building the agency, the challenges of managing a remote team, and the importance of networking and follow-up in landing high-profile clients like Google.

Guest

Yara Abaza — Founder & CEO, YA Graphix (Neuromarketing Agency)
LinkedIn: https://www.linkedin.com/in/yaraabaza/
Website: https://www.yagraphix.com/ (YA Graphix)
Instagram: https://www.instagram.com/yagraphix/ (Instagram)
Press/Newsroom: https://pressroom.prlog.org/yagraphix/ (pressroom.prlog.org)
Research (Academia): A Comprehensive Neuromarketing Study… via Instinct Intelligence™ — https://www.academia.edu/143546098 (Academia)

Sponsor

Opal — spend management for performance marketers
Get the ad-spend + back-office stack built for agencies: https://www.opalspend.com/ 

Timestamps

• 00:00 — Cold open: “Neuromarketing will grow to $2.62B…” (industry momentum & bold claims)
• 00:22 — Host intro + welcome to Yara / YA Graphix
• 01:16 — What is neuromarketing vs. “the algorithm”? EEG, eye tracking, biometrics explained
• 03:32 — The origin story: design → marketing → why neuromarketing
• 04:45 — Inside Instinct Intelligence™: octagon model & eight consumer categories
• 06:10 — Running a study: ICP selection, stimuli, devices, data integration
• 08:05 — Evidence & differentiation: case studies, university collaboration, publishing results
• 10:12 — Operations: team makeup, contractors, global time zones
• 12:00 — Pricing levers: sample size, scope, confidentiality, retainers
• 14:05 — Biz dev: in-person networking, cold outreach, and the follow-up habit
• 16:20 — Founder life: long hours, family reactions, choosing your city
• 19:00 — What’s next: more trials, more research, productizing IP

Key Takeaways

• Yara’s path: freelance designer → traditional marketing → neuromarketing agency founder.
• What neuromarketing actually measures (EEG, eye tracking, biometrics) and how that differs from social algorithms.
• How Instinct Intelligence™ works (octagonal scale, eight consumer drivers/categories) and how trials are run with ICP-matched participants.
• Building IP inside an agency: partnering on studies, creating case-study proof, and using evidence to speed sales cycles.
• Remote research teams, recruiting participants, and the pricing knobs that change study size/scope.
• The reality of founder hours, perseverance, and choosing cities (Denver, NYC, Austin) for network and operations.

Resources & references mentioned

• YA Graphix (Neuromarketing agency): https://www.yagraphix.com/ (YA Graphix)
• Instinct Intelligence™ overview (brand channels): https://www.instagram.com/yagraphix/ (Instagram)
• Recent study by Yara Abaza (Academia.edu): https://www.academia.edu/143546098 (Academia)
• Neuromarketing & EEG — recent scholarly overviews:
  • A systematic review on EEG-based Neuromarketing (2024): https://braininformatics.springeropen.com/articles/10.1186/s40708-024-00229-8 (SpringerOpen)
  • Technological advancements & opportunities in Neuromarketing (2020): https://braininformatics.springeropen.com/articles/10.1186/s40708-020-00109-x (SpringerOpen)

Notable Quotes

• “We decode the subconscious—EEG and biometrics tell us what surveys can’t.”
• “Instinct Intelligence™ lets us measure competitors on an emotional scale, not just clicks.”
• “Case studies + clinical-style trials are our sales engine.”