Patty Yanes

Introduction

Patty Yanes is a principal at Applied Marketing Science (AMS). She has over 15 years of experience helping companies in financial, industrial, healthcare, and consumer markets use market research and insights to create more successful products, services, and customer experiences. In her role, she is responsible for client relationship management as well as spearheading AMS’s application of discrete-choice methodologies in both litigation and corporate research engagements.  

Patty has extensive experience leading both domestic and international research engagements in business-to-business and consumer markets. She specializes in helping her clients to not only understand stated and latent customer needs through in-depth interviewing and ethnographic observation, but also with how to measure their criticality to innovation.  

Specifically, Patty is passionate about the use of discrete-choice methodologies in gaining insight into consumer decisions regarding products and services. Patty also serves as an expert witness for legal cases, with a specialty in conjoint analysis for class action litigation matters. 

Patty has presented at the Insights Association Corporate Researchers Conference, where she discussed the use of unconventional techniques such as machine learning and AI to gain important insights to inform innovative RV designs. She has also spoken at The Market Research Event, where she presented on machine learning. She has been a featured guest on the Product Mastery Now podcast, sharing her expertise in conjoint analysis. 

Patty holds an MBA in marketing from the McCallum Graduate School of Business at Bentley University. She received her B.S. in business management with a concentration in marketing and finance from Boston College’s Carroll School of Management, graduating cum laude.