Patty Yanes
Principal and Discrete Choice Methodology Lead
Patty Yanes, Associate Principal at Applied Marketing Science (AMS).


B.S., Marketing and Finance, Boston College, Cum Laude
M.B.A., Marketing, Bentley University, High Distinction


Insights Association, Product Development and Management Association (PDMA),
Boston College Alumni Association


Patty is a principal at Applied Marketing Science. She helps companies in financial, industrial, healthcare, and consumer markets use 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 in-depth insights into the decisions customers make about products and services. 

Patty is most energized when she’s helping clients develop research studies that will help them uncover meaningful customer insights that create real business impact. Personally, she enjoys traveling, trying new restaurants, listening to podcasts, rooting on Boston sports teams, and spending time with her family and close friends. 

Areas of Expertise


Heavy Equipment

engineered products & components

Engineered Products & Components

banking, investing & insurance

Banking, Investing & Insurance

e-commerce & retail

E-Commerce & Retail

technology & telecommunications

Technology & Telecommunications

Building Materials & Durables

travel, logistics & hospitality

Travel, Logistics & Hospitality

Consumer Durables

Fast Moving Consumer Goods

Get to know Patty – she recently presented a session at the Insights Association Corporate Researchers Conference (CRC) 2022

Patty is ready to help solve your business challenges