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


American Association for Public Opinion Research (AAPOR), Insights Association (IA), Institute for Operations Research and Management Science (INFORMS), and Women in Research (WIRe)  


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 also serves as an expert witness for legal cases, with a specialty in conjoint analysis for class action litigation matters.  

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 for Boston sports teams, and spending time with her family and close friends. 

Speaking Engagements

Insights Association Corporate Researchers Conference 2022

Driving Next Generation RV Design

Nick Davis of Winnebago Industries joins Rachael Settipani and Patty Yanes to explore how Winnebago and AMS used several unconventional techniques, including Machine Learning and AI, to gain important insights to inform innovative RV designs that utilize advanced technology. Session attendees will learn how they utilized opportunistic research occasions and existing data from both internal and external sources, such as social media and call center records, to take a systematic approach to gathering customer needs. Machine learning has offered critical, game-changing new insights to develop the next generation of advanced RVs.

Product Mastery Now Podcast

342: Conjoint the correct way – with Patty Yanes

Patty Yanes discusses conjoint analysis, a tool used to make informed decisions about what customers value. Conjoint analysis is the industry standard for understanding which features to include in a product, determining what price to charge for a product, and simulating market share impact for a new product introduction.

The Market Research Event 2019

Smarter Insights with AI: How Machine Learning is Revolutionizing Customer Insights

Patty Yanes discusses how machine learning can uncover game-changing insights from existing content, including nuanced insights that traditional research may overlook.

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