Principal and Discrete-Choice Methodology Lead
Patricia Yanes is a principal in both the Insights for Innovation and Litigation Support practice areas of Applied Marketing Science (AMS). She is responsible for client relationship management, as well as spearheading AMS’s application of discrete-choice methodologies in corporate research and litigation engagements.
Patty has more than a decade of experience leading both domestic and international research engagements in business-to-business and consumer markets. She has assisted leading academic experts in the design and execution of surveys for complex litigation projects and in preparing rebuttals. She has successfully led projects with testifying experts working on cases related to deceptive advertising, class actions, patent infringement and more.
Patty is passionate about the use of discrete-choice methodologies to gain in-depth insights into the decisions that customers make about products and services. As such, she specializes in supporting AMS’s testifying experts in the use of these methods for litigation research, specifically in conjoint analysis for class actions. She has guest lectured on these topics at several institutions, including the MIT Sloan School of Management, the Boston University Questrom School of Business, and the Boston College Carroll School of Management.
Personally, she enjoys traveling, trying new restaurants, listening to podcasts, rooting on Boston sports teams, and spending time with her family and close friends.
Patty holds a B.S. in business management with a concentration in marketing and finance from Boston College’s Carroll School of Management, graduating cum laude and an M.B.A. with a concentration in marketing from Bentley University’s McCallum Graduate School of Business.