Patricia (Patty) Yanes is a principal at Applied Marketing Science (AMS) and serves as an expert witness for civil litigation, with a specialty in conjoint analysis for class actions. For more than a decade Patty has led both domestic and international research engagements in business-to-business and consumer markets at AMS. She has assisted leading affiliated academic experts and practitioners in the design and execution of high-stakes consumer litigation surveys and in preparing rebuttals. She has successfully managed projects with testifying experts working on cases related to deceptive advertising, class actions, patent infringement and more. She specializes in discrete-choice methodologies and is an expert of conjoint analysis, maximum-difference scaling (MaxDiff), total unduplicated reach and frequency (TURF), and choice-modeling techniques and has trained countless business executives on these methods.
Patty’s expert services include survey design, implementation and analysis, expert report preparation, critiques of opposing expert reports, expert testimony, and guidance on the deposition and trial questioning of opposing expert witnesses. Patty is a member of the American Association for Public Opinion Research (AAPOR), the Institute for Operations Research and Management Science (INFORMS), the Insights Association (IA), and Women in Research (WIRe). In addition, Patty has guest lectured on discrete-choice methodologies 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 and has been a featured guest on multiple podcasts discussing these topics.
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. in marketing from the McCallum Graduate School of Business at Bentley University.