Patricia Yanes, Applied Marketing Science, Inc.

Patricia Yanes is a consumer survey expert on conjoint analysis and discrete-choice methodologies She has led domestic and international market research engagements for over a decade as a Principal at Applied Marketing Science, a full-service market research and consulting firm. Her litigation research experience includes managing projects with testifying experts on cases related to deceptive advertising, class actions, patent infringement and more. Patty specializes in discrete choice-methodologies and is a master of conjoint analysis, maximum difference scaling (MaxDiff), total unduplicated reach and frequency (TURF), and choice-modeling techniques. 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). She 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.