--- title: Patricia Yanes Named a Principal of Applied Marketing Science, Inc. description: Conjoint analysis and discrete choice specialist Patricia Yanes has been named principal of Applied Marketing Science, Inc. image: https://blog.ams-insights.com/hubfs/PY%20Promotion%20Image.png --- - [Instagram](https://www.instagram.com/ams_insights) - [Toolkit Login](https://voctoolkit.ams-inc.com/login/) - [Join Us](https://www.ams-inc.com/why-work-at-ams/) - [0 Items](https://ams-insights.com/registration/) [![AMS_web_logo_final](https://blog.ams-insights.com/hubfs/AppliedMarketingScience_June2021/images/AMS_web_logo_final.png)](https://ams-insights.com/) - Services - [Your Business Challenges](https://ams-insights.com/your-business-challenges/) - [Our Solutions](https://ams-insights.com/our-solutions/) - [Who We Help](https://ams-insights.com/who-we-help/) - [Powerful Results](https://ams-insights.com/powerful-results/) - Training - [Train Your Team](https://ams-insights.com/train-your-team/) - [Webinars](https://ams-insights.com/webinars/) - [Public Workshops](https://ams-insights.com/public-workshops/) - Knowledge Center - [Resources](https://ams-insights.com/resources/) - [Insights Blog](https://blog.ams-insights.com/) - [FAQs](https://ams-insights.com/frequently-asked-questions/) - Who We Are - [The AMS Difference](https://ams-insights.com/the-ams-difference/) - [Our Consultants](https://ams-insights.com/our-consultants/) - [Contact Us](https://ams-insights.com/contact-us/) Select Page - Services - [Your Business Challenges](https://ams-insights.com/your-business-challenges/) - [Our Solutions](https://ams-insights.com/our-solutions/) - [Who We Help](https://ams-insights.com/who-we-help/) - [Powerful Results](https://ams-insights.com/powerful-results/) - Training - [Train Your Team](https://ams-insights.com/train-your-team/) - [Webinars](https://ams-insights.com/webinars/) - [Public Workshops](https://ams-insights.com/public-workshops/) - Knowledge Center - [Resources](https://ams-insights.com/resources/) - [Insights Blog](https://blog.ams-insights.com/) - [FAQs](https://ams-insights.com/frequently-asked-questions/) - Who We Are - [The AMS Difference](https://ams-insights.com/the-ams-difference/) - [Our Consultants](https://ams-insights.com/our-consultants/) - [Contact Us](https://ams-insights.com/contact-us/) # Patricia Yanes Named a Principal of Applied Marketing Science, Inc. Applied Marketing Science, Inc., a leading-edge market research and consulting firm, is pleased to announce that [Patricia Yanes](https://ams-insights.com/consultants/patty-yanes/) has been named a Principal in the firm, recognizing her as an emerging leader with a distinguished track record serving both legal and corporate clients, and an outstanding contributor to the team. As Principal, Patty is responsible for client relationship management, as well as spearheading AMS’s application of discrete-choice methodologies in both litigation and corporate research engagements. Her work has helped clients in verticals such as medical devices, financial services, and consumer products, and has also been integral to many high-profile legal cases, spanning trademark infringement, deceptive advertising, class actions, patent infringement, and antitrust matters. Clients and colleagues recognize her as a master of conjoint analysis, maximum-difference scaling (MaxDiff), total unduplicated reach and frequency (TURF), and choice-modeling techniques. She is also highly regarded by her colleagues as a mentor, confidant, and role model. Patty began her professional career at AMS, joining the firm after completing her B.S. degree in marketing and finance from Boston College, in 2010. She also holds a M.B.A. in marketing from the McCallum Graduate School of Business at Bentley University. “Over the past decade, Patty’s impact on AMS has been immeasurable,” said [John Mitchell](https://ams-insights.com/consultants/john-mitchell/), President and Managing Principal of AMS. “She has made her mark as a trusted advisor to many of our largest clients; she is a recognized technical expert in our field; and she is a true leader within our team. We are thrilled for Patty to be a part of the long-term growth and development of AMS during an exciting time for the firm.” For more information on conjoint analysis and discrete choice, contact [Patty Yanes](mailto:pyanes@ams-inc.com). 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