RESEARCH TRIANGLE PARK, N.C. – September 15, 2011 – Quintiles today announced that The American Marketing Association (AMA) Foundation selected an article co-authored by Pieter Sheth-Voss, of Consulting at Quintiles, to receive the 2011 David K. Hardin Award.

The David K. Hardin Award annually honors the best article published in Marketing Research for its innovativeness of research, usefulness and applicability for other researchers, potential societal or economic benefits, and research implications.

The article, titled “How Informative Is Your Segmentation? A Simple New Metric Yields Surprising Results,” by Sheth-Voss and Ismael E. Carreras, appeared in the Winter 2010 issue of Marketing Research. The article is a theoretical discussion on market segmentation, a common tool organizations use to describe key patterns in complex markets. To access the article, click here.

“I am honored to be chosen from a group of remarkable authors and researchers,” said Sheth-Voss, Senior Director for Market Intelligence with Consulting at Quintiles. “This presents a simple new insight into why segmentations work and how we find good ones. Segmentations work because they convey information. We can measure that information, to compare alternative segmentations. We can even maximize the information, to identify a best segmentation. And this explains why the algorithms we use work so well in practice.”

Biopharma companies use segmentation to help target doctors and indications, and to identify certain patient populations that are particularly good candidates for a compound. On behalf of Quintiles Consulting, Sheth-Voss focuses on using patient- and physician-level data to model the actual treatment algorithms of physicians in order to understand the diverse factors that influence patient treatment decisions today and forecast opportunities for new therapies.

About Quintiles

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