The quest for the ultimate touchpoint – determining marketing corridor strategy through market pressure analysis

Larry Friedman
TNS Brand and Advertising Research, United States

Trevor Richards
TNS Brand and Advertising Research, UK


While the “quest” of today's marketers may appear to have little relation at first to the quest sung about by Don Quixote in the “Impossible Dream” from the Broadway musical Man Of La Mancha, upon reflection it may not be all that different.

In the song, Don Quixote describes his quest as a struggle for that which may seem to be impossible to achieve, whether it is fighting unbeatable foes or righting unrightable wrongs. His quest is to “follow that star, no matter how hopeless, no matter how far”.