The Compagnon procedure is an advertisement test through observation and questioning. A target group is defined. Test persons are invited to a studio and, in a waiting situation, asked to read a magazine with a test advertisement.
Using a hidden camera, the course of the gaze is filmed while looking at the display and the viewing time is determined via a mirror. Subsequently, in a survey, the unsupported or supported memory for advertisements of the product group and the brand is queried as well as the memory of individual elements of the advertisement such as message and presentation.
Finally, the test person is asked to assess the display. The test provides an assessment of the ad by the target group.
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