M\u00f6rg fyrirt\u00e6ki standa frammi fyrir nau\u00f0syn marka\u00f0sranns\u00f3kna vegna skorts \u00e1 uppl\u00fdsingum \u00ed upphafi, a\u00f0 komast inn \u00e1 n\u00fdjan marka\u00f0 e\u00f0a skipuleggja n\u00fdja v\u00f6ru. Sl\u00edk a\u00f0fer\u00f0 er r\u00e9ttl\u00e6tanleg, vegna \u00feess a\u00f0 \u00fea\u00f0 hj\u00e1lpar til vi\u00f0 a\u00f0 for\u00f0ast \u00f3\u00e6skilegar stefnum\u00f3tandi villur, a\u00f0 stilla \u00e1\u00e6tlun fyrirt\u00e6kisins, til a\u00f0 \u00e1kvar\u00f0a hva\u00f0a sv\u00e6\u00f0i \u00feurfa athygli og hver \u00feeirra eru \u00f3vi\u00f0eigandi. Ranns\u00f3knir \u00e1 \u00f3skir neytenda, kr\u00f6fur og st\u00f6\u00f0ugt eftirlit me\u00f0 \u00e1standinu er einnig mikilv\u00e6gur hluti af \u00fer\u00f3unarstefnu fyrirt\u00e6kisins, sem ekki vill finna sig \u00e1 bak vi\u00f0 keppinauta e\u00f0a deila markh\u00f3pum me\u00f0 \u00feeim.<\/p>\n
\u00dea\u00f0 eru mismunandi sko\u00f0anir og a\u00f0fer\u00f0ir til a\u00f0 framkv\u00e6ma marka\u00f0sranns\u00f3knir. \u00c1\u00f0ur en \u00e1kv\u00f6r\u00f0un er tekin um nau\u00f0syn \u00feeirra \u00fearf a\u00f0 \u00e1kvar\u00f0a hva\u00f0a a\u00f0fer\u00f0afr\u00e6\u00f0i hentar best fyrir stefnu og v\u00f6rur fyrirt\u00e6kisins. \u00dea\u00f0 er magn og eigindleg marka\u00f0sranns\u00f3knir. Vi\u00f0 munum tileinka \u00feessa grein til s\u00ed\u00f0asta tveggja.<\/p>\n
Eigindlegar marka\u00f0sranns\u00f3knir hj\u00e1lpa til vi\u00f0 a\u00f0 greina \u00feau hv\u00f6t sem hafa \u00e1hrif \u00e1 \u00e1kv\u00f6r\u00f0un neytenda um a\u00f0 kaupa og v\u00e6ntingar \u00feeirra um \u00e1kve\u00f0na v\u00f6ru. \u00d3l\u00edkt magnfr\u00e6\u00f0ilegum ranns\u00f3knum, sem byggist \u00e1 \u00fev\u00ed a\u00f0 f\u00e1 \u00e1kve\u00f0i\u00f0 magn af sko\u00f0unum svarenda og gerir kleift a\u00f0 draga \u00e1lyktanir \u00e1 grundvelli t\u00f6lfr\u00e6\u00f0ilegra gagna, eru eigindlegar ranns\u00f3knir \u00f3sta\u00f0la\u00f0ar og leyfa tilg\u00e1tu um heg\u00f0un og vi\u00f0br\u00f6g\u00f0 vi\u00f0skiptavina, \u00e1hrif \u00e1kve\u00f0inna \u00fe\u00e1tta \u00e1 \u00e1kvar\u00f0anir \u00feeirra. Me\u00f0 \u00f6\u00f0rum or\u00f0um, fyrsta er byggt \u00e1 t\u00f6lum og anna\u00f0 er byggt \u00e1 or\u00f0um.<\/p>\n
H\u00e9r eru verkefnin, sem eru leyst me\u00f0 eigindlegum marka\u00f0sranns\u00f3knum:<\/p>\n
– \u00c1kv\u00f6r\u00f0un kr\u00f6fur og \u00e1st\u00e6\u00f0ur fyrir \u00fev\u00ed a\u00f0 kaupa \u00e1kve\u00f0nar v\u00f6rur;<\/p>\n
– Ranns\u00f3knir \u00e1 kynningum, v\u00f6rum og PR-herfer\u00f0ir skynjun;<\/p>\n
– Mat \u00e1 vi\u00f0skiptavinum e\u00f0a vi\u00f0skipta\u00fej\u00f3nustu.<\/p>\n
Eigindlegar marka\u00f0sranns\u00f3knir veita t\u00e6kif\u00e6ri til a\u00f0 greina ekki a\u00f0eins hvatningu og skynja\u00f0a vi\u00f0br\u00f6g\u00f0 kaupenda, heldur einnig vegna notkunar s\u00e9rstakra t\u00e6kni, \u00fea\u00f0 s\u00fdnir \u00f3me\u00f0vita\u00f0a \u00fe\u00e6tti heg\u00f0unar og \u00e1kvar\u00f0anat\u00f6ku vi\u00f0 \u00e1kve\u00f0nar a\u00f0st\u00e6\u00f0ur.<\/p>\n
Helstu a\u00f0fer\u00f0ir vi\u00f0 eigindlegar marka\u00f0sranns\u00f3knir eru dj\u00fapvi\u00f0t\u00f6l, f\u00f3kush\u00f3pa og vi\u00f0t\u00f6l vi\u00f0 s\u00e9rfr\u00e6\u00f0inga.<\/p>\n
\u00cdtarlegt vi\u00f0tal er \u00f3formlegt pers\u00f3nulegt samtal, sem er haldi\u00f0 af s\u00e9rfr\u00e6\u00f0ingi s\u00e1lfr\u00e6\u00f0ingi me\u00f0 handritinu sem er undirb\u00fai\u00f0 fyrirfram. Tilgangur sl\u00edks vi\u00f0tals er a\u00f0 \u00e1kvar\u00f0a vi\u00f0br\u00f6g\u00f0 svarandans, vi\u00f0horf hans til \u00fdmissa m\u00e1la. S\u00e1lfr\u00e6\u00f0ingur \u00fdtir vi\u00f0m\u00e6landa til a\u00f0 r\u00e6\u00f0a \u00e1hugam\u00e1l og greinir a\u00f0ger\u00f0ir hans. Yfirleitt er einn svarandi \u00fe\u00e1tttakandi \u00ed k\u00f6nnuninni en einnig er leyfilegt a\u00f0 tveir e\u00f0a \u00fer\u00edr einstaklingar taki \u00fe\u00e1tt. Til \u00feess a\u00f0 rannsaka og greina nonverbal vi\u00f0br\u00f6g\u00f0, v\u00edde\u00f3 uppt\u00f6ku af vi\u00f0t\u00f6lum er ger\u00f0.<\/p>\n
F\u00f3kush\u00f3pur er eigindleg marka\u00f0sranns\u00f3kn sem byggir \u00e1 sameiginlegu vi\u00f0tali um tilteki\u00f0 efni. \u00cd h\u00f3pnum eru 8-12 s\u00e9rvaldir svarendur sem r\u00e6\u00f0a \u00e1kve\u00f0na spurningu. Myndbandsupptaka er einnig haldin \u00e1 me\u00f0an ranns\u00f3knarvinna er ger\u00f0. \u00dea\u00f0 fer eftir \u00fev\u00ed hvernig samtali\u00f0 er, h\u00e6gt er a\u00f0 lei\u00f0r\u00e9tta e\u00f0a b\u00e6ta vi\u00f0 lista yfir umdeildar spurningar. F\u00f3kush\u00f3pur er vins\u00e6l tegund ranns\u00f3kna, vegna sveigjanleika \u00feess og skilvirkni, auk t\u00e6kif\u00e6ra til a\u00f0 skilja orsakir heg\u00f0unar og hvata vi\u00f0skiptavina.<\/p>\n
S\u00e9rfr\u00e6\u00f0ingur vi\u00f0tal er k\u00f6nnun, sem me\u00f0limir eru s\u00e9rfr\u00e6\u00f0ingar \u00e1 tilteknu svi\u00f0i. \u00dea\u00f0 gerir kleift a\u00f0 almenna fr\u00e6\u00f0ilega \u00feekkingu og hagn\u00fdta reynslu s\u00e9rfr\u00e6\u00f0inga \u00ed ranns\u00f3knarspurningunni. \u00c1rei\u00f0anleiki og mikilv\u00e6gi uppl\u00fdsinga sem berast \u00ed \u00feessu tilfelli er mj\u00f6g h\u00e1tt og s\u00e9rfr\u00e6\u00f0ingur k\u00f6nnun er h\u00e6gt a\u00f0 beita \u00ed \u00feeim a\u00f0st\u00e6\u00f0um, \u00fear sem magn k\u00f6nnun er ekki m\u00f6gulegt e\u00f0a er \u00e1rangurslaus. Greining og vinnsla gagna sem safna\u00f0 er \u00ed kj\u00f6lfari\u00f0 er mj\u00f6g mikilv\u00e6g \u00ed sl\u00edkum ranns\u00f3knum.<\/p>\n
\u00d3h\u00e1\u00f0 \u00fev\u00ed hvers konar marka\u00f0sranns\u00f3knir \u00fe\u00fa vilt halda, mun samstarf vi\u00f0 Examinare gera vinnu \u00fe\u00edna \u00fe\u00e6gilegri og afkastameiri. Vi\u00f0 munum veita \u00fe\u00e9r alhli\u00f0a stu\u00f0ning og a\u00f0sto\u00f0 vi\u00f0 a\u00f0 framkv\u00e6ma kannanir. Einnig getum vi\u00f0 gert allt verki\u00f0 sj\u00e1lf fyrir \u00feig. Ef \u00fe\u00fa hefur \u00e1huga \u00e1 eigindlegum marka\u00f0sranns\u00f3knum, haf\u00f0u \u00fe\u00e1 samband vi\u00f0 Examinare – lei\u00f0andi \u00ed Skandinav\u00edu fyrir netk\u00f6nnun og ranns\u00f3knir.<\/p>\n","protected":false},"excerpt":{"rendered":"
M\u00f6rg fyrirt\u00e6ki standa frammi fyrir nau\u00f0syn marka\u00f0sranns\u00f3kna vegna skorts \u00e1 uppl\u00fdsingum \u00ed upphafi, a\u00f0 komast inn \u00e1 n\u00fdjan marka\u00f0 e\u00f0a skipuleggja n\u00fdja v\u00f6ru. Sl\u00edk\u2026<\/p>\n","protected":false},"author":0,"featured_media":7692,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-23512","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-okategoriserade"],"acf":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/examinare.ecommerce.theonlykroon.com\/wp-content\/uploads\/sites\/5\/2026\/10\/news-56.webp","_links":{"self":[{"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/is\/wp-json\/wp\/v2\/posts\/23512","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/is\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/is\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/is\/wp-json\/wp\/v2\/comments?post=23512"}],"version-history":[{"count":1,"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/is\/wp-json\/wp\/v2\/posts\/23512\/revisions"}],"predecessor-version":[{"id":23513,"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/is\/wp-json\/wp\/v2\/posts\/23512\/revisions\/23513"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/is\/wp-json\/wp\/v2\/media\/7692"}],"wp:attachment":[{"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/is\/wp-json\/wp\/v2\/media?parent=23512"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/is\/wp-json\/wp\/v2\/categories?post=23512"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/examinare.ecommerce.theonlykroon.com\/is\/wp-json\/wp\/v2\/tags?post=23512"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}