Maskína runs an Omnibus on a regular basis. Many different clients can participate in a single Omnibus and it is a good method to measure the opinions, awareness, knowledge and trust of the Icelandic people.
In an Omnibus, Maskína selects a random sample of people aged 18 years old and older from the national Population Register. Maskína collects around 800 answers in each Omnibus.
Results are delivered in a digital report. In the report the results are analysed by various demographic variables, such as gender, age and residence. Other background analysis are also available if desired. Maskína strives to summarize the main conclusions and interpret them for the client. If applicable, Maskína also summarizes a list of possible improvements. Maskína‘s main emphasis is to deliver results which can be implemented in the clients operations and decision making