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Icelandic

When planning a new ad campaign, a market researcher needs to talk about their target audiences. Instead of always saying "young people" or "wealthy people," you can turn an adjective into a noun to mean "the young" or "the wealthy."

In Icelandic, when you do this to describe a general or mixed group of people, use the **masculine plural** form of the adjective.

### General groups: Strong adjectives

When you talk about a demographic group in general, the adjective takes the **strong** plural ending. Because these adjectives are acting as nouns, their case changes depending on their role in the sentence.

Here are the strong masculine plural endings for adjectives:
- **Nominative:** *-ir* 
- **Accusative:** *-a* 
- **Dative:** *-um* 
- **Genitive:** *-ra* 

When acting as the direct object of a verb, use the accusative form (*-a*).

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When talking about a trait belonging to a group—like the purchasing power *of* the young, or the buying behavior *of* the wealthy—use the genitive form (*-ra*).

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### Adjectives after prepositions and verbs

Just like regular nouns, these "adjective-nouns" must also change case to match the preposition or verb that controls them. 

For example, the preposition *fyrir* (for) takes the accusative (*-a*), while *hjá* (among/with) takes the dative (*-um*).

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Certain verbs also demand the dative case. For instance, the person you sell (*selja*) something to will be in the dative form (*-um*).

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### Specific groups: Weak adjectives

If you want to single out a *specific* group, use a demonstrative word like *þessir* (these). Placing a pointing word in front makes the adjective **weak**.

Weak plural adjectives are incredibly simple: they always end in **-u**, regardless of their case.

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Adjectives as nouns

adjective

adverb

conjunction

determiner

interjection

noun

numeral

particle

phrase

prep

preposition

pronoun

sentence

verb

Presentative and the definite suffix (þetta er, -inn, -in, -ið)

Singular pronouns and to be (ég er, þú ert)

Singular adjective agreement

Yes/no questions (ert þú…?)

Basic negation (ekki)

Plural pronouns and to be (við erum, þeir eru)

Group 1 weak verbs (-ar)

Group 2 and 3 verbs (-ir, -ur)

Information questions (hvað, hver, hvar)

Expressing opinions (mér finnst, mér líkar)

Expressing desires (mig langar)

Numbers 1 to 10 (einn, tveir, þrír)

Direct objects on indefinite nouns

Direct objects on definite nouns

Singular object pronouns (mig, þig...)

Plural object pronouns (okkur, ykkur...)

Directional prepositions (um, í, á)

Verb-second word order

Expressing intentions (ætla að)

Needs and wants (þurfa, vilja)

Middle voice verbs (-st)

Possessive pronouns (minn, þinn)

Dative case with prepositions (í, á, frá)

Definite dative nouns (-num, -nni, -nu)

Dative personal pronouns (honum, henni, þeim)

Plural nouns (-ar, -ir, -ur)

Definite plural nouns (-nir, -nar, -in)

Accusative plural nouns

Number agreement 1 to 4 (einn, tveir…)

Singular commands

Past tense of the verb to be (var, vorum)

Present continuous (vera að)

Strong verbs in the present tense

Weather and dummy subjects (það)

Invariable possessive pronouns (hans, hennar, þeirra)

Accusative possessives (minn, þinn)

Accompaniment (með)

Dative plural (-um, -unum)

Compound sentences (og, en, eða)

"This" in the nominative (þessi, þessi, þetta)

"This" in the accusative (þennan, þessa, þetta)

Accusative adjectives (-an, -a, -t)

Numbers 1 to 4 in the accusative (einn, tvo, þrjá)

Third-person reflexive pronouns (sig, sér)

The preposition "to" with the genitive (til)

Subordinating conjunctions (að, af því að)

Simple past of weak verbs (-aði)

Question words (hvernig, hvaða)

Physical possession (vera með)

Abstract possession (hafa)

Telling time (hálf, korter)

Plural commands (-ið)

The simple past tense (-di, -ti, -ði)

Possessive noun endings (-s, -ar)

Days of the week (á mánudaginn, á mánudögum)

Kveðjur — greetings (halló, bless)

Um mig — where I am from

Kurteisi — please, sorry, congratulations

Ability and knowing how (kunna að)

Permission (mega)

Obligation (eiga að)

Plural strong verbs

Numbers 11 to 20 (ellefu, tólf...)

Counting by tens to 100 (þrjátíu, fjörutíu...)

Ordinal numbers 1st to 10th (fyrsti, annar...)

All / everything / everyone (allur)

The indefinite pronoun someone (einhver)

The indefinite pronoun no one (enginn)

Compound numbers from 21 (tuttugu og)

This in the dative singular (þessum, þessari, þessu)

These in the dative plural (þessum)

My and your in the dative (mínum, þínum)

Numbers 1 to 4 in the dative (einum, tveimur)

Adjectives in the dative singular (-um, -ri, -u)

Adjectives in the dative plural (-um)

Reflexive possessive in the accusative (sinn, sína, sitt)

Reflexive possessive in the dative (sínum, sinni)

Reflexive versus regular possessives (sinn, hans)

Demonstrative plural (þessir, þessar, þessi)

Definite genitive singular (-sins, -arinnar)

Indefinite genitive plural (-a)

Definite genitive plural (-anna)

Genitive prepositions (án, milli, vegna)

Prepositions of direction (yfir, undir, fyrir)

Prepositions of static location (yfir, undir, fyrir)

Question	Answer
to map out	kortleggja
well-off	velstæður
It is important to map out the well-off.	Það er mikilvægt að kortleggja velstæða.
the market researcher	markaðsfræðingurinn
the buying behavior	kauphegðunin
The market researcher intends to analyze the buying behavior of the wealthy.	Markaðsfræðingurinn ætlar að greina kauphegðun ríkra.
conservative	íhaldssamur
the purchasing power	kaupmátturinn
These conservative people often have high purchasing power.	Þessir íhaldssömu hafa oft mikinn kaupmátt.
the consumer	neytandinn
the campaign	herferðin
elderly	aldraður
The consumer intends to view the new campaign for the elderly.	Neytandinn ætlar að skoða nýju herferðina fyrir aldraða.
innovative	nýjungagjarn
It is easy to sell this product to the innovative.	Það er auðvelt að selja nýjungagjörnum þessa vöru.
The market researcher examines the buying behavior of the elderly and the poor.	Markaðsfræðingurinn skoðar kauphegðun aldraðra og fátækra.
We intend to map out these innovative people.	Við ætlum að kortleggja þessa nýjungagjörnu.
These campaigns are only for the well-off.	Þessar herferðir eru bara fyrir velstæða.
It is difficult to change buying behavior among the conservative.	Það er erfitt að breyta kauphegðun hjá íhaldssömum.
What is the purchasing power of the young today?	Hver er kaupmáttur ungra í dag?
The consumer is sometimes conservative, but we are looking for the innovative.	Neytandinn er stundum íhaldssamur en við leitum að nýjungagjörnum.