Sustainable, fair trade, and organic. The food retail industry faces constantly rising consumer expectations, but keeping track of customer sentiment has long been a challenge for Coop Norway.

Navigating the highly opinionated food debate has never been more important. As consumers become increasingly engaged in environmental and sustainability issues, expectations for food companies continue to grow. Silje Verlo Alisoy, Communications Advisor at Coop Norway, explains how the company has turned these high expectations into an advantage by staying constantly informed.

“We need a 100 percent view of what’s being said about us in the media. That’s why we use All Ears.”

Missing nearly half the conversation before All Ears

Previously, Coop only monitored text-based media, manually analyzing and tracking media coverage. Significant time and resources were spent on media monitoring, yet the results still captured less than half of the conversation.

“This is an industry where many people have strong opinions. We knew people were talking about us in the media, but we had no good way to know when we were mentioned or what was actually being said.”

This realization became the starting point for adopting All Ears. Today, Coop no longer misses any mentions across spoken media. Automated reports provide instant insights into how, where, and in what context the brand is discussed.

All Ears scans millions of media programs to filter out relevant mentions. Coop has set up multiple keywords and can monitor relevant conversations in real time.

“We don’t just see when and where we are mentioned. We also understand the tone around our brand—whether the coverage is mostly positive or negative, who we are reaching, and what our PR value looks like.”

With these insights, Coop can answer key questions while continuously improving its PR performance. Instead of simply reacting to issues, the team can now work proactively to ensure they meet consumer expectations.

“We need a 100 percent view of what’s being said about us in the media. That’s why we use All Ears.”

A complete overview made simple

To combine deep analysis with a clear overall picture, simplicity is essential—something Silje highlights as one of the strengths of the platform.

“It’s incredibly easy to use, yet we gain a lot of insight. We learn how both customers and competitors perceive us.”

The reports play a fundamental role in long-term PR strategy, but they are also part of the daily routine.

“Every morning we review everything that has been said about us in spoken media. It only takes about ten minutes. We have limited time but still need a complete overview—that’s why we use All Ears.”

All Ears’ goal is exactly that: to make critical information instantly accessible, even though the technology behind it is complex.

Saving time and improving partnerships

The efficiency gained also influences how Coop manages campaigns and partnerships.

“For example, when we run a campaign and look for collaborations, we can now see who is already speaking positively about us in the media. That allows us to approach them directly.”

This approach reduces the risk of rejection and helps optimize organic reach by identifying influencers who already have a genuine interest in the brand.

Today, 52 percent of all media consumption happens in spoken formats, and the trend shows text-based media gradually declining. Silje believes media monitoring must reflect this shift.

“Monitoring spoken media is just as important—if not more important—than monitoring text, especially when you consider younger audiences. If a company truly wants to know everything that’s being said about them, they need to monitor everything.”

About All Ears

All Ears was founded to help organizations monitor, understand, and measure the new spoken media landscape. We are the first media monitoring platform with complete coverage of spoken media. Today we analyze TV, radio, podcasts, YouTube, and social platforms across multiple countries.