How Audience Insight Drives Smarter Media Decisions: Meet Kim

At Buymedia, we understand that the most effective campaigns begin with one thing: a deep understanding of your audience. That’s why we go beyond basic demographics to create rich, data-driven audience profiles that help brands connect and engage with their audience - through the right media, at the right time.

To show how this works in practice, we’ve developed a sample persona, 'Kim' based on a typical customer for a premium senior pet food brand. This persona highlights how our approach combines lifestyle insights, media consumption data, and purchasing behaviour to help our clients plan with greater precision and confidence.

👩🏻‍🦱 Meet Kim

Kim O' Neill is 67 and lives in Dublin with her husband John, and their two senior pets: Max, a 12-year-old golden retriever, and Misty, a 14-year-old tabby cat. Kim is committed to keeping her pets healthy and happy in their older years. She buys high-quality food and treats from her trusted local pet shop and isn’t price-sensitive—she’s willing to spend more on products that support joint health, digestion, or overall wellbeing.

She’s retired, financially comfortable, and owns her home. With no children living at home, Kim leads a peaceful lifestyle focused on wellness, learning, and creativity. Her values include quality, trust, and doing things properly—not just for her pets, but in all areas of life.

📱 How Kim Lives and Shops

Kim is an active and engaged consumer. She’s curious, health-conscious, and digitally savvy:

• Hobbies: Gardening, walking, baking, sewing, photography, meditation
• Tech habits: Uses her smartphone daily for information, shopping, and staying connected
• Shopping behaviour: Researches before buying, especially when it comes to pet products. She trusts online reviews and expert advice, and values transparency about ingredients and benefits.

📰 Where Kim Spends Her Time

Kim’s media habits are diverse. She blends traditional and digital consumption seamlessly, giving brands a variety of touchpoints to reach her:

• Print, TV & VOD:
  • Reads local newspapers regularly
  • Enjoys lifestyle supplements in weekend papers
  • Watches RTE One, RTE Two, and Virgin Media One
  • Streams catch-up content on VOD
• Digital & Social Channels:
  • Visits online news sites for daily news
  • Uses Facebook to keep up with friends and local communities
  • Browses Pinterest for recipes, pet care tips, and home inspiration
• Digital Audio:
  • Listens to Spotify
• Out of Home:
  • Notices digital signage, particularly on Luas trams and city bridges during outings

💬 What Resonates with Kim

Kim responds to messages that are thoughtful, empathetic, and informative. She connects with brands that reflect her care and commitment as a pet owner. She wants to understand the “why” behind a product - how it works, what’s in it, and how it benefits her pets.

When brands speak her language - educational, authentic, and clear, Kim is not only more likely to purchase, but to recommend them to others in her circle.

🎯 Why This Matters for Marketers

This persona isn’t a fictional character, it’s built using the same approach we apply to real client briefs. At Buymedia, we use the latest consumer and industry data to help brands connect with and engage their audiences more effectively.

Whether you're planning a local or national campaign, understanding your customer at this level allows for:

• Smarter media planning
• Stronger messaging alignment
• More efficient budget use
• Measurable impact

Kim is just one example of how the Buymedia platform brings audiences to life.

📌 Want to Know Your Kim?

Turn that insight into media results that matter. Get in touch to build your ideal customer persona.

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