Understanding locals cultures of "common sense"


As Scott (for literature reference see original source document) states, DMAs need to understand the culture or “common sense” of the communities in which they are working. Members of a community recognise and can even predict the habits and behaviours of their own cultural group, and as such, they are an essential resource for DMAs, who often arrive in the community from outside the area.

Note: See source document for full reference.

Applicable to: