FG

Focus groups are probably the qualitative research tool most commonly used by marketers.  The success of a focus group depends on both the skill of the moderator, and the knowledge and insights of the participants. 

Imagine you work at a company that is developing a new smokeless e-cigarette, and you want to conduct qualitative research as part of the product development process. 

One of your colleagues, Adam, suggests focus groups that contain both smokers and non-smokers. He thinks this combination will result in more lively discussions and better insights. Another colleague, Sara, disagrees. She thinks that smokers and non-smokers have such different viewpoints, that putting them in the same group will inhibit discussion. She’s suggesting separate focus groups for each group.  

They come to you and ask, "who’s right?"

In your opinion, which colleague has the better approach? There is no right or wrong answer, but your post must clearly indicate which approach–Adam or Sara–you would pick if the decision were up to you.  Be sure to justify that decision thoroughly.