Anyone used ethnographic research for FMCG product development?

Yes, done this a few times for snack brands and it's absolutely worth it for FMCG — you catch things like portion workarounds, weird storage habits, and meal-pairing behaviours that people never mention in focus groups because they don't think it's relevant. We typically run 8-12 home visits with a mix of heavy and light users, usually 90 mins each with video consent. The footage alone gives clients something tangible to rally around internally, which focus group transcripts rarely do.