Anyone used ethnographic research for household cleaning products?

Yes, done this a few times for CPG clients — in-home ethnographies are gold for cleaning products because the survey-to-reality gap is huge (people wildly underreport product mixing and skipping steps). We typically do 8-12 households with video diaries plus a researcher visit, then follow up with a survey to quantify what we observed. IDEO and more budget-friendly tools like dscout work well for the self-capture pieces.