Anyone used ethnographic research for plant-based food products?

Absolutely worth it for plant-based launches — we did in-home cooking sessions with just 12 participants and uncovered way more friction points (texture hesitation, weird ingredient labels) than 6 months of surveys ever did. Pair it with shop-alongs at grocery stores to see how they actually navigate the refrigerated section. The cost is real but the behavioral insights usually justify it when you're entering a crowded category like this.