Anyone used ethnographic research for snack food launches?

Yes, done this for a couple of snack launches and honestly in-home ethnography is worth it if you can swing the budget — you catch things like 'pantry grazing' behavior and emotional triggers that focus groups completely miss. We ran 12 in-home sessions paired with a 2-week video diary (we used dscout for the diary piece) and it surfaced insights that totally reshaped the positioning. Focus groups are cheaper but people perform their snacking habits rather than reveal them.