Have you used a service that lets you customize the product that you were buying. Examples of this are usually online like how Nike lets you design your own shoes.
I have done this before and I see it as a potentially powerful marketing research tool. For example what better way to decide what colors will go into a specific shoe line then actually seeing what people given real a choice of multiple colors will use for their shoes. After collecting data on the most popular colors you can see what statistically was most sought after.
Although this service could be costly for companies it can provide real life information. Seeing what people choose when they actually are spending money is different than asking them the hypothetical. It is much more accurate.
Example:
http://store.nike.com/us/en_us/?l=shop,nikeid
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