Mass Customisation and the customer

Well, it has been a long time since my last entry...and much has changed since then...
Something that emerged during my studies of the Mass Customisation literature is that most books and papers are actually written from an industry perspective. However, Mass Customisation is generally portrait as a customer-centric strategy.
What is interesting about this is that there are only a very limited number of articles about consumers and their view on Mass Customisation.
Most empirical studies about Mass Customisation are quantitative, and hence selective. I think in order to really understand customers, a qualitative study should be carried out instead. Therefore, I have decided to look at the motivations of people to use mass customised products and services.
There are a large number of papers and books about Mass Customisation. They include attempts to define the term, hints on which capabilities have to be present in a firm to use it as a successful strategy, case studies of firms trying out Mass Customisation and much more. It seems quite paradoxical that only a few researchers actually engaged in studying those who this is all meant for - the customer.
Therefore, I decided to look into this...