I'd bet that a lot of people who buy wheels wouldn't know what to look for in whatever such research might turn up, let alone know how to use it in their specific case.
Norm
Is not figuring out key words part of the process? Its far from hard..wheel, fitment, width, offset all or a combo of them will get you almost all what you need. From there you get ideas and expand upon them.
Once you trust your own ability to determine what fits or meets any other criteria you might have, it gets more difficult to not be that stubborn SOB. Your "solutions" tend to not be "mainstream", which puts the usual 9 to 5 sales guy at a disadvantage and on the defensive.
Norm
Are you saying not to go against the grain then? I personally could careless what the random sales guy tells me. 9 out of 10 times they go by a book of what is said to work and not to work. With them it comes down to order what I want if it dont work sucks for me. I also tend to not buy local on things like wheels.
With that said if the sales guy is also say with the manufacturer or a race shop or a race team I absolutely want to hear what they have to say and consider it carefully. Even then the fact is I have a good handle on wheel fitment so even with advice of people that ARE good I still cut my own path. I think people get too scared to try something different. Going back to purchasing I geneally buy from sources that know a thing or two about wheel fitment so instead of fighting with joe blow know nothing I work with people that also know wheel fitment. It makes things a touch easier not having to explain why I am doing something.