No problem getting quoted.
As Nick mentioned it is kind of a creative thinking process but that also leaves the question whether there really is something called good or even accurate colors and tonality.
When working in the studio I always shoot a Gretag card. Nowadays I mostly do this to prevent discussions about color accuracy with the client afterwards. Actually most discussions are not with the client but with the studio or the ad agency. Some of these discussions are downright nasty unfortunately, don't get me started about some ad agencies. These type of experiences would make another nice thread
Since working in the studio means using my own light and modifiers I know pretty well what the output will be and what the right white balance will be. The thing I am mostly measuring is the desired tonality.
I also use various pieces of furniture to pick neutrality if necessary. I find metallic objects work fine but since my walls are painted grey these work very well as well.
Outside I usually start with daylight and work from there until I get to something I feel is nice (or accurate depending on what I need/want).