Abstract: A computer-implemented method and system for automatically improving the matched products recommended to a potential buyer by helping the buyer refine his answers to a product discovery questionnaire. One method comprises of processing the consumer's answers to an interactive product discovery questionnaire, identifying answer constraints, searching for reasonable alternative answers and offering them back to the consumer as a questionnaire refinement option. Another method comprises of allowing the buyer to visually navigate different tradeoff axes while viewing newly matched products in real-time during navigation. Accepting these optional refinements will yield superior, better matching products to the consumer, increasing his satisfaction with the product and service, and increasing the conversion rates and ultimately the revenues of the shopping service.