Abstract: Various embodiments of the present invention include a comparison and tradeoff tool that is adapted for: (1) conducting an initial, computer-based search of options based on a set of two or more preferences specified by a user; (2) allowing a user to, based on the results of the initial search, (a) revise at least a first one of the set of preferences to specify that the first preference must be satisfied at an increased level in a subsequent search, and (b) revise at least a second one of the set of preferences to specify that it is acceptable for the second preference to either not be satisfied, or satisfied at a decreased level in the subsequent search; (3) conducting the subsequent search; and (4) displaying the results of the subsequent search to the user.