Patent ID: 8234183

Claim:
A computer-implemented method of assisting users in selecting between a first item and a second item represented in an electronic data repository, the method comprising: recording, in computer storage, user-specific event sequences reflective of actions performed by users in connection with items represented in the electronic data repository, said actions including item consideration actions and item selection actions performed on user computing devices; identifying, based on a computerized analysis of the user-specific event sequences, a plurality of user-specific event sequences in which a corresponding user (1) considered both the first item and the second item, and (2) selected either the first item or the second item; generating, by a computer system, based on the identified plurality of user-specific event sequences, pairwise comparison data representing a tendency of users who consider both the first item and the second item to select one such item over the other; and outputting a visual representation of the pairwise comparison data for display to users in conjunction with descriptions of the first and second items.