Techniques for modeling the preferences of a decision-maker 14 using sampled pair-wise preferences involve identifying a set of alternatives 20-22 to be presented to the decision-maker 14 and identifying a set of attributes 30-52 associated the alternatives 20-22. The alternatives 20-22 are each characterized by a set of values for the attributes 30-52. A sample set of pair-wise preferences among a subset of the alternatives 20-22 is obtained and a model 12 of preferences is generated by iteratively generating a set of candidate models and evaluating the candidate models using a fitness measure which is based on the sample set of pair-wise preferences. The models may take into account character attributes associated with potential decision-makers.
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