Paired Comparisons

How to make the best decision by comparing all possible options with each other

Paired Comparisons is a method of ranking items by comparing every item with every other item, taking them two at a time. Every time an item ‘wins’ a comparison, it is given a point. The item with the most points is the most important/favourite item.

Why use Paired Comparisons?

• It provides clarity in complex choices by breaking down big decisions into smaller, easier comparisons.
• It reduces bias because side-by-side comparisons make it harder for one option to dominate.
• It is particularly useful when criteria are subjective or qualitative (e.g., “Which design looks more professional?”).
• It prioritises and highlights the strongest candidates rather than producing a vague list.

How to use Paired Comparisons

Create a comparison grid

List every combination in the first column. Because these are combinations rather than permutations (where the position matters), don’t list, for example, ‘Yellow v Red’ when ‘Red v Yellow’ has already been listed.

To create the combinations for four items, list:

Item 1 v Item 2
Item 1 v Item 3
Item 1 v Item 4
Item 2 v Item 3
Item 2 v Item 4
Item 3 v Item 4

Compare each pair

For every combination, decide which option is stronger and give it a score of 1. Sometimes a weighting system (e.g., 0 for equal, 1 for slightly better, 2 for much better) is used.

The Preference column is optional, but it can make the decisions clearer.

Add up the scores

As you can see, blue would be your favourite colour. The complete ranking is:

1. Blue

2. Green

3. Red

4. Yellow

The number of comparisons increases quite quickly with the number of items. The actual number of comparisons you have to make is given by the following formula (where n is the number of items):

So, if you were comparing ten items, you would have to make 45 comparisons.

My online Paired Comparisons Program significantly reduces the effort required.

Paired Comparisons can do more than help you choose your favourite colour. For example, you could use it for deciding where to go for your next holiday or where you would like to live.

Advantages

• Simple and intuitive.
• Encourages thoughtful evaluation.
• Works with both objective and subjective criteria.

Disadvantages

• It can be time-consuming if there are many options.
• Results depend on the decision-maker’s judgments—subjective, but structured.

Conclusion

Paired Comparisons is a clear and systematic way to prioritise options when decisions are complex or subjective. By breaking choices down into manageable comparisons, it transforms uncertainty into actionable clarity. Whether you are a manager choosing between projects, a student selecting study topics, or an individual weighing personal goals, Paired Comparisons can help you decide with confidence.

Buy:

• PDF of this article,
• macOS ‘Paired Comparisons’ app,
• ‘Paired Comparisons’ Python script,
• ‘Paired Comparisons’ bundle and save 25%.