A method for comparing decision options automatically determines factors for a set of decision options. Each of the factors defines a respective attribute of the set of decision options. The method provides the factors to a graphical user interface. The method receives a user preference value for at least one factor. The method then normalizes an attribute value of each factor. The method calculates a user preference score for each decision option as a function of the user preference value and the normalized attribute value for each factor. The method ranks the set of decision options based on the calculated user preference score for the subject decision option relative to each other decision option of the set of decision options. The method provides a ranked list of the set of decision options to the graphical user interface in response to ranking the set of decision options.