Contextually dynamic

Fits well with the executive mindset;

Adds structure to decision tasks

Difficulty in capturing nuances

Comprehensiveness

Forces respondents to think more;

Forces respondents to think in new ways

Cognitive strain increases greatly as number of compared items increases

Preference-elicitation

Reduces complexity to paired comparisons; Creates differences

Does not provide ways of resolving differing viewpoints

Feedback on consistency

Insight on self-contradiction

Difficult to avoid inconsistency