About choice, crowdsourcing ideas and finding priorities. And how pairLab figures out what people really want.

Can we make better choices by buying the candy brands that our neighborhood’s costumed halloweenies really want? Read to find out which candy America wants most.

Fans decide: Will the first game of the season be this year's Super Bowl matchup?

Why users say they lack trust in the search giant's results.

It's not jewelry, and it's certainly not liquor. Here are the results.

There's a lot more power in one question than you think.

How did fans, oddsmakers and sports reporters do? Let's take a look.

Fans and oddsmakers come to the same conclusion, and in the process demonstrate that pairLab's algorithm accurately captures and calculates choice.

Will the Tampa Bay Buccaneers and the Kansas City Chiefs repeat their Super Bowl matchup in 2022? pairLab asks the question and compares fan predictions with the experts.

Christian Knoebel works at Princeton University. He created pairLab as a tool to help him develop digital products and services for work. Here's how he used it to create an award-winning intranet for his university colleagues.