Techniques for facilitating evaluation, in connection with the procurement or delivery of products or services, in a context of at least one of (i) a financial transaction and (ii) operation of an enterprise, such context involving a member of a first class of parties in a first role and a member of a second class of counterparties in a second role, are disclosed. The techniques involve deriving in a first computer process using conjoint analysis, from responses to forced choice questions, such responses attributable to each party and to each counterparty, a preference profile for each such party and counterparty; and analyzing in a second computer process the preference profiles of the parties and the counterparties to derive a list by which parties and counterparties are matched according to preferences determined by conjoint analysis of responses of both the parties and the counterparties to forced choice questions.