A system and method for confidence-based selection of items for use in conducting a computer-implemented survey. The survey presents information about a selected plurality of items to a survey participant, to elicit survey feedback information. Information regarding the plurality of items is stored, the stored information including display information about each of the plurality of items for presentation to a survey participant. A subset of items for presentation to a survey participant is selected in accordance with a predetermined selection algorithm. Information corresponding to the selected subset of items is displayed to the survey participant via a survey user interface. Rating information is input by the survey participant via the survey user interface indicating the survey participant's preferences as to items in the presented subset of items. The rating information is utilized in various manners to affect the selection algorithm for a subsequent survey.