Various techniques are disclosed for accepting preference information from a user, where the preference information is specific to content elements within a media asset, and the preference information is collected while the user is viewing a display of the media asset. These techniques allow a user to change his or her preference information quickly, easily, and efficiently, and to improve the use of, for example, a search engine, a portal page, a reverse-query portal page, or a video (for example, television) display. For example, the user may update/modify a search being performed by a search engine while viewing one of the media assets discovered during the search, without having to return to a search engine home page or a search results summary page.