We considered a user study where interviewees were presented with pairs of choices (i.e., compounds) to select from. There were several reasons to consider a pairwise experimental design in contrast to simpler alternatives such as obtaining direct feedback on individual samples. One of such advantages is that there is plenty of evidence from psychometric studies and decision theory suggesting that humans find it inherently hard to sort items according to their preferences, whereas making binary decisions is a task that is in general easier. Additionally, it also avoids user or situation-specific baseline biases: humans are known to start labeling from an anchor value that is then adjusted towards a final decision in situations of uncertainty or stress. This has been demonstrated to be a major issue in other user studies.