1. A method, comprising: monitoring browsing actions of a user as the user browses an electronic catalog of items; detecting, based on the monitored browsing actions, an item comparison event in which the user compares a first catalog item to at least a second catalog item; in response to detecting the item comparison event, providing an option for the user to create a research note that compares at least the first and second catalog items; detecting user selection of the option to create a research note; in response to the detected user selection of said option to create the research note, exposing to the user a research note generation interface that (1) lists a plurality of attributes, and associated attribute values, of at least the first and second items, and (2) provides functionality for the user to separately rate each of the plurality of attributes in terms of importance; receiving item attribute rating data specified by the user via the research note generation interface, and storing the item attribute rating data as part of the research note; and exposing at least a portion of the research note, including the item attribute rating data, to other users via a user interface associated with the electronic catalog; said method performed in its entirety automatically by a computer system.