1. A computer-implemented method for selecting a primary value from a plurality of values in an entity resolution system storing identity records related to a plurality of entities, comprising: receiving a selection of an entity from the plurality of entities stored in the entity resolution system, wherein each entity is associated with a plurality of identity records, wherein each identity record includes one or more attribute types and attribute values, and wherein each entity is presumed to represent a distinct individual; and evaluating the selected entity against one or more primary value determination rules, wherein the evaluation for each respective primary value determination rule comprises: identifying one or more attribute types associated with the respective primary value determination rule, identifying a set of attribute values stored in the identity records of the selected entity that correspond to the one or more identified attribute types, and selecting, from the identified set of attribute values, a primary value to be representative of the one or more identified attribute types for the selected entity.