SQL Server Profiler - Edit Filter
Use the Edit Filter dialog box to create and modify data column filters in a trace. Click a data column name in the list and the filter criteria that is available for that data column displays in the adjacent pane. Enter the filter criteria and click OK to apply it to the selected data column. If a filter icon appears to the left of the data column name in the list, that column already has a filter configured for it.
For string type data columns, the filter criteria will show as a LIKE or NOT LIKE string value.