Moderns: Qualtrics.com

Unique Experience

When repeat users visit Qualtrics, they have the opportunity to choose what kind of information they see. This allows them, to some extent, to place their own lens on the website.

However, this is quite limited and could go a little further. Because Qualtrics users have accounts, when they log in they should be able to view a personalized version of the website. Their accounts gather information on them (specifically what type of information they collect) and the website could reflect this, showing them what is most relevant first.

Lds.org does this to some extent with the users' ability to highlight and make notes on certain documents. Qualtrics should do this but I recommend a step further by displaying relevant material first.

Unimpaired Beholders

Qualtrics employees that have unique insight into the world of research have the opportunity to write blog posts that go on the website to educate researchers that visit the website. They provide a more unimpaired view than the majority of people involved in research because they see so many more applications and uses of research products.

However, it might be nice to provide an opportunity for people outside of Qualtrics to write blog posts that appear on Qualtrics' website. This may be a difficult decision, however, because if the writer is good, they could probably get much more attention and interaction by posting via other mediums (such as LinkedIn, research websites, etc.). If the writer is not good, they would be more willing to post on the Qualtrics website but in that case we don't want them. Qualtrics would need to provide some incentive for writers to post quality material. This leads to the last point...

Gamification

The trend of gamification is often blown out of proportion as it is often more important for firms to integrate it than to actually do it right. However, in the path of helping people to become master critics it can be a valuable tool. Because users already have profiles, their information and progress can be easily monitored. Qualtrics.com can include trainings for them that they earn "badges" (or points, titles, etc.) upon successfully completing. Another way for these users to earn badges is to write quality content - these can be customer reviews, helpful answers to FAQ's, insightful information on the research process. This could be a way for Qualtrics users to interact with each other and collaborate on ideas. It would be awesome if it could help Qualtrics build a stronger community and become a one-stop shop for all research concerns and questions.