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.
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