Joan Parker is part of the marketing team for a big electronics brand. Part of her job is digging up feedback from her company’s client-base. Being a well-established company means that they are fairly set in their ways — client surveys were, and still are, trudged through with ye olde pen and paper method. Just like at the DMV or doctor’s office, nobody wants to fill out pages of documents, and on top of that, Joan doesn’t like filing all of those documents either. Never mind the fact that somebody needs to manually capture the data from each form, which costs time and money.