1. A computer-implemented method for capturing one or more information items regarding an interaction to a database of an on-demand database service, the method comprising: receiving, at a client device associated with a user, an indication of an interaction with the client device, wherein the indication of the interaction satisfies a user-defined trigger, the user-defined trigger including at least one of: a calendar event trigger, a time-based trigger, a media communications trigger, a photo or video capture trigger, a location-based trigger, an audio-based trigger, a Bluetooth-enabled trigger, a near-field communications (NFC) trigger, and an application-based trigger; providing a user interface to the client device in response to the indication of the interaction satisfying the user-defined trigger, wherein the user interface includes input controls configured to receive information items regarding the interaction; receiving one or more information items regarding the interaction, wherein the one or more information items include values for a first data field regarding a user-selected expression and a second data field regarding at least one entity associated with the interaction; storing the one or more information items in a database of the on-demand database service; and causing one or more profile objects for the at least one entity to be generated based on an aggregation of the stored one or more information items with attributes of the at least one entity.