Custom reports are a very cool way for end users to set up a table (straight or pivot) the way they want by choosing dimensions and kpis they want to display. With straight and pivot tables only the developper can choose which dimension and kpis to display while the end users can only alter the general layout which isn't enough. What if the user wants to see customers, then Business Unit and Market or maybe Customer, country and market. What if the user wants to see sales and booking, then only sales and margin. These selection can not be made in standard objects. Some extension do exist on the market but it should be a standard feature.
@Patric_Nordstrom provided a nice workaround setting up possible dimensions and kpis for the table within two separate fields for selection to make. This is nice but requires advanced scripting which can be tidius espacially with complex kpis... In addition set analysis in kpis using variables are no longer dynamic.
Lots of my business users asks for custom reports. That the one thing they miss coming from older BI solutions like cognos to Qlik Sense
