So, I finally—and inadvertently—did the smart thing when I asked, “Why do you want this feature? What do branded reports get you that unbranded ones don’t? It’s the same data, right?” They replied, “Oh yeah, of course. I mean, nobody even reads these. Our clients just like to get something emailed to them at the end of every week and we think they’d be happier if it was a bit fancier, you know?” I knew exactly. They had asked for analytics. We had jumped to the conclusion that they wanted to better understand their data. But they had really just wanted a way to keep their own clients happy.
