Abstract: A process and graphical user interface for generating and modifying customized reports based on criteria specified by a user. After uploading data supplied by the user to a customer unique database structure having predefined data elements, report data elements are selected from the predefined data elements. Timeframes and variables associated with the report data elements are then selected, and the table layout is formatted. A report is generated, and afterwards, the user can easily change the report by changing any one of the report data elements, timeframes or variables, without reprogramming a database program or application processing software associated with generating the report.