Databases hold a lot of data. Extracting, transforming and presenting

Databases hold a lot of data. Extracting, transforming and presenting data efffectively from a database to help the user make better decisions is another piece of the puzzle.Reading lots of numbers and text puts people to sleep and does little to convey information:)What would determine a good or bad report?What can we show on a report?What are the important pieces of a report?Should we listen to the people who will get the final report?