I would say that you have to define your audience. You have 4 possible level of users. There are people in the middle, of course, but these are your big groups:

I would say that you have to define your audience. You have 4 possible level of users. There are people in the middle, of course, but these are your big groups: 1. IT/programmers (like you) 2. Advanced analysts (that are not afraid of Excel formulas, but barely scratch macros) 3. The report clickers (their concept of running a report is clicking on an icon and refreshing; if anything fails they run in panic) 4. The laid back Powerpoint requesters (CEOs that request other people to run the report for them, capture a screenshot and paste it in Powerpoint for the meeting). Users in group #4 are allergic to anything with appearance of code in the same room that they cohabitate. Users in group #3 will also get panic attacks by getting code mixed with their visualizations. Users in group #2 will tolerate it, but will fear how their reputation would be affected if anybody see them coding. My message hear here is similar to what you have received so far. You need to pivot how you market this solution.