A traditional report is static. The information will always be presented in the same way each time you print the report. It will often give you either too little information or too much information. And once you have your report and check the figures new questions come up that the report you just printed can not answer.
Traditional Report Example:
| Product Group | Jan NZ$ | Feb NZ$ |
| Group A | $123,987.00 | $134,622.00 |
| Group B | $56,387.00 | $78,911.00 |
| Group C | $277,001.00 | $97,027.00 |
| Group D | $23,725.00 | $24,222.00 |
In the example above we see that Product Group C has dropped from $277,001.00 to $97,027.00. But we can not see which products within the group that have dropped most. We have no information on the individual products, customers or Sales Reps connected to Product Group C. In this case we must print several more reports to find the reason why sales have dropped so much for Product Group C.
QlikView is Interactive: 
Here we see a screenshot of how the same figures can be presented in QlikView. The beauty is that we can dig into the findings interactively.
By clicking on Product Group C we immediately see the figures on product level.