I like that it is very easy to use with no training required, just plug in your data from an excel sheet or SPSS file! It doesn't have many options for customization so if you need additional features then there are some add-ons available but they can be pricey - we used this software at work as well when working directly within our production ERP environment (Dynamics). The benefit was being able to extract all of my customer's purchase information into one place which made reporting much easier than having multiple spreadsheets across different systems/programs etc.,.