Creation of custom reports?

I have tried to search for this and could not find the answer, but I apologize if it already has. However this should be an easy request. Let me also preface this by saying I am not a coder, but am usually able to replicate and/or modify code to make customizations.

Can someone please point me in the right direction to create custom reports? Either a wiki, other issue, doc, php or SQL location.

I have looked in the Docs, Database, various .php & .inc files, Google & various other places. However could not find and definite clues as to how the reports are generated.

Perhaps it is done differently, but I was searching the word report in the SQL as well as the various files thinking I would either find either a report title or module. I also browsed the code looking for some sort of array statement that might contain the data for a report so I could copy, past and modify it.

My installation has the base Storm as well as Storm_contrib

Any help is appriciated. what would help the best is an explanation of how the reporting system works.

Thanks
Ryan