Analyst reports are new to FM18 and can be requested for specific players, or generated by the analyst team for a player who they feel might interest you.
An analyst report will give relevant statistical information on the player’s season. The analyst may point out that the player has the best interceptions stat in the league and then will compare that to the player at your club who has the best interceptions stat.
Scout reports will still work as they have done previously giving pros and cons on the players. The combination of a scout report and analyst report will give you a better overall picture of a player which will help you to make a decision when choosing to make a transfer offer or not.