Text Mode Syntax for pulling Custom Field User Name from project in a task report

Hi, I have a custom field in a project to capture the primary designer assigned to a project and I want to have a task report that show all tasks assigned to someone and with the primary designer for each one.

I can't seem to figure out how to drill down to the name in the custom field. When I use this code:

displayname=Primary Designer for Project
linkedname=project
namekey=view.relatedcolumn
namekeyargkey.0=project
namekeyargkey.1=DE:Primary Instructional Designer
querysort=project:DE:Primary Instructional Designer
textmode=true
valuefield=project:DE:Primary Instructional Designer
valueformat=HTML
 

I get this result:

{"objCode":"USER","name":"PERSON NAME","ID":"5e7cb8c30043a484dd0143b23bb36220"}

So I tried adding a name argument to the code, but that displays nothing in the column:

displayname=Primary Designer for Project
linkedname=project
namekey=view.relatedcolumn
namekeyargkey.0=project
namekeyargkey.1=DE:Primary Instructional Designer
namekeyargkey.2=name
querysort=project:DE:Primary Instructional Designer:name
textmode=true
valuefield=project:DE:Primary Instructional Designer:name
valueformat=HTML

Any idea what I'm missing? Appreciate any insight.