A SaaS founder spent 3 months optimizing churn from exit-survey data. The real reason was in PostHog the whole time.

Three months of roadmapping features and pricing restraint, and churn didn’t move at all. Same 8-12 cancellations a month. Sat staring at the same numbers thinking I was missing something obvious. Turns out I was. By the time someone fills out a cancellation survey they’ve already emotionally checked out — they pick the easiest box and want to get it over with. The real story for why they left happened weeks earlier, and they’ve already moved on by the time they answer. The survey was telling me what people SAID, not what they DID. Roadmap was being steered by a signal that was systematically wrong, and there was no way to know that just by looking at the survey CSV.