Roadmap
Goals
Q4 2026 objectives
This quarter, our goals are split. We don't have enough certainty to predict a whole three months of direction. We could carry on as the money-engine. Improving charts, visualisations, and feature parity. But we want to take a moment and learn more about how people's behaviour is changing. We want to take a moment to look up and around and orient ourselves better.
We will focus on what we'll explore rather than what we'll ship. For a long time, our challenge was building everything customers asked for. Now it's building the right things. We think what our team needs most is to step back and understand our users' broader goals and pain points, so we can refocus on what matters most.
For each area below, we'll interview users, dig into our metrics, and share findings with the team at our offsite. Meanwhile, we'll keep shipping based on what we learn and maintaining the features we own.
Focus areas:
- Large customer needs: What are our large customers struggling with? Where are the limits getting pushed?
- Startup needs: What needs are we missing with small organizations and startups trying to build and scale their business?
- User retention: Why are individual users stopping using PostHog?
- MCP-first users: Where are we not meeting the needs of MCP-first or MCP-only users?
- Market trends: Where is the market heading, and how will our customers work differently in the next 1-3 years?
- Generative AI: Why do people use generative AI instead of dashboards, and what would get dashboard users to switch?
What we’ll explore
Large customer needs: Mike Warren
- Who we'll speak to: Large customer users; our sales team
- Questions to explore:
- Why are larger, managed accounts churning?
- Why are we losing competitive deals?
- Why aren't large orgs switching to PostHog?
Startup needs: Matt Pua
- Who we'll speak to: Small orgs that churned early; small orgs that signed up but didn't finish setup or invite teammates
- Questions to explore:
- Why do early-stage orgs churn?
- Why don't teams invite their teammates?
- Where do orgs get stuck during setup?
- What are people saying about PostHog on Reddit, G2, X, etc.?
- What does marketing see as the reasons we win or lose?
- Are smaller/younger orgs more AI-pilled, more MCP first, less likely to use web? How is web use changing?
User retention: Daniel Parker
- Who we'll speak to: Users invited to an org who stopped using PostHog after setup (in both existing and new orgs); people new to PostHog (spilt by new to analytics vs used to a different analytics solution),
- Questions to explore:
- Why do new orgs stop using PostHog after setup?
- Why do existing org users stop using PostHog?
- What trips up someone seeing PostHog with fresh eyes? (Existing and new orgs)
MCP-first users: Sam Pennington
- Who we'll speak to (across Codex, Claude, Slack, etc.): Hybrid users (MCP + Web); MCP-only users; users who stopped using our MCP
- Questions to explore:
- Does the experience differ across harnesses?
- What challenges are they running into?
- How well do they understand PostHog?
- What leads users to stop using our MCP?
- (How much/do they) navigate between MCP and web?
Market trends: Thomas Obermüller
- Who we'll speak to: PostHog's CSM team; champions at companies across industries; AI-native startups not using PostHog
- Questions to explore:
- Where is the overall market landscape heading? How will our customers be working differently in the next 1-3 years?
- Are there any other technologies (outside of AI) that may disrupt our industry?
- What are competitors doing that we are not?
- What are new startups in our space doing that we are not?
Generative AI: Thomas Obermüller
- Who we'll speak to: People using generative AI (canvases, for us); people using dashboards but not canvases
- Questions to explore:
- Why are they using generative AI vs. dashboards? What do they like / not like?
- For people using dashboards but not canvases, why not? What would get them to switch?
Handbook
Who are we building for?
Personas
- Primary Personas:
- Product engineer
- These are the engineers building the product. Normally full-stack engineers skewing frontend or frontend engineers.
- Product engineers have more limited time. Need to quickly get high-quality insights to inform what they are building and assess what they've shipped.
- Product manager (ex-engineer type)
- Supports the product teams (engineers, PMs, designers) to build the best products. They guide the product roadmap by speaking to customers and diving into the data.
- Product managers are the power-users of analytics (further evidence in the data analysis of paying users). They have desire and the time to go significantly deeper into the data.
- Product engineer
- Limited focus:
- Growth engineer
- Not a focus but should be usable by:
- Everyone in the product team (less technical PMs, designers)
- Marketing
- Leadership team
What types of companies?
The highest-performing product teams building the most loved products at high-growth startups. For more context on the company read about the ideal customer persona.
Jobs to be done
Product analytics is a wide tool which fulfills many job-to-be-done (non-exhaustive list):
- Monitoring KPIs - how are the specific KPIs (product/team/company) doing? Are there any big changes, is everything going roughly in the right direction?
- Insights into a new feature you've built - I've created a new feature and I want to make sure that it's being used successfully
- Watching for errors and debugging - something went wrong (error gets trigger, product regression, drop in conversion), getting told it went wrong, debugging it, shipping a solution and making sure that fixes it
- Conversion optimization - the
Growth Team
- Answering product strategy questions - which customers should we focus on, what are our most used/valued features. e.g. should we increase the pricing from X to Y? Which customers should we focus on?
You can broadly group the job-to-be-done of Product Analytics in PostHog as:
- Creating: You have a specific query/dashboard in mind, you open PostHog to view it. E.g. creating a dashboard to Monitor KPIs, or creating the funnel for your onboarding flow
- Consuming: you or someone else has made something in Posthog that you refer back to. E.g. Checking the dashboard you made to Monitor KPIs
- Exploring: you're answering a broader open-ended question. E.g. If you're monitoring your KPIs and you see something not right - you then want to dive into understanding why
Roadmap
3 year goals
- You can explore data across all insights and dimensions
- You can trivially share any insight anywhere
- Onboarding is as easy as a video game
- Tight integration with developer workflows
- No more complex than it is today
- Using PostHog sparks joy
- We support trillion event querying