According to a 2008 McKinsey Quarterly article, 13% of organisations use customer satisfaction with new products as a lag innovation metric. This means that they measure customer satisfaction after the product has been launched in order to gauge the success of their innovation efforts. While this may seem like a sensible way to assess whether or not a new product is successful, it can actually be quite misleading. customer satisfaction is often based on factors that have nothing to do with the quality of the product itself. For example, customers may be satisfied with a new product simply because it is new and different, even if it is inferior to existing products in terms of functionality or durability. As such, organisations should be careful not to rely too heavily on customer satisfaction as a measure of innovation success.