Customer perception of what constitutes a good medical ointment is based on the results produced. First impression, however, comes when the product is applied to the skin by the customer. Does it come out of the tube with sufficient ease, but not so fast that it squirts out more product than is necessary? Does it spread on skin with a reasonable amount of effort? Does it leave a comfortable feeling once applied? These are fair questions to ask and probably constitute the basis for surveys conducted by your marketing team for the ointment. Do you know how your Engineering Department can predict beforehand what the outcome is likely to be?