In concept validation, we test if a particular product or service concept is interesting, inviting, and functional for the client. A concept validation study is usually compact and quick, but it can sometimes also be thorough as well. Concept validation is sometimes called Proof of Concept (PoC) testing.
Typically, concept validation is done using qualitative group discussions or individual interviews. If the product concept is already usable, a concept validation can be done in conjunction with a usability test. Alternatively, users can use the product concept for some time before the interviews, which allows us to find out if the product is interesting and functional for longer periods of time and in real-life situations.
The measurability of the product and the analysis of the results become more accurate if the concept that is being validated can be compared to other products, e.g. similar products from competitors.