Reference table
Feature validation methods compared
Six methods by the question each answers, effort, time and when it misleads
A comparison of six ways product managers validate a feature before building it: problem interviews, concept tests, fake doors, prototype tests, price tests and staged rollouts or A/B tests. For each it shows the question it answers, the effort and time involved, and the situation in which it gives a misleading answer. Use it to choose one method that asks people and one that watches what they do. Koji runs the interview, concept and price test methods as AI interviews.
Where this appears
What's in this reference table
| Method | Answers | Effort | Time | Misleads when |
|---|---|---|---|---|
| Problem interviews | Is the problem real, frequent and painful? | Low | Days | You pitch the feature instead of asking about the last time |
| Concept test | Do people understand it and want it? | Low | Days | The mockup looks finished and people are polite |
| Fake door | Do people click when it is in front of them? | Medium | 1 to 3 weeks | The button is hidden or the label oversells |
| Prototype test | Can people use it? | Medium | 1 to 2 weeks | You test with people who would never need it |
| Price test | What would they pay? | Low | Days | The people answering are not the buyers |
| Staged rollout or A/B test | Does it move the metric? | High | Weeks | Traffic is too low to read the result |
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<a href="https://www.koji.so/visuals/feature-validation-methods-comparison-table"><img src="https://www.koji.so/visuals/feature-validation-methods-comparison-table/feature-validation-methods-comparison-table.png" alt="Table comparing six feature validation methods by the question each answers, effort, time and when it misleads." width="1200" height="949" /></a>
<p>Source: <a href="https://www.koji.so/visuals/feature-validation-methods-comparison-table">Feature validation methods compared</a>, Koji</p>
