Sometimes, we just need a quick way to get some feedback from users on the direction we’re heading. No need for an in-depth experience analysis, or long sessions of recording users moving through tasks.
Nothing’s wrong with doing some ad-hoc user testing, where you just find some users (going into a store, sending out a link, or even just asking friends or family, if they fit the persona), and get some casual feedback on your project.
It’s inexpensive, gets quick turnaround, and can provide valuable insight into the direction you’re headed. It’s not for the bigger, more complicated design hurdles your team may be facing, or a very reliable way to provide analysis to stakeholders late in the game. But it’s a tool to have your kit for concepts, ideas, or enhancements you may be wanting to implement.