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It depends on the product. If it's a feature of an online product, you can check out products like Split, Optimizely, or LaunchDarkly. (Split is the best IMO.) It allows you to conduct experiments on that feature, even if it's still in development, to test if it works, if your customers use it/want it, and if it has the business impact you were hoping it would.
If you have a specific product or service developed, put together a focus group of prospects who fit your buyer profile and ask for feedback. If you have existing customers, or an advisory board, these are great people to include. There are companies that can put these together for you if you don't feel comfortable doing it yourself. Focus groups often ask for something in exchange (typically a combination of flat fees and/or paid meals and/or free products). While anecdotal, it would be very specific to what you're trying to test.