It is a product entirely in development, something like cell phones in the late seventies... A brand new category of product.
It depends on the specific objective of your research. You can keep it simple and study attitudes towards the "new brand", you can insert your brand among others it in a conjoint analysis framework or create a perceptual map of your "new product" compared to the others...
There is a plethora of research methods and statistical approach from very easy and cheap, to massive and expensive. Provinding us more insights of your issue would be really helpful to give better reccomendations. :)
We are having a spring school on some of these methods in Milan if you want to join us in May -> https://choicexperimentspsychometrics.wordpress.com/
I might recommend a "Concept Test" to evaluate the need and desire of the costumer for the new product.
and here is the definition of Concept Testing :
*Concept Testing is the investigation of potential consumers' reactions to a proposed product or service before introducing the product or service to market. As businesses and organizations look to launch a product or invest in the development of an idea, concept testing is a valuable step to identify perceptions, wants and needs associated with a product or service.
I used a variation of this for evaluating new "non-existing" technologies when working at Nokia. https://www.system1research.com/webinars/a-fresh-round-of-drinks
Also some more info here https://www.slideshare.net/brainjuicer/10-things-weve-learned-about-concept-screening
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