If you want something cheaper than buying expensive test equipment you can get a super cap, characterize its exact capacity and how much energy it loses in self discharge over a set time, then charge it up to a known voltage and connect it to your device instead of a battery. Use your device for a while to represent typical usage over a preset timeframe and then check the voltage again and calculate energy lost in the cap to work out what the average current draw was over that time. Then extrapolate how long your product will last on a battery of capacity X.
Obviously cap size will depend on how long you need the test to last, which will depend on your product and it's use case.
Its definitely not the best way to measure it, but sometimes you have to make do with what you have.
However, the Jouelscope is an awesome product if you can afford it