From Clinical Tool to Consumer Breakthrough:

Overview

A doctor-founded startup had proven success using VR to reduce medical anxiety in clinical settings. As consumer VR headset adoption grew, they saw potential to offer their solution directly to consumers.

To make the leap, they needed to validate the market, identify their ideal customer, and understand how to position the product for a non-clinical audience.

Challenge

The product’s clinical success didn’t guarantee consumer adoption. The founders had questions: Who was the target customer? How should the product be positioned? What pricing model would work? And ultimately—was there a viable market worth pursuing?

Lacking answers, the team turned to Starlight to illuminate the path forward.

Solutions & Insights

Starlight profiled adjacent VR offerings using digital intelligence and social listening to assess positioning, pricing, and messaging—surfacing whitespace around emotional relief and ease-of-use. We co-developed and refined a consumer-facing concept, then validated it through 1:1 interviews and a quantitative survey.

The research revealed a nine-figure subscription opportunity among anxiety sufferers with VR headsets. A $59 lifetime license appealed to 25% of budget-conscious users, suggesting $5M in potential first-year revenue from a hybrid model.

Marketing that emphasized calm and autonomy consistently outperformed science-led claims. These insights shaped product development, pricing, and a brand voice built to resonate with real consumer needs.

“Starlight helped us translate a powerful clinical tool into a consumer-ready concept. Their research didn’t just validate the opportunity—it gave us the roadmap to bring it to life.”
— Confidential, Co-Founder